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A winning formula for freelance copywriting success

June 19th, 2018 by Bob Bly

In the last issue of this e-newsletter, I promised to give you
some advice on how to succeed as a freelance writer in today’s
highly competitive, over-crowded market.

So without further preamble, here are some suggestions for
surviving and thriving as a copywriter — and in particular, as a
newbie freelancer — in 2018 and beyond:

#1–Get good.

Your competitors are studying the books, taking the courses,
attending the conferences, watching the videos.

If you are not similarly a student of copywriting, you will soon
be left behind, unable to compete on their level.

#2–Next, get even better.

If you think you’re already a decent writer, don’t stand still.
Move forward.

Keep learning. Improve always. Continue reading the books, taking
the workshops, and studying.

Remember this famous saying: “School is never out for the pro.”

#3–Read.

There are only 3 ways to get better as a writer: study (see #1
above) … write (see #4 below) … and read.

Read a lot. Read books about business, marketing, and writing …
and about all sorts of other topics.

The books about business, marketing, and writing improve your
ability to write kick-butt copy.

The books on all other topics give you a storehouse of knowledge
on all sorts of subjects you can draw on to add interest and
verisimilitude to your copy.

They will also teach you how to write better through example.

#4–Write.

Isaac Asimov wrote for 10 hours or so a day, 7 days a week.

Stephen King has said he writes every day of the year except
Christmas and his birthday.

Write every day. If you want Sundays off, that’s fine.

#5–Avoid generic assignments.

The worst projects are writing articles and blog posts on general
subjects that anyone can look up on Google.

That’s because writers of these articles and posts essentially
just search Google for other articles on the same topic, pull
something from 4 or 5 of them, and cobble together a new piece.

Since any idiot can do this, it doesn’t — and never will — pay
particularly well. It’s a commodity service. And boring. So why
bother?

#6–Choose a niche.

All else being equal, in whatever field you look, specialists get
paid more and have a much easier time getting work than
non-specialists.

For instance, neurosurgeons make more money than family doctors —
and patent attorneys out-earn local attorneys with general
practices.

As a writer, you can specialize either in a medium (e.g., white
papers, case studies), a product or industry (e.g., chemicals,
investment newsletters), or both (e.g., SEO for chemical companies).

#7–Acquire specialized knowledge.

Once you’re in a niche, become an obsessive student of the topic,
and if you can, acquire some credentials to make it evident to
others that you are a subject matter expert.

For instance, in the 1980s, when I was inundated with assignments
from computer and software firms, I trained to become a certified
IT professional. And as an engineering graduate, I already knew
some programming.

#8–Compete.

Any writing field where the success of your copy can be measured
and proven — and that is most notably in direct response
marketing — will pay you more than writing disciplines where ROI
cannot be measured.

By “compete,” I mean specialize in areas where results can be
measured.

You don’t have to win every time, and you won’t.

But if you get known as a top gun in a writing area with
measurable ROI, you can get paid top dollar.

#9–Know what pays.

Some specialties and writing tasks pay better than others.
Gravitate toward one or more of those areas, and you’ll make more
money.

For instance, writing white papers pays well; writing blog posts
does not.

#10–Persist.

You will have frequent setbacks, failures, and disappointments
that will knock you to your knees repeatedly.

But as long as you get right back up, you will come out a winner.
As my Facebook friend Mike says, persistence breaks resistance.

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This entry was posted on Tuesday, June 19th, 2018 at 1:37 pm and is filed under Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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