Frequently Asked Questions

What is copywriting?

Copywriting is the act of writing with an agenda set by a client with the aim to research, write and edit for the purpose of marketing or advertisement. Copywriters are hired to promote a product or persuade a targeted group to do or buy something.

How copywriting works?

A client hires a copywriter to do market research and write advertising proposals or bids in order to sell a product or persuade a targeted group of people to do or buy something. The copywriter can be asked to:

1. Create advertising boards
2. Write jingle lyrics
3. Write sales pitch letters
4. Send direct advertising mail
5. Write scripts for commercials
6. Write product taglines

Who needs a copywriter?

Every business or organisation at some point could use the services of a copywriter. For example:

1. Banks and financial services companies
2. Software and tech companies
3. Agricultural business industries
4. Construction companies
5. Food and drink services
6. Not for profit organisations
7. Publishers
8. Hospitals and healthcare groups
9. Politicians

Why hire a copywriter?

1. A copywriter specialises in selling – they know the kinds of words and techniques to use to best help sell your business model.
2. There’s such a thing as being too close to your business, often you need a fresh, objective perspective to know exactly how best to sell your products or services.
3. Copywriters bring a creativity that’s vital to selling your business to its targeted audience.
4. Copywriters understand customers, they will have done extensive research on specific targeted audiences.
5. A copywriter can pick out/avoid mistakes you might make when trying to produce your own material for advertising and promotion.
6. Copywriters study the market in which your company stands. Involving a copywriter will mean your company will stand out among its competitors.
7. Copywriters know how to produce different types of content, and know which one will best suit your business, be it blogs, videos or picture advertisements.
8. It’s their job to keep up to date on all platform changes so you don’t have to.

Why become a copywriter?

Some reasons why you might become a copywriter are:

1. If you love and have a passion for writing.
2. If you are self-motivated and have great time management.
3. If you like to work alone.
4. If you understand how to sell a product effectively.
5. If you are enthusiastic about different types of advertising.
6. If you have the necessary skills of good spelling, grammar and punctuation.
7. If you are an empathetic person, having the ability to read and understand other people well.
8. If you are curious about what happens in the world around you and what makes people tick.

Copywriting books

1. “Influence” by Robert Cialdini
2. “The Adweek Copywriting Handbook” by Joseph Sugarman
3. “My Life in Advertising & Scientific Advertising” by Claude Hopkins
4. “Tested Advertising Methods (4th Edition)” by John Caples
5. “Ogilvy On Advertising” by David Ogilvy
6. “Great Leads” by by Michael Masterson & John Forde
7. “Breakthrough Advertising” by Eugene M. Schwartz
8. “Mastering the Craft of Writing: How to Write With Clarity, Emphasis, and Style 1st Edition” by Stephen Wilbers
9. “Made to Stick: Why Some Ideas Survive and Others Die” by Chip and Dan Heath

How to hire a copywriter

Before you hire a copywriter you must know your project inside out to identify what kind of specialisation your copywriter should have. Then you must decide how much experience you value in your copywriter, remembering that with many years experience comes high prices and likely an unwillingness to negotiate or discount prices. Next it is important to look at the previous feedback left for the copywriters you are considering – look for positive feedback from business types similar to you own. Lastly it is important that to a certain extent you ‘click’ with them as a person as you will be working closely with them for some time on your big project.

How to create a copywriter’s portfolio.

1. Use examples of your best work – usually about 5 pieces.
2. Show different types of work that would interest a prospective employer.
3. Know your chosen pieces inside out so you can answer any and all potential questions.
4. Present your portfolio well – it represents you.
5. Showcase samples of your writing on your different social media links.
6. Your explanation for each piece should be short and concise.
7. Keep updating your portfolio as your services grow.

How to become an advertising copywriter.

1. Start gaining experience early – try getting a job in sales where you will learn to read a customer and pitch a product. As well as this gain writing experience, run a blog, write for the school newspaper etc.
2. Get a bachelors degree – if possible earn a degree in something related to advertising and copywriting. Subjects such as communications, business, marketing, English etc.
3. Gain more experience – try and land a copywriting internship, do all you can there to learn and impress. Ask for assignments that relate to what your ideal end goal is.
4. Build a portfolio – keep all your assignments and impressive pieces of writing in it. This will be how you will show future employers that you are capable and ideal for their job.

How much can a copywriter earn?

A copywriter can earn an average base salary of around £23,116 per year. Depending on the city they work in, the experience and skills they have and the specific job this may range from £15,995 to £34,840. Bonus payments if available can range from £524 to £4750.

Where to find copywriting work.

1. Freelance job boards online – going freelance means embracing the flexibility of working for yourself and persevering to build yourself a base of frequent work through known clients.
2. Networking – get good at advertising and pitching yourself to others. Have clear professional profile and contact details on all social media platforms and business cards for in person networking events.
3. Follow the businesses you want to get a secure job with and watch out for that opening.

How to write copy for websites.

1. Identify your ideal reader.
2. Do extensive research which relates back to your reader.
3. Impress the reader with your first few lines of writing.
4. Take extra care in the structure of your writing.
5. Don’t use Jargon or filler words.
6. Write with some personality and address the reader as ‘you’.
7. Identify all keywords for Search Engine Optimisation.

How to start a copywriting career

1. The best way to start a copywriting career is to gain experience in as many areas as possible.
2. Writing experience is key. Start a blog about one of your favourite things such as music or makeup or gaming.
3. Practice things like layout, SEO and targeted writing.
4. Gain some experience in sales or marketing through jobs or apprenticeships. This kind of experience teaches you to be able to read a customer and pitch products to specific audiences.

Where to get copywriting experience

The best way to start a copywriting career is to gain experience in as many areas as possible.
Writing experience is key. Offer to guest post on others’ blogs on something you know about, such as music, makeup or gaming.
Write articles on there and practice things like layout, SEO and targeted writing.
Gain some experience in sales or marketing through jobs or apprenticeships. This kind of experience teaches you to be able to read a customer and pitch products to specific audiences.

10 Copywriting Tips

1. Cut out the filler text.
2. Be specific.
3. Be direct and to the point.
4. Give readers a reason to engage.
5. Be prepared for any objections.
6. Do plenty of research.
7. Write with personality.
8. Make it visually appealing.
9. Use language your ideal reader will understand and engage with.
10. Make sure your writing has a purpose.

Copywriting examples

Here are some companies’ websites that show excellent examples of copywriting:

• UrbanDaddy.com
• CardsAgainstHumanity.com
• Innocent.com
• Gov.uk
• Evernote.com
• Fiftythree.com
• ManCrates.com
• Dropbox.com

How to improve your copywriting skills

1. Master the basics of writing.
2. Learn from those around you in the field.
3. Refine you headline writing skills.
4. Practice keeping your writing short but still informative and persuasive.
5. Imitate don’t plagiarise.
6. Practice editing things multiple times.
7. Research, research, research.
8. Remember to focus on the benefits not the features.

How much does copywriting cost?

Copywriting rates can vary depending on the job type and how the copywriter prefers to charge.

1. Hourly rates – these can range anywhere from around £35 to £120 depending on experience.
2. Day rates – similarly these can range depending on experience from £250 to £900.
3. Rates per job – this is a settled upfront fee for the whole job.
4. Per Word Rates – usually reserved for more journalistic copywriting, ranging from 25p to 95p per word.
5. Per Page Rates – usually reserved for web content work, with an average of 300 – 400 words per page.

How to learn copywriting.

1. Copywriting can be learned via online courses. These can either be free information based courses which will give you a basic understanding of how copywriting works, or, fully accredited courses which will award you a certificate after.
2. Some companies and organisations run in house training for copywriting skills. It is best to keep your eye open for places in your area which might offer these.

Where to study copywriting in South Africa.

There are websites online which offer accredited courses in copywriting for South Africa, such as www.sawriterscollege.co.za and www.studyonline.co.za.
Classroom based learning for copywriting is also available in places like Red and Yellow Capetown campus www.redandyellow.co.za.

How to freelance as a copywriter

Anyone can become a freelance copywriter; there are no specific qualifications. To be a successful copywriter you will need some valuable skills.

1. A writing ability that’s recognised by others.
2. Business skills to promote your business over others.
3. Admin skills to manage your own time, finances and work load.
4. Personable qualities to be able to work well with clients.

How to find copywriting clients

1. Use online job forums such as Guru and Upwork.
2. Follow your ideal clients on social media to see where the work they are sharing comes from, look into getting your work there.
3. Look at where the successful writers you admire are getting published and work at pitching there.
4. Reach out to people in the industry and ask where they get their information from.
5. Share your portfolio often.

Where to find copywriting gigs

1. Use online job forums such as Upwork.com and PeoplePerHour.com
2. Follow your ideal clients on social media to see where the work they are sharing comes from. Look into getting your work there.
3. Look at where the successful writers you admire are getting published and pitch to those sites.
4. Reach out to people in the industry and ask where they get their information from.

Copywriter how much to charge.

Copywriting rates can vary depending on the job type and how the copywriter prefers to charge.

1. Hourly rates – these can range anywhere from around £35 to £120 depending on experience.
2. Day rates – similarly these can range depending on experience from £250 to £900.
3. Rates per job – this is a settled upfront fee for the whole job.
4. Per Word Rates – usually reserved for more journalistic copywriting, ranging from 25p to 95p per word.
5. Per Page Rates – usually reserved for web content work, with an average of 300 – 400 words per page.

What does a copywriter do?

A copywriter writes with an agenda set by a client with the aim to research, write and edit for the purpose of marketing or advertisement. Copywriters are hired to promote a product or persuade a targeted group to do or buy something.