Dear Clients Who Want Me to Work for Nothing:
How do I say this? You know when you hired me you were getting the best possible writing out of me. I wouldn’t give anything less. But lately I’ve had something on my mind, something that’s uncomfortable to bring up, but I can’t ignore it. Clients, we need to talk.
For as much as I’m extending myself to you professionally, I’m getting the sense that you’re not really understanding the value you purchased. Yes, I’m a writer and to you writers can be had for pennies compared to my rates, but that’s the thing. You can’t have the same for pennies because no one has the same skills I do. And frankly, you get what you pay for.
I’ve worked myself up through the ranks. From newspaper work to some pretty high-end technical magazines, I’ve cut my teeth, learned different industries, and sharpened my writing and editing skills. In the corporate world, I’d be commanding some pretty high rates. But clients, some of you think the rates I charge are unjustified. In one case, you actually said you couldn’t see the difference between one form of writing and another. Yes, you actually said it. No, I didn’t go ballistic.
That’s not how we professional writers behave. Instead, we tell you why we’re worth more. We show you why prices, which are indeed set in stone sometimes, vary among projects. As professionals, we know how much work something requires.
Our profession – and make no mistake, this IS a profession, a career – has seen a lack of inflation that would have people from your line of work in shock. That rates haven’t gone up in the 15+ years I’ve been at it – and sadly, well beyond that – shows how little value you place on our skills.
So I’m afraid from this point on I have to inform you that I’m vetting my clients. That’s right. I’m working with people who understand that writing, like accounting, like construction, like any other trade is a skill set that’s acquired through education, practice, and raw talent. I will not work for clients who do not understand that $20 per project is less than minimum wage. I will not work for clients who nickel-and-dime me, ignore contracted rates, try backhanded tactics to get me to write a higher-end piece for the lower-end price (and you thought I wouldn’t notice?) while trying to position themselves as financial experts and industry leaders with tons of capital. I will not work for clients who are not willing to invest fair wages into a writer who produces targeted, compelling copy. I will not accept less for my work than I deserve.
I hope you understand, clients. I’m a business person. As such, I must follow my business model, which takes into consideration all my expenses, my profit margin, my skill set, and the industry standard for my skills. If your business model has not been built considering standard wages for each contractor you require, I suggest you revisit your business model, for mine has been carefully planned and I have no desire to deviate from it in order to accommodate bad planning.
I wish you luck. I also wish you the business sense to understand that value comes from hiring someone with knowledge and skill and paying a fair wage – it doesn’t come from hiring the cheapest one you can find and working them to the bone. While you may believe that writing is “easy for the right person” or “simple,” it takes only one encounter with a writer who charges much less to understand that value, sometimes, is in paying the going rate.
Best wishes,
Your former writer
That rates haven't gone up in the 15+ years I've been at it
Great letter, Lori. It's what we all would like to say to our clients. But I have a nit to pick. We set our own rates. So if rates haven't gone up in 15 years, who is responsible? We are, for accepting less than we're worth. I've said it before and I'll say it again: that's why I write copy, not editorial. It's much easier for copywriters to set and get the rates they want than editorial/article writers, who let the publication set the rates.
Amen, Sister Lori! (Please, please, please post this at CPWA, too.)
Eileen, when Lori said rates hadn't gone up in 15+ years, I think she was referring to the industry standards clients consider when hiring one contractor over another.
But a similar message can be sent to magazine editors: Don't expect the best when you pay the least.
In one case, you actually said you couldn't see the difference between one form of writing and another.
I think this is a significant part of the problem. Professional writers and editors can tell the difference between poor writing and good. Many others simply cannot. They think that "anyone" can write–after all, we can all write sentences in English, right? That's why our skills aren't valued as much as they should be.
I also think that a lot of marketers don't really care what kind of quality they get. They're just looking for content they can slap up on their site.
If they can get it cheaply; they're going to do it.
Actually Eileen, Paula hit on what I was referring to – magazine rates have remained the same for decades. Sorry not to be more clear on that!
Jill, excellent point. My reference was to two different types of projects, but yours is a very valid point.
Wendy, doesn't it suck that the very people who need to care don't? It baffles me.
Lori, I think part of the problem with perceptions about the quality of editorial writing is that it's not directly measurable by the publisher. There's no direct relationship between the writing quality and the publisher's profits; they're usually paying more attention to things like ad revenue. Declining circulation or readership can be blamed on many things, not just poor writing. So if corners are going to be cut, it makes an easy target.
But with copywriting (I know, I sound like a one-note instrument), especially in my field of direct response, it's measurable. We test which headline pulls better, which lead got more response, which copy converts to more sales, etc. Copywriters who make money for their clients are highly valued and compensated accordingly (most of the time; we get our share of deadbeat prospects, too).
Lori,
I agree with your letter and your assessment, for the most part. However, I think you're being a little hypocritical.
Every professional should vet clients. You have to. Don't work with clients you feel will not appreciate your services and your expertise.
Having said that, you can't necessarily tell a client they are absolutely wrong when they don't feel a higher priced copywriter or more expertly written content will improve their bottom line. Or perhaps maybe it will but not enough of a return to justify the investment. You and I probably know that this isn't ideal. We both know content should be a priority.
At the same time, I'm a web developer and designer and I could easily charge you with the same lack of attention to investing in a real domain, a real brand and the design/development that contributes to a real internet presence.
If my client told me they were just going to use Blogspot rather than pay my rates, I would be disappointed and disagree with their valuation of my services/expertise, but I would have to assume that they understand their bottom line more than I do.
Being a sales person is 90% (more?) of essentially any business, especially professional services like writing, designing and developing. Our jobs are to sell the client or potential client on why our expert opinions matter and that our services realistically contribute to their bottom line.
Lori, in the end I think we agree but perhaps I look at it from a slightly more business-screwed angle. I'd hire you, anyway 🙂
Hey Lori
Loved this. I'm putting together a comic strip based on the trials and tribulations of being a copywriter. I've gathered loads of 'bad client' stories from the tweeps on Twitter but I'm always looking for more. If you've got any funny stories to tell please send them my way. sarah.turner@turnerink.co.uk. I can name check you in the cartoon. Or you may want to remain anonymous!
Sarah
Travis, in theory we agree totally. 🙂 My point of this entire thread was based on the previous thread, where I got upset with writers who DON'T charge enough. In the writing profession, as I can only assume in the design profession, there are bottom feeders – writers who will work for nothing or close to it – and those people are killing our profession. Worse, they've instilled in clients the mentality that hey, writing isn't anything special because this clown or that fool will do it for $1/word. This post is aimed at both parties in this travesty.
However, you're correct. Vetting clients is essential. I've done it for years and I'd hope all writers do. But apparently, they don't, because too often I hear writers saying "I got them to pay me $20 for the gig!" Wow. Twenty bucks to work for two days.
And again I ask where their paper hat is, for what job is paying more at that point?
So yes, we agree. :))
I meant $1/article. Sheesh, don't type before caffeine takes hold! LOL