Yesterday someone asked me how I determine a cost estimate for a writing project if I’m not charging by the hour. This is a tough problem, and it’s important professional writers learn how to do it well.

I try to break down a project into several time chunks:

1. How long is it going to take me to absorb the concept to come up with the right copy? I still do work for my former company, and I don’t have any kind of a learning curve there. But when I am putting together the eNewsletter that they’ll send out, I have to determine a theme, find article ideas, locate appropriate
   graphics. The thinking time on a project like that could be quite long.
2. How long is it going to take to actually write the copy? Is it something that may flow, or will it be a lot of cross-referencing and extra analysis all the way through? I try to imagine myself sitting down to write it. Am I flipping through different screens on my computer, or is the copy coming out without help once I understand
   the purpose and tone?
3. How long will it take to format the physical copy the client will receive? For example, for a flyer or a brochure, I usually give something that has some of the graphics or something that shows the layout. I’ve yet to be able to toss over just a pile of words and say, “Here — I’m just the writer. Take it to your graphic people to make it look good.” Writing effective commercial copy, to me, takes into account what the final product may look like, so I like to share what was in my head as I wrote.
4. How much rewriting do I expect? So far, I’ve really been fortunate in that I’ve nailed the first drafts on the first try, so I haven’t done much revision. But I have to leave room for people to come back with changes.

Once I understand those four time elements, I figure out the number of hours a project will take. Then I add a couple of hours, because I’m almost always too short. When I write the contract (on small projects, it’s an email that just needs electronic approval), I almost always include two rounds of revisions, and then I give a price for additional revisions.

Other copywriters charge for more:

• Travel time to and from the client
• Time spent going over project with client
• Initial consultation
• Revisions that go beyond a regular rewrite — such as when the company “changes direction” on a piece

On my first official project as a professional copywriter, I absolutely blew the estimate. It was what the guy called “a simple proofing job” to edit two datasheets, 14 pages each. I figured I could knock them off in a couple of hours. Ha! Eight hours later, I was still sweating. It took me at least four hours to edit the dang things, and then another four or so to input all the
changes (I always edit hard copy).

But I’ve nailed the estimates on my last two jobs — almost to the minute. Which gives me hope that I’ll be able to figure this out as a profession.

Here’s another post on estimating.