Michel Fortin 
A question that’s often asked of me is from freelance, junior or aspiring copywriters about how to get started in the copywriting business. It’s not about how to write copy specifically but about the marketing aspect of the business.
John Angel, another copywriter who’s one of my best junior copywriters, and I will be creating a product very soon specifically for marketing for copywriters.
But here’s my shotgun answer…
What I tend to answer with this question is quite simple: there are 3 things I would do if I were to start in the copywriting field…
1. Pick a niche.
Niche marketing is extremely powerful. And believe me, people often have the erroneous assumption that by narrowing their focus, they are lessening the chances for more business. Nothing can be any more wrong.
Niche marketing creates instant credibility by virtue of the fact that you cater to a specialized field or industry or client type, etc. You’re a specialist, and therefore you’re perceived instantly as an “expert,” in other words. Not by experience or education, but by expertise. By specialization.
Take a mechanic: Rarely would you call a general mechanic an “expert mechanic,” unless she has invested a considerable amount of resources in branding herself that way, or in educating herself deeply in the world of mechanics, backed by many, many years of experience.
On the other hand, it would be easy to dub a mechanic — even a new one just starting out — that specializes in imported car brakes as an “expert mechanic.”
A side benefit is, specific clients with unique needs will prefer to go to a copywriter with a specific understanding of their needs or industry, rather than going to a generalist, as well as non-targeted clients will refer clients to you when they come across someone who falls into your target market. Because you come to mind instantly!
And your copy won’t have to be painted with broad brushstrokes in order to appeal to everyone — so your conversion rate will increase tremendously. The more “clients” you serve, the more generic you are (and your copy will be) and thus the more people will think you don’t understand them, their needs and their copy goals.
(Look at it this way: do you want 10% of 100 targeted prospects? Or 1% of everyone? Like, say, 1,000?)
A copywriter specializing in, say, in alternative health will get more business than a general copywriter will. For example, there’s a copywriter I know who specializes in martial arts schools (he calls himself “The Black Belt Copywriter”). When Yanik Silver started out, he specialized in cosmetic dentistry. And so on.
Likewise, over time your reach will expand as did mine. When I first started, I specialized in cosmetic surgeons (hence, the name “Success Doctor” because I helped doctors become successful).
2. Create a portfolio.
This is the biggest “tool” in your arsenal. Think of the 3 “F’s.” Start by writing either copy:
- 1. For free,
- 2. For friends, or
- 3. For fictitious/fake companies or clients.
In the case of the latter, always say it is fake when asked, of course, but use it to demonstrate your writing ability. “Mock” copy is aways far better than no copy to show off.
Do free jobs or jobs at a huge discount in exchange for portfolio additions. Build your portfolio that way. Your portfolio is your key to getting real busy and commanding higher fees. And a great way to boost your portfolio is to offer free work in exchange for a testimonial or addition to your portfolio, or at a reduced rate. Preferably the latter. If you’re targeting a niche, the latter is very possible.
More important, write your letter for hiring… YOU! Here’s the thing: give them something to chew on. Write a direct mail piece selling yourself. If you have a website, that’s a start. The site itself is a sample of your work and a reflection of your ability. But also, start adding samples and particularly testimonials to it.
Granted, a portfolio (which is important) is not as important as a track record. So a great way is to market yourself to your niche and track everything, even your own test results. And use every statistic, every bit and piece of data, to your advantage. Because it’s all important. Even when the results are based on the very niche you’re trying to market to.
Results speak for themselves. For example, let’s say you’re a copywriter specializing in cosmetic dentistry. You can say, “I offered an information package to dental surgeons in [state]. Out of 456 board certified dentists, my direct mail piece (see sample attached) received a 34% response rate. That is, 155 doctors called for the information kit.”
3. Joint venture with strategic alliances.
JV with another company targeting a same market. Think of another company, service provider, retailer or any business that targets your market (and if you focus on a niche, as expressed in #1, this will come easier to you) but without directly competition with you.
If you visit, say, a wedding planner who also creates invitations, offer to write copy for the invitations or cards at a discount in exchange for all her clients’ copy needs. If you partner up with a local printer, become their copywriter of choice when their clients need a copywriter, and in exchange you will refer your copywriting clients to them for their printing needs. Same thing with a mailing house, a typesetter, a web designer, a graphic artist, a commercial producer, a specialty advertising firm, etc.
You can also create almost fully automated referrals systems between both of you. One great example is to create packages or bundles. You offer one big package that includes, say, web design. For the client, it’s one price, one service, one place. But for you, the design is done by your partner and you, on the other hand, write the copy — and you both split the fee/profits.
(You can create tons of these. When I first started out, I created partnerships with printing/mailing houses, and even conference room rental companies in exchange for offering free seminars at their locations — where I promoted myself as a copywriter and marketing consultant — while at the same time driving traffic to their conference rooms, thus giving users a taste of what my partner had to offer in terms of conference rooms… And at the same time creating more business for me. It’s a win-win opportunity.)
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Michel Fortin is a direct response copywriter, author, speaker and consultant. Spy on Michel by watching videos of him in action, working with real copy from real clients, and get tested conversion strategies proven to boost response. Watch a free 2-hour sample video!
http://www.thecopydoctor.com/
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