We’ve talked a bit before about how resistance can pop up and try to derail you whenever you’re moving out of your comfort zone.
(Actually, more than a bit. We’ve talked about it as one of the sneaky distractions that will block your copywriting career progress, how “I can’t” is a phrase you need to watch out for, why you need to add The War of Art to your reading list, and what to do when you feel inadequate. If you can’t tell, resistance is an important topic!)
Here we dive into another of resistance’s most common tactics: imposter syndrome.
What Is Imposter Syndrome?
If the term is new to you, imposter syndrome is that feeling of “who am I to do this?” or “I don’t know what I’m doing—and they’re going to find out!”
It’s the fear that no matter how much you’ve learned and how much you’ve practiced, people are going to call you out as being ill-equipped, inexpert, or insufficient in some way. An imposter.
If you’ve felt this way, you’re in good company. Research estimates show that more than 70% of people will experience this at least once in their lifetime.
Let’s dig in to how to identify imposter syndrome as a copywriter and what you can do to work through it.
Copywriter Imposter Syndrome vs. Inability
One of the keys to imposter syndrome is that you do know what you’re doing, even if you haven’t yet attained expert status. It doesn’t come into play if, say, someone truly doesn’t know how to write copy but is calling themselves a copywriter—that person IS an imposter and making promises they can’t keep.
But when you’ve learned, you’ve practiced, and you’ve begun honing your skills—you’ve begun the process of learning and mastery. Just the same, you fear that you don’t know enough or that, fundamentally, you are not enough…that’s imposter syndrome.
Believe me, it’s completely natural to be nervous when you’re talking to new and potential clients. You want to do your best work and you want them to be thrilled, right?
But it’s a totally different thing to convince yourself that you’re not good enough or not smart enough or that you don’t know enough in advance of even doing any work on the project.
You don’t KNOW that you’re going to trip up or that your client is going to be displeased. The project hasn’t HAPPENED yet, so how could you know? Imposter syndrome is your resistance, the part of your mind that wants to keep you small and in your comfort zone making up a STORY about a future outcome.
And the truth is that even master copywriters can’t anticipate every possible question or concern that a client will have. None of us are mind readers.
If you have trained and practiced your copywriting skills, you have a very valuable service to offer to potential clients. Plain and simple. Unless you’re writing for a copywriter, it is very likely that you know much more about copywriting than they ever will. You may not feel like an expert, but at the very least, compared to their lack of knowledge about it, you are.
Truly “New” Copywriter vs. Imposter Syndrome
Too often, copywriters think of themselves as new based on time. But if you’ve done your training, then you often know a ton about copywriting in a short time.
Watch this video for more on when you stop being a “new” copywriter that may help flip your mindset.
How To Deal with Copywriter Imposter Syndrome
Okay, so we’re clear that imposter syndrome isn’t real, right? The feeling is real—fear always feels real. But the actual circumstances are all just stories made up by your limiting mind.
So, what do you do about it? How do you get past imposter syndrome?
Well, I have good news and I have bad news. The good news is that there is a very simple, straightforward way to get past it, every single time.
The bad news is that it requires facing that feeling, not running from it. (Darn. You were hoping there was a pill, weren’t you? 🙂 ) The very simple fact of the matter is that you don’t overcome imposter syndrome before you talk to a client and do the work. You overcome imposter syndrome BY talking to a client and doing the work.
This is a very important concept, so I need to make sure you understand it. If you wait for yourself to FEEL ready or FEEL like a master or FEEL confident, you will literally be waiting forever. Those feelings don’t just show up on their own. They show up as byproducts of taking the uncomfortable, maybe even kind of scary, action. You have to identify that resistance and that imposter syndrome. Then, let yourself feel that fear. And then take the action ANYWAY.
Or, simply, the title of a profound book says, “Feel the fear and do it anyway.”
The fear is going to be there. Thinking about it more and wallowing in it is not going to make it disappear. The only thing that’s going to make it disappear is taking the action you’re afraid of taking.
The only way to overcome imposter syndrome is to talk with your client, do the work, and prove to yourself that you’re not.
3 Tips for Dealing With Imposter Syndrome
On episode 72 of the Build Your Copywriting Business podcast, Nicki and Kate share three tactics you can start using right now to combat your imposter syndrome.
Overcoming the Constant “What Ifs”
It’s all too easy for us to come up with “what ifs.” There’s a “what if” for every possible scenario as wild as they may become.
As copywriters, there are a few common ones that pop up that we want to address now.
“But what if a client asks me a question that I don’t know how to answer?”
They very well might! Just say, “That’s a great question—let me think about that for a bit. I’ll get back to you by [time].”
“But what if a client wants to make changes to the copy I’ve given them?”
That’s very likely going to happen—it’s the nature of a collaborative process! Find out the reasoning behind the changes, make sure you fully understand it, and make your revisions.
“But what if I don’t understand what a client wants or the changes they want to make?”
That happens sometimes. Just ask them questions and talk with them until you DO completely understand it. Sometimes it’s not you who’s unclear. It’s the client using the wrong terms or not understanding what they’re asking for.
“But what if a client hates me? What if a client tells me I’m stupid? Or tells me I’m a fraud? Or says I have no right to say I’m a copywriter?”
I know these are what you’re secretly thinking, but you know none of these are going to happen, right? But also, if anyone ever did say this, you wouldn’t want to work with them right? Consider it lucky they showed you their true colors so you never have to work with them again!
The only way to overcome imposter syndrome is to do the work, do it to the best of your ability, and keep improving your skills as a copywriter. (Coincidentally, those are the same steps to take to build a successful professional career.)
If you’re feeling imposter syndrome, you’re not the only one. But if you give in to imposter syndrome—if you let it keep you from taking action and building your career—you’re standing in the way of your own success. Treat yourself better than that and do the scary thing anyway.
Watch More
Hear Nicki and Kate share more tips for taking action in the moments you feel frozen and stuck.
Your Turn
Has imposter syndrome ever come up for you? How did you handle it? Or how do you WISH you’d handled it? Let me know in the comments below.
Last Updated on October 30, 2024
I love this! I have started 2 businesses from scratch before, and I felt imposter syndrome creep in both times. The only way to get past it is by doing the work until you get to a point where you feel confident. I totally expect to feel imposter syndrome when I start copywriting but I also know I will be able to work through it!
Hi Danielle,
You’re right – there’s a good chance you’ll feel it, but it doesn’t mean you have to give in to it! 🙂
Thanks for commenting!
Nicki
Recently, I worked for a client for her client’s web copy. It was my first real copywriting gig. I had written website ‘content’ for websites before but I didn’t know that the landing pages and content I was writing was actually copy.
Needless to say, I underestimated myself and agreed to do almost 7 pages worth of copy for almost $50. I am a people pleaser and to make the client like me more, I added in unlimited revisions (something I never do). I was already regretting taking on the project.
My gig started and when I sent the first draft, the client made changes herself then sent it over for a revision. I thought that’s understandable and rewrote some of the lines. I revised the copy but she sent it back again, rewriting my work just to match the competitors. Moreover, she asked me to rephrase the competitors taglines. It irked me greatly but I made the changes again and again thinking that maybe I was the one that I didn’t know anything.
When I was finished with the project, the copy that came out was almost 50% written by the client herself, almost exactly like the competitors’ web copy. The client loved it but I was not satisfied.
I have written for various niches and all of my clients have praised my work. But when I worked with this client, the imposter came out. Was my work really that bad that it needed to be revised again and again? Should copy not be original? Did I really not know how to write?
I was really disappointed with myself for this.
I think I underestimate my work and my knowledge and I charge too little for the work I put in but I don’t want to lie to my clients and say that I’m an expert when I’m not.
What should I do?? I’m really sorry for writing a huge sob story here but I don’t know any writer friends.
I would really appreciate it if you could tell me about dealing with clients like these and how to price my work.
Hi Sana,
Well it’s hard to give too much advice without knowing the particulars of the project, but it could be that the client was just an especially difficult one. Also, as you know, you charge way too little for the project, and sometimes that can cue that you’re not an expert and they need to step in and re-write copy themselves. Also, starting the project with a very clear and explicit input conversation (and fully fleshed out creative brief) will help ensure that you and your client are on the same page throughout the entire project.
Thanks for commenting!
Nicki
Thanks for the note. It’s good to be reminded that we all feel this way, it’s unavoidable and we have no choice but to manage it. It helps to process the pressure and to keep pushing forward.
Hi Maren,
Absolutely – it’s really a matter of either working through it or giving up. And who wants to give up?? 🙂
Thanks for commenting!
Nicki
Oh my goodness, this happens to me all the time. I personally think it is a by-product of perfectionism. I expect perfection from myself (Don’t worry, I’m working on that constantly, I know that I’m human,) so I expect other people to want me to be perfect. I come from Real Estate where there is so much competition that you really do feel like you have to be perfect to be successful. I’ve been yelled at so many times over the phone for a little mistake I made or for things that were out of my control. So getting into this career, and hearing my TEACHER tell me I’m good enough just as i am is wonderful. Thank you Nicki, you’ve changed my life already, and I’m only on MODULE 1!!
Hi Kyra,
It happens to *so* many people – you’re definitely not alone! And yes, you absolutely are good enough. 🙂 I’m so glad you’re finding the course valuable!
Thanks for commenting!
Nicki
Hey, it’s brilliant when you get recognition for being fab. Good luck, you deserve it. X
I struggle with this all the time! The only way I can cope with it for now is to keep practicing and sending out proposals to prospective clients. (still trying to catch my first one)
Hi Matvei,
You’re definitely not alone in struggling with it! And good for you for sticking with practicing and sending out your pitches – that’s exactly how you’ll work through it. 🙂
Thanks for commenting!
Nicki
This was a really awesome post (as always), Nicki. I’ve been a writer since I was 10 years old, I loved it so much- but I didn’t believe you could make a “career” out of it unless you got a book published.
(which IS a goal, but that’s besides the point)
I had spent over 5 years working for a company (in the marketing dept as a graphic designer), dealing with a… “challenging” supervisor who really helped me dig a deep hole of self-loathing and imposter syndrome.
Everything I did was wrong, regardless of my reasons- and it made me lose all confidence in myself (even if other coworkers told me ‘it’s not you, it’s him’).
When I found out I was pregnant with my first baby, I knew I couldn’t stay in this job that made me, well…. miserable.
But I really didn’t believe I had anything to offer anyone. My coworkers and friends pushed me to try and start writing, and I was like “no way, people aren’t going to pay me to do that. I’m not good enough. I’ll make a fool of myself. I’ll just disappoint someone else again”
But I realized that I HAD to change my mindset for my kid. I wanted to be a good example. I wanted him to have a happy mommy.
So I took my first writing job on Upworks for $5 lol. I wrote a 1500 word article, and the client LOVED IT. And then I got another client, and then another… and then another…
and I quit my job in March of 2020 to pursue Copywriting fulltime. It was the best decision I’ve ever made.
I say all of this in reference to your point of: you won’t overcome Imposter Syndrome if you wait to feel ready. The last thing I felt was ready. The last thing I felt was qualified.
But I knew that I would regret passing up the chance to SEE if this was possible… way more than than the regret that would come with possibly getting bad feedback.
I’m happy to say that, even though Imposter Syndrome still visits me once in awhile… I have started to realize that it’s my signal to KEEP GOING IN THAT EXACT DIRECTION.
Each time I’ve done something HORRIFYING, it’s paid off big time. 🙂
So if there’s anyone out there feeling trapped or scared, Nicki’s right… you’re miss every shot you don’t take.
You’re great at what you do. Your passion matters. It will matter to clients.
When you feel that really scary feeling, jump into it… even if you have to close your eyes and hold your nose. Even if you have to get a friend of partner to hit the “Send” button on a cold email to a dream client.
You got this.
Thanks for such an inspiring post, Nicki. You were right, it was a very important 3 minutes for my day. <3
(PS, Loving CCA)
Hi Kenz,
Good for you for being willing to take action in spite of feeling unsure! It stops so many people and you should give yourself a *lot* of credit for being committed to moving past it. And you’re right – being a model for the children in our lives can be a pretty potent way to help ourselves focus on the action we truly need to take. 🙂
And I’m so glad you’re loving the CCA!
Thanks for commenting!
Nicki
Nicki, this is exactly what keeps me from making examples and getting clients. I am so glad I read this article. I have to get used to doing what I fear or think I fear. I know my fears are not all valid and just my insecurity about this new skill. Thank you for addressing this issue, it helps to understand and learn to embrace this fear head on!
Hi Marie,
Absolutely – it’s really easy to be swayed by our fears and believe that they’re valid, but they’re really just stories and interpretations our brain is telling us to keep us in our comfort zone. And, as you know, none of the worthwhile things in our lives are within our comfort zones. 🙂 Face that fear and take action!
Thanks for commenting!
Nicki
Wow.
Great points Nicki.
It’s so great how you just put it all out there.
I’m glad this is something that both newbie and professional copywriters face–not because it’s a good thing– but because it shows me that it’s just a natural part of the business.
These fears are common for EVERYONE…the successful ones just breathe it in…and BLOW it out.
I love, I love, I love.
Thanks Nicki,
This was inspiring, uplifting, and comforting. Now…where’s that client that called me a fraud? (Just kidding…)
Thank you for your kind comment, and we’re so glad the post resonated with you. It’s something we’ve all faced.