Ghostwriting - To Quote a Price Or Not?

A recent article on Site Reference suggests that there is one question you should never answer if you want clients. If they ask you how much you charge, never tell them. Instead focus on the value of your service and the results they will get from choosing you.

To quote a price for your ghostwriting services or not?

Unlike the author of the Site Reference article, I have found that I prefer to filter out those clients who are only focused on how much my ghostwriting services will cost them. I seek to provide a great service and feel comfortable with my rates. I know they are reasonable.

Yet, reasonable as my rates may be, I have learned that it is important to understand the three reasons a client is going to make the decision to hire me--emotions, promised results and expected value.

Because a decision made based on pure emotions is the most volatile and most likely to turn into a poor working relationship, I focus on results and value. These in themselves have the power to stir the emotions of a client significantly.

Setting up for the price quote.

Exactly how I set up for the price quote, depends on the type of ghostwriting work. Yet, there is a common pattern whether I am preparing for a website, SEO article or a resume quote.

Gather information about the ghostwriting project.

I listen to what the potential client is looking for. I ask questions. If the work involves a website or SEO articles to promote a website, I ask for the URL. Sometimes it becomes apparent at this stage that the prospect isn't ready to hire a ghostwriter. I then provide some guidance to help them prepare for working with me--or someone else.

Get a clear picture of the ghostwriting client's expectations.

I seek a clear picture of the results the person wants. What does this person hope I can accomplish for them? Are those expectations reasonable?

I share one or two strategies for accomplishing those results. I don't worry that the person contacted me to "pick my brain." I can afford to share an idea or two. How else can I demonstrate that I can provide the value I am promising? While testimonies and a portfolio go a long way, I believe that sharing a little of myself fosters confidence that I do have the skills needed to meet expectations.

Share the elevator value pitch.

I have prepared an elevator pitch (those 30-60 second spots) about the value built into each type of ghostwriting service I provide. If I am contacted about a resume, I highlight the combination of attractive layout and job targeted resume that I provide. If I am contacted about revising a website, I give a quick overview of the marketing strategies the website has overlooked and describe the overall inbound marketing strategy I use to approach all website content. If I'm contacted about SEO articles, I emphasize the quality of article and how it will enhance the branding of the website it links back to.

Giving the generic price quote.

Then I go ahead and share a generic price quote for the type of work the client is looking for. Sure some will go into sticker shock. Some will recover and some won't. Those that don't may not be lost for good. I have had customers who returned to me after trying someone else with a lower sticker price and paid me to fix the mess. The time spent before I gave my price quote proved a wise investment.

I recently had a client who refused to pay me as little as I had quoted. He said he could tell by the work on my website that I was as good a writer as the person he was replacing and wanted to pay me a comparable rate. Quoting a price to him, didn't prevent him hiring me. Rather, it confirmed that my service includes honesty and integrity.

Avoid the quote and suggest an initial meeting for larger projects.

Of course, there are situations where the scope of a job is too complex to provide a quick price quote. Be prepared to suggest an initial meeting in which you can discuss the details without being under pressure. If you are working remotely, suggest a Skype video meeting (MSN Messenger works as well, but looks less professional).

Suggest some of the information your potential client can email to you before you meet. Clients always appreciate it when a ghostwriter recognizes the value of their time. For a website, I usually say something like, "If you could email me links to some of the sites that will be (or are) competing with yours, I'll be able to do a little research before we meet. That way I'll know what questions I need to ask you. This will make our time together more efficient for you."

Ultimately, it is vital that you don't lock yourself into a formula. Remain flexible. Selling your ghostwriting services requires the ability to connect with people and sense, often over the phone where you have no visual clues to help you, whether they are ready for a price quote or not. Weigh just how important making the sale is to you.

The more important it is to you, the more carefully you will want to nurture setting up for the price quote. If this means suggesting a meeting before you're ready to provide a quote, go for it. Just remember--not every investment in wooing a client will be successful. Keep that thought as wallpaper, and you will find the right balance for you when it comes time to decide whether to quote your price or not.