Carson Brackney of Content Done Better
December 11th, 2006 by WellwrittenwordsCarson Brackney of Content Done Better asked for an interview on the Freelance Writers Manifesto. I’ve had some negative comments on what he had to say though; a few members seemed to think he’s raising some irrelevant points here. After all, what sane writer doesn’t want to get paid more? 
The Manifesto argues that many content buyers undervalue writers. If that’s the case, shouldn’t the market correct for that error in judgment? It would seem that if buyers were truly offering too little, they wouldn’t find people willing to do the work and would be forced to pay more. I guess you could say that I’m something of a believer in the ability of open markets to organically determine wage fairness based on supply and demand. What am I missing?
The Manifesto references a “fair wage” on several occasions. I’m curious. What represents a fair wage? Who determines what’s fair for others and for me? What methodology would be used to calculate a fair wage and would that system account for variables like cost of living distinctions, topic area mastery, experience, skill level, the availability or unavailability of alternate earning options, etc? I have a feeling that one writer’s sweatshop is another writer’s penthouse. How would the quest for a fair wage account for these individual variables?
The Manifesto seems to argue that writers should “hold the line” on pricing in order to serve the greater good–helping the writing industry as a whole. Why should writers who are comfortable and happy working for less feel obligated to prop up my income by increasing their minimum rates? I don’t believe healthy competition between writers (on the basis of talent or price) is incompatible with being collegial or helpful in other respects. Why should anyone put his or her income at risk by raising rates to comport with a “fair wage” standard for the sake of serving the “writing community?”
It seems to me that organizing all of the thousands of very individualistic people from all around the globe who consider themselves freelance writers to rally around a “fair wage” is going to be like herding feral cats. What makes you think it’s feasible to develop a sufficient groundswell of support for the Manifesto’s objectives to make a difference?
Absent nearly universal participation by those who write professionally, wouldn’t embracing the Manifesto’s approach to wages actually serve to harm individual writers’ careers? When I saw the Manifesto, one of my very first thoughts was that it created a real branding opportunity for someone like me who may be willing to work on some projects at rates lower than many other writers. If the Manifesto receives widespread support, I can market myself as “the webmaster’s friend”–the writer who is more worried about clients’ bottom lines than about being part of the “we want more” crowd. Backing the Manifesto, it would seem, is an invitation for guys like me to take business away from participating writers. What’s your opinion about the risk of making writers who don’t support the Manifesto’s aims more attractive to prospective buyers?
Speaking of buyers… You are an SEO copywriter and an Internet marketing consultant. That means you understand the razor thin margin at which many online endeavors operate. You also understand the concept of return on investment. If content prices go up, what makes you believe that won’t cause an evaporation of available work. A relatively modest content production increase can be the difference between a financially successful operation and a complete dog. When the prices go up without a commesurate increase in the value of the end product, it would seem likely that buyers will either shelve projects they may have otherwise pursued or will spend the money previously earmarked for content on alternatives. A parallel… If SEO costs go through the roof, PPC advertising becomes more attractive for site owners. So, if people follow the Manifesto’s lead and increase content prices without a market-based rationale, aren’t we likely to see a similar shift on the part of prospective buyers?
Obviously, we don’t see eye to eye on the idea of the Manifesto. The one thing that really got under my skin, however, was the argument that writers who are willing to work for rates you or others might consider unfair are doing a disservice to the rest of us. I see it as healthy competition. Should a writer with a cost of living 1/3 of my own who wants to keep a full schedule and lacks other available employment options in his or her community feel guilty that they are ready, willing and able to make a living without charging rates similar to mine? Why shouldn’t they be pleased with their ability to isolate and exploit a competitive advantage instead?
The Manifesto argues that those who work for less will “get stuck” in low-paying gigs indefinitely. Content Done Better (my operation) bobs and weaves through a variety of writing projects. Some of the copywriting work pays extremely well. Some of the straight content work I do probably falls under the “fair wage bar” you and other Manifesto advocates might set. I know other writers who approach the business from a similar model. Why should anyone fear the “low end rut” when others are out there making a living and aren’t stuck?
Let’s end at the beginning of the Manifesto. It states, “Everywhere you look on the Internet, you see jobs advertised for freelance writers. To the onlooker it would seem that anyone who knows how to write is in clover!” Clearly, there are a lot of people looking for writers. I think we’d both agree, however, that the word “writer” covers a lot of territory. One buyer may need a hard-hitting and well-researched piece of journalism. Another may need an expertly-written direct sales letter. Some buyers need straight SEO content and want it at particularized keyword densities. Some need quality while others are far more interested in quantity. The “writer” a major publication needs to take over a regular column is a lot differen than the “writer” some made-for-Adsense site operator needs to re-work PLR content. Considering the huge differences between projects and buyer expectations, how is it possible to determine what constitutes a fair wage?
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