I've come to the conclusion that there's no point in telling certain people how to choose the right keywords for their web articles. I've had a few folks email me recently, wanting "persuasive copywriting" but appearing to not be a "fit" for my workstyle. (It doesn't take me long to figure this out; just a couple of back-and-forth emails, and I'll know if we can work together.) Anyway: they show me their websites, and I see some decent copywriting there. They want to know if I can write stronger copy that will help them convert more clients. So I look at their keywords, and instantly recognize what the problem is.
When I explain to them EXACTLY WHAT TO DO to get people in who will more easily convert... they ignore my advice. "No, Dina... you misunderstand my request. I want the copy to be more persuasive." Actually, dude-who-doesn't-want-to-pay-anything-until-you-start-making-more-sales... I just TOLD you how to get more sales (using keywords) but you're not understanding me! I will never work with you based on the fact that already you aren't following my instructions. If I did work with you, I'd say Let's Fix the SEO, you'd say "Let's work on the copy instead", you'd continue to not get sales, and I'd never see any real income. Which is why: 1. I don't want to work with people who only pay a percentage of new sales, and 2. I don't care to work with people who refuse to follow my advice.
I don't mean this to sound rude; think of it as "feisty", okay? Sometimes I feel a little FEISTY!