As consumers, we are surrounded by discounts tempting us to make all kinds of purchases. So as a copywriter, it’s natural to ask yourself, “Should I offer discounts to customers?” While discounts and sales might *seem* like a quick fix, they’re actually not such a great way to start landing more clients.
The good news is, there are ways to make yourself more marketable to potential clients without compromising on rates. Listen in to find out more about the dangers of discounting and the more effective ways to encourage potential clients to take action!
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A Sneak Peek at the Episode
[1:39] As consumers, we see sales and discounts everywhere, tempting us to make purchases. So for copywriters (who are also learning to be marketers), it’s natural to question if you should also offer discounts.
[3:21] As a way of getting their first clients quickly, we often see new copywriters offering discounts on their social media pages. But if a client sees they can get your service at a reduced rate, why would they ever want to pay the full price?
[4:42] We have a reason for quoting the rates that we do—there’s a formula to it. So by offering a discount, you’re implying that there isn’t anything real behind your numbers.
[6:05] When you run a sale as a service provider, the implication is that you can’t get people at your standard rate or that people think your standard rate is too high.
[8:56] Discounting your rates usually comes from a place of fear. If you haven’t landed clients yet, then you don’t know that it’s possible. But you have to go in with the mindset of, “This is my rate. I’ve done the work, and I know what I need to charge to make a living.”
[11:25] You can still run promotions that encourage people to take action, but they shouldn’t be based around price or discounts. For example, you could offer a limited number of free strategy calls.
[12:34] Just posting on social media and waiting for people to come to you is not an effective strategy. Pitching is the number one way to stay in control of your opportunities.
[14:28] If you are offering supplemental promotions like free strategy calls, make sure you limit the number of people that can have access to it and the time you spend on them.
[15:42] Our hosts do not recommend writing free projects for people. This doesn’t give a good impression of your service and if you work for free, why would a client ever bother to pay you?
[16:42] For any of these promotions, just like with a pitch, make sure you’re sending over the “what”, not the “how”—remember the “how” is what they are hiring you to do.
[17:37] If a client responds to a quote by saying it’s out of their budget, you have the option to negotiate in a way that adds value for the client but makes it work for both of you. For example, you might remove some of the deliverables and save them for a later phase.
[21:17] Don’t make assumptions about who can and can’t afford to pay your rates. Go into conversations with your best foot forward and give yourself the opportunity for someone to say “yes” to you. You’ll be pleasantly surprised when it actually happens!
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:
“If we’re able to discount something by 15-20% at any time, the implication is that our rates are malleable, not based on anything real to begin with and/or our rates are inflated, in case we want to discount. Either of these impressions are a really, really bad impression to give to potential clients.” – Nicki
“I think we get into our own heads to start discounting and reducing our rates because we are afraid. It comes from a place of fear, it comes from a place from not knowing what we don’t know. If we haven’t done the thing, we haven’t landed the clients then we don’t know that it’s possible and so going in with the mindset of this are my rate, I’ve done the work, I know what I need to charge, and you know what you need to charge to pay your bills, to make a living, and that your time is valuable. And once you start valuing your time, you don’t want to discount your time.” – Kate
“It’s the idea of not making assumptions of who can and can’t afford to pay your rates, and so enter conversations with your best foot forward, saying this is my rate and then weighing the decision of what you want to do for your business after that. But there’s no sense in putting up your own roadblocks, in saying no to yourself before someone else says no to you.” – Kate
“Give yourself the benefit of the doubt. Give yourself the opportunity to have someone say yes to you. Because by not doing it, you’re taking away that opportunity from someone to be able to say that to you. And again, you’ll be so surprised, I think, once it actually happens. And so it’s something you just have to do and have to practice. And then if you do eventually get a firm no, it’s also not a no forever. You can follow up with them and say, ‘hey, is it cool if I follow up in six months that this might be better timing for everyone?’ That happens all the time too.” – Kate
Mentioned on this Episode
Related Links
- Are Your Copywriting Prices Leaving Money on the Table?
- Why Most Advice About How to Price Your Services is Dead Wrong for You
- Copywriting Is Only 1/3 Writing—Here’s Why That Affects How You Charge
- Set Your Copywriting Business Up for Financial Success
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Last Updated on June 10, 2024
