Why the Top Mailers Pay Their Copywriters Royalties and Mailing Fees — and Why You Should Too
by John Finn
I'm often asked why my copywriters charge a royalty or mailing fee on top of their up-front fee. And the answer is simple.
My writers are first and foremost salesmen. They just happen to make their presentations in print instead of in person. And these writers have one job and one job only:
To maximize the sales and profits you make from each and every promotion they write for you
Not surprisingly, some copywriters are better at turning those presentations into sales and profits than others. And like any salesperson, these top writers expect to be compensated accordingly — based on how much they sell. In other words, the more a writer sells, the more he or she gets paid. It only makes good sense.
After all, a salesman who brings you $2 million in sales every year is worth a lot more than one who brings you just $100,000 — which explains why smart businessmen are happy to reward their top salesmen with bonuses, trips, awards, and whatever else it takes to keep them happy, loyal, and producing.
On the other hand, if a top salesman is paid the same wage and is treated the same way as a poor performer, it won't be long before he leaves for greener pastures.
Yes, some copywriters will work for a flat fee or even hourly. But the writers Finn Communications works with — the writers with the most profitable track records who have put tens of millions of dollars into their clients' coffers — won't work that way. These writers command royalties and mailing fees for one reason: They're worth it.
More importantly, the extra sales they bring in — far above those generated by an "average" writer — more than pays for whatever bonus or mailing fee they charge.
Furthermore, a royalty gives the copywriter a powerful incentive to make absolutely sure your promotion is huge success. It also keeps the copywriter totally committed to your promotion being a 100% success — FOREVER.
That's because your copywriter has a vested interest in the long-term success of your package, so he or she is willing to do comprehensive modifications to your package — absolutely free — to keep it fresh. Your writer will come up with new ideas, headlines, and offers, all to keep your package pulling for as long as possible.
This keeps you in the mail without interruptions. And you don't have to negotiate prices for each version or refinement of the package.
But you won't just make more money up-front when you employ the very best writers. You'll also get more lists to work profitably for you. You'll have more customers to sell additional products to in the future. Your list rental income will increase because you'll have more names to rent.
In other words, the money you spend to get great copy is an investment — a wise investment that will reap huge rewards for you, year after year.
Yes, you can still get decent work without mailing fees, but you'll never be able to hire the best writers. And you'll never reap the maximum profits.
Time after time, for 30 years, I've seen the superstar writers I represent create massive wealth for our clients by motivating millions of consumers to buy. These rare, elite writers have launched entire new industries with the power of their words and ideas. And their promotions can literally transform your business almost overnight.
Savvy clients are lining up to hire them because they create many times as much wealth for the client as it costs to hire them. And they bring in millions of dollars in sales the clients would not have seen otherwise.
They will do the same for you as long as you pay them what they're worth.
© 2005 Finn Communications