A Copywriter's Secret
Would you like to hear a real copywriter’s secret?
It’s easy to forget after all these three decades and more why I became a copywriter.
I wanted more control of my time, I wanted to work less and I wanted to earn much more money.
In reality that meant walking away from skills I had mastered as a hairdresser since 1982. Twenty years of working very hard, twenty years of building salons, and twenty years of creating a big reputation. Was I ready to leave that all behind and become a copywriter with no experience?
But the truth is, it was just far too much on me. Long, long hours - decent pay but just not enough happiness in the whole process of employing a ton of staff and all that goes with salon management.
So, I took the leap into a new unknown world of copywriting. When I look back, it was tough and scary, but at the same time easier than I expected.
My main two mentors then were the great David Ogilvy and Herschell Gordon Lewis. I read every word both men printed time and time again. Ogilvy was a man I felt like I knew. Lewis was the education I never had before. I remember being on a beach in Spain and my wife back then asked me why on earth am I reading that kind of thing on a beach.
The truth is I had become a little fanatical in studying this stuff and I was loving every word of it. Eventually, I left my hairdressing days behind. All the long hours, hard slog, and back-breaking days have now gone.
And it’s pretty incredible today that I have been paid more than two years amount of cash for a single copywriting project compared to what I would earn as a hairdresser cutting literally thousands of heads of hair over that same two years. And of course, working 60-80 hours a week.
And copywriting today?
Some copywriting teachers are making absurd claims that copywriting will die out because of A.I. yet according to Google the demand for copywriters has never been higher. From what I see and know the demand for this skill has never been greater.
Why?
The demand for copywriters might be high but the secret to becoming an A-list copywriter has never been more secret.
Here’s The Copywriting Secret
I will tell you the secret right now though. Here it is.
ONLY specialist copywriters can become A-list copywriters. An average copywriter that will take any project from anyone - that copywriter will sink.
Here’s why.
Today’s conversation has changed. Gen Z to change that conversation. The way we talk and communicate is very different now and much more relaxed than previously. This makes it easier for the new generation to work without copywriters and do their own thing. The reason is the conversation
Gen Z is good at writing their own copy.
Yet when it comes to the specialty - that is where the copywriting gold is. Specialisation is where the demand is high. Copywriters that understand the marketplace and can make a small change for a huge impact. (this is a very different approach to what copywriting trainers teach about finding a niche)
Specialisation removes the choice and makes a copywriter the only option. That’s the secret.
That secret of specialisation is part of what I teach in Copywriting Mentor. And unlike ANY other mentor programs, mine has been bespoke since 2004 and always limited to a few rather than open to all.
If you want to become a copywriter, have more time, get paid more, and live a better life that is what I teach in my mentor program.
Hopefully, see you on the program soon.
Peace.
Alan
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