A copywriter’s job isn’t and shouldn’t be trying to write copy that pleases the client.

You must try and write copy that achieves the impact it is meant to achieve – make the reader call, buy, think, reconsider.

What we writers need to do once we have a good piece of compelling copy is to help the client see how it is going to work in getting the required response.

You can also give examples of previous copy and how it worked.

Remember though that you can’t please all the people all the time – and some clients only need reaffirmation of their own thoughts – not original thinking or ideas.

farrukh