So you want to be a copywriter?

Aspiring writers often visit my site for information regarding my services and fees. And with good reason too! I still check out my competitor’s websites from time to time, just in case they’re doing something I should be doing.

I get a lot of emails from students working towards their degrees in marketing or other media, asking for some tips on how to secure the job in the ‘Writing Industry’. I didn’t know we had an industry! If so, it’s probably a cottage industry because most copywriters are freelancers who work alone and often work from home.

“Well, what about the advertising and marketing agencies?” they ask. “Well, what about them?” I ask. And so it goes on and on until they realize that a copywriter who works for a structured and institutional organization is a totally different animal than a freelancer.

Institutional vs. Freelance

So what are the differences between them? There are many. Let’s look at the agency writer. It is likely that he is a talented person with creative abilities and a good command of the English language. They will have learned, from their coursework, the psychology of selling, aspects of communication, and how to write in a fluent and engaging style.

Every day, in the agency office, they will work on their tasks, which have been delegated to them by their manager. Your work will be reviewed by your manager or team leader, who, in the interest of your company, will decide if it is worthy of publication.

After a couple of years of doing similar ‘normal’ things, they may be offered the opportunity to create something completely original. Alone, without guidance, without ties to their mentor. And, in the interest of the company, not to mention their job security, they will produce something as institutional as they have been doing before. They will play it safe. Well, no?

Eventually, their creative awareness and talent may break through the institutional membrane and they will want to move on. They will want to do something for themselves. They can even become freelancers.

A freelancer is just about anyone with a passion and talent for writing. Some began their professional careers working for agencies, some graduated in English and simply feel ‘qualified’ to do the job, while others enter the ‘industry’ from a variety of other routes.

By any means, once they become self-employed, they quickly learn to survive. To survive and thrive as a freelancer, you must have the ability to adapt, diversify, and develop the ability to write in every style humanly possible. But there is more! You’ll have to meet deadlines, sometimes work for less than the lowest national wage limit, and learn to turn your brain inside out. It sounds painful!

What is it all about? What is the end result?

Let’s summarize so far.

A copywriter working for an agency will work in a nice, warm office with nice, friendly colleagues, writing simple corporate letters, brochures, advertisements and information packs. They will be paid between 18K and 26K, get 4-5 weeks paid annual vacation, and get to fire the boss at the office Christmas party.

Sounds pretty good to me. If you want to be a copywriter, I recommend you follow this path. A good salary and a stable and secure position are offered.

The life of the freelancer is not so clear. They mostly work alone, writing all sorts of stuff about everything and wondering where their next pack of cigarettes is coming from. They only take short breaks, get stressed out and criticize everyone at any party.

They are self-employed, so they have to keep the accounts. They have to buy all their own stationery, fill out their own letters, and send their own mail. They have to advertise or even worse, they have to compete to sell their services for a pittance to unknown customers through some independent website online. The holes!
Sounds terrible, right? So why do we do it?

The truth discovered about freelancing

Well, obviously I can’t speak for everyone, so I’ll tell you why I do it and how I do it. “Listen”

The main reason I write for a living is because I love it. I’ve always been a creative person, so writing is second nature. And let’s face it, it’s not very hard to do.

I love the challenge that each task brings. I have written several books for clients and each one has been on a completely different topic. The downside to ghostwriting is having to sign over all rights to the work, which means you can’t display it or put it in your portfolio. The client gets all the credit for your masterpiece.

I have written many articles for websites, emails, and sales letters. I write poetry, humor, and boring stuff like FAQs and product information. But I never get bored because the work can be very varied.

Then there is the money, of course. A good freelancer should be able to earn around 50K a year. Some earn less, but some can earn more than 100 thousand a year. There really is no limit. Make a name for yourself and not only will you earn a good living, but you may find yourself in the enviable position of being able to choose the work you do.

Do you still want to be a copywriter?

Well! Now let’s dispel some myths by answering some questions I get asked all the time.

The 6 most frequently asked questions

1. Do you need a formal education and degree?
No way! Although most agencies will only hire graduates, there’s no reason a freelancer needs anything more than a good command of the English language, creativity, and a flair for writing. There are plenty of copywriting courses available, if you’re unsure or want to hone your skills, but make sure the coursework is set by a reputable and experienced copywriter.

2. Can previous work experience help?
Yes! Sales and marketing experience is very helpful if you intend to make a living as a sales writer. At the very least, you need to understand the sales process and the customer service aspect.

3. I don’t have a wallet. How can I get a job?
Create one! Write some articles, write a little 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.

4. What are the best places to get a job?
You could try contacting marketing agencies through a cover letter, but don’t hold your breath. Magazines are always looking for fillers, so this would be a good place to start. Small local businesses might be interested in having some brochures written for door-to-door delivery. Contact them by letter, listing their services and their rates.

When you have gained a bit of experience, go online and subscribe to some of the freelance websites. Elance, Freelance Work Exchange, and Getafreelancer are pretty good, but be prepared to compete with other bidders from around the world. Some Indian freelancers will work for as little as #3 an hour, so you’re up against that. Still, I think it’s worth the experience. I receive some of my assignments this way.

Create a website or have someone do it for you. I am of the opinion that all companies should have a website if they want to stay in business.

Create an email and work your way through your local yellow pages. Sell ​​yourself. It’s what you’ll have to do anyway, so get used to it.

5. How much should I charge for my services?
This is just a guide. You will instinctively know when you have established yourself.

A one page letter is around 500 words and should take no more than 2 hours to write, review and finalize. If you want #10 for the hour, it will be #20 for the job. Don’t bother quoting a price per word, as you’ll find yourself writing a bunch of nonsense to fill the pages.

Again, once you’re established, you can charge whatever you think your work is worth. It’s not uncommon to charge #400 for a 6 page sales letter, if you’re any good.

6. 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 while you talk”

That is! You need to be able to communicate with your reader from the page. Your words should be conversational. It must be able to ‘speak’ to your reader and arouse their interest, their emotions, their desires.

If you’re trying to sell them something, you have to be convincing. Your letter has to be convincing and striking. Finally, your letter has to make them take some action. This could be filling out a form, making a phone call, or writing a check. It is a call to action.

Do you still think you have what it takes?
Then go and return with the bountiful harvest of your creative genius!

Good luck and best regards,

bill knight

(# denotes sterling or US dollars)