I spend a lot of time on my blog and YouTube channel talking about how to become a freelance copywriter and how to start a copywriting business. But here’s the thing: maybe freelancing isn’t the way for you to achieve your copywriting dream. Perhaps getting a salaried position as an employed copywriter might be more your thing.
Confused? Hear me out by reading the blog post below. Or you can watch this video I did on the topic.
Reminder: I’m based in the U.S. (just outside of Boston). English is my first and only language. So the perspective I’m sharing is from this specific and somewhat narrow lens. If you’re in another country and/or English isn’t you’re primary language, I recommend finding marketers and copywriters in your area who write in your language since they’ll be better equipped to provide you with valuable insights on how to get started in copywriting (either as a freelancer or an employee).
First of all, what is a freelance copywriter?
Let’s break it down. A copywriter writes the words that sell a product, service, or cause. That’s a super simple definition, but it works. Think about the stuff you encounter daily, like the junk mail you get in your mailbox promoting services, emails from the brands you follow, or the commercials you hear and see on the radio and TV. Someone needs to write those words, and that person is usually a professional copywriter.
Other names for copywriters include marketing writer, content marketer, and advertising copywriter—it runs the gamut.
When you add the word “freelance” in front of the word “copywriter,” that simply means the copywriter is self-employed. They’re not beholden to any one company, brand, or cause. They write for numerous brands, companies, and causes.
Sounds cool, right? If you love writing, and the idea of writing every day in your jammies sounds great, why wouldn’t you want to become a freelance copywriter? Who wants to work for The Man anyway?
Not so fast.
Like everything in life, there are pros and cons to being a freelance copywriter and pros and cons to being an employed copywriter.
Let’s discuss why becoming a FREELANCE copywriter might not be your best path.
Reason #1: If you simply want someone to give you assignments so you can do the work and get paid, then being a freelance copywriter might not be your jam.
As a freelancer, you often hustle to get work, especially in the beginning. Even if you do it for a long time—I’ve been at this for 20+ years—you still need to network, remind people you’re around, and sometimes knock on doors. That’s not for everyone.
Reason #2: If you’re not good at budgeting money and dealing with expenses, being a freelance copywriter might not be your thing.
As a freelancer, you don’t simply do the work, get paid, and call it a day. Guess what? You’re responsible for all the taxes. Yes, you pay taxes when employed, but someone else takes them out of your paycheck.
When you freelance, you must put money aside for taxes and remember to pay quarterly estimates. You need to keep your books super tidy and together. You need to manage invoicing, too. Clients won’t pay you if you don’t send them an invoice. It’s YOUR job to get the money from them, not theirs.
Reason #3: If having to manage paying for things like health insurance makes you twitchy, you might be better off working as an employed copywriter rather than a freelancer.
Being self-employed also means covering expenses like health insurance, disability insurance, and retirement contributions. These are responsibilities that employed copywriters might not have to worry about. Health insurance alone can be a significant monthly expense—I pay close to $700 per month, and that’s just for the price of admission (i.e., the insurance card). That price doesn’t include the cost of office visits, co-pays, etc.
Reason #4: You need structure in your day-to-day life.
If you’re someone who needs a ton of structure in your day—and you prefer to have that structure mandated with something like “We expect you to be in the office at nine, with a one-hour lunch, and clock out at five,”—then freelancing might be challenging. Sure, you might eventually be able to figure out a structure that works, but it will take time—and a lot of experimenting. (Check out my post on “A Day in the Life of a Freelance Copywriter.”)
This doesn’t mean you can’t figure out a structure for your day, but that’s just it. You’ll be the one figuring it out.
Reason #5: You prefer being part of a team.
Perhaps you thrive in a team environment, enjoy going to an office, and value collaborating with colleagues. This camaraderie is more likely in an employment setting. As a freelance copywriter, you’ll primarily be working independently.
Reason #6: You like working for a business/brand with a single focus.
As a freelance copywriter, I’m a generalist. I cover various topics, from beauty education to background checks. Being an employed copywriter might be a better fit if you prefer diving deep into one subject or brand. Freelancers can focus on a niche, of course. But when you’re starting, it’s common to generalize since you’re likely casting a wide net for new clients.
Keep in mind there’s no shame in being an employed copywriter.
Luckily, many full-time gigs are remote or hybrid, so you could have the best of both worlds if working from home is attractive.
As for the better way to break into copywriting if you have zero experience, I’m not sure there’s a definitive answer. You might have better luck landing an entry-level marketing job and building your writing skillset while earning a paycheck. But some people with solid writing chops (even if they don’t have “direct” copywriting experience) successfully build freelance businesses.
If you have experience as a copywriter but prefer working for a company, plenty of copywriting gigs exist in the U.S. (I just searched LinkedIn on “copywriter” jobs in the U.S., and there are over 2000 listings.) Yes, they are competitive, and you’ll need a strong resume and great clips, which you’d need for freelancing, too. Networking can help in this endeavor by seeing who you know on LI who’s connected to the company or brand you’re applying to so you can get a leg up, like a direct introduction. But landing a paid position can be a great way to build confidence, clips, and a great career.
Speaking of money . . . let’s look at some realities. Copywriting jobs can range from the mid-40s to over six figures in the U.S. If you’re entry-level, you’ll be on the lower side. If you’re a senior-level copywriter, you might command 90K to over six figures. According to Salary.com, the average copywriter salary in the U.S. is $57,000 (as I write this in 2023), but many things can affect this, from where you’re located to your experience.
Freelancing numbers are all over the place, and it’s easy to fall in love with the idea of six figures. Is it possible? Sure. Is it likely out of the gate? Honestly? Probably not. There are always exceptions, but you must be realistic. I share my revenue numbers over the last 20 years in this blog post for a reality check. I haven’t cracked six figures, but I’m perfectly content and make a decent living for my needs. Again, I’m in the U.S.
By the way, I know some full-time content marketers who freelance on the side. That can be a great way to have the best of both worlds while preparing for the unexpected, like a layoff.
So again, before you trot too far down the road of “how to become a freelance copywriter,” ask yourself if you SHOULD become one.
How do you determine which path is right for you? It boils down to your individual preferences, work style, and career goals.
If you’re drawn to independence, enjoy a diverse range of projects, and are ready to tackle the responsibilities of running a business, freelance copywriting could be your calling.
On the other hand, if you thrive in a team setting, value stability, and prefer a more structured workday, then seeking employment as a copywriter might be the better choice.
Remember, this isn’t a one-way street. Many professionals transition from freelance to employed positions or vice versa, finding the hybrid approach that suits them best.
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-10-16 07:00:462023-10-15 12:29:54Wondering How to Become a Freelance Copywriter? Hint: Maybe You Shouldn’t
Not every client relationship is all rainbows and puppy dogs. I wish they were. For your sake. For mine. For the poor rainbows and puppy dogs. But alas. Sometimes you need to break up with a client. It happens.
I’ve been a freelance copywriter since 2002. Over twenty+ years, I can count on one hand how many client relationships I had to walk away from. And none were “dramatic” breakups.
But that doesn’t mean I didn’t dread the process.
Just like breaking up in real life is hard, breaking up with a client can be challenging, especially as you anticipate how it will go. Not to mention, there’s a lot of stress around whether you’re making the right decision. You might wonder if there are indeed plenty more “fish in the sea,” especially in the age of ChatGPT.
But staying in a bad relationship out of fear isn’t a good strategy either. Sometimes we need to break up to break through, as the saying goes.
Below, I’m going to discuss the following:
Signs that something’s wrong in the client-freelancer relationship
How to know if the relationship is fixable
Determining a good time to fire a client
How to fire a client nicely (scripts included)
If you learn better by watching, here’s my video on this topic. Otherwise, scroll down for the text.
Signs that something’s wrong in the client-freelancer relationship
Do any of these scenarios sound familiar?
You dread opening the client’s emails or taking their calls.
You always put their work last on your to-do list.
You find yourself constantly complaining about a particular client.
You. Hate. The. Work.
You’ve considered giving up your freelancing business and returning to the workforce.
If you said yes to even one of the above, it’s time to evaluate the client-freelancer relationship.
How to know if the relationship is fixable. Questions to ponder.
What bothers you most about the relationship? Is it not what you signed up for? Something else?
Are you feeling resentful about money because you didn’t charge enough at the outset?
Has scope creep crept in?
Is the client emailing you at night and on weekends—and you feel obligated to respond?
Are you constantly chasing the client down to get things done?
The items above are all potentially fixable.
For example, if a client has been emailing during off-hours and you’ve been responding, you could say something like, “I know I’ve been responsive to emails on the weekend, but I’m taking a step back and creating more space for myself and family during off-hours. So if you email after 5 pm or over the weekend, I’ll respond the next business day.”
If you’re dealing with scope creep, you could say something like this: “After I complete X, I’d like to discuss the work going forward. The parameters have changed since I originally provided a quote. We can either go back to the original parameters. Or I can provide a revised quote for the additional work, and you can decide if you’d like to continue.”
Notice how the above language is firm and clear—but at the same time, it isn’t antagonistic. And it gives the client choices.
OK, for this exercise, let’s assume you’ve reached the point of no return with the client. You want out. What then?
When to fire a client
Is there ever a right time? Nope.
And you’ll find reasons to wait. Some will be practical. For example, you’re in the middle of a project and don’t want to leave the client in the lurch. Or you can’t afford to lose this client right now. Or you might have contractual obligations. (Note: I’m not a lawyer. Everything in this blog post is educational, not legal advice. An excellent place to learn more about freelancer contracts is the Freelancers Union, which is free to join.)
Just make sure those practical reasons don’t turn into long-term excuses.
Not everyone can fire a client, especially if it’s recurring work. (This is one of many reasons why diversification is essential. Losing one doesn’t hurt as much if you have several regular clients. If you only work with one or two clients and must let go of one, you’ll take a much bigger hit.)
If it’s a one-off job, it’s a little easier.
You can complete the project and politely decline any additional work. How you decline is up to you and your comfort level. While being honest and direct is best in an ideal world, we don’t live in an ideal world. You need to do what feels right and safe to you.
Here are some options on what to say:
“I appreciate the project we just completed together, but this isn’t the right long-term fit for me, so I’ll need to decline further work. I wish you and your business much success.”
“I’m afraid my schedule has shifted, so I can’t take on additional work.”
Regular clients can be a little trickier.
Of course, freelancers tend to stay in a bad client relationship because they don’t have any prospective clients to replace the crappy client.
But the work is out there. As I like to say, content makes the business world go round. Someone needs to write it. And I’m not talking about AI.
Here are some tips for replacing a client:
Turn to your current clients. Ask them if they have additional work that you can take on. You can say a spot opened up in your short-term schedule. This strategy can work well for larger companies or if you collaborate with marketing firms that juggle many accounts.
Turn to past happy clients. Make sure you stay connected with past clients (LinkedIn is a great place for this). You should get in the habit of checking in regularly anyway, even if you’re not looking for work. Keep in mind that the folks who’ve hired you in the past—often marketing managers or content managers or people with similar titles—they move around. So they could very well end up somewhere in need of a freelancer.
Attend networking events. I know, I know. Networking can be a dirty word, especially for introverted writers. But it’s how I built my business. Attend local Chamber events or consider joining BNI.
Apply to contract gigs. Peruse LinkedIn and Indeed job boards. Consult places like Media Bistroand FlexJobs.
As you’re courting a new client to replace your existing client, you might have to work more in the short term. But once you feel confident in the new client you’ve secured, you can let the other client go.
How to fire a client nicely (scripts included)
This doesn’t need to be complicated. Remember, this is business, not a romantic relationship. It would be easy for me to say that it’s not personal, but that’s not true—human beings exist on both sides. And we humans have emotions. So there is a personal element.
It would also be easy for me to say that you don’t owe anyone an explanation for your decision. But again, this is reality—and if you’ve had a long-ish relationship with a client, you might feel obligated to offer more of a reason.
Again, you’ll need to decide what you’re comfortable sharing. But think about people who give their two-week notice at work—people rarely, if ever, provide their reason for resigning. They simply give their notice.
An approach like that will likely work best in *most* situations.
Be professional, direct, and straightforward.
Remember, this is a business relationship—you’re not the first person to step away from this client. (Or if you somehow are, you likely won’t be the last.)
You can customize the scripts below however you see fit, but short, sweet, firm, and to the point are always wise strategies. Remember, if you add something like “Please don’t hesitate to contact me with questions or concerns,” this opens you up for just that—having them question you or possibly try to talk you out of your decision.
How to fire a client nicely script: Option 1
Dear [CLIENT NAME],
I’m making some changes in my business that are affecting my bandwidth. As a result, I’ll no longer be available for projects with [COMPANY NAME] after [THIS DATE].
I appreciate the work we’ve done together and wish you and the rest of the team well.
Note: I have a couple of colleagues who might be a good fit for your upcoming projects. If you’d like an introduction, just let me know.
[YOUR NAME]
(Include the “Note” only if you have colleagues who’d be a good fit—and who you checked with first.)
How to fire a client nicely script: Option 2
Dear [CLIENT NAME],
I wanted to connect about an update on my end.
After giving it much thought, I no longer feel I’m the best fit for the work you need. So this project will be my last. I do wish you and the team well moving forward.
I’ll send my final invoice at the end of the month.
Best,
[YOUR NAME]
How to fire a client nicely script: Option 3
Hi [FIRST NAME],
Due to personal and business challenges/changes, I won’t be available for copywriting work after [THIS DATE].
Thanks in advance for your understanding.
Best,
[YOUR NAME]
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-06-16 07:00:582023-06-15 19:08:26How to Fire a Client Nicely: Script Included
If you’re looking for a freelance copywriter invoice template, you’ve come to the right place. In my video at the end of this article, I discuss what needs to go on your invoice. But feel free to skip it and simply download the goods instead. Note: These files should be fine, but I’m not responsible if anything goes haywire with your machinery or devices, K?
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 . . .
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.)
At the end of every month for recurring/ongoing work with clients.
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.
Note: I also require any revision requests 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 to 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.
A big reminder about first-time clients: You should get a 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 invoice as a freelancer: What should your invoice 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.
Honestly, the simpler and clearer you make your invoices, the easier you make it 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 in “bookkeeping time” into your schedule so that you 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 how to invoice as a freelancer, 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 invoices to go to). I copy myself as well.
Note: When you start working with a client, ask them their process for paying vendors. 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. Meaning 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 maybe 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 and that was 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!
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2022-01-19 10:21:152023-05-07 16:42:30How to Invoice as a Freelancer
Buckle up, bitches! This is going to be a long-ish post about how to charge for copywriting services. If you’d prefer to watch the video, it’s below, but note that it’s long, too. Honestly, this is SUCH an important topic that I suggest doing both: Watch the video below. Then, read the blog post. (Possibly more than once.)
Disclaimers: Remember, I’m in the US, in the Northeast, just outside of Boston. I can only speak to my experience here. What you ultimately charge for your copywriting services will be influenced by the marketplace in your location, BUT THE CONCEPTS I’m discussing below will apply, regardless. (Or they should, anyway.) Remember, I’m not an accountant, a financial advisor, or a lawyer. This info is meant to be educational only.
The biggest mistake new copywriters make when deciding how to charge for copywriting services . . .
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.
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.
How to charge for copywriting services: 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?
When figuring out how to charge for copywriting services, don’t undersell yourself!
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 patientstarts 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.
When deciding how to charge for copywriting services, you also need to keep something else in mind . . .
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 I charge for copywriting services. Note: These are 2022 numbers.
Blog posts. I typically charge $450/blog—give or take. They usually weigh in between 1000 and 1500 words. Anything more than that (and that’s something I’d know in advance), I’d charge more. I wouldn’t charge much less, even if they’re slightly shorter, because again, the value is still there.
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: $150 – $250/page. 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 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 $500 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 title, 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.
Closing thoughts on how to charge for copywriting services . . .
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 just 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.
Wishing you much luck in your journey!
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.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2022-01-15 16:48:382022-01-16 14:26:37How to Charge for Copywriting Services
A bunch of years ago, a good friend of mine was thinking of making the leap into Copywriting Land. He’d been a journalism major in college, and he loved to write. (He was, and still is, an excellent writer.). After college, he detoured and worked for various small businesses in the retail and printing industries. When he saw I was making a living as a freelance copywriter, the writing spark inside him reignited. When he began to seriously contemplate making the shift to freelance copywriting, we met for lunch, and he came equipped with a bunch of questions.
And his first one? “How do you pay yourself?”
It was such a beautiful, vulnerable question. He’d worked for a paycheck all his life. And even though he’d been studying copywriting and content marketing in recent months and doing little side projects here and there, the whole concept of paying himself felt foreign to him. Like, HEY. How do I get them dollars I just earned into my bank account? Legally?
This brings me to today’s post (or video, if you prefer to view rather than read).
How do copywriters get paid? How to pay yourself when you’re self-employed?
My goal here is this: SIMPLIFICATION. You can find plenty of articles, books, and tutorials on how to create profit and loss statements and/or how to use QuickBooks (or its equivalent) and all the various official definitions regarding small business bookkeeping. That’s NOT what this post is about. I want to simply show you how to think about money and your freelance copywriting business AT A HIGH LEVEL. And how I pay myself month to month.
In terms of your freelance copywriting business, think of three buckets when it comes to money.
Revenue bucket. That’s the money coming in from paying clients.
Expenses bucket. That’s the money going out to pay for your legit business expenses, like Internet and health insurance.
Taxes bucket. That’s the money you pay to Uncle Sam and your state government.
For the purpose of this post, I’m going to assume you’re making a profit. As in, your revenue exceeds your monthly business expenses. Again, this isn’t a how-to article on bookkeeping or business terms.
And I realize if you’re just starting out, your business expenses might exceed your revenue, at least for a short while until you gain some traction. That’s OK. It’s expected. And even understandable. And the IRS has a whole way of determining whether your “business” is really a business or a hobby, based on how much you bring in year-to-year. But that’s a subject for another article by someone who holds the title of “accountant.”
Speaking of accountants, consider these two important recommendations:
Work with an accountant. Have them prepare your taxes and quarterly estimates. I recommend doing this from the start, even if you’re not making a lot of scratch. A good accountant will help guide you and make sure your T’s are crossed. It’s an expense, but not as expensive as you might think. I spent under $600 on mine last year. (Your mileage might vary depending on a bunch of factors, but I’m a big believer in being transparent with numbers whenever possible.) And that expense is EXACTLY that: a business expense that you can deduct the following year.
Work with a financial advisor. Specifically for retirement planning. (But they can help with your entire financial landscape.) Don’t put off contributing to your retirement. As a self-employed copywriter, IT’S ALL ON YOU TO WATCH OUT FOR YOURSELF. It’s OK to start small. Make it $25/month, if you can swing it. Then up that amount by 10 or 20 bucks every month or quarter. You won’t notice such incremental increases, but they will add up quickly. I have a standing directive with my financial advisor to keep upping my contribution every quarter until I tell him to stop.
But back to our topic: How do copywriters get paid? How to pay yourself when you’re self-employed?
As you work for clients, you will invoice them. (I’m going to write a blog post about how to create a copywriting invoice.) So the money—the revenue—comes in. Either via check or electronic payment.
You’ll deposit this into your BUSINESS BANKING ACCOUNT. My business and personal banking accounts are with the same bank for ease. And I use the bank’s online banking portal for even more ease.
You’ll pay your monthly expenses from your business banking account. ALL of my recurring expenses are automatically debited from my business banking account, from my health insurance to my cell phone to my IT maintenance. This makes end-of-year bookkeeping a breeze because it’s ALL done electronically and there’s a paper trail. I also have a business credit card for those one-off purchases I occasionally need to make, like a new computer or a new office chair.
Be mindful about taxes. In the beginning, you might not be making enough (again, consult an accountant!), but as you grow your business (because you’re going to GROW, right?), you will need to pay taxes. You’ll make quarterly estimates (and I recommend doing so . . . you’re supposed to do it, for one thing, but beyond that, it’s a much easier pill to swallow to spread the payments out over four payments rather than one big check in April).
You might have heard the adage: Think in terms of thirds. A third of the money you make will go to taxes, a third will go to expenses, and a third you get to keep (in your business account and/personal account; obviously, you need to keep a chunk of money in your business account, but you pay yourself from that dough as well). That’s a rough rule, but from a high level, not a bad way to think about it. As a freelance copywriter working from home, you’ll have fewer expenses than other small business owners, so you might not necessarily be putting a third toward expenses. (Again, your mileage might vary.)
OK, a reminder about my disclaimer: I’m not an accountant. I’m not a lawyer. And I never did successfully shimmy up the ropes in gym class. Oy!
I’m simply sharing my ways. Every month, I go into my business banking account and pay myself by transferring money to my personal bank account. I have a small range, but it’s usually the same amount month-to-month. From my personal account, I pay non-business expenses, like my personal credit card bill, which covers things like Panera (LOTS OF PANERA) and groceries or dinners out with Mister Word Nerd. You get the idea. Business is business. Personal is personal. But yes, I pay myself each month.
You could set up recurring payments through the online banking portal. You could also pay yourself every week or every other week. I choose to do it monthly. But you do you!
And I know the big question you’re asking is HOW MUCH should you pay yourself month-to-month? That very much depends on a variety of factors, like your personal expenses, how much you want to make, and how much you’re making in reality. See point #3 in this helpful article from Intuit QuickBooks.
Need more help on how to pay yourself when you’re self-employed?
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2021-12-09 17:12:112021-12-09 17:41:43How Do Copywriters Get Paid? (How to Pay Yourself When You’re Self-Employed)
I was using Zoom pre-pandemic, and I’ve loved it since the beginning. Why do I feel the need for conferencing software? Couldn’t a phone call work? Well, with Zoom, you can share screens, which comes in handy (for example, when showing a website mockup). Plus, I can record the calls on Zoom as well. I can also have multiple people join the call (which is sometimes necessary—I’ve been on calls with five or six people on the client-side).
I’m currently on the Pro plan, which works great for my needs and budget. (The reason I don’t recommend the free version: The 40-minute limit on phone calls. You WILL have calls that go over 40 minutes, and it can be embarrassing or ruin the vibe when you have to pause and send out a new invite.)
Note: I record ALL client calls. I always let them know and remind them that nothing will be used against them in a court of law. (Which always elicits a chuckle.) Recording eliminates the need for me to frantically take notes (which I can never read anyway). Instead, I can focus on the substance of the conversation.
2. Rev.com
I mentioned above that I always record my calls. From there, I upload the calls to Rev.com to get the recording transcribed. I’ve used both the manual transcription where a human listens and transcribes word-for-word and the AI (artificial intelligence) that does an automated transcription. The two biggest differences between the two? Price and accuracy. Humans are much more accurate, but I got to admit the AI is pretty close (depending on how good the recording itself is—a client on a landline vs. in the car).
I tend to use humans for complex interviews involving medical topics (I do writing for a urology practice). But the AI works great for almost everything else.
As for pricing, as I write this, the human transcription is $1.25/minute while the AI is .25 a minute. (And keep in mind that this is a legit business expense for a writer. I have a line item in my business expenses for Rev.com.)
Note: I’ve heard good things about Temi.com, another AI option.
3. Keyword research tools
As a freelance copywriter, you’ll be writing website copy and blog posts. (To name just a couple of items.) One of the goals of those two types of content is to bring people in via organic search. To accomplish this, you need to know what phrases people are searching on—and then develop a content strategy and content calendar to support those themes.
Confession: I used to bristle when it came to keyword research. I have no problem optimizing the content for search. But I preferred having the keyword phrases handed to me. Why? I didn’t always feel confident in my ability to look at numbers and stats. And earlier keyword tools (think the early to mid-aughts) weren’t as user-friendly (in my estimation) for regular folks like me. But they’ve come a long way, and in recent years, I’ve embraced doing the initial pass at the KW research.
Luckily, some good free keyword tools exist. So you can start with those if you’re just launching your freelance copywriting business. But if you find that you’re doing a lot of SEO copywriting, for example, and the free keyword tools aren’t cutting it, I recommend investing in a paid tool. My go-to is SEMRush. Some folks just starting out might find it a little on the pricy side (again, I’m on the Pro plan), but it’s something to consider as you grow.
4. Lettercount.com
Lettercount.com is quick, easy, and my favorite price: FREE. I’ve used this site for years. It’s just a box that does a quick character count. Perfect for double-checking meta descriptions, title tags, tweets, and anything else restricted by a certain number of characters.
5. Canva.com
Canva has free and premium versions. I’m currently on the free, and it works for my needs, right now. Canva has ready-made templates and designs awaiting your copy and finishing touches. I find it incredibly intuitive, too.
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?
As for blogging vs. copywriting, it all depends on the purpose. Someone who starts a blog as a hobby, just to share their navel-gazing thoughts? Yes, that’s blogging at its purest, the true epitome of a web log, which is where the word “blog” comes from. I’d never in a million years call that example copywriting.
But blogging can be a subset of copywriting. Refresher time! 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 searching on relevant phrases linked to what the garden store is selling. The idea being that if you bring in someone who is already searching for, say, “best mulch for flower beds” (1900 searches a month) thanks to a kick-ass blog post on that subject, well . . . you likely see where this is heading.
The person reading the blog post might take further action—ordering something from the site, visiting the store in person if they’re local, following the store on social media, and/or subscribing to the blog (the latter actions allow the business to stay in front of the prospect).
You get the idea. The blog post was written to answer a prospective customer’s specific question—and to possibly make a sale.
And that’s precisely why I consider blogging a subset of copywriting. While a prospect might need more than one well-written blog post to convince them to buy, the blog post still provided an important first step in their journey.
Jargon alert: We call this the “top” of the sales funnel where we provide high-quality content to attract people who are just getting started on their buying quest and 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.
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 I recommend 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 it (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 kids, to recap: blogging can be an important sub-set 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.
Got other questions about blogging and copywriting?
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2021-11-24 18:56:072021-11-24 19:37:10Blogging and Copywriting: What’s the Difference?
At its simplest, copywriting is any writing that helps promote a product, service, or cause.
THAT’S A BASIC DEFINITION. I’ve made it deliberately broad. You will encounter different definitions (usually much narrower ones). And you will encounter people who disagree with mine.
Don’t get too hung up on which definition is most correct, and here’s why.
The folks who hire you are going to have different definitions, too. Especially small businesses. They might call you a website writer. Or a blogger. Some might call you a content marketer. Many will simply refer to you as a “writer.” And that’s OK.
After all, the “writing” part is the common denominator.
And yes, the writing you do has a purpose, which is to ultimately help promote and sell the client’s product, service, or cause. Think of that as the umbrella purpose. What falls underneath can be narrower.
For example, the purpose of the emails you’re writing might be to get folks to register for a client’s webinar. The purpose of the blog post you pen might be to engage people at the (jargon alert!) top of the sales funnel. The website content you write will have different purposes, depending on the page—home page, landing page, about page.
That’s why I take a broad approach when defining what copywriting is (and what copywriters do), especially for copywriters who’re just starting out.
If you freelance, you’ll likely do various types of writing, especially in the beginning. Some writing will be more conversion-centric, meaning the goal is to get people to convert into a sale (or, at least, a lead). Other writing might be about building engagement (think social media posts). If you work as a copywriter for a company, the company itself will define what you do.
If you look on job sites, titles vary:
Copywriter
Marketing writer
Content marketer
Content writer
Some titles might be incredibly specific, such as
SEO copywriter
Website copywriter
Email marketer
Direct mail copywriter
Radio copywriter
Oftentimes, the title “copywriter” or “content marketer” will ultimately include all the different types of writing. Why? Because today’s writers need to wear many hats. You need to write website copy, email copy, direct mail copy, advertising copy, social media copy, and long-form copy (think guides/white papers).
That’s why I opt for a broad definition when answering the question “what is copywriting”?
So don’t get too hung up on official definitions. Just know that copywriting is a type of writing that businesses and organizations use to promote their business and organization—and the products, services, or causes they’re “selling.” And that to accomplish this goal, you’ll likely need to write various types of content.
Yay, you’ve done it! You’ve hung out your virtual shingle and started your own copywriting business. NOW WHAT? You need business. Here’s how to get clients as a freelance copywriter . . .
1. Reach out to family/friends who own a business (or who work in marketing).
Let them know you do freelance writing for businesses and that you can help with things like blog posts, website copy, social media posts, printed collateral (like brochures), and messaging strategy.
It’s important to give examples of the work you do because guess what? Most folks who hear the word “copywriter” don’t know what it means. Even within the world of copywriting, people have vastly different definitions. When it comes to defining copywriting, I tend to take a broad view. To me, it’s any writing that markets a product, service, or cause. Synonyms include content marketer, content writer, marketing writer, and website copywriter (to name just a few).
If the business in question has a marketing manager, ask for an introduction. That’s the person who would assign you a project. If it’s a one-person shop, the goal is to let them know how you can make their life easier with their marketing. Are they having trouble getting out a monthly newsletter? Creating an engaging website? Keeping up a lively social media presence? Let them know those are the sorts of things you can help with, either as one-off projects or ongoing monthly work.
Note: The goal is to get regular monthly work. If you can blog a couple of times a month for a client and do their email marketing newsletter, that’s a nice piece of work you can count on, month-to-month. From there, build and get other clients who give you similar work each month. Mix in one-off projects as well.
2. Network, network, network.
You have options. I did Business Networking International (BNI) when I first started out. BNI is a commitment—it costs a pretty penny to join, but the value is that you’ll be the only copywriter occupying a seat in your chapter. The idea behind BNI is to generate referrals for one another—a “givers gain” philosophy.
PRO TIP #1: Before joining a chapter, visit it (I believe you can do so two times). Every chapter is a little different. You want to get a sense of the vibe—and whether you’d be a good fit.
PRO TIP #2: Look for chapters with complementary colleagues. By that I mean:
Web designers
Graphic designers
Marketing specialists
PR consultants
Those folks need writers—and writers need them. So you create this little power “sphere” of activity where you can bond and help each other out. The web designer who is wooing a prospect can say “I have a great writer who can create SEO copy for you.”
The key to BNI success:
Show up. You must attend weekly meetings, often at 7 AM.
Do the one-to-one meetings. BNI encourages you to meet one-to-one with people in your chapter so that you can get to know them and their needs—and vice versa.
Be willing to serve as a substitute in other chapters. Being active on the sub-circuit means you can expand your reach and visibility even more.
Participate in leadership roles. I recommend holding off on this until after you get your bearings, but leadership roles can offer even more opportunities.
Other networking groups:
Chambers of Commerce – These often have after-hours meetups and breakfast meetups. The key with joining the Chamber is making sure you push yourself to take part in these events.
Many of today’s marketing agencies like to have a stable of freelance copywriters. (And once you prove yourself invaluable, you will quickly rise to the top of their go-to list).
PRO TIP: Look for true firms/agencies—not one-person shops. Check out their careers section—they often list what they’re looking for (and if they’re looking for writers).
Be careful about sending a cold email—if they’re not advertising for freelancers, they might not need them. While it probably won’t hurt to send a polite email, it’s always better if you have some sort of intro. This is where LinkedIn can come in—look for connections in common and ask for direct intros whenever possible.
Some sites have paid subscriptions, which might be worth trying when you’re starting out (or if you find you have luck with a particular service). The key with these sites? Being the first to pounce on listings. So that adage about the early bird most definitely applies.
5. Make sure you connect with everyone you meet on LinkedIn.
So when you reach out to those business owners, connect with them on LinkedIn. Connect with the marketing managers. Connect with the people you meet when networking. Connect with clients once they officially hire you.
PRO TIP #1: Always send a personal message along with the invite.
PRO TIP #2: Stay in touch. Every quarter, say hi through LinkedIn and remind them you’re there. You’re priming the pump so that when they do need a writer—or they’re talking to someone who needs a writer—your name is the first one that pops up. This is a longer-term strategy, but it’s important.
6. How to get clients as a freelance copywriter? Ask happy clients for referrals.
Have you just done work for a client and they loved the results? Ask them for a referral to fellow business owners they know. And/or look at their LinkedIn connections and see if anyone catches your eye. Then, ask for an intro.
7. Get friendly with other like-minded writers.
This might sound counterintuitive. Aren’t “other writers” the competition? No. There is more than enough work out there for everyone—honest. Content drives everything these days, so there’s no shortage of work. And remember, you’re just one person and there are just so many hours in a day.
I regularly have to turn down work (and this isn’t meant to sound boastful, either—I just like to eat, sleep, and play; I don’t want to work all the time). So becoming friendly with writers you can refer business to—and who can do the same for you—is another smart strategy for how to get clients as a freelance copywriter. Keep in mind that everyone brings their own specialties to the table. I’m not keen on financial writing, but I have two friends/colleagues who are awesome in this area—so I refer to them. (And they have both referred to me.)
A word about content farms/content mills . . .
I’ll be doing a longer blog post and video about this topic: Should you work for content farms? The short answer is (like so many things in life): It depends. My biggest beef with content farms and mills is the incredibly low payments they give to writers, which devalues the important work writers do.
THAT said . . . when you’re starting out and you’re trying to drum up examples to include in your copywriting portfolio, working for a content farm can be a great way to get clips—and to learn how to work quickly without losing accuracy. My general advice: It’s OK to do it in the short term and/or to have it be one piece of your revenue mix. At some point, you’ll outgrow the farm, and that’s OK—and a good goal to strive for.
On a similar note, DON’T fall into the trap of working for only one or two clients. Diversification is critical. If one client goes silent (or worse—out of business), you’ll be in trouble and scrambling. But if you have a diverse roster of clients and one goes down, you won’t be in panic mode. Yes, you’ll look to fill the open spot, but you won’t be struggling to pay the rent.
Got more questions about how to get clients as a freelance copywriter?
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2021-11-22 10:44:502021-11-22 18:25:17How to Get Clients as a Freelance Copywriter
