I've never written on spec before, but there's a local chiropractor whose been inserting the same full page letter into the local newspaper weekly for a couple of years. It's become a bit of a joke around the house. I've seen the letter so many times I've practically rewritten it already in my mind.

So, I decided to put my money where my mouth is. I emailed the Doc and he's agreed to give me a shot at his control.

My question is, what deal should I propose if I beat his control? What have you proposed in the past? A fee plus royalties? A fee only and royalties on the next letter?

The offer is a $47 exam, second person for $27.

Thanks in advance for any suggestions based on your experience.

How much do you think you can improve the ad? What kind of results do you expect?

Also, is he open with you and do you think he will pay you royalties (the proper amount)?

Good questions, Vince. I wish I had intelligent answers. This is a true "ready, fire, aim" scenario to use a tired phrase. So now I'm playing catch up hoping I don't lose too bad should I knock it out of the park for him.

I think next I'll ask him for a quick call so I can find out his conversions are now. I just wanted some idea of a standard for these situations. But, I may just have to learn from experience on this one. If nothing else it will be a good introduction into the local marketing scene, which I've neglected for the Internet as of now.

Kevin,

If you do anything but a fixed amount, you're bending over for this guy. Get a VERIFIABLE conversion rate and if you beat it, by the same yard stick, he pays you $5k, or whatever you want.

Kevin,

How about thinking a little bit longer term here?

Why not simply use this to get in the door?

Here are a couple scenarios to consider:

1. Small flat fee. Tell him what you'd normally charge for an ad and then show him the money he's saving because you feel there might be a chance for a longer term relationship. You want to minimize his risk. Even if you've already mentioned spec, you have a right to change your mind. How many clients have you ever had where they had NO skin in the game and it turned out well for you?

I'm still looking for my first one of those...

In my opinion, your time is too valuable to write on spec when you don't control any other part of the process. Who buys the ad? When does it run? Where? What's the positioning, etc.? All things that could kill your chances of making any money.

So consider a flat fee. After all, you really don't have any idea if your copy is going to boost conversion or sink it...

But he should have some skin in the game.

2. RESULTS ONLY. You get 100% of the take. He gets all the new customers. PLUS you write him a customer retention letter to get those new customers BACK into his office. HE gets the money from then on out. (He'll like you after that.)

Ask him how much his customers are worth to him?

If he knows, that's a good sign he's smart. If he doesn't know, that's a REALLY good sign, because you're about to show him and that makes you look REALLY smart.

3. Flat fee + a condition... no results pay on this ad. The condition is that if the ad works, you get to write a client reactivation series to his old customers. And the letter series is going to sell a PACKAGE of services that you help him design. Maybe like a 10, 15 or 20 visit package. You get a hefty percentage of the ones you reactivate... (Some people make this their ENTIRE business... they move from town to town reactivating old chiro or dental clients) That's found money to him. He probably wasn't going to do it either.

There are a lot of ways to slice it. But I've never gone wrong thinking of the 4th sale even before I've made the first one.

Good luck!

That's a big money response, Jason. Thanks for your time and ideas. I'm definately out to get more info from him so I can guage it. And you've given me some great ways to go.

The guy sends a full page newspaper insert weekly - and has been for years. That's not cheap. I have to assume he's tracking, but I'll never be shocked by wasted ad dollars.

Thanks again.