I have a friend who wants to make copywriting a career. I told her to troll some of the more popular forums and marketplaces to get a feel for what's out there...do you have any advice for aspiring copywriters?
Jenn Mattern has an awesome blog for those just starting out in copywriting -
All Freelance Writing - Freelance Writing Jobs, Business Advice for Freelance Writers, and Free Online Tools for Writers. If she's just starting out without any background in writing, her first step would be to create a business plan. I know y'all are used to seeing college kids and part-timers around here wanting to earn a few bucks, but content mills, companies and true freelancers are all as organized as the best marketers out there as far as goals, objectives, service plans, websites and offerings.
To be effective in copywriting, you'll need two basics: ability and marketing. Her prices and business plan must incorporate these. The market for copywriting is huge and varied. Don't let her get sucked into the penny a word nonsense unless she's really only worth about a penny a word. The global market is not being driven down by penny writers. That's a large part of the forum-based market, but it shouldn't affect her unless those writers are her competition.
The professional end of the spectrum starts around $0.10 per word for content (articles, blogs and basic site content) and $0.15-$0.20 per word for true copy (sales letters, emails, landing pages, direct marketing, etc...)
Your friend will need to have the ability and professionalism to back up those rates if she plans to work at that level, and she'll have to effectively market to those companies, websites and marketers seeking that level of work. This is not normally though BST sections on forums, but that can be part of the marketing plan. The best writers in the world are broke because they can't effectively market themselves and keep wondering when they'll make it big. Selling herself is most certainly the hardest part, but before she can do that, everything else has to be in place.
Normally writers have a niche or specialty once they reach a certain level of experience - some start in a niche and continue to specialize. Her first speciality might be a field where she's already very knowledgeable. If she's been working in accounting and insurance, as someone else in this thread mentioned, she might specialize in a finance market. If she's been running a small business she might specialize in entrepreneurial or small businesses. If she's in college and does a lot on the social scene - college life and dating.
Other writers specialize in the type of content they write. They might generally write only feature articles and blogs or sales letters. Others branch in all PR type materials including press releases (the real ones - not modified articles or sales copy) and press kits. As a checklist of things to do, I'd advise her to:
1. Learn the basics of the industy - what is affiliate marketing, PPC, landing pages, squeeze pages, etc... Most especially - the difference between content and copy and which she plans to write.
2. Get a good handle on her abilities and determine an idea of her rates. Another way to determine rates is to take an hourly rate she thinks is reasonable and divide it by the amount of time to takes to complete certain projects. Remind her that billable hours only account for about 25 of the 40 a full-time writer would work, the rest is marketing and other administrative tasks.
3. Design a website or blog showcasing her abilities and style. Don't put the cart before the horse. If she wants to be taken seriously as a professional, she'll need to have a professional presence. That includes real samples, preferably a bylined piece of content. (Guest blog, submitted article - meh, featured article submitted to a more distinguished site, etc...) Copy samples are easy - she should use her copywriting to create her own site.
4. Begin networking in the community that suits her niche or interests where she can meet her target market. Focus on building a respectable and professional presence in the community and network with other professionals. Offer value to others and in time, she'll begin to see the "hidden network" come in to effect through PMs and contact through her site.
5. Offer a special. Once the value of her work has been established to the community, she can offer a special to introduce her work to those who might be considering an order, but like to get a deal. Everyone likes a sale when there is perceived value.
Now....off to write that ebook to sell on WaFo.
