1.) Listen carefully to your client.
2.) Read between the lines.
3.) Ask lots of questions.
4.) Have a standard Content Questionnaire filled out to “download” your client’s brain and knowledge of his/her USPs, vision for the project, and the target audience’s pain/problem/predicament points. (Having all this in writing is crucial.) If they won’t take the time to give you what you need to do the job right for them, it’s better to walk away than suffer the consequences. (This said, you may often think of additional target audiences for them, and you can become a valuable resource for them in this way, so the benefits flow both ways on numerous levels.)
5.) Don’t give your time and effort away, even if you’re new to the industry; it just cheapens the perception of this profession and will make your future harder than it needs to be. Your skills are worth at least those of an adequately-qualified professional ($100+ per hour) if you’ve studied copy writing at all. (If you haven’t, stop calling yourself a copywriter; you’ll just piss people off and have them start regarding copywriters as snake oil salesmen, which will do NOTHING for anyone’s future in the industry, including yours.)
6.) If the owner of a start-up wants you to take less by promising you future work, get it in writing (in a contract) specifying that you will get their future copy writing work (all of it!) for a specific period of time at increasing rates each time until the first project you did for him or her has been completely paid for at your usual professional rates; and state that until the copy you’ve written has been paid for completely, you retain all rights and are just allowing them “time-limited publication rights” so you can have the content/copy pulled if they renege on their end. OR, alternately, have them sign a contract that you’ll work at a specific percentage of your usual rate (70%, 80%, whatever will keep your head at least barely above water) but that you’ll get 5% of their profits from the copy you write for them in perpetuity and that you’ll expect a monthly accounting of the money that your pieces have made for them. (Most buyers will, at this point, decide to pay you full price to avoid the headaches of having to send you reports on a monthly basis.)
7.) Think like a business owner, not like a Creative. Creatives like to see their stuff out there making waves, and will sometimes turn it loose for far less than they should (especially when it comes to evergreen copy, which turns browsers into buyers for years on end). I know you love certain clients, niches, and such, but remember: if you aren’t making ends meet (by a long shot!) you’re working too hard (even though you love what you do) for too little financial return.
8.) Be a good gatekeeper. Remember to serve only those clients that you could put your own stamp of approval on. I know this means turning down work, but the world doesn’t need more snake oil salesmen or the copywriters who write for them. The world needs transparency so good decisions can be discerned. I won’t write a smokin’-hot sales page for a crappy e-book. (If I can improve the e-book to bring it up to snuff, I will offer to do that. If the thing is irredeemable, no dice.) Under no circumstances will I tout a product, service or cause that I wouldn’t agree to have my own name branded on. Although few people will ever know who wrote the copy you created, you will! If you want to sleep well at night (that is, if you have a functional conscience), be a prudent gatekeeper!
9.) Have a Referral/Testimonial Form ready to send to your new client as soon as you’ve finished the project for him or her. If your client is over the moon about what you did, don’t let the white hot heat of their passion cool before asking for a testimonial or a referral. Your best “viral sneezers” are the people whose expectations you’ve exceeded most recently. “If you don’t ask, you don’t get!” Ask for their help in getting the word out about you to their family, friends and business associates.
10.) Take good care of yourself! Rome wasn’t built in a day. Take frequent breaks. Seriously. I’ve started doing this recently and it has made all the difference in the world. You’re self-employed, so take a walk (or an extended half-hour backyard break in the sunshine) every day. Put it on your daily calendar. Take weekends off unless you exact RUSH fees ($100 extra per weekend day). Every client wants their copy/content “asap” but when you mention $100 extra per weekend day you work, it’s amazing how fast they can relax their “need it yesterday” stances! Don’t fall for “This is a dire emergency!” without realizing the havoc that endless weekend work will exact from you with regard to your health and relationships!
