|
I
recently advertised for freelance copywriters to
work for my copywriting business and received some
200 applications. I've done quite a bit of
recruiting in the past, so, from the outset, I knew
exactly what sort of expertise I was after. I also
knew I'd be inundated with applications, and that
the applicants would come from all sorts of
backgrounds with varying levels of copywriting
expertise. I was very specific about the application
requirements, and I had systems set up to filter and
categorize applications. I thought I had it all
covered. I should have known I couldn't be that
lucky!
When the
applications started rolling in, I was dumbfounded.
All of my best intentions and systems
notwithstanding, the applicants seemed intent on
ruling themselves out of contention by sending
sub-standard application emails. They were so bad
that, at times, I felt like I was shortlisting based
on the quality of the application, rather than the
quality of the applicant.
This
article is for any writer - experienced or not - who
plans to apply for a copywriting job. It presents 12
tips (in order of importance) on how to apply in
such a way that you stand a chance of making the
shortlist.
1) Follow Instructions - If the job ad
contains instructions, follow them. If it contains
instructions which are labelled "IMPORTANT", and
which are formatted bold and red, you can assume
they're somewhat important and that there's a reason
for them. Follow them! Read and re-read the ad to
make sure you've followed every instruction. If the
ad says apply via email, apply via email! If it says
to use "Copywriter Application" as the subject line,
use "Copywriter Application" as the subject line! If
it says to visit a website, provide a quote, supply
three copy samples, and include your resume, DO ALL
OF THOSE THINGS! If you don't follow the simple,
obvious instructions in a job ad, the employer will
have no faith that you'll be able to adhere to a
complex copywriting brief!
2) Less is More - Don't waste the
employer's time. Remember, they're hiring a
freelance copywriter because they need someone to
take on a bit of their workload. They're 'time
poor'. Keep your application short 'n' sweet. This
is your chance to show what you're capable of, so
don't fall into the trap of using big words and
complex sentences. Less is more.
3) Show How You'll Help Their Business
- Try to see things from the employer's perspective.
Most employers who advertise for freelance
copywriters are looking for people who can help them
streamline their business. Employers - particularly
copywriting studios, advertising agencies and web
design agencies - who want freelance copywriters are
trying to 'productize' copywriting. They want to be
able to 'turn the handle': they want an affordable
freelance copywriter who can be relied upon to
deliver client-ready first draft copy, with minimal
supervision. They're trying to build a copywriter
factory line. Remember this when you apply, and try
to show how you'll help them achieve this goal.
4) Make Your Application Scannable - Once
again, remember that the employer doesn't have a lot
of time. So make your copywriter application easy to
scan. Don't just write one long block of text. Use
short paragraphs, headings and bullets, and bold the
important bits.
5) Address the Requirements - If the
copywriter ad lists the requirements of the job,
make sure you address them, individually. (But
remember, keep it short 'n' sweet.)
6) Be Open and Honest - Don't oversell
yourself; if the story told by your samples and
resume doesn't match your sales spiel, you'll be
discounted. If you don't have the experience or
expertise to satisfy one or more of the
requirements, say so. And don't lie about your
experience or include samples you didn't actually
write. This may get you one job, but you may not get
paid for it, and you'll certainly never get another.
And remember, the copywriting world is very small;
everyone knows everyone, and warnings about
deceptive freelancers travel very fast along the
grapevine.
7) Provide Relevant Samples - If the job ad
asks you to supply samples of your copy, do
everything in your power to find and supply samples
that are relevant. The ad may specify the kind of
samples you need to supply, but if not, take a look
at the employer's website, and send samples that are
relevant to their main service offering. If they do
mostly web copy, send web copy samples. If they do
short copy, send short copy samples. And if you
don't have any relevant samples, try to identify the
core qualities required by the employer, and send
samples that show you possess those qualities. (e.g.
If the employer does mostly online brochure-type web
copy, you'll need to supply samples which show your
ability to simultaneously capture a product and an
audience, and maybe even educate the audience.)
8) Don't Expect Immediate Feedback
- Because most job ads attract hundreds of
applications, and because the employer is still
trying to run their business, you can't expect
immediate feedback on your application. Don't send a
reminder email after a day or two days. If you're
going to send a reminder, do it after a week or two
weeks. And, unless the ad says to call, don't call!
Phone calls take up a lot of time, and this can be
very frustrating to a busy employer who, most
likely, has no feedback to give yet, anyway.
9) Don't Use Broken English - If you're
applying for a job as an English-language
copywriter, you have to have a solid mastery of
English. If your application is written in broken
English, you WILL NOT get the role; you're simply
wasting your time and the employer's time.
10) Proofread Your Application - Nothing
undermines a copywriter more than mistakes in
spelling, punctuation, grammar and syntax (he says
as he nervously scans his article!). Pay close
attention to detail. You may be applying for quite a
few roles, but don't hurry through your application;
always take the time to proof-read and spell-check.
TIP: Although it's not a show-stopper, try to spell
the employer's name correctly!
11) Don't Ask for Work Experience - Unless
the ad specifically states that unpaid work
experience is a possibility, don't ask for it. While
it certainly indicates great enthusiasm, most
employers simply don't have the time to mentor a
junior copywriter, even if they're not paying the
writer anything.
12) Don't Ask for a Critique of Your Writing
- If your application is unsuccessful, feel free to
ask why not, but don't ask the employer to critique
your writing. Explaining why your writing is
inadequate is a very time consuming task, and it's
not the responsibility of a prospective employer. If
you ever had a chance at a call-back somewhere down
the line, this is the surest way to lose it.
Conclusion
You'd be
surprised how many freelance copywriter applicants
DON'T observe the above guidelines. These applicants
make the employer's job extremely frustrating and
time consuming, and they all but rule themselves out
of contention. Follow all of the above tips when
applying for your next freelance copywriter
position, and you'll be a very big step ahead of
your competition.
Happy
applying!
Glenn
Murray is an SEO copywriter and article submission
and article PR specialist. Visit DivineWrite.com or
ArticlePR.com for details.
|
