Freelance Copywriter UK Blog 2009
Welcome to the Freelance Copywriter UK blog
This is where you'll find miscellaneous bits and bobs on freelance copywriting which don't fit any of my other copywriting blog categories. As well as stuff that has nothing whatsoever to do with copywriting.
For earlier entries, see the archive pages below left. For blog entries on other subjects, go back to the main blog menu.
If you're after some freelance copywriting, or if you want to comment on a blog post, please just contact me
For more details of the types of copywriting I do, just go to my homepage
Or for examples of what I write, see my work
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LATEST ENTRIES BELOW
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December 2009
The worst job I ever had
It was my first job in advertising, back in the late eighties. I answered an ad in the Guardian's 'Creative, Media and Marketing' recruitment supplement for a 'copywriter / account handler'. It was for a small business-to-business agency.
It pretty soon taught me that being an account handler was not the way to go. Actually, it nearly put me off being a copywriter too, it dented my confidence so much. Fortunately, shortly after leaving, I decided to do The D&AD creative course and my eyes were opened to what good creative work was really about.
So why was this job so bad? Well, if I tell you that the father ran the agency, the mother did the PR, the daughter was creative director (despite never having worked anywhere else), and, until I came along, the son was the copywriter (again, never having worked anywhere else), you get the general idea. In fact I only had to tell people that that was the set-up and they would start laughing their heads off.
But it certainly wasn't amusing to work there. Everything had to be run past 'the family'...who, of course, had their own internal politics. They proudly announced that their USP as an agency was...wait for it...their administration.
Not their creativity. Not their market knowledge. Not their planning. Not their client service. Not even their data handling. But their administrative skills, Lord preserve us.
And it's true, the contact reports were beautifully laid out. But that was only thing that was attractive about the whole set up. The politics. The work. The people skills. All were ugly, ugly, ugly.
Of course, being in my first proper job and not knowing any better, I gamely tried to stick it out. One by one, over the four months I was there almost everyone in the agency was given the boot. When I finally got the push too, all that were left were the receptionist, the production assistant, one designer and the odd job man. Oh, and the family of course.
In each case, the people concerned had been fired, though it was obvious that the real reason was lack of work.
A few months later, I heard that the agency had gone belly up. Shame.
December 2009
Recent work
Some ongoing projects, plus a couple of new ones:
- Several projects from a new client, World Writers. These include anglicisation of some financial ads, an e-newsletter and banner ads.
- Another project for Ignito, an agency I've worked with for over five years now.
- Website copy optimisation for the Byron Society.
- A major new marketing project for J2 with a well-known FMCG company.
- More work, as ever, for Stage on Screen.
- New website copywriting for Outreach International
November 2009
Working for free
Sometimes I get asked to work for free, in the expectation of lots more work 'when we win the account' or whatever. Unless it's a long-standing client or an old friend, I always turn it down. These are generally longshots anyway, and, even if the initial free work does the trick, it rarely results in the promised plethora of paid work.
Here's a wonderful email exchange from a few days ago, prompted by someone who was sick of empty promises in return for a full day's work:
November 2009
Wise words from another copywriter
Some useful tips here from a fellow copywriter, Liz Craig. Her first point in particular captures, I think, the essential difference between a freelance copywriter who's going to make the grade when it comes to sourcing and keeping clients, and an also-ran who's going to struggle.
November 2009
Minor site update
I've added some testimonials to my testimonials page
November 2009
Recent work
Lots and lots of freelance copywriting projects on this month:
- First and foremost, there's been a lot leading up to the launch of the Stage on Screen DVDs. As well as the many emails, mentioned elsewhere, which go out later this week, there have also been transaction pages to write and check, terms and conditions, main pages to update for the launch and much more besides.
- I've just done an anglicisation project for a leading financial information company, making sure US press ads work in the UK market.
- A press ad for the Byron Society, shortly to be followed by some copy optimisation for their website.
- I'm just starting a website rewrite and copy optimisation for a Midlands engineering company.
- Completion of copywriting for a major government website.
- Lots more in the pipeline too...
October 2009
One more reason why I'm so glad to be a freelance copywriter.
In a previous post, I've looked at the positives and negatives of being a freelance copywriter.
One of the biggest positives is being out of the agency politics. It's sad how most agencies, even the most successful ones, become enveloped in bitchiness and in-fighting. In fact, maybe it's especially the successful ones.
A particular blog entry by Steve Henry on the Campaign website is a case in point. His agency, Howell Henry Chaldecott Lury were the place to work at, at one point. Or rather over several years in the late 80s, to mid 90s.
Some aspiring copywriters and art directors even used to tailor their portfolios towards the agency with the avowed aim of not working anywhere else.
Howell Henry were the ones who produced fabulous work for clients like Tango, Maxell and First Direct. They were even named 'Agency of the decade' by Campaign.
But, as is shown by his blog entry and one or two of the comments on it, it wasn't to last. Take a look at The rise and fall of HHCL
October 2009
Creative CVs...take two
Not so long I wrote a blog entry about the types of CV I had, and included a link to some particularly creative CVs.
Well it seems like, not for the first time, new technology risks stifling rather than enhancing creativity.
Apparently, many CVs these days aren't read by real people at all. They have an electronic eye cast on them instead, and any which aren't in the right format or don't feature certain keywords get discarded.
Much as my freelance copywriting business involves getting formats and keywords correct, I think it's a shame. It's hard enough for jobseekers to stand out from the crowd without opportunities for individuality being eroded.
October 2009
Small site update
I've added a couple more freelance copywriting samples to my work
More to come, when I have the time...
October 2009
Freelance copywriting - Stage on Screen...enter stage left
Finally, Stage on Screen is getting going for real. Over the past six months or so, I've written and copy optimised the website, created some mailers, flyers, press releases, posters and more.
Now the waiting is over - the first two plays are currently being staged at Greenwich Theatre in South East London. I went and saw Dr Faustus at the weekend. Great stuff - I was chuffed to bits about how good it was (miles better than some plays I've seen at the National and in the West End too).
Next weekend, I'm going to see The School For Scandal. This one is meant to be even better, so I can't wait.
Filming of both plays also takes place this weekend. Dr Faustus has sold out completely, but there are still a few tickets left for The School For Scandal, so if you fancy seeing a great play, get down to Greenwich. It's running throughout this week. If you go this Saturday, you'll also be there when it's filmed.
Of course the real proof of the pudding will be when the DVDs go on sale, but the signs so far look positive. A lot of interest from schools both in this country and abroad, so fingers crossed.
October 2009
A nice piece for a Monday morning for any freelance copywriter
Sometimes, freelance copywriters can't see the wood for the trees. We can also be poor at communicating our own talents. Not to mention the benefits we can bring to our clients, rather than simply ticking a writing box.
I just found this excellent blog post from Liz Craig on that very subject.
http://lizcraigwriter.com/2009/10/01/three-simple-ways-you-can-improve-your-prospecting-approach/
September 2009
Latest news
Plenty of different freelance copywriter projects happening in the last month or so:
- Stage on Screen are about to really get going. The first plays are being staged from the end of theis week, with the DVDs coming out a in around a month. So lots of work for them recently and in the months to come.
- Website copy and copy optimisation for a UK based firm of Polish builders (who, as it happens, also did a very good job on redecorating a couple of rooms of my house)
- More work from Spain for Amadeus.
- A small project for an old client, Ignito. I've now worked as a freelance copywriter for them for around five years.
- Some website re-writing for an Irish jewellery company.
- An exciting new website project for a Bahrain business services company.
September 2009
Nice PR comeback
I'm always amazed how, even now, big companies make a hash of their PR when stories in the press go against them.
One instance that springs to mind is the great McDonalds libel case, when Ronald and the other corporate clowns took an almighty sledgehammer to try and crack the puniest of nuts in the shape of a couple of activists who they claimed had libelled them. The adverse publicity they received was far, far worse than the original offence, if offence it was.
Another example is the lock company, whose name escapes me (possibly because they're no longer in business). A few years back, someone found he could pick their locks using something as simple as a ballpoint pen. He put his findings on a blog or forum or some such.
Did the lock company contact him, thank him for drawing attention to a flaw in their product and go away and design a better lock? Nope - they came down all heavy-handed and tried to stop the information from spreading. The result? Everyone quickly got to hear of it and the company became a laughing stock.
So it was good to see one company that finally got it right not so long ago. Southwest Airlines tried to ban a girl in a tight sweater and short skirt from boarding a plane, supposedly on the grounds of decency. She complained and....to cut a long story short, the airline quickly saw the error of its ways, apologised, and even offered special 'miniskirt' fares, with radio ads voiced by the girl herself.
September 2009
Work update
Typical....you go and holiday and everyone wants you. We opted for a staycation this year and went to Northumbria. En route, I had calls from no fewer than three separate agencies - "Could you come in next week?".
Annoying...and strange too, because the great majority of my work this year has been direct for clients, and I've hardly done anything for advertising or digital agencies. Still, it shows that things are picking up in the wider world.
For me, though, it's been a very busy year. And August was no exception:
- I'm in the middle of a new project for a removals company based in France.
- I've written a website for an upmarket property company in West London, with sales literature and more to follow.
- Just heard that a Liverpool agency has won a very important (and confidential)website project and wants me to write it.
- About to start work on a website for an online art company.
- Website editing and writing for an online betting company.
August 2009
Creative CVs
As a freelance copywriter, I rarely get asked for my CV; my website does a pretty good job of explaining who I am, what I've done and who I've done it for.
Occasionally I do, however. And I'm always in a bit of dilemma as to what to send out. You see, a regular CV is going to look a bit lopsided in my case, given that I've been a freelance copywriter since 1994. Neat little paragraphs of agencies I've worked at full-time, plus a stonking great monster of a section with all the clients and advertising, digital, direct marketing or other agencies I've freelanced for. Even if I pared it down to the well-known ones, it's still an unwieldy lump of copy.
Sometimes, though, I sense that's what people want to see. So I have a CV like this. But other times, the CV I send out is somewhat different. It's essentially a freelance copywriter CV - either a general one or one purely focused on digital work. It's a bit more light-hearted, yet it contains a lot of relevant information and names, while still fitting on one page.
I also have another type. This is my general freelance copywriter CV, but with knobs on. Or rather with samples in. I include eight or nine examples of my work from across the board.
I tend to email this last CV when I sense that it's going to be compared directly to that of other freelance writers, or will be passed on to higher up the food chain, to someone with no time or inclination to click on my URL.
It is, if you like, a creative CV. And I think it often does the trick.
But when it comes to some CVs, I have to say that it looks more like an accountant's laundry list. Just take a look at this page of 20 creative CVs:
It's a wonder some of them actually had time to do any work for their employers.
August 2009
Want to be a successful freelance copywriter? Keep your work
I remember when I started out in this business and I was working in - or looking to move to - leading advertising agencies, always keeping my portfolio in good shape and selecting only the best work to put in it.
Now, if you're looking to get into a top ad agency, you need a first rate portfolio. And by first rate, I mean one stuffed full of great ideas. In those days that would mean mostly TV and posters. You might add in a press ad or two with a spot of copy, but beyond that forget it. A radio ad was generally seen as déclassé and would go unread. A sales letter? Forget it. A brochure? Give me a break. Cunning stunts were in their infancy portfolio-wise, and 'online' was barely a twinkle in Tim Berners-Lee's eye.
If it was great printed work, that was good, but it was perfectly acceptable to just have spec stuff. But however good the brochure, sales letter or whatever that ran, it wouldn't make it into your portfolio.
Many copywriters and art directors never bothered to even ask for samples of their produced work if it didn't 'make the grade' in terms of being in the 'right' media or a 'great' idea. But I did. And I kept them. Ok, I'm a natural hoarder anyway. But a little voice told me that one day they might come in useful.
And I'm glad I did keep them. Because in my latter-day incarnation as a freelance copywriter, they are indeed very useful.
My award-winning work (and I have been lucky enough to win a good number of awards) is rarely of interest to regular clients. No, what they want to see is that I've written the kind of stuff they want to produce. A letter for a soft drinks company. A brochure for a software producer. A sales promotion for a holiday organisation. And so on.
And that's where I have the edge over those other freelance copywriters who never kept samples of their work - or even asked for them in the first place.
August 2009
Recent work - August 2009
Some interesting and unusual jobs lately:
- Editing website copy for Belgium's leading language school.
- Website and brochure writing for a leading Middle Eastern construction company, via a Saudi Arabian digital design agency.
- More work for Amadeus in Spain.
- Marketing consultancy for Outreach International, the volunteering overseas organisation. They're looking to increase the number of volunteers by at least 50% within a year. Hopefully the measures I've suggested and my copywriting will deliver. Watch this space!
- Internal guidelines for a hire purchase company.
July 2009
Recent projects - July 2009
Plenty happening at the moment:
Very busy this last month and all set to be busier still in June.
Latest projects include:
- Further direct mail projects for the financial software company
- A complete copy optimised website for an estate agent in Docklands
- A complete website rewrite and copy optimisation for a printing and office services firm in Reading
- Sales collateral for Amadeus
- More projects for Stage on Screen, following its formal launch
- Website work for a new debt solution company
- A website for a UK communications company aimed at the Chinese market
June 2009
The pros and cons of being a freelance copywriter (part one)
It's been a while since I've done a proper original blog entry, as opposed to highlighting interesting bits and bobs from the blogosphere or minor YouTube gems. So I thought it might be interesting to do a piece on the ups and downs of being a freelance copywriter. (Besides which, I've recently slipped down a place or two on you know where for the phrase 'freelance copywriter', so it can't harm.)
First, the pros:
1. No office politics to speak of. Oh the joys of being out of that. Over the years, I've seen the inside of many, many agencies, and even the better ones have their share. Funnily enough, it's often the case that the politics are worse the smaller the agency is. And beware the agency with a 'nice' person at the top - he or she generally presides over a world of muddle, inefficiency and extreme back-biting. The best agency I've ever worked at had the same creative director, a well-known industry figure and renowned for being something of a tyrant, though generally an effective and successful one. Whatever bitching there was, it was generally about him. Once he left, to be replaced by a 'nice' guy and a 'consensus' approach, everyone just bitched at each other, the atmosphere got much worse and the work went downhill.
2. The pay. If you work hard at freelancing and make a go of it, it's better. Much better. The tax is less too.
3. Working on lots of different brands in lots of different media. In the last month, I've worked on various DM pieces, several websites, ads and in-house pieces. For clients as diverse as a major bank, an estate agents, a printers, an arts DVD business, a new debt management initiative, a German data company and a Spanish travel services company.
4. A corollary to the above is seeing lots of different people and offices. You also get to see how different agencies work, as well as types of agencies.
5. Working from home. Actually, it's a mix of working from home and working in-house somewhere, which is the best of both worlds. I'm actually pretty good at knuckling down to it. And it saves time, money and angst not having to commute.
6. My website. This is one for both the 'pro' and 'con' columns. Nowadays, I get most of my work through my website. I've put a lot of time and effort into it, and it's paid off. It does give me a sense of satisfaction to see my site at the top of the search engine rankings for terms such as 'freelance copywriting' and 'freelance copywriter'. And when the call from someone new comes in, or another completed enquiry form hits my inbox, I'm always pleased, however busy I may currently be.
7. My time is my own. You know what, I truly don't mind having to work the odd weekend. I know that I'm getting paid for it for one thing. Even better, I know that I'm not making money for someone else (not directly anyway). I used to loathe having to work weekends when I was full-time. And I can sneak off and watch a film or go fishing without someone's say-so. Bliss.
8. Not having to climb the greasy pole. I guess this one is partly related to point number one. The office politics would have magnified tenfold. And for me, that's an appalling prospect. Plus, I never really wanted to be a Creative Director. For one, thing, you'd likely end up not doing much actual writing. For another, the hours would have been horrendous. That said, I do have career ambition; it's just in other areas. Being better at what I do, improving remuneration, branching out into complementary fields. All of which I'm currently doing.
9. Being my own creative director. As most of my work these days is direct for clients, I'm my own creative director. Not to mention account handler, planner, PA and the rest. Like anyone, I can sometimes get it wrong. But I much prefer to be responsible for my own work.
10. I love it. I just do. It's more rewarding in all senses. And I avoid most of the bullshit that comes with working for someone else.
Next time, I'll look at the cons of being a freelance copywriter.
The pros and cons of being a freelance copywriter (part two)
Ok, now for the bad bits of freelance copywriting.
1. Chasing work. That can be a pain. Fortunately, I'm old enough and ugly enough to have picked up a fair few contacts. I've also invested a fair bit of time and effort in my website, which means that a lot of clients come to me. So I rarely have to spend much time on the phone or writing emails.
2. My website. Mostly a 'pro', but it can be a bore having to organise it and regularly add content. (Though I have to say, writing blog entries like this is generally quite quick and enjoyable.)
3. Proof reading. I like to think I'm a pretty good freelance copywriter. But I'm not a great typist. I have to force myself to read through copy I've written a couple of times to avoid the typos. Even then, they occasionally sip through…
4. Doing a tax return. This is a sweat. Though I have got a bit better at it over the years.
5. Keeping receipts. Also a pain. And time-consuming too, adding them all up.
6. No holiday pay or sick pay. The latter doesn't bother me as I've never had to take time off sick (famous last words). Apart from the time I got poisoned by the water at one particularly dodgy agency. But that's one for another blog post. Holiday pay, though, would be nice.
7. Organisation. There's a lot to organise when you're freelance copywriting. I'm not too bad, but unlike some freelancers, I'm not organised enough to have everything perfectly filed all the time. And you do pick up a lot of paperwork when you're a freelancer. Also chasing payers as soon as the invoice becomes overdue. Which brings me to…
8. Late payers. This one is the bane of any freelancer. It's also got worse lately, as the recession bites. Also I think the whole business world has got harsher anyway in recent years, with a growing mentality for trying to get away with paying as late as possible and generally shafting, or at least exploiting, others. It's why I've taken to getting at least 50% in advance for small jobs or new clients.
9. Non payers. Fortunately, this is rare. It's a bit of a bore going the small claims route, but it's actually it's quite enjoyable when you see the non-payers realise they don't have a leg to stand on and will have to pay a fair bit more than they originally owed.
10. Clients going bust. Also rare, but it happens. Not a lot you can do about it, apart from getting paid in advance where possible, shortening invoice due dates, and chasing like mad as soon as the invoice becomes overdue.
But when all's said and done, the plusses greatly outweigh the negatives.
Latest news - June 2009
Very busy this last month and all set to be busier still in June.
Latest projects include:
- Copy for a third website for Property Genies.
- Banner copy for a German marketing services company
- Extensive corporate literature for a major international bank
- Three more newsletters for Affinity, the leading UK housing association.
- International communications for Amadeus, the worldwide travel management company.
- Extensive copy for Stage on Screen, the new educational DVDs venture. Work includes writing their website, press releases and mailers.
May 2009
Wonderful YouTube video
Most clients are fine, and occasional haggling is part and parcel of the job, but sometimes people can take the mickey. So for once, here's a small nip towards those certain hands that(occasionally, grudgingly, skimpily)feed us. This YouTube video is too good to miss.
April 2009
Freelance copywriter - surviving the crunch
Finally noticed a bit of a slowdown in March, though still had a fair bit on the go, including a project for an integrated agency in Norwich. It took me right back - I was at university there, and hadn't been back for about twenty years.
One good thing about the recession is that we all need to sharpen up our act and get more creative. And with a lot of people out of work, but with some redundancy money to invest, there are a lot of new businesses starting up.
So I've been out marketing my complete website and copy package
And the good news is that there's been a lot of interest. After all, though I say it myself, it really is a great deal. £199 plus VAT plus £23.50 a month hosting is very little for a professional, measurable and adjustable website of up to 500 pages. Plus, you can add optimised copy written by me from just £60 plus VAT per page. Why not give it a go?
For details, just check out my complete website and copy package
In addition, I'm reducing my prices by 20% for a limited period. For more information, see my freelance copywriter homepage
March 2009
Great YouTube spoof
I found this on the Creative Forum blog. Couldn't find it on YouTube, so I'm linking to the blog entry instead. Once of the funniest pieces I've ever seen about advertising in general and advertising creatives in particular, and beautifully put together. Take a look at this Creative Forum blog entry
Latest news - March 1
Still very busy. Recent projects include:
- Print and tubecard concepts for a major American company
- Search engine optimisation copywriting for a recruitment website
- Sales collateral for an international leisure services company
- Sales collateral for an NLP courses company
- Brochure for a printing company
- Press releases for a new educational/leisure initiative
Latest news - February 5
Credit crunch? What credit crunch? Lots of new projects in the past few weeks:
- A big direct mail campaign for a financial software company
- Website copy for an architectural consultancy
- Website copy for an Irish manufacturing consultants
- Website design and consultancy for another copywriter
- Sales collateral for a Spanish travel services company
- More newsletters for housing associations
- Sales collateral for a London-based branding consultancy
- A very exciting educational / entertainment new business venture which will involve work throughout the year and beyond