How to Get Your First (or Next) Copywriting Client

Brian Lenney

Want to be notified when we host the next Minority Copywriter Summit? Join Copywriting Launchpad, our freemium Skool community for copywriters.

The Copywriter Must Be Seen as a Problem Solver, Not Just a Writer

I do not want clients to think I am just a person who writes words, because that makes my work sound small. If I call myself a copywriter, a client may think, “I can write too, so why should I pay you?”

That is why I position myself as a problem solver who happens to be good at copywriting. I help clients get more leads, more sales, more signups, and more money from the marketing they already have.

When I talk to a client, I want them to see me as a trusted advisor. I am not saying, “Pay me to write emails.” I am saying, “I found a problem that is costing you money, and I can help fix it.”

That one change makes a big difference, because business owners care more about results than words. They will pay for copy when they believe the copy can solve a real business problem.

The Best Prospects Are Already Spending Money to Grow

The best clients are usually not the people with the coolest ideas. The best clients are the people who already spend money to grow their business.

If a company is running ads, building funnels, sending emails, and testing offers, I know they care about growth. I also know they may have the money to pay for better copy and better marketing.

I do not want to chase people who have no budget, because that usually turns into a waste of time. Even if I can help them, they may not be ready or willing to pay.

So I look for companies that are already active in the market. I study their ads, pages, emails, and funnels, then I look for weak spots I can improve.

I look for a few clear signs that a company may be a good fit:

• Active ads, because they are already spending money.
• Clear offers, because I can study what they sell.
• Weak pages, because I can find ways to improve results.
• Email funnels, because I can see how they follow up.
• A decision maker, because I need someone who can say yes.

Money Moves Fastest in Proven Markets With Painful Problems

I like to work in markets where people already spend money to solve painful problems. The biggest ones are health, wealth, relationships, and survival.

These markets work because people care about them deeply. They want to feel better, make more money, protect their families, improve their lives, or avoid a problem that scares them.

Health can include fitness, weight loss, supplements, nutrition, natural remedies, and anti-aging. Wealth can include stocks, options, crypto, real estate, personal finance, side hustles, and online business.

Relationships can include dating, marriage, parenting, career growth, and self-improvement. Survival can include solar generators, water filters, emergency gear, and safety products.

I have spent a lot of time in the wealth space, especially around stocks, options, investing, and financial newsletters. I also do work in politics, mainly for conservative groups and causes.

The exact niche is not the main point, though. The main point is to find a space where people already spend money to solve a real problem.

A Copywriter Should Only Sell Solutions They Can Deliver

I do not want to take money for work I cannot do well. If I have never written a sales page, I should not promise a client that I can write a great one.

That is how people hurt their name in the market. Business owners talk to each other, and copywriters talk too.

If I sell a solution and cannot deliver, that client may tell other people not to hire me. One bad project can follow me for a long time.

So I only sell what I can handle, even if I am still growing. I do not have to be the best copywriter in the world, but I do need to be farther down the road than the client.

Sometimes the client could solve the problem without me, but they do not have the time. In that case, I still create value because I take work off their plate and help them move faster.

A Hit List Creates Focus Before Outreach Begins

When I need a client, I start by making a hit list. I open a document and write down companies, founders, agencies, gurus, and groups I might want to work with.

At first, I do not overthink the list. I just write down names, then I go back and look for the best chances.

I ask myself whether they are spending money, whether they have a clear offer, and whether I can find a problem. I also ask whether I can help and whether I can find the person who makes decisions.

A list of 30 to 50 names is a good place to start. I know most of them will not hire me, but I do not need most of them to say yes.

I only need a few good clients. If I solve their problems, those clients can turn into more work, referrals, and long-term relationships.

Client Opportunities Are Hidden in Ads, Pages, Funnels, and Emails

I use public ads to find problems I can solve. An ad library is a great place to start because it shows me what a company is running right now.

If I see a company with a lot of ads or a lot of impressions, I know they are spending money. Then I click through and study what happens after someone sees the ad.

I look at the ad copy, the image or video, the landing page, the form, and the offer. If I can sign up, I also join the funnel and study the emails they send afterward.

I am looking for weak spots, not random things to complain about. Maybe the ad is strong, but the landing page is confusing, or maybe the page has too many links and distractions.

Maybe the headline does not match the ad, which can make visitors feel like they landed in the wrong place. Maybe the form asks for too much information too soon, so people leave before they finish.

Those problems give me a reason to reach out. I am not sending a random pitch; I am showing up with a specific thing I can help improve.

A Separate Email Account Makes Funnel Research Easier

When I study funnels, I use a separate email account. I sign up for offers, newsletters, webinars, free reports, and sales pages so I can see what companies send.

This keeps my main inbox clean while giving me a useful place to collect marketing examples. Over time, that account becomes a research library full of offers, emails, subject lines, and follow-up sequences.

I can study what big marketers are doing and save the emails that stand out. That helps me see patterns, spot weak copy, and bring better ideas to clients.

It also helps me understand the full customer path. I do not just see the ad and the page; I see what happens after someone joins the list.

Outreach Should Go to the Person Who Can Say Yes

After I find a problem, I look for the person who can make a decision. I do not want to send my pitch to customer support or some random inbox if I can avoid it.

I look for the founder, CEO, president, CMO, marketing director, or another person with real authority. LinkedIn, company websites, social media, and basic research can usually point me in the right direction.

This matters because the right person can move the conversation forward fast. If the CEO likes my video, they can send it to the marketing team and tell them to pay attention.

That is much better than hoping a support person forwards my message. I want my idea to reach someone who cares about revenue and can approve the next step.

A Short Email Is Enough to Open the Door

My first email is short because busy people do not want a long message from a stranger. I do not try to explain my whole life, list every skill, or ask for a job.

A simple email can say something like this:

Subject: Your site
Hey Bill, I saw your Facebook lead gen ad and landing page today. I noticed a few ways to make both better, so I made a short video for you. Want to see it?
Brian

That is enough to open the door. It tells them I looked at something specific, noticed a real chance to improve it, and made something useful.

I am not begging for work. I am just saying, “I found something that may help you, and I can show it to you if you want.”

Most people will either ignore me or say yes. I almost never see someone take the time to reply just to say no.

The Pitch Video Can Be Sent First or Made After a Reply

There are two ways to handle the video. I can make it before I send the first email, or I can ask if they want to see it and make it after they reply.

Sending the video right away makes it easy for them to watch without another step. The downside is that it takes more time from me, even if they never respond.

Asking first saves time because I only make the video when someone shows interest. The downside is that it adds one more step before they see my value.

Both methods can work, so I choose based on the opportunity. If the company looks like a strong fit, I may make the video first; if I am less sure, I may ask first.

The Video Pitch Should Be Short, Useful, and Direct

When I make the video, I keep it short and focused. Five minutes is usually enough because I only need to show a few strong ideas.

I try to show my face because that makes the pitch feel more human. Then I say their name, show the problem, and explain how I would make it better.

For example, if I review a landing page, I may point out that the top menu has too many links. If the goal is to get people to fill out a form, every extra link gives them a chance to leave.

I might suggest removing the menu, making the logo unclickable, and keeping the visitor focused on one action. That makes the page cleaner and easier to use.

Then I may look at the headline. If the ad says one thing but the landing page says another, I would suggest making the headline match the ad more closely.

I may also look at the form. If the form feels too long or scary, I may suggest testing a shorter form or a multi-step form that feels easier to finish.

The goal is not to show off. The goal is to make the client think, “This person noticed things we missed.”

A Strong Video Gives Value Without Begging for the Sale

At the end of the video, I do not push hard or sound desperate. I may say, “I hope this helps, and I had a few more ideas if you ever want to talk.”

That is enough. I want to come across as a trusted advisor, not someone begging for a project.

After they watch the video, a few things can happen. They may thank me and never hire me, or they may say they already have someone who can fix it.

They may also ask if I can do the work for them. That is when the real sales conversation starts.

This is why the method is a numbers game. One video may not turn into anything, but a steady flow of useful videos can create real chances.

Daily Outreach Turns Client Getting Into a Numbers Game

If I have no clients, I cannot sit around and wait for people to find me. Doing nothing makes failure almost certain.

A simple goal is three outreach videos a day. That becomes 15 a week and about 60 a month.

If I send 60 useful pitches to people who already spend money, I have a real chance to get calls, projects, retainers, or referrals. Not every pitch will work, but some of them can lead to money.

This method works if I work it. It is not magic, and it is not fancy; it is just focused action repeated over time.

Fast Projects Can Create Momentum and Cash Flow

Some copy projects can bring in money faster than others. Emails are one of the fastest because a good copywriter can write them quickly, and many clients need them right away.

A client may need a welcome series, a launch sequence, sales emails, or follow-up emails. If I know what I am doing, those projects can be simple to sell and fast to deliver.

Audits are another fast option. I can review a landing page, sales page, funnel, or email sequence, then record a video that explains what I would improve.

I do not always have to write new copy to create value. Sometimes a smart audit can help the client see what is broken and what to test next.

Landing pages, ads, video sales letters, full funnels, and conversion rate work can also be strong projects. The key is to match the project to a problem the client already has.

Warm Outreach Works Best When Trust Already Exists

Cold outreach works, but warm outreach can work even better. If I have worked with someone before, I can reach out and ask for help, referrals, or introductions.

A warm email can be honest and simple. I might say that a project fell through, my schedule opened up, and I am looking for people who need copy or marketing help.

Then I can remind them what I have done before. I may share results, past projects, strong niches, and types of work where I do best.

The goal is not to sound needy. The goal is to make it easy for that person to think of three people who should meet me.

This can turn into serious work because trust already exists. When someone already knows I am professional, the sales process is much easier.

The Proposal Must Keep Selling Until Payment Is Made

When a client asks for a proposal, the sale is not finished. Nothing is final until the money is in my account.

That means the proposal still has to sell. It should remind the client of the problem, show the solution, prove I can help, and make the next step clear.

I like to include the client’s need, my solution, my proof, testimonials, services, timeline, fees, payment terms, and next steps. That makes the proposal feel clear and professional.

A strong proposal includes the main parts that help the client feel clear and safe:

• The need names the problem.
• The solution shows how I will help.
• My proof builds trust with results.
• Testimonials show that others trust me.
• Services explain what I will do.
• Fees make the price clear.
• Next steps show how to start.

A good proposal makes me look like a professional, not a random freelancer. It also helps the client feel safe because they can see the plan in writing.

Clear Terms Must Be Set Before Work Begins

I do not start work before payment. If it is a one-time project, I may charge part up front and part when the work is done.

If it is a monthly retainer, I may require payment before the month begins. Clear payment terms protect my time and make the project feel more serious.

I also like to make the price valid only until a certain date. That shows the proposal is real and that I am not waiting around forever.

The client should know what they are getting, when the work starts, and when payment is due. Clear terms prevent confusion later.

A Pause Clause Protects the Copywriter’s Time

Clients can disappear in the middle of a project. They may stop replying, delay feedback, and then come back later acting like everything is urgent.

I do not let their delay become my emergency. That is why I like to include a pause clause in my agreement.

If the client stops responding for too long, the project pauses. If they want to restart later, there may be a restart fee.

The point is not to be rude. The point is to protect my schedule and make sure clients treat the project with respect.

Simple Tools Can Make the Whole Process Feel Professional

This method does not require a lot of overhead. I can use a screen recording tool for videos, a separate email account for research, and public ad tools to find active advertisers.

For proposals and agreements, I use clean documents and online signature tools. A polished PDF and a simple signing process make the whole thing feel more professional.

The tools are not the main thing, though. The process is what matters most: find a real problem, show the client how to fix it, and make it easy to hire me.

Solving Real Problems Creates the Freedom to Say No

At first, I may need to hustle hard. I may need to send cold emails, make videos, take smaller projects, and build proof.

That is normal. But if I solve real problems, the work starts to build on itself.

Clients refer me to other people. Past clients come back. More people hear my name and trust me before we ever talk.

That gives me more choice over time. I can charge more, avoid bad fits, and say no to clients who seem like they will be a nightmare.

The Same Simple Process Works When It Is Repeated

I make a list of people I want to work with, then I find the ones who are already spending money. I study their ads, pages, emails, and funnels until I find a problem I can solve.

Then I contact the decision maker with a short email and a useful video. If they want to talk, I move the conversation forward with a clear proposal and professional terms.

If one person ignores me, I move to the next one. The whole system works because I keep finding problems, offering value, and repeating the process.