Want to be a freelance writer?
by Bill Knight
So You Want To be A Copywriter? Wannabe copywriters often check out my site for information relating
to my services and fees. And quite right too! I still give my competitor's websites a 'gander' every
now and then, in case they're doing something that I should be doing.
I receive many emails from students working towards their marketing or other media degrees, asking
for a few tips about securing work in the 'Copywriting Industry' I didn't realise we had an industry!
If we have, it's surely a cottage industry because most copywriters are freelancers who work on their
own and usually from home.
"Well what about advertising and marketing agencies?", They enquire. "Well what about them?", I ask.
And so it goes on and on until they realise that a copywriter who works for a structured and
institutional organisation, is a totally different animal to that of the freelancer.
Institutional versus Freelance
So what are the differences between them? There are many. Let's look at the agency writer. He or she
is likely a talented person with creative skills and a good command of the English language. They will
have learned, from their course work, the psychology of selling, aspects of communication and how to
write in a flowing and interesting style.
Each day, at the agency office, they will work on their assignments, which have been delegated to them
by their manager. Their work will be scrutinised by their manager or team leader, who, in the interests
of their company, will decide whether it's worthy of publication.
After a couple of years, doing similar 'run of the mill' stuff, they may be offered the opportunity
of coming up with something completely original. All by themselves, with no guidance, un-tethered by
their mentor. And, in the interests of the company, not to mention their job security, they will
produce something as institutional as they have been doing previously. They'll play it safe.
Well wouldn't you?
Eventually, their creative awareness and talent may break through the institutional membrane and
they'll want to move on. They'll want to do something for themselves. They may even become a freelancer.
A freelancer is just about anyone with a passion and a flair for writing. Some have started out on
their career path by working for agencies, some have graduated in English and just feel 'qualified'
to do the job, whilst others come into the 'industry' from a variety of other routes. By whichever
means, once they become a freelancer, they quickly learn to survive. To survive and prosper as a
freelancer you must have the ability to adapt, diversify and develop the skill of writing in any and
every style humanly possible. But there's more! You will have to meet deadlines, sometimes work for
less than the lower national wage limit and learn to turn your brain inside out. Sounds painful!
What does it all amount to? What's the bottom line?
Let's summarise thus far.
A copywriter working for an agency will work in a nice warm office with nice friendly colleagues,
writing simple institutional letters, brochures, ads and information packs. They'll be paid somewhere
between 18K to 26K, get 4 to 5 weeks annual paid holiday and get to slag off the boss at the office
Christmas party.
Sounds pretty good to me.
If you want to be a copywriter, I recommend you go down this path. It offers a good salary and a
steady secure position.
The freelancer's life is not so clear cut. They mostly work on their own, write all kinds of stuff
about everything and wonder where their next packet of fags is going come from. They only take short
breaks, get stressed and slag everyone off at any party. They're self-employed, so have to keep
accounts. They have to buy all their own stationery, stuff their own letters and post off their
mailings. They have to advertise or even worse, they have to compete to sell their services for a
pittance to unknown clients through some online freelance website. The pits!
Sounds terrible doesn't it? Then why do we do it?
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