But you might consider working in another field… for example, Peter Bowerman’s Well-Fed Writer is aimed at corporate writing… marcom, all sorts of things… guess it’s time to dig out the review of that book. Mike Stelzner of http://www.writingwhitepapers.com/blog/ shows writers how to make a ton writing white papers… copyblogger.com teaches copywriting… another lucrative writing field. Consider some of these. You’ll work hard, but my hunch is you’re willing.

Ron, send the folks wanting a ghostwriter my way… I can even be talked into finder’s fees once and awhile.

The sad reality is that there employers dying to hire 4 cent a word writers. You can have as much work as you want. And, no, they don’t expect high-quality writing because only search engine bots read the articles. All they want is keyword placement and somewhat correct grammar.

However, sometimes, maybe because the account has potential or, more likely, you need work, it is prudent to chase low-paying jobs. Problem is, once you work that cheap, it’s hard to ever get the client to pay more. A trick I use is to describe a highly-qualified, but junior, writer on my “team,” who works much cheaper. I offer her services and my supervision as a low cost package.

And the truth is, I have three children, one a senior, one in college, and one in grad school — that I do use. But I’ll work cheap myself as need be, I just don’t like the client to know that.

For Anne:

Your example demonstrates the first filter I make of prospective clients — does it make business sense, and is it a business to which I want to contribute. For example, I won’t even look at requests for creative or autobiographical ghostwriting — although if it is one’s specialty, I understand. It’s just that the “flake” factor is real high among those employers. And the crazy new business ventures, or worse, any that prey on the gullible/insecure/infirm etc.

I know, that doesn’t leave many. LOL That’s why I’m going broke. LOL

However, I find that many employers think they’re entitled to something for nothing. Before answering an inquiry on my rates recently, I decided, on a whim, to cut them in half. That part didn’t bother me so much, as I figured it would guarantee me the job because I was just so inexpensive. It was sort of a “bad economy special,” I guess. Imagine my surprise when the potential client e-mailed me back and asked if I offered a bulk discount. Okay…So I decreased it further by 25%….pretty good bulk discount IMO. They never got back to me. I assume that’s still too high for them, after cutting my rates more than 50%. I wonder what kind of quality they’ll end up getting for a few pennies for word.

Everything about the prospect’s question is positive. It’s called a “buying signal,” and it means you’re close to getting an offer to buy. It’s only after the prospect offers to buy that you have any bargaining power.

The key is to distinguish whether the prospect wants you and only seeks a discount to fit you in his/her budget (or, in many cases, just an instinctive need to negotiate), or if the prospect only wants to meet his budget, and you’ll do. How do can you tell? Again, standard Sales 101: eliminate every other possible objection to using your services to confirm that price really is the issue.

Say: “I understand, Mr. Prospect, the economy is tight and you need to watch your budget. So, I’ll consider lowing my price, but only if you can agree to purchase right now.”

A “yes” answer means the prospect wants you. Great, now it’s just a negotiation. Surely you can think of something of value to ask for in return for granting a discount – less work, additional work (for more money), faster payment, referrals, testimonials, etc. Sure, you still walk away if the client won’t budge, but at least you had that chance.

“No” means, at minimum, that you still got some selling to do. Until the prospect wants what you specifically offer, you got nothing. Price is the last issue discussed because it is rarely the most critical issue. Price is only the yardstick by which the prospect is measuring candidates. Sell your value proposition so that you measure up, then move to price.

Of course, a huge gap between your rate and their budget cannot be overcome, but a reasonable gap between your fees and the competition’s can. However, selling on price doesn’t work in our profession like it does for WalMart — it only ensures that you get the most miserly clients. And believe me, any anxiety your psyche hoped to avoid by needlessly caving in on price, is replaced x10 with the anxiety of dealing with miserly clients.

So, the next time a prospect asks you for a discount, smile to yourself. It’s all going exactly as you planned.

r

Does everyone understand that writers/marketing people are over-represented in the current corporate lay-offs? If you use the freelance job boards, haven’t you noticed how many more bids each project is receiving? The creative staffing firms here in Dallas are shutting down or seriously downsizing. My thoughts:

While it may feel good to pound some hypothetical rate out of your calculator, and work through the rationalization you hope to make to that frugal employer, I wouldn’t bother. The employer could care less about your living expenses, etc. The market and your ability to compete in it determine the rate you will be able to charge.

This is standard Marketing 101 stuff — what will the market pay for what you have to offer. For example, you may be the greatest writer, but without a portfolio, no one will pay you like one. You may have a great portfolio, but if you are horrible at marketing, you won’t earn top dollar.

On the other hand, you can be a lousy writer and still charge top dollar — if you know how to market (believe me, I see it all the time). The sad fact is, because many of our employers can’t write well, they also can’t recognize good writing and will hire a hack with a good sales pitch.

No, in my opinion, to set your rates, you start by figuring out what you can sell. You can fantasize about what you’re worth all you want, but go out there and pitch yourself at enough employers and the market will tell you what you’re worth.

Ideally, if you have the financial means, you start out chasing high paying work and drop your prices until steady work starts coming in. Without financing, you should probably start low, to get some income coming in, and work your way up as you can — but don’t expect first clients to start paying you more. You have to keep chasing higher-paying clients.

Your living expenses, self esteem, etc. only factor in after the market sets your rate. If you can’t live on the rate you can earn (my situation) or your pride can’t stand being low-paid (fortunately, mine can), then you may have to change careers — or slowly go broke, as I am. LOL

On second thought, no, all the rest of you competi-…er, I mean writers, just set your rates at what you think you deserve. Good Luck!

r