A copywriting agency is a service-based business built on the idea of providing freelance writers with the opportunities to produce high-quality content for brands and businesses across the globe. While the concept behind a copywriting agency may seem obvious—you take on clients and provide them with content—the process of establishing such a firm can be a daunting task. Below, we’ll discuss the steps you can take to start a copywriting agency and give you a sense of what it takes to succeed as a one-woman (or man) show.
Step one: Identify your target audience.
Similar to any other business, the first step in starting a copywriting agency is to identify your target audience. Who are you aiming your copy at? What are their needs and interests? This step is more important than ever as you begin your agency and need to make sure your products line up with what your prospective customers are looking for. The better your understanding of your target audience, the more effectively you can tailor your offerings to inspire action.
Step two: Decide on your pricing structure.
One of the first questions your potential customers will ask when they are considering working with your agency is, “How much are you going to charge?” Like any other business, you will want to be transparent about your pricing structure and make sure it is easily accessible to your audience. Deciding on a pricing structure that is both equitable and commensurate with the value you provide is a crucial step in starting a copywriting agency.
There are a variety of freelance copywriting services out there, and it is worth considering what you are providing in comparison to the price you are charging. If you are charging above what you are providing, you are essentially offering a poor value proposition. Naturally, your customers will perceive this as unfair, and it could leave a bad taste in their mouth when they are considering your service. Poor value is directly attributable to poor pricing, so make sure you are not paying more than you are worth. Conversely, if you are providing a higher level of service for a lower cost, your pricing is effectively a discount and your customers will appreciate the value you provide.
Step three: Generate leads.
Even though you have already started your business and are ready to take on clients, you still need to generate leads. How are you going to achieve this? One of the simplest yet most effective ways is to use a lead generation strategy. The better your lead generation strategy, the better your chance of generating more revenue and profits.
Step four: Nurture and convert those leads.
Once you have generated leads, you need to begin converting them into paying customers. To do this, you will want to develop and implement a nurturing strategy. What exactly does this mean?
Nurturing a lead involves several activities including but not limited to:
- keeping in touch with the lead through various mediums (e.g., phone calls, emails, and snail mail) to establish and maintain contact
- understanding the lead’s needs and interests and determining if your product or service fits those needs and interests
- presenting solutions to the lead’s problems (e.g., “Here is a solution to your problem”)
- developing longer-term relationships with the lead by continuing to provide value over time (e.g., “I just provided you with a lead. Now, I would like to create a friendship with you”)
- referring the lead to additional people and/or resources that can provide help (e.g., “I know someone who can help you solve your problem”)
- keeping track of the lead’s status (e.g., “I sent you an email. Let me know if you did not receive it”)
- meeting deadlines and following-up on commitments (e.g., “I confirmed that I would send you the information by Friday. I am just checking to see if you received it”)
Nurturing a lead involves a lot of patience, persistence, and follow-through, so make sure you are prepared for the long haul. This is what it takes to grow a business from the ground up, and it cannot be done quickly or easily. You must commit to putting in the time to develop and grow your business.
Step five: Measure and improve your performance.
To determine how well you are doing at growing your business, you will want to track several metrics. How many leads are you generating? How are you managing your client relationships? How much money are you making? These are all important questions, and they will help you determine your level of success. Naturally, you are going to want to improve your performance in every area.
In considering these five steps to creating a successful copywriting agency, you should already be feeling pretty good about your decision to start a business of your own. With steady work, a sound pricing strategy, and an eager audience, you can already begin to see success on the horizon. Just remember to be patient, and work hard to build a powerful brand for yourself.