Taking the time to find the client who is the right fit for your business matters a lot because difficult clients don’t just waste your time… they can also wreck your confidence if you’re not careful.
Here are ten red flags that let me know if a potential client is not a good fit. As you read through these, think about your business and how some of these may apply to you when deciding if you want to work with a potential client or if you need to walk away.
1. I'm trying to convince them instead of qualifying them.
If I find myself:
- Over-explaining
- Over-justifying
- Lowering my standards or pricing just to "make it work"
Any one of the above is a red flag.
2. They think copy is “just words”
If I hear:
- “It shouldn’t take long”
- “We already know what we want to say"
- “We just need someone to make it sound better”
They don’t understand strategy, psychology, or conversion. This usually turns into endless revisions and micromanaging.
3. They want me to guarantee results I can’t control
- “Can you promise a 3x conversion lift?”
- “We’ll know it worked if sales double next month”
Good copy influences results. It doesn’t operate in a vacuum.
4. They confuse taste with performance
- Feedback like “I just don’t like this”
- Multiple stakeholders with opinions but no data
- Constant rewrites that strip out persuasion
This is a classic “death by committee” situation.
5. They won’t participate in the process
- Won’t fill out questionnaires
- Skip calls
- Provide thin or late inputs
Then blame the copy for “missing the mark.”
6. Endless revisions disguised as “tweaks”
If they can’t define:
- What success looks like
- What isn’t working
- When the project is done
I'm about to be stuck making endless revisions.
7. Budget doesn’t match ambition
If they want:
- Brand development
- Market research
- Multiple funnels / emails / landing pages
…but have a “quick rewrite” budget. This is another project... not a "rewrite."
8. My gut says “this will be exhausting”
Copywriting is intimate work. If a discovery call leaves me:
- Drained
- Defensive
- Second-guessing myself
That’s my cue.
9. They don't respect my expertise.
Signs they don't respect my expertise.
- They constantly educate me on my own work
- They want to dictate how I do my job instead of what outcome they want
- They shop my advice for free but resist paying for it
If someone does not respect you or your work, they will be difficult to work with.
10. They show early boundary violations.
Signs they don't respect boundaries.
- Scope creep before you've even signed
- Excessive emails, calls, or urgency
- Ignoring your process or policies
Early behavior is preview behavior. It gets worse, not better.
When to walk away
Walk when:
- They insist on controlling every word
- They resist my framework but still want my name on it
- They push urgency without clarity
- They treat copy like a commodity not a lever to improve results
- I feel relief at the idea of not working with them
- The relationship feels tense or adversarial before it's even begun
Especially early on... before contracts, deposits, or drafts.
Questions I ask early on to screen copywriting clients.
1. "How will you decide this copy is successful?”
If they can’t answer... red flag.
2. "Who gives final approval?”
When more than one person is involved in the decision making process, I am in the danger zone. This project will require close management.
3. "Have you worked with a copywriter before? What worked? What didn't?"”
Their answer tells me everything.
4. "What happens if we disagree on an approach?”
Watch how they respond.
Here is a basic script I use when I know I need to walk away from a potential client, but still want to handle it in a professional manner.
“Based on what you’re looking for, I don’t think I'm a good fit for this particular project. I want to make sure you work with someone whose approach is more aligned with your expectations."
No arguing. No defending. No discounts.
It's worth your time to make a list like the one above for your business, so you avoid difficult clients and know when to walk away because they will:
- Drain your time and energy
- Create stress and resentment
- Block your capacity to take on better clients
It's your business. You get to decide who you want to work with (or not).
Did any of the above resonate with you? Do you have a list of red flags you look for when considering taking on a new client or deciding if you should walk away?
Best,
Mike Coleman