I have been a freelance copywriter for almost three years now. The 3-year anniversary of my start in the freelance world will be June 13, 2008.
As I’ve reflected on my short career (and the careers of others), I’ve recognized three distinct stages in a copywriter’s life. They go something like this…
Stage 1: “If I could just replace my income…”
In Stage 1, the freelance copywriter is mostly concerned with replacing his income. Of course, he wants to make a lot of money; that’s one reason he became a freelance copywriter in the first place.
But the big income is a long-term goal. In the short-term, he wants to be able to get paid to write while suffering no loss of lifestyle. Basically, he wants to make as much as he did in his last job.
Many copywriters never fully achieve Stage 1. In which case, they are either forced into another career or back into a job. If they do fully achieve Stage 1, then they are not far from Stage 2.
Stage 2: “If I could just crack the six-figure mark…”
After a copywriter has some projects in the bag and some testimonials rolling in, his next aspiration is the six-figure mark. He thinks he would be happy if he could make a hundred grand or more a year in copywriting fees.
In a way, the long-term goal in Stage 1 becomes the short-term goal in Stage 2. He has already successfully replaced his income, and earning six figures a year is the next natural target.
To achieve this goal, a copywriter must either raise his fees or take on more projects. Usually, a copywriter will do both. It’s a classic case of earning more while working more.
It’s also a classic recipe for burn-out.
Stage 3: “If I have to write one more sales letter, I swear I’ll…”
As a copywriter, it’s easy to get jaded. You see all the sales pitches, and then some. You witness what goes on behind the scenes. You realize there’s a lot of shady stuff that happens in sales and marketing.
And eventually you see sales and marketing for what it is: giving people what they want, even if what they want is not necessarily in their best interest.
Instead of finding joy in all projects (as you might in Stage 1), the Stage 3 copywriter finds joy in only a select few of the most profitable and most interesting projects. He resents any project he feels compelled to take out of obligation. And he longs for the day when he can stop trading hours for dollars.
Some people have asked me, why is it so hard to find a good copywriter?
That’s because it takes just as much time for a copywriter to get really good as it does for him to become disillusioned with being a full-time freelance copywriter. It is at this point he decides to strictly limit the number of projects he accepts and begin writing copy for himself.
Q: Who makes more money? The copywriter or the person hiring the copywriter?
A: Generally speaking, it’s the person doing the hiring.
Q: What did Claude Hopkins say was the biggest mistake he ever made?
A: Not going into business for himself.
Most freelance copywriters eventually figure this stuff out, take themselves off the market, and finally start earning more while working less. Which happens to be an excellent recipe for happiness and long-term success sans the burn-out.
-Ryan M. Healy
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12 comments ↓
Good post Ryan. You really hit the nail on the head with this one. It’s funny, you can read about this whole idea till you’re blue in the face.
But for some reason, it seems that every copywriter still has to make the journey for himself.
From stage 1, to stage 2 to 3 and beyond if they choose to go there…
Of course most eventually come to the same conclusions you mention here, there’s just something about “living it” that makes it real.
Good job.
I agree, Jason. Every copywriter has to experience it for himself. And just because Stage 2 often ends in burn-out, it doesn’t mean you shouldn’t start the journey or that the journey isn’t worth it. It is!
If you want it bad enough, you just keep going, thinking of new ways to get out there. It’s certainly not a get-rich-quick sort of thing. I love writing and I can’t think of anything else I’d rather be doing.
I think as a copywriter it’s important to remind yourself of what a life of leisure freelance copywriting really is compared to other jobs or professions.
You get to work your own hours at home or in an office if you want.
Once you have some skill you get to choose most of your clients.
And it’s hardly back breaking work (try digging ditches for a living).
And it pays well…really well.
You’re spot on about writing copy for yourself and building your own business though.
Most copywriters will work that one out eventually.
Kindest regards,
Andrew Cavanagh
Congrats on your 3-year anniversary, Ryan. Gosh, I feel old when I think that I had my first bylined article in 1972 (still in high school) my first piece of marketing copy in 1974, and the first of my seven books in 1980.
_____
Shel Horowitz, copywriter and award-winning author of five marketing books Blogging on the intersections of ethics, marketing, media, sustainability, and politics: http://www.principledprofit.com/good-business-blog/
So this brings the question:
If you were to start over again, and you had your copywriting knowledge, which would you focus on, your own products or client work?
I asked this of one of your copywriting colleagues, he said without a doubt internet marketing. He is fully time copywriter at the moment.
Ryan,
This 3-stage process is right on.
But examining how that three stage process could be taking the next wave of hot copywriters off the market?
Hmmm…could be another post
Tamara - You have a healthy outlook. Keep going and you’ll do well.
Andrew - I agree with you: copywriting is a great profession. I’m grateful for the flexibility it affords me.
Shel - Thank you!
Michael - It’s a great question, and it probably deserves more than a short reply.
My answer: yes, I’d still focus on the client side. I wanted to learn copywriting inside and out, and I figured working with clients was the best way to do it. Plus, my circumstances at the time didn’t allow me to gradually ease into information marketing.
Joseph - Perhaps, perhaps…
[...] Healy presents The 3 Stages of a Copywriter’s Life posted at Ryan [...]
Ryan, I’ve just stumbled across your blog and read this post. I am a copywriter and web designer and I am at Stage 3 …. approaching burnout from too much work and wondering how I can get my life back.
I am making a six-figure income by working about 70 hours a week. Every time I get another inquiry I groan inwardly.
I started out freelancing in April 2004. The first year was fantastic, I loved every job and put my heart and soul into it. It really wasn’t until about a year ago that things got really busy. I’ve barely had a day off since then.
I can certainly identify with your 3 Stages
Chris
Hey Chris -
Thanks for dropping in.
I’ve approached Stage 3 on a few separate occasions.
I’ve never actually become totally burnt out because I only work 35-40 hours a week, max.
Plus, I really love writing.
And I take frequent “mini-vacations.” In fact, I just got back from a three-day bicycling trip in the mountains of southern Colorado.
One idea for you:
Transform one or more of your fee-only relationships into a percentage share of the profits.
It’s always more exciting to do client work when you know you can increase your income.
Hope to see you around more often.
Ryan
Thanks Ryan,
Yes I have a couple of clients that could become more of a profit-sharing deal. And I think it’s great that you are only working 35 to 40 hours a week. That’s my goal over the next year.
I’ve bookmarked your blog so will drop by regularly.
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