Copywriting
An example of Claire's work
Claire McCarthy is a freelance copywriter with over 10 years experience in sales and marketing, and a wide variety of clients around the UK. Claire offers an overview of copywriting along with advice and tips for anyone considering it as a career. You can find out more about Claire at www.thetopcopy.co.uk
Let me start by dispelling a myth. Becoming a successful copywriter is not about being able to spell. It’s not about being good at grammar, or being able to write clearly. These things are important, yes, but they are not at the heart of good copywriting. The most important skill that all good copywriters possess is the art of persuasion.
What does a copywriter do?
A copywriter helps businesses get their message across to potential and existing customers.
Businesses communicate with people in a variety of ways. Examples include websites, sales letters, press releases, adverts, and email newsletters. These forms of communication are used to achieve many different goals, which can include:
- getting orders and enquiries
- building a brand, by increasing awareness and creating trust in the business
- gaining subscriptions to a newsletter or email service
- differentiating themselves from their competitors
Many business owners write their own website copy, sales letters and so on. However, by employing a professional copywriter, they will nearly always get better results. Copywriters will take time to understand the target market of each business - they will know what is going through the mind of the customer.
Copywriters understand which words and phrases are most effective, and in which circumstances. They have studied the techniques of great copywriters and great advertising. To put it simply, copywriters know how to sell. They also know when to tone down the ‘selling’, and when to go for it.
Of course, copywriters also understand the rules of grammar, and can write clearly. However, the key thing that differentiates a great copywriter from an average one is not the ability to create a good piece of writing, but the ability to get a fantastic end result from a piece of writing.
Want to be a freelance copywriter?
Copywriting is a challenging but rewarding profession. There are thousands of freelance copywriters out there - google it and you’ll see what I mean! If you’re considering becoming a freelance copywriter, don’t let this put you off. If you put in the hard work, and develop the right skills, you’ll be able to stand out from the competition and make a success of your business. If you already have some experience - great. If not, don’t worry - there are hundreds of books and blogs out there and I would strongly recommend reading widely in the following key areas:
Freelance writing
If you currently have a job, and are considering going freelance, make sure you think carefully before taking the plunge. It can be a daunting and lonely experience when you first begin. The following books and blogs will help you understand what is involved in setting up your own business, working from home and getting your first client. Some of the below are geared towards writers, some are more generic.
Business Link website: essential information for starting your own business
Go it Alone: The Streetwise Secrets of Self-employment
The Well-Fed Writer
All Freelance Writing website - a great online resource created by Jennifer Mattern
Freelance Folder website - fantastic advice for freelancers
Freelance Switch website - another brilliant resource
Men With Pens blog - advice for freelance writers
Sales and marketing
If you’re lucky enough to have some experience in sales and marketing you will have a head start. An understanding of marketing theory and practice, together with a knowledge of sales techniques, means that you will have a good overall understanding of how to approach each project. However, if you have no experience, reading widely will give you a good grounding in the subject. There are hundred of books and blogs about sales, marketing, and advertising. Some of my favourites are:
Marketing methods, models and theories - excellent basic marketing advice, free online
Marketing Donut website - packed full of marketing advice and resources
Principles of Marketing
Ogilvy on Advertising
How to Sell Anything to Anybody
Advanced Selling Strategies
Tested Advertising Methods
Getting Everything You Can Out Of All You’ve Got
Get to the Top on Google
Brighter Marketing blog - great marketing advice
Copywriting
Make sure you learn as much about copywriting techniques as possible. Read about copywriting in books and on blogs. Find out who the best copywriters are, visit their websites and make the most of their advice. The best copywriters have an enthusiasm for the subject and continue to learn, no matter how successful they become. Here are some of my favourite books and resources:
Teach Yourself Copywriting
Web Copy That Sells
Can I Change Your Mind?: The Craft and Art of Persuasive Writing
Write to Sell: The Ultimate Guide to Great Copywriting
Copyblogger - a hugely popular blog about copywriting and marketing
Freelance Copywriting
The Elements of Style by William Strunk, Jr.
To specialise, or not to specialise?
A freelance copywriter will usually be able to write whatever their client needs - website copy, a press release, a newsletter and so on. However, some copywriters choose to specialise in one particular area, such as internet marketing or direct mail. This can give them a perceived advantage over other copywriters, as they will understand that area in depth and know the techniques that will get the best results.
Others choose to specialise in a particular subject matter, because they have studied that subject and can write about it with authority. Examples include the medical, legal or IT industries. This will also give them an advantage over other copywriters.
Specialising in one area is by no means necessary. There are thousands of copywriters who are successful offering the complete service.
How to get business as a freelance copywriter
The essential tools for copywriters
- Make sure you get some professional, good quality business cards.
- Get a website to promote your services. A well-designed website does not have to cost thousands and will reassure clients that you’re a professional. Use your copywriting skills to really sell yourself and encourage potential clients to contact you.
- Get the word out: email friends and business contacts to introduce your new copywriting service, and ask them to forward your details to anyone who might be interested.
Portfolio
When you first take the plunge and become a freelance copywriter, you’re faced with a catch-22 situation: how to get work when you have no experience. A potential client will want to know that you can do what you say you can, and will often ask for examples. But how can you build up your portfolio from scratch? Here are a couple of ideas:
- Do work for free. Contact local charities and community groups, or existing business contacts, and ask if they would like your copywriting services for free. This will require time and effort but will give you valuable experience and good examples for your portfolio. Don’t, however, fall into the trap of giving too much away for free. Be selective in the work you accept - make sure it’s something that will really show off your skills.
- Create some ‘dummy’ work for your portfolio. Think of a brand, and write an imaginary sales letter, press release or website copy for that brand. This will give potential clients an idea of what you can do. Do not try to pass this off as real work - be honest and your clients will respect you for it.
Networking
I cannot over-emphasise the importance of networking. If you get to know members of your local business community, you will make valuable contacts. This could not only result in recommendations, but will also help you to feel that you’re not alone. There are plenty of groups that you can join, and these are hugely beneficial - yet they are not cheap. I would advise that in the first instance you take advantage of free visits to networking groups as a guest.
Online directories
Register your business with online directories. Many are free, such as FreeIndex. Others charge a small nominal fee, so be selective and do your research.
Forums
There are lots of good business forums such as UK Business Forums and UK Sales and Marketing Forums. You’ll get lots of great advice here, and, if you give advice to other members, will become respected and appreciated, which could eventually result in you being approached with a copywriting project. The key here is to contribute, not just to sit back and wait for people to come to you.
Auctions
There are a number of auction sites out there, where you can ‘bid’ on a project. The lowest bid usually wins. Whilst some copywriters have had success on these sites, I would strongly recommend you to avoid them. So many people bid on these sites that your chances of getting work are slim - plus, you will end up dramatically underselling your services.
Don’t panic
It can be difficult at first to get your first few clients. It takes hard work. But persevere - if you’re good at what you do, and get your name out there through networking and by creating an online presence, it will happen.
I hope this article has given you an insight into the world of freelance copywriting. If you’re just starting out, good luck with your journey!
