Money is attracted to speed, not nitpicking

Dear Copywriting Clients,



What's all this jive talk I hear about there being no good copywriters.



If that's true, then y'all have nobody to blame but yourselves.



I know and talk to a lot of great copywriters -- people who can help add another "0" to whatever profits you're bringing in fairly quickly. And, who would be a perfect "fit" for what you're selling. But lately, I'm hesitant to refer them. Especially "Email Players" -- http://www.EmailPlayers.com -- subscribers.



(Who are way ahead of the curve).



Why?



Because of all the stoopid nitpicking.



One of the reasons I don't currently do client work is because of all the idiotic nitpicking. In far too many cases, I wrote more "copy" in the form of back-and-forth emails trying to persuade them to do the most basic and obvious things (even a newbie copywriter would know to do) than I did in the ads they hired me to write.



Screw that.



This is not uncommon, either.



Most copywriters tell me it's the same with them.



And speaking of which...



Why are you paying your copywriter so much scratch if you're going to dictate to him how to do his job?



It's like telling your doctor how to do your surgery.



"Well, I read online it should be done this way..."



Don't make no sense, Chuckles.



This ain't just my opinion, either.



The great ad man David Ogilvy put it like this:



"Why buy a dog

if you're going to

bark yourself?"



So here's my advice to you, dear Client:



Barring any factual or legal problems...



STFU and test the ad already.



*Implement* what your copywriter has done.



Quit being a nitpicker.



You'll make more $$.



After all, the green stuff is attracted to SPEED, not nitpicking.



Also, one last thing:



Drop the "qualification" language.



You're not qualifying a good copywriter.



He/she is qualifying you.



It ain't the 1980's and 90's anymore. You need a good copywriter WAY more than they need you. Trust me, many (many!) copywriters are finally waking up to the reality they can make far more $$ with far less stress being their own client.



Soon, all the good copywriters WILL be gone.



Why hasten the copywriting apocalypse?



Anyway, this is free advice.



SPURN it at your peril.



Your lord & master,

Ben Settle









Ben Settle

Email Specialist

Settle, LLC

www.BenSettle.com



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