A few years ago, I was stuck in a bit of a financial rut.
I was a stay-at-home-mom who was struggling to make extra money to support my family. I had tried my hand at a few side hustles but none of them really paid well, if at all. My husband and I were on the verge of losing our house.
I couldn’t bear the thought of our family being homeless, so I did what any mom would do when faced with a financial crisis: I got a job. I had taken a few writing gigs on the side, and I decided to try my hand at copywriting.
I had always been interested in creative marketing and advertising, and I thought that this would be a great opportunity to combine my love for marketing and copywriting, and use my skills to make a living.
What I didn’t realize was that while I was motivated to make money quickly, my clients were looking for long-term growth and engagement.
The type of copywriting I do isn’t designed to turn a dollar in a hurry. It’s important to establish a relationship with your audience and understand their needs before you start pitching expensive offers or upselling them products.
The Rise of Copywriting
If you’re reading this, I assume you’re either a copywriter or know one. Copywriting is a form of marketing and advertising that combines sales and marketing communications, advertising, public relations, and content writing to develop an overall strategy for a brand.
The role of the copywriter is to create material (such as sales letters, websites, and social media posts) that will engage and motivate potential customers to take action.
What is unique about copywriting, and the reason why many big brands and companies have copywriters on their payroll, is that it is a very flexible job role.
A good copywriter can take on a variety of projects, and can switch gears quickly when necessary, becoming an expert in SEO, content strategy, and social media marketing as needed.
Many large companies have multiple departments dedicated to marketing, advertising, and sales, but they often lack a single individual responsible for crafting copy that will turn heads and compel people to action. This makes the role of the copywriter ideal for that position.
The Four Steps to Become a Copywriter
If you’re interested in becoming a copywriter, there are four essential steps you need to follow:
1. Education
You need to obtain a solid education in creative writing, marketing, and advertising. The best approach is to do a combination of full-time study and part-time work. Don’t be afraid to study for longer than you would traditionally consider necessary for a job role – the more you know, the more you’ll be valued as a professional. A good copywriter needs to be well-versed in a variety of digital marketing platforms.
If possible, obtain an accredited education via a reputable institution. This will prove to hiring managers that you have the necessary academic and professional credentials to become a valued member of their team.
2. Experience
You need to gain experience by gaining freelancing gigs (known as “dry spells” in the industry). When you start out, it can be challenging to gain meaningful experience, as most of your work will be pitching small businesses and startups. It’s important to take this as a learning experience and not to get discouraged. Just because a client isn’t paying you at the moment doesn’t mean they won’t come back later and want your services.
The best way to gain experience is to take on as many projects as possible. There are a number of online marketplaces like Upwork that allow freelancers to connect with potential clients. You can also consider setting up your own website to gain credibility with potential customers. Just make sure that you have the academic credentials to back up your claimed expertise.
3. Training
After you have a few years of experience under your belt, you can look into furthering your career by taking a digital marketing course. This will equip you with the knowledge and skills to effectively market and advertise products online. You will also develop an understanding of how different platforms like blogs, social media, and emails work together to create a cohesive strategy.
During your studies, you will learn the essentials of copywriting, but you will also have the opportunity to expand your horizons and learn about different content creation strategies, as well as gain new skills that will make you a more valuable employee, later in your career. To secure your position as a copywriter, you will need to have a good knowledge of SEO, effective copywriting techniques, and the ability to format text for the web.
4. Certification
To become a sought-after professional in your industry, you need to attain a certification. There are a number of formal certification programs that you can complete, depending on your education and experience. Once you have completed the program, you will have the opportunity to sit for an exam, which will verify your knowledge and allow you to apply for membership with professional institutes and trade bodies. Just make sure that you are aware of the costs associated with these programs – not every firm will be able to cover your training and certification fees.
The most prestigious and reputable certification programs are listed here.
Here’s a quick run-down of the benefits of joining a professional organization: