How to set your price for copywriting projects

A question I get repeatedly is how to price your work. The short answer is this: ask for as much as you think you can get away with.

But the real answer is, it all depends.

Generally, I try to charge $5,000 for an 8-12 page letter, $2500 for a renewal, $5,000 for an email series, all with royalties of 2-5% of net.

I don't always get it, but sometimes I get more. Also, if the client wants it "web ready," I'll write it in HTML for a little extra.

Or, if it's a project that I think I can knock out quickly, will be a lot of fun, or that will let me travel someplace interesting, I'll do it for much less. I wrote a 16-page promo in April for $1500...but I knew I'd get a trip to Paris out of it plus more work down the road.

Also, if it's a new company with no money, but it looks like their idea might work, I'll do it for less but ask for a bigger royalty, 10-25%. If they have a good marketing plan, your promo could put them on the map, and you'll get a nice fat royalty check at the end of the month.

Just be sure it's in your contract that if another writer knocks out your control, you'll have first option to fix your letter or write another one to try to recapture the control.

My pricing plan works with the clients I have, but my niche might be different from yours.

Chris Marlow, a master copywriter who sells software for clients like there's no tomorrow, conducted a survey this past year. She asked nearly 300 freelance copywriters what they charge for various projects.

The results are surprising. Take a look to know how to price your projects, see where you fit in to the pay scale, and make sure you're not underselling your work. Just because you're new doesn't mean you have to give your work away.

The 2005 Copywriter Fee & Compensation Survey also includes a free report on how to structure your own fees and rates based on what you do. It's one thing to know what other people charge, and it's quite another thing to know what to ask for yourself.

Chris explains the whole story behind the survey here.