I get a lot of questions from readers. Generally, I answer them with a short email.

But now and then I get a really good question and like to answer it as a blog post to share with everyone.

Here’s a question about referral fees I received recently from Trace Conger, a freelance commercial writer.

Hi Dean. Continued thanks for the great site. I learn something new every time I stop by. I was hoping you could throw some of your wisdom my way on the topic of freelance referral fees.

For the first time in my freelance career, I had to turn down work. I picked up three new clients over the course of a month and each had significant projects due ASAP (as if there is any other timeline).

An ex-colleague contacted me today to write a series of online articles and other collateral for a national insurance company. Normally, I would have jumped at the project because it has long term potential and could lead to bigger things.

She had a quick turnaround, and I knew I couldn’t give her (and her project) the attention she deserved with everything else I had going on, so I told her I couldn’t handle the project, but I’d be happy to introduce her another freelance writer (who I personally knew was a great fit for the gig) for the job. (This is, of course, after I inquired about pushing her timeline back so I could handle it myself, which was not an option).

Anyway, my freelance friend was grateful for the lead and suggested paying me a referral fee for the work, if he lands the gig. I didn’t expect this, and didn’t know if it’s an industry practice or what. He’s a friend, and I wouldn’t expect to pay a referral fee to another writer should they shovel some work my way. As far as I’m concerned it’s one friend helping another out, end of story.

We agreed that if he lands the work, that he’ll pick up the tab the next time we get together for beers, which is aces as far as I’m concerned.

I wanted to see if you had an opinion on this. I assume some freelancers might demand referral fees for passing on work, just as others take on work, farm it out to other writers at a lower rate, pass it off as their own copy and pocket the difference, but that’s not my style. If I didn’t write it, I don’t want to get paid for it.

Maybe, I’m stupid, or maybe I just have rugged good looks. Who am I to say? Any thoughts.

Good question, Trace. Let’s think about this.

There’s nothing inherently unethical about taking a referral fee. So if your friend offers it to you, you can take it or not as you wish. It’s intended as a “thank you” for sending business his way. Whether it’s in the form of a check or a beer, it seems fine with me.

The real question is do you demand a referral fee for sending business to someone. Some freelancers do. I’ve known some who refuse to make a referral unless they earn money from it.

This is where I have a problem. If I refer a client or prospective client to someone, I want to be sure it’s someone who will act professionally and deliver good work. If they don’t, it reflects on me and damages my reputation.

So demanding a referral fee means my judgement may be compromised. And in my case, I don’t ask for or expect a referral fee.

More to the point, asking colleagues to pay me to send them the occasional referral would make me look like a jerk. Traditionally, referrals are a professional courtesy, not a profit center. They’re meant to build good will.

As far as farming out work, yes some people do that. And frankly, I don’t like that idea either. If you’re a good writer with a solid reputation, how can you possibly allow other writers to do your work for you? If clients call you, they expect you to do the work. If they wanted someone else, they’d call someone else.

I’m frequently asked if I farm out work. I think the reason people ask is that they’ve had bad experiences with freelancers who deliver poor work from other writers. So I don’t farm out work and always assure potential clients that I and I alone will write every word of their copy.

Of course, these are just my opinions. If anyone has a different take on this, share your comments below.

Related posts:

1. 8 rules for setting your freelance copywriting fees
2. Freelance fees: hourly or per project?
3. Are you losing thousands in freelance fees to PayPal?

What does a copywriter do?

Funny that I never talked about this before. But I’m learning that a fair number of people really don’t know what a copywriter does for a living.

Even copywriters don’t always know how to answer that question, because they may do just one specific type of writing and have no experience with what others do.

So I think a clear definition is in order, though that’s harder than it sounds.

I’d hate to just say something lame such as, “Copywriters write stuff for businesses” or “Copywriters help businesses sell products and services with the written word.”

These definitions are simply too limited. And they really don’t give you a clear picture of the day-to-day work of a copywriter.

Perhaps the best way to define a copywriter is to just give examples of the various things a copywriter does. A copywriter will …

Write advertising and marketing copy.

Every business needs to bring in customers and clients. So they need a variety of printed materials, including ads, brochures, business plans, catalogs, circulars, direct mail, fliers, invoice stuffers, labels, packaging, post cards, product literature, sales letters, self-mailers, and trade show displays.

Write public relations copy.

Any communication with employees, clients, customers, or the general public is considered public relations (PR). The term “corporate communications” is sometimes used to encompass PR and various other communications. Usually, however, PR is anything a business sends to the newspapers or radio and television stations for public consumption, such as feature articles, news releases, press kits, and product updates.

Write technical materials.

Writers generally gravitate away from technical subjects, leaving this area open to those with a background in engineering, computer programming, science, and other high-skill areas. The needs in this area include data sheets, demo software, reports, sales sheets, technical papers, training and instruction manuals, and all manner of technical documentation. These materials are sometimes for fellow technical types and sometimes for the general public, who need complex ideas translated into simple English.

Write speeches.

Nearly every professional is called upon to give a speech at some point, especially highly visible executives and politicians. A speech writer needs an “ear” to write words that communicate, motivate, persuade, or sell. This includes speeches for local, regional, and national political candidates; speeches to raise funds for nonprofit organizations; and speeches for business functions, such as meetings, dinners, and special events.

Edit what others write.

While not a high-paying area, editorial work is widely available for writers with solid skills. This includes content editing, copy editing, fact checking, indexing, research, production editing, and proofreading for general business communications, textbooks, and publishing. For those skilled with other languages, there is also a big market for translations.

Ghostwrite copy.

Ghostwriting means writing something that someone else will put their name on. This can range from writing articles to authoring best-selling books, usually for fees far in excess of what you would get if published under your own name. The best money is to be made with high-profile politicians, business executives, and celebrities.

Write audiovisual and broadcast copy.

Audio visuals are used for training, recruiting, fundraising, and teaching by businesses, educators, government entities, and industry organizations. This includes audio scripts, radio ads, television commercials, and video scripts. It’s not unusual for copywriters to direct and produce the final product, which may include hiring a production studio, locating voice talent and actors, shooting video or recording audio, and editing the final product.

Write online copy.

The Internet is growing at a geometric rate and there is more and more work for copywriters online. This includes email marketing, websites, online sales pages, auto-responder messages, banner ads, product descriptions, wiki pages, video and podcast scripts, and other content. Since so much relies on search engines finding this content, online copywriters must understand SEO or search engine optimization techniques.

Write grants to raise money.

While not typical copywriting, this area can be particularly lucrative for individuals who prove their ability to obtain funds from government and private sources. This is a highly specialized area, requiring experience and extensive knowledge. Pay is often based on a percentage of the grant money awarded, which means you may work on commission and not for a flat fee.

Write collateral materials.

The word “collateral” is a catchall term for those miscellaneous items that don’t fit in any one category, including annual reports, booklets, corporate brochures, business letters, case histories, catalogs, corporate histories, newsletters, and so on. Most businesses could do without many of these items, but use them as secondary marketing and communications materials.

So, there you go. That’s what copywriters do.

Have I missed anything? Do you have a short definition of “copywriter” that makes sense?

Related posts:

1. Are you an ethical copywriter or a marketing weasel?

There are a lot of things about copywriting that can be confusing.

For example, when a client says she wants more “oomph” in the copy, I kinda know what she means. But I’m not sure I could define it.

It’s the same with hard sell vs soft sell. I have a gut feeling for what those terms mean, but I’ll be darned if I can give you a clear definition.

It’s a question that comes up all the time. What’s the difference between hard sell and soft sell?

Here’s some copy that I would call hard sell:

NOW you can lose 10 pounds in 10 days GUARANTEED! Just drink one Quik Slim in the morning and one at noon to start melting those pounds away.

Here’s the same copy but rewritten for soft sell:

If you’re wanting to lose weight, consider replacing breakfast and lunch with Quik Slim. Some dieters have reported losing as much as 10 pounds in 10 days.

What’s the difference? The hard sell version uses more direct language. It makes a bold promise and includes a specific guarantee.

The soft sell version is more reserved and less direct. There is no promise or guarantee, only a suggestion of possible results.

But is this a clear definition of these terms?

Consider these snippets of copy:

Get your FREE hearing test this Friday at ABC Pharmacy!

Get your free hearing test this Friday at ABC Pharmacy.

Get a complimentary hearing test this Friday at ABC Pharmacy.

Some people would call all of these hard sell because they’re a direct call to action. Others would say the first and second are hard sell because they use the word “free,” while the third is soft sell because it uses the word “complimentary.” Still others would say only the first is hard sell because “FREE” is capitalized and there’s an exclamation point at the end.

I’ve been writing copy of one kind or another since 1985 and I still can’t provides a clear definition of hard sell vs soft sell. Everyone has a different idea about what these terms mean.

Frankly, I think they’re nothing more than relative and highly subjective terms. A soft sell for you may be a hard sell for someone else.

So how do you deal with these terms when you’re writing copy? Here are a few suggestions.

Ask for a definition. It doesn’t matter that they can’t give you a universal definition. All that matters is that you understand what your boss, colleague, or client is thinking.

Ask for examples. This way you can get an accurate reading on what they think is hard sell or soft sell.

Consider the context. Every product and promotion is a little different, so you need to gauge the typical tone of the copy to understand what would be considered hard or soft sell. If you’re selling a get-rich-quick scheme, the tone is probably more hard sell than other products. So “hard sell” would have to be to the right of the typical tone. Soft sell in this context would probably still be pretty hard, but softer than usual.

Consider the medium. If you’re writing a direct response radio ad, you’ll need to be more hard sell to make the ad work. But if you’re writing a branding magazine ad, you’ll probably need to be more soft sell or maybe even non sell.

Trust your instincts. I’ve had clients tell me in one breath that their ads don’t sell but in the next breath question the tone of my copy. “Oh, that’s a little hard sell isn’t it?” I just explain that it’s subjective and that they need to trust me. Copywriting is a craft, so even with all the facts and figures you may have at hand, you have to write from your gut and not over-think it.

Truthfully, I think the whole hard sell vs soft sell thing is an issue that only concerns advertisers. While we professionals too often respond professionally to marketing messages, real folk respond personally. Their only concern is “What’s in it for me?”

What do you think? Can you define hard sell vs soft sell? Is this ever an issue for you?

Related posts:

1. How to write an advertorial to sell a product
2. How to sell by not selling: the secret of the cedar plank

Recently in a post where I talked about writing a freelancing book, I got an interesting question.

Stacy from gemcopywriting.com asked me about how to know what a client expects to pay on a project.

How do I get them to tell me what they expect to pay before I waste a lot of time on talking with people who aren’t realistic? I always worry that if I outright ask their budget, they think I’m asking just so I can charge the maximum amount.

Or can I just say something like, “My fees start at $XXX.” or “I typically charge $XXXX for project Y.”

Good question. And it’s one every freelancer faces.

Here’s how I answered her:

Stacy,

That’s always a big challenge. I usually send my information kit before talking with someone, so they’ll see my fees. That weeds out some people immediately. Then when I talk to them, I ask the budget. If they tell me, I know what I’m dealing with. If not, I just give them a quote and see what they think.

You should never waste a LOT of time talking with people. But you do have to spend enough time to qualify them. I think what you’re really saying is, you’re worried that they won’t want to pay what you ask. Well, if they aren’t, that’s not the client for you. Though there are ways to deal with objections, if your fees are too far away from their expectations, you won’t make a deal anyway. And that won’t be the sort of client you’ll want long-term.

For example, a guy called me recently who wanted a sales letter. He said he expected to pay (I kid you not) $55. My fee, even for a simple informational 1-page letter, STARTS at $500. I gave him some other options for reviewing his letter, etc. but in the end he wasn’t right for me.

Looking back at Stacy’s question, I think it deserves a little more attention. And my answer begs for clarification, because I suggested asking for the budget, and that’s not really the best approach. (That’s what happens when you toss off an answer quickly in a blog comment.)

Many (if not most) freelancers are shy when it comes to talking about money. There are many reasons for this.

Some freelancers just can’t get used to the idea that they’re in business, so they’re squeamish about money. Others don’t feel equal to the business people calling them, so they don’t feel “worthy” enough to lead the financial discussion.

Maybe the biggest issue is that freelancers have a hard time with rejection, so they fear that if they bring up the fee issue, the client will run away.

Let’s run through Stacy’s question point-by-point, because I think she’s bringing up some important ideas.

How do I get them to tell me what they expect to pay …

Naturally you want to know what someone’s expectations are. That’s part of smart negotiation. Since your fee is probably the biggest objection to hiring you, you have to deal with it.

For some freelancers, however, they allow the client’s expectations to control what they earn on a given project. They may want to earn $XX, but if the client expect to pay $X, that’s what they charge.

What a client expects to pay should never dictate your fee. If you fall into this trap, you will train your clients to set your rates. That’s like opening a grocery store and hanging a sign that says, “Pay whatever you want for the food you buy.”

That’s not a good way to run a business. And you will always earn less than you should.

… before I waste a lot of time on talking with people who aren’t realistic?

Every freelancer must deal with unrealistic prospects. I shared one example in my former answer where someone wanted to pay about a tenth of my minimum fee.

Some people have never worked with freelancers before. Some have worked with freelancers who charge ridiculously low fees. Either way, when they come to you, they’ll suffer from “sticker shock” when you give them a professional-level quote.

I’ll talk more about handling price objections in a future post. The point I’d like to make now is that you have two possibilities if you run into a price objection.

1. If your fee and the prospect’s expectations are close, you can generally overcome the objection.

2. If your fee and the prospect’s expectations are miles apart, you can almost never overcome the objection.

I always worry that if I outright ask their budget, they think I’m asking just so I can charge the maximum amount.

There are different ways to approach pricing. You can have a set fee that you charge everyone. Or you can have a sliding scale that takes into consideration the difficulty of the project, your schedule, the client’s ability to pay, and so on.

If you use the former strategy, then why worry about what someone expects to pay? Your fee is set. Whether they expect to pay more or less, you charge X amount and that’s it.

If you use the latter strategy, then what’s wrong with charging more if the client expects to pay more? That just means they value your services.

Or can I just say something like, “My fees start at $XXX.” or “I typically charge $XXXX for project Y.”

Either way would work. But the first is better because it establishes a minimum price without limiting the upper end. I use a price range on projects, from minimum to maximum. This allows me to establish a minimum fee, show the upper end, then in most cases provide an estimate somewhere in between. Clients like that.

So here’s the answer to Stacy’s question. If you want to know what a client expects to pay, you have to ask. Simple as that.

However, I recommend that you reveal your standard fees first, then ask if it’s in line with the prospect’s expectations. This lets you set the benchmark for the conversation instead of the client.

I might send my information kit before I talk to someone. Or I might say, “My fee range is typically $X to $XXX. For this particular project, I’d say $XX. Is that okay?” This should happen fairly early in the conversation, after you have a good idea about the work involved.

This isn’t always the best approach, but it helps you avoid wasting time with unrealistic prospects.

In future posts, I’ll talk more about qualifying prospects and how to handle price objections. There are some nifty tricks that work nearly every time. Stay tuned.

Related posts:

1. Freelance fees: hourly or per project?
2. Turn an angry client into a loyal client (with one word)
3. 8 rules for setting your freelance copywriting fees

I get a lot of questions from readers of this blog. So I’ve decided to start an occasional feature called “Ask Dean.”

First up, a question from Joseph about guarantees. Specifically, how do you guarantee a free product?

Hi. I just read your article about offering guarantees to allay customers’ doubts about purchasing products. The article was great. However, I have a question: how would this relate to a company that offers their product for free?

I volunteer with a non-profit organization that gives away study Bibles for free. When people order these Bibles, they have certain doubts that have to be answered before they will order the Bible, even though the Bible is free.

Is there any kind of similar “guarantee” that can be offered to people when a product is free?

Thanks for any help.

Joseph

That’s a great question. No one has ever asked me that before.

What’s interesting about this is that guarantees generally offer money back. They assure people that there is no financial risk so they are more likely to buy something.

So if the thing you’re offering is free, do you need a guarantee and how would it work?

While guarantees are almost always applied to financial transactions, there’s no reason to restrict it to that. Any time a prospect needs assurance, you can write a guarantee to address his or her worries.

Or another way to say it is, a guarantee helps to reduce “perceived risk.” If you’re giving away a Bible, there is no financial risk, but there may still be perceived risks, such as “Am I going to get on a mailing list?” “Is this a scam?” “Are people going to show up at my door?”

When you offer something free, people always wonder why. What’s in it for you? What’s the catch?

So let’s write a quick guarantee for the free Bibles:

Our “No Catch” Free Bible Guarantee

We offer this new Bible to you free of charge. Why? Because our mission is to spread the word of God and help you find the peace and happiness you deserve in this life and the next. This mission is funded solely by donations, not by sales. There is no catch, no cost, and no obligation. Order your Free Bible today.

Joseph may want to massage that copy a bit, but it’s headed in the right direction. And it’s a good example of how to guarantee a free product.

Notice that there is no “if” here. A normal guarantee would say, “Here’s what we promise and here’s what we’ll do if you feel we don’t deliver on that promise.” But since there’s no transaction, there’s no practical answer to the if.

This guarantee is really more of an assurance in guarantee form. Simply decide what the concerns are and write the guarantee to address them.

What do you think about this? If Joseph were your client, how would you write the guarantee? Would you use other language, such as a “promise” or an “assurance” instead?

Got a question? Use my contact form and ask me.

Related posts:

1. How to write a powerful, response-boosting guarantee