As a Copywriter, you should be the first filter

What’s the best way to judge your own work?

“What will the client think?” What would David Abbott say?” “Can I stick it in the portfolio?” “Will it win an award?”

No, no, no and no. The question you need to start with is, “Am I happy with what I’ve written?”

That has to be the first filter. YOU have to be the first filter. Not pre-guessing what the client, or anyone else, will think about your copy. Are YOU happy? Do YOU like it?

“But, Jonathan, you’re not writing for yourself, you’re not even writing for the client, you’re writing for the client’s audience.”

True, true. 100% true. But, I still argue that your own inner critic needs a sock shoving in its mouth before worrying about anyone else’s opinion.

I’m not talking about simply writing something to amuse yourself, words to pat yourself on the back with, because of how clever you are. I’m talking about writing that says, “Yep, I’ve cracked it. I’ve got to the heart of the problem and found a sharp, creative solution that hits exactly the right tone for the job.”

Ain’t no Copywriter like a happy Copywriter

Self-satisfaction. It’s a powerful drug and an equally powerful tool.

It boosts confidence, joy, contentment… all the good stuff.

The opposite? Filling copy gaps with tepid swill, because that’s what you think the client’s prepared to put up with, and that’s all you can be arsed to do.

No thank you. Gives me the shudders – even just thinking about it.

Every job that comes your way should be tackled with the same resolve: “I will squeeze the absolute best out of this little bugger. I’ll do the best I possibly can with the hand I’ve been dealt”.

No matter the constraints – client preconceptions, the meddling of in-house backseat Copywriters, time limits, legal straightjackets… “I will make this piece of copy sing like it never knew it could”.

Whether your client likes it or not. If it dies the death of a thousand edits. No matter.

Write like your soul depends on it.

So, be the first filter. “Do I like it?” “Could I do better?” “Am I happy?”

Works every time.

It’s no guarantee the client will buy it of course, but you’ll sleep a lot sounder. Guaranteed.

And if they give feedback that rips the heart out of what you’ve written. Don’t automatically roll over. Don’t have a meltdown. Have a chat.

Explain your thinking. At the same time, listen carefully – they may have a valid point. After all, you aren’t the only one with good ideas.

Be true to yourself first, then you’ll automatically be true to the client and their audience.

It’s just a theory, but it works for me so I’m sticking with it.

Happy writing.

Love and patience.

Jonathan x

Jonathan Wilcock (that’s me) is a Senior Freelance Copywriter.
You can drop me a line here, or email jonathan@sowhatif.co.uk