Business

Stop Leaving Money on the Table: 3 Tips for Setting & Getting Maximum Fees

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Set your fees like your life depends on them. Because it does.

Here’s how to make sure you’re not leaving money on the table when working with clients:

1. Relentlessly build your visibility and authority. Your authority and visible expertise create more leverage than you may think when setting and getting fees.

Publish authoritative content. Be seen associating with (and working with) other respected authorities. Collect and showcase great testimonials.

2. Working with the “right” clients has a bigger impact on fee acceptance than almost any other factor.

You can get paid 10X more just by working with a client for whom it makes sense to pay well.

For example:

It doesn’t make much sense for a client to pay a copywriter $500 per email if he’s selling a $7 ebook and only has 100 people on his email list.

On the other hand, a client with half a million subscribers and product funnel with higher-priced upsells, it doesn’t make much sense to pinch pennies when hiring a copywriter.

No, he knows he needs to hire the best copywriter he can find… because weak copy will cost him a FORTUNE.

Adopting a rainmaker mindset can help you negotiate with these potential clients. In this livestream recording, I explain what I mean by that and how you can install the rainmaker mindset to set you up for success:

3. Try to find out the value (financial, emotional, time) of getting the job done right — and the cost (financial, emotional, time) of allowing the job to remain undone or to be done poorly.

Then set your fees boldly, understanding the true value you bring.

How valuable is it to the client to:

  • get the job done well?
  • get it done quickly?
  • find a provider he can trust?
  • begin a relationship that can last over the long term… instead of needing to start working with a new stranger in 30 days?
  • be able to move forward confidently?
  • get outside perspective that can help create even better results?
  • to finally have some peace of mind?

It’s worth a LOT.

Much more than the “sticker price” of the deliverable itself.

There’s a number where the value perceived by the client overlaps with what you feel it’s worth to you to invest your time and brainpower to the project.

Your fees should land somewhere in that overlap.

That’s how you can maximize your revenue per project and feel good about it in the process.

It works whether you quote a set fee or performance-based fee.

Hope this has been helpful. Took me YEARS to learn some of these lessons!

Beat Burnout & Breathe Life Into Your Day

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Today’s email is inspired by an important question a fellow copywriter asked me:

“I know we get paid to write… but I’m writing more than I ever have right now and I’m getting burnt out.

How do you stay fresh?”

I have a 5-part response to this question. These are helpful tips if you feel burnout creeping in… but you can also do them proactively to help prevent burnout before it starts.

1) Consume as much as you write. 

I don’t know if it’s true across the board, but in my experience, you need more fuel in the tank when you increase your creative workload.

Sometimes that means doing research. Sometimes it’s just going down the dark alleys of the internet (or Netflix) reading about things you’re interested in.

When you’re lucky, you can find places where work-related research overlaps with topics that interest and entertain you.

Looking for some good recreational material to consume? I’ve been sharing some of my favorite business books written by Black authors on social media.

2) Give yourself good breaks. 

You’re not ChatGPT, right? Your brain isn’t designed to write for 4 hours straight.

I took a full day off last week to take my son to the Chicago Auto Show (the biggest car show in the nation).

Copywriter Donnie Bryant and his son at the Chicago Auto Show

On the rare occasion you have the momentum for long writing sessions, go for it. Momentum is your best friend. (It can also be your worst enemy, but that’s a different conversation.)

But unless you have a screeching deadline, I encourage you not to force it.

3) Get sleep. 

I’m terrible at this, but it makes a huge difference.

I’m the king of the all-nighter. Ask any of my friends. So I can tell you as well as anyone (outside, you know, sleep scientists) that skipping sleep take a significant toll.

Especially after 30.

Double especially after 40.

Sure, you may pick up 8 extra hours of work, but if you’re like me, you’re basically useless for 12 hours after that.

Again, unless your deadline is tomorrow, I advise against skipping sleep.

4) Switch between tasks when you start hitting a wall.

Sometimes that looks like writing for a different project, sometimes it’s doing the laundry you know is piling up.

You’re able to keep working… but refocusing your brain can breathe some life back into your day.

5) Spend as much time as possible working on work that matters to you.

We don’t always have the luxury of doing this. But whenever you can, say “no” to work that drains you so you can make room for work you feel is meaningful, dare I say enjoyable.

Work you can wake up in the morning excited about.

Doing work that feels pointless sucks life out of you.

I don’t have statistics, but I reckon this could be the biggest cause of burnout on micro (getting tired of a particular task) and macro (general burnout that singes every part of your life) levels.

If you can swing it, just say “no.”

— — —

— — —
Hopefully those tips are helpful for you.

Have a productive day!

3 Big Predictions for 2023

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Happy almost New Year!

Instead of being clever and coming up with 23 predictions for 2023, I’ll just give you 3 for the coming year.

I don’t know that any of these will be shocking, but I think you’ll find them useful. (And correct.)

Let’s get to it.

Prediction #1: The population general will shift even more toward fear about the economy.

Yes, we’ve already heard plenty of complaining about inflation (and I think we’re a ways off from seeing that fixed), possible recession, etc.

Still, 2022 holiday spending has been record-breaking.

If your neighborhood is anything like mine, people bought everything they could get their hands on for Christmas.

I predict people will adopt a more defensive attitude in 2023.  Spending will be tempered (not decimated), and in most industries, you’ll have to work harder to get people to open their wallets.

You’ll benefit from communicating safety, security and CERTAINTY in your marketing.  Help your clients and prospects feel a greater degree of control and they’ll reward you.

Prediction #2: AI will help creatives more than it hurts. Consumers won’t be so lucky.

Based on my last few emails, you already know I don’t see ChatGPT and other artificial intelligence tools as a threat to copywriters… designers… children’s book authors.

I just uploaded a video highlighting 10 copywriting skills AI doesn’t have (yet) that guarantee humans will still be running the show for the foreseeable future.

Besides, no one wants to do our jobs!

Entrepreneurs are already full-time busy with their jobs. The reason they don’t study copywriting or graphic design is the same reason most won’t invest the time to learning to leverage AI.

And even if they do bring AI into the mix, they still need skilled copywriters, designers, etc., to run the program!

That said, marketers will create far more content in 2023 than ever before. Much of it will likely come from AI.

More and more content… with less and less originality… which means more and more noise for everyone to sift through.

Several experts are even advocating for and teaching “authors” to use AI to ghost write their books!

In many ways, I believe 2023 is going to be a year of content quantity over quality as people prioritize speed.

It’s like giving a teenager the keys to a gassed-up Bugatti. Could be painful to watch.

Prediction #3: The value of real expertise will increase… but it’ll be harder than ever for most to get their expertise noticed.

True, original-thinking experts will seem increasingly rare and refreshing amidst an onslaught of mediocre AI content.

Your ideal clients will sing “Oh happy day” when they find you. They’ll likely be more tired than ever from wading through the sea of cyber-sameness.  

In 2023, you may need to crank out more copy/content than you’ve had to produce in the past — without decreasing its quality.

Showcase your expertise, your unique and relevant experience, your empathy and your HUMANNESS… even if you use AI like crazy.

(For the record, my plans for the new year include a TON more content. So I’m not just talking to hear my fingers hit the keys.)

AI will get better over time, and people (hopefully) will get better at using it.

Either way, 2023 is going to be interesting!

Wrong Price Strategy Will RUIN Your Business (Lesson for Entrepreneurs)

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I believe 100% in treating prospects with honesty and respect.

So I’m curious to know what you think about this…

It’s one of the worst mistakes in the history of modern retail.

Back in 2012, JCPenney’s CEO Ron Johnson decided to eliminate coupons from the department store’s business.  

Up until that point, Penney put coupons in newspapers, credit card statements in the mail and online. They were a major driver of sales.

Johnson slashed prices 20-25% on most products companywide to make up the difference. He figured customers would appreciate the built-in savings.

If you’ve studied marketing you can guess what happened — which means you’re more insightful than at least one Fortune 500 CEO.

The strategy flopped hard.

Sales dropped almost 25% ($4.3 billion) and Johnson left the company to “look for other opportunities.”

I remember it like it was yesterday.

At the time, I worked in the stockroom at JCPenney, unloading trucks full of clothing at 3am (I haven’t always been able to survive purely on copywriting income).

My stockroom job got whole lot easier because we sold through much less product.

I also remember JCPenney hiring a mob of temporary employees to remove the price tags from all the merchandise in the stores…

Marking prices BACK UP to their pre-Johnson levels…

And starting to send out coupons again.

Revenue popped. Customers came back, happier. And the company tried to forget what happened.

Lots of Lessons. But here’s the main point

Decision-making is not a rational process.

In this instance, customers preferred cutting out a coupon to save $20 on a $60 sweater over walking into a store and picking up the same sweater for $40.

They were happier because they FELT the savings.

So they bought more frequently. And JCPenney raked in more cash.

Everyone wins.

This is not me telling you to add coupons to your business (I’ve found that credits often work better than coupons, anyway) or lower your prices.

I’m suggesting that skillful, effective marketing figures out why your people make their emotional decisions…

And works to elicit the right motivating emotions with respect, honesty and in your buyer’s best interest.

Humans in 2022: A Shift You Can’t Afford to Ignore

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This message is going to make some folks angry.

It’s also going to make some people a pile of money.

You get to decide which group you’re in.

(Hypothetically, you can be in both groups. Be angry and sin not.)

I’m going to share one surprising statistic (which you may have heard by now)…

One high-impact implication of that statistic…

And two action steps to leverage the current state of things into that pile of money I mentioned a second ago.

Here’s the startling statistic:

TikTok is now the #1 website on the planet in terms of traffic.

Maybe you aren’t surprised. I was straight-up flabbergasted.

But I shouldn’t have been.

Because, this lines up precisely with one of the lessons I’m constantly promoting:

Entertainment (which is so much more than just humor) is increasingly essential if you want to get and keep people’s attention.

And you can’t get anyone’s money legally without getting and keeping their attention.

Next point.

Google has FELT unbeatable as the world’s top website. People need to know stuff or find stuff, and Big G dominates as a provider of answers and information.

I’m no TikTok expert, but it doesn’t seem particularly search-based (that’s standard for social media).

The platform intentionally and aggressively serves you novel content… and although your interactions inform what the algorithm delivers…

The algorithm is in the driver’s seat.

According to the numbers, we love being passive passengers on the ride.

The masses – probably including your should-be buyers – are making time in their schedules for this content… at the same time as complaining there aren’t enough hours in the day.

Think about it.

That doesn’t mean you need to start a TikTok account. That’s up to you to decide.

If you go that route, just watch the ROI on the time you spend there and make the right decision for you.

(Entertainment/enjoyment IS value, so you gotta factor that in, too.)

Here Are Your Action Steps

1. Your potential clients crave entertainment. And they’re going to get it somewhere. Might as well get it from YOU.

Again, that doesn’t just mean humor. It definitely doesn’t mean you have to dance on camera.

Don’t expect people to pay attention to you for long when there are more entertaining options out there. You can be more qualified, more intelligent, more honest… and still lose.

Think about how you can add entertainment value to your marketing and other content.

2. Millions of people open TikTok every day… to see videos from people they don’t even follow. The algorithm FORCES videos on users.

So when people say they only want one email a week from you…

Don’t just believe them.

Most of your readers will likely consume your content (email or otherwise) every single day… as long as you’re sending them stuff crave as much as their next TikTok binge.

Shoot, you could even send them an email linking to your latest Tiktok video.

It’s not time to be shy.

It’s time to step up to the plate and consistently deliver valuable marketing and content in packaging your people will devour.

Let’s get it!

This Is Who Will Win 2022 (and Beyond)

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I don’t often do this, but I’m going to share a “shocking” prediction for 2022 that I believe could have a significant impact on your business.

But first, let me tell you a quick story.

It’s actually one of my favorite stories. My own Michael Jordan in Game 6 vs. Utah Jazz moment.

When I was a junior in high school, I was captain of an intramural basketball team — and I predicted my team would win the championship before the first game of the season.

I’ll spare you most of the details and get to the good stuff.

My team marched to the semifinals… and I caught mononucleosis. The doctor told me I could absolutely NOT play basketball. Any rough physical contact could rupture my internal organs.

I canceled prom… and my date never spoke to me again.

But I couldn’t miss the semifinals game. Especially after guaranteeing a championship.

If you’ve ever had mono, you know it drains your energy like leaving your car’s headlights on overnight. So the game was a hard slog. Probably the same way Jordan felt like in Game 6.  

You’re going to think I’m making this up, but it’s 100% fact.

My team was down by 2 and I knocked down a 15-foot buzzer-beater to send the game into overtime, where we dismantled the other squad. Then we went on to win the title. Just as I had predicted.

Today, I’m going to make my biggest prediction since the beginning of that basketball season 21 years ago.

If you’ve been skimming til this point, this is where you want to pay attention. I’m going to tell you which…

Entrepreneurs & Marketers
I Believe Will WIN in 2022

More importantly, how you can be one of the big winners.

Here it is:

The entrepreneurs who win will be the ones who:

1. understand their core buyers at a deep level

2. communicate that deep understanding to their core buyers — not just use the data for targeting/segmenting purposes (although that’s important)

AND

3. demonstrate that they are “in this together” with their core buyers — whatever that means in their particular industries.

At first glance, this may not seem like a shocking prediction after all. But I urge you to think about this with me for just a minute.

Since the beginning of the pandemic, we’ve seen a flood of new businesses, new technologies, new options… and rapid adoption of all the newness among consumers.

More than ever before, there is something for everyone online.

At the same time, we see increased polarization of people around the world. Politically, scientifically, socially.

Folks are cliquing up and forming profound bonds with their “groups.”

In 2022 and beyond, you’ll see this trend impacting commerce more and more.

People will gravitate toward, spend money within and pledge undying loyalty to “micro-communities” where they feel understood… appreciated… even SUPERIOR to outsiders.

I don’t have statistically significant data to prove this, but I am confident that having the “best” product or service won’t be enough in 2022.

Having the “best marketed” offer won’t do it, either.

If you want to win the future, it’s going to be essential to work on developing the “best connected” offer — specifically tailored for your core clientele and obviously repellent to “outsiders” (real or imagined).

I think it’s going to be trickier than ever to be a “faceless” impersonal company. Even if you’re a plumber or contractor.

Think about it. Everyone knows Tesla’s CEO. Who’s the CEO of Toyota again?

Even Zuckerberg is trying craft a more likable public persona.

This is the way the wind’s blowing, my friend.

Take it from a guy who calls intramural championships like Babe Ruth calling home runs.

P.S. I know what you’re saying.

I can’t bring up all this micro-community stuff and skip out on helping you figure out how to actually DO IT.

Well, if you’re curious, you’re just going to have to stay tuned.

P.P.S. Shout out to Justin Winthers, co-founder of REIRail who made this prediction at least 3 years ago. One of the brightest brothers I’ve ever met.

A Backwards Way to Celebrate 9-Figures

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If you know me, you know I’m not usually one for bragging.

But I crossed the $100 million in sales (in my career, not in a year) in late September — and I allowed the spirit of pride to rise up in me…

And I started plotting a way to casually mention it to… everyone. 

The timing couldn’t have been much worse, though.

Because at that exact same time, all the folks who’d earned a plaque at the Funnel Hacking Live event started posting their pictures.

Copywriter Donnie holding piece of paper with Clickfunnel logo

I figured my plaque-lacking self would look goofy bragging about my achievement from my office chair…

While so many other people celebrated on stage at one of the year’s biggest marketing conferences.

(This is why you gotta stay humble!)

Is there a point to this story? YES. Two actually.

1. Celebrate your wins, big and small. Don’t wait 2 months to do it like I did. And don’t wait until you get props from Russell Brunson or anyone else — no shade to the Two Comma Club.

2. Whenever you’re feeling down or thinking about giving up… remember those wins.

Think about how far you’ve come. It’s amazing, right?

Truth is, you’re not like most people.

You took a chance (or you’re about to take it) and bet on yourself. You’ve mustered up the courage to go after your dreams and build something that can impact your corner of the world.

That’s not easy. Your courage and contribution deserves to be celebrated.

The celebration starts with you.

No copywriting lesson today (unless your takeaway is that bragging about your wins is good for credibility).

Just encouragement to make sure you’re adequately celebrating you.

Will A.I. Put Copywriters Out of Business?

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You hear a lot of discussion about artificial intelligence (AI) programs putting copywriters out of business.

Should you fear for your professional life?

Today I’m sharing insights into the topic which I don’t think I’ve heard other copywriters talk about.

Specifically, I’ll reveal the which copywriters are at risk… and the one thing I do to virtually guarantee your “job security” as AI becomes more prevalent.

We’re already seeing entrepreneurs use artificial intelligence programs to write some of their basic descriptive copy and informational content.

The programs have options to write FB ads and emails, too. So they’re designed to be used for selling purposes. They’re just not creative, or original, and they aren’t great at eliciting emotion.

The programs don’t create, per se. They use machine learning to curate, mix and match.

As far as I can tell, we’re far from any of these programs being able to independently come up with a unique “big idea” for copy or content and write in a way that generates a unique thought.

That doesn’t mean it won’t be used to attempt to write effective selling copy.

Now, I still think it will be some time before AI has widespread adoption, even for simple copy. Not every business even has a website in 2021!

Still, I believe machine learning/artificial intelligence will start edging out more and more copywriters in the months and years ahead.

The capabilities of these AI programs may not live up to the hype… but the hype is what’s making (and going to make) entrepreneurs buy them.

Meaning that you’ll see AI being used to write sales copy, even if it’s not all that compelling. Many users won’t really know how to tell the difference, or they’ll simply “trust the science.”

Again, watch the video to see how I recommend staying safe from the Skynet of copywriting.

Push the “Close Door” Button… or Else

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Not long ago, I heard a little story that had a tremendous impact on me.

It’s about a surprising quirk Jim Simons has.

Simons is a math genius, Ivy League professor and the multibillionaire founder of Renaissance Technologies.  

During a segment on NPR, his wife (or ex-wife, I can’t remember) revealed that Jim always pressed the “Close Door” button when they got on the elevator.

Mrs. Simons thought it was a little strange. So she asked him why he insisted on hitting that button… on every elevator ride.

“If you don’t press it,” Jim said, “you waste 2 seconds… on every elevator ride.”

It’s an important paradigm shift — and today is the perfect time to reflect on it.

First, Simons’ idiosyncrasy emphasizes the preciousness of time. Even in the smallest increments.

I have no doubt that you’re VERY aware of time. Because you probably feel you don’t have enough of it. (I’m the same way.)

But how are you careful over your seconds?

Do you defend your seconds with the same ferocity as you defend your possessions?

If not, why not?

Second, Jim’s quirk highlights action as the essential element of life.

Do you wait for elevator doors to close for you? Or do you take action to make the elevator conform to your will?

Something to think about, right?

Right now is the time to act. (Take that to mean whatever you like)

Whatever you desire to happen in your business… in the world… you can choose to do everything in your power to make it happen.

Now.

Don’t wait for customers.

Don’t wait for change.

Don’t wait for permission.

For the love of God, don’t wait for a sign.

Take the first step to accomplish the thing you want to happen.

Now.

Have a productive day.

Responsibilities of a Large Human

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A couple years ago, a good friend of mine named Mark and I were standing at a crosswalk in downtown Chicago.

We’d just left a great workshop and we were still energized.

But while we stood there, a nearby conversation invaded our bubble of positivity.

It was a man and woman arguing.

Have you ever heard a conversation and thought, “ooh, someone’s about to get body slammed”?

This was one of those convos.

Everyone around seemed to be trying to mind their own business. Last thing anyone wants to do was get pulled into a boxing match between bickering lovers.

But my buddy Mark handled it differently. He kept a close eye on the situation… just in case it looked like the dude was getting ready to hit the woman.

Fortunately for everyone, the argument calmed down quickly… right on time for the light to turn so we could cross the street.

The timing was so perfect, it almost felt like a scene from a TV show.

As we started walking, Mark explained himself to me like this:

“As a large human being, I have a responsibility . If someone smaller is getting bullied, I consider it my job to step in and help.”

(And Mark IS large. He used to be a competitive bodybuilder.)

Now, Mark didn’t mean this as a lesson.

He was just sharing his personal philosophy.

But today, I want to encourage you to think more like Mark in your business.

Because…

YOU Are A Large Human Being, Too

You have skills, knowledge and experience that’s insanely valuable to others.

You have a product or service that changes other people’s lives in a unique way — even if it’s just for a moment.

Whether you know it or not, you are LARGE, my friend.

You have a responsibility to step in and help people who need what you have to offer.

You have a responsibility to promote yourself in a way that tells should-be customers exactly how to get your solution to their problems.

And you have a responsibility to understand and expand your largeness… to keep building those muscles so you can be even more helpful to the people you work with.

Does that sound like a lot of work? Maybe it is.

But you’re on this planet for a purpose. Operating in that purpose is the most rewarding life you can ask for.

Now, in the cleaned up words of C.T. Fletcher, “It’s your set!”