Is it true that an online copywriter shouldn’t charge according to the time he or she spends on the project?

Leave a reply

I recently read on another blog post (by a relatively well-known copywriter) that online copywriters commit a fraud by charging or quoting their clients according to the time they are going to spend on the projects. I think it depends on the situation and the kind of project you are working on. I mean you cannot impose your own way of working on other people and if they refuse to toe the line you label them as frauds.

Of course a well-established copywriter charges less for the amount of writing he or she does and more for the value he or she brings to the table. But not every copywriter or content writer is in that position and neither does every client understand this concept. They simply want their writing jobs done. This is not an ideal situation but then we don’t live in an ideal world.

Clients come to you either through reference or directly. If they know you and if they are aware of your reputation (and your rates) they consciously make a decision whether they want to work with you or not. In such a situation when they are paying you they are actually paying for your work. They want you to deliver them what you’re known to deliver to other clients. They are not paying you for the time you’re spending on their projects, they are paying you for your experience and reputation. In such a case it doesn’t make sense to talk in terms of an hourly rate.

On the other hand if your clients come to you by simply looking for a copywriter or a content writer you both have to quantify the work in terms of number of pages and number of hours and there is nothing wrong in that. The clients aren’t bothered what a big shot copywriter you are; they just want a couple of pages written and if you don’t write them they can easily get them written by that guy in China or Pakistan, all said and done.

Does it mean in terms of your career you put yourself in a vulnerable position? Certainly and I don’t advise you to get in a position where you can be easily replaced. But hey, even if you are currently in such a position the main point is getting as much work as you can and delivering quality to your clients even if you have to work on a single page.

Then gradually you build your brand and people begin to recognize you. Once they know what value you can deliver you can charge for the value instead of the effort you’re putting in.

Does your content address the pain points?

1 Reply

I just now received a flyer from a prospective client. The client is wondering why neither there is a response from the fliers he is sending nor from his website. I have gone through the flyer again and again and I have also gone through the website and still I have no idea what he is trying to sell. All he does is mention the name of the products and the companies he represents. Of course I have got nothing to do with the field he might be working in (sensors, industrial compressors, etc.) but nowhere does he mention what sort of problems he can solve.

When we’re hiring a service or buying a product we do it for the solution it provides, unless of course we are not spending money on a fad like the iPhone or the iPad. Even if it is a niche market we need to be specifically told what exactly is the benefit of going for that particular product or service.

Every organization has some pain points that it needs addressed. If your content does not address those pain points it is not going to sell no matter how narrow your market is. Tell your reader how he or she is going to benefit from choosing you rather than somebody else. Even if you’re providing sensors and industrial compressors do not forget to mention in what way they can help the reader (and consequently the prospect).

Why cheap content mostly harms your business

1 Reply

Cheap content harms your business

Just stumbled upon this blog post titled “pay peanuts, get monkeys” that basically means if you publish cheap content on your business website your conversion rate falls down drastically.

I would like to state at the outset that I have been offering low-cost content writing services from my website (although, I’m gradually toning down) and I was mostly outsourcing this work to writers who can produce lots of “passable” content at extremely low rates. I would also like to tell you that I started providing low-cost content after having provided content writing services at normal international rates for more than 4 years (I still do) primarily because of 2 reasons:

  • There is high demand for cheap content
  • Writers are actually willing to provide such content

So I thought if there is a demand and if there is a supply and if I can earn money out of it then why not? I started offering a “package” and I also got some clients and some steady work for my writers. I mostly provide this content for SEO boost — it helps my clients increase their keyword density. But it stops there.

Cheap content is a vicious loop of failure

The image describes the vicious loop of cheap content

Vicious loop of cheap content

The problem comes when some of the clients want very cheap content and then want to use this content as their primary content and when the quality doesn’t meet their expectations they complain.

It’s like, desiring to drive a car while paying for a cheap bicycle.

This is exactly where the expression “pay peanuts, get monkeys” applies.

Cheap content isn’t always bad and surprisingly there are a few writers who really write well without charging much.

How do they do that?

When I asked around for most of them writing is just a side activity carried out either during office hours or after office hours.

They have the skill but they don’t have the expertise and providing professional content writing and online copywriting service is not their primary activity.

This means they neither invest in resources nor in improving their skills.

They are simply comfortable with the language, they can quickly search on the Internet and find the relevant information and then rewrite it very fast.

Nothing is unique and individual voice is always lacking.

This is where the clients pay the casualty.

Whereas cheap content written around your keywords can certainly give you an SEO boost it doesn’t help you when it actually comes to selling.

You may increase your search engine traffic but it will just remain traffic; you’re going to generate very little revenue.

This is because your inferior content is never going to convince them into doing business with you.

Your content needs to inculcate a sense of trust and authority.

If you sound like a teenager it isn’t going to do you much good if your target market mostly consists of grown-ups who are very conscious about making purchase-decisions.

Content writing is like any other service: it takes effort and experience to give you content that gets you business.

There is a reason why bigger businesses eagerly pay hundreds and even thousands of dollars to experienced copywriters and content writers; they perfectly know what harm cheap content can cause.

But I hear some of you saying, “What makes you think that people who charge less cannot provide quality content?”

I have a Chinese Blackberry phone that almost looks like the real thing.

So if you can purchase really cheap versions of a Blackberry or an iPhone, why do you spend so much money on the real devices?

Well, this may seem rhetorical so let us see the practical aspect.

Let us say a content writer agrees to charge you just $5 for a business webpage — a professional content writer may charge you anywhere between $40-$100 for the same webpage, and I’m not talking about a well-known and reputed content writer or copywriter.

How much time do you want your content writer to spend on your particular webpage?

One hour? Two hours?

Keep in mind that your business depends on this page and that is why you are getting it written.

When people read it they will make their purchase decision.

So you would like your content writer to spend ample amount of time while preparing your page.

You would want him or her to properly understand your business and your market and you would also want him or her to visit your competitors’ websites to check out how they express themselves.

To sound convincing you would want your content writer to properly understand your concept and its impact on the target audience.

After all this, you would want him or her to come up with convincing copy.

Do you actually want someone working on your business page who is desperate enough to provide a skill for just $5 per hour or worse $2.5 per hour?

How much time can that person actually devote to your content?

He or she will certainly devise ways to make up for the meager payment.

On the other hand if you pay standard rates (rates that enable your content writer to make contemporary income per hour) then you make sure that your content writer eagerly spends sufficient time on your project without having to worry about how to make up.

He or she doesn’t have to come up with “n” number of words in the given time.

He or she can actually focus on the quality of your content.

So what is the solution if you don’t have a big budget?

Quality always works better than quantity.

Well-written 10 articles are far better than poorly-written 100 articles.

The same goes for your web pages. If you don’t have budget for 20 pages just stick to 10 pages but get some writer who can really write them well.

And what if you also need SEO content?

Then you need to strike up a balance.

You can publish low-quality content in as much quantity as possible but also make provisions for well-written content that actually does business for you.

You need to balance between content that generates you search engine traffic and content that converts that traffic into paying customers and clients.

Incorporating content marketing in the earlier stage helps

Leave a reply

One of my clients recently asked, “Would it have been better if I had incorporated my content marketing strategy while I was planning my business website?”

Of course, was my reply. And this is not just about content marketing or content writing; every good strategy has an advantage if it is implemented or incorporated from the beginning. There can be some pitfalls if a particular methodology or strategy hasn’t been tested well and in such a case it is better to wait rather than take a big risk.

But everybody knows what an important role your content plays towards promoting your website and generating targeted search engine traffic. This has been known for more than 15 years (at the time of writing this it is 2010). When you implement content marketing strategy earlier you get an edge; you save lots of time and effort when you decide to aggressively promote your website through your content.

Although most of my clients come to me when they have already had their websites for a long time there are some clients who come while they are launching their new websites. They are lucky as they already comprehend the overwhelming importance of targeted content and related marketing from search engines and social media and networking websites. Publishing content regularly on your new website immediately gets attention from the search engines. This is one of the greatest advantages of publishing clearly defined content either on the main website or on the blog. If you create a blog under your main website and start publishing at least two posts everyday your links can start appearing on search engine result pages within two weeks and this has been proven with multiple websites and blogs.

Early adoption to content marketing is more beneficial these days when you can attract lots of traffic from social media and networking websites since people love to post interesting links they come across while browsing the Web. Your targeted content can get you much needed attention at a very low cost.

But it doesn’t mean it is a hopeless case for older websites. You just need to be more aggressive. One pain points can be the quantity of your content. If you already have hundreds of pages indexed for wrongly targeted content you might have a problem refocusing the search engine results. This can be achieved, though, by streamlining the existing content and at the same time adding fresh content.

Choosing the right content for your website

2 Replies

It is your content that brings traffic to your website and keeps bringing it on an ongoing basis. But is it all about having content? I have observed many websites and blogs simply publishing content in order to get traffic and create buzz. This may or may not work: it depends on what you are trying to promote. in most of the cases it doesn’t. You may get “tons of traffic” but this traffic doesn’t turn into revenue. It will only give you an ego boost.

What your website needs is targeted content. As a business website it is prudent to publish two types of content:

  • Business content
  • Educational content

Business content promotes your business. It tells your visitors why they should do business with you. it is a mix of sales pitch and information. The sole purpose of your business content is to convince your visitors into doing business with you.

Educational content — although it too can promote your business — normally educates your visitors about your product or service. It doesn’t need to be in tutorials format. You can create engaging blog posts in which you can explain how your customers and clients can benefit by using your product or service and you can also handle issues that they may face while or before using your product or service.

But you may think how the usual business and educational content becomes attractive enough to draw visitors from search engines and social media and networking websites on an ongoing basis. no, it’s not an easy task to achieve. You will need to be very creative. But the effort is worthwhile. You need to realize that the purpose of generating and publishing content on your website and blog is not to generate lots of random traffic; its purpose is to generate business for you and if it is not doing that — directly or indirectly — then you are simply wasting your time and resources. keep few pages or blog posts but try to make them as effective as possible. Keep your audience in mind when you are thinking of titles and keywords and key phrases.

Creating a list of probable titles and search terms helps to choose the right content for your website because it helps you focus and target better.