I’m still relatively new to freelance copywriting but I have decades of writing experience under my belt and plenty of time studying headlines that inspire consumers to buy a magazine or click on a headline. It can be a lucrative industry which is why I wanted a pro’s take on freelance copywriting for beginners.
Just because you’re a good writer and even a solid content marketing writer or journalist doesn’t mean it’s easy to cross over into freelance copywriting. I went to an experienced freelance copywriter whom I’ve worked with when I was at magazines and asked Linda Melone to share her best tips for those who are thinking about how to get started copywriting for beginners.
Melone is a certified conversion copywriter who specializes in working with B2B clients in the fitness and health fields. (She’s a certified personal trainer as well so she knows what she’s talking about.)
If you’re thinking about getting started copywriting and don’t know where to begin or, perhaps you want to add copywriting skills to your resume so you can get more freelance work, read on to get a pro copywriter’s best tips for beginners and curious freelancers in this interview I did with Melone.
How to Get Started Freelance Copywriting for Beginners
Why is now a good time for freelancers to learn copywriting skills?
LM: It’s a good time because the copywriting world is changing so fast with AI that even experienced copywriters find they need to hone their skills. So getting in on the ground floor requires you to start at a different level right out of the gate. New copywriters need to be able to grasp AI to begin to compete.
How did you get started in copywriting?
LM: I wrote content articles, mainly for magazines and online publications for many years. When the publishing world took a nosedive around circa 2014 or so, I started an online fitness business and wrote all my own marketing material and ads. It required me to learn a new set of skills. I loved the decision-making psychology involved in copywriting and the science behind writing to motivate people to take action. So I took courses and hired several different copywriting coaches over time to get me started. My first clients were people in my immediate social circle. I moved on from there.
How do you suggest most people get started learning copywriting? (any specific courses to take, books, YouTube videos to watch, local college courses?)
LM: I suggest signing up for courses with CopyHackers – they have a lot of free material. And joining a copywriting online group enables you to bounce questions off of other copywriters, which can be super helpful. Find the teachers that resonate with you. The Copywriter Club is another good group, run by Kira Hug and Rob Marsh. They have an active Facebook group as well.
What is the difference (in your words) between content writing, copywriting, and content marketing writing?
LM: Content is important for SEO (e.g. blogs), and is used to entertain and inform–although there’s some overlap. Copywriting tends to be more goal-oriented. It’s written to motivate people to take some sort of action: sign up, book a call, buy, start a trial, etc. Content marketing uses strategies to establish trust and authority with the audience and involves both copy and content. Examples may be taking podcasts, videos, blog posts and turning them into snippets on various social media platforms.
What are some of the skills and qualities essential for success in copywriting?
LM: Some skills overlap from content writing: creativity, writing mastery, research, and interviewing skills. In addition, copywriters and those considering how to get started copywriting for beginners should have an understanding of SEO, storytelling abilities, and analytical skills. The latter is needed to gauge the copy that’s working and not so you can adjust accordingly.
How can beginners with no copywriting experience create samples for a portfolio?
LM: Beginners can rewrite outdated ads or poorly written content to show expertise. Be sure to mention it’s a rewrite in your portfolio as a “before and after” to avoid confusion.
Another suggestion for beginner copywriters with no experience? You may need to start writing for free at first. For instance, nonprofits and charities would be appreciative of good copy. And start locally.
How do I pivot from freelance content marketing writing to begin a freelance copywriter?
LM: It is possible. That’s exactly what I did. It’s important to research and study copywriting to understand the difference, first. Study the greats, like David Ogilvy, and dissect their copy to see what makes it so effective.
Network and learn from copywriting communities and webinars and connect with other copywriters. And market yourself on sites like LinkedIn, where potential clients often look for copywriters.
Why is magazine writing and/or journalism a good (or not good) background for copywriters
LM: I found my interview skills as a magazine writer greatly helped in researching and speaking with my client’s customers. Being able to speak with a diverse audience is an essential part of the background research involved in copywriting. Storytelling and research skills also overlap.
Where should beginner copywriters look for freelance work/jobs?
LM: Getting started as a freelance copywriter with no experience isn’t easy, but it’s no different than starting any new career. UpWork or Fiverr are both highly competitive but can give you a start.
Ask friends and family for referrals and network on LinkedIn. The latter is playing the long game because it’s about establishing yourself as an authority.
Leave insightful comments on LinkedIn posts for people and companies that fit your ideal customer profile.
Do you have good tips to share around networking and collaborating with copywriters and marketing professionals?
LM. In order for beginner freelance copywriters to build up relationships, they should attend conferences, seminars, and workshops to network with other copywriters and marketers. Become active on LinkedIn and in LinkedIn Groups where people share knowledge.
Some cities have freelance Meetups to connect with other like-minded people. Be sure to always offer value first to build trust. Share information and be authentic. People can tell if you’re only connecting with them so you can pitch them.
Do certifications matter today? Why/why not?
LM: Yes and no. If a person understands what it takes to earn a certification, then yes. But most clients only want to know if you can make them money.
Learn more about Linda Melone at TheCopyWorx.com.