Steve's blog :
random musings of a professional scribbler

What’s in a name?

A consultant, they say, is someone who asks to borrow your watch, then tells you the correct time. Why, then, do I use the term in my bio? Simple…

Many business owners simply do not understand the value that ‘a mere copywriter’ can bring to their marketing programmes.

In their view, the writer’s role is, simply, that of a glorified proof checker – someone to ensure that the text is spelt correctly, and the commas are in all the right places.

Worse (and all too often) copy is an afterthought; something to be added once the designers have done their job – developing the communication’s look and feel; determining what format it will take, its length and so on.

This is, of course, madness!

With over 20 years’ direct marketing experience, I, like many of my peers, have much to offer marketers from the get–go – in terms of media selection, messaging, concept development and format.

Thus, and ever more frequently, I find myself compelled to take on the mantle of ‘consultant’: to claim my place at the proverbial ‘top table’, and thus ensure the best possible outcome for my clients.

Of course, there’s one other advantage to having ‘the c word’ on my business card: fact is, firms expect to pay a realistic commercial fee for strategic services. Copywriters are, however, regarded as ‘ten a penny’ and happy to haggle.

Not me I’m afraid – I’m a consultant.

Now, does anyone have the time?

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