How to live a long and happy copywriting life
A few weeks ago I published a post about mentoring newbie Copywriters.
It got lots of clicks, likes and comments.
One of the comments was from another Copywriter (and author, and all-round good guy), Tom Albrighton:
So, I posted this on LinkedIn:
Inspired by a comment from the mighty Tom Albrighton on one of last week’s posts, I’m putting a new blog ramble together, and I need your help.
Are you a Freelance Copywriter with a good few miles on the clock? Let’s say you’ve been a pro writer for more than half your lifetime.
How have you kept your edge? Nurtured your mojo? Re-fizzed your pizzazz for this writing lark? How do you keep your head and heart in the game?
Have you switched focus? Changed your name? Channelled the spirit of Agamemnon? Tips, tricks and secret spells all welcome.
If you’re happy for me to link to you in the post, gizza comment. If you want to go incognito, DM me baby.
And if you’re far too young and gorgeous for all this, but you know an old/mature/knackered Copywriter who might have a few words of wisdom, give this a like or a repost, or summink.
And if you want to snuffle around the post that prompted this, it’s in the comments. x
(Actually, it’s right here: Letters from a copywriting mentor)
Anyway, the responses hobbled in on their zimmer frames. Lots of them. There’s wisdom here from Copywriters with the best part of 1,000 years combined experience at the coalface. So buckle up, here we go:
Keep good copywriting company
‘Offer to mentor other writers. Mentoring helps you to think about the craft in a way that’s constructive rather than cynical. And their enthusiasm might just rub off on you along the way, reminding you of why you got into this game in the first place.
Find someone to mentor you. We should never stop learning as there’s always something new to explore. I’m working with a business coach who understands the creative industry but isn’t embroiled in all of its challenges, so sees things from a different – and emotionally detached – angle. Our chats are helping me to reframe my frustrations as opportunities to try new things.
Have a writing outlet that’s just for you. We spend all day writing for other people in many different voices, but none of them are our own. I know copywriters who once dreamt of writing screenplays, novels, or poetry but those dreams slowly dripped away. One of the reasons why I started writing a newsletter was because I felt like I’d lost my own voice and wanted to find it again. It’s working!
Don’t go it alone. Copywriting, especially for freelancers or solo in-house writers, can be a lonely business. I was part of a lovely freelance copy team on a project a few years ago and we’ve kept the camaraderie and support alive ever since with a WhatsApp group and occasional meet-ups.
Hang out with other writers in real life. This is where get-togethers like #CopywritersUnite are so brilliant – lots of new writers go to them as they have a ton of questions about how to get started, and us oldies need to be there to help get them on the ladder.’ – Sarah Farley
Interested? You should be.
‘To stay interesting, stay interested. By now your age/wisdom should have taught you not to spend too much time looking at the same things everyone else is. For my newsletter Wild Ideas I try to draw not just from advertising & marketing but from art, architecture, photography, product design and protest. They’re just… more interesting.’ – Reuben Turner
Creative brain and mental health
‘This is my 20th year as a copywriter, 16th as a freelancer. Do I qualify? Certainly feel as old as time 😆
I keep my creative brain active and mental health in check by taking weekly wildlife walks. I’ve taken up a bit of amateur photography and keep an Instagram nature journal too.
As copywriting gigs have slowed up in the last six months, I’ve embraced my publishing roots and focused more on supporting self-publishing authors. I combine my copy-editing, proofreading, project management and marketing skills to help authors create best-selling titles 📚
No matter how long you’ve been at it, you need to keep learning. I sign up for many of the ProCopywriters training talks and (when I get out of this moving haze) I’m going to refresh my SEO knowledge with Nikki Pilkington’s course.’ – Katy Lassetter
Don’t lose the copywriting plot
‘You’ve got to remember why you got into the game in the first place. I love writing, always have, and always will. The novelty of getting paid for producing lovely words just never wears off. And the flexibility of freelancing gives me time to do other things, like spending more time with my kids in the holidays, or taking a day here and there to work on my own creative projects.
If you can make your “why” into a beautiful prize that you’re running towards, instead of focusing on the horrible bits you’re running away from, you’ll keep growing and progressing, and you’ll weather the difficult bits more easily. Some months this is really, really hard – when you’re dealing with late payers or there’s tumbleweed in the inbox – but that reframe will always help shift you out of panic and back into practical mode. How can I make sure I’m still achieving the things that make me happy? How can I enjoy the good bits more when we get there, and not just rush along to the next thing?’ – Penny Brazier
P is for perseverence
“I’ve been paid for my writing since 2001. What keeps me going? I love what I do, but also I can’t do anything else. So, even when the going is tough – as it often is – I have no choice but to persevere.” – Martin Sayers
Copywriter, know thyself
‘How do I keep my head and heart in the game? Well, I’m one of those weirdos who loves their job. I have the honour of writing for brands that excite me, and I can’t think of a better way to spend a work day.
I’ve always loved the game – even before it became my game. I’ve always loved writing. Words are wonderful. Forever fascinating. Fun to play with – seeing what they can do when they go this way or that.
Sure, on some days, some words come more easily than others. And yeah, I get stuck and freak out wondering how I ever got the gig I got. But then I take a deep breath – or a break – and I come back a minute – or a day – later, ready to go again. It’s all part of the process – the brilliant but brutal but brilliant process.
I guess it’s about knowing ourselves – how we work, and what works. Of course, that’s different for everyone. I need to read for my writing to flow – we don’t get words out if we don’t get words in. And I need to go out and about to see work in the wild (it excites me). Or just to see a tree (it revives me).’ – Vikki Ross
Write yourself happy
‘Age 41.5, professional since 2006, freelance since 2011. When things feel humdrum I change my scenery, work in a different room of the house, change my working hours slightly or when I take my breaks. If I really feel stuck in a rut it’s often because a client is making me unhappy, in which case I (as politely as possible) decline any future orders from them and look for something ‘better’ to replace them. In a slow market/economy that’s obviously a bit risky, so I might try to diversify into a new subject area or style of writing, or just contact someone I really want to write for and offer them a great deal. Ultimately I got into this career because I love writing, and freelancing should give me enough control over that, so if it’s not making me happy anymore, it’s something I need to change.’ – Bob Bardsley
Stay relevant
‘I’m never sure whether 30 years of copywriting experience is a selling point or just makes me sound old! I’m one of the lucky ones, in that enthusiasm isn’t something I have to work at – it comes from loving what I do.
Having the opportunity to transform someone’s dull, dry, stale, repetitive and poorly written copy so the message shines through is a joy. It energises me.
Ultimately, staying relevant is a choice:
* You choose to keep up-to-date with what’s happening in your industry – whether that’s through webinars, events, podcasts or books.
* You choose to stay visible on social media – to build a profile, nurture your relationships and keep talking about the things that matter.
* You choose to give back to the next generation of copywriters and freelancers by being generous with your advice and experience.
For me, my books are the ultimate form of giving back, and I never take for granted how much love there is for them.
I’m writing this an hour after finding out The Little Book of Confusables 2 has been shortlisted for The Selfies UK Book Awards for independent publishing in the non-fiction category. That’s huge!
And I’m about to upload a 2025 edition of Survival Skills for Freelancers with new stats, references and resources AND quotes and advice from 20 more freelancers.
It’s not just about ME staying relevant – it’s about the relevance of what I put out into the big wide world.’ – Sarah Townsend
Never too late to re-invent yourself
‘Journalist for 30 years. Definitely ‘mature’ and definitely knackered. Currently freelance/contractor.
* Change sectors, if you can. In 2020, I unexpectedly shifted from lifestyle to business. I never thought I’d like b2b but I do (though I do write about design and innovation rather than something more dry). After all these years, it revitalised me.
* Keep learning. I know – such a cliché! But this shift meant I’ve kept learning and stayed curious. Plus, I’ve deliberately learnt more about writing, as there are always people better at it than you and you can learn from them.
* If you freelance from home but can work from your client’s office and be around people (the right people, of course!) you’ll learn things about them and their business that you wouldn’t otherwise. That can inspire you. Plus, the human connection and kitchen chats can give you a mental and emotional boost.’ – Jacqui Gibbons
Listen to Chuck D
‘I’ve been banging on about adapting to the new reality of AI, that is to say ‘pivoting’ by using transferable skills. “Easier said than done”, comes the reply.
So maybe if my advice came from one of the great names of the past, copywriters would take more notice.
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” Charles Darwin’ – Jeff Edis
Embrace the changing creative landscape
‘What if, right now, Gen-Xers have a huge advantage in the current turbulence?
You’re going to need to embrace change. To confront it and enjoy it and make sense of it and be an active player in how the world changes – not a passive bystander trying to understand the rules of Quidditch. Get in there and fly. Scary, yes.
Your 50+ colleagues know this and we’re here for this. We’re the same live sparks we were when we listened to the modem crackle and waited minutes for web pages to load, excited and intrigued.
And we’ve seen the cycles. The new thing, the backlash, the backlash to the backlash to the backlash. The bubble grow, the bubble burst, the gold rush, new gold rush, new tech, new words, new comforter, ad infinitum.
Instead of searching for ‘the truth’, find your own point of view you can be bothered to spend your precious time on earth worrying about.
And talk to your friendly neighbourhood Gen-Xer for a more balanced view, because the long view really does help.’
(I think what I’m trying to say is lean into the humanity part of what we do because everything else changes.)’ – Emily Penny
What would Steve Jobs do?
‘Steve said it best: Stay hungry. Stay foolish.’ – Jake Dearlove
If it’s cool, do the opposite (and be nice)
‘How have you kept your edge?
It depends on what you mean by edge. In this business, people often pronounce edge as age, which is something it’s impossible to preserve, especially as Botox and surgery have never been my thing.
I’ve also never been a great one for following the latest trends or trying to be cool, sorry, culturally relevant (see what I mean?). Because trends by their very nature are fleeting and I’d rather hitch my wagon to a few principles that might endure a bit longer than whatever the algorithm’s pushing today.
Things such as making sure that whatever you do stands out amongst all the rest of the noise; actually saying something about your product or service rather than merely piggy backing on the latest in vogue celeb or trend (see above) – what we used to call borrowed interest; and thinking about the poor schmuck who’s supposed to read your ad – what’s in it for them?
Plus, cool is boring. I’d rather do the opposite of what everyone else considers to be cool. That’s far cooler. And a lot braver too. Which is why you so rarely see it being done, I guess.
How do you keep your head/heart in the game?
I appreciate that at the moment for a lot of people this industry is a very hard one to love. There are so many talented people out there struggling for work through no fault of their own.
But that said, when work is available this is still a pretty wonderful job. In what other industry would you get the chance to learn about so many different things? Recently I’ve been coming up with ideas for a high-end car, a high street bank and a mobile phone provider. All in the same week. And during the course of my career I’ve worked on everything from lightbulbs to the Lottery and Lycra.
So you can never get complacent. Daren’t. You have to keep learning. About new products, new media and from all the great people around you.
Tips/tricks
This is trickier (no pun intended). I see the value in building your online brand but am very bad at it myself. Like a lot of people in the business I seem to have a mental block about bigging myself up.
I think a great network of contacts is probably the best thing that you can cultivate. But, with the high turnover in the business, this can be difficult to keep current.
Other than that? Be nice. Always try to go beyond what’s expected. And, most importantly, be yourself – that’s your USP. I’ve always tried to be the best Iain Pearson I can because it’s one of the few things I’m good at. I’m not aware of too many others out there, so I hope I’m filling a need. Let’s just hope that people continue to need Iain Pearsons for a little bit longer.’ – Iain Pearson
Find out what the market needs
‘Don’t lose your self-belief. Take a long hard look in the mirror and ask yourself: What do I do best? Which pieces of work am I most proud of? Why do clients need my help? What can I do to change the way the world sees me and my work?
Revisit your website and LinkedIn profile and ask if you’re offering what clients are looking for. There are thousands of copywriters around, what makes you special? Ask your current or clients you’ve worked with what’s changed for them and what they need help with. While you’re there, take the opportunity to ask them to write a few words about you and your work to put on your website. Apart from being a great excuse to contact them again (who knows what briefs are lurking on their desktops) their (hopefully) kind words will give you a boost.
Keep an open mind and keep learning new things. Consider all the options. Is it time to learn a new skill? Is it time to team up with someone to find work together with a new offering?
Rather than moan about AI, master it – learn how to make it work for you. It won’t do your job for you (not as well as you can currently) but it can make life easier if you know how to use it.’ – Ed Prichard
Choose your copywriting clients carefully
‘Jonathan I think the secret to keeping the magic is choosing your clients carefully. When you work with people who really care about what they do (and appreciate what YOU do) it’s never a chore, and it’s always interesting and inspiring.
I’ve found that to be true whether I’m writing about concrete and insulation, filters for canning factories, types of meditation cushion (round and square, hard and soft, if you want to know), or kitchen tap adapters.’ – Laura Ansbro
Don’t do it for the money
‘To have a long career in copywriting, the first thing is you’ve got to love writing. Sounds obvious, but it’s true. If you’re in it for the money – I give you 6 months. If you’re in it for the fame – I give you 6 hours. For me, copywriting still remains one of the most rewarding and satisfying careers. It can be tough at times – but the rewards are huge. I’ve had people standing up and applauding my work. I’ve had people tearing up about my work (in a good way). I’ve written stuff that has quite literally changed and transformed the way people work. If you want a career where you can make a positive impact, I don’t know of any other like it. But you’ve got to love doing it – because it’s the joy of writing that shines through in the work that you do.
You need to be open to change. During the late 90s I ditched a career as a creative copywriter in advertising and moved into design. Ad agency writers were being laid-off left, right and center. Design agency writers were not. I fancied my chances as a design writer and swopped over. At this point I’d spent 20 years in ad agencies, and moving over to the world of design was hard going. My copy was always getting negative feedback, and I had red pen marks all over it. It was belittling. It was frustrating. But I am a determined bastard, and I learnt a whole bunch of new skills – so at the age of 40 plus I transformed from a being thinker to a wordsmith and doubled my skill sets.
I’m massively disappointed in the way that copywriting is going, and I hate the fact so many people think it’s a way to make a quick buck. I got a call from a young guy a few weeks back who wanted me to mentor him as a copywriter. His first question – “how much money have you made?” I told him I had no idea and the money actually doesn’t really interest me. He put the phone down on me.
Avoid the wankers. I say this because marketing is littered with egotists, ignoramuses and plonkers. They will try and convince you to like their ideas. They will wave money in your face and ask you to write stuff that will embarrass you in later life. They will drop you in the shit on a regular basis. I’ve never gained anything from these people. Avoid.
If you want to have a long career as a copywriter and stay sane while doing it – here’s the best tip I can give you. See where things are heading and make plans to be part of it. For example, soon the written word will be replaced wholescale by the spoken word. Newspapers are already doing it with video. Video content is the way to go. Video posts get more traction and bigger numbers than written posts. So start writing for video because it’s a key skill. By that I mean learn how to write for the ear and not the eye. Learn how to edit. Learn how to shoot. Learn how to write dialogue. Learn how to tell stories. Do all this and you become more than a keyboard warrior. You become someone who is ‘vital’.’ – John Fountain
Keep up or lose out
‘You made me count on my fingers for five minutes but it turns out I qualify! 😅
When I was much younger, I interviewed a senior marketing person who said she would never recruit anyone who didn’t read daily about their craft. It really made me think about stagnation and keeping up with new thinking and it’s something I’ve tried to do ever since.
For me, it’s also really important to a) keep up with what’s happening outside my home town of B2B, so I try to have an eye on B2C trends too and b) be creative outside work, which for me is poetry and photography. That helps keeps things fresh and gives me unexpected sources of inspiration.’ – Anna Milan
Remember the battles already won
‘The best thing about being an old copywriter, Jonathan, are the scars.
They represent wounds that didn’t kill you. These reminders of your resilience makes it far easier to take risks with the confidence that, although the risk might end up with negative consequences, those consequences aren’t gonna kill you. In fact, with the right attitude and experience, you know that they’ll hardly slow you down.’ – Scott Frothingham
Three steps to copywriting heaven
1) Pick clients that are easy to work with.
2) Recharge your creativity with other projects.
3) Sprinkle the glitter.
Empathy and generosity
‘I think sticking around for a long time in this business comes down to two things – empathy and generosity. I’ve worked in PR, journalism and copywriting. In each of these roles, you need to find empathy – both with the reader and with the client. Yes, you need to value yourself adequately with your pricing, but, once that’s established, lean into generosity. Find ways to make your clients’ lives easier. Hey, I’ll even go as far as to say you should find ways to surprise and delight them! The added bonus with this approach is that helping people and going the extra mile feels pretty good, in my experience. – Lucy Banwell
Now, not then
I’ve found the ability to reinvent myself crucial to survival. I focus on where I am now and not what I have achieved in the past. No one is interested. Besides, many creative directors today do not remember the campaigns that define me – some weren’t even born.
During that time, the industry has shown an increasing lack of interest in experience because brands live on platforms driven solely by data that need holes filled rather than creative input. That said, TikTok has created a resurgence.
I still champion ideas on all levels but have refocused my ‘ad-think’ to be more about what makes engaging content.
Working on TV ads early on helped hone my creativity and storytelling skills. However, the removal of media time constraints and the spread of smaller budgets across more engagements have helped refuel my inventiveness. – Kelvin Tillinghast
Be more than a Copywriter
I think it’s about creating opportunities that keep you excited about the work you’re doing. And as freelancers, most of the time we do have to create them for ourselves.
Maybe it’s pursuing a dream client, but I also love seeing freelance copywriters diversifying into writing copywriting books, becoming an event speaker or setting up professional networks / events / podcasts – or pursuing side projects that keep the creative juices flowing. I definitely feel inspired when I see posts from other freelance copywriters talking about taking things in a new direction or adding another string to their bow.
Right now I’m combining my freelance copywriting work with a building a couple of ventures that build on my writing experience: Creative Careers Club and We Show the Salary – both of which make me excited to start work each day! – Jo Tidball
Focus on what you do best
‘OK here goes… I started as an ad agency copywriter in about 1985 and moved through PR and back into copywriting. I went freelance in 1998, back in house in 2006 and then freelance again in 2012.
It’s only in the last few years that I’ve seen the value of nicheing. No-one niched in the nineties! Now I focus on what I enjoy most/am best at – report writing, websites and case studies. I don’t even pretend to know what I’m doing with social media! I wish I’d done this years ago to be honest instead of trying to be all things to all clients.
I don’t worry any less when things go quiet but I’m grateful that I no longer have to worry about a mortgage and childcare. I don’t obsess about 10xing my income – as long as I earn enough to pay the bills and have a bit of fun, that’s fine. Virtually all of my clients and fellow copywriters are younger than me which is great. I probably learn more from them than the other way round.
The best thing over the last decade is connecting with more copywriters, both online and in person. It’s great having them as a sounding board and I have developed some really deep friendships.’ – Mary Whitehouse
“To thine own self be true.” Innit, though?
Well? Art thou? Art thou true to thine own self?
Thou hadst better be.
For what if thou workest full-time or freelancest for someone with standards less lofty than those thou hast thyself?
Or for someone who knoweth not shit from sausages?
Wilt thou then lower thy game, mayhap? Fie! ’Sbollocks to that!
Be thou thy steadfast creative yardstick, friend.
E’er strive to surprise, impress and amuse thyself.
While being the harshest of critics for thy work.
It may also assisteth thee to imagine a former colleague, one bestowed with the finest judgement, peering over thy shoulder, beholding thy handiwork.
If it cutteth not the mustard, the figment of thine imagination will verily tut-tut and sigh.
“Fool!” they shall cry. “Fool! Return thy sorry self unto the very drawing-board.”
Oh, and ensure thou keepest thy pecker up with tomfoolery on LinkedIn, forsooth. – the one and only Chris Miller
Niching? No thanks.
For me, it’s writing about lots of different topics that keeps it interesting for me. I have been tempted to niche but I’d lose all of that. When you’re a generalist, you never know what you’ll be writing about next. I’ve written about metal casting, ghost written for a well-known supermodel (!?!?) and penned blogs for some of the top UK universities. You’d never get that variety in an employed role. – Karen Bright
Make time to chill
‘I think having regular holidays helps. I always find a good break helps inspire the next dose of energy and ideas. I didn’t have many last year due to illness. But Christmas was a wonderful two weeks off, and I returned flying. Creative Boom came about from a holiday in the sun.’ – Katy Cowan
Go with the flow. Follow the dough.
Over 35 years as a copywriter, 30 as a freelancer. Reinvention is the key. I’ve gone from above the line to direct marketing, then mostly websites and SEO advice, now adapting to AI. Also follow the money – much as I’d love to go back to conceptual work, these days it’s usually long copy in areas like tech, finance and property. Focus on where the work is, and be prepared to consider anything. – Peter Wise
A bit of this and a bit of that
Hello, I’m 50 and have been running my business for 20+ years. In the last 10 years, I’ve (mostly) kept my mojo through variety in the work I do, networking and getting out and about and only working with clients I like and who value what I do. Day to day, a change of scene or a well-timed break are important mojo-retainers, as are crisps. This year, my mojo is wondering where my pipeline has gone, but I am writing a book… – Fiona Mocatta
It’s all about respect
‘Once you’ve been around the block a few times, you have to work with clients who appreciate your experience (in writing and in life). And you must deliver great value from it. Personally, I’m motivated by having mutual respect, decent B2B projects, and jolly nice people to work with. That lot keeps me inspired, even after 25 years 😊’ – Anna Metcalfe
Never stop learning
I started as an in-house copywriter in 1983, and have been freelancing since 2001.
I always wanted to write.
I’m writing in my head all the time.
I’m good at it. I enjoy it. People pay me for it.
I’m still learning (most recently, with a neuroscience qualification.)
I share the most useful things I know by training, coaching and mentoring other copywriters. This teaches me too.
I’m selective about which clients I work with.
If I feel uninspired, I refer the project to another copywriter in my network.
I can’t imagine stopping, but might start fading aw… – Jackie Barrie
Last bit (honest)
Wowzers. Hadn’t expected such a response. I think just about everything’s already been covered, but here’s my take…
I’ve been playing this creative game for ages. And (mostly) I’m as enthused and as energised by it as I was as a wide-eyed 19-year old entering my first job in advertising.
I guess part of it’s simply hard-wired in me. I get a kick out of turning conundrums into creative yeehaws. Throw me a brief and I’ll happily play with it for hours.
But having spent time thinking about it, something has become really apparent. The need for variety, for change, for not-stuck-in-a-ruttedness.
Maybe it’s the same with all creatively-leaning humans. Doing the same thing over and over, with the same people, for the same clients, becomes stifling. It’s like clipping an eagle’s wings, or chopping a millipede’s legs off. Without at least the illusion of freedom, we kind of seize up.
I’ve noticed that around every 10 years or so, I have a wobble. “Am I doing what I’m supposed to be doing? Is there a creative outlet that’s more authentically me? Should I be using my talents in a more altruistic way?”
When this happens, I figure it’s a sign I need to shift perspectives a little. To cock my creative hat at a new angle. And to remember how lucky I am. Come on, I get to write for a living, and that’s bloomin’ marvelous.
Hope you’ve found a few useful nuggets here, as you continue to navigate the rocky copywriting road. Stay curious. Stay grateful. Stay writey.
Love and patience.
Jonathan x
Jonathan Wilcock (that’s me) is a Senior Freelance Copywriter.
You can drop me a line here, or email jonathan@sowhatif.co.uk