By Olaf Kopp on July 31, 2017 Reading time: approx. 10 minutes The copywriter's dilemma: How much should the creation o
Posted: Wed Jan 29, 2025 9:41 am
The topic of texts as a content format and their value has been discussed for years. For this reason, I spoke to some text creation service providers and tried to gain an insight into their everyday professional life.
In the following, I would like to give space to the perspective of the copywriter to explain their dilemma when working with clients. On the other hand, I also always bring in the client's point of view, in this case us as an agency.
To support this, I have sought opinions from some colleagues from the PR and copywriting profession:
6 Conclusion: Text is not the same as text, copywriter is not the same as copywriter, communication is all the more important
How is copywriting paid for?
There will probably never be a single answer to this question. The range of answers goes from "that cannot be said in general terms" to specific amounts, which differ so much that it is difficult to determine a general value.
That's why most copywriters in our small survey stated an azerbaijan phone number data hourly rate of between 60 and 100 euros. However, the offers differed. Some service providers gave approximate flat rates based on the expected length of the text. However, many service providers were reluctant to use this type of pricing. The length of the text is not a decisive factor in the effort, according to some copywriters.
When it comes to the basis for a cost calculation, there are a number of different approaches, in addition to the length of the text, which is based on the number of words, the number of characters or per DIN A4 page, for example. The following bases for cost calculation were mentioned by the copywriters we asked:
By topic
By text type
According to target group orientation
After research and coordination
I have often heard the statement that the creation of texts always has to be calculated individually for each project. And this is probably where we find ourselves in the greatest area of tension between copywriters and their clients.
On the one hand, there are agencies and companies that in most cases need concrete prices for budget planning. On the other hand, there are copywriters who find it difficult to determine their costs in advance, especially for new projects. The copywriting service providers often have to live with the risk of over-delivery or are in the fortunate position of not having to agree to a fixed-price collaboration.
The reason why it is so difficult for copywriters to calculate the effort required for one or more texts in advance is that the effort is not limited to just creating the text.
In the following, I would like to give space to the perspective of the copywriter to explain their dilemma when working with clients. On the other hand, I also always bring in the client's point of view, in this case us as an agency.
To support this, I have sought opinions from some colleagues from the PR and copywriting profession:
6 Conclusion: Text is not the same as text, copywriter is not the same as copywriter, communication is all the more important
How is copywriting paid for?
There will probably never be a single answer to this question. The range of answers goes from "that cannot be said in general terms" to specific amounts, which differ so much that it is difficult to determine a general value.
That's why most copywriters in our small survey stated an azerbaijan phone number data hourly rate of between 60 and 100 euros. However, the offers differed. Some service providers gave approximate flat rates based on the expected length of the text. However, many service providers were reluctant to use this type of pricing. The length of the text is not a decisive factor in the effort, according to some copywriters.
When it comes to the basis for a cost calculation, there are a number of different approaches, in addition to the length of the text, which is based on the number of words, the number of characters or per DIN A4 page, for example. The following bases for cost calculation were mentioned by the copywriters we asked:
By topic
By text type
According to target group orientation
After research and coordination
I have often heard the statement that the creation of texts always has to be calculated individually for each project. And this is probably where we find ourselves in the greatest area of tension between copywriters and their clients.
On the one hand, there are agencies and companies that in most cases need concrete prices for budget planning. On the other hand, there are copywriters who find it difficult to determine their costs in advance, especially for new projects. The copywriting service providers often have to live with the risk of over-delivery or are in the fortunate position of not having to agree to a fixed-price collaboration.
The reason why it is so difficult for copywriters to calculate the effort required for one or more texts in advance is that the effort is not limited to just creating the text.