The Copywriting Business Formula by Lukas Resheske

Author:Lukas Resheske [Resheske, Lukas]
Language: eng
Format: epub
Publisher: UNKNOWN
Published: 2018-01-30T18:30:00+00:00

Price

The first thing to understand about price is that it is elastic. There is no such thing as the right price for something. There is no such thing as how much I should charge for X, whether X is a landing page, or an email, or a webinar, or anything like that. The price is elastic. That's because price is purely whatever the two transactors agree to. Whoever is involved in that transaction is agreeing mutually on the price of whatever is being exchanged. One person wants the most money possible for their thing. The other person wants the best possible thing for the lowest price.

Here's the thing. People's values differ. Some care more about time than money. Others care more about quality or ease of use than money. Money is not the be-all end-all of value. It's one aspect, and it's not even the most important aspect in most cases, especially with ideal clients. With that said, lead quality has a lot to do with what you charge. You might be able to convince a person through good salesmanship to purchase something more expensive than they originally wanted, but you can't make money appear in their bank account to pay your fee, which means if they're not a qualified person, then no matter how bad they want to pay for your service, they can't make money appear out of nowhere, unless you want them to go in debt to pay for your service, in which case I would not call them an ideal prospect.

The first thing first. Get good leads, business owners who are running real businesses, who value direct response copy, and they will see a tangible ROI for any copy that you write. That is a good prospect. That's a good lead. Now, price your service according to your personal needs and what the market can bear. You have to take both into account. For example, do you want to make $20,000 a month? How hard do you want to work in order to get that $20,000? The hourly calculus of your project fee is important here. If you want to work 10 hours a week so that you can screw off for the rest of the day, then you're going to want to work, then you're going to be working 40 hours a month. If you want to make $20,000 a month, then you'll have to charge $500 an hour to make your monthly income.

Now, that doesn't mean you tell your client you're charging them $500 an hour. Instead, you price your projects based on the actual time it will take you to complete the project. If a webinar funnel is going to take you all 40 hours that month, then you would charge $20,000 for the funnel, and you would do one of those per month. If you're writing emails, then you'll probably want clients who are okay with you writing 10 emails a week for $5,000. The calculus here is simple. You take your

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