Copywriters are a rare breed of freelancer. Not only do we have extensive knowledge of marketing but we geek out on the principles of human psychology, and have a flair for the written word in a way that allows us to sell in a cool and sophisticated way…
And because of that… we tend to sort of be good at… a lot of things? Or at least that’s what your clients probably think.
If you think about it, sometimes the actual role of a copywriter can get a little fuzzy at times. With clients expecting you to act as a copywriter one day, a content writer the next day, and a full-blown marketing strategist the day after that!
So the question is this: where do you draw the line?
As a copywriter, what jobs should you actually be doing?
Well, the great thing about being a freelance copywriter is that you can offer whatever you want… or don’t want to do!
When I started my business I often offered additional services above and beyond copywriting to get my foot in the door. Today, any clients who hire my agency get copy and consulting, that’s it.
So while your goal might be to get to a point where ALL you do is write words in documents and send them over to your clients, it’s entirely possible to expand your job scope to gain experience and build client relationships.
So in this article I’m going to be breaking down the common roles and responsibilities that a copywriter fulfills, BUT I’m also going to share the additional services that you can take on as a copywriter…
To not only better serve your clients, but to also put more of dat money in your pocket!
Hey Posse, it’s Alex! Coming at ya this week with another blog by request!
My DMs are typically full of messages from my community and I often get asked these TWO questions…
The first typically comes from people who haven’t taken the plunge into copywriting just yet, and are wondering what exactly it is that a copywriter does…
And the second comes from relatively new copywriters who are dealing with clients that expect them to be a jack-of-all-trades, and they’re wondering what exactly they should be doing…
So if you fall into one of those two categories… then leave me a comment up below, because this blog is for YOU.
And if you’re new to the crew – WELCOME! I put out a new marketing, copywriting, or mindset blog every single week. So leave your email below to get more articles like this one.
So if you’ve ever wondered what a copywriter actually DOES or what freelancing services you can offer clients as a beginner copywriter, here are 16 ways you can start making more money in your business.
Take out a pen and paper, and get ready to write down the ones you vibe with the most. And if you’re a business owner, looking to hire a copywriter – then I’m going to share you with my Copywriter Job Description—to make your search for a copywriter as easy (and seamless) as possible. Ok I’ve broken these services down into 3 categories, and the first is, of course…
1. Copywriting Services
Okay, so this first category is the list of services that actually fall under a copywriter’s job description (in my opinion). This is what savvy clients, who actually understand what you do, may expect you to do for them.
Now before you get too overwhelmed with the list I’m about to go over, please keep in mind that this is YOUR copywriting business. And you DO NOT have to offer all of these assets if you don’t want to. Ads
This can include digital ads like the ones you see on Google, Facebook, and Instagram, video ads like you see right here on YouTube, or even printed ads that you might see in Newspapers and on Flyers.
The main purpose of digital ads, of course, is to get a CLICK. Now with ads (all forms of copywriting actually), it’s very important to remember that your headline, and the first few sentences of text, are the MOST IMPORTANT THING to get right.
Because in the age of ‘the scroll’ you simply have to master the art of crafting compelling hooks. All great ads grab attention with a powerful hook.
Yep, it’s exactly what it sounds like. Emails sent to a list of subscribers with the sole purpose of marketing something – although great email campaigns should also add a lot of value and focus on building rapport with the list.
So depending on your client’s needs, they may ask you for different types of emails like autoresponders, an indoctrination sequence, sales emails, content emails, affiliate emails or re-engagement emails—as a copywriter you can add all of these to your list of services…
BUT as a copywriter, your job is to only WRITE these emails. You do not need to be the one to load these emails into your client’s email sending software unless you WANT TO. I have never offered this to a client because it’s tedious and technical and you never want to be the one that actually sends an email draft to the entire list.
It’s like a sales page… but WAY shorter and used for the main purpose of lead generation. So if the #1 job of your ad is to convert eyeballs into clicks, the #1 job of a landing page is to convert more clicks into leads. You want to motivate & inspire a prospect to enter their information (typically first name and email) in exchange for a “Free High-Value Promise” or what is more commonly called a lead magnet.
And the BIG ONE. This is what I like to call your moneymaker… because not only is this the page that’s going to make your clients the most money and profit in their business…
But it’s the page that’ll get YOU paid the most money to write!
The copywriting magic needed to turn prospects into paying customers is where persuasion, psychology, and major writing swagger come into play.
In my opinion, ALL copywriters need to master this skill—it’s what sets us apart from other content writers.
Now if you’re a copywriter or business owner, looking to write a high-converting Sales Page that will get you paid, and keep clients and prospects coming back to you for more and more…. and more. Then make sure to check out my 5 Day Write & Ignite Challenge, where I teach you the exact proven sales page formula that I personally use in multi-million dollar launches.
Home Pages & Website Copy
This is what I refer to as branding copy or authority copy! While conversions are still important on your main homepage, your brand message is EVERYTHING. Your home page is the first thing that people see when visiting your website so you gotta make a great first impression! The goal of a Homepage is simple: to create trust, build authority, and offer next steps.
With more and more audiences seeking out products, coaches, and businesses that share their same values, well-written About Pages are a great opportunity to share a brand’s story, vision, mission, philosophy, and what makes them different.
It’s your way of answering the question – yeah, but who are you… really?
As a copywriter, you can offer this a service to any client that doesn’t already have an About Page OR you can offer to revamp any About Pages that are dull and less than inspiring.
And – in case you were wondering – your job as the copywriter is to simply write these pages (same with landing pages, sales pages, and websites) and not actually BUILD them.
Promotional Videos & Video Sales Letters
Remember what I’ve been saying over and over again to you guys?! VIDEO IS THE FUTURE!
In fact, 87% of video marketers say that video gives them a positive return on investment. So it’s safe to say that… yes. Video marketing is indeed where it’s at! Says the girl who spends HOURS making video content every week.
Promotional videos are used for the purpose of promoting a specific marketing initiative, event, or product. They are typically short, sweet, and to the point. The copy part of promo videos will include the video’s titles, subtitles, any copy that’s used as visual elements throughout the video, and of course the SCRIPT.
And it’s important to remember that although copy is only PART of what makes a great promo video, up to 85% of Facebook videos are watched without sound. So making sure that the copy you have in your video subtitles is essential in boosting your conversions.
Another type of video marketing that requires copywriting skills is VSLs – or video sales letters! Video sales letters are similar to written sales letters except they are written scripts, rather than a written page.
Again, your job as the copywriter is to simply WRITE the video scripts and ancillary copy – not actually produce the videos!
Product descriptions refer to that short little blurb of text that describes what a product is, what it does, and WHY someone should buy it. It’s incredibly common in e-commerce stores where copy space for products is limited.
But a common mistake that I see made ALL of the time is a boring product description that just… describes the product. You know, all features and no benefits.
Great product descriptions need to go deeper than the boring left-brain need-to-know stuff.
You want customers to read your product description and think… Wow now that’s cool/interesting/unique/smart/funny! I gotta get it!
Alright that covers the bases of copywriting services. Now let’s move onto a different service package you can consider offering for your clients…
2. Content Writing
As a professional copywriter, you’ll find that A LOT of businesses will ask you to do some content writing for them as well…
And just like picking and choosing your copywriting services, you can and should use your own discretion on whether or not you will offer content writing for your clients as well.
While copywriting is the art of crafting words for the sole purpose of conversion… Content writing focuses more on engagement, education, and brand awareness.
And there are various forms of content writing that you can choose to include in your services, but I’m just going to cover the 5 big ones that will be most beneficial to your clients…
Social Media Captions
Social Media is a HUGE part of most brands and businesses’ marketing strategies these days, and if it’s not already, then it definitely should be.
Because Social Media is where the majority of the population is hanging out on a day-to-day basis.
Globally, over 3.6 billion people use social media… and that number is expected to increase to 4.4 billion by the year 2025.
And handling your client’s social media captions and content is a great way to get your foot in the door with a client that you really want to work with. Just remember that the main purpose of social media is to connect and engage with the audience… So you should always be providing value in the form of either education, entertainment, or inspiration.
I mean come on… everyone knows the power of blogging. Blogs are one of the best ways to get ranked in Google searches and optimize your SEO. But the thing is… most busy business owners just don’t have the time (or energy ) to pump out blog posts on a consistent basis.
And that’s where YOU can step up and offer your services. As a minimum, you could offer at least 1 blog post a week, and of course, go up from there!
These are the weekly, bi-weekly, or monthly emails that get sent out to a list of subscribers. The purpose isn’t to sell or promote anything directly, but rather to build rapport, trust, and credibility. And most importantly, CREATE A SENSE OF COMMUNITY.
Because one thing is for certain in this day-and-age… customers don’t stick around with brands that they don’t feel connected to on some level. So if your clients don’t already send out consistent content-rich newsletters to their mailing list, then they are missing out on a huge opportunity to cultivate a loyal following – and BOOM – guess who can help them out with that?….
Content videos are a MASSIVE way to build a loyal following and brand. I know because I grew my entire business with content videos!
And yes, like promotional videos, all content videos start out as a script or, at the very least, a loose outline! Because even though they are personal and conversational, you still want to make sure your content videos are informative and valuable and follow a framework!
Not to mention the need to craft compelling headlines and convince viewers to watch, like, and subscribe. So as a copywriter, you can absolutely offer content video scripts to your list of services!
Aka search engine optimization. Essentially, SEO is focused on improving the visibility of your website by getting it to rank higher in search engines.
Now, this is something that I get asked ALL of the time… Alex, do I NEED to know SEO as a conversion copywriter?
And the answer is no…
I mean I straight-up tell my clients that I’m not an expert in SEO. I literally know nothing about it except the general basics of how it works. And it’s not something that interests me enough to study and become a master at.
So I always recommend that my clients work with an SEO specialist if they are looking to optimize their websites in that way.
But, but BUT… that doesn’t mean you can’t add SEO to your list of services if you know what you’re doing!
SEO copywriting is common in particular industries and niches so do your research and find out if it’s something you WANT to consider mastering.
I mean, killer SEO strategies with high-converting copy sounds like a winning combination if you ask me.
So if you want to take things one step further and add SEO onto your list of services that you offer to clients, you definitely can.
But you’ll want to make sure that you know more than “just the basics” if you’re calling yourself an SEO specialist.
The good news is, the best SEO secret in the world is to write copy and content that is valuable, creates authority, and gets people to stay and engage with your page or website – which as a copywriter you’ll already know how to do. Alright, now the 3rd category of services you could offer is…
3. Marketing Support
If you REALLY want to beef up your packages (and the money you have coming in), you may want to consider offering marketing services to your clients as well.
Offering additional marketing support can make you invaluable to your clients because they’re basically getting a unicorn – someone who can write, strategize and implement.
Of course, there’s a whole slew of services that you could offer under this category… but let’s just cover the basic 3 that most copywriters could easily transition into offering.
A major part of writing in business comes down to communicating with followers, subscribers, and customers via email, membership sites and social media. Customer support was the first role I had at Mindvalley so if you’re looking to get your foot in the door with a brand you’d LOVE to write copy for, why not offer community management as a service to showcase your writing ability?
If you have a more technical flair and you’re familiar with online tools like GrooveFunnels, ClickFunnels, Kajabi, or others, you can add funnel-building to your list of services! This is essentially CREATING the pages and sales funnels you are writing. This can be a highly valuable service that will save your clients from having to hire someone else OR spend hours doing it themselves.
This is something you might start to offer after you’ve been in the game for a while, and have developed a pretty solid understanding of the world of marketing.
A marketing consultant is an advisor and strategies who works with companies to create and design marketing campaigns.
As a marketing consultant, you could help to create detailed marketing plans, determine a business’s marketing message, and identify the right marketing mix to most effectively get your client’s message out to the masses.
Remember, as a copywriter, you really are the best of both worlds… word nerd meets marketing master.
So pick and choose the services that resonate the most with you.
And never forget the value you bring to the table.
Collecting high-quality data is crucial to making strategic observations about your customers. Researchers have to consider the best ways to design their surveys and then how to increase survey completion, because it makes the data more reliable.
I’m going to explain how survey completion plays into the reliability of data. Then, we’ll get into how to calculate your survey completion rate versus the number of questions you ask. Finally, I’ll offer some tips to help you increase survey completion rates.
My goal is to make your data-driven decisions more accurate and effective. And just for fun, I’ll use cats in the examples because mine won’t stop walking across my keyboard.
Why Measure Survey Completion
Let’s set the scene: We’re inside a laboratory with a group of cat researchers. They’re wearing little white coats and goggles — and they desperately want to know what other cats think of various fish.
They’ve written up a 10-question survey and invited 100 cats from all socioeconomic rungs — rough and hungry alley cats all the way up to the ones that thrice daily enjoy their Fancy Feast from a crystal dish.
Now, survey completion rates are measured with two metrics: response rate and completion rate. Combining those metrics determines what percentage, out of all 100 cats, finished the entire survey. If all 100 give their full report on how delicious fish is, you’d achieve 100% survey completion and know that your information is as accurate as possible.
But the truth is, nobody achieves 100% survey completion, not even golden retrievers.
With this in mind, here’s how it plays out:
Let’s say 10 cats never show up for the survey because they were sleeping.
Of the 90 cats that started the survey, only 25 got through a few questions. Then, they wandered off to knock over drinks.
Thus, 90 cats gave some level of response, and 65 completed the survey (90 – 25 = 65).
Unfortunately, those 25 cats who only partially completed the survey had important opinions — they like salmon way more than any other fish.
The cat researchers achieved 72% survey completion (65 divided by 90), but their survey will not reflect the 25% of cats — a full quarter! — that vastly prefer salmon. (The other 65 cats had no statistically significant preference, by the way. They just wanted to eat whatever fish they saw.)
Now, the Kitty Committee reviews the research and decides, well, if they like any old fish they see, then offer the least expensive ones so they get the highest profit margin.
CatCorp, their competitors, ran the same survey; however, they offered all 100 participants their own glass of water to knock over — with a fish inside, even!
Only 10 of their 100 cats started, but did not finish the survey. And the same 10 lazy cats from the other survey didn’t show up to this one, either.
So, there were 90 respondents and 80 completed surveys. CatCorp achieved an 88% completion rate (80 divided by 90), which recorded that most cats don’t care, but some really want salmon. CatCorp made salmon available and enjoyed higher profits than the Kitty Committee.
So you see, the higher your survey completion rates, the more reliable your data is. From there, you can make solid, data-driven decisions that are more accurate and effective. That’s the goal.
We measure the completion rates to be able to say, “Here’s how sure we can feel that this information is accurate.”
And if there’s a Maine Coon tycoon looking to invest, will they be more likely to do business with a cat food company whose decision-making metrics are 72% accurate or 88%? I suppose it could depend on who’s serving salmon.
What is survey completion rate?
Survey completion rate refers to the number of completed surveys divided by the number of total survey respondents. The result is then multiplied by 100 to get a percentage. Survey respondents include those who completed the survey, and those who started the survey but didn’t complete it.
While math was not my strongest subject in school, I had the great opportunity to take several college-level research and statistics classes, and the software we used did the math for us. That’s why I used 100 cats — to keep the math easy so we could focus on the importance of building reliable data.
Now, we’re going to talk equations and use more realistic numbers. Here’s the formula:
So, we need to take the number of completed surveys and divide that by the number of people who responded to at least one of your survey questions. Even just one question answered qualifies them as a respondent (versus nonrespondent, i.e., the 10 lazy cats who never show up).
Now, you’re running an email survey for, let’s say, Patton Avenue Pet Company. We’ll guess that the email list has 5,000 unique addresses to contact. You send out your survey to all of them.
Your analytics data reports that 3,000 people responded to one or more of your survey questions. Then, 1,200 of those respondents actually completed the entire survey.
3,000/5000 = 0.6 = 60% — that’s your pool of survey respondents who answered at least one question. That sounds pretty good! But some of them didn’t finish the survey. You need to know the percentage of people who completed the entire survey. So here we go:
Completion rate equals the # of completed surveys divided by the # of survey respondents.
Completion rate = (1,200/3,000) = 0.40 = 40%
Voila, 40% of your respondents did the entire survey.
Response Rate vs. Completion Rate
Okay, so we know why the completion rate matters and how we find the right number. But did you also hear the term response rate? They are completely different figures based on separate equations, and I’ll show them side by side to highlight the differences.
Completion Rate = # of Completed Surveys divided by # of Respondents
Response Rate = # of Respondentsdivided by Total # of surveys sent out
Here are examples using the same numbers from above:
Completion Rate = (1200/3,000) = 0.40 = 40%
Response Rate = (3,000/5000) = 0.60 = 60%
So, they are different figures that describe different things:
Completion rate: The percentage of your respondents that completed the entire survey. As a result, it indicates how sure we are that the information we have is accurate.
Response rate: The percentage of people who responded in any way to our survey questions.
The follow-up question is: How can we make this number as high as possible in order to be closer to a truer and more complete data set from the population we surveyed?
That is a heavily loaded question. People in our industry have to say, “It depends,” far more than anybody wants to hear it, but it depends. Sorry about that.
There are lots of factors at play, such as what kind of survey you’re doing, what industry you’re doing it in, if it’s an internal or external survey, the population or sample size, the confidence level you’d like to hit, the margin of error you’re willing to accept, etc.
But you can’t really get a high completion rate unless you increase response rates first.
So instead of focusing on what’s a good completion rate, I think it’s more important to understand what makes a good response rate. Aim high enough, and survey completions should follow.
I checked in with the Qualtrics community and found this discussion about survey response rates:
“Just wondering what are the average response rates we see for online B2B CX surveys? […]
Current response rates: 6%–8%… We are looking at boosting the response rates but would first like to understand what is the average.”
The best answer came from a government service provider that works with businesses. The poster notes that their service is free to use, so they get very high response rates.
“I would say around 30–40% response rates to transactional surveys,” they write. “Our annual pulse survey usually sits closer to 12%. I think the type of survey and how long it has been since you rendered services is a huge factor.”
Since this conversation, “Delighted” (the Qualtrics blog) reported some fresher data:
The takeaway here is that response rates vary widely depending on the channel you use to reach respondents. On the upper end, the Qualtrics blog reports that customers had 85% response rates for employee email NPS surveys and 33% for email NPS surveys.
A good response rate, the blog writes, “ranges between 5% and 30%. An excellent response rate is 50% or higher.”
This echoes reports from Customer Thermometer, which marks a response rate of 50% or higher as excellent. Response rates between 5%-30% are much more typical, the report notes. High response rates are driven by a strong motivation to complete the survey or a personal relationship between the brand and the customer.
If your business does little person-to-person contact, you’re out of luck. Customer Thermometer says you should expect responses on the lower end of the scale. The same goes for surveys distributed from unknown senders, which typically yield the lowest level of responses.
According to SurveyMonkey, surveys where the sender has no prior relationship have response rates of 20% to 30% on the high end.
Whatever numbers you do get, keep making those efforts to bring response rates up. That way, you have a better chance of increasing your survey completion rate. How, you ask?
Tips to Increase Survey Completion
If you want to boost survey completions among your customers, try the following tips.
1. Keep your survey brief.
We shouldn’t cram lots of questions into one survey, even if it’s tempting. Sure, it’d be nice to have more data points, but random people will probably not hunker down for 100 questions when we catch them during their half-hour lunch break.
Keep it short. Pare it down in any way you can.
Survey completion rate versus number of questions is a correlative relationship — the more questions you ask, the fewer people will answer them all. If you have the budget to pay the respondents, it’s a different story — to a degree.
“If you’re paying for survey responses, you’re more likely to get completions of a decently-sized survey. You’ll just want to avoid survey lengths that might tire, confuse, or frustrate the user. You’ll want to aim for quality over quantity,” says Pamela Bump, Head of Content Growth at HubSpot.
2. Give your customers an incentive.
For instance, if they’re cats, you could give them a glass of water with a fish inside.
Offer incentives that make sense for your target audience. If they feel like they are being rewarded for giving their time, they will have more motivation to complete the survey.
This can even accomplish two things at once — if you offer promo codes, discounts on products, or free shipping, it encourages them to shop with you again.
3. Keep it smooth and easy.
Keep your survey easy to read. Simplifying your questions has at least two benefits: People will understand the question better and give you the information you need, and people won’t get confused or frustrated and just leave the survey.
4. Know your customers and how to meet them where they are.
Here’s an anecdote about understanding your customers and learning how best to meet them where they are.
Early on in her role, Pamela Bump, HubSpot’s Head of Content Growth, conducted a survey of HubSpot Blog readers to learn more about their expertise levels, interests, challenges, and opportunities. Once published, she shared the survey with the blog’s email subscribers and a top reader list she had developed, aiming to receive 150+ responses.
“When the 20-question survey was getting a low response rate, I realized that blog readers were on the blog to read — not to give feedback. I removed questions that wouldn’t serve actionable insights. When I reshared a shorter, 10-question survey, it passed 200 responses in one week,” Bump shares.
Tip 5. Gamify your survey.
Make it fun! Brands have started turning surveys into eye candy with entertaining interfaces so they’re enjoyable to interact with.
Your respondents could unlock micro incentives as they answer more questions. You can word your questions in a fun and exciting way so it feels more like a BuzzFeed quiz. Someone saw the opportunity to make surveys into entertainment, and your imagination — well, and your budget — is the limit!
Your Turn to Boost Survey Completion Rates
Now, it’s time to start surveying. Remember to keep your user at the heart of the experience. Value your respondents’ time, and they’re more likely to give you compelling information. Creating short, fun-to-take surveys can also boost your completion rates.
Editor’s note: This post was originally published in December 2010 and has been updated for comprehensiveness.
Other brands can copy your style, tone and strategy — but they can’t copy your data.
Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences.
Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.
Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.
Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.
Driving Change Through Amazon’s Auto Revolution
Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.
A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.
Bridging the Gap Between Convenience and Complexity
Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.
Ecommerce Partnership Reshaping Auto Retail Dynamics
Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.
In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.
Experience a data-driven organization powered by AWS.
Benefit from enhanced production optimization, cost reduction, and improved security.
Alexa Integration in Next-Gen Vehicles:
Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
Access music, podcasts, reminders, and smart home controls effortlessly.
Stay connected with up-to-date traffic and weather information.
Driving into the Future
The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.
The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.
Embrace the change, and witness the evolution of auto retail unfold before your eyes.