As someone who’s made copywriting their career after a steep transition out of teaching and higher education, I appreciate the urgency and frustration that can attend questions such as these — particularly from new entrants to the industry, for whom copywriting, and indeed marketing as a whole, can present as a less-than-auspicious career path in the wake of AI and seemingly overbearing levels of competition for jobs.
Copywriting for recruiters and freelance gigs
Anyway, how did I reply? Below I share my (largely unredacted) response.
“Great question. A lot of this hinges on showing those you’re interested in working with what good looks like upfront. Now, there are different ways to do this. I’ll unpack my thoughts below.
1. Build a great website
First of all, it helps to have a website that ‘looks the part’ — i.e. one that clearly highlights your expertise as a copywriter and (importantly) showcases this with high-quality case studies, spoonfuls of social and professional proof, and messaging that leans on outcomes and benefits (as opposed to, narrowly, features, or ‘the what’ of your offer as a copywriter).
2. Write an epic application
Second, if it’s a full-time gig you’re going for and there’s an application or cover letter involved, you’ll want to bring to bear your copywriting skills within the written section — though be careful not to deviate too far from traditional rules around application writing. My own approach that’s worked well in the past (before going all in with Lobster Copy 🦞) is as follows:
1. Emphasise the outcomes of previous client work upfront, where possible citing improvements to bottom-line KPIs as opposed to ‘vanity’ metrics (so, highlighting improvements around orders, average order values, conversion rates, sales margins etc).
2. As with your website (and hopefully your wider copywriting), prioritise the benefits of working with you above the features of your service offering. What are your key differentiators, or USPs, as a writer? For example, have you worked with a particular set of clients that positions you well for the gig in question, or have you carried out similar work in the past? Likewise, how is your approach different — superior even — from other copywriters’?
Further, if the gig you’re pursuing is industry- or horizontal-specific, how are you emphasising your aptitude and/or suitability in this area? For example, if the role concerns website copywriting, landing page copywriting, or brand strategy, how can you showcase your expertise in these areas? You don’t need to over-egg this, but applying a bit of shine and highlighting how you’re different from — and ideally more qualified (in the wider sense) than — other writers for the particular role will certainly help.
3. Be confident. A lot of writers by nature are introverted and lack the confidence to shout about their skills. It comes through in their writing. My advice? Avoid hedging and soft-edging; instead, be direct and assertive (though no arrogant) when talking about your ability. Again, leading with results is a good way to set the right tone, and will help position you as an authority, and someone worth listening to.
4. Present choice work. Pull out the pieces that will impress, or those that are most relevant to the gig you’re applying for and — most importantly — talk about numbers. Though words are our metier, numbers — especially those relating to business growth — are what do the real talking.
5. As with any good conversion copywriting, push for action (though be tactful about it). A diplomatically-worded CTA can be the difference between nothing and something; handled delicately, it also projects the confidence covered in point 3 above, which is what recruiters — indeed, most anyone — likes to see if they’re putting money on the table.
6. Offer value. Assuming you have some degree of control in the conversation, I suggest highlighting ways you can increase the value of your offer. For example, if there’s the opportunity of bulk work on the table, why not offer a 10% discount off your topline as a gesture of goodwill? Alternatively, consider widening your offer slightly for the same price (though make sure what you’re adding in isn’t high-operational-strain work). These behaviours are generally highly appreciated by recruiters or those offering work, they reflect your sincerity and goodwill, and are great for trust-building, rapport, and conversion.
7. Don’t price too low. This is a big mistake. If you’re pricing too low, people start asking questions. Likewise, if your pricing sits in line with everyone else, no one will notice you. My suggestion? Price slightly above the norm. This way you’re further differentiating yourself from others, and you’re giving the recruiter or client a reason to go “I wonder why they cost slightly more… let me take a look.” Sometimes, marginal gains like these are all you need to get noticed.
8. Don’t chase, or come down on price — especially if they’ve expressed interest. Holding your boundaries is attractive in any context, and it’s no different in a recruiter or client vs. prospect scenario. If they are interested but are quibbling pricing, I refer you to point 6 above: keep the price the same, but throw in something extra to increase the value of your offer.”
Conclusion
I hope the response above offers a bit of guidance to those looking to secure a freelance gig or full-time work as a copywriter. Securing work in copywriting can be difficult — treacherous, even — but the actions above WILL improve your chances. Trust me. 😉
Cover photo by Javier Allegue Barros on Unsplash