This could be your first time looking for a freelance copywriter; or you may have been burnt before by hiring a copywriter not-so-suited to your needs.
Either way, I want to help – or at least try to help.
We copywriters are a varied, colourful bunch. So who to choose?
In this often insane, not-a-moment-to-waste business world; getting things done swiftly and accurately right from the get-go is crucial. The same is true, even when it comes to copywriting.
There are many types of freelance copywriters out there – often with differing specializations – whom are available for hire. But you’ll never know if the copywriter you just hired will hit the ground running or crash and burn at the next lamppost.
But there are steps you can take to filter out ‘the unsuitables’ and help improve your chances of landing a freelance copywriter who will be in-sync with your business aims and aspirations.
Remember the time when you saw something you always wanted at an incredibly cheap price; then after a few moments decided not to buy it?
Here are probably some of the thoughts that ran through your mind:
“Are these knockoffs”?
“Maybe these are rejected goods”?
“Damn! This thing is obsolete already”?
“Hmmm… would it last beyond the warranty period”?
“Don’t I recognize the shopkeeper from Petaling Street”?
The best price isn't always the cheapest...
I bet this has happened to all of us – be it for something as simple as groceries or for more pricier items like electronic gadgets – time and time again.
Aren’t getting things on the cheap supposed to be the crowning glory for a society built on consumerism? Apparently not.
A 2011 survey by Nielsen, which covered 25,000 respondents in 51 countries show that 61% of global online consumers rated “good value” over “low price” when shopping.
Even in a tough economy people prefer value, which often means the ability of a product of service to deliver up to expectations, over saving money and being uncertain.
People often ask me how much I charge for copywriting. I tell them it depends on the project, timeline, research required, materials provided and also quantity.
Some prospective clients think I charge too much, and others think I’m quite reasonable. And very few think I’m cheap.
I haven’t done a single job to the ones that thought I was cheap. Something to think about perhaps…
A lot of people ask me about how my liberation from employment has been. I always brush them off with a vague “ok laaa” or “surviving” or more recently, “it’s not bad, I’ve made new imaginary friends”.
Yes, as a fulltime freelance copywriter, I do tend to spend the majority of my working hours on my own at home. And as a writer, that’s a good thing, except when my upstairs neighbor decides to rearrange their furniture all of the sudden… damn you!
Row, row, row your boat... until you become a robot... all together now!
Solitude let’s me tap into whatever is left in the inner reaches of my mind, where incidentally my imaginary buddies lurk.
Okay enough about my imaginary friends; they are apparently blog-shy.
So as a fulltime freelancer, things are quite different these days. While my work still revolves around clients and deadlines, there is always this sense of uncertainty that lurks over my head.
But to be honest, it is the same feeling of uncertainty I felt when I was employed. But now, I am in control – everything is entirely up to me – which is a feeling like no other. It is a feeling of exhilaration and pride one moment, then anxiety and insecurity the next. Not for the faint of heart for sure.
Ahhh yes, I’ve also become quite adept at ‘freelancer speak’, which are things freelancers say to make things look better than they actually are or just to be nice, for example:
When I Say > I Actually Mean
I am in between projects > I got nothing to do
I just came from another meeting > I had better things to do
Sorry I didn’t answer, I was in a meeting > Sorry, I just woke up
This weekend? Oh… I’m out of town > You crazy arr?!
Let me know what you think > Don’t think so much
Errr… you guys know this post is just for laughs right?
Most freelancers will shudder at this thought, especially newly-minted freelance copywriters like myself. But it is a necessary evil for the greater good.
But let me make this clear – I don’t like turning down jobs.
If I spend all the time writing; who's gonna do the thinking?
Not just because of the lost income, but I also feel rather guilty. Opportunities don’t come easy these days because honestly, times aren’t great. I often feel like I have let myself down. Maybe I should work doubly hard and cram every job I can get into my schedule.
Yes, in the Malaysia Boleh spirit, maybe I should do just that.
But then again, there is only so much I can do before the quality of my work starts to suffer. While pitching for new business and engaging new opportunities are critical for survival; I do not want to let down my existing clients either.
I have written something call the ‘Mamak Stall Syndrome’ a while back. It was about how local food stall operators often forget about you as soon as you take a seat, because they’re busy pulling in more customers.
The thing is I already have a few good clients sitting in my shop. And for me, keeping them happy is as equally important as finding new clients.
It’s a dilemma every freelancer faces; how much to charge?
Too high and you might not get the job. Too low and you’re spoiling the market. Somewhere in between and you’re competing with every other freelancer out there.
Will work for dough, not the bread kind ok?
As for myself, the way people perceive me is slight problem. Since I write as a pastime and dish out free advertising and marketing advise in the process; people expect me to charge next to nothing – sometimes none at all!
Don’t get me wrong, I am still learning and there are way better copywriters out there than myself. But I do have my strong points, so I think a little recognition is in order.
A man was suffering a persistent problem with his house. The floor squeaked. No matter what he tried, nothing worked.
Finally, he called a carpenter who friends said was a true craftsman.
The craftsman walked into the room and heard the squeak. He sat down with his toolbox, pulled out a hammer and nail, and pounded the nail into the floor with three blows.
The squeak was gone forever.
The carpenter pulled out an invoice slip, on which he wrote the total for $45. Above the total were two line items:
Hammering, $2
Knowing where to hammer, $43
So, you know… as I said… the thing is. Ahhh never mind… I rest my case.
Here’s a reprise of something I’ve written previously because I think it’s ripe for an update. The new words are from 6 to 10.
Advertising is the war. Copy is the weapon. Words are the ammunition.
Although copywriters are equipped with an arsenal of words to use as he or she pleases, there are quite a number that are ever-popular in ads. These are usually everyday words, mindless superlatives and hard sell calls-to-acts.
I must add that I have been a chronic repeat offender myself. But then again, not all the words you see or hear in an ad are from the writers; if you know what I mean.
Ad words are sometimes just empty promises...
Here are my personal top ad words and what they actually mean, in no particular order:
1. Exclusive
If you think you’re going to get special, preferential or any form of private privileges, you’re wrong. The word exclusive is added to make things look more desirable than they actually are. I mean, if you really want to be exclusive, would you advertise in a website that gets like 1 million hits a day?
2. Enjoy
This one’s an evergreen favourite and probably the all-time, most used ad word. “Enjoy the experience. Enjoy the offer. Enjoy the freedom. Enjoy the splendour”… I could like go on forever. It’s a word used to get you thinking about enjoying yourself, hopefully with the product somewhere in the picture.
3. Free
This word is a dirty little fellow. One rule of thumb to keep in mind when you see this word is that there’s never such a thing as a free lunch. Nothing is free, period! The cost of whatever is “free” has already been added to the amount you are going to pay. So unless the ad is referring to air, be wary.
4. Amazing
This is probably the easiest superlative to use for a writer, simply because anything can be amazing. This post could be amazing, or maybe your internet connection or that client who’s an amazing pain in the ass. See? Something amazing need not be advertised if it truly is.
5. Hurry
Hurry! Offer ends XX Month 2010. So you are supposed to call, click or visit to purchase this exclusively enjoyable and amazing product that comes with a free gift before a particular date. Hurry means they aren’t selling enough as it is or think you are a sucker to fall for such a cheap trick.
And the new ones…
6. Like
I am certain you know where I’m going with this… Facebook lah of course! For such an obscure word – after centuries of being overshadowed by the word ‘Love’ – Like has attained sudden super-stardom. But what does it mean? Sadly, nothing.
7. You
When an ad says “You”, it actually means you. But do not be deceived by this cunning flattery, as the science of advertising reveals that the use of this word is to make sentences more personal. The ad is supposed to be written for you… only you; and not young adults aged 21 to 28 with moderate disposable income living in urban areas.
8. Quality
This one’s a classic. But if you see this word in an ad, it means the writer knows jack-shit about the product. Because if he knew something about the product, he wouldn’t use a generic term like “quality”. Different people have different standards to which they measure quality, and that means quality can’t be quantified.
9. New
New and improved. All-new. New taste. New formula. New pack… you get the idea? The reason this word is often used is because we are all suckers for new things. Who doesn’t like a new ride or a crisp, new shirt or the smell of a new book.
10. Discover
Aren’t we all seeking for something. To discover places, thrills, experiences, friendship, enjoyment and satisfaction. We writers use this word to implant curiosity and hopefully compel action. But sadly, the kind of discovery we want you to make involves pulling out your wallet.
This was the year that I took the biggest risk of my entire life – quitting my job. And dare I say it’s the best decision I’ve ever made?
The answer to that question a little bit later.
In the past 6 months, I’ve gone from determined to take on the world to the depths of self doubt. Becoming a self-employed copywriter after 13 years in the rat race was awesomely liberating yet most unsettling.
Am I really Top 4 for the keyword 'Copywriter'? Google sure knows how to flatter sometimes...
If just one year ago, someone told me I will go the final half of 2011 without a monthly paycheck, I’d probably ask him to go easy on the bubbly.
But it’s strange how the dots connect. How lady luck finally gives you a peek. How you’re inspired to do the unthinkable. How you realise all the things you missed in life. How you can actually enjoy a Monday morning. And how fast you forget about that monthly paycheck.
Yes, I am aware that it’s only been 6 short months. But I have to admit that it has not been bad. In fact, the world has been kind to me. Kinda eerie if you think about it actually.
So I think a huge thank you is in order. To my clients, colleagues, friends, family and readers of my ramblings – thank you for making my 2011 an eventful and unforgettable year.
I’ll leave you guys with this year’s Google Zeitgeist’s Year-in-Review video:
Oh yes, the answer to the question. To be honest, I have absolutely no idea. Just know this, in case the world does come to an end in 2012, I’ll go with no regrets.
I could probably get my ass kicked by fellow copywriters. But it is a risk I am willing to take. Clients take notice, because this is very important – never hire a copywriter to manage your Facebook page.
Because contrary to popular belief, we copywriters can’t write everything.
Okay. Let me rephrase that, we can’t write everything as well as it can be. Like myself, I am predominantly a direct response copywriter; ask me for a press release and I will struggle with writer’s constipation.
Traditional copywriting techniques often don't work in social media...
When it comes to social media however; the problem becomes even more obvious. Copywriters are trained at marketing speak; and anything the even seems remotely ‘marketing’ will probably be rejected by social citizens.
Use of the words like ‘free’, ‘exclusive’, ‘now’ and other forms of sell-speak is definitely not welcomed in Facebook.
A socially untrained copywriter commenting on behalf of a brand in Facebook is like that insurance agent friend who always wants to sell you a policy.
We usually avoid any kind of marketing or selling in our social space; as in Facebook.
The kind of writer you want managing Facebook comments is someone who is comfortable in cyberspace. Someone who knows the web lingos, keeps up with online trends and engages online audiences regularly.
It has to be someone who can ‘talk’ to audiences in their language. And not in some Oxford dictionary approved English.
Which means, this writer has to be able to make himself make mistakes. Likes little grammatical errors, occassionnal typos and also dabble in txt spk.
Managing a Facebook page is all about being honest, friendly and more often than not; amateurish.
In other words – now anyone can write copy! Errr… I take that back.
As an ad worker, I am a proponent of consumerism. I am supposed to embrace capitalism. The art of selling should be second nature. But sometimes – after being in the industry for so long – I wonder if I’ve gone too far.
We are a species so obsessed with consuming that we’ve forgotten to get by with just the essentials: water, food, shelter, clothes and companion. Extravagance is applauded and moderateness is frowned upon.
The divides are getting wider: rich/poor, educated/illiterate, obese/malnourished, connected/nobody and so on.
Sometimes, it's okay to make fun of what you do...
The industrial revolution that started almost 200 years ago still oils the gears of society. We are devouring through natural resources much faster than it can be replenished. We’ve almost depleted fossil fuel reserves. We’re developing every bit of land for a profit.
We humans have become the virus of the earth.
As a freelance copywriter, I am only another piece of the puzzle in a society built on consumerism. Even if you are not in advertising, you are working for a business; which is selling something. And when there are sellers there are buyers.
Admit it; nothing makes us happier that having a client or customer that buys more, and more and more.
When will this mindless consumption stop? This addiction to consuming is seemingly insatiable. We are buying ourselves to death.
I know, not the kind of stuff I should be writing about. But no harm in keeping a worldly perspective. I am after all a Libran… balance is everything. Woooosaaahhh…
You’ve heard this before from your boss, colleagues and maybe even a client or two. But is it even possible to be able to think outside the box? No way in hell it seems.
No matter how far away from a ‘box’ you are, there are still various mental constraints that each and every one of us needs to adhere to.
There's no such thing as thinking outside the box... kapish?
Even if you do manage to jump out a box; you’ll find that you are in a much bigger box. And that big box is in another much, much bigger box. And the boxes just seem to get bigger and bigger.
Look around, you are probably in a box disguising as a cubicle or office space as it is. Then there’s the company culture, your boss’ preference, the politics and not forgetting your own likes and dislikes. Now we know why office buildings are often in the shape of a box – hardly conducive for innovating.
Let’s say you manage to claw your way out, then there are market constraints, client politics, consumer preferences, cultural nuances, industry practices and the hard-coded mentality of “this is how things are done”.
So is there a way to really think out of the box or is this just some slick-ass marketing term concocted to confuse clients and ourselves?
Frankly, I have no freaking idea. Look at it this way, if someone asked me to write outside the box, the copy will hardly be on point. It would be like working without a creative brief.
Let’s face it, we’re not Einsteins, so the box may well be our savior. It gives us a frame of reference, guidelines and limitations (often too much). It’s how creatively we work within these confines that matter.
So when someone asks you to think outside the box, pile some boxes next to your desk. There’s one right on my desk 😉
