Writers, prepare yourself for a virtual ass-kicking.
My friend Yolander Prinzel is here to tell you why the idea of worth doesn’t stop at what you’re charging. It’s funny — when Yo sent this post to me, she thought it was too negative.
Not a chance. It’s the wake-up call many freelance writers need. If your goal is to make a living writing, your first priority should be to answering your clients’ needs, and do so from a position of value.
The Trouble with Worth
by Yolander Prinzel
When we think about what we’re worth, it often comes from a selfish standpoint. Now, don’t get me wrong—I’m not saying it’s selfish to determine what you’re worth and ask for it. I’m simply pointing out that when freelancers set rates, they often decide what value to put on their time, how many hours they want to work, and what their various expenses are. They then determine how long each task will take and then set their rates.
But what does all that mean to your prospective clients? They don’t care how you value yourself. They also don’t care how long something will take, what your expenses are or what a “fair” charge would be. Your prospective clients have a different value they care about—and that is the value you offer them. That’s what they want to hire and pay you for—the value you bring to the project, not the value you’ve determined you have.
That’s what bothers me so much about these websites that give freelance writing advice as if anyone who can string a sentence together can be a successful freelancer. It’s simply not true. After seven years of
full-time freelance writing, I can confidently say that in order to enjoy success, most writers need to offer value—better yet, offer value that other freelancers don’t.
full-time freelance writing, I can confidently say that in order to enjoy success, most writers need to offer value—better yet, offer value that other freelancers don’t.
The same is true of your marketing. When you thoughtlessly reach out to people, you aren’t thinking about what kind of value you can offer them—you’re thinking about what kind of value they offer you. You’re trying to snare them as clients, not because you can give them something they need and can’t get elsewhere, but because they can give you what you need—money.
Look, freelancing isn’t free. I believe in charging what you’re worth but you can’t do that until you understand the value you bring to the table and you know how to communicate it properly. Once you do, not only will you feel better about charging what you’re worth, but clients will feel a lot better about paying it.
Your freelance business is just that, your business. And while that may mean that you set the rules,
determine the entry fee, and become the gatekeeper, it doesn’t override the fact that you’re providing both a service and a product. If you want to get paid what you’re worth, you have to understand how your worth translates to value for your customer.
determine the entry fee, and become the gatekeeper, it doesn’t override the fact that you’re providing both a service and a product. If you want to get paid what you’re worth, you have to understand how your worth translates to value for your customer.
Yolander Prinzel is a freelance financial writer. She has written for a number of publications and
websites including American Express, Covestor.com, Advisor Today, Money Smart Radio and the International Travel Insurance Journal (ITIJ). Her book, Specialty Ghostwriting: A New Way to Look at an Old Career, is currently available on Amazon.
websites including American Express, Covestor.com, Advisor Today, Money Smart Radio and the International Travel Insurance Journal (ITIJ). Her book, Specialty Ghostwriting: A New Way to Look at an Old Career, is currently available on Amazon.
Writers, describe in one sentence what your value to clients is.
How can you frame that so that clients care?
6 responses to “Writers Worth: The Trouble with Worth”
Love this, Yo, especially this part ~ not only will you feel better about charging what you’re worth, but clients will feel a lot better about paying it.
Business relationships have to work for both parties. Leave one out of the equation and you have no business.
Lori, to your challenge of describing in one sentence my value to clients, I'll paraphrase from my business site ~ I have the inside technical knowledge and professional writing skills to simplify my market's business communication. I frame it as getting projects off the back burner, and providing a consistent focus that helps them meet marketing goals. That allows them the time and resources for other business priorities.
Sometimes you really have to work at explaining your value to a client. I had a client one time (she came to me) looking for help writing website content. She also asked me to edit a brochure for her; however, she said "I already wrote this, I just need you to look over it for me, so I shouldn't have to pay you for that." There was a complete lack of understanding that editing is a service and a skill for which a contractor should be paid. In the end, I had to walk away from this client because she consistently sought excuses not to pay me at all. Despite a clear need for a writer, she refused to see value in my service.
I love this perspective, Yo. And I try to convey that value in every LOI or query I send. It's taken me YEARS to get over the idea that it's not nice to boast, but it's not really boasting when you're stating facts to a potential client. (Saying the same stuff to someone who's not in a position to hire you? Yeah, then it's just boasting, not marketing.)
Yo — Exactly, valuation of worth is a two-way street. We definitely need to understand, believe and charge what we're worth (giving rise to Writers Worth Month in the first place), and also make sure the client understands WHY we're worth it.
Trish — I hope you didn't hang around too long. I wouldn't have made it past that first "I shouldn't have to pay you" comment!
Yo, thank you. This is such a great reminder of why we need to balance our own value with that we give to the clients.
Cathy, that's exactly the sentence that hit me — Yo is quite brilliant. 🙂 And I love your value statement. Spot on.
Trish, great having you here! Your story underscores exactly why it's important that we understand the value of our skills. I bet if she had been asked to "donate" her own services, she'd have had a fit!
Paula, we've had that drilled into our brains, haven't we? So true. We have to be comfortable saying "I'm the one to do it because…" and list reasons that benefit the client.
Ashley, exactly. WHY we're worth it is exactly the point we need to be making.
Thanks, Cathy!
Trish, I think we've all been there at least once. Sometimes walking away is the only thing you can do.
I know exactly what you mean, Paula. I'm not one of those people who's probably ever going to refer to herself as a guru or expert. I resent the sheer volume of people who throw those words around on the Internet without having the experience to actually back the claims. But understanding and explaining your value is definitely not boasting.