One of the questions I’m asked most often by new copywriters is:
Where do I find the work?
The good news? There has never been more content being produced, across more channels, by more businesses.
Yes, AI has changed the industry, but businesses still need websites, emails, blogs, LinkedIn posts, sales pages, case studies, video scripts and all the other content that keeps the marketing machine ticking over. Increasingly, they also expect copywriters to know how to use AI as part of the process.
The copywriters who can write and use AI intelligently — who know what good copy looks like, can spot what’s wrong with a draft and know how to improve it — will be in a much stronger position than those who can only do one or the other.
But first, you need to find the clients.
Here are some of my favourite ways to do it.
1. Start with the industry you already know
When people decide to become copywriters, they often think they need to start again from scratch.
You don’t.
Your previous career can be one of your greatest assets.
Let’s say you’re a teacher.
You may have absolutely no desire to spend the rest of your life writing copy for schools, and that’s understandable, but think beyond the school itself. There’s an enormous ecosystem of businesses trying to sell into schools, like the suppliers who make:
- desks and whiteboards
- carpet
- landscaping
- sporting equipment
- cleaning services
- IT systems
- uniforms
And that’s just the tip of the iceberg. All those businesses need to reach principals, purchasing officers, teachers, parents and education departments, and no one understands that world better than someone who has actually worked in it, which is you.
Instead of presenting yourself as another general copywriter, why not position yourself as a copywriter specialising in the education sector? You know how schools work, the language they use, how decisions get made and who to speak to. That's valuable information others do not have that you can leverage.
You could even run a webinar on LinkedIn: ‘Want to get your product or service in front of a school principal or purchasing officer? I’ll show you how.’
2. Think sideways, not just vertically
The same principle applies to almost any profession.
Say you’re a physiotherapist who wants to move into copywriting. The obvious clients are physiotherapists, so start there, but what about osteopaths, chiropractors, massage therapists and acupuncturists? Widen the lens even further and you could target yoga studios, gyms, personal trainers and psychologists.
You already understand many of their customers, their terminology and the problems they solve, and more importantly, how you can help them fill their waiting rooms or studios.
That’s a much stronger proposition than saying, ‘Hi, I’m a copywriter. Would you like me to write you a blog?’
3. Niche down before you spread out
A lot of new copywriters worry that choosing a niche will limit the amount of work they can get. The truth is, it can actually make finding work easier.
‘I write copy that helps physios fill their waiting room, charge premium fees and work with a select group of clients on retainer’ is far more powerful than saying ‘I’m a copywriter.’
Here's the thing. You don’t have to stay in that niche forever. Use what you already know to get through the first few doors, build your confidence, portfolio and client base, and then branch out.
4. Go where your potential clients already are
Networking does not have to mean standing awkwardly in a room with a warm glass of wine, handing out business cards to strangers who don’t need or want your service. There are valuable networking opportunities happening around you all the time – you could be at one within hours speaking directly to people who need what you offer.
Ticketing sites such as Eventbrite and TryBooking are surprisingly useful places to find them.
Simply type in your location + topic + industry + niche and the site will serve you up a host of networking events, conferences, meet-ups and workshops that fit the bill. Some will be in person, some will be online, some will be free, and some will be paid. What’s important is you now know where to go, you decide what’s appropriate or not and you can make the call.
And don’t go there hell-bent on selling your copywriting to everyone you meet. Be open-minded. You may not meet the client of your dreams, but you might find a client, a contact who has a contact who needs what you offer. Go with the intention to help others get what they want and you won’t go wrong.
5. Make it easy for people to see what you can do
You need a portfolio. It doesn't have to be a beautifully designed 47-page extravaganza but you do need one.
Keep it simple. For each project, include:
- a short sample/screenshot of the copy
- the client's name
- their industry
- the context or brief
- what you did
- the result, if you know it
- a testimonial, if you have one
- the client's logo, where appropriate and permitted
If you're starting out and don't have much paid work, create some speculative or ‘spec’ samples. Rewrite a homepage, create an email campaign for an imaginary client, or offer to help a business you know. Plug it into Canva, and you've got yourself a brochure, a flyer, a social post, or a billboard that demonstrates what you're capable of, even if it never gets published.
Many small businesses won't even care what you've done because they'll just take you at face value and assume you can do the work. But the bigger agencies and bigger clients will want to know what you've done, so that's what you can show them when they say ‘Can I see some examples of your work?’
6. Don't start posting. Start participating.
This is where a lot of people freeze.
They know they should be visible on LinkedIn or other platforms, but the idea of posting makes them nervous.
What will I say?
What if nobody responds?
Will people think I'm trying to sell them something?
Don’t get fixated on posting. Start by participating.
Week 1:
For the first week, make it your job each day to:
- like or leave thoughtful comments on five posts
- review someone's book or tell someone you liked their podcast
- congratulate someone on a recent win or new job
- attend a free workshop offered by a colleague
You're not there to sell yourself or your services. You're there to insert yourself into the conversation.
Week 2:
The following week, go a little further. Comment on what someone did and why you think it worked.
Week 3:
By week three, start sharing some of your own insights. Subscribe to a good SEO, marketing or advertising publication, read what's happening in the industry, take one useful idea, add your perspective and share it.
Before you know it, you're posting with confidence and letting people know you're alive and kicking and doing good things in the world.
7. Use job boards and freelance communities
There are plenty of places where copywriting work is already being advertised.
Look at specialist job boards, freelance communities, recruiters and industry groups. Rachel's List is one example worth exploring, as is Creative Recruiters. SEEK.com has literally thousands of copywriting jobs ready to go right now, but most people ignore it because they think ‘Why would they pick me?’ That is limited thinking. The question you should be asking is, ‘Why wouldn’t they pick me?’
Go back to your existing clients that you've worked with in the past. Ask them if they need any further work or can refer you to other clients.
Make a list of all the people you've ever worked with in this industry and any other industry. Send a brief email saying you're now doing copywriting, you're looking for work, and you work on these kinds of things. Do they have anyone that might need some copy written? If so, please pass your details on. Attach your portfolio and your web link, and before you know it, you're going to have leads lining up at the door.
It’s very rare that the first person you talk to needs what you offer, but they may know someone who knows someone who does. It's not a linear process, so don't expect things to be cut and dried, and it may take more time than you think. But once that door opens, you may find the leads flowing more quickly than you think.
8. Learn how to use AI properly
If a client asks whether you use AI, don't automatically assume they're trying to replace you.
They may simply want you to work faster and more efficiently.
Learn how to brief AI properly, how to interrogate what it produces, how to fact-check it, edit it and inject the client's real voice, knowledge and stories back into the work.
Most importantly, learn how to write copy first.
If you don't know what good copy looks like, it's very difficult to know whether AI has produced something brilliant, mediocre or complete rubbish.
AI is a tool, but it’s your judgement, experience and personal point of view that make the tool useful.
9. Build a simple system and keep going
I agree this can get overwhelming, and there are so many things you could do that you end up doing nothing. That’s why I recommend you pick one thing, do it, finish it, then move on to the next. Do the hardest thing in the morning, and then get on with the rest of your day.
If you spend at least half an hour a day focusing on copywriting prospecting, something has to happen. It is the law of nature: where you put your energy, things grow. Pick a few activities and do them consistently.
For example:
- apply for two suitable jobs
- contact two potential clients
- attend one networking event
- reconnect with one former colleague
- spend 15 minutes participating on LinkedIn
- add one new piece to your portfolio
Then do it again next week.
Finding freelance work becomes much less intimidating when you stop thinking of it as one enormous task called ‘GET CLIENTS’ and start treating it as a series of small things you can actually do.
And remember: your old career hasn't been wasted.
Your contacts, industry knowledge, technical expertise, qualifications and understanding of how a particular sector works can give you an advantage that another copywriter simply doesn't have.
Happy writing!
