Of course, how you say these and in what context makes a difference. Review your articles, listen to what you say when you are speaking in any situation, and remove these words. See difference in your leadership of your life and in your career.

Copyright, Catherine Franz. All rights reserved.

Excuse 7. "We plan to bring on a full-time writer in near future." Hiring someone new means another salary, another employee benefits package—and another set of commitments. While all this may seem like a worthy investment in long run, there’s no telling how market will affect future of your firm. Employ a Power Writer on a temp basis that you have luxury of controlling, and work out a business deal that you’re comfortable with.

Excuse 8. "Who needs fancy words? My product sells itself." Nowadays, you’re competing with entire world. It’s called global market, and if you want your name to be within top rungs of hierarchy, you must take steps to get yourself noticed. Ignoring internet is quickest way to lose your stronghold in your key market segment. Invest in a writer who can isolate your target audience and implement a killer ad strategy that will permanently burn your brand into consumer mind.

Excuse 9. "Copywriters are for campaign work. We don’t have a need for that." Copywriters earn their livelihood writing copy—not just awe-inspiring headlines, but plain everyday language as it’s used in every aspect of your business. Crisp, professional writing lends polish and credibility—and establishes your corporation as one run by intelligent, exacting people... kind others want to do business with! Don’t let your reputation suffer at hands of a poorly written piece! Call in a seasoned copywriter to get message across with clarity, professionalism, and style.

Excuse 10. "My marketing person writes all of our promotions and ads already." If your marketing person is doing your writing, then who is doing your marketing? Ideally, your marketing guru should be conducting surveys and focus groups, planning long and short-term selling strategies. For those of you have a marketing expert who can do this AND flesh out creative for all your compelling ads—well, please introduce me to this Super Human! For rest of you: let marketing guy focus on his area of expertise—and leave writing to writer.

Excuse 11. "I’m not comfortable revealing my business secrets to an unfamiliar outside party." Most writers create for personal satisfaction that goes along with crafting a message that produces tangible results. By nature, a writer, or a graphic artist for that matter in fact has more to lose by sharing what they already know about effective advertising and mastering tricks of trade. An ad writer is happiest when she can deliver your message in most succinct way possible, and yield incredible results for your business... in way that you always imagined it could happen... but EVEN BETTER!

Copyright 2005 Dina Giolitto. All rights reserved.