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Some so-called writing experts say you don't need much skill or talent to be a freelance copywriter for businesses and professionals. Don't believe it. This article looks at the specific writing skills you must have to be successful and prosperous in this field. If your abilities are not up to par, all hope is not lost: We'll also look at some ways to hone your skills so you can be competitive in the business market.

How much writing talent do you need to succeed in the world of freelance copywriting (also known as corporate writing)? If you listen to the advice of some writers, you'd think the only requirement is the ability to hit keys on a keyboard.

Okay, I'm exaggerating…a little. But a fair share of supposedly "expert" freelance writers proclaim that you don't need much writing talent or skill to make a lot of money writing for businesses and professionals. I've come across this claim in several books on freelance copywriting. Such a statement misleads many writers-to-be into thinking it's easy to break into the field. But those who don't have at least a moderate amount of talent and skill will have difficulty getting writing assignments from savvy businesses.

Look at it this way: Would you hire a mechanic whose definition of a screwdriver was vodka and orange juice?

Easier, but not easy
It's true that freelance copywriting is an easier way to make a living than trying to write the Great American Novel and then convincing a publisher to pay you money for it. Freelance copywriting is also easier and certainly more lucrative than sending countless queries to magazine editors and waiting for a reply that is statistically destined to be a rejection slip. (About 99 percent of all traditional queries and proposals are rejected.)

But freelance copywriting is not as easy as many self-proclaimed experts say. Copywriters really do need some amount of writing talent and skill. Otherwise, they won't get very far.

Business clients know what they want and like, and they eventually will know whether a copywriter's output meets their needs. Writers who can't deliver won't get the repeat business that is so necessary for successful freelancing.

You can't "fake it until you make it" in this field. Many unskilled writers have tried and failed. However, if you're reading this article (which I've targeted to writers with some skills and a desire to gain more), you probably have what you need to get started as a freelance copywriter.


How much talent do you really need?
You don't have to be the Ernest Hemingway of the corporate world to succeed as a freelance copywriter. Besides, Papa's style probably wouldn't suit most business clients. Here's what counts:

• You need the ability to write clearly, concisely and sometimes cleverly.\
• You must use proper grammar or know when and why to break a grammatical rule. Don't be surprised if your client thinks the broken rule is an error and calls you on it. You will need to explain why you purposely made the "mistake" and defend it. Even then, the client may ask you to undo it. Joe Customer is not always right, but sometimes you need to let him think he is.
• You must be able to gather extensive information about the subject at hand, then translate it into meaningful copy that meets the client's objectives. Interviewing and research skills are handy, and they improve with practice.
• You need to know how to write strong-selling copy. Most copywriting is sales writing, designed to persuade consumers or other businesses to buy your client's products or services. Brochures, newsletters, ads, direct mail and many other corporate materials are basically sales or marketing pieces, and the sales message may be hard or soft. Your writing must convince readers to buy. If you don't have this skill, take heart--and heed: You can learn it on your own by reading up on the subject and carefully examining lots of written materials from a wide range of businesses.
• You need the ability to write with some amount of flair or panache. Business clients don't want a dry, dull thesis or a high school term paper. They want writing that's compelling, interesting, easy to read and, sometimes, humorous. They expect writing that captures attention and encourages the reader to take a specific action.
• You must be flexible enough to write in different styles. Let's say you get assignments to write newsletters for two clients. Client A is a laid-back travel agent who requests a breezy, informal newsletter; you can break some rules and have fun. Client B, on the other hand, is a buttoned-down engineering firm that expects a formal style to match its image. You'd better stick to the rules of grammar and avoid cleverness.

Before you hang out your shingle as a freelance copywriter, honestly assess your writing skills. If they are not up to the needs of business clients, all hope is not lost. It's possible to improve your skills so you can become a prosperous writer. You can take a business writing class, which is better than a creative writing class for would-be copywriters. Or take an advanced composition course to brush up on the basics, such as structure and grammar.


The other keys to your success
To succeed and prosper as a freelance copywriter, you'll also need several non-writing-related talents, including:

• The ability to establish and maintain relationships with clients
• Basic entrepreneurial skills (no need for an “entrepreneurial gene”; you can learn)
• The courage and know-how to market yourself
• Occasionally, a little mind-reading!

If you need to spruce up any of these skills, consider the services of a Writer's Coach. And here's where I'll add my shameless marketing plug: My coaching services are available to guide and support you in getting started as a freelance copywriter and building a prosperous business. Contact me today at clarity@iag.net to learn the ropes, set up your business exactly the way you want it, and have a seasoned professional with you every step of the way.

Click here for a printable, PDF version of this article.