Almost every copywriter and any number of business gurus have, over the years, told me to put my prices up, to double my copywriting rates, to add two noughts, three noughts, four noughts. Pick a big figure out of thin air. (Then add a nought.)
Never, ever sell on price. Sell on value. Or you will be turned into a pillar of salt.
That’s because they think I’m a pretty good copywriter. It’s also because, I suspect, if I raise my rates and everyone else they talk to also does, they’ll be able to hike theirs as well.
Copywriter day rate
The average day rate for freelance copywriters is around £350. That’s what a survey last year for the Professional Copywriters’ Network said.
I charge quite a bit more than that. But not monstrously so. If I’m being honest, I’ve tried to whack my rates up from time to time. (Hey, I’m only human.) I take all the advice there is on how to present higher rates: ‘engage’ the prospect, feed them some ideas, get them excited about working with me.
I’ve been through all that and businesses just don’t bite at those higher levels. And I don’t blame them. So here I am, offering an exceptional service at a price that’s barely budged since about 2005. Lucky you.
Don’t sell on price
Here’s an interesting story. About ten years ago, I did some work for a management consultant.
She loved the samples I sent her and, make no mistake, she sold on ‘value’. I think her day rate was about 1500 quid. As part of our working process, she told me how good I was and that I should never, ever sell on price. Value, value, value, she preached. I was sold. So to speak.
But when I outlined what I proposed to do and quoted her for the copy, she said, ‘That’s great, but could you do anything about the price?’
The moral of this story is… unprintable.
Offer value
Fact is, all copywriting should offer ‘value’. If it doesn’t, you’re doing it wrong. Whatever you provide for the client should make them many times over what you charged them.
But that doesn’t mean you should take liberties. So I don’t.
So buy my great-value copywriting today. You can get me on 07745 092037.
