In the copywriting world there’s a saying that a good researcher will beat a good copywriter any day. No matter how skillfully presented, copy focused on the wrong message loses to bad copy centered on the right message. Developing an effective telemarketing script depends largely on getting the message right. If you get the message right, prospects will forgive stumbles or awkward phrasing.

Before I took my business virtual, I leased an office building on Geary Boulevard, in San Francisco. With several floors and 50+ workstations, I needed a janitorial service to keep the place spic and span. When business slowed down, I could no longer justify the $1,000 a month janitorial services expense. I called the owner of the janitorial service to give him the bad news. I was surprised by his…