Why Writers Don’t “Deserve” to Make More than $5 to $10 an Article…

Something a little different for a change… This post originally appeared on Lori Vidmer’s Words on a Page Blog during “Writers Worth Week” in May of 2012. When I first sent it to Lori in response to her invitation to submit something for WWW, I thought it might be a bit…blunt, but she loved it, saying…

“That is one of the most honest, transparent, and spot-on posts imaginable! Fantastic! I agree 150 percent (if that’s even possible). I think you’re going to find a good bit of support for your point.”

And judging from the comments it elicited in its original appearance, it apparently did strike a positive chord with many readers.

Now, I know that most of my “regulars” here—commercial freelancers who routinely get healthy rates for their writing—don’t need this reminder, but I suspected you’d enjoy it nonetheless.

And for those regular readers who are still working the low-pay sites discussed here, I figured you’d appreciate the confirmation that you indeed have options when it comes to where you seek your writing gigs, and that there’s a whole other “well-fed writing” world out there.

Regardless of who and where you are, if you enjoy it, I hope you’ll spread the word by forwarding this link to anyone you feel would benefit from the message, tweeting it, Facebooking it—whatever and however you’re moved to share it. Enjoy!

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Question: Do you consider yourself to be a smart shopper? When buying something big or small—flat-screen TV or a loaf of bread—do you try to get the best price (i.e., watching the sales in the case of the TV or clipping a coupon for the bread)? If you’re like most people, of course you do, right? Okay, file that away for a moment…

Over the past few years, I’ve seen any number of articles and blog posts attacking people who posted ridiculously low-paying writing gigs on online job sites. Yet, as I read these pieces, and the ensuing comments, I’ve been a bit troubled—and perplexed—by the stance taken by some. No, these pathetically low-paying job listings aren’t a positive thing, but they don’t happen in a vacuum. The target of the anger and frustration (i.e., those listing these sorry offers) was the wrong one.

One commenter (Mike) hit the nail on the head when he said, “If you don’t like the terms, then don’t apply—simple. You see these ads over and over for one reason and one reason only—they work. I don’t like them either, but I simply ignore them. No amount of complaining is going to stop them.” But alas, his voice of reason has been all but buried under a mountain of righteous, if misplaced, indignation. How dare they? How can a writer make a living? Who do they think they are?

Frankly, it all smacks of victimhood. In blaming the job posters themselves, who are highly unlikely to change their tune any time soon (and we’ll get to why in a moment), you give up control of your financial future and put it in their hands. Imploring them to change their evil ways assumes writers play no part in this unfolding drama. Wrong.

Say you were looking for some folks to crank out some writing (whether for a content mill or even any one-off project someone needs to have written). And say you didn’t know what to offer said writers. What next? You’d go to some job sites and see, 1) what your fellow posters were offering, and 2) more importantly, what writers were accepting. And when you see listings offering $5 or 10 an article and a long scrolling list of writers responding with various and sundry versions of “Me! Pick Me! I’ll do it for that! I’ll do it for less!” well, you’ve got your answer.

If that same poster went to a bunch of sites, and found nothing but writers saying, in essence, “I won’t write your 500-word, keyword-rich article for anything less than $250,” again, he’d know the going rate. And in that case, think he’d dare post a job offering $5 or $10 for that same article? Not bloody likely. The cyber-hills would echo with laughter.

Of course, that $250 response is a fantasy; it’ll never happen on job sites like these. When supply (writers) outstrips demand (jobs), the reality of competition driving rates down to nothing is as predictable as the sunrise. Econ 101.

But, let’s use the argument many make: that this is even driving down rates respectable entities are willing to pay. Maybe, but here’s what’ll happen. All excited that now they can get the writing that used to cost them a LOT more done for peanuts, they hire some of these writers. And soon discover they can’t cut it. If you pay a bargain-basement writer, and then have to hire another writer to redo what they couldn’t do, it’s no bargain.

One comment read: “This vile writing segment gives professional writing a bad name.” Why should it give professional writing a bad name? Does McDonalds give the Four Seasons (or substitute any top-tier restaurant here) a bad name? Does the No-Tell Motel give Marriot a bad name?

Within many industries, there are different levels of practitioners, serving different client segments and for different rates. If it’s not your segment and not where you make your money, then what do you care what they do?

So, let me address a writer outraged by the folks placing these listings. I realize there are more issues than just price, but that seems to be the biggie, so I’ll focus on that. So, you believe you deserve to be paid more than $5-10 an article, right? Okay, fine. Question: Why do you think that? As I see it, and correct me if I’m wrong, there are only two possible answers to this question and only one with real-world validity:

1) Writers deserve to be paid a fair wage, and $5 – $10 isn’t a fair wage.

2) I deserve to be paid more because my skills are worth more than $5 or $10 an article.

#1? Sorry to say, but no writer deserves to be paid any more than the going market rate for a particular skill set, and that rate is determined by a back-and-forth process between buyers and sellers over time. Pretty much like anything else that’s bought and sold on the open market—anywhere, anytime, any place, since the beginning of time.

And the key here is “a particular skill set.” Which leads to #2: that your skills are worth more than $5 or $10 an article. Well, in the case of those running content mills or any other low-paying writing operation, they only need a certain level of writing – and no better. And guess what? Thousands upon thousands of writers have the skills to write at that modest level.

Translation? That level of writing has been “commoditized.” Think gasoline. Or milk. Or sirloin steak. There’s so much supply, and so little difference between brands, so assuming it’s not some special variety (organic milk, grass-fed beef, etc.) prices will all be roughly equivalent. Same with this level of writing.

That being the case, if those job-listers have literally hundreds of writers lining up to bid on their projects at those crummy rates, then why on earth would they need to pay any more than that? They don’t. And they won’t.

And please don’t say, “Because it’s the right thing to do.” That sounds really nice, and warm and fuzzy and all, but you don’t really believe that. Not if you indeed agreed earlier that you were a smart shopper. With rare exceptions, you won’t pay any more for something you want than you have to, and will often take time to ferret out a lower price on a particular item. Why should you expect different behavior from these job-listers?

Here’s a serviceable analogy: McDonalds, again. Okay, so McDonald’s pays burger-flippers, say, eight bucks an hour. And given the relatively low complexity of that task, there are tons of folks out there who can do an admirable job at it. Now, clearly hypothetically, let’s say a world-class chef strolls into McD’s one day and says, “I’d a like a job flipping burgers, but given my formidable culinary skills, I deserve to make $80 an hour, not eight.”

To which, the hiring manager at McD’s is likely to reply: “Well, Chef Pascal or Luigi, I’m sure your skills are amazing, but the fact is, I only need $8 an hour, burger-flipping skills. I’m happy to have you—geez, times must be tough, huh?—and I’m really sorry about this, but I can only pay you eight an hour.”

Same thing here. Content mill operators don’t need anything more than $5-10/article-writing skills. So, if you think you’re a world-class chef of writing, or at least a mid-talent short-order cook of writing, then stop applying at the McD’s of writing outlets, and instead go where the work pays far better, so your skills will, deservedly, be rewarded commensurately (like the commercial writing field, for starters).

And as many have accurately pointed out in countless posts in our industry, those higher paying writing gigs are almost never advertised or posted online. You have to dig them out, which is why they pay far better. And those freelance writers making the highest wages out there are usually those with a special skill or niche. In another words, there are far fewer writers out there with comparable skills. Just like our world-class chef.

If you decide not to bother seeking out better work (and it’s tough to retool your business, no question), thanks to inertia, uncertainty about next steps, or, let’s say it, laziness, that’s perfectly okay. But then stop complaining that these evil job-listers won’t recognize and appropriately reward your stellar wordsmithing skills—skills which, like that McD’s hiring manager, they’re happy to have—heck, why not?—but don’t need, and hence, will be unwilling to pay for.

Oh, and as for other crazy conditions some of these listers ask for (e.g., free samples, on on-call 24/7, etc.), can you blame them? Given that writers, in droves, have already established their willingness—heck, eagerness—to be abused financially, it’s only natural to assume they’ll happily prostrate themselves again and again.

No, that’s not exactly enlightened behavior on their part, but they’re simply reacting to the prevailing reality. In other words, in this scenario—no one abuses you. You allow yourself to be abused. And frankly, the sooner you realize and internalize that, the sooner you’ll be making the money you feel you truly “deserve” to make.

Yes, I know there’s been some “rate fallout” in better-paying segments of writing, but I hear daily from writers having great years, some their best ever, and getting rates well above $100 an hour (and even more getting $75+). Bottom line, if you want to believe the whole industry is in the toilet, that’s your right, but it’s not the truth.

That’s my take. What’s yours?

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.

How Long Did It Take You to Become a Profitable Commercial Writer?

So, I recently got the following email – similar to many I’ve gotten over the years from what I affectionately refer to as “shortcut-hunters.” Can’t blame them – we all want the path of least resistance as we build our commercial writing practices. He wrote:

I have been working as a freelancer now for a couple of years, and during that time I have pretty lucky in being offered work with little or no marketing effort.

The work has been relatively low-paid, but enough to keep me afloat. I’ve been planning to follow your guidance now for some time, but I have always felt too busy with work and family to extend my reach.

Recently a long-term client told me he’d hired an in-house copywriter and that he’d be in touch if and when the company needed to outsource. This has left me in a serious bind as that work constituted a large part of my income. Today, I’ve been cold-calling per your instructions in TWFW, and called 23 marketing agencies.

I got the usual gatekeeper responses (even when calling between 4:30 and 5:30), and I have been given a lot of email addresses of those in charge of marketing to send along my resume, etc. I’ve emailed them, and given them my website address and resume in some cases, but it feels mostly like I’m wading through mud.

What you recommend should be the course of action for someone like me who is a decent copywriter, but needs work quickly?

My reply:

I wish I could give you some magic solution, but there really isn’t one. If there truly were a shortcut to landing high-paying commercial copywriting work faster than normal, everyone would have figured it out by now, and, on the heels of that, no one would be making any money anymore…

I’m afraid the commercial writing business doesn’t really lend itself to fast ramp-up times to profitability, unless you already have a pretty sizable pool of existing contacts that you can tap.

What you describe (calling 23 agencies and getting people asking for you to send info, but nothing right now) is VERY typical of how prospecting in our business goes. In most cases, one has to make many hundreds of contacts, and then nurture those contacts over time in order for things to ultimately pan out.

As I note in TWFW, any business that can pay the wages commercial freelancing can, is going to take a healthy amount of ramp-up time. You just can’t expect it to happen fast. The only fast jobs in writing are the ones that offer lousy pay.

AND, the more calls you make, the better your chance of finding that client who does need something NOW, but you can’t count on that.

While I felt for him (sorta), my evil, snarky twin wanted to say, “Where did you get the idea that this was an easy business? And hello? One client who makes up a BIG chunk of your work? That’s a crisis waiting to happen. AND (echoing a line from my note above), if it were really that easy to earn $50, $60, $80, $100 an hour, how long would that window last, before the low-ballers entered the ring, and crappy rates became the norm?”

As I’m fond of reminding people, the commercial freelancing field pays well precisely because it’s not easy. It’s a bona fide opportunity precisely because you’ve got to bust your butt, and often for a long period of time before you make decent money, and that there are precious few shortcuts.

It’s precisely because it can take a long time to get profitable, that when it does, it’s likely to be a more enduring profitability. And chances are excellent that’s the case because you got into the right habits early—habits that ultimately led you to healthy profitability. Amazing how that works.

In 1994, it took me four months to hit financial self-sufficiency as a commercial freelancer, which is fast. Though, in all fairness, I’d scaled down my expenses, and hit it very hard. Count on longer these days. Put another way…

Anyone who promises you fast riches as a writer is jerking your chain. Period.

With any luck, this piece and the soon-to-appear comments below will provide a good reality check to those starting out or early on in the business-building process.

How long did it take you to get to comfortable profitability?

What advantages/disadvantages did you feel you had compared to others starting out?

If you made it happen fast, what do you think the key was?

If it took you longer to become profitable, why do you think that was?

Any advice to give to someone starting out?

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.

Is Your Website Bio Creating Trust or Indifference? (Guest Post)

Thanks, Stephanie, for a great post on a rarely-discussed component of our freelance copywriting web sites. It’s all about having everything on your site (yes, even the information about YOU) geared towards those things your visitors/prospects really care about—not just talking about ourselves.

When your clients, or your clients’ clients, visit a page you’ve written, the last thing you want them to think is “Why are you telling me this?” Because the moment they start thinking that, they’ll begin to feel like the website is wasting their time.

And the only sites that can get away with that are the ones where the readers KNOW their time is being wasted, but they’re having so much fun, they keep on giving it “just one more click, and then I swear I’ll go to bed!” anyway.

On the other hand, a well-written bio or “About Us” page can give the readers a sense of trust and hope. It shows them that the owner of the website knows what they’re talking about, understands their problems, and truly is well equipped to help them.

Unfortunately, whether you’re writing the copy for your own website or a client’s, knowing how to create an effective bio seems to be a rare skill.

Many business owners, entrepreneurs, and even copywriters fill their bios and “About Me” pages with information that sounds meaningful to them, but to the reader is mildly encouraging at best and actually off-putting at worst.

What’s the difference between a page that bores the readers into closing the tab, and one that makes them want to know more?

There are several, but the one most commonly missed is relevance.

So you have a history as a journalist; how does that make you a better marketing copywriter?

Yes, you had a glorious career in the military, but how does that relate to your ability to help your clients buy a home?

How does having been raised on a farm make you qualified to be a home decorator?

Yes, you’ve got a lot of fancy abbreviations in your description, but what do they mean to ME? (And no, I’m not going to take the time to look them up, because you haven’t gotten me interested enough that I’d want to know!)

If your readers can’t see how your life story or the history of your business makes you better equipped to help them, it may be a mildly interesting read, but it ultimately means nothing to them.

So how do you make the bio, “Story” or “About” page catch the reader’s attention and make them more likely to buy?

1. Use a story the reader can identify with.

When have you or your client been in a position similar to what the target audience is suffering through? Or, if you or they haven’t been through a similar situation, what pain did you or they see someone else going through, that created a desire to learn how to help people experiencing that same difficulty?

By showing that you or your client have been through, or have experience with, the challenge your readers are struggling with, you show them their suffering is understood. You make them realize “This isn’t just some clueless person trying to help with a problem they don’t understand. They know what I’m going through, and they know how hard it is.”

2. Show them why you or your clients are passionate about the industry.

It goes without saying that someone who’s passionate about a job will be much better at it than a guy just trying to pay his bills. The bio or “About” page should reflect this.

Why is the site owner excited about the problem they solve and the change and benefits they create? The more you show the emotional charge they have for their work, the more you’ll engage the reader’s emotions in turn. And emotion, not logic, is what really persuades people to invest.

3. Give the reader hope that their problems can be overcome.

Don’t just show that the site owner has experienced the problem; show how they’ve overcome it to create a better life for themselves. Help the reader see what’s possible, and show them that if one person or company can make these changes, they can, too.

4. Show how the site owner’s past makes them better at what they do.

Earlier in this post, I asked, “So you have a history as a journalist; how does that make you a better marketing copywriter? Yes, you had a glorious career in the military, but how does that relate to your ability to help your clients buy a home? How does having been raised on a farm make you qualified to be a home decorator?”

If you can answer these questions, and tie your past or your client’s to the quality of the service being offered, it can help you or them to stand out in a whole new way.

You could tie your journalistic career into your commercial writing by saying,

My time as a journalist taught me to convey stories and messages in ways that are compelling enough to catch the reader’s attention, yet concise enough that they’re willing to read to the end. Because of this, I know how to write your sales pages in a way that gets your readers hooked, and makes them keep reading all the way through your offer instead of leaving halfway through the page.

Or, you could tie your client’s past to their current career by saying things like,

My time in the army instilled in me a toughness and integrity that I bring to everything I do. I’ll fight to get you the very best deal on your house and mortgage, and I’ll make sure that you don’t get caught in any of the common traps that cause people to end up overpaying or stuck in a bad contract.

Or, While I was growing up on the farm, we lived a couple hours away from town, so going out and buying things with which to brighten up the house wasn’t very practical. I learned to use whatever I had at my disposal in unique and creative ways, even if I didn’t have much to work with. Because of this, I know how to make any house beautiful on any budget, so you don’t have to pay through the nose to create a gorgeous home.

See how much more interesting and compelling the story is when it’s tied in to the problem at the top of the reader’s mind?

If people are reading your website or your client’s, they’re doing so for a reason – because they want to know if the answers to their questions and problems are there. By making good use of bios and the “About” or “My Story” page, you can earn their trust, inspire them to believe that their challenges CAN be overcome, and make yourself and your clients stand out in a way that few other things can.

Have you ever used any of these strategies for you or a client?

If you have several stories from your life that seem like a good fit, how do you pick one?

What methods do you use to draw an inspiring life story out of your clients?

What is the most common mistake you see people making when they tell their stories on their sites?

AboutUsPagesStephaniePicStephanie O’Brien is a copywriter, marketing coach, entrepreneur, novelist, and self-growth addict. She uses her twelve years of fiction-writing experience to make her copywriting fun and inspirational as well as effective, and her lifelong exploration of the human mind helps her to get inside her clients’ heads, pick out the words they’re trying to find, and put them onto paper. To learn more about Stephanie, and to discover who your ideal client is so you can get a better idea of how to write your story, visit her website.

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.

What’s Your “Discomfort Threshold” for Growing Your Writing Business?

During one of my commercial writing group-coaching series a few years back I had a candid email exchange with a participant about a question she’d submitted to be addressed in session. It was:

What can I do to stay motivated during those periods when my business-building efforts yield nothing?

She then analyzed her question—rather dispassionately, I’m proud to say, writing:

I now realize that first question was something a lazy person who gives up easily (my past life) would ask. I’m fascinated by how a lot of what you and your book say dovetails with what I’m reading in one of those books on how millionaires think.

It contains wealth principles like: “If you are willing to do only what’s easy, life will be hard. But if you are willing to do what’s hard, life will be easy.” I guess our comfort zones have to expand to include taking more risks.

I thought it was a very…adult realization. Seriously, we’re all lazy, but if you want a life unlike that of most people—perhaps have a successful commercial copywriting practice?—you’ll have to do things most people aren’t willing to do.

As I’m fond of reminding people, this path isn’t easy, so don’t expect it to be. And if they’ve never built a business before—much less a commercial freelancing business—then building a successful one will entail doing things they’ve never done before in their lives.

Let’s get real: this is the crux of success in most businesses, and certainly ours. We all have our thresholds—the points beyond which we just don’t/can’t (as yet) go.

If your comfort level demands that, you only, say, prospect for commercial writing work by bidding on online job sites, and only communicate with prospects and clients by email, unless you’re a prolific marketer, your income will likely be limited.

Simply put, the better-paying marketing copywriting work takes digging to find and land. And, as a rule, its greater complexity (relative to, say, articles), demands a greater involvement/discussion with clients—by phone, in in-person meetings, etc.

And let’s face it, all that opens us up to having our skills be judged by those paying us—especially if we’re being paid well.* All fertile ground for some pretty serious discomfort.

(*If you started out being paid peanuts—or perhaps are still there—it’s less intimidating, isn’t it? After all, how much can they expect for such low wages? But making more money raises the stakes, the stress, and hence, the discomfort. Interesting, no?)

Hey, I hate being uncomfortable as well, but when I started, I knew that success was going to require stepping out of my comfort zone in a big way, for a certain period of time. But here’s the key: the discomfort I felt was really quite fleeting.

And how can it be not be, when suddenly, you discover, for instance, that cold-calling isn’t that hard after all, that people are actually nice, and that—imagine!– some of them are actually interested? Not to mention that they’re all unfazed by your call, when you thought it was going to be some big uphill battle to explain yourself.

Some writers will move past their blocks, realizing the discomfort not only is never fatal, it’s both fleeting and finite as well. In most cases, you’re left wondering exactly what you were so afraid of in the first place. And, it’s not going to stretch for year after year—unless you’re doing it very part-time, and in fits and starts.

Have you expanded your comfort zones since you started? How so?

What sorts of things scared you to death early on, but are now second nature?

What advice would you give someone still held back by their comfort zones, from making a truly good living as a commercial writer?

Any other thoughts or comments on the subject?

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.

Has “Busyness” Become an Excuse for a Lack of Professional Courtesy?

A commercial-writing coaching client of mine recently sent me this missive about the outcome of a quote she’d given a prospect for a freelance copywriting project.

I quoted, then called/left a voicemail, then emailed (waiting a few days to a week between each). The company never wrote me back. It’s frustrating because it’s so rude on their part. It’s one thing if someone asks, “How much for a blog post?” and I respond with a number, and then I never hear back, since that takes so little time.

But we exchanged several emails and had a phone call to get the project details. I may follow up again with them in a few weeks, in case something more pressing came up and they just haven’t had time. But damn! How long does it take to write back, “We decided to handle it in-house,” or something like that?

The silver lining is that, 1) I have another ballpark figure added to my internal fee schedule, so it wasn’t a complete waste of time, and, 2) it reminds me not to get my hopes up until a bid letter is signed. Trying not to be bitter 🙂

I felt for her… We’ve all been there. By way of commiseration, I wrote back with a story of my own…

Sorry to hear that, but afraid to say, it happens to all of us. And I agree, it’s tacky and unprofessional.

A year or so ago, met a guy at a networking function (he and I were connected, in person, by the guy whose space the event was in, and who’s a big fan of mine; my book got him started way back when, though he’d since evolved into a big creative agency).

He knew his guest (a client of his) was planning on doing a book and thought I’d be the perfect ghostwriter.

The prospect and I clicked, talked at length that night, and he definitely wanted to pursue it. We spoke by phone the following week for 30-45 minutes, and found even more common ground. We had lunch together the next week, hammered out parameters, and agreed I’d get him an estimate the next week for the first part.

I did just that, didn’t hear back for 10 days, emailed him to make sure he’d gotten it, he said he had, and that he’d get back to me soon.

And that was the last time I ever heard from him.

Two more emails and two more voicemails went unanswered. Sort of blew me away. Like you said, if it was one contact, no big deal. But that much invested? They OWE you a response.

FYI, next time I spoke to the guy who’d connected us (we were talking about something completely unrelated), I mentioned what’d happened. He was flabbergasted. Said he didn’t even know how to react.

Obviously, he was torn, embarrassed to have steered someone he thought highly of (me) to his client, only to have me treated pretty disrespectfully. To him as well, it was completely unprofessional.

So, yes, unfortunately, that’s how it turns out occasionally. It’s like “busyness” has become an excuse to dispense with common courtesy. It says, “My time is infinitely more valuable than yours.” Perhaps I’m just old-fashioned, and expect more. I can’t say for sure if it’s a younger/older thing, but maybe?

Ever had a prospect vanish without a trace after multiple calls/discussions about a project that had gotten to the quoting stage?

Did you do anything?

What did you take away from the experience for the next time?

Have you ever reacted in a more in-your-face fashion after such an incident (figuring you had nothing to lose at that point)?

Do you see it happening more with younger than older prospects, or is it universal?

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.