Creative careers work in magical ways. Take Ed Gandia, for example. The Georgia resident was working in sales and always wound up working for companies with small or no marketing budget. He never thought that he could be the one creating the marketing collateral.
Then he fell into copywriting, and the rest is history. Now Ed, 36, runs his own copywriting business along with www.TheProfitableFreelancer.com to inspire other copywriters to make good money doing what they love.
Ed leveraged his strong background in sales to enhance his career as a copywriter. Prior to launching his copywriting and consulting business, he was a senior account executive with Constructware, an on-demand construction software company. During his five-year tenure there, he created and implemented a marketing and sales program that helped revive a software product and boost its sales by more than 500 percent.
Now Ed’s a copywriter and consultant specializing in technology—and he’s earning big bucks doing it. All the same, Ed has got a passion to help other creatives earn great money, and I wanted to find out how he’s doing it.
Tell us a little about how you got started in copywriting.
I stumbled into this business in 2003. As a sales guy working in tough competitive environments, I was looking for creative methods to multiply my efforts. I needed better ways to generate more and better-qualified leads so I could beat sales quotas and put food on the table.
In 2002, I ran into Dan Kennedy’s copywriting books and programs. The next year I took the AWAI (American Writers and Artists Institute) copywriting course. The more I learned and practiced, the more I realized that copywriting was something I enjoyed as much as selling—something I could potentially turn into a profitable business.
You wrote a book about copywriting. Why did you start that initiative?
When I was starting out, I found a ton of great information on how to develop and sharpen your copywriting skills. I also ran into lots of great information on promoting your copywriting business. But what I couldn’t find was a practical guide to help me “make the leap.” I needed an action plan that would help me transition from a six-figure sales job to a six-figure copywriting business. I never found it!
If you’re financially independent or if this is merely a hobby to keep you busy, the stakes aren’t as high. But if you’re the only breadwinner in your family, there’s a lot on the line. That’s where I was. I told myself that when I “made it,” I would assemble all of my notes and put together a guide for those who are trying to make the leap but can’t afford to risk it all.
How long did the book take to write, and how has it been received?
I consider myself a student of the process. Every time I attempt something big, I set goals, draft a plan and keep detailed notes of what worked and didn’t work. So the notes I used to write the book—the stuff I brought in from the trenches—I’ve had those for almost five years. But it wasn’t until November of last year that I made the time to start drafting the book. I finished it two months later, in January of this year.
What does your book offer that other copywriting guides don’t?
Besides giving readers a proven framework to help them go from where they are today to a profitable part-time or full-time copywriting business, I also provide practical advice to help readers through that journey. My approach is comprehensive. I discuss critical issues that no one else seems to be addressing. And frankly, I never understood why!
For instance, if you live in the U.S. and don’t have access to health insurance through your spouse, this should be a key item on your “to research” list. I talk about this issue and provide some ideas. There are also tax consequences to consider, cash flow issues, marketing and selling strategies, and scheduling questions I felt needed to be addressed. Some of my advice is common sense (but helpful!). Other ideas are not so intuitive and go against much of the common wisdom.
How has the business climate changed for copywriters in the Internet age?
The Internet makes it much easier for companies to find potential copywriters. For us copywriters, that means greater exposure and more inquiries. But it also means clients can shop around more easily. The key is differentiation. If you don’t set yourself apart, all the exposure in the world won’t help you.
In terms of projects, the Internet has greatly increased companies’ need for content and copy—and for outside writers. There is more business out there than ever before.
You mention earning a six-figure salary–how’d you do it?
I was already earning a six-figure salary with my employer. Although my wife and I live well beneath our means, we didn’t want to take a big income hit when I made the switch. So I made it a goal to be able to transition and still make $100,000 or more in my first year (I beat that goal by more than $63,000).
Second, I enjoy the work, so I put in the hours. Fact is, a six-figure income in almost every field is requires long hours. This business is no exception.
Third, I recognized the value I could bring to the table, so I began seeing myself as a valued, trusted advisor to my clients. I delivered on every promise and began working exclusively for clients who were willing to pay reasonable fees for professionalism and value added. (And by the way, this is not a snobbish attitude; it’s about knowing your value and charging accordingly.)
What do you think is most vital for copywriters getting started in the field?
Two things. First, draft a clear action plan that’s closely aligned with your goals and values. Then, take action on that plan! Most aspiring freelance copywriters fail because they fail to do one or both of these things. They’re unfocused and worry about trivial things such as logos and business cards, instead of spending that time looking for business and working on projects.
Do you think they should get corporate experience under their belt first?
Not necessarily. But it helps if you’re looking to write for the corporate market. That’s because you might be able to leverage your experience in the corporate world as a differentiator, depending on the industry you worked in or the roles you held. Plus, when you leave the corporate world, you often come away with strong relationships—folks that can either hire you as a freelancer or refer you to people who can hire you. But it doesn’t have to be the corporate world. You could have worked for a non-profit, a hospital, a catering business or any other type of organization and still build a profitable copywriting business.
What pitfalls should copywriters avoid?
Most aspiring freelance copywriters overestimate how much they’ll earn in their first year and underestimate how much work will be involved in building the business. (Hey, I’m no exception. I made the same mistake!)
So when you’re drafting your plan, always double the time you think it will take to reach every single milestone. That way, you’ll improve your chances of reaching your goal. And whatever you do, don’t get discouraged. Try to keep a positive attitude throughout your journey. It will show when you talk to prospective clients, and it will help accelerate your progress.
What about designers who think they can do copywriting themselves. Any tips for them or should they always hire out?
I believe specialization is becoming increasingly important in our fast-moving, global economy. At the same time, there’s too much to know for you to become an expert in two fields: design and copywriting. With things changing as fast as they are, I think it’s best to focus on developing competence and mastery in one field only.
Need to offer both design and copywriting to your clients? Partner up with one or two copywriters. Everyone, including the client, will be better served.
What’s your typical day like?
I’m most productive and creative in the morning, so I start my day no later than 7:00 a.m., and I write and edit for about five hours. I then go to the gym, have lunch and use the afternoon for tasks that require less creative energy—activities such as research, reading, more casual writing and so on.
What else do you aspire to do as a writer–more copywriting or publishing?
Both. I want to continue writing copy and content for great clients. I also have a passion for helping aspiring freelancers launch, run and grow their business profitably (“profitably” is the key word here). Becoming a freelancer and landing work is one thing. Maximizing your earnings is another. And by “maximizing” I’m not saying working yourself to death. I’m talking about earning more in less time and enjoying your work in the process. This is an idea that resonates with a lot of freelancers, whether they’re copywriter, designers, illustrators, photographers or PR pros.
I feel very fortunate to be where I am today. I got here fast and I recognize that I need to help others do the same. So my goal is to publish helpful books and information that will do just that: help others achieve freelance success faster.
To get a free copy of Ed’s report, “7 Steps to Landing More (and Better-Paying!) Freelance Jobs” visit www.TheProfitableFreelancer.com.
Original post by FreelanceSwitch.com