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❓Personal brand
You’ve probably heard us talk about all the shiny distractions when it comes to earning money as a copywriter. Is a “personal brand” another one?
On this episode of the Build Your Copywriting Business podcast, Kate and I are breaking down what a personal brand is and whether or not you need one to succeed in today’s copywriting climate.
Spoiler: just because you exist does not make you a brand.
Your reputation behind closed doors with your clients is far more important than public perception of you on social media.
TUNE IN: Spotify | Apple Podcasts | Stitcher
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[02:00] The concept of a personal brand though is a brand for you as a person, aside from your business. Your branding elements are all about you as a person, not the elements of your business.
[06:00] Can it increase people’s ability to know you and like you and trust you? Absolutely. But typically our clients aren’t looking to us to know about our lives. It’s not a direct line to clients by any means. They’re going to hire us based on our copywriting.
[06:40] Why do you feel compelled to have a personal brand? If you’re doing it ’cause it’s fun, great. And what is your intention? What is your goal with it? What do you want to put out in the world?
[07:47] Look up statistics on influencers, could it be supplemental? Certainly. It is still a job. They are still choosing what to share, what not to share. It can be very overwhelming then when we try to do too much at once.
[08:35] Being honest with yourself about what this is and why you want to do it. Having fun is a perfectly fine reason, but knowing this is taking away time and energy that could be serving my business. What is my goal right now? Earn money.
[09:53] So if you are building a personal brand, first of all, what is the purpose of your personal brand? Make no mistake, It takes time and effort. You’re making the commitment to do that everyday, and you have to come up with something useful and interesting to say.
[10:47] People build personal brands aside from their businesses because they want to get speaking opportunities. Or they want to publish books, or they want to launch different kinds of businesses under a bigger umbrella.
[13:23] If it’s just one more thing that’s not a direct line to clients and it’s just going to drain you, then I would strongly evaluate whether or not it’s something that’s worth doing for you. What tolerance is that gonna impact your mental health?
[17:37] Certainly there are people that are very, very authentic, and I commend them, and I appreciate that content, and that is what I want to consume. But there is a very real side of the internet where it is polished perfection.
[18:19] The vast majority of personal brands that you see, they have a team. It’s not just them at home with a camera. There’s someone setting up the shots for them, helping, and strategizing.
[20:10] If I were just focused on my copywriting career, I would be focused on providing fantastic copy for my clients and taking good care of my clients so that they pay me very well. Reaching out to new clients and building that network is what I would be focused on. ‘Cause that’s what pays the bills.
[28:10] If you’re still providing a service, your reputation as a professional is based on the work that you do. One of your top priorities should be to make sure that you are providing excellent work at all times, so that by default, your reputation stays pristine and that people are happy to refer you to other people.
[23:53] Maybe personal branding gets your foot in the door with people. But what does the client care about? They care about what work you’re gonna deliver. If you were difficult to work with or you provided subpar work or whatever. That’s a good time to reevaluate what’s going on with your process.
[25:41] So do you need a personal brand? No You need to have a solid portfolio site, and you need to be reaching out to potential clients and putting value and providing value first and foremost. So much easier than starting a personal brand.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“The idea, is giving someone insight into someone’s life to make that connection. which then by extension connects you to the brands and the things that they’re selling” – Nicki
“No big brand was built by doing it all at once. It didn’t happen overnight.” – Kate
“If you’re gonna do anything in business, you need to have a strategy for it. Otherwise, it’s gonna be a pointless exercise.” – Nicki
“What someone (who’s gonna hire you for copywriting) cares about is your skills as a copywriter.” – Nicki
“You get going with your personal brand. But just be strategic.” – Nicki
“If you end up with a reputation as an excellent copywriter, instead of having a personal brand. You’re gonna end up a lot happier and a lot further in the long run.” – Nicki
“Maybe personal branding gets your foot in the door with people. What does the client care about? They care about what work you’re gonna deliver. ” – Kate
Mentioned in the Episode
- Ep. 208: Are You Doing These 4 Things That Clients Look for in Freelancers?
- BONUS – Laser Coaching: How Do I Find Clients for Freelancing?
Related Links
- This Brand-New Copywriter Landed a Senior Copywriting Role
- Why Brand Voice Matters in Copywriting
- 3 Things to Remember if You’re Brand New to Copywriting
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.
