Copywriting Rates Video…

Take a closer look at the Copywriting Rates video below for an introduction to an ever-popular topic.  Call it what you will – copywriting rates, fees or charges – most copywriters will not give much away when it comes to how much they charge.  There’s nothing ‘cloak and dagger’ about this.  To find out more, click on the video for Mike Beeson’s take on the great Copywriting Rates conundrum.

“Copywriting Rates”

What are your thoughts regarding Copywriting Rates? I’d love to know…

Buzzwords’ Copywriting Rates – 50% Off Until April 2012!

For all those people out there who think they can’t afford a top copywriter – here is a great opportunity!  Until April 2012, Buzzwords is offering all new clients an amazing discount of up to 50 per cent on typical copywriting rates.

For as little as £250 per day, companies of all types and sizes – including advertising, design, PR or digital agencies – can avail of the copywriting services of Mike Beeson.  That means you can finally get that website written, you can dip your toe into the waters of SEO copywriting, or maybe have those ads, brochures or case studies written to a standard you never thought was within your reach!

Of course, I exaggerate slightly – but, hey, isn’t that what copywriting is all about?!  To find out more, contact Mike Beeson today on 01565 654023 – or visit Buzzwords’ website at buzzwords.ltd.uk.

Copywriting Rates: They Don’t Make Sense!

 

Effective copywriting is about INTENSITY OF APPLICATION.

 

 

No copywriter ever sits down and writes at an even pace. And that’s where the notion of ‘copywriting rates’ is completely misleading.

We’re not talking about conveyor belts here where you switch on at 8am and the machine whirrs away until 1pm. Copywriting is primarily about inspiration – but that may take up only 5% of the entire project. There is of course ‘preparation’ (50%?). The other 45% is about making coffee, answering the phone, writing e-mails and fighting off a hundred other interruptions. To make the figure up to an illogical 200%, there’s the small business of ‘new business’, without which none of this would be relevant.

So: hourly rates (or even day rates) make no sense. They do of course give a ballpark figure about ‘expectations’ where price is concerned. However, in terms of the OUTPUT you can expect of a copywriter (both qualitatively and quantitatively), copywriting rates are totally meaningless.

Some of the best copy I’ve ever written was accomplished in no more than half-an-hour of dedicated, inspired passion for the subject in hand. (OK, I’ll admit it: sometimes it was just to get the work out of the way!)

The trick is simply to WRITE. You can edit the grammar and other details later – and maybe switch paragraphs around and add missing thought processes.

The essential thing is to transfer the essence of the copy and its framework from your head and onto the page. Once you’ve done that and it looks like it has legs, then you can start to refine your work and head for the final straight.

All of this has absolutely nothing to do with hourly rates – or even what the job is worth. If you’re thinking along these lines, you’ll never achieve anything that is worthwhile.

(And just for the record, the outline for this blog post took me just ten minutes to write. Copywriting rates? Who needs them?)

(Image: Simon Howden / FreeDigitalPhotos.net)

Free Articles on Copywriting, SEO and PR

Are you looking for free articles you can reprint on your website, in your newsletters, or just about anywhere else where your online readers will appreciate a quality article or two?

Buzzwords currently has 16 articles available, the latest of which focuses on the perennial issue of Copywriting Rates. You’ll find plenty about PR Packages, SEO Copywriting and Article Marketing too. As a freelance copywriter, I’m always looking for a new angle on hot potatoes! (Watch out for my latest article on Social Media which is due to appear any day now!!!)

All I ask in exchange for free access to these articles is that you include a link back to Buzzwords’ website, plus the other biographical details at the bottom of each article.

(Finding the page is easy. Just click on Buzzwords’ logo on the right, then click the ‘Articles’ tab.)

Are Copywriters Trying to Mug You?

Every copywriter should know that sooner or later they will come up against a client who will give a very good impression that they’re being mugged. It’s worth pointing out, however, that this brand of mugging usually takes place on a two-way street.

Check out this article I’ve just written – http://bit.ly/elZrcq - which takes a tongue-in-cheek look at the potential drawbacks of commissioning a copywriter… from the viewpoint of a sceptical client.

Maybe it’s possible to write a three-act drama about this and win an Oscar. For the moment, ladies and gentlemen, I give you: my article…

You’ll find it at ezinearticles (http://bit.ly/elZrcq). The focus is on ‘price versus value’ and whether it’s possible to achieve a happy ending for everyone involved. The article is about experience and price, expertise and price – and making business decisions with your eyes wide open (which is also about price!).

Every unreasonable client out there would say they simply bring a business perspective to dealing with copywriters. Creative? Copywriting? Nah. The copy has to be short and to-the-point, hard-hitting, with memorable headlines – and all fully optimised to guarantee a Page One presence on Google.

If the client had time, he’d write the damn copy himself. Switch off the mobile and lock the office door for a couple of hours. The silly prices that copywriters are asking just don’t make sense.

At the other end of the telescope sits a typical mild-mannered copywriter, often with an under-developed sense of his or her commercial worth. They know there’s an injustice going on here – but ironically, cannot articulate what it is!

Most copywriters would like to educate clients about what they do – and what they charge for it. Unfortunately, many of them do not have that personality type. And tilting the balance of power between copywriters and clients is not going to happen any day soon!

Do you Heart EzineArticles.com, too?

Copywriting Rates – Sell the Sizzle, Reap the Rewards!

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

Copywriting Rates – What Copywriters Say!

The hot topic of Copywriting Rates is becoming something of an obsession with me.  As regular readers of this blog will know, I subscribe to a number of newsletters about online marketing in general and copywriting in particular.

It seems that Steve Slaunwhite is probably on the ball more than most when it comes to what copywriters should charge.  According to a recent newsletter from Steve, he spent a large chunk of December and January compiling a comprehensive report: How to Price, Quote & Win B2B Writing Projects

Reading around, the consensus among successful and well-established copywriters seems to be that writers don’t charge nearly enough for their services.  Of course, a part of the thinking behind this is to attract a bevy of copywriters who would like to earn more.  One way of achieving this is to subscribe to, or buy, the offerings of the various online gurus! 

Less-experienced copywriters - writing less formally on blogs and so on – don’t have a commercial axe to grind in that they don’t have a boxed-set of CDs for sale and are therefore less ambitious/more realistic in their expectations.

If there is a consensus among this relatively small group who are willing and able to spill the beans on copywriting rates, it is that all copywriters should fine-tune their skills and experience to the market place and what clients are willing to pay.

It’s interesting to note the difference between experienced and inexperienced writers.  Apart from the issue of confidence, this boils down to their ability to negotiate and fend off price objections in the face of cost-averse clients.  These skills aren’t confined to copywriting of course and, in their more sophisticated form, are the difference between successful sales strategies or otherwise.

Inexperienced copywriters are unlikely to be aware of the subtle and spontaneous techniques needed to handle price objections when their main concern is still on mastering their craft!  Rather than allowing client-copywriter negotiations to become bogged down on anything as lowly as price, the most savvy and businesslike operators take a more strategic view and emphasise the added value their services bring to a client’s business.

Selling copywriting as a highly professional service or package is the way to persuade clients that you’re not just a jobbing writer who can be pushed around on price.  A pre-prepared approach is essential  – as is the age-old skill of ’selling the sizzle’.

For tips on setting and negotiating Copywriting Rates, see: Copywriting Rates – Sell the Sizzle, Reap the Rewards!

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?

 

Copywriting Rates – Get Real, or Get Out?

This post about Copywriting Rates follows on from my recent introduction to a perennially popular theme. It doesn’t drill down into the way other copywriters see Copywriting Rates (that’s for later!). What it does is take a general, ‘soap-box’ view of what is a big subject, in copywriting terms at least!

So where to begin? Let’s start with plain old-fashioned market forces. Copywriters want to maximise their earnings without pricing themselves out of the market; clients want professional copywriting work that doesn’t break the bank. Somewhere in between, there’s a match made in heaven for everyone involved.

There’s no doubt that the Internet has muddied the waters. On the one hand there’s a vastly increased demand for commercial words. On the other, it’s opened up the floodgates to an army of so-called copywriters who primarily provide ‘content’ at ridiculously low rates.

The ease of entry to copywriting as a market where the inexperienced (and often untalented) can earn a crust has devalued – nay commoditised – what was once regarded as a skilful, creative occupation.

Fortunately, creativity and quality copywriting are still needed by big companies, ad agencies and those clients who appreciate the value of sparkling, persuasive words and ideas. Even better, they are willing to pay realistic rates for a copywriting job well done.

This is looking at copywriting rates from the client end of the telescope. For weaker copywriters in the market place, there are still plenty of opportunities to be gainfully employed, especially if the rates offered are along the lines of $10 for a 500-word article (and this, apparently, is the going rate on some of the ‘Dutch auction’ bidding sites out there).

Whilst offering rock-bottom rates may bring in work, it has the unfortunate knock-on effect of devaluing the copywriting profession for those who are serious about perfecting the craft and providing clients with a professional, cost-effective range of services.

The provision of mass, optimised online content has its place in a fast-moving world that consumes words and advertising messages in the blink of an eye. It’s important to be realistic and accept that the world has changed. Being ‘precious’ about creativity flies in the face of what copywriting is all about, namely: providing a hard-hitting commercial service that helps clients sell or persuade.

What needs to change is either the description of differing types of copywriting which obviously involve enormously different skillsets - or (and this is more difficult) there needs to be a shift in perception among clients that copywriting is a ‘catch-all’ service where, for example, dozens of optimised e-commerce descriptions are seen in the same light as writing persuasive sales letters, web pages or ad copy.

There’s no mileage in denigrating the role of content writers, however. They provide a valuable service. The danger of course is where the term ‘copywriting’ overlaps to include skills of a totally different nature and, arguably, of greater commercial worth. The downward pressure on copywriting rates has prompted many old-school copywriters to question whether freelance copywriting is still a viable occupation.

The sequel to this looks at what other copywriters’ views are on Copywriting Rates in general. Visit: Copywriting Rates – What Copywriters Say

For tips on setting and negotiating Copywriting Rates, see: Copywriting Rates – Sell the Sizzle, Reap the Rewards!

Copywriting Rates – An Introduction

The Copywriting Rates page on Buzzwords’ website has a ridiculously high hit rate! This isn’t a casual observation based on a couple of weeks stats. The page has featured prominently on Google UK for many months, hitting the Number One spot for the keyword/keyphrase ’Copywriting Rates’ in the autumn of 2010.

Obviously, ranking highly on Page One brings a lot of hits so it’s probably wise not to draw too many conclusions as to the importance of what I have to say Yes, the SEO is good (even though I say it myself!), but what about the content? To find out more about Copywriting Rates in general, I decided to take a closer look at what my competitors are saying. 

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

For tips on setting and negotiating Copywriting Rates, see: Copywriting Rates – Sell the Sizzle, Reap the Rewards!

Copywriting Rates page now on Buzzwords’ website

The slippery subject of Copywriting Rates has made its first appearance on Buzzwords’ main website (see: buzzwords.ltd.uk/copywriting_rates.htm).

This is a page I’ve been meaning to write for a couple of years – but never got round to it. It’s certainly the topic which is read most frequently on this blog.

Anything relating to Copywriting Rates is clicked on avidly. Most people who want to know more are usually disappointed, however. I would guess that, if a survey was done, the percentage of copywriters divulging their rates would be minuscule.   Why?

Go to Buzzwords’ new web page now and find out more!

SEO Copywriting – 10 Steps to SEO Heaven!

New SEO copywriting content has been added to Buzzwords’ copywriting website (buzzwords.ltd.uk/seo_copywriting.htm).   ‘SEO Copywriting – 10 steps to SEO success!’ is all about the various steps that Buzzwords goes through when conducting an SEO copywriting makeover for a client. These include:

• STEP ONE – Analysing the website structure and sitemap
• STEP TWO – Keyword appraisal
• STEP THREE – Optimising every page with the appropriate keywords
• STEP FOUR – Including keywords in URLs
• STEP FIVE – Optimising for business leads from the immediate locality
• STEP SIX – Writing for people, not robots!
• STEP SEVEN – The time lag between SEO copywriting changes and visible search engine results
• STEP EIGHT – Results and the limitations of on-page SEO copywriting
• STEP NINE – The need for strategic off-page SEO copywriting
• STEP TEN – Persistence pays off with free online advertising!

 

Is outsourcing your copywriting to India a good idea?

Western businesses tempted by the low rates charged by Indian companies for copywriting services – SEO copywriting, web content writing and so on – would do well to consider the styles of English which Indians use. 

For many, English is not their first language.  Hindi is the majority language among many others.  The likelihood is that outsourced copywriting may come back as something which is not what would be regarded as ‘standard English’.  Even worse, it may read like ‘Hinglish’, a hybrid argot which has acquired a certain cachet among India’s middle classes! 

That’s not to say that Indian companies dealing with SEO and website design don’t produce good work.  They do.  Copywriting, however, is different in that English has many hues.  In the same way that Chaucer’s English is divided from modern English by a big chasm of time, so present-day Indian English (or even American English) is separated by geography.  To paraphrase the saying: the UK and US are divided by a common language.

Indian copywriting tends to reflect the more formal English syntax used 50 years ago – or more.  Before any work becomes usable, a time-consuming editing process is usually necessary.  Suddenly, this can make the low fees much more expensive.  As any copywriter will tell you, there’s often as much work involved in a ‘re-write’ as there is in producing original copy. 

Where more colloquial English is needed – as in ads, sales letters and (to a certain extent) with websites – it’s essential for the copywriter to be on the same cultural wavelength as his audience.  Without cultural empathy, the sales process is severely compromised.

 

Buzzwords’ Copywriting Rates (continued) – “HOW do you charge?”

The issue of ‘Copywriting Rates’ is as much about ‘how you charge’ as it is about the amount you charge. Certainly, a more expansive response is more likely to meet with client approval than a bald ‘take it or leave it’ figure.

What I mean is:

• Whenever possible, outline more than one costing scenario.  For example, you could say: If I do this, it will cost you £X.  By adding this, it will cost £Y.  And if you want the Full Monty, you’re looking at £Z-plus!
• For each price, outline in detail what’s involved.  This could be ‘research’.  You could include a re-write in the price.  Or you could create a mini-package which includes keyword-research, on-page SEO copywriting, landing pages for pay-per-click campaigns and so on.

Your initial proposals set the tone of how you do business.  As a copywriter, you’re selling your clients’ wares.  By demonstrating you’re a bit savvy when it comes to selling your own services, you’ll win more respect from potential clients who know all about operating in the commercial world.

 

 

Buzzwords’ Copywriting Rates – It’s top of the blogs!

‘Copywriting Rates’  (Dec 8, 2007) is easily the most popular post on this blog!  It underlines the commercial significance of business copywriting and the hard-headed approach people take to what is an important, and often crucial, decision.

I should say, however, that quality should score over price every time.  There are plenty of so-called copywriters out there – especially on the Internet – who are charging five dollars an hour.  To me, that’s commercial suicide – unless you’re living in a third-world country of course.

As you would expect, Buzzwords charges much more than that (call me on 01565 654 023 to find out!).  That’s mainly because I have 20 years’ experience and know-how under my belt.  But also because I’m good at what I do! 

Different types of projects are charged out in different ways.  Standard copywriting for things like advertising and brochures are charged at a fully negotiable day-rate, pre-agreed as a fixed rice for each particular job.  Copywriting for websites is negotiable on a ‘per project’ basis, whilst anything that’s ongoing – such as PR, article marketing, link building and SEO – works best on a monthly retainer fee. 

Nothing is set in stone, however, and copywriting rates are always negotiable, especially for volume work or ongoing consultancy-type projects.  The best thing to do is give me a call the next time you feel a project coming on.  The copywriting rates may not surprise you, but the quality and commitment surely will!

Buzzwords Copywriting Rates

A difficult area of freelance copywriting is agreeing rates.  Copywriters vary in so many ways; copywriting projects differ hugely in their complexity and value; and clients’ expectations have been confused in recent years since the Internet has thrown up a new breed of so-called copywriter who either charges the earth based on very little commercial experience, or who charges next to nothing because they are based in low-cost overseas’ economies or are simply unaware that copywriting does have real value.

With 20 years’ experience,  I have seen some dramatic changes in both the way copywriting is perceived and the attitudes clients adopt towards paying for it.  Until ten years or so ago, most copywriters emerged from ad agencies or newspaper backgrounds and usually had to jump through various academic and training-ground hoops.   Nowadays, anyone can – and many do – call themselves ‘copywriters’ with no grounding whatsoever in the industry.  This leads to difficulties when clients realise that they’re paying someone who falls well short of the professional rates being demanded.  It leads to difficulties for the reputation of copywriting as a whole.  And it muddies the waters when it comes to agreeing a fair rate for the job. 

Fortunately, I have enormous experience in the copywriting field and I can tell you how long a job will take and how much it will cost  after a quick look at the brief and assessing how much information is available.   All work is charged out by the job – although some clients understandably want a ball-park hourly or day-rate to make inter-copywriter comparisons.   

Buzzwords can also provide copywriting ‘packages’ at an inclusive monthly rate.  This can work out to be very cost-effective where a company plans to be active on several marketing fronts simultaneously.  This could include writing or re-writing a website.  It may include writing landing pages for a pay-per-click advertising campaign or writing a mini-website for a new product launch or spinning off a specialist company within a group.  It could also include marketing collateral such as direct mail or advertising.  Or it might include the various aspects of PR.  The list is endless – but Buzzwords will be happy to oblige where clients are looking for, say, an integrated Online Copywriting campaign or an ongoing PR campaign. 

In all cases, Buzzwords can provide the support services of designers, printers, computer programmers, SEO experts and others.  For more information, call Mike Beeson on 01565 654023 or visit Buzzwords’ website (URL  on ‘About Buzzwords’ page).