Copywriters, they’re an ethical lot, aren’t they? This question is almost bound to be met with a hushed silence, followed by a slight snigger and finally a cacophony of laughter. Perhaps you’ll be told of the underhand techniques that some copywriter’s use to persuade people to buy. Or maybe you’ll be reminded of a case in which a copywriter was found to have mislead the general public. The general attitude of distrust is to a reasonable extent well founded Driveway bollards.
The gurus of written marketing may choose to tell porkies as a means of securing employment and maximising their earning potential. By promoting the idea that copywriting is a mysterious art rather than a straightforward job they can persuade their clients to pay a high premium. Businesses should be on their guard against professional writers who demand a guideline price, instead of outlining their rates. By refusing to let on how much they are willing to pay, a company may be able to secure a more reasonable and accurate estimate.
After obtaining a few quotes, a marketing department may well narrow their selection down to a couple of highly suitable wordsmiths. Being eager to work on the project these writers may well state that they have experience in a relevant field. Such claims shouldn’t necessarily be taken at face value. The copywriter who tells you that they have experience in the motoring sector may have produced promotional material for a manufacturer of road bollards. The expert who says that they have an excellent understanding of modern music theory, may have promoted the album of a 1970s folk singer. As the client you are encouraged to closely inspect your chosen copywriter’s portfolio and verify any testimonials provided.
At the end of the day it is the business owner and not the copywriter who should have ultimate authority over the handling of a project. It is the client’s choice whether to amend the copy so that it reads in a way that they like. It is the client who has the best understanding of their target market, the client who possesses a knowledge of the inner workings of their company and the client who must make the final marketing decisions.
Experienced copywriters continue to stick by the claim that winning copy should outline the major benefits and unique selling propositions in such a way as to make products and services seem utterly irresistible. However there have been repeated instances of skilled writers using myths and lies to sell. In some instances the untruths have been so blatant as to be comical. In others the copy has been designed to mislead even the sharpest minded consumers. It’s a good thing then that in today’s technological world we can turn to trusted review sites before making big purchases.