If you’ve been trying to break into freelance copywriting, you’ve probably noticed something frustrating: everyone makes it sound so easy to get clients. “Just put yourself out there!” “Create a killer portfolio!” “Network on LinkedIn!”
Sound familiar?
I’ve spent 15 years in the trenches as a freelance copywriter, and I’m here to tell you what most copy coaches won’t: getting clients is a grind, especially in the beginning. It’s not impossible, but it requires consistent effort, strategic thinking, and realistic expectations.
In this post, I’ll reveal the unvarnished truth about finding and keeping copywriting clients. I’ll share the prospecting strategies that actually work, how to transition from hunting to attracting clients, and how to build relationships that lead to long-term success. No sugar-coating, just actionable advice from someone who’s been exactly where you are.
The Cold, Hard Truth About Client Acquisition
Let’s start with the reality check most coaches avoid: in the beginning of your copywriting career, you should expect to spend 60-80% of your time on prospecting activities. Not writing. Not perfecting your craft. Not designing your website. Prospecting.
Why? Because clients don’t magically appear, especially when you’re unknown.
The “build it and they will come” approach is a fantasy for new copywriters. Your beautiful website, clever social media presence, and even your incredible portfolio samples mean nothing if potential clients never see them.
Your Full-Time Job Is Sales (Like It or Not)
As a freelance copywriter, you aren’t just the creative department—you’re also:
- The sales team
- The marketing department
- The account manager
- The billing department
- The customer service rep
Of these roles, sales is by far the most crucial when you’re starting out. You need to embrace this reality rather than resist it.
Effective Prospecting Strategies (That Actually Work)
Let’s break down the prospecting methods that deliver real results for new copywriters:
Cold Outreach: Still Effective When Done Right
Despite what some might tell you, cold outreach isn’t dead. But it has evolved.
Generic, template-based emails get deleted instantly. Instead, try this approach:
- Research thoroughly: Spend 15-20 minutes studying each prospect’s business, content, and specific needs
- Personalize genuinely: Reference something specific about their business or recent content
- Lead with value: Offer an observation or quick suggestion that demonstrates your expertise
- Keep it concise: Respect their time with a message that takes less than 90 seconds to read
- End with a clear next step: Not “hope to hear from you” but a specific suggestion for moving forward
When you demonstrate specific knowledge about a prospect’s business and offer genuine value upfront, you dramatically increase your chances of starting a conversation that leads to paid work.
Networking: It’s About Relationships, Not Transactions
Networking gets a bad rap because most people do it wrong. They approach it as a transaction: “I’ll talk to you so you’ll hire me.”
Effective networking means:
- Focusing on building genuine relationships without immediate expectations
- Becoming known as helpful, knowledgeable, and reliable
- Connecting people to each other (not just seeking connections for yourself)
- Following up consistently (without being pushy)
- Playing the long game—some of my best clients came from connections made years earlier
Leveraging Industry Events and Trade Shows
While online prospecting is convenient, in-person events still deliver outsized returns. I’ve landed more high-value clients at industry conferences than through any other single channel.
The key is preparation:
- Research attendees and exhibitors beforehand
- Set specific goals for each event (e.g., connect with 5 potential clients)
- Prepare your elevator pitch for different scenarios
- Bring business cards (yes, still) and a method for taking notes
- Follow up within 48 hours after the event
Creating and Distributing Targeted Content
Content marketing works for copywriters when it’s:
- Highly targeted to your ideal clients’ specific pain points
- Deliberately distributed where those clients will see it
- Consistently produced over time
- Focused on demonstrating solutions, not just showcasing your writing
This very blog post follows this strategy—it’s targeted toward aspiring copywriters, addresses a specific pain point (getting clients), and demonstrates my expertise through practical advice.
The Transition: From Hunting to Attracting
The good news is that the prospecting grind doesn’t last forever. As you build your reputation and portfolio, you’ll gradually shift from hunting to attracting clients.
When This Shift Typically Happens
Based on my experience and observations of other successful copywriters:
- Months 1-6: Almost 100% prospecting-driven client acquisition
- Months 7-12: About 70-30 split between prospecting and inbound
- Years 2-3: Roughly 50-50 between prospecting and inbound
- Years 4+: Potentially 70% or more from inbound/referrals if you’ve built a strong reputation
The exact timeline varies based on your niche, network, and how effectively you execute your prospecting and marketing strategies.
Building a Reputation That Attracts Clients
Here’s what actually drives inbound leads:
- Consistently delivering excellent results: Nothing beats a track record of success
- Specialization in a specific niche or deliverable: Generalists struggle longer
- Developing a unique point of view or methodology: Stand out from commodity copywriters
- Strategic case studies that showcase specific results: Before-and-after metrics are gold
- Client testimonials that address specific pain points: “John increased our conversion rate by 32%” beats “John is great to work with”
Never Stop Prospecting (Even When You Don’t Need To)
Here’s another truth most copy coaches won’t emphasize: you should never completely abandon prospecting, even when you have a full client roster.
The Feast-Famine Cycle
Most freelance copywriters experience this cycle:
- You prospect hard and get several clients
- You get busy with client work and stop prospecting
- Projects end (often simultaneously)
- You have no pipeline and panic
- Repeat from step 1
Breaking this cycle requires maintaining at least some level of prospecting activity even during busy periods. Block 2-3 hours per week for relationship-building activities, even when you’re at capacity.
Clients Come and Go (Often Without Warning)
In my 15 years as a copywriter, I’ve learned that client relationships are rarely permanent:
- Budgets get cut
- Marketing directors change
- Companies pivot
- Projects conclude
- Priorities shift
Many copywriters have experienced the Monday morning email that suddenly ends what seemed like a stable client relationship. This is normal, not a reflection of your value.
The Importance of Not Burning Bridges
When client relationships do end (and they will), how you handle the transition matters tremendously.
Why Clients Come Back
Something many new copywriters don’t realize: clients often return. I’ve had clients come back after:
- 6 months with another copywriter who didn’t deliver
- A year of trying to handle copywriting in-house
- 2+ years when a new project required my specific expertise
- Multiple marketing director changes (the new person found my previous work)
These “boomerang clients” are incredibly valuable because:
- They already know and trust your work
- They’ve seen what happens without your services
- They typically return with larger budgets
- The onboarding process is minimal
To keep this door open, always:
- Express gratitude for the opportunity when projects end
- Offer help with the transition to a new writer if applicable
- Stay in touch occasionally (without being pushy)
- Accept changes with grace rather than resentment
Creating Value-Packed Service Packages
Another secret to sustained client relationships is offering service packages that deliver comprehensive value rather than single deliverables.
Moving Beyond One-Off Projects
The shift from “I need a sales page” to “I need a conversion system” represents a massive opportunity for copywriters. Consider packaging services like:
- Full funnel development (rather than individual emails)
- Conversion rate optimization (not just writing new copy)
- Content systems (instead of individual blog posts)
- Brand voice development and implementation
- Training internal teams on copywriting fundamentals
These packages:
- Address bigger business problems
- Justify higher rates
- Create longer engagements
- Position you as a strategic partner, not a vendor
Example: The Sales Funnel Package
Rather than writing a single sales page for $1,500, consider a comprehensive funnel package for $7,500 that includes:
- Audience research and messaging development
- Landing page copy
- Email sequence (5-7 emails)
- Upsell/downsell pages
- Ad copy concepts
- 30-day optimization period
This approach provides more value to the client while significantly increasing your project size.
Building Systems for Consistent Client Acquisition
Successful freelance copywriters don’t reinvent the wheel with each prospecting effort. They create systems that deliver consistent results.
Elements of an Effective Client Acquisition System
- Regular time blocks dedicated to specific prospecting activities
- Templates and frameworks for outreach (personalized for each prospect)
- A CRM or tracking system for managing your pipeline
- Follow-up sequences that maintain momentum without being annoying
- Methods for nurturing existing client relationships
- Analysis of what’s working and what isn’t
Even something as simple as “Money Mondays” (dedicating every Monday morning to prospecting activities) can dramatically improve your client acquisition results.
Common Client Acquisition Myths Debunked
Let’s address some persistent myths about getting copywriting clients:
Myth #1: “Great work sells itself”
Reality: Excellent work that nobody sees does not generate clients. Marketing your services is as important as the quality of your work.
Myth #2: “You need a huge portfolio before you can get clients”
Reality: You need relevant samples, not a huge portfolio. Three highly relevant samples beat 20 random pieces every time.
Myth #3: “Lower your rates to get your foot in the door”
Reality: While strategic discounting can occasionally make sense, consistently underpricing trains clients to view you as a budget option. Start with rates that respect your time.
Myth #4: “Social media presence is essential for copywriters”
Reality: A focused approach targeting where your ideal clients actually spend time is more effective than trying to be everywhere. Some highly successful copywriters have minimal social media presence.
The Reality Check: It Takes Work
If there’s one thing I want you to take away from this post, it’s this: building a successful freelance copywriting business takes consistent, strategic work. The coaches who make it sound effortless are either:
- Forgetting their own struggle
- Selling you a fantasy to market their programs
- Got lucky with early connections (and don’t realize it)
But here’s the encouraging part: the system I’ve outlined works if you work it. I’ve seen it succeed for copywriters from diverse backgrounds, with different specialties, and in various markets.
Your Action Plan: Next Steps
If you’re serious about building your freelance copywriting business, here’s what to do next:
- Audit your current prospecting activities: What percentage of your work time is actually dedicated to finding clients?
- Create a concrete prospecting plan: Schedule specific activities for the next 30 days
- Develop at least one service package: Move beyond selling one-off deliverables
- Build a simple follow-up system: Most opportunities are lost due to inconsistent follow-up
- Track your results: Which activities are actually generating conversations and clients?
Final Thoughts: The Truth About Success in Freelance Copywriting
After 15 years in this business, I can tell you with certainty: there are no shortcuts to building a sustainable copywriting business. The “overnight successes” you see almost always involve years of behind-the-scenes work.
But I can also tell you this: it’s entirely possible to build a thriving, profitable freelance copywriting business if you’re willing to do the work of consistent, strategic prospecting.
The clients are out there. They need your skills. Now you know how to find them—even if other copy coaches won’t tell you.
Want to learn more about building a successful freelance copywriting business? Check out my comprehensive copywriting courses at jrfawkes.com/courses, where I share the exact systems I’ve used to build my six-figure copywriting business.