Schedule of Estimated Fees
Service Description / Price
Fundraising/Sales Letter $1000 - $3350+
Direct-mail package, lead generation $1700 - $3650+
Direct-mail package - mail order $1700 - $6000+
Fundraising package - house file $1350 - $3350+
Fundraising package - acquisition $1700 - $3350+
Telemarketing Script $250 - $1700
Renewal series $1000 - $1700 / letter
Blanket renewal insert $1700 - $2500
Self-mailer $1700 - $3650
Postcard or double postcard $600 - $1800
Brochure $500 - $1000 / page
Newsletter $400 - $1000 / page
Feature story $1.00 - $1.50 / word
Press Release (1-2 pages) $350 - $650
Website - home page $1000 - $2350
Website - other pages $500 - $850 / page
E-mail, short copy $850 - $2000
E-mail, long copy $1350 - $4000
E-zine ad $400 - $600
Landing page $600 - $2000
Micro site $2000 - $4750
Copy critique $300 - $800
Online Copywriting Fee Schedule
Micro site — $2,000 - $4,750
A long-copy dedicated Web site designed to sell a product - such as a newsletter, e-book, or conference - directly. The online equivalent of a 6 to 8-page sales letter.
Long-copy landing page — $2,000 - $3,500
Abbreviated version of the micro site. The online equivalent of a 2 to 4-page letter. Used for b-to-b offers and products that require less description (e.g., software).
Short-copy landing page — $650
A simple landing page for a product or offer. Often used for white papers, software demos, and other inquiry fulfillment. The online equivalent of a trade ad: headline, a few paragraphs of descriptive product copy, and order portion.
Transaction page — $500
Similar to a short-copy landing page but with even less descriptive product copy; a page designed primarily as an online reply form where the visitor can either order the product or (if lead generation) request a free white paper or other information.
Long -copy e -mail — $1,350 to $4,000
An e-mail designed to sell a product directly by driving the recipient to a landing page. The online equivalent of a 3 to 4-page sales letter.
Teaser e-mail — $850 to $2,000
A short e-mail designed to drive the readers to a micro site or long-copy landing page where they can order the product. The online equivalent of a ½ to 2-page sales letter.
Lead -generation e -mail — $650 to $1,000
Similar to the teaser e-mail but the purpose is to drive the readers to a landing page or transaction page where they can request a free white paper or other information.
Online e-mail conversion series — $500 - $1,000 per e-mail
A series of follow-up e-mail messages, sent via auto responder, designed to convert an inquiry into a sale.
Online ad —$350
A 100-word classified ad to run in an e-zine and drive readers to a micro site or landing page.
"Mail order" package #1 — $4,500 - $6,000
Everything you need to sell a newsletter or other product online; includes a micro site or long-copy landing page with two different leads to test, three teaser e-mails, and three online ads.
Web site package #2 — $3,000 - $4,500
A small business or single product line Web site consisting of a home page and 5 to 10 additional pages.
Ongoing site copy maintenance — 3% of gross sales
For a royalty of 3% of gross sales, we remain on call to make minor tweaks and updates, and provide new test versions, at no additional fee. Copywriting of major new tests and .versions is quoted separately.
Google™ AdWords Fee Schedule
Google™ AdWords campaign management – initial 5 week campaign -- $2,880 per campaign
Set up a single AdWords campaign consisting of multiple AdGroups, keyword analysis, and ad writing (roughly one week), and 4 weeks of daily tuning, tailoring, testing, and weekly report submissions. Assumes use of existing landing pages.
Google™ AdWords – Ongoing weekly campaign maintenance -- $325 per campaign per week
Ongoing daily Ad tuning, tailoring, testing, and weekly report submissions.
Google™ AdWords – Campaign set-up and training -- $750 for the first campaign, $500 each additional
Set up a single AdWords campaign consisting of multiple AdGroups, keyword analysis, and ad writing. Training on how to use the Google™ AdWords Interface, how to conduct an on-going campaign, ideas for ad tuning and split testing.
Most sales and fundraising letters will also incur a $.01 to $.05 per piece or 1% to 20% of gross commission on sales generated through my copy. Exact commission (if any), pricing and terms will be finalized with signed contract and may impact price thresholds listed above.
Signed agreement (provided by Ed Estlow) required for all jobs. Copywriting fees are payable 50% in advance, balance upon delivery. Copy critique fees are payable in full, in advance. All revisions must be assigned within 30 days of receipt of copy. Two rewrites are made free of charge unless the revision is based on a change in the assignment made after copy is submitted. Listed fees are guidelines only. Call today for a prompt price quotation on your specific assignment.
Legal note: Although Ed makes every effort to make your copy comply with the law, he is not an attorney. Therefore, it is your responsibility to submit all copy for legal review. You are also responsible for final proofreading of all the copy.
NOTE: This fee schedule current as of June 2010 and valid for 90 days from date of receipt. Be sure to call for current fee schedule when ordering copy or consulting service.