When I started writing copy for a living, one of the most challenging aspects was determining what to charge. As I came to discover, it was not just about setting a price; it was about
understanding the value I provided and ensuring I was compensated fairly for it.
This is how I went from charging $500 for a two-page letter to earning $25,000 for an infomercial that ultimately paid me millions. Today, I’m going to share with you a few key principles I discovered on my journey that can help you always get paid what you're worth.
Understanding Value vs. Price
The first step in getting paid what you're worth is understanding the difference between price and value.
REMEMBER: Price is what you charge, but value is what your client receives.
When I was charging $500 for a two-page letter, I focused solely on the price. I didn't fully grasp the impact my work had on my clients' businesses.
You see, they were selling Visa Cards that were worth millions in recurring revenues. Once I started to see the tangible results my copy was generating, I realized the true value of my work.
Building and Demonstrating Value
To command higher fees, you need to build and demonstrate your value.
I’ll never forget my work with Target Publishing, one of the biggest investment newsletter publishers of the time. I was getting paid $200 a day to write copy—that's like $585
today!
Yet, I saw contracts of big-name New York writers who were paid $15,000, $20,000, and $25,000 plus royalties for essentially doing the same thing. Along the way, I repositioned myself as a top writer in order to grab the same kinds of payouts.
Here's how I did it:
1. Craft a Unique Value Proposition: This was easy to do. There were few people with my skill set at the time, and I was able to leverage my work with Target. They were the big dog on the block, and anyone who worked for them knew what they were doing.
2. Leverage
Social Proof: At the time, the best social proof were your samples and the results. All I had to do was show the results, and the clients started salivating like a dog to a cookie. That is because I, again, had a specialized skill set few possessed, and they needed it.
3. Create a Strong Portfolio of Results: Because my portfolio evolved from simple letters to
high-converting infomercials, I sold just about every job I pitched.
Pricing Strategies
Choosing the right pricing model is crucial. Here are some strategies that worked for me:
When I started out, my price was based on hourly rates.
But I quickly realized that project-based pricing better reflected the value I was delivering. Clients cared more about the results than the time I spent. Me too, as I would always include a royalty or commission on each job.
This is why you must always understand the value you bring to clients to get paid the most money, and, of course, what you are worth.
Mastering Negotiation
You only get what you ask for. If you don’t ask for the big bucks, you will never get it!
I’ll never forget the time I doubled my price in one day. The marketing director for a publishing company told me she was leaving and gave me the number of her replacement. On her last call, I asked, “Are you paying (famous copywriter)
Jim Rutz his $25,000 fee and 5 cents per piece royalty?” to which she responded, “Yes.”
The next day I spoke with the new marketing director and said, “It’s been a while since we worked together and I wanted you to know that I have the same pricing structure as Jim Rutz, $25,000 plus 5 cent royalty.” To which she responded, “OK.”
Ka-ching.
She knew from my past results with that client and others the benefits of my copy in terms of increased sales and conversions. So there were no objections.
I know as you walk this path, clients will balk at your fees.
But remember you can always take your skill to their competitors.
That can turn things around quickly.
The Bottom Line: Recognize Your Worth
When I realized the significant impact my copy had on my clients' bottom lines, I gained the confidence to charge what I was worth. As my reputation grew, so did my fees. I suggest you do the same.
By understanding the difference between YOUR price and YOUR value, building and demonstrating your unique value, choosing the right pricing strategies, mastering negotiation, and continuously overcoming challenges, you can ensure that you always get paid what you're worth.
My journey from charging $500 for a two-page letter to earning millions from an direct mail packages, landing pages, and
video sales letters was filled with learning and growth.
By applying these principles, you too can achieve the compensation you deserve for your exceptional copywriting skills.
ONE FINAL NOTE:
If you're ready to take the next step in ensuring you get
paid what you're worth, I highly recommend getting a copy of my copywriting contract.
This contract has been instrumental in my journey to achieving substantial, ongoing income from my work. It includes all the crucial elements you need to protect your value and secure fair compensation.
When you do, you too, could secure big payouts like these:
As a seasoned direct response copywriter, Doug has created hundreds of profitable
direct mail packages, emails, and video sales letters for the world's largest specialized information
publishers—generating over $100 million in direct sales.
