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Action Plan
Template
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 the places you've worked, the 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 the art of subtlety.
If you lack experience, but you're confident you can do the job, you can be very clever
in what you don't say, and most people will read it the 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 the work on spec. Target end-clients directly.
3) Cold call, cold call, cold call
One of the best ways of generating business in the 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.
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 the details of any correspondence
(especially phone calls).
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 the 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 the type of work and the type of client. The important thing to
remember is that samples are virtually as good as a portfolio to most prospective clients.
6) Invest in an accounts package
Don't be fooled into thinking you can handle your accounts manually (or with Microsoft
Excel). Even if you only have a few clients, you NEED a proper accounts package like MYOB
or Quicken (they both offer small business versions).
You'll understand why the first time you do your GST reports or annual taxes. In fact,
you'll understand why whenever you need to chase down outstanding invoices
7) Give great service
This may seem like an obvious one, but it's important to remember that ˇ°great
serviceˇ± means different things to different clients. Most of the time you'll be working
with direct clients (quite often startup businesses) and agencies. Both appreciate great
service, but define it entirely differently. Agencies rely on their freelance copywriters
to meet strict requirements (get the work done well, get it done on time, don't exceed the
budget).
They have end-clients breathing down their necks, so reliability is as important as
writing quality. End-clients, on the other hand, need an advertising copywriter or website
copywriter who sees their business the way they do, and can convey that vision. They'll
probably need a lot of guidance as well, particularly if they're just starting out
themselves.
If you can, help them understand that copywriting isn't just about telling people what
products and services the business offers; it's about conveying the benefits of those
products and services. A good advertising copywriter or website copywriter will be able to
help their client think in terms of benefits instead of products and services.
8) Expect hard times
The first year or two as a freelance advertising copywriter or website copywriter will
be difficult. It takes a while to generate momentum and during that time, you'll probably
find yourself wondering if you've made the right career choice. While it's possible to
earn six-figures each year, you have to be patient (so it's not ideal for new or intending
parents or anyone with huge mortgage commitments).
9) Don't spend too much on training
In my humble opinion, no money spent learning is wasted. However, you have to weigh up
the return on investment. I don't know much about what copywriting courses are available,
but if they're expensive, I'd think twice. In my experience, most clients (be they
agencies or end-clients) value copywriting ability over training.
10) Know you can do it
Confidence in your copywriting abilities is a must.
If you're not adamant you can produce the results the client is after, you'll never be
able to convince the client. Remember that everyone feels daunted at the start of a new
copywriting job. There's always a steep learning curve in copywriting, and generally quite
a bit of time-consuming labour.
Don't fall into the trap of
focussing on what you don't know and what you haven't done.
Project Plan with Work Breakdown Structure
Good luck, and happy writing!
Glenn Murray is at
www.DivineWrite.com |
