The Catch 22 for new copywriters. How to get work.

Anyone with a keyboard and internet connection can call themselves a copywriter nowadays. And I mean no disrespect to newbies, but I see so many awfully written ads on groups dedicated to copywriters that I wonder why they even considered they could pursue this job.

Of course, not every newbie is like this, but it makes you wonder.

Starting copywriters should ask themselves:
What makes me stand out when there's a sea of copywriters everywhere? Why I am different from others? What can I do better?

And then... what kind of clients you want to pursue?

I think the main problem with not finding work is the vagueness of their target audience. That's like creating a product in a niche, but you don't know exactly what.

You cannot create a product that can do a lot of things well, and in the same way, you cannot become a writer that can be good at writing everything.



And the last problem IMHO... is the fact people expect others to spoon-feed them.

Ok, you don't have a portfolio because no one hired you yet. Make one!

Find some ads online and remake them. Or use your imagination and create a fake company that needs ads, emails, social media posts, etc.

Where to find clients? How about start reading dozens of articles and guides you can find online first?



The amount of laziness is directly proportional to how hard it is to find clients.

I mean, I started my freelancing career like many others, struggling to find a first client and willing to work for free to get there. And I did it without having someone to guide my each and every step.

Meaning it is possible.

I don't think there's a secret formula to freelance copywriting. It's just hard work, resilience, and the ability to get better at what you do.

The amount of people who want to be successful copywriters but never bought a book or a course that teaches you this craft is too darn high.


I think finding work or not is a fair indicator of the quality (born from the commitment to be better) of that said writer.

I would just figure out what niche I wanted to start working in, and do the first job without an up front fee, and just work on increase in sales. Then get referrals from them (assuming you are successful.)

I also think this should be obvious. If you want to get jobs as a copywriter, first sell something using your copy. Then sell something else.

You'll make the profit from the sales, while you are getting great at your craft, and then you'll have results to show when trying to get jobs.

I think my first question would really be "How do I get great at writing sales copy?". Then I would think more about getting the actual work from others.

That's what I would do.

I don't think it's a Catch 22 at all. When you start medical school, nobody asks "How can I be a doctor if nobody will hire me before I get my medical training?"

First, get good, and while you're getting good, sell something with your copy. Now you have something to offer when you talk to potential clients. I can't think of another way.


Added later: I forgot to add that getting any clients at all involves selling. And although selling in person and copywriting have much in common...they are different skill sets. Like Chiropractors that are well trained, but have no idea how to market their services, or sell potential clients/patients when they get an exam.

A bunch of reasons probably. But most, if they were brutally honest, wanna stay stuck in the fantasy.

And they miss the obvious -- the first copywriting gig ... is getting copywriting gigs haha.

It's like yeah. Go sell that offer. And sell it. Don't give it away. Actually sell it.

They also don't usually know. There are ponds where the fishing is easy. And hardly anyone goes there.

And there are ponds where the fishing is tough. And everyone's casting their line.

Just starting getting paid to write and level up. Take a couple cheap jobs on Upwork. Create a portfolio and starting getting better jobs. You will learn more by writing copy and seeing the reponse better than anything else you can do.

It's hard work and not for overnight successes.

One problem is that they believe no one will hire them if they have no experience. They have an incorrect mental model of how all potential clients make decisions. However, if the newbies really can write good copy, there will always be people willing to give them a go despite no track record and no testimonials.

Also, if they've never seen someone with no experience succeed, they feel they have nothing to go on to get themselves over this hump. If they have a mentor, the mentor's encouragement and suggestions will get them over the hump. If not, they might just freeze.

It's a mental issue, not a matter of know-how.

Marcia Yudkin

It is all too easy to hurl yusself into the actschwaahn like sum kinda all-singin' all-dancin' FAIRY gonna swanky the whole place ovah.

Problem is ... POYSON X (whom you pitchin') prolly bombarded by lovebombs c/o noob copy expoits even stoopider than you.

Which is prolly why you gotta be SLECTIVE.

Upon whom you wanna thrust your genius, zackly?

Less'n you figure where they at, ain't no pleasin' 'em -- speshly if'n you sum self-proclaimed Einstein (or even a half decent trained frickin' dahg).

What they dun got your juices squirtin'?

An' how can you say this politely ... affirmitively ... demonstrably ... so they mebbe wanna squirt back?

Can't remembah now whethah it was Keanu Reeves or Tom Hanks who said the pathway to success was paved with slabs carved from enthoosiasm, diligence, plus also gowin' sumplace we all wanna.

Or mebbe it was a cartoon Disney animyool I forgot.

Anyways ... you don't gotta creep up nowan's ass to thank 'em for (the trooly marvellous) place they at, the potential they got for gowin' so much furthah -- plus also your unique contribyootion (ENDS XXX) for haulin' 'em ovah the precipice.

The leech-2-catalyst morphola begins with you pamperin' THEIR baby, naht yours.

Well...you're at the begginning of your illustrious career in the wonderful world of copywriting (keep studying, and practising the craft).

Do shedfulls of prospecting - worry not someone will hire you.

Keep prospecting, getting hired and on it goes...

Work hard and sooner or later you'll become successful.

All good.

Then as virtually all good to great copywriters do - you create, write and market your own products or services.

You're the client, you're in charge, you're in control.

And you'll get an aha moment. More like a massive cognition.

Why - all those years ago - didn't you START by doing that.


Steve

Also...

If you've produced your own product/service...

I've found - and I can't see any reason why you won't - prospective copywriting clients are much more receptive to your magnificent "pitch." (do make sure you have a super duper spiel - as in it's virtually impossible to say "no" - and if they do - they feel like the village idiot and frequently see sense and hire you).

As a proven purveyor of ace products - clients realize...

You're like THEM a full on business person - not just a "bang out the words" copywriter.

BTW be very aware clients often feel they can effectively do this themselves - it's rare they'll do it well - you need to diplomatically explain why you can - and they can't... best to say they "could" - but haven't got the time to discover how to do it expertly with extraordinary results.

And as they see you in a different light - knowing you're leagues above a "10 a penny scribbler" - they tend to pay much more attention, listen to and respect you. With a lot less fussing and fretting.

All because they can trust you.

And with copywriting clients - you DO need the expertise you've gained by creating and successfully selling your own wonder stuff - top notch copy and marketing, perfectly targeted traffic/circulation, acres of sales, making customers deliriously delighted, up sells which no-one objects to, referrals etc. etc. - a bagful of supreme knowledge to advice and help clients continually boost their sales.

An extra bonus...

Sometimes potential clients see your own Ads and seek you out hammering on your door - which is a lot easier than touting for them.

These clients usually become your superstars - no trouble, high paying best pals.


Steve

Ohhh yes, you must be able say, "No thanks"

Of course your pitch is still crammed full of empathy and understanding with the proviso - if you don't feel you can help the client - you will say so.

(maybe not proclaiming too loudly - you don't want the business because the client is a complete pain in the neck, the "esteemed" product is essentially a sackful of moldy old garbage - with a complete refusal to let you make it a good - and all in all they are the last person on earth you want to work for).

Your prospect needs to know you can say "No."

Otherwise you become a "needy" sales person.

Which lands you with the worst ever clients.


Steve

Great stuff about "No".

And now...

Why you don't need to pressgang the prospect to say "Yes" to your wondrous product or service.

In "selling" it's usually - push, push, push...

Human nature and quite possibly a law of physics tends to make the other person - run, run, run...

Hence the phrase - nobody likes a "pushy" sales person. They tend to sledgehammer out their pitch with little thought for the beleaguered prospect.

So, try a consultative approach - ask valuable questions... listen carefully...and give brilliant "solution" benefit laden answers (you have of course researched and expertly prepped everything in advance).

If all goes well...the prospect should never feel they're being "sold" to.

And if they see you have the proven definitive cure to their perplexing problem.

They often ask to buy - which is a touch easier than asking them 1,279 times.

Or until the end of time - whichever happens first.


Steve

P.S.

Slight Alteration to the Above

At the finale of the "consultation" prospects sometimes need a little "nudge" to get them say yes.

Because the prospect is thinking "F... sake, I've got to make a decision - what if it's the wrong one" and panic alarms go off -

But you don't have to worry...

Usually a gentle reminder of the key "must have" benefits with a sprinkle of "fear of loss" and then "shall we go ahead" is suffice.

End of Alteration


(I know, I know...they are 1,001 different closes you can use - just choose the most suitable - the one that is an ace match to the prospects personality).

True. However, there are companies such as Eleven Writing (elevenwriting.com/writing-jobs) that occasionally hire those without experience given that they demonstrate exceptional ability. I applied yesterday but haven't heard back just yet other than an auto-response. I do know someone who got accepted last month though, which is how I heard about it. From what I can see and have been told, writers are matched with topics based on expertise, and there's a lot of work to go around - my friend works full-time remotely as a copywriter on their team.

New copywriters need to get to work and talk to prospective clients. Too many people in every field are afraid to talk to customers. I'm in the space industry and this is rampant there, too. Technical founders believing they deserve $200 million because they thought of an idea. Who's your customer? Blank stares.

A new copywriter who expects clients to fall on their lap is delusional. In 2000-1 I ran my first copywriting consultancy in Vancouver. No internet. It existed but we didn't use it and it wasn't widespread...no expectations of having a website. I went out door to door in industrial parks. No sales training yet, either. Just talked to people. Landed clients. Didn't land others.

I remember a guy who had a stained glass window making machine. It was such a surprise find. No signage in his industrial condo. Off the main drag... how the heck people found out he existed I have no idea. Just a guy with a machine in a building. I spent a half hour or so with him. 20 years ago and I remember. Didn't become a client but still a pleasant conversation. Are you willing to go through the same, new copywriter? It's not walking through flames.

But you have to get started.