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The only scenario you forgot to outline is when the CEO of the company that hires the small agency writes the content. Sometimes, this can be great - if that CEO is also an author, has years of copywriting experience and say, has sold tens of thousands of books. Usually, that's not the case. Then the CEO hires the design agency, who wisely uses Lorem Ipsum or similar. Then, you might have an internal marketing manager who knows the CEO's copywriting skills suck. The agency also knows this, but, because it's a "Startup CEO," who's got some BS claim to fame, they write it anyway. Screw the people who say the CEO's copy sucks, etc. Do you know how that scenario plays out? The board steps in, if they have any brains, and fire the CEO who can't copywrite but insists on wiping their arse with the whole thing. In this scenario, too, the agency simply takes the money and watches, waits for the internal marketing manager (usually, the guy who hired the agency) to get a new job or get fired. Then, the startup goes down in flames. The best part? The agency still got paid. Sometimes, you can't save a client from driving themselves over a cliff. Take the money, smile, do the right thing and give them the best possible advice. But, don't sit still and do zero whilst the company drives themselves off a cliff. Especially when they pay you all the way down until they combust. |