Per Brick. Per Stitch. Per Word.September 8, 2015 at content strategy
A man walks to an architect’s office and asks, “How much do you charge for your services? I may need it for my house?”
“Please have a seat. I need to know some details as the pricing depends on a few factors. For example, …”
“Ok, hang on. Can you please tell me your quote for ‘per brick’?”
“You mean, my fees for per brick for your house?”
“Exactly. You got it right.”
A lady walks into a boutique shop and asks the man there, “How much do you charge to stitch my full-length business suit?”
“Hey, welcome lady. I need to know your style and preferences for fitness. I also need to…”
“Ok, I will give you all the details. Can you give me your quote for ‘per stitch’?”
“The cost of stitching your business suit, on the basis of ‘per stitch’?”
“Yes. That way, I can get any number of stitches as I want.”
As a communicator and a storyteller, this is how I feel when I get requests to quote on ‘per word’ basis. I am very surprised when clients with experience and technology-background expect quotes on per word basis. This is nothing less than a ridiculous approach.
Businesses fail to understand that content is not about number of words; it is about the message, the context, and the purpose.
I can write the contact details on a web page in 60 minutes. I can explain a service in 300 words in 2 hours, but I may take 3 days to articulate the 40 word mission statement, accurately.
Can an architect really charge less for designing a study and more for the lawn because the lawn is huge when compared to the size of study?
The clients may have asked it out of ignorance or for some constraints. It is up to us to educate them that it is always about the suit and not the stitches, the model and not the bricks.