How do you choose a freelance copywriter or a content agency?

It’s a tricky choice to make. But here are a few things to consider – in no particular order…

1: Personality

Do you like the copywriter, or the managers at the content agency? Will you enjoy working with them?

Personality and likeability are important factors because you’ll need to get along, especially if your project is challenging (i.e. with a tight deadline).

2: Skill

Does the writer have the skills to write great copy for your business? If you’re using a content agency, be aware that the account manager may not do the writing. Your contact might be an expert but is the writer equally qualified?

3: Experience

Direct experience of your industry isn’t always essential – and in some cases a fresh perspective can be invaluable – but sometimes you want to know that your copywriter ‘gets’ your business immediately, without you having to bring them up to speed.

Check out their portfolio and ask whether they have any relevant experience.

4: Price

It’s a terrible idea to base your choice entirely on cost, but you may have a fixed budget and need to rein in costs. It’s best to be open about your budget so you don’t waste time talking to someone you can’t afford.

5: Availability

The best copywriters are usually the busiest. So if you have an urgent project and just can’t wait, you may have to settle for a second-tier copywriter.

6: Longevity

How long has the copywriter been in business? If a copywriter has been in business for a few years it’s safer to assume that they’ll still be in business when you need them next.

7: Your needs

Some copywriters have minimum project sizes (e.g. £1000) or are only looking for ongoing client relationships. Make sure the copywriter you pick is going to be happy doing the work you need.

8: Approach

How does the copywriter tackle projects? Do they work remotely – or will they come to you? How will they get to know your organisation? How will they deliver content? How do they manage amendments? Does their approach fit with your organisation?

9: Location

Do you need a copywriter who can travel to your office? While the majority of content projects can be adequately completed remotely, there are occasions where face-to-face meetings and workshops are invaluable. Check your copywriter’s location – and whether they’re happy to travel.

Are you looking for a freelance copywriter? Get in touch to discuss your project and how we might help >>

The short answer is: probably in Word format.

The longer answer: however they want it. And that’s something you should check, just in case they’re expecting you to submit HTML, Pages files or post-it notes.

This question falls within the realm of ‘assumptions’. There are certain things that you might assume about an agreement with a client, such as:

• file formats
• delivery dates
• review process
• sign-off process.

Instead of assuming that your 100th client will be like the other 99, define the specifics of your project so there are no unexpressed assumptions and no nasty surprises.

You might think that, as a freelance copywriter, I must spend some of my time convincing people to hire me. But I don’t. I’ll happily tell people about my experiences as a copywriter and the clients I’ve written for. I’ll even talk about my education and previous career. But I will not attempt to ‘sell’ myself to a potential client. And that’s purely because if you don’t think you need a copywriter – if you don’t think a copywriter offers real benefits – then you should not hire one.

Writing copy is a tough service to sell, partly because most humans can write. So paying someone else to write for you can feel unnatural – like asking someone to do your blinking.

If you don’t think you need a copywriter, don’t hire one. If you understand marketing, and how the web works, and how to write persuasively in a way that will bring people to your website and encourage them to sign up and buy, then you should definitely write your own copy.

If you want to know how a copywriter might help you, then maybe read:

The 5 benefits of using a copywriter

The skills you need to be a freelance copywriter

or download one of my PDF guides and write your own copy:

How to write for the web (PDF)

Essential SEO: How to build links

Are you just getting started as a freelance copywriter? Or are you a freelance copywriter looking for more work?

This post explores a few options for finding freelance copywriting jobs, and might give you a few ideas that you haven’t considered. This blog post is partly in response to the regular emails I get from people looking for work. I can’t always respond to emails I receive (sorry!) but this is what I might have written…

Finding freelance copywriting jobs

For a freelance copywriter, there are two main types of client:

Businesses (and organisations) that hire you directly. This could be as small as Fran’s Fridges from Framfield High Street or as massive as Mazda. There are lots of businesses that might need a freelance copywriter (for everything from web copy to job ads, catalogue descriptions, proposals, employee communications and statements from the CEO), but of course you won’t know which of the millions of businesses need a copywriter right now. It’s fairly futile to go searching for this type of client; you have to let them come to you.

Agencies that hire you on behalf of their clients. There are web agencies, digital agencies, marketing agencies, content agencies, ad agencies, mobile agencies and design agencies. They are often expert at hiring freelancers (they do it all the time) and you can assume that they are likely to need your services (at some point). They may already have a roster of freelance copywriters, but some of those might be expensive, tired or lazy, and the agency might be curious to try fresh meat.

Copywriting for businesses

Businesses of all sizes can make great clients. You can have direct contact with business owners and learn a lot about their companies.

To get direct work writing for businesses, you need to make yourself visible and findable. You need to become known, so that when a need arises your name is likely to get mentioned. You need to be findable, so that when a business goes looking, it’s you they be finding.

You can become known by expanding your social circle. You can go to networking events and meetups (including WriteClub, WiredSussex meetups, The Farm and content strategy groups) to meet other freelancers, related professionals and business owners. You can use LinkedIn and Twitter to make acquaintances, build on budding friendships and share your wisdom. You can write blog posts that demonstrate your knowledge, while giving people a chance to learn what makes you tick (or tock).

You can create a website (we’ll come back to this subject later on) and make sure your website uses the words your clients will use when they search for you (i.e. freelance copywriter), has links to other websites and is updated regularly.

Copywriting for agencies

Working with agencies can be more straightforward, for several reasons:

1 Agencies may use freelance copywriters all the time. So not only will they be expecting your enquiry, they’ll know how to deal with you.

2 Agencies will expect to pay normal market rates. Agency clients may still haggle, but in my experience it tends to be small business owners who are most likely to balk at my rates (often because I’m the first copywriter they’ve hired).

3 You can leave your details with an agency, so they can contact you when you’re needed.

4 There are a manageable number of agencies out there – so you can feasibly contact most of the reputable agencies that are local and/or relevant to your skills.

Making contact with agencies and businesses

What’s the best way to contact a new business or agency? Well, it depends. It depends on who they are and what they want. If they ask for an email don’t send them a letter. And if they provide a contact form don’t send them an email (not yet, anyway). Adjust your methods to your audience.

Sometimes a phone call is useful, partly because very few freelancers use the phone (it’s too scary) and partly because it can give you a chance to get noticed. Emails are everywhere, so they lose their impact. Phone calls are personal and direct, and you’re more likely to be remembered for a phone call than an email.

Whatever you do, be professional, be polite, be friendly, be accurate and get to the bloody point. It helps to have a point. So choose a goal, and make your way towards it in an orderly fashion.

I still get emails from aspiring copywriters that contain questionable grammar, misspelled words, broken links and other avoidable errors.

Get a website

Websites are so easy to get hold of (via services such as wordpress.com and create.net) that I don’t think there’s a good excuse for not having one. Freelancers without websites are a bit like teachers with criminal records. You just wouldn’t hire one.

Once you’ve created a website, make sure you write about the services you offer to clients. Include the words that clients use when they talk about what you do (AKA ‘keywords’) . Add your website to directories. Write blog posts. Write blog posts for your friends. Tweet about your blog posts. Share your tweets on your website. And so on.

Networking

Networking events are as varied as any gathering of people. Some networking groups are full of prehistoric business people, who will ‘work the room’ and force business cards into your palm. Other networking groups are modern, friendly, open and laid-back, where people go to meet others and make friends.

Networking has been immensely useful to me. There is no better way to get to know local businesspeople and find hidden work opportunities. Networking is often cheap, relatively quick and easy to do. Networking has helped me meet clients, partners and nice people.

You might feel apprehensive about networking, but you should push yourself to give it a try. Don’t just try one event, but try a handful of different meetups and networking events. It’s worth the effort.

Training and qualifications

Are you qualified to be a freelance copywriter? Probably, yes. The barriers for entry to copywriting are very low. All you need is ability, experience and a smattering of theory. You can pick up the theory from books on marketing, advertising and books about the web (Content Strategy for the Web, Call to Action and Don’t Make Me Think are all useful). So don’t think a lack of qualifications will hold you back.

If you feel you need a little training to shore-up your experience, look out for workshops and short courses by professional copywriters (such as this one from Relly Annett-Baker).

Do you have questions about working as a freelance copywriter? Just ask, and I’ll try to respond with something useful.

Interested in becoming a copywriter? Here is my take on the skills required to make a living as a freelance copywriter. This is purely the result of my experience, and it’s worth remembering that other copywriters succeed by other means, and rely on skills that I don’t have.

Copywriting skills

Naturally! If you’re going to make a living by selling a skill, it should be one you’ve got. But don’t despair if you feel less-than-expert. As long as you’ve got an understanding of what you’re doing, a solid grasp of grammar, a degree of writing talent and a willingness to learn, you’ll go far. Besides, most copywriters only become great because they work past the stage where they’re not-so-great.

Versatility

You can specialise, and only seek copywriting jobs in your preferred industry/format, but you’ll still need to be able to shift gears and adjust to new subjects or clients. And being versatile enough to adapt to new challenges is hugely beneficial when you get started, and may be grateful for whatever opportunities arise.

Marketing nous

Your work is all about helping your clients with their marketing. But you won’t have many clients if you can’t do your own marketing. Unless of course you’re famous, or do something revolutionary that clients clamour for. But the reality of the copywriting world is that there are plenty of good copywriters out there, and when you get started you’ll need to raise your profile in order to succeed. My book Brilliant Freelancer includes an informative chapter on marketing (you can get a free chapter if you follow that link).

Personability

Copywriting projects vary wildly, and where one client wants you at arm’s length, others will value collaboration and want you in their office. You’ll need to be easy to work with, and good at fitting in with new people in new environments.  Your clients may want to meet you before you start work, so you’ll need to be friendly, cooperative and able to demonstrate that you know what you’re doing.

A thick skin

The copy you write for clients is not poetry or art; it’s a business tool, and it’s a tool that your clients will consider carefully before putting to work. So your clients will doubt, question and clarify anything they don’t like. And after you’ve obsessed over every word, a client’s questions or deletions can be hard to stomach. But you’ll soon learn to distance yourself from your copy, to view it objectively and consider its strengths and weaknesses, and to debate them without prejudice.

Web smarts

If you’re writing for the web, you need to ‘get’ the web. Watch what web designers and developers are talking about, because their discoveries and breakthrough build the web you write for.

What you don’t need to be a freelance copywriter…

You don’t need to pay for a copywriting course. You can learn it all from books that cost a fraction of training fees. Or why not do a few voluntary copywriting projects?  Or attend a workshop if a copywriter gives one, but don’t focus on formal education. Learn by doing.

Being a freelance copywriter isn’t just about writing. Words are the tool that copywriters use to achieve results, but every smart copywriter understands that their real function is to quickly and accurately deliver a business proposition.

Before you can write about a business, you have to get the business. You have to understand what a business does and what’s important to their customers. You have to get down to the details, and prepare to write on behalf of a business.

Here are 14 key questions that copywriters should ask their clients, in order to get the information required to write great copy:

• Why do your customers choose you?
• What aspects of your business are you most proud of?
• Why did you start this business?
• What questions do new customers frequently ask?
• What features do your customers look for in your products?
• What benefits do your customers get from your products?
• Who are your customers?
• What are your customers primarily interested in?
• Who are your competitors?
• What is the typical process you go through with a customer?
• Can I talk to your customers?
• Can I have a tour of your factory or a chat with an operative? (to get a bird’s eye view of the business)
• What tone is appropriate for your copy?
• Why did you pick me? (this one is a useful insight into your own marketing)

Now this seems obvious to me, but I’ve rescued a few clients from the clutches of copywriters who have asked no questions at all, and then produced irrelevant and totally inappropriate copy.

So it’s important to ask questions, but also to ask insightful questions that provoke useful answers.