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The Value Of Text

Why So Much Online Content Is Crap:

The Quality Copy Writing Manifesto

The Value Of Text

Why So Much Online Content Is Crap

As a content producer and copywriter, I absolutely love that search engines now favor original written content and penalize copied, recycled and stolen all-same-all-same-articles.

Love it even more that Google and other search engines rate and evaluate real human interaction from real visitors visiting websites and promote or demote websites accordingly.

Websites that provide crappy online content, blah-blah-blah, and boring-to-death-experiences that nobody wants should be punished and I am glad that is already happening online.

Wanna-be-authors that do not know how to excite their audiences will be always around and every good writer someday started as a newbie and not-so-good-writer.

But do you really want to employ those writers in order to improve your online profits, improving how customers perceive your services and products and in the end that it communicates PURE VALUE as the main reason why people should buy from you?

If Online-Day-Dreamers want to cut corners and pay as less as possible you can, getting away paying writers per word, paying writers per hour, paying writers via writers platforms where desperate untalented writers lower the prices and even writers working for free - it is the greatest gift they give to their competition who know better.

Because the smarter competition isn't delusional thinking that those writers will provide you with high-quality, highly engaging content that readers get so excited about that they will share it freely on social media and their networks.

How Not To Pay A Writer
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How Not To Pay A Writer: The Fallacies

Are You Falling For Those Mind Traps?

Many treat text like a commodity. Like buying a bag of nuts. 100 g cost how much? So how about if I buy 1 kg instead?

Evaluating text and content the wrong way leads to quality issues and ultimate disappointment in results.

Paying A Writer Per Word

Who came up with the idea that MORE text is naturally more expensive then LESS text? Why should be writing 10 articles cheaper than 1 article?

Hint 1: Writing less text usually requires more skill and will take longer than writing a long text.

Look at the back of a book: you need to have a skilled writer to distill the content of a book there in such a way to summarize it without giving everything away making the reader want to buy the book to learn more.

Look at a business slogan like "Just do it." or a book title that consists of only a few words - how much worth is each word right there? €2000 per word? Might still be not reflecting the real value.

Paying per word basically says: all words are equal. It takes the same brain power. Sorry to break the news: it is not.

You might mistake content writers with a translator that offers you to translate "per word". Be surprised: high-quality translators might charge you per project instead!

What's The Alternative?

Paying A Writer Per Hour

If you have back pain and need a massage you pay 30 minutes? Oh, you need the massage for 1 hour - of course, that will cost you twice as much. Just that creating content does not work like that at all.

Paying a writer per hour just ignores one very essential element of competent and compelling writing: research. Before a writer can write in such a way that the reader actually believes and knows that the author KNOWS WHAT SHE/HE IS WRITING ABOUT there is often quite substantial research to be done.

In case you have not noticed: there is so much online crap that is just such generic blah-blah that does not give you any insights, because... well the author had no clue about what she/he was writing in the first place. It was just text to fill the page and make it look interesting.

Hint 2: It takes much more time to create content as the more complex a topic is, the more research is needed.

The urgency problem: you need this text and content REALLY fast?

Hint 3: Does it takes more talent for a writer to produce high quality in a short time? Getting something faster (as in faster shipping) is always more expensive!

Don't fall for the trap that just because you need something faster, that the part of doing research for the content can be done faster as well.

What's The Alternative?

Paying A Writer Via Freelance Platforms

People that do not have a lot of experience and selling their writing services per word or per hour are everywhere on freelance platforms such as upwork.com or god forbid textbroker.com (ask for my textbroker scam warning personally: they lure in unknowing authors with false psychological tactics to make them writing almost for free) or fiverr.com (yikes) - these people underbid each other and offer their services based on pricing without a measurement of their quality. Those platforms basically say: all writers are the same, just pick the cheapest - there is no difference.

In the end, you get what you pay for. You might end up asking to rewrite content several times, will be forced to change writers because of low quality and in the end will be paying much more in total compared to hiring a higher-priced professional in the first place.

Hint: There are almost no specialized content writers that hang out on those platforms. They are all too busy writing for high-paying clients already.

Asking A Writer To Work For Free

This is usually associated with above-mentioned freelancer platforms. "Can you provide me with a sample?" or "Please write one free article, before we can work with you." - The correct answer is: No.

Any writer who is not getting paid first, and then delivers high-value-content is doing it the wrong way around.

I personally won't risk my time and writing text and content without prior payment. If a new client is not happy with my work, I will find out what the reason is: then I offer a rewrite or a complete refund of the money and stop working with the other party.

This goes well along with how much value someone's service for yourself. If you think "writing text is no big deal" then you would certainly not understand why you would need to prepay a high-quality professional.

Read The Quality Copy Writing Manifesto
quality copy writing

Quality Copy Writing Manifesto

High Quality Content As Win-Win Deal

Paying A Writer Per Project

The only way to get the most value out of high-quality writer producing content for you is paying her/him per project.

You as the client need to set the expectation: the clear purpose of the content and the content guidelines what needs to be included. You set the deadline. And then you let the writer do her/his work.

It is the writers' obligation to tell you when the content can be completed realistically without sacrificing quality. If a writer delivers content too late - you need decide in advance if you agree on a penalty to be paid or what arrangement is needed. And how many rewrites are included?

From my perspective as a writer, I can tell you that clients who like to pay the least amount of money are often those who want to have content rewritten several times because they can't make up their mind in the first place.

Consideration Of Your Reach

A rock star performing in front of 100 people is paid less than one performing in front of 1.000.000 people. Surprisingly people assume the amount of text published online is all the same. An email with 500 words sent to 1,000 subscribers is not the same as being sent to 10,000 subscribers. It has a different reach and therefore a different value and pricing attached.


Return Of Investment:

How can you know if you paid too much for text? If you have no clear objective, then any price is too expensive.

IIf you have a service that sells for €/$ 500 and you know that one person per month bought from you so far. You then add new content and text (or a new sales letter) on your site: now you get 5 sales within a month.

This means you made €/$ 2000 more this month. The question is how much money to want to "risk" to spend on quality content in order to reach a new goal of improved sales? When will the new sales pay for the content and you break even?

Now just add marketing...

Fallacy Alarm - Text & Content Is Not A Replacement For Marketing

Excellent content and text can only do it's magic if enough people are going to read and consume it. For this to happen you need to send traffic to your website. Paid advertising via Google, Bing, Social Media, Banners and other options.

If you think you can generate enough traffic with "free methods" or slow methods like SEO, then think again. Just because you put great text and content on your website, people will not magically show up at your virtual doorstep.

Marketing Resources You Need

  • Yes, you do need good SEO services in order to stand out and survive online.
  • Yes, you do need to track and control your marketing activities online with smart links.
  • Yes, you need a high-quality content-writer.

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