Start charging $3,000 per sales letter with no experience

Thanks for the download, one
for the swipe file, maybe?

Stephen

Linwood's been running quite a few ads in DM. The first one I noticed was a 1" block sellling some kind of "system". Then, a couple of issues later, he changed it to his copywriting services. Since then, the size of his ad has varied from time to time, but he stayed with copywriting services.

Now he's up to a full page ad, which may be an indication that, whatever one thinks of the individual elements of the copy, something is working for him.

No matter how you look at this, one fact still remains: unless you can back up big-mouthed, alpha male type of claims with RESULTS for the client there will never be a second opportunity to charge another customer $3,000 with no copywriting experience - unless of course you market to the dumb.

If someone is willing to spend $3,000+ for a copywriter they are well advised to ask for some validation about the cost. Not doing so is downright stupid unless you've got money to burn.

Charging people exorbitant figures as an untrained professional is like trying to pose as a pilot because you love flying. Never mind you lack the essential skills needed to safely land the plane on the tarmac after having taken off with ease.

Taking off is easy, landing is where all the skills of a pilot come into play. The same goes for experienced copywriters. These guys have honed their technique, they also have an innate understanding of the psychological buying triggers, and they know how to PRINT money on demand with the power of their words.

You can't tell me that a newcomer can do all this right off the bat!!!

Monika

Of course you can and it has nothing to do with having big balls. It depends on the market, your client, and what industry they're in.

Can you do it without some kind of portfolio? Maybe, but you'll end up spending more time looking for that job than it's worth. And your portfolio doesn't have to have real work in it. Quality mocks will do just fine.

My very first gig wasn't a sales letter, it was a 1 page brochure for Abbott Labs. I guessed it was going to take me around 30 hours to complete after meeting with their marketing directors/executives. At the time I said I'm charging $150 an hour, that means $4500 bones. They wanted to know if I could handle the formatting and graphic elements of the brochure. I don't do layout and graphics that's a job for a graphic designer. I knew this would be something they may ask when I went in. I used a GD who was just starting out for the layout of my mocks. We had discussed working together on projects one of us landed if the situation called for it. I knew what it would cost for him to work with me on this. When it was all said and done I walked out of the meeting with a deal in place for the complete brochure for $6K. I ended up taking 4 and the GD 2.

Now why was I able to do that? A couple of reasons. First and foremost, because I took the time to set myself up as a professional. I didn't try to pull the wool over any eyes. I was upfront about my experience, I said here's a few samples that are specific to your industry. This was the original, this is how I would have done it. They liked my take on it.

Second, I had worked in the research industry for the 3 years prior to changing careers and doing something I enjoy and love. I had the experience necessary to know what would help their product sell to other businesses. I knew the downfalls of other products in that market and how Abbott's product overcame those.

Third, I had a formal education on my side. I had a psych and English degree in my back pocket. As much as people try and tell you it doesn't help, it does. Especially when you're working with a company full of people with degrees.

Getting high paying jobs right off the bat is about knowing your market, having a background in that market, and pitching your services to the right market. Should you say hey I've never done this before but it's going to cost 3 grand for me to write your letter to the guy selling a $37 eBook, probably not. B2B pays better than an eBook vendor and it's easier to break into. Take a look at the "copywriters" on the internet, how many of them do you think actually go out and network with companies that exist in the real world. The answer is a very small percentage. Most "copywriters" think that splashing some red, blue, or green colored font on a web page that has some testimonials and screams at readers in all caps is what the job entails. That isn't my competition and it shouldn't be yours either. Do I write copy for the web, I sure do. Do I write it like that, depends on the client. At the end of the day they have final say. I once had a client who completely ripped my copy apart and said I want it done this way instead. Fine by me. We put it up on his page and it completely bombed. I said hey, so this isn't working, why don't we go ahead and try the one I gave you to start with. Guess what? It performed and I haven't had that client question me on any other pieces since.

So yes it is possible. It depends on your market, your background, the value you place on yourself, and how well you can sell yourself. And if you can't sell yourself, you probably aren't cut out to be charging 3K for a sales letter anyway.

That being said, it's always a good idea to diversify your business. Do I always charge $100+ an hour for work, nope and there's a reason for that. Making connections and networking is far more important than saying well I'll only work with people paying X amount. If you have the time, consider smaller and slightly lower paying jobs that interest you. You never know when the copy you write is going to take a product from a dud to a stud and give you a clip that everyone knows. And that means you can charge whatever the hell you want and people will eat it up like candy.

Criminal fraud?

If you're charging $3000 out of the gate because you're telling prospective clients that you've got lots of successful clients who you don't actually have, THEN you've got fraud.

If you're charging it based on moxy, confidence, the power to convince, and what you perceive as adequate copywriting ability, then you have as much right to charge 3k for your time as anybody else has to charge what they want for theirs.

People are allowed by law to price their time as they see fit, and let the market decide whether it will bear the cost.