Copywriting is the craft of writing persuasive text for advertising or other forms of marketing. Its primary goal is to increase brand awareness and persuade a person or group to take a particular action. This field offers flexibility and is a rewarding option for individuals looking to enter marketing without a traditional background.
Understand What a Copywriter Does
A copywriter’s role is to write copy that sells, which distinguishes it from other disciplines like content writing that primarily aim to inform. The objective is to persuade readers to take a specific, immediate action, such as making a purchase or signing up for a newsletter. This requires inspiring an emotional response and creating a sense of urgency.
The work of a copywriter is diverse and can be found across many marketing channels, including:
- Website copy for homepages, about pages, and service descriptions.
- Email marketing campaigns designed to nurture leads and drive sales.
- Concise text for social media ads on platforms like Facebook and Instagram.
- Compelling product descriptions for e-commerce sites that entice buyers.
- Video scripts for promotional content on platforms like YouTube.
- Traditional direct mail materials like flyers and sales letters.
Develop Essential Copywriting Skills
To succeed as a copywriter, developing a specific set of skills is necessary. The first is persuasion, which involves learning techniques to convincingly present an argument. This requires connecting with a reader on an emotional level to guide them toward a desired action, a skill built through practice and studying successful work.
Thorough research is another requirement. Before writing, a copywriter must deeply understand the product, the company, and the target audience. This involves gathering information about the audience’s needs and pain points to tailor the message effectively, using a tone and language that resonates.
A basic understanding of search engine optimization (SEO) principles is also important. This means knowing how to naturally incorporate relevant keywords into copy to improve a website’s visibility on search engines like Google. Finally, the ability to meticulously edit and proofread one’s own work is required, as errors in grammar and spelling can undermine the credibility of the message.
Build Your Copywriting Portfolio
For aspiring copywriters without professional experience, building a portfolio of work samples is a proactive step. A portfolio serves as tangible proof of your skills and is what potential clients will review. Since you won’t have paid projects, you must create your own samples to demonstrate your writing talent.
One of the most effective methods is creating “spec ads,” or speculative advertisements. This involves choosing an existing company and writing copy for them as if you were a hired professional. You could rewrite their website homepage, create a series of social media ads, or draft an email campaign to showcase your skills in a real-world context.
Another strategy is to find examples of ineffective copy and rewrite it, which demonstrates your ability to identify weaknesses and improve upon them. You can also offer your services to a non-profit organization for free or at a highly discounted rate. Creating copy for a fictional company you invent is another option, giving you complete creative control to build a brand voice from scratch.
Find Your First Copywriting Clients
With a portfolio in hand, the next step is to actively seek out your first paying clients. Freelance marketplaces are a common starting point for many new copywriters. These platforms connect freelancers with clients looking for specific projects, though competition can be high.
Another powerful method is cold pitching, which involves directly contacting businesses you would like to work with. This requires research to identify companies that might need your services and then crafting a personalized email that introduces yourself, showcases your understanding of their brand, and links to your portfolio.
Leveraging social media, particularly professional networking platforms like LinkedIn, is also a valuable strategy. By creating a professional profile that highlights your copywriting skills and sharing relevant content, you can attract the attention of potential clients. Engaging with businesses in your target industry can also lead to opportunities.
Determine Your Niche and Rates
As you gain experience, specializing in a particular industry or “niche” can be a strategic move. Choosing a niche, such as technology, finance, or health and wellness, allows you to develop deep subject matter expertise. This expertise can make you a more valuable writer within that industry, often enabling you to command higher rates.
Alongside considering a niche, you will need to determine how to price your services. There are several common models that copywriters use. One method is charging per project, where you provide a flat fee for a defined scope of work, such as a website’s homepage or a five-part email sequence. This provides clarity for both you and the client.
Another common approach is to charge an hourly rate. This can be suitable for projects where the scope is less defined or for ongoing work. A third option is a retainer agreement, where a client pays a fixed amount each month for a set amount of work. As a beginner, you may start with lower rates, but you can adjust your pricing as you build your portfolio and expertise.
Essential Tools for Copywriters
Several digital tools can help copywriters work more efficiently and produce higher-quality work. For writing and editing, applications like Google Docs are standard for drafting and collaborating with clients in real-time. Tools such as Grammarly and the Hemingway App are widely used to check for grammar, spelling, clarity, and readability, helping to polish the final copy.
To manage projects and stay organized, many copywriters use project management tools. Platforms like Trello or Milanote can help you track different client projects, deadlines, and research notes, ensuring a smooth workflow. These tools are especially helpful as you begin to juggle multiple clients and deadlines.
For research, especially when SEO is a factor, tools like Ubersuggest can be valuable for identifying keywords that potential customers are searching for. This helps in creating copy that is not only persuasive but also discoverable through search engines. While there are many advanced tools available, starting with a few reliable ones can significantly improve your process without being overwhelming.