Good Clients (Like this One) Understand a Good Writer’s Value (and Will Pay…)
I couldn’t have scripted it better myself. A little background….
Got a call from a prospect in early November. About 18 months earlier (May 2008), the local daily, The Atlanta-Journal Constitution, did a “Why I Love My Job†feature on yours truly in the Sunday paper. Following a few live seminars I’d done in March 2008 on commercial writing and self-publishing, I’d been approached by one of the attendees who turned out to be the writer of the popular weekly piece.
“You seem like someone who really enjoys what you do,†he said. “Would you be interested in being featured in WILMJ?†“Is this a trick question?†I asked. Uh, yeah. Course I would.
We got it done, the piece came out, and my new prospect, a successful local entrepreneur, saw it, tore it out and said to himself, “I may just need this guy some day.†Well that day came last month. In a nutshell, he was angling for a strategic partnership with another company and wanted a professional writer to work on the proposal. Long story short, I ended up putting in roughly 30 hours – including two back-to-back 10-hour days – over a five-day period at a most healthy hourly rate.
As we were wrapping up the thing on the second marathon day, he stopped, looked up and said (you’re going to love this…):
“It’s a amazing what a difference a professional writer makes. I think of all the times over the last 10 years (as long as he’s had his business) that I really could have used one, but tried to do it myself. It’s great to know I have a resource like this now.â€
Seeing the impact a professional writer could make and seeing a proposal turn into an eloquent statement was nothing short of an epiphany for him. THIS is what we need to be communicating to people. No, not everyone will get it, so don’t waste your time beating your head against the wall trying to convince those who don’t. Just find the ones who do.
There will always be people who think writing is something anyone can do, and they’re not worth wasting your time on. But there are plenty of folks out there who, a) understand the value of a good writer, b) know they’re not one, and 3) realize good talent doesn’t come cheap.
True, it took my new client a long time to come to that realization, but I say it’s because he simply didn’t know how to go about finding one or that copywriters like us even existed. Meaning, that in 10 years, chances are excellent not one single commercial freelancer ever made contact with him.
The first time he was exposed to someone of that description, the idea resonated enough with him to have him cut out an article and set it aside. Remember, he didn’t hunt for just the right copywriter; he flagged the first and only one who’d crossed his path. But had he known HOW much a difference a good writer could make, I’d wager he wouldn’t have waited 18 months. And there are TONS of people like him out there.
Update #1: The proposal is moving along nicely, and he shared that his main contact person at the target company, someone, who according to him, is not the complimenting type, told him, “This is very well-written proposal.†Yes, I was part of a larger team, but we writers still love to hear stuff like that.
Update #2: He called me last week to jump on a crisis situation that had just cropped up in a completely different area, and in less than a week, I’d logged roughly 20 more hours. And there are three more projects on tap. With each project, I more firmly establish myself as a valued member of his team – not just a vendor.
None of this is said to toot my horn, but simply to share what’s out there and possible – even in a down economy. I’m telling you, I’m not doing anything more monumental than writing good persuasive copy for letters and proposals. That said, do I think that any $10-an-article, content-mill writer could do what I do for him? Absolutely not. But any good, strategic-minded commercial freelancer well schooled in marketing? I’d bet on it.
Have you had any similar situations?
What sorts of things have you had delighted clients say to you?
Based on these experiences, how would you describe what a good freelance copywriter brings to the right kind of client? What skills are most crucial?
How hard/easy do you feel it is to deliver those things?
Well, no, I haven’t really had this happen yet, but then, I’ve only had a few clients so far and my somewhat feeble promotional efforts got completely side-railed by moving last month.
I also love it when connections click into place, Peter, and you’ve shared an inspiring example of several ways that energy can flow when we connect circuits figuratively:
* Local standup routines connected you to an AJC writer for mutual benefit.
* That article cliicked on a prospect’s mental switch.
* Your capabilities clicked so well that the new circuit stays open and expands.
Ah-ha ‘light bulb moments’ occasionally enlighten me right along with a pleased client. After a brochure project for a commercial developer, for instance, the father-and-son team said its tone and approach made them want to stop writing their own business plans and other supporting narratives for line of credit applications to lenders. They realized that a third-person style with storytelling techniques appears more professional and authoritative than their numbered-list format and first-person voice.
I hadn’t pitched that additional service (didn’t recognize it was needed, frankly), but immediately agreed (!) that the business case portion of loan documents work better as research-style reports than as personal letters. The POV shift adds strength through an analytic voice and clear theme.
Right there is a key skill we supply: Not everyone can turn facts and goals into vivid, compelling stories . . . smoothly, swiftly. It’s rewarding — in all senses — when that value proposition clicks on and lights up for those we serve or offer to serve.
Actually, just two months ago I dropped a client because they tried lowering my contracted rate AFTER the project was completed (and before the check was written, of course). They’d low-balled me on blog posts, but I compensated in the accompanying project by charging appropriately for the press releases. When they tried disguising releases as blog posts, I said good-bye. Within a month, I got the note – “How much will it take to get you back?” They’d been through what they called “bad experiences” and were now understanding why good writing requires adequate compensation.
The most critical skills a good copywriter can supply is understanding of the client market and a commitment to getting it right the first time. Good copywriters take their businesses seriously – they don’t apologize for being in business, they set their own rates, and basically take charge of their businesses. That’s a person who can take charge of your project and give you what you asked for beyond what you expected. It’s tough delivering what a client wants if you approach each project as a cookie-cutter job. You have to research what the company/client industry is about. You need to listen actively – ask questions and ferret out what the client isn’t saying that needs to be addressed in the project.
For my clients who came back, they understood finally that my knowing their industry and knowing my craft was worth what I charge. I didn’t piece together articles from the Internet into a hashed-up version of “industry knowledge.” I gave them a carefully crafted product based on what their goals are and who their audience is.
Thanks Alan and Lori,
Great stuff. Lori, gotta love it when clients come back and say, “Well, we were wrong. You ARE better.” And Alan, interesting how once they saw your style, they realized what was lacking in what they were doing. Both your stories underscore the importance of rock-solid writing skills having clients realize the value you bring. And once they do, no doubt in these cases, and certainly in mine above as well, they start thinking about other ways in which they can use you. Not to sound flip, but it’s literally like having a new toy.
But, the key is for them to see the difference that’s made. In the absence of that, clients can fool themselves into thinking that this cheaper writer over here will deliver the same product as a more expensive one. And if that writer does a half-assed job, one no better than they could do on their own (and perhaps commensurate with his/her skills), it only perpetuates that perception, when in fact, it reaffirms the exact opposite: the fundamental truth of “you get what you pay for.” But with no basis for comparison (either to another writer or to their in-house stuff), they literally don’t know what they’re missing.
The light bulb goes on for clients when they enter the realm of “What They Don’t Know They Don’t Know.” In Lori’s case, the perception the client was operating under, consciously or unconsciously, was, “Writing skill is a constant, so cheaper is better.” And then they discovered the hard way, that it’s not, and suddenly saw why it was you charged more. And we have to get to that point where they see that.
PB
That would be a correct assumption, Peter. It’s what they admitted to me, which I can’t tell you how it makes you feel to have a client come back saying, “We get it now, we screwed up, we’re sorry, we’ll pay what you’re worth.”
Yea, I did a happy dance. 😉
Lori wrote:
“It’s tough delivering what a client wants if you approach each project as a cookie-cutter job.”
I say:
That depends on how big of a cookie you’re cutting.
Thanks to all. As a longtime freelancer and children’s author who has been raising a brood of five kids for the past decade and, because of that, has kept freelance projects to a minimum until now, I am finding these testimonials helpful as I prepare to amp up my efforts. I had lunch with a graphic designer friend last week. She said so many of the people she works for think they can do the writing themselves, but she feels they’re wrong. We’re looking at possibly collaborating on some projects (you suggest this in your book, Peter, and I’d already been thinking along these lines). Hopefully she’ll be willing to put out a good word for me for why strong writing does make a difference. I worked as a communications assistant for a church for a few years, and when I left, they didn’t re-hire for my position, but I heard months and even years afterward how much the staff wished the writer position would be filled again so they’d have help with all the projects that required excellent writing skills. So, I know the work is out there, if people will realize how much stress we can save them by employing us. Again, thanks for all the great ideas, support and enthusiasm! As for the typo, Peter, we’ll forgive you. I try, but don’t always catch my typos in the first go-around of blog posts (and comment boxes) either.
Thanks to everyone for their comments, it really helps me to appreciate that my experiences are not unique to me. Like Deb, Lori, and Roxane, I frequently come across people who believe they can manage the copywriting themselves. When I used to work as the in-house copywriter for a local college, most of my writing assignments came directly from the graphic designer who was frustrated with the copy given to her. Now that I am freelancing full-time, I definitely plan to collaborate with more graphic designers for upcoming projects.
Johanna, graphic designers are definitely our friends. And at least the ones I have talked to are not afraid to say, “I am not a writer!” Similarly, most of us would not agree to do our own professional quality design work. There’s room for all of us, and we each bring our unique skills to the table.
I tell them doing your own writing is like taking out your own appendix. I am not sure, actually, if that is too good an approach–because of the ooo’s and icks…. I think if one gets repeat business, they saw the value, even if they don’t tell you.
I hear that kind of thing from clients who ended up hiring me to correct the “work” they received from that $10-an-article guy. They could’ve hired me the first time and kept the extra lunch money.
I’ve gotten results by impressing on clients how much money they’re SAVING by hiring me instead of blowing their own billable time. In addition to their ability to use that time for productivity and profitability while the writing gets done, the fact that I can do in 2 hours what might well take them 20, while guaranteeing a professional product in the bargain, makes me a “killer app” for any business. Even at a healthy rate, I’m the LEAST expensive option.
“There will always be people who think writing is something anyone can do, and they’re not worth wasting your time on. But there are plenty of folks out there who, a) understand the value of a good writer, b) know they’re not one, and 3) realize good talent doesn’t come cheap.”
Amen to that! One of the things I do is actually give potential clients resources to help them do their own writing. Why? Because the vast majority of the time, it shows them how complicated good commercial writing really is. Once they get into the project they’ve satisfied their DIY urge, realized they don’t know as much as they thought they did, and they’re primed and ready to work with a pro. It’s actually been one of my favorite marketing techniques, and it hasn’t failed me yet.
“I hear that kind of thing from clients who ended up hiring me to correct the “work†they received from that $10-an-article guy. They could’ve hired me the first time and kept the extra lunch money.”
There’s definitely something satisfying about those situations. I especially love it when they scoff at my rates (doesn’t happen as much as it did in the earlier days), I tell them they’re welcome to look elsewhere and wish them luck, and then they come back down the road with their tail between their legs. On one level I feel bad about them having to learn the hard way, but on the other hand it kicks off our working relationship with an immediate appreciation, and that’s nice to have.
Boy, do I love this discussion… 😉 Thanks to all for your contributions. To echo Roxane’s comment, graphic designers ARE absolutely our friends. As most of you know, collaborating with GD’s has been a cornerstone of my business model since the beginning, and they have put hundreds of thousands of dollars worth of work in my pockets over the years. And while some writers imagine, hey, I’ll learn design, too, and do both, I would NOT recommend it. It’ll take you forever to get anywhere as good as a GD (who’s been at for 10-20+ years) is. Most importantly, by trying to do it all yourself, you have to be the one finding all your own work. By partnering, as GD’s find work for themselves, they find work for you (and vice versa, of course).
Love the rescue operations – always entertaining to see a client eat a bit of crow. No gloating, mind you, just a touch of smugness.. 😉 And Jenn, I LOVE your strategy of helping clients do their own writing so they’ll see what’s involved. How smart is that? Nothing like seeing, up close and personal, how hard something is, to give you a new-found appreciation for the skills a good writer brings, and have you resolve never to try it again…
PB
Interestingly, a few of my clients were the ones who gave me the idea years ago. I was still running my PR firm at the time, so the writing I did was predominantly press releases, media kits, pitch letters, etc. Press releases were by far the most popular service, and clients kept asking if I had published information where they could learn more about them.
So I wrote a short e-book (took me a whopping one day to put it together). I started selling it. That’s also when I started branching into other income streams, and that’s proven to be a good strategy as well. When I released an update, I decided to give the new version away for free. More people got their hands on it. I landed probably at least a half dozen middlemen clients because of that short e-book, on top of plenty of one-offs. SEO firms, Internet marketing firms, and designers all wanted to offer the service to their existing customers. They tried their hand at it and realized they needed help. So they hire me, mark up my services when billing their clients, and everyone’s happy. I adore middlemen clients.
It’s basically the “free report” strategy. Offer a free report on how to do something yourself, and while some may do just that, plenty of others will say, “Hey, obviously, this person is an expert on the subject, so we’ll hire them to do it.” Same as Michael Stelzner did years back when he created an 8-page white paper on how to write a white paper, had 60K people (yes, 60K) download it over 3-4 years, and ended up with more WP business than he could handle…
PB
Exactly. White papers, e-books, any kind of report or information product can work. Even free advice and tutorials on a blog can have a similar effect. It’s definitely not a new concept. Free trials of online services, free trial versions of software, free samples of products — it’s the basic “try before you buy” idea. People will always love getting something for nothing and feeling like they can save money.
Since you’ve allowed us to open up our brag books — This actual testimonial quote from a marketing exec who has now been my client at three different companies reflects the type of praise clients have given me over the years: “Before working with Ken starting eight years ago, I would spend hours coaching freelance copywriters about our products and then have to rewrite their work anyway. But Ken is a high-tech marketing master. He quickly grasps a project’s core concepts and then develops tightly-written, compelling copy that’s mostly done on the first draft.â€
So what do I think a good FLCW brings to the right client and what skills are most crucial? The ability to:
* Listen to what the client says about their business, especially how they solve their customers’ problems.
* Learn not just from the client but on your own as well. (To fill in gaps when clients invariably provide insufficient information)
* Understand what you’ve learned, so that you can
* Apply that insight to other assignments for this client and others. This is probably the most important skill. The ability to generalize from one client’s situation to another.