What Went Right and Wrong for my Copywriting Business in 2019

True confessions of a freelance copywriter (is this too much?)

2019 was my first full year as a freelance website copywriter, and it was all sorts of productive, rewarding, scary, and interesting. (As you read this, let’s imagine Vitamin C’s smash hit song, “Graduation” is playing for extra dramatic effect.)

I created more content than ever before, client work increased, and I did a handful of things that didn’t work.

But when you’re your own boss, it’s okay because there’s no one to fire me. The only way to handle it and that’s to learn from it and move forward.

A lot else happened in 2019, and should I go with the good or bad news first? 

Let’s go back and forth and start with one thing that didn’t go right (wrong is a fairly negative word, so let’s replace it with “didn’t go right” or “didn’t work” - “what went wrong” is good for the headline, right?).

One-on-One Website Copy Coaching.

This was one I wish I’d be celebrating that it went right, but looking back, I’m not surprised it didn’t work. I had seven inquiries and one person actually booked a session. Not great. 

Here’s what went wrong.

I didn’t promote it enough. I launched it in April of last year and I remember how excited I was to finally set it all up on my website. I did a few posts on it, but then it just sat there. I maybe did 3 or 4 other posts promoting it and I guess I thought by posting more content I would drive traffic to it, but Nah.

How do I fix it? I definitely want to do more coaching this year and I also think I can be more clear on what people get during the call to show the value. I do plan on switching the focus to freelance copywriting coaching and helping beginners become clear on their niche, content ideas, how to reach out to clients, etc.

Okay, now let’s go to one thing that went right.

Simplifying how I sell my services.

When I first started side hustling as a freelancer, and even when I went full-time, I was taking a variety of copywriting jobs - website, email, ads, product descriptions, ghostwriting. I think I once labeled myself as a freelance website, email, landing page, and branding copywriter (what a flex!). 

In 2019, I was more specific about what I was offering. I see a lot of business owners who struggle with taking all their ideas about their business and crafting a clear message for their website, so that’s where I put my focus. I combined website and brand storytelling for entrepreneurs and business owners in the professional services industry. I now have a strategic process where I help with brand discovery and messaging and then use that to write the copy on their website. 

How will I improve on this? I’m going to create more content around my proven framework of writing website copy. I want to continue down this niche and establish more brand awareness as a trusted voice. One big lesson I learned this past year is to be much more specific in your services than being broad, and with website copy, I can provide more for my clients.

What else went wrong in 2019 is driving traffic to my website.

I check my traffic at least 3 times a month in detail (I know, it’s not a lot) to see keywords I’m ranking for, organic traffic, conversions, and all the fun analytics stuff. The numbers don’t jump off the screen and I know why. I’m not doing enough to link back to my site or create original articles on it. 

How do I fix it? I create more. I’m making it a big goal to write more articles on my website and offer more freebies on my site that can drive traffic. 

One thing I’m very happy that went right was delegation.

This past year, I outsourced help with one existing client (did this in September) and then I hired a Virtual Assistant in November. How did I know it was time?

When I realized that most days, copywriting became 25% of what I actually do.

So, in the summer and early fall, I was writing out some of the tasks that were taking up a lot of my time and that I can easily delegate. One of them was content marketing for one client, and that’s why I hired another writer to help. The other tasks were scheduling social media, writing proposals, onboarding questionnaires and that’s why I hired a virtual assistant. I now get more time to focus on what drives revenue.

How will I improve on this? Simple, I stay mindful of the tasks to delegate that will help me save time. It’s key I write these down and how long they take me and bring on more people to my team. This may be looking for video editors, a photographer, and more content writers. If you fit these skill sets, let me know.

One thing that went wrong that was a big goal of mine in 2019 was batching content.

I was fairly consistent posting content in 2019, especially on LinkedIn, but it lacks on other channels. And the solution I kept hearing was to batch, and batching I tried. For those who aren’t familiar with batching content, it’s when you dedicate time to only creating content to post in the future. A lot of people can fulfill a whole month of content in a couple of days.

But when yours truly attempts to do it, client work or time editing one video or writing a post took up a lot of time. I would write out a goal that on Wednesdays, I would spend hours creating content, but work got in the way again (and sometimes mindlessly scrolling through Twitter). 

How do I fix it? 

I actually follow through when I set the time. This is also where help from my virtual assistant comes in. The goal is to have her help me stay accountable and schedule one day or twice a week where I spend dedicated time to batching content. I also am going to take tips I have created in other videos and turn those into shorter posts. 

One of the best things that went right was creating content and collaborating.

These two go together because collaboration was creating content. I started a video series called, “The Copy Corner” with Dan Marzullo, another copywriter and business owner I met through LinkedIn. We were both posting content on copywriting and freelance tips and decided to join copywriting forces and create a video series around it. It launches every Tuesday on LinkedIn first, so check it out. 

I was also a guest on three podcasts in 2019, I did my first live Facebook video for a friend’s private group, started an email list, and published over 10 YouTube videos (much more of that in 2020).

How will I improve on this? I am going to create a new video series where I bring on other copywriters and digital marketers (this is all I can tell you right now). I want to be a guest on more podcasts and look to do some panel discussions as well. I have already signed up for a private copywriting group to connect with fellow copywriters, which I’m truly excited about. Overall, community is huge with business growth and there are a lot of freelancers and solopreneurs out there to engage with and I look forward to meeting more of you.

I’ll stop here. 

There is an inside look at six of the biggest things that went right and wrong (didn’t work) in 2019 for my copywriting business. A lot of lessons learned, a lot of wins, and so much to look forward to this year.

And of course, more ways to learn and grow after I try things that don’t work at first. 

Thanks for clicking and reading.

Cheers,
Terry