In “The Definitive Guide to Copywriting”, Neil Patel defines copywriting as “the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action.”
Phew… that’s a lot of talk revolving around the power of words, I know.
But, it’s true. Words sell.
Essentially, they are the ones that “talk the talk”.
With more consumers on the Internet than ever before, email is now one of the most important marketing channels for selling. It’s a primary means of communication for many of the 4 billion individuals connected to the Internet in the world today.
Without further ado, here are just enough reasons as to why the life of an email copywriter is borderline awesomeness.
Let’s dig in!
1. Email Copywriters Command Top Dollar
You’ve likely heard the stereotype of writers being one of those “starving artists”.
Internet marketer Jeff Goins talks about falling victim to the starving artist myth when he was younger. He believed the people who told him he could never make money being an “artist”.
That was until someone paid him his first $100 to write some copy – baby steps to what he’d accomplish later on.
This doesn’t necessarily mean you shouldn’t be worried about getting paid in the future. After all, what everyone is talking about these days is the cool kids who can write code and build self-driving drones and whatnot.
Now, you are no techie but you live and breathe writing, moving people to action with the words you create. A carefully crafted email copy develops relationships with customers and sells products.
That’s all the expertise you need!
You don’t even need to earn a college diploma, have years of experience (although that helps) or be a grammar Olympian! It is a skillset that you hone as you write.
If you can do this successfully (and consistently), most companies will be willing to pay you in much higher figures than your competition.
2. If You Love Selling Things, This Is a Fun Career
Being an email copywriter is like being a salesman, except you do it with a pen or keyboard, whatever your preferred writing mode is. Email copywriting is “sales with a pen”.
Don’t know if this description is copyrighted; I’ll keep it to myself for now…
The similarity in mindset is so great between the two that some of the greatest copywriters actually started out as salesmen.
Take the renowned advertising man, David Ogilvy, for instance. This fella went from selling stoves door-to-door to building one of the largest advertising agencies in the world, Ogilvy & Mather.
Ogilvy used his experience in sales to craft winning campaigns for selling everything from Rolls-Royces to Berkshire Hathaway shirts and tourism in the state of Puerto Rico.
As he recounts in his book “Ogilvy on Advertising”, Puerto Rico back then was seen as an unpleasant backwater. So, the governor hired Ogilvy, who crafted a winning advertising campaign that turned things around.
Where one salesman can pitch a single prospect at a time on the phone or in person, a copywriter is more efficient. With a single email or letter that’s mailed to a huge list, you can reach 50,000 people at once.
If you have a knack for selling things and can string two words together in writing, then don’t delay it. The world of email copywriting is waiting for you.
3. You Can Wield the Power of Words to Sell Anything
Being an email copywriter teaches you the entire discipline of selling things. As anyone who has carefully studied our capitalistic society knows, knowing how to sell is powerful.
You could sell tickets to a fundraising event for a cause you believe in.
You could convince a stranger on the Internet into why they need to buy your house from you so you can relocate halfway around the country.
You could even sell your boss a good-enough reason to give you a pay raise – all this, and more, if you know how to sell.
Ted Nicholas describes how some ads he has written have earned him a million-dollar paycheck in just a few weeks of work.
On the flipside, if you can’t sell, chances are you’re going to be underpaid and underappreciated. You’ll always get the bad end of the deal, or else have to walk away because the terms are just too bad.
Mastering the tools of the email copywriting trade allows you to go through life selling anything and everything more effectively.
The difference all of that makes over a lifetime is tremendous.
4. You Can Set Your Own Hours and Work from Anywhere
How would you like to get rid of punching the clock and become your own boss? Maybe you see guys like Neville Medhora work remotely and you wish you could too.
Chances are you’ve daydreamed of quitting your office job but didn’t have the guts to pull it off. You’d maybe like to pursue a more independent path but you feel stuck working for The Man.
Listen, we’ve all been there, and often, it’s the fear that there are no viable alternatives that hold us back.
There’s some good news!
There are options, and one of those is putting on your writing cap and becoming a highly sought-after email copywriter. You’ll need some skills but it’s nothing that can’t be learned.
Plus, it’s a lot easier than you probably think.
You look at the great advertising campaigns running during the Super Bowl and you think: “That’s sure as hell creative, no way I could ever match that!” My oh my, how wrong you are!
If you put in the time to learn copywriting, clients will come looking for you. Trust me on that one!
Once you have a reputation, it means you can set your own hours and work from literally anywhere in the world.
5. You Exert Great Impact on a Company’s Sales Results
Maybe you’re one of those people who like to see that the work they do has a tremendous impact on your organization.
You’re unwilling to toil like a cog in obscurity without seeing the fruits of your labor.
One of the best ways to get a bump in pay is to do work where the impact of your work on the company’s bottom line is directly measurable. If there’s going to be a bonus, issuing one to you makes sense if you’ve made a trackable contribution.
Some careers where this is possible include investment banking and investing. A trader on Wall Street has a profit and loss statement (P&L) which tracks how much they did for the bank that year. If they lost money, everybody knows how much.
In the direct mail copywriting field, tracking sales is as natural as breathing air. When you work as an email copywriter, the sales from your emails can also be tracked.
In fact, you should track them just to make sure you can see where to improve. As such, you and your clients know how well your emails perform, which means they can see your impact on their sales.
6. If You Do Well, You Can Go into Business for Yourself
Many successful email marketers have become entrepreneurs in their own right. Marketer Peng Joon talks about the success he saw when he created a product that went to #1 on ClickBank.
There are multiple models that let you make the big bucks on your own as an email copywriter. These include:
- Creating a course or info-product and selling it through email marketing
- Selling a physical product from your website through email marketing
- Writing a popular email newsletter and charging users for it
- Becoming an affiliate who writes promotional emails to sell other Internet marketers’ products
The list is nearly endless. Because email copywriters can make use of their skills in so many different ways, you’ll easily be able to find your own path that suits your personality.
Don’t skimp on improving your skill set though – that’s the goose that lays the golden eggs!
7. Email Copywriting Is a Thrilling Challenge
By now, you might be thinking that email copywriting is all fun and games. After all, if you can work from anywhere you want, set your own hours, and have “profitable fun” in the process, what’s not to like there?
The life of a copywriter is much harder than this, however. Perfecting a single high-stakes email takes grueling hours of work.
What is more, if you’re optimizing an email sequence that has bombed and produced zero conversions, you are in for some headaches as you try to figure out why it’s not selling.
Chad Sanderson, a conversion rate optimization expert for Subway, compares the challenge to that of a surgeon’s work. There are many moving parts you have to figure out. While these conditions might seem very stressful for some, they’re the perfect storm of a great workday for many others.
As an email copywriter, your clients rely on you to work your magic and bring in orders on their website from email subscribers seemingly from thin air. This is a high-pressure field because the words in your emails “absolutely count”.
The pressure is ten-fold though. If you write a bad email, you could be costing your employers or your clients their money.
But, the reward of the job is in the challenge, as well. What keeps you up at night also makes sure your days are never too dull.
Each email marketing campaign brings a new variety of tasks and a new chance to prove yourself.
Talk about a never-ending, yet beautiful nightmare…
8. Email Copywriting Turns You into a Personable Person
In his classic “How to Win Friends and Influence People”, Dale Carnegie shared his deep understanding of human psychology. He gave us an incisive look into the human psyche in advice such as:
“Talk to someone about themselves and they’ll listen for hours.”
As an email copywriter, you’re going to be popping up in strangers’ inboxes on a regular basis. Becoming good with humans is going to be one of your strengths. But first, you need to master it.
If you’re an unbearable grouch, your audience’s responses are going to tell you.
This doesn’t mean you can’t use a grouchy tone to make your point and get readers on your side. Some marketers use this to become known as the “lovable grouch” type that’s always complaining, but with a good reason!
However, chances are you’ll have to be much more personable, as if you were (and you are) regularly interacting with strangers via their inboxes.
The study you put into crafting emails that appeal to the reader’s emotions will turn you into an astute student of the human nature.
You’ll be able to strike up a conversation with strangers on any topic imaginable. As a side benefit, you’ll know how to persuasively get them to side with you in any debate.
9. You Can Become Famous. Well, Sort Of.
Okay, forget I just said that. Chances are you won’t ever become movie-star famous.
But, if you become good – like really, really good – there is a small chance you could actually become famous in your field.
Fame as an email copywriter comes when you write a string of winning campaigns that become case studies in the industry. Email copywriters like Frank Kern have become more than “just a little” famous for campaigns they wrote early in their careers.
You can always research, learn, and repeat what these other guys have in their copy that you don’t.
One thing’s for sure – learning how to do for yourself what you know has worked before for others is a better way to play the fame game than counting on sheer dumb luck.
At least, you’ll improve along the way.
10. Clients Are Everywhere So You’re Always in High Demand
This could be the kick in the pants you need to get out there and start killing it as an email copywriter! Truth is, your skillset can literally raise a company’s revenue by multiple digits if conditions are right.
Of course, you can always find the oddball company that wants nothing to do with a copywriter. But, for every company that doesn’t want to raise sales this year, there are 9 more who would like nothing better!
Abbey Woodcock says that companies need copywriters who can get the job done. According to her research, over $205 billion was spent on Internet ads in 2017 alone.
Wow! But, it’s not the number I want you to focus on. It’s something else she said about companies who employ copywriters.
They don’t just want copywriters or the copywriters among them.
Clients NEED email copywriters, as the demand for them is through the roof.
Trust me, the more you dig in, the sooner you’ll find that copywriting – particularly email copywriting – is one of those occupations that are just never going to be “extinct”.
So, that about wraps it up…
I hope you can see now why email copywriting is a unique mix of excitement and adventure. This is a big industry with close to infinite possibilities.
It does have its challenging parts though – from being brought in to optimize a campaign you have no idea what’s wrong with to being asked to sell an unsellable product.
However, these are just quirks of the job. The rest of the time, you can write your own ticket while pulling money in for your clients (or yourself – you choose).
In other words, you’re a money-making business machine!
Now, it’s time to get those gears turning!
So, get out there and start contributing!