I had a client recently who needed me to rewrite something they’d just paid someone else to rewrite. In fact, the rather large document, which was supposedly updated by a marketing firm, looked suspiciously familiar – except for a few minor word changes, it was basically the copy I’d supplied this company two years ago and what they had been looking to update when they sent it to the firm in question.
How close was the copy? Let me give you an example, modified to keep both my client and the guilty party anonymous. Here’s what the firm had supplied to the client:
“Your business can benefit from our distinctive services.”
What had I written two years ago? This:
“Your business can benefit from our unique services.”
There were eight more sentences in that particular section – all of them were sentences I’d supplied the client originally. Not surprising, the entire document was a near-mirror image of what the clients sent to these people in the first place.
Do I feel cheated? No. That copy no longer belongs to me. What I feel is disgust and outrage on behalf of the client. They paid for a complete revision. What they got was a watered down and damn-near identical version of what they already had.
In this case, it was pretty obvious the firm had no idea what the client’s business was all about. If you say you’ll rewrite something, do it. If you can’t for one reason or another, suck it up and say so. I spent the better part of two days reworking copy to show that the client actually knows what they’re selling. These guys had them sounding like beginners.
It’s good for me because I’m now a more trusted source for this client. It’s also good because work that would’ve gone to someone doing a mediocre job is now mine to complete properly. I feel no pressure to please them. I get what it is they do, I’m not afraid to ask a lot of questions in order to understand what they want, and I’m not interested in “jazzing” up copy without merit (if you call changing one word in one hundred “jazzing”). I’m interested in delivering what they want in a way that makes them look like experts. The rest is unnecessary.
Have you ever had to play clean up for someone else? Have you always given what’s expected, if not more?
One of my regular clients will assign me a website to re-write every now and then, and it’s obvious they were all originally done by the same person (I won’t even call that person a copywriter). The copy is SO BAD, and this client is SO NICE, that it makes me angry to know that there are weasels out there who will take advantage of someone else, produce horrific work, and call themselves a writer. This client also pays well, and to think that that other person may have been paid the same amount as me really boils me blood.
I definitely go above and beyond for this client, if not just because he’s such a great client, then for the fact that I don’t want him have low opinion of all writers.
Whenever I do a rewrite, I treat it like a from-scratch job: I interview the client, get a sense of what they do and their main selling points, and ask them what they like and don’t like about their current copy. Simply changing words around for no reason is pointless. When I first started I charged less for rewrites, but now I realize it’s just as much work–and the original copy might not include key aspects of their business that need to be featured.
Lori, you are a class act and that’s why I love to refer people to you. I know that you would never do what this firm did. I am also disgusted on behalf of your client!
You said it just right with this: “I’m interested in delivering what they want in a way that makes them look like experts.”
Jennifer, I think your approach to rewrites is perfect.
Amanda, that would make me mad, too! Seems like the nicest clients get taken advantage of. Lucky for them there are people like you out there. 🙂
Kristen
Likewise, Kristen! You amaze me with your abilities and your energy.
Amanda, I couldn’t do any less, either. They’re buying skills. We have to provide them with the best we can for their money. Period.
Jennifer, I’m about to talk with a client here in a minute. I’m going to ask them about the copy they have and what’s not working for them. It’s obvious something isn’t sitting well with them, so I want to make sure I understand what they don’t want as much as what they do want. Great suggestion.