Let’s be honest: we’re all fundamentally nosy. And if we see someone with something we want, we need to know how they got it.

So why do I remain surprised that people want to know how I got to where I am today? I say this without arrogance. I’m not the highest earning copywriter. I don’t have the most awards (best new editor way back when is as good as it gets). I don’t work for Apple, or Innocent, or Nike.

But I make a good living from a job I love. I’m consistently busy. I have a waiting list (usually a pretty healthy one).

I don’t advertise. My clients find me, rather than the other way around. What’s more, I get to choose whether I want to work with them or not.

It’s all pretty damn good.

So, given the number of emails and conversations I’ve had asking for tips, I thought I’d share a few things that might surprise you.

“You’ve been freelance for 20 years? How have you done it? What’s your secret?!”

You want secrets? Oh… I’ve got secrets.

I’m not talking the kind of secrets you’ll find if you type ‘great business advice’ into Google. Surround yourself with good people. Be tenacious. Work hard. Oh no. I’m talking about the stuff inside my head. The personal stuff, that hopefully you’ll read and identify with, rather than slowly backing away from the crazy word girl in the corner.

I still suffer from imposter syndrome

Chances are, you do too. Everyone gets self-doubt from time to time.

Sometimes it’s crippling. I feel like I’ve been winging it – that one day someone will call me out as a fraud. In my head, it’s usually Jafar, from the Disney movie Aladdin.

And it’ll go a little something like this:

“You? YOU? You think you can make a success as a writer? WHO ARE YOU KIDDING?”

(Cue evil Disney-villain-style laughter.)

Most of the time I know I’ve got this.

Jeez, I have over 180 online testimonials from people who love working with me, because I increase their sales, bring in more customers, or just make their job easier.

Yet still the doubt creeps in occasionally. It’s all part of the process.

The idea of networking used to bring me out in a rash

Yeah, okay… not an *actual* rash, but seriously, I can’t think of anything I dreaded more. So much so, that for the first 14 years as a freelance copywriter I did no networking whatsoever.

Having to sell myself to complete strangers? No way José. Standing in front of a room full of people, talking about my business until the two-minute timer busted me for rambling?

Or worse – drying up. Can you imagine the sniggers? “She’s a copywriter and she ran out of words!” It’s happened. Not often, but enough to stop me getting blasé.

And that’s a good thing, right?

When I did decide to start networking I realised it’s a case of finding the right groups to fit both your business and your personality. I prefer the more informal groups that don’t involve pressure to refer or the dreaded elevator pitch.

Now I network as much for the social aspect (working for yourself can be isolating as hell) and the food (shh – don’t tell) as anything else. And it’s more about meeting like-minded people than indulging pushy sales pitches.

I hate public speaking

If you follow me on social media you may remember this time last year I took a giant freakin’ leap outside my comfort zone. Yes, I stood up – okay, there was a bar stool involved, but you get the picture – in front of 80 local business owners and talked about copywriting.

And do you know what? I bloody loved it.

At the time… yeah, it was pretty good.

Immediately after – oh my days was I buzzing. I was in my element, in fact.

So perhaps secret number three should be that I hate the idea of public speaking, but in reality, it gives me an enormous energy boost and I should probably do it more often.

I can talk for England

When I write copy for my clients it’s clear and concise. I write tight, using the minimum of words. There’s no waste. No sagging at the edges. No siree.

When I talk… oh man. Different story.

If you’ve met me, or we’ve spoken on the phone, you’ll know.

I talk lots. And I talk fast.

I blame my brain. It gets excited. It fires ideas at tangents and my mouth can’t keep up. In fairness, it shouldn’t even try. In reality, it tries. Boy does it try.

So, meetings with me can be high energy affairs. Particularly if we’re talking about a subject that really interests me. (You’d like help marketing your chocolate business, you say?)

I struggle with distractions

We all do it. Sometimes it’s easier to put things off than bite the bullet and get started. In my case, if I need to work on something for my own business, rather than for a client, I’ll often make excuses. Distractions glint at me like glitter in the tiles at the airport duty-free shop.

• “Ooh look! The trailer for the new Marvel movie is out!”
• “I’ll should just post on Instagram…”
• “I should probably hang the washing.”
• “Where shall we go on holiday this year?”

Displacement activity. Avoid it at all costs. (Pun very definitely intended.)

Which neatly leads on to…

I need accountability

In 20 years as a freelance copywriter, I’ve never missed a deadline. When it comes to client work, I’m as focused as a sniper with a 50-yard target.

When it comes to working on my own business, I need serious accountability. It took me two years from deciding I wanted to start a monthly newsletter to sending out the first issue. Two years!

(You can sign up here, incidentally.)

Distractions aside, if I’ve told someone I’m going to do something, you bet your life I’m gonna do it. It’s a matter of pride.

Having close relationships with other freelancers helps me. But choose wisely. Pick the ones who lift your energy with their positivity and ideas, not the energy vampires who flatten you with their gripes about how hard it is to be your own boss. No one needs that.

The energy boost I get from an hour of shared inspiration and support makes me more positive, more productive, and more profitable.

I have a fundamental inability to ask for help

I’m not sure being a perfectionist control freak is essential when it comes to making a success of your freelance career, but giddy me does it keep you on your toes.

I’m my own biggest critic, my own worst enemy, yada yada. I should cut myself some slack, occasionally, but I’m too busy beating myself up about my imperfections.

I go to an event and come away fired up and inspired by new ideas, then get frustrated and feisty that I can’t do everything at once, or that things take longer than expected.

They say delegation is the key to running a successful business. That’s not easy when you’re standing where I’m standing, but I’m getting better. I now have a virtual assistant, an IT support company, and an accountant (my ex-husband, but that’s a story for another day).

My secret’s safe… right?

So, there we have it. A cheeky peek into some of the guilty secrets of a freelance copywriter. If this post has gone some way to make you feel more normal, I’d love to know. If you’re pulling a face and judging me for my weirdness, do me a favour… keep it to yourself.

Everyone in business has at least one task they KNOW they should be doing but they just get stuck, right? For me, it was launching my own newsletter.

C’mon – a copywriter who can’t write a newsletter? You’re kidding, right?

Don’t get me wrong – of course I can write a newsletter. I’ve been writing them for over 25 years, yet somehow writing my own was too big, too scary a prospect, too much of a commitment… so many excuses, so little time.

I came up with the idea of the Clever Copy Club at the start of 2016. I knew I wanted to share helpful tips that anyone could use to improve their writing, rather than hammering home the benefits of working with a copywriter (that’s a whole other blog post).

Mail what now?!

Hell, I’d even designed and written the first issue as long ago as April. I didn’t have the first clue how MailChimp worked so I had to sweet talk my way to some training (thanks, www.hellopippin.co.uk) and start pulling together a database of contacts I’d built up over 17 years as a freelance copywriter. That in itself was a gargantuan task.

Yet even having got that far, there was never the right time… I’m just too busy – I can’t deal with all the work a newsletter is going to bring in. I’m away for a week… and then two. And what if… yadda yadda.

You get it, don’t you? I was frozen in perfectionist agony. Nothing more, nothing less than good old paralyzing fear. A copywriter with perfectionist tendencies: great from the point of view of my clients. From my perspective, not so much.

Issue one: done

Long story short – and an unfeasible amount of procrastination later – I finally hit the SEND button this week. Out went issue one, winging its electronic way to over 650 people. I can’t even begin to describe the fear… what if everyone HATES it? What if I become known as the copywriter with the rubbish newsletter? What if they all unsubscribe?! How will I live with myself?!?

Within an hour of hitting send, my heart was racing, my chest was tight… and I was on a mission to buy Rescue Remedy. I kid you not.

But you know what? I survived. In fact, I think I can even say I feel good. I wasn’t expecting miracles – the miracle was just getting it done.

Two days on, I have:

• a 48.6 per cent open rate
• a 8.2 per cent click rate
• six meetings booked
• two confirmed pieces of work
• no less than 24 “well done – love it!” emails and tweets

After baring my soul – and my insecurities – to the world, I guess the moral of the story is this: just do it*. Whatever you’re stuck on, remember – it doesn’t have to be perfect, or life-changing, or revolutionary. Sometimes good enough really is good enough.

*thanks, Nike.

You knew I’d sign off with a plug, right?! How could I not. For monthly tips and language love direct to your inbox, sign up for the Clever Copy Club. “Once a month: no more, no less” the strapline says. God knows *someone* needs to hold me accountable to that 🙂

The client: RTL Group, Luxembourg

RTL Group is the leading European entertainment network. With interests in 60 television channels and 31 radio stations around the world, this global business employs almost 12,500 people around the world.

Its content production arm, FremantleMedia, is one of the largest international creators, producers and distributors of TV content outside the US – think The X Factor, Britain’s Got Talent and I’m a Celebrity…

With 26 billion monthly video views, RTL Group is also the leading European media company in online video.

The need

The corporate communications team at RTL Group aren’t native English speakers but it’s vital that the language they use has a natural flow, and is grammatically – and factually – correct. The team produce a huge range of publications and marketing collateral, all of which needs to be accurate and well written, and to support the professionalism of RTL Group’s global brand.

The solution

I started providing marketing support for RTL Group in 2006, when I was hired to proofread their annual report, and I’m now in my 13th year.

During this time I have written, edited, rewritten and proofread a huge range of publications, including newsletters, exhibition materials, and even CEO speeches. I work closely with their team to produce work that reflects the company’s professional image.

In 2017 I decided to pay a visit to Luxembourg, to meet RTL Group’s communications and marketing team in person, in their new corporate headquarters. I can safely say, 475 miles is the farthest I’ve travelled to meet a client!

In the client’s words…

“I have the pleasure of working with Sarah on the RTL Group Annual Report. She is very passionate about her work and the English language, and always does a fantastic job of reviewing and editing the content.

“Sarah gives us the safety that very important text and articles are reviewed in the utmost professional manner. She finds even the tiniest mistakes and typos within lengthy and complex text, and is very quick and precise in the work she delivers. She is extremely friendly and working with her is a great experience!”

Isabell Ostermann, Senior Communications & Marketing Manager, RTL Group
www.rtlgroup.com

“Accuracy, reliability, flexibility, always on time – these are the reasons why RTL Group has worked with copywriter and proofreader and Sarah Townsend since 2006, on many annual reports, brochures and projects.”

Oliver Fahlbusch, Executive Vice President Corporate Communications & Marketing, RTL Group
www.rtlgroup.com

The client: Priority IT, Trowbridge, Wiltshire

Priority IT has over 10 years’ experience of providing expert IT support for small businesses in Wiltshire and beyond. The team help businesses in all kinds of sectors to get the best out of their computer systems.

The need

Priority IT were using a wide range of materials to communicate with their customers and prospects, most of which were too long, too technical, and didn’t work hard enough to convince customers of the benefits of professional IT support. Because these documents had been written by various staff, they lacked a consistent tone of voice and a coherent message that supported the company’s strong, jargon-free brand.

The solution

I rewrote a range of materials used by Priority IT to communicate with their customers, from emails to proposal documents. I also wrote blog posts for the company’s website and case studies that the team could use to promote the work they do for local businesses.

In the client’s words…

“Sarah has transformed the way we communicate with our clients. She has a great understanding of the marketing process, and how the right words can persuade potential customers to take action. She’s worked her magic on everything from case studies to emails, proposal documents and blog posts. I highly recommend her.”

Kieran Thomas, Managing Director, Priority IT
www.priority-it.co.uk

The client: The Business Kitchen, Cheltenham, Gloucestershire

The Business Kitchen organise and provide a series of training courses, workshops and events to help Gloucestershire businesses become more successful.

The need

The Business Kitchen produce a vast range of communication and marketing materials to promote their courses and events, from website copy, emails and press releases to social media campaigns and exhibition copy.

As well as lacking a consistent tone of voice and a strong sales message, their copy often contained errors and inaccuracies. They needed help to raise awareness of the Business Kitchen and to promote the benefits of their training and events.

The solution

The Business Kitchen recognise that powerful, compelling copy is an effective way of growing their customer base and boosting their brand. Each month brings new copywriting challenges and documents to edit, and I ensure these are always persuasive, accurate and on message.

Employing me to write and edit their copy frees up time for Gill and Nigel to focus on growing the business. I have been involved in developing social media campaigns and even naming new concepts – I really feel like part of the team.

In the client’s words…

“We have been working with Sarah over the past 12 months to polish our messaging and the words we use in our communications and marketing materials. She has made a significant difference to the quality of our copy. She is extremely professional, has great use of language and is often able to turn things round quickly when needed.

“We would highly recommend her to other small business owners that want to make sure the written word is an asset to their business in whatever medium.”

Gill Smith, Co-Founder, The Business Kitchen
www.thebusinesskitchen.net