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Phenomenal Copywriter: How to Command Top Fees in a Highly Competitive Industry
To all the aspiring freelance copywriters out there, I'd like to talk to you about the difference between just getting the copy assignment out, and doing a phenomenal job for your clients.
Let me put it to you in fairly simple terms: your copywriting and marketing clients deserve the absolute best care. If you make it difficult for them to get the job out quickly, efficiently, and done right, they're not coming back - and you're not getting a second shot at more business.
So, if you're tired of hearing all the traditional advice on "how to write copy that sells" because "you know all that" but still you're not retaining clients, then try this prescription for copywriting project management success.
For the sake of making a point, let's say that I'm your client. I have work that needs to get out the door now. My customers are waiting for me to turn something around, and I'm relying on you to pitch in and crank out a stellar finished marketing product. Some tips for getting and staying on my good side (again, assuming I'm your client):
Be proactive.
What is proactive? That means, if I ask you for something and you're not sure what I may need, come back with more than just a question. Give me questions, AND choices. And be specific about it. Take time to explain what you mean. Take a stab and "guess" what the solution might be. Offer options. Don't just say, "Can I get more information?" That answer tells me, either a. you don't care, or b. you do care, but you're probably overloaded with work yourself. In either case, I don't need that kind of help. :)
An example of being proactive: Sometimes my own copywriting clients come to me with vague copywriting project proposals, and expect me to quote them. I would NEVER reply with only, "Please give more information." Instead, I tell them *exactly* what I need:
- An overview of your target customer
- A brief description of the product and the type of marketing project you plan to create
- URLs of your existing marketing
- URLs of competitors you'd like to emulate
- A deadline.
Seems like people should know this when they come calling for fresh copy jobs, but maybe they're being lazy or just haven't considered that as the Keeper of their marketing, you need details to get it right the first time.
Quit being so darned chatty!
It's difficult to strike a balance with this one. Of course you're going to get friendly with people if you're working with them all the time. But I feel it's important to keep the socialization to a minimum. People appreciate consultants who are goal and result-driven. So be that copywriter and keep the chitchat friendly but brief. Saying it bluntly, just put your nose to the grindstone and get to work!
A couple of years ago I struck up a new potential partnership with a fellow copywriting and marketing expert, and I needed to call her about a project we were working on. All of a sudden this long, drawn-out story about her ex-boyfriend came tumbling out of her mouth. This is generally not appropriate behavior when trying to impress a future client or colleague. As their copywriter, you're there to serve one function: write the copy. So, save the therapy sessions for some relaxation time with a good friend. This is business, so act like a business professional. Don't let your creative chirpy side stand in the way of you and profit-building endeavors. I'm serious! You should be, too, if you want to make money writing copy.
Always ask, "How can I make this easier?" and then DO that.
I try to constantly think of things I can do to make life easier for my clients. Simple, small things - like asking if I should send HTML-formatted text documents, and then formatting them if needed. Including live links, right in the copy. Making sure email subject lines are named properly. Your client should be able to tell what the contents of the email are just by looking at the subject line.
Other examples... duplicating the headline graphic in a Quark document, and then "trimming" the headline to fit the space, so the designer doesn't have to come running to me later wondering what he should type in there. If you lack certain skills that more "cutting edge" copywriters have, why not get up to speed with an online course or computer course at your local community college. The skills you gain will give you the edge and allow you to command the rates you deserve.
Be resourceful.
Being resourceful means finding the answer yourself instead of sitting there passively waiting for more information. If you can't get a sufficient overview from the client, do some research on the industry. I recently posed a questionnaire for aspiring copywriters on my blog and was heartened at what I l learned.
There are lots of other copywriters out there taking a proactive stand and investigating the industry without being told. This type of copywriter makes it happen for his or her clients, every day - and that's what you should be doing as well.
Bottom line: being resourceful means knowing there's more than one way to skin a cat, or get something accomplished. Serious professionals want to work with people who prefer to take the shortest distance to get from point A to point B. So be that copywriter and if you're not sure how, start practicing.
I'm writing this article because I meet and work with many types of individuals each day. The ones who "have their stuff together" really stand out in my mind as people I'd like to collaborate with again. If you're serious about becoming a top paid copywriter, learn how to project manage like an ace. I know you can do it!
Copyright 2007 Dina Giolitto, Wordfeeder.com Copywriting and Marketing. All rights reserved.
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