Ed Gandia’s Proven Four-Step Process

Pricing and Quoting

for

Writing Projects
STEP 1: Qualify the prospect
Qualifying is all about asking a few questions to determine whether:

• This prospect would be a good fit for you

• The project is a good fit for you

You want to create two sets of questions:

• The questions you ask so that you can provide the prospect with a quote
• The questions you ask once you’ve been awarded the project

Writers often overwhelm the prospect with too many questions at this point, many of which
they don’t need answers to until they’ve been awarded the project.

When you work with a fee agreement AND you ask the right questions, you can limit the
length of this initial conversation to the essentials.

Organize your questions using the following buckets/categories:

• Source
• Need
• Timing
• Decision-making process
• Budget

Source:
• Thanks for contacting me! I’m curious — how did you hear about me?

Not only is this a great icebreaker, but it’s also invaluable information. Over time, you’ll be
able to use this kind of intelligence to look for patterns and see where different types of
clients are coming from (and, therefore, what types of marketing you should do more of).

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Need:
• What are you trying to accomplish?
• What are you looking for?

Based on the prospect’s answers, ask yourself:

• Is the project well-defined?

• Is it something I can do well (or am reasonably capable of doing now)?
• Are the prospect’s expectations realistic?

Make a mental note of these things and then move on to the next set of questions.

Timing:
• When are you looking to get started?

Based on the prospect’s answers, ask yourself:

• Is this a realistic time frame/expectation?

• Can you fit it into your schedule?

Decision-Making Authority/Process:
This is more about how the prospect will be making a decision, when they’ll be making one,
and what the important factors they’ll be weighing are. Questions to consider:

• How will you be making a decision?

• Who else will be involved in making this decision?
• When will you be making a decision?
• Have you worked with an outside writer before? If so, what was your experience with
him or her?
• Are you considering other firms/freelancers for this project?

Why are these questions important? The answers will tell you a lot about how the prospect
is going about their challenge or defined project. If there’s a big red flag, it’s usually going to
show up by asking these questions.

Budget:
You’re trying to determine affordability, not necessarily an actual “budget.” Can they afford
you? Do they have the financial capacity (and willingness) to pay your fees?

• What budget are you working with?

This leads us to step #2 of the quoting process...

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STEP 2: Quote a ballpark figure
So, once you’ve gathered the information we just talked about, it’s time to turn to your
master fee schedule and quote a fee range.

You have two options:

• You can quote the full range from your schedule
• You can quote a fixed fee, if it’s a very standardized type of project

The key is to stay within the range. Resist the temptation to go under!

Example A (full range):

“Katie, my fee to write a 5- to 8-page white paper like the one we’re discussing is
between $3,500 and $4,500, depending on the actual length we go with, the number
of interviews required and the amount of research necessary. Once I know a little more
about your project, I will send you a quote with a fixed project fee. My fee includes
all background reading and research, interviews with subject matter experts, content
and copy strategy development, title development, creating a detailed outline for your
approval, the actual writing of the paper, any meetings or calls related to the project, and
up to two rounds of requested revisions. Is this fee range within your budget?”

Example B (fixed fee):

“Katie, my standard fee to write a 2-page case study like what we’re discussing is $1,200.
That fee includes interviewing someone from your company, interviewing the client, the
actual writing and up to two rounds of revisions. Is this fee within your budget?”

Benefits of quoting a ballpark figure:

1. It can open the door to a price negotiation, and you may be able to work out a solution
that is acceptable to you and the client.

2. If the prospect is not willing to pay anywhere near your fee range, you will save
yourself a lot of time by bringing this up now.

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STEP 3: Assemble a persuasive quotation
Look at the notes you took during your call with the prospect. You probably already have
a general feel for the prospect and what they’re like. What do you think? Would this client
and this project be a good fit for you? If so, where in your fee range should you quote?

Use your answers to the following questions to guide you:

• Where am I in my business life cycle? Am I still launching my business? Have I been at

this for a little while? I’m a seasoned, established business writer — does it make sense
to pursue this prospect and this opportunity right now, based on where I am today?

• Is there any added prestige to be gained from working with this client?

• How do I generally feel about this prospect and this particular project?

• Even if they were OK with my ballpark figure, what’s the client’s apparent ability to pay
me on time?

• How difficult would it be to secure the business? Are they almost presold, or does it
sound like they’ll need much more convincing?

• How badly do I need the work?

How can you make your fee agreement more persuasive?

Include an “Objective” section. This section is where you can really shine. Summarize what
the prospect shared with you when you asked your “Need” questions. You’re essentially
telling the client, “Look, I heard you. I understand perfectly what you’re trying to accomplish
with this piece. And I can deliver that. I ‘get’ you. I’ll make you look good. I’m your guy/gal!”

All you need are two or three sentences that demonstrate that you understand what they
need and what they’re trying to accomplish with this project.

Explain why you’re the perfect writer for this project. Add a short paragraph that
emphasizes why you’re the perfect writer for the job. You may not be able to do this when
you’re just starting out. But as you progress, you’ll be able to tell some clients about your
experience in this particular industry or sector.

Detail the “behind the scenes” work involved: I’ve also found that it’s important to describe
and detail your full scope of work. Not just what you’ll deliver, but everything it entails.
This helps the client (and whoever else needs to approve this deal) look at your fee from a
different perspective. For instance:

• Interviews with subject matter experts

• Reading and studying all background materials
• Further research as necessary
• All phone calls related to the project
• Content and copy strategy development
• Drafting outline for client approval
• Writing the white paper
• Up to two rounds of standard revisions

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STEP 4: Send your quote and follow up
• Send your fee agreement to the prospect as soon as possible (that day or the next),
and follow up the day after you send it.

• Don’t be timid when you follow up — approach it with an attitude of “Ready to do

this?” rather than one of “What did you think of the price? Was it OK?”

• Exact language I use: “Hi, Jim. Checking in on the fee agreement I sent you yesterday.
Do you want to get started on this?” Or, if I get voicemail, I’ll say: “Hey, just making sure
you received my fee agreement. Let me know if you have any questions. I look forward
to working with you soon.”

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