Where Do Copywriters Work? Understanding Copywriting Jobs

by

I’m going to answer the question “Where do copywriters work?” in a moment, but if you’re reading this, please indulge me. (If you simply want the answer to the question, no hard feelings; click here to jump to the start of the answer.)

It’s the last day of August 2024 as I update this blog post, and I just “celebrated” my 22nd year as a freelance copywriter.

I put “celebrated” in quotes because I’m torn about this milestone.

Let me just say I DO know how fortunate I am that I’ve been able to make a go at this copywriting thing for over two decades. I know there are many aspiring copywriters and content writers out there who WANT exactly what I have.

And yet.

Here’s my reality.

  1. I never planned on being a copywriter.
  2. I certainly never thought I’d be a copywriter for this long.
  3. I’d like to tell you I feel successful. I don’t.
  4. But that likely has something to do with my definition of success.
  5. I’ve yet to crack the six-figure mark. I bring this up because this figure gets bandied about A LOT in copywriting circles. Here’s the thing: Even if I did hit that number, I still wouldn’t feel successful. Again, due to my definition of success, which doesn’t have anything to do with being a copywriter or how much money I make.
  6. That said, I make decent enough money as a freelance copywriter to support my needs. (I hope this is helpful for some newer freelance copywriters. You don’t necessarily need to make six figures to make a go of this.)
  7. Every day, I tell myself, “Be happy with what you have.”
  8. Some days, I can fake it better than others. Some days, I might even be inching towards contentment.
  9. I realize this post sounds depressing. But it’s also liberating for me to write.
  10. I can honestly say I have lovely clients and colleagues, and 98% of the clients I’ve worked with over the years have been great. I can think of only one truly toxic copywriting client, and it was incredibly short-lived (one of the benefits of freelancing).
  11. So, to any current or former clients and colleagues reading this, thank you. And please know it’s me and not you when it comes to any discontent I feel about my profession.
  12. I still look up work-related acronyms. Like, all the time. The other day, it was VOC. (I guessed “voice of the customer” before I looked it up, but I wanted to confirm I guessed correctly.) Same with VSL. (Video sales letter.)
  13. Ten years ago—heck, even five—I probably wouldn’t have admitted that out loud.
  14. It’s OK to admit you don’t know things.
  15. It’s OK to admit that a job, even a copywriting job that’s treated you well over 22 years, doesn’t make your heart sing.
  16. And maybe it’s even OK that you don’t have a job that makes your heart sing.
  17. My big, hairy, scary dream has always been to make a living writing fiction full time.
  18. I feel much farther away from that dream today than I did in 2002.
  19. I worked toward that dream diligently for 20 years, work that included self-publishing a couple of novels, going back to school for my MFA in Creative Writing, and landing an agent for my third novel. But none of the publishers jumped, and the agent and I have since parted ways (amicably). My favorite rejection came from an editor at a publishing house who said, “It kind of breaks my heart to say it, but I cannot make an offer. The writing was great, the psychology was fascinating, and the suspense pretty well done, but ultimately I felt that I didn’t know how to sell a book about a woman who kills children.” (It’s a serial killer novel, folks. I don’t kill kids as a side hustle.)
  20. I recently read an article about late bloomers—Paul Cézanne, Julia Child, and Morgan Freeman—which was helpful at the time.
  21. Another thing that I find helpful is videos, articles, and books about near-death experiences and shared-death experiences. Those things are my comfort food. Weird? Maybe. But NDEs and SDEs give me BIG hope, which is in short supply these days.
  22. I’m not sure how to wrap up this list. I can appreciate positivity, and despite current appearances, I can even practice it successfully for stretches. I do find inspiration in quotes like, “It’s never too late to live the life you always imagined.” But turning inspo into reality doesn’t always work out, try as we might, and career-making isn’t always pretty. I realize this post probably isn’t what most people want to hear. But it’s all true. And perhaps in our everything-looks-perfect-for-everyone-else-but-me world of social media, it might help some folks to hear from someone 22 years into her freelance copywriting career talk about it this unvarnished way.

Now, then. I feel a little better. 🙂

Here’s the thing: Everything I just shared ties into the answer to the question: Where do copywriters work?

Because there’s not just one place. There are many places where copywriters (or content writers) might work. And there are plenty of gigs where you might be doing copywriting, even if it’s not in your job description or you don’t have the title of “copywriter.” (And let’s not forget other common titles, like content marketer, marketing writer, and just freelance writer.)

Here’s the other thing: Many people (including me) use the titles copywriter and content writer interchangeably. Purists will tell you copywriting is all about conversions. You write the words that sell stuff. All of that’s true. But purists will also tell you that content writing is all about engaging, not selling.

My take . . .

  • All writing has to engage people on some level. The words need to be noticed, to be read (or heard). This is true whether someone is reading a billboard or a 1,000-word blog post.
  • Content writing is about selling, too (ultimately anyway). Businesses don’t hire content writers simply to entertain and engage people. The businesses have an ulterior motive: to draw folks in and create brand awareness with the hope (or goal) that the person might become a paying customer at some point.

When I write a 3000-word educational blog post, I know my goal is to inform, not ask someone to buy on the spot. When I write a sales-oriented email sequence, I know my copy has to be hard-hitting.

Good writers know how and when to use what skills depending on the goals. The good news is that these are learnable skills, too.

Still with me? Good.

Back to the question at hand . . .

Where do copywriters work?

One place that copywriters work (or freelance) for is marketing agencies.

Marketing agencies produce a lot of content for their clients, and someone needs to write that stuff, right? Think blog posts, websites, guides, social media posts, print/radio advertising, content strategies, branding and messaging. (That’s a short list.)

Marketing firms often have full-time writers on staff, with titles like senior copywriter and junior copywriter. However, some of these places also outsource to freelance copywriters like myself because the firm has so much work coming in that its employees can’t manage it all. The agency will turn to a reliable “stable,” as we say, of freelancers. (And this is true for many jobs, including freelance graphic designers, SEOs, web developers, etc.)

Marketing agencies also use interns. So, if you’re looking to break into copywriting or for an entry-level job as a copywriter, going for a copywriting internship is a smart idea. (Jump down to the section about how to ace a copywriting internship interview.)

Where do copywriters work?

Copywriters work “in-house” within businesses. 

The larger the business, the more likely it will have at least one writer on staff (again, they might use the terms copywriter, content writer, content marketer, or marketing writer). In fact, really big brands will often have a full-time team of writers in-house, usually as part of their marketing or creative departments.

Why? Again, think of all the content that a business needs. Content is what makes the business world go round. You need blog posts, you need social media posts, you need web pages, you need mailers, you need TV commercials. You need marketing and sales collateral, like a brochure, an instruction manual, or a sell sheet.

And someone needs to churn out that content—someone with a deep understanding of the company, its target audience, and its marketing objectives.

(I’m using the word “business” loosely here. Nonprofits and academic institutions need content for their website, social channels, marketing collateral, etc. Some might have a writer or two on staff. Others might outsource directly to a freelancer or through a marketing firm.)

Sometimes copywriters freelance for in-house teams.

The business might have a content team, but it has too much work for its team to do, and yet it doesn’t have enough work (or the budget) to justify hiring another person. Freelancers fill in the gap. I worked with a company for six years with this exact set-up: It had a couple of content people on staff, but then it would outsource monthly work to me. They (and other clients of mine) refer to this as copywriting support.

When copywriters discuss where they work, some might mention working for an agency, in-house, or freelancing.

When you work for an agency, you’re often on several different client accounts and often from different industries. Agency copywriters need to be nimble. You might be writing about robotics in the morning and prostate cancer in the afternoon.

In-house copywriters who work for a business are doing content on behalf of that business. So the writer usually gets to work deeply in that one area, that one industry.

I’ve known plenty of agency copywriters who’ve burned out on agency life because they suffered from creative whiplash: constantly juggling different brand voices, industries, and needs. Then again, some writers thrive working for agencies because of the diversity in clients and content. And I know writers who are happy to work in-house for a team.

There’s no right or wrong answer here. Only what’s right for you. And what’s right could change over time.

Where do copywriters work?

Copywriters also work at ad agencies.

Ad agencies need writers. Think about it. They need words for all those ads, whether we’re talking TV commercials, radio spots, print ads, digital ads, and so forth.

Picture Peggy in Mad Men. She was the ultimate copywriter and, eventually, copy chief.

Where else do copywriters work?

Copywriters work in the entertainment/publishing industry.

Newspapers, magazines, publishing houses, media conglomerates, and streaming companies—many will have copywriters on staff as part of the marketing and/or advertising departments.

Copywriters work for content mills. (Sigh.)

Basically, any business that’s serious about its marketing will produce content, and it needs someone to write it. Sometimes, businesses turn to content mills, which I don’t typically recommend for writers. (Check out my video for further details.) My biggest beef with content mills is that they don’t pay writers enough.

What are a copywriter’s job responsibilities?

The main responsibility is writing error-free copy that engages and converts (depending on the goal).

But in reality, copywriters can have plenty of other responsibilities:
  • Having input on the overall content strategy
  • Coming up with ideas, managing campaigns
  • Doing keyword research
  • Performing content audits
  • Having a basic understanding of analytics
  • Creating and maintaining editorial calendars
  • Conducting interviews
  • Researching, researching, and more researching
  • Writing various types of content, like long-form blog posts, short and snappy social media posts, email sequences, white papers, advertisements (and this isn’t an exhaustive list)
Many copywriters bring other skillsets to the table:
  • Design skills (Canva, PhotoShop)
  • WordPress skills
  • HubSpot skills
  • Video skills

Responsibilities will vary job-to-job, but you’ll typically see a combination of the ones above on most job descriptions. (Browse job descriptions on LinkedIn, Glassdoor, and Indeed for more insight.)

The resposibilities will also vary between senior copywriters and junior copywriters. Senior copywriters might have more managerial tasks, for example.

And if you’re a freelancer, you’re often expected to be able to do all of the above while also juggling business reponsibilities, like paying taxes.

Is it possible to find copywriting jobs with no experience?

Possible? Perhaps. Likely? Nope.

But you might say, “But I know how to write!”

OK, sure. But think about it this way. You might know how to cook. Does that mean you could walk into a restaurant and become a head chef without any experience being a chef? Again, unlikely.

But here’s the good news: Copywriting is a very learnable skill. So if you have writing chops, if you love writing, AND you’re willing to take a step back and learn, you can make a go of this.

How can I learn about copywriting?

So many ways!

First of all, think more broadly than simply “copywriting.” One of the best things you can do is dive into all aspects of digital marketing (which encompasses copywriting, content writing, and content marketing).

Take my FREE self-directed copywriting course. Click through to the YouTube description for links to all the classes and assets. I designed it to mimic a semester-long intro course.

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.

So if I simply teach myself, I’ll be able to land a copywriting job?

It depends. Most job descriptions will call out how much experience they’re looking for in applicants. Very few will say “no experience.” Some might say 1 to 3 years. Those are the ones to focus on after you’ve spent time teaching yourself and doing some side hustle (even if it’s little to no pay).

If your goal is to be an employed copywriter, your job right now is to teach yourself as much as possible and to do copywriting work you feel proud of that you can add to a portfolio. I don’t recommend people work for free (at least, not for long), but if you’re aiming to landing a paying job, you might want to focus on quality rather than income as you’re building your skills and writing chops. In this case, I’d assume you’re probably working another job or you’re in a situation where you don’t need to work and you can focus on doing copywriting projects pro bono to get experience.

Keep in mind you can back into copywriting and content writing by being open to different job titles (aka, think “digital marketer,” “marketing coordinator,” and similar titles).

Many businesses will be thrilled if you’re more than a one-trick pony.  Be willing to do things other than write. Get good at designing things in Canva, for example. Learn how to build pages in WordPress. Learn the ins and outs of HubSpot. Embrace AI. (I’m seeing more and more job descriptions talk about using AI.)

So if there’s an entry level digital marketing coordinator position, you might consider going for that and highlighting your writing abilities. Trust me, businesses will LOVE you for it. You can always transition to a content team or copywriting job later.

You can also gain valuable experience, make connections, and possibly land future work through a copywriting internship.

An aspiring copywriter recently left the following comment on one of my YouTube videos:

Comment on a YouTube video asking about advice for acing an interview for a copywriting internship

Here’s my response (lightly edited for length):

I’ve freelanced with one marketing agency for 18 years and another for over ten, so I have a lot to say. 🙂

Marketing agencies usually have tons of accounts, so they need people who are adept at juggling multiple clients and switching seamlessly between them. It’s easy to think being a kickass writer is the main job requirement, but two other components are equally important: meeting deadlines and being pleasant to work with.

I call this being a triple crown copywriter: be good at what you do, be pleasant to work with, and always meet deadlines.

How can you translate this into your conversation with the agency? Talk about how you’re like a dog with a bone when it comes to deadlines and you never miss them (provided that’s true—and if it’s not, work on it). If you have a story with a previous employer that demonstrates this point, even better.

Talk about your approach for managing multiple tasks. Lots of agencies are virtual, and it’s important that people on the team are comfortable working in these environments. You need to show how you can work well independently, but also play nice on account teams.

On the copywriting front, talk about how you keep up with what’s current in copywriting and marketing land. What blogs do you read? What newsletters do you subscribe to? Who do you follow on LinkedIn? What books have you read (doesn’t need to be copywriting-specific . . . think about business-related books).

You could ask the agency their definition of copywriting. When they say copywriting, do they mean sales-focused content, like sales emails, sales letters, and ads? Or do they take a broader view of copywriting (like I do) and think of it as all marketing writing: blog posts, white papers, guides, emails, website pages, ads, social media posts, etc.

Marketing agencies also love it when people have related skills. Do you have experience doing keyword research? Do you know Photoshop or Canva? (And have examples to back it up?) Do you know HTML? WordPress? ChatGPT, Claude, Gemini, etc. Do you have any certifications from HubSpot?

You get the idea. Think of all the related skills you have and talk them up.

Does the marketing agency focus on certain industries? If yes, do you have any experience in these industries? If you have direct experience, talk about it. If you don’t have direct industry experience, discuss how you’d get up to speed on a client account.

And finally, talk about your journey into copywriting. You mentioned you have experience with copywriting even though you’ve never held the title of “copywriter.” Talk about this evolution, and discuss how you taught yourself the skills. (It’s OK to be self-taught. I am!)

Were you always interested in writing and when the situation presented itself, you jumped? Talk about that. Talk about your approach to writing copy and all that good stuff. Show them how you think and that you DO think deeply about these things.

If they ask if you have any questions . . . you could say something like, “Of the interns you’ve had in the past . . . the really great ones . . . what was it about them that made them successful in their role? And are there any specific certifications from HubSpot Academy that you would recommend I take?” 

Since this is an internship, they likely don’t expect you to have experience in everything. Show your enthusiasm and willingness to learn. Demonstrating continual curiosity is always a good thing as well (for any job, but especially writing gigs).

What if I want to become a freelance copywriter?

If you’re trying to build a freelance copywriting business, the approach is similar: You need to learn the ins and outs of copywriting, digital marketing, and the like FIRST.

Again, this won’t happen overnight. Before you embark, you should have money set aside to get you through the build-up stage (or an arrangement, like living with parents or having a partner who carries the bills) for anywhere from six months to a year.

I wrote a juicy in-depth post on how to start a freelance copywriting business.

Got any more questions about where copywriters work? Just ask.

As for me, I mostly freelance for marketing agencies and directly with clients. Some of my clients are larger companies, while others are small businesses (sometimes consisting of a single person). It runs the gamut.

Wishing you much luck on your journey! 🙂

What Does a Copywriter Portfolio Look Like? Tips for New Copywriters

by

When I first started out as a freelance copywriter in 2002, I carried around a three-ring binder that held samples of my copywriting. I also had a basic website, but someone else maintained it, so keeping it updated was challenging. Plus, not everyone was online back in those days. Many people, especially small business owners who were my bread and butter, preferred looking at and holding paper. Think articles, print ads, marketing brochures, and direct mailer postcards.

Today, everything is digital, which makes things a lot easier. Well, easier if you have digital copywriting examples to show off. But what if you’re a new copywriter? How do you get those all-important samples if you don’t have clients yet? And how do you get clients if you don’t have samples of your work that prove you’re legit?

Chicken and egg conundrum, right?

In this blog post, I’m going to answer a bunch of questions related to copywriting portfolios, including the following . . .

  • Why do I need an online copywriting portfolio anyway?
  • How do I get samples for a copywriting portfolio if I’m just starting out?
  • What does a copywriter portfolio look like? What type of content should it highlight?
  • How should I organize my various copywriting portfolio examples
  • I’m not a designer! How do I make things look good?
  • Do I need to ask permission to include client content in my copywriter portfolio?

In case you don’t feel like reading, I also did a video on my YouTube channel, which I’ll embed at the end of this article.

Why do I need an online copywriter portfolio?

Three things to consider. First, your copywriter portfolio serves as “evidence” that you know what you’re doing. When someone hires a kitchen remodeler, they’ll look at pictures of the person’s work to see if they like the style, right? The same is true for other services and trades.

When someone hires a freelance copywriter, they’ll look at samples of the person’s work to see if they like the writing style. Depending on the type of writing the person is hiring for, they might also be looking at technical expertise. For example, if someone is hiring you to write optimized website copy, they might study your headlines, title tags, and meta descriptions to see if they meet SEO standards.

Second, your online copywriting portfolio also serves as a way for prospective clients to find you when they conduct Google searches. I’ve gotten a lot of business over the years from someone discovering my copywriting website. Do they always enter on the portfolio page? Nope. But if they’re looking for a writer and they come in through the home page or a blog post, they’ll likely check out the portfolio page at some point.

And finally, an online copywriting portfolio shows you’re a serious copywriter who’s getting work. I’d be suspicious of a copywriter’s website if they didn’t have a portfolio.

How do I get samples for a copywriting portfolio if I’m just starting out?

The only time I recommend doing any writing for free is at the very beginning when you need to round up some examples of your copywriting work. So how do you get these all-important pieces to put in your portfolio? Think of everyone you know and everyone they know. I can almost guarantee you know someone who owns a small business. It might be a hair salon or a pizza shop or a yoga studio. Guess what? These folks need marketing help. Offer to do some content marketing for them FOR FREE so that you can build your copywriting portfolio.

Be clear about what you’re offering and set a limit on how much you’re giving away pro bono: “I’m building my copywriting portfolio. Since I’m just starting out, I’m doing a limited number of complimentary copywriting assignments, and I’d like to do the following for you, for free, no strings attached. [OUTLINE THE DELIVERABLES.] When I’m done with this work, you won’t be under any obligation to continue using me, but, of course, if you like my work and see the value in it, I’d welcome the opportunity to continue producing content for you. But even if you decide you need to pass for now, you’d still be able to use whatever I created for you.”

Things you can offer them:

  • Refresh their home page copy (or if they don’t have a website, offer to write a small site. Think home, about, services, contact. BOOM)
  • Write an issue of their email newsletter (or their inaugural issue if they don’t have a newsletter)
  • Draft two to three blog posts
  • Draft a batch of creative social media posts for Facebook or Instagram
  • Develop an “offer” that the business’s clients or prospective clients could download from the website. For example, if you’re doing work for a hair salon, maybe you develop a “Winter Hair Care Checklist” or something to that effect.

Once you have, say, 5-10 samples for an online copywriting portfolio, STOP DOING FREE WORK. With any luck, the person you did the freebies for will see how awesome your work is and offer to pay you money to continue. (For example, someone needs to draft that monthly newsletter for them. Why not you?) But even if they don’t or can’t, no worries. You’ve gotten good clips, and now it’s time to focus on landing paying clients.

What does a copywriter portfolio look like? What type of content should it highlight?

The best visual I can offer is my own copywriting portfolio. You’ll see I’ve organized it by the biggest content “buckets” I focus on in my business:

  • Website copywriting
  • Blogging and Article Writing
  • Email Marketing
  • Customer Stories/Cases Studies & Branding
  • White Papers/Guides/Premium Offers
  • Advertising Copy: Print, Digital, Radio

For me, that covers the bulk of what I’m doing right now. I also have a sidebar with other types of content marketing I’ve done over the years, like advertorial writing.

When you start out, you’ll likely be a generalist, so you’ll want to cover the big content marketing buckets: website copywriting, blogging, and email marketing. But as you advance in your copywriting journey, you might decide to narrow your focus. Maybe all you do is website writing. Or maybe you only focus on long-form content. You can reorganize your portfolio accordingly.

How should I organize my copywriting portfolio samples?

There’s no hard and fast rule about how to organize your online copywriter portfolio. Just make sure it’s . . .

  • Easy to skim
  • Clearly labeled
  • Filled with links that work (you’ll want to spot-check your portfolio from time to time because links change, break, and disappear)
  • Regularly updated (seriously, make sure you keep it fresh with new work)

I’m not a designer! How do I make my copywriter portfolio samples look good?

True, you’re a writer, not a designer. (Unless, of course, you are a designer, too. More on this in a moment.) Don’t worry: Most folks will be looking at the words and will forgive your portfolio if it has only simple text and no real design.

That said, if you do have any design chops, a nicely designed piece will make your content shine even more. Check out this white paper. I wrote the content, but the marketing manager on the client side did the layout. And it DOES make a difference. These days, it’s easy to use free tools like Canva to whip up a decent design. Or you can go to low-cost places like Fiverr to find an affordable graphic designer who can make your copywriting sample look great.

Do I need to ask permission to include client content in my copywriter portfolio?

Reminder, I’m not a lawyer, and I don’t play one on TV, either. So what I’m about to say isn’t legal advice. In my case, 99.9999% of the work I do is publicly available (websites, blog posts, downloadable content, etc.), so I link to it freely since it’s already “out there.”

Obviously, if you’re working on something proprietary or where you signed an NDA, you wouldn’t link to it or discuss it. But for the most part, if you’re simply linking to a client’s website or blog–which anyone can find via Google–you should be fine.

Here’s my video that walks you through my online copywriting portfolio.

Are you a new copywriter?

Here are my favorite go-to resources. Note: I use Amazon affiliate links. If you buy through these links, you won’t pay more, but I’ll earn a small commission. I own both of these books! I only recommend stuff I believe in.

Got more questions? Ask the Copy Bitch!

That’s me, and that’s what I’m here for. 🙂 Get in touch here.

How to Invoice as a Freelancer

by

Many of the things I address on my Ask the Copy Bitch YouTube channel have to do with the day-to-day running of your freelance copywriting business. And how to invoice as a freelancer is a biggie. It applies to most freelancers out there, not just writers.

Don’t feel like reading? Watch the video at the end of this blog post.

How to invoice as a freelancer: When should you invoice?

You’ll typically invoice when . . .

  1. You complete a one-off project for a client. (Often a first-time client or a repeat client who you only work with every now and then.)
  2. At the end of every month for recurring/ongoing work with clients.

Balances should be due within 30 days of the client receiving the first draft.

When you’re doing a one-off project for a client, make sure you include a statement in your scope of work that says something to the effect: “The balance is due within 30 days of your receipt of the first draft.”

The reason why you want to tie balances to first drafts and not final drafts is because sometimes a client will drag their feet. What if it takes them months to sign off on the content you created? You shouldn’t be penalized for their slowness. By marrying the final payment to the first draft, you ensure you’ll get paid in a timely fashion. Plus, you’ll motivate clients to get cracking.

Revision requests should also be received within 30 days of the client receiving the first draft.

Again, for the same reasons: It motivates the client to complete the project. (And the last thing you want is a client knocking on your door three months from now with revision requests when you’re drowning in other work.) By keeping clear but firm deadlines, everyone can plan accordingly.

For ongoing work with clients, get in the habit of sending invoices at a regular time. I do mine once a month at the end of the month. But if you prefer doing your invoicing on the 15th or some other time, that works, too. Just be consistent.

Always get a down payment from first-time clients.

You should get this down payment before any work starts. I typically require 1/3 of the overall project quote as a down payment before I lift a pen or finger to the keyboard. You’ll reflect this payment on your invoice. More on this below.

How to write an invoice as a freelancer: What should yours look like?

It’s SO easy to get caught up in how things look. And I get that you want your marketing materials, like your website and business cards, to reflect your brand. And sure, if that’s easy enough for you to do with your invoices, by all means, make ’em look pretty.

But it’s perfectly OK to have something super simple. You don’t need fancy fonts or colors. I use one of the invoice templates from Excel and call it a day. And I don’t feel doing so has adversely affected me or my business. (Psst. Keep reading. I share a link to my invoice template below, which you’re free to use.)

Honestly, the simpler and clearer you make your invoices, the easier it is for the financial person on the other end who is processing them.

If you prefer using a product like Venmo, PayPal, or FreshBooks (to name just a few), that’s cool too. The most important thing is consistency. You need to work “bookkeeping time” into your schedule so that you can send them.

‘Cuz otherwise, you won’t get paid.

And that wouldn’t be good.

How to invoice as a freelancer: What should go on an invoice?

When it comes to creating your freelancer invoice, here are the basics you should include:

  • Your name (and company name, if applicable)
  • Address
  • Phone number
  • Invoice number
  • Date of the invoice (the date you send it)
  • An itemized list of the work you did
  • The associated costs for the work
  • A tally of all costs
  • Due date (I usually do 30 days from the date on the invoice)
  • Any other info a client specifically asks for, like a vendor ID #

I don’t include my social security number. 

My regular clients require me to fill out a W-9 for tax purposes. Then, they issue 1099s at the end of the year. Note: Not all clients issue 1099s. That’s on them. As long as YOU report all income, that’s what matters. (Again, I’m in the U.S. Follow the rules for your country. And BIG REMINDER: I’m not an accountant or lawyer, so nothing I write should be considered tax or financial advice. Consult a professional if you have questions.)

From there, I email the client the invoice (or to whatever email address they want the invoices to go to). I copy myself as well.

UPDATE: I’m updating this post in 2024. I’m now an LLC (limited liability company), so I have an EIN, which stands for employer identification number. That’s now what I use on the W-9s instead of my social security number. Becoming an LLC is smart. Want to know why? Check out this video I did about why I became an LLC (jump to 8:50).

When you start working with a client, ask them about their process for paying freelancers.

Companies often have specific steps you need to follow, like an accounting email address to send invoices to. Some might even have special invoice templates to fill out. Others might require you to create an account in the software product they use to process invoices. Just follow everything carefully and keep track of account names and logins. Usually, getting everything set up is the hardest part (and it’s not that hard). Once set up, it should be turnkey.

Whenever possible, ask for ELECTRONIC PAYMENT.

This means the client will deposit your payment directly in your business bank account. (And you should have a separate business bank account. Keep your business and personal lives separate.)

Getting electronic payment is quicker and greener (no paper, no envelopes, no need to visit a bank).

How to invoice as a freelancer: What happens if a client doesn’t pay you by the due date?

Follow up. I might allow a grace period of a few days. But this is a business. If you were late with your utility payment or car payment, you’d hear about it, right? So, follow up. Most of the time, it will just be an oversight where the invoice got lost in the shuffle. I’ve been doing this since 2002, and I’ve only been stiffed once. That happened very early on when I was a baby copywriter, and there were a bunch of red flags that I ignored. (And luckily, the amount was small, relatively speaking.)

How to invoice as a freelancer: How ’bout I show you my freelance copywriter invoice template?

But first, a disclaimer: I’m not responsible for anything that happens when you open links to the files below. They should be OK, but as we all know, weird stuff can happen during the translation, and files can become corrupted. Take heed!

Here’s a link to the freelance copywriter invoice template that I use (which I got from the templates available within Excel). The link opens an Excel template. If you can’t open it on your machine, here’s a link to a PDF of the same thing.

BTW, are you a new freelance copywriter by any chance?

Be sure to check out my other blog posts. I provide lots of education for newbies. Below are two of the books I always recommend to new copywriters. 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.

Got more questions? Ask the Copy Bitch!

Be sure to subscribe to my YouTube channel as well. You can also email me on my contact page.

Copywriting Pricing: Figuring Out How Much to Charge (Examples Included)

by

Buckle up, kids! This is going to be a long-ish post about copywriting pricing and figuring out how much to charge for your services. I base everything on my 20+ years working as a freelance copywriter. If you’d prefer to watch a video, I include one at the end but note that it’s long, too. Honestly, this is SUCH an important topic that I suggest doing both: Read and watch. (Possibly more than once.)

Disclaimers: I’m in the U.S., in the Northeast, just outside of Boston. I can only speak to my experience. What you ultimately charge for your copywriting services will be influenced by the marketplace in your location, BUT THE CONCEPTS I’m discussing below should still apply, regardless. Remember, I’m not an accountant, a financial advisor, or a lawyer. This info is meant to be educational only.

Feel free to jump around, too, by clicking on one of these links:

One final thing before we get started . . . if you’re new to copywriting, be sure to check out these two books. 

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.

Let’s get to it!

The biggest mistake new writers make when figuring out their copywriting pricing

They undersell themselves.

BIG time.

I get why, too. If something takes you a couple of hours to write, you might never dream of charging $400, $500, or even more, right? Because you’re thinking in terms of TIME instead of VALUE.

Make sure you understand (and embrace) the value you’re delivering to clients.

Remember, content drives sales. Content marketing is a 400 billion-dollar industry, and for good reason. Organizations use compelling content to lure in prospective customers—through emails, videos, podcasts, blog posts, landing pages, case studies, white papers, direct mailers, ads (both digital and print), and so forth.

Great content will help a company . . .

  • Build awareness about the brand
  • Boost engagement between prospects/customers and the brand
  • Convert prospects into customers
  • Keep existing customers engaged and interested so that they continue buying

At the end of the day, it’s all about sales, though.

And awesome content motivates people to buy, buy, buy.

But here’s the thing: When you develop a piece of content to help drive sales . . . it isn’t just driving ONE sale, right? The content continues to work. It doesn’t have an expiration date or shelf life—at least, not in the typical ways that we think. (It’s not like that lonely container of yogurt that got lost in the back of your fridge.)

Sure, a time-sensitive ad will have an expiration date, but you get the idea. Great content can have a long shelf life and it can continue to work on behalf of your client long after you bill them your one-time fee.

In other words: The content you create has immense VALUE. And you need to charge accordingly.

Now, let’s talking about setting rates.

Setting your copywriting prices: Example time!

Let’s pretend one of your clients is an acupuncture clinic—and that one of the specialties of this clinic is fertility issues.

The clinic hires you to write a series of blog posts about infertility and how acupuncture can help and/or be a complement to traditional treatment.

You and the client discuss possible angles for posts, you do keyword research, and you come up with the following titles, all of which contain a good keyword phrase:

  • How Can Acupuncture Help with Infertility? The title itself is the keyword phrase. It receives 10 searches each month and has wicked low keyword difficulty (KD). However, a phrase WITHIN that phrase (“can acupuncture help with infertility”) has 50 monthly searches and a KD of 51. So this title will work doubly hard.
  • Fertility Acupuncture: What to Expect. The phrase “fertility acupuncture what to expect” gets 30 searches a month, but ranks 23 on the keyword difficulty scale, which is very good.
  • How Long Does Acupuncture Take for Fertility? Again, the title itself is the keyword phrase with 40 monthly searches and 25 KD.
  • Questions to Ask Acupuncturist for Fertility. Ditto as above with 90 monthly searches and 23 KD.

The clinic loves the topics and signs off on them.

From there, you talk to one of the acupuncturists. You spend a little over an hour on the phone with her, but she’s able to answer all the questions you have regarding each topic, so you know the drafting of each blog post should go quickly. (You remember to record the interview so that you can have it transcribed on Rev.com. See my blog post on must-have copywriting tools!)

Now comes the drafting. You do some additional research to get current stats on fertility, pregnancy rates, etc.

You draft the blog posts and share them with the client. Each one clocks in around 750 words.

The client has some revisions. You do those.

Then, they sign off.

You’ve been really good about tracking your time, and you figure, on average, each blog post took 3 hours to do (and that’s including the keyword research, call with the client, additional research, drafting, and revising).

Let’s say you’ve been thinking about an hourly rate of $60/hour because heck—that sounds really great to you! Maybe in your old job working for an employer, your hourly rate was $30/hour. So this is DOUBLE!

$60 x 3 hours = $180 per blog

You decide to round up to $200 per blog. A nice, neat number.

And at 4 blogs, that comes to $800, which is a nice, neat payday.

Or is it?

Don’t undersell yourself when developing your copywriting prices

The NEXT part is critical for anyone who’s thinking, “Wait, that sounds reasonable.”

Here’s what you need to keep in mind—and here’s where I encourage a shift in your thinking.

Think beyond the tangible thing you’re creating—the blog posts. And think about the inherent value in each blog post.

Let’s say the blogs are performing REALLY well. You’ve chosen great longtail keyword phrases with low competition, as described above. You’ve done a great job writing them. You wrote social media posts for the blogs to help promote them even more.

And the acupuncture clinic’s site has seen an increase in web traffic, thanks to those blogs. And, on average, it can attribute two new bookings per month because of those blogs.

(Note: Blog posts are usually considered “top of the funnel” content, meaning they’re being used to educate people who are in the research stage, not quite the buying stage. This is usually true, but I’d argue that sometimes people are in both stages at once—they need education, but they also want—and are willing to—take action sooner rather than later. After some people read these series of blogs and poke around the clinic’s website, they reach out for an initial consultation and treatment.)

Now, let’s say the acupuncture clinic charges $125 for the first visit and $100 for each subsequent visit. And that the average fertility patient books ten visits (including the initial visit).

$125 + (9 x 100) = $1025

You could say the lifetime value of a fertility patient starts at $1025. I say “start,” because there’s a good possibility that a happy fertility patient might refer business to the clinic—or come back for treatments in other areas. So, in essence, each patient is worth even more than you might think.

You’re starting to see it, right? The disparity between what you’re thinking of charging for these blogs and what the acupuncture practice makes from having such awesome content—content that attracts people to the site and convinces them to make an appointment. (And you can apply this logic to all content marketing, not just blog posts.)

To recap the numbers . . .

  • You charged a one-time payment of $200/blog. For the series of four blogs on fertility issues, that’s a payday of $800.
  • The clinic makes, on average, $1025 per fertility patient. And over 12 months, it brings in 24 fertility patients, which are worth over $24,000.

Even if we just want to look at the initial visit per patient—24 patients per year multiplied by an initial visit fee of $125 is $3000.

See where I’m going? Your blogs have much more value to the customer than simply the “hours” you took to write them. Charge accordingly.

Now, I’m not suggesting your charge $24K or even $3K. But they are worth more than the time you put in.

Don’t forget important expenses when figuring out your copywriting pricing 

When you’re freelancing, your rates need to also account for other business expenses since everything is on your shoulders:

  • Taxes, like self-employment tax
  • Health insurance
  • Retirement

Often when you worked as an employee, those things were drawn out of your paycheck automatically. Now, it’s up to you to pay for them. Along with other business expenses, like computers.

See where I’m going? The blog content you create is worth more than simply the “hours” you spent doing it.

Bottom line: Avoid an “hourly” mindset.

Don’t give hourly quotes. Give PROJECT quotes.

Hourly quotes are dangerous for a couple of reasons.

  • First of all, you shouldn’t get penalized for being fast—or getting faster over time. You’re still delivering the same value, right? If something takes you two hours or six hours, as long as the value is consistent, THAT’S what matters.
  • Second, hourly quotes are stressful. For you. For the client. Too often, with hourly quotes, we fall into psychological traps. “Well, I quoted four hours, so I’ll take four hours.” But what if you could get it done in half that time? Think of what you could do with those other two hours? Now multiply that thinking across all the quotes you give over a week, a month, a year. Not to mention that clients can easily fixate on hours and lose sight of value. You don’t want to nitpick over this.

Project quotes let everyone breathe easier because everyone knows where they stand.

Now, I know what you’re thinking, especially if you’re new to this: “Well, Copy Bitch, this is all well and good, but I still don’t know how to charge for copywriting services. As in, what the heck should my project quotes BE?”

I got you!

Internally, you will need to develop a sense of how long it takes you to produce different types of content, on average.

Some of the stuff you’ll encounter as a freelance copywriter:

  • Blog posts, of varying lengths. Usually, you want to aim for at least 750/1000 words. Google rewards longer content. But readers also want to get answers to their questions/pain points. That doesn’t mean that there can’t be value in an occasional 400-word piece—there can be, but based on my experience, longer is better.
  • White papers (guides). The term “white paper” used to have a very specific definition 20 years ago (much more clinical/technical). Now, it’s often used interchangeably with “guide.” And that’s what it is. These can vary in length from a few pages to upwards of 20 or so.
  • Social media posts. I often write “batches” of social media posts for clients that we schedule out.
  • Copy for ads—digital ads, print ads, radio spots.
  • Video scripts. Everything from explainer videos to product videos to everything in between.
  • Case studies. Typically, you’re talking to your client’s customers.
  • Email marketing. Think longer newsletters, but also those simpler emails (sometimes text-based). You do more than simply craft the email copy, though—you write subject lines, preview lines, and the body copy.
  • Messaging/branding/content strategy. You might do an overall strategy or specific messaging campaigns that include several different components.
  • Content calendars. Often for the blog, but it can (and should) run the gamut of all marketing—webinars, podcasts, social media, premium offers (like guides).
  • Website copy. Full websites to specific landing pages.
  • Print pieces, like direct mailers and brochures. Yes, there’s still a place for these items in today’s marketing landscape.

When you’re getting started, sometimes you just need to take a leap of faith, give a quote, AND LEARN FROM THE WORK.

And here’s the thing: I’m about to give some of my numbers below, but keep in mind I’ve been doing this since 2002. If you’re new, I get that you might not have the confidence to give pricier quotes. Heck, I also get that the example quote I used above ($800 for the four blog posts) sounds reasonable to you. Especially if you’re doing work like that across, say, four or five clients a month. That’s decent scratch when you’re just starting out (or if it’s side hustle).

My point: Just make sure you are always considering the VALUE you’re delivering. Don’t let someone convince you to write for pennies per word. What you’re doing is so, so much more valuable.

Another point: When you’re starting out, sometimes you need to simply start getting money in the door. So I’d absolutely support someone doing four blog posts for $800—you’ll get solid clips to put in your portfolio and hopefully a client testimonial for your site and LinkedIn.

But over time, you should revisit the quotes. It’s perfectly OK and natural—and expected—to occasionally raise your rates.

You can also work on getting faster. Maybe you’re able to get into a good rhythm with a client and you can write awesome content for a blog post in a little over an hour. (It’s possible, depending on the client.) So aiming to get faster while still delivering the value is a great way to essentially give yourself a raise without even raising your quote for the client.

Give prospective clients a scope of work.

This will include the overall project quote. But it will also outline all the work that goes into the content you’re producing, like interviews, keyword research, drafting, and revisions. It will also state the timeline and financial terms.

Note: With first-time clients, always get a down payment. I ask for 1/3 of the project quote. (Don’t do any work until you get the down payment.)

The balance should be due within 30 days of the client receiving the first draft. Note the word “first” in italics. The reason you don’t want to require payment within 30 days of the client signing off on the final copy is because you could end up waiting a long time for payment. Like, what if the client drags their feet signing off on the copy? You shouldn’t get penalized. Asking for payment within 30 days of the client receiving the first draft also motivates the client to get you feedback about revisions, which brings me to my next point . . .

In your project quote/scope of work, tell clients they must request revisions within 30 days of receiving the first draft. Again, this motivates the client to stay on track—and helps move the project along. (Project management 101, people!)

Plus, it helps YOU plan. If you’re juggling multiple projects in various stages, you can plan your time accordingly.

Here’s a rough idea of how much I charge for copywriting services. Note: These are 2025 numbers.

Blog posts. I typically start at $500/blog post for a 1000-word post with one interview with a subject matter expert (SME) and basic research. The more work that’s involved, the more it costs.

Some blogs take me a couple of hours to write. Some might take me four. Not usually longer than that. You can do the math. $100/hour is a healthy rate for me and my needs—and for the marketplace I work in.

Remember, you’re delivering value. Blog posts especially have LONG shelf lives.

Email marketing. I’m anywhere from $75 to $100 per email. It’s worth noting that I give multiple subject line options and preview line options. And I typically provide an option A and B for the body copy. (Not all writers do this.) So if I’m writing a series of 6 emails, yeah—that could be $600. But again, the VALUE I deliver is there.

(We could start a drinking game with this . . . every time I write the word “value,” drink!)

Websites. I have a per-page range between $150 – $250/per interior page. For the home page, it’s $500. This includes everything: discovery call with the client, keyword phrase research, content/design strategy (usually a collaboration with the designer), basic messaging, and drafting each optimized page using SEO best practices. (Once you see all the work laid out like that you might be thinking, “Heck. Even $250/page isn’t enough.” You’re not necessarily wrong.)

The reason I do a per-page rate is because website projects almost always go off the rails. Clients will come in saying, “It’s only going to be an x-page site.” But once you dig in and provide strategy, that will likely change (and be more). But if you quoted on what they presumed the number of pages to be, you’ll be screwed. So I always give them a per-page rate. I will say something like, “Based on the current site we’re talking about, which looks to be this many pages, I expect the final quote to be around X. But this number can change if we add more pages.” (And, of course, during the drafting process, I would alert the client if it’s looking like there will be a significant increase in pages.)

Case studies. Effective case studies are usually short—think 1 to 2 pages, max. But they take A LOT of work because they usually involve talking to one of your client’s clients. I often start at $750 per case study (and I suspect I’m on the lower side).

Video scripts. Again, developing a script for a short video—like 30 to 60 seconds—might not sound like a lot of work, but it is. Especially since you usually need to think in terms of copy and video and provide directions for both. I’m anywhere from $450 to $750 per script (and I suspect I might be on the lower side, to be honest).

Don’t let short copy deceive you. Sometimes it takes more effort to write a compelling short piece—like a subject line, PPC ad, or case study—than it does to write something longer.

White papers. These can be tricky. I just wrote a 12-page white paper for a nonprofit. Roughly 4500 words. I’m charging $2000 (because it’s a nonprofit). But honestly, that’s probably more like a $4500 job, which would be roughly $1/word. Which feels right.

Content editorial calendars. I usually develop these calendars every quarter for clients. For a client that posts four blogs a month, I might charge anywhere from $350 to $500 for the quarterly calendar, which includes keyword phrase research, optimized titles, and a brief synopsis of the angle.

Messaging/branding/content strategy. This all depends on how deep of a dive the client wants. Are you talking to their customers and building out buyer personas first? Are you doing an audit of current messaging (on the website, for example)? Are you providing a fancy presentation or a down-and-dirty document with messaging recommendations? Even the latter requires many hours of work, so don’t undersell yourself.

The challenge with messaging projects is that some (not all) clients have a hard time wrapping their heads around pricey quotes since the “deliverable” will only be used internally. It’s an internal document rather than a customer-facing piece of content, like a blog post or website page.

Something else to think about: Are you part of a team—like a marketing department—and your job is more focused on language rather than an overall strategy? That could affect your quote. No matter how you slice it, quotes for messaging projects can get big, fast. You need to know what the client expects to be delivered. A down-and-dirty messaging doc for a small business might be in the $1000 range (or even less). A more comprehensive branding/messaging audit where you’re part of a team for a big company? You might charge $3000, even $5000, or more.

Print pieces, like direct mailers and brochures. Again, this can vary widely, depending on the size. A direct mailer that’s an oversized postcard might be $500. But if it’s a long direct mail sales letter, it can be much more than that. (That sort of direct-mail copywriting is a true specialty. It’s not something I do.) Brochures and catalogs—this also depends on the size. A simple tri-fold brochure might be $750 to $1000. The more pages you add, the more work that’s involved, so the bigger your quote.

A great resource to help you figure out your copywriting rates

I highly recommend downloading AWAI’s “State of the Industry Report on Copywriter Rates and Top Performing Marketing Methods.” And be sure to download the new report each year for important updates.

Closing thoughts on copywriting prices . . .

The most important thing you should take away from this article is this: Quote on the VALUE you’re delivering, not the hours it takes you to do a project.

Challenge yourself to get faster, while still delivering value. If you get faster with your writing—without losing quality—you’re going to give yourself an automatic “raise” without even having to get your clients to pay more.

Revisit your rates every year or so. Over time, you need to increase rates. For example, if you’ve been consistently charging $100 per website page, maybe you up it to $125 per page.

Be flexible and forgiving. When you’re starting out, you might opt to quote a little low until you build your confidence and to simply get some money in the door. There’s a big difference between quoting a little low and letting someone take advantage of you. Avoid the latter. And forgive yourself when you get a quote wrong. Learn from it.

My video on how much to charge for copywriting services

Want more great copywriting tips? Check out my YouTube channel.

If you haven’t already, mosey on over to my YouTube channel and subscribe. I share lots of copywriting tips—not just the hard skills, but also all the “soft” skills you need to run a successful biz as a freelancer.

How to Nail Your Subject Matter Expert Interview

by

Wondering how to nail your subject matter expert interview for your article, blog post, white paper, guide, or some other piece of marketing content you’ve been tasked to write as a freelance copywriter or content writer?

Well, step right up.

Below, I answer the following:

  • What is a subject matter expert (SME)?
  • Why should freelance copywriters seek out interviews with subject matter experts?
  • How do interviews with SMEs differ from other interviews (like the ones journalists conduct)?
  • How do you nail your subject matter expert interview?
  • What are some best practices when coming up with questions for SMEs?

What is a subject matter expert?

A subject matter expert, or “SME,” is exactly as it sounds: A person has expertise in a specific topic. In my world of content marketing, an SME is usually someone within the organization I’m writing the content for. The SME might be the business owner, a sales rep, or an engineer. (That’s not an exhaustive list). I do a lot of writing for a urology practice, so the subject matter experts I talk to are urologists.

Why should freelance copywriters seek out interviews with SMEs?

There’s a glut of mediocre content, much of it written as part of a content marketing strategy. In the past ten to fifteen years, we’ve pumped out content at alarming rates, often for the sake of getting content “out there.” This worked for a while. But now, we have this glut.

Here’s the thing: When it comes to content marketing, the goal should always be to provide people with helpful content that goes above and beyond the mediocrity gumming up the interwebs.

To do this sort of writing, you need fresh, original perspectives. AI like ChatGPT can’t give you that. Copywriters and content writers who simply research and write up stuff can’t provide that unique perspective either.

But subject matter experts can.

Since everything I write is on behalf of a business that’s trying to promote its brand, products, or services, it makes sense that I should talk to subject matter experts within the organization. The SMEs will have hot takes, contrarian points of view, and an understanding of the little nuances that matter most to the prospects who are being sold to.

Bottom line: Talking to subject matter experts elevates content. It’s the special sauce and the thing that differentiates the content from the competitor’s.

How do subject matter expert interviews differ from other types of interviews, like the ones journalists do? 

The biggest differences? Allegiance, tension, and process.

Let’s talk about allegiance first. A journalist’s job is to be objective. You’re not beholden to a business owner. Your job is simply to capture and present the facts without bias. As a freelance copywriter or content writer, your allegiance is to the brand you’re writing for. This doesn’t mean you should ignore ethics. You certainly shouldn’t make things up. And you shouldn’t write misleading or incorrect info, either. But you’ll be writing things that ultimately make your client look good.

Let’s talk about tension. As a journalist, you often have to interview people who have no desire to talk to you. That can lead to lots of stress and tension.

When you’re a freelance copywriter doing an interview with a subject matter expert, there’s zero tension. The folks you interview are invested in what you’re doing.  They want to see you succeed since it’s beneficial for them and their business. So they’re usually happy to help.

That said, the nerves don’t go away in either case. This is normal, even for copywriters like me who’ve been at it a good long while. If you’re an introvert and you hate talking to people, conducting interviews via phone, Zoom, or in person can be challenging. Especially in person since that requires pants. 😉

Let’s talk about the process. In journalism land, you don’t give people questions before the interview, and you don’t let people review or edit your drafts. (The latter is a big no-no.) When you’re writing content for a client, the folks you interviewed usually sign off on their quotes and often make edits to your content.

How to nail your subject matter expert interview

Develop your questions in advance and send them to your interview subject ahead of time.

You’re going to want to do some preliminary research based on the angle of your article, blog post, or white paper. Develop questions from there and send them to the subject matter expert. Keep it reasonable, though. I wouldn’t send more than 15 questions via email. If you feel you’re going to need to ask a lot more questions than that, double-check to make sure the focus of your article is focused enough.

Set clear expectations.

How will you be conducting the interview? Over the phone? Zoom? Skype? Should they have their cameras on, or is audio-only OK? When scheduling, let people know how long you’ll need them. Plan for more time than you need. It will be a treat for them if you complete the interview early. Suddenly, they’ll have 10 or 15 extra minutes in their day.

Always send a calendar invite and make sure they accept it.

I always follow up a calendar invite with an email alerting them that I just sent it. (Yeah, yeah, I know.) And I paste the info in the email, just in case. I might be going overboard. But it works for me. You do you.

Send a reminder the day before or the morning of.

Provide the details, like a Zoom link, phone number, and the list of questions again. If you don’t send the reminder, then don’t be surprised when someone flakes out.

Show up early to the interview.

You’ll likely be conducting most interviews via phone or Zoom. Show up five minutes early. You’ll be able to troubleshoot any glitches. And if your interview subject is early, they won’t have to wait.

RECORD THE INTERVIEW.

Be redundant and use a backup device. I use Zoom and the memo function on my phone. I always alert people that I’m recording and explain why (because I can never read my own handwriting). I tell them that I promise I won’t use anything they say against them in a court of law. This almost always elicits chuckles and puts people at ease.

And while all of the above is true, the real reason you want to record is this: You will listen better and more deeply if you’re not worried about taking notes. I think you should still take some notes, as needed. But put your focus on your interview subject. Follow their directives. Yeah, you don’t want the interview to go off the rails, but allow yourself to follow tangents that seem relevant or interesting.

Ask follow-up questions or clarification as needed.

Your interview subjects will likely say something that surprises you or that you want to know a little more about. ALLOW for this. Ask those questions.

Resist the temptation to bring yourself into the interview.

I’ve seen this mistake one too many times. It’s not about you. Shine the light on your subject. (Unless, in rare instances, your experience is highly relevant or directly related.)

PAUSE AND TAKE A DEEP BREATH.

And when doing so, simply say, “Great, I’m just double-checking my questions here. Bear with me.” This allows for a little breather for both of you, and for you to catch any questions you missed.

Lean into the silences and let your interview subjects fill them in.

They will, too, because it’s human nature.

At the end of the interview, set clear expectations about what happens next.

For example, let them know when they can expect to see the first draft. Remember, in Copywriting Land, your interview subject will review, edit, and approve the final copy. This is one of the biggest differences between journalism and copywriting.

In Journalism Land, people don’t get to approve or change their quotes. What’s on the record is on the record. But in Copywriting Land, it’s a little different. So explain what happens next: “I’ll be sending you a draft in a week. You can make suggested edits in the margins, or if we need to discuss more complex edits, we can schedule a call.” Let people know they are welcome to reach out to you via email if they forgot something or whatever.

Be classy and say thank you.

Send a quick email thanking them for their time and reiterating the next steps.

Best practices for asking questions during interviews with subject matter experts

Ask open-ended questions. Remember, the goal is to get people talking.

If you need clarification, ask for it. Say something like, “Can you elaborate?” Or: “Can you provide an example?”

Don’t be afraid to ask someone to dumb something down. You can even ask them to do exactly that: “Hmm. I’m not quite sure I understand. Let’s pretend I’m ten. How would you explain this concept to me?”

Here’s a great question to end all interviews (or some variation):

  • Is there anything you were expecting me to ask that I didn’t?
  • If there’s one thing you’d want a reader to take away from this article, what would it be?
  • Is there anything else you want to make sure I convey?

Remember, don’t fill in the silences. IT’S SO TEMPTING, I KNOW. But bite your tongue, especially when asking these closing questions. Let the interview subject fill in the blanks.

Final tips on how to conduct an interview with a subject matter expert 

Use a service like Rev.com to transcribe the interview.

Either with a human or with their automated transcription, which is pretty good. It’ll make your life so much easier, trust me. Instead of spending valuable time transcribing the interview, you can focus on highlighting important messages, identifying great quotes, conducting additional research, and—oh yeah—writing awesome content. Plus, you’ll get to the writing part SO MUCH FASTER, which is good for the client and you.

Wondering how it’s good for you? Well, let’s say you charge $500 per blog post, and that includes initial research (keywords and topic), scheduling the interview with the subject matter expert, conducting a 30-minute interview, reviewing the transcript, writing the blog post, getting feedback from the client, and providing one round of revisions.

If you don’t record the interview and simply go by notes, I guarantee you’ll have overlooked something/forgotten something. And if you choose to transcribe the interview yourself, think of how much time that will take. I don’t care if you’re a good transcriber—it will take you at least 30 minutes (if you’re truly super fast) and more like an hour or more easily. What if you got that hour back for writing—or what if you get that hour back in your pocket, period?

Look at it this way: Let’s say it takes you five hours from start to finish to produce the final blog when you use a transcription service, but it takes you six to seven hours if you transcribe the interview yourself. You can do the math! Consider how much an hour of your time is worth.

Be kind to yourself, especially if you’re just starting out.

And know that even if you end up doing this for years, some days will be better than others. Even now, I still have moments where I’m like, “Hmm. That wasn’t my best work.” It happens. The good news is that all that messy stuff happens in the background. In other words, the interview itself is not the final product—the piece of writing is. So even if it’s a little messy getting there, you can still make sure the final prose shines in the end.

Are you new to copywriting? 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.

Aaand here are my go-to writing and editing resources.

Again, I use affiliate links where noted.

Got other questions about how to conduct an interview for an article?

Get in touch and ask away. Always happy to help!

Is Copywriting Hard? NOPE (Provided You Like to Write)

by

A question folks ask me: Is copywriting hard to do or hard to learn?

Well, if you hate writing, then copywriting will likely be hard to learn and to do. It will probably be painful as well.

I often tell folks that working as a copywriter means always having another term paper due. That’s what it feels like. And for some folks, that would be the WORST. THING. EVER. It would conjure bad memories of high school and writing term papers on mind-numbing subjects at 2 AM while hopped up on Red Bull.

But for someone like me?

BLISS.

Bottom line: If you enjoy writing, you’re decent at it, and you’re willing to learn, then no—copywriting isn’t “hard” to do. And it’s an absolutely learnable skill.

I’m living proof!

Ever since I was a kid, I wanted to be a fiction writer. I took a detour out of college and worked in radio where I learned about copywriting. I wrote promotional copy, liners, radio ads, etc.

In 2002, I started my freelance copywriting biz. The freelance aspect is perfect for me since it gives me plenty of flexibility to write fiction as well.

As for the copywriting part, I’m mostly self-taught. And I’m still learning because things change, like SEO best practices and email marketing best practices (just to name a few).

Are you thinking about getting into copywriting (also known as content marketing)? Do you need some resources?

To get started, I highly recommend the following:

Or check out some of my other blog posts about copywriting:

To recap: Is copywriting hard? NOPE. Check out my video below for more insights.

What is SEO Copywriting?

by

Maybe you’re thinking of becoming a freelance copywriter and wondering what sort of work you’ll be doing. In your research, you might have come across terms like SEO, which has left you wondering, What is SEO copywriting?

This brings me to my (hopefully helpful) article. Below, I discuss

  • What is copywriting?
  • What is SEO?
  • What is SEO copywriting?
  • What do SEO copywriters do?
  • What SEO copywriting tools do I use?
  • How can you learn SEO copywriting?

What is copywriting?

At its simplest, copywriting is writing that sells a product, service, or cause. You will encounter different definitions—and even criticism of mine. But mine works, and here’s why: The digital landscape has blurred the lines between different types of writing.

In today’s digital marketing landscape, people use the terms copywriting, marketing writing, content marketing, and content writing interchangeably. And I don’t think they’re wrong in doing so. Content drives all business. It’s a 400 billion-dollar industry. And the goal of all content, ultimately, is to get people to buy or take some other deliberate action, like donate or vote.

Cue the cranky critics!

Critics tend to believe that copywriters are all about getting immediate sales, and content writers are all about engaging an audience. My take: the goal dictates what you write and how you write it, not your title.

For example, if you’re working on a long-form website landing page that’s trying to get people to subscribe to a course, you’ll lean into persuasive sales tactics. However, if you’re writing a “how-to” blog post that answers a question related to your client’s business, you’d write the content from an educational lens.

As a freelance copywriter for over 20 years, I regularly write both types of content.

(Read my in-depth post on what copywriting is.)

What is SEO? 

SEO stands for search engine optimization.

Hearing what it stands for probably doesn’t help much, does it? What the heck does search engine optimization even mean?

Have you ever done a search in Google and wondered HOW Google decides which sites to serve up in its organic listings—especially on the first page? Well, Google uses a complex algorithm to determine what to serve up. (And only Google knows every element of the algorithm. It’s kind of like Colonel Sanders’ recipe for KFC.)

Basically, Google’s algorithm involves many moving parts and evolves over time. For example, twenty years ago, the algorithm didn’t even consider mobile devices because smartphones hadn’t been widely adopted yet (the first iPhone came out in 2007). Today, mobile friendliness is an important “signal” in Google’s algorithm.

Why does Google care so much?

Google’s primary goal is to satisfy the user’s search query. (That way, you’ll continue using Google search and clicking on its ads. That’s how Google makes money.) Whether you’re looking for “sandwich shops near me” or “senior living marketing services” or “how to clean corroded batteries,” Google’s primary goal is to give you the answers you’re looking for.

Its lightning-fast algorithm determines what to serve up in its results. Many factors go into this, such as the quality of the content itself, the number of authoritative backlinks pointing TO the content, how the keyword phrase that the user plugged into Google is used in the content, even how fast the site loads. (Note: That is an incredibly SMALL sampling of what goes into the algorithm, but you get the idea. To dig deeper, check out this article from Semrush on how the Google search algorithm works.)

When it’s searching through the thousands and thousands of potential sites it can serve up, the algo eventually lands on the top contenders and thinks, “This web page does the best job of answering the user’s search query, so let’s serve that up first on the list of organic search results.”

Let’s demonstrate with an example . . .

Let’s say you’re the director of sales and marketing for a fictional senior living community called The Elmwood Senior Living. And you need help with marketing. You google “senior living marketing services” and some paid ads show up at the top of the results, but also some organic listings.

You see one that catches your eye—the one for Senior Living SMART. You visit the site and love the vibe, the owners’ experience, and the impressive list of other senior living communities it works with. You decide to request a complimentary 30-minute brainstorming session.

Google results on the search for "senior living marketing services"

THAT right there is an example of search engine optimization at work. (And yes, that’s one of my clients. I optimized a page on the site for the phrase “senior living marketing services.” Keep on reading to understand WHY I did this.)

Can you give website content a leg up so that it has a chance of being “chosen” by the Google algorithm?

Yes! That’s where search engine optimization and SEO copywriting come into play. You can finesse—or optimize—your online content so that it has a better chance of being served up (or, as we say, ranking well) in the search engine results pages (SERPs).

In fact, search engine optimization is its own field. People have titles like “SEO specialist” or “SEO consultant.” These folks know all aspects of search.

But at the end of the day, one of the most important pieces in the SEO puzzle is the content itself. And good news, copywriting newbies: The main goal in SEO copywriting is to simply write awesome content, meaning content that’s helpful, engaging, and error-free, which is likely the main reason you were drawn to this field—because you want to write great content.

OK, yeah: kickass SEO copywriting is a bit more involved than writing awesome content. But honestly, if you’ve got the “awesome writing” part down, the rest is straightforward. Sure, you need to know the target keyword phrase you’re writing about. SEO copywriting tools exist that can tell us what keyword phrases real people are searching on for every topic under the sun. (I use Semrush, which is a paid service. But there are some good freebie keyword tools out there.) So, if you have a client who operates a senior living marketing agency (like I do), you can do research in the tools to see what phrases people are plugging into Google search.

In the example I provided above, the phrase “senior living marketing services” has a search volume of 50, meaning 50 times a month, on average, people are plugging that phrase into search engines. It has a keyword difficulty of 32. The lower the keyword difficulty, the better chance you have of creating content that can rank well for that particular keyword phrase.

keyword research result for senior living marketing services

Some phrases (like the term “marketing services”) are incredibly competitive. There are thousands and thousands of searches on that phrase each month, but because there are so many other websites out there using the phrase, it would be next to impossible for you to get a new site, blog, or article ranking high for that phrase.

But a phrase like “senior living marketing services” is incredibly specific and doesn’t have as much competition (that’s what the “KD” indicates in the image above: keyword difficulty. The lower the number, the better chance that your content can rank for that phrase if done right).

And, sure, there’s a much lower search volume for the phrase “senior living marketing services.” But if you write awesome content that ranks and brings in some of those 50 searches a month . . . well, only good things can happen, right? (As in, that anonymous website traffic becomes bona fide leads and even customers.)

OK, so what is SEO copywriting?

SEO copywriting involves using keyword phrases and adeptly weaving them into engaging and helpful online content. The content can vary—you might be writing a home page. You might be writing a service page. You might be writing a blog post. You might be writing a landing page. But your job is to take the keyword phrase and produce a piece of engaging, helpful, error-free content that follows SEO best practices.

The number one best SEO copywriting technique? Writing for HUMANS first. Perhaps you write a blog post on Senior Living Marketing Services: How to Choose Ones That’ll Boost Occupancy. See how that incorporates the keyword phrase, but also hints at a great piece of content that can solve the searcher’s problem?

What does an SEO copywriter do?

As an SEO copywriter, you will need to . . .

  • Understand your client’s business—particularly their ideal customer. What are the customer’s pain points? What solution does your client provide? How would that ideal customer search in Google to solve the problem they’re experiencing?
  • Do research in keyword tools. As I mentioned above, there are free tools and paid tools, like Semrush. You need to research phrases that real people are searching on related to your client’s business, particularly those “longer-tail” keyword phrases that tend to have lower overall search volume, but less competition.
  • Expertly weave the keyword phrases into the content, but in a way that sounds natural. No keyword stuffing!
  • Follow SEO copywriting best practices for formatting. Use the keyword phrase in the title and in sub-headlines, and use bullet points and short paragraphs. (Kinda like what I’m doing here.)
  • Write effective page titles and meta descriptions. Again, you can learn how to do this.
  • Stay current with the latest SEO and SEO copywriting trends.

Basically, any writing that you—as a professional copywriter—do online will involve search engine optimization. So if you’re thinking about pursuing freelance copywriting, take the time to become familiar with SEO.

What SEO copywriting tools do I use?

  • My brain and common sense. SEO copywriting isn’t rocket science. The biggest battle is writing fresh and original website content, and you need your brain for that.
  • My clients. I’m not suggesting that my clients are tools. 😉 But in order to write fresh and original website content, you need a unique perspective. Turn to your clients for that perspective. Otherwise, you’ll just be adding to the pile of adequate and mediocre content that already exists. For example, are you writing service or product pages? Talk to the sales folks, engineers, or creators of those products or services to understand what makes them different. Are you writing an in-depth blog post about an important industry topic? Again, tap your client to get their take.
  • Semrush. Semrush is my go-to tool for keyword research, competitor analysis, and more. I’m a paid subscriber.
  • Grammarly. Catch embarrassing mistakes and typos before sending your copy to a client or publishing it. I always run my content through Grammarly, but I don’t accept all of its suggestions. You can sign up for the free version of Grammarly here. (If you sign up or buy via my affiliate link, it won’t cost you more, but I’ll earn a small commission.)
  • Google Docs or Microsoft Word. The words gotta go somewhere, right?

When it comes to SEO copywriting, you don’t need much more than your brain, a way to research keywords, and something to write with.

How to learn SEO copywriting

Everything you need to know to become an SEO copywriter is available online for free (or low cost). I’m not against paid courses, but I always recommend starting with the free stuff.

Some great sites to subscribe to (in addition to HubSpot):

You’ll also want to brush up on copywriting basics and marketing. Here are my go-to recommendations:

Note: I use Amazon Affiliate links below. If you use one of the links to buy something, I’ll earn a small commission, but it won’t cost you more. I only recommend stuff that I believe in. I own both of these books.

Do you have other questions about SEO copywriting? As the Copy Bitch!

That’s me. I’m the Copy Bitch. Get in touch here.

Is Copywriting Still in Demand? Yes, But With a Few Caveats

by

Maybe you’ve been thinking about a career in copywriting. But given ChatGPT is taking the world by storm, maybe you’ve been asking yourself, Is copywriting still in demand? Is it a smart field to enter? What if the robots come for my job?!?

Here’s the thing: As I update this post in August 2024, I can confidently say that copywriting is still very much in demand. That doesn’t mean AI hasn’t had an impact. It has, but not to the extent that some folks might have you believe, at least not yet.

But just because copywriting is still in demand, that doesn’t mean anyone who wants to “be a copywriter” can simply snap their fingers and start making six figures overnight.

Copywriting is a skill. And yes, it is a learnable skill, provided you have basic writing chops and a willingness to learn.

But let’s get back to the question: Is there still a demand for copywriters?

Here’s what to know.

Is copywriting still in demand? Yes. But we need to discuss definitions to understand why.

Thirty years ago, copywriting had a much narrower definition. But thanks to the Internet, which birthed digital marketing, the word copywriting today is often used interchangeably with phrases like content marketing, marketing writing, content writing, or even freelance writing.

You’ll see discussions on other sites—including respected sites—that copywriting and content writing are two different things. Purists say copywriting is all about selling and that content writing is all about engaging. I disagree. All content must be engaging. And on some level, all content is “selling,” even if it’s only on a subconscious level by creating brand awareness.

For example, the goal of the “how-to” blog posts on a business website is to lure people in through organic search with the hope that some of those folks will become customers somewhere down the road. (That’s a simplified way of looking at it, I realize, but you get the idea.)

Businesses wouldn’t spend the money on developing that content if they didn’t see ROI. That’s basic business 101.

Engaging people is part of the selling process, especially at the beginning when prospects are learning about the brand. You also need to engage people at the end of the sales process when you’re asking them to fork over their hard-earned cash.

It’s true that businesses (and writers) tend to focus more on engaging the audience than “hard selling” when people are just learning about the brand or they’re in the very early stages of researching solutions to their problems. It’s also true that writers will use more persuasive tactics in content designed to convert people ASAP.

But good copywriters understand this distinction. They know how and when to write content that simply engages, and how and when to write engaging content that sells.

And vice versa. Good content writers know how to sell. What we happen to call ourselves is semantics more than anything else at this point.

When I say copywriting, I mean all of the following (and then some):

  • Email copywriting
  • Direct mail copywriting
  • Content marketing
  • Marketing copy
  • Social media copywriting
  • Website copywriting
  • SEO copywriting
  • Scriptwriting (think videos or TV spots)
  • Radio advertising
  • Print advertising
  • Digital advertising

The job titles follow:

  • Email copywriter
  • Direct mail copywriter
  • Content marketer
  • Content writer
  • Marketing writer
  • Social media content writer
  • Website copywriter
  • SEO copywriter
  • Advertising copywriting

This isn’t an exhaustive list, either.

So, is copywriting still in demand? Yes, and here’s some data. 

Why am I so sure? Simple. Content makes the business world go round.

Think of all the content you encounter throughout the day—content that’s trying to sell you something. It could be a TikTok, Instagram reel, YouTube video, website landing page, blog post, TV commercial, or email promotion. (I could go on.) Someone needs to write that content, and no, AI can’t do much of it well at this point, and it sure as heck can’t do it without human involvement.

Some organizations have their own writers on staff, some outsource to freelance copywriters like me, and some do a combination of having a staff and outsourcing overflow work.

Consider these stats about the copywriting and content marketing industry:

I just did a search on “copywriter” on LinkedIn.

There are over 1100 listings (which include other titles besides “copywriter,” like content writer. More evidence that you can use the terms interchangeably).

What about AI? Isn’t ChatGPT going to affect copywriters?

The buzz around ChatGPT took us all by surprise, leading to fear and dire predictions about writers (and lots of other people) losing their jobs.

AI has undoubtedly affected some writers. I’ve been searching for stats on how many writers in the US have lost their jobs to AI, but I’m coming up empty as I update this blog post in August 2024 (I imagine we’ll start seeing numbers from reputable sources in 2025). Personally, I had a client pull back after spending $30,000 on an annual license with an AI product. (They’ve since come back to me twice on two writing projects, which was amusing to me.)

Here’s the thing: AI is a tool like any other tool. But you still need someone who knows how and when to use it.

Savvy businesses either know this or will figure it out the hard way. You still need human writers. Will that still be the case in 10 years? I suspect yes, although I don’t have a crystal ball.

The reason I’m not especially worried about generative AI like ChatGPT coming for me is because effective writing involves thinking.

It involves understanding nuance. It involves understanding that sometimes breaking a grammar or punctuation rule makes sense because the writing simply sounds better. ChatGPT’s biggest downfall is that it doesn’t think. Also, it’s not proactive. It’s not tapping me on the shoulder saying, “Hey, we should repurpose this blog post in these five ways.” Or “that conversation you had with the client’s customer could make a great social media post.” It’s not client-facing. Not to mention, I don’t trust it to get things right. (Forget using it for research at this point, although that’s bound to improve and quickly.)

Bottom line: ChatGPT needs humans more than we need it, at least right now.

But like I said, ChatGPT is still a great tool.

Things ChatGPT does well that can help writers:

  • Analysis. For example, give it three of your client’s competitors’ websites and have it create a short report on themes, keywords, and opportunities.
  • Brainstorming. From blog post titles to email subject lines.
  • Outlining. Short-form and long-form content.
  • Interview prep. I use it to help develop questions to ask subject matter experts.
  • Audience profiles/personas.
  • Transcript review/consolidation.
  • Feedback. Ask it to provide feedback on your writing.
  • The custom GPTs are constantly evolving and worth keeping tabs on.

OK, but you’re beyond the midpoint in your career. You can ride it out until retirement. What if I’m thinking of pivoting into copywriting?

This is the smarter question to ask. I see lots of different newbie copywriters out there. Some see it as a quick way to six figures because someone on YouTube lured them into this thinking. Yes, some copywriters make six figures, and some do it quickly. But these folks tend to be unicorns, not the norm. It’s hard to achieve those numbers quickly, and even harder if your writing skills aren’t strong. And if your primary language isn’t English and you’re focused on US-based brands? That’s even harder.

So having realistic expectations at the outset is critical.

Some other things to keep in mind before you dive into copywriting as a career:

  • The copywriters who enter today and who will still be around 10, 20, or 30 years from now are the ones who will lean into AI. They’ll become adept at using AI to produce winning, on-brand copy and more (analyses, marketing plans, brand bibles, etc.). They’ll stay ahead of the curve.
  • The copywriters who enter today should consider expanding their skills beyond writing. The more related skills you can develop—design, branding, marketing, etc.—the more invaluable you’ll make yourself.

Bottom line: Copywriting is still in demand, but with a few caveats, as noted above.

So what should you do if you’re still interested? Be realistic. Never stop learning. Regarding the latter, I have three items to get you started. And the first one is free.

Here are two books that I recommend to new copywriters. Note: 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.

Blogging and Copywriting: What’s the Difference?

by

Listen, I get it. We want things to be clear. And simple. And well-defined. But in the loosey-goosey world of writing, some things overlap. Take blogging and copywriting. What’s the difference? Are they different?

Let’s discuss.

Blogging and Copywriting: What’s the difference?

It all comes down to purpose. Consider the person who starts a blog as a hobby, just to share their navel-gazing thoughts. That’s blogging at its purest, the true definition of a “web log,” which is where the word “blog” comes from.

The purpose is almost diary-like, right? The person is writing it mostly for themselves or a handful of friends and family. The person isn’t expecting to make money. They’re just . . . writing.

I’d never in a million years call that copywriting.

If the blog gains traction over time and the person starts treating it like a business, then the game changes a little.

See, blogging can be a subset of copywriting.

Refresher time: What is copywriting? At its simplest copywriting is any writing that sells a product, service, or cause. Your grandma isn’t going to hire a copywriter to blog about her garden, but the garden store down the street might very well hire a copywriter to blog for them.

The goal of the garden store’s blog is to capture people who are already googling relevant phrases linked to what the garden store is selling. The idea is that if you bring in someone to the site who is already searching for, say, “best mulch for flower beds” (1900 searches a month) thanks to a kickass blog post on that subject, the person might appreciate the value they’re getting from the article, stick around the site, and maybe order products, services, or the garden store owner’s latest book.

You get the idea. The blog post was written to answer a prospective customer’s specific question and engage them enough that they’ll come back or stick around and maybe one day become a customer.

As a freelance copywriter, I’ve written hundreds (and maybe thousands) of educational blog posts like that over my career. And yes, clients call me a copywriter. And yes, they hire me to write blog content.

That’s precisely why I consider blogging a subset of copywriting.

Now, you might be thinking, “An educational blog post probably isn’t going to get someone to buy right then and there, right?”

Right you are! Most prospects need more than one well-written blog post to convince them to buy. But that initial blog post still provides an important first step in their overall buying journey.

Jargon alert: People who are just starting their buying journey are in the “top” of the sales funnel. Our job as writers is to provide high-quality content to attract these folks who are likely doing searches in Google. Once we lure them to the site via the blog—and they hopefully take another action, like subscribe to the blog or sign up for email alerts—the goal is to stay in front of them and help nudge them down the sales funnel until they are ready to come out the other end as a customer.

Bottom line: I consider blogging an essential service that I offer as a freelance copywriter. In fact, I’d say blogging probably makes up 70 percent of my copywriting business. Today alone, I blogged about vaginal atrophy, social media screening services, how to market a senior living community, and tips for being successful in beauty school.

Blogging and Copywriting: Some Folks Will Say It’s Content Writing, Not Copywriting.

I use the terms copywriter and content writer interchangeably. The purists will tell you that copywriting is all about selling. It’s all about conversions. It’s all about shorter, action-oriented copy. The same purists will tell you that content writing is all about engagement. They’ll say the goal is to engage the audience, not sell.

But businesses don’t pay writers to write stuff merely to “engage” prospects and customers. Businesses have an ulterior motive: They want the sale. They want the customer. And they want to keep the customer. Businesses realize content marketing is a long game. But they wouldn’t put any money toward it if it didn’t ultimately lead to sales.

Understanding how copywriting works

Engaging people is part of the selling process, especially at the beginning when prospects are learning about the brand. You also need to engage people at the end of the sales process when you’re asking them to fork over their hard-earned cash. (If you can’t keep their attention, good luck getting them to take the action you want.)

Sometimes, you’re engaging people who aren’t aware of the brand, which means they’re probably not ready to buy yet or maybe ever. But still. The reason the brand bothers with “engagement” in the first place is because it hopes a good chunk of those “engaged” folks will become sales somewhere down the line.

It’s true that businesses (and writers) tend to focus more on engaging the audience than “hard selling” when people are just learning about the brand or they’re in the very early stages of researching solutions to their problems. It’s also true that writers will use more persuasive tactics in the content designed to get people to convert ASAP.

But good copywriters understand this distinction. They know how and when to write content that simply engages (like educational blog posts), and how and when to write engaging content that sells (like an email trying to get someone to “buy now”).

(And vice versa. Good content writers know how to sell. What we happen to call ourselves is semantics more than anything else at this point.)

How do Blogging and Copywriting Work in Real Life with My Clients?

When I blog for clients, I will . . .

  • Do keyword research using Semrush. (I highly recommend this tool and following the Semrush blog.)
  • Create a blog editorial calendar, one that works in harmony with all the other marketing initiatives the company has for the quarter.
  • Talk to subject matter experts, as needed.
  • Research, research, research.
  • Draft the blog post and social media posts to promote the blog post (and sometimes newsletter content to promote the blog posts as well).
  • Monitor traffic/engagement.
  • Revise/refresh past blog posts, as needed, based on analytics.

So, to recap: blogging can be an important subset of copywriting. And if you decide to enter the wonderful world of freelance copywriting, I can (just about) guarantee that you’ll do your fair share of blogging.

Are you new to copywriting? Here are my go-to resources for learning the ins and outs.

I use Amazon Affiliate links below. 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.

What is Freelance Copywriting in 2025? Here’s the Unvarnished Truth.

by

OK, it’s time for my straightforward explanation of freelance copywriting based on my 22 years working as a freelance copywriter. Below, I begin by answering the burning question, “What is freelance copywriting?” But I also answer related questions.

What follows is my own unvarnished truth. Do I know everything there is to know about copywriting? Absolutely not. But I’m tired of all the rah-rah gurus claiming people can make six figures with zero experience after taking one course.

There’s nothing wrong with pursuing six figures. There’s nothing wrong with educating yourself by taking courses (with a few caveats, which I’ll get into below).

But there’s nothing saying you must make six figures—or that you will, even if you’re good. (Or that you’ll be happy if you do.) And there’s nothing saying you need a copywriting degree to become a copywriter.

Everything you need to know about copywriting you can learn online for free.

Yes, really. I’m living proof.

So this is (the beginning) of my attempt to set the record straight about copywriting, what it means to “be” a copywriter, and how to get started in copywriting.

If you want to jump to a specific section, I’ve created jump links in the list below for easy navigation.

Ready? Let’s go.

What is freelance copywriting?

To define freelance copywriting, we first have to define copywriting. Simply put, copywriting involves coming up with the words that sell stuff. And by “stuff,” I mean products (like Doritos, solar panels, nail polish), services (landscaping, HVAC maintenance, bat removal), and causes (politicians, nonprofits, blood donation).

The words must inspire action. The words must persuade. But before they can do either, the words must get noticed and resonate with whoever’s doing the noticing. In other words, the copy must engage.

That last line about how the copy must engage will ruffle some feathers, which I’ll address in a moment.

As for freelance copywriting . . . that simply means the person doing the writing isn’t an employee. They’re a freelancer who’s been contracted to write the website, marketing brochure, print ad, social media posts, video scripts, radio spot . . . you get the idea.

Are copywriting and content writing the same thing?

To answer this question, I need to provide some context—and a little history.

Forty years ago, content writing and content marketing didn’t exist. Those things came about once the online world took hold. Copywriters, however, did exist. (Think advertising copywriters like Peggy from Mad Men.) And direct mail copywriters. (You probably still get those long sales letters pitching you something.) And radio and TV commercial copywriters.

Copywriters wrote the words that drove people to buy stuff (products, services, causes). Good copywriters from yesteryear knew how to capture their audience’s attention and how to get them to act.

And that’s how it was until the 90s when the digital era dawned.

How the digital era affected writing

As more businesses developed their online presence (starting with a website), they realized they needed good content to attract visitors, engage them, and eventually convert them to sales.

Someone needed to write this online content, and those who did began calling themselves content writers and content marketers.

Where did that leave copywriters?

Many copywriters didn’t miss a beat. They recognized that content is content, and the label you call yourself is irrelevant.

The thing these old-time copywriters did have to learn was how online content works. When a copywriter writes an ad, they’re writing to sell. But with online content, you often take a few steps back before you get to that point. Some content (for example, blog posts like the one you’re reading right now) is more about educating people, while some content is more about selling.

Is there a reason why a copywriter of yore can’t write content that engages or educates instead of sells? Nope. Not unless the copywriter gets hung up on titles and semantics.

That’s why many people, including me, use the terms copywriter and content writer interchangeably.

Cue the cranky critics who insist copywriting and content writing are different animals.

Yep, the purists will tell you that copywriting is all about selling. It’s all about conversions. It’s all about shorter, action-oriented copy. The same purists will tell you that content writing is all about engagement. They’ll say the goal is to engage the audience, not sell.

But businesses don’t pay writers to write stuff merely to “engage” prospects and customers. Businesses have an ulterior motive: They want the sale. They want the customer. And they want to keep the customer. Businesses realize content marketing is a long game. But they wouldn’t put any money toward it if it didn’t ultimately lead to sales.

Understanding how copywriting works

Engaging people is part of the selling process, especially at the beginning when prospects are learning about the brand. You also need to engage people at the end of the sales process when you’re asking them to fork over their hard-earned cash. (If you can’t keep their attention, good luck getting them to take the action you want.)

Sometimes, you’re engaging people who aren’t aware of the brand, which means they’re probably not ready to buy yet or maybe ever. But still. The reason the brand bothers with “engagement” in the first place is because it hopes a good chunk of those “engaged” folks will become sales somewhere down the line.

It’s true that businesses (and writers) tend to focus more on engaging the audience than “hard selling” when people are just learning about the brand or they’re in the very early stages of researching solutions to their problems. It’s also true that writers will use more persuasive tactics in the content designed to get people to convert ASAP.

But good copywriters understand this distinction. They know how and when to write content that simply engages, and how and when to write engaging content that sells.

(And vice versa. Good content writers know how to sell. What we happen to call ourselves is semantics more than anything else at this point.)

Understanding what copywriters do

When I write something for a client, I don’t think about whether I’m doing copywriting or content writing. What I’m thinking about is the goal.

  • Am I writing an educational blog post about a topic people search for on Google? Maybe I’m teaching them something or helping them solve a problem. The goal isn’t to sell at all. It’s to help. It’s to plant a tiny seed in their brain about who helped them with their problem.
  • Or am I writing an email to existing leads who’ve already shown an interest in the business, and I’m inviting them to take the next step in their buying journey by registering for an upcoming webinar?
  • Or am I writing an email to an existing customer trying to upsell them? This copy will likely be shorter and heavy on persuasion because the person is already aware of the brand.

Everything I write must “engage.” Otherwise, people will ignore the content, hit delete, or toss it in the trash. But not everything I write asks for someone to hand over their money.

Sometimes, I’m asking for people’s time. Sometimes, I’m asking them to do something else, like download a piece of content. Sometimes, I’m writing a piece of educational content—like a report or white paper—and I know a good chunk of the people reading it might never buy from the business. Those folks are just looking for info. That’s OK. Because there will still be a good number of folks reading the longer educational content who ARE looking for the products or services the brand is selling.

Everything I do as a copywriter, content writer, etc., is in service to the ultimate goal of (hopefully) converting a person into a customer. (Or, in the case of a “cause,” getting them to donate, vote for the candidate, or call their state rep about an issue.)

This debate between copywriter vs content writer never dies, by the way.

It wasn’t until I started blogging here regularly, doing more on LinkedIn, and posting more videos to my copywriting YouTube channel that I became aware of this debate.

I’ve been calling myself a freelance copywriter since 2002. Much of my day-to-day work for clients is blogging, which the purists would consider content writing, not copywriting.

So, have I been calling myself the wrong thing for over 20 years? The purists would likely say yes. But here’s the thing: The folks I write the content for have never called me out on it—not the marketing agencies I work for, not the clients, no one.

That’s because the only people who care about the potential distinction between copywriters and content writers are copywriters and content writers.

Want more evidence that the line between the two is blurred? Look up job postings for copywriters, content writers, content marketers, etc. on LinkedIn, Indeed, Glassdoor, wherever, and I guarantee you that you’ll see what I’m talking about—you’ll see listings for content marketers that talk about writing sales emails and listings for copywriters that talk about writing blog posts.

My point: Don’t get hung up on the title. If you want to enter this field, you must learn how to write copy that engages and persuades—and how and when to lean more heavily on one than the other.

And yes, over time, you might find you’re working on one type of content more than others. Maybe you love writing hard-hitting sales copy for emails and long-form sales letters sent in the mail. Or maybe you love developing a brand’s voice. Perhaps you’re a wiz at writing educational blog posts and guides.

Groovy. Let the content guide you on how to write it. Don’t fret about your title.

Where do copywriters work? What about freelance copywriters?

Writing makes the online business world go round. Copywriters work for advertising agencies, marketing agencies, big brands, small brands . . . OK. You get the idea.

As a freelance copywriter, I do contract work for marketing agencies, where I’m placed on different client accounts. I also do contract work directly for businesses where I usually work with someone in the marketing department.

If you want to get an idea of what jobs are available, search for “copywriter” or “content writer” on LinkedIn or Indeed.

How much money do copywriters make? (AKA: Are you obsessed with becoming a member of the blessing?)

This varies greatly. I wish I could tell you that most writers fall into this or that category, but the reality is that the money is all over the place.

The six-figure and millionaire copywriters on YouTube (the ones selling courses) exist, but I consider them unicorns. And by “unicorn,” I don’t mean only one or two. More than one or two do indeed exist—a flock, if you will. A flock of unicorns is called a “blessing.”

But just because a blessing of them exists doesn’t mean you’ll enter the blessing six months after you start—or ever.

I’ve been doing this for 22 years, and revenue-wise, I haven’t broken the six-figure mark yet. I’ve been consistently in the mid-80s (US dollars) for the last several years. I’m embedding a video below that will walk you through my 2023 numbers.

Here’s a link to an article that outlines how much I’ve made over the last 20-plus years, including the early years. (Spoiler: It was under $10K in 2003.)

A six-figure income is well within my reach now, but it wasn’t when I started—or even ten years ago. I don’t actively pursue it for a couple of reasons:

  • I’m comfortable where I am.
  • My focus right now isn’t just on serving clients and making money (I’m trying to build other sources of passive income, which takes time).

If you have ZERO writing experience, you’ll be hard-pressed to make six figures (whether you freelance or find a full-time gig) within the first year or two. Yes, YOU might be a unicorn. And if you are, great. But most people don’t go from zero to six figures overnight—or after taking one course.

And some writers like me never break that vaulted six-figure threshold and do just fine.

But let’s look at actual data, shall we?

Here’s what Salary.com has to say about the average salary for a copywriter in the U.S. as of July 2024.

screenshot of salary.com web page showing copywriter salaries

Here’s what the American Writers & Artists Institute (AWAI) has to say.

screenshot of AWAI's copywriting salary page

And here’s what The United States Bureau of Labor Statistics has to say about the job outlook for writers and authors (which includes copywriters, according to its definition).

screenshot of us bureau of labor statistics copywriting page

I can’t speak to averages in other countries.

My biggest suggestion if you’re reading this and you’re outside of the U.S. is to network with copywriters, content writers, and marketers in your area (or the nearest major city to where you are).

Yes, one of the nice things about copywriting is that you can do it from anywhere, and it doesn’t matter where the business is located, either. But the reality is often different, right? If English isn’t your first language, you might face challenges breaking into copywriting for US-based businesses. I’m not saying it’s impossible, but it’s an incredibly crowded landscape.

I always advise writers to start local first. How do businesses in your area or your country market themselves? What does the marketing scene look like? Are there any digital marketing agencies in your area? Do the local universities have marketing courses?

Marketing is the big umbrella under which all the various roles—like writers, designers, web developers—often reside, which is why I recommend starting there.

I can only speak about being a copywriter in the US (and one whose first and only language is English).

So, what I’m writing next will be coming from that lens.

If you’re like me and you’re in the U.S. and English is your first language, then keep reading. If not, I highly recommend connecting with copywriters, marketers, etc. in your country. Ask them about their experience, what pitfalls to avoid, and their recommendations for getting started.

Is it hard to become a copywriter? 

Saying whether something is hard or easy to do is somewhat subjective. Also, I think the real question is this: is copywriting hard to learn? And the answer is—like so many things in life—it depends.

Do you love to write? Are you a solid writer? Do you understand punctuation and grammar rules (yes, they do matter) and how and when to break those rules successfully? Do you love to read? (Great writers read widely.)

If you answered yes to the above (and I’m talking an honest yes) AND you’re willing to learn AND you’re realistic about how long it will take to learn AND you’re realistic about how long it might take to drum up work or find a job, then yeah . . . it’s not necessarily “hard.”

Learning copywriting takes effort. It takes time. It takes skill. And starting a freelance copywriting business or finding a full-time copywriting gig will take time and effort, too.

There is no shortage of gurus selling courses on how to become a copywriter and make gobs of money seemingly overnight. And I have no doubt that some unicorns exist. Heck, you could be a unicorn.

But for the rest of us—those who are working a full-time job and transitioning into copywriting, those who are interested in learning copywriting but not sure if they have what it takes, or those who are just a bit slower when it comes to launching into something new—it will take time.

Copywriting isn’t crypto. This isn’t something you just do or play around with (like buying low, selling high, and making a huge profit).

Why?

Because copywriting careers are built on relationships, not transactions.

At least, the long-term careers are.

Yes, there are copywriters out there who are more transaction-focused. They write emails or sales letters selling a product or service and have royalty agreements so they get a cut of every sale. You might see these folks on LinkedIn or YouTube touting how much money they’ve made for clients—and themselves.

It’s one approach to copywriting. The copywriters and content writers I know and follow don’t fall into this camp. (The ones I follow and hang with are more like me, freelancers who work with small businesses and agencies.)

I might sound judgmental of the royalty-based approach, but honestly, I’m not. If someone loves doing royalty-based work, that’s great. There’s a place for all of us copywriters, content writers, and content marketers.

What I do have a problem with is people making it sound like that’s the only way to be a copywriter. There are many ways to be a copywriter—that’s just one of them.

And I’m not suggesting that royalty-based copywriters who focus on emails only or direct mail don’t have relationships with their clients. No doubt, they do—especially the ones who’ve been at it a long time.

My concern is this: For folks just entering the copywriting business . . . I’m seeing too many of them get starry-eyed by the numbers. I’m seeing too many folks enter copywriting because they think it’s a fast and easy way to make good money. That’s more of the transactional, crypto mindset I’m warning against.

It’s not sustainable. That’s my hot take, my two cents. Based on private messages I’ve received from struggling writers who took these courses promising fast and steady success and money—only to discover, it’s not as easy as that or worse: They discover they don’t have the chops because they don’t know the basics of writing. (I could be wrong, but I don’t think the folks selling the courses are vetting who’s taking them . . . like, can you pass a basic punctuation and grammar test?)

How to get into copywriting?

OK, I have strong opinions on this. But they’re just that: opinions. There are many paths to Copywriting Land.

Here’s the thing: Everything you need to know about copywriting is free online. You can absolutely teach yourself. But not everyone has the personality for that autodidactic route. I get it. You want a comprehensive course that teaches you what you need to know so you don’t have to waste endless hours cobbling together your education.

I don’t recommend pouring money into courses straight off the bat.

First, ask yourself if you know how to write. Do you understand grammar rules? Do you know how to punctuate? Yes, editors and tools like Grammarly can help you polish your prose, but unless YOU understand the rules first, those tools can’t save you from yourself. (You can try the free version of Grammarly here. That’s an affiliate link; I’ll earn a small commission if you sign up or buy.)

So be honest with yourself. If you’re struggling with the mechanics, start there. (Those are learnable skills.)

Do you enjoy writing? Being a copywriter is like being back in high school or college when you were assigned a term paper—except now, you have those assignments daily. Does that sound awesome to you? Again, be honest.

I think some folks are lured into the idea of copywriting—the freedom to do it anywhere. The ability to set your own rates if you freelance. The giddiness that comes from the idea that you can make money—and maybe even a lot of money—by putting words on a page.

And yet, some of these folks don’t like writing. They don’t want to do the work.

Copywriting takes work. Period. Full stop.

Yes, even with a good AI assistant. (And that’s all ChatGPT is right now. A good tool and assistant. More on AI below.)

If you love to write and are confident in your writing skills, that is GREAT.

You’re ready to learn. There’s no shortage of online courses (paid and free).

Again, I’m a big believer that you can learn everything you need to know for free—or pretty close to it.

I created a free 14-week introduction to copywriting blueprint. This self-directed “course” covers inbound marketing, content marketing, and copywriting basics. I lay it out, but it’s up to you to execute.

You’ll learn about copywriting tips and techniques, copywriting strategy, and how to write effective marketing copy.

I’m embedding the video below. Click through to the YouTube description so you can see the entire course with all the direct links.

I also recommend two books for your Marketing and Copywriting 101 journey. (I’m using Amazon affiliate links. It won’t cost you more if you buy, but I earn a small commission if you do buy. I only link to stuff I believe in.)

✅ The Copywriter’s Handbook by Robert Bly (Amazon affiliate link)

✅ Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut (Amazon affiliate link)

The first book is the one I turned to when I got started in 2002. Bob Bly is a legend. I moved a couple of years ago, and I lost my copy in the process. So, I bought a new copy this year—the improved and fully updated edition.

And Nancy’s book on behavioral science is a GEM because it’s so comprehensive.

How is AI affecting the copywriting landscape?

Ask 20 copywriters about AI and you’ll get 20 different opinions. The one thing I am confident about is this: No one knows with any certainty how AI will affect the copywriting landscape. Certainty only comes in hindsight.

But here’s my hot take as I answer this question in July 2024.

AI is not new, generally speaking.

But widely accessible large language models (LLMs) are, relatively speaking. ChatGPT was the tipping point because it’s the LLM that everyone started talking about back in late 2022 and early 2023 and started playing around with, even if only to experiment for a day or two.

ChatGPT 4o is an excellent tool for many things except writing original content with an authentic voice (even with training). 🙂 That’s where we’re at with it right now. But I suspect ChatGPT will get better with time.

However, and this is a BIG however, ChatGPT isn’t going to replace all human writers.

Sure, some folks will fall away. Honestly? They probably would have anyway.

But the reason I’m not especially worried about AI coming for me is because effective writing involves thinking. It involves understanding nuance. It involves understanding that sometimes breaking a grammar or punctuation rule makes sense because the writing simply sounds better. ChatGPT’s biggest downfall is that it doesn’t think. Also, it’s not proactive.

For example, ChatGPT won’t be privy to the magical conversations you have with clients when they share a random aside, and you’re like, “THAT would make a great blog post, video, social media post.”

Bottom line: ChatGPT needs humans more than we need it.

That said, ChatGPT is a great tool.

Things ChatGPT does well that can help writers:

  • Analysis. For example, give it three of your client’s competitors’ websites and have it create a short report on themes, keywords, and opportunities.
  • Brainstorming. From blog post titles to email subject lines.
  • Outlining. Short-form and long-form content.
  • Interview prep. I use it to help develop questions to ask subject matter experts.
  • Audience profiles/personas.
  • Transcript review/consolidation.
  • Feedback. Ask it to provide feedback on your writing.

The challenge is that not every business (even the big guys) will necessarily agree or realize that human writers are still needed. They might think all they need is an AI product. I suspect they will learn the hard way that having an AI tool isn’t enough. It’s a hammer. And you still need someone who knows how to wield the hammer. And even more importantly, you need someone who understands what it takes to build a solid house.

Check out my YouTube playlist devoted to my experiences with ChatGPT and AI.

How to get copywriting clients

If you’re just getting started (and the fact you’re reading this article suggests as much), resist the temptation of worrying about how to get copywriting clients or how to build a copywriting portfolio.

You’re not there yet.

And if you put those things above learning what copywriting is, you’ll likely distract and derail yourself.

I’m not saying you need to put these things on pause for years. But I strongly recommend doing the following first:

  • Learning everything you can. Take the time to learn the basics of copywriting, inbound marketing, and digital marketing.
  • Networking. Talk to copywriters in your area and ask them about their experiences, pitfalls to avoid, and what they wished they had known when they were starting out.
  • Practicing your copywriting skills. My 14-week self-directed copywriting course includes copywriting exercises, like writing headlines.

You might even put your skills to work by offering your copywriting services to friends and family. I can almost guarantee that someone you know owns a small business. Practice what you’re learning by offering to write content for that small business owner: a website page, an email, or a LinkedIn profile. What you do can eventually go into your copywriting portfolio.

But again, start by taking a few steps back and learn everything you can. Be a sponge. That’s my recommendation. It’s not the law.

Some folks have a knack for diving into the deep end and doing well with little experience. If that tends to be you, OK. You know yourself best. You might have luck learning about copywriting and building a copywriting business concurrently.

But be honest with yourself. If that’s not you, you might benefit from taking a breath and a few steps back. (And it might feel less overwhelming in the long run.)

When you are ready to take the next step, I have content that can help:

Got more questions about copywriting?

Check out my YouTube channel or read other articles on my blog.