So You Want To Be A Copywriter?
By Bill Knight, Sat Dec 10th
So You Want To be A Copywriter? Wannabe copywriters often check out my site for informationrelating to my services and fees. And quite right too! I stillgive my competitor's websites a 'gander' every now and then, incase they're doing something that I should be doing. I receive many emails from students working towards theirmarketing or other media degrees, asking for a few tips aboutsecuring work in the 'Copywriting Industry' I didn't realise wehad an industry! If we have, it's surely a cottage industrybecause most copywriters are freelancers who work on their ownand usually from home.
"Well what about advertising and marketing agencies?", Theyenquire. "Well what about them?", I ask. And so it goes on andon until they realise that a copywriter who works for astructured and institutional organisation, is a totallydifferent animal to that of the freelancer. Institutional versus Freelance So what are the differences between them? There are many. Let'slook at the agency writer. He or she is likely a talented personwith creative skills and a good command of the English language.They will have learned, from their course work, the psychologyof selling, aspects of communication and how to write in aflowing and interesting style. Each day, at the agency office, they will work on theirassignments, which have been delegated to them by their manager.Their work will be scrutinised by their manager or team leader,who, in the interests of their company, will decide whether it'sworthy of publication. After a couple of years, doing similar 'run of the mill' stuff,they may be offered the opportunity of coming up with somethingcompletely original. All by themselves, with no guidance,un-tethered by their mentor. And, in the interests of thecompany, not to mention their job security, they will producesomething as institutional as they have been doing previously.They'll play it safe. Well wouldn't you? Eventually, their creative awareness and talent may breakthrough the institutional membrane and they'll want to move on.They'll want to do something for themselves. They may evenbecome a freelancer. A freelancer is just about anyone with a passion and a flair forwriting. Some have started out on their career path by workingfor agencies, some have graduated in English and just feel'qualified' to do the job, whilst others come into the'industry' from a variety of other routes. By whichever means, once they become a freelancer, they quicklylearn to survive. To survive and prosper as a freelancer youmust have the ability to adapt, diversify and develop the skillof writing in any and every style humanly possible. But there'smore! You will have to meet deadlines, sometimes work for lessthan the lower national wage limit and learn to turn your braininside out. Sounds painful! What does it all amount to? What's the bottom line? Let's summarise thus far. A copywriter working for an agencywill work in a nice warm office with nice friendly colleagues,writing simple institutional letters, brochures, ads andinformation packs. They'll be paid somewhere between 18K to 26K,get 4 to 5 weeks annual paid holiday and get to slag off theboss at the office Christmas party. Sounds pretty good to me. If you want to be a copywriter, Irecommend you go down this path. It offers a good salary and asteady secure position. The freelancer's life is not so clear cut. They mostly work ontheir own, write all kinds of stuff about everything and wonderwhere their next packet of fags is going come from. They onlytake short breaks, get stressed and slag everyone off at anyparty. They're self-employed, so have to keep accounts. Theyhave to buy all their own stationery, stuff their own lettersand post off their mailings. They have to advertise or evenworse, they have to compete to sell their services for apittance to unknown clients through some online freelancewebsite. The pits! Sounds terrible doesn't it? Then why do we doit? The uncovered truth about freelancing Well, obviously I can't speak for everyone so I'll tell you whyI do it and how I do it. "Listen up" The main reason I write for a living is because I love it. I'vealways been a creative person so writing comes as second nature.And let's face it, it's not very difficult to do. I love the challenge that each assignment brings. I haveghost-written several books for clients and each has been on acompletely different subject. The downside
of ghost-writing ishaving to sign away all rights to the work, which means youcan't showcase it or put it in your portfolio. The client getsall the credit for your masterpiece. I've written many articles for websites, emails and salesletters. I write poetry, humour and boring stuff like FAQ's andproduct information. But I'm never bored because the work can beso varied. Then there's the money of course. A good freelancer should beable to make around 50K a year. Some make less but some can makeover 100K a year. There really is no limit. Make a name foryourself and not only will you be earning a good living, youcould possibly find yourself in the enviable position of beingable to pick and choose the work you do. Still want to be a copywriter? Good! Now let's dispel a few myths by answering a few questionsthat I get asked all the time. The 6 Most Frequently Asked Questions 1. Do you need a formal education and a degree? No way! Althoughmost agencies will only employ graduates, there's no reason whya freelancer needs anything other than a good command of theEnglish language, creativity and a flare for writing. There aremany copywriting courses available, if you're a little unsure orwant to hone your skills, but make sure the course work is setby an experienced and reputable copywriter. 2. Can previous work experience help? Yes! Sales and marketingexperience is very useful if you intend to make a living as asales copywriter. At the very least, you should understand thesales process and the customer service aspect. 3. I don't have a portfolio. How can I get work? Create one!Write some articles, write a small book, write some salesletters, brochures and emails. Show what you can do. Write forfree. Write for charities, magazines or newspaper letter pages.Use your imagination and write about anything. 4. Where are the best places to get work? You could trycontacting marketing agencies by way of a letter ofintroduction, but don't hold your breath. Magazines are alwayslooking for fillers, so this would be a good place to start.Local small businesses might be interested in having someleaflets written for door to door delivery. Contact them byletter, listing your services and your rates. When you havegained a little experience, go online and subscribe to some ofthe freelance websites. Elance, Freelance Work Exchange andGetafreelancer are quite good, but be prepared to compete withother bidders from all over the world. Some Indian freelancerswill work for as little #3 an hour, so you're up against it.Still, I think it's worth the experience. I get some of myassignments this way. Build a website or have someone do it for you. I'm of theopinion that all businesses should have a website if they wantto stay in business. Create a mail shot and work your way through your local YellowPages. Sell yourself. It's what you will have to do anyway, soget used to it. 5. What should I charge for my services? This is just a guide.You'll instinctively know when you've become established. A one page letter consists of around 500 words and should takeno more than 2 hours to write, revise and finalise. If you want#10 an hour, that'll be #20 for the job. Don't bother quoting aprice per word as you'll find yourself writing a load of drivelin order to fill the pages. Again, once you're established you can charge what you thinkyour work is worth. It's not uncommon to charge #400 for a 6page sales letter, if you're good. 6. What do you think is the most essential skill of a successfulcopywriter? If you can't do this, you won't be very successful. "Write as you talk" That's it! You must be able to communicate with your readerright off the page. Your words must be conversational. You mustbe able to 'speak' to your reader and stir their interest, theiremotions, their desires. If you're trying to sell them something, you must be convincing.Your letter has to be compelling and attention-grabbing.Finally, your letter has to make them take some action. Thiscould be filling in a form, making a phone call or writing acheque. It's a call to action. Still think you have what it takes? Then go forth and return with the bountiful harvest of yourcreative genius! Good luck and warm regards, Bill Knight http://www.knight-writer.co.uk (# denotes GBP or US Dollars)
About the author:Bill Knight is a professional International Copywriter based inthe UK. He writes mainly for the UK and US markets, but also hasclients from all over the world. http://www.knight-writer.co.uk |
