10/22/2006: "Copywriters --- Get Paid What You're Worth"

People only value what they pay a lot of money for. OK, I'll put it another way. People value only what they pay a lot of money for sans perhaps love and relationships of that nature. I won't get into the psychology of love because that's not my field. But I do understand money and value.

Let me explain.

I watch a show on PBS (Public Broadcasting System) called Antiques Roadshow. Since I collect old fountain pens and other old things it's fun to see what might have some value and what may look like value but actually has none at all.

I've found, however, that I enjoy watching the people who bring items to the roadshow more than the items. I like to see how they relate to their item after they find either it's worth nothing or little or that it has an enormous value.

I've seen people who inherited an item that they simply disdained. They had it in the basement or attic or somewhere else. They showed it no care at all. Perhaps they piled junk on it. They kept it only because mom or grandma left it to them.

When they took it to the roadshow and were told it was worth $3000 or $10,000 or more they lit up and most of them said something like, "Oh my! I had no idea. I'll have to give it more respect and start to take care of it."

Suddenly their hated item deserved respect and love and care.

In the eyes of the human being nothing has value unless it can be bought or sold for a high price. That which is free is of no value and deserves no respect.

So there's my lesson in economics 101.

What's that got to do with copywriting? Simple. You copywriters --- you really good ones --- who are afraid to charge what you're worth --- are making fools of yourselves. Your clients won't respect you because they didn't pay you enough to have regard for your services.

If a man pays $6000 for a sales letter, he'll have high regard for the copywriter. He'll value the letter and the copy. He'll value his decision to use that copywriter. He'll value the relationship. He'll care for the relationship.

If he pays $450 for the sales letter, he'll be happy that he robbed you of your time and talent. But he won't respect you and he won't really value what he has bought with him crumbs. In his mind he'll know he didn't get real value.

People know they can't buy a big fine motor car for the price of a second-hand Chevrolet. (Not that there's anything wrong with a second-hand Chevy.) Basically people know they get what they pay for. But that's deep down inside.

In their brain there's a small evil part that wants something for nothing. That part rules. That is it rules until they realize that only fools deny a person the pay they're worth.

I've been a professional writer since 1967. I started writing for a penny a word. My first check was for $5.00. I worked like hell for that money. I made ten or twelve rough drafts on my old typewriter and polished many times before I mailed it to the magazine.

Then I sold them all rights --- keeping none for myself. I was young and foolish.

No more. Now I charge big fees and I keep a ton of my rights. In fact, when I write for magazines I keep all but their right to use my article one time. I graduated Screw U with honors.

I close about five deals a week. When I say close I mean either I say yes or no or the prospective client says yes or no. Either way --- it's a close.

I turn down several prospective clients each week. I get turned down because my fees are too high by a couple prospective clients each week. People just loathe paying a copywriter what he or she is worth. They'll pay a hooker gladly. Or they'll pay a graphic designer because they mistakenly think pretty sells.

They simply do not understand that it's the copywriter who is the salesman. The copywriter is the guy or gal who is really making them money. They don't make money --- real money --- without the copywriter.

But I do know it. I know how much money I make people. And I expect to get my share or they can go elsewhere.

So back to economics 101.

If you do not remember anything else you've read here, remember this. People only value what they pay a lot of money for. When something is free or cheap, it has no value in the eyes of the client.

Don't give a client more of your time than he pays for. He won't appreciate it. He won't honor you for it. If you do extra, charge extra.

Our situation is like the roadshow. Our item is our skill and training. We take it to the roadshow (our offer) and the client passes judgment on its value. We set that value --- not the client. If we put a high value on it, he will too.

It took me many years to know what I was worth. Let me save you some of the time I lost. Don't be an idiot. Raise your fees. Get what you're worth. You only have one shot in this life. This is the World Series. You are only valued as much as you value yourself.

Be good to your clients. Treat them well. Give them what they pay for and make sure they make money from their relationship with you. But make sure they pay you well for that service.

Never be afraid of losing a deal over price. If you do, it's okay. You didn't need that deal anyway. There are lots of people who are willing to pay what you're worth.

Discover how to raise your prices and make customers and clients love you for it.