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Please comment below with your thoughts. I'm not so old a dog that I can't learn a few new tricks!

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  1. Tanja wrote on

    Yep! I’ve stopped working with clients who just want me to take copy they’ve already written and “polish it so it reads more compellingly”, rather than going through my process to help me get clear on who their perfect clients are, what those clients struggle with, and what they really REALLY want instead.

    The analogy I’ve started using is that “polishing their copy” without getting to understand them and their clients first is like cooking a gourmet meal for a dinner party… and only discovering after I’ve brought a stunning lobster bisque to the table that three of the folks attending are Jewish, two are vegan and one is alllergic to shellfish.

    Of course, some people still want to take shortcuts… which is fine. I just know they’re not my perfect clients ;-)

    1. Di wrote on

      Perfect analogy. I’ve made that mistake and I’m going to try very hard never to repeat it!

  2. Jayson wrote on

    Hi Glenn,

    I’m a (relatively new) freelance copywriter, are there any specific ways I can work on becoming a copywriter you WOULD outsource to?

    I’m aware that I’ve got a lot to learn as a copywriter, or as a writer generally, and that includes everything you’ve outlined above. Where I am getting stuck is where I can learn practically to become a great copywriter.

    Thanks for everything.

    1. Glenn Murray wrote on

      Hey mate. To be honest, I don’t actually know. The problem is it takes such a big investment in time to get to the point where I can judge a writer’s ability to do all the non-writing stuff. I toyed with apprenticeships, thinking that would give me the time, but that didn’t work out either. I’m still actively trying to work it out.

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