Maybe it’s because work has arrived again. I went cruising a favorite job listings site yesterday, but I couldn’t bring myself to apply to anything. In one job listing in particular where price wasn’t mentioned, I knew by the wording that it would be a huge waste of my time to A) craft a solid query, B) hunt down and attach appropriate links to my work, C) price out the job based on two lines of copy, D) get the inevitable “Who do you think you are?” email when they get to the fee, and E) waste time educating one more business wanna-be who has no idea of the value of my services or that he/she is the one playing stupid games and wasting my billable hours.
Like I said, work has once again arrived on my desk. I finished a huge part of a large project, with only minimal amounts of work remaining to complete before that invoice goes out. Another project is finally at the payment stage, and I got a call from a long-time client yesterday wanting to talk with me at length about “a number” of projects and possibilities. These are folks I cultivated beyond any job board, so the projects are indeed paying competitive rates.
What both of these clients have said about my work and how I operate is my reliability and my professionalism. In one case, the work is specialized, so I received a few comments from this client that my work was in line with his client base. That’s golden to me. My entire business model is based on gaining clients in my chosen area and delivering to them exactly what they asked for, only better than expected. That, friends, is my value-added benefit.
Value-added, like value proposition, is a buzz word. Anyone who knows me knows how much I hate buzz words, especially ones that suck the life out their own meaning. I hear them and I can feel my spine getting all contracted and tense, much like the reaction to nails sliding slowly down a chalkboard. But these buzz words are, unfortunately, acceptable descriptions of what we offer that’s above and beyond that of our competitors. They are the gravy on top of our already tasty skill sets. (The trouble is you can’t tell your clients “Here’s my main dish and this is my gravy” without watching them run for an exit, but I digress.)
Each of us has a benefit unique to our business. Without naming names, one of you specializes in math. Another is a huge horseracing fan and writer. There’s at least one former medical editor in our midst, and I’m sure I saw one of you who is a damn fine copywriter. Another could be a travel writer specializing in hotel operations. Still another…fill in the blank. What do you have going for you that no one else has delivered? Given my experience trying to hire a writer, I’d say you’re eons ahead of the game if you can follow simple directions for submissions.
So what extras do you bring to clients? You’ve had to defend your price to those sleaze-ball job posters in the past. How do you tell your potential clients “Damn it, people, I’m worth it and here’s why”? What’s your why?
A few weeks ago, I was emailing back and forth with a prospect who liked my work, but is a start up on a budget. He was shopping around, and pointed out another copywriter who quoted him a price that was 1/3 of mine (and mine was already discounted for him). He asked why the difference. I replied that he'd find prices all over the map, so I couldn't speak to why anyone else was charging so much less (or more) than me. But I did explain what I bring to the table and why that's valuable. Specifically: an understanding of FDA/FTC regulations for dietary supplement advertising, how to write compelling copy while still adhering to the strict regulations, and so on. I think the other copywriter had similar experience, but I don't think she articulated it as well … because he hired me. 🙂
My unique benefits are spelled out front and center on the home page of my website. We need to make it easy for clients to believe in us.
Hmmm… I'm always telling clients I'm good, which I am, but I haven't spelled it out very clearly… good thoughts… thanks
Basically, most of my work has come through networking and referrals. I've only recently started to develop a marketing plan, but haven't initiated it yet, because I'm still trying to narrow my market down a little more. Right now, I specialize in the coaching industry.
Most of what I've written has been on numerous other topics, but I have written for a few coach clients. They were more impressed that I have some experience in coaching/mentoring, then they were in the few years experience I have in actual writing. They, so far, haven't given me much beef.
The other clients, who wanted other topics written, see that I have only a few years experience in writing and seem to think that I would be willing to work for a handful of change. Then, go figure, they become surprised when I decline to write for that rate.
Excellent post Lori. I don't specifically spell out my areas of expertise to a potential client (except that I write nonfiction exclusively).
Professional writers understand how to obtain information, conduct extensive research and acquire expert interviews – so, theoretically, any good writer can write on any topic (though they may not choose to do so).
My presentation or pitch consists of what my ghostwriting or editing services have accomplished FOR MY CLIENTS, such as garnering an appearance on Oprah, being featured in the New York Times book section, landing on Amazon's bestseller list, etc.
This approach has increased my client acquisition rate and improved my level of clientele.
Is dry sarcasm a value-add? If so, that's my gravy.
I like your gravy, Amie. 🙂
Eileen, those are stories I love hearing. He was a smart client – he went with quality over low cost. But to be honest, I wonder just how often there actually IS another writer in the picture, or if this isn't an odd negotiation tactic. Either way, he made a very wise decision.
Specialties are a good way to differentiate, Wendy. I bet you could make hay with that.
Laura, I'd hire you!
Promoting one's self effectively is difficult.
There's a delicate balance between saying "I'm good" (I am, by the way, LOL) and "credibility."
I think it's because many clients (and probably society in general) have become jaded. They expect to be sold to and they don't trust sales pitches.