How did you get your first few clients, and break into this industry. (Age old question, I know.)

Hi Sonny,

Just like advertising any service, the best way to find clients that will pay a respectable fee is to hang out around those that already know your worth. Since your friend is a journalist he may already have some contacts he could tap into - he should ask his editors who handles the direct mail for subscriptions and guides. Honestly, I doubt they'd allow him to take on those high level jobs without previous copywriting experience, but at least he'll know who to get a hold of once he's done some more work (and if he's specifically interested in direct mail).

Starting from ground zero, he needs to identify what industries he's interested in and go to the source. The problem with going to local businesses that might not advertise in print, use landing pages or even have a website is that you have to spend time convincing them that your service has value. It's often a waste of time and results in less than spectacular fees.

Instead, find people that are in the biz. Internet marketers obviously love and need good copy to get their products to sell, from landing pages to auto responders. (Yes, WSO creators often use them, as do all of the biggest names out there - either writing their content personally or hiring some of the best.)

He can go to Clickbank vendors and offer advice on how to increase their conversions. Local merchants may be advertising in the newspaper, certain magazines, etc - if a particular ad happens to suck, he can call them up and see if he can set up a meeting. If he can drive the point home regarding how his changes would make them more money, it'll be pretty hard to get a "no."

A copywriter/marketer called Ed Gandia also came up with a "warm email prospecting" concept. Basically you take note of big business announcements - say a health supplement company just merged with another business, so they're likely overworked - and then get in touch with the decision makers (usually the marketing director, sometimes communications director) to offer help at just the right time. Again, it's finding a preexisting need and filling it rather than trying to create one.

Getting started is a bit tough, but once he gets a good control or a nice testimonial things will progressively get easier. I've seen plenty of people get jobs without previous work (including myself when I was beginning) just by being confident and demonstrating they know how to get prospects more profits. This is all assuming, of course, that he at least has a fundamental grasp of copywriting. If not, he may be best off getting a mentor so he can develop his skills and experience before going it alone.

Best of luck to him!