Let’s start with the pep talk - the demand for copywriters is still surprisingly high. You might even have heard that we’re in the Golden Age of content - and there’s still room for more on board. Businesses are willing to put budget into producing blog and video content, email marketing, social media and more. They can’t always do it in house - which means that you, dear reader, have every chance of becoming the freelancer they commission to write their copy.
Wait, what… me? Go on…
Some truths about freelance copywriting
1. You will almost certainly not meet the person you are writing for. You might not even be in the same country. Or continent.
2. There’s no rigorous selection procedure. You’re not becoming a Navy Seal. If they like the look of the last two or three pieces you did for your previous client, you’ll be considered.
3. People move fast. And they move on. Account Managers tend to move around a lot - every 18 months or so - which means a door closed on your nose today could be open again soon. It also means that if you consistently deliver, they’ll remember you in their next job.
4. It’s a reasonably democratic world. There are a few big name copywriters and content writers who are great at promoting their brand - and if you’re in New York, London or Dubai it might seem like a small world - but for the most part freelance writing manages to accommodate newcomers and veterans in harmony.
What are the challenges for copywriters?
Before you quit your day job like Rene Zellweger in Jerry Maguire, bear in mind the following. Businesses all over the world have just taken a huge financial hit. The smart ones will keep on marketing and advertising, but often with much smaller budgets than before. And thousands of people have just entered the freelance market from the opposite direction. So, it’s competitive, and there’s no shortage of outstanding freelance writers.
AI and Machine Learning aren’t doing us any favors either. Apart from the fact that an astounding proportion of social media content is produced by AI, they’re also coming for email marketing and blog writing too. If you have experience of SEO writing, you’ll know how a robot feels already.
---
So are you still interested? Of course you are, tiger. Here are the answers to your burning questions...
What qualifications do I need to be a copywriter?
Technically? Nada. Zilch. No one is going to ask to see your high school certificate or Master’s dissertation unless you’re aiming for technical writing for pharmaceutical, legal or medical clients. Your writing needs to be professional, however, and there are plenty of free certifications you can obtain to build your case:
Important: You do NOT need to pay anyone to do a course. Be wary of any course advertised online that promises outstanding results. There are some good ones, of course, but they’re run for a small fee by established agencies, like Ogilvy, not for a huge fee from a guy on YouTube.
Where do I find freelance work?
OK, let’s get it out there. There’s a good chance of finding work down on the content farms or through hiring platforms like:
You should be able to set up a profile for free and start pitching. Any that require you to pay a subscription fee should be avoided. Here are two perspectives: 1. These platforms are saturated with scammers, time-wasters and unprofessional clients offering offensively low rates for mind-numbingly dull work. 2. These platforms are a popular resource for some reputable brands to find good talent they can trust.
Both are true. How do you know? Here’s how to survive:
1. Do not accept the request for ‘free’ or ‘trial’ work. Send a sample, but don’t write something new.
2. Set your rate and stick to it. If you want to earn $20/hr and the offer is $15 for a 1,000 word blog, you’re better off spending an hour working on your blog or skills.
3. Give yourself an exit date. These platforms all take commission (understandably). They’re good for building up your portfolio and accumulating some testimonials, but they are not a long-term solution.
Other sources of freelance work
1. Is there a brand or business you like? Contact them. The chances are that you will be familiar with their tone and products/services. If not, do your research. Find the marketing manager on LinkedIn and send them a short, genuine enquiry. This is not the moment to hit them with the intricate clickbait pitch you saw on Facebook. Everyone is tired of templates.
2. Social media. Not the copywriting or freelancing groups on Facebook - those are for sharing ideas not pitching for work (and it’s surprising how many people do). If you’re into CBD, or cars, or vegan lifestyle and so on, then find the groups where those businesses communicate. Follow the ones you like on Twitter, Instagram and LinkedIn and learn what they’re asking about - then get in touch.
Do I need a copywriting portfolio?
A copywriting portfolio or personal website will help, but don’t spend hours or hundreds of dollars on refining your introductory paragraph and comma-by-comma account of how you arrived at ‘Shop Now’. Nobody has time. If you have commissioned work, great. Present it to your prospects, along with your thought process and the options you didn’t choose.
If you don’t have any commissioned work, it can feel like you’re stuck - because nobody will commission you without seeing what you’ve already done. Sucks, right? Well it’s also been an obstacle for every single copywriter before you. If you’re not getting commissioned yet, start a blog and write about your interests - show off your skills.
Approach local businesses in your area and offer to refresh/improve their website copy, emails or brochure. For free? Hell no! We talked about this. If you’re providing value, you deserve to be rewarded - unless your bills and taxes are the free kind, of course!