Why the Way Most Copywriters Look for Work…Doesn’t Work

I’ve heard it, you’ve heard it, we’ve all heard it:

“Writers don’t make any money!”

Or, even more specifically:

“Copywriters don’t really make any money—it’s all lies.”

As someone who, when I’m focused on just copywriting, has no problem hitting six figures and now dedicates a large portion of my time to helping others maximize their copywriting income too, let me just remind you:

The people who shout the loudest are often the people who have no idea what they’re talking about.

Of course, some really think that they know what they’re talking about—because they way they’ve tried to build a copywriting career didn’t work.

And therein lies the problem: It’s not the career that’s faulty, it’s the way that some people try to create that career that’s faulty.

Let’s look a metaphor for a moment. You know that show, The Bachelor? (You can pretend not to know it, but I know you do.) The scenario is that one improbably handsome man (or woman, in the case of The Bachelorette) gets to choose his ideal mate from among 25 improbably attractive women.

All of which is to say that this is a really great deal for The Bachelor…and a pretty crummy deal for the 25 women. It’s not a promising ratio for the ladies.

Well, guess what? The way that most people try to pursue a copywriting career is exactly the same: A crummy ratio that is NOT in their favor.

Would-be copywriters see a job or a project listing and apply for it, which seems like a pretty standard tactic, right? And that’s the problem—it’s a VERY standard tactic. Which means that a lot of would-be copywriters are doing it, too.

It’s a ratio of one job to dozens and dozens of copywriters. Not a great ratio for the copywriters.

But now let’s imagine a different scenario—and a different ratio. Instead of one project and multiple copywriters vying for it, imagine one copywriter (you) and multiple possible opportunities. Really, as many opportunities as you want.

That sounds better, right?

Well, that’s how the pitching process I teach in the Comprehensive Copywriting Academy works. You do the research and craft friendly, engaging, and compelling pitches to send out to prospective clients. (And, for best results, you do it on a regular, systematic basis.)

And, don’t forget, prospective clients want you to pitch them. You’re solving a problem for them (providing a skilled copywriting resource at the ready), and even if they don’t need you now, they’re likely to save your information for later.

Sure, if you see a job or project posted out there, you can absolutely apply for it. But that should definitely not be your main strategy.

Instead of being one of many copywriters applying for a project, you’re one copywriter popping up in many potential clients’ inboxes, offering insightful ideas and a skilled copywriter ready and willing to work with them.

In short, get the ratio right and you can get your career right.

Your turn! What concerns or questions do you have about pitching? Let me know in the comments below!