Copywriting Pricing For Writers & Clients

The battle rages on... How much are copywriting services in 2022? Let's try and find out.

Pricing a service-based business can be befuddling, especially in the COVID-19 era when markets aren't always the most stable.

Interestingly each freelancer has their own pricing standards, and because of that, it can be difficult to decide what you should charge (or what's a fair market price if you're a customer).

Before setting your rate take a look at the State of The Industry Report: AWAI's Copywriting Pricing Guide - it's an invaluable free-to-download resource with some of the most up-to-date information on industry pricing, including helpful statistics and data.

With that said I'm going to tell you about how you can set prices with confidence, the dos and don'ts of talking about your fees, and how to reward your loyal customer base.

Who's paying?

Charge this, not that.

When it comes to pricing your copywriting business, one of the most common questions I find freelancers asking the community is:

"How can I set my prices if I have no idea where to begin?"

Placing value on intangible skills isn't easy work. It's an understandable predicament to find yourself in, especially when getting your business started or updating pricing. Do not fear though - I'm here to help you transition with as few bumps in the road along the way as possible.

To begin, check out AWAI's State of the Industry Report linked above. They offer a comprehensive pricing guide designed to help clients hire skilled copywriters by informing them of the standard pricing they should expect to see in the industry today.

From there, take the time to consider the market you're working in, especially if your business works with international clients or only locally. Check out other copywriters' websites in your niche and factor your pricing based on the market standard and the pricing guide. I recommend you even head over to my service page for inspiration.

Ultimately whatever prices you choose will represent the quality of the services you're offering and how much you believe is reasonable to charge for those services - while also covering your expenses and hopefully adding to your rainy day savings account.

If you're brand new to copywriting it's reasonable to charge lower prices until you start to feel comfortable enough to raise them (I don't recommend working for free, as it lowers standards for everyone).

Keep in mind: Copywriting is service-based, so what you charge may vary wildly from others in your market depending on where you are in your journey.

Clients don't choose pricing, you do.

Starting new relationships with clients is one of the highest priorities in any business, although sometimes the same clients you really want to work with will push back on your pricing.

Every individual makes their own path in client relationships. While some choose to give into prospects' every whim (especially in the early days of their business), I've found that standing your ground actually adds to the value of your services.

What do I mean by that? If you fold to every person who wants your precious time and copywriting skills at a price that fits into their budget, you'll wind up working for free. Copywriting is an invaluable resource in the business world - although it is intangible, it also holds the power to turn brands into legends and household names.

Working at a discount (or for free in certain instances) puts writers in stressful positions. When you're stressed you can't create the type of profitable ideas businesses rely on to communicate their products' benefits to customers.

This stress-related phenomenon occurs when copywriters don't take a stand on their pricing. The prices we set are based on things like our time, the creative sales writing skills we have worked hard to learn, and the expenses we must pay in order to survive.

When we allow clients to determine our standard of living they're going to naturally pay the lowest price, a price that allows them to increase their own, with little consideration of our needs. Also, lowering your prices devalues the services being offered across the board, for all freelance copywriters.

When you carefully consider how much your copywriting services help your clients' businesses, you will develop the type of mindset and self-respect required to professionally explain why your services are worthy of the rate you've researched and chosen.

Remember: While most people I've worked with have been absolutely amazing, there are few bad apples out there. Stand your ground, hold firm, but be polite and respectful. Never argue over your needs; state them graciously and move on.

Reward those who value your hard work.

Now that we know our pricing standards and how to respectfully stand by our choices, we need to discuss how you can reward clients for choosing to work with you time and time again.

Some clients you collaborate with will be wonderful people you'll develop long-lasting professional or possibly personal relationships with. I believe in rewarding those we enjoy working with, as it helps foster such beneficial relationships.

There are a few ways you can implement perks for your long time clients while showing you care about their business:

• Offer referral discounts

• Create a rewards program

• Create discounted packages

I'm sure you can think of a few more - share your ideas in a comment section below to help spice up this list for fall.

These discounts are designed for existing customers. I don't recommend offering discounts before first developing a relationship with clients, as it may cause you to always have to offer lower rates because it will be expected (which is a huge no-no).

Instead, stick to your guns, master your craft and develop a list of outstanding clients you can do incredible consistent work for. Take care of this portion of your customer base, and you will be a happy copywriter indeed.

Tip: If you do decide to offer a discount to initial clients I recommend starting with a loyalty program, as it isn't a direct discount but instead incentivizes customers to work with you into the future.

Now that you're armed with knowledge, what are you waiting for? Get out there and start pricing your copywriting business.

Finally, a breath of fresh air.

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Read my article The Thick Skin Of Freelancing: 7 Tips which offers tips on how you can make it in today's freelance copywriting climate while maintaining your sanity.

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