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I’m grimly amused by this. The businesses that need … nay, depend on effective marketing and sales copy to 
produce measurable results — are the very same people least likely to appreciate it when it’s staring them in their collective faces.
Usually that is a small business. Usually the smaller the business, the more the above rule seems to apply.
The other day a copywriter newbie asked me how she should quote her prices to a client. My short answer — always quote based on the value to the client. “Isn’t it fair that, if you make them over $100,000 with your salesletter, that they give you a fair percentage of that?”
Jay Abraham used the same metric when he was teaching me direct marketing. “Isn’t it fair, Walter, for the client to give you 25 cents for every dollar you make them that they wouldn’t have got any other way?”
Are you thinking “that’s too much money to pay a writer?” Then consider this, if that copywriter’s work makes you tens of thousands of dollars or more, then they should be duly compensated. That’s fair, right?
I went on to tell the newbie that “in cases where your work is directly linked to leads or sales the copy generated, it helps to view yourself not so much as a “copywriter” but as a sales pro. Copywriters would do good to get the fact that they’re a writer out of their heads and see themselves in a different light — as sales professionals.”
I think she got the message. But it stands to reason, who are the most important individuals in any for-profit business? Those who bring in the business, that’s who! Everyone else’s salary depends on them and that’s why they’re usually paid more than anyone else.
Like what you read? Then click here to buy me a coffee.
By Walter |
Topics: Client Top Secret, From The Trenches, Pro Analysis |
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produce measurable results — are the very same people least likely to appreciate it when it’s staring them in their collective faces.