I've switched from a project-based setup to a subscription business model.
Why do that?
Project-based work often means starting over with each new task. It's not the best for maintaining the rhythm of understanding a brand's unique voice.
Subscriptions, not retainers
Retainers can sometimes feel limited. Subscriptions, on the other hand, offer consistency without feeling too tied down.
Here’s the pricing:
A heads up: some folks in this field will tell you to keep pricing under wraps. But I'm opting for upfront pricing.
Invoicing can be a hassle too. So, I've opted for a simpler, more direct billing method. Think of it like signing up for any other online service, but for quality copywriting.
Process & tooling
To make things smoother, I've set up a client board on Notion. It's a space for you to share details and research, cutting down on back-and-forth emails.
Not every client needs a messaging overhaul
Many copywriters jump straight to a full-blown messaging revamp. But, in my experience, a lot of clients already have strong positioning. They’re not starting from scratch. They need someone to bring that positioning to life with compelling copy.
Imagine a gardener being hired to maintain a garden, but instead, they decide to uproot all the plants and start from scratch. Why not just nurture what's already there?
Clients aren’t lost puppies who’ve never heard of positioning (at least mine aren’t).
Some may criticize it as a departure from the "creative essence" of copywriting, but when you're a solo business owner, it's about merging creativity with strategic scalability.
The undeniable power of continuity:
The boundaries between content and copy are becoming less distinct. Successful brands aren't just specializing; they're adapting. Sure, specialization has its perks. But today’s writing world values agility.
Being great in one area, like SaaS for me, is a start. But the real magic happens when that knowledge is applied across different online spaces. Many get this concept, but few live it. I aim to bridge that gap.
Consistent brand resonance, no matter the format.
I once found myself deeply entrenched in the “copy vs. content” debate. Yes, they’re different, but my business evolution has shed light on their complementary nature. Copy prompts action, while content builds trust. By weaving these together, the result is a communication strategy that educates and persuades.
Project-based work often means leaving behind all the hard-earned research once a project ends. That's like throwing away gold. With the subscription approach, we keep building on that foundation. It's like the magic of compound interest but for content. This continuity unlocks richer insights and trust, leading to even more effective copy.
Consider Inturact as an example. After our initial research, we've developed copy for every company in their portfolio. Central to this process is customer research, and they consistently build upon that data.
Then there’s Yesware. After a successful conversion project, we’ve created a myriad of emails and web pages. These are just a couple of examples from a long list of clients benefiting from an approach that maximizes initial research. One-off projects? They just don’t capitalize on this depth.
Building on data
Data, especially VOC (Voice of Customer) data, is a cornerstone of effective copywriting. It’s crucial not to let these invaluable insights gather dust. After all, who can utilize this data better than the one who compiled it?
Take CrowdHealth, a subscription client of mine. We consistently harness their VOC data to maintain a customer-focused brand voice and optimize conversions in our copywriting endeavors.
Think of this approach like the 'land and expand' strategy common in enterprise SaaS. It’s all about continuously adding value for every client, project after project.