“What the hell is copywriting,” you’re asking yourself. And why should you do it?
Juli Anne Patty, a copywriting veteran who has run her own business for 15 years, joined me in The Workshop, my online writing community for those who want to make a living writing, to share her secrets of building a lucrative copywriting career.
Juli Anne began when it was still in style to snail mail printed portfolios to prospective clients. She’s also the mother of a baby girl, so she knows what it’s like to balance a million things along with your writing life.
She has a degree in English and didn’t know how to make money. She wanted to write a novel and took some time working on it. She began when she found the book The Well-Fed Writer by Peter Bowman in which she learned the secrets of making a living writing through copywriting.
What is copywriting?
The definition is simple. Writing words for advertising, public relations, and marketing. In practice, though, copywriting spans a broad range of writing options. It can mean the words you read in an advertisement, a blog post, an about page, videos, webinars, podcasts and so much more.
You’ll also hear people mention terms like native advertising, brand journalism, branded content and sponsored content. These also refer to copywriting and are good to know as you search for work.
Copywriting is a very different animal than writing short stories or personal writing. It is clear and concise. You begin with the point you want to make and convince people of the value of a product or service.
Why should you try copywriting?
It pays well as long as you watch out for content mills and set yourself apart as a writer. That means you need to learn to write effective copy so your clients see your writing brings customers and sales.
How to get started with copywriting?
Juli breaks it down into 7 steps to help you develop a process for sending out proposals to potential customers and find clients.
1. Study Up
In order to begin looking for work, you have to know your options. The first step is to learn the different types of copywriting you can choose. From blog posts and websites to ghostwriting books to video and podcast scripts and social media posts. You also need to understand which types of content to recommend to your client and understand how each type brings sales, which depends on the client’s goal and the demographics of their customers.
Consider specializing in one or two areas, especially as you begin.
2. Define Yourself
Your first step is to convince potential clients that you’re the right person to write for them. You want to show you have the experience and ability to help them reach their goals. If you don’t already have commercial clips, find ways to connect your current experience to your potential client’s needs.
Example: If you worked in a doctor’s office, you can search for clients such as doctors, pharmaceutical companies or healthcare think takes.
Once you develop a portfolio, it’s easier to find clients because you can show your previous work.
3. Create Your Personal Brand
Market yourself to the client you want to attract by creating a personal brand around your copywriting experience. Decide who your target audience will be. How can you benefit them? You also want to show your Unique Selling Proposition (USP). What is it that makes you the very best person to write for them?
Example: Juli’s USP is she takes complicated information and makes it friendly to read. So if you have an in-depth medical manual, she can break it down and make it accessible to patients.
Tools to create your brand
A website: You’ll want to set up a website with a home page that focuses on the benefits you offer as well as an about page with your photo, a page with your portfolio and a page with the services you offer. Don’t forget your contact information.
Linked In Profile: Make sure your profile headline includes the keywords related to the kind of work you do along with a summary of who you are, your experience and recommendations. As with your website, you want your summary to include the reasons people should hire you and the benefits they’ll receive.
A blog. Your blog will show you know how to write content to keep potential clients engaged, especially if you’re blogging for clients.
You social media profiles. This depends on what you want and what you do. If you’re specializing in Facebook marketing, your Facebook profiles show clients what you can do for them. You can focus on the social media profiles that makes the most sense for you and your business.
4. Find Clients
FInding clients is perhaps the hardest part of the copywriting game, particularly your first clients. Yes, it can be frustrating, but as long as you consistently do your research and offer your services appropriately, you will find clients.
Ways to find clients?
Networking. Turn to the people you already know who might hire you. Or ask people you know for potentials and referrals.
Cold contact companies and individuals who look like they need your help.
Job boards. From Angel for startups to Problogger, you can search the terms to find clients according to your expertise and branding.
5. Make a weekly plan
As with your OGSM writing plan, create a clear plan to market yourself as a copywriter. Then, set manageable goals to complete each work day. You can send out new prospect emails to potential clients. You can also research the companies you’ll add to your list of potential clients and highlight the people at each for you to contact. Or whatever it is you need to do to know the market and pitch your work to companies and individuals who will hire you.
6. Promote Your Work
Keep your website and Linked In updated as you grow your client list and experience. Also, promote yourself on Twitter, Facebook, and other social media as appropriate. The more potential clients see your name and work, the more likely you are to see you as an expert and the more likely you’ll be on their minds when they’re ready to hire.
7. Stay on track
Keep setting small, measurable goals for yourself. Complete one task at a time. Consistency is key because this work helps you bring in new clients and keep the money rolling in. Do the work and you will reach your goals.
What should you charge?
The rate for copywriting varies widely. It depends on the client, but it can range from 30USD per hour to 250USD per hour or more. In many ways, you set the rates you need in order to earn the amount of money you want. Work backward. Decide how much you want to make for the year and then break it down by the hour to get your rate with this handy infographic.
The infographic helps you determine your ideal rate. While you may not get your ideal rate every time, it’s important to know what you want. Because if you don’t know what you want, you can’t ask for it.
Want to know more about building a writing business?
You can watch the full live copywriting course with Juli Anne Patty in The Workshop, my online writing community. To learn more and see how The Workshop can guide your writing career, check out The Workshop details here.
