Copywriters Podcast

With a few years of success under my belt as a copywriter, I started to notice there were two types of clients who were approaching me. The first kind of client was way better at what they did than their marketing indicated. The second kind of client had really exciting marketing that made big, big promises – but their level of quality didn't come close to measuring up. Once I realized this, I made a decision: I would only work with the first kind of client. I could help them because once their marketing caught up to the quality of what they were offering, they would make a lot more money. But I was also determined to stay away from the second type of prospect. I wasn't in the business of improving the quality of what they delivered to the prospect. So the best I could do, if I was successful, would be to increase the level of fraud in their marketing. No thanks. And that brings us to what we're going to talk about today: hype. It was hype in the marketing of the clients I didn't want to work with that pushed