Full-Time Freelancing

AWAI Wall of Famer Jim Turner is a popular guy.

As of today, he’s got 4,944 people following him on Twitter.com, wanting to see what he’ll say next … and about another 5,000 friends on Facebook.com.

This popularity has had a huge impact on Jim’s success as a professional copywriter. Because the majority of his clients have come as a result of his social media marketing efforts. (To learn more about social media, read yesterday’s issue of Copywriting Insider.)

Like Jim, you too can use social media to your advantage and gain copywriting clients.

It takes time … both to land paying assignments and to stay on top of today’s hottest online marketing trends. But the effort is worth it.

Here’s Jim’s advice on exactly how to do it:

1. Join social media websites. Sign up for an account on social media sites like Twitter.com, Facebook.com, MySpace.com, LinkedIn.com, and Ning.com. It doesn’t cost anything. When you go to these websites, the actual sign-up process is self-explanatory. Once you’ve set up your account, fill out your profile.
2. Start following others and what they’re saying. Social media is born out of the human need to communicate with each other. It’s good to follow people who have a very large audience. And as a copywriter, you’ll want to follow people whose audience consists mainly of entrepreneurs who may at some point need your services. Here are some people Jim recommends you follow, that fit this very criteria:
   • Barack Obama
   • Guy Kawasaki
   • Leo Laporte
   • Chris Brogan
   • Amber MacArthur
   • Mari Smith
   • Sherman Hu

   “Following someone” means requesting to be their friends on Facebook, signing up for any e-letters they may have, reading their blog posts, and following them on Twitter. Simply put, it’s using every avenue available to stay on top of what they’re saying, the ideas they’re espousing, etc.

3. Make yourself known. You can do this by leaving comments on the person’s blog. Also invite others to join your social network and follow what you’re saying on a day-to-day basis. For instance, Jim will regularly post comments that demonstrate his knowledge of marketing and copywriting. He’ll also let others know about valuable resources that may help them out.
4. Build relationships. Once you’ve got some friends and followers, certain people will start dialogues with you. Because of the nature of the social networks you’ll be joining, many of these people will be entrepreneurs with businesses that can greatly benefit from your copywriting services. After about a month of communicating with these people, you’ll start to build trust. It’s at that point that you suggest you talk on the phone. Usually by that point, it’s to discuss a potential copywriting/marketing project.
5. Wash rinse and repeat. Keep doing this on a consistent basis, and you’ll start forming many relationships with business owners who need your services. In fact, according to Jim, many of these solo-entrepreneurs don’t even have time to get on the phone, but they will take the time to see what people are saying on social sites like Twitter and Facebook, and post comments on blogs.

To make social networking an effective way to get clients, you’re going to have to get big numbers of people on your social networks. So follow the steps above, and with time and consistent effort, you’ll get to that point.

This article appears courtesy of The Golden Thread, an e-letter from AWAI that delivers original, no-nonsense advice on how to build your freelance copywriting business. For a free subscription, visit http://www.awaionline.com/thegoldenthread

By Malcolm Smith, AWAI-trained copywriter

I field a lot of different questions from new and prospective copywriters. But one question that almost everyone asks is “How do I find clients?”

Finding clients is the #1 concern for most new copywriters. And who can blame them? Freelancing can seem daunting for someone used to a guaranteed paycheck – even if the check isn’t all that large.

And that fear can be crippling. It keeps many talented people from building a future as a six-figure copywriter. They get started, but then they get scared. And they go back to their nine-to-five jobs … just because the paychecks are a sure thing.

What these people don’t understand is that finding clients doesn’t have to be overwhelming. And it doesn’t have to be hard.

For example, copywriter Shel Horowitz recently told me about an online technique he uses to add $30,000 – $40,000 to his earnings every year. It’s amazingly simple, and here’s how he does it:

Shel participates in several online forums related to his copywriting specialty: publishing.

When he finds an appropriate question from another forum member, he posts an answer. And he does so in a way that demonstrates his skills and expertise. This opens a dialog with prospects who need Shel’s services.

Sometimes Shel lands the person who posted the question as a client. And sometimes it’s a different forum member who hires him.

Shel only posts about 100 to 150 times a year, and most of his posts take less than 15 minutes to write. It’s quick. It’s easy. And he doesn’t even have to ask for jobs. Instead, the clients come to him because of his posts.

To use Shel’s technique, first, locate an online forum related to your specialty (by using an online search engine).

Next, learn the forum and its habits – read their FAQs (frequently asked questions) and follow the posts for a couple of weeks.

Finally, begin responding to carefully selected questions and posts. Always be helpful, and don’t try to fake your way through anything. You don’t have to hide the fact that you’re a copywriter. Just don’t treat your posts as an opportunity to advertise.

You can join and drop forums as you find them useful. Some may bring you quite a bit of business, while others may bring none. Keep in mind that it will take a little time to establish your reputation on each forum.

But maybe going online isn’t your thing. That’s okay. No matter what your personality or preferences, there’s a way to win clients that will fit you to a “T.”

For instance, a technique Bob Bly recommends is the “bait piece.” A bait piece is a special report that entices prospects to inquire about your services. You can offer a bait piece in a mailing or on your website.

The report doesn’t have to be very long – many are less than a dozen pages – but it does have to be written on a topic that’s important to your prospects. And it should offer valuable information that the average prospect doesn’t already know.

Don’t just write something off the top of your head. Take the time to research the subject thoroughly. And don’t plagiarize someone else’s work and call it your own.

If you save your bait piece on your computer in PDF format, you can easily print it out or send it as an email attachment. PDFs print well, and your prospect can read it no matter what operating system his computer uses.

Create a simple “cover” for your report, and be sure to put a price on it. The report’s length and how technical the information is can help you determine the price. Also check the prices of similar bait pieces.

One of the best features of a bait piece is that it not only draws inquiries from prospective clients, it also proves your expertise.

Having as much work as you can handle is a lot easier than you’d think. These are just two of more than two dozen techniques I’ve identified to build your client list. No matter what your level of experience is, there are ways you can start building your business today.