Overview:
Evaluating Your Return on a Copywriting Investment
A copywriter is one of the most important investments a company can make when the mission is to sell products, generate qualified leads, bring in more subscribers, raise money for nonprofit organizations, and more.
According to Bill Bonner, President of Agora Publishing, copywriting is vital to a business’ success …
“This past year alone, my company paid out over $5 million in writing fees and royalties to a handful of copywriters. And you know what?
I’m happy to do it. Why? Because a good letter is the ‘engine’ of my business...”
“...Copy is critical to sales. Social media can help with brand awareness and it can drive some traffic, but to sell big numbers of a product that’s not something you really need — especially one that costs $79 — you may need 2,000 to 3,000 words of copy on a web page. I know this because I regularly write these pages and one of them just generated well over $1.5 million in revenue and represented 63% of the company’s sales in 2013. Confidentiality keeps me from revealing all, but it was in the golf space. You need a roof over your head more than you need golf equipment. Tweets will not sell much golf equipment, but a finely-tuned landing page can generate massive revenue.”
— Bill Bonner, from the article, Is Copy Dead? The Surprising Answer
And Master Financial Copywriter, Paul Hollingshead, has talked about the sales generated by copywriters as well …
“Companies use copywriting to sell everything from mattresses to financial newsletters … from health supplements to fruit baskets. Nonprofits raise billions using copywriting techniques, too — from political candidates to environmental organizations to children’s aid groups. And let’s not forget the multibillion-dollar Business-to-
Business market, one of the most lucrative and in-demand niches of the direct-response industry for copywriters..."
“...All of them use direct-response copywriters because a well-written letter can bring in millions of dollars — for a fraction of the cost of opening a storefront or selling wholesale to retailers..."
“...Direct-response copywriting allows companies to reach the people and businesses most likely to buy their products … simply by sending letters and emails to those who have shown an interest in similar products in the past.”
— Paul Hollingshead, Co-Founder of American Writers and Artists, Inc. (AWAI) and Master Copywriter
With this in mind, the following fee ranges reflect an investment in professional, high-quality copy, written by trained experts.
Fee Ranges for the Top 75 Copywriting Projects
COPYWRITING SERVICE | FEE RANGE |
|---|---|
1. Site Content Audit and Report Boost search rankings and conversions by finding gaps, opportunities. | $1,500-$3,000 |
2. Keyword Research Identify top keyword opportunities in Google, etc. on specific topics. | $500-$1,500+ |
3. Key Message Copy Platform Get top results in all channels with a “master messaging roadmap.” | $3,000-$4,000 |
4. Home Page Content: SEO and Sales-Conversion Copy Set the stage for a great site experience that prompts conversions. | $1,500-$3,000+ |
5. Category Page Update: SEO and Sales-Conversion Copy Rewrite the main web pages, such as About, Services, Subscribe. | $500-$1,000/page |
6. Product Page Update: SEO and Sales-conversion Copy Generate more traffic and sales for each specific product or service. | $400-$800/page |
7. Order Page/Shopping Cart Sequence Reduce abandon rates or confusion due to too many steps. | $400-$800 |
8. New Page: SEO and Sales-Conversion Copy Use professional, compelling copy for all new products and services. | $700-$1,200/page |
9. Banner Ad or Text Ad Drive the most visitors to specific discounts or other promotion pages. | $250-$1,000 |
10. Landing Page for Single Promotion Generate leads and sales with professional, conversion-focused copy. | $950-$3,000 |
11. Microsite Boost sales on a super-specific website containing 2-5 pages. | $3,000-$7,000 |
12. Article Keep visitors coming back and support SEO strength with fresh copy. | $150-$800 each |
13. “How-to” Guide or Tour Provide helpful guides explaining how a product, service, or site works. | $500-$1,000 |
14. Press Release Get attention from the media and drive additional site visits. | $500-$1,000/release |
15. Blog Post Single, topic-specific blog posts, written for readers and SEO. | $150-$800/post |
16. Blog Editorial Calendar and Post Series Continuously generate new traffic with ongoing, strategic posts. | $500-$800/calendar $150-$800/post |
17. Video Script Stand out with product demonstrations, how-to tips, and more. | $500-$1,000/minute |
18. Podcast Script Make the most of this medium with captivating scripts/copywriting. | $500-$1,000/minute |
19. FAQs Answer common questions asked by customers (great for SEO). | $500-$1,000 |
20. Case Study Offer problem-solution-outcome stories featuring a product or service. | $1,200-$2,000 |
21. Special Report (White Paper) Attract email sign-ups/new leads with valuable, downloadable reports. | $2,000-$7,000 |
22. E-book Provide highly useful information to customers via electronic guides. | $2,000-$7,000 |
23. Testimonial Generate strong, “real-world” credibility for products or services. | $500-800 |
24. Autoresponder Emails (Follow-up Series) Deepen customer relationships and/or drive follow-up purchases. | $100-$1,000/email |
25. Stand-alone Email Reach out and grow sales with special promotions, invitations, more. | $250-$2,000 |
26. E-newsletter/E-zine Maintain customer loyalty with regular issues filled with tips and offers. | $800-$1,500 |
27. Pay-Per-Click (PPC)/Adwords Campaign Break through search clutter and drive traffic to specific landing pages. | $75-$350/ad |
28. Complete Site Re-Design W/Copywriter Overseeing Content Flow Ensure excellent usability, SEO, and messages in a site re-design. (Separate from page writing.) | $2,000-$5,000 for Copywriter role |
29. In-Person Training for Staff Writers Coach the team on the best copy/SEO practices, one-on-one. | $1,500/day plus travel, lodging, and expenses |
30. Presenting to Other Company Employees Make sure they understand how to add customer-friendly copywriting. | $1,500/day plus travel, lodging, and expenses |
31. Training Script/Copywriting Help customers use a website service or complete a task. | $500-$3,000 |
32. Teleseminar/Webinar Script Ensure a smooth, successful presentation with a great script and slides. | $1,500-$3,000 |
33. Survey Wording Get the most useful feedback from customers through great questions. | $500-$1,000 |
34. Competitive Analysis — more in-depth Set the company apart from competitors with a detailed copy review. | $1,000-$2,000 |
35. Social Media Setup Create an inviting page with robust ABOUT content, etc. | $500/network |
36. Social Media Management: Facebook, Twitter, and More Consistently grow with posting/monitoring 1-2 hours/day, 5 days/week. | $1,000-$2,000/month |
37. Social Media Ad Campaign Attract Likes, Shares, and conversions with super-targeted social ads. | $500 |
38. Company Description: Google+, Other Review Sites, Directories Make sure customers choose you in Google+, Yelp, Angie’s List, others. | $25-$500 |
39. Direct Mail: Simple Sales Letter with Order Form Generate immediate sales/revenue from a powerful letter. | $1,500-$5,000+ |
40. Direct Mail: Lead-Generation Package Ensure message success/continuity through envelope, letter, card, etc. | $2,000-$3,500+ |
41. Direct Mail: Financial, Health, or Info-Marketing Publishers Generate thousands of subscriptions through extensive sales packages. | $7,500-$15,500+ (plus royalties) |
42. Direct Mail: House File Sell directly to current buyers. | $2,000-$10,000+ |
43. Direct Mail: Acquisition List Build a new pool of buyers. | $2,000-$25,000+ |
44. Direct Mail: Renewal Series Retain or upgrade subscribers, members, or product buyers. | $1,500-$2,500+/letter |
45. Direct Mail: Blanket Renewal Insert Prompt renewals/upgrades with a single, strong message. | $2,500-$3,500 |
46. Direct Mail: Self-Mailer Grow leads, sales, registrants, etc. with an engaging piece. | $750-$2,500 |
47. Direct Mail: Postcard or Double Postcard Stay in the “keep” pile of mail and prompt action. | $750-$1,500 |
48. Telemarketing Script Make calls that are “welcomed,” leading to conversions. | $500-$2,000 |
49. Brochure (3-panel) Succinctly and clearly explain how a product/service benefits prospects. | $750-$1,500/page |
50. Brochure (4-panel or larger) Expand the power of charts, tables, and other information to convert. | $750-$1,500/page |
51. Sell Sheet Give sales reps excellent product detailers to use with prospects. | $500-$1,000 |
52. Print Ad Captivate buyers with a strong ad (quarter-page to full- page). | $500-$1,000 |
53. Advertorial Position a product/service as THE solution via a magazine-style article. | $800-$1,500+ |
54. Trade Show Materials Grab attention at busy shows with bold, customer-focused materials. | $1,000-$3,000+ |
55. Radio Commercial Stand out with a clever concept and copy for a 30 or 60-second spot. | $1,200-$1,500 |
56. Radio Direct-Response Commercial Generate orders with an appealing direct-sale spot. | $1,500-$2,000 each |
57. TV Commercial Make a big impression with a strong 30 or 60-second spot. | $2,500-$8,000+ |
58. Store Sign Add excitement to signs about special sale offers, trial offers, etc. | $250-$500/sign |
59. Coupon Stand out and drive sales with appealing coupon promotions. | $250-$500/coupon |
60. Poster Make the most of an arresting image and a short, powerful message. | $250-$500/poster |
61. Annual Report Make sure the Company Overview is uniquely appealing to investors. | $2,500-$3,500 |
62. Packaging Set the product apart with clear, clever package/label messaging. | $250-$1,000 |
63. Conducting Customer Interviews Collect the best possible information from customers for better copy. | $250-$500 each |
64. Event Materials Make an impression at sales meetings, awards banquets, etc. | $1,000-$3,000+ |
65. Speech Writing Get a standing ovation at business gatherings, fundraising dinners, etc. | $3,000-$5,000+ |
66. Ghostwriting a Book Have a writer prepare an excellent memoir or business book. | $5,000-$10,000+ |
67. How-to Guide (such as a Buying Guide) or “Tips” Booklet Hand out helpful printed guides and booklets to customers. | $500-$1,000+ |
68. Corporate History Compilation Present company history in its best light in a book, brochure, video, etc. | $1,000-$10,000+ |
69. Product or Program Naming Develop a pipeline of excellent product name ideas and taglines. | $1,000-$3,000 |
70. Training Manuals (non-software/technical) Provide effective employee training for call centers, processes, etc. | $2,000-$5,000+ |
71. Employee/Human Resources Materials Explain employee benefits info/guidelines to workers at all levels. | $2,000-$5,000+ |
72. Welcome Packet Help members/subscribers understand all the benefits and how-to’s. | $2,000-$5,000+ |
73. Copy Critique Strengthen results with a professional review and recommendations. | $400-$1,200 |
74. Collateral Audit Review company materials (all channels) to drive consistent results. | $100-$200/hour |
75. Marketing Strategy, Planning, Consulting Improve outcomes with a fresh look at various marketing approaches. | $100-$200/hour |
What's YOUR Project? How Can I Help You? As you can see, the scope and variety of the top copywriting projects these days is extensive. Do you have a project that doesn't fit neatly into one of these categories? Give me a call. I would greatly appreciate the opportunity to serve your business. Whoever Has The Best Words WINS! | Let's start the conversation! michael@michaelhume.net (303) 478-8702 |
These are the "going rates" for persuasive direct-response copy projects, and reflect the range of fees typically budgeted by client firms for professionally-written copy. Of course, all work is negotiated on a project-by-project basis.
Source: State of the Industry Report: AWAI's 2017 Copywriting Pricing Guide, published by American Writers and Artists, Inc. Reprinted with permission.