TUNE IN: Spotify | Apple Podcasts | Stitcher

Looking for closed captioning or a transcript? Check out the episode on YouTube!

A Sneak Peek at the Episode

[1:42] Are you newer to the copywriting field and just building your portfolio or maybe you realized that your portfolio isn’t what it needs to be? This is the perfect podcast for you as Kate and Nicki break down the 4 most common mistakes copywriters make on their websites. 

[2:08] Kate discusses the first big mistake copywriters make: not having a benefit to the consumer, which in this case is a prospective client. The big header area on your homepage is the first thing a prospective client will read. Nicki and Kate chat about how to use that space to explain why a client should work with you as a copywriter. Including the benefit to the client and what they will get from working with you will keep them on your site and interested in learning more. 

[2:51] Nicki continues to explain how this is a common mistake because people don’t treat their portfolio like a copy project. Copywriters tend to write their content in the site rather than going through copywriting process starting with a creative brief, forming an outline etc. Nicki and Kate chat about why including benefits is a critical component to increase business. Remember your portfolio is not about you, it’s about how you can serve your clients and potential clients. 

[4:19] Kate mentions a key point to keep in mind when writing the copy for your portfolio: how potential clients are finding your site. They are more often finding your site because you provided the link through a pitch email, social media, business cards, LinkedIn etc. so it is important not to get caught up in SEO, but rather focus the messaging to convey the strong benefits to a potential client. 

[8:13] Nicki and Kate explain the next common mistake: including educational components about what copy and copywriting is on your site. Remember your target audience are those with a need for a copywriter—they are not evaluating if they need copywriting, they are evaluating if you will be the person who will write their copy.

[11:14] The third common mistake is found in the “About Me” page. Nicki and Kate chat about what the “About Me” page should and should not include and how to use this page to get more clients. This part of your portfolio should make you stand out, be a selling point and show what you can do for a potential client and why they should hire you. 

[14:22] Nicki points out that not everyone is going to read everything you write therefore you need to keep this in mind throughout your portfolio. Put the most important information for the target audience at the top of the copy, followed by the next most important. You can always include additional information about you but put that at the bottom of the page so they don’t miss the information they are looking for. 

[15:55] Nicki and Kate discuss the fourth most common mistake people make when creating the portfolio section of their site: the content includes a portfolio section with images (some illegible) … and that’s it. The pieces on their own don’t represent all the work you do as a copywriter. Nicki and Kate recommend including context for each piece to show that you addressed the brief. They then discuss what should be included in this small description and how this insight demonstrates that not only can you create copy, but you can combine creativity and strategic thinking in order to meet the client’s objectives. 

[22:28] Nicki and Kate chat about the last piece to keep in mind when creating or updating your portfolio: how easy are you making it for potential clients to contact you. Is your contact page easy to find, are you including copy on your contact page with next steps? Nicki and Kate explain how you should think about what you would want as a client. Therefore, on your contact page set expectations, let them know why they should fill out the contact form, and what they will get for providing their contact information. Lastly, be sure to provide an accurate timeframe for when you will respond.  

[27:53] Nicki and Kate conclude the podcast discussing additional mistakes copywriters can make on their portfolio and how to create the best first impression on potential clients. They chat about issues on the backend with forms, calendar applications, broken links etc., and how to avoid these and how to appeal to all types of potential clients. 

Related Links

• 3 Knock-Out Copywriter Portfolios and Why We Love Them
• How Do You Build Your Portfolio?
• Do You Need to List Your Copywriting Services on Your Portfolio Site?
• Why Every Copywriter MUST Have an Online Portfolio
• Where Content Belongs on Your Copywriting Portfolio Site

Tell us what you love about the podcast and what you hope to hear next! When you do, you can get access to an exclusive bonus recording featuring five wildly successful entrepreneurs who share what they do (and don’t!) look for when hiring copywriters. You do not want to miss it! 

Get all the details on how to get your recording here »

About the Build Your Business Podcast

Ready to turn your love of writing into a successful copywriting career?

Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.

Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.

See Previous Episode

Ep. 42: How Copywriters Can Negotiate with Confidence – with Susie Tomenchok

The post Ep. 43: 4 Biggest Copywriter Portfolio Mistakes appeared first on Filthy Rich Writer.

Every copywriter needs a standalone portfolio site.

There’s no way around it.

And while we give you all the steps and support you need in the Comprehensive Copywriting Academy to create your site, we thought it would be helpful to see some examples of stellar copywriting portfolios.

CCA students have created some incredible portfolios over the years (we’ve reviewed hundreds over nearly 10 years of coaching calls!). We chose three that stuck with us for different reasons.

Check them out for inspiration, but please do not feel your portfolio has to look like these (or lift copy verbatim, which should go without saying). As you’ll see, they’re all very unique and reflect the individual, which makes them far more powerful than if they looked and sounded like everyone else.

Vibe Copy – James Schlesinger

Designed with Wix

What We Love About It

The voice. Throughout James’s website, he’s managed to stay focused on the benefit to his clients while integrating his own voice. Your website is the one place where you can write in your voice and not your client’s, so it’s a great opportunity to let your personality shine.

Sometimes copywriters feel like they need to use words that they think their clients want to see (hello buzzwords like leverage, learnings, and thought leadership). But trying to be everything to everyone can very quickly make your portfolio feel less cohesive. The solution? Write yourself a tone guide!

If you’re not sure what your voice is or what you want to sound like, spend some time coming up with your own brand voice guidelines first and then put pen to paper (or fingers to keys).

James manages to seamlessly weave his voice throughout his site, matching it to his messaging. His subhead, for example, says, “…captures your brand’s unique personality.” And then he goes on to show how he can do that.

Don’t miss James’s About page where you can meet the Vibe team.

What James Found Most Challenging

“I knew that I wanted to focus my site on my biggest strength, which is my creativity and playfulness. In the CCA, we’re taught to create a USP that focuses on how our past experience makes us good at copywriting. And it’s a really powerful tool. However, I discovered (through a lot of terrible drafts) that they generally work best when they focus on something tangible. For example, my experience doing [X] taught me this transferrable skill, which makes me a good copywriter.

But what about when your real strength—your ‘Superpower’—Is something a little more abstract? Something that can’t really be learnt, like creativity? I could tell you that I’m a creative, out-of-the-box thinker, but what does that really mean? Anyone could say that about themselves. I could tell you that I can communicate with earthworms, but unless you see that in action it’s kind of meaningless. It’s that old adage: Show, don’t tell.

So, I made sure that every page was packed full of creativity and playfulness in both the writing and design. In the end, I kind of have two USPs. One that I tell you about, and another, more powerful one, that’s infused throughout the site—my ‘Superpower.’ (Just to be clear I can’t talk to earthworms and have no delusions of being a superhero. My underpants remain firmly beneath my spandex. jeans…).”

The Copy Canary – Adele Costa

Designed with Squarespace

What We Love About It

The clear organization. If you’re a client interested in working with Adele, you know exactly where to find the information you need. Her navigation is clear and on each page she focuses on one topic.

For example, her process section focuses on just that—her process. It’s all too tempting to pack in a ton of info every time you create a new page, but the information you include on your site should be intentional and concise.

Other elements we love include her free copy assessment (what better way to show clients how awesome she is to work with?) and her subtle incorporation of a theme. You’ll notice the canary element peppered throughout, but it never takes focus away from the benefit-driven copy.

And, while you certainly don’t need a services section (more on why here), if you’re going to include one, take a page from Adele’s playbook: focus on the transformation your client will receive. The services section often trips up new copywriters who feel like they need to educate their clients. But if your client is on your site, they’re likely interested in your services and need to know what you can provide to them.

What Adele Found Most Challenging

“By far the most challenging part of creating (and re-creating, and editing…) my portfolio is letting go of this idea that perfection is the goal. Perfection doesn’t exist. If you wait until you have a ‘perfect’ work product, you’ll be waiting forever.

Before putting something up on my site, I ask myself, ‘Is this representative of my very best work? Did I put 110% into this piece? Does this show me in the best possible light and align with my brand values?’ If the answer to these questions are ‘yes,’ it goes up.” 

Stuart Writes Copy – Stuart Tarn

Designed with Squarespace

What We Love About It

The portfolio. Stuart’s portfolio makes it really easy for clients to explore his work. First, the content is organized by medium, making it easy to find what you’re looking for (note: you may also opt to organize work by industry).

If Stuart ever decides to include content samples on his portfolio, it will be really easy for him to include it in its own section.

When you click on Stuart’s individual portfolio pieces, he’s made sure you can click images to see the full size so you can read the copy (that’s what the clients will care about after all!). Below each piece, his write-up makes it clear what the project was and who it was for, as well as walking through his approach to writing the copy. This allows prospective clients to not only see his finished product, but to get a sense of his process.

He’s included testimonials with relevant pieces, too, as an added proof point.

What Stuart Found Most Challenging

“The biggest learning curve for my portfolio was to get my head around the purpose it serves. No potential client is going to look at a portfolio piece and think, ‘That’s exactly what I need! Stuart, write THAT for me!’ Rather, they’re looking to see that you’ve created work for actual clients before (so they’re not risking their money on someone with no track record) and that you might be able to help their business achieve similar results.

As a writer, presenting a PDF nor screenshot of a project with no further information is unforgivable!  You must put at least a few lines together, talking through your creative process and the problem your client hired you to solve. 

Once you’ve delivered your copy, received your fee, and mentally tied up the project, the motivation to take this extra step can be tricky to muster, but it’s crucial to keep your portfolio continually improving.”

Tips for Creating Your Own Knock-Out Portfolio

Comprehensive Copywriting Academy students: you have an entire course on creating both your online portfolio and your physical portfolio (for when and if you decide to interview for an in-person role!).

If you’re just starting out and looking for ways to create a copywriting portfolio that will land you work or a job, here’s where to start:

• How to Put Together a Copywriting Portfolio (Even With No Experience)
• 3 Essentials for Your Online Portfolio (And 2 Things to Skip)
• 5 Best Portfolio Sites for Copywriters

Watch More: Copywriter Portfolio Examples to Avoid

One of the biggest red flags? When a copywriter has a website … with no portfolio. When clients can’t actually see any examples of your work, they’re going to question your ability to do the work, and, frankly, your professionalism.

But there are some other, more subtle red flags that pop up all the time in copywriter portfolios. Make sure you’re not making any of these four very common copywriting portfolio mistakes.

Your turn! What portfolios have you recently seen that you love and why? Share your favorite copywriter portfolio examples in the comments below!

Note: This page contains affiliate links.

The post 3 Copywriter Portfolio Examples That Wow Clients appeared first on Filthy Rich Writer.

TUNE IN: Spotify | Apple Podcasts | Stitcher

Looking for closed captioning or a transcript? Check out the episode on YouTube!

A Sneak Peek at the Episode

[1:00] Do you need your own website as a copywriter? Short answer: yes! You don’t need a certificate or degree to be a successful copyrwiter but you do need proof.

[1:28] Kate and Nicki discuss why having your own portfolio site is important. There are plenty of portfolio platforms out there but do you want your potential clients to easily click away from your portfolio to look at somebody else’s?

[5:45] Nicki and Kate explain how your portfolio site is your calling card, showing your talents off even before meeting potential clients. You can send attachments with emails to clients, but it becomes a lot of work, fast. Plus, it looks so much more professional to send over a portfolio site!

[7:57] Nicki asks Kate, “What do most copywriters miss on their portfolio sites?” Spoiler: Always include context and results where you can!

[11:50] Kate says she likes including the names of the other people who worked on the pieces in her portfolio. As Nicki says, it’s like “getting your Oscar and thanking the director!”

[14:00] Kate talks about what shouldn’t be on your portfolio site. Her and Nicki explain that potential clients navigating to your site nine times out of ten know what copywriting is and also know the value of copywriting. Your portfolio’s job is to tell them why they should hire you.

[17:00] Nicki and Kate admit that it is hard to write copy for yourself, but it is probably the most important place to write the best copy.

[19:30] Nicki and Kate discuss another common mistake they see on copywriting portfolios: the About Me page. The About Me page is a great thing to include on your site but, just like everything else on the site, it should be about why they should hire you.

[22:47] Show some personality! Nicki and Kate talk about where it is appropriate and even encouraged to lose the buttoned up professionalism to show clients that you are a person too. It is your unique background that makes you a good copywriter!

[26:00] Kate throws in one last mistake she sees copywriters make: a logo. A logo is not as crucial as it may feel to getting your portfolio up and running! It is far more important to crank out the daunting task of the portfolio itself then to worry about a logo.

Related Links

• 4 Things Most Copywriters Get Wrong on Their Portfolio Websites
• How to Put Together a Copywriting Portfolio
• 7 Signs You Need to Upgrade Your Portfolio Site
• How to Instantly Improve Your Portfolio Site

Tell us what you love about the podcast and what you hope to hear next! When you do, you can get access to an exclusive bonus recording featuring five wildly successful entrepreneurs who share what they do (and don’t!) look for when hiring copywriters. You do not want to miss it! 

Get all the details on how to get your recording here »

About the Build Your Business Podcast

Ready to turn your love of writing into a successful copywriting career?

Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.

Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.

See Previous Episode

Ep. 21: How Copywriters and Designers Work Together with Yoav Broum

The post Ep. 22: Why Every Copywriter MUST Have an Online Portfolio appeared first on Filthy Rich Writer.

When you’re starting a new business, it feels important to get everything right. “Perfect,” even. (PSA: Perfect is not a thing. Give it up.)

And, yes, especially with things like pitch letters and portfolio sites—and client work!—you most certainly do want to put your best foot forward.

But sometimes wanting to “get it right” can lead us to overcomplicate things and try to pack in so much more than we need to.

Case in point: The “services” section of our website.

Now, first, do you even need a services section? It’s definitely not required. The “service” you provide is copywriting, full stop. You can write copy for a variety of different kinds of companies and for all different types of work. (Unless, of course, you’ve decided to niche. But here’s why choosing a niche isn’t a great idea when you’re starting out.)

If you are going to move forward with a services page, here are a few things to take into consideration.

1. Avoid Educating Your Clients About Copywriting

Some new copywriters worry that if people come to their websites those people won’t know exactly what copywriting could encompass and, so, want to describe it. In detail.

First, people are going to come to your website only if they’re interested in hiring a copywriter. Either they were given your contact information or you send them a pitch email. Or even in the (very unlikely) scenario that they found you via a Google search, they were looking for a copywriter.

And, if they’re interested in hiring a copywriter, they have at least some idea of what projects they’d like you to work on.

“But I want them to know I can do so much more!” I hear you. But the best time to explore all the things that you could do for a client is when you’re actually on a call with that potential client, discussing THEIR unique wants and needs.

2. Avoid Posting Every. Single. Medium.

Some of you are still bucking against this—I can feel it. So, okay, list out your copywriting services, but list them out in broad strokes. As in, “Digital Copywriting” or “Print Copywriting” or “Email Copy” or “Website Copy.”

Do NOT list out all possible iterations of copy. As in “welcome emails, email funnels, about me pages, home page copy, sales page copy, opt-in lander copy, Facebook ads, Instagram ads, banner ads…” and so on.

First—and I say this with love—this makes you look like an amateur. The only people who scream “I can do all the things! Please hire me to do any of these things!” are people who are brand-new to an industry and desperate for work.

Second, an exhaustive list doesn’t inspire potential clients, it overwhelms them. They’re looking to YOU to be the expert and help them decide on which projects they need and when.

Third, the longer your list of services the more it’s going to have overlap and it’s going to miss things that you’re capable of doing. A big, long list implies that you’ve taken the time to list out ALL of your possible services and, if you’re newer to this, I guarantee you’re going to miss something a potential client might be looking for. And, of course, if they don’t see it on your big, long list, they’re going to assume that you don’t do it.

3. Show Your Services Rather Than Tell

So, what’s a better way to show what you’re capable of than listing it all? SHOWING them. Demonstrate your wide variety of skills in your portfolio. And if you haven’t been hired to do work yet, create spec pieces.

Remember, your portfolio is there to demonstrate that you know how to do what you say you do—which is SO much more persuasive than just saying “I can do this and this and this and this.” That old writing adage is true: Show, don’t tell.

And, again, it’s not all of the things you could do that matters—it’s what your client needs and would benefit from. So the best time to explain the full (or fuller) scope of what you do is after you’ve had a good, in-depth conversation about their needs. That’s the time to tell them what you can do to help build their business.

Your Turn

Did this make sense? Are you willing to skip the exhaustive list of services? Let us know in the comments below.

The post Do You Need to List Your Copywriting Services on Your Portfolio Site? appeared first on Filthy Rich Writer.

We hear a this a lot: Should I put prices on my website? After all, when you go to buy anything else online, there’s a clear price.

But it’s a little different with copywriting.

As a copywriter, you’re always going to customize the service you’re providing to meet your client’s specific needs. A website for one client may require a lot more work than a website for another—even if they’re both five pages long.

For example, a product page for a $5,000 service is going to require a bit more benefit-driven copy than perhaps a product page for a $15 scarf.

Should I Put Prices on My Website to Filter Out “Cheap” Clients?

It may seem easier to list prices to “filter” out clients you don’t want to work with, those clients who can’t afford your rates.

But why let your clients decide for you? Don’t YOU want to decide whether or not you take on a project?

Having a conversation allows for the nuance that comes with every single project and every individual client. Maybe a client can’t afford your regular rate, but they can afford something close to it and you really want to work with them, whether because you like the client, like the project, or both.

Or maybe you know the client stands to make a ton from your work and can afford more than your regular rate. Give yourself the flexibility to charge based on the specific need and situation.  

Plus, clients may take the rates you have on your site and guess for themselves what you’d charge for other types of projects not listed within your packages or services (and it’d get really clunky to start listing out everything you could possible write—T-shirts, ads inside buses, ads outside buses, radio spots, pre-roll video scripts…the options are truly endless).

Or worse, they may assume because you don’t have a price for something, you can’t do it.

Many First-Time Clients Want to Work With You on a Smaller Project

The other major thing to consider: is the client “cheap” or do they just not know you yet?

Taking on a smaller project with a client can open the door to larger projects.

For example, when I was first starting out as a copywriter, there was a copy agency I wanted to work with. I was still relatively green, so they gave me a small project. The client literally said, “Kate blew some of our more senior writers out of the water.”

That one small project has led to hundreds of thousands of dollars in work over the course of our 10-year relationship.

This isn’t uncommon. Just like you want to help your clients build that know, like, trust factor with their audience, you need to build that KLT factor with your own prospective clients.

What About Listing Package Pricing?

This is another case where you can set yourself up for frustrating conversations. Say you want to sell a package for online business owners with web copy for five pages, a welcome email, and a Facebook ad. Even if you say something like, “starting at $X” you’ve now created an anchor price in your prospective clients’ brains.

You get on that discovery call (make sure to check out our video below!), you talk with your client and realize they do, indeed, need this package. But their five pages require a lot more time and research to create than your base rate.

So, you send the client a rate twice as high as your base price. What do you think your client is going to say?

Best case: They’re totally fine with it. Worse case: you’re potentially going to find yourself justifying rates more than you need to.

Have packages in mind so you can easily present options to clients, but there’s no need to present it on your website.

What If All I Want to Write Are Email Funnels?

First, choosing to focus on one type of deliverable will significantly limit your copywriting opportunities. And, especially when you’re first starting out, who wants that?!

The niche trap applies to industry as well as deliverable. You can certainly focus on email funnels, but if a client wants a funnel and other work, why risk that client dropping you for another copywriter who can deliver it all?

If you do focus in on one type of deliverable, you may think, “well, won’t it take me the same amount of time to write any type of email funnel?”

Probably not. Every client is different.

One client may want significantly more content in each email than another. Or you may find certain clients need more meetings to review copy.

You want to give yourself the flexibility to adjust rates based on the situation (and as you go on in your career, you’ll get a pretty good sense of which clients may need more hand holding than others).

So, as with everything, it’s your copywriting business. You can absolutely include rates on your site. But before you do, weigh the pros and cons. What’s the benefit to you? Does that outweigh the potential limitations you’re placing on your business?

Watch More: How To Nail a Discovery Call

In this episode of the Build Your Copywriting Business podcast, three CCA students each ask their most pressing questions. Discover what Nicki and Kate tell Lindsey about the best way to approach a discovery call.

Your Turn

Do you include prices on your copywriting website? Why or why not? Tell us in the comments below!

The post Should I Put Prices on My Website? What Copywriters Need to Know appeared first on Filthy Rich Writer.

You already know that a portfolio site is essential for copywriters—no ifs, ands, or buts. (And luckily, there are plenty of sites that make creating your own site super easy. No sweat!) But there are several common copywriting portfolio mistakes our team sees time and time again that can mean the difference between landing work and having clients leave your page.

Your portfolio site is a copywriting project just like any other. You have a client (in this case, you), a target audience (potential clients and bosses), and a goal you want to accomplish (to get them to contact you).

But even knowing that, it’s easy for a lot of copywriters to get overwhelmed with writing about themselves. And, because I’d never leave you hanging, let’s talk about what those copywriting portfolio mistakes are—and how to fix them.

The 4 Most Common Copywriting Portfolio Mistakes

1. No benefit to consumer.  (#1 Copywriting Portfolio Mistake!)

It’s one thing to know that every copywriting project needs to focus on the benefit…but it’s another thing to remember to include it, especially on your own site. Your benefit to consumer—that is, how your copywriting benefits the people who will hire you—needs to be prominent.

This is the biggest copywriting portfolio mistake and it could cost you clients. If you don’t have a clear, compelling benefit to them from the get-go, they may not scroll past your headline!

How to Fix It

Your homepage headline, the first thing they see when they land on your website, needs to purposefully and powerfully convey your benefit to consumer.

And make sure you convey the END benefit. Sure a company wants its audience to “fall in love” with them…but what’s the end benefit of that? What does a company REALLY want that copy to do? What’s a company’s main goal? (Hint, hint: Companies only exist if they make sales.)

How is your copy going to build that company and help it succeed? Remember, this site is all about conveying how your copywriting work will benefit a company and you are the right person for the job. You HAVE to tell them.

2. Your “About Me” page is about you.

I know, that seems a little silly. The page is called “About Me” so it should be about you, right? Nope! Remember the purpose of your website. Your “About Me” page is all about how YOU can benefit your clients. In reality, your About Me page is all about…them.

How to Fix It

So, your About Me page needs to help them understand why you are uniquely able to help them, and then explain exactly how you can help them.

Start your About Me page with your USP, showing them exactly how unique elements from your background have made you an especially adept copywriter, and then follow that up with how your copywriting benefits their company.

Then, at the bottom, if you want to, you can talk about the extracurricular elements of your life to give them a feel for who you are as a person. But this all comes last—remember, About Me is about them.

3. No project descriptions.

Second to having no benefit to consumer, not including write ups about each of your projects is the next worst copywriting portfolio mistake.

Well yes…and no. Your copywriting samples (whether client work or spec work) should definitely demonstrate both your ability to write compelling, effective copy and your ability to collaborate with a designer.

But there’s more to those pieces than just the results, right? There’s all the thinking that went into it—and that can help demonstrate your value to potential clients even more.

How to Fix It

Each piece in your portfolio should include background about the company/organization (who they are and what they do), the purpose and challenge of the project (what you were tasked with doing and why), and how you solved the challenge (the strategy you used to meet the goal).

You’re pulling back the curtain to give potential clients insight into WHY you made the choices that you did and, thus, demonstrating the strategic thinking that’s behind each project.

This holds true for spec pieces too, by the way. You filled out a creative brief and came up with a project yourself, but you still also used strategic thinking to meet those objectives. Just be sure, of course, not to write the description as if the company had actually asked you to do the work.

4. Too much education.

It’s very tempting for copywriters to use space on their sites to educate visitors about why copywriting is important and valuable.

But let’s think for a minute about the customer journey—about how a visitor actually gets to your site. Here are the possible scenarios: they arrived there because they interacted with you about copywriting and you directed them to take a look, they were referred there by a colleague or contact, or they searched for copywriters somewhere and found your site.

In each of those scenarios, the visitor knows what copywriting is and knows that they need a copywriter. You don’t need to educate them about the value of copywriting—they already know it, AND you’re wasting valuable copy when you could be selling them on why you’re the right copywriter for the job.

No one’s going to be stumbling onto a copywriter’s website with no idea of what copywriting is, except maybe your grandparents if your mom has proudly passed along your URL. But your grandparents are not your target audience. (Much as you love them.)

By the time someone gets to your site, they know what copywriting is (either because they already knew or you made a compelling case for the service in a pitch email) and now they’re evaluating whether or not to get in touch with you.

How to Fix It

This fix is easier said than done: you need to remove any education about copywriting. Some of these may be easy to spot. For example, “Copywriting is writing that is designed to help your business grow,” falls firmly in the education camp.

Other lines may be sneakier. For example, “You want your business to grow, right? Effective messaging is the key to helping you do that.” Remember: they are interested in copywriting. So, why you and not another copywriter?

If you have a ton of information that’s educational, but you still think is valuable, consider adding it to your blog (if you have one).

As with any other copy project, you need to carefully evaluate each and every single word to make sure it’s essential and that it’s doing the job you need it to do.

And here’s a little bonus one:

If you have a blog on your site (which you don’t have to), it needs to be geared toward your target audience, too.

That means it has to have posts with topics that are useful to prospective clients or bosses. Your travel diaries or musings about Netflix shows have no place on your professional site. Neither do posts complaining about copywriting clients. Or posts meant for other copywriters.

Remember, too, that some of your posts might talk about WHAT copy pieces are important and WHY, but never about HOW to write them. How to write them is what they hire you for.

Copywriting Portfolio Inspiration

Looking for some portfolio inspiration? Check out some of our favorite copywriting portfolios with insight into why they’re so effective.

Watch for More Copywriting Portfolio Tips

On Episode 43 of the Build Your Copywriting Business podcast, Nicki and Kate dig further into the four common copywriter portfolio mistakes and how you can ensure you avoid them on your own portfolio site.

Your turn! Did any of these copywriting portfolio mistakes trip you up on your own portfolio site? (There’s no shame in it! I called them “common mistakes” for a reason.) And, if so, are you committed to fixing them ASAP? Let me know in the comments below.

The post 4 Things Most Copywriters Get Wrong on Their Portfolio Websites appeared first on Filthy Rich Writer.

Let me be clear: I am NOT a team player. Well, not naturally.

I mean, I can be if a need to be…but I’d almost always rather just do things myself.

So, if you hear my advice that you need to reach out to designers and create a network of contacts and you think, “Oh, I’d rather not…” I get you. I do.

But here’s why you’ve still got to do it.

First, you NEED designers for your spec ads. And believe me, I know—you’ve already started to figure out a way around that.

I get it: No one wants to reach out to strangers! It even makes extroverts uncomfortable.

But you need to gird your loins and be brave.

It’s essential to work with designers on your spec ads because, first, they have put your very best foot forward when it comes to both design AND copy. If they look poorly designed, they reflect poorly on you. Someone visiting your site will think you don’t know the difference between ads that look good and ads that…don’t.

Second, a big part of what your portfolio demonstrates is that you know how to collaborate with designers. And it’s even better if you can demonstrate that you can collaborate with multiple designers.

You can’t demonstrate that if you try to design your ads on your own.

Second, a network of designers is essential to help you get work!

When you pitch a client and that client says, “Super, but I also need a designer” it reflects very well on you to have designers to recommend.

But even more importantly, when your design contacts are pitching clients and those clients say, “Super, but I also need a copywriter,” who do you think they’ll refer? YOU. You can get work without having to do anything.

Remember, too, that when you’re building your network of designers, you’re looking to provide value for both of you. When it comes to spec ads, you’re not hiring designers, you’re looking for designers who also need to build their portfolios so you both get something out of it.

When you reach out to designers, there will be plenty who won’t be interested. But so what? That doesn’t reflect on you at all! Just keep moving on until you find designers who DO want to work with you.

You MUST build a network of designers to build out your spec ads.

I get that it’s uncomfortable. I get that it’s not something you really want to do. But it’s something that you have to do anyway. And it’s something that’s going to have a major, undeniable, and unparalleled positive effect on your career.

So, here’s your challenge: If you’re at the spec ad stage of building your portfolio, I want you to make a commitment to reach out to a certain number of designers by a certain date. I’ll let you choose both of those, but I want you to make the commitment.

Your Turn

Feeling brave? Tell me about how many designers you’ll reach out to and when in the comments below. You can do it.

The post Why Copywriters Absolutely Must Have a Network of Designers appeared first on Filthy Rich Writer.

Here’s what most people think about breaking into copywriting: You need experience to get clients and you need clients to get experience.

And that’s a catch-22 that stops a lot of would-be copywriters dead in their tracks. But the truth—and good news—is that that’s only half true.

Today, we’re going to talk about which half is true and how you can land clients without already having had clients. Bonus: you don’t need to spend thousands of dollars going back to school (or, frankly, get “certification” which only proves you paid for a course).

Getting started in copywriting is easier than some people would lead you to believe. (The ones that say copywriting is “hard” to get into are usually the ones that skipped step number one: you need training.)

And it’s also flexible. You can work when and where you want as a freelance copywriter or on staff within a company or agency or bounce between the two! There are as many paths for copywriters as there are copywriters (as Comprehensive Copywriting Academy students can attest to—just listen to a few of their stories!).

If you’re still dipping your toes into copywriting and have questions like:

• What is copywriting?
• How much copywriters can make? (Yes, 6+ figures if you want!)
• Is copywriting right for me? 
• How soon can you can make money as a copywriter by starting a business offering copywriting services?
• And more …

…then you’ll want to check out this page. We’ve compiled a list of some of the most frequently asked questions about copywriting and answered each one.

BUT, if you’re pretty sure copywriting is something you’re interested in and are ready for some concrete action steps, read on!

True: You Need Copywriting Experience to Gain Clients

So, which part is true? Well, the first part: You need experience to get clients. And I know that might be a little discouraging, so bear with me here for a moment.

The truth is that, no, no one is going to hire you if you have no experience writing copy. Read: No one will hire you if you don’t know how to write copy. Which makes sense, right? Would you hire an electrician who’s never touched wiring? Would you choose a brain surgeon who doesn’t know how to operate?

In order to get copywriting work, you need to know how to write copy. And believe me, writing copy is a skill that requires training, development, and mastery. After all, it’s an entire career! You don’t get to just “decide” that you’re an elementary school teacher or a veterinarian, right?

One of the biggest mistakes would-be copywriters make is to just one day “decide” that they’re copywriters, without doing any work to learn, much less master, the techniques.

False: You Need Copywriting Clients to Gain Experience

The good news for you is what isn’t true about the “you need experience to get clients and you need clients to get experience” fallacy. Namely, that you need clients to get experience.

One of the foundational elements of our Comprehensive Copywriting Academy is building your experience by practicing writing copy, creating spec ads, and landing small business clients who generally don’t require that you have a portfolio.

In a nutshell: Yes, you do need experience—that is, you need to know how to write copy and have practiced it—in order to land clients.

But you do not need to already have clients in order to get that experience. Don’t let that faulty piece of logic hold you back from getting started in what just might be your dream career.

6 Steps to Getting Started in Copywriting

1. Get Copywriting Training

The first step to getting started in copywriting begins with training. There’s simply no way around it. You can’t just decide one day that “Now I’m a copywriter.” I mean, people don’t just walk into airports and suddenly declare “Now I’m a pilot,” right?

The would-be copywriters who fail, the ones that say it’s “too hard” to get into, are the ones that skip this step.

You’ll find lots of online threads saying “you don’t need training, there are free resources.” And yes, there are. The Filthy Rich Writer blog and YouTube channel alone are packed with valuable copywriting tips. But learning the principles and actually practicing and getting feedback on your work are two different things.

If you’re thinking, “Hmm… this copywriting thing sounds interesting, I’d like to try it out” or “I think I’d make a good copywriter” (or both!), it’s time to get the training you need to become a copywriter!

Some of the foundational principles of copywriting include:

• Features versus benefits
• Tone of voice
• Call to action

Of course, other writing best-practices apply like writing in active versus passive voice, telling stories, and keeping sentences concise so they’re easy for people to read.

Where to Get Copywriting Training

Copywriting is not like other kinds of writing (it’s why we get paid so well to do it). Of course, if you’re naturally good at writing, the go-to resume and cover letter editor of all your friends, then that’s a bonus!

When you write copy, you’re connecting an audience with the right solution to their challenge or problem. You’re offering a solution to a need they have (whether they know it or not).

That means you need to have a deep understanding of the audience and the type of language and messaging they’ll respond to, in addition to knowing how to write in the brand’s voice. You also need to know the difference between features and benefits (in copywriting, you always lead with the benefit!).

Unfortunately, you can’t get training in school because 99.9% of the colleges and universities in this country don’t offer copywriting majors. If they offer copywriting at all, it’s a single class as part of a broader marketing major. It’s absolutely insane. Copywriting is the ONE way for a writer to make a good living. And they don’t teach it in universities. I mean, seriously?

But you can get still training—and it doesn’t have to be via a $30-40K per year portfolio school. (You also don’t need a copywriting certificate.)

The best copywriting courses will not just teach you the principles of copywriting, but also how to stand out from other copywriters, how to create your portfolio, how to consistently find and land clients, and more.

What to Look Out for in Copywriting Courses

First, you probably already figured this out, but no one can guarantee you’ll earn a certain income or that you’ll earn it in three months, six months, a year.

Can you hit six figures and beyond? Absolutely. Can you do it in a few months? Absolutely. (We had one student land her first client in one week!) But ultimately it’s on you to take action on the steps you’re given.

Each person has a different amount of time to devote to their training. Your path will look different than someone else’s. And that’s OK! Your goals are likely different, too.

Another red flag is course creators who don’t know the difference between copy and content. Blog posts (like this one!) are content. Content is designed to educate, inspire, and entertain. Copywriting is designed to connect people who have a need with the best solution for that need. It’s writing that’s designed to sell or persuade.

Another major red flag: recommending you hand copy ads to learn copywriting. Hand copying ads you see in the world is great if you want to memorize the copy. But, if you want to learn how to analyze it (and even take a stab at rewriting to improve it!), then you want to learn the principles of copywriting. By learning features versus benefits, understanding the intended audience, and knowing what makes an effective call to action, you can to assess the effectiveness of the ad. (Watch more about that process here >>)

The third major red flag? Too many courses will focus on one way of doing things—the course founder’s way. And often these course creators, while well meaning, don’t have a lot of experience in copywriting.

That’s why we designed the Comprehensive Copywriting Academy to cover all the ways you can build a copywriting career: on staff, at an agency, full-time freelance, part-time side hustle, part-time while working at a full-time job…you get the idea! Whether you want to work from your kitchen table, a slick office, or a beach in Bora Bora (please invite us!), we’ll help you get where you want to go.

Our team has decades experience in all those areas, and with clients of all kinds: Fortune 500 to solopreneurs and everyone in between. And we’ve helped 12,000+ students learn copywriting and build businesses, land jobs, and use copywriting in the way that works for their goals and lifestyles.

Take the first step to get started in copywriting today. Sign up to get access to our free, on-demand video training.

2. Practice Copywriting

And no, we do not mean by hand copying ads. So many so-called copywriting “gurus” tout the benefits of hand copying ads. We’re not in second grade detention writing “I will not run in class” 50 times in our best cursive. Instead, once you have training and you understand key concepts like features versus benefits, look for copy in the world and then analyze it. What’s working? What’s not working?

Then, try your hand at rewriting the ad. How can you lead with the benefit? Are there word choices you would change to better match the brand voice? Does the copy make sense for the medium? The target audience?

Analyzing and rewriting ads is how you’ll build and strengthen your copywriting skills.

Be sure, too, to start looking at ads very strategically. What are they trying to say? Who are they trying to say it to? And what do they want those people to do? Do you think they were successful? Start looking at the ads you see every day with a critical eye.

3. Build Your Online Portfolio

Every copywriter needs an online portfolio. This is how clients can see you know how to write copy.

There are plenty of websites that make it super easy to create your online portfolio. (And in the Comprehensive Copywriting Academy, we walk you step by step through how to build, and write, your online portfolio.)

As you build your portfolio, you’ll want to consider how to set yourself apart from other copywriters. One way to do this is by writing your Unique Selling Perspective (or Unique Selling Point).

You do not need to choose a niche. You’ll see less experienced copywriters recommend this because they think clients are looking for a specialist. You are a specialist. Your specialty is copywriting (versus graphic design or web development or any number of other careers). Your clients are the experts in their industry. It’s your job to partner with them to translate that to effective copy.

You’ll often see job descriptions that say “experience in tech a bonus” or “preferred healthcare experience.” But savvy copywriters know that they can still get hired for these jobs because they know the fundamentals of copywriting and can apply them to any industry. Plus, having an outsider perspective brings

After 20+ years as a copywriter, Nicki still hasn’t chosen to niche. And, as she consistently earns over six figures each year from copywriting, it certainly hasn’t slowed her progress. If anything, it’s fueled it. Similarly, our marketing manager and head copywriting coach, Kate, also hasn’t niched. She’s worked for major tech companies (Microsoft), higher education institutions, healthcare, fashion (if you count Sperry shoes as “fashionable”), manufacturing, and more.

And, if you decide to niche once you have a ton of work coming in and figure out what you do and don’t like, great! But too often copywriters make the mistake of niching and then wonder why they can’t get enough work. You also may love some clients within an industry and loathe others. Why limit yourself or make assumptions when just starting?

That said, at this point, you need to be calling yourself a copywriter (if you haven’t started already!). Start getting used to the idea that you are a copywriter. You are becoming someone who writes copy for a living. Live it, own it, be it.

You’ll also create spec ads. Spec ads, if you’re unfamiliar with the term, are essentially “practice” copywriting samples.

You very clearly label these pieces as “spec” in your portfolio (you always want to be above board, after all) and they’re a fantastic way to demonstrate your copywriting prowess before you get paying clients. And, if you hadn’t yet connected the dots, they’re a great way to help you get paying clients.

Learn more about creating your portfolio >>

4. Land Copywriting Clients

Here’s the catch-22 of every copywriter’s career: You know how to write copy and are ready to land clients, but how can you land clients if you’ve never had previous copywriting jobs?

That’s why you create spec ads. You demonstrate to prospective clients that you can, in fact, write copy. You know how to write in a company’s brand voice. And you can think strategically about solving a creative brief.

Then, you can put together your pitch list and start pitching clients. The way we teach pitching in the Comprehensive Copywriting Academy is very different from the way most people teach it! It’s not about being pushy or salesy or tacky. It’s about adding value. These are the types of pitches that potential clients want to receive in their inbox because you’re providing a solution to a challenge or opportunity they have.

You’ll also want to find out what kind of advertising and marketing groups meet in your city and join them. Attend their events and just get to know people. Feel free to let them know that you’re just getting started in the industry and you’re looking to learn as much as you can—you’ll be surprised at how many people will be willing to offer advice or may even need your help on a project.

Note: if you’re thinking of using job bidding sites like Upwork or Fiverr to land clients, you’ll want to reconsider. While these sites make it seem “easy” to land work, they’re really a race to low rates. See the math behind job bidding sites here >>

5. Know That Resistance Is Going to Come Up—And You’re Going to Keep Going Anyway

When you get started in anything new, whether it’s copywriting, another career, a hobby, a new skill, whatever, you may not be an expert right away. If you think about it, it makes sense. We wouldn’t expect a pilot who takes a flying lesson or two to captain a commercial flight full of passengers from Miami to Dubai, right?

As brand-new copywriters (or anything else), we have to remember that we’re learning something new. And when we learn something new, it can kick up feelings of resistance.

For most of us, it’s been awhile since we’ve truly dug into learning something entirely new! It’s hard to remember what learning something new is like.

But knowing that resistance will crop up is half the battle.

6. Surround Yourself With Support

There are many things you can learn to do on your own: change a flat tire, learn another language, and train a dog, for instance. Could some people learn how to become a copywriter on their own? Sure. But just like all the other things you can learn to do on your own, it’s a heck of a lot easier (and more fun!) if you have a support system.

Why reinvent the wheel? Surrounding yourself with pros who know how to do what it is you want to do is a much faster ticket to success.

Whatever it is you pursue in life, take advice from people who had the same or similar goal and achieved it. Too often, the loudest people are those who haven’t succeeded at what it is we want to do.

The Comprehensive Copywriting Academy’s student-only Facebook group is one of the most supportive corners of the Internet (just check out some of their wins from the group here)

Watch More About How to Become a Copywriter

Learn more about landing your first copywriting clients and how you can use spec ads as proof of your training and experience.

Getting Started as a Copywriter Has Never Been Easier!

Whether you want to work full- or part-time for a swank ad agency, as an in-house copywriter, or build a 100% freelance copywriting business, the Comprehensive Copywriting Academy is designed to help you reach your goals (even if those goals change along the way!).

Through six, online, self-paced foundational modules, and 145+ deep-dive courses you’ll get step-by-step instruction from copywriting pros. You’ll learn how to write copy, build your portfolio, work with a designer, land clients, and much, much more.

The post How to Become a Copywriter Without Experience in 6 Steps appeared first on Filthy Rich Writer.

Your copywriting portfolio acts as proof that you know what you’re doing. But there’s another element to add that can be even more enticing and make you even more sellable. What’s that? Copywriting numbers, or metrics.

Clients may ask about the results of your project. But what exactly do they mean by “results?” Here we look at copywriting numbers, or copywriting metrics, and why they are important to you.

What Are Copywriting Numbers?

All our copy has a purpose and, often, the level to which it met that purpose—its effectiveness—is measurable. Here are a few examples:

• Banner ad: click-through rate (how many people click on the banner ad to go to the landing page)
• Direct mail piece with a coupon: redemption rate (there’s generally some form of tracking put on the specific coupon so a company knows how many coupons were used)
• Webpages: time spent on the page, total number of pages visited in a session, and clicks on a call to action (among many, many others)
• Email: open rate (how many people open the email to read it), click-through rate (how many people are intrigued enough by the content of the email to click to the landing page), and perhaps even unsubscribe rate (how many people unsubscribe from an email list from that email)

There are plenty of companies that don’t provide these metrics to their copywriters. (Yes, the people who would most benefit from the information.) But that doesn’t mean that you shouldn’t have access to it.

How To Get Copywriting Numbers From Your Clients

You may have to be proactive and regularly ask clients for the information, but these numbers exist and they’re available to you. And when the numbers are particularly good, they’re particularly impressive to potential clients. After all, if you can get good click-through rates for one client, you can probably do it for another.

So, should you be tracking your numbers? Absolutely. Beginning now, start tracking those numbers as often as you possibly can. It’ll take a little extra effort, maybe an extra email or two, but it could be worth it.

Great metrics are just another proof point for the value of your work. Hiring anyone is a gamble. Your fantastic portfolio helps to assure potential clients of your skills, but great metrics help to back that up in a very tangible, down-to-earth way.

What If You Don’t Have Any Results?

That’s okay!

First, savvy clients know that copywriting is just one element of an effective piece. Depending on the piece, there are other factors like design. Or, for a Facebook ad, how good the audience targeting was. Or, for a sales page, how good the funnel was to get people to that sales page, the price point, the offer, etc.

The point is that there are a LOT of factors beyond copy that impact the results of a project. With an email subject line, yes, it’s straight copy. But even then some email browsers auto “open” emails, skewing data.

So, if someone is saying “my sales page copy led to one billion in sales,” well…yes. But also, no. There’s certainly more to it than that.

Second, savvy clients also know that what works for one business doesn’t necessarily work for another. And they know you can’t guarantee the results of your copy.

Get metrics when you can. But when you can’t get them or you’re first starting out and don’t have them, it’s okay. You can still get work and land clients.

Watch More

If the idea of metrics freak you out (as in, you’re thinking, “no one will ever hire me!”), you need to watch this episode of the Build Your Copywriting Business podcast.

Nicki and Kate explain the must-know details surrounding metrics, including the factors that go into them, when you should and shouldn’t use them, and how much impact your writing actually has on the final results of a project.

Your Turn

Have your clients or bosses offered up the relevant numbers for your projects or have you had to ask? Let us know in the comments below!

The post Know Your Copywriting Numbers appeared first on Filthy Rich Writer.

The bread and butter of any freelance copywriter is clients. Cultivating a good client base is critical to your business success when you first start as a freelance copywriter and throughout your career.

One of the best places to find new clients, keep the work coming in, and get referrals is through small businesses. Freelance copywriters who can write persuasive copy are extremely valuable to small businesses. Great messaging can mean the difference between a small business thriving and a small business having to shutter its doors.

Let’s look at some of the challenges of small businesses and why small businesses make great first (and long-standing!) clients for copywriters.

Challenges of Small Businesses

Small businesses, which are typically defined as those with 500 employees or fewer by the Small Business Administration, are a sweet spot for new and seasoned copywriters. (Note: some industries, “small businesses” may have a higher or lower number qualifying it as “small” or even go by a certain annual revenue number.)

For any size business, communicating well with your audience is the key to success.

However, small business owners often lack the time, ability, and resources to effectively craft messaging. In one statistic, as of March 2021, only 80% of startups survived after one year, according to the U.S. Bureau of Labor Statistics (you can review the data here). According to business owners, one reason for failure includes ineffective marketing.

As you know, copywriting is a way for a business to differentiate itself and position itself as a better pick than its competitors. Small businesses face the difficulty of competing with larger corporations and companies. Not having the correct messaging, branding, and compelling marketing to distinguish itself put a small business at a great disadvantage.

Lastly, small businesses usually do not have an in-house marketing or creative team so they often need to outsource these projects to freelancers.

Copywriting for Small Businesses is a Huge Opportunity

That’s where you come in!

Even when you’re just starting as a copywriter, you already have a good understanding of the basic principles of copywriting and are regularly practicing them. You don’t have to have attained mastery to land your first clients. After all, mastery comes partially from working with clients!

(Exact step-by-step ways to land the clients is covered in the Comprehensive Copywriting Academy. But for those readers who aren’t in the CCA, here’s a high-level answer.)

You know more about copywriting than a small business owner. The business owner’s expertise is in their business—whatever product or service they offer. Their expertise is not in writing compelling messaging. You also have a basic understanding of marketing. That means that you have the skills to help them make a difference in their business.

1. Start Small

Start small…really small. Target small business owners in your city or, better, your neighborhood. And I mean the mom-and-pop, brick-and-mortar stores that you pass each day.

This group, too, is more likely to take you and your marketing at face value without asking to see a portfolio. And, since you’re looking for your first clients, it’s likely that this work can help you build your portfolio.

2. Review the Business’s Existing Marketing Materials

For each potential client you target, you’ll want to do a thorough review of their website, emails, marketing materials, social media accounts, etc. so that you can target where you can best help them. This sounds like a lot, but once you start doing it, I guarantee you’ll be pleased: Most of these businesses need a lot of help! (Obviously, we go into how to create your prospecting and marketing materials much more in-depth in the CCA.)

3. Send Them a Value-Packed Pitch

CCA students have an entire masterclass on how to send value-packed pitches that business owners regularly thank us for. But a very basic level, you’re saying, “Hey, I love your business. Here’s this idea I saw that could help you bring in even more business. Let’s chat.”

You’re coming with an idea for them. This is very different than most pitches where people are asking for work.

You’re not giving them copy at this point or telling them how to do it. You’re telling them what copywriting opportunities they have and how doing that project will help their business. It’s all about them.

Learn more about sending value-packed pitches here >>

Copywriting for small business clients is the ideal way for you to get started (even with minimal experience). Small business clients land you the magic triumvirate for new copywriters: They get you more experience, they get you pieces for your portfolio, and they get you income!

Your Turn!

How you worked as a copywriter for small businesses? Let us know in the comments below!

The post Building Your Portfolio Copywriting by Working With Small Businesses appeared first on Filthy Rich Writer.