§2

Study Good Copy and Practice

Once you know the fundamentals, you need to continuously study what they look like in action… Put simply: read copy that works. And perhaps even more important, you actually need to start writing your own copy… This is the ONLY way to improve your skills.

§2.1

Get Used to Swipe Files

A ‘Swipe File’ is simply a collection of ads that you store because you like them (ideally because they did a good job). You can ‘swipe’ (aka take and adapt) ideas from ads that you store in your swipe file to use in your own copy. 

Although you’re welcome to explore existing swipe files online, like the one we’ve linked below, we recommend you also start your own and fill it with ads and copy that you like. Never stop looking for good copy. 

And more importantly: start reading and analyzing the ads you put in them. We’ll show you how to do this in just a moment. But not before we discuss context…

§2.2

Understand the Context of the Copy You’ll See

As a beginner, you probably feel overwhelmed by all the new words, phrases, and concepts you’re expected to just ‘know’. 

Well, before you go looking for copy to analyze, it’s a good idea to get a basic understanding of the context you’re likely to see it in. 

Why are the pages you stumble on ordered in a certain way? Where do ads actually lead? What’s the end goal of these marketing campaigns?

Thankfully, there is a handy resource that’ll make you a natural when it comes to joining jargon-heavy conversations about copywriting and marketing:

The video above is basically the only crash course you need to understand all this ‘strategy’ stuff as a beginner.

§2.2.1

BONUS: Understand the Context of the Copy You’ll See… Email edition

Okay, you now know about sales funnels. Awesome.

But (as mentioned in the video above), there are a bunch of things that link all the different parts of funnels. They’re called emails. You’ve probably heard of them…

And THIS video is gonna give you a quick breakdown of just why they’re so crucial… Why you have to know at least a little about emails… And of course, the basics of exactly HOW to write them:

§2.3

Sign Up to Lists

Now that you understand a bit more about the potential context of ads, you need to start looking for copy that’s being written as we speak, especially in markets you may want to work in. 

There’s an easy way to do this:

• Create a burner (throwaway) email you don’t mind getting spammed with ads

• Go to websites of businesses in markets you’re interested in

• Use your burner email to sign up to their newsletter and discount lists

• Click on ads and do the same thing

• For even better access to their full range of emails and sequences, buy something from their site using a second burner email

• Organize your inbox so emails from certain companies or markets go to their own folders that can be easily reviewed

Signing up to lists wherever you find them is a good way to get an insight into the advertising of other businesses. It’ll help you identify patterns and trends, too. A good rule of thumb is: if you see a technique being used again and again by multiple businesses in the same space, it’s likely working well. Remember to add any copy you like to your swipe file.

Immerse yourself in the lists you’ve signed up to. Simply reading their emails every day will help you learn, almost without realizing it...

§2.4

Start Your Daily Practice

Dedicate at least 90 minutes a day to completing the following steps…

• Pick a good piece of copy to copy out by hand with a pen

• Spend 30 minutes copying out your chosen ad by hand

• Analyze why the copy you hand-copied worked and make annotations on the page (your analysis should include identifying effective words, sentences, and ideas within the copy and suggesting what the copywriter was trying to do by including them… Here's a video of how Sean does it) 

• Spend at least 30 minutes reviewing the fundamentals of copywriting (by reading a recommended book or by reviewing your notes) 

• Write a piece of copy (align this with the next steps in this guide)

By committing yourself to this daily practice, you’ll continue to progress. Outside these guidelines, you should stay curious about why copy works and remember to consistently explore swipe files and read contemporary copy.

§5

Start Prospecting

Okay. No more delays. The only way you’re ever gonna make money as a copywriter is by trying to get work. 

There’s no shortcut. No magic pill. No excuses. 

You have to get ready for rejections, a lack of replies, and even straight-up failure. 

This is just an unavoidable rite of passage for copywriters who’ll eventually go on to earn the big bucks. But if you want to get there, you have to persist. 

Having said that, we can certainly make it simpler for you. 

Take the lessons we’ve learned to heart and you’ll be ready to hit your copywriting income goals as quickly and painlessly as possible (which will still certainly require some time and pain).

Everyone's route into copywriting is slightly (or sometimes wildly) different, so don't put too much pressure on yourself to follow a certain path. 

BUT... It is important that you start somewhere. 

And following one of these simple methods means you can earn money while continuously improving. We've seen dozens of new copywriters get work through each of these methods… work that led to earning full salaries from copywriting and marketing. 

So, pick the one that feels most relevant to you and give it everything you’ve got…

§5.1.1

Method #1 - Upwork

We’re big fans of Upwork – mainly because we know that if you do it right, you never have to struggle to find work again. 

Everything you need to get started landing copywriting clients on Upwork can be found in the following two videos…

§5.1.2

How to Create an Upwork Profile That Actually Lands Jobs

Watch this Upwork Profile Masterclass that Rod hosted:

§5.1.3

Doing This Will Prove Your Worth to Potential Upwork Clients

§5.1.4

Our Definitive Guide to Selling Your Services as a Copywriter

§5.2.1

Method #2 - General Cold Pitching

Upwork is a great place to get experience and earn money because it’s been designed for exactly that purpose. But if you already have an idea of what kinds of companies/people you want to pitch to, or if you see something that you’d just love to be a part of, then there’s no reason you have to limit yourself to a single platform.

We live on a (mostly) free internet and you can reach out to anyone whose contact information is available to you. 

‘Cold Pitching’ AKA: ‘reaching out to people who aren’t actively looking to hire someone like you’ is a viable, though often abused method of landing clients. 

The real objective with cold pitching is proving beyond any doubt that it's in your target client’s best interest to hire you. You can only do this by getting their attention, appealing to their most pressing pain or desire, and showing how your copywriting abilities are the solution. 

This is where you use those same copywriting abilities for your own benefit.

Before following a specific method so precisely, just ask yourself how you’d convince your target client to buy your services if they were a product (which they are). 

And as with pitching on Upwork, you can go above and beyond by providing detailed audits, suggestions, and cover letters to your target clients.

Note: Cold pitching is difficult due to the nature of messaging people who aren’t actively looking to hire. Please keep this in mind if this is the path you choose to go down. We don’t recommend just firing off as many pitches as possible. Carefully consider and plan your approach every time you use cold outreach.

§5.2.2

Network, Network, Network

We can’t stress the importance of networking enough. Be active in communities, engage with people, and take a genuine interest in the lives and work of others.

A blunt reality is that a lot of work is won through connections and friendships rather than intricate pitch strategies. 

Make it a goal to socialize with people in the markets you’re interested in and make it a goal to be a nice person. Humans feel good recommending people that they like for work. 

In a more focused sense, once you’ve identified a target client, see if you can connect with them outside of a formal pitch setting. 

Are they due to speak on a webinar? Attend the webinar and message them asking a follow-up question about something they said.

Have they just published an article? Post a comment and start a conversation.

Do they share their interests or hobbies online? Are they in any other communities or groups? Make a point to learn about them and use those commonalities as easy points to connect on. 

§5.2.3

Use Job Sites (In More Than One Way)

If you hadn’t already thought of this, then this is one of the simplest ways to find in-house jobs. But that’s so blindingly obvious that you know there’s another reason we’ve included it here…

Job sites are a great place to find businesses who aren’t opposed to investing in their future when it comes to marketing. Just type in ‘marketing’ and search for businesses near you or those offering remote positions. 

Have a look at the businesses and note down each one that you’d be interested in contacting. 

Similarly, if you have a specific market in mind, you can easily search for those kinds of businesses too i.e. ‘accounting’, ‘vet’, ‘sports’ etc., and apply the same method. 

And don't think that just because they aren’t hiring for a ‘copywriter’ that they’re not worth your time… 

For the most part, businesses who are hiring via job sites are open to expanding their teams and investing in things that can make them more money. Besides, if they’re not, who cares? The worst they can do is say no. 

Once you have a list of businesses, you can apply the cold pitching principles you’ve already learned in this section. 

§5.2.4

Use Copywriting Job Boards

While technically not “cold pitching” since these sites and forums are specifically looking for applicants, you can get ahead of other copywriters by using some of the strategies and techniques you’ve learned in this section.

Here are some copywriting job groups/websites that often share suitable job postings:

• #job-postings in the Copywriting Collective

• LinkedIn’s job portal

• LinkedIn’s ‘search’ bar | Find offers/gigs on LinkedIn via organic posts… Use the bar to search terms like "looking for a copywriter" or "in need of a copywriter", etc. and see if anything interesting shows up from companies, professionals or individuals who are looking to hire (thanks to our friend Jorge for first sharing this method) 

• The Cult of Copy Job Board (Facebook Group)

§5.3.1

Method #3 - Local Businesses

Much like using job sites, you can make pitching to local businesses work for you beyond the traditional CV-send and crossed fingers. 

The techniques for pitching to local businesses don’t change from what you’ve already learned…

But the crucial difference comes in the natural advantage you have when approaching them. 

Being local gives you an instant connection that you can highlight:

• “My Uncle used to eat at your restaurant all the time…” 

• “I walk past the front of your shop every day…”

• “I got this leaflet through my door last week…”

You have more ways to forge a personal connection, which is an oft overlooked aspect of building business relationships. 

Beyond this, you can present some fairly unique problems during your pitch that you can solve with your copywriting and marketing skills…

• “Three other barbers’ come up before you on Google…”

• “My partner was going to throw your leaflet away…”

• “Your website doesn’t reflect the quality of your store…” 

If you live somewhere with a lively local economy, don’t underestimate the power of landing copywriting gigs closer to home. You can land retainer work of course, but they’re also just great for getting your feet wet and stocking up on real portfolio pieces and testimonials. 

Remember, look for businesses who:

• Post leaflets

• Run locally-targeted Facebook ads or Google ads

• Have websites

• Buy ad space around town

• Advertise in the local newspaper

We also did an entire video about how we turned partnerships with local businesses into an entire business model, here:

§5.3.2

Try Local Non-Profits Too…

Not comfortable asking for money yet but still want to get some experience? 

Well, the first thing we’d say is have more confidence in yourself, you shining star you. But if you simply want to try your skills out without the immediate pressure of also being paid, then local charities and nonprofits are a solid (and pretty generous) way to go. 

As with local businesses, look for any that:

• Post leaflets

• Run locally-targeted Facebook or Google ads

• Have websites

• Buy ad space around town

• Advertise in the local newspaper

Perhaps you know a dog rescue? A foodbank? A homeless shelter? A local fundraiser?

Have a look around, find some suitable causes, and ask if they’d like any help with their marketing. Even better if you can get access to the results of your work with them i.e. donation figures, reply rates, fundraiser attendees etc. 

Of course you’ll still need to pitch yourself, but since you’re volunteering you shouldn’t get as much pushback. 

§5.4.1

Method #4 - Existing Experience and Relationships

You may not fall into this category and that’s okay. But before writing it off entirely, have a serious think… is there anything you could already use to your advantage in your quest to become a copywriter?

Did you use to be a plumber? 

Have you been a mortgage broker for three years? 

Do you understand the complicated world of stocks and trading?

In other words, is there an industry you already have a deep knowledge of?

If there is, you may be able to start quicker than most. Any natural authority that you can bring when pitching to a company will help you out. 

More than that, an existing understanding of any market will help you write spec pieces for that market. You may not want to complete work in an industry you’ve already experienced, but copy is copy, and the more you can write at the beginning (and the more jobs you can land), the better. 

If you do fall into this category, you should consider using your experience to help kickstart your copywriting career. Remember, once you start getting clients, it becomes easier to get clients in other markets too. 

And as one last thing to think about…

Do you already know anyone who could help you land a copywriting gig? Friends with online businesses? Relatives with brick and mortar stores? Mutual associates in the marketing world?

As long as you do it with tact and don’t expect anyone to owe you anything, then there’s nothing wrong with rifling through your contacts to find potential head starts. 

§5.5

Bonus: How Much Money Copywriters REALLY Make…

Do you want to earn 6 figures as a copywriter?

Well… Before you even think about that, you really need to watch something.

I’ll be honest with you - this video will reveal some hard truths. But you need to hear them if you genuinely want to start a copywriting career.

This is the last thing you need to watch on this page.

And yet it may be the most important…

So, listen to us talk about how much money copywriters can really expect to earn: