The Copywriter Club Podcast #455: A Proven Process for LinkedIn Success with Divya Agrawal
Host: Rob Marsh
Guest: Divya Agrawal, SaaS and Tech Copywriter
Release Date: July 7, 2025
Introduction
In episode #455 of The Copywriter Club Podcast, host Rob Marsh delves into one of the most pressing challenges faced by copywriters: finding consistent, paying clients. Joining him is Divya Agrawal, a seasoned SaaS and tech copywriter renowned for her effective use of LinkedIn to secure and manage client relationships. This episode provides invaluable insights into leveraging LinkedIn for lead generation, crafting compelling content, and maintaining a disciplined approach to freelance copywriting.
Divya's Background and Journey into Copywriting
[02:58] Divya Agrawal:
Divya shares her transition from a software engineer to a freelance copywriter, highlighting her passion for writing and technology. After a year as a Salesforce developer, she realized the corporate environment wasn't for her. "I had always been a writer. So when I decided to shift gears, I combined my two passions—writing and technology," she explains.
Her initial foray into freelance writing began with an internship where she managed social media content for a local IT company. Leveraging this experience, she proactively reached out to the company’s HR, which facilitated connections with potential clients, leading to her first freelance opportunity without much resistance.
The Importance of LinkedIn for Finding Clients
[10:17] Divya Agrawal:
Divya emphasizes LinkedIn as a crucial platform for freelance writers. In the early stages of her career (2018-2019), LinkedIn was less crowded, allowing her to experiment with various content formats like videos and carousels. This experimentation resulted in a significant number of leads. As more professionals began using LinkedIn, especially in 2025, the platform became more text-heavy, diminishing the prominence of video content.
Key Insight:
LinkedIn remains a vital hub for connecting with potential clients, particularly in the tech and SaaS sectors. Even as the platform evolves, the core strategy of engaging with your target audience through relevant content remains effective.
Content Strategies on LinkedIn
[13:04] Divya Agrawal:
Divya introduces the concept of "lead generating LinkedIn posts," which are crafted from the perspective of ideal clients. She advises focusing on what potential clients need to know about your services to build trust and credibility. This involves:
- Identifying Content Pillars: Divya categorizes her services (e.g., thought leadership, white papers, case studies) as content pillars.
- Addressing Client Interests: For each service, she addresses specific client queries such as her process, testimonials, collaboration methods, pricing, and project timelines.
- Consistency and Repetition: She suggests having approximately 24-25 distinct content ideas, allowing for a comprehensive content calendar that can be cycled through over several months.
Notable Quote:
“I focus on what your ideal clients need to know about you before they can hire you. How can you build that know, like, and trust factor with them?” — Divya Agrawal [13:04]
Qualifying Clients and Closing Deals
[24:33] Divya Agrawal:
Divya outlines her meticulous process for qualifying leads, which involves assessing three main areas:
- The Company: Evaluating the client’s foundational marketing work, budget, payment terms, and company size. She prefers clients that are neither too large with excessive bureaucracy nor too chaotic like startups.
- The Person: Looking for clients interested in long-term relationships, reliability in scheduling, and positive communication styles. Red flags include fear-mongering, price negotiation attempts, and inconsistent communication.
- The Project: Ensuring clear expectations, defined deliverables, provided resources, and alignment with her expertise and growth goals.
Key Insight:
A structured qualification process helps in filtering out unsuitable clients, ensuring that each project aligns with both parties' expectations and business objectives.
Challenges in Growing a Freelance Copywriting Business
[35:43] Divya Agrawal:
Divya candidly discusses the struggles of maintaining discipline in a one-person business. The lack of external accountability can lead to inconsistent marketing efforts, which became particularly evident when two major clients ceased their engagements during the pandemic. This experience underscored the importance of continual and disciplined marketing to sustain business momentum.
Notable Quote:
"Being your own boss means you have to stick to processes and do things consistently to keep your business running and growing." — Divya Agrawal [35:43]
Content Creation Process
[37:31] Divya Agrawal:
Divya breaks down her efficient content creation process, which allows her to generate two to three weeks' worth of posts in just a couple of hours weekly:
- Documentation: She continuously documents daily business activities and interactions, capturing content ideas as they occur.
- Weekly Review: On a designated day (typically Sunday evening), she reviews her notes to flesh out detailed posts.
- Focused Content Pillars: By concentrating on specific aspects of her services, she creates targeted and meaningful content.
- Reposting and Updating: Divya regularly reposts successful content with updates or slight modifications to keep it relevant.
Key Insight:
Consistent documentation and focused weekly content planning streamline the creation process, ensuring a steady flow of high-quality content without daily time commitments.
Use of AI in Content Creation
[41:44] Divya Agrawal:
While Divya primarily relies on her expertise, she occasionally leverages AI tools for brainstorming and expanding on ideas. She uses AI to generate a broad range of topics or perspectives, which she then refines and integrates into her content strategy. AI serves as a creative catalyst rather than a content creator, ensuring that her authentic voice remains intact.
Notable Quote:
“AI will not become your content; it will just give you things to think about so you can respond to them.” — Divya Agrawal [43:03]
Learning and Skill Development in Copywriting
[43:28] Divya Agrawal:
Divya attributes her growth as a copywriter to voracious reading and active observation of successful writers. By dissecting the structure, narrative techniques, and storytelling elements of others' work, she continually refines her own writing skills. She emphasizes the importance of continuous learning and adaptation to stay ahead in the dynamic field of copywriting.
Key Insight:
Ongoing education through reading and analyzing top writers' work is essential for honing copywriting skills and staying relevant in the industry.
Conclusion and Key Takeaways
Throughout the episode, Divya Agrawal provides a comprehensive blueprint for freelance copywriters aiming to harness LinkedIn for business growth. Key takeaways include:
- Strategic Content Creation: Develop targeted content pillars that address the specific needs and interests of your ideal clients.
- Consistent Engagement: Regularly post and engage with your network to build visibility and trust.
- Client Qualification: Implement a robust process to vet potential clients, ensuring alignment with your business goals and values.
- Discipline and Consistency: Maintain a disciplined approach to marketing efforts to sustain and grow your freelance business.
- Continuous Learning: Invest in ongoing education and skill development to enhance your copywriting proficiency.
Final Quote:
"If you want to run a service business and copywriting is a service business, you have to do something. If you can't see yourself on a platform, you might as well not exist." — Rob Marsh [47:47]
Divya's strategies not only propelled her own success but also empowered other copywriters through her coaching, demonstrating the effectiveness of a well-structured LinkedIn presence in acquiring and managing clients.
Connect with Divya Agrawal:
Follow Divya on LinkedIn to implement her proven strategies and grow your own freelance copywriting business.
Further Resources:
- Masterclass on Emotional Copy: Rob mentions a masterclass he recorded on writing emotional copy, available at thecopywriterclub.com emotion.
- Copywriter Underground: Explore additional workshops and resources at thecopywriterclub.com TCU2.
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Note: The advertisement segments and non-content sections have been omitted to focus solely on the informative aspects of the episode.