MarketingProfs Know-How Exchange : Building my copywriting business

Ask your question ... sign up today! It's FREE!

Copywriting

This question has been closed, and points have been awarded.

Building My Copywriting Business
Posted By: Ricky on 10/5/2004 4:25 AM (CST)	250 Points
Hello copywriting experts. I've just recently started copywriting for a select few of my clients, and there truly is so much potential that I'd like to build up this part of my business. My one big hurdle: I'm in Italy. No copywriting seminars here. No real freelance services or online portals. I think the best way to market myself at the beginning is to target big or middle sized advertising agencies who use freelancers. Do any of you have agencies as clients? What are they looking for? How did you approach them? Who did you approach? I'm looking for some original ideas. A bit about me: I'm Italian-American and I have an MBA. I've worked in marketing for years, but I have no real training in copywriting. I find that I have a true passion for it, though. I do some consulting, alot of technical writing, and business translations also. Basically, I'm a one-gal show. I write copy both in Italian and in English. Here are two recent examples of my work (just the copy): www.indesit.com (Italy and UK sites) http://www2.merloni.com/ariston (just the Italy site. USA site coming soon) Any ideas or first-hand experiences you would like to share? My questions are especially directed toward those of you living in Europe . . . but if any of you have some original ideas, I'm all ears. Thanks for your time.

Posted by: virago*	Accepted Answer
10/5/2004 5:43 AM (CST)
First of all I am envious that you are fluent in two languages. I wish I had a gift like that! Seeing that your speciality is with both these languages you can certainly focus on the Italian market with great transparency for both languages. You can offer translation but at a level that few can match. As websites are becoming more internationalised you can be at the front of this charge. I think you definately need a website which is focused on you and I would brand yourself strongly from the name of your company and through other aspects of your working and personal life. I think a web presence and e-networking needs to be of a high level say through LinkedIn, Elance etc. Though I didn't offer exact help to your questions I hope this gives you something you may not have thought of.

Posted by: Ricky	Author Response
10/5/2004 6:02 AM (CST)
Thanks for the compliments Virago. I'm working on my new website. I have an website just for my translations . . . (warning--it's old!): www.englishlab.it. I'll post a question when my copywriting site is ready so that all the experts can critique it. I've tried networking also but it hasn't been what I expected so far (about 20 active members in ecademy Italy). Also, most meetings are in Milan (4 hours away from me). I'll try the other two you suggested.

Posted by: virago*	Member Response
10/5/2004 10:04 AM (CST)
I had trouble downloading your website but I am in China so don't worry about that. I will wait until I see your new version. I just checked the www.linkedin.com website for Italian members and there are over 3,000 with nearly 800 in marketing or related industries. Also check out www.elance.com where you can promote and bid for projects all over the world. This would be perfect for your writing projects. There are some others which other experts may provide.

Posted by: kk+*	Accepted Answer
10/5/2004 12:20 PM (CST)
I think you're onto a good idea chasing down work from advertising agencies. Very similar to that I'd approach graphic design and web design firms too. I'm on the client side and I've hired several copywriters on a project basis as recommend to me by design firms I'm working with. I appreciate that they already have a good working relationship established and often use their recommended writer. For you it means diversity of work while stability of payment and relationship through the design firm or ad agency. Good luck and feel free to track me down on LinkedIn. kk+

Posted by: Ricky	Author Response
10/5/2004 2:42 PM (CST)
Thanks a bunch, kk+. I'll do just that.

Posted by: Michal*	Accepted Answer
10/6/2004 12:39 AM (CST)
Hi Ricky, I understood you're going into quite new business for you, right? I think it could be good if you targeted companies you would like to have in your references list and offered them a free copywriting-translation in a both-languages way. The time you showcase your skills, you're home. Later on, targetting new prospects with "shake my eyeballs" reference list would be much easier. And position yourself as american-italian copywriter. That idea in my opinion has potential (as virago mentioned). michal

Posted by: SRyan ;]	Accepted Answer
10/6/2004 1:43 AM (CST)
I don't have any suggestions. I'm just here to say... Go, Ricky! Go, Ricky! Go, Ricky! And if anybody's having trouble with the link to your Very Old Website, the problem is just the dot at the end. Try clicking on www.englishlab.it . You'll succeed. You're too talented, witty and clever NOT to. - Shelley

Posted by: Ricky	Author Response
10/6/2004 3:06 AM (CST)
Michal, I've thought about having an "eyeball-shaking" reference list (that was so funny--thanks for making me laugh). If you can believe it, I'm having trouble even doing free copywriting for some of the big wigs. They already have contracts with other agencies or freelancers. I'm not giving up yet, though! Shelly, you kill me, mama. Actually, your pep talk (pep-post?) was just what I needed. Now I'm all revved up and ready to tackle these eye-talians (again with the eyes!). Ciao, Ricky

Posted by: thinkmor	Accepted Answer
10/6/2004 6:39 AM (CST)
Hi Ricky You can also try targeting: Offical / unofficial Tourist Offices - where they need info for travellers Tour Guide Companies & Publishers Embassies and Consulates Financial services - banking products, investment products etc International Legal Firms International Accounting Firms International Management Consulting Firms International Healthcare & Pharmaceutical providers Educational publishers These and more areas will need help on their online and offline communications. You can try also translation agencies in the UK because a friend got work in an investment bank doing technical translation work through one of them. Ideally look for segments that have potential growth to suit your strengths and preferences and also pay well. Good luck! Zahid Adil

Posted by: LittleWhacky	Accepted Answer
10/6/2004 11:10 AM (CST)
Hi Ricky You say there are no online portals in Italy but there is quite a lively online social/business networking group called Ecademy. There are over 40,000 members worldwide and the online element is truly international. Online and offline, Ecademy now has branches in the following Italian cities: Ecademy Italia - Bari run by Mario Caputi Ecademy Italia - Cagliari run by Jonathan McGuinness Ecademy Italia - Como run by Simone Chinellato Ecademy Italia - Firenze / Florence run by Jonathan McGuinness Ecademy Italia - Fondatori run by Mario Caputi Ecademy Italia - Milano run by Jonathan McGuinness Ecademy Italia - Pisa run by Sabine Cretella Ecademy Italia - Roma run by Andrea "Tech Broker" Mills Ecademy Italia - Salerno run by Sabine Cretella I'm a freelance copywriter too and have got some very useful business from my membership of Ecademy, so it may well be a useful tool for you. To have a look, go: http://www.ecademy.com/node.php?id=16940 All the best and good luck! SUZE

Posted by: Ricky	Author Response
10/6/2004 2:51 PM (CST)
Hi Zahid, Thanks, great listing. I actually have already targeted some of these organizations. . I'm actually staying away from translations because translation agencies compete on price (they all use Trados and the like) and that's just not my niche. I do business and technical translations as well as more creative stuff like brochures and websites. Suze, I'm glad you took the time to write. I'm actually a member of Ecademy and have written back and forth with Jonathan McGuiness. There are lots of members but those that are "active" are just a handful. There really isn't a "networking culture" yet here in Italy, but you never know. We shall see. Thanks to everyone who posted. I'll probably close this question tomorrow. Ciao, Ricky

Posted by: Frances*	Accepted Answer
10/6/2004 7:13 PM (CST)
Hi there I would approach American/English companies that have a presence in Italy. Find out who their agencies are: you might find that there is a US/UK agency that works for a lot of Italian companies. Then you position yourself as a writer, who also understands Italian culture - perhaps you could also handle some client liaison. I think that's a pretty good offer. Onto more specific techniques: When I approach agencies (or companies), I seldom go in empty-handed. I go in with statements like 'Did you know that you've a grammatical error on page 2' or 'This headline would've worked much better than the one you used'. That generally gets attention. (And it doesn't take long to find something to suggest - or criticise.) What are agencies looking for in freelance writers? Both skill and reliability. It's hard to 'prove' skill without a big portfolio, but if you present yourself professionally, you will already have differentiated yourself from much of the competition. Hope that helped, and good luck Frances

Posted by: calvinmicklefinger*	Accepted Answer
10/7/2004 11:36 PM (CST)
Ricky, Do a google search for Denny Hatch and seek his advice. He will do a free consultation. He is the former editor of Target Marketing and a newsletter on mailings called 'Who's Mailing What?' He knows every top copywriter and direct marketer in the business and can probably give you better advice than I or most people. Plus, you have to admire anyone who has a personal library of over 600,000 direct mail pieces they have received and reviewed. Calvin

Posted by: Ricky	Author Response
10/8/2004 4:09 AM (CST)
Thanks for your sound advice, Frances and Calvin. I'll close this question now. I will let you all know when my new site goes live. Grazie mille a tutti, Ricky

Get more answers ... ReTweet this!

Would you like to post a response?

Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).

Know-How Exchange powered by MarketingProfs

MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

MarketingProfs Know-How Exchange : Building my copywriting business

Ask your question ... sign up today! It's FREE!

Sponsored Links

Join over 355,000 members ... SIGN UP!

Already a member? Sign In!

Resources

Community

Company

Marketing Topics