Why I’m Not Cheap and Why That’s a Good Thing
I’ve about had my fill of the cheap copy debate. In truth, there isn’t one. If you’ve got a complaint about copywriters charging too much, you’ve got other issues besides the cost. With copywriters, you get what you pay for, just like a doctor, lawyer, or even a school.
So, if you aren’t trying to screw writers over by trying to get everything for nothing, which most people aren’t, there’s something else behind it.
I’m not cheap, and after a series of recent events, I’ve re-evaluated my pricing structure yet again. My time and my copy are an investment, and it’s not something that should be taken lightly.
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Cheap Copy Makes You Look Cheap
Enough is enough, and I’m not the only one who’s had it with this type of thinking either. A number of writers have already had their say:
Web Content — You Get What You Pay For! (Oh, and that video on the end? Watch it.)
Why I Charge $1,200+ Per Page For Copywriting
My Thoughts On ‘Sausage-Factory’ Content: Let’s Set Something Straight
Google Says Quality Is Dirt Cheap, Don’t Hire Copywriters
Is Quality Copywriting Worth the Expense?
Here’s from the client’s perspective:
Debating the Value (and Meaning) of “Great Content” for SEO (Comments are great)
When To Pay Top Dollar For Copy
How Much To Pay a Copywriter from the Warrior Forum
Search Engine Optimization and the Importance of Copy
There are literally thousands and thousands of pages on the topic.
Copywriting is an investment equal in importance to the design, development, usability, and marketing strategy. Throwing a hastily written piece of web copy on a design you’ve spent thousands on is like shoving a $10K stereo in a 1983 Tercel. And in a business where your only interaction with most customers is your website, the existance of this plague is truly a mystery.
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I’m More Than Just a Durn Good Spellur
So, how do you define a ‘good writer’ anyway? Is this someone who can spell and knows the rules of grammar? Someone who can fit enough drivel between your keywords to satisfy your keyword requirements? Well, if that’s the case, then you’re right. Any idiot can do that…hmm, well no, that’s not true. I guess for some, the ability to speak and read English is enough.
Did you know that when you hire a copywriter, a good copywriter, you get more than just someone who can bang a bunch of crap onto a page. Yes, a good copywriter has to understand the rules before he or she can break them, but great copywriting, and indeed, great websites don’t become great by breaking the rules. They become great by breaking them the right way, and there’s much more to it than just that.
My Copywriting Is Creative
Tell me, how do you define your brand when it comes to creating your website? If you say simply your logo and tagline, you deserve a good swift smack. Your brand is the image you present to visitors.
Knowing that, what kind of an image do you project when your site looks great, but no one can understand a damn word you’re saying? Exactly. You may say you have high quality with an attention to detail, but do you really? Or are you more interested in making a quick buck? If it’s the latter, I can guarantee you that people can sniff that out a mile away. It reeks like a skunk and spreads about as far.
What sort of image do you project if someone arrives on your site and they can’t figure out what it is you do or what you have to offer them? Either it looks like you aren’t too interested in sharing that information, or you’re trying to hide something. People aren’t going to fight to give you money or attention.
What if your site just feels bland and uninspiring? How do you think people see companies like that?
When I write a piece of copy, I think about it long before I ever start writing. The imagery, feel, and tone for the copy absolutely perfect, meaning it needs to match you, your brand, and your target audience. If it doesn’t, you may as well be speaking alien because it’s going to be about as effective. In fact, my best ideas come to me at night when I’m supposed to be sleeping, in the truck, or while I’m in the shower.
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I Don’t Bully Your Buyers. With Me, They WANT To Buy
Some segments of your audience need pushes at different times and to varying degrees. Do you address that adequately? Or do you just toss the standard format onto a page and hope for the best?
While most copywriters follow a standard formula, I know that nothing is ever standard. Your business, your market, your website, and even how you plan to communicate different ideas enter into this equation. I charge more because I take time to figure out to get familiar with your target audience and learn how to push the right buttons at just the right time.
I Focus On What Really Matters — Those Who Buy From You
I don’t know how many times I hear people complain that they’ve got too many time wasters. Or, they complain that they’ve got a low conversion rate. Did you ever stop to think that maybe your copy is attracting the wrong segment of people? Many times, site owners are building a site and they can’t even define who their most profitable market is. I don’t just mean stay at home mom’s over 40 either. I mean putting names to that market.
When I work on a project, however, I do my best to work with that company to define that audience, or I attempt to narrow it down as much as possible before I can even start. Why? Because that’s what makes my writing better and different than almost all other copywriters in the industry.
It’s not just identifying this market. It’s using various methods to become familiar with the people who will be giving you their money, enough that you can use the same language, have the same problems, desires and fears. Why? So you know how to offer them the solution.
This doesn’t just come from analyzing the data either. You need to understand exactly what it is you’re looking at. Is it guaranteed? Of course not, but it’s sure a lot more accurate than the wild stab in the dark a lot of other copywriters make, if they account for this at all.
I Get the Right Message Out There
A large majority of website owners want to talk about how wonderful their product is, how wonderful they are, and then ask consumers for money. This is so common, this is all a large number of copywriters produce. Sorry, but this just isn’t very effective. It’s been proven over and over and over again. In fact, the best copywriters in the business have been preaching this for decades.
When I craft copy, I get the attention of your target audience, I create an internal need, and convince them that buying whatever it is from you is the best they could do for themselves. To do this, I make a direct connection between you and them. Think of me like a translator. It has nothing to do with features and telling them how wonderful you are. This desire is far stronger than just bragging yourself up and asking someone to buy from you.
Well, I lied. This does work if you’re a girl guide, and sorry, but you’re far from a girl guide. Unless you’re a girl guide. Then, you have my apologies.
I Know How To Incorporate Social Media
Want to know what your target market is really talking about? Want to know what they really need or enjoy? Trying to hit a particular social media site? If your copywriter doesn’t know what he or she is doing, or doesn’t know what to look for (or how to look for it), you’re likely not going to get there, especially if you haven’t had time to do your homework. Things like this are easily skewed.
I charge more because I do know where to look and know how to interpret what I’m looking at. I charge more because I generate ideas that help you get the attention of your target market. Is it guaranteed? Nope. Sorry. Stuff like that is never a guarantee, but I guarantee you’ll get a heck of a lot closer with a copywriter that knows what she’s doing compared to one who doesn’t.
And Let’s Not Forget Search Engine Optimization
I’d like to think I have a pretty darn good understanding of SEO and how content fits into that equation. This gives me a distinct advantage over most copywriter, not only because I know how to create your content, but I also know how to structure it to satisfy the search engines and create sales funnels that are customized to match each of the different visitors who land on your site. In fact, I know how to create entire content strategies that will help you build links and all that kind of stuff.
A large number of other writers don’t even know where to begin. Oh, they can plug keywords into a bunch of text all right, but that’s pretty much the extent of it. What about working in difficult keywords or instances where the keywords chosen aren’t exactly a good match for the topic? I guarantee that if you’re only paying them a couple bucks an article, they aren’t going to care.
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I’m Good To You Too
What happens when you forgot about a project or you’ve discovered you’re falling in the SERPs? Maybe you’ve got a product that’s not going to meet the month’s goals? While most other copywriters only work business hours Monday to Friday and no holidays, I’m usually willing to make myself available and do everything humanly possible to get it done.
I don’t limit the number of revisions you’re allowed. I don’t give you obscene turnover times, and you know it’ll be done when you give it to me. There’s always a friendly voice on the phone and friendly hellos in your email. You can’t say the same about a lot of the writers out there, and anyone who has fought with crap writers before knows how important this is.
You see? If I was just writing, I could warrant working for a couple of dollars an hour, but there’s much more to it.
I Have Expenses Too
Would you pay someone to work for them? Good. Me either. If it’s going to cost me to do your work, I’m not too interested in doing it, and I think that’s only fair. So what else is included in my costs? The same things that are included in every other service or product you buy:
- Marketing
- Administrative costs
- Advertising/donations
- Emails, phone calls and chats (I don’t charge when we spend an hour on the phone!)
- Education, resources and learning
In the end, a single piece of web copy can take me days, not an hour or two. Besides, if you think it’s important enough to seek out the best copywriter to do it, don’t you think I should put as much time, care, consideration, and thought into it as you would?
You’ll notice I didn’t mention all the free SEO, site structure, usability, social media and marketing questions I often get asked while working on these projects. These questions sometimes eat up hours of my time…hours I could be getting paid for or spending with my kid.
Does this mean everyone should buy expensive copy? Of course not. Does this mean I’m the right copywriter in every situation? Of course not, but the rest of this discussion will have to wait for the next post!
Why Businesses Get Taken Advantage Of By Online ‘Professionals’
Jim Connolly of Jim’s Marketing Blog and I had a great conversation a short time ago about the vulnerability of businesses and people in general. We’d both agreed that, while many of these people are great at protecting themselves in the real world, they seem to forget about protecting themselves online.
I have a theory about why this happens…
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Think Of Web Professionals Like Babysitters…Sorta
You see, I look at the online world and the real one as being the same. The only difference is that the Internet has put real life on demand and under a magnifying glass. Mistakes and the true characteristics of human nature are far more noticeable, but when it gets down to it, you’re dealing with the same types of people, who have the same goals and methods as those we pass on the street every day.
Think of the Internet like hiring a babysitter. Even if you hardly know this person, you leave her in charge while you’re gone because you feel she’s trustworthy and will keep your kids safe. I mean, if you didn’t, you’d never leave her there by herself, and certainly not with the children!
Plumbers and electricians are similar. They could be one of the gangbangers on the corner at night, but once they don their ‘day clothes’, you let them into your home without a single thought about your safety. You have some level of trust in them.
The Internet is similar, in my opinion. Once we allow it into our home, we still feel secure and trust it as we would a good friend. We get so caught up in all the benefits and how much *better* it makes our lives, we often forget about the bad. We simply don’t give the dangers the same weight in the virtual world that we do in real life. Why? It doesn’t look dangerous.
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We Lack the Visual Incentives That Trigger Self-Preservation
When walking down the street, it’s not unusual for people to clutch their purses and bring their kids closer as they pass a gang of kids in a parking lot. It’s not odd for some to cross the street when passing a homeless person. They look undesirable, and maybe even frightening.
Getting back to the babysitter thing, most parents would never consider hiring a homeless person and putting them in charge of the kids. That’d just be dangerous! At least they look trustworthy enough to make us feel safe, right? Well, in some instances, the homeless person might be the better choice.
On the Internet, we can’t differentiate between the ‘good’ and ‘bad’ people just by looking at them. Almost everyone ‘seems’ nice. Well…what I mean is the creepy ones are kind of obvious, but it’s the dangerous ones who appear ‘nice’ that people need to be most wary of.
Things Sound Different In Text
The other issue professionals and businesses have is that even the most innocent of things can sound terrible when they’re typed and out of context (i.e. in a tweet or email). Sometimes, even the simplest of sentences can seem snarky, angry, or perverse. The same goes for someone who ‘sounds’ trustworthy. Since we can’t read a person’s body language or hear their tone when they speak, a lot of our perception is based on previous interactions with that person and pure assumptions.
So where am I going with all this? Simple.
Don’t just hand money over to someone you’ve never met without checking things out first. If you don’t feel confident with a particular company or provider, or if there are any serious doubts about their reliability, move on.
Be diligent, for Google’s sake! If you don’t know enough about the process to be able to identify the scammers, get recommendations from someone you trust or speak with someone who does know about the process. Both the provider and the client can tell when the other doesn’t know as much about a particular subject as they should. Trust me!
The other point I’m making with this whole thing is that both online professionals and clients need to protect themselves. While things like deposits might be annoying and make both sides uncomfortable, they’re there to protect everyone involved. There are times when a full upfront payment is necessary, and times when it’s simply not needed.
Don’t believe everything you hear, either. This world is full of miscommunications and complications that might seem one way at the start, but is actually something completely different when you get down to it. I’m not saying you should disregard good and bad reviews, for example, but use each of the puzzle pieces you find while doing research to determine what the entire picture will look like.
In short, use your street sense!
Business and Morals: Do You Take the Money Or Run?
I’ve written about the association between morals and business before. I even had an excellent guest post on the subject, so it’s no secret that my morals and values play an important role in my business decisions. However, I recently discovered these two things aren’t as cut and dried as I first thought.
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What Happens When You Know Too Much
Here’s the scenario: A client comes to you wanting to write a book on a subject you just happen to know a bit about. They give you the outline and main points for each chapter. Unfortunately, they’re wrong. And it isn’t a ‘I know I’m wrong but I just want to make money’. It’s a ‘I’m not wrong. I’m the expert’. Now, if you write this book, your name isn’t on it, but others will still be reading and learning from this book. Also, these mistruths aren’t glaringly obvious to anyone other than those who are familiar with the business, so it would be hard for anyone else to prove otherwise.
Do you write it, take the money, and shut up? Or do you turn away the cash and run with it?
The “Take the Money and Run Camp”
A lot of industry experts I’ve talked to about the subject say it depends on a number of things including whether or not their name is on it, how much money the project is worth, who it’s for, how big of a factual mistake it is, and many other variables.
The argument is that if it’s worth enough money, if the mistake isn’t that huge, and their name isn’t on it, they’d likely do it.
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“No Way In Hell Buddy Boy”
On the other side of the fence are those who say they wouldn’t take the job regardless. They don’t care who it’s for, what it could do to or for their career, or how much money they could make. They know what’s right and what’s wrong, and they refuse to allow something false like that from hitting the virtual shelves. They’d never be able to look at themselves in the mirror if they did.
“It’s Money. Duh”
The third opinion of this is that it’s a business transaction. This is doing a job for money. Nothing more. Nothing less. Their morals and values don’t enter into the picture because their morals and values aren’t for sale. They run a profitable business, and as such, they will do what keeps that business profitable.
Personally, I have to admit I’m torn. I really abhor the idea of writing the same garbage that I’ve argued against, but at the same time, I do have a family to support. From the client’s perspective, they may know I know about the subject, but they don’t know how much I know about. Also, they’re supposed to be the experts on the subject, not you. Why would they trust you?
I’m left in a position where I don’t want to touch the project because I know a portion of it is incorrect. The client won’t just change it because the writer said so either. There’s no real way to prove it, so what do we do?
4 Tips From Dr Phil All Businesses Should Consider
Whether you like him or hate him, you have to admit Dr. Phil’s a smart cookie. His quirky, down to earth way of giving advice gives everyone a little piece of advice they can understand, and it’s always entertaining.
After watching the show the other day, I realized a large number of the tips and wise words of wisdom he gives are great for business too. In fact, I think we could all learn from the great Dr. Phil.
Dr Phil Business Lesson #1: “So, how’s that workin’ for you?”
When guests insist they’re doing things the right way, and they’re obviously not, Dr. Phil usually comes out with this great line. The guest instantly goes quiet and the blank stare of self-realization comes over his face. Maybe his methods weren’t so great after all.
I think we should all stop and ask ourselves that question as we build and refine our businesses. It can also be a pretty powerful question in our personal lives once in awhile. How many times do we do something just because it’s the way we’ve always done it? It’s always worked in the past, so why change now?
How’s that marketing plan really working? Is your business going in the right direction? Are we working with the people we want work with/for? Personally, I’ve always got a ‘target’ list I’m working on. It’s filled with companies I’d like to provide copywriting for, people I’d like to meet, and those I’d love to collaborate with.
The way I see it, if what we’re doing isn’t producing the results we want, we need to change our strategy and try again. Don’t be afraid to question everything; the real answers might just surprise you.
Dr Phil Business Lesson #2: “You need to find a target rich environment”
This sentence generally comes out on shows where women or men have difficulties getting dates, but what Dr. Phil says makes sense. How can you attract or find what you want, if you’re not looking in the right spot?
So, if I’m launching a product aiming at teenagers, what am I doing advertising on LinkedIn, for example? I need to be making myself known on places like MySpace and Facebook…that’s where they are. Of course, all this will depend on the market and what you’re doing exactly, but the point is that you need to go to where your target audience is and draw them out from the places they’ve already conjugated.
Dr Phil Business Lesson #3: “She’s got your manhood in a Dixie cup’
Ok, I have to admit this was probably as funny and as shocking as I’d seen Dr. Phil get, but even this had a great lesson. In this episode, a mother was controlling her son to the point that his long time girlfriend/fiancé was ready to leave.
This situation made me wonder…how many times to we make decisions based on the wants and needs of others? And while we should always consider the effects our choices have on others, how many times do we end up hurting ourselves in an effort to make someone else happy? I think we do it a lot more than we think. I know I do.
Each time we make a decision, we need to weigh the pros and cons of each option. I’m not saying we should step on someone to get what we want, but I think a lot of us would make far better decisions if we asked ourselves why we’re making a particular choice, and who that choice really benefits.
Dr Phil Business Lesson #4: “It’s like my dad used to say: You wouldn’t worry so much about what people thought about you if you knew how seldom they did…”
This one is so telling isn’t it? How many times do we come up with a great idea only to pass it over because we’re worried about what others will think? All things considered, isn’t that one of our biggest mistakes in business? Isn’t it this simple thing that holds us back and prevents us from achieving our goals? In fact, some of the most successful business people became successful because they just ‘did it’.
I find I often edit content because it might be ‘too edgy’ or it ‘might offend’ someone, particularly when I write for myself. At the same time, it’s been the posts or articles I take a chance on that generate actual conversation and become the most successful. Why? I’d like to think it’s because the real me comes through to the reader much more effectively.
So, simply put, if we took more risks, our businesses would become much more successful. Galileo, Shakespeare, Einstein, Elvis, Richard Branson, Arianna Huffington…they all took a chance and did something new.
I don’t know about you, but these four points sound like some pretty good business advice to me. And, it’s not that we don’t know these things. I think we simply get so caught up in everything we forget. Do you have any of these lessons to share?
