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Should you offer copy AND design?
by Steve Slaunwhite
McDonald's used to ask customers, "Do you want fries with that?" It was a great question that would often boost the size of the order and, ultimately, profits.
As a freelance copywriter, you can use this same technique to increase YOUR income per project.
Let's say you're asked to quote on writing a print ad. By simply asking the client, "Would you also like me to quote design?", you could get that work as well.
Then all you would have to do is subcontract that part of the project to a freelance graphic designer.
Sounds easy, doesn't it? Trust me, it's nothing but.
Subcontracting to a designer can be a real headache. You have to deal with the client, coordinate revisions for both copy and design, pay the designer – perhaps before you get paid by the client – and make sure everything is completed on time.
You're no longer just the writer. You're the writer, art director, project manager, and account executive all rolled into one.
And what happens if there are errors in the designer's computer files that you didn't notice? If the client is forced to reprint the job, he may hold you financially accountable. (That's gonna hurt.)
Don't make the mistake of assuming that your subcontracted designer will handle all the details or take the heat for you when things go wrong. If the client is getting both copy and design from you, you're the one who has to make sure everything goes smoothly.
Now that I've scared you, there is a plus side to offering design.
Some clients, especially small business owners, prefer to get everything from one place. They don't want the hassle of having to hire a writer and designer separately, and then coordinate their activities. If you offer both copy and design, these clients may be more inclined to hire you.
Indeed, I know several freelance copywriters who do very well by getting and subcontracting the design work for their clients' projects. They say it increases their income per project 20% to 50%.
Before you decide to ask your clients, "Do you want design with that?", know what you're getting yourself into. Learn everything you can about working with designers. Subcontracting design can be a lucrative profit center for your business. But only if you really, really know what you're doing.
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