Gain more opportunities as a freelance copywriter

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For freelance copywriters, versatility is crucial. Like many freelancers, I’m often switching gears. On any given day, I may be writing pithy B2C web copy in the morning before drafting a long-form industry white paper or annual report in the afternoon.

Adaptability is essential in terms of writing for different formats and channels.

It’s also essential in terms of whom you write for.

Being versatile allows you to round out your freelance writing portfolio (and your job options). But if you’ve been working in the corporate or commercial space, how do you transition to writing for non-profit organisations? And vice versa?

You can write for both if you think about what corporate/commercial and non-profit communications have in common: It’s all about them (the target audience), not you (the organisation).

Focus on the benefit and impact, no matter who you’re writing for

We’ve all had a chat with that person — you know, the one who rambles entirely about themselves and never asks any questions. That self-centred focus is just as off-putting in communications as it is at a cocktail party.

Compelling writing for any client — corporate, consumer-facing, non-profit or otherwise — is audience focused.

For corporate and commercial writing, that means communicating the benefit. Instead of talking entirely about a new product or service offering, write about how it can help. What business problems will it help users solve? Or how will it make consumers’ lives easier?

Likewise, when writing for non-profit clients, emphasise the impact that your target audience can make (or already has). What fundamental issues does your target audience care about, and how can they make a difference? Go beyond talking about who the organisation is; focus on the outcomes and benefits through compelling storytelling.

Understand your target audience

Effective copywriting for any client reflects a deep understanding of the target audience (more on that to come in a later post).

If you’re looking to diversify your work as a freelance copywriter, realise that your experience in one sector can help you write for another. If you keep your audience in mind (and avoid that cocktail party sin of only talking about yourself), you can write anything.

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About

Kendall Richmond is a California native who now calls Melbourne, Australia, home. Kendall writes for higher education institutions, non-profit organisations and a host of businesses, large and small.

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