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
1. Site Content Audit and Report
Boost search rankings and conversions by finding gaps, opportunities.
2. Keyword Research
Identify top keyword opportunities in Google, etc. on specific topics.
3. Key Message Copy Platform
Get top results in all channels with a “master messaging roadmap.”
4. Home Page Content: SEO and Sales-Conversion Copy
Set the stage for a great site experience that prompts conversions.
5. Category Page Update: SEO and Sales-Conversion Copy
Rewrite the main web pages, such as About, Services, Subscribe.
6. Product Page Update: SEO and Sales-conversion Copy
Generate more traffic and sales for each specific product or service.
7. Order Page/Shopping Cart Sequence
Reduce abandon rates or confusion due to too many steps.
8. New Page: SEO and Sales-Conversion Copy
Use professional, compelling copy for all new products and services.
9. Banner Ad or Text Ad
Drive the most visitors to specific discounts or other promotion pages.
10. Online Sales / Page for Single Promotion
Generate leads and sales with professional, conversion-focused copy.
11. Lead-Generating Landing Page
This short-copy "squeeze" page can bring in massive leads and sales.
Boost sales on a super-specific website containing 2-5 pages.
Bring in SEO traffic with helpful content that's 1,200-2,000 words.
14. Editorial Piece for Newsletter
Usually shorter than SEO/content articles, about 600-800 words.
15. "How-to" Guide or Tour
Provide helpful guides explaining how a product, service, or site works
16. Press Release
Get attention from the media and drive additional site visits.
17. Blog Post
Single, topic-specific blog posts, written for readers and SEO.
18. Blog Editorial Calendar and Post Series
Continuously generate new traffic with ongoing, strategic posts.
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.
21. Podcast Script
Make the most of this medium with captivating scripts/copywriting.
Answer common questions asked by customers (great for SEO).
23. Case Study (Customer Success Story)
Offer problem-solution-outcome stories featuring a product or service.
24. Special Report (White Paper)
Attract email sign-ups/new leads with valuable, downloadable reports.
Provide highly useful information to customers via electronic guides.
Generate strong, "real-world" credibility for products or services.
27. Autoresponder/Funnel Emails (Series)
Deepen customer relationships and/or drive follow-up purchases.
28. Stand-alone Email
Reach out and grow sales with special promotions, invitations, more.
Maintain customer loyalty with regular issues filled with tips and offers.
30. Pay-Per-Click (PPC) / Adwords Campaign
Break through search clutter and drive traffic to specific online sales/landing pages.
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.
plus travel & lodging
33. Presenting to Other Company Employees
Make sure they understand how to add customer-friendly copywriting.
plus travel & lodging
34. Training Script / Copywriting
Help customers use a website service or complete a task.
35. Teleseminar / Webinar Script
Ensure a smooth, successful presentation with a great script and slides.
36. Survey Wording
Get the most useful feedback from customers through great questions.
37. Competitive Analysis - more in-depth
Set the company apart from competitors with a detailed copy review.
38. Social Media Setup
Create an inviting page with robust ABOUT content, etc.
39. Social Media Management: Facebook, Twitter, and More
Consistently grow with posting/monitoring 1-2 hours/day, 5 days/week.
40. Social Media Ad Campaign
Attract Likes, Shares, and conversions with super-targeted social ads on Facebook, LinkedIn, etc.
41. Company Description: Google+, Other Review Sites, Directories
Make sure customers choose you in Google+, Yelp, Angie's List, others.
42. Direct Mail: Sales Letter Package
Letter, envelope, order device for subscription/information/product promo, back-end promotion, acquisition list.
43. Direct Mail: Lead-Generation Package
Usually includes a letter, envelope, order device, buckslip for the offer.
44. Direct Mail: Renewal Series
Renewal letter/blanket renewal insert to retain or upgrade subscribers, members, product buyers.
45. Direct Mail: Magalog
This multi-page sales letter is presented in the form of a magazine or tabloid.
46. Direct Mail: Self-Mailer
Grow leads, sales, registrants, etc. with an engaging piece.
47. Direct Mail: Postcard or Double Postcard
Stay in the “keep” pile of mail and prompt action.
48. Telemarketing Script
Make calls that are “welcomed,” leading to conversions.
49. Brochure (3-panel)
Succinctly and clearly explain how a product/service benefits prospects.
50. Sell Sheet
Give sales reps excellent product detailers to use with prospects.
51. Print Ad
Captivate buyers with a strong ad (quarter-page to full page).
Position a product/service as THE solution via a magazine-style article.
53. Trade Show Materials
Grab attention at busy shows with bold, customer-focused materials.
54. Radio Commercial
Stand out with a clever concept and copy for a 30 or 60-second spot.
55. Radio Direct-Response Commercial
Generate orders with an appealing direct-sale spot.
56. TV Commercial
Make a big impression with a strong 30 or 60-second spot.
57. Store Sign
Add excitement to signs about special sale offers, trial offers, etc.
Stand out and drive sales with appealing coupon promotions.
Make the most of an arresting image and a short, powerful message.
60. Annual Report
Make sure the Company Overview is uniquely appealing to investors.
Set the product apart with clear, clever package/label messaging.
62. Conducting Customer Interviews
Collect the best possible information from customers for better copy.
63. Proofreading / Editing
This valuable skill helps companies avoid errors before publishing content.
OR 3-5 cents/word
64. Event Materials
Make an impression at sales meetings, awards banquets, etc.
65. Speech Writing
Get a standing ovation at business gatherings, fundraising dinners, etc.
66. Ghostwriting a Book
Have a writer prepare an excellent memoir or business book.
67. How-to Guide (such as a Buying Guide) or “Tips” Booklet
Hand out helpful printed guides and booklets to customers.
68. Corporate History Compilation
Present company history in its best light in a book, brochure, video, etc.
69. Product or Program Naming
Develop a pipeline of excellent product name ideas and taglines.
70. Training Manuals (non-software/technical)
Provide effective employee training for call centers, processes, etc.
71. Employee/Human Resources Materials
Explain employee benefits info/guidelines to workers at all levels.
72. Welcome Packet
Help members/subscribers understand all the benefits and how-to’s.
73. Copy Critique
Strengthen results with a professional review and recommendations.
74. Collateral Audit
Review company materials (all channels) to drive consistent results.
75. Marketing Strategy, Planning, Consulting
Improve outcomes with a fresh look at various marketing approaches.
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!
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.