August 8th, 2007 by Bob Bly
After nearly 3 decades in marketing, I’ve come to the conclusion that the easiest job in marketing is market research. Here’s why:
1. You don’t have to sell anything.
2. You don’t have to come up with new ideas; you merely have to ask questions and report the results.
3. Anything you create, no matter what the findings, adds to your client’s knowledge. Therefore, you are seen as a provider of wisdom on the leading edge of the market.
4. If the market research yields great insights, you are a hero.
5. If the market research yields nothing, it’s not your fault; you can’t help what people think.
The toughest job in marketing?
Direct response copywriter.
No matter how well you write, you are subject to the judgment of a client committee — which is of course subjective.
Even if you have been writing DR for years and have a great track record, MBAs fresh out of college who know nothing about direct marketing will try to tell you how to do your job.
If the promotion you write doesn’t work, you’re in the doghouse.
If your promotion is a winner, the client will immediately start hiring other writers to beat your control, and of course, one of them will, sooner or later.
Why would anyone want to be a direct response copywriter when you can get paid to write lengthy market research reports that clients pay fortunes for and never ask you to rewrite?
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