Today's business news & commentary: Susanna's Online Magazine: copywriting, Internet marketing, direct response.

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Monday, June 30th

Should a Copywriter Negotiate Price With Prospective Clients?

Should you negotiate your fee with your prospective clients? The short answer --- NO. When you negotiate, you're telling your client that you intentionally put your price too high so it could be adjusted down. Don't do that. Here's why.

When you give a prospective client your fee, you spent a lot of time figuring out how much time and skill you would put into the project. Chances are, even at that, you didn't plan for everything and you'll end up doing more than you'll be paid for. It almost always happens that way.

But . . . there IS a way to deal with a prospective client who nibbles away at you to lower your fee. First, don't let him nibble too much. If he does, say "goodbye" to him. You don't need him.

But if he has a fairly reasonable budget but not quite what you need to do the job, you can start taking things off the table.

For example, say you give three revisions in your best package. Those revisions or rewrites have enormous value. In fact, they're priceless if a client needs them!

But if she won't pay your full fee, you tell her, "Okay, that's fine. I'll give you one revision within three days rather than three revisions within thirty days. I'll also take out my consultation (which is valued at $300.00 per hour) and I'll take out phone calls because they're time consuming. We'll deal entirely by email. If that's agreeable, I'll lower my fee."

Now, you can take out one or two services at a time or take them all out. But NEVER, never in this lifetime, lower your fee without taking something of REAL value off the table.

The prospective client MUST lose something if you lose something. He gains when you gain. That's the way deals come together.

So don't negotiate. It's a loser's game.

Susanna on 06.30.08 @ 03:02 PM CDT [link]

Sunday, June 22nd

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Susanna on 06.22.08 @ 10:29 AM CDT [link]

Friday, June 20th

It's Smart To Have a Minimum Fee To Get Maximum Results From Your Marketing.

Copywriters are seldom paid what they're worth. That's especially true with those of us who work strictly on the Internet.

I think one of the reasons we have pay issues is because people who search the Internet for copywriters, and for anything else, look for the best they can find but, more importantly, the cheapest they can find.

Well, it's their loss, of course. When they exchange their money for a cheap copywriter, we know what they get. But, let's leave that for another day.

Today I want to deal with how to get what you're worth. At least I'll deal with part of the issue. The entire issue is much too big for one column.

Do you have people calling you and asking for a quote who run you through the paces? They tell you their story. (Everyone loves to tell their story.) They tell you about their copywriting project. It sounds good to you. You could do a terrific job for them. You begin to visualize all you can do for them.

You ask their budget. Of course, they become uncomfortable, maybe laugh an uncomfortable little giggle and they won't give it. Scares hell out of them. Unless, of course, you're dealing with another professional who understands our business. So you give them a quote based on your fee and their need.

What happens? Well, in many cases they don't have anywhere near the money you need to perform the job and do it right.

You've wasted hours or a day or a week talking and conferencing and all that stuff only to discover the ol' boy can't afford you. No way. No how.

Well, you can't be prepared for everything. But here's one thing you definitely can, and should do: Put a minimum fee notice on your quote form and in your marketing material, including, of course, your Web site.

Now, I don't care what your minimum fee is. That's up to you. But have one. And make it a fee that will make you happy with a relatively small job and still give them a fair deal.

You'll get less prospects. But they'll be prospects who just may become clients because they know going in what your minimum fee is. And you should make sure they know when you talk with them. "John, you do understand that my minimum fee for any project of any size is $3,000. Right?" Don't take a chance that he doesn't know that and accept it as fact.

I implore you to always do the very best for your clients. And always be helpful to people. Be gracious. At the same time, however, do not allow your prospects or your clients dictate to you.

If they have a rush job, that emergency is their problem. It's not yours. If they want to pay you extra for it, fine. If not, let them accept your regular time frame like everyone else.

Back to the minimum fee . . . do have one. It will keep the hundreds of little fishes out of your pool and you'll be able to land the big fish that really matters.

The Internet is being invaded by people seeking cheap copywriters. Now is the time to put your foot down and your price up.

No one respects a cheap copywriter. I love people. I think most people are wonderful. But people will use you and abuse you if you let them. (Is that from a song? If so, I apologize for plagiarizing.)

Figure out what a good minimum for you would be and post it. Then, stick to it. It will help you become a successful copywriter.
Susanna on 06.20.08 @ 12:13 PM CDT [link]

Sunday, June 8th

Whatever Happened To Direct Mail?

I've noticed that I get very little "junk" mail anymore. Is it the same with you? I'll bet it is. Why is that? Simple. Marketers are not using direct mail to get business anymore. At least not not nearly as many as in the past.

Marketers have turned to the Internet to get the biggest percentage of their business. Behind that is radio and television. And print ads seem to be dying as newspaper and magazine readership becomes moribund.

I was thinking the other day how great it would be if some smart business person would take advantage of the empty mailbox to put in their own direct mail and have that mailbox all to themselves.

To be honest, there are people using direct mail with great success. But because so many have dropped out, these smart sellers are grabbing more business than ever before.

So if your clients are looking for "new" ways to get more business, suggest they try direct mail. Yes, it's very old. But because people have abandoned it, it's almost new again.

A wise marketer could really make a ton of money with direct mail. If you're not suggesting it to your clients, you should be. It's a marketing method that will never be a loser.

As Sam Walton used to say when asked where to build the next Wal-Mart store, "Go where they ain't." Great advice. Don't you think?
Susanna on 06.08.08 @ 05:55 PM CDT [link]

Thursday, June 5th

Hey Copywriter --- Don't Be a Sucker.

If you're a copywriter --- and most people who read my column are --- you've no doubt been the victim or target of an unethical client or prospective client. There are many schemes out there. People learn them quickly and apply them with ease. And new schemes pop up daily.

Most people know that copywriting is expensive. Good copywriting, that is. They also know that if their business is to grow and become successful, they need the best copywriting they can get. Ah, but here's the deal --- many people really can't afford a good copywriter. They can't afford "any" copywriter. So they figure out ways to get the services of a good copywriter very cheaply.

Here's an example of one scheme. You get a call or a request for a quote. It's usually --- but not always --- a young male and usually --- but not always --- someone in the business opportunity area. It's usually someone selling ebooks or network marketing programs and things like that.

They'll say they want someone long-term and they're more than willing to sign a retainer. Moreover, they have a reasonably large budget. No problem. They'll agree to any monthly figure you put out there without asking about the hours or anything else.

But first (here it comes) they want you to do a "test" project --- just to see if there's "a fit". They like the word "fit". And they beseech you to give them a low fee on this project since they're going to pay you a nice fat fee each month.

Well, the bottom line is this. If you play along and do the work for a low fee, you're a sucker. These folks have no intention of hiring you, or anyone, on an ongoing relationship. They're sending these feelers out to a dozen copywriters and they're getting many copywriters to do work for them on the cheap.

There is no end to what some people will do to screw a copywriter out of a well-deserved fee. The real business people, the successful people who are traditional, highly skilled and respected members of the business world, know the true value of great copywriting and are more than happy to pay for it. In fact, they know that when they pay well, they'll get more in return.

Unfortunately, our world is infested with users and schemers. As a copywriter, you'll be the target of many of them throughout your career.

Having been in business for myself since 1967, I can tell you from real experience and not from a book, that there are many people who literally lay awake nights thinking of ways to screw other people out of money, time and hard work.

I have some test pages on my Web sites. I like to see how many dishonest people are out there. You'd be amazed! People spend hours and days looking for ways to get something valuable free or cheap.

So I'll close by just saying that I've given you fair warning. No matter how badly you may want or need business, don't fall victim to one of these people. A promise for future work and an ongoing retainer relationship is not a done deal until you get a signature and a check. A promise is empty air. You want a full bank account --- not empty air.

But the schemers know all too well what Barnum knew: "There's a sucker born every minute."
Susanna on 06.05.08 @ 08:17 AM CDT [link]