Freelance Theory is a series that celebrates the journeys of freelance writers and creators. Here we learn a little bit about what they did to be successful, a bit about what they plan to do to be successful, and mostly what they’re currently doing to be successful.
Sending you a virtual handshake is Crafty Copy founder Giada Nizzoli, a friendly freelance writer as approachable as a neighborhood barista. She’s the type of person who puts you at ease and makes the nature of the salesy business of copywriting very genuine and conversational. And if you’ve come to talk shop about SEO, you’ve come to the right place.
Based in Cheshire, UK, Giada has worked with notable small business brands likeProject Cece, Fire Dept. Coffee, and Ketchup Marketing
THE STORY OF GIADA NIZZOLI
“I’ve always been a storyteller, ever since writing my first short story about a cowardly seal when I was five. Now, I’m the kind of storyteller that can enchant both human readers and search engine crawlers, combining SEO, marketing, and literary tricks.”
Giada Nizzoli moved to the UK at age 19, at the time unsure what she wanted to do with her life. She had grown up in Italy learning English, and had taken a liking to English literature.
“I was reading English literature and I just said to myself, ‘I’m going to move there someday.’”
Giada said that when she arrived in England she had a thick accent and could not have been a copywriter in English at the time, but that would change with time, study, and work.
While taking up Creative & Media Writing at the University of Portsmouth. Giada worked part-time as a waitress and barista. Thanks to well-earned tips, this work experience helped her put aside savings that would someday help her launch the business she runs today.
Shortly after graduating Giada had a full-time apprenticeship in the marketing department of a company with a reputable portfolio. She enjoyed working there, liked her boss and colleagues, and learned a lot from the experience about copywriting and especially SEO.
Despite things going well, Giada always knew she wanted to work more independently. Whether at the cafe or the office, she always performed better managing her own schedule. She began to realize this even more as she began freelancing on the side.
Still, at the time, GIada was looking forward to staying with the company. She and a colleague had been thriving at the company and each was promised a full-time position after completing the apprenticeship.
One month before the apprenticeship ended, an email surprised her: there was only one position available and she would have to interview for it against her colleague.
“I was not expecting this and I almost had this massive breakdown, like what do i do–but I knew my colleague was actually planning on staying, and I knew I would like to freelance one day, so I’d feel bad taking the job from him when I’m going to quit anyway.
So I said you know what, I’m going to do it, I’m going to freelance now, and it was very scary. And then I got offered more money to stay, and they said ‘we can keep you both’ but you know when you’re like ‘it was scary enough to make that decision, I don’t want to go through that again,’ so I left anyway.”
It ended up being for the best, because a month later, that entire marketing department shut down and almost everyone in it was laid off.
“Especially during the pandemic, I think we all realized safe jobs aren’t really that safe, so I think if you want to freelance or start your own business just do it. It’s better to fail at something you actually want to do rather than never try and regret it.”
HOW DID YOUR UNIVERSITY EDUCATION INFLUENCE YOUR WRITING?
In pursuit of writing, Giada took up Creative & Media Writing, which didn’t necessarily influence her style as much as telling stories did. Much of the copywriting and SEO skills she learned from her professional experience, but Giada sees it as a completely different discipline to her art.
“With copywriting I do what’s best for my clients, but with fiction and poetry I want to do what I think is best in my head… fiction and poetry still kind of feels like a hobby to me. When I was in University I wanted it to be my full-time thing but I saw how it can be stressful to deal with rejection and all the editors and magazines and compromise. So I have my business as its own thing and fiction and poetry can be published when I want it to.”
Giada still regularly writes poetry and fiction, and promotes her art on a separate website and social media for her artistic projects, you can find them here.
WHAT’S YOUR EXPERIENCE BEEN LIKE ON CONTENT MILLS LIKE UPWORK?
WERE YOU ALWAYS A SAVER?
“I moved to a different country at 19… where if something goes wrong it’s not like I can just crash at my parents house.”
What’s the nicest way you like to remind someone that their invoice is way overdue?
“It helps to have late payment terms in your contract. I add a fee if it’s not paid on time (but I allow a one-week window to get it sorted before it kicks in, as sometimes people can genuinely forget).
I haven’t had any late payments since adding it, but I’d say something like “just in case my invoice got lost in the shuffle, I’m reminding you that it actually expired yesterday.”
MUST ALL COPYWRITERS BE NATIVE ENGLISH SPEAKERS?
Giada’s second language is English, but that’s not her weakness. It ended up being her strength.
“I honestly can’t do copywriting in my native language anymore,” she laughs “everything I learned about copywriting I learned in the UK. It’s kind of weird, but I often feel more confident doing my job in English.”
WHERE TO FIND AND SUPPORT GIADA NIZZOLI
Giada’s very active on LinkedIn with an ever-growing international following of writers and marketers. She regularly posts about copywriting and SEO content strategy that help small business owners understand the value of investing in good marketing
If you’re a small business with a big concept, sign up for Giada’s #StayCrafty tips to generate more leads and sales through your website. Wanna create a strong blogging strategy and write SEO-friendly blog posts for your business but not sure where to start? The Crafty Content Blueprint is available now.