The best writing clients – and the worst

[The Writer’ s Life]( October 3, 2017 Hi {NAME}, When you're transitioning to copywriting … Whether you're starting with zero writing experience or transitioning from another writing profession like journalism, screenwriting, or technical writing … One of the first big decisions you'll make is whom you want to write for. In other words, who YOUR ideal clients will be. We talk a lot about identifying your "ideal clients" during our Inside AWAI webinars each month. [(You can access the free recordings and sign up for the next one here.)]( But in doing my research for our webinar last month on getting clients, I came across an article written by Bob Bly that clearly laid out all the types of clients you'll have to choose from. In it, he explains who they are and what you can expect, as well as how to determine which ones are the right clients for you. He gave me permission to republish it here. Along with being known as one of the best copywriters of all-time — and the prolific author of more than 90 books — Bob's also one of the most generous teachers — especially when it comes to helping writers promote themselves so they make great money. If you're attending [Bootcamp]( this year, you'll see for yourself when he gives you 10 ways to get great copywriting clients during his session on Thursday. And if you're not registered, you can still get a front row seat in his session from the comfort of your own home. [Check it out here!]( To your success, Rebecca Matter President, AWAI --------------------------------------------------------------- The Best Copywriting Clients — and the Worst By Bob Bly [Graphic of businessperson with different color necktie than rest of group] Okay … Let's say you want to make the transition from journalist or creative writer to freelance business writer. One of the things you're going to have to decide is who your potential clients are. A desirable client is someone who has the budget to pay respectable fees to freelance writers and is willing to do so. But finding clients ready to whip out their checkbooks and pay big bucks for your business writing may be trickier than you think. So, let's break down what to expect when working with a variety of companies that hire copywriting help. The Fortune 500 An obvious market for freelance corporate writers is the Fortune 500 — the nation's 500 biggest companies. There are three advantages to working with these and other large corporate clients. First, these companies, by and large, have deep pockets, though some are deeper than others. Pharmaceuticals and financial services have traditionally been two sectors rolling in wealth — though, given the current financial upheaval, I'd be wary of the latter. But as a rule of thumb, all giant corporations are well-capitalized and can easily afford to pay your bill. Second, your client within the corporation is likely going to be a communications professional — typically a manager of marketing or employee communications, or a public relations or corporate communications director. That's good news, because dealing with communications professionals can make your life a whole lot easier. These trained communicators know what to do with your copy, appreciate the value you bring to the table, understand the fees top freelancers charge, and, for the most part, expect to pay them. Third, large corporations can offer the freelancer a steady stream of assignments. Years ago, on a visit to The Dow Chemical Co., a marketing manager told me Dow needed to produce 740 different brochures that year — enough to keep dozens of freelance copywriters busy all year long. Any disadvantages dealing with large corporations as writing clients? A few: Even when your invoice says 30 days, expect payment to reach you in 45 days, 60 days, or longer. In larger organizations, many people have to review and approve your copy, which can mean untold headaches for you. Peggy Noonan, one of Ronald Reagan's speechwriters, once said that an important speech for Reagan would be reviewed by 50 White House officers. Local Mom-and-Pops Local small businesses — especially SOHOs (small office/home office), self-employed professionals (dentists, doctors, attorneys), and solopreneurs (entrepreneurs in a one-person business) — are at the opposite end of the size spectrum from Fortune 500. Their characteristics as freelance-writing clients are also the polar opposite of large corporations. The owner of your local dry cleaner or jewelry store doesn't really understand marketing, and therefore may not appreciate the value a professional writer brings to the table. So she may haggle over your fee — and after hiring you, she can be difficult to work with. Small businesses, lacking basic marketing knowledge and not having a marketing manager on staff, need a lot of hand-holding. So they will turn to you for marketing advice and assistance — everything from strategy to project management. Be sure to charge a separate fee for these consultation services in addition to your copywriting fee, lest you end up as an unpaid — and frustrated — marketing coach. Dow Chemical might produce hundreds of brochures a year, but a small local company may literally have one or two possible freelance jobs for you in a year. So as a rule, they are not the most lucrative of clients. Their projects tend to be smaller in scope. And they are always looking for a lower price. Self-Employed Professionals If the average local small business is a mediocre client at best, it's an even worse gig writing for doctors, dentists, lawyers, and other self-employed professionals. Why? To begin with, these folks believe that their education entitles them to earn more money than those of us without an MD or JD. So in my experience, most self-employed professionals in fields other than marketing cannot accept that you, a writer, charge as much or more than they do. (One exception to this is the specialty of newsletter writing, which pays at a fair rate for the steady work.) Most of these self-employed professionals have "hard skills" that require extensive technical knowledge in a given field. They view writing as a soft skill. Anyone can do it, they think. They would do it — many fancy themselves good writers — except they don't have the time. Because of this, they look down on writers. They have a difficult time accepting us as professional peers. SMBs An "SMB" — small/medium business — is a company larger than your local chiropractor and smaller than Cisco. SMBs typically have more than 10 employees and fewer than 500. As such, SMBs, also called "middle-market companies," are halfway between the two extremes of large and small businesses in terms of their desirability as clients. Depending on the size of the business, you may deal directly with the owner. Or you might be hired by the general manager, sales manager, chief operating officer (COO), or marketing manager. The worst is the COO, who typically views marketing as just another operation and has no conception of the skills copywriting entails. An SMB's volume of writing projects is usually less than a giant corporation's. But if the client likes you, you might be the company's sole or primary writer, which could mean plenty of work, at rates equivalent or close to rates for the Fortune 500. One key difference: Marketing communications managers at Fortune 500 companies are primarily looking for you to make their life easier. So they seek out writers who are easy to work with, as well as those who provide extra services (e.g., a copywriter who not only writes the email marketing message but knows how to format it for the email delivery platforms) and are fluent in the same technologies the corporation uses (i.e., a copywriter who uses the same software and tools as the company). Business owners, on the other hand, are much more concerned with results. Did your copy sell a lot of product for them? Did it make them a profit far in excess of what they paid you to write it? Ad Agencies and PR Firms Many businesses that hire you as a freelance copywriter may also be working with an ad agency or public relations firm. For instance, the ad agency might handle online and print advertising, while you're brought in for special writing assignments such as annual reports or speeches. You can market yourself directly to ad agencies and PR firms, and both routinely seek freelancers to supplement their staff copywriters. But should you do it? Perhaps in the beginning of your freelance copywriting career, when your goal is to gain experience, a client list, and portfolio samples — yes. But after that, no. In my view, it's easier and more profitable to work directly with a business client rather than through its ad agency. Why? The agency needs time to review and comment on your work, and to make money on your copy, it has to mark up the price. Therefore, ad agencies as a rule have shorter deadlines and pay less for the same assignment you could write, at a higher fee, for the corporation directly. Internet Businesses With the explosion in Internet marketing over the past 15 years or so, freelance business writers now routinely get calls from online marketers looking to hire them. They may need you to write a landing page (a dedicated website selling a single product), an email marketing message, a regular e-newsletter, or maybe a webinar presentation or white paper. This is a difficult market to navigate, because the size, seriousness, and success of Internet prospects are not always easy to gauge. Sometimes I get an inquiry from someone who appears to be a small-time operator but turns out to be making millions of dollars online and can easily afford my fees. Other times, what you think is a promising inquiry turns out to be a retired grandma who wants to sell her e-book on knitting online and has $100 to spend on your services (and she can't understand why you're not interested). The Right Clients There is no hard and fast rule that says one type of corporate client is better than another. Some freelance-business writers I know have a client list that reads like a who's who of the Fortune 500. They get a kick out of having these prestigious companies as clients, and enjoy the high degree of professionalism they bring to their dealings, not to mention getting paid top dollar. Other freelance copywriters deliberately stay away from large corporations because they see them as dull and rigid, more interested in getting the copy through the approval process without making waves than creating a truly memorable and persuasive promotion. I suggest you work with clients you like and are most comfortable with. For me, that means having a mix of SMBs, large corporations, and Internet entrepreneurs. I like working with clients that sell interesting products, which to me means information products, technology, or professional services. One other thing you should be aware of when looking for copywriting assignments: Size matters. The simple truth is that you can generally charge more money for larger projects requiring thousands of words of copy, less for short-copy projects like banner ads and email marketing campaigns. Okay, that's a recap of the variety of companies that hire copywriting help. Keep in mind that trained communicators know what to do with your copy and appreciate the value you bring to the table, and are willing to pay you accordingly. Which clients do you think will work best for you? Post in the comments [here](, along with any questions you have. *** What We're Recommending this Week *** Bootcamp 2017 is Sold Out But You Can Still Join Us LIVE! AWAI will be livestreaming the entire Copywriting Bootcamp October 18-21, 2017, so you can watch each presentation as it takes place in real time all with the click of a button, on your phone, tablet, or computer — from anywhere in the world. Bootcamp is the best chance you'll have all year to make major progress on your copywriting career and accelerate toward the writer's life. And with your livestream ticket you won't miss out on that opportunity! You'll experience the same thing as those attending the event … fantastic "real-world" copywriting techniques from legendary copywriters and marketers, a "behind-the-scenes" look at today's most in-demand niches … the ability to ask your questions … receiving immediate feedback … the chance to pick up actual Spec Assignments from real companies looking to hire writers like you … no resume, cover letter, or experience required … The bottom line is, as a virtual attendee, you won't miss out on anything … [Claim Your Livestream Ticket Now and Save 50%]( Free Webinar with Dan Kennedy: How to Land Well-Paying Clients Eager to Find Trained Copywriters If you're looking for a great way to support your writer's life and establish yourself with a steady stream of work from clients who consume A LOT of new copy, month-in and month-out, you don't want to miss this webinar! On Thursday, October 5th at 3:00pm ET, Dan Kennedy will host a FREE Webinar & Q&A Training session where he'll reveal the secrets of writing for the High Value Info-Marketing Industry. These are the clients who can provide you with certainty, security and a steady flow of high-paying assignments. Dan has provided real, dramatic, and substantial breakthroughs to AWAI freelancers again and again … and that's what he'll be doing during this training session. There's no charge to attend, but time is running out to sign up. [Don't Miss Out – Claim Your Free Spot Now!]( Get Paid Writing Projects in the Next 30 Days Follow our simple 30-day roadmap when you join Wealthy Web Writer and you can land paying projects THIS month. Quickly set up shop, then use the tools and templates to start connecting with clients. You can earn a steady stream of side income from just a few projects. Then repeat the process and watch your income increase month after month. 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