How to Become a Freelance Copywriter

What is a Copywriter?

First, let’s talk about what a copywriter is and what it isn’t. Because if you’re going to do this, you need to know #allthethings. Can’t be going out of the gate sounding like a rookie! 

Believe it or not, most people don’t have a clue what a copywriter is. (So if this is you, you’re in good company — but not for long because you’re about to get educated!) 

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People are often confused about the difference between copy and content. Copywriters write for action (sales); content is for entertainment or education. A content writer usually only writes content (blog posts, social media posts, etc), where a copywriter can write content plus copy. Frequently, copywriters start as content writers and learn the ropes to focus more on copy because, on average, copywriting pays a whole lot better. 

Now that we have that down, here is one method to start making a living as a writer. I started this way and still use a version of this process to find new clients. 

Find a Niche or Two

When you're trying to become a freelance copywriter, it’s important that you write for a company that you can resonate with. 

I remember when I was first trying to break into writing, I applied to write for a gal who was a beauty influencer based in New York City. Apparently my query was strong because I was given an interview but what I didn’t tell her was that I am a farm girl, through and through (she didn’t ask and I didn’t really think through that it would matter until the interview). I rarely wear makeup and I have absolutely no clue about the latest city fashions. She was very polite in the interview but I was clearly clueless about most of the things she talked about. Needless to say, she didn’t hire this old hick, but I learned a lot from the experience! You want to write for a niche that you know well.

Finding a niche is actually easier than it sounds. Here are three questions you can ask yourself to determine some areas where you could excel professionally. 

• What do you enjoy? 
• What do you have knowledge about? 
• What are one or two subjects that you could easily talk about for 30 minutes, or would enjoy spending hours researching? 

Once you determine your niches, get to know the businesses within that niche. Especially smaller or local ones that don’t already have a team of writers. “Like” their Facebook pages, follow their Instagram accounts, subscribe to their blog, do whatever you need to do to get in their world and to get to know that world on a deeper level.

Interact to Warm Up for the Query

If you don’t have any experience as a writer, you’re going to have to work a little harder for those first gigs. But you can do it! You have to start somewhere, right? 

Now that you’re following several pages within your niche, it’s time to start making yourself known! Interact on their social media with comments, likes, and even offer help with customer questions as appropriate.

Now, listen up for a second. I have something important that you must take to heart. 

Don’t try to sound like a know-it-all, don’t overshare, and do not argue with the business or group owner to show just how “smart” you are. 

In other words, don’t be obnoxious. 

You already know that, right? Okay then, let’s move on.

If there are Facebook groups within your niche, join those as well. Bring value to the group. The point is to become known and to learn more about the subjects you hope to soon be writing about.

It’s go time!

Now that you’re no longer a stranger, it’s time to dig in and see who can use your content. Look for places to submit your work, even a free article, to get some practice and get your name out there. Remember, the more you write, the more confident you’ll become.

Look for companies that don’t have an active blog or are inconsistent with their content. If a website has typos or isn’t clear on their message, you could write them and offer to improve their web copy. Remember, they know you now, or at least recognize your name, because you’ve spent time interacting with them. So, you can come to them as a peer, which gives you credibility.

While you are looking for a company or two that need content or copy, also be on the lookout for magazines, newspapers, and businesses advertising within your niche that are looking for articles or a staff writer. 

Let me address a common misconception before we go much further. Contrary to what I see people saying on the interwebs, you actually do NOT need an extensive portfolio to become a freelance copywriter. Truth is, a couple of STELLAR pieces go much further than a handful of articles that are — meh. Find a business in your niche and offer to write an article for free. Then put together the best article you can. Do that a couple of times, and you’ve got yourself a solid start to your writing career.

Don’t Go It Alone

If you really want to get into the writing world, make friends in the writing world. We’re a friendly bunch, honest! There are a couple of benefits to having friends who are already making a living stringing words together. First, we are “in the know.” Oftentimes, I have writing leads that are outside of my niche or I’m too busy to take on more clients. If I know someone that might be a good fit, I love passing my recommendations to my potential clients. Second, people who are freelance copywriters can help you avoid the most common pitfalls. Rookie mistakes, as some might call them. We’ve all done them. But maybe we can spare you a minute. Third, we can help you with your craft. Trust me, no matter how good you think you are, we can polish you up. It’s a good thing. 

One More Thing…

Here’s my final piece of advice. Treat it like a job! Gosh darn it, don’t be a slacker — slackers give us ALL a bad name! I have picked up dozens of clients from so-called writers who have dropped the ball on a client and put them in a bind. Jeez. Don’t do that.

I’d love to help you take the first steps to become a freelance copywriter! If you’d like to book a free 15-minute call with me, we can quickly go over a couple of steps you can take to get started as a copywriter. If you’re ready to jump in with both feet, let’s do a full-on consultation and get a plan made for you right away so you can start 2021 off right! 

The post How to Become a Freelance Copywriter appeared first on Jessica Stansberry.

How To Hire A Copywriter Who “Gets” Your Voice

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The words on your website, social media, and online communication represent your business’s voice and represent you as the owner.

With over a decade of experience as a ghostwriter, I have precisely ONE tip for you to find the copywriter that best fits your company. 

Ready? 

Have any potential writer ghostwrite a short piece for you, of your choosing, at no cost. 

That’s it. 

I hear that question you’re thinking. Let me dispel any doubts right now. Any ghostwriter worth their salt (why is that a saying, anyway — salt?? —  like why isn’t it “worth their ice cream” — that would make so much more sense, anyhoo) — any ghostwriter worth their salt will not only agree to do this, if they know you are interested in hiring them for a project, they will likely suggest it! 

Here’s why this works. 

Anyone can use grammar checking software and string words together, but not everyone can represent you and your business as you. A well-fit ghostwriter can capture your voice so well that even your mom won’t notice it’s not you. It’s true! But finding that perfect candidate takes patience and good vetting. 

Asking candidates to write a test piece is beneficial for you both. It gives your potential writer the opportunity to dig deep and research your brand, and you can quickly find out if they will be a good fit.

A few of the sample projects that I’ve been asked to write as a working interview include:

• A blogpost
• A social media caption
• A quip for their email newsletter
• Short copy for a page or section of their website 
• An email to an associate

There are some parameters to make this work: 

• Clearly outline your offer before asking candidates to interview with you. They need a complete understanding of the job they are interviewing for, along with the pay, deliverables, and timelines. There is no reason for them to candidate if they aren’t interested in a long-term engagement.
• Don’t ask a potential candidate to write an extensive piece free of charge. A sample or short submission is ample to determine your ability to work with the candidate. 
• Make your expectations clear.
• Give them tangible parameters and take your time giving feedback, both positive and negative. 
• Equip your candidate with everything they need for success. If they need access to documents or links, be sure to include all of that with your request.

After reading their sample writing, if you believe the candidate can represent you well, have an open conversation with them, giving them feedback and suggestions. Make your offer clear and send a proposal right away. If either of you has reservations, be open and honest about them. 

The reason you have a writer candidate is to give both of you a clear idea of whether they are a good fit. Look, if a writer works hard on a piece but can’t seem to capture your voice, it’s okay! There are many writers out there, and you will find one who can.

Remember this: if you choose a writer that you work well with, that resonates with you, and captures your voice well, they could be a partner for a very long time. Invest in whatever it takes to help them be successful. Their success is your win. 

P.S. If you were impressed with the writer but don’t hire them, you can recommend them to others, leave a review on their site, and write a recommendation that they can use for other potential clients. Not only is this encouraging to the writer, it also helps them with future work.

Now, go off and hire a copywriter who gets your voice! Your business will thank you.

Click here to schedule a FREE 15-minute consultation to talk about how you can find a copywriter that will fit your company. Let’s do this! 

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Of the 125 or so emails your subscribers receive daily, why should they open and read yours? 

If you don’t ask, your readers won’t open. Or worse, they’ll open it only to hit the “unsubscribe” link. 

Here are some tips for writing an email your subscribers will open and read, and even an idea to get them looking forward to hearing from you again.  

How to Write an Email Your Subscribers Will Open and Read

IF YOUR SUBJECT LINE IS DULL, YOUR SUBSCRIBER WILL SCROLL

Your subject line is your one shot at a first impression. There are several ways to use yours to convince subscribers to open your email.

• Intrigue – Add a little mystery to your subject line to entice the reader. As long as you know your reader and their interests, you will draw them in. If you included a special offer or freebie, let them know!
• Entertain – Promise a good time if they read what’s inside. Offer a micro-break from life for just a few moments.
• Educate – An interesting statistic that leads to more information is an excellent method to lure readers into reading more.
• Enlighten – Do you know something the reader should know? Tease that out in the subject line.

Whether you choose to intrigue, entertain, educate, or enlighten, grab your reader’s attention in a way that they will stop scrolling and click on your email.

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WRITE TO YOUR AUDIENCE, NOT FOR THEM

Once they open the email, do you immediately follow through with what you promised in the subject line? If not, one of two things will likely happen. The reader will either ignore all future emails from you or scroll to the unsubscribe button and be done with it altogether. 

You’ve gotten them to open the email, now hook them with immediate value. Write directly to your reader as though you are sitting in the same room and you are fully invested in the conversation.

Be fully you, represent your brand well, and let your personality shine, but remember, your audience is the hero, not you. Improve their lives because they took the time to read your correspondence.

INCLUDE AN ELEMENT OF SURPRISE

Reel them in by giving them something they didn’t ask for or expect. Give an unannounced freebie, toss out some valuable information, or invite readers to join you in impromptu teaching for subscribers only.

K.I.S.S (KEEP IT SIMPLE, SMARTYPANTS)

No, this is not an ode to kissing booth marketing. (grin)  Keep your email super simple.

S.I.M.P.L.E.

The most straightforward way that I have found to simplify my email is to write out everything I want to say, then challenge myself to cut it in half TWICE. 

Myself, I might start with a 500-word email. My original edit cuts it down to 250-300 words by using words and phrases that do heavier lifting yet are less wordy, cutting out all unimportant words. In my final draft, I have found it best to keep it under 200 words.

Have a story to tell? Write a blog post and link out to it with a teaser they can’t refuse. 

Hint: Write your email with a skimmer in mind. If a person simply opens and scrolls, make sure they get the overall message during their brief view.

USE FACTS & STATISTICS

But please, oh I beg you please, don’t make it boring. Jeez, Louise, there is absolutely no reason to be dull, even when you’re crunching numbers! 

Toss in some numbers and statistics your audience may not already know. By educating and enlightening your reader, you’re offering them value while teasing out that the longer they hang around and listen to you, the more they will learn.

ADD A P.S.

Adding a postscript at the end just plain works. The reasoning isn’t apparent, but I feel like it warms up your email, making it sound more personalized. Add a PS with a clear call to action in your next email and see what happens. You might be surprised!

SEND ON THE RIGHT DAY AND TIME

Knowing when to send your email can be tricky. Again, it is essential to know your audience, but a few general guidelines can help. Tuesday is typically the best day to send an email, with Wednesday being second. Mailboxes are less inundated on those days. Your reader is through Monday’s bustle, but it’s still early enough that they are engaged. 8 am or 10 am are both good morning times. If you prefer to catch your reader in the evening, 8 pm is recommended because most everyone checks their email before bed.

BUILD IN ANTICIPATION FOR YOUR NEXT EMAIL

Dangle the proverbial carrot by sharing just a tiny snippet of your next email. Build anticipation and give subscribers something to look forward to. When you send your next email, include a reminder teaser in the subject line.

P.S. One final tip that I didn’t touch on, but that is absolutely KEY to an email list that converts, is to include clear calls to action. What do you want the reader to do? Make it crystal clear. That’s not the point of this article, but it couldn’t be left unsaid. So there you go.

Remember, the purpose of your email list is to connect with your audience and grow your brand. Serve well and keep the main thing as the main thing. You’re going to do fantastic!

Book a FREE 15-minute consultation with Tandy to see why your emails aren’t converting. Let’s get those numbers where you need them to be!

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Five Ways to Make Sure Your Personality Shows Through in Your Copy

To bring authenticity to your brand, your personality needs to shine through in all of your brand copy. It’s not hard. As a matter of fact, it can be fun!

Gone are the days of faceless companies with zero character. Your audience craves connection with the face behind the brand. This gives you a freedom that stuffy businesses of old didn’t have.

Don’t be intimidated, just be you.

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YOU BE YOU (repeat)

If I were to break out in song and ask you to sing along with me, what would you do? Would you belt it out, loud and proud? Would you hum quietly to yourself? Would you stare and blink? Additionally, would you get up and dance, sit and tap your foot, or close the door and wait quietly for me to go away?

Singers and dancers, unite! As you sing and dance with me, likely you will attract more singers and dancers. That’s awesome! Embrace it, and attract others with your flamboyancy.

What about the quiet ones who want to join in simply by watching and humming along – there is nothing wrong with that! Can’t you see it now? These fringe partiers are all resonating with each other now – humming and tapping and thoroughly enjoying the show. 

If you’re one that shuts the door, that is okay too. Imagine – you shut the door and post on your FB page how there is a conga line outside your office door and share how you feel about this process. Guess what? You’re gaining your own audience: those who prefer to work while at work so they can play after work, away from the office. These are your people. And they will love your real ways. 

Are any of these wrong? NO! ((okay, maybe the people doing the conga while they are supposed to be working are a little off base but let’s not dwell on that – K?)) You can use your personality to attract your perfect audience as long as you do it with authenticity. Not everyone will be like you. But everyone will be drawn to uniquely, passionately you as you are on this journey.

5 Ways to Make Sure Your Personality Shows Through in Your Copy

1. BE YOU

Imagine you are having a conversation with your audience. Use phrases you use in real life, share what you love about your brand, and invite them into the conversation with you. Freely share your vision, your aspirations, and bring your audience into the journey with you.

2. WRITE THE WAY YOU TALK

Do you have a southern drawl? Y’all can show that accent in the way you write. Are you a smarty pants who loves data and statistics? Then, by all means, flaunt your intelligence and use it to your advantage! After all, 87% of buyers say authenticity is a key factor in their decision to purchase from or follow a brand. If you love humor, don’t be shy. Share a joke or a funny story with your audience regularly. (I’m not funny so I won’t try to mimic this one,  you’re welcome). Now, this doesn’t mean you can get sloppy or be unprofessional. But we all know you aren’t a sloppy person, so that shouldn’t be an issue.

3. WHEN IN ROME (OR ON YOUR WEBSITE)

When a customer visits your website, do they immediately understand how you solve their problem? If so, they already have an emotional connection with you. Your photos, web copy, cornerstone content, social media posts, and graphics should not only resonate with how your product solves their problem but also demonstrate your why. When they understand how you solve their problem AND that you are excited to do so, this will deepen their loyalty to your brand.

4. BE CONSISTENT

Lean in, friend. Listen for a minute. If you’re going to allow your personality to show through in your copy, it needs to show through everywhere. You can’t go being all stuffy on your website and crack jokes on IG. Find that sweet spot where you can shine but still offer the professionalism necessary for a trustworthy brand.

5.VISUALLY SPEAKING – OM GOODNESS

I see this all the time. Please don’t do this. Are you ready? ((deep breath)) Okay, copy = words. So yes, your copy needs to resonate with your personality. BUT – so do your graphics! Don’t just choose photos because they are pretty. The photos on your website tell your brand’s story every bit as powerfully as your words. Every. Single. Graphic. Every photo connected to your brand, from your logo to your website images to the graphics you post on social media MUST continue to tell your story. Always. Forevermore.

PRO TIP: If you are planning to hire a copywriter or content writer, always, always, and I do mean ALWAYS interview them and request a sample piece or two before hiring them. They are going to be the voice of your company. If your new hire can’t mimic your voice, you will likely lose loyal readers. Any writer worth their salt will gladly accept this request.

Here’s the deal. I have had multiple clients that I have helped find ANOTHER copywriter because I just was unable to grasp their vision and voice fully. Understanding that we have clients we can serve well, and clients that might be better served by another professional, is part of the business. You won’t offend them; this vetting process is necessary to find the best match. We are all mature adults here.

Never Forgotten

Following these 5 ways to make sure your personality shows through in your copy will make sure your brand is on the right track. By allowing your personality to show in your copy, you invite an emotional response from your reader. Emotional responses connect directly with memory. So, if you want your brand to be remembered, be real.

If your reader connects with you, they will remember you. If they remember you, they will be back.

If they forget you, well, you know the rest.

Book a FREE 15-minute website content analysis with Tandy here or jump right in to get your project started with a one hour deep dive!

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