Establishing a copywriting business can feel like navigating a labyrinth. You’re faced with countless decisions, each leading to different pathways, with no clear indication of which might be the “right” one. This maze of choices makes building a business challenging.
I’ve been in the digital marketing space since 2008. And if there is one thing I’ve learned, there are multiple ways to build a successful, profitable business. There is no one method or path you have to follow.
But if there are multiple routes to success, how do you choose?
That’s a topic explored in Seth Godin’s book, The Practice: Shipping Creative Work, which we recently read as part of the B2B Writers International Book Club.
Godin offered three pieces of advice that can help you feel confident in the choices you’re making for your business. And help you build a thriving B2B writing business.
- Trust in yourself.
- Trust in the process.
- Keep your eyes wide open.
Let’s explore what this means.
Trust in Yourself
First, Godin talks about trusting yourself. “At the heart of the creative’s practice is trust: the difficult journey to trust in your self, the often hidden self, the unique human each of us lives with.”
Trusting yourself may sound simple, but it can be immensely challenging in practice. You have to acknowledge your skills and experiences, allowing them to guide you so you don’t second-guess your every choice.
Imagine you’re writing a headline for an article or a call-to-action for a marketing campaign. You might spend hours overthinking, unsure if your choices will resonate with your audience.
But when you trust in yourself, you allow your instincts and experiences to guide you. You’ve studied your audience, honed your craft, and understand your piece’s purpose. You’re equipped to make these decisions.
In my early writing days, I struggled with self-doubt. I would write and rewrite sentences, worried my words weren’t good enough.
While imposter syndrome never goes away completely, I eventually realized that my unique voice and perspective were my greatest strengths. When I began to trust myself, my writing became more genuine, engaging, and effective.
And trusting yourself works for more than just writing.
Imagine you have the opportunity to join a large marketing agency, a move that promises a stable income and prestige. But you enjoy your independence and the diverse work your freelance clients offer.
After some thought, you recognize that the agency route, while appealing, doesn’t align with your values and preferred work style. Trusting your intuition and understanding of what makes you happy and productive, you decide to continue your freelance journey. Your self-trust guided you to the path that best served your interests and your business.
Trust in yourself does not mean you won’t make mistakes. You’ll write pieces that don’t resonate or you’ll offer services no one buys. But that’s okay. Trusting yourself means believing in your ability to learn from these experiences and improve.
Self-trust also has a beautiful side effect — it boosts your confidence. And confidence can make all the difference.
When you exude confidence, clients are more likely to trust you with their projects. And when you believe in your abilities, you’re more likely to take on challenging projects that stretch your skills and offer new opportunities for growth.
Trust the Process
Trusting the process is as crucial as trusting yourself, perhaps even more so in times of uncertainty.
Starting a copywriting business involves many steps:
- building a portfolio
- networking
- pitching to clients
- negotiating contracts
- honing your craft
Each phase is filled with uncertainty and even rejection. Not every step will be a direct leap forward. Sometimes, progress might seem slow, almost invisible. However, every effort you make contributes to your growth.
Consider networking, for instance. Putting yourself out there to meet industry professionals, potential clients, and fellow copywriters can be intimidating.
However, these connections can often lead to opportunities and collaborations that boost your business. So, even though the networking process might push you out of your comfort zone, trust it, and embrace it.
Or take the pitching process. Crafting a pitch and sending it out to potential clients can be nerve-wracking. And rejections are disheartening.
But each pitch is an opportunity to refine your proposal skills and to learn more about what potential clients seek. Each “no” brings you one step closer to a “yes.” Trust in this process and persist.
Building a copywriting business involves ups and downs. It’s a constant cycle of learning, adapting, and growing. But remember, every successful copywriter has been through this process. They’ve faced challenges, learned from them, and emerged stronger.
The process may be demanding and test your resolve. But it’s the path to building a successful business. When you trust the process, you forge ahead, even when the results aren’t immediately visible.
Keep Your Eyes Wide Open
There’s one more element to consider.
Godin calls it journeying “with our eyes wide open.” He writes, “We can go on a journey with our eyes wide open, trusting the process and ourselves to create our best contribution.”
“Journeying with eyes wide open” is a powerful metaphor for maintaining awareness and curiosity throughout your copywriting career.
If you work the process “with eyes wide open,” you’ll pay attention to the changes in the market, your clients’ needs, and your skills and passions. You’ll pivot when needed and continually adapt your strategies.
For example, imagine Copywriter Alex, who began his copywriting career writing for tech companies. As he worked with them, he noticed a growing interest in sustainability and a gap in the market for copywriters specializing in this niche.
He began learning about sustainability, adapted his services, and soon became a sought-after copywriter in the sustainability market. His alertness to industry trends and his adaptability propelled his success.
Let’s imagine another scenario. Olivia, a veteran copywriter, established herself by writing for print media. But, when digital platforms gained popularity, she didn’t resist the change. She acknowledged the digital turn, trusted her ability to learn new formats, and adapted her writing for the digital audience. Today, Olivia seamlessly straddles both print and digital worlds.
Keeping yourself open to new opportunities will help you be proactive rather than reactive.
The Unseen Anchor of Your Entrepreneurial Journey
As you navigate your copywriting journey, remember to honor these three pillars: trust in yourself, trust the process, and keep your eyes wide open.
These guiding principles will shape your career and define your unique imprint in the world of copywriting. After all, your words can shape narratives, inspire action, and make a real difference.
