Legal advice for freelance copywriters

I had, then lost, a new client this month. The breaking point was a work for hire agreement that specified I could not work for any company “in the same business” as this client for two years after working for them. My problem was that the document did not specify what business the client was in! So I added a phrase to do this, and they rejected the edit because they wanted to reserve the right to go into other, new businesses in the future. We thus went our separate ways.

This is not the first time I’ve lost work by declining to sign a legal document I felt was unreasonable. Once a small agency (whose client base was banking, not the CIA) wanted me to sign a commitment never to show any work I had done for them or even say I had done it. Since a freelancer needs to prove experience to get work, this didn’t seem a good idea. It’s not the same thing as signing an NDA (non-disclosure agreement) which I’ve done many times and simply holds the contractor responsible for keeping confidential any trade secrets revealed during the project.

What do you do to protect your legal rights while still getting new business? Do you show everything you are asked to sign to a lawyer? Do you have a lawyer draft your own estimates and contracts? I don’t. For one thing, the cost of the lawyer would cause me to raise my rates to a level the market wouldn’t bear. For another, if there ever were a legal complaint the cost of defending it would most likely put you out of business anyway, so the best defense is to act ethically in all your dealings and hope it never happens. This is the “reasonable person” (nee “reasonable man”) concept in which you honor any commitment, in writing or not, in a way that meets the expectations of your profession and the business community.

When I’m asked to propose an agreement to a client (as I’ve done a number of times in retainer relationships) I write a letter, in plain English, and put a place for both of us to sign at the end. I describe what it is I’m delivering, how it will be judged as satisfactory and complete, what are the payment and delivery terms, and how either party can get out of the contract. I deliberately keep it simple. Again, if they want to outwit me with a legal shenanigan they can do that easily enough but I’m hoping a satisfactory working relationship is more important.

Do you have professional liability insurance that would defend you if a client claimed a business failure was your fault? I don’t… see above, if you ever get a claim it’s probably going to put you out of business insurance or not. If you do purchase this insurance be sure the business you are in is clearly defined. You probably want it to be “advertising consultant” not simply “freelance writer” and you want to get a clear commitment from the insurer as to what is covered.

One type of insurance I do have is a “studio” rider on my homeowner’s policy (I work in a separate building on the same lot where our house is located) that covers the cost of business equipment, some business interruption costs, and personal liability as it relates to people who come on the property. Once a delivery man was surprised by my German Shepherd (long since deceased, by the way) and jumped off the second floor balcony; the insurance paid for his medical bills and time lost from work.

That’s what I do to protect myself legally. I’m sure it could be better, but I feel like it handles the worst scenarios. I’m gratified that most of my contracts, even for some fairly large clients, are still made with a handshake rather than a legal document. How about you?

Do Initial Caps Improve Response?

I was half-dozing through a Google Adwords tutorial the other day when something woke me up: the instructor’s advice that you can improve results by putting all the words in your ad, but especially your keywords, In Initial Caps Like This.

David Ogilvy must be spinning in his grave as if on a rotisserie. He railed against ALL CAPS in Ogilvy on Advertising because they deconstruct a word and turn it into a bunch of separate letters which the reader must look at one by one in order to make sense of it. Readers don’t do this. If there is any impediment to readability, they move on.

I have always assumed that Capitalizing The First Letter Of Each Word presents a similar problem, and I thought Ogilvy wrote about it, although I can’t find the source right now. But it’s the same issue of comprehension. Inappropriate use of initial caps means the reader sees individual words, not phrases, so it’s that much more trouble to seamlessly absorb the message. What’s more, overuse of initial caps gives your advertising a kind of stilted, affected, 19th century look. It’s certainly not what you want if you are selling a product or service which is closely attuned to the needs of 21st century consumers or businesses.

For these reasons I’ve always advised my clients against unnecessary initial caps, and often changed their copy if I get my hands on it. That’s why the Google “tip” is so demoralizing. Have people stopped reading copy completely, so they no longer have the mental acuity to focus on more than a single word or at most a keyword phrase?

Please, tell me it ain’t so. If you have testing experience with standard capitalization (what Microsoft Word calls “Sentence case”) vs initial caps, I’d love to hear the results. If initial caps are indeed the wave of the future, I’ll accept that. But I Won’t Like It.

CES 2013: start the party without me

Alas, a schedule conflict will keep me from attending CES this week in Las Vegas. My annual prediction* is that this will be the year of the app-liance: a hardware mashup, possibly centered around a tablet but maybe something completely different, that puts together several apps in order to perform a hopefully useful service such as protecting your home, monitoring your diet or organizing your virtual library.

If I were there I’d arrive in time for ShowStoppers and give these good and awful marketers a probably unappreciated critique. I’d head for the Panasonic booth first thing  next morning to see how they’re pushing the edge of the eco-envelope this year. I’d save time for Eureka Avenue and see what the startups are up to. (Hopefully they’ll fare better than Twykin last year.) And of course, I’d take in a buffet or two.

Have fun, be careful, and never draw to an inside straight. Hopefully I’ll see you in 2014.

* See last year’s eerily prophetic prediction here, in the paragraph about LG.