Holding Firm: Thinking Thoughts on the Copywriting Value Proposition
By Roberta Rosenberg on Apr 15, 2008 in Occasional Rantings, Running Your Biz, Working with Clients
My good buddy, Tom Chandler at Copywriter Underground has generated a flurry of responses from other copywriter/writer colleagues in his post, Guess I Didn’t Want to Work For Free Badly Enough
It got me to thinking, because that’s what I do, about how do we maintain our value to our clients, current and prospective, when the value we bring to revenue generation isn’t understood — or worse to my mind, respected.
Two stories from the copywriter wars.
Years ago when I actually left the office to meet with prospective clients, I had a series of meetings with a young entrepreneurial go-getter. We talked for what seemed like too many hours and I noodled some notes. I confirmed the specs of the job and gave him my estimate.
He was, in a word, aghast. “Roberta, why so much? it’s just words after all!” In response, I responded in my usual respectful but firm manner, “Yes, and a symphony is just notes unless you know how to put them together properly. I know how to make the words sing.” or something to that effect. I didn’t get the job, but was glad of it. He was already showing his PIA merit badge. (I should have quoted him double.)
That was then. Now here’s a quick story about now, like 20 or so years later.
I have a business acquaintance who, while not a marketer, also works in business communications. She recently asked if I’d review some of her work and offer some ideas. I said sure. I told her I could do a “drive-by” review and a few off-the-top-of-my-head suggestions or, if she preferred, something more detailed. “More detailed would be great”, she replied. So I provided her with my rates for a professional copy critique. “Oh”, she said, a little crestfallen. “I’ll have to get back to you.”
Sigh. From a colleague, no less.
Okay, I lied. One more copywriter story.
I had a B2B client who was one of a few companies in the US, maybe even the world, who does what he does. I had done some website work for him in the past, and he wanted to talk about a significant larger, more long-term relationship. Cool, I thought. So we talked, we drank coffee, and talked some more. I spent about a week carefully crafting my proposal and fee structure. I submitted and waited his response. Finally, after a few days, he called.
Again, we’re talking aghast. “I don’t pay my secretary this kind of money, Roberta!” Now, I was a secretary back in the day and I know how hard and undervalued that kind of work can be. Still, seeing my value as a revenue-generator being directly compared to what he pays his AA was um, disheartening.
I replied, again in my usual calm manner, as to what kind of monthly budget he had available for this multi-faceted project. He said $X. I said I’ll rework the numbers. I reduced the number of tasks from 7 to 2 and emailed it back to him with a note, “This is what $X buys.”
No, I didn’t get the job. But I’m thinking some poor schlub from Craigslist did.
In the final analysis, all we have to sell is our time and the talent/skills/expertise behind it. In a troublesome economy, it’s tempting to want to take anything at all despite being offered a low-ball price. But, without sounding preachy about it, we need to stand firm in our value.
Here’s why: because we’re worth it (apologies to L’Oreal.)
I just finished reading, A Whole New Mind: Why Right-Brainers Will Rule the Future, by Daniel H. Pink. This is a great read that will keep you mulling and jotting notes on every page. But, for the purposes of this already too-long post, those of us skilled in conceptual synthesis - individuals who can take multiple-threads of information and make something new and magical happen, like copywriters - are perfectly positioned for success.
(Making with the funny business, according to the author, is also a key R-directed skill in this brave, new, beyond-IT world. So I’m already thinking I’m a major 2-fer who’s worth even more to super-smart organizations savvy enough to hire me.)
So, let me ask you. Are you finding it harder and harder these days to keep your fees from shrinking? Are you downsizing tasks to keep from reducing your fees? What’s working and not working for you these days?
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Tom Chandler/Copywriter Underground | Apr 15, 2008 | Reply
I’d suggest fees aren’t shrinking on my “normal” projects, but clients seem unwilling to pay much for new media projects (like blogs).
Whether that’s an artifact of their emerging status, the difficulty generating reasonable metrics, or the fact they’re getting lumped into the “user generated” category (and nobody pays in that category) remains to be seen.
As for Classic Client Statements, “I don’t pay my secretary this kind of money, Roberta!” has got to be an alltime leader.
Tom Chandler/Copywriter Underground’s last blog post..Guess I Didn’t Want to Work For Free Badly Enough
Roberta Rosenberg | Apr 15, 2008 | Reply
@Tom - Guess he was getting his “girls” confused.
Lorraine Thompson | Apr 15, 2008 | Reply
Hey Roberta:
Great post. Wish I could brain the client who responded that your copy was “just words.”
Most of my clients are supposedly seasoned marketers. But somehow they remain blissfully ignorant of the time it takes to research their product, service, customers and competition, interview experts, manage communications, outline, draft, rewrite, polish and proof copy.
I guess they think “just words” just flow.
My strategy is to ask for a project budget–get the client to price first. They rarely do and usually I end up quoting a fee. If they’re stunned by my quote I cheerfully repeat my request for budgetary parameters and, like you Roberta, I adjust the assignment.
Currently, in the interest of earning a living, I make an effort to set shorter deadlines, let go of my research jones, work faster and deliver “good enough copy” that satisfies clients, if not me.
Sadly this makes for some joyless hours in front of ye olde laptoppe. At least it felt that way today…
Roberta Rosenberg | Apr 16, 2008 | Reply
@Lorraine - I love commiserating with such good company. How does your “good enough” copy today compare with yesterday’s “good enough” … and are you happy about it? (Too serious a question for so early in the am. Better get more coffee.)
James Chartrand - Men with Pens | Apr 16, 2008 | Reply
I’m the opposite. My fees aren’t shrinking. (Thank god. I have kids to feed.) And I think that you showed something very valuable in your post:
The confidence to say no. The strength to stand firm.
You reworked prices and talked with clients, but you didn’t cut your fees - you cut your tasks down. How many people are smart enough to do that? How many squirm at having their rates criticized and then chop them to seek the client’s approval (or dollars)?
Heheh… I kept waiting for the “one more story” to be “I have a friend named James who can’t decide on a charity…”
Roberta Rosenberg | Apr 16, 2008 | Reply
@James - in addition to reducing the # of tasks, I have also offered a package-type deal - X number of projects for Y price over a Z period of time. That’s worked well, too.
As far as the charity, oh, just pick one already!
Roberto Hyndman | Apr 16, 2008 | Reply
I completely endorse your approach of reducing the scope of work in response to a smaller budget. So many times a client may ask for a reduced fee; I’m happy to provide one, but with less services and resources from my end. My logic — “Hey, if I was to do the same amount of work at a lower price, that means I was overcharging you on the initial bid.”
Roberta Rosenberg | Apr 17, 2008 | Reply
@Roberto - Nice to have another writer’s voice in the mix. To your point - ‘zactly, my friend.
Drew McLellan | Apr 17, 2008 | Reply
Roberta,
I’m a firm believer in the “you bet we can reduce the budget, what part of this doesn’t need to be done right now?” philosophy. If we start getting wishy washy with our fees — then we look like we are trying to play the client.
I find that 85% of the time when we stand firm, they grimace but they pay.
Drew
Drew McLellan’s last blog post..Dear soon to be college grad
Roberta Rosenberg | Apr 17, 2008 | Reply
@Drew - thanks for reminding me about working the timeframe angle, too!
Ricky The PURL Marketing Guy | Apr 17, 2008 | Reply
I am a marketer who used to think I could not afford professional copywriters and folks like you. BOY WAS I WRONG!
I did need to tighten my purse strings but I was tightening in the wrong area. I firmly believe you should never tighten in the copywriting, design, consultant or strategy area. Where you need to cut are in some tasks you can either do yourself or search for better outsourcing. Let me explain.
I recently did a PURL direct mail campaign. (PURL = Personal URL). I didn;t really have enough money and I wanted to do variable data printing and personalized landing pages for the prospects. I “ALMOST” cut on the copywriter so I could afford the bells and whistles of PURL web pages. OOPS!
Instead I worked on a cheaper way to do the mecehanical stuff. The PURL pages. I still needed the variable data printing but I paid the copywrighters top dollar and ended up with a mind blowing 47% response rate.
Anyhow. Long sotry longer. You can never pay the right guy too much in my opinion. You writers and marketing consultants are worth it. THANKS FOR BEING GOOD AT IT!
Roberta Rosenberg | Apr 17, 2008 | Reply
@Ricky - you get today’s reward as favorite copy client. You get it, you really get it. Thanks!
Katherine | Apr 19, 2008 | Reply
If it were “just words” why would that client have bothered to contact you, an expert?
I would be glad that I didn’t get that job, too. In all of those stories. I fell into the beginner’s trap of taking low paying work. I pulled myself out of it because I realized that if I take on something low paying, I don’t have time to do the higher paying projects!
Katherine’s last blog post..Reciprocal Following on Twitter (Or Lack Thereof By Some)
Roberta Rosenberg | Apr 20, 2008 | Reply
@Katharine - Knowing what your bottom line price points comes after painful experience and your own sensibility. Ultimately, you can work hard and a lot for a little bit of coin. Or you can work hard and a little bit (or maybe a lot) less for a lot more coin. I’m still figuring it out after 20+ years doing what I do. As long as I keep the roof over my head, food on the table, it’s all good.
Marc | Apr 29, 2008 | Reply
Hi Roberta
I’ve always wondered if it’s the word “writer” in copywriter that throws people. Perhaps if the job title was CopyCreative the responses would be better.
Yes, copywriters do craft words, but they do so much more. I work in an agency environment. In an agency the Art Director and the Copywriter form a creative team. They are the soul of the concept and the execution.
Is an effective piece of communication just words and pictures? Hardly. It’s an understanding of the audience, from who they are and what drives them, to how they interact with specific media. It’s an understanding of the environment that surrounds a piece, such as societal trends, current aesthetics and what they communicate, what’s going on in the marketplace and how to rise above the noise.
A creative team bring a lot to bear on a project, and we all know that that requires considerable time and talent. I’m sure everyone who reads your blog also reads a stream of other RSS feeds relevant to what they do. We don’t absorb this knowledge by osmosis, we have to work at it.
As you said, a symphony is just a series of notes. A meal in an award winning restaurant could be just a few prawns on a plate with some herbs and cream poured on top. The new performance centre in your city might just be a roof held up by some concrete walls with a lot of windows.
To show the value of this, I’m extremely careful where I place the value of my work. Ideas and knowledge are my bread and butter, not “words” as such. So unless it’s potentially extremely lucrative I don’t pitch jobs (where the client is playing off more than one agency against each other and it’s usually necessary to give the ideas away in the process). If a proposal is required to secure a job I’m careful to stop short of giving all my ideas away up front. I make sure the client still needs my creativity and my knowledge, not just my words.
It’s the old “95% inspiration, 5% perspiration” equation. It’s really important to recognise where that the value of what we do is not in a dollar-per-word formula and that it can’t be traded like a commodity.
=) Marc
Marc’s last blog post..Looking For A Nano-Improvement
Roberta Rosenberg | Apr 29, 2008 | Reply
@Marc, you may be on to something. CopyCreative instead of CopyWriter? (First, we have to assume folks know what copy is. My in-laws, to whom I’ve been related to for 18 years now, still aren’t sure what copy is.) I think the focus on writer may also make it sound like pure fun as opposed to the hard work it usually is. (”You’re a writer? Wow, you must have fun all day being creative…”)
Unfortunately, the commoditization of writing - many of us are simply referred to as content providers - is here. The question is the ultimate value we bring to the client’s coffers. Thanks for your input!
Heather Angus-Lee | May 4, 2008 | Reply
Having been an underpaid journalist for 20 years, I started my own business as a web writer and deliberately hitched my wagon to SEO as a way to give value add to my creative services. I am finding that adding the goal “get found online” gives my clients a tangible, measurable push to sign up for my fabulous, professional writing services, i.e. I scare them with how their competitors are doing with that built-in market channel called the Internet!
I completely concur with Marc’s comment that “ideas and knowledge are my bread and butter, not just words”… I draw on my artsy-fartsy side (Ideas Rule!) as much as business savvy.
And, Roberta, I also posted recently about Daniel Pink’s new book “A Whole New Mind”; my value proposition is to take my right-brain and left-brain strengths and marry them for effective copywriting.
Great discussion here - I learned a lot, and felt validated to boot! Thanks to all.
Heather Angus-Lee’s last blog post..Shakespeare was Wrong - But, Then, He Wasn’t Writing for SEO
Roberta Rosenberg | May 5, 2008 | Reply
@Heather - always glad to hear from a compadre. More and more journalists are finding their way to copywriting and its many variations. You’re ahead of the massive wave I’m expecting any time now.