Few days back I was just sitting at my home and I was scrolling through my social media. There was a lot of content around which grabbed my attention. The worst news was about the lot of people losing their job owing to the problem the whole world facing, it was people being laid off due to economic slowdown. Another point was that they can’t search new jobs because of lockdown. I got few in mail in my linked profile enquiring about any opportunity available at my end. Honestly speaking I had no answer to them. So I decided to write an article which would help them to be a copywriter in India to be able start working on acquiring new skills which are high in demand in the new age technology and they can earn irrespective of their location and formal qualification. So I come up with this article which elaborates about the demand of the skill known as copywriting. So there may be a lot of question which come into your mind so I am trying to answer all your queries through this article.
What is copywriting?
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
Copywriters create billboard, brochures, catalogs, jingle lyrics, magazine and newspaper advertisements, sales letters and other direct mail, scripts for television or radio commercials, taglines, white papers, social media posts, and other marketing communications.
Are copywriters in demand
Many copywriters are employed in marketing departments, advertising agencies, public relations firms, copywriting agencies, or are self-employed as freelancers, where the clients are usually small, medium, or large companies.
- Advertising agencies usually hire copywriters as part of a creative team in which they are partnered with art directors or creative directors. The copywriter writes a copy or script for an advertisement, based largely on information obtained from a client. The art director is responsible for visual aspects of the advertisement and, particularly in the case of print work, may oversee production. Either member of the team can come up with the overall idea (typically referred to as the concept) and the process of collaboration often improves the work. Some agencies specialize in servicing a particular industry or sector.
- Copywriting agencies combine copywriting with a range of editorial and associated services that may include positioning and messaging consulting, social media, search engine optimization, developmental editing, copy editing, proofreading, fact checking, speechwriting and page layout. Some agencies employ copywriters in-house, while others use external contractors or freelancers.
Copywriters also work in-house for retail chains, book publishers or other big firms which advertise frequently. They can also be employed to write advertorials for newspapers, magazines and broadcasters.
Some copywriters work as independent contractors or freelancers, writing for a variety of clients. They may work at a client’s office, a coworking office, a coffeehouse, or from home.
Copywriters are similar to technical writers and the careers may overlap. Broadly speaking, however, technical writing is dedicated to informing readers rather than persuading them. For example, a copywriter writes an advertisement to sell a car, while a technical writer writes the operator’s manual explaining how to use it.
Qualification needed to be a copywriter
Traditionally, the amount of education needed to become a copywriter was most often a Bachelor’s degree in English, advertising, or marketing. That is still often the case for in-house copywriters. But freelance copywriters today can learn the craft from copywriting courses or mentors. Many clients accept or even prefer examples of previous work over formal college education.
The Internet has expanded the range of copywriting opportunities to include landing pages and other web content, online advertisements, emails, blogs, social media and other forms of electronic communications.
The Internet has brought new opportunities for copywriters to learn their craft, do research and view others’ work. Clients, copywriters and art directors can more readily find each other, making freelancing a viable job option. There are also many new websites that make becoming a freelance copywriter a much more organized process.
How to become a copywriter
Step 1: Define your copy niche
Before you start looking for clients, before you start putting pen to paper (or fingers to keyboard?), before you do anything at all, you need to first define your niche.
This is the specific area and audience you’re going to target as a copywriter.
So first, think about what role you want to own — and there are a lot of them.
- Emails / Sales funnels
- Social media / Community management
- Search engine optimization (SEO)
- Blog posts / Articles
- Video / Podcast scripts
Step 2: Find your client for copywriting
Finding clients can be a little intimidating — especially when you’re new.
Luckily, once you find your first few clients, the process becomes MUCH simpler, since they’re likely to refer you to their network.
There are a lot of different ways you can find your first client. And you already have a lot of different platforms to find work as a copywriter.
One of the most popular:Upwork, a job and gig site catered toward freelancers.
Getting started with the website is simple. You simply create a freelancer profile and start applying for various projects on the site such as copywriting, SEO, social media, and more.
Step 3: Know what to charge
This is the part where most freelance copywriters get tripped up. That’s because there’s no official rate for your services.
Like many things freelancing, though, you need to remember not to worry too much about it when you’re starting out.
In fact, you can even work for FREE if you do it strategically.
Some good examples when it’s okay to work for free:
- You’re building a portfolio of work you can show to future paying clients
- You want to build connections with businesses you admire
- The person you want to work for is well-connected. And if you do a good job, they’ll connect you with other people
- You already have a full-time job so you can afford to trade time for experience
This flexibility is key to any freelance marketer starting out.
Of course, you’re going to want to eventually charge, you know, actual money.
To help, we have four different pricing models you can use to base your rates off of:
- Hourly. You set an hourly rate and a client will pay you per hour. The benefit for the client is that they mitigate their risk since they can just stop paying you whenever they want if they’re dissatisfied. It also stops the clients from piling on work without paying you.
- By project. You’ll know exactly what you’re getting paid for an entire project, with more concrete deliverables for the client. This method is nice because when you’re done with the project, you’re done. So you might end up getting paid more than your hourly rate. However, you do run the risk of the client adding more work onto the project as you move along, so communication about what a “project” entails is important.
- By retainer. Your client will pay you a set amount monthly. This allows the client to have access to you at any given time during that month. As a beginner, you’re probably not going to find a client who is willing to hire you on retainer until you’ve built up enough experience working with them. However, it’s a good goal to have and something to keep in mind as you get into freelance marketing.
- Commission/bonus. This payment model can work in conjunction with all of the other ones and can provide a healthy incentive for you to get your work done. For instance, if your client promises you a $1,000 bonus for attaining X amount of leads with your landing pages.
If you’re a beginner, I suggest you charge hourly, because most clients are going to be unsure about whether or not you’ll be able to do a good job. As such, they might not want to give you a fat project fee.
Once you’ve gotten your first three or so clients though, then you can move on to different pricing models.
Step 4: Scale
Scaling means growing your copywriting hustle to earn more and get more clients.
And the best way to do this is through referrals. These are potential clients that you get from existing clients.
When your current client refers your copywriting services to another business, that’s a referral.
They’re incredibly valuable for a few reasons:
- You can raise your prices when you get a referral. The client who referred you has automatically added value to your work by recommending you. That means you can charge more for your work.
- You get better clients. When you charge more, you’ll start attracting high-quality clients who can afford you. They’re also much less likely to waste your time if you’re being paid top dollar. It’s a win all around.
- You can more than double your income. There are case study from a freelance project manager who went from charging $25/hour to $75/hour just by getting a referral. This is a HUGE win.
And asking for referrals is easy — if you have the right script.
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