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Why It Never Pays to be Cheap about Copywriting

I’m frustrated. I’m browsing Elance and Guru looking for copywriting jobs to bid on for Egg. And it seems like everyone wants to pay $4 for a 1000 word article. Why is that? Why do businesses devalue their reputation so much they’d pay less than minimum wage for the copy that is supposed to draw in clients?

Cheap work ain’t good, and good work ain’t cheap.

I can’t tell you how many clients I’ve gotten who say they started out with one of those unqualified people who were willing to work for peanuts, only to find out their work was shoddy. You get what you pay for.

When I bid on projects, employers often balk at our rates. $60 for a blog post?? But you’re four times higher than everyone else who bid!

Yes, but I’m good. And I guarantee you won’t need five rounds of changes (or event two) and that we’ll ramp up on your business in days, not months. I guarantee that our copy will get more eyeballs, and more people sharing it than that overseas copywriter who’s churning out bad copy like his life depends on it. And maybe it does.

But it’s still no reason for American businesses to devalue the art and professionalism of copywriting. I, along with my other writers, have written a lot and learned along the way. We’ve been trained. Been to college. Been published on award-winning blogs.

But hey, if you prefer cheap to good, I don’t want you for my client anyway.

Photo: Stock.xchng user sufinawaz. Royalty free.

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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