"The customer is always right!"

I don't know about you... but the above drivel gets my vote for the business world's dumbest quote.

Why?

Because, in most cases, customers are dead wrong. And unless you realize this "quirk" of human nature, you're not only leaving a pile of money on the table, but you're doing a tremendous disservice to your customers and/or clients.

Let me give you an example:

While back, someone emailed me about writing an ad for him. He was a classy dude who was a pleasure to talk with. And he said he wanted to hire me, didn't care what my fees were and when could I start?

Wow!

A new client handed to me on a silver platter! In my hungry days, I'd have been on this like white on rice.

But now I know better.

Which is why (instead of slobbering all over the phone and popping the Champagne), I asked him questions about his business and operation, first.

And guess what?

Turns out he was NOT looking for a copywriter after all. What he really wanted was a "wizard" to magically conjure up an entire business with ONLY a single sales letter.

Which, as far as I know, isn't possible.

Yes, I COULD have snatched his money and wrote his ad anyway.

But what good would that have done?

For one thing, he would have wasted a bunch of cash with nothing to show for it. And for another, I'd have looked like a schmuck when it flopped from his lack of traffic and marketing plan (copywriters often get blamed for failed ads no matter the reason). Plus, by refusing this project, I was able to work on another (more lucrative) project, instead. Which meant, this seemingly "lost" sale actually lead to a much bigger one.

Anyway, here's the point:

The customer was WRONG.

In fact, most customers are wrong.

That's why they need YOU to guide them through the sale.