Sometimes, clients ask for guarantees writers can’t really make, like promising a specific conversion rate for an email sequence, or a certain profit from a launch.

And while writers can promise a lot—quality content, created according to best practices, written in the voice of their client—they can’t promise specific outcomes from their copy.

It’s not always easy to tell a client these things can’t be guaranteed. So today, we’re talking about how to keep your clients happy, without over-promising something you can’t deliver.