Writing is a gift – and I keep receipts

I’ve spent much of my life writing and even more of it telling stories. How did I turn it into a career?

I decided to quit.

I told myself: “you will never make it as a professional writer. You’re letting life pass you by!”

I read so much great writing, and watched and listened to so many incredible pieces of media that it wore down my confidence. I wanted to be a novelist and then a screenwriter but the more I practiced, the further I seemed to get from my goal.

Now, I’ve made it as a copywriter. So here’s my open letter to you.

Hi [insert name here] from [insert institution here].

Point one; there are no better writers, only better people. Don’t get me wrong, plenty of writers are shitbags. But they are nothing if not well read, travelled and seasoned.

Imagine this conversation is not imaginary between me and you...

You: “But living is so boring!”

Me: “How do you know if you haven’t tried it?”

… and make it your mantra, you may as well.

Let’s take copywriting, a skill that requires more than just a way with words. It's not enough to string together 'punchy, active sentences that inspire action'. The message should feel lived in, vital, like it's being discovered instead of invented. Go into your writing armed with a wealth of experience that you draw from.

When I started, I actually ended up writing for people from the very places I had visited. And I had to engage people in the very jobs I used to hold down in retail, sales, healthcare and insurance. I was my audience – and I was very hard to engage. So I knew how to write to grab the attention of my former self.

“Traveling – it leaves you speechless, then turns you into a storyteller."

Ibn Battuta, medieval explorer

NEVER forget about the power of storytelling.

Drawing on natural talent is certainly important for copywriting, but life experience is equally essential. And the best way to become a great storyteller is by experiencing life first-hand. Without a wealth of personal experience, I’d argue a copywriter will struggle to write engaging, prescient and honest content every time.

After I decided to give up, I got drawn back to writing and went into it with a renewed sense of purpose. It might work for you too.

Point two; stop thinking of your writing as ‘good’.

It’s never ‘good’, not to your eyes anyway.

Creators looking upon their creations can’t see whether they are ‘good’ or not. It’s like trying to tickle yourself.

Think of your goals, and change ‘is this good?’ to ‘does this work?’

Be objective when reviewing your work. You may think your content is perfect (even though writers are their own worst critics), but keeping your goals as a north star will make sure you only create what's necessary.

Try to be unbiased and open to constructive criticism. Work for the good of the project – and the client. And don’t stop to pat yourself on the back for every piece of content you create. Be critical of yourself and open to making the hard choices.

Final point; accept that there are forces outside your control.

Who decides what writing 'makes it through'?

People.

People are the market – for novels, film, poetry, ads, companies. You name it.

Ultimately, the reader determines the market for great writing because they are the ones who will decide whether or not a piece of content is successful. Whether it's through social media shares, comments and feedback, or sales and conversions, the reader's response to a piece of writing ultimately determines its success. It's like the (somewhat) age-old ask from a client to make their content ‘go viral’. You know it’s not really up to you.

Great writing is not just the words on paper – it’s understanding human needs and desires and creating content that feels just for them. Take the time to know your audience (see point one) and work to create an emotional connection with them.

So, be prepared to be vulnerable when you put your writing out there.

Even though I have the career I want now, I remember a time when I thought of my writing as ‘bad’. The work you need to put into your craft is agonising at times but it’s essential to sustain your passion and whatever else that drives you.

Anyone can create and share content, and there’s no shortage of bad writing. So don’t add to it.

Be honest, and be prepared to weaponise your unique world-view with words. Remember that your experience is your empathy, and that should be the thread that runs through everything you write. And you’ll do alright.