...you can bet the publisher would insist on the right to "edit" it as they see fit.
Ok, so you're probably wondering what I'm getting at so here's the skinny.
I'm working on a project where the client provided some of THE WORST copy of all time. Of course, because they wrote it, they think it's great (the client's a doctor btw) but the truth is it's absolutely dreadful and would do their project a great disservice if used "as is".
I know the client is going start asking, "Why did you change my wonderful copy?", when he sees I editied it so I began thinking. I wanted to come up with an argument that might work well to help him understand the necessity of making sure the copy was professional and impactful.
So anyway, what I came up with is this:
If the client had gone to book publisher with a manuscript you can bet that said publisher would insist on the right to make edits to make sure the book was a commercial success. If the client balked, the publisher would no doubt tell him that they're the ones in the book selling business and that they simply "know better". Kind of a "our way or the highway" thing.
I feel the same about this client. He's clueless and needs help, but he thinks he's Gods gift to the copywriting profession. Well he's not, and I'm not afraid to inform him of that fact.
I don't tell him how to be a doctor, and there's no way he's going to tell me how to be a copywriter/designer.
[ June 19, 2006, 07:15 AM: Message edited by: Paul Bierce ]
Posted by Ian Stewart-Koster (Member # 3500) on :
Paul, would you mind telling us what the wonderful copy is, minus the name to protect the innocent!
Posted by bruce ward (Member # 1289) on :
do whatever work he wants done. take no pictures and do not assign your name to it!
Posted by Curtis hammond (Member # 2170) on :
quote: He's clueless and needs help, but he thinks he's Gods gift to the copywriting profession
Sounds like this ol' doc went to a bizz seminar,, and they had a marketing module where they advised him how to write copy. They likely told him that no one knows how to write copy correctly for them. There are people who travel the seminar circuit making a lot of money telling professionals how to do thier marketing.
Posted by Kimberly Zanetti (Member # 2546) on :
Sorry, gotta argue with you on this one...if I went to someone to have a sign/design made and they changed the copy without my prior approval I'd go through the roof!
The difference in the analogy you used about the book publisher is that the book publisher is paying the writer for the work, not the other way around. The person with the checkbook gets to make the decision on content.
You can absolutely suggest to the person that changes be made but if the changes were made without my prior approval I would a) NOT pay for it and b) never use that person again.
Posted by Doug Allan (Member # 2247) on :
When I am in that situation, I provide their way & my way. If they can't learn, then I don't waste much time on wishing they could... but I satisfy my role as the professional by giving them a choice.
Posted by Steve Shortreed (Member # 436) on :
We've all experienced that awkward moment when the customer hands you a homemade design, often done by a loved one, that just won't work. You want to say "This sucks!," but you know that is not the right thing to say.
I struggled with this situation for years. In many cases, I would spend too much time coming up with alternate designs in hope that the client would go for my professional version. Sometimes it worked, but in many cases, they would insist I go with the original.
Ken Millar, one of my sign heros, once did a design and layout course at our shop. This same question came up. Ken's answer was so simple.
When you are given a bad design, and you can explain in a professional manner why it is bad, simply ask the customer the following question.
"Are you open to suggestions?"
If they say yes, you grab a pencil and paper, and then draw an alternative design. Its called a thumbnail sketch. While drawing, explain things like readability, letter size, contrast, etc, so they are educated and know that you know your stuff.
Posted by Kissymatina (Member # 2028) on :
It needs to be a joint effort. By changing the copy without discussing it, you're insulting the customer. Put yourself in his shoes...do you go in to his office & tell him how to treat your illness?
You know more about signage, they know more about their profession. Work together to make it work, if they are open to it. It's no different than the salesman that tries to tell me what equipment I need, sorry dude I know more about my business than you ever will.
Posted by Russ McMullin (Member # 5617) on :
quote:Originally posted by Paul Bierce: there's no way he's going to tell me how to be a copywriter/designer.
It doesn't appear that the client asked for your copywriting services, so in this case, he is the copywriter. As others have suggested, I would discuss alternatives, but if the customer wanted the original copy, so be it. I would come unglued if I submitted something to be printed, and some designer made changes without asking me. Like Kimberly said, I wouldn't pay for it.
[ June 19, 2006, 04:09 PM: Message edited by: Russ McMullin ]
Posted by jake snow (Member # 5889) on :
Lord knows I have gripped about similar things in the past (Crappy layouts) and if I have learned anything from all of it, it is one thing....
It's called "****in' in the wind"
Times money, don't waste it. Posted by Dawn Drake (Member # 6533) on :
Here is a formula that works often for me.
You have to give them something before you verbally slap them.
Not that you really would be harsh but you can give them a gesture of respect or understanding that lets them know you are with them -not against- people want to feel they are heard and understood. like...I understand the importance of consistancy and If I understand correctly you want to ... My concern here is.... AND THEN try not to say you can't do that because it would be stupid. Asking questions and "getting" what they are TRYING to do and then the magic phrase ...My only concern there would be. . .
Posted by Ray Rheaume (Member # 3794) on :
quote: I know the client is going start asking, "Why did you change my wonderful copy"
I've thought that more than once only to find out that the client is open to suggestions and often will listen to someone with more experience that they have.
Make the changes, suggest the changes, but NEVER go to production without an approval. Fastest way to eat a job there is. Rapid
[ June 19, 2006, 08:28 PM: Message edited by: Ray Rheaume ]
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