The 5 Types of Copywriter/Client Working Relationships … Which is Right for YOU?

Just as different copywriters have different attitudes toward their client, so too clients have differing attitudes about copywriters.

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For the copywriters, their relationships with clients fall into one of these five categories:

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#1--Vendor.

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A vendor is the lowest level.

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It implies the copywriter simply does whatever the client tells him.

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The client is always right, and he is also paying the bills.

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So the copywriter is at all times subservient to and beneath the client.

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I often see this subservience in both newbie copywriters and small agencies.

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They follow all client commands without questioning or challenging the client -- even if they think the client is wrong or there is a better approach that could make the ad stronger.

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There are two reasons for this subservience. For newbie copywriters, it is often a lack of confidence in their knowledge and abilities.

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For some small agencies, it is sometimes because they desperately need the work, and are afraid that if they express a contrary opinion, they might be fired.

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2--Adversarial.

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Some people, both on the client side and the agency side, are naturally contentious and just love to argue—especially when clients want to change their copy.

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About this, my colleague, Cam Foote, said the following:

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“The first draft is your recommendation. If the client wants to change or reject it, explain why you think it works. If after that, the client remains adamant about the copy changes, acquiesce pleasantly.”

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3--Arrogant superiority.

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I recently met a copywriter who said his clients never changed a word of his copy—because he explicitly told them not to “interfere” with his genius by suggesting edits.

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He said the reason was: “I simply know what I am doing. And the client doesn’t.”

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To me, this is both arrogance of the highest order – and also just plain wrong.

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Yes, you as a copywriter, of course, know copy.

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But many clients know their products, technology, and markets far better than you do.

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And some of my clients are even great copywriters in their own right.

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So to dismiss the value they bring to the table … or claim you as the copywriter are well-nigh omnipotent … is stupid, plain and simple.

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4--Collaborator

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Once, a long time ago, I used to buy into the premise of copywriter as the ultimate master of persuasion.

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I told clients that copywriting is not a group sport.

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And when they hired me to write their copy, I advised that for best results, there should only be one cook in the kitchen. Me.

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But as the years went by, I increasingly saw the value in making copywriting more of a collaborative process.

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Especially when the client:

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…is very smart.

…knows marketing.

…is an idea person.

…has superior knowledge of prior copy tests and their results.

…knows his industry or niche inside and out.

…is a good writer.

…or even a very good copywriter.

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5--Advisor.

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A copywriter who “only” writes copy does as the client requests.

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For instance, the client wants a postcard—and the copywriter writes a postcard.

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Sensible enough. And reasonable.

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But as an advisor -- or “marketing consultant” -- the copywriter might start more strategically, exploring with the client….

…is a postcard the best format for the mailing.

…what about a sales letter in a # 10 envelope.

…or a tri-fold self-mailer.

…should it be a single mailing—or a series.

…direct mail only—or integrated with digital.

…follow-up with responders and non-responders.

…offer and price testing.

…and other important issues.

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Many top copywriters and their clients agree that a copywriter who is both a copywriter and an advisor can often deliver superior value and results to her clients.

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About the author:

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Robert W. Bly is a freelance copywriter with 4 decades of experience in direct response and business-to-business marketing. He has written copy for dozens of clients including IBM, Forbes, and AARP.

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Bob is the author of 100+ books including?The Copywriter’s Handbook?(St. Martin’s Griffin). He can be reached at [email protected]?or?phone 973-263-0562.

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