An Ethical Dilemma in Copywriting, Sung to the Tune of 'The Gambler'

A recent conversation with a potential client opened up a brand new ethical dilemma for me: Is it okay to take someone’s money if in your heart-of-hearts you believe their business has no chance of succeeding, no matter how great the copywriting? It was further complicated for me because I have a particular passion for the industry he wanted to enter.

On the one hand, it felt arrogant to tell him I didn’t think his business had a chance (in hell) of succeeding. I don’t have an MBA. On the other hand, it felt wrong to encourage him to invest in the creative when his business plan (which was all in his head) was so fundamentally ill-conceived.

I have turned down projects where I felt like I wasn’t a good fit or I couldn’t get behind the business (fast food, credit cards for children, etc.). But this was a new one. He had the money to pay me, I had no objection to the product he wanted to sell, I knew I enjoyed writing this type of copy — shouldn’t that all be enough?

But it wasn’t. It felt like I would be taking advantage of him. So I turned it down … And this is my story, told to the tune of “The Gambler” by Kenny Rogers. (If you need a little refresher, watch this first.)

THE COPYWRITER

On a cold winter’s morning

In a car bound for Davis

I conference-called a client

We were both too far to meet

So we took turns a-talkin’

About his brand new venture

His delusions overtook me, as he began to speak

He said, “Got this great idea

‘Bout how to make big money

Launchin’ a new product

That they’ll all want to buy

So if you think you can help me

Well, I’ve got some funds to pay you

For the copy I’ve been needin’

Cause I can’t write at all

So for the next half-hour

I listened to him go on

And it was quickly clear to me

He hadn’t thought it through at all

And I had to take a step back

And consider all my options

Then a voice inside me said,

“You know what’s right to do”

No, it’s not worth all the headaches

Not worth the money

Not worth the late-night calls

Not worth it, no!

You got to turn down projects

That you know you can’t believe in

‘Cause you know you will regret it

When the contract’s signed

Every writer knows

That the secret to good business

Is knowin’ what to turn away

And knowin’ what to keep

‘Cause every client’s project

Comes with its own price tag

And the best that you can hope for

Is to get the copy done

So I told it to him frankly,

“I just can’t take your money

I really think you need some time

To think your venture through”

And the line got deathly quiet

And his voice lost all expression

He said, “Thank you for your feedback, but

I think I’ve got it right”

And when he finished talkin’

He confirmed my worst suspicions

That no amount of branding work

Will get this off the ground

And somewhere in the Bay State

The client he continues

But I knew that I did what’s right

And I could get some sleep

Oh, it’s not worth all the headaches