Do you have a list of the dream clients you’d love to land? The clients that would make you feel like your business has arrived?
I have to admit, I am impressed and seduced by big name brands. I used to be green with envy as I looked through the portfolios of successful copywriters I admired. They were packed with household brand names and that’s what I thought I needed to strive for.
The bigger the brand, the more successful I was. Right?
Since starting Copywrite Matters, I’ve worked with many businesses from solopreneurs and one-woman shops through to small teams, multinationals and global companies. As I’ve added more projects to my copywriting portfolio, my ideal client has taken shape.
After a few years, I was surprised to discover that big name brands aren’t my ideal client after all. You could have knocked me down with a small G&T.
This post will step through some of the pros and cons of working with big brand copywriting clients.
PROS
- Big brand copywriting clients are impressive. That’s a fact. When you tout their logo you can get access to clients that would otherwise be behind the red rope.
- Big brand copywriting clients usually, okay, sometimes have a much bigger budget to play with.
- Big brand copywriting clients usually have a clearer sense of their brand (who they are), and they have an established market, which can make your job easier.
- Big brand copywriting clients often have teams of internal specialists so you get to speak to the subject matter expert who will give you the answers you need.
CONS
- Big brand copywriting clients usually have teams of people you need to liaise with. It can often involve much more engagement, as you have to explain yourself to multiple groups. That’s okay, as long as that time is in your budget.
- Big brand copywriting clients often aren’t very nimble or responsive thanks to all those extra teams and politics, making the decision-making process much more time-consuming and laborious.
- Big brand copywriting clients usually have payment conditions that can’t be budged. You say 14 days, they say 90 days and there isn’t much you can do about it. It can literally pay to issue your invoice directly to the accounts department to make sure it doesn’t get lost along the way.
- Big brand copywriting clients have a much tighter rein on that bigger budget because there are usually lots of ways it has to be divided and every cent has to be accounted for.
On the other hand, in my experience, small business owners are often more nimble and responsive; they can be more in tune with their market and their customers even if they have a great marketing challenge to get their name out there. Because of that, small businesses are often willing to try new tactics and make quicker decisions to keep the project moving.
Even if you’d love to add some big name brands to your copywriting client list, don’t overlook the benefits of working with smaller businesses.
I’d love to hear your experiences working with big and small companies alike. Which do you prefer?
Belinda AKA The Copy Detective
12 Responses
I’ve worked with both, and while the big budgets with big clients are nice, they’re sooooo slow.
I’d much rather work with a modest budget, move quickly, and be able to see the impact I’m making.
I vote for one big dog every now and then, with a focus on mid size players. 🙂
Welcome Chris! I agree. Seeing the impact you’re having is so invigorating.
Thanks for stopping in sir 😀
I’m with you, Belinda.
My ideal client is a small business where I liaise directly with the owner. It’s generally quick, clear and uncomplicated. I get to know the client and feel involved in the project. I also thrive on the feedback and appreciation I get from small business clients, who are often grateful for advice I give them.
With big companies, it’s not as personal. There’s no ownership as such. Things can drag on for months as often there are too many people involved, all with different opinions. So yes, like you, I prefer the directness and simplicity of working with a small business client.
That’s a good point Micky. It’s not as personal as working with a smaller business. I love being connected to the passion of their business rather than just someone in a team ticking a job off their list.
Thanks for stopping in. And agreeing with me too 😉
Although I’m a designer (not copywriter), I’ve also worked with a mixed bag of clients, and have come to the same conclusion as you.
The money is often better with the big brands, but the job satisfaction is (usually) much lower. For all the reasons you’ve outlined.
As a solopreneur, I love working with other solopreneurs. We all *get* each other, and I think that’s reflected in our working relationships 🙂
Getting each other can be so important when you’re working so intimately. Whether it’s copywriting or design, you need to be able to get lots of great information and they need to trust you to open up.
I’m glad it’s not just a copywriting thing. Or a me thing!
Great points. On the reverse, have you ever had to explain what copywriting is to small business owners before working with them? Have you ever suggested using “marketing writing” or “brand writing” when prospecting small businesses?
I have had that conversation, many a time! Assuming potential clients know what copywriting is can be a real barrier to getting work!
I haven’t ever targeted different phrases when prospecting but that doesn’t they aren’t worth investigating. Especially as keywords. Ahhh keywords. Such is the way of the online world!
The reason I haven’t really investigated those options is that I got many leads through face-to-face networking, so I was on-hand to pick up on what was needed and explain how copywriting fit as a solution. I also got many referrals, where someone was explicitly asking for a copywriter or the referrer said, “Oh, you need a copywriter for that”.
Finally, people already knew what a copywriter was and found me online. It is a way of pre-qualifying leads too. Clients understand what I do and (often, hopefully) have some appreciation of the value I offer (beyond words on a page).
That said, I investigating broader phrases is a good way to make sure you’re speaking the same language as your target client 🙂
Very true.
Another pro:
What bigger brands do often offer is a greater understanding of the creative process – as they have marketing specialists/brand managers who can help navigate your ideas through the politics of a business. They tend to have a good understanding the timing needed to create and write (not all the time, but a majority of the time).
Kate Toon often poses the question, ‘What’s your dream client?’ I always answer, ‘One who understands process’. For the more they understand the rules, the more you can just go play.
Nice article.
Great criteria although I think it’s our job to educate our clients on the process side of things. It’s definitely handy is a client loves a good process as much as we do.
Thanks for stopping in Steve!
I’ve found that big brands are overrated and it’s more about the industry. Writing a cereal blog for Kelloggs versus likely pays much less than an article for a biopharma startup.
Smaller businesses will often take your advice more readily too. It’s very rewarding!