How to get into copywriting.
Becoming a copywriter may seem daunting at first, but you may already possess many of the skills necessary. After all, if you communicate through words in your day-to-day life, you're halfway there! Copywriting is competitive, but it's also a flexible, creative career that can offer substantial rewards. The key is to follow a structured path and develop the right mindset. Here’s a guide to help you get started: the CUNNING approach.
C: CHOOSE WHAT SORT OF COPYWRITER YOU’D LIKE TO BE
The first step is to choose whether you want to be a specialist or a generalist copywriter. Specializing means you’ll focus on a specific niche like finance, technology, or fashion. As a specialist, you can command higher fees, but you may face fewer opportunities. On the other hand, being a generalist allows you to cast a wider net and tap into more projects, but the competition can be fierce, and rates may be lower.
Additionally, you must decide if you want to work as a full-time employee or a freelancer. A full-time job guarantees steady income with benefits like pensions and sick leave, but freelancing offers more flexibility. As a freelancer, you can set your rates, choose your projects, and even work from the comfort of your own home.
U: UNDERSTAND EXACTLY WHAT A COPYWRITER DOES
At its core, copywriting is about writing to sell. However, there are several subcategories of copywriting, each requiring different skills and approaches:
B2B (Business-to-Business): Writing copy that helps one business market its products or services to another business.
B2C (Business-to-Consumer): Writing copy that appeals directly to consumers, whether through ads or social media.
Blogging: Writing helpful, engaging articles on a variety of topics.
Technical Writing: Translating complex technical jargon into understandable, easy-to-read content.
Ad Copywriting: Crafting powerful slogans and calls-to-action to persuade customers.
Bid Writing: Writing proposals to help companies secure new contracts.
Online Marketing: Focusing on SEO (Search Engine Optimization) to improve a business's online presence.
These are just some examples. The beauty of copywriting is its diversity, and depending on your interests, you can choose what kind of writing suits you best.
N: NAIL THE RIGHT QUALIFICATIONS
There’s no one-size-fits-all path to becoming a successful copywriter. While degrees in English, journalism, marketing, or communications can help, they’re not essential. In fact, a strong portfolio can be more valuable than formal education. However, some knowledge in subjects like marketing, business, or technology can give you an edge, especially if you plan to specialize.
If you want to take the formal education route, there are several accredited courses in marketing and communications that can help you build your skills. But ultimately, what matters most is the ability to write compelling, persuasive copy. Showcasing your writing through a personal blog, portfolio, or work experience is key to landing clients.
N: NET YOURSELF A PULSATING PORTFOLIO
To land a job as a copywriter, you need to demonstrate your writing ability through a portfolio. Without experience, this can seem like a chicken-and-egg problem—how do you get experience without a portfolio? The solution is to start writing now.
Begin by creating a personal blog on a topic you’re passionate about. You could focus on anything, from your travels to your thoughts on a niche subject. Additionally, look for work experience opportunities in marketing departments or copywriting agencies, even if they’re unpaid or voluntary. This will help you build up your portfolio and gain some initial credibility.
If you're eager to get started immediately, you can also write unsolicited content for companies. For example, if you spot a poorly written ad or product description online, write a new version and send it to the company. Many businesses appreciate the proactive approach and may even hire you for future projects.
Finally, consider bidding on freelance copywriting platforms. These sites connect businesses with freelance writers and can help you gain valuable experience, even if the pay isn’t high at first.
I: INVESTIGATE YOUR INDUSTRY
To accelerate your learning and improve your writing skills, read as much as you can from industry experts. There are many books that can teach you the nuances of copywriting and marketing. A few classics include:
The Adweek Copywriting Handbook by Joseph Sugarman
Made to Stick by Chip and Dan Heath
The Copywriter’s Handbook by Bob Bly
Write to Sell by Andy Maslen
These books cover everything from writing persuasive copy to understanding consumer psychology. They’ll give you the insights needed to make your writing more effective.
Also, take the time to understand the business side of copywriting. If you’re freelancing, calculate your rates and consider partnering with designers or other professionals for a full-service offering. The more business-savvy you are, the more successful you’ll become.
N: NURTURE THOSE CONTACTS
Building a successful copywriting career relies on networking and self-promotion. Start by creating a strong online presence through social media platforms like LinkedIn, Twitter, and Facebook. Share your work, connect with other writers, and make your services known.
Don’t underestimate the power of word-of-mouth marketing. Tell friends and acquaintances about your work and ask them to spread the word. Consider offering discounts or deals for your first few clients to build testimonials and references.
Having a website can also help establish your personal brand. Using template services like WordPress or Squarespace makes setting up a website much easier, allowing you to focus on showcasing your portfolio.
G: GROW YOUR REPUTATION
Finally, once you’ve established yourself as a copywriter, it’s time to focus on growing your reputation. This means consistently producing high-quality work and exceeding client expectations.
Be sure to read briefs thoroughly, proofread your work multiple times, and submit projects early so you can make revisions if necessary. Being flexible and providing great customer service will set you apart from other copywriters and encourage clients to return or refer you to others.
The most successful copywriters are not only skilled writers but also great communicators and problem-solvers. If you consistently deliver results, your reputation will grow, and so will your career.
Conclusion
Copywriting offers numerous opportunities, but it requires determination, continuous learning, and the ability to create persuasive, high-quality content. Whether you choose to specialize or generalize, work as a freelancer or full-time employee, your success will depend on your ability to create compelling copy and network effectively. With patience, dedication, and the right approach, you can build a long-lasting career in the world of copywriting.