The Problem with Startups

July 8, 2008

*** Oops, I Did It Again

*** Playing the Market Research Department Stinks

*** What to Do Instead

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———————

Dear Copywriter,

It was bound to happen…

Almost every time I go against my gut and take on a client that’s a startup… I end up being sorry.

Today, I’d like to talk about why.

And I’d like to (hopefully) save you a bit of frustration. Plus give you some tips about finding more profitable waters to fish in for YOUR next client.

Oops, I Did It Again

In my experience, (unless you’re lucky) here’s the arc that things often take with a startup:

1. New startup client comes on. They think you are the answer to their prayers. In an effort to sell your services, you try to temper their fantasy expectations a bit, WITHOUT sending them running…

2. The marketing campaign starts. The copy gets written. The campaign doesn’t take off. The startup begins to get frustrated. Cashflow is tight. Stress sets in. You are the only one standing around. The spotlight falls squarely on you.

3. Startup calls. Asks why things aren’t working. Everyone else seems to be selling this stuff successfully. You try to explain that there could be a lot of problems.

The problem could be the copy…

The problem could be the product…

The problem could be the market…

The startup doesn’t understand why things need to be so complicated. The startup explains they need a change. The startup goes back to Step 1 with a new copywriter.

Rinse and repeat.

Playing the Market Research Department Stinks

So here’s the biggest problem you have as a copywriter working with a startup company:

You end up being more of a market research department WHILE you’re trying to sell their stuff.

The big challenge with a startup is that (unless they are extremely savvy), they are coming at you with a product THEY love (which hasn’t been tested for viability in a market) but don’t know how to sell.

That’s a big challenge for even the world’s top copywriters.

Plus, you’re working with a company where cash is often so tight that the clock is ticking (loudly) for you to produce results FAST.

That can be a problem when the deck is already stacked against you.

What to Do Instead

This might sound cynical…

So be it.

My simple rule is to stay away from startups as a primary way to earn your living.

If you want to work with them, that’s one thing. But if you’re looking for profitable clients who you can count on to come back time and time again, chances are, a startup company is NOT the place to look.

The most profitable clients…

1. Are already selling their products and services. They aren’t looking for the pieces of the puzzle to make that first sale.

2. Have enough cash so they aren’t looking to YOU for a constant supply of home runs just to pay their bills.

3. Understand that the majority of marketing promotions don’t return huge dollars, and they’re willing to keep getting up to bat for those times when home runs DO happen.

Now if I could just take my own advice :)


Posted by Jason | Filed Under Blog 

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