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From Rockhampton to Sydney, Melbourne and beyond

This post was written by TCCS member, Sarah Joy Pierce

This year, Joyful Communications will celebrate five years in business. I didn’t have any particular goals when I started (other than to keep myself gainfully employed/amused), but in those five years I’ve been surprised at every turn with the lessons I’ve learned and the opportunities I’ve discovered.

Being based in Rockhampton (a medium-sized regional town, smack bang in the middle of Queensland’s coastline) hasn’t limited the scope of my work. I’ve worked with Australia-wide businesses and even the odd international client. In this day and age there are no limits to what you can do and who you can work with (providing you have a decent internet connection).

So with New Year optimism I want to share five lessons I’ve learned, and how you can put them to work for your copywriting business in 2020.

1. There’s more than enough work for everyone.

This lesson is first for a reason—it’s easily the most valuable. Even in a regional town with only two or three other marketing agencies, I can promise you won’t run out of clients. If you’re in a bigger city, you have even more clients to pick from.

It’s always worth forming excellent working relationships with the people you might see as your ‘competitors’. Because unless you’re directly competing for a particular client or niche, chances are your paths won’t cross all that often. And when they do, it’s much nicer to smile at each other than be snarky.

What can you do? Take a fellow copywriter (or graphic designer or marketing agency owner) out for coffee this month. Talk about ways you might be able to work together or refer work to each other.

2. Just put your lipstick on and go to networking events.

Okay, so maybe you shouldn’t take this advice literally if you’re not female. But for me, putting on lipstick is when I mean business. I can face the world fearlessly with a decent red lip.

I can’t emphasise the value of good old face-to-face networking enough. Even if you’re an introvert, find your ‘red lip’ armour and show your face to your target audience. If you work with small businesses, head along to a Chamber of Commerce or a BNI event. If you work primarily with women, try a local women’s networking group. If you love working with startups, find the local startup club.

And if I can find all of these in little old Rockhampton, you can’t be too far away from one either.

Take your business cards and get ready to smile for an hour of your month/quarter/year. It really is the best value marketing you’ll get. Think about it this way: if you charge out your time at $90/hour, how many other leads could you get for a $90 spend? I’ve never gone to a networking event and come away without at least one decent connection.

What can you do? Check your business cards (make sure they’re looking good), find a networking group (and maybe a new red lipstick), and make a date in your diary. Who knows? You might even enjoy it.

3. Analyse what you do well and position yourself as the local expert.

This is similar advice to ‘find a niche’, but perhaps from a different perspective. Maybe I’m coming at it with a ‘big fish in a small pond’ mindset, but it’s easier for people to remember you if they have a reason to remember you. Back up your reputation with excellent attention to detail and genuine passion for what you do to help your clients, and you’ve got a winning formula.

After a while, you’ll start getting word-of-mouth recommendations. And this kind of marketing is incredibly powerful because you’re being recommended by someone they trust. This is why I haven’t spent much on marketing. I let my work (and my reputation) speak for itself.

What can you do? How much of your work comes from repeat clients or referrals? Take a minute to work it out, and then perhaps send a ‘thank you’ or a social media shout out to your best or most loyal client.

4. Always be generous.

This ties in with all of my earlier advice. If your clients remember you tracking every single minute and painstakingly invoicing them down to the last cent, will they come back for more? If you refused to chat with a client who only needed you to listen for five minutes, will they send a business buddy to you for more work?

While this may a bit of a ‘fast and loose’ approach to business, it’s certainly worked for me. I’m not saying it’s okay to let clients walk all over you, because it’s not. But when you have the right clients (and you’ve honed both your ‘freeloader’ radar and your boundaries), investing in relationships and erring on the side of generosity is always the best policy. I don’t mind giving out some of my best advice for free because the client will always remember me being generous.

What can you do? I don’t think you can really plan generosity. But if an opportunity to show it presents itself this week, grab it with both hands.

5. Don’t be afraid to use your local advantage.

Rather than thinking of a regional location (or your small business) as a disadvantage, you should think of it as one of the biggest advantages you have. I’ve won work with huge clients by emphasising how I can weave local flavour in into their copy rather than having a big, out-of-town firm get it wrong.

Being local means I know the town’s major players, the unspoken rivalries, and where the best coffee is. Being small means I’m nimble, responsive and often more cost-effective (even at my highest charge-out rates).

And being local is awesome when it comes to writing local landing pages or making sure your client has the best local SEO possible.

What can you do? If you’re a regional copywriter, why not make sure you have a local landing page that talks about all the things you love in your town? I haven’t done this yet, but it’s high on my to-do list for 2020.

Think big, not small.

Red lipsticks held high, let’s tackle 2020 together.

If you only remember one thing, let it be this: you’re not limited by your size or location. If I can mostly wing it through five years of business and make it out the other side, there’s no reason why you can’t as well.

About Sarah-Joy Pierce

Sarah-Joy Pierce is the owner of Joyful Communications in Central Queensland. She writes copy for industry, mining and service-based businesses, and drinks plenty of coffee while doing it.

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Are all copywriting clients made of sugar and all things nice?

No. In fact, you have a higher chance of working for a toxic client than your dream client.

This post was written by TCCS member, Rashida Tayabali

Do you have a client whose phone calls and emails send shivers down your spine? A client who demands you answer their emails at once, and follows up with a phone call if there’s a few minutes delay. And who always seems to be unhappy with your work but can’t tell you why?

If you do, should you stick it out hoping they will turn into a prince?

No.

You should fire them.

In this post, I’ll be sharing how I fired a client for the first time, and how you can do it too—confidently and coherently.

Signs of a problem client

In my copywriting business, I’ve had a dream run for five years, with appreciative clients and great projects. But last year I finally met my first P.I.T.A (Pain In The Ass) client.

On paper, he sounded ideal. He wanted to lift his profile in his industry and needed someone to create content for his new website. After an introductory call, I sent in my proposal and briefing form.

The warning signs were clear almost immediately. The client:

• Sent me two-word answers for some questions, and started calling me frequently to tell me about his plans
• Told me about the bad runs he’d had with service providers in the past who took him for a ride because they didn’t deliver. (At this point, I was upfront with him about my experience and assured him I could deliver what he wanted)
• Haggled me on price. I stood firm and told him my rates were not negotiable
• Liked lengthy chats on the phone, and needed constant reassurance and handholding
• Said he’d need to borrow money from family to pay me (clang, clang clang!)

Despite the alarm bells going off in my head, I was keen to do the work because it was an interesting project. I gave him the benefit of the doubt and submitted the first draft on time.

Lack of proper feedback

I waited for feedback, but instead, I got… crickets.

After following up numerous times, I finally got an email saying he’d read the copy but it wasn’t what he wanted.

I scheduled a call to go through the changes. The client had provided some feedback (and a lot of waffle) via email that I addressed in the second draft. With the first version falling flat, I agreed to rewrite the copy from scratch (against my better judgment).

Still, I wanted to salvage the relationship and deliver on my promise of providing good service and content.

I sent in the second version.

I waited for client feedback, but nothing concrete came in. By this time I was losing money and time on this job.

One thing was clear: he didn’t like the new version either, but couldn’t say why.

Breaking up with the client

The client raised the point that I didn’t do a good enough job because I was bilingual. (He was bilingual too.) Apparently, people who have mastered more than one language are poor writers.

On another unscheduled call, he heard my baby cry in the background and suggested I was distracted and unable to devote enough time to his work.

My self-confidence was starting to take a hit because of the client’s comments. And really, who needs this kind of negativity in their working life?

So I made the decision to end the business relationship with the client—not by email but over the phone.

I explained clearly that despite writing website copy in two different ways it hadn’t met his requirements, and so it was better for me to refund the deposit.

I even suggested it was better for him to write his own content after he admitted, “There was nothing really wrong with the copy. I just don’t like it”.

How to know when to let a client go

If the process feels hard, and the client is always unhappy with your work and starting to show the P.I.T.A warning signs or becoming personal, it’s time to let them go. Fire them on the phone or email, but don’t burn your bridges. Offer to find them another copywriter who might be a better fit (but warn the writer in advance). Stay firm on the firing and don’t take them back.

Honestly, I shouldn’t have accepted the client when he didn’t fill out a proper brief.

I shouldn’t have gone ahead and written the second version, or ignored the warning signs.

You live and learn. Now I pay attention to warning signs and don’t take on a client if alarm bells start going off.

Over to you

Are you working for a similar client who’s causing you grief?

When did you last fire a client?

If your answer is “Never”, it might be time to start.

If you liked this article, please share on your favourite social media platform.

Bio

Rashida Tayabali is a copywriter and features writer. She loves creating clever copy for clients that inspires their audience and leads to the right action through storytelling.

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This post was written by TCCS member, Kate Merryweather

Quiet times happen to us all. As a copywriter with seven years of experience, I recently found myself in a quiet stage. What did I do? Got busy.

Here’s 19 productive steps you can take to get ahead, improve your processes and find new clients when copywriting work goes quiet.

From upping your network game to preparing content in advance to stalking leads on LinkedIn, there’s plenty of work to be done that will pay off down the line. Your future self will thank you.

1. Panic. Seriously, if work is getting quiet, now is a perfectly good time to panic.

It’s your livelihood. When you have bills and mortgages to pay, it can be incredibly stressful to lose income. So, don’t listen to anyone who says not to panic. That’s nuts. Panic as much as you want. Then move on to the rest of the items on this list.

2. Watch the TCCS (and other) job boards like a mofo.

Don’t email responses. Give the leads a call. First in gets the curly fries.

3. Audit your website.

Freshen up outdated pages, optimise your images, ensure it’s responsive and mobile friendly. Does your website looks like it belongs in 2019 or 2012? For the love of pancakes, get rid of any sliders on your website. Plus, banish any images of fingers tapping on keyboards. (Could it *be* any more cliché?)

4. Gather case studies.

Publish them on your website so your portfolio is looking smick.

5. Consider your niche.

By specialising in an area, you can establish a reputation for being the go-to expert copywriter in real estate, finance, beauty or lifestyle brands.

6. Brush up on your LinkedIn game.

Request connections from potential clients in your niche, and post content on how you can solve their problems. Refine your bio, ask for referrals and leave thoughtful comments (Gary Vee says 90 comments per day but he’s nuts.) Publish interesting posts, showing off your pithy writing skills in the process. Instead of posting links to your blog, write native LinkedIn articles and watch your visibility soar. Do Kate’s LinkedIn course.

7. Take a deep dive into your SEO and find out which pages are ranking best.

Do one of The Recipe for SEO Success courses to jump a few notches on the Google search rankings.

8. Sort out your Google My Business page.

Write posts, add images and invite customers to give you reviews. I find humorous I’m-not-begging-but-I-am-begging requests work.

9. Write blogs in advance.

When you’re busy down the track, you’ll have pre-written blog posts prepared and ready to publish.

10. Unless you are starving, don’t reduce your prices to be more competitive.

On the contrary. Review your prices by doing the Toon pricing course.

11. Update your timesheeting process.

Watching the clock is the only way to see exactly how long jobs take you and which are most profitable.

12. Guest blog. Pitch guest articles for high domain authority websites.

You will raise your profile and you may get a juicy backlink which helps your SEO.

13. Increase your network.

Your clients may need suppliers like developers, photographers, videographers, graphic designers and social media managers. You can helpfully refer your clients to your network of experts (and they can refer to you too = $ker-ching$).

14. Review your workflow.

How can you automate oft-repeated processes? Write a sequence of emails as templates for each step in your copywriting process. Check out workflow and project management tools like Asana, Basecamp or Dubsado so your client experience is ultra profesh.

15. Polish up your proposals.

Ditch your dorky Microsoft Word proposal and create something snazzy on Canva

16. Network.

Kick off your moccasins, pluck your monobrow and enter the world of face-to-face networking. Wear your TCCS ‘copy beast’ badge as a conversation starter.

17. Tell people you are available.

A regular client of mine was surprised when I told her things were quiet. She hadn’t been giving me briefs because she thought I was busy. So, when copywriting work goes quiet, get in touch with previous clients and let them know you’re available.

18. Subcontract to other TCCS members.

There are plenty of opportunities for subcontracting to senior copywriters. Put your hand up.

19. Update your email signature.

You can do cool things like beg for ask for reviews, share your availability over coming weeks or link to your newsletter.

Guess what?

I’ve been following the items on this list and I’ve booked in two juicy projects. So it works.

But also?

My slump coincided with school holidays, so I’ve been playing Footy Feud, learning to floss, watching Disney movies and making apple cakes in my Thermomix. So it’s cool to take a break from freelancing. My list is here when you need it.

About Kate Merryweather

Kate is a freelance copywriter and mum of three who annoys people by talking about her Thermomix. She specialises in copywriting for digital marketing agencies and likes borrowing books from the library she will never read.

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This post was written by TCCS member, Nadine Crowe

Top 10 tips for finding freelance copywriting jobs

1. Tap your personal networks
2. Leverage your professional networks
3. Talk to people about what you do
4. Connect with connectors
5. Partner with related industries
6. Believe in what you have to give
7. Practice warm outreach
8. Go where your clients are
9. Be professional
10. Join a good copywriting community

Whether you’re new to copywriting or a seasoned professional, it’s likely you’ll find yourself looking for more clients at one stage or another. Check out these top 10 tips for finding copywriting clients.

1. Tap your personal networks

Don’t be shy. Use your social pages to let people know what you are doing, and be clear that referrals and recommendations do help. And don’t underestimate the potential of corporate friends and family. They work in businesses that often need freelance copywriters but often don’t know where to find them or who they can trust. Make sure your contacts know what you do. You never know when they or someone in their network might need a copywriter.

2. Leverage your professional networks

In the words of a wise copywriter at the recent CopyCon19 copywriting conference, “LinkedIn is where clients with money hang out” [Kate Toon]. People on LinkedIn are actively looking for business opportunities. Make use of your professional connections. And if you aren’t sure how to create your profile, or haven’t optimised it for your copywriting services, check out Kate Toon’s LinkedIn Booster Course (free for members).

3. Talk to people about what you do

Chat to people about what you do. The easiest way to start is to simply ask others what they do and then listen. More often than not they’ll reciprocate and ask what you do. It’s not the time for a sale’s pitch, but letting people you meet know what you do and chatting about it can lead to potential opportunities.

4. Connect with connectors

Sometimes all it takes is an introduction. Even better than talking to people about what you do is to talk specifically with people who are connectors. It could be a friend who seems to move effortlessly between multiple social groups, or your hairdresser whose day cuts across the full spectrum of society. These people could provide you with just the connection you need. So don’t miss an opportunity to chat with them about what you have going on.

5. Partner with related industries

Contact businesses in related industries with a similar audience to yours, and see if they’d be interested in teaming up. Designers, developers and SEO experts are perfect for partnering up with as they often need copywriters for large and ongoing projects. And don’t forget creative agencies that need to bring in additional copywriters for big projects without having to employ them on an ongoing basis.

6. Believe in what you have to give

This isn’t to make you feel better about yourself, or to give you the confidence to put yourself out there. Genuine confidence is so damn magnetic in the same way insecurity repels. Clients are drawn to you when you have a genuine belief in yourself and what you offer. And it reveals itself in so many ways – from your tone of voice, the interplay of conversation and the way you listen, even what you do with your hands. Know the value you bring and be clear on what your copy can deliver.

7. Practice warm outreach

Hate the thought of cold outreach? Then change the way you think about it. Warm outreach is all about building relationships rather than selling anything. Instead of emailing people to sell them something, contact them just to make a connection. Let them know you’re available to help in the future should they need it, but don’t expect anything from them. Set the tone, and it changes how others respond. Circle back after a set amount of time to see if there’s anything they need. Make your goal to hit your target of warm outreaches instead of sales outcomes, and you may well get the outcome you were hoping for.

8. Go where your clients are

Attend conferences and events where you know your customers will be. Share your knowledge. If you’re brave enough, get up on stage and speak. Let people see the value you bring. Join Facebook groups where you know your clients hang out. Even if you haven’t chosen a niche, choose a topic you enjoy or have an interest in so you know which businesses or groups to approach. The more specific you get in identifying your ideal clients, the easier it is to know who to approach. And this doesn’t lock you into a niche, it’s simply a means to get started. Visit local businesses and let them know what you do and how you can help.

9. Be professional

A lack of professionalism can be the Achilles heel of many a copywriter. So much time and effort goes into finding the client, only to stumble at the final hurdle because the client senses something’s not quite right. There are lots of ways clients gauge whether you are the real deal and someone they can trust. Demonstrate professionalism by having contracts in place. Know the going rate for copywriters and complete your own rate card so you’re never caught off guard. Present your work in a properly formatted Copy Deck. Pick up the Copywriter Ultimate Pack from the Clever Copywriting School and have all the templates and contracts you need for that professional touch. Get professional photos taken and logos designed, and have your business cards ready to go

10. Join a good copywriting community

Of all the things you can do to find new copywriting clients, joining a good copywriting group is the piece de resistance. Not only do copywriters share opportunities and refer jobs to one another, they’re also a huge source of encouragement, advice and support. In The Clever Copywriting School (TCCS), annual members can also create their own directory listing where prospective clients look for potential copywriters. Even more exciting, TCCS now has a job board where clients list copywriting jobs only members can apply for. And to top it off, TCCS members get a 20% discount on all templates and courses available in The Copy Shop.

Conclusion

There’s so much you can do without paying a cent to land more clients. But they involve significant action and a certain level of mental resolve. If you feel like you could use more support, and you can make the investment, TCCS membership might be just what you need. TCCS membership gets you access to the best copywriting job board down under, one of the most encouraging and supportive copywriting communities around, and a 20% discount on all Copy Shop templates, contracts, and courses. It’s a great way to fast track your copywriting career.

Over to you

Which one of these top 10 tips for finding copywriting clients will you try?
If you liked this article, please share it.

About Nadine Crowe

Nadine Crowe is a Melbourne copywriter and SEO consultant obsessed with good coffee and salted caramel ice cream.

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This post was written by TCCS member, Angela Rodgers

Podcasts to help you learn about copywriting even when you’re not at your desk

Are you a copywriter who wants to learn stuff, get better at your craft or just be a better business owner? Then podcasts are where it’s at.

If you’re like me and don’t have a lot of uninterrupted time to read all the books, then podcasts are the next best thing. Maybe even better.

Either way, some of the best tips I ever got for my business were learned while settling or feeding my babies late at night, with one ear glued to a podcast.

Did I mention they’re also free? Yep.

I’ve subscribed (and unsubscribed) to a ridiculous number of podcasts over the past two years. Not to brag or anything, but I probably listen to an average of five per day. So it’s safe to say I know a good one when I hear it.

The hardest part of listening to podcasts is finding good ones. The discovery process isn’t as simple as jumping on Google. And it can take you a few downloads and listens before you figure out if a podcast is right for you or not.

So let me save you the bother. If you’re a copywriter looking for a podcast, here’s where you should start.

Hot Copy with Kate Toon and Belinda Weaver

I had to lead with this one, of course. Hot Copy is the first copywriting podcast I ever listened to, and boy am I glad I did. Kate and Belinda have put together an incredible collection of interviews, practical topics, and honest discussions for freelance copywriters. There’s plenty of newbie-friendly content, but they often dig deeper and get a bit more technical too.

High-Income Business Writing Show with Ed Gandia

I really enjoy this show. Ed does fantastic interviews that have helped open my eyes to the different types of copywriting out there and different business models to consider. And it’s also nice to know copywriting has the potential to make a decent income if you set yourself up right.

The Pete Godfrey Persuasion Show

I’ll be honest. At first, I didn’t really like this show. Maybe it was hearing my own bogan Australian accent reflected back at me. Maybe it was the strong opinions Pete shares. Or maybe the fact that he refers to himself as “The Wizard”.

But I’m glad I stuck with it, because I actually love this show now. Pete’s honest, smart and, yes, opinionated.

Fellow youngsters be warned. He’s pretty old school, and often voices his distaste for social media. So you’re not going to hear a lot about online marketing. But despite that, I’ve come to respect his opinions. Pete clearly knows his stuff about sales copywriting and direct response. And the dynamic between Pete and his co-host/producer Tam is quite funny. Sometimes I can almost hear her rolling her eyes with me on the other end of the call.

Copy Chief Radio with Kevin Rogers

Another fantastic show. Lots of interviews, how-tos, and common copywriting questions answered. I often find myself taking notes during these episodes so I can make the changes to my own offers, processes, and business right away.

The Ray Edwards Show

First of all, this show won’t be for everyone. But I really like it. Ray is super smart and offers excellent tips for copywriting, business, marketing, and life. I’d describe this show as a cross between a business coaching session and a Sunday sermon. I like how he combines faith and business, rather than trying to separate the two. You probably won’t agree with everything he says, but if it’s your jam you’ll love it.

The Copywriter Club with Kira Hug and Rob Marsh

LOVE this podcast. It’s always jam-packed with super useful tips. Rob and Kira mostly do interviews with successful copywriters, and it’s something different every week. The thing I like most about the format is that they don’t shy away from digging deep and asking the questions we all really want to ask. Like, “How did you get into it?”, “What are your processes like?”, “How much do you charge?” and “How do you actually make money?”

I also like that Rob and Kira don’t pretend to have it all figured out. It often feels like they get as much from an interview as I do.

Copywriters Podcast with David Garfinkel

Another good one. David shares many nuggets of wisdom, and he’s an excellent storyteller. I could happily listen to him all day. He puts the focus on making money through sales and copywriting, so it’s always really practical. I find myself thinking bigger about my business after each episode.

Good Copy, Bad Copy

I haven’t listened to this one as much as the others yet. I think I only discovered it recently. (I’m a self-confessed podcast junkie so it’s hard to keep track.) But so far, so good. It’s another really practical one that mainly focuses on B2B copywriting.

Everything else

Just because you’re a copywriter doesn’t mean you should listen only to podcasts about copywriting. Think outside the box about what you might like to learn. Here are some other examples of podcast topics that can help you improve your copywriting techniques and business practices:

• Sales/selling
• Marketing
• Branding
• SEO
• Psychology
• Business

But you could listen to just about anything really. Enriching your knowledge is almost always a worthy investment when you’re a copywriter. (Or maybe that’s just what I tell myself.)

Over to you

Have I missed anything? I’d love to add some more to my list. Leave a comment below with your favourite copywriting (or other) podcasts.

:-) Angela

About Angela

Angela Rodgers is a copywriter in Brisbane. She writes strategic copy and content for smart B2B brands and small business. In between she wrangles two small people and lives off a combination of green tea and chocolate.

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A speedy tutorial on Google Docs and how it can be used by Copywriters when sharing 00  with your clients.

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