I once saw an interesting banner hanging over a heavily trafficked street with an example of a good headline:
MAKE YOUR MOLE FAMOUS.
It certainly got my attention. (The first thing that flashed through my mind was Cindy Crawford’s mole, followed by the actual animal.) The sub-headline indicated it was for some sort of research study, but I couldn’t get all the info without causing an accident. (This was a while ago, 2009 or so.)
“Make your mole famous” is a great headline example, much more exciting than something like “Be Part Of a Mole Study” or “Be Part of a Research Study.” So kudos to the copywriter who came up with the creative headline.
However, here’s where the marketing campaign broke down.
I’m pretty sure the research study was being sponsored by an organization called “SMOC” because I spotted the acronym on the banner. However, when I googled things like “mole research study” + “SMOC” +my town’s name, nothing came up at the time. Same if I googled the headline with quotes around it. Same if I simply googled “mole research study Massachusetts.”
What if someone saw the banner and the compelling headline and decided they wanted to be part of the study, but they didn’t want to risk getting into an accident to see if said banner had contact info? What if they googled later and couldn’t find anything about it?
Ugh! Talk about a missed opportunity.
Here’s how the marketing campaign should have been executed:
First, the copywriter should have kept the copy under the headline simple. Something like “New research study. Learn more at . . .” followed by a clear, memorable URL that most people couldn’t miss while driving.
The URL should deliver on its promise. It should either be THE page on the study or clearly link to it. The page’s title tag should look something like this: Make Your Mole Famous | Mole Research Study | Massachusetts.That should cover a variety of searches. The content on the page should be thorough, repeat the headline, and provide details about the study.
The marketing team should have secured MakeYourMoleFamous.com. (At the time, it was available . . . I checked.) Even if the folks associated with the study didn’t want a separate site, they could have redirected it to the page about the mole study.
The team should have also considered running paid ads (PPC ads) around phrases like “Make your mole famous” and “mole research study” (etcetera) for however long the physical banner over the street stayed up.
Having a compelling headline isn’t enough.
Think through every step your prospect/customer must take to complete the call to action, whether that’s buying something or signing up for a research study. Don’t make these steps hard—make them as easy as possible.
If you’re a copywriter or content writer, you can (and should) speak up when you see a marketing campaign derail. Don’t just “write copy” and call it a day. Make yourself invaluable by asking probing questions:
What do we want people to do when they see this banner?
Are we making it easy for them?
What website are we sending them to?
Will they be able to find it in search?
And so forth. AI can’t do this thinking stuff, but you can.
Want to learn how to write great headlines?
Start with these two excellent articles from Copyblogger:
I also highly recommend The Copywriter’s Handbook by Robert W. Bly. (The link is an Amazon affiliate link. I’ll earn a small commission if you buy it, but it won’t cost you more.) Chapter 2 is all about headlines and subject lines.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2024-08-24 13:43:222024-10-05 14:13:42Example of a Good Headline, But Failed Execution
Have you been asking the question, “Is copywriting for me?”
Cue “I Saw the Sign” by Ace of Base and see how many signs below resonate with you!
1. You love to write.
You were that kid in high school and college who loved getting assigned research papers instead of exams. You love writing emails—and maybe folks have even complimented you on your clear, compelling copy. You love writing holiday cards. Heck, you even love writing grocery lists.
Here’s the thing: As a freelance copywriter, you’ll likely be writing 90 percent of the time. So you need to enjoy it. Why choose a line of work that feels like torture? That’s what the job you had selling pots and pans the summer before junior year of college was for. (True story!)
2. You write well.
It’s not enough that you love to write. You need to write well, meaning your grammar and punctuation are perfect—or pretty darn close. Feeling a little rusty on the mechanics? Good news, sports fans: You can learn (or re-learn) the mechanics. Take the time to refresh before officially launching your business or claiming you’re an expert.
3. You write quickly.
You can’t wait for the muse to strike. You need to write on demand when the client comes calling. And you often need to juggle vastly different topics. Not to mention, you’ll be writing different types of copy—from blog posts to white papers, social media posts to PPC ads. You need to get the job done, delivering error-free copy whenever the client asks.
4. You’re deadline-oriented.
This goes hand in hand with the previous point. You know deadlines aren’t suggestions, but rather rigid rules for when something is due. You appreciate that other people—like the client or a colleague—are often waiting on you so they can do the next step. You thrive on deadlines—and you never miss. You don’t fall into the trap of allowing perfection to be the enemy of good enough.
Listen, copywriters are a dime a dozen. Competent copywriters are rarer. Competent copywriters who make deadlines are rarer still. Competent copywriters who make deadlines and who have a sparkling personality and sidekick sloth, well . . .
5. You understand what marketing copy is—and you’re willing to continue learning.
No one is born knowing what “inbound marketing” means or how to write an optimized headline or how many characters should be in an email subject line. I hardly knew any of this stuff when I launched my copywriting career in 2002. So what did I do? I read. I studied. And I still read. I still study.
Three excellent places you should definitely check out:
HubSpot Academy: HubSpot offers FREE certifications in relevant areas, including inbound marketing and content marketing. I absolutely recommend taking the courses. (Then, you can add the completion badge to your website and your LinkedIn page).
Copyblogger: Copyblogger has plenty of ungated articles as well as a budget-friendly Academy.
Marketing Profs: If you really want to get into the nuts and bolts of marketing, this is a great place to start.
6. You have supportive folks in your life who believe in you and see your potential.
You need supportive folks in your life (or an incredible ability to ignore criticism and compartmentalize when people question what you’re doing) to start any sort of business, but especially one where you work out of your spare bedroom in your jammies.
7. You get really jazzed by what copywriting is. And what is copywriting, anyway?
Copywriting—at its most basic—is any writing that helps promote/sell a product, service, or cause. So if you love the idea of seeing your words in action—and helping businesses and organizations along the way—then, yeah: This is a good sign copywriting might be a good career for you (whether you decide to freelance or work for a company as an in-house writer).
Think copywriting is for you? Here are my go-to resources for learning the ins and outs.
I use Amazon Affiliate links. If you use one of the links to buy something, it won’t cost you more, but I’ll earn a small commission. I only recommend stuff that I believe in. I own both of these books.
OK, you just KNEW I couldn’t mention Ace of Base without inserting the song, right?
I used to work in radio a lifetime ago and played this song on the regs. This song has a wicked “cold” ending, as we say in the biz. (And they’re still together. Who knew?)
Have you ever been on a company’s social media platforms—maybe Facebook, Instagram, X, whatever—and you clicked over to its website and then questioned if you were in the right place because it sounded off?
The problem was probably related to the brand voice, tone, or both.
What the heck do I mean by brand voice vs tone?
Come on in, and let’s discuss it.
What do we mean by brand voice?
Have you ever been in a situation where someone is telling you about something a friend said, and you’re like, “Wait, that doesn’t sound like her.”
This speaks to a person’s voice. We all have a unique way of sounding—a personality—and it comes through in how we communicate.
The same is true with a brand’s voice—or the brand’s personality.
This personality is or should be consistent across all channels—website, emails, social media, print, TV, and radio spots. It should also be consistent with packaging materials—from packing slips to directions—and within the products themselves.
How is a brand voice developed?
Our human personalities are part nature and part nurture. But most big brand voices are custom-designed.
Sure, smaller brands might back into their brand voice. The local acupuncturist might have a kind and caring way, and this evolves into her brand. Everything she communicates has this kind and caring voice.
But bigger brands will often have many meetings about what sort of brand they want to be and what sort of brand voice they want to convey across all media. Some agencies deal only in branding, and as part of this work, they’ll help develop a brand’s voice.
This branding work involves a deep dive into customer personas, competitor research, and brand archetypes. The brand agency will also examine the company’s mission and values.
The result of this work goes into a brand bible—or brand guide. Your brand guide talks about everything from messaging to color palettes and fonts, to the brand archetype, to—you guessed it—the brand voice.
Here’s a recent example of why your brand voice matters—and what can happen if you put something out there that doesn’t sound like your voice.
We’re all familiar with Apple products. This creator brand is all about innovation, and its brand voice has historically reflected this, which is why its recent ad introducing the iPad Pro sparked backlash. The ad, called “Crush,” crushes everything many creators and innovators hold dear. Many people said the ad didn’t reflect the brand’s voice.
Check out the ad below and see what you think.
What do we mean by tone?
Where the brand voice is consistent, the tone is dynamic. The tone you use depends on the situation, whether you’re talking to someone or writing to someone.
For example, when you wish someone a happy birthday on Facebook, your tone sounds cheerful, right?
But your tone when responding to someone who had to put down their beloved dog is quite different. You’ll sound more somber. It’s still your voice—it will still sound like you—but the tone will be different.
The same is true for brands. A brand’s voice should be consistent regardless of medium or situation, but its tone should change depending on the situation.
For example, a brand’s tone when responding to a negative review should differ from the tone it uses when responding to a positive review.
What copywriters and content writers need to keep in mind about voice and tone in their writing.
When working with clients, ask if they have a brand guide. If it does, that guide will likely contain everything you need.
If the client doesn’t have a brand guide, discuss the importance of branding with them. You’ll obviously review the client’s existing assets, like its website and social media accounts. But if they haven’t thought through their brand, this is an opportunity for more work.
“Hey, Awesome Client. The voice on your social media accounts is playful and snarky, but the voice on your website is much more sophisticated. There’s a bit of a disconnect. What’s the voice that you want to convey?”
They might not even realize the disconnect until you point it out.
When writing content for a client, here’s a simple mental checklist to run your copy through. I call it my “brand voice vs tone” checklist:
Is the content aligned with the brand’s voice?
Does the tone match the context of the message?
Am I using any verboten words, phrases, or punctuation?
(Regarding the latter, I have a client who won’t let me use exclamation points in the copy because they don’t feel it jives with the brand voice.)
So there you have it. A quick primer on the difference between brand voice and tone.
Voice is all about the brand’s unique personality. It should be consistent across all media. Tone, on the other hand, is like an emotional dial that you move up or down depending on the situation.
Want to learn more about copywriting and content writing? Here are the two books I recommend to people just getting started. (Note: these are Amazon affiliate links. The products won’t cost you more, but I’ll earn a small commission if you decide to buy them.)
Simply put, digital marketing is the online promotion of products or services. Boom! Yes, that’s a super simple definition. But why complicate things, right?
Forty years ago, businesses marketed themselves through what we now refer to as “traditional” methods. Examples include the Yellow Pages, newspaper ads, radio and TV commercials, direct mailers, telemarketing, highway billboards—you get the idea.
But Al Gore’s Internet changed all that. Personal computers became a thing in the 1980s, and by the 1990s, customer relationship management tools, or CRMs, gained traction. This is pivotal because businesses could now easily keep information on their customers.
And let’s not forget these nuggets:
Google came onto the scene in 1998 and transformed how consumers buy.
By the early aughts, more businesses had an online presence, and more consumers had access to the Internet and their own personal email addresses.
The iPhone hit the market in June 2007, and things really heated up because people could research and buy products and services directly from their phones.
What’s the difference between traditional marketing and digital marketing?
So, if I had to point to the most significant difference, it would be the ability to target the right audience with the right message at the right time.
Traditional marketing casts a wide net. For example, those direct mailers from forty years ago went to many people. Most probably weren’t interested in whatever the business was selling.
The same was true for that highway billboard. Most people driving down the highway didn’t need a new car, bank, or whatever was being promoted.
Of course, those direct mailers and billboards still served a purpose in increasing brand awareness, even for those who weren’t interested in the products and services. But still—a lot of money was poured into advertising initiatives that didn’t yield great conversions.
Digital marketing is different because it’s much more targeted.
Instead of casting a wide net that will inevitably include people who have zero interest and will never buy, businesses can target clients and customers who are much likelier to be interested in the product or services based on what they know about their ideal client or customer.
For example, if I own a fencing company and I’m running Google Ads, I can bid on keywords that my prospective customers type into Google when they’re searching for someone who can help erect a fence in their backyard.
Or let’s say I own a senior living community, and a website visitor fills out a form to download a guide about financing senior living. On the form, I can ask questions that will tell me more about this prospect, starting with what level of care they’re interested in—independent living, assisted living, or memory care. I can segment people based on the level of care and send them content related to the care option they’re interested in.
It wouldn’t make sense for me to send information on memory care to a newly retired person interested in joining an independent living community, right?
Digital marketing makes sending the right message to the right person at the right time much easier.
What’s the difference between digital marketing and inbound marketing?
All inbound marketing is digital marketing, but not all digital marketing is inbound.
The inbound marketing philosophy involves putting the prospective client or consumer in control. The prospect is the one who seeks out the brand, not the other way around. The brand takes specific steps, like optimizing its website, to ensure prospects can easily find the brand when they are ready to buy.
For example, let’s say I’m the new HR person for a business, and I know we need to overhaul how we background check job applicants. I google “best background check companies” to see what comes up.
Turns out, people search “best background check companies” 590 times a month in the U.S. Smart background check companies will optimize a piece of online content for that phrase. They might bid on relevant keywords for pay-per-click ads and do promotional outreach to organizations that regularly do annual reviews about “best background check companies” so that theirs might be included.
The prospect who does the search will see some of this stuff in Google—the PPC ad, the website content, and the review sites. They’ll click, poke around, request demos, and eventually select a winner.
Boom! That’s a perfect example of inbound marketing.
The brand hasn’t actively reached out to the prospect—the prospect comes in on their own. With inbound marketing, the brand works hard at attracting prospects via optimized online content and “delighting” them as they go on their buying journey.
Again, that’s a simple definition. But you get the idea.
So, all inbound marketing is digital because it happens online. However, not all digital marketing is inbound marketing.
The best way for me to explain this is through an example.
Let’s say I purchase an email list and start emailing everyone on it. Email is an online activity, so it’s a digital method. But I bought the list. Those folks have not asked to receive emails from me. That violates the inbound philosophy where the prospect is in control and comes to the brand first.
Of course, some email marketing is inbound marketing. If someone opts in to receive the brand’s email messages, that would be inbound marketing.
I know. It gets confusing.
But the bottom line is not all digital marketing is necessarily inbound marketing.
What are some examples of digital marketing?
Examples of digital marketing are wide-ranging and each serves a unique purpose in reaching audiences.
Digital marketing includes . . .
Affiliate marketing drives sales through third-party referrals.
Content marketing attracts customers with valuable, consistent content, like blog posts, guides, checklists, and thorough FAQ pages.
Digital TV marketing targets ads to viewers on platforms like Hulu or Amazon Prime, while email marketing builds customer relationships through tailored messages.
PPC advertising increases site traffic by paying for clicks
Social media marketing engages users on platforms like Instagram and LinkedIn.
Email marketing delivers messages via email.
Text marketing (SMS) delivers promotions directly to phones.
Video marketing boosts brand presence through video content.
SEO enhances website visibility in search results.
This isn’t an exhaustive list, either.
What is a digital marketing agency?
A digital marketing agency helps clients develop and execute their digital marketing strategies. Some clients might outsource all of their digital marketing to the agency. Those clients don’t typically have their own internal marketing department.
Other clients might have an internal marketing department, but they outsource some work to the digital marketing agency for support. For example, the internal department might be small, and they need help with certain tasks, like PPC or blog writing.
Most digital marketing agencies I’ve worked with consider themselves full-service digital marketing agencies, meaning they handle everything from soup to nuts.
So, how do digital marketing agencies work?
Agencies typically work on a monthly retainer or a per-project basis. For new engagements, the work might start as a project to test the waters and make sure the agency is a good fit for the client (and vice versa).
With retainers, the client usually has a dedicated account team on the agency side that works on all the monthly deliverables, like blog posts, social media posts, paid ads, etc.
The account team usually consists of an account manager and a content person, at the very least. Other folks—like paid ad specialists—often work in the background and can be brought into the account as needed. Same for designers.
But since content drives all digital marketing, the account team usually has a content person. The account manager (or customer success manager) does exactly as it sounds: they manage the day-to-day, week-to-week stuff.
What services do digital marketing agencies offer?
This will vary depending on the agency. However, all digital marketing agencies tend to offer core services like website marketing, content marketing, and social media marketing. Some agencies also offer paid ad services (although some outsource). I’m seeing more agencies offer “thought leadership services.”
And if an agency serves a specific niche, there might be related services. For example, I work for a digital marketing agency that’s focused on senior living communities, and reputation management is a big piece of the marketing puzzle. So that’s a service it offers.
Do digital marketing agencies create content?
Yep, digital marketing agencies create content because content is what makes the digital marketing world go round.
Content is the backbone, the foundation, the core of digital marketing. So, yes, digital marketing agencies create content. Lots and lots of content.
Who creates content in digital marketing agencies?
Typically, you have two main types of content creators: writers and designers. Writers write the words, and the designers create the visuals. But you don’t necessarily need those titles to develop content. If other folks in the agency have writing or graphic design “chops,” they can create content.
People hire me to write the words for various digital marketing assets, whether we’re talking a full-blown website, a single landing page, a one-off welcome email, or a series of lead nurturing emails. And that’s just the beginning.
I might be writing scripts for videos or long-form blog posts to educate prospects, or hard-hitting sales copy that’s trying to get someone to convert into a sale.
Designers help bring the words to life through a great layout and user experience.
Freelance copywriters vs. employees
Most digital marketing agencies have writers on staff. But because content is needed in every digital asset you can imagine, there’s usually overflow work.
That’s where freelancers like me come into play. Agencies will outsource work to freelance copywriters and content writers to fill in the gaps.
Content creator agency / digital content creation agency vs. a full-service digital marketing agency
Some agencies might focus only on content creation, while a full-service digital marketing agency does other things in addition to developing content.
Examples of my content creation services
So, what content creation services do I offer as a freelance copywriter? I’ve been at this for over two decades, so I have experience writing most types of content.
Currently, I do a lot of blogging and SEO copywriting. But I’ve also been doing more branding and positioning, which I enjoy because it allows me to flex my creative muscles.
Digital marketing agencies are a dime a dozen. Anyone can hang out a virtual shingle and call themselves a digital marketing agency.
And here’s the thing: Not all digital marketing agencies are created equal, and not all agencies—even reputable ones—are going to be the right fit for the client.
You should always listen to your gut when vetting agencies. Ask colleagues you trust for recommendations.
From there, consider the following:
What do you think of their digital presence? How’s their website, blog, and messaging?
Do they have experience in your industry? This isn’t a requirement, but it can help. Also, some agencies specialize in certain industries.
What results do they get for clients? Look at the case studies, view the results, and interrogate what they mean. That last bit is essential. Case studies always shine a positive light, but ask yourself if the results are as wow-inducing as the copy and design indicate.
What’s it like to work with them? Talk to the agency’s clients. You might be able to find this info on your own. For example, if a case study mentions the client’s name, you could reach out to the client on LinkedIn. Or you can ask the agency to introduce you to some of their clients. (Yes, the agency will only ever share names of happy clients, but it’s a place to start.)
What are their terms? Make sure you have a clear understanding of the statement of work and contracts. I’m not a big fan of annual contracts, but some agencies (even decent ones) might require that. I think month-to-month is a better arrangement.
Do they understand what you want and need? Good agency partners listen to your goals. They come to the table with ideas, but they shouldn’t be trying to upsell you just because they want to make a buck.
Are you being realistic in what you want them to deliver? Make sure you have realistic and clear expectations. A great marketing agency can’t solve a crappy product, for example, or operational issues.
What’s their work process like? How many people would be on your account team? How many other clients will your account manager be juggling?
What’s the word on the street? Check out the agency’s Google Business Profile and corresponding reviews. Same for places like Glassdoor and Trustpilot.
And like I said . . . listen to your gut.
What should you do if you’re interested in getting started in digital marketing or content marketing?
Here are the two books I recommend checking out if you’re just getting started with copywriting (note: the links below are affiliate links; they won’t cost you more if you buy, but I’ll earn a small commission if you do):
There’s no shortage of videos and blog posts talking about content writing vs copywriting. And most will tell you the two are different. In fact, I’ve seen 2000-word blog posts diving deep into all the (so-called) differences.
But here’s the reality: You can absolutely use the words content writing and copywriting interchangeably. And I will explain exactly why—and show you evidence to support my claim.
Now, if you’re a purist, you might not LIKE the fact these words are interchangeable. But that doesn’t change reality. Businesses use the words interchangeably. Marketers use the words interchangeably. Writers use the words interchangeably.
I honestly think all these blog posts about differences exist because aspiring freelancers are searching on “content writing vs. copywriting,” which gooses the search volume in SEO research tools, like Semrush. (Currently, people search on “content writing vs copywriting” 390 times per month.) And savvy, seasoned writers itching to get traffic to their blogs think, “Oh! There’s a great topic.” And the problem is with the “vs” since that suggests the searcher is expecting the two phrases to be different. So the savvy, seasoned writer wants to give the searcher their money’s worth and delivers an article that talks about the differences.
But the lines between content writing and copywriting have blurred to the point that any differences—if they ever truly existed in the first place—don’t exist anymore.
Don’t believe me? Buckle up, and I’ll show you . . .
Content writing vs. Copywriting: Why Is This Even a Thing?
Forty years ago, in 1983, copywriters existed. But content writers didn’t (at least not how we think of them today). Copywriters wrote things like sales letters and ad copy (think print ads and billboards). Picture Peggy on Mad Men.
Back in 1983, most people didn’t have email. Businesses didn’t have websites. Google didn’t exist. Amazon didn’t exist. Social media didn’t exist. We regular folks (I was 10 in 1983) had no idea what was to come. The Digital Marketing Era was still about 20 years out.
But then came the Internet. And Google. And AOL. And the concept of inbound marketing, which is all about attracting people to your website who are already conducting online searches for the things your business is selling. The goal is to draw those people into your site through optimization and keep them there thanks to engaging copy. Or content.
Wait, which is it?
If you search on “define: content” in Google, you have to scroll to the last definition on Dictionary.com to get to the one we’re talking about: “information made available by a website or other electronic medium. ‘online content providers.'”
The “other electronic medium” is what hangs up people, I think. Because content can be more than words, right? Visuals and videos are also considered online content.
But we’re specifically talking about content writing vs. copywriting.
Right?
As in words.
And both content and copy involve words.
Language evolves. And that’s OK.
Purists will tell you that “content writing” is about “engagement.” You’re engaging the readers, not necessarily getting them to “buy now.” Think longer-form content, like blog posts and white papers.
These same purists will tell you that copywriting is all about getting the sale. It involves persuasion. The goal of the copy is to get people to buy, buy, buy—and the copy is usually shorter and more focused. Think things like landing pages, sales emails, and digital ads. This is a carryover from the old copywriting days. It’s outdated, IMO.
(BTW, the “purists” tend to be other writers or marketers. Businesses—as in, your employer or client—aren’t debating whether these phrases are different.)
I say that you need engagement and persuasion in long-form content, like blog posts, and short-form “sales” content like emails. If I’m writing a blog post, my goal is to keep people engaged. But my job is also to get people to do something at the end of the article, most often reading another article related to the topic. Or maybe the blog promotes a piece of gated content, like a downloadable guide. Or it gets people to sign up for a webinar or another free, valuable offer. The conversion point isn’t a direct sale—but it could very well be the first step to a sale somewhere down the line.
On the flip side, in my harder-hitting sales “copy” (like an email), I absolutely MUST engage the person. If I don’t engage them, starting with capturing their attention with a solid subject line (in the email example), what’s the point? No amount of persuasion or other sales techniques will make a difference if I don’t engage them first.
Let’s discuss my journey as a freelance copywriter, content writer, content marketer, SEO copywriter, SEO content writer, case study writer, etcetera, etcetera, and so forth. You get the idea.
I started freelancing in 2002, on the cusp of the Digital Marketing era. I called myself a copywriter then. And I primarily refer to myself as a copywriter today. Or a copy bitch, as you all know. 🙂 However, I’ve also referred to myself as a content marketer, content writer, or freelance writer.
And the main reason why is precisely because the lines have blurred and most people—including clients . . . especially clients—don’t differentiate between copywriter, content writer, and content marketer.
They’re thinking, “We need someone to help with our website. We need someone to write blogs. We need a case study. Or a newsletter. We need a writer for our email workflows for the middle of the funnel. And bottom of the funnel.”
They’re NOT thinking about what “type” of writer they need.
Head over to LinkedIn, and you’ll see jobs for content writers and copywriters. The listings often outline the same tasks. In my video below, fast forward to 5:55 to see a screen share of LinkedIn where I review a couple of job listings, one for a copywriter and the other for a content writer.
We talk in synonyms. It’s natural.
If a client reaches out to me and says they’re looking for a copywriter to help them write blog content, I don’t correct them and say, “Well, what you really mean is a content writer. A copywriter focuses more on sales emails, digital ads, and other sales-y copy.”
Why on earth would I do that?
I know what they want.
And my approach for writing a blog post vs. a sales email isn’t all that different.
I’m a human writing to a fellow human.
In both cases, I want to engage them and capture their attention.
Sure, the content’s goals will likely be different. The sales email might be asking directly for the sale. And the blog post might be trying to get people to stay on the site longer by reading another article.
Persuasion, in various levels, is used in both cases, right?
Whenever I sit down to write something, anything, I’m thinking about who I’m writing for, why I’m writing it, what their questions would be, and what would help them.
I’m not going to sound “salesy” in a blog post because someone reading a blog tends to be at the top of the sales funnel, poking around, researching, and educating themselves.
It’s just writerly common sense.
Bottom line: Content writing vs copywriting. Don’t overthink it.
Guys, listen. We have enough jargon in marketing land (MOFU, anyone?) to worry about keeping one more set of definitions straight. So, breathe easy. Because you can use the words content writing and copywriting interchangeably. Clients do. Writers do. Purists don’t, but that’s OK. You’re not working for them. 🙂
And if by some chance you’re in school and your professor insists that content writing and copywriting are different, fine. Just remember that (they think) content writing is all about engagement and longer-form content, like blog posts, case studies, white papers, guides, and ebooks. And that copywriting is all about marketing and persuasion. Give your teacher what they want, pass the test, and then use the terms interchangeably henceforth as most people do. 🙂
The line is blurry, and good writers will know when to ramp up the engagement factor (like in an ebook) and when to ramp up the sales factor (like in an email series). But many of the principles overlap.
And good writing is good writing.
If you’re an aspiring freelancer, and you’re trying to figure out how to self-identify on your website, I recommend using the terms interchangeably because that will help you in Google search results and when prospective clients are looking at your site. You could even have service pages about long-form content (blogs, white papers, etc.) and services about advertising copywriting, email copywriting, etc. Let keyword search tools be your guide and use the phrases naturally and INTERCHANGEABLY without making a big deal about them.
And if applying to gigs, use the terminology from the job listing. If someone says they need a content writer and you typically call yourself a copywriter, but every task they’re listing is in your wheelhouse, then call yourself a content writer when responding.
Again, don’t overthink it!
Got a question for the Copy Bitch?
Get in touch or visit my YouTube channel and leave a question in the comments on one of my videos.
Whether you’re holiday shopping or celebrating another occasion, you likely landed here because you’re searching for the best gifts for writers. Hi! I’m Robyn, aka the Copy Bitch. I‘ve been a freelance copywriter since 2002, and I moonlight as a fiction writer.
Below, I’m sharing some of the best gifts for writers based on real items that people have given me or that I’ve bought for myself.
** Disclaimer: I use Amazon affiliate links for relevant product links below. If you click a link and buy something, it won’t cost you more. But I’ll earn a small commission.**
Best gifts for writers: You can never go wrong with books.
Writers read, full stop. The best writers read widely and deeply, and they tend to love books ABOUT writing. Here are my go-to suggestions whenever someone asks about what books they should give to writers.
Note: I’m willing to bet most copywriters are aspiring fiction writers. (Maybe not ALL, but most.) So the first two books below will help scratch that itch (but the wisdom in both can absolutely be applied to what we copywriters do, too). The third book is one ALL writers can benefit from reading.
I received Bird by Bird back in 1994 from my then-boyfriend. The relationship didn’t survive, but the book sure did. Anne Lamott is one of my favorite nonfiction writers. I appreciate her wit, hippie vibe, and advice about the writing life.
Note: This book doesn’t teach you how to write. Plenty of other books exist about that. This book is a good companion to how-to books because it talks about very real things plaguing writers like embracing the “shitty” first draft. The book is geared toward creative writers, but many of the principles she discusses apply to other writing, including copywriting.
The book’s title refers to a moment from Lamott’s childhood when her brother waited until the last minute to write a report about birds. The little brother was crying and wondering how he would finish it because he had so many birds to write about. And Lamott’s father, also a writer, told the boy to take it one bird at a time. In other words, bird by bird. This is great advice for writers of all stripes facing a mountain of deadlines and other responsibilities. Tackle the list bird by bird.
If you don’t like King, that’s OK, but don’t dismiss this book outright. Even if you’re not a Stephen King fan, we can still agree that he’s a successful writer (one of the most successful of all time) and obviously knows a thing or two about what goes into writing novels and making a living doing it.
This book has more writing instruction than Lamott’s, but this book is still more memoir than a “how-to book.”
Still, it’s a great one to gift writers. There’s so much wisdom and practical advice within.
Nothing makes a professional writer look like an amateur faster than sloppy grammar and punctuation. Yes, typos happen, but there’s no excuse for making the same mistakes repeatedly. So, here’s a fun book to read that will help you improve your punctuation skills.
OK, shameless self-promotion. But if the writer on your list likes psychological suspense (think Gone Girl), consider giving them a copy of my novel.
Best gifts for writers: Word games are always fun.
Big Boggle
I used to love playing this game as a kid. Mister Word Nerd’s mom found this game in her attic and gave it to us. We played it many times on our deck this past summer and had a ball. Here’s the Amazon affiliate link: https://amzn.to/49Qilrk
Trivial Pursuit Mini Packs
Our pack covers the 1980s, 1990s, 2000s, and 2010. We played during meal prep and dinner on the deck. Super fun! Here’s the Amazon affiliate link: https://amzn.to/3uBWGTA
Wordle
If the writer in your life is obsessed with Wordle, this game is for them! Here’s the Amazon affiliate link: https://amzn.to/3sQB9Gl
Best gifts for writers: A writer can never have too many mugs.
Most writers are either coffee fiends or tea aficionados (or both). Even if they’re not into tea or java, they should be drinking something, like water. Gotta stay hydrated for long stretches at the desk. So mugs are always welcome—and even more so when they’re witty and related to writing.
Here are a few of my faves. I own all three (see the pic below). The ones I’m linking to on Amazon aren’t exactly like mine, but they’re close.
Mug #1: Pay no attention to my browsing history. I’m a writer, not a serial killer.
My best friend’s dad (hi, Mr. C!) was one of my advisors during grad school. He gifted me the shirt below after I finished writing my first novel. Here’s the Amazon affiliate link: https://amzn.to/49NVj4p
Mister Word Nerd made a custom sign for my home office with my name (in the same font and colors as my website logo) and “Est. 2002” to commemorate when I started my biz. This was the perfect gift since we’d just bought a house together. I don’t know where he got mine done, but I searched on Amazon, and you have options! Here’s an Amazon affiliate link: https://amzn.to/3uthdd3
Happy shopping! 🙂
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-11-25 07:00:252025-01-27 17:32:42Best Gifts for Writers Compiled By a Writer
Today’s topic is a fun one: digital content development.
Below, I’ll discuss the following:
What is content?
What is digital content?
What are examples of digital content?
When did things shift to this digital marketing mindset?
Why is it essential for businesses to produce quality digital content?
Why do you need a digital content STRATEGY before you develop digital content?
What’s the copywriter’s role in the digital content development process?
What are some tips for creating strong digital content?
What’s AI’s role in the content development process?
Do you learn better by watching a video?
Here’s my video on the topic of digital content development. Or scroll past it and read away!
What is content? What is digital content?
Content is the words and images we read and watch every day: TV shows. Articles in newspapers. Billboards on the commute to work. Podcasts, YouTube videos, our latest Netflix binge. Textbooks in school are full of content. So are the magazines in doctors’ offices.
The examples above include print items (like newspapers) and digital items we access online (like YouTube videos and podcasts).
Content is content. But the delivery mode can be different: print vs. digital.
For this post, we’re talking about digital content, specifically the kind businesses and brands use to promote their services, products, or causes. (That’s the simplest definition of copywriting: any writing that sells a product, service, or cause.)
What are examples of digital content that businesses use to market their services?
I mentioned some examples above.
Here’s an incomplete list of digital content that businesses use to engage with prospects and customers:
Blog posts
Case studies
Checklists
Digital ads
Ebooks
Emails
Graphics
Infographics
Landing pages
Podcasts
Social media posts
Videos
Webinars
Websites
White papers
User-generated content (like Yelp reviews and memes)
LinkedIn did exist. (It began in the founder’s living room in 2002 and was officially launched in 2003.)
When I started freelancing in 2002, I had an AOL address. I had a very basic website. I also had a physical portfolio—an actual binder—with clips and examples of my work that I’d haul to meetings with prospective clients.
I still wrote many print materials in those early days: trifold brochures, sales letters, and direct mailers (postcards). I was writing some website copy, too. But it was still very much a mix of print and digital.
I do have a distinct memory of a turning point—a seminal moment—in my journey.
It was late 2008 or early 2009. I was working with a marketing colleague. She co-managed a marketing firm I did a lot of copywriting work for. We were working on a client’s website in her office in the basement of her home in central Massachusetts. We were frustrated because we couldn’t easily make the changes we wanted to the client’s website. We’d have to involve the client’s web person, which was a pain.
One of us mentioned we’d recently heard about a Boston-based company called HubSpot and its streamlined content management system (CMS). What’s funny: The other person (I can’t remember if it was her or me) had recently heard about HubSpot, too.
Together, we turned to her computer, visited the HubSpot website, and began poking around. We both knew that HubSpot was different—that it was special. Before long, we booked a demo and never looked back. (We moved the client’s site to HubSpot.)
THAT was a turning point in my career, and things moved quickly from there.
In a nutshell, inbound marketing focuses on attracting people who are already on the hunt for your products or services. You attract them via optimized search, lead them to your primary digital asset (your website), and delight them with helpful, engaging content—and you continue to deliver this engaging, helpful content at every stage of their buying journey.
On the other hand, outbound marketing blasts marketing messages to everyone—even though most people probably aren’t on the market for that particular product or service. Think about the billboard on the highway. Not everyone driving by needs that product or service. But those who go onto Google and search for a solution to a problem—or a type of product or service—are the folks inbound marketers want to capture.
At the core of inbound marketing is high-quality digital content: websites, blogs, emails, and social media posts.
Bottom line: Digital content makes the online world go round, which is why it’s vital to businesses and brands.
So you might be wondering: OK, great! How do I create quality digital content? This must be where the digital content development part comes into play, right?
Before you can produce quality digital content, you must have a robust digital content strategy.
Producing digital content just for the sake of putting digital content out there won’t get you far.
Instead, you must have a robust digital content strategy to guide your digital content development.
A strong digital content strategy involves the following:
Knowing your target audience. What problems do they have? What content do they want? For example, if you focus on older Gen Z (people between 20 and 26), giving them 2000-word blog posts won’t cut it. This is the TikTok generation. They want videos.
Agreeing on the goals of each digital content asset. Be specific and align goals with different content. For example, the content you develop for social media will have different goals than the landing page you’re developing for a pay-per-click campaign. With social media, you might measure success based on engagement. For the PPC campaign, you’d measure success based on conversions.
Collaboration. Digital content development involves collaboration between the marketing team, writers, and designers (and, ideally, the sales team).
You’ll want to research keywords and what competitors are doing. You’ll want to create different and better content than what’s currently out there—more on this below.
Planning. Whether you use a Google spreadsheet or more robust project management software like Monday or Basecamp, you need an online calendar that everyone can access. People must know their responsibilities, due dates, and other relevant details.
Execution (aka, the actual content development). Writers and designers get to work creating the various content assets.
Promotion and repurposing. Just as you need a strategy for developing the content, you need one for promoting the content—not just once, but over the long haul. You also need a plan for repurposing the content. You can (usually) repurpose one piece of content into multiple formats and share it across different channels.
Ongoing analysis. You must constantly measure performance. If your digital content isn’t achieving your goals, how can you improve it? Metrics you’ll measure include organic traffic, page views, bounce rates, time spent on a page, engagement (social media), click-through rates, conversion rates, and retention rates. (That’s an incomplete list.)
I don’t recommend going longer than a quarter at a time when planning.
Strategizing beyond a quarter can be challenging. Sure, you can have broad strokes. For example, if you host a virtual conference every fall, you can have it on your radar. But as you’re planning Q1, you won’t be coming up with all the details for the October virtual conference.
What’s the copywriter’s role in the content development process?
To be honest, copywriters aren’t usually as involved as they should be, especially when we’re talking about larger brands and businesses. This is especially true if you’re a freelancer, but I see it happening to full-time copywriters working for brands and agencies.
Too often, the marketing folks devise a plan based on what they’re seeing. They might go so far as to map it out. Then, they bring in the writers. Skilled marketing writers will often spot gaps in the plan’s logic and spend more time trying to understand the goals and revise the plan accordingly, all of which takes more time than if the writer had been involved from the beginning.
IMO, copywriters should be involved (and, in many cases, leading) the content development strategy—they shouldn’t be coming in mid-stream.
But that’s a perfect-world scenario, and we all know we’re not living in one of those.
The good news is if you’re working with small businesses, you can often train them to include you earlier in the process—or if you’re working with solopreneurs, you can lead the charge in the digital content strategy.
And the strategy layout doesn’t need to be complicated. You can create a simple plan if you’ve considered the objectives, researched, and discussed what worked in the past.
It might be something as simple as the following:
Let’s produce an optimized blog post a week for one quarter.
We’ll pull content nuggets from the blog post and create social media posts.
At the end of the quarter, we’ll create two white papers or guides based on the content from the blog posts.
We’ll gate the white papers and create robust landing pages.
We’ll run some paid ads to drive people to the white papers
We’ll review the results: Have we increased organic traffic to the site? Have we seen increased engagement on social media? How many downloads of the white paper have we gotten, and can we attribute any business to these activities?
Keep in mind that each piece of digital content you create will involve its own steps and workflows.
For example, think about everything that goes into developing an optimized blog post:
Discussion with the client re: the topics they want to cover
Keyword research to figure out the best keyword phrase for each blog post
General research – see what content exists online for the keyword phrase and devise a plan to make more substantial (aka, better) content. For example, if the top content for a keyword phrase is 1500 words, you’ll want to create something that’s longer—say 2000 words. If the top piece of content lists “top 10 ways to do X,” you’ll want to create a blog post focusing on 15 ways.
Interviewing subject matter experts
Writing the first draft
Getting client feedback
Revising
Layout/images
Publishing/promotion
Repurposing, as appropriate (for example, if you wrote a blog post on the “15 ways to do X,” you might create 15 separate social media posts, each one devoted to a different way).
What are some tips for creating strong digital content?
If you want to create quality digital content assets that get results, then . . .
You must create content that’s different from the existing content about the topic.
Again, producing content just to produce content won’t get you far. And keep in mind your competitors will be writing about the same topics. You must find a different spin and angle on the same old content everyone else is putting out there.
Sometimes, that might mean going longer. Going back to our blog post example . . . if the existing blog posts that rank on the first page of Google weigh in around 1500 words, try writing content that goes deeper into various points so that you can hit 2000 or 2500 words.
If the top blog post lists “top 10 benefits you get from installing solar panels on your home,” you’ll want to create a blog post focusing on 12 or 15 benefits.
You’ll want to make sure the digital content you create is optimized for search—for web pages and blog posts, that means having only one H1, keyword-rich H2s, appropriate H3s, bulleted lists, no errors, etc. For videos, that’s making sure you have keyword-rich titles and thorough descriptions.
Again, each piece of digital content will have its own workflows and best practices.
You must create content that’s developed specifically for the target audience you’re trying to reach.
For example, if your target audience is older Gen Z (maybe between 21 and 26), writing 2000-word blog posts isn’t the way to engage with this audience, which is all about TikTok.
And remember that your audience will have different content needs depending on where they are in their journey. People at the top of the sales funnel searching for a solution to a problem and becoming aware of your client’s business are in a critical educational stage. They respond well to blog posts and helpful FAQs. People at the bottom of the sales funnel might be looking to book a demo.
The content must be created (or heavily revised) by a human.
Large-language models, like ChatGPT, Bard, Bing, Writer AI, etc.—are fantastic tools. But they’re just that: tools. AI is not ready to replace human copywriters yet—or any time soon.
I know I might be wrong about this, and that’s OK. Things are moving fast. But right now, AI can’t produce the critical nuances needed for compelling digital copy—and trust me, I’ve been trying to get the various AI tools to do that.
I’ve been using all four of the ones I mentioned above—and I’m on the PAID version of ChatGPT and a paid version of Writer (through a client). I’ve been using these products regularly. They are excellent tools because they are lightning-fast. They can come up with copy points you might not have considered. They can review work and provide instant and helpful feedback. They can create decent outlines.
But they have yet to adequately capture a brand’s voice—and I’ve been trying to train it. And they can’t develop a digital content strategy. AI tools like ChatGPT don’t have awareness. It only knows what it’s been trained on. It’s a reactive tool, not a proactive tool.
And creating a digital content strategy requires a thoughtful, proactive approach.
Again, AI is a great tool. I begin much of my content creation using ChatGPT, Bard, or Bing. However, I’m using these tools for brainstorming or outlining in the early stages of digital content development. I must revise (usually heavily) any content it produces and find accurate sources to cite.
Also, currently, AI can’t produce quality long-form content. Not in my experience, anyway. Nothing beyond 700 words. It loses the thread. “Ask Writer” and ChatGPT can’t deliver more than 600 or so words at once (again, I’m using the paid versions for both). I’ll ask it to deliver longer copy in 600-word chunks, which it can do. But even then, both will often have difficulty reaching word counts beyond 900 or 1000 without sounding incredibly repetitive.
This will likely improve over time. But as of right now, I’d never hand off AI-produced copy to a client PRECISELY because it sounds like everything else that’s out there. And that violates one of the rules governing effective digital content—you must develop content unlike anything else out there.
Quality digital content WON’T sound like anything else already out there. To accomplish this, you need a human writer. We can imbue a brand’s voice and personality into the copy. We can identify how to elevate a piece of copy so it sounds different from everything else. We can spot gaps within the content—and address those gaps.
AI, in its current incarnation, as I write this post in 2023, can’t do those things.
Also, you can’t trust ANY stats it provides, even if it includes attribution and URLs. Both Bard and Bing will cite sources and provide URLs. I’ve found that even if the URLs are accessible and “on topic,” they seldom reflect the exact stat the AI tool tries to convey. I’ll question the AI tool, and it stutters and apologizes. I suspect this will also improve over time, but you can’t trust any stats or sources it shares. The spirit of what the AI tool is getting at with the stat is usually correct, which is helpful. But the copywriter still must go out and find a reputable source with a similar stat.
Bottom line: Anything a large-language model writes in 2023 is “OK,” but rarely (if ever) on brand or different enough from all the other content out there.
The “on brand” thing can be subtle—you know it when you hear the difference. And that’s the thing . . . someone who isn’t a skilled copywriter might not be able to pick up where things falter. They just know something doesn’t sound quite “right,” even if the content itself is otherwise acceptable.
This is where skilled writers excel. We can spot those “off” issues quickly and rectify them. We write for subtext. We write with nuance in mind. We know how to vary sentences. We’re not afraid of contractions. We know how to conduct solid research and get reliable stats and sources. We know how (and when) to push the envelope and how to sound on brand.
Digital content development: Think strategy first.
Digital content is an essential ingredient in an effective digital marketing strategy for businesses large and small. Copywriters create the content for various digital assets, like blog posts, social media posts, paid ads, web pages, etc.
Ideally, copywriters would be part of the digital content strategy from the get-go. But at the very least, writers can focus on creating quality digital content by making sure it’s different from all the other content out there, that it’s appropriate for the various audiences the client is trying to reach, and that it’s written and revised by a human, not AI.
Got a question for the Copy Bitch?
Get in touch or visit my YouTube channel and leave a question in the comments on one of my videos.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-11-09 14:19:002024-08-02 19:21:08Digital Content Development: What It Is, Why It Matters & How to Do It Right
I spend a lot of time on my blog and YouTube channel talking about how to become a freelance copywriter and how to start a copywriting business. But here’s the thing: maybe freelancing isn’t the way for you to achieve your copywriting dream. Perhaps getting a salaried position as an employed copywriter might be more your thing.
Confused? Hear me out by reading the blog post below. Or you can watch this video I did on the topic.
Reminder: I’m based in the U.S. (just outside of Boston). English is my first and only language. So the perspective I’m sharing is from this specific and somewhat narrow lens. If you’re in another country and/or English isn’t you’re primary language, I recommend finding marketers and copywriters in your area who write in your language since they’ll be better equipped to provide you with valuable insights on how to get started in copywriting (either as a freelancer or an employee).
First of all, what is a freelance copywriter?
Let’s break it down. A copywriter writes the words that sell a product, service, or cause. That’s a super simple definition, but it works. Think about the stuff you encounter daily, like the junk mail you get in your mailbox promoting services, emails from the brands you follow, or the commercials you hear and see on the radio and TV. Someone needs to write those words, and that person is usually a professional copywriter.
Other names for copywriters include marketing writer, content marketer, and advertising copywriter—it runs the gamut.
When you add the word “freelance” in front of the word “copywriter,” that simply means the copywriter is self-employed. They’re not beholden to any one company, brand, or cause. They write for numerous brands, companies, and causes.
Sounds cool, right? If you love writing, and the idea of writing every day in your jammies sounds great, why wouldn’t you want to become a freelance copywriter? Who wants to work for The Man anyway?
Not so fast.
Like everything in life, there are pros and cons to being a freelance copywriter and pros and cons to being an employed copywriter.
Let’s discuss why becoming a FREELANCE copywriter might not be your best path.
Reason #1: If you simply want someone to give you assignments so you can do the work and get paid, then being a freelance copywriter might not be your jam.
As a freelancer, you often hustle to get work, especially in the beginning. Even if you do it for a long time—I’ve been at this for 20+ years—you still need to network, remind people you’re around, and sometimes knock on doors. That’s not for everyone.
Reason #2: If you’re not good at budgeting money and dealing with expenses, being a freelance copywriter might not be your thing.
As a freelancer, you don’t simply do the work, get paid, and call it a day. Guess what? You’re responsible for all the taxes. Yes, you pay taxes when employed, but someone else takes them out of your paycheck.
When you freelance, you must put money aside for taxes and remember to pay quarterly estimates. You need to keep your books super tidy and together. You need to manage invoicing, too. Clients won’t pay you if you don’t send them an invoice. It’s YOUR job to get the money from them, not theirs.
Reason #3: If having to manage paying for things like health insurance makes you twitchy, you might be better off working as an employed copywriter rather than a freelancer.
Being self-employed also means covering expenses like health insurance, disability insurance, and retirement contributions. These are responsibilities that employed copywriters might not have to worry about. Health insurance alone can be a significant monthly expense—I pay close to $700 per month, and that’s just for the price of admission (i.e., the insurance card). That price doesn’t include the cost of office visits, co-pays, etc.
Reason #4: You need structure in your day-to-day life.
If you’re someone who needs a ton of structure in your day—and you prefer to have that structure mandated with something like “We expect you to be in the office at nine, with a one-hour lunch, and clock out at five,”—then freelancing might be challenging. Sure, you might eventually be able to figure out a structure that works, but it will take time—and a lot of experimenting. (Check out my post on “A Day in the Life of a Freelance Copywriter.”)
This doesn’t mean you can’t figure out a structure for your day, but that’s just it. You’ll be the one figuring it out.
Reason #5: You prefer being part of a team.
Perhaps you thrive in a team environment, enjoy going to an office, and value collaborating with colleagues. This camaraderie is more likely in an employment setting. As a freelance copywriter, you’ll primarily be working independently.
Reason #6: You like working for a business/brand with a single focus.
As a freelance copywriter, I’m a generalist. I cover various topics, from beauty education to background checks. Being an employed copywriter might be a better fit if you prefer diving deep into one subject or brand. Freelancers can focus on a niche, of course. But when you’re starting, it’s common to generalize since you’re likely casting a wide net for new clients.
Keep in mind there’s no shame in being an employed copywriter.
Luckily, many full-time gigs are remote or hybrid, so you could have the best of both worlds if working from home is attractive.
As for the better way to break into copywriting if you have zero experience, I’m not sure there’s a definitive answer. You might have better luck landing an entry-level marketing job and building your writing skillset while earning a paycheck. But some people with solid writing chops (even if they don’t have “direct” copywriting experience) successfully build freelance businesses.
If you have experience as a copywriter but prefer working for a company, plenty of copywriting gigs exist in the U.S. (I just searched LinkedIn on “copywriter” jobs in the U.S., and there are over 2000 listings.) Yes, they are competitive, and you’ll need a strong resume and great clips, which you’d need for freelancing, too. Networking can help in this endeavor by seeing who you know on LI who’s connected to the company or brand you’re applying to so you can get a leg up, like a direct introduction. But landing a paid position can be a great way to build confidence, clips, and a great career.
Speaking of money . . . let’s look at some realities. Copywriting jobs can range from the mid-40s to over six figures in the U.S. If you’re entry-level, you’ll be on the lower side. If you’re a senior-level copywriter, you might command 90K to over six figures. According to Salary.com, the average copywriter salary in the U.S. is $57,000 (as I write this in 2023), but many things can affect this, from where you’re located to your experience.
Freelancing numbers are all over the place, and it’s easy to fall in love with the idea of six figures. Is it possible? Sure. Is it likely out of the gate? Honestly? Probably not. There are always exceptions, but you must be realistic. I share my revenue numbers over the last 20 years in this blog post for a reality check. I haven’t cracked six figures, but I’m perfectly content and make a decent living for my needs. Again, I’m in the U.S.
By the way, I know some full-time content marketers who freelance on the side. That can be a great way to have the best of both worlds while preparing for the unexpected, like a layoff.
So again, before you trot too far down the road of “how to become a freelance copywriter,” ask yourself if you SHOULD become one.
How do you determine which path is right for you? It boils down to your individual preferences, work style, and career goals.
If you’re drawn to independence, enjoy a diverse range of projects, and are ready to tackle the responsibilities of running a business, freelance copywriting could be your calling.
On the other hand, if you thrive in a team setting, value stability, and prefer a more structured workday, then seeking employment as a copywriter might be the better choice.
Remember, this isn’t a one-way street. Many professionals transition from freelance to employed positions or vice versa, finding the hybrid approach that suits them best.
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-10-16 07:00:462023-10-15 12:29:54Wondering How to Become a Freelance Copywriter? Hint: Maybe You Shouldn’t
At the time I embarked on this journey, I was approaching 30—and “pivoting” before “pivoting” was such a common thing. I’d been working in Radio Land since 1994. And even though it was a fun gig, the itch to write never went away.
For me, writing meant writing FICTION. But I quickly learned that I needed something to pay the bills. And so I started looking into this copywriting thing.
Recently, someone asked me about a day in the life of a copywriter. What’s a typical workday like for me? What time do I get up? How many hours do I devote to work-work? What other stuff do I work on? When do I take breaks? Etc.
While this has changed dramatically over the years—and is likely different for every copywriter—I thought it would be fun to record one of my days.
So here it is: A Day in the Life of a Freelance Copywriter (along with her sidekick, a plush sloth named Stewie).
Got a question for the Copy Bitch?
That’s me! I’m the Copy Bitch. No doubt, you’ll have other questions. Hit me up in the comments section on my YouTube channel, or email me.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-09-13 06:00:282023-09-06 09:22:31A Day in the Life of a Freelance Copywriter
How to start copywriting is one of the most common questions I get as The Copy Bitch.
Watch my video on this topic. Or scroll past it for my written take.
How to start copywriting: What beginners should do
Before you start copywriting, make sure you have solid writing “chops,” as I like to say.
Make sure you understand the fundamentals of good writing (punctuation, grammar, paragraph construction, etc.). You can start by testing your assumptions: Take a free assessment test like this one. This online resource offers free business writing tests as well as online courses.
Make sure you have a reliable computer, Internet access, and software to write the copy.
Google Docs is fine (and free), or Microsoft Office 365 is another good option. (I use both.)
Be a sponge. Soak up everything you can about copywriting.
Here’s the good news: Plenty of online options exist, including free ones. HubSpot Academy is free. I recommend starting with the Inbound Marketing and Content Marketing certifications. You could bang them out in a weekend.
Practice what you learn.
Subscribe to a bunch of emails from businesses. (Set up a separate Gmail account strictly for this purpose.) Analyze subject lines. What works? What doesn’t? Challenge yourself to rewrite the subject lines. Ask ChatGPT to rewrite the subject lines and see what you think of what it comes up with—and you could do the reverse. Share your list of subject lines with ChatGPT (after explaining what the business is, etc.) and ask it to provide feedback. (This is a great way to use ChatGPT.)
Do the same with direct mailers, billboards, radio spots, print ads, and business websites. Analyze, analyze, analyze. Rewrite, rewrite, rewrite. Learn, learn, learn. Lather, rinse, repeat.
Follow other copywriters. They can be a huge source of inspiration. Follow them on LinkedIn, YouTube, TikTok, and their blogs. Attend networking functions (for writers, marketers, or small businesses, like your local Chamber). Another option that helped me early in my career was Business Networking International.
Create a simple online presence for your copywriting business to show who you are and samples of your work.
When clients are looking for writers, they want to see examples of good writing. So I highly recommend having a website portfolio, even if you fill it with “fake” copywriting samples (like some of your practice assignments) until you have real client work to showcase. (Because, again, everyone has to start somewhere.)
Got other questions about how to start copywriting? Ask the Copy Bitch!
That’s me! I’m the Copy Bitch. No doubt, you’ll have other questions. Hit me up in the comments section on my YouTube channel, or email me.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-09-01 07:00:472023-08-31 19:16:28How to Start Copywriting: What Beginners Should Do
