This is a quote from our talented copywriter from a correspondence with me. It worked as a device for launching filmstrips: I saw a man in an elegant suit, to whom women at the market tell that without list of japan cell phone numbers rhinestones, gold threads and a purse this man will become an outcast of their society.
There are areas of activity where it is difficult to identify a professional. Texts, content is one of them. Of course, there is such a cool thing as a split test, when you can show people different versions of the text and record the result. But what if a split test cannot be done. And then the clients and their relatives become evaluators?
As a manager, what scares me is not that the client may think that rhinestones and a handbag are better than a quality suit. What scares me is that such clients can convince immature, but very diligent copywriters of this.
When there is only one Maxim Ilyakhov, whose theory customers disagree with, as a counterweight to tons of stupid and low-quality texts, you start to doubt whether it is necessary. And now you are changing the newsletter letter for the fifth time, and for the hundredth time you defend every word. And at some point you give up and do what is expected of you - rhinestones, leopard, a handbag and a silver jacket. Market chic.
There have been many experiments on the topic of the influence of public opinion on an individual, even the most adequate person, it is enough to read the works of Solomon Asch. If 10 people around you claim that white is actually black, you will begin to doubt your rightness. Add the opinion of authorities here, and the job is done.
Propaganda, advertising and PR are based on this simple theory. Modern Russian news operates according to this scheme. And according to the same scheme, tons of bad texts on the Internet and inexperienced clients can ruin my copywriters.
From the experiment of the same Asch it follows that a partner who supports a person in his supposedly wrong choice, fights back against sad statistics and hopes that another small battle for common sense will be won. And a person who learns to do something well will not break under the onslaught of bad taste.
As a manager, I will have to choose whether to work with clients who want you, not the professional, but the obedient monkey who glues rhinestones onto Brioni shirts. To lose my face and self-esteem for the sake of money or to move forward, no matter what. The question is open, because it is tied to the notorious money.
For now I'm leaning towards quality.
