Should writers offer their first piece for free? Should businesses ask for it? I can already hear the sounds of hot-buttons being pushed far off in the distance; the writers menacingly sharpening their pencils, the business folks prepping their soul-crushing “we’re sorry, but it’s just not going to work out” e-mails.
Writing tools, or weapons of mass-pokery?
I was recently a part of a discussion (no pencil-induced wounds) on this topic with some friends from the industry and found it interesting.
Opinions are both strong and varied.
Some in the discussion felt like it was an essential part of the hiring process, helping businesses vet poor candidates.Others feel like it’s an unreasonable thing to ask for. Having worked on both sides of the relationship (both hiring writers and being the writer), I understand both sides:
Businesses want to be sure the writer they’re hiring is worth their salt and will be a fit for their projects, feeling that an initial discount is well worth establishing a long-term relationship for the writer
Important: Contextually, both quotes referred to vendors or employees who weren’t necessarily writers (you can see Matt Gratt’s comment at the end of this post for the full story)
Writers want to get paid for the work that they provide, feeling that an initial discount sets a bad precedent for the relationship, undermines their value and puts them at a personal risk.
Before we keep going, I want to preface this discussion by saying that this is not an attack on businesses or writers, nor do I think they should be enemies. I’m not putting this up in some misguided attempt to spark controversy or pad my traffic numbers. What I really want are opinions.
Knowing that, I’d like to offer up my take on this question. But in typical writer fashion, I’m going to start by telling you a story:
Imagine the following scenario…
A couple finds themselves hungry on a Saturday night and decides they’d like to go out for dinner. They hop on Yelp and read all the available reviews, finally deciding on a nearby, well-rated restaurant. When they arrive, they’ve promptly greeted by wait staff and given menus to look over. As they sit, they admire the surrounding décor. They watch as other meals are delivered to the tables around them, each looking more delicious than the last.
Finally, the waiter returns to the table and asks for their order.
“Well, we’ve read all your reviews, watched as other tables get their meals and read through your menu – but we’re still unsure whether or not we’d like to eat here. Could you bring us some free entrées to help us decide? We’ll probably come back if we like your food.”
Would the Restaurant Comply? Would You?
Eyes might roll at my heavy-handed analogy, but I do think it illustrates a good point: If the couple has had multiple opportunities to evaluate the quality of the restaurant’s food, I don’t think it’s fair for them to ask for a free ride in hopes that this place will become their new go-to restaurant.
But what about vetting for quality? The business assumes a risk by taking on a writer; what if that writer sucks?
Every Relationship Involves Risk.
Whether you’re hiring a new full-time employee, brokering a joint venture or contracting out your writing, every business relationship comes with a degree of risk. It is your job to mitigate that risk in appropriate ways.
A new hire could perform brilliantly on a skills test and wind up being ejected from your office for sexual harassment. A supplier could nail your first order and then completely botch every single order after. A business might be great to work with on project one and then take 90 days to pay their bills.
Risk doesn’t end at the beginning of a relationship. It’s about choosing to work with people you trust.
So when it comes to writers, how can you find those people without asking them to work for free?
I'm not even sure what these two stick men are fighting over that $100 for- wood stain?
The Writer’s Body of Work Should Speak for Itself
There are tools at your disposal for learning if that writer will work for you:
- Read their past work and ask for any examples that might be similar to your needs.
- Look for testimonials or references from credible companies.
- Pick up a phone and call the writer – or better yet, meet with them in person. Do they feel like a winner? Do they look the part? Is their rate fair for the quality of their past work?
- Pay them their full rate for a small, low-risk, one-off project. If you’re still unsure that a writer can deliver something serviceable (at worst) after you’ve done your due diligence, they’re not a fit. Choose someone else.
By the time you’ve gone through this process, you’ve read the reviews. You’ve watched the meals get served up to customers like you. You’ve met the wait staff and you’ve eyed-up the décor. You’ve mitigated all the risk you reasonably can. It’s time to take a chance and order – and if you’re not sure you want the full-meal, anniversary-evening deal, go with an appetizer.
What About the Promise of Potential Work?
Shouldn’t a writer be keen to earn your business by proving they can handle the job? Absolutely!
But experienced writers have heard “there’s potential for more work in it for you!” a thousand times. Sometimes it rings true. Other times, you get burned.
As Stuart pointed out, it’s up to the professional to decide if they will work for free. Young, fresh writers without much experience may do well to offer a trial-run for free, though I’d still make the argument that it’s no way to do business.
If the work gets used, why shouldn’t the writer benefit?
A Bad Precedent
My opinion is that working for free immediately puts the writer at a disadvantage and undermines the value of their work. It creates a hill that will need to be climbed for the entire business relationship. It’s a writer’s way of silently admitting that they’re willing to be lead around by the nose to keep a project going.
I’d hope that any company that wants to do business with me wants to do so for reasons other than how much I charge. I’d expect that they’d read my work, evaluated my character and decided that I was worth the risk. If they haven’t, I need to ask if they’re worth the risk for me to take on.
But if they have, I’m going to bust my butt to prove that their investment was worthwhile. Not just on project one – but every single project after.
It’s a Negotiation, Not a War
I’m realizing as I near the end of this post that it could be misconstrued. I’m not at all suggesting that businesses and writers need to be guarded, adversarial and at war with each other from the get-go. I’d never work with a client again if this was the case – heck, I love the people I work with and I love the relationships I’ve built writing!
This is not a world where the common goal is to screw each other over – but it’s business. Both parties deserve to be treated like professionals.
What do you think? Have you worked for free to earn a project or land a job?
Should writers be willing to do free trials?
This is such a solid piece. I think the most important point is that real businesses minimize risk by spending on small projects before sending the big checks. We do this all the time in order to test out new service contracts. The only situations in which I’ve seen “free work” come up in conversation are when the prospecting party has very little money. These usually don’t make for good clients anyways, if they become a paying client at all.
Cheers, Ryan.
I think there’s definitely an opportunity to “test-drive” a writer without asking them to forego any pay. If you’re at the point you’re considering a long-term relationship with them, they should be worth that one-time investment to see if they stack up.
I agree with Ryan, minimizing the risk on small projects is a good way to find out what you are going to get from a writer. I think your free work is the stuff you publish on your own blog and other published work.
Its also the responsibility of the person hiring to do their research to see if the writer you are going to hire would be a good fit for your project(s)
Matt – I think that was a big part of what I hoped to say: that there are ways to do due diligence without asking that writer to produce something cost-free. Appreciate you weighing in.
Hey Joel,
Nice piece. I think it really depends how much risk the hiring party is taking on a contractor – many times asking for a free piece is unnecessary, but for someone just getting started I might ask for one.
I think my quote is taken just a little bit out of context – I was talking about full-time, W-2 employees doing test projects.
When we’ve used paid writers at BuzzStream, we tend to work with people with a large published body of work, so we’re happy to pay for every piece.
By contrast, with W-2 employees, often they’ll be asked to do things that aren’t public facing. For example, when I was interviewing for my job, I wrote an email newsletter, a Getting Started with BuzzStream email, and did some planning work on a potential partnership. I think it was a good exercise, and frankly I enjoyed it and would’ve done it for free anyways.
In future full-time hiring, I intend on asking people for pieces of work like blog posts, and compensating them if we don’t end up hiring them.
As I said earlier, I think test assignments are a stronger play for W2 employees than contractors, largely because they tell you exactly how much the potential W2 employee wants the job.
Just my two cents,
thanks
matt
Matt – apologies, I didn’t mean to quote you out of context so I’ve changed the post to accommodate this important point. I think it’s interesting, your point on context and situation-appropriate “free” work. I still feel like perhaps a probationary period (possibly at a reduced salary) is a better move than asking that person to perform for free and would protect both sides – but I see where you’re coming from as well.
Joel,
I agree with most everything you said here. Even when I saw the question on Twitter before clicking through I thought “uhhh no I’m not writing for free (unless I’m writing about something I’m super into and it’s a personal project), ever”
As you plainly said– you can Google my body of work. It’s super easy to find me. Do I swear too much for you? Do I make too many Star Trek references? Does my Twitter lead you to believe that I’m an America-hating communist who loves Satan? Then don’t hire me. I don’t have time to give anyone something free so they “might” pay me later.
People, especially creatives, who make a living off of what’s in their brain (content) are pretty undervalued because “anyone can write/edit video/record a song/paint/whatever” but it takes a special kind of person to be an accountant. It’s a pretty pervasive school of thought and I think that’s why creatives are often pretty undervalued in any professional/business scenario.
Also, I like Ryan’s idea. Sorry if this was ranty.
Ranty-ness approved and welcomed. I think there’s an onus on the writer to make their work easy to find and put their best foot forward – no sense in making a business jump through any of the hoops that you wouldn’t want to either. To your point on creatives being undervalued – yes, I agree, because they’re seemingly so abundant. You can hire a “writer” on oDesk or a designer on 99 Designs at stupid cheap rates. How are quality-first folks supposed to compete? The way I’ve gone about it is attempting to show my clients the level I can perform on and inviting them into a conversation about how they can have that same quality put to work for themselves. It’s a tough going sometimes, but the people I wind up working with are the kinds of people I’d want to be long-term.
The oversaturation factor is totally there, you’re right. And your method is the perfect way to differentiate yourself. I’d like to imagine that if I worked totally freelance I could do it the same way. I think you have the perfect attitude/perspective for the work you do.
But, by the same token… I could dig someone an irrigation ditch for super cheap, but it would suck and they’d get what they pay for. They’d be much better off with someone who understands the principles and the engineering behind it. Someone who charges more.
Anyone can “write” just like anyone can “dig a ditch.” But someone who understands the logistics, has experience and operates at a high level will do each one better. Maybe ditches are inherently more valuable than words but I’ll stick by my flawed analogy.
You all took the words out of my mouth, and I gave my 2 cents about “anyone can write” over on http://www.inbound.org/articles/view/business-casual-copywriting-freelance-writing-content-strategy
So no, I don’t think writers should compromise and work for free. If anything it’s a great way to identify “problem clients”. There is way too much work out there to have to settle for free. If they don’t respect you, your skill, and your business, then it’s best to look for your next opportunity.
Like Ryan and everyone else mentioned, small projects are the way to go.
With regard to pricing strategy: sometimes charging more for your work will put you in a better client bracket and open you to fun projects. If you price yourself too low, you’ll get stuck with clients that are abusive or squabble over pennies.
Lauren, you’ve succinctly pinpointed it in a way that makes a ton of sense: barrier to entry.
“Anyone with two arms and a keyboard can write” – YES, but can they write well? And that’s the battle. In a recent conversation with a potential client, he quoted, “I’m not going to pay someone $100 a page to move a few periods around and change the odd word where or there” – which I understand.
At the same time, writers are not just word machines: they are communicators responsible for writing in such a way that it will prick the ears of a potential customer and bring a response, be that response engagement, entertainment or a sale.
As for price points, you also nailed it. I deliberately avoid competing with the overseas outsources and college kids. I price based on the value I feel my work will bring to a client. Clients who get that rarely bicker over pricing – and those are the clients I want to have.
Hey Joel,
Really nice article, I know from personal experience that writing for money the first time can be tricky & what kind of a level can a business trust a writer to do something at.
As someone who buys articles a LOT, I’d say I need the first job to be quality, I’ve bought articles of over 20 sites and have only got 1 or 2 that I actually trust to write content that I can publish for either my own sites (notice sites, not my main seo blog site, that’s all me :P) and my clients sites.
I find finding a freelancer to be one of the trickiest parts of my own work, it’s a pain in the ass to go through interviews, hence why I wanted to hire you to do some work for me 😀 – Oh and next month, I’ll be sending some work your way! 😉
I’m moving more towards being a freelance SEO myself and as a part of that, writing comes into the equation, I think this’d benefit more if you changed the word “writer” to “freelancer” as it applies to all freelance hiring situations in my opinion, it’s all about the trust!
I’ve done both and I realized based on experience that giving the first piece for free is a “no go” for the same reasons that you explained.
I mean, I wouldn’t tell a plumber to fix my leaking faucet for free the first time so I can check the quality of their work…
The same analogy still applies with writers.
Cheers, Spook! Love seeing you around on my posts 🙂
I think that this, ultimately, is a business decision that can only be made with due consideration for facts and circumstances.
I enjoy writing more than I enjoy having money, so while I’d love to be paid to write things, I’d probably just write something for anyone that asked, out of my own over-enthusiasm.
If it was my primary source of income I’d probably need to be assessing my time, how to value it, what I could afford to do and also assess the prospect. Lots to consider.
Iain – I wrote this from the seat of a career copywriter, so while I hear your point about loving to write more than having money, that’s really not an option for people who, as you mentioned, use writing as their primary source of income. There’s definitely a lot to consider, especially in different situations – but I don’t think there are too many jobs out there I’d be willing to work for scot free on the off chance they’ll work with me long-term. If someone is approaching me about a job, they should do due diligence to know I’m the right guy for them. If they still don’t know, a mini, paid project is what I see as the ideal solution for both parties. Thanks for your comment!
No worries. I think your perspective on this is fairly sound. I imagine the primary challenge is finding the people who both care enough about (and can recognise!) the quality of writing and are prepared to pay the going rate (or, at least, your going rate) for it.
I guess for people starting out, or struggling for jobs, there is always going to be a temptation to take the work that is available, regardless.
No way. You work too hard and have bills to pay. Plus, the client needs to be assured of quality – how can you do that when you are starving? If a business is asking you to discount, run, run like the wind! Most professional services associations bar membership to those who participate in speculative work, even as an ice-breaker.
Hey Randy! Nice to see another Calgarian around these parts. I couldn’t agree with you more. From day one, I’ve had a policy of never working for free. I would NEVER ask someone else to do the same for me. If you don’t think I’ll bring value to your business, why are we even having the conversation? I’ve done everything I can to show potential clients what I’m capable of. If they remain unconvinced after perusing the portfolio, reading my blog or checking out my own web copy, why would they contact me in the first place? Thanks for your comment, I hope we get the chance to meet in person soon.
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Any prospect (or client) that asks you to work for free better damn we’ll have a charitable tax number!
Anyway, my coffee suggestion form twitter is still good. My treat.
As you can probably see from my typo, I could use a good proofreader as well!
I don’t think you should work for free, especially if you have experience writing. If someone would apply writing for me I would only ask to show a few posts written by the person that were shared, tweeted and liked. If I liked the samples I would hire the person for a small project first and then go from there.
Yeah, a small initial project makes far more sense for both parties. Thanks for the comment, Asher!