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09/21/2007: "How Important Is It For Copywriters To Meet Deadlines?"

I was reared in a newspaper family. My father, the editor and owner of the town's daily newspaper, lived by daily deadlines. My mother, who wrote for magazines, lived by monthly deadlines. They both instilled in me the importance of doing what you say you'll do. If you say you'll have something done at a certain time, you get it done.

Later in life, I became a journalist. I too had deadlines. The newspaper had to come out. The magazine article had to be in. There were no options. Sure, I had a bottle of Maalox in my bottom drawer. Deadlines are stressful. But they must be met.

Copywriters have deadlines. Oh, I know --- there are a few copywriters who brag about being slow and taking their time so they'll be perfect. Well, the truth is, being slow is not synonymous with being good or getting it right and certainly not with being perfect. It usually means you're lazy or you're a perfectionist or you're procrastinating. You're sure not a good business person.

I have an associate who is a good copywriter and very experienced. But he can't meet deadlines. He causes me untold misery by taking three or four months to write a sales letter that I'd have done in a week. In addition, his sales copy is no better than mine and often not as good.

Picasso was a pretty good artist. Would you agree? I think we can safely say he was as talented in his field as the best copywriter in his or her field. Guess what? Picasso finished many of his greatest paintings in four weeks or less. And there were many times he finished a painting of a person in minutes! Of course, his fee was the same as if it took him years.

Legend has it that Pablo Picasso was sketching in the park when a bold woman approached him.

“It’s you — Picasso, the great artist! Oh, you must sketch my portrait! I insist.”

So Picasso agreed to sketch her. After studying her for a moment, he used a single pencil stroke to create her portrait. He handed the women his work of art.

“It’s perfect!” she gushed. “You managed to capture my essence with one stroke, in one moment. Thank you! How much do I owe you?”

“Five thousand dollars,” the artist replied.

“B-b-but, what?” the woman sputtered. “How could you want so much money for this picture? It only took you a second to draw it!”

To which Picasso responded, “Madame, it took me my entire life.”