TUNE IN: Spotify | Apple Podcasts | Stitcher

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

A Sneak Peek at the Episode

[1:50] When people look at a job listing, they often make the mistake of taking everything in the description as written in stone. But job descriptions are essentially a wish list for companies.

[5:17] Nicki and Kate discuss how studies show that women in particular tend to cut themselves off from opportunities as they often only apply to jobs if they meet ALL of the qualifications.

[6:37] The years of experience sought by employers may not directly match your own years of experience. For example, six months in the CCA could be equivalent to two or three years of experience elsewhere. Essentially, employers expect you to have training, and CCA students fulfill that requirement!

[8:52] Our hosts read between the lines of the responsibilities listed for a real copywriter job posting taken from LinkedIn and show why everyone in the CCA should be saying, “Yes, I can do all of those!”

[14:46] Kate emphasizes that—even at associate creative director level—none of the responsibilities listed should feel unachievable by any means.

[16:20] It’s rare to find a copywriting job description that asks for other skills like design, SEO, or social media management. If you do see a posting like that, it’s a sign that the company has very unrealistic expectations about what they can get in one person.

[19:28] As a CCA student, don’t be deterred if they ask you for 3-5 years of experience. Mike’s story is a prime example of why you shouldn’t let that stop you from applying!

[20:43] We hear some examples of the qualifications and skills that people ask for in actual copywriting job descriptions. Even if they ask for a Bachelor’s degree, don’t be put off if you have a portfolio that shows your work.

[23:32] Some postings asked for experience using Jasper and/or ChatGPT. Remember AI is not something to be afraid of—they want it for efficiency purposes, not just writing (bad) copy.

[24:33] Some of the “nice to haves” listed included specific industry experience, experience working in SaaS (software as a service), experience partnering with a designer, and UX (user experience) writing. Again, remember these are wish list items but you can always prove your skills through spec work if it’s a role you’re really interested in.

[26:24] If a company asks for startup experience, don’t let assumptions limit you. Get on the phone with them and ask questions to get a sense for the role because all startups are different. 

[27:50] It can feel like a catch-22 when a post asks for agency experience. How do I get into an agency when agencies want agency experience?! But agencies are happy to hire—it all comes down to  demonstrating that you know what you’re doing and can thrive in that environment.

[28:46] Never, ever, ever use the “one-click” or “easy apply” button! You want to avoid being lumped in with a bunch of other people. The same system that you use to pitch clients for freelance work is exactly what you can use to pitch companies to work there. 

[30:45] Ideally, you want to pitch directly to the hiring manager—that is the person who has the knowledge and experience to make the best decision about your application. 

Must-Hear Takeaways

“The years specifically that people are looking for may not correlate exactly with the years of your experience. Our students know that they do a very concentrated amount of work, a lot of study and a lot of practice and they really build up their skills very, very quickly. Whereas outside of a program like that, it might take someone several years to get that same level of experience and expertise. So, you know, your six months in the program might equate to two or three years of outside experience. So don’t, I mean, this is specifically for CCA students, don’t see, oh, they’re looking for three to five years experience and think, well, I don’t qualify because I’ve only been working through this for six months or for a year. You absolutely do.” – Nicki

 “Don’t say no to yourself before someone else does. Why would we ever say no to ourselves? It just doesn’t make sense. But we do it because we’re humans, and we feel like, oh, I just am not qualified. I don’t meet 110% of the qualifications.” – Kate

“Do not use the ‘one-click’ apply! But also do not then just go and apply through their website. You want to avoid being stopped, being lumped in with a bunch of other people. And Comprehensive Copywriting Academy students, you know exactly how to do this. The same system that you use to pitch clients for freelance work is exactly what you can do to pitch companies to work there. And again, whether you want to freelance for them or whether you want to work for them on staff, use the exact same system. Your cover letter should effectively be a pitch because again, it’s all about being helpful and all about showing that you are strategic and that you will hit the ground running as soon as you start working with them.” – Nicki

“What you should be taking away from this is that all of these opportunities are open to you. There’s no point at looking at a job and coming up with reasons not to apply for it or feeling like you need to be all of the things to all of the people, you don’t. You are enough. You are fantastic. Apply for these roles, people need the skills that you have, go out there and help these companies!” – Nicki and Kate

Mentioned on this Episode

• This Brand-New Copywriter Landed a Senior Copywriting Role

Related Links

• Why Companies Requiring Experience for Copywriting Jobs is a Good Thing
• How to Land Copywriting Work with an Ad Agency
• Too Afraid to Pitch? Business Owners WANT Your Copywriting Pitches
• Why Freelance Copywriters Should Still Apply to Full-Time Jobs
• Supercharged Job-Hunting Tactics

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. 180: Thriving as a Neurodivergent Copywriter – Cleo’s Story

The post Episode 181: Reading Between the Lines of Copywriter Job Descriptions 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

[1:10] Kate takes you through what a spec ad actually is. Spec ads are crucial for showing clients what you can do.

[3:00] Nicki outlines the three things spec ads show potential clients: (1) you can write copy, (2) you know how to strategize, and (3) you know how to collaborate and work with a designer.

[5:10] It is so important to be able to show potential clients that you understand how to write copy but that you also know what great design looks like.

[6:10] No company would use a template from a site like Canva to create an ad, so your spec ads shouldn’t be made with a template, either!

[7:15] Nicki and Kate explain how it is important to show your potential clients that you can build your copy to fit well with what a designer provides.

[8:10] When you are working with a designer for a spec ad, you are simultaneously building your network!

[10:00] Worried about paying for a designer to help you with your spec ad? Nicki and Kate explain what to keep in mind when looking for designers to work with (so that nobody is paying anyone or working for free).

[12:20] Kate and Nicki list out a few places that you can check out when looking for beginner designers to work with. Places like design schools and even high-school programs are great places to start.

[14:55] “I want to pitch but I don’t have any spec ads ready.” What is better: Throw a copy doc in the portfolio with no design? Put poor design around the copy yourself? Or just not include anything in your portfolio at all?

[17:57] Remember: label your spec ads as spec in your portfolio! Worst case scenario, the company asks you to take it down (very unlikely!).

Related Links

• The Number One Spec Ad Mistake
• Importance of Spec Ads in Your Portfolio
• What to Look for in a Spec Ad Designer
• Why Copywriters Absolutely Must Have a Network of Designers

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. 18: How to Land Your First Copywriting Clients Without Experience

The post Ep. 19: Number One Copywriting Spec Ad Mistake (You Need a Designer) 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

[2:00] Nobody was born knowing copywriting! The good news is, copywriting is a merit-based career. Nicki and Kate discuss proving you can write copy (through spec ads).

[3:40] Nicki and Kate explain what spec ads are and common worries that copywriters may have, such as writing a spec ad for a company you have no contact with.

[5:15] Could a spec ad count against you? Nicki and Kate discuss what companies are thinking when they see spec ads in your portfolio as well as why someone (even an experienced copywriter) might want to add spec ads to their portfolio. Spoiler: spec ads are never bad!

[8:00] Nicki and Kate compare applying for a job with just a resume versus applying with a portfolio of just a few spec ads.

[10:40] Okay, but how does one approach writing a spec ad? Kate and Nicki go over what’s most important to consider when writing a spec ad. They suggest writing it just like you would a paid ad.

[12:13] How many spec ads should you have in your portfolio before pitching clients? Nicki says 3–5, but there are a few exceptions.

[14:07] Nicki reads a message about success from one of the Comprehensive Copywriting Academy students.

Related Links

• How to Land Your First Copywriting Clients Without Experience or Samples
• Why Small Businesses Make Great First Copywriting Clients
• The Simplest Way to Start Finding Clients

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. 17: How to Price Your Copywriting Services

The post Ep. 18: How to Land Your First Copywriting Clients—Without Experience 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 portfolio is one of the most crucial assets you have to land copywriting work. It proves that you know how to write copy well, even before your prospective client works with you. But what’s the exact path to building your portfolio?

As you can probably imagine, the exact “hows” of building a portfolio are a little too complicated to fit into one blog post. But what I can tell you is the general path you’ll need to follow.

6 Steps for Building a Copywriting Portfolio

1. Learn Copywriting

I’m not putting this in here to be snotty; I’m making it step number one because many people forget that it is step number one. You can’t build a copywriting portfolio that proves that you know how to write copy…if you don’t know how to write copy. It’s not as simple as just “writing clever lines” or “being a good writer”—copywriting is an entire career and, like any other career, has a lot that needs to be learned before you can practice it.

2. Create Spec Ads

Create spec ads … with a designer. Spec ads are ads (or any other kind of copy project) that you create without being commissioned to do so. They’re a great way to demonstrate your copywriting prowess before you get actually get hired or pick up some clients. You absolutely do have to create them with a designer, but that’s an important element of them, too: they demonstrate that you know how to collaborate with a design partner. (Plus, it’s a great way to jumpstart your creative community networking.)

The number one spec ad mistake? Copywriters either design the work themselves or just put a Word doc in their portfolio. While a Word doc is a temporary solution, designing the work yourself tells the client two things:

1. You don’t know the difference between good and bad design.
2. You haven’t demonstrated your ability to collaborate with other creatives.

Savvy clients are going to want to see a portfolio with professional pieces. And working with a designer is the way to do that.

3. Find Small Business Clients

When you’re just starting out, small business clients are, hands down, the best first clients. Scope out small businesses, especially those that you have some experience with or in. (If you worked at a bookstore in high school, start with bookstores. If you waiter-ed your way through college, start with restaurants.) Brick and mortar small businesses are especially good for you at this early stage in your learning because it’s very likely you’ll know more than they do about copywriting and marketing and, as such, you can provide a great deal of value.

4. Start Working with Solopreneurs

Solopreneurs are one-person businesses that are often entirely web-based. This means that you have a whole pool of potential clients all around the world. You can help them with their websites, of course, but you can also help them with the marketing funnels that really make an impact on their businesses.

5. Move on to Small Design Shops

Often, graphic designers will move from freelancing to opening small design shops, which basically consist of themselves and one or two other designers. They offer a full range of advertising and marketing services, much like a bigger ad or marketing agency, with one key difference: They don’t usually have a copywriter on staff. Which, of course, leaves a perfect opening for you to work with them on a project to project basis.

6. Graduate to Internal and/or External Agencies

Internal agencies are the design groups within a company that provide advertising and marketing services for that company. External agencies are the separate ad and/or marketing companies that other companies hire to do their advertising and marketing for them. Both of them offer a lot of benefits, a lot of opportunities for growth, and a lot of opportunities for advancement.

Now, with all of this said, bear in mind that you can make your way through this list with any goal in mind: You can plan to always stay freelance, you can opt to work as a contractor, or you can aim to get a full-time, on-staff job. It’s entirely up to you.

As you look to start building your portfolio, aim to amass samples in as many different types of media and industries as possible. Now is not the time to limit yourself. Work hard to get samples in both digital and print work, and in as many of the subcategories within those (banner ads, brochures, emails, newspaper ads, web pages, etc.) as you can.

Try, too, to get samples from a variety of different industries, with a variety of different brand voices. The more you can demonstrate both your mastery and your flexibility, the easier it will be to find work.

Your turn! Where are you in this portfolio-building process? What challenges or successes are you having? Let us know in the comments below!

The post 6 Steps for Building a Copywriting Portfolio appeared first on Filthy Rich Writer.

If you’re new to copywriting, you’re probably wondering how to build your portfolio before you actually have things to put in it.

Having an online portfolio site is crucial because it helps “sell” you to prospective employers and clients before they even meet you. The samples in your portfolio prove that you know how to write copy, work with a designer, write to a brand voice, and a dozen other things.

But I understand the confusion with building a portfolio site before you have samples from clients to put in it. That’s where spec ads come in.

What Is a Spec Ad?

Spec ads are ads you create without a company or client paying you to do so. I hate using this word, but they’re like “fake” ads. You create your own creative brief, you find a designer, and you and this designer create ads (or emails or direct mails or any other type of creative) per that brief.

(And don’t forget about the ever-present advertorial. Part ad, part editorial, this kind of ad is one you’ll likely work on as a copywriter. Read more about them here.)

If Audi or Victoria’s Secret or Cheetos or IKEA asked you to do an ad, what would they look like? Okay, now do that. Yes, you don’t have these clients yet, but you can still design ads for what you would do for them and still present them to potential employers as examples of what you can do as a writer.

When you create sample ads, they achieve roughly the same ends that real pieces do. They prove that you know how to write copy and all of the other things I listed earlier.

Note: Creating a spec ad is not the same as writing on spec. For more on writing on spec, click here >>

When to Remove Spec Pieces from Your Portfolio

Are real samples preferable? Of course. A spec ad for McDonald’s is just not going to carry the same weight as a real ad you wrote for McDonald’s, simply because there’s an added layer of implied legitimacy if they hired you to do the work.

But until you are hired by McDonald’s, you need to put something in your portfolio. Spec ads are the smart solution. You need to label these ads as “spec” in your print and digital portfolios. But that won’t take away from their impact: If they’re good, they’ll work in your favor.

When you get real samples, you can start to swap them out for your spec pieces.

But, consider keeping some spec ads in your portfolio even when you have paid samples. Even when you’ve been working as a copywriter for years, there may be industries or mediums you haven’t been paid to write—yet.

Having spec pieces show your ability to write in a range of voices and mediums. For example, if you work with a client and the majority of your work is product descriptions for ecommerce brands selling directly to consumers, you may have spec pieces that show you can write emails for a technology company selling to other businesses.

Watch More: A Word of Caution

One of the biggest spec ad mistakes is designing your own ads. If you work with a designer, you’re going to have a much stronger piece for your portfolio. And you want your portfolio to reflect your best work. You also want clients to know you can collaborate.

Savvy clients are not looking for a copywriter and designer all in one person. They know copy and design are two different skill sets that both take training. And they know very few people are equally skilled at both.

Learn more about designing your own spec ads here and where to find affordable images or watch the video below.

Your Turn

What other questions do you have about spec ads? Let us know in the comments below!

The post Break Into New Copywriting Industries Using Spec Ads appeared first on Filthy Rich Writer.

One of the most important things you need to do to build your copywriting career is to build your copywriting portfolio. It’s how you prove to clients you know how to write copy well, even before you work with your prospective client. But where do you even start? How do you create a copywriting portfolio website? How to you get samples? Here’s how to put together a copywriting portfolio that will wow your prospective clients and land you the work or job.

One note before we dig in: this is obviously a pretty big topic, so I’ll give you all of the steps, but won’t include absolutely all of the details. There’s a reason we were able to create a multi-hour course on this topic alone as part of the Comprehensive Copywriting Academy.

Read on for the key steps to creating your copywriting website, getting samples for your portfolio—even if you’re a beginner, and putting it all together to have an eye-grabbing website.

6 Steps to Putting Together a Copywriting Portfolio

1. Learn Copywriting

I’m not putting this in here to be snotty; I’m making it step number one because many people forget that it is step number one. You can’t build a copywriting portfolio that proves that you know how to write copy … if you don’t know how to write copy. It’s not as simple as just “writing clever lines” or “being a good writer”—copywriting is an entire career and, like any other career, has a lot that needs to be learned before you can practice it.

All the principles you learn to write effective copy for your copywriting clients apply to writing copy for yourself.

2. Choose Your URL

This is the step where a lot of copywriters … stall. It’s very easy to feel like you’re making progress on your website when you’re “brainstorming” names for your business and, therefore, what URL you want to choose.

But here’s the thing: this is often Resistance. What’s going to make you feel like a professional copywriter is landing and doing client work. And landing clients requires sending pitches and having samples you can share.

Clients do not care about your business name.

Let’s repeat that in case you brushed it off the first time: clients do not care about your business name.

Learn more about choosing your business name right here >>

3. Choose Your Website Host and Builder

To create your copywriting portfolio, you’ll need to set up a website. (You can read more about why you need a stand-alone portfolio here.) This isn’t nearly as hard as it sounds; there are several sites out there that make creating a professional website design a relatively simple, drag-and-drop process. Here are a few of them.

4. Write Your Website Copy

Steps 4 and 5 can, and should, be done simultaneously. For step 5, as you’ll read in a second, involves reaching out to designers. (As Comprehensive Copywriting Academy students know, that’s a lot easier and less scary than it sounds.) Our best advice: start putting feelers out for designers and write your website copy as you’re waiting to hear back.

When you set up your website, you’ll need a few basic pages:

• Homepage that directs to key areas of your site (see below bullets for those key areas)
• Portfolio that contains your samples and a description of each of your samples that explains what problem you solved for the company with your piece
• About page and, as part of that page, your USP (A USP is crucial to helping you sell yourself to prospective clients or employers, so definitely don’t skip that step. You can learn more about USPs here >>).
• Contact page that has a form prospective clients can fill out to contact you (test it to make sure the form connects to your email!)

Those are the basics and really all you need to get started. Make sure you’re avoiding these 4 common portfolio mistakes >>

5. Create Spec Ads

If you already have a client lined up to do work for, super. If not, though, that’s fine: you’re going to do work for clients you don’t have yet …

… by creating spec ads … with a designer. Spec ads are ads (or any other kind of copy project) that you create without being commissioned to do so. They’re ads that you create as if you were being paid by the company to create them. Why? They’re a great way to demonstrate your copywriting prowess before you get actually get hired or pick up some clients.

And it’s a great way to jumpstart your networking.

No matter the medium you choose (landing page, banner ad, email, etc.) you want to make sure that any spec ad follows the brand’s voice, talks to the benefit to consumer, gives a clear action for the consumer to take, and is just darn irresistible.

You’ll go through the whole process of putting together a creative brief and working with a designer to make sure you have the best ads possible. They won’t really be used by the company you’ve chosen to create spec ads for. (And you also need to be sure to mark those ads as spec in your portfolios. Just clearly add the word “Spec” with your write-up of your strategy. Otherwise, if it’s not clear you didn’t actually work for these clients, it’s a whole lot like lying.)

More Information About Spec Ads

Find out more about creating effective spec ads with these articles:

• #1 Spec Ad Mistake
• 5 Questions to Make Your Spec Ads Even Better
• What to Look for in a Spec Ad Designer

A Note on Finding Designers

Copywriters aren’t the only creatives who struggle to fill their books (I’ll use “book” and “portfolio” interchangeably–as should you, by the way). Very talented designers who are just getting started need samples just as badly as you do.

This is not about asking pro designers to work for free.

You’re looking for designers who are just starting out—essentially you’re looking for someone like you, just with design training. You benefit from their design training, they benefit from your copywriting training. You both benefit from having a wow-worthy spec ad.

Post on the “gig” section of Craigslist, post on boards (physical or online) at local college graphic design departments, get in touch with designers on LinkedIn, network at industry events, or even ask recruiters if they know of any fresh-out-of-school designers who might be willing to chat. In your posts/messages/chats, let them know that you’re a stellar copywriter who’s relatively new to the scene and you’re willing to trade some copy work for some design work to create some amazing portfolio pieces.

Don’t Forget to Include Samples You Already Have

A lot of new copywriters overlook work they’ve already done. In fact, you may have samples and not even realize it. Spend 10 minutes or so brainstorming your previous jobs.

• Did you write internal emails for your company?
• Have you written copy for brochures for your kids’ school?
• Do you have any posters or flyers you’ve created?

These all count as samples—even if your title wasn’t “copywriter!” If they reflect some of your best writing, use them!

6. Update Your Portfolio as You Land Work

As you start pitching potential clients, you’ll start to land work. You’ll want to make sure, especially in the first year or two of your career, that you’re regularly updating your portfolio with your best samples.

When you’re just starting out, small business clients are, hands down, the best first clients. Scope out small businesses, especially those that you have some experience with or in. (If you worked at a bookstore in high school, start with bookstores. If you waiter-ed your way through college, start with restaurants.) Brick and mortar small businesses are especially good for you at this early stage in your learning because it’s very likely you’ll know more than they do about copywriting and marketing and, as such, you can provide a great deal of value.

You can, and should, also pitch solopreneurs.

Solopreneurs are one-person businesses that are often entirely web-based. This means that you have a whole pool of potential clients all around the world. You can help them with their websites, of course, but you can also help them with the marketing funnels that really make an impact on their businesses.

Move on to Small Design Shops

Often, graphic designers will move from freelancing to opening small design shops, which basically consist of themselves and one or two other designers. They offer a full range of advertising and marketing services, much like a bigger ad or marketing agency, with one key difference: they don’t usually have a copywriter on staff. Which, of course, leaves a perfect opening for you to work with them on a project to project basis.

Graduate to Internal and/or External Agencies

Internal agencies are the design groups within a company that provide advertising and marketing services for that company. External agencies are the separate ad and/or marketing companies that other companies hire to do their advertising and marketing for them. Both of them offer a lot of benefits, a lot of opportunities for growth, and a lot of opportunities for advancement.

Both of them will expect an online portfolio. No ifs, ands, or buts.

The Types of Samples You Should Aim for in Your Portfolio

Now, with all of this said, bear in mind that you can make your way through this list with any goal in mind: You can plan to always stay freelance, you can opt to work as a contractor, or you can aim to get a full-time, on-staff job. It’s entirely up to you.

As you look to start building your copywriting portfolio, aim to amass samples in as many different types of media and industries as possible. Now is not the time to limit yourself. Work hard to get samples in both digital and print work, and in as many of the subcategories within those (banner ads, brochures, emails, newspaper ads, web pages, etc.) as you can.

Try, too, to get samples from a variety of different industries, with a variety of different brand voices. The more you can demonstrate both your mastery and your flexibility, the easier it will be to find work.

How to Create Your Print Portfolio

If you’re planning to look for in-house jobs that require you to interview in person, you will need two types of portfolios. In addition to your online portfolio, you’ll need a print portfolio. Your online portfolio is incredibly important, since this is what will demonstrate your copywriting abilities to people before they even meet you. It shows the proof of your skill.

Your print portfolio is what you’ll bring with you to interviews and meetings with potential clients. You’ll walk people through your work and have the opportunity to go deeper into your thinking as you created each piece.

Learn more about putting together your print portfolio >>

And that’s it in a nutshell.

Again, though, it’s a lot to do, which is why our Comprehensive Copywriting Academy members have found our step-by-step deep-dive courses on creating online and print portfolios so useful. If you’re interested in learning more about our courses, you can find that info here.

Your turn! What are your best tips for building a copywriting portfolio? Let us know in the comments below!

The post How to Put Together a Copywriting Portfolio (Even With No Experience) appeared first on Filthy Rich Writer.

As if life weren’t full of tests and trials enough, you’ll find that some jobs even require you to complete a copy test before you get the work—or even before a second interview. A copywriting test is a sample writing exercise. It’s a way for a potential employer to see your skills writing for their particular brand. But what does that mean? And is it a good thing or a bad thing? And what is the format?

We’re so conditioned, after our years and years of school, to think of “tests” as bad things. You may find, though, that copy tests are tools that can help you get work.

You may be thinking: “But I already have a portfolio! Isn’t that what that’s for?!”

Here’s the thing, though: Copy tests can be good things. In fact, they can be great things! Think about it: If you’re a fairly new copywriter and you don’t have a ton of pieces in your portfolio, a copy test can help you prove to your potential employer that you’re good at what you do. They wouldn’t be taking a risk by hiring you; they can already see that you’re good at what you do.

Whether or not you decide to move forward with a copy test, here are a few key things to help demystify the process and help you decide when to say no to a copy test!

When Will You Take a Copy Test?

Not every copywriting test is going to look exactly the same for each company. Typically, a copy test happens after you’ve had at least an initial phone screen with a company. Sometimes it will come later in the process, as a last and final step before they decide to extend an offer.

One red flag to look out for is submitting a copywriting sample before you get on a call with a potential client. If you’re excited about the company and you want to put together a spec ad to include with your application materials, that’s totally fine! That can demonstrate you’re really excited about the opportunity.

However, if you’re on the fence of whether you want to work with a particular client, you want to get on an initial call, too! That initial call can help you feel out whether this is an opportunity you want to move forward with just as much as it can help the company decide if they want to move forward with you.

What Type of Format is a Copywriting Test?

Sometimes, the hiring manager or someone in HR will send you a prompt and give you a day or two to complete it and send it back to them. This take-home style copy test allows you to spend as much or as little time as you want on the test. However, the request shouldn’t take you more than 30 minutes to an hour to complete (more on that below!).

Other times, such as if you’re interviewing in an office, the company may have you do a copy test on site! In this instance, they’ll likely limit it to 30 minutes for example.

The copy test will give you the background on a project and the objectives (much like a creative brief would), but you’re also welcome to ask questions about it. Though multiple choice might be nice, it’ll be in the form of whatever work the company would be most likely to have you do. So, for example, if it’s an interactive company, they might have you write a banner ad or an email.

If you don’t have a creative brief, make notes! Demonstrating the types of questions you ask and how you’d approach a project is just as valuable as what you write!

When to Say No to Copy Tests

A copy test should be a small project. I repeat: small!

If a prospective client or company is asking you to write a homepage for them or 15 product descriptions, this is a point where you may negotiate with them. You can say something like:

“I am really interested in this opportunity. With this volume of work, I am happy to do this as a paid project. Or I will gladly provide 2 sample product descriptions as a free sample. Please let me know which of these may work for you!”

It may be hard to say, “no” when you’re first starting out. But the sooner you can value your time, the sooner others will value your time, too. There are so, so many companies willing to pay you for a copy test or accept a small sample.

And, after all, would you really want to work for a company that doesn’t value your time right off the bat?

Not all jobs will require copy tests and you’re most likely to see them when you’re applying for junior to mid-level work. But when you do see them required, do your best to see them as a positive thing and dive into them with enthusiasm. You’re good at what you do; here’s your chance to prove it right off the bat!

Watch More: Should You Take a Copy Test?

Copy tests can tell you a lot about a client. If they’re paying you to do one? It shows they value not only copywriting, but you and your time. If they’re asking you to do a lot of work for free? They may not be your ideal client OR they may just need you to explain what a fair copy test does entail!

On episode 53 of the Build Your Copywriting Business podcast, Nicki and Kate talk all things copy tests, including how to negotiate with your clients for a fair copy test (*ahem* the majority of copy tests should be paid) and the red flags that signal you should walk away (fast!) from a potential client.

Your turn! Have you taken a copy test for a prospective employer/ client? What was your experience like? Let us know in the comments below!

The post What’s a Copy Test? appeared first on Filthy Rich Writer.

Finding a spec ad designer is one of the most crucial steps in building your copywriter portfolio—and building your career. But how do you know if someone will work well with you or not? Here we discuss what copywriters should look for in a great design partner.

Why Copywriters Should Work With a Spec Design Ad Partner

Remember that the designers who will be most interested in working with you are the ones who can also get something out of the arrangement. (As a copywriter, you know how you need to include the benefit to the consumer as part of your messaging? Same thing here. What’s in it for them?) So, look for designers who are also looking to build up their portfolio. That means, you should look for designers who have a similar level of experience as you.

A student of our Comprehensive Copywriting Academy was recently advised by a well-meaning friend that he should be trying to work with senior art directors and creative directors since they have more experience and can offer more guidance. And that’s true that they have more experience…but that’s exactly why they won’t be interested in working with you. They already have robust portfolios; they don’t need to build theirs up. And when they want to create fresh ads, they already have copywriter contacts with as much experience as they have.

So, look for a designer of your own level. You’ll learn a lot from each other and you’ll have a lot to offer each other.

When you start getting some interest from your outreach to potential design partners (via Craigslist, LinkedIn, nearby design schools and universities, MeetUp groups, etc.), it’s time to start vetting the candidates. Think of like a job interview.

Questions to Ask Potential Spec Ad Designer Partners

Ask them how they like to collaborate with copywriters. You’re looking for someone who likes to collaborate closely with you, someone who won’t mind sitting in front of a screen together as you both make changes to copy and content. Free and open communication and collaboration is integral to creating great work.

Then, ask about their experience working with creative briefs. You need a designer who understands how important the input in a creative brief is to creating an effective piece. You can’t just “make up” an ad as you go. That’s not how it works in the real world, and that’s not how it works when you’re trying to make a good spec ad.

Ask to see examples of their current work. If they don’t have any current work yet, ask them for examples of ads or designers they admire. You’re looking for a designer who has work (or a level of taste) that you already like.

And, finally, make sure that you both have the same time to dedicate to the work—not to mention the same level of dedication to getting it done. There’s nothing worse than getting waist-deep into a project only to discover that your design partner is bailing on you.

The More, the Merrier

Oh, and once you’ve found a great design partner? Keep looking. The more designers you know and work with the better. For now, they’ll teach you a lot about collaborating with different people and give some variety to the style of your samples. Later, they’ll help you get work when they can recommend you to bosses and clients who are looking for a good copywriter. Cultivate these relationships; they’ll benefit you both for years and years to come!

And here’s a pro tip: If you need to find photos for your spec ads without working with a designer, here are four places you can find affordable images.

Your Turn!

What do you look for in a spec ad design partner? Let us know in the comments below!

The post What Copywriters Should Look for in a Spec Ad Designer appeared first on Filthy Rich Writer.

You want your copywriting spec ad to be the best that it a can be. (Obviously!) But there’s one huge mistake that a ton of new copywriters make that can absolutely tank their chances of getting work. Want to avoid it? I thought you might.

I was watching some movie the other day in which a PR pro was advising a politician to reject the premise of a question. I’m going to do the same thing here: I reject the premise of this question.

You see, it’s a good question, but its whole premise is based on the idea of you designing your own spec ads. And that, my dear friend, is a big mistake.

In fact, it’s the number one mistake in creating spec ads: Copywriters should not be designing their own ads.

And there are no ifs, ands, or buts about it. Even if you like designing, even if you just spent a small fortune on Photoshop, even if you went to school for graphic design, you should not be designing your own spec ads.

Why? Well, there are a couple of reasons.

Copywriting and Design Are Two Different Skills

First, and most basically, very few people are good at both copy and design. So, if you try to design your ad yourself, there’s a good chance it will have great copy and mediocre-to-awful design.

If you put that in your portfolio, not only is your design going to take away from your copy, but a creative director is going to think you included it because you can’t tell the difference between good design and bad design. And that’s a bad thing. You don’t need to know how to design, but you need to know bad design when you see it.

Copywriting (as you know) requires training. So does graphic design.

What Copywriters Should Know About Design

While you don’t have to be a design expert as a copywriter, you do need to know the difference between good and bad design. Pick up a copy of Design Basics Index by Jim Krause at your library (or buy a copy—it’s a great book for copywriters to have on their bookshelves!). This book breaks down (with illustrations!) the most important design elements.

Example of Bad Design

One of the major design principles you need to know as a copywriter is hierarchy. Hierarchy is how information (both copy and design) is arranged and presented. Ideally, you want the most important information conveyed first.

As copywriters, we think of hierarchy as the order of information. For example, the headline comes before the subhead comes before the body copy. And this is part of it. But a designer is also factoring in size of text and other visual elements, colors, contrast, alignment, and more to make sure the hierarchy makes sense and the eye is drawn to the most important information first. Depending on the medium—email, poster, billboard, etc.—the way they use these elements will vary.

The crucial thing for you to know as a copywriter is when hierarchy simply isn’t working or doesn’t exist in a design. This example of a poster shows what happens when their is no hierarchy. Your eye doesn’t know where to look. And if your eye doesn’t know where to look, it means your audience is likely not going to get the message.

You Need to Prove You Can Collaborate

Second, one of the most important things that a spec ad demonstrates (besides your copywriting skills) is that you know how to work well with designers. If you’re designing your own ads, though, the messages you’re sending are “I have no idea how to work with designers” and “I don’t even know any designers.”

Not good.

Remember, just as you’re someone who’s newish to copywriting and you need to build your portfolio, there are plenty of people out there who are newish to graphic design and need to build their portfolios, too.

Get in touch with design schools, post something (safely) on Craigslist, join industry groups and meet-ups, search people on LinkedIn—there are tons of ways to find designers to work with.

Don’t be the applicant with the crummy looking spec ads; work with a designer and be the applicant that gets the job!

Watch More: Number One Spec Mistake

Hear Nicki and Kate talk more about why not working with a designer is the number one spec ad mistake copywriters make. They also share places you can look for designers and how to make the most of this crucial creative relationship.

Read More: Advertorial Copywriting Tips

Don’t forget another ad you’ll likely write in your copywriting career: advertorials. Part editorial, part ad, here are some tips to writing an effective advertorial.

Your Turn

How have you found designers to work with for your copywriting spec ads? Let us know in the comments below!

Note: This post contains affiliate links.

The post Don’t Make This Mistake In Your Copywriting Spec Ads appeared first on Filthy Rich Writer.