Copywriters Should Compete On Quality Not Price

March 19th 2019       Sally Ormond       copywriter, copywriting
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Copywriting is a highly competitive industry. 

A quick Google search will identify numerous companies offering writing services, from agencies to freelancers. Some will have oodles of experience; others will be just starting out. Then, of course, there are those who think writing copy is easy and anyone can do it. 

I’ve been in the industry for over a decade and there’s one rule I’ve always gone by: I only compete on quality, never on price. 

Why do I charge what I charge?

Over the years I have been often been in the predicament where a potential client likes my work and ideas, but has received a quote half the price of what I was asking. 

Their response is always, why are you so expensive? 

In my eyes I’m not because I know the value I bring not only in the quality of my work, but also the additional insights I bring to each project. 

I know the work I put in behind the scenes, looking at their business and marketplace so my writing achieves maximum impact. 

I know about all the hours of experience I bring to every project. 

What I don’t know is what the other writers do. 

Go with your gut not your wallet

Recently, I lost out on a contract purely on price. It was a regular (i.e. retainer) role for a city start-up. They loved my work, we got on really well when we chatted and it was all looking rosy. 

The stumbling block was that they felt they would be too limited because of the number of days for which they could afford to pay me. 

However, thanks to my experience and working methods, the chances were we’d be able to get through their work in fewer days than another writer could manage because there would be less re-working.

It was such as shame. From our discussions it was obvious I could provide exactly what they wanted and, from my industry experience, would enhance their brand. And yet, cost won out in the end. 

Think long-term

I appreciate you have a budget to work with, but sometimes that can blinker your decisions. 

A relationship with a copywriter should be a long-term thing. You’re investing in their knowledge and experience and what it will add to your business. The longer they work with you, the more they can help shape your brand. They become part of your virtual team. 

To build a strong marketing position, you have to think long-term. 

Will I negotiate?

In a word, no. 

Yes, because of that I have lost out on contracts, but I will never sell out for a project. 

I know the value of what I do, and I want to work with people who value it also. Copywriting is not a ‘nice to have’, it’s an essential driver for every business.

Coming to me you’ll pay professional fees, but you will also receive a professional service. With me you get far more than just writing. You get advice, teamwork, and someone who is as driven as you are to build your brand. 

If you’re serious about building your brand and want to work with a professional copywriter, call Sally on +44(0) 1449 779605 or email [email protected]

Tags: copywriter, copywriting
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