A long time ago, when the Spice Girls were telling us what they really, really want (oh god, yes, it actually was that long ago) I was working as a subeditor on the freelance circuit in London.
A country boy, dazzled by swish and sparkly magazine offices in Baker Street, Soho and Docklands – not to mention reasonably priced melon balls in the BBC Worldwide canteen – I didn’t think it could get any better.
Then it did. Someone pinged me a brief for an advertorial (or possibly plonked it on my desk; it was the mid Nineties) and told me to start writing.
I was, finally, a copywriter. And I have never stopped being one. I began my own copywriting business and content marketing agency and, over the years, worked for major supermarket brands, IT companies, government-funded tourism campaigns, and countless SMEs across the UK. More recently, I've been growing my client list locally by providing content marketing agency services for Cornwall businesses, including Cornwall SEO services for visitors that want more reach and growth.
I made my living with words. It still gives me a buzz, to be honest, to know I can put a roof over my head by typing one sentence after another.
Here’s what I’ve learned about running a copywriting company after nearly 25 years in the industry. Nothing prescriptive here. Just some random observations that hopefully give fellow writers and aspiring writers a fresh perspective on the business. It may even give clients some useful insights on working with a copywriter too.
Don’t rely on an email or written brief. Talk to your client directly and ask questions. Use your best interview skills. Getting a brief is actually about developing a relationship. So often, I have found a single aside from the client gets to the heart of what they (really, really) want. Suddenly everything falls into place and you are ready to go…
At one point in my career, I had a great client from a small agency who pushed every shape of work my way. Writing content for an internal comms app. Devising and writing blog strategies. Managing digital magazines for heavy industry. Coming up with slogans and concepts for perfume sets. Branding. Tenders. Pitching for jobs. You name it. Every day, it was never, ‘Do you do x,y,z?’ it was ‘We’re doing x,y,z.’ This taught me to just get on with it and successfully tackle any writing project. My advice? Don’t doubt yourself or procrastinate. Do a little light research to get you in the zone, then plunge in.
In the early years running my copywriting company, I did one thing: write copy. This was partly because I worked mainly for creative agencies, which handled the rest. It was also because the world of the copywriter was so much simpler in those days. Now I create digital strategies, research SEO volumes, write blog calendars, consult with web designers on UX, report on analytics and keyword/ website performance. Oh, and I write copy too. You have to have your eyes open: being a writer rarely means being only a writer any more.
A good, regular client is a beautiful thing. You get to know what they like. You enjoy a steady stream of work. You may even become friends. Okay, you may find you charge less than you’d like, but they are a safe harbour in a sea of uncertainty and one-off jobs. Nurture them. Cherish them. Send them Christmas cards and amazing copy.
Elaborating the above point, for security and stability you’ll want to nurture four or five steady clients, slotting them into your calendar as best you can. This is your inner circle. Next comes your outer circle of occasional clients who pop up randomly for one-off jobs. Then there’s all the stuff outside your circle. There’s wonderful opportunities out there, and less wonderful ones (see next point). In either case, they involve a lot of getting to understand the job, writing quotes, and assessing the client relationship. For the sake of your mental health, energy and career, you’ll want to work your Calendar like a pro to service that inner circle. And take on stuff outside the circle only when you need to fill a gap.
Over time, you'll definitely get a radar for that very occasional client you just don't click with. Some of that is a horses for courses thing. But here’s some expressions you might hear that should make you run like hell:
‘We should have LOADS more work coming your way.’
‘We’re doing a profits share thing where…’
‘I don’t know what I want, but I will when I see it.’ (This is fine for agencies / brands willing to pay for the time it takes to investigate and try a few different ideas; but beware when SMEs on a limited budget tell you this: it can end in tears.)
‘Can I tell you what happened with my girlfriend…’ (You are about to play therapist to a stranger who has no intention of paying you. For copy, or therapy. This has happened to me several times.)
Run away!!!
The longer I run a content marketing company the more I realise good copy is about developing relationships. Listening. Communicating. Patience. A willingness to understand. The truth is, when a new client comes along, the odds really are stacked against you both getting it pitch-perfect at the first go. You just don’t know each other. So take the pressure off. Assure them you are not precious and tell them you actively invite their comments. Egos and expectations set aside, you’re much better placed to hit your notes in that second draft.
This point is one to note for copywriters and clients. If you charge a healthy rate for your work, you are likely to do better work. Undercharging, or getting pushed down on price, will rarely lead to happy outcomes. If your buttocks tighten slightly when you tell clients your rate, the rate is probably about right.
Several times in my career, I have lived in the gilded cage of a client retainer. Why gilded cage? Well, it was great – for a year or two. But you may find repetitively doing the same work, week in week out, crushes your creative soul. The moment that feeling hits, don’t settle: providing you are financially secure and you are not letting the client down, search for new ways to challenge yourself.
This is my smug bit, so apologies in advance.
Looking back on my career running a content marketing company, there are things I didn’t get quite right. I would have pushed myself to look for exciting opportunities earlier – because, as I discovered, they were out there. I would have looked after my own marketing more scrupulously, and not only picked it up when things went quiet (thankfully not too often).
But what I have got right is seizing the opportunity to travel. Copywriting is the original WFH. I have made my living in London, Cornwall, the South of France and, for quite a few years, India, from both an apartment overlooking the neighbourhood temple and a modern Bangalore tower block with sweeping views over the city.
Another country.
A keyboard.
An idea.
Typing one word after the other.
Getting paid.
It’s a great way to make a living.