Attention new copywriters: learn how to get your first clients

Starting out in the freelance copywriting world is one of the most exciting, affirming, and downright terrifying things you can do, especially when you’ve come from the cushy reality of a steady salary and defined role and remit. The fear of the unknown is overwhelming at times. The worry of getting your first client can feel too much to bear.

Here, I’ve pulled together some tried and tested ways for getting that first business on your books.

Send cold pitches

Putting yourself out there like this can feel a bit uncomfortable (take it from this ambivert) but there’s absolutely no harm in crafting a nice email or pulling together an easy script you can use when you engage with people or businesses that you’d really like to work with.  Why not dream big and write a list of your ideal clients? Then just get in touch with them. When I first started copywriting, I really wanted to edge into real estate, so I sent an email to the biggest agency in my area. I spoke of my connection to the community, my passion for writing and my love of all things architecture and design. Case in point: I got them on my books [eventually].  A copywriter friend of mine hand delivered brandmarked postcards to all the local businesses she wanted to work with – another great way of making those connections.

Reach out to family and friends

You’d be surprised at how many people in your existing circle need some support with content or copywriting. At the start of my freelance journey, I helped my in-laws write up a brochure for their holiday apartments and a friend with some tone of voice work he needed to start a new business. One of the jobs I charged nothing for and the other a nominal amount. What I did do was use these as portfolio pieces and to showcase on socials etc. A side benefit of this type of work is the confidence it gives you to keep going when things feel a bit heavy.  Your friends and family are also your greatest allies, so they’ll always recommend you to their network. And so on. And so on.

Tap into your professional networks

Most freelance copywriters don’t start off just copywriting; they come from other industries and amass lots of connections along the way.  Even if you’ve been a career copywriter in an agency then gone out on your own, you still have a network that you can leverage. Take people out for a coffee, send them an email or two, see if they have any overflow work. You may not hear back, or you may. Another approach is to connect with other copywriters and offer to do some work or guest blog post. Both high return on little investment. A secondary upside, you make an ally in your field.

Get yourself noticed

Use the downtime to perfect your website, refine your service offerings and make a name for yourself on socials. Get all your ducks in order so your business is as polished (and appealing) as it can be. Be active, connect, show up authentically. If your local council has networking or mentoring groups, sign up. If there’s some talks or groups that are aligned to your work or your values, go along. Honestly, it’s all about making those human connections.

Just start writing

Write blogs, write mock real estate listings or editorials, pull together a wireframe…whatever you do, just keep writing. You never know where they could land or the power of refining your craft as you wait for things to kick off. You can repurpose your writing in all manner of ways: send them along with your cold call emails, house them on your website or use them on your socials.

There’s no denying it, the early days of freelance life are daunting and a bit lonely and disheartening. But if you stay the course and nurture all the connections and leads you have; eventually the work just starts flowing in.