I recently received an e-mail from "D," an aspiring copywriter looking for some guidance in the field. I was flattered that, after perusing the Get It In Writing website, he reached out with some questions.

I am big on mentoring and guiding others in business in any possible way I can. I didn’t receive much in this particular department as I was making my way (it’s possible I didn’t take the time or chance to seek it out, either) and so I am doubly interested in doing my small part.

I asked “D” what specific questions he had and when he replied with a list of eight questions, I asked him if I could answer them through this blog and, maybe in doing so, could also inspire or help others in some little way. So without further ado, here are the questions and answers.

Thanks, again, “D!”

1. What should I be doing to get started? Any common pitfalls I should avoid?

I started differently than many people. I was laid off from a job I thought I loved in 2001 so I figured it was one of those now-or-never things. That said, I am big on facing fear and doing what you need/want despite it (within reason, of course). If at all possible, try to have some clients and ongoing projects lined up before you leave a steady job with a steady paycheck.

As for pitfalls, of course, there are many, both in copywriting and as your own boss and as a business owner. One of my biggest pet peeves is being asked to provide a “sample” of writing or to do a project on “spec.” This request REALLY gets my blood boiling. Would you ask your supermarket for a sample or milk or your attorney for a sample hour? Of course not! The more you stand your ground and act like the quality professional you are, the more you will be seen and treated in this same way.

2. Are there certain industries you have found that are more lucrative for copywriters?

I come from a journalism background, so I never considered any industries to be too complicated or too boring or too obsolete to write about. There are many copywriters and marketing companies that specialize in a particular area (e.g., attorneys, financial professionals or the real estate world). There are also companies that specialize in a particular medium, like the Internet or direct mail.

3. What have you found is the best way to market to new prospects?

I built my business on word-of-mouth and in-person networking. I spent a few years diligently focusing on generating business through these means. I believe very much in the power of relationships.

That said, my goal was always to get to the point where my clients are all over the country and even the world (as opposed to just in my local area), that I didn’t have to spend time driving from client meeting to client meeting and that new business would be generated through our website and not necessarily through active in-person networking. I believe very much in the power of the Internet as far as new business generation and networking. I do not believe you have to meet someone in person to work with them.

4. When you're developing a new piece of copywriting for a client, what do you need from the client to make the piece a success?

As much as possible! We have a proprietary marketing questionnaire we use and it is extremely helpful in getting the process started. We look at their industries, their competitors, their target customer and what they themselves have done marketing-wise in the past.

5. Do you consider hourly or fixed fees more profitable for you?

I am very much against charging by the hour or by the word. I and all of the writers who work with me work pretty fast. Does this mean that we should be paid less than a slower writer? And when it comes to billing by the word, I never understood this logic. So the more I ramble on, the more I will get paid? Hmmm…sounds lucrative! I am a big proponent in the ‘less is more” style of copywriting, so I’d suffer from a financial standpoint with the per-word method of billing.

Instead, we work with our clients on a per-project flat fee basis or on a monthly retainer basis (based on a very specific and customized list of deliverables). These fees are all-inclusive of writing, editing, coordination with web and design people, background research and anything else that goes into completing the work and getting the job done. Instead of guessing what a final price might be, we like our clients to know up-front what they will pay so that they can plan accordingly and never be surprised by a bill they didn’t expect.

6. What kind of income can I expect the first year starting out?

That’s a tough one and there is no one answer. Where you live, who you work with, what your experience level is, who else (if anyone) is paying the bills in your household and what kinds of copywriting-related work you do best (online vs. print, size/budget of clients, industries you specialize in, etc.) are all factors that matter when it comes to the financial issue.

For me an initial goal, was a certain amount per month that would cover my bills and my mortgage. Six figures is very, very doable, though don’t expect to go from zero to six figures in no time. It takes work! Now, my goals are much higher and I find that the higher I set my goals, the higher my income is.

7. What is the most important thing a new copywriter should do to ensure success?

Whether you are new or experienced, these will apply to you:

• Attitude trumps actual capabilities or experience or expertise any day.
• Act like the kind of client and colleague you wish to have.
• Know that saying “no” is crucial to your success.
• Decide whether you are going to be a business person or a freelancer. These are two very different goals, and there is a big difference.
• Don’t let emotion rule your reaction or action in a stressful, confusing or somehow messed-up work-related situation.
• Reach out and align yourself with the kind of capable, positive, professional companies you try to be.
• Seek out and make contact with mentors and leaders in your field.

8. Any recommended reading?

I’m a big magazine person. Regularly, I read INC, Entrepreneur, Pink, Fortune Small Business and Fast Company, to name a few. I also recommend some new and old “classics” of business ownership, entrepreneurship and marketing, including The E-Myth Revisited, anything about the Pareto Principal (80/20 rule) and The 4-Hour Work Week.