TDLR; AI will do it for you.
I receive many emails from students working towards their marketing or other media degrees, asking for a few tips about securing work in the ‘Copywriting Industry’ I didn’t realize we had an industry! If we have, it’s surely a cottage industry because most copywriters are freelancers who work on their own and usually from home.
Still want to be a copywriter?
Good! Now let’s dispel a few myths by answering a few questions that I get asked all the time.
The 6 Most Frequently Asked Questions
Do you need a formal education and a degree?
No way! Although most agencies will only employ graduates, there’s no reason why a freelancer needs anything other than a good command of the English language, creativity and a flare for writing. There are many copywriting courses available, if you’re a little unsure or want to hone your skills, but make sure the course work is set by an experienced and reputable copywriter.
Can previous work experience help?
Yes! Sales and marketing experience is very useful if you intend to make a living as a sales copywriter. At the very least, you should understand the sales process and the customer service aspect.
I don’t have a portfolio. How can I get work?
Create one! Write some articles, write a small book, write some sales letters, brochures and emails. Show what you can do. Write for free. Write for charities, magazines or newspaper letter pages. Use your imagination and write about anything.
Where are the best places to get work?
You could try contacting marketing agencies by way of a letter of introduction, but don’t hold your breath. Magazines are always looking for fillers, so this would be a good place to start. Local small businesses might be interested in having some leaflets written for door-to-door delivery. Contact them by letter, listing your services and your rates.
When you have gained a little experience, go online and subscribe to some of the freelance websites. Elance, Freelance Work Exchange and Getafreelancer are quite good, but be prepared to compete with other bidders from all over the world. Some Indian freelancers will work for as little #3 an hour, so you’re up against it. Still, I think it’s worth the experience. I get some of my assignments this way.
Build a website or have someone do it for you. I’m of the opinion that all businesses should have a website if they want to stay in business.
Create a mailshot and work your way through your local Yellow Pages. Sell yourself. It’s what you will have to do anyway, so get used to it.
What should I charge for my services?
This is just a guide. You’ll instinctively know when you’ve become established.
A one page letter consists of around 500 words and should take no more than 2 hours to write, revise and finalize. If you want #10 an hour, that’ll be #20 for the job. Don’t bother quoting a price per word as you’ll find yourself writing a load of drivel in order to fill the pages.
Again, once you’re established you can charge what you think your work is worth. It’s not uncommon to charge #400 for a 6 page sales letter if you’re good.
What do you think is the most essential skill of a successful copywriter?
If you can’t do this, you won’t be very successful.
“Write as you talk”
That’s it! You must be able to communicate with your reader right off the page. Your words must be conversational. You must be able to ‘speak’ to your reader and stir their interest, their emotions, their desires.
If you’re trying to sell them something, you must be convincing. Your letter has to be compelling and attention-grabbing. Finally, your letter has to make them take some action. This could be filling in a form, making a phone call or writing a cheque. It’s a call to action.
Still think you have what it takes?
Then go forth and return with the bountiful harvest of your creative genius!
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