A Message from Kelly

Welcome to The Copywriting Connection!

This week I am sharing a great article from Steve Slaunwhite about the most effective way to quote a project. As always, Steve has done an excellent job showing you how and why to not just quote a price for a project and leave it at that.

My trip to Washington DC was awesome. There were about 2500 healthcare marketers at the conference and thankfully my workshop went very well. As a copywriter, speaking has been one of the top things I've done to grow my business and I recommend each and every one of you start now. I'm glad it's done though :). My kids and I had never been to D.C. and had quite an adventure navigating the subway system to get around town!

Have you been struggling with your marketing? Do you know you can write copy but don't know how to start getting clients? Check out our build your copywriting business class today at www.thecopywritinginstitute.com/buildyourbusiness.html

Have a great week!

Happy Copywriting!

Kelly

The Power of "Value" Quoting

By: Steve Slaunwhite

When a potential client asks you for a quotation, do you quote just a price or do you quote value?

There's an important difference.

When you quote just a price, the best you can hope for is a schedule filled with low -- or, if you're lucky, moderate -- paying work. Lot's of fun.

But when you quote value, you have a much better chance of winning more quotations at a higher price.

Let me explain.

Last week a copywriter sent me some email exchanges she had with a prospect. The prospect -- a marketing manager -- asked her for a price to write a four-page brochure.

I shook my head when I noticed how the copywriter replied. All she wrote was this: "I can write the brochure for $____ . First draft by next Friday. Revisions completed within one week afterwards."

"So what's the problem with a quote like that?" You might be asking.

The problem is, it puts the client's attention primarily on the price you'll be charging, and little else. Is that the criteria you want the client to use when deciding whether or not to hire your services?

Of course, clients need to know how much you charge. But they are more interested in how your writing and project expertise will help them achieve their marketing or publicity goals. In other words: Your value.

So how do you quote value? Here is the format I suggest you follow:

Step One:

Start your quotation with a simple description of the project the client needs written. For example: A 50- word ezine ad.

Step Two:

Confirm your understanding of what the client is trying to achieve with the project. For example: Generate more traffic to a web site landing page.

Step Three:

Demonstrate how your writing services will help the client achieve that goal. There are many ways you can do this. You can offer some initial ideas and suggestions, point to your successes on similar projects, quote a client testimonial, highlight related portfolio samples, or -- my favorite -- attach an article you've published on the topic.

Step Four:

List, using bullet points, all the things you're going to do on the project.

Don't just say "writing". You know it's more than that. Explain that you'll be studying the background materials, clarifying the features and benefits, organizing the key messages for maximum impact, developing headline concepts, promptly handling revisions, and so forth.

Step Five:

Then, finally, quote the fee. This is a simple one liner. "The copywriting fee for this project is $_____."

Does this "value" quotation format work?

One client told me a couple of years ago, in a particularly competitive situation where many copywriters were quoting the same job, "Steve, you were the most expensive. But we're hiring you because your quotation proves that you understand what we're trying to accomplish."

When you quote just a price, you're judged on price. But, when you quote value, you attract clients who are willing to pay more for the best work. And isn't that what you want?

About the author:
Steve Slaunwhite helps freelance writers get more clients and earn higher fees. To subscribe to his free newsletter, visit: http://www.forcopywritersonly.com

Copywriters Challenge

I challenge you to practice writing quotes for potential clients based on your value, not on your price. Go back to other quotes you have given - how can you change them so they are value based rather than price based?

Did You Know

Many copywriters read their copy backwards to check each individual sentence for clarity and value.

Tools for your Success

Steve Slaunwhite's free ezine "For Copywriters Only" - www.forcopywritersonly.com. Steve's ezine is packed with business-building advice, information and resources for freelance copywriters and I personally look forward to each issue.

If you have any other great resources you'd like us to share with everyone, let us know and we'll check it out. rachel@thecopywritinginstitute.com

All content is copyrighted©
The Copywriting Institute
A Wholly Owned Subsidiary of A Marketing Connection, Inc.
All rights reserved
303-460-0285
support@thecopywritinginstitute.com