I think we can all agree that charging for copywriting services is one of the most common (and frequently debated) issues in freelancing.
Some writers believe that you should never have to charge for a service, while others think that you should always ask for payment upfront. The truth is that you need to do what’s right for you as an independent writer, but it’s also important to keep in mind the audience you’re writing for.
Let’s explore how you can charge for copywriting services, and whether you should or shouldn’t ask for payment upfront.
Should You Charge For Copywriting Services?
The short answer to this is: it depends. More often than not, the answer to this question is “it depends”, but let’s explore each option in turn.
On one hand, if you’re writing for an educational or academic institution, you probably shouldn’t charge for copywriting services. After all, you’re providing a service that will presumably help the reader, and you’re clearly not monetizing the content itself.
In fact, if you’re a brand new writer who is seeking to establish your value as an independent contractor, you might not want to charge for copywriting services at all. The key is to offer high-quality, in-demand content at a fair price, without any distractions.
When Should You Ask For Payment?
The longer answer to this is: it depends. Let’s look at each situation separately, and then you can decide which one you think is the most suitable.
As a general rule, you should try to charge for copywriting services as soon as possible. The problem is that you’re often asked to proofread an article or perform some other task, and while you’re busy giving the writing service, the money is still in the bank. So, rather than having an open tab labeled “Copywriting”, you end up in the uncomfortable position of having to ask for money at the end of the month. That’s why it’s preferable to ask for payment upfront; at least then, the client knows how much he’s paying, and can make the appropriate deductions.
On the other hand, if you’re writing for a for-profit company or an organization that will benefit from your efforts, you probably should ask for payment upfront. Even if it’s a small sum, the business owner will appreciate the professionalism.
In this situation, it’s preferable to wait until the end of the project to invoice the client. Doing so upfront might appear to be a bit pushy, but in reality, it’s just good business. Going over the cost of the project with the client at the end will ensure that there are no unpleasant surprises later on.
What Should You Charge?
The short answer to this is: it depends. Once you’ve determined that you should charge for copywriting services, the next step is to decide on what you should charge. The problem is that everyone has a different opinion on this issue. So, let’s examine each one separately.
On one hand, you have highly specialized experts, who can charge thousands of dollars for a single project, just because they’re so good. Then, you have those who believe that copywriting should always be done for free (known as the “do-gooders”), and those who think that there should be a fee-based structure. In the end, it comes down to what works best for you as an independent contractor.
For instance, if you are a highly successful journalist who has built up a large audience and has a proven track record, it might be a smart move to charge a premium for your services. You’ll have to do some research to figure out what exactly is entailed in writing an insurance policy, but you can probably ballpark the figure. Once you establish what the cost of a typical insurance policy is, you can come up with a price that is fair for both you and the client.
On the other hand, if you’re just starting out as a freelance writer and you don’t have any insurance policies written yet, it might be a smart move to offer your services for free. Why? Because you’re still learning the ropes and establishing your credibility as a writer. In this scenario, it’s preferable to wait until the end of the project to invoice the client. Going over the cost of the project with the client at the end will ensure that there are no unpleasant surprises later on.
How Do You Pitch It?
The short answer to this is: it depends. Once you’ve decided to charge for copywriting services, the next step is to determine how you will pitch it to the client. The problem is that everyone has a different opinion on this issue. So, let’s examine each one separately.
First of all, you need to determine whether you’re going to sell the service, or the product that you’re writing about. In most cases, it’s best to pitch the service, and not the product. Why? It’s because you’re selling an intangible (the service) that you can’t easily measure or prove. In most cases, the product is a simple matter of numbers and figures, which can be easily quantified.
For instance, if you’re writing about SEO for a food website, you might pitch your service as, “I will write a killer SEO plan that will get your site to the top of the search engine rankings.” In this case, you’re clearly pitching the service, and not the product. Why? Because you can’t put a price on an optimization strategy. What you can do is sell the service of implementing an optimization plan, which in most cases will net the client a substantial ROI.
Now, when it comes to billing, some business owners prefer to be charged on a per-project basis. In this scenario, you should charge the client for the hours that you spend on the project, plus a small hourly rate for overhead. What’s important here is that the client knows how much his project will cost, and can plan accordingly. In some cases, the client will even appreciate the additional expenses that come with a high-quality writer.
On the other hand, if you’re pitching a product, and not the service, it’s best to state what you’ll need in terms of research. In this case, you should state what the product is (i.e. a new laptop, an iPhone, a house, etc.), and what it will cost the client. In most cases, the pricier the product, the longer it will take to sell.
For example, if you’re pitching a car, and it’s a luxury item, you might want to state that the client will need to pay upfront for the car, plus another $1,500 for the privilege of owning it. In this case, you should state the total cost of the car, since it’s more effective to ask for payment upfront when selling a luxury item.
Now, since everyone has a different opinion on this issue, the key is to figure out what works best for you as an independent contractor. You need to determine whether you should charge for copywriting services, and if so, under what circumstances. Just remember: what you decide may change, but it’s still important to keep in mind the audience you’re writing for.