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Why You (Probably) Shouldn't Be "Just" A Copywriter.

by Scott Murdaugh
14 replies
I've labeled myself as a "copywriter" for less than a year now.

I've seen clients go on to make $100k+ in a few days with my sales copy. I've got 3 launches coming up in January, I expect one client to create at $5,000 residual his first month and the sky is the limit as he scales it out... (Awesome product, every marketer, myself included, will want it.)

I expect another client to hit $30k+ a month in residual income within a week of launch.

And I expect my own little launch to do $3k-$5k+ a month (conservatively) for myself...

This time last year I had a site of mine averaging $400 a day on autopilot (I don't own it anymore)...

I've had other sites doing $500 a day...

This is me, me, me so far, I'm getting to my point though...

I'm a marketer before I'm a copywriter. And so are many of the world's greatest... (And some of the forums greatest)...

-John Carlton
-Dan Kennedy
-Clayton Makepeace
-Gary Halbert (RIP)
-Craig Garber (May not be on your "A-list", but he's good.)
-Gary Bencivenga
-Michel Fortin
-Bob Bly
-Joe Sugarman
-Ben Settle
-Yanik Silver
-Paul Hancox
-Ray Edwards
-Mike Humphries


I could go on all day... But you know what they ALL have in common? They sell their own stuff.

Yeah, many of them still freelance, but they've all put their skills to work for themselves.

And to even make it as a copywriter, you HAVE to make your clients more money than you charge them, or you'll be out of business fast.

I know we've got copywriters on here with Clickbank top-sellers... So why don't you guys have a top seller of your own?

I'm not saying that to be condescending, I KNOW you're capable of it, so why settle for $5k-$10k when you could put in a little more work and potentially make $500k a month?

This year I'm switching gears in my business. I'll still do some web copy. I'll do a lot more consulting with offline businesses, but for a cut of their action, and I'll be publishing a lot more products than I have in the past.

Before I sound like a total hypocrite (I've had plenty of my own products in the past, all off the market now) I'll give my reasoning for becoming a freelancer...

I made most of my money as a marketer selling scripts and software. I had partner, we'd brainstorm products, he'd create it, I'd market it.

We had a falling out, and I saw writing copy as an exciting way to go. I LOVE copywriting and marketing, I HATE creating products.

So I just started doing it, the clients started coming, and so far it's been an awesome experience for the most part. I've had some projects that could have been better. I've had a couple of clients burn me, but that's been rare...

I'd also say I'm 10x the writer I was a year ago. My products used to convert well, but they were always designed to be a great offer, to be unique, and to be "must have" products for certain niches...

If I knew then what I know now I'm sure I would have made a lot more money when I was selling my own stuff.

Since I spent 100% of my time writing copy, I did A LOT more studying than I used to, and I've learned more in this last year than I could have ever imagined. I'm not dumb enough to think I know it all yet either.

It's been a great education. It's been a great look into all kinds of products, niches and marketing systems.

I've made connections that will last for years to come.

I've essentially been getting paid to learn and do something that I really do enjoy doing.

But for you guys who've never created or marketed your own product... Why not?

If you're good at writing copy, and you can find clients, you should be pretty decent at marketing as well.

Product creation can be outsourced. I've only created 2 products, I've sold dozens.

I'm not judging here, we've all got our own circumstances and choices to make...

But my question is, if you're a copywriter, and you're not publishing your own stuff, why not?

I'd be curious to hear the answers.

Thanks,

-Scott

P.S. Merry Christmas!
#copywriter
  • Profile picture of the author dorothydot
    Hi Scott - and Nappy Yew Hear! (hick!)

    I can't speak for anyone but me, first off. But I am a copywriter because:
    * I love to write - have done it since childhood.
    * I deeply want to make other people's lives better.
    * I am retired, on the wrong side of, ummm, 59 [] and want to have as comfortable a retirement as possible - I'm not looking to get rich from copywriting, just nicely independent.

    For the above reasons, I sell the magic of dreams with my words. And I am very, very committed to this mission.

    I sell to make people's lives better; this is my PASSION. My raison d'etre. The biggest reason I retired, to tell the truth. Only something this vital could make me leave my trees and status as Tree Lady.

    I convey the magic of dreams because that's what my writing has done ever since I could put pencil (yes, even the telephone-pole sized pencils) to paper.

    These are my main reasons for copywriting. I could sell my own products (Check out AuntDotsCrafts.com) (I already have a mini-novel, The Haunted Hearse) but that's not a priority to me.

    Hope this helps,
    Dot
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    "Sell the Magic of A Dream"
    www.DP-Copywriting-Service.com

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  • Profile picture of the author Manfred Ekblad
    (I'm not a copywriter...)

    Merry Christmas Scott, and thank you very VERY much for the inspiration and feedback you gave me some weeks ago! I didn't sleep for 48 hours...

    I don't know why copywriters (or anyone else who knows how to sell) don't create their own products.

    But I'm guessing... If someone can't create a product, they can outsource it to someone else. But that requires skills in managing projects, outsourcing, communication and so on... Not to mention market research, to know what product to create.

    Isn't that what it's all about... specializing and focusing on what you are really good at? Not everyone is as multi-talented as you are.

    Good luck with your 'new' business and your upcoming products! Hope to see you in Indonesia
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  • Profile picture of the author RickDuris
    This is a very provocative question, Scott.

    Consider taking it one step farther. Not just creating products, but building BUSINESSES.

    I believe inside of every copywriter is a business builder trying to get out.

    As a copywriter, if you can get inspired by a client's product or service, enough to write compellingly about it, you can be sure you have what it takes to create not just one, but MULTIPLE businesses.

    These businesses can sometimes be created almost on demand. Especially online.

    Here's the transition: Obviously, there may be parts to running businesses which you are not good at. You may, in fact, really suck at those parts.

    It's ok.

    Believe me, personally speaking, I suck at MANY different parts. And I am very upfront about it.

    Fortunately, I have selected partners who are aware of my flaws. They know my Achilles heel. But they have my back. And I HAVE THEIRS. It is truly a collaborative effort.

    To do this type of business building profitably, without going crazy, you NEED partners. No, not just someone to outsource the stuff you don't want to do. I am talking about the stuff they do GREAT that would be considered a strategic asset to the business.

    I see opportunities every week, sometimes every day. Once you get the knack, you also have to learn the power of being selective.

    Once you get the knack, you can really take your copywriting or marketing game to a whole new level.

    And you can leapfrog over the whole "let's create a product" phase.

    That's why I personally don't have a "product." It's just not my highest and best use.

    Bottomline: Once you become a competent copywriter or marketer, then next thing to learn is how to be a great, collaborative partner. (Trust me, it's an art few understand.)

    Once you have these skills, your confidence and certainty of your future will soar.

    - Rick Duris
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    • Profile picture of the author Steven Wagenheim
      I find it ironic that I'm looking to go in the other direction.

      I've done the marketing thing now for almost 7 years (January 1, 2003)
      and quite honestly, it's run its course for me.

      I'd love to just sit back and write a few sales letters now and then and
      have some real fun.

      Maybe it's a case of the grass being greener on the other side.

      Point is, product creation and marketing isn't all roses. It's a lot of hard
      work and sometimes it's work with no payoff, whereas with a sales letter,
      you always get paid upon delivery. Well, almost always. You always have
      your deadbeats who disappear on you.

      Anyway, great post Scott...Enjoyed every word of it.
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      • Profile picture of the author CDarklock
        Originally Posted by Steven Wagenheim View Post

        It's a lot of hard work and sometimes it's work with no payoff, whereas with a sales letter, you always get paid upon delivery.
        You're forgetting the order part. You can build a product before you get any orders, and stand a good chance of getting paid. You can't write copy for nothing... or, worse, for any old thing... and expect to get paid for it.
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        "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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        • Profile picture of the author Steven Wagenheim
          Originally Posted by CDarklock View Post

          You're forgetting the order part. You can build a product before you get any orders, and stand a good chance of getting paid. You can't write copy for nothing... or, worse, for any old thing... and expect to get paid for it.
          True, and you certainly don't want to write copy for somebody selling poop
          on a stick.
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  • Profile picture of the author matthewd
    I see it as a grass is greener type thing too. I'm on the marketing side and love it, but I just paid $1,500 for a salesletter that doesn't convert... The copywriter got his money and I'm $1,500 poorer than I was before (not counting the hundreds I spent on traffic to test it).

    The lack of risk there and getting paid no matter what sounds pretty nice to me.
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    • Profile picture of the author wrcato2
      Originally Posted by matthewd View Post

      I see it as a grass is greener type thing too. I'm on the marketing side and love it, but I just paid $1,500 for a salesletter that doesn't convert... The copywriter got his money and I'm $1,500 poorer than I was before (not counting the hundreds I spent on traffic to test it).

      The lack of risk there and getting paid no matter what sounds pretty nice to me.
      Pm me and let's see if we can work some thing out to make that sells letter convert.
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      Bite Size Bets “How to Cash in Big Time Placing Small Bets - You're No-Cost Guide To Domain Investing."
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  • Profile picture of the author wrcato2
    Howdy Scott, thanks for friending me

    I have been studying copy writing since 2004. I started with Ben Hart @ his inner circle round table of 21st century marketers. I have learned a lot since then. Tons of great copy techniques as well as marketing. I also write articles and have had several published.

    This new year of 2010, I am breaking my rules. Generally I write for myself, building my list with e-courses, blogging and article marketing as an affiliate. Now I am focusing on small reports, article writing and all kinds of content writing for myself and others.

    I just love to write. I have been writing since I was eleven years old, I am 43 now.
    I have written for direct mail, screen plays that never made it, newspapers and even a self published newsletter all offline.

    The internet has made writing very easy, lucrative and even more fun. I don't have to read and re-read for grammer and spelling mistakes. I can get publish in a matter of days and not years.

    I have always loved advertising since I was a little kid. Doodling, changing there copy around and making it sound better (to me). So, writing copy was a natural process. Most of the time.

    A few months ago, I decided to change directions and freelance a little, and become a product creator.

    So keep an watch on my blog here on warrior forum and the wso's. I'll be seeing you.
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  • Profile picture of the author Scott Murdaugh
    Hi Scott - and Nappy Yew Hear! (hick!)
    Happy New Year to you too... And gosh dang it I ain't no hick. Seriously, I live in a city

    And all valid reasons for just wanting to write the copy.

    I think if we focus solely on writing copy we miss out on
    other opportunities. Kennedy and Halbert (more so Halbert)
    shows what can be done in the spectrum of direct marketing.
    Agreed.

    Merry Christmas Scott, and thank you very VERY much for the inspiration and feedback you gave me some weeks ago! I didn't sleep for 48 hours...
    SWEET! Seriously, do it... It'll work. It's a solid plan. And you're welcome, glad we had a chance to talk.

    Bottomline: Once you become a competent copywriter or marketer, then next thing to learn is how to be a great, collaborative partner. (Trust me, it's an art few understand.)
    Agreed, and great post all around... Definitely need a team of people who are very good at what they do, more-so partners than outsourced workers... That's why my old model worked well.

    Maybe it's a case of the grass being greener on the other side.

    Point is, product creation and marketing isn't all roses. It's a lot of hard
    work and sometimes it's work with no payoff, whereas with a sales letter,
    you always get paid upon delivery. Well, almost always. You always have
    your deadbeats who disappear on you.
    Thanks for chiming in Steve! And I agree, it is a "grass is always greener" type of thing.

    Here's my experience. Getting a client, turning in the copy, getting paid and seeing the client make a lot of money off of your copy is a GREAT feeling...

    But, writing your own copy, and seeing your own copy do well, and seeing those "Notification Of Payment" emails piling up... That tops it hands down. Seeing your copy working for you is a very sweet feeling.

    I'd say, in your situation, take Craig Garber's (And I'm sure many other copywriters) approach... "I'll only write copy for you if you're paying me enough to make it worth it for me to take time away from my own business"...

    May sound selfish, but makes sense.

    I see it as a grass is greener type thing too. I'm on the marketing side and love it, but I just paid $1,500 for a salesletter that doesn't convert... The copywriter got his money and I'm $1,500 poorer than I was before (not counting the hundreds I spent on traffic to test it).

    The lack of risk there and getting paid no matter what sounds pretty nice to me.
    I'm not going to lie and say everything I've touched has turned to gold. I've had copy that bombed. I've had a client pay me $4k and not even use the freakin' copy...

    He loved it. Thought I did a great job. The product never launched though.

    And there IS risk in writing copy. While you're $1,500 poorer, I don't know who wrote the copy, but if he's anything like I am he's probably losing sleep if he knows he didn't follow through on that end...

    I've had JV deals fall through. I've had clients pay me months late, or not at all. There's risk in any business.

    That being said, if you want to PM me your sales page I'll be happy to let you know whether I think it's the copy or the offer. Up to you.

    Thanks for the replies guys!

    Hope everyone is having a great holiday.

    -Scott
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    Over $30 Million In Marketing Data And A Decade Of Consistently Generating Breakthrough Results - Ask How My Unique Approach To Copy Typically Outsells Traditional Ads By Up To 29x Or More...

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  • Profile picture of the author HayleyWriter
    I agree Scott, thanks for a very interesting post. Copywriters do much more than simply write advertising or sales 'copy'. The marketing side of the copy is just as important. That's why I call myself a writing consultant to internet marketers.
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    Free articles and newsletter for writers. Learn how to write articles that drive traffic to your website - new training course. Follow me on Twitter. Visit Expanding Creations.

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  • Profile picture of the author Ronak Shah
    Originally Posted by Scott Murdaugh View Post


    But my question is, if you're a copywriter, and you're not publishing your own stuff, why not?

    I'd be curious to hear the answers.

    Thanks,

    -Scott

    P.S. Merry Christmas!
    I haven't created my product as I'm scared I'll get burned over with time.

    Basically, I want money. Money that pays my bills everyday.

    I want instant money without a lead time.

    Once I come out with a product, I know I will be able to sell the product because I CAN successfully write copy myself. I can get traffic as well.

    And I don't know design though it can be outsourced.

    But my problem is I'm scared to venture into waters I've never swam before. It's like I want to but I find it may take quite a lot of time. I won't outsource product creation anyway.

    You've probably heard the saying: "The start is always tougher to initiate". That's what is happening with me.

    Your post is encouraging Scott. Merry Christmas and a happy new year to everyone!
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    I AM YOUR Direct Response Ninja Kick-Ass Sales Copywriter.

    Now, Here's The REAL DEAL:
    Either I make YOU at least 10 times of what I charge YOU OR
    I'll Write YOUR Sales Copy AGAIN Till YOU Make MUCH MORE Than THAT. Guaranteed*.
    *Terms & Conditions Apply. Email me at ronak[at]ronakshah[dot]name right now.
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