As a digital copywriter, it’s essential that you stand out from the crowd.
But, how do you make that happen?
The key is adding perceived value to your services. Whether you’re starting out or have been in the game for a while, enhancing your perceived value can help you attract better clients, justify higher rates, and build lasting relationships.
Let’s walk through one process you can use to boost the perceived value of what you offer.
Understanding Perceived Value
Perceived value isn’t just about the quality of your work — it’s about how clients see and appreciate what you bring to the table. It’s the difference between delivering good writing and making your clients feel they’ve found a partner in their success.
Perceived value tips the scales, when a client is deciding between you and another writer.
Step 1: Identify Your Unique Selling Proposition (USP)
The first step to adding perceived value to your services is to figure out what makes you… you. What unique combination of skills and qualities sets you apart from other copywriters?
Let me share my journey, as an example.
I spent years in the IT world — managing projects, analyzing business needs, writing technical documentation, and testing systems. But I’ve always had a passion for health and wellness. I felt torn between these worlds, unwilling to turn my back on one or the other. Then, it hit me — what if I didn’t have to choose? What if I could combine my technical expertise with my love for wellness into one unique niche?
That’s how I found my path as a Tech-Driven Wellness Copywriter. My IT background gave me a unique edge: I can create compelling wellness content, and, unlike other writers in the industry, I can also offer data-driven insights, manage digital projects, and ensure every piece is optimized.
This combination is what many clients want. By blending my IT skills with my passion for wellness, I’ve carved out a niche that allows me to stand out and do work I enjoy.
USP Action Steps:
- Reflect on Your Strengths: What do clients often praise you for? Maybe it’s your knack for storytelling, deep industry knowledge, or ability to simplify complex ideas.
- Outline Your Differentiators: Consider what sets you apart from other copywriters. Is it your unique perspective, specialized skills, or quick turnaround times?
- Craft a Clear USP Statement: Combine your strengths and differentiators into a concise statement to share with potential clients.
Example: A USP might sound like this: “I specialize in crafting high-impact sales copy for tech startups, helping them boost their revenue by creating messages that resonate with their audience.”
Step 2: Enhance Your Service Offerings
After defining your USP, it’s time to take your service offerings up a notch. Clients are more likely to see your services as worth the investment, if they feel they’re getting more than expected.
Enhancement Action Steps:
- Evaluate Your Services: Are there ways you could add more value? Maybe offer additional services, like SEO, content strategy, or social media management.
- Create Bundled Packages: Consider offering packages that give clients a comprehensive solution. For example, instead of just writing blog posts, offer a package that includes keyword research, writing, and social media promotion.
- Keep Your Portfolio Fresh: Ensure your portfolio and service descriptions are up-to-date and reflect any new services or packages. Showcase how you’re adding value beyond just writing.
Example: If you’re primarily a blog writer, offer a package that includes blog writing, SEO, and a monthly analytics report. This adds value and positions you as a one-stop solution for your clients’ content needs.
Step 3: Master Client Communication
How you communicate with your clients can make or break how they perceive your value. Clear, timely, and professional communication shows clients you’re reliable and invested in their success.
Communication Action Steps:
- Set Expectations Early: From the start, set clear expectations around timelines, deliverables, and pricing. This transparency helps build trust and sets a positive tone for your working relationship.
- Keep Clients in the Loop: Regularly update your clients on the progress of their projects. Even a quick note to say you’re on track can prevent misunderstandings, show you’re on top of things, and help them breathe easier.
- Use Positive, Reassuring Language: Reinforce the value you’re bringing by highlighting the benefits and results of your work. Instead of saying, “I’ll have the draft ready by Friday,” say, “I’m on track to deliver a draft that will captivate your audience and align perfectly with your brand voice.”
Example: Instead of saying, “The draft is coming soon,” say, “I’m excited to share the draft with you — it’s shaping up to resonate with your audience.”
Step 4: Deliver Exceptional Results
No amount of perceived value can cover inferior work. To make a lasting impression, you need to consistently deliver results that meet or exceed client expectations.
Results Action Steps:
- Aim to Overdeliver: Whenever possible, go above and beyond what you promised. Maybe that’s delivering the project ahead of schedule or providing extra insights the client didn’t expect.
- Sweat the Small Stuff: The little details make a big difference. Whether it’s careful proofreading, ensuring your work aligns with the client’s brand voice, or delivering what you promised, make sure you’re hitting all the marks.
- Ask for Feedback: Regularly seek feedback from your clients and use it to keep improving. Positive feedback can also be turned into testimonials that further enhance your perceived value.
Example: If you’re hired to write a series of blog posts, consider suggesting additional topics or content strategies that could help the client even more. This shows you’re invested in their success.
Step 5: Build a Strong Personal Brand
Your personal brand plays a huge role in shaping how clients perceive your value. A strong personal brand can help you stand out and position you as an expert in your field.
Branding Action Steps:
- Build a Professional Online Presence: Make sure your website, social media profiles, and portfolio are polished and up-to-date. They should clearly reflect your USP and any enhanced service offerings.
- Share Your Expertise: Regularly post blog articles, case studies, or insights that demonstrate your expertise. This builds credibility and keeps you foremost in mind of potential clients.
- Engage With Your Audience: Don’t just broadcast — engage. Respond to comments, participate in discussions, and share your knowledge. Building relationships is key to a strong personal brand.
Example: A copywriter specializing in health and wellness might share articles on the latest trends in health marketing, establishing themselves as a go-to expert in that space.
Put Your Best Foot Forward
Adding perceived value to your services isn’t just about doing good work — it’s about how you present and deliver your work. By identifying your USP, enhancing your service offerings, mastering client communication, delivering exceptional results, and building a strong personal brand, you can significantly increase the perceived value of your services. This will help you attract better clients, command higher rates, and build a successful, sustainable digital-copywriting career.
Start implementing these strategies today to elevate your digital-copywriting business and ensure your clients see the true value of what you offer. Perceived value is something you can continually refine and enhance. Adding perceived value will not only help you break away from the pack, but it will also make you a sought-after leader of the pack.
