You hear that?
That's the sound of a client calling -- a potential client, actually. You haven't signed her yet, but you're about to...
Well, you're going to give her a bargain. You're going to give her the best deal ever. Because if you don't, some poor schmo on Upwork.com will.
Absolutely. But that's okay. Let someone else snag her. Let someone else sell her words... you have something more substantial to offer...
Let me explain.
Rich copywriters don't sell words.
Because words are a commodity. Anyone can use them. Anyone can write them.
And that's why so many copywriters are afraid to charge their prospective customers a respectable fee. They believe that asking for $100 or $200 or $300 an hour sounds ridiculous because there are thousands of writers -- on dozens of crowd-sourcing sites -- who are offering their services for 10X less.
The truth is, naming your price isn't what's going to make you sound ridiculous. It's not being able to answer the question that will inevitably follow:
"What makes your work different?"
Most copywriters -- hell, most people working in a creative capacity -- fear that question.
Because they don't have an answer for it. Words are words. And therein lies my point:
Clients don't hire copywriters for their words.
Sorry to break it to you, but nobody cares about your words and sentences. Nobody cares about your headlines or subheads or your calls-to-action either.
The only thing a clients cares about is their problem -- and whether your copy can solve it for them.
So what can you do?
Forget about the words and sell the solution.
Solutions to problems, unlike words, are not commodities. When dealing with businesses, specifically, it takes know-how and a unique set of skills to solve a problem.
So when asking for all that money, remember to focus on:
- Your prospective client's problem, and
- the financial implications of solving that problem.
In other words, your pitch to the prospect should explain what success on your part would enable them to do.
Would the money your work brings in allow them to expand their team?
Would it help them open a new location?
Would it drive X% more quarterly business?
Rich copywriters don't sell words because they're too busy selling investments.
Your job, as far as I'm concerned, is to make people realize that your words aren't an expense, they're the future of a company, a project, a dream.
Sell that dream -- and then go back it up with words.
That's the road to success.