Every week I receive a couple of emails from people seeking advice on how to get into freelance copywriting. While there’s no simple answer, and no answer which applies to everyone, there are a few tips which I believe will help most people make
move into freelance copywriting, and survive first few months at least.1) Invest in a website
The best place for any freelance advertising copywriter or website copywriter to start is to fork out for a website. A website is invaluable because when you cold call and email prospects, you’ll need to direct them somewhere that gives them more information. Keep your website simple, include a portfolio page, add any samples of any sort of copywriting you've done, talk about places you've worked, clients you’ve written for, and include any testimonials you’ve received. Make sure you include your address and contact details as well, so people don't think you're a fly-by-night operation. Of course, it doesn't hurt to include a photo either. If you can't say much about your experience, don't say much. It doesn't even really matter if you don't say anything. Remember, just like any other form of advertising copywriting, writing about yourself requires art of subtlety. If you lack experience, but you’re confident you can do job, you can be very clever in what you don't say, and most people will read it way you intended.
2) Don’t target agencies
If you’ve never worked as an advertising copywriter or website copywriter before, don’t target advertising agencies and web design agencies. They know exactly what they’re after, so if you don’t have a portfolio, you won’t stand a chance. Managing an inexperienced copywriter and controlling quality takes a lot of time and introduces risk. Most agencies are too busy to give unproven copywriters a break, even if you’re prepared to do work on spec. Target end-clients directly.
3) Cold call, cold call, cold call
One of best ways of generating business in early days is to cold call potential end-clients. It’s hard work and very time consuming, but you can generate some very qualified leads. For more information on cold calling, take a look at http://www.divinewrite.com/coldcallingcopywriter.htm.
4) Use a contacts & jobs database
No matter where you’re at in your freelance copywriting career, you NEED a database of contacts and jobs. Kind of a scaled down CRM (Customer Relationship Management) tool. Use it to record everything! Particularly names, phone numbers, and details of any correspondence (especially phone calls). I created my own database using Microsoft Access. Visit http://www.divinewrite.com/downloads/contacts and jobs.mdb to download a 208KB working copy for FREE. You’ll need Microsoft Access 2000 to run it. I’m no database expert, so it’s not a work of art. It’ll certainly get you started though. (TIP: When using database, press Ctrl + ; to enter today’s date.)
5) Write a few samples
If you’re targeting specific clients or industries, don’t be afraid to write a few samples and send them through. You can offer pieces free of charge (everyone likes something for nothing) or at a discount, or you can use it as an incentive to sign them up for future work. It all depends on type of work and type of client. The important thing to remember is that samples are virtually as good as a portfolio to most prospective clients.
