When I started out as a copywriter I didn’t digest how important this was. The result? I hooked clients but collected headaches. It was chaos.
I do not recommend skipping positioning. It allows you to compete not on price but in a category of your own choosing and in doing so, bump yourself into a different pay bracket.
You set the rules.
I’m going to show you how to position yourself as a copywriter.
By the way . . .
What’s your positioning?
What’s your USP?
These are almost the same question.
Positioning can be broad but USPs require more precision.
Now . . .
First, let’s talk about what not to do.
(This is the awkward bit.)
The following examples I plucked from Twitter are not intended to poke fun at anyone. I could have made these up, but I wanted them to be REAL. And if you do recognize yourself below? Consider it a free pep talk.
“DR Marketer & Copywriter | I write about marketing and copywriting”
“Struggling || Learning || Copywriting”
“Tweets about online business, copywriting, marketing”
“Copywriter. Tweets about writing, marketing and self development. Documenting my journey into copywriting.”
These are great examples of bad positioning. Or worse, no positioning. No differentiation whatsoever. No unique selling proposition. It doesn’t need much explaining why these are not going to help you attract clients. I am sorry if you were chosen here. Sometimes it just helps to be slapped in the face.
3 Ways to Position Yourself as a Copywriter
Option 1: Position by Vertical/Service
This is the quickest way to position yourself because you only have to make one decision. If you position by vertical you choose between writing for the three main markets: health, wealth, and relationships. Pick one and you’re done. If you position by service, you pick one THING to do and you do it very well. For example, instead of calling yourself a run-of-the-mill copywriter, you can follow my friend Logan “Landing Pages” Storti’s lead and focus on writing Landing Pages. You become known for doing one thing.
Option 2: Position by BIG IDEA
This rules on Twitter (I wrote a whole report on it.) Positioning yourself by BIG IDEA boils down to there being something NEW and SEXY about you and the way you work. New and Sexy. NEXY. The most important word in copywriting and I only just made it up. Please see How to Teleport Through Twitter for more.
Option 3: Position by Problem
My favorite. Rare but oh-so-powerful. One of the smartest examples of positioning I’m aware of is from Taylor Welch. When Taylor started freelance copywriting, he dubbed himself:
“The Infusionsoft Copywriter”
Why?
In Taylor’s words:
“Infusionsoft was a certain (expensive) software tool that I noticed my best clients all used. If someone used Infusionsoft, it meant they probably had some money, and it meant they took their business seriously. Also, there was a tremendous learning curve involved in learning how to use the tool, so I had another good niche attribute: PAIN.
There are 3 key words here…
“Infusionsoft”
This has less to do with the literal number of people you can help and more – much more – to do with whether or not they are easily and precisely targetable. You need to know where they hang out online.
“Expensive”
Is your niche already spending money on marketing? You should instinctively be able to tell from their social media, website and other online cues whether or not they are equipped to wire you your fee without blinking.
“PAIN”
Someone in PAIN will not only happily pay you to solve their problem, but they will do so with URGENCY. Your offer sells itself.
For example, I have written copy for startups in the healthcare, travel, online learning, and crypto industries.
The problem all startups have is that they’re in a hurry TO NOT DIE.
Specific Group.
Deep Pockets.
In Pain.
This is how you get paid for positioning by problem.
P.S.P. French
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