How much does a banana cost for you?
At Trader Joe’s they may be 26 cents (maybe a bit more for organic).
At Whole Foods they may be around 70 cents.
But a banana costs relatively the same amount wherever you go, right? It’s a difference of a few cents.
Copywriting is a not a banana.
And, even if we agree on that, I don’t think you’re going to like this episode of the Build Your Copywriting Business podcast.
See, we hear all the time, “I found this pricing guide and it’s really helpful!”
But what you may not realize is those guides are actually hurting you.
It’s presented as an easy solution to a complex problem: how much do I charge for an email? Or a homepage? Or an about page?
I hate to break it: there’s not an easy button for this.
These guides are a marketing gimmick to put $$$dollar signs$$$ in your eyes and get you to click or opt-in or buy the program.
Ready to hear me out? Listen to today’s episode now before a pricing guide leads you down the wrong path.
TUNE IN: Spotify | Apple Podcasts | Stitcher
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[01:53] Today’s topic is fueled by a bit of “rage” and deep passion. We’ve noticed a trend of misleading information that leads copywriters down misguided paths, and we’re ready to dismantle it.
[04:06] Pricing guides seem genius on the surface because people crave black-and-white answers for what to charge. However, copywriting isn’t a commodity like a grocery store banana; it’s a nuanced service that can’t be standardized in a one-size-fits-all PDF.
[06:12] Kate and I break down why a “website project” is never just one price, using the example of a one-page scrolling site versus a complex multi-page build. Factors like subject matter expertise, number of team bios, and the depth of the mission statement completely change the scope.
[09:54] A project’s difficulty often depends on whether the client is organized or needs significant hand-holding. If you’re doing the UX strategy and outlining the flow of the page yourself, you must charge a premium compared to just filling in boxes provided by a designer.
[13:40] Pricing guides can’t even give you a ballpark because they don’t know the specifics of your project or your client. These guides are often just marketing “opt-ins” designed to prey on your fears and capture your email address rather than provide real professional guidance.
[17:39] Following a “standard” $5,000 price for a website can actually lead you to earn minimum wage if the project becomes a “beast on your back.” Without considering the number of meetings and revisions, a seemingly high flat fee can quickly turn into a financial trap.
[22:48] I walk through the “right way” to price: determine your target hourly rate and then meticulously map out every phase from discovery calls to creative reviews. This allows you to give a project price that is grounded in your actual goals and ensures you never work for less than your “no lower than” number.
[27:59] I advise you to stop being “psychic” about a client’s budget and instead base your rates on your own reality and needs.
[33:18] There are millions of clients out there, so don’t get hung up on one project or a “stupid” pricing guide. You are the professional with the information; trust your own calculations and do the work to build a real, profitable career.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“Copywriting is not a banana. You can’t just look at it like 23-cent bananas at a grocery store; there is too much nuance.” – Kate
“These guides are a great opt-in promotion because they’re catchy and people want an easy answer, but they are playing on your fears.” – Nicki
“You have more information about the project, how you work, and what you want to make than any guide ever could.” – Nicki
Mentioned in the Episode
- The (Surprisingly Easy) Art of Negotiation for Copywriters
- Copywriting Revision Rounds: How Many Rounds Do You Offer?
- Ep. 17: How to Set Your Copywriting Rates
- Ep. 109: The Right Way to Raise Copywriting Rates
Related Links
- Increase Your Copywriting Pricing Without Burning Bridges
- Why Most Advice About How to Price Your Services is Dead Wrong for You
- How to Price Copywriting Services: By the Minute? The Hour? The Word?
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 15+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.
