starting a copywriting business
STARTING A COPYWRITing business?
10 (totally honest) TIPS FOR SETTING YOURSELF UP FOR SUCCESS.
I don’t think anything can prepare you for the amount of work that’s required to start (and run) a successful copywriting business… or any business for that matter. It’s overwhelming. Especially if you’re like me, who dives into the deep end and likes to do everything at 110%.
I started my copywriting business just over two years ago. I quickly saw it grow to the point I was booked out, needing to outsource and desperately trying to keep up. I was like a duck… I may have looked calm on top of the water, but I can promise you underneath I was paddling like hell.
That’s a good problem to have, I know. So I thought it might be worth sharing some of what I’ve learnt over my last couple of years in biz. I’m certainly not a business coach and I certainly don’t have all the answers. There is a lot I’m yet to learn myself… BUT I think there’s value in hearing from those who have done it before you.
So I asked myself… ‘If I could go back to April 2020… what advice would I give myself?’ And therefore, ‘what advice would I give new copywriters starting today?’
Below you can read my honest, personal (and a little bit controversial) advice to getting started.
I’ll tell you exactly what courses I’ve done, what books I recommend, what systems I use, how to build a brand (even with little or no extra cash to spare), and my number one tip to getting started.
HONE YOUR SKILLS
Without the skills and strategies of a copywriter - you are not a copywriter, you’re just a writer. And there’s a big difference.
This might sound obvious, but make sure you get the skills and strategies under your belt BEFORE starting a copywriting business. I obviously don’t mean you have to go to University and get a degree (although that can be useful), but some sort of training is necessary to learn the skills of the craft.
There are tonnes of great copywriting courses out there, just make sure you find out that is reputable, has lots of good reviews and preferably, a supportive community. I’m a graduate of the Comprehensive Copywriting Academy (Filthy Rich Writer), Copywriting in Action (Nicolas Di Tempora), and SEO Copywriting (Australian Writer’s Centre). Each have taught me different tactics and tools.
Your work isn’t done once your course is complete… keep learning through podcasts, books, newsletters and memberships. Just be careful of information overload. A few books I recommend are:
The Copywriter’s Handbook, Robert W Bly
Everybody Writes, Ann Handley
Breakthrough Advertising, Eugene M Schwatz
Building a Storybrand + Marketing Made Simple, Donald Miller
On Writing, Stephen King
A wise man (Stephen King) once said “If you don't have time to read, you don't have the time (or the tools) to write.
2. GET CRYSTAL CLEAR ON YOUR OFFER
Have a niche, don’t have a niche… you’ll get different advice everywhere you go.
Regardless of whether or not you want to ‘niche down’, I do recommend this…. figure out early on:
what type of copy you love to write (websites, email funnels, sales pages etc)
what industries you enjoy writing about
what sort of business owners you like writing for
I have never ‘niched down’ in the typical sense, but I do know I LOVE writing website copy for female founders who have a business in the health, beauty, travel and lifestyle niche. Therefore my website and messaging is all geared towards this type of client.
3. BUILD A PORTFOLIO
Even if this means working for very cheap, or in some cases, even free.
It’s lucky I’m safe and sound behind a keyboard, because if I wasn’t I would probably have bottles thrown at me for blasphemy. I know this is a little contentious, but my personal thoughts are that when starting a new copywriting business, a portfolio is the most important piece of proof you have. Not many business owners will hire someone without seeing real life examples of previous work.
I never really understood why people will spend hours and hours doing fake spec ads to master their craft, but won’t help a real business for free?
Here’s why I think it’s important to do real work, even if you’re being paid poorly, if at all:
You will learn how to communicate and deal with real business owners + designers
If you provide value, there is potential for more ongoing (paid) work.
You actually get to do a really nice thing for another human who is just trying to succeed in business like you (this point is especially important if you live in an area where COVID lockdowns are having a devastating impact on local businesses).
You get a great piece for your portfolio and you will likely get a good testimonial (PRICELESS).
*Disclaimer: I would never work for a big corporation for cheap. I’m talking about supporting small businesses on shoestring budgets.
And remember, the more work you’ve done, the pickier you can be and the more you can charge. That’s showbiz baby.
4. BUILD A SOLID BRAND (AND A GOOD WEBSITE)
Your digital presence is a reflection of you, your work and your standards.
I’m part of a copywriter’s group who often talk about the fact that when starting a new copywriting business, copywriters don’t need a beautiful brand or fancy website, claiming it’s their words that matter.
I fundamentally disagree with this advice.
It doesn’t matter how good the words on your website are… if it looks like shit, you are setting a bad first impression. A strong, identifiable brand is incredibly important. If you have the money, invest in proper branding that targets your ideal audience. If you don’t, find someone who is new and cheap, or look to do a service swap… offer to do some copywriting for a brand designer who can help you create something that makes you PROUD to send people to your website. That’s exactly what I did for my rebrand, and it’s worked out perfectly.
And remember, a brand isn’t just about a pretty palette and typography. A brand forms the emotional connection someone feels when they engage with you. It’s also based on the words you say, the tone of your voice, the quality of your work and the images you select.
Everyone is different, but I wouldn’t start pitching until my website and portfolio looked great. After all, when someone pitches to me, what’s the first thing I look at? You got it… their website.
When I first did my website, my mum (bless her) said to me ‘your website looks amazing… but it’s very feminine… will it put off male founders or male-dominated industries?’ You can guess my answer…. ‘I don’t care. They aren’t my target market.’ Your brand should speak to those you want to work for. Make it unique and make it identifiable.
5. CREATE A SOCIAL MEDIA PRESENCE
The secondary part of creating a strong brand and website is making sure you have a solid social media presence.
It’s 2022… we can’t get around the fact that unless you ideal audience are all Boomers, if you own a copywriting business, you will probably need a social media presence. BUT, don’t think that you can have a thriving account on Instagram, Facebook, LinkedIn, YouTube Pinterest… that will cripple you and leave you no time for actual client work. Instead of spreading yourself too thin, look to where your ideal clients are and start there. For me, it was Instagram. For you, it might be LinkedIn. Just pick one or two social media platforms and learn how to do them well.
Think of your social media as an extension to your website… is it cohesive? Does it look appealing? Does it provide value? Are you proud to send potential clients there?
And no, you don’t need to post twice a day every day. Just be engaging, interesting and as consistent as you can. But take it from me... forgetting to post won’t cripple you.
6. LOOK FOR CLIENTS
Ah, the biggest challenge for most new copywriters. Where to find the work? After all, potential clients don’t come knocking on your door.
A few of my favourite tips and tricks to finding clients (or better yet… having them find you):
Post your business to your personal social media accounts. My first 4 jobs were from personal connections who reached out after seeing a post. Your friends and family own businesses too!
Update and optimize your LinkedIn and make connections with small business owners. Reach out with a personalised message.
Cold Pitch to small business owners who need some copy help… but make sure your pitches are personal, authentic and PACKED of value.
Ask for referrals from previous happy clients. Most people are happy to pass your name on!
Join Facebook Groups of service providers… you’ll see lots of job opportunities pop up in these.
And my biggest tip of all….
Make connections with other service providers who offer a partner service. Find accounts you resonate with, engage with their content and send them a direct message (a genuine personal message, not one of those icky automatic ones).
All of these strategies require time and authentic engagement. Don’t always approach people with sales in mind… rather, make genuine connections and the work will come.
7. BE A GOOD PERSON TO BE AROUND
No business coach will tell you this… but sometimes the key to success is simply by being likeable. If people jump on a clarity call with you and they get positive vibes, a confident aura and end up smiling throughout and after the call, there’s a good chance they are going to pick you. We all want to work with people we like - that’s just human nature.
Be yourself and let your personality shine through. But don’t get confused… make sure you are still providing lots of value and know how to sell yourself well.
I know confidence doesn’t come easily to everyone. If you are someone who struggles with nerves, make it a personal task to work on your confidence and remember that every call gets easier. You know what they say… fake it ‘till you make it (fake the confidence, not the work…. that won’t turn out well for anyone.)
8. WORK HARD
It’s true what they say….There is no substitute for hard work.
When I began my copywriting business, I lived and breathed it. Every waking moment was spent working on or thinking about my biz and how I could make it better.
I was working a full-time job, studied in the evenings and did client work on weekends. I spent countless hours learning, listening, and reading to get better at what I do. I’ve said it before and I’ll say it again… when it comes to cultivating a successful business, nothing beats creating QUALITY content that your clients simply love.
However - burnout is NOT the necessary price to pay in order to succeed. Work-life balance is more important now than ever before.
10. And finally…DO IT YOUR WAY.
Your business, your rules.
Don’t take every piece of advice you hear, including this article. Everyone (and I mean EVERYONE) will tell you how you should run your business. Every course you do and every book you read will have different advice about the way things are done. Pick and choose what you want to take on board and do what feels right for you.
We often get so caught up in what everyone else is doing and start to wonder whether we should be doing that too.
‘I need to start a blog!’
‘I need to start a podcast!’
‘I need to start a mailing list!’
‘I need to start a YouTube channel’
I didn’t do any of these for my whole first year in business. I focused solely on gaining experience and building my portfolio.
Sometimes we forget that the reason we got into business in the first place was so we could do things our way. Do what makes you happy and focus on what’s actually moving the needle in your biz.
All those extras will come in time.
If you’re new in business, I’d love to know if you found this helpful. If you’ve been running your own show I’d love to hear your thoughts…. What advice would you have given yourself when you started out?
