Here’s a comment I got from a (very new) client today:
“I LOVE that you’re not only an amazing influential copywriter, but your brutal honesty (without all the BS) is so refreshingly brilliant!”
It gave me pause. I wondered whether the zero‐BS perspective is really as so rare as to make it a refreshing thing.
I am pretty blunt. Some may say, Brutal, so it’s sometimes just as well that our logo includes a pixie with a bloody cleaver!
This question of brutal honesty is an expectation, with me. If I’m dealing with someone — or reading their content! — I expect it to be honest. That isn’t to say I’m not a critical reader/listener, but I begin with an expectation that everyone’s doing the right thing.
I’m not alone in this, am I? I bet you’re the same?
Misleading people (or, worse, lying to them) takes time, energy, memory and effort that, frankly, I’d rather spend elsewhere.
Sometimes, it takes money. It only costs a few hundred dollars to buy hundreds of fake reviews. (According to the CEO of Ethicas Global, which verifies reviews, anyway.)
It’s pretty common, though. My research yesterday for the aforementioned client, I discovered a handful of businesses that, for all their apparent uniquenesses, clearly had “reviews” written by the same person. Same errors. Same tone. Same pandering falseness. I wouldn’t mind betting that the same person owned all of the websites and just wanted to look like his or her own competitor.
If the reviews on them weren’t bought, I’ll eat my sock.
Funnily enough, the review‐buying kind of people make crap clients for my business. So, really, the brutality of our service sounds scary, but it’s a good filter.
I don’t just want value shoppers over price shoppers. I want people who have such a robust business that they’ll take a risk.
People who buy reviews won’t take the risk that someone will say something negative. But in case studies it’s a real benefit — because it gives your clients the opportunity to explain why they still love you. And that, my friend, is a real drawcard.
Of course, you have to be willing to take the risk to start with.
Just don’t risk missing our case studies offer. You can get it at:
~ Leticia, HRH Queen Pixie