Letters from a copywriting mentor
I’ve got to that stage.
Written lots of things about lots of things, and whanged on about writing, lots lots.
For better or worse, people who’re trying to get into the copywriting biz think I may have something useful to tell them. I sincerely hope they’re right, because when they ask, I whang on at them even more lots lots.
Here are a few nuggets I’ve deep fried and offered to other writers via my outbox. I hope they’re of some use to you.
To a young chap who’d been inspired by my blog* and was, ‘…hoping to create a career in direct response copywriting…’
*In particular There’s something rotten in the state of copywriting
Hi Xxxx,
Glad you’re getting something out of my ramblings.
Internships are often the way to get a foot in the door, so if you know anyone who could take you on for a month (hopefully with expenses paid at least), then definitely tap them up.
Otherwise, you’re going to have to get a portfolio of writing examples together. Without that, I don’t think many people would take the chance.
Even though you aren’t charging for your time, if they’re conscientious, they will have to devote time to you. So you need to be able to prove you have potential.
Handwriting other people’s writing sounds like a waste of energy to me. Read their writing by all means, but you need to do your own.
If you have any family or friends in business, no doubt they’ll need writing that might get you off the ground. My advice would be to charge a nominal fee, just so they take what you’re doing for them seriously. Emails, sales letters… whatever it might be, it’s all practice.
I’m no expert on direct response copywriting, but I’ll tell you who is:
Glenn Fisher, at The Fix. He could be worth talking to.
Either way, you might find his emails useful. Details here: https://thefixcopywriting.com/
You might also try Tom Albrighton – https://www.tomalbrighton.com/
Hope that’s helpful.
Good luck with everything.
To a guy who had, ‘…recently been exploring a career shift into freelance copywriting…’
He asked for, ‘any advice or suggestions you might have for someone just starting out in this field’.
I was just about to disappear off on holiday, so instead of launching straight in, I responded with…
Any chance you could send me a bunch of questions and writing examples?
I’d also be interested to know what kind of copywriting interests you and why you think you might be a good fit. Ask anything (not that I have all the answers).
That way, I can come back to you with my thoughts once my feet are back on the ground.
He sent his questions. I sent my answers…
Please see my comments and answers below in red. Hope this helps.
…Through my studies, I’ve realized that copywriting is a structured approach to building a sales funnel. (It’s also a way of building brands, selling big ideas and getting famous) It’s challenging, but it’s a skill that can be learned. I’m motivated by the prospect of freelancing, as I’m keen to escape the traditional boss-employee dynamic and have more location flexibility. (However, if you can get a fulltime copywriting job to learn from others, I wouldn’t rule that out)
I have a few questions, if you don’t mind:
1) How long should I be studying before pitching for my first job?
It’s not about the length of time, but what you have to offer (and being able to prove it), and getting in front of the right people.
This may be of interest. It covers how I landed my first job and how lots of other writers did too:
My gut feel is that you can only learn so much from reading. It’s the writing and idea generation bit that builds real writing muscle.
So crack on and build that portfolio – this is how you prove what you can do.
Then come up with creative ways of getting your foot in the door – build your network, ask for opinions, target people you’d love to work with/for.
2) What platform would you suggest for a beginner? Upwork? Fiverr? Instagram?
Personally, I’m not keen on the likes of Upwork or Fiverr, as they undermine our true worth.
But I recognise that things are different to when I started out and I know some decent writers who got their break in places like this.
I guess getting yourself on these sort of platforms gives you exposure and there’s nothing to lose. But, get in and out of there as quickly as you can.
3) What’s the best route to build a solid portfolio? Can I start with spec creatives?
Yes. Spec work is fine. Also, if you get the opportunity to work for people you know, do it. Even if it’s for free. But don’t then show it off if you’re not proud of the end result.
And badger ad agencies for old briefs (gives you an excuse to get them to crit the work too, and who knows where it may lead).
4) Should I build my website with a sales funnel structure?
I’d use your website as a showcase for you and your work. Then drive people to it somehow or other (e.g. URL on your CV and in email footers).
Your website is all about getting your skills and personality across.
Here’s a few that do both pretty well (don’t copy, but use as inspiration – remember, this has to be authentically you):
https://www.straightfacts.co.uk/
5) Is there considerable demand for beginner copywriters?
No idea. But I bet I know who does – https://www.wordtoniccommunity.com/
I then went on to crit writing examples he’d sent. And I’m pleased to say, with a bit of to and fro, his writing and self-belief have come on leaps and bounds.
To a young woman who was in her second year of university, studying Creative Advertising.
This was an unusual one. Here’s a snippet from her intro email:
…I saw that you’re listed on the YoungCreativeCouncil agency contact list and wanted to ask a few questions!
I am definitely considering Freelancing! I would LOVE to start my own business that I’ve planned, designed and advertised myself. I have always been good at working independently…
My response:
Hi Xxxxxx,
Good on you for getting in touch – shows initiative.
Sounds like you have your heart set on freelancing. Question is, why?
There is so much to learn. The quickest way to get to grips with the business and improve your creative process, is to be surrounded by more experienced people. Being in your freelance bubble can be quite a lonely and limiting place, especially if you’re new to it.
Have you done any agency placements or internships yet?
Is there something that’s put you off the idea of going into full-time employment?
If you could shed a bit of light on that, then I’d be happy to tell you about how I got to where I am and the struggles I face.
I received a messy, rambling email back, so…
Hi Xxxxxx,
Looking from the outside in, it all sounds very confused.
If you work in advertising, freelance or employed, in-house or in an agency, by default you will be advertising other peoples’ products and services.
And, as much as we kid ourselves, it’s not an art form as such. There is skill, creativity and craft, no doubt, but at the end of the day, you are ‘selling’ stuff to other peoples’ briefs. Can’t get away from that.
If you want to create and make, knowing how to market yourself will be really important, but to pay the bills it will need to be treated as a business. You would be the creator, new business person, face of the business, marketer, accountant (to a certain extent) and whatever else it takes to sell and service the business.
So, unless you get your head around which is the preferred route, I’m not sure how much help I can be.
BTW, both options are perfectly valid. Just need to follow your heart, but don’t ignore your head.
Please ponder on this and let me know your thoughts.
Thankfully, this hit a nerve (in a good way). Having got things a little more on track, I sent one more email…
Hi Xxxxxx,
Still sounds like you want to do two things at once. Fair enough, if you have the time, money and energy.
If you work in an ad agency it is 99% likely you will be hired as part of a creative team (an Art Director and a Copywriter), or teamed up with someone who’s partner has left. Not the only way to do it, but that’s what most agencies will expect. Lone creatives who do their own thing are extremely uncommon.
OK, on to my route in to being a copywriter:
• 2 years National Diploma in Graphic Design, in Derby.
• 2 years HND in Graphic Design, in Cornwall (specialising in Copywriting in my last year).
• I landed 2x 2-week placements in London ad agencies during my last year at college. One at McCann Erickson, that I got via a student competition. The other, at Saatchi & Saatchi, I got by hawking my portfolio around town, basically begging anyone who would listen to me.
• Kept hawking my shoddy portfolio around town (I booked meetings for people to review my work by picking up the phone and asking to “speak to the Creative Director” – I did my research first and found their names, so as not to come across as unprepared).
• 2 years in a Covent Garden ad agency – 1st year working on my own (which is extremely rare, especially for newbies). Second year working with a more experienced Copywriter (at this point I had plumped for being an Art Director).
• Made redundant, landed some excellent freelance work via people I had met at the agency.
• Got another job in a Soho agency, which only lasted a year.
• Thought ‘sod it’ and went travelling for a couple of months.
• Got a job in another London ad agency, again via someone I met in my first job, who had moved there as Creative Director.
• I resigned after 9 months because I wasn’t get any work through – went travelling again for 3 months.
• Came back and freelanced for a couple of years writing and art directing.
• Landed a job at a big agency in Charing X Road. I’d met the Creative Directors on an earlier portfolio-hawking spree and they remembered me.
• Worked there for 3.5 years with two different Copywriters – it became apparent that I was more of a writer than they were.
• Made redundant again, so gave freelancing a more serious go – had 11 very happy years working all over London.
• My only regional client offered me a Creative Directorship, eventually I said yes, but only if I could do a 4-day week.
• Hated it, took voluntary redundancy after a year and set up my own agency in Tunbridge Wells with someone I met at the agency.
• 14 years as CD/Owner/Copywriter/Dogsbody. Seriously intersesting and stressful in equal measures.
• Sold agency in 2017 and have been freelance ever since. And loving it.
I’m sure I’ve missed out all sorts of ups and downs, but main takeouts for me, would be:
• Work hard and you’ll get there in the end.
• Build a network of people you can lean on.
• Don’t be afraid to take a few risks.
• It probably won’t work out the way you imagine.
• There’s huge value in learning from people who have more experience than you.
My way in is one of a million ways to kickstart a creative career. I wrote a blog post to that effect a couple of months ago. If you have 5 minutes:
Hope this has been of some use.
Any more questions, you know where I am.
To another young aspiring Copywriter who was, ‘…hoping you could give me some advice and tips on how to succeed in this field of work…’
In my first email to him, I asked lots of questions, just to make sure I understood his background and aspirations. Then…
Hi Xxxx,
Thanks for the information, that gives me a clear picture of where you are in the journey.
Firstly, I feel I need to be frank. Copywriting is an incredibly competitive field. It is only for those with a real urge, infinite patience and a very thick skin (besides the basic talent ready to be honed).
There is no best way into the industry, but you will have to be able to prove your creativity – your ability to generate ideas and to write – somehow or other. This means two things, building your skills and knowledge, and having a portfolio of work to show people.
Without this, you will get nowhere.
The most obvious way to build your skills and get that first portfolio together is to enrol on a copywriting or some other kind of creative course.
I wouldn’t recommend a quick-fix, 1-month snake oil LinkedIn course, though.
I am not up on which colleges and universities are doing what now, but it should be relatively easy to find options via good old Google.
But a good start would be:
https://www.scacreativetraining.com/
Then there are some agency schemes, like:
https://www.bartleboglehegarty.com/homegrown
My way in was via four years studying Graphic Design, with the last year specialising in copy, I then had something ‘real’ to show to Creative Directors in ad agencies, and was fortunate to land a job a few months before I graduated.
Might be worth reading this from the IPA:
https://ipa.co.uk/knowledge/careers-in-advertising/the-right-role-for-you/creative/junior-creative
However, this isn’t the only way in. Please read this post, to see how lots of other writers got their first break: https://bit.ly/FirstCopyJob (there are lots of useful links within the post too)
There are plenty of other ways to learn your craft and build a portfolio. You could:
– Look at existing work that you feel could be better and, using the core thinking in that work as your brief, rewrite it.
– Hassle ad/design agencies for old briefs, explaining you want to break into the industry. You will need to research agencies and the right people to email or talk to, this will generally be Copywriters, Art Directors, Designers, Design Directors, Creative Directors and Creative Services Directors.
– You could hassle agencies to try and get an internship (but they will need to see evidence of your skills)
– Try and hook up with other young creatives at the start of their career. This was my top-level search which may be helpful:
https://ternheads.com/
https://www.creativelivesinprogress.com/opportunitiesboard
– Try your hand at One Minute Briefs on Twitter https://www.bankofcreativity.co.uk/one-minute-briefs
– Offer your writing services to friends and family and anyone they know who might need a blog post/web page/business email… (they will most likely want it free, but I would recommend asking for a very modest fee, because then they will take it much more seriously)
– Join relevant Facebook Groups and other online communities e.g.
https://www.facebook.com/groups/TheCopywriter
https://www.beingfreelance.com/freelancer-community
Have a look at Junior creative job roles to see what the basic requirement is:
https://goodgrowthhub.org.uk/blog/top-10-free-places-for-london-creatives-to-find-paid-opportunities-in-2024
https://www.arts.ac.uk/students/student-careers/find-jobs-and-internships-on-creative-opportunities
https://uk.indeed.com/q-creative-intern-l-london-jobs.html?vjk=111729cb0161299a
It might also be good just to read about other young creatives’ experiences, e.g.
https://www.linkedin.com/posts/nathalie-gordon-a5207436_hey-junior-creatives-how-are-you-doing-activity-7184510594039840768-FKIv/
https://raw.london/trey-kyeremeh-junior-creative/
This may be worth a look:
https://medium.com/@ben-ellis/where-do-you-find-freelance-copywriting-work-in-the-uk-6fc7d5bcc417
Besides that, I would recommend getting a LinkedIn profile up and start posting about the fact that you want to learn and get in to the industry. Follow loads of Copywriters and see who else is willing to give you a few words of encouragement. Write regular posts about your journey – this will get you noticed and force you to write (and the more you write, the better you’ll get).
And check out lots and lots of Copywriters’ websites to see what they do and what they talk about on their blogs. If you like what they do, get in touch and tap them up for anything they can do to help, like you did with me.
There’s a ton of them here: https://www.procopywriters.co.uk/members-directory/
And there are loads more featured in interviews here: https://haydngrey.co.uk/blog/
And finally, some of my favourite contemporary writers worth having a look at in my opinion:
https://evamy.co.uk/
https://www.straightfacts.co.uk/
https://nickparker.co.uk/
https://www.nigelroberts.org/
I know this is a lot to take in, but that’s what it takes – a lot! But if you stick at it and really want to do it, a door will open somewhere when the time is right.
And as to what I believe makes me successful (whatever that is)? I’d put it down to equal parts can-do attitude, building a network, hard work, good genes, curiosity about the world, being patient, being friendly, never letting people down and sheer bloody luck.
I hope this is helpful.
Wishing you massive success!
– – – – – – – – –
There have been many more inquisitive souls knocking on my door in the last few years. With a bit of luck, I’ve not steered them too far in the wrong direction. From what I can see here, at least my advice is pretty consistent.
Six things I’ve picked up from all of these interactions:
• No matter how daft it may sound, you need to ask questions (and listen to the answers)
• There’s a lot of nonsense out there poisoning the minds of the next generation
• You think you’re helping someone else, but as a mentor, you gain just as much
• If the will is strong enough, there’s very little that can stop you making a career as a Copywriter
• Very few people know how to spell my name correctly (don’t worry, you’re forgiven)
• Victory awaits the curious
If you’re just heading out into the unknown world of copywriting, I wish you all the strength and sense of humour you need.
Love and patience.
Jonathan x
Jonathan Wilcock (that’s me) is a Senior Freelance Copywriter.
You can drop me a line here, or email jonathan@sowhatif.co.uk