The 7 Types of Copywriters—And How Each Runs Their Copywriting Practice

Different copywriters typically operate their writing businesses in one of 7 different ways.

#1: Fee-based, project-oriented contract copywriters. 

I am a contract copywriter. Clients hire me to write copy for them on a project basis for a flat fee per project. This is the simplest, oldest, most straightforward, and most prevalent arrangement.

(8 Ways to Charge for Your Freelance Writing.)

I have been primarily a fee-based contract copywriter for decades. For instance, last week, a client hired me to write a simple postcard for $950.

I wrote the copy. Submitted it to my client. And they sent me a check for $950.

#2: Fee-based, hourly contract copywriters. 

Similar to #2 above, except the copywriter charges by the hour instead of by the project. The hourly arrangement can work when the scope of the copywriting work is not yet well-defined or difficult to pin down.

Otherwise, I prefer project pricing, as it avoids surprises when the client gets your bill.

#3: Retainer-based freelancers. 

Some freelance copywriters primarily work with clients on a monthly retainer basis. 

I have a few clients on retainer, particularly when what they want is both advice and copy, and their needs are frequent and ongoing. But for most of my clients who use me regularly, we are both happy with fee-based pricing.

#4: Royalty-based. 

Some copywriters have this deal: If their copy works well, they get paid a bonus incentive e.g., a percentage of net revenues generated by the promotion. This can sometimes work in your favor with more sophisticated direct marketers who measure and track results and revenues your copy generates—and can share their sales reports with you.

But with local and other smaller clients that don’t measure and track, if they don’t know how many orders your ad produced, then how can they pay an accurate royalty?

#5: Freelance sites. 

Some copywriters, especially but not exclusively newbies, get a lot of their work from freelance sites such as Upwork. Clients post projects they need written on Upwork, and freelancers bid against one another hoping to win the assignment.

(How Much Should Writers Charge Per Word or Per Project?)

I am not a fan of freelance job sites, because the clients posting jobs are often buying based on price and looking for the low bid. For most service businesses, including copywriting, price buyers are the least desirable clients to have. They are not profitable. And clients who pay the least are often the most demanding and difficult.

#6: Clientless copywriters. 

These copywriters make their money by using their copywriting skills to promote their own products.

They have no fee-based clients, and make their money when their copy generates orders for the products they produce and sell—typically online courses, memberships, training, and other information products.

#7: Freelance/staff hybrid. 

In addition to their freelancing, some copywriters also work full- or part-time on staff for a small business, ad agency, or other employer.

The pro: a steady stream of income from your “day job” to see you through the peaks and valleys of freelancing.

The con: The more of your time your employer is buying, the less flexibility and time you have for freelance clients—which may cause you to lose projects and customers.