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Retainers: How To Offer Them In Your Copywriting Business

The Secret to Unlocking Sustainable Growth in Your Copywriting Business


woman wearing a head scarf working from a laptop and taking notes

One of the challenges we face as copywriters, entrepreneurs and business owners, especially in the early days is figuring out how to make money on a regular basis. 


This is true, whether you sell products or services and whether you’re a copywriter or not. In this post, we’ll look at the retainer model. Retainer packages provide a steady income stream for copywriters and many other service providers, too. 


In this post, you’ll learn:


  • The benefits of offering a retainer package in your copywriting business

  • 10 things to consider before promoting your retainer packages to your clients

  • 3 simple steps to begin offering retainer packages


By the end of this post:


You should be in a position to decide if having a retainer offering in your copywriting business is the right path for you and how to go about it. 


The Retainer Package: The benefits

Offering retainer packages can be strategic and mutually beneficial for copywriters and their clients. Retainer packages provide a steady income stream for the copywriter while offering clients ongoing support and consistent content. Here are some steps to help a copywriter offer retainer packages in their copywriting business


10 Things to Consider Before Promoting Your Retainer Packages


1.Evaluate Your Services

Identify the specific services you can offer on a recurring basis. This could include blog posts, social media updates, email newsletters, website updates, or any other type of content creation that aligns with your expertise.


2. Define Scope and Deliverables

Clearly outline what your retainer packages include in terms of deliverables and scope. Be specific about the number of deliverables per month, the word count (if necessary), and any other relevant details. This ensures transparency and helps manage client expectations.


3. Set Pricing Structure

Determine a fair and competitive pricing structure for your retainer packages. Consider factors such as the amount of time and effort required, your level of experience (you can always increase your prices, the more clients you get!) and the value you provide to clients. Offering a discount compared to individual project rates can be an incentive for clients to choose a retainer package.


Unsure if you should put your prices on your website or not? Watch this video to find out.


Quote from writer Mish Slade on the importance of selling the value, not the price


4. Tiered Packages

Create different tiers of retainer packages to cater to various client needs and budgets. For example, you can have a basic package with essential services and a premium package with additional features. This allows clients to choose a package that best suits their requirements.


5. Duration and Terms

Decide on the duration of your retainer packages (e.g., monthly, quarterly, or annually). Clearly outline the terms of the retainer agreement, including payment terms, cancellation policies, and any other relevant details. Make sure both parties are on the same page to avoid misunderstandings.


6. Create a Proposal

Develop a professional and comprehensive proposal that outlines the benefits of choosing a retainer package. Highlight the value clients will receive, such as consistency, priority scheduling, and potentially discounted rates. Use this proposal as a tool during client consultations.


7. Communicate Benefits

Emphasise the advantages of retainer packages during your client interactions. This could include cost savings, priority availability, and the peace of mind that comes with having a dedicated copywriter consistently working on their content.


Quote from advertising exec, Mary Wells Lawrence on what the best ads should do


8. Offer a Trial Period

Consider offering a short trial period for clients to experience the benefits of your retainer packages. This allows them to assess your value and increase their confidence in committing to a longer-term arrangement.


9. Market Your Packages

Promote your retainer packages through your website, social media, and other marketing channels. Communicate the benefits and encourage potential clients to reach out for more information.


10. Client Education

Educate your clients about the advantages of ongoing content creation and the positive impact a copywriter can have on their business. Help them understand how consistent, high-quality and well-crafted words can contribute to their marketing and sales strategy.


By carefully planning and presenting retainer packages, you can create a win-win situation for both you and your clients, fostering long-term relationships and financial stability in your copywriting business.


Offer Retainer Packages In Your Business: 3 Simple Steps

Here are three simple steps to help copywriters enter into a retainer situation with their clients:


1. Assess Client Needs and Potential for Retainer Services

  • Start by evaluating your existing client base to identify potential candidates for retainer agreements. Look for clients who have ongoing content needs, a consistent need for your services, and a willingness to commit to a long-term partnership.

  • Reach out to these clients to discuss their ongoing content needs and explore the possibility of entering into a retainer agreement. Highlight the benefits of retainer services, such as priority scheduling, consistency, and potentially discounted rates.


2. Develop Tailored Retainer Packages

  • Based on your assessment of client needs and preferences, develop tailored retainer packages that align with their requirements and budget. Consider offering different tiers of packages to accommodate varying levels of need and investment.

  • Clearly outline the scope of work, deliverables, pricing, and terms for each retainer package. Emphasise the value proposition and benefits of choosing a retainer agreement over ad-hoc project-based work.


3. Present and Negotiate Retainer Agreements

  • Schedule a meeting or call with your clients to present your retainer packages and discuss the details of the proposed agreement. Use this opportunity to explain the benefits of retainer services and address any questions or concerns they may have.

  • Be prepared to negotiate terms and customise the retainer agreement based on the client's specific needs and preferences. Listen to their feedback and be flexible in finding mutually agreeable terms.

  • Once the terms are finalised and both parties are satisfied, draft a client agreement and ensure all parties sign the contract to solidify the retainer arrangement.


By following these simple steps, copywriters can effectively position themselves to enter into retainer agreements with their clients, fostering long-term relationships and providing ongoing value through consistent, high-quality copywriting services.

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