There has been an interesting phenomenon that has occurred in recent years. The most popular copywriters have not arrived at that distinction because they are proven sales-producers, but because they are outrageous. People are always attracted to outrageous personalities, and in the copywriting profession, this is no exception.

Here is an example of what I am referring to.  A mainstream copywriter may advertise their business thus:

We provide effective copywriting that sells your prospective customers by appealing to their most basic needs. Our copywriting has proven results with dozens of client testimonials to support our claims. We write professionally to enhance your company’s reputation and brand.

Then, there is the outrageous copywriter, who has been catapulted to cult status because of the way they ignore image to concentrate on absurdity.

We reach out and grab your prospects by the neck and squeeze until their eyeballs pop. We drag them kicking and screaming and beat your products’ benefits into their heads. Our approach smacks them in the face until they buy while we throw your competition against the curb.

Which writer is the better one? There is one way to discern the difference between the pop-culture heroes and the tried and true copywriters.  Good copywriters have verifiable results they can point to. They have legitimate clients, companies with established brands and products. The outrageous copywriters point to their own self-promotion and followers pronouncements as proof of their prowess.

Does it seem that one group of writers spends more time pushing their style and making millions based on their perceived capabilities?  The plain-vanilla copywriters work every day and get real results. They research their client’s markets, connect product or service benefits with client needs and produce sales. They offer their clients real value.

Next time you hear someone suggest a copywriting superstar who has a long-copy sales-page website screaming of their success, tell them; no thanks. Good copywriting works when the client’s brand and image are considered along with selling their product. The outrageous copywriters write for companies that will last for a year or less. By this time, they have made their money and moved on.

© 2010 K Richard Douglas

For the full-time commercial copywriters who read this site, I am presenting a prime example of why the lower end of our profession is about to slip off into darkness and forever be lost.

It is an illustration of just how dismal the market is for lower-cost writers and the buyers who are guiding soon-to-fail businesses.  For those of us who work to turn small businesses into big businesses, it is disheartening to know that so many short-sighted business owners are driving their businesses into the ground.  Copy and content writers, who provide services to this market are generally new to the market or hanging a shingle out with a sign that reads ‘copywriter’ without any formal knowledge.

I spend about 5% of my time looking at projects posted in the service marketplaces.  There was a time when good projects could be found there.  Today, the rates paid by buyers are 80% lower than a year ago and the need for quality writing is nowhere to be found.  If you need proof of this, take a look at this project cancellation notice from one service marketplace website. (they must have thought that my bid was stratospheric…it would have been a fun subject, so I placed a bid)

The buyer should learn to spell ‘professional,’ but I doubt that he knows the word.  The project required an amount of writing that would cost $400 on the low end of the commercial copywriter fee scale. Most of the writers bidding on the project bid $50 in open bidding.  These are not full-time commercial copywriters as a rule, but 50 bucks for the amount of writing required was a cheap rate for even mediocre writing.

Note that the buyer cancelled the project and complained that $50 was too high considering that he can get the work done for $20.  Will this buyers’ business be around a year from now? Very likely NOT.

Business owners very rightly focus on ROI.  They have to get the most bang for their buck.  They have to balance this concern though with the need to build a solid image and brand.  One of the worst mistakes they can make is to compromise on the quality of their content and copywriting. If their target market is made up of reasonably bright people, the prospective clients and customers will remain just that; prospective.

On this site, I have talked about the downside of hiring a $60 writer, but just imagine the $20 writer.  It’s a good thing that the buyer does not expect ‘professional’ quality writing. Unless their target market is made up largely of illiterate buyers, then they are shooting themselves in the proverbial foot.

The disturbing fact is that the service marketplaces no longer offer professional working writers with a venue for connecting with serious buyers.  They have become a repository for low-quality writing and soon-to-vanish companies. I can’t speak to the state of graphic arts, web design and programming, but as for writing, the writing is on the wall.

The lesson to be learned here for buyers of copy and content is that they may have to seek good writing elsewhere.  The other reminder is that scrimping on quality will result in steadily decreasing sales. Worse yet, for small businesses, it can mean no increases in struggling sales.

The lesson for writers is this; don’t waste too much of your time in service marketplaces. You will be reduced to the lowest common denominator.  It’s like a brilliant person marrying an imbecile; the imbecile doesn’t become brilliant in the process.  The brilliant person, on the other hand……….

If you need quality writing and expect to have a successful company or continue a record of success, then by all means, contact us.