How To Become A Freelance Copywriter
How To Become A Freelance Copywriter
by Tasha Young
Instructor of Creative Copywriter Course
When I had the idea to teach copywriting, I looked around and was surprised at what I didn’t find. There was no copywriting course online that suited the world I’ve worked in, at leading brands and agencies in New York and Los Angeles, or Bay Area start-ups. You know — the most coveted jobs and clients on every aspiring copywriter’s wish list.
After working for these companies for 10+ years, I learned that I much prefer sharing knowledge with real people who are just getting started or looking toward the next level of their careers. Yet there was not a single course on how to be a copywriter that I would have recommended to anyone who’d reach out to me for advice on how to make a portfolio and get started as a copywriter.
TBH, Google search results for copywriting courses online are full of inaccurate, keyword-stuffing content (more on that in our SEO section!) that’s irrelevant to the contemporary digital-first and brand-centric world.
Not only is click-bait like that unhelpful, it’s not cute. I was like, how dare they make my low-key glamourous livelihood look so lame? I’m out here getting paid to spend my days writing clever quips and beautiful prose, surrounding myself with good vibes, listening to ambient music, and wearing cashmere sweats. To me, writing is not just a career, it’s a lifestyle.
Aspiring copywriters deserve better! That’s why I created the Creative Copywriter Course™ with ilovecreatives.
Before we get into the really juicy stuff, this guide’ll give you a sneak peek at what you’ve gotta know about freelance copywriting before you even take a course OR land your first client.
You probably already know this, but a freelance copywriter… writes. They offer up their intellectual prowess, wordplay, and creativity for brands and companies across their marketing. Websites, print ads, blog posts, email copy, social copy, landing pages — you name it, we write it.
To become a freelance copywriter, you need a few tools in your kit:
A rockstar resume that shows off your strengths and clearly demonstrates the value you add.
A portfolio that celebrates your creativity and screams “hire me!”
A lay of the land. The fastest way to get taken advantage of is not knowing industry best practices, what to ask for, or when a client is being ridiculous. We’ll help you avoid some common pitfalls in this post.
When you’re starting out with no experience
This is when you fake it till you make it. There are a few ways to get experience without a formal gig in place:
Pick your favorite brand, app, or website and write a “spec” article or landing page to practice their tone of voice. Rinse, repeat until you feel you’ve got the hang of writing for different styles.
LinkedIn is your friend, but don’t be annoying. Most people would be happy to meet for a networking coffee or an informational interview. Your likelihood of snagging that first client increases when you grow your network.
Start a Substack, newsletter, or contribute to a blog— it’ll show off your unique POV and writing style, and that you can stick to a schedule.
When you’ve got a little experience
Update your LinkedIn to show that you’re looking for copywriting opportunities and open to work. It doesn’t matter if you only have a byline or two — you’re still a copywriter.
Take the unsexy projects and say “yes” to as much as possible. Copywriters don’t always get to write about their favorite topics, especially if they’re beginners. Writing 100 taglines for an auto insurance company? Yes, please!
Join Slack groups and digital communities where you can pitch your services, like Study Hall or Writer’s Hangout.
Brand / Advertising / Editorial
Writing for brands, whether it’s to convert browsers into buyers or to engage the audience with enticing content. Think digital content like emails and social media ads, video campaigns that millions will see while binge-watching YouTube or Hulu, or out-of-home advertising — outdoor media like billboards or posters that people will encounter out in the wild.
Website copywriting jobs
Write a client’s entire website, from a sticky homepage to attention-grabby product landing pages and approachable “contact us” messaging. Website copywriters need to be well-versed in writing copy that sells, and they need to be comfy with slipping on different tones of voice.
SEO copywriting jobs
Are you fascinated by search engines like Google, curious about algorithms, AND a writer? Combine all those into one job + you’ll get SEO copywriting. You’ll craft copy for articles and landing pages to show up on the coveted first page of Google search results.
UX copywriting jobs
Ever wonder who writes for apps? Meet your user experience copywriters (UX) who are all about guiding the user through the experience of a given product, like notifications, error messages, button copy, the works.
the ilovecreatives Copywriter Project Estimator will help you figure out your hourly rate, how much you need to work + more good stuff
How much can you make as a freelance copywriter?
First, know this: Carrie Bradshaw making $4/word freelancing at Vogue. Would! NEVER. Happen! It’s pure fiction. Still, it can’t hurt to dream big money dreams! We’ll take the plunge into money talk in the Creative Copywriter Course™, including how to set (and raise) your rates.
If you’re looking for more visibility into what you should charge for different types of writing, check out the ilovecreatives Copywriter Project Estimator. It’s free with The Creative Copywriter Course™! The calculator breaks down how much you should charge based on your level of experience, plus it factors in living expenses and other unique costs creatives run into. Don’t undervalue yourself!!!
Signs of a content farm (& how to run in the other direction)
Content farms push out dozens of under-researched and poorly executed articles on the daily, which makes them attractive for people who genuinely need steady work. Think of them as the MLM for writers — these kinds of publications talk a big talk and offer up little in return. These publications share certain themes for writers:
You’ll be severely underpaid — we’re talking pennies on the dollar per word, or $20 for a 500-word article. Not only does this underprice YOUR work, but it also undercuts every other copywriter in the industry.
There won’t be anything you can put in your portfolio. You might write dozens of articles on the same topic, or you’ll be creating content that won’t warrant a byline.
You’ll have a cut taken from each invoice or project by a middle-man.
Writing, reading, researching
— being a sponge for language
Okay, of course freelance copywriters eventually put their fingers to the keyboard. You already knew that! But there are a ton of ways to go about this — you might dive in with client research and fact sheets for hours before you even write a sentence. You’ll pore over brief after brief, adjust email subject lines just so, or A/B test call-to-action text on dozens of pages.
In the famous words of the late Nora Ephron, a prolific scriptwriter and author, “Everything is copy.” Anything you can imagine writing, you can probably write (and get paid for!)
Pitching, coming up with ideas, and connecting them to objectives
If you’re in the editorial or content marketing realm, you’ll need to know how to pitch. I love this guide by Ann Friedman (which originated as a Twitter thread!) and the How to Pitch series by MediaBistro, which breaks down how to pitch to specific publications.
Really, the art of the pitch isn’t just in selling an idea to someone; it’s also showing the client you’re capable of doing homework, and that you know how to find the right people to talk to. Those are prerequisites of great journalism, yes, but also great copy.
Admin tasks, organizing and emailing and cat-herding
I think of admin tasks as anything that’s not writing. Email, contracts, research, scheduling calls and meetings, cold outreach, updating your website…Even doing your taxes is admin work that your freelance team of one (read: you) will juggle — along with hitting “send” on all those client deliverables.
Money, honey!
Finally, you’ll wait for that sweet, sweet direct deposit to hit… which can take anywhere from 30 to 90(!) days depending on the contract. Unpredictable income can be, well, unpredictable, so budgeting and careful spending while you’re bootstrapped is key. (Need help? Check out the Finance Friends Forever Course™ )
Money is a huge part of why we freelance; it gives us autonomy over the projects we choose, the hours we work, and what we say “yes” to. That’s why the Creative Copywriter Course™ equips you with an entire Freelance Starter Pack to:
Help you figure out a sustainable hourly rate that’s worthy of your talents
Negotiate 50% of payment upon starting work, not waiting around in invoice purgatory
Give you templates for proposals, invoices, and comms with clients
Ok ok ok ok — I know this is a lot to digest. This path isn’t for the faint of heart (or wallet). You’ll need to welcome uncertainty with gusto, endure ♾️ rounds of feedback, and get real comfortable with rejection.
I’m just gonna be real with you. Basic copywriting like that won’t get you the cool creative jobs at the brands and agencies on everyone’s dream client lists and career vision boards. Style is what makes all the difference in the world. Brands know it — that’s why they pay me the big medium-sized bucks.
Desirable brands do everything with style, including their copywriting. If you want to work with culturally relevant, coveted brands and agencies that pay top-talent rates, you need style and originality, not copy that’s so obviously intended to convert that it sounds totally used-car salesman.
You know the basic kind of copywriting you see on cheesy ads and sales-pitchy websites that have all the charm of a 3am infomercial? Let’s not do that.
Next: Build a portfolio. Okay, but how? What should it look like? How do I make a portfolio if I’ve never had a copywriting job?! WHY DON’T WE BUILD ONE TOGETHER?
The Creative Copywriter Course™ will help you fashion a stylish copywriting portfolio that’ll get you copywriting jobs right out of the gate. I’ve designed projects and writing prompts based on real-life assignments for the highest-paying copywriting jobs. This way, you’ll create your portfolio while you learn the ropes. Feeding two birds with one scone, am I right??? Then it’s off you go — writing for a living, kicking butt and taking names.
It all starts with your email. Sign up for the waitlist my dudes. See you in class ;)