Moskel Consulting & Marketing

Direct Response Copywriting Solutions.

When Things are Great, NEVER do This…


A real-life conflict from the world of copywriting below.

First, allow me to set the stage…

One of the most spectacular things about being a copywriter is the ability to create money with words.

(And doubly so, if you’re a business person who’s got one of us churning out cash for you!)

As a practitioner of any skill knows, when you’re true to your craft, that is, if you study it, and hone your abilities, constantly seeking to learn more and grow and understand the “greats” of your industry, then you’ll never, ever want for work.

That said, there is a need to stay humble.

Let me explain…

It’s been my experience that the more I love my clients, the more my clients love my work.

I used to think that just meant the good folks I’m actually getting paid by…

However, now I see that it’s all the people who grace my inbox, my schedule, my phone…  life… business…

These are the people, past, present and future who might provide me with work, a business deal, advice, or a partnership.

Seeing everyone as a client means love for all.

And on top of that, it’s care, well-delivered, for every situation.

This philosophy has me mailing hand-written cards, every single week. (PRO-tip.)

The funny thing is, when I look at the totality of my interactions with any single client, the actual “work” I do is only a small fraction.

There are phone calls, emails and texts that always (yes, I’m using that word), ALWAYS either contribute to or detract from the experience a client has with me.

Every single interaction we have—with anyone, anytime, anywhere—is an opportunity to practice these crucial skills.

I hear people in the top of their fields say all the time: “Am I the best [fill in the blank]? Not by a long shot. But I provide a great experience for my clients.”

It’s a good point, and you don’t have to be a great copywriter to deliver a wonderful client experience.

So, if you are great, why not deliver both?

It’s my mission to:

Continually sharpen my skills in the communication department, to make YOU, the reader, feel the way I’d want to feel.

And that’s been paying off quite handsomely.

Recently, I had an email exchange with a colleague who reminded me of how poorly we can easily manage our day-to-day communications…

Here’s what happened:

I had forwarded a finance lead to a colleague of mine.

(These are typically the highest-paying jobs in our industry since we’re able to extract large up-front fees, in addition to royalties for all our words sell).

Rather than the typical “thanks, I owe you one,” which I’ve grown accustomed to, this guy s chastised me for using “the wrong email address” followed by a little rant about being too busy, not interested, not to mention this wasn’t his ideal client any longer…

This guy may have simply felt he could “unload” on me, as a friend might. If so, I’m flattered…sort of.

However, my gut reaction to this rebuttal was immediate, and unambiguous: “I won’t make that mistake (of sending him valuable business) ever again!”

After all, I hadn’t meant to bother this guy, on the contrary: most folks are glad for “money” coming to their inbox.

Heck, even when I turn away clients who aren’t right for me, I make an effort to thank them for thinking of me, and I take every possible step to ensure they might think of me, first, in future.

Will I always be blessed with the deluge of business I currently enjoy?

Who knows?

When you’ve got to deliver a “no,” why not wrap it in a little paper, maybe tie on a bow, or put it in a nice box?

Now, you might be saying to yourself, perhaps this guy was just having a bad day…

You’re undoubtedly correct.

And I am going to tell you: I’m such an expert in seeing this guy’s error precisely because I’ve made these flubs more times than I can count.

But I was wrong to do those things.

And, in business it’s always (there’s that absolute, again), ALWAYS best to remember:

Relationships matter most.

I don’t know this fellow’s exact situation, but I felt his stress and worry; his consternation probably arose from being overextended, and I sensed his email reply was made out of some imaginary, time-bound sense of obligation (though, for him, I’m sure it was quite real).

I could almost see him, hunched over his laptop, perhaps with sweat, beading on his forehead, foot-tapping away nervously, trying to get his inbox emptied out while his kids yelled in the background… aware of all the commitments he’s made, and worries about keeping…

You probably know a few people like this, who are often seen running to and fro, muttering “I’ve got no time, there’s not enough time!”

His response felt reactionary, urgent, joyless. And it was.

Perhaps most sadly, he missed, completely, one of the great joys in life: to be in great demand as a service provider!

I know this guy doesn’t mean me ill.

He is a friend, of sorts…

Best of all, he didn’t shoot me in the foot. All he did was give me a wonderful chance to reaffirm my love for life, to stop, and say a prayer, and be thankful for the gifts of opportunity, that show up in my inbox every day!


To remind myself that if you’re not having fun working, you’re probably doing the wrong things!

Just yesterday, I heard Brian Tracy say retirement is for people who don’t love what they’re doing.

This is true:

Bless that which you want, and it will flow to you…Curse things you don’t want, and they’ll quickly dry up.

If all this is making sense to you, share your experience in the comments below. I’d love to hear how these principles have made your life great.


PS: Just heard Jeff Walker say it best: “I love having all these deals coming across my desk… people want to give me points, equity, sell my products, etc. … and I can only accept maybe 1 in 100 deals, but still, it’s awesome to have these opportunities.”

That sums up the attitude I want to embody quite nicely.

One Reply

  1. Too many opportunities is a wonderful problem to have. Some don’t appreciate them until they all go away. Being grateful for your options is a must.

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