6 replies
I want to convert a single page site of mine from a "landing page" style to a "sales letter" style with a very short video.

What does a direct response copywriter need from me to give me a price range?

If I were to write out just a regular letter, written to a small business owner, describing what I can do for them, add a list of features and benefits would this be enough to get a price range? Help work out a USP?

How about the graphics? Would the writer be involved in the supporting graphics as per John_S post?

What Would Direct Response Graphic Design Be like? - Copywriters Board

It seems to me that there are many great copywriters here and I get the impression that their prices can differ dramatically. Many people like me just assume that really good direct response writers are just way too expensive for the average small business guy like me.

I am spending some time learning this myself but ultimately I prefer to develop a few relationships with direct response writers so that I can contract the work out for the variety of business clients I have.

Different writers may be better for different industries, different budgets etc.
#costs #page #sales
  • Profile picture of the author Todd Lamb
    Originally Posted by David Neale View Post

    I want to convert a single page site of mine from a "landing page" style to a "sales letter" style with a very short video.

    What does a direct response copywriter need from me to give me a price range?

    If I were to write out just a regular letter, written to a small business owner, describing what I can do for them, add a list of features and benefits would this be enough to get a price range? Help work out a USP?

    How about the graphics? Would the writer be involved in the supporting graphics as per John_S post?

    What Would Direct Response Graphic Design Be like? - Copywriters Board

    It seems to me that there a many great copywriters here and I get the impression that their prices can differ dramatically. Many people like me just assume that really good direct response writers are just way too expensive for the average small business guy like me.

    I am spending some time learning this myself but ultimately I prefer to develop a few relationships with direct response writers so that I can contract the work out for the variety of business clients I have.

    Different writers may be better for different industries, different budgets etc.
    It definitely varies....for all the reasons you pointed out. You may be able to find an up an comer who is looking for the reported conversions on your item/page to add to their portfolio but I can tell you for certain that the two top ones are 10,000 per and 6,500 per...no small potatoes.

    You can look here or places like ODesk etc to create a relationship.

    I think I have found one here but we haven't started the project just yet but you will be able to see the results and should it work out the copywriter gets a wicked review from a page with some of the top Marketers in the game.

    Todd
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    Gone to the Lake.. No Signature Required
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    • Profile picture of the author Loren Woirhaye
      David,

      writing copy for a good product at a bargain price is no
      problem. Just read Robert Collier's book - it's all about
      seducing readers into taking action with a strong,
      "you can't get a bag this good locally for anywhere
      near this limited-run mail order price," appeals.

      What you are asking for is not that. You want a USP -
      the magic crackle every business wants but few really
      have.

      What you need is not just copy-writing, it's copy-thinking.

      The writing is the easy part - it's discovering the original
      idea, the gem of value, the "gotta have it" appeal
      that you are asking for. Honestly, I don't know one
      whit about your product or if it's worthy of a USP or not.

      There's the rub! I'm giving you a problem instead of a
      solution. You'll have to ask yourself how bad you want
      a solution that separates your offer from the ocean
      of the marketplace. Writing "easy" copy is easy, formulaic,
      and usually produces middling results. Inspired copy
      jives with core desires in the marketplace in a unique
      way - and is rarer to come by.
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      • Profile picture of the author David Neale
        Thanks Loren. OK let's remove the USP from the request. Give the writer what I have proposed above but I already have my USP.

        Does that give the writer enough to provide a price range?
        Signature

        David Neale

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        • Profile picture of the author zapseo
          David,

          IMO, copywriting -- done well -- is/can be a very relationship-intensive business.

          When I write copy for someone, I "climb into" their project, analyzing it from multiple angles: seeing it from the product owner's eyes, the prospect's eyes, maybe competitor's eyes, and then synthesizing that information.

          If what you are trying to do is write something up so that you can shop your project around, then I believe you are going about it the wrong way.

          That is, it sounds like you are shopping for price, and not looking for value.

          The value is NOT just in getting words on a page, but in the unique things that each particular copywriter brings to the table, and how that matches with what you need or want.

          A better approach -- which subsumes the approach that you are using -- is to say "here's where I'm at, here's what I want to do, how can you help me get there?" Including why you think your product is viable (what's your market research?) is also important.

          You see -- you think what you want is a salesletter. But, what you want is some kind of results that you think a salesletter will bring you. Many copywriters have many tools to choose from to help you achieve those results, and any price range would have to include what tools the copywriter thinks will best help you get the results you want.

          When I work with a client, they get a pretty extensive questionnaire that delves deeper into all those questions. But if I have a general understanding of your answers to the above questions, then I can more accurately assess whether going to the next step will be worthwhile.

          Most copywriters I know that are worth their salt will not take every project, because not every project is a match. I know that if I can't get excited about a project, if the project isn't interesting to me, then I wouldn't be able to do justice to my client.

          HTH,

          Live JoyFully!

          Judy Kettenhofen, Profit Strategist/Copywriter
          NextDay Copy
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      • Profile picture of the author TianYan
        Originally Posted by malibumentor View Post

        David,

        writing copy for a good product at a bargain price is no
        problem. Just read Robert Collier's book - it's all about
        seducing readers into taking action with a strong,
        "you can't get a bag this good locally for anywhere
        near this limited-run mail order price," appeals.

        What you are asking for is not that. You want a USP -
        the magic crackle every business wants but few really
        have.

        What you need is not just copy-writing, it's copy-thinking.

        The writing is the easy part - it's discovering the original
        idea, the gem of value, the "gotta have it" appeal
        that you are asking for. Honestly, I don't know one
        whit about your product or if it's worthy of a USP or not.

        There's the rub! I'm giving you a problem instead of a
        solution. You'll have to ask yourself how bad you want
        a solution that separates your offer from the ocean
        of the marketplace. Writing "easy" copy is easy, formulaic,
        and usually produces middling results. Inspired copy
        jives with core desires in the marketplace in a unique
        way - and is rarer to come by.
        Dear Loren,

        That's an interesting insight. Never heard it expressed so
        well this way.

        Be Well,
        - Tian Yan
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  • Profile picture of the author Collette
    Originally Posted by David Neale View Post

    What does a direct response copywriter need from me to give me a price range?...

    It seems to me that there are many great copywriters here and I get the impression that their prices can differ dramatically. Many people like me just assume that really good direct response writers are just way too expensive for the average small business guy like me...

    ...ultimately I prefer to develop a few relationships with direct response writers so that I can contract the work out for the variety of business clients I have.

    Different writers may be better for different industries, different budgets etc.
    I hate to say, "It depends", but honestly? - It depends.

    It depends on the size and scope of the project. And the size and scope of every project is different. The goals and objectives of each project are different.

    The fact is, no professional copywriter who knows his/her stuff will quote you a blanket price without having at least SOME idea of the product/service/offer, and the marketing goals and objectives. Most professionals are happy to give you a range within which their services fall, but will not give you a firm quote without details.

    When I take on a project, I like to know who and what I'm dealing with. I want my clients to get the most bang from their marketing dollar, not just their copywriting dollar. You may be surprised to know that sometimes, their best value, at that time, is not me. But in order to give any client, or potential client, the best solution for their marketing challenge, I need details.

    The good news: If you're looking for someone to just bang out a readable letter, you can find lots of people who will leap at the chance for $500 or less. Depending on your overall marketing plan and execution, the copy may, or may not, convert. (Judging from the frequent tales of woe found here, it seems to be the latter result, rather than the former.)

    The bad news: Ineffective copy costs you money. Sure, you may save a few bucks going for a cheap writer. But you'll lose thousands in future profits from all the sales that copy doesn't make.

    (You need look no further than some of the requests for critiques on this forum: How many sales - per day - are these businesses losing because their crappy copy isn't converting? How many MORE sales are they losing - every day - while the writers blunder around trying to figure out how to make their copy convert? And how much time and money would these people REALLY be saving if they just used a professional?)

    Honestly, the best way to find the right copywriter(s) for you, is to contact those whose writing you like. Talk to them. Get a feel for whether they'd be a good fit for a working relationship. Give them an overview of your project, so that they understand what you're trying to achieve. In my own experience, I've found that what people think they need, is sometimes not the most productive option for them. (Sometimes a less expensive option will yield better results!)

    If you want to PM me with more specific info, I'd be happy to give you some suggestions.
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