How Much Should You Pay A Copywriter

If you’re a business owner or entrepreneur, trying to figure out how much to pay a copywriter can sometimes be a daunting and difficult task. So let’s take a moment and think through the transaction.
1. Working with Proven Copywriters
Let’s say you want to work with a copywriter that has a great reputation. Maybe you’ve talked to current Clients or seen previous examples of his work. In other words, the copywriter is PROVEN. You KNOW he can produce the results you want.
There’s only three questions.
1. How much should you pay?
2. Can he produce on time?
3. Is he willing to optimize his copy based upon feedback from testing and the market?
In copywriting, EVERYTHING is negotiable. The best copywriters work on an upfront fee PLUS a percentage of gross sales. How that gets decided is up to you and the copywriter. Generally, the copywriter will be amenable to certain situations and want to structure something that’s agreeable on both sides.
But you should know some copywriters overbook themselves. That means if you have a time-sensitive product launch or commitment, you’ll want to tie the copywriter up and make sure he/she will produce on time. Timing is sometimes MORE important than how much you pay especially with joint venture commitments. So you may have to pay a bit extra to make sure your copywriter is dedicated to your project.
But let’s say rather than a one shot product launch sales letter, you want a sales letter that’s more enduring. Maybe like a timeless ClickBank product.
In that case you want to optimize the sales letter and make sure the copywriter is available on an ongoing basis. That’s usually the time to introduce a retainer or percentage of gross for a certain period of time as long as the copywriter continues to optimize his work.
2. Working with Newbie Copywriters
Generally speaking, newbie copywriters are a wonderful value. Why? Because they are eager to please, hungry to learn and frankly, they don’t demand much money. The best ones are a diamond in the rough and the big companies are always looking for those. You should follow their lead. Normally, a newbie copywriter does not have a strong portfolio of Clients or sample work, and that’s their biggest hurdle. Bottom line? They need success stories, case studies and testimonials.
They are so ambitious and you can use that to your advantage and create a win/win situation. The key thing is with newbie copywriters is to test them out. Have them write something small for you which, if you see possibility in, you will happily pay them for. It doesn’t have to be a lot. It’s a test. But you must pay them at least something.
You see, for a new copywriter, usually they must start someplace. You offering your testimonial is actually worth MORE than actually paying them. But a token payment is eternally appreciated and it inspires and it sets the stage for future work which they’ll be happy to perform. But test the newbie out first on your own project and see if they can rise to the occasion.
3. Working with a Day Job Copywriter
Day job copywriters frankly are just in it for the paycheck. They could care whether or not their copy converts. The way I view these folks is they usually write ads for the yellow pages. It’s just a job to them. They have no vested interest in your success and they just don’t care whether or not you are successful.
You should avoid these folks at all costs. Even though they are relatively cheap to come by, they will slowly but surely drain your bank account.
4. Working with the Super Elite Copywriter
What most business owners don’t know is there is a “secret society” of copywriters. It’s a very small, very elite group. And they are worth their weight in gold.
These are the best ones.
They don’t like to call attention to themselves. You’ll never see them bragging who their Clients are or showing you examples of their work. They don’t need to. And some are forbidden to divulge. If they aren’t writing for a Client, they are writing for themselves. Eugene Schwartz was one of those types of copywriters. He helped launch Boardroom Reports. Whatever they want, whatever they charge, you should give it to them, assuming you want the best.
The big question is how do you evaluate, especially when they won’t show you anything? That’s a good question. Here are some clues you are working with “the real deal.”
1. They are curious about your business and they want to help you or refer you to someone they know. If for no other reason than they want to see you successful as a business owner.
2. They know they have the copywriting “gift.” And they want to share it, but they know what they are worth.
3. They have a bit of a “John Wayne swagger” to them. They listen more than they talk. They know they’re good and they don’t have to prove anything to anyone. With or without you, their life style won’t change. But they know, if they get involved with you, your life style will–for the better.
4. These folks usually request a sizable upfront fee plus a percentage on the back end. Be clear they are not doing the project for the upfront fee. They are doing it for the back end percentage of revenue.
The only reason they charge the upfront fee is they are gauging how committed YOU are to the endeavor. They call it “skin in the game.” But when you talk to them, *YOU KNOW* implicitly they have the goods. They will share enough so that you can make a decision. They are “under the radar” and if you find one, you should do whatever it takes to establish a relationship because they can make your business soar.