Do copywriters really need to charge so much?
Author:
Philippa Lowe
Published: 3 July 2018

Do copywriters really need to charge so much?

It’s a woe of business owners all over the world – everyone wants good copy but not everyone is willing to lay down the cash for a good copywriter to get the job done for them. If you’re baulking at the cost of professional copywriters and thinking you might go with that cheap copywriter you saw once, we want to reassure you that not matter which option you go for, you’ll be getting exactly what you paid for.

What are you really paying for?

At first glance, it might seem like one page of copy isn’t much – we get it. In reality, that one page of copy or 500 words actually has a lot more going behind the scenes than it might seem to the naked eye:

Initial planning – depending on the size of the project, your copywriter is likely to have sat down with you for a length of time to discuss what you really want from the copy you’re hiring them to write.

Outlining goals – from your discussions, copywriters turn (often vague) ideas into real, achievable goals so that they know what they’re really trying to nail as they write the copy.

Researching – your copywriter might not be all that familiar with your industry or area of expertise. Their job is to become an expert so that they can write a piece that oozes authority and engages your potential customers. This doesn’t happen in the blink of an eye – think about how long it took you to get where you are in your own career! Never underestimate how long researching can take.

Writing – so often, writing is the part of the process that takes the least amount of time. If all the other steps are done properly, the actual writing should be a breeze.

Revisions – if you’re not totally happy with the result, any copywriter worth their salt will make changes for you until it aligns with what you want.

By far, the biggest reason many of our clients come to us is because they simply do not have the time. They might have the research part down pat and they might know what they want but putting it all into writing doesn’t come naturally to everyone and that’s okay! Copywriters are here to save you time – this doesn’t mean that they can produce endless content in the blink of an eye but it means that you no longer have to spend hours trying to create your own copy.

When you consider how long it would take you to produce the same piece of copy that a copywriter can produce in half the time, you can appreciate why the price sometimes seem a little steep. If you value your own time highly, you can understand the costs of a copywriter a little better.

One of the regular – and greatest – compliments we receive at Incredible Communications is, “It’s just like I wrote it myself.”

So, what happens when you decide to go the cheap route?

There are copywriters out there who are charging as little as $5 a page – it seems too good to be true and that’s because it is. Of course, you’ll get what you paid for – one page of filler, unengaging content that probably hasn’t been proofread.

Hiring a cheap copywriter is just like getting a back alley dentist job. Sure, it seems like a good idea at the time but unfortunately, there’ll be too many problems down the road as a result. Most people expect to spend a pretty penny at the dentist because they’re being seen to by highly-skilled professionals doing a job that they cannot do themselves. Of course, copywriters don’t have to go through quite so many years of higher education but they are still highly-skilled professionals doing a job that many business owners struggle to do on their own.

It takes time to reverse the effects of bad dentistry, just like it takes plenty of time to reverse the effects of bad copy. It’s always better to go with the safer, more reliable, if more expensive, option from the get-go – it will actually save you money in the long run.

You’re probably a good enough writer to write your own content and have it on par with the kind of content that cheap copywriters churn out. It’s not terrible but it’s certainly not moving your business forward and it’s not engaging your customers. If you want to start pushing your copy to be the best that it can be – and free up your time to develop other areas of your business –  it might be time to budget for a content and copywriting professional.

If you’re ready to supercharge your content and really connect with your customers, speak to us at Incredible Communications today. Email phil.lowe@incrediblecommunications.com.au or call 0414 711 107.