Setting up the copywriting project

Once contact has been made, the copywriter meets with the client to determine what kind of copywriting is required. This means considering such important aspects as purpose, tone of voice, target format and (most importantly) the situation of the reader and the response that the copywriter is aiming to elicit from them. Good copywriters will carefully gather all this information before beginning their copywriting.

Before beginning work, the freelance copywriter will seek to agree a price with their client. Most copywriters charge by the day, although some may agree to charge by the hour, or (for some types of commission) by the word or thousand words. Charging by the word carries the risk that many revisions will be required in order to get the copy right, leaving the copywriter undercharging. However, for some tasks (such as the creation of large amounts of SEO copywriting), the per-word basis may be appropriate.

A realistic estimate of time requirements is essential, and the client needs to appreciate how much work can go into a copywriting commission. For example, the creation of a three-word slogan might involve several days of liaising with company executives, reviewing competitors’ content, brainstorming and evaluation.

Many copywriters work without a full, legally binding contract in place. While not ideal, there are many reasons why they might choose to do this. First and foremost is the desire to please the client by getting on with the actual writing instead of getting tied up in negotiation. In any case, an email from the client to the freelance copywriter with explicit authorisation to proceed is usually sufficient basis for the copywriter to begin work.