[Previous entry: "How Much Should You Charge? The Answer To the Copywriter's Biggest Problem."] [Next entry: "Most People Who Contact You Are Not Real Prospective Clients."]

05/12/2008: "The Prospective Client You Really Don't Need. Reflection on my thought for the day."

What type of person is your least favorite to deal with? I've worked with the pompous ass, the tight wad and the know-it-all, among others. And in between those boorish folks, I've had quite a large number of very fine people who understand business and who respect what I bring to the table. They realize that it is my work that gives them a large degree of their wealth.

But then, there's my least favorite. Let me explain. This morning I got a request for a quote from a woman who is trying to sell an ebook online. I assume she's a young woman because an older woman would not have been so naive. At least, I doubt it.

Now, selling an ebook online is a hard sell. And it takes keen sales copy to make a person buy yet one more ubiquitous ebook on how to cure some illness or deformity without drugs, surgery or the intervention of a specialist.

But here's the part I hate. She says in her request that the current Web copy needs to be rewritten. But she would prefer it if I will just show her how to do it herself!

Duh. Let's say I need a root canal. I tell my friendly well-trained dentist that yes, I know I need a root canal but I want him to simply tell me how to do it and I'll just swing right out of the parking lot and do that sucker myself!

Yes, my least favorite person to deal with is the one who has no understanding at all of how much work, time and effort it takes to learn to sell in print. In my case, I've been at it some forty years and I still learn something new all the time. I never know it all and any copywriter who says they do is a liar.

The people who insult us in this manner are not really prospective clients. They're time-wasters. When someone like this contacts you, and they will, don't let them take your time. Offer to do a critique for $1,000 or $2,000 and they can take it or reject it. But don't expect to get their business and don't want it. People who think our job is easy are silly twits. Not a one of them could begin to do one time what we do all the time.

And that's my thought for the day.