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 you’re starting out as a copywriter, it can be tempting to learn all of the skills related to copywriting, like SEO, graphic design, and website development. But if your goal is to establish yourself as a copywriter, then copywriting should be your main focus.

[4:39] Working on more than one project at the same time slows down progress on all of them. It can also lead to overwhelm and ultimately discourage you from working toward your main goal.

[8:15] People often think by offering more services they will be able to charge their clients more. But clients are usually happy to hire a number of experts because each one will know the ins and outs of their craft. Whatever your income goal is, you can create that by being a copywriter.

[9:34] When you get to the point of wondering what the next stage is for your copywriting career, take a step back to figure out what your actual goal is. You don’t have to do things like start an agency just because you see someone else doing it.

[11:40] While it’s perfectly fine to dig into something like design more, Nicki warns that it can often end up becoming a distraction and a form of resistance which stops you from stepping out of your comfort zone.

[15:00] When you’re scheduling tasks in your calendar, make sure you question whether they are actually moving you a step closer to your goal. Break down scarier tasks into smaller chunks and lower the pressure to make them more enjoyable.

[17:16] Sometimes we try to pursue other things to bring back that feeling of newness and excitement by learning something new. Try to focus on what you know is going to work to land clients (pitching!) and then do the rest in your free time.

[21:15] You can still pursue things that interest you but your copywriting business needs to be seeing consistent success before you start adding anything else. Take time to get clear on your goal and make sure that the majority of your time and effort is focused on where you want to go. 

[26:40] Nicki shares a story about how both Bill Gates and Steve Jobs thought the number one key to success was focus.

Must-Hear Takeaways

“What is your goal? Is it to earn more income? Is it to have more time? Is it to maintain that same level of income but be able to take 10 weeks of vacation? What is your actual desire and what are the possible ways to get there because I think we stop thinking about what we actually want and the different ways to get there and there isn’t necessarily one way to do it.” – Kate

“You need to keep a very careful eye on your time, your energy and your attention to make sure this ‘oh pursuing something new’ is not actually just resistance coming up and going ah look at this shiny object that’s going to distract you and keep you from getting out of your comfort zone and actually making progress on your copywriting career.” – Nicki

“You cannot give 100% of yourself to everything, so decide what goal is going to get what goal is going to get 95% of your professional self and then figure out what additional interest or whatever is going to get that 5%.” – Nicki

“Clients are totally fine hiring an expert in copywriting, an expert in design, and an expert in development. Often clients who are savvy know that it’s almost impossible to find someone who fits all of these roles and does them equally well.” – Kate

Mentioned on this Episode

• Copywriting & Design: Insights from a Global Design Leader – Ch’ien Chan

Related Links

• What Does a Copywriter NOT Do?
• Should I Combine Copywriting and Graphic Design Services?
• What Do Copywriters Actually Do?
• Fake Job Alert: What You Need to Know About Being an “SEO Copywriter”

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. 161: 1 Copywriting Tactic You Should Avoid at All Costs

The post Episode 162: #1 Secret for Copywriting Success appeared first on Filthy Rich Writer.

Both new and seasoned copywriters face this question at some point in their careers: should you be combining copywriting and graphic design services to be a one-stop creative shop for your clients?

The answer isn’t black and white, as this is YOUR business, so the decision will always come down to what you want for your career. However, for most copywriters tacking on graphic design services does not make sense.

Here are four things to consider before deciding to offer multiple creative services.

1. Graphic Design and Copywriting Are Different Specialities

As our Comprehensive Copywriting Academy students know, copywriting takes training. Just like someone shouldn’t hop into a pilot seat with 0 flight training, copywriters shouldn’t offer copywriting services until they’ve received proper training.

The same is true for graphic design. Graphic designers know how to work within a client’s brand guidelines, knowing what colors and fonts to apply to a design and what to stay away from.

They also know how to create balance within designs (how the text, images, and other design elements work together in a layout); align design elements in a way that makes sense for the medium; establish hierarchy so a user knows what to read first, second, third and so on; use white space; create movement; and more.

These terms are barely scratching the surface and each takes practice and skill to use in a way that creates an effective design.

2. Ask Yourself: Is This Resistance Rearing Its Head?

Resistance can come in many forms. Hopping into Canva and designing a logo, business card, or any other fun, but unnecessary, project for your business is one of the most common forms of resistance.

Often this comes up when copywriters are creating spec ads. It takes time and energy to find a designer to work with, so why not just create the ads yourself?

It’s fun to flex a different part of our brain. But that doesn’t mean we should go all-in on becoming a designer, too. Your lack of design training will show.

If you are just digging into copywriting, learning the ins and outs of graphic design while simultaneously building your copywriting skills is a good way to spread yourself too thin and burn out. Keeping your focus on one speciality will get you to landing consistent work a lot faster than if you split your time and energy into learning two skills.

3. Plenty of Clients Will Hire You for Copywriting

Some copywriters think that by being a one-stop-shop they can attract more clients. This isn’t necessarily true.

There are plenty of clients who will hire you to write copy and will not expect you to design, too.

In fact, some clients may see it as a red flag that you do it all, especially if they’re savvy enough to know that these are two different areas of expertise.

And, many clients may already have a designer. Seeing that you position yourself as a design and copy shop, they may pass on your services since they don’t need both.

If you do come across a client who needs a designer, what’s when having a network of designers is handy. You can refer clients to those experts when and if they need them.

As someone who has hit six figures year-over-year just writing copy, I can assure you that adding design services isn’t necessary to hitting a financial goal.

4. If You Offer Copywriting AND Design, Master Both (and Charge Accordingly)

If you do decide to combine copywriting and graphic design services, you need to master both skills. Clients can tell when something is designed by an amateur (just like they can tell when copy is written by someone who doesn’t understand features versus benefits).

If you’ve been copywriting for a while, you may already know that you can make a great living as a copywriter, without adding design services. However, you may be exploring ways to grow your business. If that’s the case, you still need to master graphic design.

You may find you can offer clients a high level of copywriting, but a more basic level of design services. This may cause more of a split focus in your client base than you want as you develop the design skills needed to match your copy expertise.

Remember: as copywriters, we are charging for writing copy only. If you’re offering design and copy services, you’re going to need to make sure your rates reflect the work for both services.

The truth is, very few people are great at graphic design and great at writing copy.

And that’s OK! That’s why graphic designers design and copywriters write.

Your Turn! Have you decided to stick with copywriting or have you merged copy and design services? Tell us why in the comments.

The post Should I Combine Copywriting and Graphic Design Services? 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] Nicki and Kate talk to their guest, Yoav Broum, about how he got started as a designer.

[4:10] They discuss one of the great things about creative careers being the potential for working with teams and mentors.

[5:50] Yoav talks about how he got into designing for copywriters. He has learned that you really cannot create something without other people whether that is a critique or just a second set of eyes.

[7:45] Nicki and Yoav talk about the best way to start out working with a designer – finding a designer/copywriter that is at the same level as you and bartering work so that you both get great pieces for your portfolios!

[10:00] When you have pieces in your portfolio that have been worked on by both a copywriter and designer, not only does it look great but it also shows potential clients that you can successfully collaborate.

[11:30] Yoav talks about what he does and does not like about collaborating and working together with copywriters.

[15:00] Yoav asks Kate and Nicki if as copywriters they ever “see” the design as they are writing the copy for a project. Spoiler alert: it all comes with experience!

[17:15] Nicki, Kate, and Yoav emphasize the importance of true collaboration with each other. Understanding that each person has their own tasks to complete to make sure the project works the way it should is crucial.

[19:15] Kate talks about struggling with the length of copy (low character count is hard to do!) Nicki laments, “You know it’s bad copy when you drive past a billboard and only catch a few words”

[20:16] Amazingly enough, Yoav has never really had any drama working with his copywriting peers! As long as everybody does their part of the project and is open to feedback and questions, it all goes smoothly and the end results are great.

[21:40] Kate shares a recent experience of having her copy being cut down by somebody on the client’s team. She shares how she handled it and Nicki has a few tips to make sure those situations are handled smoothly (like not throwing somebody under the bus in the meeting!)

[26:00] Nicki and Kate discuss what to do with copy options that you provided a client that they decided not to use (hint: save it!)

[30:00] Yoav talks about what it has been like working virtually as a designer and how he has been able to collaborate with teams in the online world.

Related Links

• Why Copywriters Absolutely Must Have a Network of Designers
• 9 Tips for How Copywriters Can Work With Designers
• 5 Things Designers Wish You Knew
• How to Work With a Designer

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. 20: Changing Careers to Become a Copywriter: Adele’s Story

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

For people who are just starting out as copywriters, there’s an element to the copywriting process that’s often kind of a mystery. Namely, well, pretty much the whole process. How does a project get started? How when do you work with a designer? How does your work get seen? Where does the writing fit in?

Believe me: what seems confusing and intimidating now will eventually seem completely natural, even routine. It’s just matter of learning how it works. So…here’s how it works!

Note: The process varies slightly whether you’re in house, at an agency, or freelancing.

Step 1: Nailing Down the Project

Agencies/In-House

Any project comes about because a company has a problem to solve. They need more sales or more subscriptions or they need to increase brand awareness—any of these goals or one of a dozen others. Based on the problem the company needs solved, a project manager will come up with a project to address it.

Freelancing

Let’s assume, for the purposes of this scenario, that you’ve already sent a value-packed pitch to your client and they responded. Your first step is to set up a discovery call. During the call, you’ll go over your ideas with your client. Be prepared for your client to have ideas, too!

If you and your client decide to move forward (remember, it’s got to be a good fit for you, too), then you need to send a detailed scope of work, outlining everything you agreed to deliver. This will also include the project price and timeline for the work.

Step 2: The Creative Brief

The number one reason projects go off the rails? They didn’t start with a creative brief. The creative brief includes all the information you need to deliver your work. It’s a document you’ll want to reference throughout the project to make sure your copy solves the brief.

The brief will include the audience, the benefit, the main call to action, and the tone, among other essentials.

Learn more about the creative brief >>

Agencies/In House

Once the project is identified, the project manager needs to communicate it to the people who will help to solve it—you and your design partner. They way they do this is through the creative brief, a document that breaks down all of the objectives, the information about benefits and the target audience, and all of the other important details.

Freelancing

You need to fill out a creative brief for every project. The only difference as a freelancer? You may not be working with a project manager. Or the project manager may not use a creative brief. That doesn’t mean you skip it. That means you write the creative brief. You do not make the client fill it out. Your client is hiring you to take work off their plate, not add work to it.

To make sure you’re on the same page as the client, you can send the creative brief to them, asking them for any additional feedback.

Step 3: The Project Kickoff

This step can often overlap with step 2. Particularly for freelancers, you’ll generally cover all the information you need to write the creative brief in the kick-off call. You may have a rough idea from your discovery call, but the kickoff is essential for asking—and getting answers to—your questions.

Agencies/In-House

This is the meeting in which the project manager presents the creative brief to the designer, copywriter, and anyone else who holds a stake in the project—and this could be anywhere from a handful to a dozen people, depending on the project. This is the opportunity for you and your designer to ask any questions and to make sure that everyone is on the same page when it comes to objectives and expectations.

Freelancing

Much like the creative brief, this step in the project process may be on you to organize. If you’re working with a client that doesn’t work with creatives often or simply doesn’t have a nailed-down project process, then you need to step in and make sure you get the information you need to deliver the work you agreed to!

• Who is their target audience?
• What’s the tone?
• What’s the drop-dead date they need the deliverables?
• What’s the business goal of your project?
• What’s the one main action you want the audience to take?

These are just some questions you want to get answered. You’ll likely come up with more!

Step 4: Concepting

Concepting is one of the most important pre-writing steps. And guess what? Too many copywriters skip it and deliver sub-par work. Don’t be one of those copywriters. Here’s how to do it.

Agencies/In-House

Typically in an agency or in-house agency, you’ll be working on many projects with a designer. Together, you and your designer will think through the project and brainstorm (or “concept”) possible solutions. When you hit on ones you feel meet the mark, you’ll take note of those. Depending on how many iterations the project manager wants to see, you may leave the concepting session with anywhere from one to a handful of concepts to flesh out.

Learn more about collaborating with a designer >>

Freelancing

If you’re freelancing, you may still be working with a designer. Take control of the project process by recommending you meet with your designer. Whether via Zoom or Google Meet or in person (if you’re able), take time to hash out ideas with your designer. Just like an in-house agency or ad agency, you’ll come up with one to a handful of ideas to work on.

If you’re working by yourself, you still want to set aside time for concepting. This will ensure when you do go to write, your ideas are more cohesive and you’ll deliver a stronger end product.

Step 5: You Write. Your Design Partner Designs.

Agencies/In-House and Freelancing

This step is largely the same no matter how you’re working.

After you and your designer have come up with concepts, you’ll split up to do your own work.

You need to start with an outline of what needs to go on the page. And then you’ll write.

You’ll put together some copy in a copy doc (knowing that you’ll probably make some changes in layout) and your designer will start the layout.

Then, before you show it to anyone, you need to edit your work.

Step 6: You and Your Designer Get Back Together

Agencies/In House and Freelancing

You’ll send your copy doc to your design partner and, after he/she has had a chance to put it into the design, you’ll both get back together in front of the computer (or via screen share over Zoom or Google Meet) and make sure the design and copy work well together. Y

You’ll both have to make tweaks to your contributions but, in the end, it will be for the best of the piece as a whole.

Step 7: You Present Your Work in a Creative Review

Agencies/In House and Freelancing

Once your work is in the best possible place, you’ll present what you have in a creative review meeting. All of the original stakeholders from the first meeting will be there, and everyone will be offering feedback on your work. You’ll explain your reasoning for choices and discuss the issues that need to be addressed in the current iteration.

Be prepared: The vast majority of the time, 99% of the time, you project won’t be approved in the first creative review. This is perfectly fine and completely natural—everyone’s feedback will just help you to revise your project and make it even better.

If you’ve worked with your client before, you may send the project via email. But if it’s a new client or it’s a large project with a recurring client, you’ll want to have a creative review. If you’re remote, you can schedule a Zoom or Google Meet where you can share your screen and walk through the work.

Step 8: You Revise Your Work

Agencies/In-House and Freelancing

You and your design partner will go back and incorporate any feedback you’ve received from the stakeholders. You’ll have some problems to work through and may have to change major portions of what you’ve created, but it’s important to keep your stakeholders’ needs—and, very crucially—the creative brief in mind.

You may have to communicate with your clients for how best to send feedback.

Learn more about how to handle client feedback >>

Repeat Steps 7 and 8 as Often as Necessary

You may have to present and revise a couple of times. You’ll want to put your best foot forward, of course, but sometimes changes just need to be made. The most important thing is to do your best work, every time and all the time.

If the revisions go beyond the scope of work you originally agreed to, you may need to send a new scope of work (and new quote).

And then, of course, when the project is wrapped, send your invoice! And celebrate a job well done.

Watch More

Want even more detail about the project process? Watch this episode of the Build Your Copywriting Business podcast to hear more about the project process. Even if you have a project process, you may find new tips for improving it even further.

Your Turn!

What do you think about the creative process?Did anything surprise you? Let us know in the comments below!

The post How Copywriting Projects Actually Come Together appeared first on Filthy Rich Writer.

In many ways, the collaboration between a copywriter and a designer can make a project…or break it. Today, we’ll talk about a few tips for making the most of your most important partnership.

1. Recognize That Copy is Just as Important as Design and Vice Versa

The first step in creating a good partnership is to understand that both of you hold importance in creating your work. And, while design and copy are important on their own, they are best and most effective together. You and your design partner should be equals as you create your work.

2. Do Your Share of the Work

From concepting to speaking up in creative reviews, you and your designer should be contributing equal amounts. Even if a project is image-heavy and very light on copy, you still should be contributing your fair share as you concept, review the layout, and present your work to the key stakeholders.

3. Speak up with Copy—and Design—Ideas

Just because you’re a copywriter, doesn’t mean you can’t have ideas for design. In fact, you should. Though actually designing is probably not your forte, you should have ideas for visual ways to represent a project.

When concepting, feel free to express those ideas loud and clear. When reviewing the project in layout on your designer’s computer, you can still offer ideas, just be tactful and collaborative. You don’t want to come across as telling him/her how to do his/her job, just as offering ideas.

4. Go Back to the Brief, Again and Again

As you and your design partner are coming up with concepts, be sure that you never forget the purpose of your project. Everything you need to know about your target audience, the benefit to them you’re trying to convey, the business objective and much more is right there in your creative brief. You’ll also find that referring to the brief can often help smooth over disagreements about directions or ideas.

Get creative, but don’t lose sight of the creative brief.

5. Be Prepared to Change Your Copy in Layout

No matter how perfect you get your copy in your Word document, know that it’s very likely going to have to change once your design partner puts it in layout. It can be very difficult to estimate how long your copy needs to be while you’re writing it, and you may also find that headlines or line breaks just don’t work in layout. Be prepared to be flexible and tweak your copy on your designer’s screen.

6. Learn a Few Design Principles

It’s not an absolute must, but a strong suggestions. Learning a few fundamentals of design—things like balance, symmetry, alignment and, most especially, typography (how type is designed within a layout)—can only serve to help you as a copywriter and to improve your collaboration with your designer. I’m particularly fond of a book called Design Basics Index by Jim Krause for its straightforward and example-laden explanations.

7. Get on the Same Page Before You Present

You should always, always regroup with your designer to give your work a look-over before you present it to a larger group. You need to see how any design changes have affected your copy and be sure that everything is accounted for. The worst scenario is to present work to a group without having seen it first and then to look unprepared when you can’t answer questions about it or when you see mistakes.

8. Don’t Give a Free Pass to Change Copy

There are some designers who think it’s not a big deal to change copy themselves. They’ll say things like, “Oh, I just cut this line because we don’t have room” or “I got rid of the subhead so that the picture gets enough prominence.” This is a big problem, and you need to nip it in the bud immediately.

This copy changing isn’t done maliciously; your designer just doesn’t understand how carefully you have planned every single detail in your copy. Should this happen, ask your designer to call you over to make the changes yourself. Let him/her know that you’re always happen to drop everything and take a look whenever they need you.

And, if you really need to drive your point home, you could nicely say that you wouldn’t change their design without them, so you’d ask that they not change your copy.

9. Give Weight to Their Copy Suggestions.

Just as you’ll develop a good eye for design the more copywriting you’ll do, your designer has probably developed a good ear for copy. If your design partner has suggestions for copy, give them their due consideration. Their expertise isn’t in copy, but they could still offer a great deal of insight and some excellent ideas.

Your turn! How do you work best with a designer? What tips do you have to share? Let us know in the comments below.

Watch More

What’s it really like to work with a designer? And what do designers wish copywriters knew about how to best work with them? Watch this episode of the Build Your Copywriting Business podcast to hear from designer Yoav Broum to talk about what it’s like to collaborate with a copywriter from the designer’s perspective.

Working with a designer? Here are more tips:

• 5 Things Designers Wish You Knew
• What to Look for in a Spec Ad Designer
• What Should a Copy Doc Look Like?

The post How Copywriters Work With Designers appeared first on Filthy Rich Writer.