5 Surprising Copywriting Lessons I Learned The HARD Way 😳

Summary

In this insightful video, Alex shares five unexpected lessons learned from eight years of building a successful copywriting business. From the importance of focusing on various copy assets beyond just sales pages to the reality of the scarcity of skilled copywriters, Alex provides actionable advice. He emphasizes the necessity of time investment in research and ideation, the value of continuous learning and improvement, and the patience required in client acquisition. This video is a must-watch for aspiring copywriters seeking to hone their craft and grow their business.

Takeaways

• 📚 Embrace the learning journey in copywriting, as it offers freedom, flexibility, growth, and adventure.
• 🔍 Recognize the value in copywriting assets beyond just the sales page; ancillary pieces like emails and retargeting ads are crucial for conversions.
• 🎯 Understand that a diverse portfolio showcasing various copy assets can significantly boost your opportunities in supporting businesses.
• 💡 Discover that most businesses are built on average copy, which presents an opportunity for copywriters to improve and optimize.
• 🤔 Challenge the assumption that existing sales pages don't need copywriting support; there's often room for improvement and optimization.
• 🔑 Realize that great copywriters are hard to find, and being one can lead to well-paid opportunities and client retention.
• 📈 Focus on niche expertise in copywriting to increase the probability of delivering real results and standing out in the market.
• ⏳ Manage client expectations and deadlines by understanding the time required for research, ideation, and strategic planning before writing.
• 📝 Track your copywriting process meticulously to understand your workflow and improve efficiency without compromising quality.
• 🎨 Embrace the reality that not all copy will be a masterpiece; it's a numbers game that requires continuous creation and learning from failures.
• 🚀 Stay persistent in outreach and adding value to position yourself as an authority, as success often comes after multiple attempts and rejections.

Q & A

What is the main purpose of Alex's video?

The main purpose of Alex's video is to share 5 surprising lessons learned from 8 years of building a copywriting business, aiming to help others in the field avoid common pitfalls.

Who is Mark Ling and what is his significance in the video?

Mark Ling is an affiliate marketing legend who owns multiple 7-figure businesses and has a vast array of front-end products and upsells. His conversation with Alex inspired the creation of the video and his expertise underscores the importance of copywriting and creating offers that convert.

What does Alex mean by 'copywriting paved the way for a life of freedom, flexibility, growth, and adventure'?

Alex is referring to the benefits of building a copywriting business, which includes the ability to work independently, choose projects that align with personal passions and values, and lead a lifestyle that is fulfilling and flexible.

What is the first lesson Alex learned about copywriting?

The first lesson is that while a well-written sales page is important, there is significant leverage and learning to be gained from writing other copy pieces that support the main offer, such as emails, webinar scripts, and retargeting ads.

Why is it beneficial to focus on ancillary copy assets?

Focusing on ancillary copy assets like emails and retargeting ads can significantly boost the conversion rate of a sales campaign and provide more opportunities to support a business, as these assets are often overlooked but are crucial to the campaign's success.

What is the Copy Posse Launch Pad and how does it help copywriters?

The Copy Posse Launch Pad is a coaching program created by Alex to teach highly sought-after copywriting skills and help participants write a holistic portfolio of high-converting copy assets, making them more attractive to clients.

What is the second lesson about the prevalence of average copy?

The second lesson is that most businesses are built on average copy that could be improved through testing and revisions, but often isn't. This leaves a lot of room for copywriters to offer their services to improve conversion rates.

Why are decent copywriters hard to find according to Alex?

Decent copywriters are hard to find because many self-proclaimed copywriters lack experience in relevant niches or were not honest about their skill level. This creates a demand for skilled copywriters who can produce great results.

What does Alex suggest for copywriters looking for clients?

Alex suggests that copywriters should not assume a company with an existing sales page doesn't need their support. They can offer to improve existing copy or focus on ancillary assets to optimize the business's sales process.

What is the importance of understanding the complete picture of a sales campaign?

Understanding the complete picture of a sales campaign is important because it allows copywriters to offer a diverse range of copy assets that are needed for the campaign's success, proving their comprehensive understanding and increasing their value to clients.

What is the 'numbers game' in copywriting and why is it important?

The 'numbers game' in copywriting refers to the fact that success comes with experience, practice, and learning from failures. It emphasizes that not all pieces will be successful, but the key is to keep creating and improving, similar to how Picasso created thousands of pieces, only a fraction of which became famous.

Why is it crucial for copywriters to manage client expectations regarding deadlines and turnaround times?

Managing client expectations is crucial because it helps to ensure that the copywriter has enough time to produce quality work, reduces stress during crunch times, and increases the likelihood of getting re-hired for future projects.

What is Alex's advice for copywriters on how to approach their writing process?

Alex advises copywriters to familiarize themselves with their own writing process and flow, to allocate enough time for research, ideation, and other important steps before and after writing, and to log their hours diligently to understand their project completion timeline.

How does Alex suggest copywriters can learn from their work?

Alex suggests that copywriters should always ask for feedback and conversion metrics of their copy to understand what works and what doesn't, allowing them to learn and improve their skills over time.

What is the significance of the 6-step copywriting process that Alex mentions?

The 6-step copywriting process is a method that Alex uses to write effective sales pages. It is significant because it provides a structured approach to creating high-converting copy, which is a valuable skill for copywriters to master.

Outlines

00:00

📚 Copywriting Insights from Alex's 8-Year Journey

In this video, Alex shares five unexpected lessons learned from her experience in building a successful copywriting business. She emphasizes the importance of not just focusing on sales pages but also on other copy assets that contribute to a campaign's success. Alex also highlights the value of authentic copywriting that connects and converts, and encourages viewers to subscribe to her channel for more tutorials and guidance. She introduces her coaching program, The Copy Posse Launch Pad, designed to teach sought-after copywriting skills and create a diverse portfolio.

05:02

🔍 The Untapped Potential of Ancillary Copywriting Assets

Alex discusses the misconception that sales pages are the only important assets in a copywriter's portfolio. She argues that giving attention to other elements such as emails, webinar scripts, and retargeting ads can significantly boost conversion rates. The key is to understand and apply congruent messaging across a campaign's ecosystem. Alex suggests thinking outside the box and offering assets that are often overlooked, which can lead to more opportunities to support businesses with diverse copy needs.

10:02

📈 The Surprising Abundance of Average Copy and Opportunities for Improvement

This paragraph reveals that most businesses are built on average copy that rarely gets optimized. Alex points out that this leaves room for copywriters to offer their services to improve existing copy and conversion rates. She advises viewers not to assume that a company with an existing sales page doesn't need further copywriting support and to consider offering improvements as a service. The potential for increasing conversion rates by even a small percentage can be very lucrative for copywriters.

🎯 The Rarity of Skilled Copywriters and the Value of Specialization

Alex dispels the myth of intense competition among copywriters, stating that finding good copywriters is actually difficult. She shares her experience of struggling to find and refer skilled copywriters to others. The paragraph encourages aspiring copywriters to specialize in a niche and to market this expertise to potential clients, which can increase the likelihood of delivering results and securing work.

⏳ Balancing Writing Time with Essential Pre- and Post-Writing Processes

Alex emphasizes that copywriting is not just about writing but also involves research, ideation, and strategic planning. She advises copywriters to manage their time effectively to accommodate these crucial steps, which can lead to higher quality work and better client relationships. The paragraph also touches on the importance of setting realistic deadlines and understanding one's own writing process to avoid last-minute panic and stress.

🎨 The Numbers Game in Copywriting: Quantity Leads to Quality

In the final lesson, Alex compares the copywriting process to an artist's journey, noting that not all pieces will be successful, but the key is to create and learn from each one. She encourages copywriters to view their work as a numbers game, where experience and practice lead to better results. Alex also discusses the importance of persistence in reaching out to clients and using feedback to improve.

Keywords

💡Copywriting

Copywriting is the act of writing persuasive content, typically for advertising or marketing purposes, with the goal of driving sales or engagement. In the video, copywriting is the central theme, as the speaker shares insights and lessons learned from their experience in building a copywriting business. The script mentions various aspects of copywriting, such as writing sales pages, emails, and other assets that contribute to a successful marketing campaign.

💡Conversion Rate

The conversion rate refers to the percentage of consumers who take a desired action, such as making a purchase, after being exposed to a marketing message. The video emphasizes the importance of copywriting in improving conversion rates, with the speaker discussing strategies for optimizing copy to increase the effectiveness of sales campaigns.

💡Sales Page

A sales page is a specific type of web page designed to sell a product or service. It is often considered a key asset in a copywriter's portfolio. The script highlights the traditional view that a well-written sales page is paramount, but also points out the value of focusing on other copywriting assets that support the overall sales process.

💡Portfolio

In the context of copywriting, a portfolio showcases a writer's work and abilities. The video script suggests that a diverse portfolio, featuring various types of copywriting assets, can demonstrate a copywriter's understanding of the full sales ecosystem and their ability to contribute to it.

💡Authentic Copy

Authentic copy refers to marketing content that is genuine, resonates with the target audience, and reflects the brand's voice and values. The speaker in the video stresses the importance of staying true to the ethos of writing authentic copy that connects with consumers and drives conversions.

💡Upsells

Upsells are additional products or services offered to customers with the aim of increasing the value of a sale. In the script, upsells are mentioned as one of the many copywriting assets that can be optimized to boost a campaign's conversion rate, indicating the broader scope of a copywriter's responsibilities beyond just the sales page.

💡Ethos

Ethos, in the context of the video, refers to the underlying principles or values that guide the approach to copywriting. The speaker mentions the ethos of writing authentic copy, which implies maintaining integrity and creating content that is both genuine and persuasive.

💡Optimizing Copy

Optimizing copy involves refining and improving existing content to make it more effective. The video script points out that many businesses have average copy that could be enhanced through testing and revisions, presenting an opportunity for copywriters to offer their services to improve conversion rates.

💡Copy Posse Launch Pad

The Copy Posse Launch Pad is a coaching program mentioned in the script, designed to teach copywriting skills and help participants create a diverse portfolio of high-converting copy assets. It serves as an example of how copywriters can develop their skills and showcase their abilities to potential clients.

💡Numbers Game

In the video, the 'numbers game' concept is used to illustrate that success in copywriting, as in many endeavors, often comes down to volume and persistence. The speaker uses the example of Picasso creating thousands of pieces of art, with only a small percentage becoming famous, to emphasize the importance of producing a large body of work and learning from each attempt.

💡Feedback

Feedback in the context of copywriting is the process of receiving and incorporating comments and data on the performance of one's work. The script mentions the importance of asking for feedback and conversion metrics to understand the effectiveness of the copy and to learn how to improve.

Highlights

Starting or scaling a copywriting business involves learning from experience and understanding the full scope of copy assets.

Alex shares personal insights from building a successful copywriting business over 8 years.

Conversations with industry experts like Mark Ling provide inspiration and lessons in copywriting.

Copywriting is not just about writing sales pages; ancillary assets like emails and retargeting ads are equally important.

A diverse portfolio showcasing various copy assets proves a copywriter's understanding of a complete sales campaign.

The Copy Posse Launch Pad program aims to teach sought-after copywriting skills and create a holistic portfolio.

Most businesses are built on average copy that can be improved with testing and revisions.

There is a significant opportunity for copywriters to improve existing copy and conversion rates.

Decent copywriters are hard to find, and those who produce great results are highly valued.

The community aims to help aspiring copywriters create copy that connects and converts effectively.

Choosing a niche and marketing it clearly can increase the chances of delivering real results to clients.

Copywriting involves more than just writing; it requires research, ideation, and strategic planning.

Understanding and managing the pre-writing and post-writing process is crucial for quality work.

Log your hours diligently to understand your process and manage client expectations effectively.

Like any creative endeavor, copywriting is a numbers game where practice and experience lead to success.

The best copywriters excel because they have learned from their failures and sought continuous improvement.

Persistence in reaching out to clients is key, as not every business will say YES initially.

J.K. Rowling's story of rejection and eventual success serves as an inspiration for all copywriters.

Transcripts

Yes, I learned the hard way so you don’t have to!

If you’re in the throes of starting or scaling your copywriting business, allow me to save

you some time as I shed light on 5 of the most surprising lessons I’ve learned over

the last 8 years.

Hey guys, it’s Alex!

And this week, I am peeling back the curtain to give you a little peek into my own journey

of building a successful copywriting business.

So not too long ago, I was having a conversation with my good friend, Mark Ling.

And if you’re not familiar with Mark, he is like an affiliate marketing legend and

owns multiple 7-figure businesses across a variety of different niches – he has over

50 front-end products and 150 upsells – so it’s safe to say he knows a little thing

or two about copywriting and creating offers that convert.

Anyway, we got to talking about this whole copywriting business and the lessons that

we’ve learned over the years... and that conversation inspired me to create this video!

It also goes out to those of you who have been copywriting for a while and maybe just

need a friendly nudge in the right direction, and a reminder that you’re on the right

path!

Because I know the going can get tough, but don’t give up!

For me, copywriting really paved the way for a life of freedom, flexibility, growth and

adventure.

There’s nothing quite like building a business of your own, getting paid to do what you’re

great at, working with clients and brands that align with your passions and values...

and being able to lead a lifestyle that fills you up.

However, like any worthwhile endeavor, yes you’re bound to hit a speed bump to two

along the way.

Becoming a highly-paid copywriter doesn’t come without putting in time and effort to

consistently hone your skills, learn the latest techniques and strategies, and stay true to

the ethos of writing authentic copy that both connects and converts.

And that’s what I’m here to help you with!

Right here on my channel you’ll find dozens of copywriting tutorials and guides to help

you on your journey.

So hit that subscribe button below and join the global Copy Posse and let’s have some

fun shall we?

And don’t forget to hit that little bell icon so you’re notified of when my next

video goes live.

Now, here they are.

The 5 biggest (and frankly, most surprising) lessons I’ve learned while building my copywriting

business.

Leason #1.

I am sure all you aspiring direct response copywriters out there can agree that a well-written

sales page is like the creme de la creme of portfolio assets.

I used to think that way too, and I would get so excited at the prospect of tackling

a long sales letter to uplevel and showcase my skills.

Until I realized that there is still great leverage and learning that can be gained through

writing those copy pieces that surround the main offer.

You can significantly boost the conversion rate of a sales campaign by giving the same

amount of attention to assets like emails, a webinar script, an abandoned cart sequence,

relevant upsells, retargeting ads, and landing pages… the list goes on.

Copywriting is about being able to use congruent and compelling messaging across the entire

ecosystem of a campaign.

No sales page can stand alone without the other key pillars that hold up the fort!

When you understand this critical copywriting lesson, you’ll realize that your opportunities

to support a business go through the roof.

Sure, a client might already have a sales page, but that doesn’t mean they don’t

need copy help.

Think outside the box and offer assets that most businesses (and copywriters) tend to

completely forget about.

This is why a great portfolio is one that features a diverse range of copy assets, to

prove to your clients that you understand the COMPLETE picture of a sales campaign and

all those different copy pieces that are required to produce it.

My coaching program, The Copy Posse Launch Pad, is specifically designed to do just that!

I will teach you the highly sought-after copywriting skills that today’s businesses are looking

for and help you write a holistic portfolio of high-converting copy assets that will get

your clients wanting to work with you again, and again, and again.

You can click the link in the description below to learn more about that!

Alright the second copywriting lesson you may be surprised to learn is this...

I’ll be frank (as If I’m not always ALREADY)...

There is a LOT and I mean a lot of average copy floating around out there.

In fact, MOST businesses are built on average copy, that can later be improved through testing

and revisions.

Except it rarely is.

I’ve said it before, the secret to writing great copy is to: Step 1) write bad copy,

and Step 2) fix it.

The problem is, most people stop at step 1.

I know from experience that most businesses tend to put all their focus on new products

and funnels rather than optimizing the ones they have, as long as they are converting

OK.

So that leaves a TON of money on the table for copywriters like you.

So, when you’re looking for copywriting clients, don’t assume a company with an

existing sales page doesn’t need your support.

You can focus on the ancillary assets like I mentioned earlier - the follow-ups emails,

the abandoned cart sequences, or the upsells...

Or you can offer to improve their existing copy conversion rate.

I’m here to tell you that any business owner would pay GOOD money for even a 10% boost

in conversion rate on one landing page, or one sales page, or one checkout page.

So here’s the takeaway…

As you’re coming up with your list of services and the kind of packages that you’d like

to offer, consider all the relevant copy pieces that are actually needed to keep the machine

running at full speed.

And to get some inspiration, sign up for a few funnels and actually buy some programs!

Take note of every single page, step and part of the campaign you’re taken through...

and then consider how those pieces actually might have influenced your buying decision.

I know when I first started, I used to study other funnels religiously.

I once bought the Brazil Butt Lift DVDs from Beach Body.

Have you guys seen their marketing?

It is truly brilliant – and I wanted to see what happened behind that purchase wall

after I bought.

And I don’t even have a DVD player!

Lol.

Alright so, moving on to lesson #3...

So when I first got into copywriting (and many of you know was never my intention when

I finished business school), but when I first got into copywriting it really felt like I

was diving into a sea of amazing copywriters and everyone would be better than me, and

we’d all be clawing for the same work.

Boy, was I wrong.

Years later, I can tell you both from my experience of being a copywriter and also hiring copywriters,

that decent copywriters are HARD to find.

And I am not alone in this.

I get asked ALL the time by my friends, clients, and mastermind members, if I know of any great

copywriters I can refer to them.

And the honest truth is that my answer is usually “No” and that’s because most

“copywriters” don't produce great results.

Either because they lack experience in the relevant niche, or they were never being honest

about their skill level in the first place.

And that’s why I created this community.

To help aspiring copywriters – who are willing to learn and dedicated to putting in the work

– create copy that both connects and CONVERTS.

Listen, you can nott be a copywriter overnighter, but the upside of putting in the time is HUGE,

guys.

Because when we do find copywriters who know what they’re doing, we pay them well and

we will do anything to NOT let them go.

So as you’re building your copywriting business, consider the kind of niche you want to write

in, and make that a clear part of your marketing as you approach potential clients.

This alone will significantly increase your probability of delivering real results.

So yes while it might seem like there is a tonne of competition out there, the good news

is if you're actually committed to learning this skill and doing it well, there really

is very little.

And, there’s even better news for those of you who join my Copy Posse Launch Pad,

because by completing the program and creating your portfolio, you’ll become part of my

go-to rolodex of writers that I can confidently refer to my friends, clients and mastermind

members.

Hello, that is a win-win!

And you can find out more about that program by clicking the link in the description below.

Alright, now onto number 4 on my list…

Oh yes, that ol’ newbie habit of wanting to please every client and say yes to timelines

even the most seasoned copywriters would BALK at.

I know, it’s because you’re terrified of losing momentum or running out of job opportunities

if you - heaven forbid - take a breath!

Can you relate to that?

I know it’s easy to get so hung up on the actual “sit-down-and-write” aspect of

copywriting that you often forget to take into account the hours you NEED to allocate

for the important steps before and after you start writing… and then you end up in mad

panic mode at the 11th hour of a deadline.

Now here’s a fact — copywriting is only 50% writing.

No matter what you’re writing, it takes research, ideation, structuring, customer

analysis, and strategic offer mapping before a single word gets written.

Every piece of copy requires the same plan-write-and-review process, so why not take the time to produce

something stellar that will also increase your chances of getting re-hired?

You think there weren’t 50 to 100 different headline options written before the world’s

award-winning ad campaigns came to be?

Yes, sometimes even just a few words can take hours to get right.

It took J.R.R. Tolkien

a staggering 16 years to complete The Lord of the Rings trilogy!

Now of course it won’t take you that long to write a high-converting sales page, but

I can tell you it will take longer than a couple of days.

Only you can figure it out though.

Just like writing a novel, there is no one-size-fits all timeline to copywriting.

Robert Louis Stevenson apparently wrote The Strange Case of Dr. Jekyll and Mr. Hyde

in just 6 days.

So, as a copywriter looking at the project ahead of you, it’s really important that

you get familiar with your own process and flow… so that you give yourself enough leeway

to produce quality work, and are able to manage your client’s expectations when it comes

to deadlines and turnaround times.

If you’re just starting out, I’d highly recommend logging your hours diligently.

So list down all of the steps you take from start to finish.

And take note of the number of revision rounds you need on average to complete a project.

That way you can produce the best copy possible without subjecting yourself to that high amount

of stress during crunchtime.

And to learn my 6-step process for writing a sales page, stick to the end of this video

cause I will link to that next.

Alright, moving on to the final lesson to share with you today...

and that is...

How many Picasso masterpieces do we marvel at today?

About a 100.

But do you know how many pieces he actually created throughout his life?

More than FIFTY THOUSAND.

That means that only 1% of his work ever made it into the record books.

So, I’m not saying it will take 50,000 copy pieces for you to finally become a successful

copywriter — but you get the gist.

Like any venture — copywriting is a numbers game.

The point is to create and put that skill into practice, and get better with each piece

or project.

Remember — clients are not only paying you for your time, but the experience that you

have to be able to produce quality work in that time.

Now I’ve said this before and I’ll say it again — the best copywriters in the world

are the best copywriters because they have failed the most.

We are not wired to only produce great results.

Those accolades can only come with experience, and practice, and learning as much as we can.

Not all pieces will be a winner!

But how else do you learn and improve?

If I were to look back at everything I’ve written and do a quick scan of every single

piece of copy I’ve produced, there are definitely some (probably more than some), that I would

not add to my portfolio today, because they flopped!

And I know this because I always ask for feedback and conversion metrics of my copy.

See, more numbers!

The numbers game also applies when it comes to reaching out to clients.

Like every business, not everyone will say YES guys!

Some might not even get back to you.

And that is OK.

You just gotta keep putting yourself out there, add as much value as you can, and position

yourself with authority….

And before you know it someone, SOMEONE will get back to you.

And then that someone will lead then to someone else and so on.

And before you know it you are a copywriter.

J.K.

Rowling’s first Harry Potter book was famously turned down 12 times before Bloomsbury agreed

to publish it!

And now look at her!

Enough said.

So there you have it guys, the 5 lessons that I learned the hard way in building my copywriting

business.

Give me a thumbs up if this video has been helpful to you in any way.

Next up, check out my video on my secret 6-step copywriting process.

You can watch that next right here.

And as always thank you for watching and subscribing.

I will see you next week!

Until then, I’m Alex. Ciao for now!