Jonifesto

(a note to self)

Never, ever let people down.
A deadline is a deadline. A promise is a promise.
This stuff matters, or at least it does if you care about the bigger picture
and the karma you’re building up.

Clients are humans too.
This means they deserve to be treated with respect.
But they’re also flawed, so, they may well let you down one day.
Rise above it.

You’re only as good as your last job.
But your last job is only as good as the client allows it to be.
So don’t beat yourself up if it’s not as good as you’d hoped for.

Your opinion matters.
Sometimes you have to stand up and be counted.
Sometimes you have to fight for what you believe in.
The smart bit is knowing which battles to wade into.

Copywriting isn’t open heart surgery.
But it is important to your client, and so it should be to you too.
Do the job the best you can, and if possible, do more than was asked of you.

Self-respect matters.
Don’t grovel or suck up the dregs. You are just as vital as the client,
similarly the client is just as vital as you.

Anyone can have ideas.
Don’t be precious, don’t think you’re the only smart one in the room.
Embrace other people’s thinking and give credit where it’s due.

Copywriting isn’t the same as journalism.
You are not just conveying information; you are conveying emotion.
Pour more love into the work than the time you spend worrying about grammar.

Your writing isn’t for everyone.
That’s cool. Be you, wholeheartedly. Even when adopting the brand’s voice,
a little bit of you goes along for the ride.

Don’t take yourself seriously.
Well, okay, seriously enough to do the job properly, but not so seriously
you think you’re higher or mightier than others.
Compassion beats bluster every time.

No project is worth your soul.
But it may be worth gritting your teeth, biting your lip
or taking one for the team. Be humble, but keep on aiming higher.

You haven’t done your best work yet.
Even if the project you’re working on now is you at your absolute best,
you can and will get better – you absolutely must.

Be grateful and thankful.
Some jobs suck. Some clients are awkward.
But there are much, much tougher, less savoury ways of putting bread on the table.
Nobody likes a whinger.

You aren’t just a writer.
Your job is just part of who you are. Every step of the way is a chance to bring a little more light into the world. Be polite, be kind, be patient. Be happy.

– – – – – – – – –

The short version

Never, ever let people down.

Make every project count.

Stand up for what matters.

Give credit where it’s due.

Don’t try to write for everyone.

No project is worth your soul.

You haven’t done your best work yet.

Be grateful and thankful.

Be polite, be kind, be patient. Be happy.

– – – – – – – – –

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