People often ask me how I became a copywriter in the first place. I half-jokingly say that I “printed up a bunch of business cards, put my name on them, then added ‘copywriter’ underneath.”
It’s a bit of an oversimplification, but that’s essentially how I began my business as a freelance copywriter.
There is no standard definition of “copywriter.” A technical copywriter may focus on documentation and processes, while a creative copywriter writes for marketing and advertising purposes. More on that in my blog about technical vs. creative copywriting here.
There exists copywriters who write exclusively for advertising; others that write direct response or sales letters; some are website copywriters, who may also be called “content writers” interchangeably.
If you are thinking about becoming a copywriter as a career, here are some things to consider.
How Do I Become A Copywriter With No Experience?
Unlike other jobs, copywriting is a profession with a low barrier of entry – copywriting is not regulated, nor is it self-regulated or gate-kept by a guild or union. Anyone with an internet connection and a laptop can set up a website or register for a job board such as Upwork or Fiverr and ply their trade.
Training as a copywriter isn’t standardised, nor is it essential. You can read books about copywriting and attempt to emulate the greats such as David Ogilvy or Dan Kennedy. If you have a good – and I mean being in the top ten to five percent of the population - command of English (or your home language) you can “make it” as a copywriter.
Basic Copywriting Skills
The main suite of skills you’ll need to be a copywriter are:
Written communication
Creativity or lateral thinking
Problem solving
Oral communication
Time management
Editing
Business management - if you are going freelance
Studying some type of business finance or management is essential. I recommend the Finance Academy course Managing Business Finance by Chinmay Ananda to get you up to speed.
The Academic Route
In Australia, if you absolutely love learning in an academic setting (and I did), you could study a Bachelor of Arts concentrating in English or Media and Communication. A Bachelor of Business or a Bachelor of Commerce in Marketing may also include units on copywriting.
However, if you find you need to hone your skills without spending thousands of dollars (and hours) at university, I personally recommend you study a Certificate IV in Professional Writing and Editing. This teaches you the fundamentals of written English communication in a work context.
How Do I Start Out As A Copywriter?
If you have your heart set on copywriting as a career, try to apply for as much work experience as you can at your high school or TAFE. Try to get work experience at as many types of agencies or houses as possible – advertising agencies, marketing firms, content writing houses, communications, or PR agencies – so you get a feel for what type of copywriting and editing you are strong at; and what needs work.
In this work context, you should also be able to work to tight deadlines and confusing, sometimes contradictory briefs. You’ll also learn not to take criticism personally and learn from your mistakes. Letting go of attachment to your work is also a must; in the content writing world especially, you are giving voice to someone else!
The Advertising Advertising Paradox
As mentioned before, the barrier to entry for a copywriter is low. You ideally need a website to show off your portfolio and act as a lead magnet. If you don’t have a portfolio, approach friends and family and offer to refresh their resumes or websites for them.
However, you need to write ads that not only advertise your proficiency as a copywriter, but act as a “free sample” of your work for other businesses. If it can convince them, chances are you can convince their audience their product or service is worth buying too.
DO. NOT. WORK. FOR. FREE.
Because you are just starting out, you will be tempted by offers from start-ups or ne’er-do-wells asking you to work for “exposure.”
Ignore these people. They are choosing beggars at the very least.
Working for free is not only illegal in Australia, but it also makes it worse for everyone else in the industry.
The number of emails I get saying “I’ll get my cousin/friend/best mate’s brother’s wife to do it for free” would make the average person blush. I simply tell them – if they’re so good, why are you bothering me?
A 400-word blog post may take me 20 minutes to write. However, just like the mechanic who knows exactly where to strike his tiny hammer to fix a car in five seconds – you’re not paying for my time, you’re paying for my expertise.
Even if you hit up family and friends for work, set a price. A junior, fresh out of uni/TAFE/beginner should be able to earn $25-30/hr if they can demonstrate a good level of professionalism and proficiency.
As I always say, be “uneditable” - the less work you make for editors, the more you jobs you’re picked for.
With all that in mind, will you make copywriting your career?
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