Nicola Joyce Freelance journalist and copywriter

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Nicola Joyce
Freelance journalist and copywriter
I’m Nicola Joyce: a freelance journalist and copywriter specialising in the sport, fitness and leisure sectors.
I’ve been asked to describe my role, and I’m not sure where to start! Like most self-employed sole traders,
I do a bit of everything, from marketing and social media, to pitching and client relationship management
(I draw the line at doing my own tax return!)
Essentially, I wear two hats. As a freelance journalist, I write features for consumer and trade magazines in
the sport, fitness, leisure and health sectors. You can find my byline in magazines like Muscle & Fitness,
Body Fit, Women’s Running, Alpha Fit and Careers in Sport. As a freelance copywriter, I help my clients
communicate through the written word, writing copy for brochures, websites, adverts, blog posts,
newsletters and e-marketing campaigns. I work directly with clients, and I also work with marketing,
design, advertising and communications agencies.
My days vary widely but typically I am up early to walk my dog for an hour or so before work. This hour
serves as good thinking time: I sort through my mental to-do list and often come up with ideas for articles
or solutions to straplines I’ve been wrestling with. I do always carry something with which I can make
notes (a little notebook and pen, or at the very least my phone!)
My working day starts by 9am at the latest. I don't have a commute (I work from home) and I confess I do
find it tricky to down tools. In a way, I am always working. Everything I see, hear or read is an opportunity
for an article idea, a blog post or content! I always try to split my day in two halves. This helps me manage
my job list more effectively and makes it easier for me to book myself out for copywriting clients. I will
take on very small jobs of an hour or so, but prefer to work on at least a half-day basis.
Most days are spend at home, drafting, researching and writing very quietly with Radio4 burbling at me
from another room. I average about two client or agency meetings per week, and go to a weekly
networking meeting (but this is an early breakfast thing, so I'm still home and at my desk by 9am). I think
business networking is incredibly important and can't understand why so few copywriters seem to do it.
I write very quickly, but always make sure I revisit work before sending it off to the client. Often, I’ll
finish writing and then get up and do something else: a short walk with the dog, a household chore, a bit of
social media. This helps switch my brain’s focus about a bit so I return to the piece of work and read it
over with a fresh pair of eyes.
I have tried in the past to divide my week into “copywriting days”, “journalism days”, “regular client days”
and “admin days” but it doesn’t work for me. Work comes in very suddenly sometimes and I must react as
quickly as possible if I am to help the client meet their deadlines. So, I try to find a balance between a
structure that gets everything done, and the flexibility freelancing demands.

2. I do have regular clients (a column for a magazine, and copywriting clients for whom I write regular
newsletters, web content and blog posts). I schedule these in to my planner well in advance so I know I’ll
always meet my deadlines. I firmly believe that you are only as good as your most recent piece of work. I
will never miss a deadline.
My main commitments outside work are to my dog (who can’t go without his two long daily walks) and
my sport (I am a competitive bodybuilder). I also do voluntary (charity) work. Work always comes first,
because my career is very important to me (and because it pays the bills!) but I do plan my time carefully
so I can fit everything else in, too. I have to be incredibly organised. All it takes is consistent, careful
planning, great time management skills and good admin processes. I would suggest that if you lack skills
in those key areas, success as a freelancer will be a challenge for you!
I didn’t train as a journalist (my degree and Masters degree were in English and critical writing/theory) and
I sometimes wonder if my career would have been any different if I had. However I have absolutely no
regrets for the path I took and have enjoyed learning “in the trenches” as a non-student. I write with great
knowledge about the topics, people and events in my niche and I think this is how I add value.
My biggest piece of advice to a young person entering this field would be to find your niche. Don't try to
write about "anything" for "anyone". Find (or create) your niche area of expertise and identify your ideal
client. If you know who you're looking for, you'll find them. Specialise, and become the best at what you
do.
To young women starting their own business I would say: network (on- and off-line), get organised, and
build a support system you can rely on and trust.
I measure my success by how quickly clients and editors in my chosen field find me, choose me or are sent
my way by others. I have been freelance by choice since 2004 and think this is something to celebrate.
Women make great journalists and copywriters because (to generalise!) we do tend to be curious, like
talking to people and, crucially, we are great listeners. A great deal of my time is spent listening: to briefs,
to interviews, to stories, to snippets of conversations which can turn into great ideas. A good writer needs
to be able to ask the correct questions at the correct time... and then truly listen to the answer.
After eight years of freelancing, I feel more inspired than ever by my job. I love knowing that I'll learn
about something (or someone) new every day and enjoy the challenge of taking raw information, or an
interview, and turning it into a piece of communication which fills a certain purpose. Call it curiosity, or
nosiness; either way, I enjoy discovering about new things and digging into the details underneath it all.
What legacy do I intend to leave? To be honest with you, I don't think about leaving a legacy, which is
perhaps a bit strange if you consider that everything I've written will exist (in print or on the internet)
forever! I am very proud whenever I see anything of mine in print, and do keep a portfolio of all my work.
I love my job and feel very blessed to be able to write for a career. Of course, there are times when I wish I
had colleagues, or an IT person, or an accounts department. But I cannot imagine doing anything else and
am very grateful to the editors, commissioning editors, agencies, clients and PRs who put their faith in me
for great content.
"Leap, and the net will appear" (John Burroughs)
Nicola Joyce
Freelance journalist and copywriter
www.nicolajoyce.co.uk