06/05/2008: "Hey Copywriter --- Don't Be a Sucker."

If you're a copywriter --- and most people who read my column are --- you've no doubt been the victim or target of an unethical client or prospective client. There are many schemes out there. People learn them quickly and apply them with ease. And new schemes pop up daily.

Most people know that copywriting is expensive. Good copywriting, that is. They also know that if their business is to grow and become successful, they need the best copywriting they can get. Ah, but here's the deal --- many people really can't afford a good copywriter. They can't afford "any" copywriter. So they figure out ways to get the services of a good copywriter very cheaply.

Here's an example of one scheme. You get a call or a request for a quote. It's usually --- but not always --- a young male and usually --- but not always --- someone in the business opportunity area. It's usually someone selling ebooks or network marketing programs and things like that.

They'll say they want someone long-term and they're more than willing to sign a retainer. Moreover, they have a reasonably large budget. No problem. They'll agree to any monthly figure you put out there without asking about the hours or anything else.

But first (here it comes) they want you to do a "test" project --- just to see if there's "a fit". They like the word "fit". And they beseech you to give them a low fee on this project since they're going to pay you a nice fat fee each month.

Well, the bottom line is this. If you play along and do the work for a low fee, you're a sucker. These folks have no intention of hiring you, or anyone, on an ongoing relationship. They're sending these feelers out to a dozen copywriters and they're getting many copywriters to do work for them on the cheap.

There is no end to what some people will do to screw a copywriter out of a well-deserved fee. The real business people, the successful people who are traditional, highly skilled and respected members of the business world, know the true value of great copywriting and are more than happy to pay for it. In fact, they know that when they pay well, they'll get more in return.

Unfortunately, our world is infested with users and schemers. As a copywriter, you'll be the target of many of them throughout your career.

Having been in business for myself since 1967, I can tell you from real experience and not from a book, that there are many people who literally lay awake nights thinking of ways to screw other people out of money, time and hard work.

I have some test pages on my Web sites. I like to see how many dishonest people are out there. You'd be amazed! People spend hours and days looking for ways to get something valuable free or cheap.

So I'll close by just saying that I've given you fair warning. No matter how badly you may want or need business, don't fall victim to one of these people. A promise for future work and an ongoing retainer relationship is not a done deal until you get a signature and a check. A promise is empty air. You want a full bank account --- not empty air.

But the schemers know all too well what Barnum knew: "There's a sucker born every minute."