Copywriters Listen up: The Client to Copywriter Lie

12 replies
"Come down on price on this one and there'll be more work to come.

"This come-on is a favorite of potential new clients who either have no money, or are justifiably trying to keep costs down.Either way it doesn't matter to the copywriter because both circumstances ask the copywriter to sacrifice his or her income on the promise of more work.

Unfortunately, "more work" rarely materializes. In my opinion, most of these people don't lie with malice, they simply lack the funds to pay a reasonable rate for copywriting.

One thing is clear: they do value copywriting and understand its power to add to THEIR bottom line.Why is this situation such a dilemma for the freelance copywriter?

I think it's safe to say that every copywriter has experienced tight finances. And for this reason alone it's tempting to talk yourself into saying "yes" to a bad proposition.

In addition, the copywriter might see value in adding the proposed project to his portfolio...and if it gets a great response, add a powerful case study too.Plus, the most trusting among us will believe there is more work to come, and will be anxious to land the job and develop a new copywriter/client relationship.

These and other realities of the copywriting life help us talk ourselves into a situation we'll regret...a pattern of accepting low pay from clients we don't want in the first place.How to say "yes" the PROFITABLE way...The good news is, you can say "yes" to new clients who promise more work IF you protect yourself.

A couple of years ago a European software company came to me with the intent of breaking into the U.S. market.Phil, the CEO of this mid-size company, was a tough negotiator. He wanted a ten percent price break for work he said would come to me over the course of that year. When I priced the work, the total came to about $12,000.

Obviously, this was a client I wanted to say "yes" to, but knowing the "big lie," I also realized I would be on the line for lost income if he didn't provide me with the promised work.My solution was to work it into my Fee Agreement, which all clients must sign, date, and fax back to me before work can commence.

I stipulated a ten percent price break ($1,200) on the $12,000 job, listed all work to be performed and its respective dollar value, and then added copy to this effect:"In exchange for a ten percent discount of $1,200, all of the above work must be assigned by December 31, 2006; if all of the above work is not assigned by December 31, 2006, then the ten percent discount becomes null and void and an invoice will be submitted for immediate payment of $1,200."

The strategy worked like a charm. In fact, in mid-2004 work slowed from this client, but toward the end of 2004 there was a flurry to complete his obligation for the amount of work contracted for.

WITHOUT the Fee Agreement stipulation, it appears I would have "bought into the lie," cut my pricing by ten percent for the work that I did do, and suffer the "lost income" of expected work that never came.

WITH the Fee Agreement stipulation, I felt good about the ten percent discount because it was a fair negotiation in which both parties fulfilled their obligations. And it brought me a lot of work toward the end of 2006 that may have come to me sometime in 2007...or quite possibly never.
#client #copywriter #copywriters #lie #listen
  • Profile picture of the author Bruce Wedding
    Great post, Nicholas. I've heard this one several times myself and it's always been a lie.

    A slight variation is, some pretty high level marketers use their name to try and get a discount. They tell you how it will help your portfolio to write for them once you get their testimonial. Guess what I've never gotten from 2 known guys?
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  • That, my friend, is how to put their feet to the fire. I'm now a copywriter myself, but keep the company of such erstwhile folk, and I tell you that every single Warrior Freelancer who writes for other people should be reading your post.

    Matter of fact, this isn't just good advice for copywriters, but for ALL freelancing, period!
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  • Profile picture of the author ndcole78
    I hear ya Bruce. T. Lawrence, yes, I'm pretty sure that anyone offering a service can relate to this or could use the insight.

    A lot of people want something for nothing--Heck, I even built a few 6-figure businesses offering something for nothing, but I nearly killed myself in the process. I just want to keep good copywriters from falling for a con or for something that will probably never materialize--never base your fees on the promise of future work.
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  • Profile picture of the author AnarchyAds
    Banned
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  • Profile picture of the author ndcole78
    Good to hear that Mynameisneo. You're an exception. In my experience, more than 90% of them who say come on down with your prices and I'll give you future or ongoing work never really live up to their end of the bargain. They may use you again due to the results they got, but for the most part, it's not nearly as much work as the copywriter thought it would be.
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  • Profile picture of the author Bruce NewMedia
    Nicholas- You're right. Especially with newer marketers, they will make promises and agree to do things they can't ultimately produce. I think many want to give you more business but their own forecasts prove so inaccurate they can't. Your "Fee Agreement" is an excellent idea.

    Anarchy- thats an interesting approach I've used also. Do you still get a front fee, or is this all done on speculation that you'll produce improved results?
    ______
    Bruce
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  • Profile picture of the author EdmundB
    Hi Nicholas,

    I cannot possibly say anything more that has not been already said. I find myself in the predicament and I admit to still accepting jobs from clients especially when there are no other better available options.

    The sad part is, I know my work is of high standards and quality and have the samples and testimonies to back it up. I think I have been looking at all the wrong places for jobs. I am still new to Warrior Forum but I was told to come here for direct copywriting clients.

    I still have a lot to learn and thanks to your thread and comments of others, gained another insight to another what would have been another unjustified copywriting effort.
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    • Profile picture of the author ndcole78
      Edmundb, if your copy is really good, then you'll usually get your higher paying jobs offline. You'll need to target people or businesses that you know have money to spend and they produce a lot of copy each month, so you know that they value your skill and are willing to pay for high quality.

      The bulk of my higher-paying jobs come from my offline marketing. However, I don't limit myself to just that--I hit all income levels just as most successful businesses do. I'll offer a different service for newbies, ect. These lower fees will bring in $3,000-$8,000 a month in addition to the $3,000 plus per sales letter you're doing for the clients you gained offline, so it's easy to reel $20,000 or more a month writing copy--if you're good.

      Brucerby---You're right, basing your prices on the promise of future work--9 times out of 10, you'll shoot yourself in the foot because the work usually doesn't be as much as the copywriter had in mind when he or she made the deal.
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  • Profile picture of the author Dean Dhuli
    Another variation of this is people promise to refer you to their marketer friends and business owners if you write for them at reduced prices.

    Forget it! Nobody will refer you to anybody.
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    • Profile picture of the author ndcole78
      LOL! I get a lot of referrals, but it usually isn't because I agreed to write at a reduced price. I'm sure that most copywriters and others providing a service have experienced a lot of potential clients coming up with creative ways to get over.
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      • Profile picture of the author Dean Dhuli
        Originally Posted by ndcole78 View Post

        LOL! I get a lot of referrals, but it usually isn't because I agreed to write at a reduced price. I'm sure that most copywriters and others providing a service have experienced a lot of potential clients coming up with creative ways to get over.
        Yes, that's what I'm saying.

        The clients who send you referrals are usually those who have WILLINGLY paid the fee you asked for and are happy with your work. I get all my referrals this way.

        But if a person is asking you for a discount while proposing to refer you to more clients in return, in all likelihood he won't refer you to anybody.
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  • Profile picture of the author BrianMcLeod
    This is what my first advertising mentor called "money on the come".

    Most frustrating about money on the come is that it is regularly offered with great sincerity -- naive, possibly even ignorant, but usually in good faith...

    Only, WE KNOW BETTER...

    As has been amply mentioned in this thread already, that money is rarely forthcoming... for a variety of reasons.

    And while there is a difference between dreamers and schemers, they often operate the same way even if unintentionally. The end result for you is always less money for the same work.

    The world is full of relatively toxic customers that I call Energy Vampires. In medical terms, they often "present" with the symptom of compulsive fee negotiation disorder and/or delusions of grandeur.

    Beware money on the come. It's deadly and often incurable.

    Brian
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  • Profile picture of the author ndcole78
    Money on the come is a sure no, no! You have a wise mentor Brian.
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