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How much of your client work involves consultancy / strategy?

by ChadHaynes
15 replies
Hello again,

When you work for clients, do you usually find yourself responding to briefs and writing what you're asked to write...

...or do you take more of a "marketing manager" role, setting up campaigns and advising your client on how to build marketing funnels (that you also write the copy for)?

Sorry for all the questions lately. I'm hoping the answers are useful to others, too.

I'm going to be focusing on moving from "staff copywriter" to "freelance copywriter" next year. Don't want to trap myself in a state of inaction for too long, but I also want to be prepared

Thanks so much,

- Chad
#client #consultancy #involves #strategy #work
  • Profile picture of the author Raydal
    I've always worked as a freelance copywriter so I don't know how
    it's like working with an agency. As a freelancer you are
    more like a one-man band, so you have to know a lot more about
    your project than just writing, ideally. So after having the questionnaire
    filled and discussing the needs of the client I also advice on marketing
    strategies and implementation of the copy--formatting, layout etc.

    -Ray Edwards

    So I would imagine that going from an agency to a freelancer you'll
    be expected to take on some additional roles, one of which is
    "marketing manager" at times.
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  • Profile picture of the author ChadHaynes
    Hi Ray,

    Thanks for your response. Really appreciate it. I've been strongly considering signing up to your mentoring program when I start my transition next year / late this year. Do you typically work with copywriters in a similar position to me?
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    • Profile picture of the author Raydal
      Originally Posted by ChadHaynes View Post

      Hi Ray,

      Thanks for your response. Really appreciate it. I've been strongly considering signing up to your mentoring program when I start my transition next year / late this year. Do you typically work with copywriters in a similar position to me?
      Chad,

      Yes, I've had students in a similar position to you. It takes some adjustment
      when going on your own, a LOT of which is MENTAL.

      -Ray Edwards
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  • Profile picture of the author Jason Kanigan
    Nearly all of it.

    As soon as I qualify and find a client who's a good fit, there's always room for creativity and discussion...even if they know everything.

    Another thing I find is clients "know what to do", but also know they aren't really doing it. So it's an opportunity to be the leader and get things back on track.
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    • Profile picture of the author marciayudkin
      Chad,

      Calling yourself a "freelance copywriter" could be a costly move, depending on what kind of client you decide to go after.

      If you are capable of doing the wider type of advisory work in addition to writing copy, then you need to come up with a different label. "Marketing consultant" is one, but there are a number of others.

      Best of luck with your career move.

      Marcia Yudkin
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      • Profile picture of the author gjabiz
        Marcia wrote:

        Calling yourself a "freelance copywriter" could be a costly move, depending on what kind of client you decide to go after.

        EXCELLENT!!

        My two best things I called myself were:

        Creative Marketing Professional, (as bequeathed by a company I worked for)

        AND, Marketing Appraiser

        As the latter I offered a FREE appraisal to small businesses.

        They get bombarded with sales people, trying to SELL them advertising, and today, YOU guys trying to sell them copywriting, SEO, web design, etc., etc., and so on.

        I simply looked at what they were doing, made suggestions, which almost always included ME doing something for them.

        So, be more than a FREELance COPYWRITER, because many small businesses have NO idea what you do.

        gjabiz





        Originally Posted by marciayudkin View Post

        Chad,

        Calling yourself a "freelance copywriter" could be a costly move, depending on what kind of client you decide to go after.

        If you are capable of doing the wider type of advisory work in addition to writing copy, then you need to come up with a different label. "Marketing consultant" is one, but there are a number of others.

        Best of luck with your career move.

        Marcia Yudkin
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        • Profile picture of the author angiecolee
          Originally Posted by gjabiz View Post

          Marcia wrote:

          Calling yourself a "freelance copywriter" could be a costly move, depending on what kind of client you decide to go after.

          EXCELLENT!!

          My two best things I called myself were:

          Creative Marketing Professional, (as bequeathed by a company I worked for)
          I like that. I may steal it/modify it/make it my own.
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          Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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          • Profile picture of the author gjabiz
            You fit the bill, Angie.
            OR

            Creative Marketing FireBrand

            gjabiz
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  • Profile picture of the author ChadHaynes
    As always, killer advice on this forum. Thanks so much guys! Might have to look into your mentoring program too Marcia, might be perfect timing
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  • Profile picture of the author angiecolee
    Yeah, there's a lot of "strategerie" in freelancing, to quote Bugs Bunny.

    Of course if you just want to write, you can. But there's a strategy in positioning for that as well.

    I like being part of the big idea and the big execution, so strategy is part of what I do. You'd be amazed what you may have already picked up from your in-house experience, though.

    Reread those briefs and see if they don't tell you about the goals and directions and targets. You might know more than you think.
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    • Profile picture of the author ChadHaynes
      Originally Posted by angiecolee View Post

      Yeah, there's a lot of "strategerie" in freelancing, to quote Bugs Bunny.

      Of course if you just want to write, you can. But there's a strategy in positioning for that as well.

      I like being part of the big idea and the big execution, so strategy is part of what I do. You'd be amazed what you may have already picked up from your in-house experience, though.

      Reread those briefs and see if they don't tell you about the goals and directions and targets. You might know more than you think.
      Thanks Angie

      I definitely understand the intent behind the marketing collateral I'm involved with. I guess where I'm not involved so much is in the decision-making behind it.

      I worry about not having a good answer when a client turns to me with a blank slate and asks where to start.

      That's why I've been looking at mentoring programs. Would be nice to have someone to come to with specific questions when I run into early day discomforts.
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  • Profile picture of the author angiecolee
    The key is to believe you know what you're talking about.

    1) no one can have all the knowledge there is to have, therefore everyone is capable of being in a situation where they don't have answers. Successful people figure out how to find answers. Sounds like you're on your way on that front.

    2) I bet if you put your mind to it, you could dissect those briefs and reverse engineer some goals/strategic decisions.

    3) Don't fall into the same trap I let myself be stuck in for so long: feeling like you need permission to be an expert. Permission granted. That said, never stop learning and improving. But you now officially know a lot about copy. You get better by 1% every day and you'll find yourself naturally pulling ahead of the competition.
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  • Profile picture of the author ChadHaynes
    You're my spirit animal. Thanks again Angie
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  • Profile picture of the author Princess Balestra
    Guess you gotta drive yourself incremental.

    The more you know, the worse it gets, and you get stoopider and stoopider as your gems of wisdom illuminate the dark gulf of ignorance beyond the tip of your nose.

    But that's progress, and yompin' out into the gloom is the only way to make it.

    Stand still, and that ole void gonna suffocate any hopes you got.
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    Lightin' fuses is for blowin' stuff togethah.

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  • Profile picture of the author Princess Balestra
    Also, you gotta figure on what Frederick Douglass said about life bein' “a thousand arrows shot from the same point and aimed at the same object".

    How in hell you gonna fire arrows into the void?

    Where's the frickin' target?

    Seems before you take aim, you gotta imagine a target into view, jus' so you don't look stoopid standin' there pullin' back on the string.

    And when the arrow finally flies, it arcs with narrative, blazes a story through the gloom to ignite faint hearts.

    Cos' in truth, there's only the edge, on which we all teeter.

    All together, all alone - kinda iEdge - with nothin' behind us, big drop out in front.

    When I'm writin' I wanna sing this out, usin' whatever imagry animates the story - which is weird, 'cos so much copy is the bigger illusion, lullin' us into a dream that everything's gonna work out rosy.
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    Lightin' fuses is for blowin' stuff togethah.

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