Setting Copywriting Rates is not a perfect science. As in all markets, buyers come up against sellers and the love dance begins. And as with all negotiating processes, arriving at mutually acceptable Copywriting Rates will involve casualties along the way.
Expert sales professionals know this, but where they score is in persuading people who would otherwise fall by the wayside to become de facto clients/customers. This involves various sales techniques, not least of which is overcoming price objections.
When it comes to Copywriting Rates, the problem for a copywriter is where to start? Potentially, there’s a massive spectrum of rates that may or may not lead to a sale. Too expensive? “No deal – I can get it at half the price at a dozen sites on the Internet.” Too cheap? “You must be joking – are you any good at all?”
The variations on this theme extend to a copywriter’s experience; the competitiveness of the market in which a copywriter is working; and the specialist knowledge/experience required to justify charging premium rates.
The best – but not necessarily the easiest – way of overcoming price objections is by avoiding a simple ‘copywriting rate’ altogether. Instead, it pays to focus on what your copywriting work will bring to a client’s business.
It’s OK to say your copy will lend authority and persuasiveness to a client’s business proposition or brand image. Oh, and by the way, this will cost you (a flat fee of $X; $Y per day; $Z per page/per word/per anything!).
It’s far better to say that your copywriting solution addresses a range of issues that you will overcome as part of the copywriting process; that it will vastly improve a client’s image or perceived product value; and you will really get under the skin of their business to achieve the best results.
Along the way of course, you will use your experience to explore other avenues and opportunities on a client’s behalf, as well as advising on other innovative and profitable ways in which your copy can be used and/or adapted.
Without being in any way apologetic for quoting professional-level fees, a copywriter should then provide the client with a written breakdown of the project proposals as soon as possible. This can be achieved by having some form of template – or, at the very least, a fixed format that will allow you to provide the necessary details… with every semblance of the personalised touch!
In all this, it’s important to ‘sell the sizzle’. Quoting bald Copywriting Rates (hourly, daily or whatever) puts you on the defensive right away where you’re selling your time as opposed to your expertise. A battle-hardened client can immediately come back at you with questions that will try to undermine the key reasons you charge a higher rate, namely: your skills, experience and suitability for producing a range of expert solutions in that client’s market sector.
Bearing in mind that most copywriters charge too little and that most clients will happily pay the going rate for the peace of mind that working with a professional copywriter brings, it’s important not to be sucked into the scenario where copywriting is seen as a marketing commodity, a mechanised process or a service that can be purchased from the Third World for sweatshop rates.
In the meantime, I’ve also been looking at other issues surrounding Copywriting Rates including the controversial aspects of cheap content writing versus more traditional copywriting where much higher rates have been expected (but are now under threat). For details, see: Copywriting Rates – Get Real, or Get Out?
The sequel to this looked at what other copywriters’ views are on Copywriting Rates in general. Visit: Copywriting Rates – What Copywriters Say
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