www.inkthinkerblog.com — I’ll be blogging my notes for the WIW 2008 Annual Conference and posting them between sessions throughout the day. I’ll be fixing typos later!
(PB opened with spreading out a TON of finished products for us to all piece through and answered questions about individual pieces.)
Clients don’t want a writer — they want a solution. And clients don’t always have it together. (PB read an example of a client who said, “Okay, we can take it from here! Bill us.” and ended up sending a finished product to print with an awful sentence on the first page. Learned to say, “I’ll take a look at the final draft if you like. I won’t even charge you for it!”)
“Contracts. That’s an interesting word. In 15 years of doing this, I’ve signed maybe 6 contracts in that time.” PB uses bid letters rather than formal contracts.
He’s pulling examples of projects and talking about what works and what the strategy was behind the content and design choices. He’s talking timing, money — this is great, but really hard to capture without having the piece in front of you, and it’s moving too fast to capture anything without missing everything else.
Work snowballs. Once they see you’re doing good work, a lot of times they’ll keep you busy.
(Audience question about rates.)
Your hourly rate should be only something in your own head. If they ask you what’s your rate, you say, “I charge by the project.” It’s a perspective thing. There’s no real value in giving an hourly rate until it’s quantified by a particular project. Your hourly rate should be osmething that’s only in your head. As far as determining your hourly rate, that something you kind of have to figure out on your own. But ways ot figure it out include estimating time on background reading, research, meeting time, travel time, brainstorming time (concepting, noodling), copywriting, editing. Once you have all those hours added up, multiple by your hourly rate and then give them a range. If you estimate 20 hours x $50/hour, say $900-$1000.
Ask a lot of questions. Get it all up front. Have them clarify background vs. source material. Make sure there are no surprises.
If they have money and they want to get it done, the price doesn’t become an issue (within reason).
When partnering, my fee is completely separate from the design costs. When I partner with my designer, I tell her my fee and then she factors it into her estimate when she bids the project.
the number one strategy for getting established is to write what you know. If you come out of a specifc industry, write about that industry. You may move on to something else, later, but start there. That’s golden to somebody beacuse they don’t have to get ou up to speed. Ideally, taht client will alwasy want somebody who has all that AND has written for these industries in the past.
Often times it’s just about if you’re in the right place at the right time and you hit them at the right time, they dpon’t WANT to hunt around for a good writer. Narrow your focus. They do not want to go through all these interviews. Be the guy. Make it easy.
(I love that when a question isn’t relevant to the context of the session, PB redirects the asker to another resource and says on task. TELL THE OTHER SPEAKERS TO DO THIS AND SHOW THEM HOW, PLEASE!!!)
PB shared two brochures where he used the same concept for clients in different industries: “delivering certainty” for a delivery systems company like for UPS or FedEx vs. “we build certainty” for a construction company.
(The thing all of these pieces have in common is that they’re clear, they’re succinct, and they’re ALL about the benefits. This is like a session on How to Rock at Copywriting. Note to self: Reread Well-Fed Writer and Back for Seconds; a lot of this is in there.)
Lay the template of clear benefits into every project you do. It’s not that difficult if you grasp their concepts. Focus on how what they do benefits that end user.
Rough structure for a brochure:
- Draw them in on the cover
- Bring them in in more detail in the flap — what can the get?
- Establish the problem.
- THEN introduce the solution (the company).
Get into their world, and show them that you understand what they’re dealing with.
Tags: freelance writing blog, freelance writing, freelance, writing, washington independent writers, WIW, peter bowerman, well-fed writer, how to be a copywriter, how to write good marketing pieces, how to write good copy, inkthinker, kristen king
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Great tips, though I’d not forego the contract because it’s worked for him. I’ve had to rely on those contract terms once too often.
Lori’s last blog post..Do You Have the Chops?
I also get contracts.
I agree, Lori and Starr, one shouldn’t skip a contract, but as KK points out, I use “bid letters” quite a bit. Here’s a sample BL from The Well-Fed Writer:
March 12, 2007
Mr. James Smith – Manager, Field Communications
ABC Wireless Products and Services
1234 Perimeter Canyon Parkway
Atlanta, GA 33301
Dear James,
It was a pleasure meeting you today and I appreciate the opportunity to bid on the ABC Wireless sales brochure project. As requested, this is a formal estimate for copywriting services. For the discussed trifold brochure (8 1/2” x 11” with two vertical folds), I would like to offer a bid of $1,200.
This figure includes all concepting and copywriting, two rounds of revisions, and one additional meeting, if necessary. Additional revisions or meeting time would be billed at my hourly rate of $110.
1/3 of the fee ($400) would be paid up-front prior to the beginning of work with the balance of $800 due and payable upon completion and delivery of final approved copy. Assuming I receive the up-front deposit by March 19, 2007, I will turn in a first draft by April 2, 2007. Once revisions have been returned, I will turn around the subsequent draft within three days or less.
Should you choose to terminate the project at any time and for any reason, as the writer, I will be entitled to full payment for all time invested to that point.
With experience in both writing creative marketing brochures and for the telecommunications industry, I feel confident in delivering a quality product that hits the mark. Given 15+ years of sales and marketing experience, I bring the crucial “write to sell” mindset to the table, always focused on powerfully and effectively communicating to your target audience.
Please sign below, make and keep a copy for yourself, and fax the signed original back to me at 815-366-1160. Thanks again and I look forward to working with you soon.
Sincerely,
Peter Bowerman
I have read, understood, and agree to the above bid:
_____________________
James Smith
Manager, Field Communications
ABC Wireless Products and Services
_______________________
Date ___________
^^^^^^^^^^^^^
As you see, it’s not nearly as involved as a full-on contract, but it covers the important bases, and in 15 years, I’ve never had the first problem. That said, here’s the disclaimer (also from the book):
THE PRECEDING IS NOT A LEGALLY APPROVED DOCUMENT. USE IT FOR GUIDELINE PURPOSES ONLY. I AM NOT AN ATTORNEY AND WILL NOT BE HELD RESPONSIBLE FOR ANY PROBLEMS, HASSLES, OR OTHER MESSES THAT YOU GET YOURSELF INTO OR THAT MAY ARISE FROM USING THIS DOCUMENT. CONSULT YOUR OWN ATTORNEY AND COVER YOUR OWN BUTT. I’M VERY SERIOUS. GOT IT? GOOD.
Hope that helps! ;)
PB