How I Went From Layoff to Payoff – 3 Steps to Becoming the Copywriter You Really Want to Be
Having survived four layoffs, everyday at work felt like a gamble.
All I could think was, “Will I be next?”
It was Christmas time, and the investment banking firm I worked for decided on a fifth layoff – effectively cutting out 25% of the staff. As luck would have it, my name was on that list.
Fortunately, in October of 2002 – a few months before the layoff – I got a letter from AWAI in my mailbox that read, “Can You Write a Letter Like This One?” Initially, I didn’t give it much thought. But once I sensed things might go south at my company, I decided to order AWAI’s Accelerated Program for Six-Figure Copywriting as an “insurance policy.”
And now that I was jobless, the freedom copywriting offered seemed a perfect fit with my love for writing.
To support myself, I did a little resume writing on the side, and took various temp jobs.
I studied copywriting every moment I could … my rise to success was slow but steady. By 2006, I had enough copywriting clients that I felt confident in focusing on copywriting full-time.
What’s more, now I’ve achieved the goal I set for myself at last year’s Bootcamp. To return a year later as a “Wall of Famer”!
Much of my success comes from what I call “WSM.” It’s a system I use to make sure I’m always using my time to do the things that guarantee I’ll achieve the copywriting goals I’ve set for myself.
Here’s what it stands for, and how it can help you achieve the writer’s life:
W = Write
You’re not a copywriter unless you write copy every day. Writing is how you actually gain the skills and find your “voice.” Don’t get caught up in the easy mistake of wanting to learn it all and never finding the time to write. If you don’t have any clients to write for, write spec assignments, re-write any one of AWAI’s promos, or write an article you could submit to a potential publisher or use as a self-marketing piece.
S = Study
In addition to writing, you constantly need to be learning and sharpening your skills. And that doesn’t mean only studying copywriting. Read books on marketing to give you a deep understanding of how this business works as a whole. The more marketing you know, the better copywriter you’ll be … and the more valuable you’ll be to every potential client that comes your way.
M = Market
As soon as you feel competent at writing copy, market yourself! It’s the only way you’ll land paying assignments. And if you’re feeling a little timid about “being a copywriter,” simply fake it till you make it. Although cliché, there’s a profound truth in it.
To market yourself, write a self-promotion selling yourself and send it to companies you’d like to write for. When I started out, I marketed myself to small, local companies. As my skills grew, I went to my local library, and got a copy of Direct Marketing Market Place – a reference book listing companies who use direct mail. Then I picked out a few companies and sent them a promo selling my services.
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One of the things that helped me overcome my fear of rejection and selling myself was taking a part-time, face-to-face sales job. It gave me the confidence I needed to market my copywriting services.
When practicing the WSM system, make sure you set up your day to devote enough time for each component. You don’t have to divide your time equally across all three. Just make sure you do enough of each, to get closer to your goals.
Once you follow WSM, you’ll be living the writer’s life before you know it.
It worked for me …
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“I was thrilled to find I’d broken the $20K mark with minimal effort, but more than that it was incredibly satisfying to know I’d earned that money independently - using only my mind and a computer.”
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It looks like a lot hard work.
Backcopywriter – August 23, 2009 at 7:42 pm
This is a wonderful success story! If the WSM method worked this well for Ms. Thomas, then perhaps it will work for anyone who's willing to put in the same hard work and focus.
And that's reason enough for me to try it!
Melissa F – September 17, 2009 at 10:06 am
Sounds like great advice, but I imagine the "M" could be harder to master than the "W" or "S"!
I feel like I've got a long way to go .... but I'm excited about diving in at the deep end!
CA Brit – November 20, 2009 at 5:20 pm
One more success story to continue my enthusiasm toward a potentiallly potent copywriting career...I am so psyched I was led to this web-site!
CopyGirl – February 27, 2010 at 5:37 pm
I think this is great advice. In the last few years I've really gotten into the idea that we are always marketing ourselves. I also know that in order to grow we have to step outside of our comfort zone. And writing copy for nobody in particular sounds like a great way to practice and at least feel like you're doing something. I'll certainly give it a try.
Istvan – April 2, 2010 at 7:12 pm
I will take any advice, being a beginner. I have always lived in a comfort zone and have decided to step out. I pray it's the right decision, I love to write but don't publish. I thrive on encouragement, sometimes it's my own. I also hope I don't lose my enthusiasm for this new career so late in my life, although I act like a 25 yr old.
YorkyMom – June 25, 2010 at 2:21 pm
I enjoyed the article. It was very inspiring.
Rena – July 7, 2010 at 11:13 pm
As they say in poker:"I'm all in"!
I'm excited to have this opportunity & I'm not looking up or back...
BryanA – August 20, 2010 at 10:12 pm
Thanks Penny, a very, very, inspiring article.
WSM is what I will be practicing from now on.
Aussie Pete – September 22, 2010 at 1:48 am
This is great advice! If there is anything I have learned over the years, it is that even when we do not realize it we are selling our attributes by our conversation, our appearence or our actions. So we ALL are salesmen without even trying. Just remember....If YOU beleive it, then you CAN convince others to beleive it too!!
Linda A – October 21, 2010 at 10:29 am
Success: Slow and steady.
Write every day.
Learn and sharpen your skills.
Market yourself.
All good advice. Especially self marketing. Treating oneself as a paying client and thinking of self marketing as a representation of one's skills encourages professional results.
jakeo – February 24, 2011 at 12:22 pm
Great advice, Penny! I am trying to take all the advice I can and apply it toward my potential career of being a copywriter!
Jaykay878 – February 27, 2011 at 8:38 pm
I've been writing for years but mostly have paid for privilege, not the other way about. I've been getting ads for AWAI for 20 years, but only just this week decided to have a go at it. During this time I've been schemed and scammed and ripped off by companies never heard from again, so I must give dukos to Michael Masterson for his honest and legitimate product, and I'm enjoying doing the exercises. All that graduate work in English Litt isn't so useless after all!
LowlyWise – May 13, 2011 at 6:37 pm
This is great advice, I'll be sure to apply this principle in the future to come. Although hard work, what isn't. Thank you for your advice, and I believe we all have the potential to become great successful people.
Seproh – May 18, 2011 at 8:14 pm
Now I'm serious! I've danced around the idea of writing long enough. I've read this letter dozens of times. No more reading only....Now I Will Write! Thanks for your encouraging words. Watch your rearview mirror....here I come!
Milt Trosper-B2B WebCopy – August 20, 2011 at 2:03 am
I'm happy to read this advice. This article gives me tremendous hope that this will be a great way to reach my goals of becoming a great copywriter. As a beginner, I have much to learn and I'm glad I clicked on this link to get concrete suggestions. I can't wait to get out there and market my new-found skills!
Lerena – August 20, 2011 at 5:27 am
I got laid off again and decided it was for the last time. Reading your letter gives anyone the confidence to make a change in their lives for the positive.
timandespen – September 3, 2011 at 6:20 pm
Thanks for the enthusiasm. I am really looking forward to having fun with my copy writing adventure. Love sales, need to write consistently and get the marketing road traveled. Thanks to AWAI for the introduction of Penny Thomas. Good to see your heart Penny.
Tom T – December 12, 2011 at 7:28 pm