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Progress not perfection
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The goal of advertising is not to be liked, to entertain, or to win advertising awards; it is to sell products. For copy to convince the consumer to buy the product, it must do three things:
1. Get attention.
2. Communicate.
3. Persuade.
Each can be broken down further and there are rules that guide you. “We are not in the business of being original. We are in the business of reusing things that work.” - Robert Bly. And this guy was a poet! Ha.
Sure, you and Lex may be better than 99% of all copywriters there. In the same way that a car mechanic working on a million dollar Ferrari will be better than 99% of mechanics out there. I understand the pride you bring to your trade and how you want to be seen as an "artist" more than a "mechanic". Respectfully, I don't see the big "Grand Canyon" difference. People hire artists and mechanics. Same with actors.
That is not to say that you should change how and what you do. It is simply to say that maybe, just maybe you are thinking too small. What if you thought BIGGER? Can you be happy with an agency that employs copywriters who are (almost) as good as you? Is perfection the enemy here?
This (my) argument is futile, I understand. It is the same as debating whether all people could become entrepreneurs. Then there would be no employees! Gee... then how do you build an enterprise? You can't. And not everyone should want to become an entrepreneur. We need employees. Most people will be happier as employees. But those few of us who aren't happy as employees, we tend to look for alternatives. That's when we build businesses.
Should Lex (and/or you) build an agency? No. Not at all, unless that's what he/you feel you must do. I am pointing out that all of these choices are... just choices. By contrast, your post made it sound like an impossibility. I read your post and was left thinking... hmm... are you telling me that copywriting is = magic? Mechanics get a manual, but copywriters don't, so I can't hire good copywriters to build a business. Nope. Not buying that. Plenty of people built great big agencies and hired the best copywriters to help them grow.
Fun debate guys. As always, wishing you the most success and joy from what you do!
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