Master Upwork & Build A
Copywriting Career From
Nothing To $$$$ Per
Month!
Join The Top 5% Of Upworkers Earning $$$$
Every Month, Find And Win The Top Jobs
With The Best Clients, And Create A Life Of
Financial Freedom Working From Home!
(This works for ANY freelancing jobs on Upwork!)
Ebook Copyright 2002, David Briggs
All Worldwide rights reserved
Legal Notice:
Listen up, folks! This isn't a magic wand. The writer of this handy-dandy
guide is only human, after all. So, if you spot an error, an omission, or find
yourself having a "that's not right" moment, remember this is all based on
the writer's real-life experiences. Not everyone's journey to copywriting
stardom is the same. Some may find gold at the end of the rainbow, others
might just find a very enthusiastic leprechaun. There's no "one size fits all"
guarantee for success.
Every reader is their own unique snowflake, with their own unique
circumstances, so remember to put on your thinking cap and use your
judgement before you decide to dive headfirst into this world. This isn't a
foolproof strategy guide to turn you into a copywriting superstar overnight,
but it's packed with honest, actionable advice that's worked wonders for
the writer. If you decide to put this advice to the test, you're doing so at
your own risk. The writer is officially washing their hands of any
responsibility for your adventures in the land of Upwork copywriting.
COPYRIGHT NOTICE:
Before we dive in, let's get the legal mumbo jumbo out of the way. This
book is more than just a collection of words. It's protected by all those
fancy International Copyright Laws and Treaties. So don't even think about
unauthorised reprints or uses of this material. It's a big no-no.
No part of this ebook may be reproduced, transmitted, photocopied,
recorded, or even whispered into the ear of a mechanical parrot without
the express written permission from the author. And no, using your super
secret, high-tech information storage and retrieval system to clone this
book isn't allowed either. So, let's play nice and respect the author's hard
work.
Thank you for downloading
this ebook.
May it help guide you on your
path to success.
Contents
Chapter 1 - So, You Want To Be A Copywriter?
Chapter 2 - Why Upwork?
Chapter 3- Getting Started On Upwork
Chapter 4 - Navigating Upwork
Chapter 5 - So, I’ve Found A Job… Now What?!
Chapter 6 - How Much Do I Bid?
Chapter 7 - Help! Someone Actually Wants To Work With Me
Chapter 8 - The Playbook For Upwork Success
Chapter 9 - Delivering The Goods
Chapter 10 - What Happens Next?
Resources
So, you want to be a copywriter?
NICE!
Great choice.
Copywriting is as challenging and rewarding a career as it gets…
But despite what the gurus tell you, it’s far from an easy one.
Have you ever seen Liam Neeson’s blockbuster thriller, Taken?
When his daughter is taken, and he’s on the phone with the bad guys, he
comes out with this truly epic line…
“But what I do have are a very particular set of skills, skills I have acquired
over a very long career. Skills that make me a nightmare for people like
you. If you let my daughter go now, that'll be the end of it.”
As soon as he said this, I was convinced he must be a copywriter…
(Although, I have to say that watching him write a divinely crafted sales
page persuading the baddies to give his daughter back risk-free if they act
now probably wouldn’t have been quite as exciting for the target market).
But the message is there…
As a copywriter, you need to have a very particular set of skills:
-
A deep understanding of human psychology.
Strong communication skills.
Impeccable research skills.
Creative thinking skills.
Excellent writing skills.
A love of marketing.
…And that’s just the tip of the iceberg.
So why copywriting and Upwork, you ask?
Well, out of the sea of freelancing platforms out there, I found Upwork to
be the 'Goldilocks' of them all.
It has a range of opportunities, a decent community, and tools that make it
easier to manage your work.
In my humble opinion, it's just right for the adventurous copywriter.
As you step out into the world of Upwork copywriting, expect a
rollercoaster of experiences.
You might start with small jobs, face a fair few rejections, and then, BAM!
You'll land that breakthrough gig that propels your career forward. It's a
journey of highs, lows, and steady progress.
But here’s the thing. If you are looking for books on how to become a
better copywriter, there are hundreds already written by far more
experienced people than me.
In fact, I will include a list at the end of this book.
I’m here to offer you something different.
This is the strategy I have personally used to build a lucrative full-time
career as a copywriter.
But don't just take my word for it.
By the end of this book, you'll learn how I went from being a newbie with
no portfolio to landing a gig with a billion-dollar company and several
retainer clients.
And let me tell you, if I can do it, so can you.
The advice inside this ebook documents my personal journey from a
complete beginner with zero experience and no portfolio to someone
able to build a work-from-home business and work with billion-dollar
companies using just one platform…
Upwork
Inside, I will reveal all the strategies, techniques, hacks, tips and tricks that
have allowed me to create a sustainable business from nothing.
I’ll go through:
-
How to set up your account
How to navigate Upwork
How to find and secure your FIRST gig
How to find the gigs worth your time
How to write proposals and outline deliverables
How to secure contracts
How to use Upwork’s additional features
Connect economy (these are the Upwork token you need to bid for
work)
And more…
When used properly, Upwork can help you launch a successful freelancing
career.
And I’m going to tell you exactly how.
Why Upwork?
Let’s deal with the elephant in the room.
Upwork doesn’t always get the best rep, and there are a few reasons why.
The cost is high - Previously, contracts up to $500 in value were subject to
a 20% fee.
Earnings of $500-$1000 are subject to a 10% fee, and contracts beyond that
are charged at a 5% fee.
That has recently changed, and now a flat 10% fee is deducted from all
earnings, regardless of the contract value.
There’s a lot of competition - As of 2023, there are over 14 million
freelancers in over 150 countries.
It can be hard to stand out if you don’t know what you’re doing.
It can be slow and frustrating - Clients can take ages to respond and
often post jobs that they have no intention of filling.
BUT HERE’S THE GOOD NEWS
Firstly, all businesses face many of these challenges regardless of how they
find their clients.
But more importantly, there are a TON of benefits to starting your
career as a copywriter on Upwork.
It’s FREE - Upon approval of your account, you receive 10 free Connects
(job application tokens) every month. While this might seem sufficient, you
may find that you go through them quickly when you're starting out. If you
need more, you can purchase an additional 100 Connects for just $15.
All the traffic is warm - You aren’t wasting your time cold pitching.
Everyone there is on the lookout for a freelancer.
Your money is safe - As long as you adhere to the terms of service and
work with 'payment verified' clients, your earnings are protected. 'Payment
verified' means that the client has verified their payment method with
Upwork, typically via credit card.
Using the time tracker when requested also safeguards your earnings. All
payments are held securely in Escrow until the job is completed. If there is
ever a dispute, Upwork typically sides with the freelancer, ensuring your
work is appropriately compensated.
The rating system is good - It’s easy to build a base of strong reviews that
lead to more opportunities. Social proof is king.
You can show off with the ranking system - You can earn badges to
stand out as a talented freelancer.
They are ranked as follows: Rising Star (A successful beginner), Top-rated
(considered one of the top 5% highest performers on the platform),
Top-rated Plus (considered one of the top 3% highest performers on the
platform), and Expert Vetted (considered one of the top 1% highest
performers on the platform). More on this later.
There is no shortage of work - Every day, thousands of new posts are
added by clients looking for freelancers.
You have no overheads - You don’t have to pay to do any outreach or
marketing on Upwork. You can easily apply for the jobs that interest you.
There are good clients! - Despite popular belief, there are thousands of
good clients on Upwork. You just need to know how to find them.
It’s great for beginners - If you have no experience, Upwork is the perfect
place to start. You can search for beginner jobs and work for a smaller fee
in exchange for reviews. This is a great way to scale fast.
Communication is easy - Upwork allows you to communicate easily with
your clients. You can share docs, ask questions, and even schedule video
calls.
For me and many others, the pros far outweigh the cons, making starting
on Upwork a no-brainer.
Upwork takes away a lot of the stress freelancers face juggling the various
aspects of their business, including finding clients, processing payments,
and organising communication.
it provides a platform for you to hone your skills while earning income.
So, let’s get started.
Getting Started on Upwork
There are many opportunities for freelancers on Upwork, but for the
purpose of this book, we are focusing on copywriting.
Copywriting, an art form that transforms words into persuasive narratives,
exists in many forms. From concocting irresistible sales and landing pages
to stirring the pot of social media engagement to the fine artistry of UX
copy - it's an all-you-can-write buffet.
If you're feeling like a kid in a candy store, unsure of which sweet speciality
of copywriting to pick, fear not. It's perfectly normal and actually
encouraged, to sample a bit of everything before choosing your star dish.
Create a palette of speculative pieces for your portfolio and pick out the
ones that best suit each client's taste. But more on that later. For now, let's
get you suited up for your Upwork adventure.
Step 1 of starting your journey as a successful copywriter is getting
your profile set up.
Creating Your Profile
Setting up your profile on Upwork is a bit like dressing for a first date. You
want to make a good impression, show your best features, and, most
importantly, be authentic.
Here are the steps to put your best foot forward:
You need to make sure your profile has 100% completeness. 100%
completeness shows your potential clients that you have taken the time to
upload all the necessary documents to prove you are who you say you are.
This increases your trust and credibility, making you much more likely to
be hired.
Your profile acts as your personal advert on the platform, showcasing your
skills and experience so you can attract the right clients.
DO NOT make the mistake of turning this into a resume.
You are not applying for employment. You are selling a service, and to sell
anything, you need to apply the principles of copywriting.
Treat your Upwork profile as your personal landing page and sell yourself…
Hard.
Profile Picture - This should be a professional picture that clearly shows
your face. Like it or not, people judge people based on their appearance.
Start strong with a high-quality picture specifically taken for your profile.
Title - Your title should include keywords specific to what you are offering
so people can find you. If you are a creative copywriter, your title should say,
‘Creative copywriter.’
You need to be as visible as possible to attract the best-fit clients. You also
need to add some personality, flair, and specificity IF you know your niche.
1. Creative Copywriter
2. Creative Copywriter | Ads specialist
3. Creative Copywriter | I write copy that guarantees clicks and sales
In a sea of mediocre titles, it doesn’t take much to stand out.
Profile Overview - This is the part where you sell yourself and your
services. It should clearly explain how you can help your prospective clients
solve the problem they are facing, what qualifies you to do that, and any
other proof that you can bring to the table.
It should follow a simple template.
1. Intro to you, how you understand their problem, and your
experience.
2. How you provide a solution.
3. What makes you different.
4. What services you offer.
5. Any social proof and credibility.
6. CTA
(There’s a template for this in the glossary. See Figure 1)
TOP TIP 1 - The first 2 lines of your profile overview will appear below your
title when people search for you, so make them count!
TOP TIP 2 - You can’t use bold or italics, so add some personality with the
occasional emoji, but be sparing with them. It’s not a children’s drawing!
Portfolio - Your portfolio gives you a chance to show off your work to
attract clients.
If you’ve already completed some client work, great! Make sure you get
permission from the owner, convert them to PDF and upload them.
If you’re brand new and you’ve never done any paid work before, you will
need to create some spec pieces.
Spec pieces are mock pieces designed to show what you are capable of as
a copywriter. They should be specific to the niche you are looking to work
in.
Don’t upload raw text docs and call it a portfolio.
Many clients struggle to see how raw text will translate into a finished
piece. It also fails to demonstrate your understanding of how copy and
design fit together.
To give yourself the edge, use a design tool to create a ‘finished’ mock-up
of how your piece of copy would look if it were live on a website.
Here is an example landing page I created as a newbie copywriter. (Don’t
judge me too harshly… everyone starts somewhere!)
I used a free tool called Lunacy to create this mock-up. There are tutorials
on YouTube to teach you how to use it.
Your portfolio should convince anyone sitting on the fence that you have
the skills to do what they need. You don’t need hundreds of pieces, just a
few good ones to get started. I suggest 3-8.
(There’ll be a more detailed look at HOW to upload a portfolio coming up
later in this handbook!)
Skill Tags - Select skill tags based on the services you offer.
You should explain your services in your profile outline, but adding skill
tags will make it easier for clients to find you using the Upwork search
feature.
Profile Visibility - There are 3 options available to you:
-
Public - anyone can search for you and find you.
Only Upwork users - only people logged into an Upwork account can
find you.
Private - Your profile will be excluded from the Upwork marketplace
and search engines. This means clients won’t see you when they
search for freelancers.
TOP TIP - If you already have an account and are struggling to find clients,
check your profile visibility – it might be set to private accidentally.
Complete your profile - Like everything else online, the process is pretty
simple. Follow the instructions and fill out as much of the information as
you can.
This includes education, languages, verifying your ID, verifying your phone
number, and linking a bank account so you can get paid.
(NOTE - It is completely free to sign up. You only need a bank account so
you can get paid and buy Connects if you run out, but you can also use
your earnings to do this.)
If you need any further advice getting set up, Upwork has dozens of articles
you can read on their site.
One final note before we move on…
Upwork has the option to create a specialised profile.
Upwork's Specialized Profiles are available if you want to showcase a range
of skills.
When I first started out way back when I had a specialised profile for
content writing to separate that service from my copywriting.
(I quickly discovered it was not for me and focused entirely on my
copywriting.)
Personally, I have found little value in creating a specialised profile, but I do
understand that some freelancers have a range of skills they offer.
For example, many of the freelance video editors I know are also a dab
hand at design and may want to keep these services separate to avoid
client confusion.
Using a specialised profile, you get to create a tailored showcase of your
unique talents for every skill you excel in…
…This can work for copywriters too.
You might want to demonstrate your skills to your clients so they can get a
crystal-clear picture of your specific areas of expertise, whether that's
SEO-focused writing, technical copywriting, or creative storytelling.
And remember, keeping these profiles fresh and up-to-date is your golden
ticket to attracting a broader clientele.
You can continually fine-tune your profiles with recent work samples and
newly earned certifications and even replace or remove details that don't
reflect your current skills or objectives.
My advice?
Start with a general profile focused on your main skill and then niche down
as you grow in experience.
(Do take note of how terrible this description is for my content writing
services. If I had read that as a potential client, I would not have hired me.)
Building a Knockout Copywriting Portfolio on
Upwork
Ready to show off your way with words on Upwork?
Having a killer copywriting portfolio is just the ticket.
It's the perfect stage to highlight your writing prowess and make potential
clients stop in their tracks.
Adding a Copywriting Project to Your Portfolio
Start by following these simple steps:
1. Go to Find Work › Profile.
2. Scroll down to the Portfolio section and click that Add (+) button.
3. Fill in all the details about your copywriting project and hit Publish
Project.
I tend to take a screenshot of the live copy to use as a cover photo, include
the link to the live copy, and give a very brief overview of the project.
Just remember, only add projects that you've personally crafted and make
sure they're all up to par with Upwork’s Terms of Service.
Tips for a Top-Notch Copywriting Portfolio
To make your portfolio really shine, here are some things to consider:
● Quality over quantity. Only include your most impressive work, not
every piece you've ever written.
● Stay current. As you craft new killer copy, update your portfolio. Ditch
anything that feels outdated or not your best work.
● If you can, link your portfolio pieces to past Upwork contracts. It's a
brilliant way to show clients you've got experience and a solid track
record.
Don’t worry if you don’t have any live copy yet.
You can still showcase your skills with spec pieces and mockups.
But remember to make sure they are relevant to the type of copy you want
to write.
Including Videos in Your Portfolio
If you've worked on video scripts or any video-based projects, you might
want to add those too! Here's how:
1. Upload the video to YouTube.
2. Make sure you've turned off any ads (no monetization).
3. Check that your video is public and aligns with all Upwork Terms of
Service.
Sprinkle in Some Extras
And don't forget, there's more to your Upwork profile than just your
portfolio.
If you speak other languages, have any writing-related certifications, or
want to link your social media accounts, go for it!
These extra touches can really round out your profile and grab more client
attention.
And there you have it! With these tips, you'll be able to create a copywriting
portfolio on Upwork that's as impressive as your word wizardry. Good luck!
Navigating Upwork
Once you’ve been through the above steps, your profile will be sent for
approval by someone from the Upwork team.
As long as you’ve done everything you need to do, it won’t take long to get
your profile back so you can start applying for jobs!
Next, you need to understand how to actually use the platform to find jobs
that get you money and reviews and launch your career.
There are a few things you need to know:
1. How to find jobs.
2. How to use your Connects.
There are several ways to find jobs on Upwork.
Clicking on the ‘find work’ tab on the top left of your screen is the easiest
way to get started. You’ll be taken to the ‘jobs you might like’ section of
Upwork.
Here, you can browse by your local area, best matches, or most recent.
Area only allows you to look at jobs only available in your country. These
have lower competition than jobs available globally. This can give you an
advantage when you’re getting started.
Best matches these jobs use your title, overview, and skill tags to match
you to jobs that are most relevant to you.
Most recent jobs are the ones most recently added to Upwork by clients
looking for freelancers. This is your chance to apply early and look for
clients asking for a quick turnaround time.
For more confident or advanced users, there is also a search feature built
into Upwork with several filters you can apply.
On the left, you will see all the possible filters.
Beginners should seek out jobs that are ‘entry level’ positions and should
also apply the number of proposals filter to less than 5 or 5-10.
These clients will be most open to working with a beginner.
With a strong proposal, you should be able to secure a job relatively
quickly.
Remember that at the start of your new career, you need to get points on
the board. Apply for everything loosely related to your area of expertise to
secure your first few jobs and, more importantly, your first few reviews.
I started with proofreading and editing jobs and a few content writing jobs.
These served 3 purposes.
1. They proved to me that Upwork was a viable source of clients.
2. They proved to me that there were people willing to pay for my skills.
3. They helped me get my first few reviews on the board.
Let’s talk about clients. Like all things in life, not all clients are created
equal.
Here are some indicators of a good client:
-
Clients that have their payment method verified.
Clients with a high star rating.
Clients that have spent 10k+ on the platform.
Payment method verified means that Upwork has checked that the client
is good for the money. Payments from verified clients also fall under
Upwork protection reducing the risk of you, the freelancer, not receiving
payment.
Clients with a high star rating have been reviewed by other freelancers and
deemed to be good to work with, and clients that have spent a reasonable
amount on the platform know how everything works and how to navigate
Upwork effectively.
Now, let’s talk about Connects.
Connects are the token you use to bid for jobs on Upwork.
All new freelancers start with 80 Connects, and you get 10 free every
month on the basic free account.
You also get more Connects every time you win a job.
If you run out, you can buy more at $0.15 each, and you can use the money
you’ve earned on the platform to get them.
Warning - in the early days, when you are still trying to get traction, you
might need to buy more. Look at this as an investment in your business.
After all, you are using these to get leads.
It’s important to note that some jobs cost more to apply for than
others.
Jobs range from 1 connect to 6 Connects, so think about your connect
budget, how good a match you are for what the person is asking, and
make a judgement call as to whether it is worth the Connects to apply.
My advice is that when you are starting out, you want to apply for as many
jobs as possible, so look for the jobs that require few Connects.
And as for the Upwork haters that tell you it’s impossible to make any real
money on the platform, this job came in while I was writing this section…
Summary
Apply for as many relevant jobs as you can.
Apply for jobs that require few Connects.
Apply for jobs every day (at least 5 per day.)
Look for new jobs with low competition.
Use the filters to your advantage.
Vet your clients in the same way they will vet you.
So, I’ve found a job… Now What?!
Once you identify a job you’re a good fit for, it’s time to submit your
proposal, also known as a cover letter.
As you grow in experience and build your reviews, these get shorter and
shorter. But to begin with, you need to convince the client to take a
gamble on you.
It can be frustrating, but you have to understand things from a client’s
perspective; they could go with you, someone with zero reviews, or they
could find someone already proven.
So, put yourself in their shoes. Who would you choose?
That being said, you are a copywriter, right? It shouldn’t be too challenging
to write a proposal that handles the client's objections BEFORE they can
make them and convince them to hire you…
Look at every proposal you write as an opportunity to improve your skills.
Try testing different proposals until you find one that works for you, then
double down on that one before running a new test against it.
Each variation should be an improvement on the one before.
It’s important to note that your proposals will change over time as you
grow in skill, confidence, and experience.
If you’re struggling to know where to start, you can use my beginners
proposal template in the glossary section of this book. (Figure 2)
There is also an advanced version for people with 10+ reviews. (Figure 3)
Some clients will ask you specific questions about your experience. Upwork
also gives clients the option to choose from a list of pre-written questions
clients might want to ask.
If you find that there are additional questions, you need to answer them to
the best of your abilities. I find that if a proposal has a lot of questions, it’s
best to answer them as briefly as possible and steer the client towards your
cover letter.
Your proposal
Your proposal needs to do a few things:
1. Say hello and introduce yourself.
2. Show you have read and understood what the client is asking.
3. Offer a solution to their problem.
4. Share your relevant experience.
5. Show proof that you can do what the client needs.
6. Ask a question.
Remember, you are there to solve a problem. Keep the information about
you to a minimum and focus on how your experience and skill can help
them achieve their goal.
It should be all about them, not you.
TOP TIP 1 - Read the client’s post carefully. They often hide keywords in
their text. For example, they may say, start your proposal with the word
‘frisbee’ so I know you have read the complete post.
TOP TIP 2 - Look through the client’s reviews to see if you can find their
name. If there are 20 posts that all start, ‘Hi, there’ and you send one that
starts, ‘Hi Casey’, you already stand out from the competition.
TOP TIP 3 - Own the fact that you are new. The client reading your
proposal will see you have not earned any money or received any reviews
so get to their objection before they do. See figure 2.
Prepare for rejection.
Prospecting, no matter where you do it, is a numbers game. No matter
how skilled you are, you will not be a good match for everyone. Learn to
move on and keep applying.
How much do I bid?
There are 2 types of contracts on Upwork— hourly and project based.
Let’s look at hourly first…
Hourly contracts are exactly what you’d expect. You are paid by the hour.
All hourly contracts are subject to the Upwork time tracker.
Whenever you begin work on a contract, you use the Upwork desktop app
to switch on the timer. It will take screenshots of your screen at random
intervals and send them to your client to prove you are using the time to
work on their project.
Some clients will allow you to use a manual timer to record your hours, but
this does not fall under Upwork’s payment protection. It’s often best to
start with a time tracker and ask to switch to manual once you’ve
established a relationship with the client.
It’s easy to justify the switch by saying that a lot of the screenshots are
going to be of random sites where you are conducting your research or
that the timer doesn’t account for your thinking and planning time, and it
will be cheaper for the client if you record manually.
I prefer manual timers, and I have had very little resistance from clients
when I ask them to switch. Be honest with the time you record, and there
shouldn’t be an issue.
Project rate
The other option is to apply for jobs that offer a project rate. This is a fixed
rate for the entire project, regardless of the time it takes.
To give an example, you might agree on the price of $1000 for a landing
page. That page might take you 2 hours or 2 weeks, depending on the
resources available, your skillset, and multiple other factors.
There are several advantages to working on a project basis.
Firstly, you are not restricted by time.
An hourly rate, particularly one on a time tracker, can incentivise some
people to take as long as possible to complete the work. This isn’t good for
you or your client.
It ties your potential earning to hours in the day, and no matter how good
you are, there are only so many hours in the day.
A project, on the other hand, encourages you to complete the task quickly
and well (to limit the number of revisions) and then move on to the next
one.
TOP TIP - You can steer your client towards a project fee and loosely
calculate it on your hourly rate. If you estimate it will take 8 hours to
complete and you charge $50 per hour, quote a project price of $500-$600.
This covers the time you expect to spend and gives you leeway for edits
and revisions.
Help! Someone Actually Wants To Work With Me!
Ah, the plot thickens!
A proposal has been tendered, and the client has responded.
Cue the dramatic music…
…But hold your horses.
This isn't quite the final scene yet.
Navigating the murky waters of deal negotiations is next. And this is where
you need to be savvy. Forget about a simple boss-employee dynamic –
that's not how the freelancing world spins. If you're looking for a
relationship where you're managed, perhaps freelancing isn't quite your
cup of tea.
No, in this arena, the power is more balanced.
They're not just sizing you up; you're also evaluating them. Remember this,
and you'll begin to see the whole game from a different perspective.
It's essential that you're sure this is someone you can work with effectively.
Hence, being choosy about whom you fire off proposals to in the first place
is crucial.
Just to jog your memory, here's what you should look for:
● A client with some Upwork experience under their belt
● A client who's crystal clear about what they want
● A client whose payment verification checks out
● And a client who's prompt in replying to messages
To march forward, here's the scoop: it's time to channel your inner
diplomat.
Remember, this is a negotiation, not a battle.
You're aiming for a win-win scenario here.
Here's a brief playbook to guide you:
1. Clarify the project scope: Make sure you both see eye-to-eye on
what the project entails. Misunderstandings at this stage can lead to
more popcorn-worthy drama than you'd want later on.
2. Define deliverables: Get into the nitty-gritty of what you'll deliver
and when. It's better to over-communicate than leave things to
chance.
3. Negotiate the rate: This isn't a charity, and you're not in it for the
exposure. Make sure you're happy with the pay. If it makes you feel
like you've been short-changed, it's probably not worth it.
Equally, don’t overprice yourself if you’re not proven yet. Start
modestly with a price and a promise too hard to resist. You’ll be
amazed at how quickly you can increase your prices once you have a
few decent reviews under your belt.
4. Set the timeline: Deadlines aren't just for Hollywood screenwriters.
Make sure you're comfortable with the schedule and that it's realistic.
Pulling all-nighters might be a rite of passage for students, but it's
not a sustainable working style.
5. Discuss communication expectations: How often will you check in?
KEEP ALL COMMUNICATIONS ON UPWORK! If you end up in a
dispute, you want the evidence there to support you. Clear
communication keeps misunderstandings at bay.
Remember that this is a two-way street.
You want to work with them, but they should also make you feel valued
and respected.
After all, you're not just selling a service; you're building a relationship.
Top Tip - Over-communication is better than not enough communication.
Don’t be afraid to be clear about what you’re working on and keep the
client informed. You don’t want to badger them (that’s why they are paying
you), but they do want to be kept in the loop.
Here’s an example message.
“Hi, John. Thanks for getting on that call with me and agreeing to my
proposal. As discussed, I’ll be working to the agreed milestones. I’ll begin
the research phase (milestone 1) tomorrow and have my research
document ready by Friday. Once you’ve reviewed that and released the
funds, I’ll move on to the first draft (milestone 2).”
This simple message shows you are capable and reinforces the
agreement within the proposal.
Let’s take a look at the playbook in more detail.
The Playbook For Upwork Success!
In the last chapter, I gave you a brief overview of the playbook I use to
ensure I have successful projects and happy clients.
Now, we’re going to look at that in a little more detail so you can deliver like
a professional and end up getting reviews like these…
Coming across as a professional has more advantages than you can
imagine.
Here are just a few that spring to mind:
-
Command Higher Prices: Professionalism equates to value. The
more professional you are, the more you can charge.
-
Fewer Revisions: Displaying expertise and confidence in your work
can lead to fewer requests for changes from clients.
-
Control Your Time: Maintain a professional stance and you'll have
more say over your schedule and the project timeline.
-
Attract Better Clients: The more professional you are, the more
attractive you become to high-quality clients who value your services
and are willing to pay accordingly.
-
Long-Term Relationships: By being professional, you foster trust and
reliability, making clients more likely to return for future projects.
-
Better Referrals: Satisfied clients who perceive you as professional
are more likely to refer you to others, growing your business.
-
Respect in Your Field: When you're professional, you gain respect
from your peers and build a positive reputation within your industry.
-
Improved Self-esteem: A professional approach can enhance your
self-esteem and pride in your work, leading to better performance
and job satisfaction.
-
Career Growth: Exhibiting professionalism can open doors to new
opportunities and career advancement.
-
Reduced Stress: Professionalism includes setting boundaries and
managing expectations, which can significantly reduce work-related
stress.
-
Increased Job Satisfaction: A professional approach to your work
can make you feel more accomplished and satisfied with your career.
-
Personal Development: Professionalism often requires continuous
learning and improvement, leading to personal growth and
development.
It’s a pretty long list that can look quite overwhelming at first…
…But here’s the thing.
If you have good processes in place, they will do 90% of the hard work for
you—that’s what the playbook is for!
So let’s dive into it in a little more detail.
Clarify the Project Scope: Picture this: you're halfway through a project,
and the client throws in a curveball, "I assumed you'd also cover XYZ, isn't it
part of the project?"
The horror, the dismay, the extra hours!
To dodge such surprises, it's crucial to define the project scope right at the
onset.
Here's where you spell out every task, every milestone, every
deliverable, and the timeline for each.
It's like drawing a map of the journey you and your client are about to
embark on. When both parties know exactly what to expect, there's less
room for misunderstandings and more room for a smooth-sailing project.
So, before you put pen to paper (or fingers to keyboard), make sure you
both see eye-to-eye on what the project entails.
A well-defined project scope can save you from drama that's more intense
than the last season of your favourite series.
It also unlocks one of my favourite phrases you can use as a freelancer…
“That actually falls outside of the scope of the agreed project. I’m happy to
do that for you but it will cost an additional <name your amount>. Does
that work for you?”
Define Your Deliverables: Imagine being handed a mystery box.
Exciting, right? But also nerve-wracking. What's inside? A delightful
surprise, or a dreadful shock?
Now, picture your client on the receiving end of this scenario with your
work.
Not so fun, huh?
To avoid this uncertainty, it's essential to get down to the brass tacks of
what you'll deliver and when. Are you providing a sales page, a full-blown
website content rewrite, or a catchy tagline?
Will it be in a week, a month, or in stages?
Spell it out.
Use bullets, use deadlines, use examples. It's like a recipe—the more
detailed it is, the less chance there is of the cake, or in this case, the project,
falling flat.
Remember, when it comes to deliverables, ambiguity is your arch-nemesis.
It's always better to over-communicate than leave things to chance or
assumptions.
Negotiate the Rate: Let's be clear, you're not running a non-profit
organisation here, and "exposure" doesn't pay the bills.
This isn't a hobby; it's a business. So, when it comes to your rate, don't sell
yourself short. If the offer makes you feel like you've been paid in peanuts,
it's likely not a deal worth taking.
However, let's not swing the pendulum too far the other way. Remember,
Rome wasn't built in a day, and neither is a freelancer's rate.
If you're fresh on the scene, going in with guns blazing and a sky-high price
might not be the best strategy. Start at a modest, reasonable rate with a
value proposition that's hard to resist. This could be your commitment to
quality, timeliness, or your unique skill set.
Once you have a few positive reviews tucked into your belt, it's time to up
the ante. As you gain experience, increase your rates proportionally.
Soon enough, you'll find yourself commanding the price you truly deserve.
It's a slow dance, my friend, but one that's worth mastering.
Oh, and while you’re there, be sure to NEVER work on a per-word basis.
This is beyond ridiculous.
The Nike slogan “Just Do It” is 3 words long, yet it brings the brand billions
in sales.
Should the creator only have been paid $0.15 at $0.05 per word because
“It’s just a few words?”
I think not.
Set the Timeline: In the world of freelancing, deadlines aren't a mythical
concept reserved for movie plots; they're very much a reality—and a crucial
one at that.
While you might be eager to please your client, it's important to ensure
that the timeline for the project is something you're comfortable with.
Because let's face it, no one enjoys the adrenaline rush of a last-minute
scramble (or at least not too often).
Agreeing to a deadline that's unrealistic will not only turn your work-life
balance into a myth, but it could also impact the quality of your work.
And we don't want that, do we? So, ensure you're clear on the schedule,
and that it's feasible.
Remember, staying up all night, chugging energy drinks, and making a
mad dash to finish a project is a tradition best left to college students
cramming for exams.
As a professional, you're aiming for a consistent, sustainable, and let's say,
more civilised working style.
Discuss Communication Expectations: Effective communication isn't just
for relationship counsellors. In your freelance gig, it's equally important.
You need to establish early on how often you will check in with updates,
queries, or just a friendly "hello, I'm still here". Keep your client in the loop,
but don't spam them with every minor detail.
Now, here comes the golden rule: KEEP ALL COMMUNICATIONS ON
UPWORK!
I cannot stress this enough.
This isn't just about being a stickler for rules; it's about protecting yourself.
If (heaven forbid) you end up in a dispute, having a record of all
communications on Upwork can be your knight in shining armour.
Think of it as your paper trail, or rather, your 'pixel trail'.
Clarity and transparency in communication can prevent a world of
misunderstandings and keep your working relationship smooth sailing.
So, don't underestimate the power of a well-placed emoji or a timely
update. It can make all the difference.
Follow this playbook, and you’ll be leaps ahead of most freelancers on
Upwork, and you’ll come across as the professional you need to be to
achieve the success you want!
Important!
You’ll have noticed me talking about milestones by now, but you might be
unsure of what they are.
Let me explain.
Milestones are checkpoints in your project.
Instead of delivering a $5000 project in one go, you may want to break it
into 5 milestones of $1000 each.
After each completed checkpoint or milestone, the client releases the
funds for that part of the project before you move on to the next one.
This can benefit both you and the client.
For the client, it allows them to review your work as you go and make
corrections or suggestions before you are in too deep. It also gives them an
“out” if they decide you are not a good match for their job, reducing their
risk and financial commitment to you.
For the copywriter, it makes sure you get paid for the work completed
BEFORE you move on to the next part of a project, it gives you more
control of the pace of the project, and it allows you to make a more
compelling offer to the client.
Milestones are a great way to demonstrate progress and build trust with
your new client.
A FEW WORD OF WARNING ABOUT MILESTONES
While I think they are fantastic, the client only has to fund the first
milestone for the project to go live.
Make sure they have uploaded enough money for the entire project before
you start and not just enough to cover the first milestone.
Here’s an example of a long-term proofreading contract.
Each milestone took under 5 minutes to complete.
Delivering the Goods!
Whether you’re working by the hour or on a project basis, the time will
come to deliver what you’ve promised.
Make sure you deliver it in the way the client is expecting.
If you’ve agreed to milestones, deliver them in order and as agreed. That
way, everyone knows what’s going on.
Milestones are a great Upwork feature, and if the client doesn’t suggest
using them, you should.
It’s a great way to build trust, especially as a newbie, and it helps them to
mitigate their risk if you can’t deliver what they’ve expected.
It also reassures the client you are working toward their deadlines, gives
you opportunities to correct anything that’s not quite right before you get
in too deep, and makes sure you get paid as you go along.
Now let’s talk about final deliverables…
When it comes to sending your final deliverable, NEVER just hand them a
document with no explanation.
Your piece of copy should be the result of hundreds of decisions that
you’ve made that your client will have no knowledge of at this point.
If you had a choice of going left or right and you went right, it’s important
to make it clear as to why you made that decision.
Here’s an example of that:
Providing this explanation will hugely reduce the back and forth between
you and the client and will massively cut down on the time you spend
doing revision.
For convenience, I like to use Loom.
I recorded a short video explaining the copy and why I have made certain
choices.
I ask the client to watch the video first before reading the copy document.
I use Google Docs because it’s very simple to share, and in the event a
dispute arises, you have the ability to lock the document until you have
come to a resolution.
Furthermore, your deliverable should also be shaped for purpose.
If you are delivering a landing page, it should be set up on Google Docs to
show the header sizes and choices, the blocks of copy, where icons should
be placed and so on.
❌
✅
You want to make your copy idiot-proof so the person reading it can
visualise how it will appear on screen or in print.
Include some ideas for images or icons.
Do whatever you can to raise the value of your copy and help aid the
designers.
The easier you make it for them, the easier you make it for you.
I cannot stress this enough.
Not only will you come across as a professional, but you’ll also save both
your time and your client's time.
What Happens Next?
Now you've smashed out some killer copy, and your client is over the
moon.
Your mission?
Well, it’s not over yet.
Every finished gig is a chance to solidify that client bond and scope out
future collaborations.
So, what's the next move in your freelance copywriting quest?
Let's dive in.
1. Follow-Up on the Upwork Chat: Once you've delivered the goods,
don't ghost your client.
Stick around in the Upwork chat. Let them know you appreciate the
chance to flex your creative muscles on their project and make sure
they're stoked with your work. And while you're at it, suss out if
they've got any other tasks tied to the project that you could help
with.
If they've asked you to work up some ads, who's tackling their
landing page? Could that be your next gig?
2. Plant the Seed for Future Work: If the client seems happy, don't be
shy about exploring the potential for more gigs.
Be proactive.
Suggest other areas where your copywriting skills could add value to
their business. This could be anything from blog posts, email
newsletters, to social media content.
Clients appreciate proactive freelancers who show they're invested in
their business' success.
3. Ask for a Review: Once everything's said and done, politely ask if
they could leave you a review on Upwork.
A positive review can boost your reputation, help you stand out to
future clients, and increase your chances of securing more gigs.
But remember, keep it cool and casual. No one likes a desperate
desperado.
4. Keep Them in the Loop: Recently been killing it for your clients? Or
perhaps you've just completed a relevant project? Keep your clients
in the loop about your career developments and success stories.
Not only does this show you're constantly honing your craft, but it
could also make them think of you for future projects.
Remember, in the Upwork freelance game, your relationships with your
clients are everything.
Treat every gig as an opportunity to grow these relationships, demonstrate
your value, and secure more work.
You’ve got this!
Resources
(Figure 1 Profile template)
Hi, <ideal customer title>. My name is <name>, and I’m here to help you
<ideal customer number 1 problem>.
I’ve been copywriting for the <ideal customer’s industry> for <time> and
have a ton of unique insights I’d love to share.
I’ve helped a number of businesses in the <ideal customers industry>
generate more leads, increase sales, and retain more customers, and I’d
love to help you do the same.
The key to effective copywriting that skyrockets your sales is knowing the
ideal customer better than they know themselves.
I carry out what I like to call ‘social listening’. It's the digital equivalent of
pressing my ear to the door of your customer's private conversations to
find out what really matters to them.
Often, it’s not what you think!
(I’m happy to talk through my full process with you on a call.)
I’m a specialist in <your best skill>, and I use the information I gather to
write <thing you do> that connects with your customers in a way they’ve
never experienced before.
They’ll be sitting there reading your copy, thinking, ‘It’s like they’ve read my
mind!’
As well as <best thing you do>, I also offer:
-
<Service 1>
<Service 2>
<Service 3>
Here’s what some of my previous clients have to say…
<Testimonial 1>
<Testimonial 2>
<Testimonial 3>
You’ve got 2 choices now…
1. You can keep scrolling, spending hours sifting through profiles, until
you go cross-eyed.
OR
2. You can make the best decision you’ve ever made and send me an
invite.
So, are you ready to make the right choice?
(Figure 1.1 Alternate profile template)
Hey there!
Ever notice the main hiccup with most [YOUR PROFESSION] on Upwork?
They've got the skills, but they kind of miss the mark when it comes to
selling (which is 99% of the job really!)
Well, I'm here to change that.
Hi, I'm [YOUR NAME], and my main gig is helping businesses achieve
success!
As a [YOUR SPECIALIZATION], here's a glimpse of what I usually bring to
the table for my clients:
[BENEFIT 1]
[BENEFIT 2]
[BENEFIT 3]
[BENEFIT 4]
[BENEFIT 5]
Even though I'm mostly about [YOUR MAIN SKILL], I can also lend a hand
with:
[SERVICE 6]
[SERVICE 7]
[SERVICE 8]
[SERVICE 9]
[SERVICE 10]
[SERVICE 11]
I usually work with:
✅[TARGET GROUP 1]
✅[TARGET GROUP 2]
✅[TARGET GROUP 3]
But if you don't see your field here, chances are, I've got it covered.
After all, I've nailed over [NUMBER OF PROJECTS COMPLETED] projects in
[YOUR FIELD]! Maybe yours is next in line?
Let me walk you through how I get started with Upwork projects:
Step 1️⃣ - Chit-chat - I dig into your needs and challenges
Step 2️⃣ - Show and Tell - You get to check out some of my previous work
Step 3️⃣ - The Deal - You score a pretty sweet offer
Step 4️⃣ - The Grind - I roll up my sleeves and get to work
Step 5️⃣ - The Payoff - You start to see the good stuff – results!
What makes my work a bit more special than others here? Well, [UNIQUE
SELLING POINT].
From me, you can look forward to [YOUR KEY DELIVERABLE] delivered in a
way that's short, sweet, and super smart.
👉If all of this sounds like it's up your alley, don't be a stranger! Drop me a
message, and let's get this party started!
P.S. Got a piece of work you're scratching your head over? Send it my way,
and I'll review it for free in a personalised video.
Catch you later!
[YOUR NAME]
[YOUR TITLE]
(Figure 2 BEGINNER - Proposal)
<KEYWORD IF THEY ASKED FOR ONE> Hi, <Name>
My name is <name>, and I’m a <thing you do>.
I saw your post and would love to help you with your <specific thing
they’ve asked for>.
I know what you’re thinking… ‘you’re new’.
Well, yes, you’d be right. I am new to this platform but not new to
copywriting. I’ve actually been studying and practising for several years
now and have written copy for businesses in my area.
I actually have some examples of <specific thing they’ve asked for> that
I’ve attached to this proposal.
You’ll see that I have actually come in under your budget. I’ve been where
you are now and I understand that going with someone who has no
reviews is a tough call to make.
But there was a time when no one knew who <your favourite copywriter>,
<your favourite celebrity>, <your favourite business owner> were.
They’ve done pretty well and I know I’ll be able to do a great job for you.
Can you share more details about <specific thing they’re looking for>?
(Figure 3 ADVANCED - Proposal)
Hi, <NAME>,
Thanks for reaching out.
OR
This is one of the most interesting jobs I’ve seen in a while!
My name is <name>. I'm a <your upwork badge> with over <your money
earned> in completed projects and a job success score of <your success
score>.
I specialise in <what you do>. And I’m ready to help you with <general
thing they are looking for help with>.
I read your post and think your job sounds really interesting. I think I can
really help you with your <specific thing they’ve asked for>.
I've recently completed a similar project. for <name of company you’ve
worked with that’s relevant> and have a lot of experience doing <specific
thing they’ve asked for>.
I’ve attached the relevant example to this proposal so you can check it out
for yourself.
I have some availability this week to help you with your project but my
calendar tends to fill up fast.
What more can you tell me about your project?