What do you do when you excitedly hand out your pricing to your prospects, fully expecting them to say “Wow! That’s great! When do we start?”, and instead watching/hearing them scoff and walk away without even a goodbye?
It’s not just copywriting that suffers from this dilemma. The harsh truth is, there will always be people out there who will undercut the living hell out of you. There’s a thousand people in developing countries that will happily charge a quarter of what you charge for the same job.
So what the heck do you do about it?
Don’t give them your price!
Now, hold on a second. You’re probably looking at your screen with a look incredulity right now, thinking “This guy’s nuts! I can’t just refuse my prospects pricing – then I’ll never get ANY clients!”
But I’m not saying never hand over your rates. What I AM saying is that you need to qualify your prospects first. And you do this by making it crystal clear that your service isn’t a commodity. You might think it is, and so might your prospects. But this is about more than getting that prospect to smack some dollars into your hand.
You’ve got to completely change the way you think about your copywriting (and indeed, any other) business. Remember this over-used but true cliche: “There’s only ONE of you, so be yourself.” Sure, you might be rolling your eyes at me right now, but listen to what I have to say for a sec.
There has only ever and only will ever be one version of you (unless you’re into the whole parallel universe theory, which is a can of worms I’m not getting into). You are a ‘flavour’, one people can only experience when they come to you. For the sake of simplicity, I’ll apply this to copywriting for the duration of the post.
Let’s imagine for a second that you’re a copywriter, and your prospects are hearing your prices (prices you believe you are definitely worth), laughing and going elsewhere. What’s the problem? You know copywriters who are charging thousands more for their sales letters and landing pages, so why is it so hard for YOU to get it good as well?
Well the problem is: You’re positioning yourself as an average Joe! You appear to prospects just like everyone else!
Every successful copywriter I know has their own ‘voice’, their own style, and their own way of doing things. Each interaction with them is unique from anybody else’s. It’s the same for their copywriting. They’re TOTALLY unique. What are YOU doing?
Why, you’re trying to FIT IN! You’re trying to be part of the whole copywriting crowd.
And this is where you’re going wrong. You’ve become a commodity, just another of the many ‘products’ that the prospects can peruse in the ‘supermarket for copywriters’. So what do you need to do to stand out? Well, isn’t it obvious?
So, to round this post off, here’s the final tips:
1.) Give so much unique value and let your personal experience/expertise shine through in your interactions with prospects, that they have no doubt that YOU are the right copywriter for the job.
2.) Stop trying to fit in. You are YOU, so stop trying to be a carbon copy of Gary Halbert, John Carlton, etc. Sure, use their expertise to get your head filled with knowledge, but don’t try and copy their style. I see that advice so much on copywriting forums etc, and that’s why most of the copywriters we see today are relatively unknown or secretly struggling to make a good income.
Set yourself apart, make yourself known for being unique (and GREAT at what you do), and the hot prospects will chase you down!