12 Enlightening Truths About Freelance Copywriting

I’ve been copywriting since 2015 — that’s about a decade. While the clients and writing look different today than when I first started, the lessons are timeless. Today, much of my work has shifted to coaching, writing books, and leading group programs, and I see a lot of similar themes in the topics I cover with clients.

Writing for others takes a special kind of person. Many copywriters even find that writing for others is easier than writing for themselves — subsequently, they also have trouble carving out the time to write their own stuff.

Here are 12 copywriting truths to help you stand out and continue to shine.

1. Potential customers only care when you answer the question, "What's in it for me?"
   On your sales page, skip the life story, your favorite childhood foods, and whether you drink your black coffee or douse it in oat milk. Focus on what’s in it for your reader. What do they want? What do they get? Why should they care?

2. Painkillers are easier to sell than vitamins.
   Really dig into your client's problems and how the solution helps. It’s much easier to sell pain medication for a headache than to suggest someone stay hydrated with quality electrolytes. They just want a fast solution to stop whatever pain they’re experiencing — now. Maybe you sell vitamins, but your copy will speak like you’re selling a painkiller.

3. Full price over discounts.
   Offer discounts too often, and you train your customers to wait for a sale. Consider adding bonuses instead. If you’re offering a high-touch service like copywriting or content writing, discounting your services will create clients that expect discounts and will take the most chunk of your time. My best clients happily pay my rates because they believe in the results and know it’s a steal. Many also pay their invoices within minutes of receiving it. Amazing clients pay your full rates and pay quickly.

4. Prepare for a client to question your copywriting skills.
   During consult calls with potential clients, I always ask if they've worked with a copywriter in the past. If they have, I ask lots of questions about what worked and what didn't. If they haven't worked with a copywriter before, this is your opportunity to educate them on the magic that's within the realm of copywriting and what's not. Proactively communicate WHY you made certain decisions in the copy before they even ask. This shows them that you're the expert.

5. Only crappy copywriters say the industry is noisy.
   The best ones have referrals lined up and know that they're so much more than a copywriter. The replaceable copywriters rely on AI. This is a good thing.

6. Prioritize testimonials.

   Your client’s words provide the great copy for you. Use testimonials as copy inspiration and feature testimonials throughout your copy. Here’s how to get great ones. And if you’re wondering how many testimonials to include on your sales page — more is better. Think… endless scrolling of social proof that lots of people like your thing.

7. The best way to strengthen your copywriting skills is to write copy.
   Even if you start by writing for free, it's great practice and you can use the feedback you get as testimonials. Study copy that stands out to you, and you'll likely be writing copy as you move throughout your day.

8. A client might not like your draft copy. It's okay.
   Your reaction is what you control. Get curious and uncover why they don't like the copy. There's a good chance that it's not your fault but something they didn't communicate or even realize until they saw your copy. Use this as an opportunity to ask lots of questions. Sometimes, a client might not like the copy because they’re actually unsure about what they want. This is where you’ll operate beyond the role of “copywriter” and put your business strategist hat on. The best copywriters are so much more than copywriters.

9. Be open to sharing iterations.
   Instead of spending a week tweaking the copy for a sales page, show your client an early draft and talk them through the copy while sharing the rationale for your decisions. It's easier to modify as you go than scrap the whole thing and start over. As you get to know a new client, you'll need to do this much less.

10. Writer's block isn't a thing for authors and it's not for copywriters either.
    Living life outside your laptop will give you plenty to write about. 

11. Writing about things you enjoy will bring you clients and keep your creativity sharp.
    This one surprised me. When I was working on my memoir/self-development book, Unfussy Life, I realized that when I put my writing first, I showed up with more power in all areas of my life — at home, at the gym, and for my clients. Write about something you love.

12. Consistency beats intensity in the long run.
    Writing a little every day for yourself and for clients is the best way to keep your writing muscles sharp and strong.

I could probably write 300 more freelance copywriting truths. If you align with the 12 I shared here, I think it’s easy to stay sharp without burning out — which is one of the top reasons I see copywriters quit their businesses.

If you’d love to become a copywriter or take your business to the next level, you might love Intuitive Copywriting School.

Other articles you might find useful:

• Writing With Heart & Flow Over Brain & Force

• Dear writer, the world is waiting for you to stop doubting yourself

• I'm a copywriter & writing coach who writes not only for others — but also for me