Before you make a decision about choosing or changing a career, you want to have some indication that you’ll actually be good at it and successful at it, right? Well, read on for a few clues about your future copywriting success…
Today’s question comes from Nick O. who asks, “I’m interested in copywriting, but I want to be sure I’ll be good at it before I make a full career change. How can I know?”
Like last week’s post, today’s answer has a short version and a long one—and I’d strongly recommend you read both.
First, the short answer: If you want to be absolutely positive you’ll be good at something…well…you can’t be. I’d be lying to you if I told you there was some magic theorem that would calculate exactly how successful you’d be at copywriting.
After all, there was no guarantee you’d be good at your current profession, right? If you’re like most people, you either got a job and discovered you were good at it (the “falling into it” method), or you saw something you liked, learned enough about it until you were preeeeetty sure it was what you wanted to do, and then started making moves toward doing it (the “dip your toes in” method).
The simple fact is that you’ll have to do the same thing. Since it’s pretty hard to find a job in copywriting without training or experience, though, I’m trying to give you every opportunity to dip your toes in, and then get that training and experience.
Okay, on to part two.
Now, with all of that said, there are some personality traits that bear some indication of success in the copywriting field. After all, if you have a steady hand and an exhaustive memory, you have a better chance of being a successful surgeon than those who don’t. Here’s a list of the characteristics that successful copywriters should have:
- A love of words. Very simply, you have to like using the tools you wield. You have to appreciate their power and love their flexibility.
- A willingness to hustle. Self-starters and hard workers tend to get ahead in most professions and it’s no different in copywriting. In many ways, your success is in your own hands and the degree to which you achieve it is based a great deal on hustle.
- A willingness to speak up. Don’t get me wrong: I know a lot of introverts who are successful copywriters. But, at the same time, they’ve had to learn to overcome any shyness and speak up in meetings when they have ideas or when they need to explain a concept. The good news? It gets much easier with practice.
- Humility. Very rarely is your copy going to be absolutely perfect right off the bat. You’ll sit in creative reviews and get valid feedback from five different people and then have to incorporate it in your work. You’re not too good for collaboration—you’re good because of collaboration.
- Objectivity. You are not your work and your work is not you. A major part of copywriting is getting feedback from other people and then revising based on that feedback. If you can’t separate your self-worth from your work and if you can’t avoid getting overly attached to certain lines, you’ve got a short copywriting career in front of you.
- Strategic thinking. Your job is to get a message across to an intended audience and make that message resonate with them. This requires a lot of thinking, researching and strategizing.
- Creativity. Oh, yeah: that. 🙂 Creativity is important, but it doesn’t rank any higher than any of the other traits on this list. There are plenty of copywriters who are “creative” but lack in a couple of these other characteristics and can’t find work.
- Pleasantness. People don’t want to work with jerks, plain and simple. Be nice, friendly and professional and you’re already ahead of the game.
Your turn! What traits do you have that you think will make you a great copywriter? This wasn’t an exhaustive list—what have I missed? Let us know in the comments below!
Excellent post! I’m working on a portfolio right now.
So often I wake up raring to go and have ideas buzzing around in my head. Other days I’m plagued by self doubt and even fear, as I have invested so much already.
This puts my mind at rest, somewhat.
Just gotta get hustlin’!
Hi Oliver,
Everyone is plagued by doubt and fear at one time or another—definitely don’t let that stop you! Put together a plan of attack and…yes…hustle! 🙂
Thanks for commenting!
Nicki
What a superb list. I think you also need a degree of natural salesmanship, or at the very least understand how to persuade someone. That said, much of your list could apply to getting on in the corporate world in most fields. A love of words, though, obviously makes it much more specific.
Hi Mike,
Absolutely – persuasion is the essence of what we do. I think a lot of our ability to persuade, though, comes from an understanding of (and ability to wield) the tools of copywriting like being able to convey the benefit, using words that resonate with the target audience, etc.
Thanks for commenting!
Nicki & the Filthy Rich Writer team
Hi Nicki,
If one uses, as a formula for copwriting success: Ad Copy Success = % conversion + % profit
what numbers would you fill in and why?
Hi Kevin,
Well, you can’t really simplify copy’s effectiveness into a formula, unfortunately. For example, some copy might be designed to change or influence an opinion about a company (on an About Page or in a branding ad) so conversion and profit wouldn’t directly, and some copy is used to encourage people to take an action that you can’t *directly* tie profit to, like signing up for a newsletter or attending a free event. Also, the industry standards for conversion are different depending on which kind of conversion you’re talking about and the audience – for example, making a purchase from an email funnel is *generally* going to be around 2% but that also depends on the warmth of the audience. Email open rates will vary greatly depending on which email it is in the a funnel (welcome email open rates are especially high) and what the content of the funnel is (as conveyed by the subject line).
So, long story short the metrics for effectiveness/”success” are going to vary from project to project. Does that make sense?
Thanks for commenting!
Nicki
I looked into copywriting a couple of years ago, and I’ve come back to it as a possibility for a new side hustle or potential career. I’ve been a teacher for 13 years and I’m decidedly moving on. Does copywriting involve a bit of graphic design & imagery as well as the art of the written word? I love both, by the way.
Hi Rose,
A copywriting career is really just about the writing, though it can involve collaborating with designers to create pieces. (But not designing yourself.) If someone has both skill sets they could market themselves that way, but it’s not many people that truly excel at both writing and design – people tend to be either more visual or more verbal. 🙂
Thanks for commenting!
Nicki
I’m an English teacher in Ireland. Looking for new career. I’m also going on maternity leave in 4 months . Can I do this job? Or is this website aimed at people in America?
Hi Amy,
You absolutely don’t have to live in the US to be a successful copywriter – we have students from all over the world! Here’s a page we put together to help answer questions you may have: https://filthyrichwriter.lpages.co/international-faq/
Thanks for commenting!
Nicki
Hi Nicki,
Love your post! Thank you for sharing so many tips and insights.
I recognize myself in a lot of the traits you mention, so that’s a good start.
I have a background in language arts and communication, but I am not a native English speaker. Would that be a problem to find work copywriting in English?
Thanks for your feedback.
Britta
Hi Britta,
That’s a great question, and one that we get a lot. We don’t generally recommend trying to write in languages other than your native language. There are so many nuances, idiosyncrasies, and constantly evolving slang terms in each language that even some native speakers have a hard time keeping up.
You’re in charge of your own career and if you feel that you utterly and completely mastered another language then we’ll leave it to you to decide, but just please note that you’ve been warned. 🙂
I also wouldn’t discount writing copy in your native language/country. Every organization and company needs good messaging, not just the English-speaking ones. 🙂
Thanks for commenting!
Nicki