Become Your Own Best Client: The Ultimate Marketing Blueprint for Copywriters
There’s a delicious irony in being a copywriter who struggles to market themselves. We can craft compelling stories for others all day long, but when it comes to our own promotion? Well, as we discussed in our article “Stop Waiting and Start Creating,” we’re often our own worst clients.
Shoemaker with no shoes, anyone?
Well, let’s change that with this comprehensive marketing strategy specifically designed for copywriters just beginning or knee-deep, needing that gentle reminder.
Photo by Glenn Carstens-Peters on Unsplash
Position Yourself Through Your Own Medicine
Remember how we talked about embracing your inner peacock? As copywriters, we need to practice what we preach… quite literally. Your marketing strategy should showcase your expertise by:
Creating a distinctive brand voice that demonstrates your copywriting skills in action
Using your website and social media as living portfolios of your writing abilities
Crafting case studies that tell stories, not just list statistics
Writing compelling micro-copy everywhere (your email signature, social media bios, contact forms)
Think of your entire online presence as a conversion copywriting masterclass. Every tweet, every LinkedIn post, every Instagram caption should subtly demonstrate your mastery of persuasive writing.
2. Build a Content Strategy That Sells Without Selling
You know the saying “Show, Don’t Tell,” let’s create content that positions you as an authority while providing genuine value:
Start a newsletter showcasing real-time copywriting examples you spot “in the wild”
Create behind-the-scenes content about your writing process
Share before-and-after examples of copy you’ve improved
Document your own A/B testing results and insights
Write case studies that read like stories, not reports
The key is to make your expertise visible without feeling like you’re bragging. You’re not showing off…you’re teaching.
3. Leverage Social Proof Strategically
As copywriters, we need to be systematic about collecting and showcasing social proof:
Create a testimonial collection system that captures specific results
Share client win screenshots (with permission)
Document revenue increases, conversion rate improvements, and engagement metrics
Build case studies that tell the full story of your client transformations
Encourage clients to share their results on LinkedIn and tag you
4. Create Multiple Revenue Streams
Just as we discussed failing forward with style, diversify your offerings to create stability and scale:
Develop digital products (swipe files, templates, frameworks)
Create courses teaching your methodology
Offer VIP days for intensive copy development
Build retainer packages for ongoing client support
Host workshops or masterminds for other copywriters
Photo by Thought Catalog on Unsplash
5. Implement Systems for Consistent Visibility
Recall the bouncy ball metaphor for tenacity? Apply that same persistence to your marketing through systems:
Set up a content calendar for consistent posting [This is also effective to keep the emotion out of it- this is more said for me, trust.]
Create templates for case studies and client onboarding
Develop a follow-up system for leads and past clients
Automate your email marketing sequences
Schedule regular portfolio updates
The Strategy in Action
Here’s your quarterly marketing calendar structure:
Month 1: Authority Building
Publish 2 in-depth case studies
Create 4 educational posts about copywriting principles
Share 3 behind-the-scenes glimpses of your process
Write 1 long-form article about a unique aspect of your methodology
Photo by Jodie Cook on Unsplash
Month 2: Engagement Focus
Host a live workshop or webinar
Create interactive content (polls, questions, challenges)
Share client success stories
Engage in relevant industry conversations
Month 3: Sales and Nurture
Open enrollment for your services or products
Share testimonials and results
Create urgency through limited availability (I’m not a fan of the scarcity angle, as I try to live through abundance, but for some reason “humans going to human” and when they only have “24 hours” puts wheels into motion.)
Focus on nurturing existing relationships
. . .
Marketing yourself isn’t just about getting clients — it’s about growing into yourself as a professional. Every piece of content you create, every system you implement, and every win you share builds not just your brand, but your confidence as a copywriter.
The best part? You already have all the skills you need. You know how to write persuasively, tell compelling stories, and create emotional connections through words. Now it’s time to turn those skills inward and become your own best client.
Your action step today: Review your current marketing materials with the same critical eye you use for client work. Would you approve this copy if a client submitted it? If not, it’s time to give yourself the same level of strategic thinking and creative energy you give your clients.
Remember: Your expertise in helping others shine shouldn’t come at the expense of keeping yourself in the shadows. It’s time to write your own success story…
. . .
Questions? Comments? Suggestions?
Are you stuck in the self defeating imposter syndrome and able to create for your clients and not for yourself? Are you a beginner? A copywriter that is knee-deep and needs help breaking out of their shell? And needs a little more help with self-promoting?
Need help with your copywriting needs ———>
Or if that’s not your jam, fill out the form below :)
Fact check: I strive for accuracy and fairness… if something is off, please send a shout! Kp@kpcopy.com
