The Freelance Copywriter Guidebook

What is a copywriter?
 
All good writers are not copywriters, but all good copywriters are writers. A copywriter is a person who can effectively craft words that will provide consumers with clear, concise, and interesting information. Copywriting is both the technique and the art of writing about a product or idea—or perhaps a person—in such a way as to convince the reader to take action.
 
Ultimately, copywriting is strong, effective writing that informs and persuades. It is a market rife with opportunity and competition. However, without a command of language, a copywriter will never be a success.
 
What is freelancing?
 
A freelancer is a person who is self-employed and offers his or her services on a short-term, contract basis to a number of different companies. Generally, the term freelance is used in reference to artistic and writing pursuits, but many different types of work now have a freelance component in the work force.
 
Who should be a freelance copywriter?
 
Does everyone who can write an effective, persuasive article or sales letter belong in the growing ranks of freelance copywriters? NO.
 
Just as not every writer is a copywriter, not every copywriter can handle the life of a freelancer. Comfort with the risk-taking aspect of living project-to-project is paramount. You need to enjoy being your own boss and setting your own goals. You must be strong, disciplined and sales-oriented. Many know how to write persuasive copy, but cannot imagine selling themselves.
 
A successful freelancer can also accommodate a wide spectrum of clients. Some clients need their hands held, while others want to hear as little as possible until the project is complete. Other clients may need constant reminders to keep the project moving forward. Most freelancers love the personal contact but also enjoy times of creative solitude. Being inspirational, trendy and, when needed, artsy, while still being a good businessperson and a strong, professional communicator is a unique combination of abilities.
 
Of course, if writing were not a passion, then the average person would not consider such a position.  However, a freelance copywriter must have the ability and the patience to juggle multiple, additional demands: researching, marketing, and cold calling; not to mention, generating and maintaining billing records. Sometimes whole days pass without a single word being written. If you are not organized enough to keep up with all these duties and with your deadlines, then this line of work might not be a good fit for you.
 
Most importantly, you must possess the ability to write clearly, concisely, and, when needed, in a clever style. You need to be able to edit and proofread well. You need to excel in researching unknown topics, as well as analyzing and synthesizing information so that you can write about it with authority. Unlike a copywriter who is employed by a firm, a freelancer will not typically find all assignments falling within the same arena.  Becoming a master in multiple subject areas is imperative. Having a thirst for knowledge and a love of reading are also qualities that will pay great dividends over your career.
 
Freelance copywriting is not for the faint of heart, but if you are fast, flexible, organized, and driven—and a really strong writer—it may be your calling.
 
What do you need to freelance?
 
To set up shop as a freelance copywriter, there are some obvious requirements. The first is a well-defined office which is quiet and organized. If you are working out of a corner of the den or kitchen, your writing time will be fragmented; the resulting work will reflect your lack of focus. A computer, preferably a laptop, is also an absolute necessity. Furthermore, you need a phone and Internet connection. Some billing software that organizes and tracks your different projects is also very helpful.
 
Additional items include a voice recorder, a small journal for jotting down thoughts on the go, a dictionary/thesaurus, and a good book on formatting/style such as the “Chicago Manual of Style.” Strunk and White’s “The Elements of Style” is another good reference to have at your fingertips. Some copywriters also find proofreading software to be essential.
 
Setting up a blog or website to provide easy access to your portfolio or work samples is extremely beneficial. The portfolio should include different types and styles of work, if possible. Even if you choose a specific content niche in writing, you still must demonstrate an ability to address it in different ways—such as direct marketing packages along with advertisements. An understanding of marketing terms, such as target market, response rate, prospecting, and unique selling proposition, is required. Today, the Internet generates such a large demand for copy that a flexible copywriter must be familiar with search engine optimization techniques as well.
 
An indispensable part of being successful involves surrounding yourself with a network of friends within the freelance world. Through work and on-line forums, you will find like-minded people who can be unbelievable sources of knowledge, as well as networks for client leads. Freelancers sometimes find themselves challenged with competing deadlines; they end up subcontracting to other freelancers. You may need that pressure release valve yourself one day—or you may become the lucky recipient of a job landing in your lap because a fellow freelancer respects your work and needs help.
 
What are the typical assignments of a freelance copywriter?
 
Copywriting needs are ubiquitous. When trying to search for the typical assignment, you will realize that your services can be employed across a wide spectrum. Some of the more common assignments are sales letters, direct mail packages, press releases, sales flyers, marketing campaign collateral, newsletters, web content, public relations campaigns, and advertisements—print as well as scripts for radio and television. However, you may also find copywriting options with book reviews, greeting cards, coupons and point-of-purchase material, e-books, annual reports, technical and manual writing, PowerPoint presentations, and speeches. This list just starts to scratch the surface…
 
What are the types of freelance copywriter jobs?
 
Realizing the breadth of copywriting opportunities, it is a little easier to identify where to find assignments. The companies that offer these jobs are legion. They include real estate companies, catalog companies, advertising agencies, brand marketing corporations, public relation firms, and healthcare companies. Often print and broadcast media, including newspapers, magazines, trade journals, and television also have copywriting needs.
 
Locally, you can discover smaller jobs with restaurants, grocery stores, medical offices, local political campaigns, fundraisers, law offices and small businesses. Once you allow yourself to expand your vision of copywriting, you will see endless applications—and infinite potential.
 
What good books and resources should be checked out?
 
A number of resources exist that are quite helpful for the freelance copywriter. On the print side, Robert Bly’s “A Copywriter’s Handbook” answers many basic questions and helps in honing copywriting skills; it is particularly useful for the copywriting novice. He has also authored “The Elements of Copywriting” and an updated version of his handbook, which deals with the world of the web, called “The Online Copywriter’s Handbook.” Dan Kennedy is another great resource and has also authored several valuable books. “Teach Yourself Copywriting” by J. Jonathan Gabey is another good volume to consider. "The Writer’s Market," which is published annually, provides potential companies to contact; its yearly salary section also provides a larger picture of the market. As mentioned before, a good style book and thesaurus are additional essentials for this job.
 
The online resources for copywriters are amazing. Some examples for lead generation include: Craigslist, Media Bistro, Online Writing Jobs, Freelance Job Openings, and Journalism Jobs. FreelanceWritingGigs.com, Deb Ng’s site, offers a great listing of freelance opportunities. Each day she makes the rounds of the different job sites and pulls them into one place, organized by category. AboutFreelanceWriting.com also provides a round-up of job options three times per week, while WritersWeekly.com boasts resources along with job listings.
 
Online forums or chat boards are great for getting in touch with colleagues in the world of freelancing. Copywriter.com provides a forum. Deb Ng’s site has a strong community that can keep you abreast of developments in the freelance world as does Accentuate Writers Forum. FreelanceWriting.com and Small Business Ideas Forum also have discussion boards as part of their resources. Some of these may have a more creative writing angle, so you need to see what works for you. If nothing else, start reading a few of them. You do not have to join them all for the discussions to be a source of great information.
 
Another area to investigate is joining associations such as the American Marketing Association or the American Association of Advertising Agencies, or research the Association of Professional Freelance Copywriters. Many associations require a membership fee, but they increase your connection to the industry and identify potential clients. You also may want to join your local Chamber of Commerce. Hobnobbing with local business leaders can provide unexpected resources and leads.
 
What is the typical pay for a freelance copywriter?
 
Of all the topics that face the copywriter, pay is one of the most difficult to define. Copywriters must look at several issues when trying to set their fees. First is experience level; you have to be realistic about your level of knowledge. If you are leaving a copywriting job that you have held for the last 10 years, you bring a different level of expertise than a good writer who has just entered the arena of freelance copywriting... The fees will be dramatically different although there is room for both of them in the market. Other important factors include location, the type of work and the level of competition. Geographically, large urban areas tend to support higher fees. The type of assignment, and its complexity, must be considered; a multi-faceted direct marketing piece will command a higher fee than a press release. In setting prices, you must also take into account the size of your market and the number of competitors you face.
 
Copywriters can look at fees on a per word basis, on a per hour basis or on a flat fee per project. Many choose the last option—with internal calculations that take into account the words and the hours they estimate will be involved in the assignment. Try to quote in a range so that, even with projects changes, you will be compensated fairly.
 
If you cannot afford groceries, you will not be freelancing for long. A couple of steps that can help in setting rates are: first, look at your basic overhead costs, including rent, Internet, phone, utilities, and dues etc. Divide it across your billable hours and calculate your hourly rate from a cost perspective. The FreelanceSwitch calculator is great for this step. Secondly, compare the result by talking to others in your area about their experience with setting rates. Most are very willing to share. Allow for rush fees and cancellation charges in your fee structure. "The Writer’s Market,” which was mentioned before, has a great section on average salaries for different types of writing; it is a good resource for checking if your potential rates are in range for your area of expertise.
 
With all that laid out, here are some numbers to consider. In reviewing different fees and rates, SimplyHired.com’s annual average for freelance copywriters is $62,000. Technical writing is around $51,000. Some rates from individual freelancers in the market include: sales letters: $1,000 – 3,000+; website pages: $300 – 900 per page; strong SEO content web pages: $500-$800+ per page; press releases: $100-$500 per project; copywriting ads: $100/hour or $3000 per project. These numbers give just a flavor of the rates some freelancers charge. In the final analysis, it will depend on your abilities and the types of clients you develop. One point is certain: as your experience increases, so will your ability to command a higher fee. Some of that increase will reflect your growing expertise; it will also reflect your growing confidence.
 
 
What are the benefits of being a freelance copywriter?
 
After reviewing all the needs and requirements of being a freelance copywriter, one can be a little overwhelmed. There are a number of facets to consider. The question to answer is: do the benefits from this job outweigh any of the concerns and worries you may have? For the right person, the benefits are obvious.
 
The most evident advantage to this career path is being totally in charge of your own schedule. Freelance copywriting allows you to work quite profitably from home whenever you wish—whether you are your most creative at midnight or two in the afternoon. You also can work around your family’s schedule. However, do realize the need for absolute focus when you are working on a project. If you are at a point where you cannot find more than 15 minutes of uninterrupted time, freelance copywriting is not for you. You need your own space for phone time, billing time, marketing time and creative time.
 
Another huge benefit is the opportunity to work on a vast array of different projects. By keeping different projects in the hopper at all times, you will minimize any potential for serious writer’s block. If you are finding an assignment for a direct mail package difficult to approach, switching to a job involving website copy or a sales letter can spark your creativity. You also have more chances to employ a number of different writing styles.
 
Compensation can often be more satisfactory in a freelance situation because you set your own rates. Many who have settled into a full-time freelance copywriting career find that they are able to generate more income than when they were employed by a company. According to statistics gathered by SimplyHired.com, a freelance copywriter can average $62,000 a year compared to a straight copywriter averaging $47,000 - $53,000.
 
One other amazing benefit you must consider includes that wonderful feeling that comes from watching your project perform just as you predicted, and knowing you have a new client-for-life.
 
Final wrap-up
 
Freelance copywriting is a thriving field with opportunities wherever you have the vision to see them. It is a perfect home for a strongly motivated writer. As long as you understand the niches, the participants, and the resources, you will succeed. It may be an overwhelming market, but once you take the plunge, you will find you are limited only by your own expectations. Welcome to a whole new world of creative flexibility, community, and opportunity.