1. hobbies and interests
2. getting published
3. freelance writing

Julie Roads 2
How to Become a Successful CopyWriter
About Writing
Roads and Julie
Roads
Writing Roads is a
writing and marketing
company that
specializes in web
and print content,
blogs and social
media. My first step
is always to listen and absorb each client's message,
philosophy, mission, personality and voice in order to infuse
their public/customer outreach and brand with their most
authentic selves.
Julie Roads is a:
•
Writer obsessed with marketing writing and the blogging
platform and helping you find your footing in your
marketing message - tone, content, voice, business growth
and global presence - all while being authentically
yourself.
•
Consultant who loves listening to your ideas, helps you
identify your passions and then propels you into the world
with a strategy that feels good to you.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 3
How to Become a Successful CopyWriter
•
Speaker whose passion - for writing, being authentic,
following opportunities and building genuine networks and
brands - is contagious, instructive and useful.
•
Mentor who knows you can and will accomplish everything you
want to accomplish and realizes that it's always good to
have some help along the way.
Read more about Julie at the following locations:
BLOG
Connect with Julie here:
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 4
How to Become a Successful CopyWriter
Table of Contents
About Writing Roads and Julie Roads ........................... 2
Our Situation ................................................. 5
The Overview .................................................. 7
What Is A Freelance Copywriter? .............................. 10
Find Your Niche .............................................. 12
Get The Tools You Need ....................................... 14
Crafting Your Marketing Message .............................. 17
Create A Portfolio ........................................... 20
Let The People Know You Exist: ............................... 23
Networking ................................................... 26
How to use Twitter as a Marketing Tool ....................... 28
This Blog is Twitterfied ..................................... 30
How Should You Charge? And What Should You Charge? ........... 33
Start Somewhere .............................................. 37
Keep Learning ................................................ 38
Need More Help? .............................................. 39
The Topics: .................................................. 41
Copyright 2008 (c) Julie Roads, Writing Roads.
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How to Become a Successful CopyWriter
Our Situation
Once upon a time, I was in a Situation. My particular situation
involved a tiny baby (literally 2.8 pounds), another one on the
way, literal loathing of pretty much any job I’d ever had and a
pure and tangible desperation to be able to support my family.
This was enough years ago that Facebook wasn’t Facebook, Twitter
didn’t exist, blogs weren’t close to what they are now and all I
could really find online were long sales letters and expensive
training programs that promised me millions of copywriting
dollars if I followed their scheme (you know the crap I’m
talking about). Mind you this was like, uh, three years ago.
I’ve always loved to write and from the time I was young, it was
just something I could do - fairly effortlessly. I always knew
I’d be a Writer - I just didn’t know what that would look like.
So, with absolutely no experience or real idea what I was doing,
I did what anyone in my situation would do: I cobbled together
some kind of plan, made up an entire portfolio and launched my
career as a copywriter and my copywriting and marketing
business, Writing Roads.
And, glory be, it worked. Yes, I’m able to support my family.
Yes, I’ve built a successful business. But, the real wowzer here
is that I love what I do. As in the ‘I’m writing this at 8:45pm
on a Saturday night’ kind of love. I can’t wait to get to work
every day. My family has to pull me home at night. I wake up at
4 am with ideas and run to my computer. I stay up all night
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writing. I don’t eat from boredom during the workday, I actually
miss lunch on a regular basis. This is all a miracle....that I
never want to end.
I’m going to go out on a limb here and guess that You have your
own Situation. Maybe you lost your job, hate your job, don’t
like your boss, can’t stand your career, just got divorced,
recently had a baby or simply want to chase this writing dream.
When I started, I was all alone - cue Donkey from Shrek singing
Bette Middler’s You’ve Got to Have Friends. But, really, I
didn’t have any sort of compassionate mentor to answer questions
or give me support. And it sucked.
I made a promise to myself that when I was successful and had
figured out just how I got here, I was going to share it with
people who were like I was way back when. And, that I would
offer them kind, caring, optimistic and helpful advice if they
needed it.
So, here I am. This book is for You. Because I have all the
faith in the world that, if this is really what you want, you’re
going to be just fine. You can do this...and I’m honored to help
you along the way.
Copyright 2008 (c) Julie Roads, Writing Roads.
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How to Become a Successful CopyWriter
The Overview
This is the broad view list. I’ll be breaking each item down
with greater detail over the next several pages, but this is it
in a nutshell: how I built my successful freelance copywriting
business from pretty much nothing.
1. Know what a copywriter is. This is not a chapter about how to
become a freelance journalist! A commercial copywriter writes
the content for individuals, businesses and companies to support
their marketing, advertising and/or promotional needs including:
websites, blogs, ads, brochures, marketing packages, annual
reports, speeches and on and on.
2. Find your niche. Everyone will ask you what it is, so have an
answer - even if it’s that you’re a generalist. However, niches
can be quite powerful in this business. What are your strengths,
where is your expertise?
Learn how identifying your niche is
going to make all the difference.
3. Get the tools you need. The best thing about our line of
work, not a lot of overhead.
to have.
Find out the essentials you have
4. Crafting your marketing materials. Attitude comes into play
here...big time. And your overall goals.
5. Create a portfolio. You will need to showcase your work, your
skills and your style. This can be print or electronic (I’d have
both…and I do.)
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6. Let the people know you exist. When I started out, I used a
highly targeted direct mail campaign and had a 13% return rate
(2% is the average). There are several ways to accomplish this
and other self-promotion feats.
different...
Today?
I'd do something very
7. Networking. Joining one or more groups like BNI, your local
Chamber of Commerce or online support and networking groups is
critical. They provide you with the opportunity to get out there
and meet people, learn how to network and build a referral team.
And don’t forget to be an active participant on social media. I
can’t recommend Twitter highly enough. It generates over 30% of
blog traffic and I get jobs from it all the time. Of course,
this chapter also includes two bonus articles that are specific
to using Twitter as an uber-powerful networking/marketing tool.
8. How much should copywriters charge? This is a meaty topic the answer is complex and all relative.
9. Start somewhere. Even if it’s volunteering your services. Get
writing, build a reputation, do good work. If you don’t have a
portfolio - make one up (that’s what I did).
10. Keep learning. If I hadn’t been hungry for new information
and allowed my business to grow…who knows where I’d be right
now. My openness to expansion (of skills, mind and company) has
been key to my success. Read everything you can, follow the
advice that resonates with you.
Copyright 2008 (c) Julie Roads, Writing Roads.
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11. Need more help? If you get to the end of this book and you
want more guidance as you start this journey...I've got the 411
on how we can make that happen.
12. Oh...and by the way, I’ve tucked some adorable typos into
this book. If you can find them, you get a prize. Something fun
like a link and a shout out on my blog.
Copyright 2008 (c) Julie Roads, Writing Roads.
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What Is A Freelance Copywriter?
As much as this freaks me out, it’s true. Some people don’t know
what a copywriter is. Some people think I’m a ‘copyrighter’ -
which I’m not. Not knowing what a copywriter is, means that they
likely have no idea what it would be like to use one or how. It
helps if you really understand this profession as well.
1. A copywriter, marketing writer or freelance commercial
copywriter, is someone who writes words, content, copy, text for
companies, businesses, individuals.
2. Commercial copywriters generally write content for marketing
materials such as: websites, blogs, advertisements, brochures,
sell sheets, annual reports, articles, sales letters, direct
mail and the like.
3. Copywriters get paid for this work - some handsomely, some
not so much - by the hour or by the project.
4. Some copywriters like to work collaboratively with designers,
marketing directors, printers, etc. While others prefer to work
alone.
5. A copywriter is different from a freelance journalist in that
a freelance journalist writes for newspapers, magazines and web
journals/zines while a copywriter writes content for, well, see
#2 above. The only similarities are that we both write, and we
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both wait around to be paid by busy people not thinking about us
all day long like we think about them.
6. Copywriters are great tools for businesses because they
lend a fresh perspective to the marketing message. Also because
dentists are good at teeth, realtors are good at real estate and
writers are good at writing. So, in a perfect world, we all
stick to our area of expertise.
7. Copywriters can focus on specific industries or work as
generalists. Either way, a good copywriter should be able to
change their writing style, tone, rhythm, personality to match
their client’s message and identity. Acting provides a great
example here: think of Dustin Hoffman in Tootsie, then think of
Dustin Hoffman in Rainman. Capiche?
8. From what I hear, good copywriters (who do good work on time)
are hard to find…the profession is not quite as popular as
graphic design or web design - hence the raison d’etre for this
article.
Copyright 2008 (c) Julie Roads, Writing Roads.
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How to Become a Successful CopyWriter
Find Your Niche
A woman contacted me because she wanted to know how to become a
freelance writer. She was caught off guard when I started
quizzing her about her background and her passions. She was a
trained dancer, steeped in the academic theater/dance world. So
I told her to contact dance and theater schools, programs and
camps, theaters, dance studios, dance and acting teachers,
agents and coaches, costume shops, make-up artists etc.
When you look at it this way, a whole world of people that need
marketing and copywriting opens up and there is an immediate
bond, or trust, that is formed because of your common
backgrounds, interest, skill, language.
In the big, wide world of copywriting and marketing, there is
something to be said for finding a niche:
1. It will help you stand out from the crowd. And the crowd is
big.
2. It will instantly endear you to an industry and/or community.
People like people who understand them and share their passions.
Birds of a feather…
3. It builds on your strengths and a language that you already
know. You’re starting something new - why wouldn’t you want to
start at the top of the content-familiar learning curve? When
you do the job well, you’ve secured a reference, portfolio
content and, hopefully, some word of mouth referrals.
Copyright 2008 (c) Julie Roads, Writing Roads.
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4. It lends credibility when you’re self-promoting. They want to
work with someone who they won’t have to teach or train 100%.
So, if you don’t have a ton of professional writing experience
(or a big portfolio), being a solid expert (or user) in their
field can pretty much negate that handicap.
5. It instantly creates your first ‘audience’ for your marketing
efforts. For instance, if you’re doing direct mail or making
inquiry calls, some of that blind date feel is removed.
6. When your focus is something you love and feel comfortable
with, it will show in your work. If someone asked me to write a
textbook about physics, I’d cry. It wouldn’t be fun and it
wouldn't shine as much as if you asked me to write an essay on,
say, the delights of butter. I’ve managed to attract projects
that are interesting to me and letter-worthy (in my mind,
anyway) by showcasing who I am and my personality through my
website, blog, other marketing materials and my interactions
with clients who give referrals.
7. You may already have contacts who will be thrilled to hear
from you. When you call your old dance teacher and tell her that
you’ve started a business to help promote the importance of
dance for kids, she’ll hire you in a second. Or, she may have
some solid connections and be thrilled to make some calls and/or
provide a testimonial.
What’s your niche???
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 14
How to Become a Successful CopyWriter
Get The Tools You Need
Here’s the brilliance of being a copywriter: the overhead is so
minute. Below are the essentials:
A dry, warm (or cool) place to work. Could be your living room,
kitchen table, shared office space, neighborhood cafe, beach.
Computer. A laptop preferably so that you can take it to
meetings or wherever you need to go. I had a PC for years. It
was terrible. If you’re in the market, I can’t tell you how much
I love my Mac Book. Love, devotion, wish I could marry it.
Phone. I prefer a cell phone because it’s mobile. Better yet an
iPhone or Blackberry that lets you have email wherever you go.
Why pay for a landline and a cell phone?
Email. Of course, I live and breathe via my email. If you need
to get hold of me, email me. It’s fast, furious and instant. It
also allows you to document everything including deadlines,
concepts, agreements, etc.
Backup system. Always back up your work. No excuses. I have
Apple’s Time Capsule, but there are many options. When I’m
really stuck? I email a document to myself. But get a full
computer back up. Now.
QuickBooks. Or something like it to simply and easily track your
income and expenses.
Copyright 2008 (c) Julie Roads, Writing Roads.
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Business Card. Make it double-sided. This card is important real
estate - list services, benefits, testimonials, etc. on the
back. Until there is a way for us to simply touch cell phones
and have contact info instantly transferred, this is your
contact vehicle. Oh, and it does you no good if you aren’t
carrying it with you at all times...so do that.
Website. Websites are for people today what brochures were to
people in the 90’s and earlier - only better. A web presence
gives you a global presence, it gives everyone total convenience
and accessibility. Also, from the most basic to the supa-dupah,
websites offer update-able information, the opportunity for
interaction, immediate communication and the wow factor.
However, you may not need one - you could just have a....
Blog. If you didn’t know I was going to say that, then shame on
you. Blogs are the ultimate marketing tool. You can have an
ongoing conversation with your target market, find out just what
your target market wants and add an infinite amount of
information, value and integrity to your website, brand,
reputation.
Blog posts are everlasting advertisements for your business. And
with keywords and search engines, they deliver qualified traffic
(i.e. people who are looking for you exactly) to your blog door.
As a writer, your blog is a beautiful showcase of your mad
skills. I think as a copywriter, you only need a blog.
they can cost next to nothing.
Bonus:
Social Media Presence. Let me ask you some questions: how many
people live in your local vicinity? How many of them do you see
Copyright 2008 (c) Julie Roads, Writing Roads.
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on a regular or random basis? How many new locals do you meet on
a regular basis?
relatively fixed.
I’m guessing that the numbers are small and
But, when you use social media (let’s just go with Twitter here)
- you have the capacity to grow your community and outreach at
an astounding rate. You can search for people that are
interested in your interests, you can contact them in an un-
annoying and un-obtrusive way, you can easily let them know who
you are, you can promote your services. The world, and not your
local Chamber of Commerce, is now your oyster and the
opportunities are endless - just keep your eyes and ears open.
Print brochure. I don’t think you need one. Your website is your
digital brochure. Print brochures are so 1995 - and they use
paper and hurt trees. I’m against them.
Copyright 2008 (c) Julie Roads, Writing Roads.
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Crafting Your Marketing Message
Whether you’re creating your website, blog, ads or a print
brochure, you have to decide on a message, a personality, an
identity for your business or company. And, this will be
communicated to your audience via your design and the WORDS you
choose.
Enthusiasm, confidence and positive energy are contagious. That
self-assured, happy person is who I want to be around - and it’s
certainly who I want to work with. I can’t speak for you, but I
don’t like working with depressed people who don’t really like
what they do. Make sure these positive traits infuse your
marketing materials.
If you don’t like your marketing collateral, or even worse, if
you are embarrassed by it, your sheepishness, your lack of
aplomb and your general un-excitement will shine through and
reflect on your business. When you tentatively hand over your
business card or make excuses that your brochure is being redone
or have to explain that soon your website will match the rest of
your brand - it’s not so good. Potential clients may perceive
your hesitation as a lack of interest in their product or
service; they may perceive it as unprofessional.
Here are some things to think about as you begin to formulate
your message (or reformulate for those of you in a makeover
situation) and the feeling you would like to evoke:
Copyright 2008 (c) Julie Roads, Writing Roads.
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1. Writing and Design must be United. Imagine a site where the
words sound like they were penned by the Queen, while the
design looks like it was composed by Austin Powers. OY.
Find a designer for your own site that totally jives with
your style and sensibility. If you’re lucky, you’ll build a
solid relationship with him/her and thrive on working
together on projects - feeding each other work. Remember
for your own site and the ones you’ll work on later: The
words must support the design. The design must support the
words.
2. Ask yourself some serious questions. What makes you
different from everyone else in your industry? What is your
background and how does it influence your work? How do you
want people to feel when they see and read your marketing
materials? If you don’t know, how will anyone else?
3. What does your audience want? Don’t make it all about you because it isn’t. Your clients/customers are the most
important factor in this equation. Listen to them by
reading blogs and/or joining online communities that
discuss your niche and its marketing needs. People are
talking, so find out what they’re saying.
4. Make it personal. People identify with brands that don’t
feel like gimmicks. If you haven’t noticed this lately,
many companies are putting the personal spin on their brand
- either by telling personal stories (Visa), making their
CEO’s real people (Dave from Wendy’s), giving their company
a relatable, familiar spokesperson (the Verizon guy) or
Copyright 2008 (c) Julie Roads, Writing Roads.
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even making their product into a real person (Mac vs. PC
ads).
5. Be true, be you. There may be many underwater basket weaver
copywriters but there is only one you. Show your
personality, reveal yourself and you will attract people.
You will also repel people, but I think this is a good
thing as it filters out those that won’t appreciate you
ahead of time.
6. Test it out. The internet has made it possible to test
products, messages, etc. online for relatively low costs
via ad words, social bookmarking & networking sites and
blogs. Use these tools to market effectively.
Copyright 2008 (c) Julie Roads, Writing Roads.
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Create A Portfolio
Print or Web?
Prospective clients will ask to see your work without a doubt.
Showcasing copy work is very different from showing design work
- sort of. People like visuals, so there is a possibility that
if your copy isn’t that hot, but the design that it’s sitting in
is, they might imagine your copy is actually quite great.
Consequently, this works in the reverse as well. So, if your
copy is amazing, but it is presented as a Word document, a
viewer might think it’s boring and poorly written. Notice that I
said ‘viewer’…frequently, this is what prospects do - meaning
they don’t take, or have, the time to read all of your precious
copy. I know, I know…hard to believe!
When I first started my business, I had both a print and a web
portfolio available, but I’m going to go out on a limb here and
say, don’t waste money on a fancy portfolio and don’t waste the
paper. Put it all online. If you do meet with a client for the
first time in person, they aren’t going to actually read your
stuff in front of you. Give them your card, tell them you’d love
for them to read your work at their convenience, and spend your
time listening to them - what they need, who they are and how
you can help them.
But, back to the portfolio...if you’re just starting out, you
need to create one.
Copyright 2008 (c) Julie Roads, Writing Roads.
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Putting your portfolio together
1. I already told you this, but it’s worth saying it again. When
I started, I had virtually nothing to put in my portfolio. So I
harnessed my writing skills, and I made one up. Everything I
wanted to write for clients, I created for fictitious clients.
It was the ultimate homework assignment. I got to prove to
myself and my clients that I could, indeed do this.
Write sample pieces that reflect exactly what you’d like to
write professionally - pick the formats (re. website), the
topics (re. the environment), the size/type of the company (re.
100 employees/non-profit), etc. But vary all of your samples,
even within a topic, to show the breadth of your skills. And
don’t be shy about telling a prospect what you did - this takes
gumption my friends - and a ton of drive, creativity and
discipline.
If you need help coming up with the portfolio assignments, I’d
love to help you with that...at the end of this eBook, I’ll talk
about options for this via my One-on-One Intensive. If you have
a few choice samples, you may want to put them together into a
pdf that you can email at a moment’s notice.
2. If you do want to have a print portfolio, assemble it in a
professional portfolio book with clear sleeve pages. This looks
great and protects your work. I found mine at an art store…and I
had one of my ‘artistic’ friends put it together because, like
many writer types, my fine art skills are simply pathetic.
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3.
Your web portfolio provides people with the time to actually
read your work - so make sure they can. Snapshots that work for
graphic designers don’t really cover your writing samples fully.
I chose to provide people with the option to open each piece as
a pdf or just to get the snapshot overview.
4.
Update your portfolio consistently. As you build your
portfolio, tell the world. You’ll learn and grow as you go…show
it off and be proud of what you’ve done.
5.
Always ask clients for samples of the finished product
6.
Remember that everything is your portfolio. When you are a
(actual print pieces if you want, but digital files for sure).
writer, everything you write is fair game. All of your
communications (email specifically), your website, your
brochure, your blog, your laundry list - everything you write
becomes a sample of your craft that the world sees. So think,
proofread...and then hit send.
Copyright 2008 (c) Julie Roads, Writing Roads.
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Let The People Know You Exist: Announcing Your
Business To The World
The business is ready to launch, and now it’s time to tell the
world about it. There must be an infinite number of ways to do
this strategically and productively, here are mine:
1. Use social media. If I could, I would tattoo, “I love
Twitter” across my forehead. If you effectively use social media
- to connect to people, build real relationships, establish your
brand, network and seize opportunities, you will be worlds ahead
of where I was when I started.
Every time you get a new Twitter ‘follower’, Facebook ‘friend’
or LinkedIn connection, you have the opportunity to showcase
your business through your profile/bio and human conversation.
(FYI, in the next chapter on Networking, I’ve included two posts
about using Twitter effectively as a marketing tool.)
2. Targeted Prospecting.
You can also send something unique to
businesses that you’d like to work for. Don’t send what everyone
else is sending - a great way not to do that is to look through
your mail for a few weeks and gather all of the junk direct
mailers that annoy.
Then create the opposite.
My original mailer, which you can view on my portfolio page, was
a brochure in the form of a greeting card. The color was deep
and eye-catching (and bright pink). My business card was
attached inside and easily removable. I received countless
remarks that the color and shape of the piece made people open
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it…and read it, because it was something they just didn’t see
every day. This can just as easily happen online.
3. Purposeful Direct Mail (as opposed to Random Direct Mail). I
urge you to learn from my experience. Here’s the time I did it
wrong: I once sent a 750 piece direct mailer to a random list
(happened to be to my Chamber of Commerce). I got one, 1, uno
job (that’s a .1% return rate). Here’s the time I did it right:
I found a small group of companies (about 125) that I knew would
understand what copy was and would have a need. I sent my
mailers to them, and then I called every single company (had a
contact name for the person I needed). I got 17 clients (that’s
a 13% return rate). The average direct mail return rate is 2%.
For you to use Direct Mail effectively, you need to send it
directly to contacts within your niche.
4. Show don’t tell. Don’t just send something that tells people
what you do and how well you do it. SHOW THEM. You’ll notice (if
you head to my site to check it out) that my direct mailer reads
like a catalog page. This is because I thought I really wanted
to do catalog writing back then - so I demonstrated my catalog
writing abilities. If you want to write press releases,
illustrate yourself in press release style. If you want to write
ads, create a self-promoting ad.
5. Get their attention. Send a promotion or premium. Here are
two things I thought about doing and didn’t do, you are welcome
to them if they fit:
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 25
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•
Send a huge, weighty oversized pen with your contact info
and with a note that reads: “If your pen gets this heavy
when you think about writing, call me.” (ooh, I actually
like that one and might have to use it…)
•
Get seeded paper with copy that says: “When you add water
to this paper, you get flowers. When you add my words to
this paper, you get success.”
Copyright 2008 (c) Julie Roads, Writing Roads.
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Networking
Networking, word of mouth and relationships have been the
greatest marketing tools for my business. My business was built
on, and continues to be sustained by, my growing, active network
and my participation in it.
1. Join a networking group or 5. I was a member of my local BNI
chapter back in Northampton, MA where my business was born. You
could also join your local chamber, but most people find that it
isn’t as effective for relationship building as BNI. Another
smart choice is to find online groups that support each other.
I’m part of a group called Hidden-Tech where jobs are posted,
questions are asked and answered, information is shared,
relationships grow and people collaborate every
single day. You can find groups that directly relate any
profession. BNI was very supportive of my business when I first
started. I find it to be brilliant in several ways:
•
a weekly meeting of a committed group of professionals with
open networking, educational information, self-promotion
requirements and shenanigans at 7am
•
one seat is allowed for each profession - one writer, one
graphic designer, one CPA
•
you have the chance to tell your group all about your
business and educate them about what you do every week
•
•
everyone is there to network and help each other
your chapter is your marketing team - they learn about you
and your business and spread the word on a daily basis
•
good chapters pass millions of dollars each year
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 27
How to Become a Successful CopyWriter
2. You’ve heard me say it before, but I believe that every
situation is a networking opportunity. Without being obnoxious
(really), I talk to people about what they do and about what I
do all the time. It’s seed planting and you never know where it
will lead. Sometimes the rewards are instantaneous…and
priceless.
3. Web 2.0, social media, social networking, social bookmarking,
blogging - whatever you want to call it. Participate online. The
internet was created to share information and to communicate. If
you are just focusing on your local clientele, you are missing
out on an entire world of opportunity. Participate by
•
•
•
•
•
blogging and sharing information
reading other blogs
commenting on other blogs
responding to comments on your blog
bookmarking blogs, sites and articles on sites such as
Digg, Hugg, Technorati, etc.
•
actively networking and being human on sites such as
Twitter, Facebook, LinkedIn, MySpace, Squidoo, etc.
•
being respectful and unspamlike at all times
Because I feel so strongly about social media, and Twitter in
particular, I’m throwing in two blog posts that I wrote (How to
use Twitter as a marketing tool & This blog is Twitterfied)
about how to use Twitter effectively. You can find countless
others online - just search.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 28
How to Become a Successful CopyWriter
How to use Twitter as a Marketing Tool
"I get most of this stuff, but I still don't understand this
Twitter thing." Seriously, if I hear that one more time today.
There is also the concern that not much can be accomplished in
140 characters...hah! Here's how I recommend that you make
Twitter work for you and your business:
 Understand that the point of Twitter is to build a network
that you can easily and quickly broadcast your latest news
to - whether the point of your tweets is to: drive traffic,
sell a product, market a service, establish expert status,
share news or gather information, you are trying to get
people to follow you (i.e. be repeat customers, again and
again). HOWEVER, Twitter is not about the hard sell. In
fact, if you only promote yourself, product or service, no
one will connect with you. Networking 101: build the
relationship well before you ask anyone for anything.
 Many people have Twitter linked into their phones so they
can tweet and be tweeted wherever they are. We are no
longer limited to mobile email or being connected only when
we're on our computers.
 Use the search function to find people connected to your
key topics or keywords...and follow them. If you sell
organic baby soap, search for: moms, dads, parents, babies,
body care, eco-friendly products, baby gifts and on and on.
You will find lists of people under each category that have
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 29
How to Become a Successful CopyWriter
listed those keywords in their profiles that may have good
information for you and you for them.
 Hopefully, when you follow these people, a good number of
them will follow you back. But if they don't you will have
many opportunities to start conversations with them as a
result of their tweets. Who knows when one of them will be
looking for, say, an eco-product that you or one of your
clients has - and they want to include it in a post they're
writing for Martha Stewart. The opportunities are endless.
NEVER discount or disqualify anyone unless they're spammers
(selling selves, sex, pharmaceuticals, get rich quick
schemes, etc.).
 When you follow someone, send them a message introducing
yourself and noting something positive about their work,
site or tweets. Stand out by reaching out.
 Respond to anyone who follows you by acknowledging the
follow and, again, noting something positive about their
work, site or tweets.
 Retweet when it is deserved (Def'n: Sharing a particularly
good tweet of someone you are following by rebroadcasting
it to all that are following you).
 Participate by tweeting on a regular, but not obnoxious
basis.
 Offer good tweets that share interesting information and
real value. People tend to discount you if you always tweet
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 30
How to Become a Successful CopyWriter
things like, "wow I could really go for some Grape Nuts
right about now." They are much more likely to follow
tweets that offer, "just found out the extrusion process
used to make breakfast cereal renders the grain proteins
toxic" (true fact, by the way). See the difference?
 Give back by answering people's questions. When @magpie is
at her wit's end about ants in her kitchen, tell her that a
little rubbing alcohol in a spray bottle of water dispersed
regularly over her counters will work every time. It
doesn't kill them, it just nullifies smells so the scout
ants head somewhere else. This is true, but the point is
that no one likes to ask a question and then sit around
listening to the echo.
 Follow me on Twitter...I'd love to connect.
This Blog is Twitterfied
Really? You still aren’t convinced that Twitter is an incredible
tool for business growth?
As of today, Twitter sends me 31% of my traffic. 31%. That’s
darn near one third.
Yesterday, it was 28%…it’s a growing trend. And it’s in direct
correlation to how I use it.
1. The writing. When I tell people about Twitter, I always bring
up the movie A River Runs Through It. Do you remember how the
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 31
How to Become a Successful CopyWriter
narrator, Norman McLean, would bring his father a page of
writing, only to have his dad send him back to make it shorter,
to do it again? Eventually, he’d whittle that full page down to
a scant paragraph: succinct, pure, direct, on message.
This is the opportunity that Twitter affords us. Take it. Have
fun with it, use it to become a better writer.
And, proofread. Yes, you’ll be somewhat creative in your
spellings and abbreviations - but make those purposeful and
clean up any accidentals. Read your tweets out loud - make sure
they make sense!
2. Connect, connect, connect. I send a DM (private Direct
Message) to the majority* of people that follow me. Yes, this is
time consuming - but the purpose of Twitter is to connect. How
can I connect if I don’t look at this new person, find something
about them that I can relate to (picture, bio, site, blog,
recent tweet content). This first contact, for me, is where the
relationship starts…and aren’t first impressions everything?
3. Listen. Stop in and just listen to what people are tweeting.
What can you add? How can you help? What can you learn about the
world in this moment?
4. Give. Be generous. What do you have to offer to your
community? Retweet good tweets. Celebrate your followers’
accomplishments. There IS enough for us all.
5. Be Authenic. Who are you? Show people what makes you, you.
And remember: you can please some of the people all of the time,
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 32
How to Become a Successful CopyWriter
and all of the people some of the time, but you can’t please all
of the people, all of the time. So get over it and be you attract those that will appreciate you (and even some that
won’t!). But don’t change yourself for anyone…that will only
bite you on the tush later (because it’s lying and that’s what
lies do.)
6. Seize every opportunity. Seriously, grab it by the horns.
There are opportunities popping up all over Twitter every
second. What do you do with them? I explore them. I smell them.
I squeeze them. And I pick them when they’re ripe.
*If the person that follows me is clearly a spammer (posting
only links to themselves or promising money or sex), I block
them which lets Twitter know that they are bad news!
Now, go! Tweet, connect and prosper!
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 33
How to Become a Successful CopyWriter
How Should You Charge? And What Should You
Charge?
Do you charge by the hour or by the project? Do you send
estimates or proposals? When do you require payment?
After much trial and error, and the guidance of a fabulous
mentor, I have some pretty solid answers for these questions.
Here they are and my reasons why:
1. I charge by the project.
•
This is for the sake of clarity. I found that when I
charged by the hour, it ended up being an invitation to a
negotiation. When I said something took 10 hours, there
were questions ('did it really take you that long?') and I
felt that my time and my work were devalued.
•
A wise, wise person once said to me, "I build websites
twice as fast as I did 5 years ago and my skill and
experience levels have quadrupled. If I was charging by the
hour, I'd be making half the amount for far better work."
This is a golden statement because it is so true. One of my
strengths is my speed. Typically, I write very fast and
charging by the hour would penalize me for this instead of
honoring my ability to deliver high quality work quickly.
•
Concepting time. Now who can place an hourly value on this
most important part of any creative process? Sometimes I
eat lunch, sometimes I read my favorite blogs, sometimes I
walk my dogs, sometimes I write free form - but my mind is
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 34
How to Become a Successful CopyWriter
always working and suddenly, blam!, I've got it. The
concept is there and the real writing begins.
2. I send proposals. I found that when I sent an estimate such
as 6-8 hours, clients set their sights on the lower number, and
again, there was a lot of wiggle room. With a proposal, everyone
is clear about what will be done and exactly how much it will
cost.
3. I require payment before I begin any project. For one time
projects, I require 50% before I write a word and then the final
50% at the project's completion. For ongoing projects, like
blogging, I require payment for the upcoming month before it
begins. I know some people won't send the final draft until they
have the last check, but I haven't had to go that far.
As a freelancer these methods are critical to keeping the cash
moving. I've had many projects where I've completed the bulk of
the work and the client gets busy and hasn't done the final
proof...and on and on...until it's been 8 months and I haven't
seen a dime.
4.
When working with a new client, protect yourself and get the
money first. I hate to think the worst, but there are bad people
out there who will take your work and then disappear. Of course,
with established clients or close-knit referrals, you can bend
this rule if you need to due to time constraints. But you know
what? Don’t.
5.
Paypal is a great tool for fast payment. But beware their
fees for big money projects.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 35
How to Become a Successful CopyWriter
Now...how much should you charge for your
work?
Guess what? There is no solid answer...but here’s a guide for
making these tough decisions:
1. Different copywriters charge different amounts. I've heard
tell that you can hire some people to do a website for $300 (oy
vey) and there are some big wigs that charge $10-20K for one
sales letter (kudos to you)...of course, you'll also find
everything in between.
2. I could post my own rates, but that’s a terrible idea. While
I have basic roundabout averages for what I charge, no two
projects are the same. Consequently, I study each project
separately and carefully - making sure that the proposal is
custom and meets the needs of the individual client. To say all
websites are $xx would be to short-change some people and 'longchange' others. (yes, I made that word up)
3. Posting rates and fees on the Internet can cause you mucho
trouble down the road. Because the search engines cache, or save
pages, someone is liable to find your old fee page and expect
you to write their website for $1500 when, in fact, you now
charge $3000. As our business, clientele, experience, expertise
and skill-level increases, so do our rates.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 36
How to Become a Successful CopyWriter
4. Initial meetings with me are free and so are proposals. I
welcome prospects to contact me and tell me about their project
so that I can give them an accurate and current project fee. I
believe that this is true for most copywriters.
5. If you're scoping out the life of a freelancer and don't know
what to charge, email or call me. I would be more than happy to
help you develop a fee schedule appropriate to your clients,
your skill level and your niche. And, if I don't know the
answers for your particular situation, I'll help you find the
person that does.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 37
How to Become a Successful CopyWriter
Start Somewhere
If you feel like you just have to have some jobs under your
belt, the best thing you can do is volunteer your services.
There is no doubt that some local non-profit organization (or
even some big, national ones) would not jump at the chance of
having you help them with their marketing copy.
This is a great thing to do because it lets you explore your
marketing writing skills, your client relations skills and your
‘being your own boss skills’ without the pressure of having a
paid job.
In the meantime, you’ll get to build your portfolio.
But, that’s not all. By starting to work in this way, your
mindset will change, you’ll get into a groove and new work will
follow. Did you ever watch Sex and the City? In one episode, the
girls talk about what happens when you’re happily dating, it’s
like you put out some scent and everyone wants a piece. Everyone
knows you’re a hot commodity and suddenly, they want you too.
Same thing here - start working, do something and other
companies will come ‘acalling. When it rains, it pours.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 38
How to Become a Successful CopyWriter
Keep Learning
This ebook is a foundation and a jumping off point. I cannot
tell you emphatically enough that you need to keep looking,
learning, listening and reading.
You’ll learn from your own experience, you’ll learn from reading
blogs by other writers like me. And it will be so exciting.
Because you’ll have your own reactions - some things will fit,
some won’t. You’ll discover so much that I never even knew
existed.
And I can’t wait to hear about it.
I find this work so intriguing, so satisfying, so exciting - my
days are full and there’s always something new.
You will do great...I have no doubt about that whatsoever. Just
write from your heart. And, write where you want to go.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 39
How to Become a Successful CopyWriter
Need More Help?
For some of you, this book will be all you need. Boom. You’re
ready to go. But, for others, you’re looking for a bit more.
Maybe even for someone to hold your hand. There’s no shame in
this, you know. I was praying for a strong and knowledgeable
hand when I first started.
If you need more help, and would like to get it from me, there
are two ways to go.
•
You can hire me for private consulting and mentoring. I
charge $100 per hour for this work and you are welcome to
utilize me in 15, 30, 45, 60 - 120 minute chunks.
•
You can take my Intensive One-on-One: How to be a
successful CopyWriter. It looks like this:
When I started my business, I had nothing but a handful of
books, blogs and websites to guide me. Eventually, I made it my business grew, I love what I do and I'm able to support my
family - but it took me longer than it should have. It would
have been so much easier if I'd had what I really wanted: a kind
person to literally propel me through the process, hold me
accountable and steer me in the right direction.
This One-on-One Intensive will help you build your solid,
thriving writing business. As the mentor that I was looking for
once upon a time, I will be asking you questions and supporting
you in finding your answers & taking purposeful action towards
your goal. And, I'll be giving you personalized feedback.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 40
How to Become a Successful CopyWriter
Essentially, I will walk you through the process of making your
business active and successful
via email with weekly homework
assignments and phone
consultations -
at your own
pace and with my close
attention.
You will receive weekly
intensives from me via
email for 10 weeks.


glowing testimonial, on the
grounds that I just don't
want to share Julie?
Actually, that would go
Here’s How It Works:

Can I refuse to write this
against everything she's
taught me about the power
of social media, and paying
it forward. So here goes:
Even more than her stunning
Each week will feature a
depth of knowledge (shared
includes specific questions
contagious enthusiasm for
define and create your
sets her apart as a mentor
need to make it happen.
corner as I transitioned
After your homework is
writer has been essential:
me, I will review it and
development, to my
insights and suggestions
spirit. She is a rare find.
'lecture' and homework that
oh-so-willingly), Julie's
and exercises to help you
cultivating YOU is what
business and the tools you
and coach. Having her in my
from SAHM to freelance
completed and returned to
to my professional
reply, providing comments,
confidence and to my
for moving forward - just
- Lea
for you.
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 41
How to Become a Successful CopyWriter

You can go at your own pace - if you need an extra week,
just take it, your next lesson is sent when you send me
your previous week’s homework.

This is not a group activity, but one between you and me so you can start whenever you’re ready - you don’t have to
wait for class times or class schedules.

Because sometimes you just need to talk things through,
I've included 60 one-on-one phone minutes for us (that’s
one hour) - you can split these up, use them in one fell
swoop or save them for months down the road. Then, for 6
months after you sign-up, you have the option to hire me
for extended consulting for a 15% ‘student’ discount, or
$85/hour. My regular consulting fee for Writers-to-be is
$100/hour. (Of course you could opt to work with me
entirely on the phone, one-on-one as well, just ask!)

This 10 week One-on-One Intensive costs $750 for the paidin-full option, and $800 for the pay-by-installment-plan
option ($80/week).
The topics:
•
What’s your bread and butter? How will you make a GOOD
living as a writer?
•
How much should you charge for your services? What are you
worth?
•
What lights you up? How can you harness that passion to
strengthen your work? Boost your career?
Copyright 2008 (c) Julie Roads, Writing Roads.
Julie Roads 42
How to Become a Successful CopyWriter
•
•
•
•
•
•
•
•
•
Why do you want to write?
What do you want to write?
Can you be your own boss?
What resources do you have? What do you need?
What’s your niche? Who are you?
How will your niche build your business?
Who is in your niche and how can that help you?
What is your voice? How does it sound?
Who do you want to write for? How do you find them and
secure them as clients?
•
•
•
•
•
Creating your portfolio & portfolio assignments.
How will you market and promote yourself?
Using social media and blogs as marketing tools.
The importance of networking and how to do it.
What does the business side of this look like?
I can’t wait to work with you. Please contact me if you have any
questions. If you would like to get started right away, simply
click below.
Talk soon,
Julie
Copyright 2008 (c) Julie Roads, Writing Roads.