Starting a new copywriting role or debating whether to go freelance? Need a few insider tips to get you on the right path?
From nailing a brief and navigating rude clients, to finding your niche and discovering what people at the top really want.
Here’s a few things I’ve picked up from starting out in an office-based marketing role, and moving to the world of freelancing – yikes.
1. Every job seems impossible until it’s done. -Nelson Mandella
It’s so true with copywriting.
The targets and what you need to achieve are clear, but the way to get there is often not.
If you’re a freelancer or starting a new role, and the industry is new to you, it’s the most difficult time. We’ve all been there.
Often the businesses you write for are niche with a host of technical terms and industry know-how.
You can wonder how you’re ever going to write with supreme knowledge and conviction.
You will. Don’t worry.
You’ll develop a process. There’re steps to follow, research to be done, lots of conversations to be had.
Tip: The more questions you ask at the initial briefing or a new job, the better. Don’t be afraid to probe people.
Yes, you need to show that you can take the initiative and do your own research. But, when it comes to a specific job, getting insight and details from the people you’re working for will help you the most.
If you’re freelancing and find that your client doesn’t want to answer your briefing questions, make it clear from the start, that the more knowledge you have about their goals and business, the more effective the content will be.
So be persistent. You’ll do a better job.
And contrary to your belief, you will get the job done.
If you’re really struggling. It simply means you need more practice, training, and time. So keep going.
2. Do your industry, competitor and customer research.
A game changer. You can’t go wrong with this.
If you don’t know where to start, get to know the scene. Go where your customers go.
Look at competitor websites, sign up to newsletters and follow those social media accounts, especially leaders in the field.
There’s lots you can do. Everything will soon become clear. The industry, the technical terms etc. You won’t be working blindly any more.
Note what works and what doesn’t work when researching content. This isn’t about copying. It’s about making your copy different.
My top tip: Dig deep into your customer research, and don’t assume you know what customers want and what will appeal to them.
Really get to know your target audience.
If you have an opportunity to talk to your customer in person this will be the gold standard in customer research (rather than just guessing).
Reading reviews and social media comments, visiting related forums and carrying out keyword research will also help.
Customer personas will help you focus.
Take note of the pain points and what customers have problems with. What do they really want?
Buying decisions are often fuelled by emotions.
Addressing pain points and focusing on how customers could feel when they resolve those issues, by buying your product or service… will make an impact.
3. Use text-to-speak, AI or Grammarly to help proof your work.
Copy blindness is a thing. You can read a document over and over and not notice that typo. If you have someone to proof it for you better still. And remember that even if a word is spelt correctly, it may be the wrong word. So be careful.
And slow down on those exclamation marks if you’re prone to using them on every other sentence.
4. Don’t work late into the night.
Easier said than done if you have a deadline to meet, or you’re just really in the flow and want to carry on late into the evening. I’ve found it’s 50/50 for me on whether my late-night copywriting is usable. Plus, you’re likely to be knackered the next day.
5. How do you navigate rude or unhelpful colleagues and clients?
You will no doubt, come across people who are challenging (to put it politely).
In workplaces across the globe, there’re ALWAYS silent and vocal wars going on. It’s a given. Between departments, colleagues and bosses, old rivalries etc.
Before I moved into marketing I worked for many years in customer service where angry customers were the norm. There’s no magic tip, but don’t let things drag on.
If you have an issue with a client or colleague, figure out what you’re going to say and talk things through, ideally on the phone or face to face (it’s usually quicker and easier to resolve that way).
I start by being friendly and respectful – try and break down that barrier, calmly explain your issue and give people a chance to talk.
Stay professional, and no matter what keep your integrity. Even if that particular person is excruciatingly frustrating!
If someone’s angry, it helps to acknowledge their frustrations and explain why you need something, or need to do something a particular way. Talk about what you can do for them and how it will benefit them.
There’s no excuse for rude, aggressive, or inappropriate behaviour. Make it clear that it’s not acceptable.
Being clear at the start of any project or job on what you can do, and what you need from people will also help.
6. Wear what you want as a freelancer – I’m more confident for it.
One of the perks.
I’ve found small business owners are pretty casual and relaxed. People react well to a confident dressed down person (maybe not for high-end, marketing jobs).
On the other side of the coin, if you want to dress up or be quirky, then go for it. Be yourself as much as possible.
7. Business owners and people at the top like facts, figures and social proof.
When talking to small business owners, CEO’s, or people at the top, they’re always very strongly opinionated and knowledgeable. It’s how they got there.
Even if they listen to you, sometimes they won’t like your ideas, sob... sorry!
I’ve had my fair share of work turned down.
It can feel really personal if you’ve put your heart and soul into something and people don’t like it. But remember it’s not about YOU, it’s about what’s best for their business.
And people in the industry are used to throwing about ideas and changing things, it’s a process.
If you want to do something different, or convince a client to do something new, you will need proof of when this has worked before and why they should do this now.
Show with facts and figures, for example you could talk about your past clients, and how much their conversions and sales have increased.
You could also focus on the success of similar businesses doing the same thing.
Emphasise that if you want to see change, you need to move forward and do something different.
And sometimes you just have to let a client or boss choose what they want, even if you know your copy or marketing is the right move.
Note: if you’re a freelancer, and meeting with a small business for the first time about updating existing copy, bear in mind they may have written that copy. So avoid going in full guns blazing talking about how bad it is!
Talk about what’s good about their brand, and how you can enhance a brand voice and refresh existing copy.
8. Build-up your work community.
Do you cringe when people tell you to network? Many copywriters are introverts.
I would highly recommend joining a reputable online copywriting community. You’ll find yourself with kindred souls.
Even if you’re not sociable, or like to zone-out in your own work bubble, seeing what other copywriters do, and talking through issues will make everything easier.
Many of my freelance jobs have come from recommendations, and the small interactions like nice comments, the chat, commenting on social media, relating to people.
I’ve joined Kate Toon’s Digital Marketing Collective and The Copywriting Girls Club – a free Facebook group.
9. To niche or not to niche.
A tricky one.
My gut and head say YES, it’s worth it. Even though I currently don’t, because I’ve had a varied work background and can’t bring myself to focus on one industry or platform – yet.
There’re obvious advantages to having a niche, such as being able to position yourself as an expert in a certain field, industry or platform.
You can market yourself easily, because your target audience is very clear – and you can build up a name for yourself in certain circles.
Being known for something is a good thing.
The disadvantage is your market and job opportunities may be smaller. And if work is running dry, you might choose to find work elsewhere.
Go with your gut and experience, but consider the financial side of things. For example, sales copy usually pays more than content e.g. blogs and articles. If you do specialise, you can focus on improving your skills and raising your fees.
10. Which aspect of copywriting are you good at?
Some people are natural storytellers. Others are better at crafting catchy headlines, organising content and demystifying complex topics.
Maybe you’re a Google whisperer and love keyword research and SEO.
For me, I’ve built up experience in email marketing and events, and website copywriting as a freelancer. I tend to write for service providers, B2B, and creative workshops.
I also love to help new and emerging small businesses. Hearing their stories, brainstorming ideas, talking through a strategy, and creating unique and effective content for each business.
Every copywriter I talk to has a wildly different set of skills.
What’s yours…
11. Will AI replace copywriters?
Not anytime soon. But it’s here, and there’re many opinions on it. It can be great for research, starting off a draft piece of content, editing and proofing content.
I’ve noticed many businesses are specifying they won’t accept AI content and you can see why. With generated blog posts and product descriptions especially, you can spot the generic copy a mile off. I doubt I’ll use the word elevate in my copy ever again.
AI will never take everything into account. Your business plan, strategy, what’s worked in past projects, the subtleties of your brand voice, the personal touch, the in-house references and personal stories.
If you want to write a truly creative and effective piece of content, I would save AI for very simple projects, research, and to touch up your work. That’s just my opinion.
Phew… it turned into a mammoth blog.
Copywriting is a highly challenging and skilled profession. Don’t let anyone tell you otherwise.
Good luck in your copywriting journey.
Connect with me on LinkedIn.
I’m a west Wales (UK) based freelance copywriter. If you need creative content or targeted sales copy for your email campaigns or website, I’d love to help get in touch.