“Cheaper” isn’t “Better”

Ever lose a bid to “we found a more budget-friendly option.” Of course you have. Its frustrating, right? Most because we’re not going to learn ANYTHING from that statement. You didn't find it better, you didn't find a more innovative way to get the job done, you just went with the cheaper option. And, while that's not technically "wrong," it's disappointing.

Let me qualify real quick. I’m not implying that every less expensive writer is bad. They're not. But if that is your only qualifier, it doesn’t seem like a smart choice. If we assume all things are equal (they're not; keep reading), then the costs would be equal, too, right? So why are they so cheap? Before you close on what you think is the deal of the century, do a little homework.

I work with lots of small business owners, and I know they have about a bazillion other things to worry about, so they don't always know what to look for and ask about when hiring a writer. It boils down to not having another measuring stick for a writer, so money becomes the only thing they can quantify.  

Haunting, right? But wait, there’s more.

Good Content Takes Time

I'm a writer, and I write all the time, every day. And creating original content that is meaningful and designed to resonate with clients and customers takes time. It just does. And, if I'm writing something that requires research or interviews, it can take even longer. In most instances, I will create an outline, do some research, write a draft, let it sit, come back to it, rewrite, edit, leave it again and edit again. I've been inspired in a couple rare instances and could write a decent piece in one sitting. But in most cases, it takes a few days to create something I'm ready to share.

Anyone who tells you they can consistently churn out content at the speed of light is either lying, using AI irresponsibly or possibly involved in some witchcraft. In all of these cases, caveat emptor.

WHY are You so Cheap?

Go ahead and ask that. Ask why they are so cheap. If you’re comparing costs, you owe it to yourself to make sure you’re comparing apples to apples. When I was able to gather more information about a lost bid, here is what I’ve found:

You hired newer writers or non-native English speakers

Neither is a clear indicator of talent, but they may not have the dexterity to handle pivots, edits or changes. An experienced writer – likely on the more expensive end – will have the skills and experience to make the process smooth.

Side-hustle writers

Again, not necessarily an indication of skill or talent, but not a writer who is singularly focused on your content. Find out where your 'gig' fits into their calendar and make sure they will have time for your project, meetings, rewrites, and all.

Incomplete bids

We've all seen this. The initial bid is inexpensive but doesn't include everything you need. Cut to you paying more for your writer to sit in our briefing meetings, edits, SEO, rewrites and more. And in the end, it costs as much as the other bids you turned away.

You don’t know what to ask for

This happens a lot, too. You don't know exactly what you need, how much time it will take, or any of the thousands of details about the project. Before you ask for bids, be honest about what you need.

Short-Term Costs vs. Long-Term Value

Creating content for your brand is an ongoing process. Most of the time, you don’t get to do it just once. You’ll need consistent, well-written copy to keep telling your story and engaging your audience over time. And the cheapo writer you hired might not have the skills, time or drive to keep up with your needs.

Help Yourself and Your Project Before You Talk Money

So, how do you protect yourself and your budget? Great question. There are few things you can ask – even before you talk dollars – that can help you find the right writer for your project. The time you spend now vetting your content writers will save you dollars and hours down the road.

How much writing experience do you have?

It’s okay to hire a new writer (we all have to make a living), but ensure you understand how much experience they have and if that will fit your needs. A newer writer may require more time throughout the process, so make sure you can accommodate with your time and the scope and detail of the project deadlines.

Do you have any experience specific to our industry?

Knowing about your industry isn't necessarily a requirement; some fresh perspective could be helpful. However, it can be useful if your industry uses many industry-specific terms or concepts. Also, if your industry has any regulatory issues to be mindful of, experience could be helpful.

What do you know about us, our brand and our competition?

Knowing specifically about your brand is another double-edged sword. On the one hand, if a writer already knows you, they may save time on research and discovery. But, then again, a writer unfamiliar with your brand could offer new perspectives. Know what you need before you start paying deposits and writing checks.

Can you share some relevant samples?

It's important to get a feel for a writer before you start. They might not have samples that are exactly what you're looking for, but you can get a feel for a writer by looking at what they've already written. And, while you're at it, ask for references. You'll want to hear if they've done a great job for someone else.

Tell me about your process.

Before you commit to working with someone, find out what it's like. Don't go too far down a path without knowing how someone works, their turnaround time, how they handle rewrites, how they expect to be paid, etc. If their process doesn't fit your needs, you'll be miserable, no matter how cheap they are.

TLDR: There are many reasons to hire or not hire someone, and the cost should be pretty far down the list. You also have to do some of the work before you hire someone. You have specific needs—beyond just the money—and anyone you hire should check off those boxes.

So, before you send out an RFP, maybe consider a conversation about what you need, what a vendor can provide and how you can best have all (not just financial) your needs met.

Want some help with that? I’m available.