Who's More Important?

I was reading another one of Dan Kennedy's books in the No B.S. Series and he told a story that illustrates how important copywriting is to your business.

Having skill as a copywriter is like owning your own car. If you don't have a car then you're begging friends for a ride or you have to pay someone to take you where you want to go.

So Dan Kennedy was called into the President's office of a fortune 500 company. He was doing consulting and advertising copywriting for them.

The President closed the door and told Dan that he had done some calculations and figured out that the company was paying Dan more money per hour than they were paying the President.

Here's what Dan told him:

"There is a very good reason for that. You see, you know how to do everything in this company better than I do by a big margin except for one thing, and it is essential and vital that one thing gets done the best way it can, because nothing you know how to do matters if it doesn't. That one thing is getting customers. That's the one thing I know how to do that you don't, and that's why I get paid more."

The President of that company is at the mercy of Dan Kennedy. Dan is the most important person to that company. When you're that valuable to the company you can truly call your own shots.

So who's getting customers for your business and how good a job are they doing?