How to Get
Copywriting Clients A Step-By-Step Blueprint
for Freelancers

1. Identify Your Ideal Clients — Who Are You Writing For?

AWAI has trained thousands of copywriters since we started teaching our programs over 27 years ago.

And one factor we see that consistently accelerates a copywriter's success is focusing on a specific niche or industry.

Many copywriters are concerned they won't be able to find clients if they narrow their services to writing about one area.

But the reality is the exact opposite.

Consider this… if you were the manufacturer of high-performance athletic wear, would you trust a generalist writer to create your copy and content — or someone who lives and breathes sports copywriting?

The enthusiast would be your obvious choice.

And it's no different in any other niche. Companies value writers who know their industry and can hit the ground running, without needing to be brought up to speed before they can even start a project.

Choosing the right niche can mean the difference between chasing clients and having them come to you — because when you specialize, clients can find you (as we’ll cover in just a bit).

Plus, since you can speak directly to an industry's unique pain points with insider understanding, clients will be more than happy to pay a premium for your expertise.

So how do you choose a niche that's not just profitable, but also fits your existing skills and passions? Try these tips to get started:

1. Assess Your Interests and Background. Reflect on industries you are passionate about, or fields where you already have knowledge or experience. Do you obsess over the latest tech gadgets? Are you excited by helping others improve their lives? Your perfect niche is likely hiding somewhere in plain sight.

   Once you’ve narrowed that down…

2. Evaluate the Size and Potential of the Niche. Can you easily find companies in the industries you are passionate about? For instance, is there an equivalent of the American Institute of Architects (AIA) membership list? Or an industry magazine? Annual trade show? Online group site or forum? Business directory or Buyer’s Guide? Positive answers to these questions will help you identify the opportunity within the niche and where you can find prospective clients to market to.
3. Research the Different Types of Copy Most Commonly Used in This Niche Market. In addition to their websites, do most of the companies in this industry have blogs, email list sign-up forms, case studies, downloadable guides and reports, or other written materials? If they do, it's a good sign they use and need copywriting services.
4. Identify the Type of Copywriting You Enjoy. Whether it's direct response, email marketing, or content creation, identify the type of copywriting that energizes you. The more you enjoy the process, the more it will be reflected in the quality of your work.

This entire process shouldn't take you very long.

You likely already have a good idea of your main interests. So all you really need is to see if companies in that area are using writers and if you think you'd enjoy the work.

And that's it!

Choosing a niche is an excellent a place to start your client search because it will make you stand out from your competition and clearly show the value you can bring to your clients.

Remember, a niche is never carved in stone… you can always change it later, or adjust it as you get more experience and knowledge about yourself and your clients. The important thing is to choose one and get started!

Check out our free webinar on how to choose a profitable copywriting niche if you want some help narrowing down your options. And for another list of niches to consider, here are the 15 best copywriting niches and specialties to earn a fantastic living as a writer.

2. Build a Strong Portfolio

Creating a portfolio is an excellent way to demonstrate your writing skills to potential clients and show them you have what it takes to write the content they need.

And similar to choosing a niche, this doesn't need to be a massive undertaking.

You can start small, with a few well-chosen pieces that highlight your best work — or even well-written, unpublished samples if you're new to the field.

It's not the volume that counts, but the quality and relevancy to the clients you're aiming to attract.

For example, AWAI-trained copywriter Leslie Blaize has included a portfolio on her writer's website:

She's clearly laid out specific examples of her work that site visitors can click on, including thumbnail images of each project.

In addition to her writing samples, Leslie has included the various awards she’s received, and the badges and certificates she's earned. She also featured interviews and podcast appearances she's done.

Leslie is a well-established copywriter, so she has a lot of different items she can include on her portfolio. But you can still create an effective portfolio with less samples, and add on to it as you get more experience.

Andrew Murray, another AWAI-trained writer and entrepreneur, operates his copywriting business under the name Top Wire Copy, and he's created a more streamlined page of copywriting samples:

He highlights six individual samples of his work, and each one is listed with a clear description and links to a PDF copy of the sample.

Both of these copywriting portfolio examples are fairly straightforward and could probably be put together in less than a day.

Now, Leslie and Andrew are both experienced writers with sample options to pull from.

If that’s not the case for you… if you’re just starting out and don’t have any samples yet… watch our free webinar on how to create a portfolio of writing samples, or follow how to build a writer's information packet. Both will help you create samples you’ll be proud to show potential clients.

You might also want to review 80 in-demand copywriting projects for ideas of what in-demand project samples to add to your portfolio.

3. Choose a Platform to Promote Yourself

Establishing an online presence is an easy way to show prospective clients you're a professional. Plus, it gives you the opportunity to demonstrate your writing skills firsthand.

A few different platforms can be used for this purpose. But most writers find the most success with either building their own website or social media page.

We've already looked at a couple of examples of copywriter websites, which provide the most flexibility for reaching your audience and marketing yourself.

You can use your own website to post your portfolio, build your email list, share information through a blog, link to your social media accounts, and much more.

However, a website isn't a requirement to become a successful copywriter.

If you’re a new copywriter, it's often easier to start by creating a LinkedIn profile first — and then develop your website afterwards as it will take a bit more time to set up.

You can easily set up an effective LinkedIn profile in a day.

And as long as you've identified your target market or niche, your profile is already half done. You simply need to clearly express who you serve and what makes you qualified to write for them. (To give you a head-start, here’s a list of 17 ways to differentiate yourself on LinkedIn, simply by improving the “title” of your profile.)

AWAI-trained Liz Farr does this well on her LinkedIn profile:

She makes it clear she's a ghostwriter for accountants and bookkeepers. And she's also a Certified Public Accountant (CPA), so she has included her designation as proof of her expertise.

Your LinkedIn profile can also include your work history, certifications, and core skills.

But that's about all you need to get started. And once you have your profile done, you can begin making connections with some simple outreach strategies to help you get great writing clients and watch your business take off.

Some copywriters have also done well with other social platforms, such as Facebook.

Pauline Longdon clearly highlights her profession on her Facebook profile:

She includes links to her website and other social profiles, and posts regular content relating to copywriting and what she's up to. (Pauline is an ex-army major who found life-changing purpose and incredible success in copywriting.)

Also, if you feel more confident using Instagram, TikTok, or another platform, consider using that as your marketing "home base."

Whichever platform you choose, the most important part is to actually start. 😊

Update an existing social profile, or create a new one if needed.

Investigate starting your own website if you haven't already. Check out the top five excuses for not having a website (and five solutions to nix them for good!). And if you need a kick-start, here’s how you can plan out your freelance website content in under an hour. (If you need step-by-step help building your writer’s website, follow Rebecca Matter and some key experts as they guide you through every step in how to launch your own professional website in just four days.)

But whatever you do — take action and start crafting your online presence. Your future clients are waiting to connect with you.

4. Offer Value Through Content

Creating valuable content is crucial in establishing yourself as an authority in your chosen area of copywriting. It will also demonstrate your writing skills and show that you understand your audience and their needs.

But exactly what types of content should you publish?

This depends on your niche to some degree. If you've chosen to specialize in social media content and strategy, then you should ideally have a strong social media presence and be regularly publishing your own content to highlight your skills.

And if your niche is a specific industry, then you should be publishing content helpful to that industry. Try writing content that solves key problems your potential clients are facing, or offers an opinion on industry-specific news or issues.

Veteran copywriter Pam Foster serves the pet and veterinary industries. On her website Pet Copywriter, she publishes content about marketing for pet-related businesses:

This provides helpful information for her audience, while highlighting her expertise in copywriting and marketing.

You could also publish a regular email newsletter, develop case studies of your past clients, or offer a lead magnet, such as a guide that shows a prospect how to do something.

Regardless of the type of content you create, the key is to provide actionable value while subtly presenting your services.

Every piece of content should answer the reader's inevitable question: "What can you do for me?"

Also, end each piece with a compelling call-to-action — whether it's to download a guide, book a consultation, or simply get in touch. This creates a way to move your prospect from content reader to active client.

5. Network and Build Relationships

Just in case you're put off by the idea of networking, let's start with a quick definition.

Merriam-Webster's dictionary defines networking as: "the exchange of information or services among individuals, groups, or institutions."

This makes it clear that networking doesn't have to be complicated. You don't have to approach strangers if you don't want to, or go to formal networking events.

The goal of networking is simply to exchange information or services with others.

And you can do that in a variety of ways.

Many AWAI members found their first writing client through someone they knew personally — whether it was a family friend, a local shop owner, or even their boss.

Take Peggy Staver. She got her first paid client in June 2021… while at a campground!

After staying at the campground for two weeks, Peggy had gotten to know the owner well enough to feel comfortable asking her about a project opportunity.

The owner agreed to a website audit, then she decided to hire Peggy for a complete website makeover.

And just like that — Peggy had launched her copywriting business.

We've heard countless other stories from our members about how simply connecting with others and telling them what you do has led to getting clients.

These are a few different ways you can start networking like a pro:

1. Tell Everyone You Know What You Do. Spreading the word about your services is not just about self-promotion — it's about opening doors to new possibilities and connecting with those who need your expertise the most. By being vocal and clear about your copywriting services, you can transform every conversation into a potential opportunity.
2. Go Where People Are. Consider joining groups you would enjoy being part of, both online and offline. For example, if you love writing about health and wellness, join a few online communities related to fitness or nutrition. This will give you the chance to meet new people with similar interests and potentially connect with individuals who may need your services.
3. Offer Your Ideas and Suggestions. Look for ways to politely join conversations. Comment on other people's social media posts. Share helpful articles or tips related to your niche. Give your honest feedback when asked. It might feel a little intimidating at first, but these small acts can help you build relationships and establish yourself as an authority in your chosen area of copywriting.
4. Get Involved in Your Community. Writing for local businesses can be a lucrative opportunity that often goes overlooked. Reach out to local businesses and offer your services. Not only does this give you a chance to make valuable connections, but it also gives you the "home field advantage." By understanding the local market and community, you can provide more effective copy for these businesses.
5. Host Workshops or Speaking Events. If you're comfortable taking the stage, consider offering workshops or other events related to your niche, either online or in-person. This is a great way to meet people while providing value and sharing your knowledge.

Networking is not a mere tactic — it's an ongoing journey that opens up a world of possibilities for aspiring and established copywriters.

Building genuine relationships with others and developing a professional network will help you access unexpected resources, opportunities, and support for your copywriting business.

If you'd like more ideas for building connections, check out these networking tips that work.

6. Reach Out to Potential Clients

The best part of reaching out directly to potential clients is your ability to target exactly who you want to work with.

You're in complete control of the process — you can choose your outreach method, tailor your message to the individual person or company you're contacting, and easily track your results.

As a first step, we would recommend creating a list of 100 prospects you can contact. These can be people you know, as well as companies in your niche that you're familiar with or you've found through research.

Next, consider how you would like to reach out. Writers who are more extroverted may prefer cold calling and speaking directly to potential clients. Whereas, if you identify as more of an introvert, you might be more comfortable using social media or email to reach out to prospects.

Depending on your preferences, consider some of these methods for reaching out to potential clients:

1. Email Prospecting: Send each prospect on your list an email that introduces yourself and your services. Always customize each message and make it relevant to the individual you're sending it to. Copywriter and business coach Ed Gandia shares two templates you can use for email prospecting here.
2. LinkedIn: This is a great platform for connecting with potential clients. You can reach out directly through messages, or use LinkedIn's InMail feature. But similar to email prospecting, make sure your messages are personalized and relevant to each recipient. (B2B copywriter Steve Maurer shares a four-part method for how you find and connect with prospects on LinkedIn.)
3. Cold Calling: This approach involves picking up the phone and calling businesses directly. It may feel intimidating at first, but it can be an effective way to make a personal connection and promote your copywriting services. B2B copywriting expert Steve Slaunwhite shares a simple script for cold calling.
4. Social Media: Use platforms like Twitter, Facebook, or Instagram to connect with potential clients. At first, consider sharing your expertise through posts or comments so they can get to know you. Then, as your relationship develops, you can mention your services and potentially ask if they need your help with anything.
5. Networking Events and Conferences: Attend industry-related events, seminars, and conferences to speak directly with potential clients. Engage in conversations, exchange business cards, and follow up with a well-crafted pitch about your writing services.

Ultimately, the important thing is to choose a method that feels natural and authentic to you. And if one approach isn't working, don't be afraid to try another.

Building your prospect list and consistently reaching out is an ongoing process that may require some trial and error.

If you're looking for a great way to kick-start your prospecting, consider our Get Writing Clients NOW: 21-Day System. It's taught by Ilise Benun, one of the industry's premier "client-getting" coaches, who shares proven, step-by-step techniques for finding and reaching out to potential clients — among many other valuable skills.

 7. Use Freelance Platforms and Job Boards

Freelance writing platforms and job boards are another good way to find copywriting clients.

They tend to be fairly competitive because of their popularity, which can make it more difficult to find quality clients compared to the other methods we've discussed in this guide.

However, these platforms also have a huge variety of writing opportunities that are constantly being updated. And by following some basic best practices, many copywriters have used them to successfully connect with writing clients.

Let's take a closer look at the key differences between freelance writing platforms and job boards, effective strategies for using them, and some of the best sites to check out.

A) Freelance Writing Platforms

Freelance writing platforms are online marketplaces that serve both freelancers looking for work and clients looking for writers. They function as intermediaries by providing a secure and structured environment where writers can create profiles that showcase their skills, and clients can post ads for their writing projects.

The platforms also typically handle the administrative side of transactions, such as payments and disputes, which ensures a smoother process for both parties.

Each site works a bit differently, so always check the site details carefully before signing up so you know what to expect.

A few of the most popular writing platforms include:

• Upwork: Potentially the largest writing platform on the Web, as clients post thousands of jobs across various niches every day. You can use search filters to drill down to the opportunities most relevant to you. Crafting personalized proposals is key on Upwork — always display your understanding of the client's needs and how your unique skills can enhance their project.
• Freelancer: Unlike Upwork, Freelancer requires writers to bid on posted projects. However, don't assume the job always goes to the lowest bid. Clients are looking for a writer who is the best fit for their specific project, and many are willing to pay higher fees for the right person.
• Fiverr: Marketing yourself on Fiverr requires a different strategy. Here, you package your services into specific "gigs" and potential clients can then browse through your offerings. If they want to buy one of your gigs, they'll pay the price you've set for it though the platform.
• People Per Hour: This UK-based platform requires you to submit an application before you can use the site. But once approved, you can showcase your profile, provide tailored writing services, and access the site's project listings.
• Guru: Like the other platforms on this list, Guru lets you create a profile, search for projects to bid on, and connect with potential clients. They also offer various tools to help you organize and manage your ongoing work more efficiently.

As you navigate through these platforms, remember to create a stand-out profile that clearly highlights your unique skills. Also, be selective about the projects you bid on and apply to. Make sure they're a good fit for your skill set, and keep in mind that quality is more important than quantity.

B) Freelance Job Boards

Job boards are websites that clients use to post job opportunities for writers. Unlike freelance writing platforms, these sites don't handle the administrative side of transactions and typically do not require bids or proposals. Instead, a job board is more of a bulletin board where writers must contact clients directly and negotiate terms independently.

Some of the top freelance job boards include:

• WritersWanted: This is AWAI's own job board for copywriters. Our team personally curates and vets every job listing, so you can have confidence in the opportunities available on the site. The site normally includes over 2,000 job listings for writers of all specialties. Lifetime access is included with most of our programs.
• ProBlogger Job Board: ProBlogger is one of the most popular job boards specifically geared towards bloggers and content writers. You can search through their listings or subscribe to receive daily emails with the latest job postings.
• Freelance Writing Jobs: This site features a variety of writing opportunities, including content writing, copywriting, editing, proofreading, and more. You can browse the listings or subscribe to their newsletter for regular updates.
• Indeed: Indeed acts as a colossal job search engine that aggregates listings for many different types of work in nearly every industry. This also includes a host of writing opportunities, for both freelance and staff positions. Try searching for jobs in your niche or specialty, such as “white paper writer” or “financial content writing.”
• All Freelance Writing: The job postings on this site are all categorized into the pay rates of “low pay,” “semi-pro,” and “pro.” This makes it easy to search for jobs at your experience level. They also include a variety of helpful tips and resources for writers.

No matter which job board you use, be sure to thoroughly read the job descriptions and requirements before applying. Only apply to projects you would really want to work on, and that pay your desired rate.

To win over freelance writing clients via job boards, here’s how to put your best foot forward with cover letters that work.

AWAI Success Mindy McHorse used this method to get clients when she was starting out. She shares her story in How to Land High-Paying Writing Work (The Easy Way!). So did Jen Phillips April — she shares her tips for using job boards too.

Launching Your Client-Getting Action Plan

The benefits of being a freelance copywriter are nearly endless…

But getting a consistent supply of high-quality clients is essential for creating a successful and viable freelance business.

We hope this article has shown you just how straightforward that process can be.

The first step is to focus on a niche or industry you enjoy, and then tailor your portfolio and online presence to serving that niche.

Once that's done, it's time to start reaching out to potential clients. You can find them through your social network, contact them directly via email or social media, or connect through online writing platforms and job boards.

And if you follow these few simple steps, you'll be well on your way to a well-paid copywriting career — and all the perks that come with it.

So why not take your first step today?

And if you'd like a blueprint to help speed up the process, our program The Writer's Starter Kit takes you through a proven method for setting up your freelance business — all in one weekend. It shows you everything you need to do before you "open up shop"… and how to make sure your business will flourish for years to come.

Another valuable resource to help you attract prospective clients and build your successful writing business quickly is the webinar 26 Ways to Find Freelance Writing Clients. AWAI’s Katie Yeakle, Rebeca Matter and Pam Foster show you 26 market-tested strategies for getting freelance writing clients. With AWAI, it’s easy to attract freelance clients who need you now. Choose your favorite way(s) and get started today.

With some preparation and strategic action, we're confident you can get all the freelance writing clients you’ll ever need — and we can't wait to hear your results!