Clayton Makepeace On How To Be a Successful Copywriter (Pt 2)
By Anna Johnson on April 25th, 2009This is Part 2 of our article on Clayton Makepeace – regarded by many, including such major information marketing companies such as Agora, Inc. and Weiss Research – as one of the best direct response copywriters in the business.
Clayton participated in an interview where he was asked about how he became a copywriter and for his tips for aspiring freelance copywriters.
In today’s Kikabink News feature article, I continue listing my major Take-Aways from the interview, starting with how Clayton brings up the topic of price when discussing a prospective copywriting job. (If you missed Part 1 visit Clayton Makepeace’s Tips For Making It As a Freelance Copywriter)
Take-Away #6: How To Quote Price
Firstly, Clayton avoids – and advises other copywriters – to avoid quoting an hourly rate.
Instead, he suggests you keep a figure in mind for how much you want to make per year, as well as how many hours of work you think you’ll do that year (remembering that you’re unlikely to be booked 9am to 5pm, 5 days a week, 52 weeks a year… and who wants to put in those kinds of hours anyway?).
Based on his desired annual income and the likely number of hours he’ll be working, Clayton divides the income by the hours to establish an hourly rate. Then, when the topic of price comes up with a client, he works out how long it’s likely to take and then, based on that, he multiplies his hourly rate by the number of hours the task is likely to take.
And that’s what he quotes, subject to variation based on his view of what the client may expect and/or accept.
Then it’s a matter of negotiation with the client, which in turn, may depend on some other factors such as whether a performance element will be added to the price (e.g. a royalty arrangement).
Take-Away #7: Don’t Do Research For Free
Clayton prefers to write, and not to do research. As such he charges for writing and expects his clients to provide him with the research materials he needs.
That’s different to some other copywriters who perform research – sometimes extensive research – for a copywriting task.
I don’t think it matters either way… as long as you get paid for any research you do. In other words, if you are going to do research as part of a given task, make sure it’s factored into your fee.
Take-Away #8: Being a Successful Copywriter Won’t Happen Overnight
Clayton dismisses the idea that just about anyone can become a copywriter and start raking in the cash.
He says that, in reality, building a six-figure or seven-figure copywriting business doesn’t happen overnight.
Like any other pursuit, it takes dedication – and getting great results for clients – to make the big bucks.
So there you have some insights into – and advice from – Clayton Makepeace. If you’re interested in learning directly from the master, be sure to check out his copywriting training here.
Source: Clayton Makepeace, “Career-Building Advice for Copywriters,” Makepeace Total Package, April 20, 2009
