Getting Noticed as a Fresh Copywriter
Let's say you'd like to go see a movie.
What do you do? Do you just head on out to the theatre and grab a ticket for the first available show?
Well, maybe. But more likely you'll grab a listing, see what's playing and when, and maybe even hop online to check out a trailer or two. Lastly, you'll be especially likely to check out that new blockbuster (or not!) based on your friends' opinions.
That's what your potential clients are doing, right now – informing themselves before making a copywriting decision.
Employers – especially the good ones – will consider all kinds of things when choosing a professional writer to speak for them. As a freelance copywriter, it's invaluable for you to know what clients are looking for so you can present yourself accordingly – this following list is a general outline of some of the things you'll want to keep in mind:
- ONLINENESS – If you don't have a website, get one. It's not very expensive and really easy to do. Once you're online, make sure your site is clean, crisp and pretty – but focus on the meat and potatoes; you're a copywriter, not a graphic artist – present yourself accordingly! This also applies if you've got a profile on any of the various freelancing websites: make sure your portfolio is tightly written, and have only your best portfolio pieces on display.
- CLIENT BASE – it can be tough if you're just getting started. You've got bills to pay, but keep in mind that the clients you serve reflect on you professionally just as your social group does otherwise. Some employers will check out your clients to make sure you're part of a solid circle.
- COMMUNICATION – you shouldn't always jump right on the bandwagon – and most employers won't want you to. They're looking for a copywriter who's tuned to their needs, and will be expecting clear communication about the expectations for a project. DON'T make assumptions or take on jobs you can't handle (be honest – it's better), or one of you is going to get the short end of the stick eventually. Besides – if you can't communicate with your clients, how will you connect with theirs?
- WISDOM – the customer's always right, in the end. But if they were professional copywriters themselves, they wouldn't need you! A few of your clients will know exactly what they want ahead of time, and most at least have some vision of the finished project. It's your job to solidify this vision – but as a professional, you'll often be expected to apply your own judgement as to what's going to work best for the client… that's why you're there.
- DELIVERY – most of your clients will understand that quality is worth waiting for… but that doesn't change their project deadlines. You'll be expected to deliver. On time. Always.
- FEES – don't charge more than you're worth. Don't accept less than that, either. Make sure that you know going in what the market rates are and where you stand against the field of competition. Be fair and flexible – but value your skill and know that you don't have to accept every project that comes your way.
Obviously, your linguistic agility is a major factor in getting hired – all movies are just pictures on a screen, and all copy is just words on a page, so it better be good!
And you've got to be able to demonstrate that consistent quality upfront. Make sure your portfolio is current and well-presented. You may not have a portfolio at this point – no problem. Lots of copywriters (and other creative professionals) produce "spec" (or, "not for real") pieces to show to prospective clients – this practice is standard and well-accepted, just be sure you make a clear distinction between concept and contract in your portfolio.
For online content, clients may need a writer who can produce Search-Engine-Optimized (SEO) copy – this is a valuable toll in any copywriter's arsenal as SEO is very hot at the moment… you should check it out.
Lastly, and often most importantly for freelance work, is the comments or feedback your previous employers left behind – good is good, great is better, and don't get any bad ones. Clients base their perceptions heavily on others' past experiences – just like you do when you're going to the movies.
Employers are very well away that your ace copy pays off in spades, and will often seek out long-term relationships with copywriters. That means you've got to be approachable, adaptable, and available – both in your craft and in your character. Present the whole package!
Just like a movie – trailer, posters, showtimes and ticket prices. The critical acclaim bit is up to you (your clients)!
Questions and Answers
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