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.

$50-$100/page

$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. Online Sales / Page for Single Promotion

Generate leads and sales with professional, conversion-focused copy.

$5,000-$8,500+

(plus royalties)

11. Lead-Generating Landing Page

This short-copy "squeeze" page can bring in massive leads and sales.

$500-$1,500

12. Microsite

Boost sales on a super-specific website containing 2-5 pages.

$3,000-$7,000

13. Article

Bring in SEO traffic with helpful content that's 1,200-2,000 words.

$250-$800

14. Editorial Piece for Newsletter

Usually shorter than SEO/content articles, about 600-800 words.

$200-$400

15. "How-to" Guide or Tour

Provide helpful guides explaining how a product, service, or site works

$500-$1,000

16. Press Release

Get attention from the media and drive additional site visits.

$500-$1,000/release

17. Blog Post

Single, topic-specific blog posts, written for readers and SEO.

$150-$800/post

18. Blog Editorial Calendar and Post Series

Continuously generate new traffic with ongoing, strategic posts.

$500-$800/calendar

$150-$800/post

19. Video Sales Letter/Script

This long-form online sales video may be 20 or even 45 minutes long.

$5,000+ based on length/VSL

20. Short Online Video Script

1-5 minute "explainer," demo, how-to, case study, testimonial, or short VSL.

$1,000+

21. Podcast Script

Make the most of this medium with captivating scripts/copywriting.

$500-$1,000/minute

22. FAQs

Answer common questions asked by customers (great for SEO).

$500-$1,000

23. Case Study (Customer Success Story)

Offer problem-solution-outcome stories featuring a product or service.

$1,200-$2,000

24. Special Report (White Paper)

Attract email sign-ups/new leads with valuable, downloadable reports.

$2,000-$7,000

25. E-book

Provide highly useful information to customers via electronic guides.

$2,000-$7,000

26. Testimonial

Generate strong, "real-world" credibility for products or services.

$500-800

27. Autoresponder/Funnel Emails (Series)

Deepen customer relationships and/or drive follow-up purchases.

$100-$1,000/email

28. Stand-alone Email

Reach out and grow sales with special promotions, invitations, more.

$250-$2,000

29. E-newsletter/E-zine

Maintain customer loyalty with regular issues filled with tips and offers.

$800-$1,500/issue

30. Pay-Per-Click (PPC) / Adwords Campaign

Break through search clutter and drive traffic to specific online sales/landing pages.

$75-$350/ad

31. Complete Site Re-Design with 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

32. In-Person Training for Staff Writers

Coach the team on the best copy/SEO practices, one-on-one.

$1,500/day

plus travel & lodging

33. Presenting to Other Company Employees

Make sure they understand how to add customer-friendly copywriting.

$1,500/day

plus travel & lodging

34. Training Script / Copywriting

Help customers use a website service or complete a task.

$500-$3,000

35. Teleseminar / Webinar Script

Ensure a smooth, successful presentation with a great script and slides.

$1,500-$3,000

36. Survey Wording

Get the most useful feedback from customers through great questions.

$500-$1,000

37. Competitive Analysis - more in-depth

Set the company apart from competitors with a detailed copy review.

$1,000-$2,000

38. Social Media Setup

​Create an inviting page with robust ABOUT content, etc.

$500/network

39. Social Media Management: Facebook, Twitter, and More

Consistently grow with posting/monitoring 1-2 hours/day, 5 days/week.

$1,000-$2,000/month

40. Social Media Ad Campaign

Attract Likes, Shares, and conversions with super-targeted social ads on Facebook, LinkedIn, etc.

$500

41. Company Description: Google+, Other Review Sites, Directories

Make sure customers choose you in Google+, Yelp, Angie's List, others.

$25-500

42. Direct Mail: Sales Letter Package

Letter, envelope, order device for subscription/information/product promo, back-end promotion, acquisition list.

$1,500-$5,000+

43. Direct Mail: Lead-Generation Package

Usually includes a letter, envelope, order device, buckslip for the offer.

$1,500-$5,000+

44. Direct Mail: Renewal Series

Renewal letter/blanket renewal insert to retain or upgrade subscribers, members, product buyers.

$1,500-$2,500+

45. Direct Mail: Magalog

This multi-page sales letter is presented in the form of a magazine or tabloid.

$9,000-$15,000

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. Sell Sheet

Give sales reps excellent product detailers to use with prospects.

$500-$1,000

51. Print Ad

Captivate buyers with a strong ad (quarter-page to full page).

$800-$2,000

52. Advertorial

Position a product/service as THE solution via a magazine-style article.

$800-$1,500+

53. Trade Show Materials

Grab attention at busy shows with bold, customer-focused materials.

$1,000-$3,000+

54. Radio Commercial

Stand out with a clever concept and copy for a 30 or 60-second spot.

$1,200-$1,500

55. Radio Direct-Response Commercial

Generate orders with an appealing direct-sale spot.

$1,500-$2,000 each

56. TV Commercial

Make a big impression with a strong 30 or 60-second spot.

$1,000-$1,800

57. Store Sign

Add excitement to signs about special sale offers, trial offers, etc.

$250-$500/sign

58. Coupon

Stand out and drive sales with appealing coupon promotions.

$250-$500/coupon

59. Poster

Make the most of an arresting image and a short, powerful message.

$250-$500/poster

60. Annual Report

Make sure the Company Overview is uniquely appealing to investors.

$2,500-$3,500

61. Packaging

Set the product apart with clear, clever package/label messaging.

$250-$1,000

62. Conducting Customer Interviews

Collect the best possible information from customers for better copy.

$250-$500 each

63. Proofreading / Editing

This valuable skill helps companies avoid errors before publishing content.

$20-$75/hour

OR 3-5 cents/word

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 2018 Copywriting Pricing Guide, published by American Writers and Artists, Inc.  Reprinted with permission.