Roving Reporter: Double Your Web Copy Fees

There are two keys to doubling — even tripling — your income in the next few months.

And in just a moment, I’ll share with you exactly what those two keys are … along with the exact, word-for-word script you can use with clients that Joshua Boswell gave everyone this morning.

Hi. Guillermo here, reporting live from the Treasure Island Hotel in Las Vegas. It’s Day One of the Web Copy Intensive, and what an experience it’s turning out to be!

Breakfast was bright and early (7 a.m.). I got to sit at the same table as Jay White — the world’s best autoresponder copywriter.

Everyone at the table listened eagerly as he recounted his early days as a catalog copywriter. (Here’s a fun fact: If you’ve ever flipped through a “Sky Mall” magazine — usually found in the backseat pocket on an airplane — then you’ve probably read some of Jay’s copy!)

After breakfast, Joshua Boswell kicked things off by telling us how to confidently double our fees and charge more for every project we do from here on out.

There are two keys to doing this:

  1. You need to believe you’re worth the amount you’re charging. Don’t undercut yourself. Understand the value you’re providing to your clients with each project you do. Realize they’re benefiting big time, because you’re providing them with the results they’ve been looking for.
  2. Your client’s perception of the project’s value has to increase. Joshua calls this ‘stuffing more money into every one of your hours.’ Basically, the principle is simple. Let’s say a client hires you to write a landing page. You’re already doing all the research and all the preliminary work anyway, why not add a few more things to help your client out? Offer to write an autoresponder series that links to the landing page you’re writing. Maybe an entire PPC campaign that links to the landing page. These are just two quick examples. Adding these “extras” may only take you an extra hour or two. But, you can charge 50% — even 100% more, because the value you’re providing your client is now higher.

But, that’s not all Joshua Boswell revealed. He also shared a word-for-word script he uses to get clients to happily pay him the big fees he asks for.

As I promised, there’s no reason why such great information that can directly affect your career should stay in Vegas.

So, here it is (you’ll want to print this out and practice it in front of a mirror):

“Mr. Client, if I could write (Insert project name) on deadline and help you experience (insert results client is looking for based on previous conversation), would $X,XXX be an appropriate amount for you to invest?”

This one script has been directly responsible for Joshua’s sharp rise in income. And, if you apply it (and more importantly, believe you’re worth the amount you’re asking for), there’s no reason why you can’t double your income in the next few months.

The Foundation 90% of all Web Copywriters DON’T Have

As you probably know, this year’s Web Intensive offers two tracks — “Basic” and “Advanced.”

I decided to take the “Basic” track and sit in on Nick Usborne’s presentation.

I’m glad I did. Because I got a foundation 90% of all web copywriters simply don’t have.

Nick covered everything from the history of the Web and how it evolved, to how to help your clients improve their web pages.

Here are a few “golden nuggets” I picked up:

  • Know your audience. Make sure your website is clear on who it’s talking to. And, make sure a visitor who arrives on your page is able to quickly say “I’m in the right place.”
  • Make the website customer-centric NOT company-centric. Your visitors don’t care about how great your company is. They’re interested in finding the information they want. Make it easy for them to find it.
  • A designer’s and programmer’s job is to support the text. Make sure the text is easy to read. White background with black text is best. Pictures should support what you are saying and not detract from the visitor’s attention.
  • People go online with a purpose. This means that your typical brochure-style copy isn’t going to fly. Instead, get into your visitor’s shoes and try to anticipate what they’re looking for. Many times it’s just the facts presented clearly. Remember, a visitor will only spend a few seconds looking at your page to see if it has what they’re looking for. They’re not going to try and find it if what they need is buried somewhere in the middle of the page.

The biggest takeaway from Nick’s presentation?

How important you are as a web copywriter. See, websites need to be familiar. That means graphics-wise and programming-wise they can’t be too different or creative from what’s already out there and what people are already familiar with.

This makes sense from a usability perspective. You want your visitors to be able to intuitively navigate around your site. If they have to think about it, chances are they’ll leave and go elsewhere.

That’s why the design needs to conform to certain standards to create that familiarity.

That leaves only one area where a company can truly differentiate itself from the rest of the pack.

And that’s the words they use. It’s the only advantage a company on the Internet can have … and it’s the only thing they can own.

Anyone can copy the design and functionality of your website. But they can’t copy your voice … your ideas … and the relationship you develop with your visitors through the words you use.

That’s why you’re so valuable as a web copywriter. Because with you, a company can truly shine.

Well, that’s it for now. We’re breaking for lunch and then back to an intense afternoon session.

Stay tuned for more updates and video reports from my “partner in crime,” Henry Bingaman.

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Guillermo Rubio

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