Expert: Peter Gabany - 4/21/2003

Question
Hello Peter,

I am an experienced copywriter currently working for an ad agency. I am looking to pick up some freelance copywriting work on the side. Do you have any suggestions for how to find this kind of work?

Thanks....

Answer
Brian,

Well, you have to get in the mind of agencies, businesses, designers and the like and the best way to get there (and stay there) is to create and maintain an ad program on your own. With the aid of customer relationship management tools and the internet, you should be able to stay on top of requests.

Word of warning. Start out modestly. Only choose a small selection of targets and know that it will take up to a month for people to witness regular campaign postings. Everyone likes a freebie, but don't go this route it cheepens your work and you may only get the one opportunity.

Create a system for quick response. My suggestion is to provide your own form for a creative brief and write your own creative strategy to get back to the client – immediately. This will do several things. It will give the client the comfort that you understand the brief and that your creative strat is on target. it will demonstrate your immediate response and effort to please. It will give you the fall back position that because the client approved the strat and your creative was right on in meeting the strategy you will have completed your obligation to them.

As for the type of campaign to create.

Try hunting stock agency books for witty photos and write one line headlines for each one. Mail one and only one at regular (weekly) intervals keeping people's desire for opt-in / opt-out in mind. Don't piss people off.

I saw one recently with a pictur of a horse looking at a cart and line simply stated… “There is a right way and a wrong way to create an ad”. You get the picture.

Let me know if this has been of any assistance and be sure to include us on your freelance mailing list. I can assist more if required, but give me more information. It would be handy to know where you are from. By the way. Try and target agencies and businesses within a two hour driving radius of your studio… this pay dividends if you can stop by every now and then.

One last thing confidentiality is of the utmost importance and often the largest obstacle in developing a trusting / long-term relationship. And never, ever, ever, ever approach the client without expressed written permission from your client.

Hope to hear from you soon.

Peter Gabany
promote@limelight.org