If you love writing, you can make it your career as a copywriter. Need help figuring out exactly how to become a copywriter? This step-by-step guide is a great place to start.
Steps for success as a copywriter: Decide what type of writer you want to be
Find your copywriting niche
Audit your skill set
Create a portfolio
Study the market
Apply for copywriting jobs
Promote your services
1. Decide what type of writer you want to be
What exactly does a copywriter do? Many people confuse copywriting with content writing. Copywriters focus on creating shorter, ad-driven content with specific actions like lead generation or sales. On the other hand, content writers for a company specializing in creative copy that promote the company and creates positive brand associations. Some pieces may be longer and more educational, like a blog, or short and entertaining, like a social media post.
Copywriters know how to make every word count. What started with print ads in newspapers and magazines has turned digital in recent decades. As a copywriter, you could find yourself creating copy for a variety of different projects, from podcast ad scripts to website pages.
2. Find your copywriting niche
One of the best ways to become a successful copywriter is to choose a specific niche and become an expert. What it means to be a copywriter and the type of copy you work on depends on your niche. Think about what you're best at writing; this will help determine what kind of copywriter you want to be. The job description for a copywriter and the day-to-day responsibilities depend heavily on the project and client.
Different types of copywriters and what they do: Marketing copywriter. Focuses on creating copy for marketing and advertising. Examples: digital ads, press releases, email campaigns, promotional materials, and landing pages.
Social media copywriter. Provides captions for social media posts and paid ads. Examples: Instagram captions, Tweets, and Facebook ads.
Brand copywriter. Carries out the brand's messaging throughout all internal and external communications. Examples: brand style guidelines, slogans, product packaging, mission statements, and website content.
SEO copywriter. Makes sure that the target audience sees content using search engine optimization. Examples: SEO blog, keyword research, website content, and meta descriptions and headlines.
Technical copywriter. Explains the benefits and usage of a product or service in a way that's easy to understand. Examples: user guides, product packaging, help content, FAQs, and user manuals.
3. Audit your skill set
How will you market yourself as a copywriter in your niche? Through your skills, experience, and portfolio. Audit your skill set and see what marketable skills you currently have and what you'd like to work on. The most successful copywriters are constantly learning and developing new skills to add to their profile to attract new clients and offer a variety of services.
On your Upwork profile, you can add your top skills and any relevant certifications. Choosing the right skills helps you to match with clients and projects that are a good fit. Certifications are a great way to upskill as a freelancer and demonstrate your expertise in copywriting. Always keep your profile up to date.
Skills to mention in your profile and proposals: Email marketing software you're comfortable with, like Mailchimp, SendinBlue, and Constant Contact.
Social media platforms you've created content for, like Instagram, Twitter, and Facebook.
Writing styles you're familiar with writing in, like AP, Chicago, AMA, and MLA.
Paid ad platforms you can create copy for, like Google, Facebook, YouTube, and Amazon.
Website builders you can use, like Squarespace, Wix, and WordPress.
Be honest with yourself and think about your weaknesses–these are learning opportunities to improve your writing skills. Make yourself more competitive by upskilling, whether taking a course or doing research on your own.
Courses and certifications to help you stand out as a copywriter:
Coursera: Search Engine Optimization (SEO) Specialization - UC Davis
Google SEO Fundamentals - UC Davis
Fundamentals of Social Media Advertising - Meta
Google Digital Marketing & E-commerce Professional Certificate - Google
The Art of Sales: Mastering the Selling Process Specialization - Northwestern
Udemy:The Complete Copywriting Course: Write to Sell Like a Pro
Professional Technical Writing: Advance Your Writing Skills
The Social Media Marketing & Management Masterclass 2023
Google Ads For Beginners 2023 - Step By Step Process
Social Media Marketing MASTERY
LinkedIn Learning:Learning How to Write Marketing Copy
Marketing: Copywriting for Social Media
Editing Mastery: How to Edit Writing to Perfection
Social Media Marketing Trends
4. Create a portfolio
A strong writing portfolio is one of the most important tools a successful copywriter has. Don't worry if you're new to copywriting; you can create your own samples. Clients just want to get a feel for your writing style. Make sure that you make it clear that any non-client samples are mock-ups.
Samples to showcase or mock copywriting samples to prepare: The landing page. Create a landing page for a local company or choose your favorite company with Canva, Squarespace, or Wix.
SEO blog. Write a short SEO-optimized blog. Don't forget to add your title and meta description.
Email. Write a newsletter from a brand using a tool like Mailchimp or Canva to demonstrate your talents.
Ads. Create social media ads using Influencer Marketing Hub.
Social media. Showcase your copywriting skills with social media posts using Media Modifier.
5. Study the market
When just starting as a copywriter, study the market to see what skills are in high demand. Are clients looking for writers in the niche you're interested in? If you don't see any available jobs, you may be overspecializing. Instead of starting off marketing yourself only for social media ads, be open to a broader range of social media copywriting jobs to gain experience; then work on becoming an expert in ads.
Keep in mind that some clients may not know the difference between content writing and copywriting, so you may need to broaden your search to find jobs in your niche. These are the current profile categories and skills available on your Upwork profile to make it easier for clients to find you.
6. Apply for copywriting jobs
Whether you want to freelance or find a full-time copywriting position, part of becoming a successful copywriter is putting yourself out into the market. In the beginning, dedicating time to apply for jobs goes a long way. As a freelancer, once you build a solid reputation, you may find that clients come to you, and you have to spend less time applying for jobs.
Think about what your ideal career looks like. Do you see yourself working primarily for one company or client, or do you like to have many projects going on at once? Some clients look for longer-term engagement, while others want one-off projects.
Freelance copywriters get to choose the projects they work on and the clients they work with. You can create your own schedule and be in control of your day-to-day activities.
Once you find an open job that matches your skills, create a winning proposal and bid on the project. Your profile, proposal, and writing samples are the keys to being a successful copywriter.
After you complete each job successfully with a client, if you want to work with them again, send them a quick thank you note. Let them know you enjoyed working with them and that you're available to take on more projects. Following up after submitting your final copy can go a long way and turn one-off clients into repeat engagements. Be sure to add these successful samples to your portfolio, asking the client’s permission if appropriate.
7. Promote your services
As a freelancer, self-promotion is essential. Copywriting is your business, and you must let brands know you're taking on new clients. Once you've created an impressive portfolio with your best writing samples, you need to get your work seen by prospective clients. Make sure you add a contact form or email, so they can easily contact you.
One of the ways you can attract clients is by putting "accepting new clients" in your professional social media bios, with a way to contact you. LinkedIn has an open-to-work feature that you can turn on to attract recruiters if you're looking for full-time employment. You can use the Upwork Availability Badge to let clients know you're ready to take on projects.
Find copywriter jobs on Upwork
Upwork is the world's work marketplace, where companies of all sizes and stages of growth come to find independent talent. Connect with clients who value your skills and start building a career as a copywriter. Independent talent and businesses meet and build relationships through Talent Marketplace™. Browse open jobs and bid on projects that excite you.
Start your journey as a copywriter today.
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