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Write Copy, Make Money

Book Description

Anyone who writes copy for a living eventually has to decide whether to go it alone (if they have not already done so). Based on the author's experience of running one of the most successful copywriting agencies in Europe, this book provides straight-talking, savvy advice on how to be a successful freelance copywriter.How do I make a living working for myself? What's the best way to find and retain clients? How much should I charge for my services? What are the pitfalls and how to you avoid them? How do I keep a work-life balance? These are just some of the key questions and issues tackled in this down-to-earth and practical book. It also includes interviews with, and advice from, other successful freelance copywriters.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Acknowledgements
  6. Foreword
  7. Introduction
  8. Section 1: Taking the plunge
    1. The demand for copy
    2. Learning your trade
    3. Why freelance works
    4. No more nine-to-five
    5. Achieving work/life balance
    6. Are you cut out to be a freelance copywriter?
      1. Five things you need to be a successful copywriter
      2. Seven things you need to be a successful freelance copywriter
    7. Exercise 1 – Freelance copywriter personality quiz
  9. Section 2: Setting up in business as a copywriter
    1. What kind of business are you going to be?
      1. Sole trader
      2. Limited company
    2. Where are you going to work?
    3. What equipment do you need?
      1. Your phone
      2. Your desk
      3. Your chair
      4. Your computer
      5. Your stationery
    4. What are you going to call yourself?
      1. 1. Use your own name
      2. 2. Play around with “copy”, “write” and other write-y words
      3. 3. Come up with something abstract, conceptual or unrelated to the business of writing
    5. Are you going to specialise?
    6. No more water-cooler: building your network
    7. Time management
    8. Copyright, contracts and terms of business
      1. Copyright
      2. Contracts
      3. Terms of business
    9. Conflicts of interest, what are they and do they matter?
  10. Section 3: Dealing with money
    1. What role does money play in your life?
    2. Who’s going to look after the books?
    3. Billing isn’t banking
    4. Tax
  11. Section 4: Winning your first copywriting job
    1. Exercise 2 – The elevator pitch
    2. How are you going to decide who to write for?
    3. Whom to approach
    4. What if you don’t have any contacts?
    5. How to build up your portfolio from scratch
    6. What are direct clients looking for?
    7. Exercise 3 – 25 client expectations
    8. What are agencies looking for?
    9. Deadlines
  12. Section 5: Pricing your services
    1. Self-confidence/self-doubt
    2. Experience
    3. Reputation
    4. How much money you need
    5. How much money you want
    6. Salesmanship
    7. Poker skills
    8. Getting to £100,000
    9. The single biggest mistake you can make...
    10. ...and what to do instead
    11. Where do you pitch your prices?
    12. Are you giving it away?
    13. Ballparks, estimates, and quotes
    14. Discounting
    15. Price-quote confidence booster
    16. Exercise 4 – gaining confidence in quoting prices
  13. Section 6: What is a marketing strategy, and do you really need one?
    1. Literature
    2. Promotion channels – picking the ones that work for you
    3. Word of mouth/referrals
    4. PR
    5. E-zine
    6. Website
    7. SEO (Search Engine Optimisation)
    8. Direct mail
    9. Seminars/training
    10. Networking
    11. Public speaking
    12. Social media
    13. Advertising
    14. Blog
  14. Section 7: Selling yourself and your business, and why it’s different to marketing
    1. Exercise 5 – Learning to sell yourself
    2. Sales meetings: what clients want to hear (and what they don’t)
    3. To cold call or not to cold call?
    4. Building relationships
    5. Favours
    6. Where’s the brief? Get it in writing…or take the consequences
    7. Testimonials…uncovering your best sales people
    8. Making yourself look and sound good
  15. Section 8: Design and what to do about it
    1. Why you need to know about design
    2. Do you need a partner?
  16. Section 9: Interviews with freelance copywriters
    1. Analysis of our interview sample
      1. Location
      2. Gender
      3. Experience
      4. Previous job
      5. Reasons for moving into freelancing
      6. Business/marketing plan
      7. Office and business style
      8. To specialise or not to specialise
      9. Direct or agency
      10. Highs/lows
      11. Sales and marketing channels
      12. Billing
      13. Advice for freelancers
    2. The interviews
      1. Tom Albrighton
      2. Matt Ambrose
      3. Relly Annett-Baker
      4. Caroline Gibson
      5. Caroline Hampstead
      6. Richard Harrison
      7. Anthony Hewson
      8. Jane Kingsmill
      9. Vince Love
      10. Claire McCarthy
      11. Abbe Opher
      12. Sally Ormond
      13. Jill Tomlinson
      14. Johnny Thomson
      15. Sarah Turner
      16. Peter Wise
  17. PS
  18. About the author