This is Video 2.1 in the course: Get Paid To Write Module 2: How to structure and set up your freelance copywriting business
Learning outcomes: How to: Get clear about what you want Source the tools and resources you need to succeed
Learning outcomes: How to: Register a business name Get an ABN - Australian Business Number
Learning outcomes: How to: Emulate successful copywriters - top qualities Protect your business Decide if you need insurance
What do YOU want? Get clear about what you want from your freelance copywriting business: A global advertising agency or copywriting company? Jet-setting around the world bringing in new business?
What do YOU want? Work from home, in between the school drop off? Make some money to pay for the annual trip to Bali?
What do YOU want? This will determine how you proceed - your business name, your structure, your website etc. Do you want to be doing the work, or do you want to have a team of people to do it for you?
If in doubt: Take the simplest path You can change your mind later You need to get started
If in doubt: Choose the simplest, cheapest, easiest path and that is often Sole trader Your name (not a business name) Register for ABN
Where to work: Most copywriters start out working from home so be sure to set up a space where you can leave materials out so that you re not constantly packing up
Where to work: A proper office where you won t be distracted by domestic affairs A serviced office or co-working space A private office
Where to work: Recommendation: Work from home before investing in serviced offices and expensive equipment
The top 5 tools and resources you need to succeed: Every writer needs their tool kit. The essentials are: 1. Mobile phone/answering service 2. Marketing collateral - business cards, website, brochure etc.
The top 5 tools and resources you need to succeed: 3. Computer and printer - including email and internet access 4. Hard-cover notebook - why hard-cover? 5. Transport
1. Mobile phone/ answering service: Copywriters sometimes visit clients so they need to be on call and readily available at most times
1. Mobile phone/ answering service: Some jobs also require a very fast turnaround, so you need to be reachable or else the job could go to someone else who is more contactable than you
1. Mobile phone/ answering service: Invest in a phone that has a service whereby people can leave a voice message not just an SMS message
1. Mobile phone/ answering service: Leave contact details in message Craft your message carefully - what not to say I ll get back to you when I can
2. Marketing collateral: Website Business cards Brochure
2. Marketing collateral: Letterhead/stationery Social media profiles
2 a) To build a website: Domain name Godaddy.com, crazydomains.com.au Hosting Blue host
2 a) To build a website: WordPress site Themeforest Squarespace Weebly Wix
2 a) To build a website: Web Developer Web Designer Graphic Designer Copywriter
2 b) Business cards: If you re serious about becoming a paid copywriter, you need to have business cards
2 b) Business cards: This will be your most important form of advertising so you need to get lots of business cards printed to give out to prospective clients
2 b) Business cards: If you want to get a personalised design and get going now, contact your instant print shop They can print about 250 cards for under $100
2 b) Business cards: You only have to get one job to pay for the entire run of business cards If you don t have the money to pay for business cards yet and you aren t sure about what business name you ll use
2 b) Business cards: Get 100 free business cards from www.vistaprint.com in the interim so you have something to give new clients
2 c) Brochure: 1-page Credentials Statement - sums up your experience Send it through when people want to know more about you
2 c) Brochure: Should be online and hard copy
2 d) Letterhead/stationery: When you submit copy to your client, you ll need to send it on your letterhead Type up your details on your word processor, print it out on the stationery, and bingo, instant letterhead
2 d) Letterhead/stationery: With Compliments slip and envelopes
Social media profiles: LinkedIn Facebook Twitter
3. Computer and printer (email and internet): This is vital if you are to be seen as a professional copywriter. A word processor will be sufficient
3. Computer and printer (email and internet): You need the Internet so you can do research, and you must have an email account No need to learn how to draw or type
4. Hard-cover notebook: You will need a notebook for taking notes at client briefings Buy a hard-cover notebook so that it looks professional and lasts
4. Hard-cover notebook: Don t use loose-leaf notes as you could easily lose them
5. Transport: You have to be mobile, so having a car or access to a car is important. Otherwise, you need good public transport to get you to and from your client s premises
What are you going to call your business? When it comes to naming your business, you have three options: 1. Your own name 2. A registered business name 3. A company name
Your own name: You can work under your own name. This means you can get started right away Simply order your business cards with your name on them from vistaprint.com or a quick printer and you re off
Your own name: Basic information needed: Name - Katie Smith Position/Title - Copywriter Contact Details - Mobile 0412 555 555
Your own name: Email - katies@hotmail.com Website - www.kateskopy.com.au Social media details - Facebook/Twitter/LinkedIn
A business name: If you want to have a snappy business name, you ll need to register a business name with the government.
A business name: Word Power The Write Stuff The Word Factory Kate s Copy or whatever you d like
Be smart when choosing a name: Make sure the domain name is available Use the business-name generator concept Choose a SEO-friendly business name - kateclarkfreelancecopywriter.com.au
How do I register a business name? It s very simple and can be done online at Australian Securities and Investment Commission https://connectonline.asic.gov.au/
How do I register a business name? http://youtu.be/zejdp5-mbc8
A company name: If you want to register as a company, speak to your accountant, as there are more complex issues at play such as compliance and tax rulings that you must abide by
Australian Business Number - ABN: You definitely need an Australian Business Number Irrespective of what name you trade under, you need an ABN
Australian Business Number - ABN: Speak to your accountant for details
With an ABN you can: Confirm your business identity to others when ordering and invoicing Avoid tax being withheld on payments you receive
With an ABN you can: Claim goods and services tax (GST) credits
Why do you need an ABN? When you invoice your client, you will need to feature this number on your invoice If you don t list it, you can still do business (although you will look amateurish and unprofessional)
Why do you need an ABN? Your client will be obliged to withhold a percentage of the invoice amount
How do I apply for an ABN? It s simple: http://www.business.gov.au
How to get an ABN:
ABN: Direct correlation between the students who get their ABN quickly, and the students who get paid work quickly Don t let this simple procedure hold you back
ABN: Get online and get it now. It doesn t cost anything to get and you will need it eventually, so get it now Make sure you record that 11-digit number in a safe place, as you will need to quote it all the time
Is the ABN the same as registering for the GST? No, it s not It is a completely separate matter
Is the ABN the same as registering for the GST? See your accountant to discuss GST if you think you are going to earn over $75,000 from your copywriting business in this financial year
Is the ABN the same as registering for the GST? You don t need to register for the GST to get started as a copywriter But you do need to get an ABN to get started as a copywriter
The top 8 qualities you need to succeed as a copywriter: We ve looked at the technical requirements of setting up as a copywriter, but what about the personal qualities you need to succeed in this business?
The top 8 qualities you need to succeed as a copywriter: Copywriters come in all shapes and sizes, but what they do have in common are the following qualities
1. Responsive: You must respond quickly to a client s call, and you must deliver copy within the deadline You should be prepared to work through the night if necessary to give the client their work
2. Constant marketer: A copywriter s income could cease tomorrow, so you need to be regularly looking for work
3. Mobile: You need to be capable of getting to a client at short notice Clients expect their copywriters to drop everything and come when they call If you don t respond, someone else will
4. Orderly: Copywriters must keep proper client records and timesheets. Keeping control over the diary and deadlines is essential
5. Calm: Don t throw creative tantrums. Accept it when a client rejects work, or when a client fails to do what they promised
5. Calm: Don t expect them to fill out the brief, do as you ask or do as you say Document all decisions
6. Be clear about your values: Don t work on clients that conflict with your values Accept that capitalism is the basis of advertising
6. Be clear about your values: Not-for-profit organisations also benefit from advertising
7. Flexible: You must be able to handle several different jobs at once You must be able to switch between topics and projects quickly
8. Adaptable: You must be able to write about what you don t know Here s what you can do to learn more about a product or service quickly:
8. Adaptable: a) Visit stores and competitors b) Ring them up c) Get online
8. Adaptable: d) Talk to customers, staff, suppliers e) Read other ads f) Research before you begin writing - it ll save you hours in the long run
2 main types of insurance: 1. Professional Indemnity 2. Public Liability When do you need them? (This does not cover issues re life insurance, income protection etc. See your Financial Advisor)
1. Professional Indemnity: If a client sues you, you could be liable for damages, and legal costs You need it to get government work and some corporate work
1. Professional Indemnity: You need to show certificates to prove you have the insurance
If you don t want it: Protect yourself and your work Make it clear that the client is responsible for the final use of the words you write
If you don t want it: Make it clear that you do not take responsibility for the legality of the service they are offering
Suggested wording to use: Please note that we write the copy based on the information presented by the client. We do not take responsibility for the accuracy or legality of this content or for the final way in which this content gets used.
Suggested wording to use: If in doubt, see a lawyer to get the correct wording or look at how other copywriters, photographers or creative suppliers word their contracts and be inspired by them
Recommendation: If booking media space and supplying the publishers with content, you should consider taking out insurance to cover yourself in case something incorrect goes to print When in doubt, insure
2. Public liability: It covers you if something happens to other people while doing business with you eg a client trips on your staircase If you run public events in premises If you work with government clients
Tax audit protection: If you get audited by the tax department, your accountant will need to spend hours getting your paperwork sorted out You can protect against this cost by taking our tax audit protection
Tax audit protection: Optional - gives peace of mind - at a cost
Insurance: do you need it? This is something best discussed with your accountant as everyone s situation would be different Many don t have public liability because they visit the client at the client s premises
Insurance: do you need it? If you plan on having a home office where you will invite clients for meetings etc, then you may want to consider it
In conclusion: The more organised you are with establishing your office, sourcing equipment and resources, the more likely you are to start making money quickly from copywriting
Resources: 2.1A Handout - Contractors responsibilities 2.1B Handout - Pros and cons of different business solutions 2.1C Handout - Top free Apps
This is the end of Video 2.1 in the course: Get Paid To Write Module 2: How to structure and set up your freelance copywriting business