I have been asked by a potential client to provide an estimate for writing an article for their company website. In general, I try to avoid giving vague, high-level estimates, because you never know what might happen and there are too many unexpected variables. So, instead of shooting from the hip, I have decided to write up a more formal sample copywriting estimate which you can use as a template for your own projects.
The Purpose of the Article
The client wants an article to appear on their website. The article will appear in a prominent location on the front page and be anchored in an engaging and interesting way to encourage readers to scroll down to the bottom of the page and/or click on some additional content (i.e., a link to an educational page about the benefits of their product, a downloadable eBook, etc).
To give you an idea of what they are looking for, here are some of the key points from the brief:
- The client wants an entertaining narrative that will keep their readers interested.
- They need to appear innovative and ahead of their time.
- They need to capture the imagination of their target audience.
- They want to create a long-term relationship with their readers.
- They want to expand their readership.
- They want to increase their social media presence.
- They want to establish credibility.
- They want to establish their expertise.
- They want to enhance their brand.
- They want to generate leads and support for their business.
- They want to develop a reputation as an authoritative voice.
The Target Audience
The target audience for this article will be decision makers within the legal industry, specifically attorneys, law firms, and corporate legal departments who are searching for alternative dispute resolution (ADR) methods.
One of the main reasons the article was commissioned is because the client wants to appear innovative and ahead of their time. They feel that the existing methods of dispute resolution within the legal industry are old-fashioned and out of touch with modern business practices.
In a nutshell, the existing methods of dispute resolution within the legal industry – namely, litigation and arbitration – have been proven to be time-consuming and expensive. And, while they may be perfectly adequate for cases involving two or more individuals, they are often inappropriate for businesses.
Given today’s continually evolving business landscape, the legal industry is looking for newer, more innovative methods of dispute resolution that are less expensive and more effective.
The Research
The client has already begun the research phase of this project and has compiled a list of potential topics, ideas, and topics within these ideas that they feel will be both authoritative and useful. They plan to consult with a subject matter expert to flesh out the details of these topics.
These are the primary topics that the client wants covered in the article:
- Alternative Dispute Resolution (ADR)
- Business And Commercial Law
- Corporations
- Contracts
- Intellectual Property
- Jurisdiction
- Mediation
- Settlement
- Technology
The Approach
As a copywriter, you might be used to writing a lot of different styles of material – from product descriptions and ad copy to web content and eBooks – so it’s important to keep a consistent approach throughout, matching the voice of the brand. In this instance, the client has asked for some creative writing that is both authoritative and entertaining, so I have decided to apply my copywriting skills to the preparation of an entertaining yet highly-productive narrative for their website. I plan to use my writing sample as a basis for the entire project. From there, I will enhance the copy with a bit of marketing and design to create a compelling and memorable piece of content.
To prepare for this assignment, I have immersed myself in the subject matter, gathering both explicit and implicit knowledge as I go. I have also begun to build a reference library, noting down and storing all of the key facts and figures I come across, as well as the different approaches to the problem at hand. This way, I can return to the article time and time again, referring back to my notes and experiences to help me craft the most persuasive and informative response possible.
To prepare for this assignment, I have immersed myself in the subject matter, gathering both explicit and implicit knowledge as I go. I have also begun to build a reference library, noting down and storing all of the key facts and figures I come across, as well as the different approaches to the problem at hand. This way, I can return to the article time and time again, referring back to my notes and experiences to help me craft the most persuasive and informative response possible.
The Words & Phrases
In the interests of transparency, I should probably disclose that I have a serious drug and alcohol problem which I am working to overcome. It’s not a secret that I have been sober for seven years, and this was all due to the help of a few good friends and family members who supported me through this process. However, this is not going to be an issue within the context of this assignment, as I am the sole writer and have full control over the project.
As a consequence of my drug and alcohol problems, I am also extremely prone to bouts of extreme depression, anxiety, and insomnia which occasionally get the better of me. For the last year, I have been struggling with these symptoms, which make writing any sort of engaging narrative – be it for an article or a book – extremely difficult. Even today, as I am drafting this, I am struggling with severe anxiety and I dread the thought of pitching this to a potential client. If you’re thinking about working with me, then be prepared for the occasional e-mail or phone call from yours truly, pausing only to collect my thoughts and take a break from the chronic stress of the workaholism which plagues so many creative types. (I work hard, but I also work hard at being a hard worker. It’s not always easy to separate the two.)
These are just some of the things that you need to know before we begin.