Every copywriter at some point encounters an unhappy client. Despite your best efforts, your client will tell you that he or she hates what you have written. Some will tell you in a nicer way than others – and it is definitely the not-so-nice ones that hurt most.

Typical symptoms after receiving this news may include: anxiety, depression, pangs of self-doubt, fear, anger, and/or a sudden urge to work at the 7-11 on the corner.

But hold on, don’t fill out that application quite yet. Here are three things to do that I found help the situation.

Don’t Panic. If you received the news via email, take a few minutes to re-read the email and absorb the words. If you are talking with the client on the phone, take a few seconds to let the nausea pass. This is likely not a personal attack on you, just an indication that the client was looking for something different that what you wrote. Remember, in the end these are not your words but your client’s so ultimately he or she needs to be comfortable with the copy.

Ask for Specifics. Don’t just accept a blanket rejection. Ask your clients to be specific about what they didn’t like. Keep in mind that this might be difficult for them – quite often they’ll say: “I don’t know what it is – I just don’t like it!” Start with the initial premise, discuss key sentences and sections, and try to find out exactly where you took the wrong turn.

You also want to find out what your client did like about the piece. This will certainly help you get back on track – and restore some of that self-esteem.

Ask for Examples. This is actually a good idea to do before you start a project with a new client. Often, clients can’t describe exactly what they want (which is a big part of why you were hired in the first place…), but they do know what they like. Ask them to send you samples of or links to similar pieces they like, and follow the tone and style in the your own copy.

Almost all creative types take rejection badly. But if you distance yourself from the work, find out what is wrong, and fix it, both you and the client will feel better in the end!

Have a horror story of your own? How did you handle it? Comment below and let us know!

~Graham

This entry was posted on Monday, April 21st, 2008 at 5:24 pm and is filed under Freelance, Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.