It’s a beautiful thing when a well-reputed writer like John Forde openly shares about the many roadblocks he’s encountered.

Because to those of us on the outside, fortune-and-fame-tinged copywriting careers like his look easy. Maybe it’s a product of his particular genius. Or connections. Luck, perhaps?

Could be a combo of all of them.

But then you read something like this and discover he’s just another human, like the rest of us, who makes mistakes and gets sucked into temptation. The difference though, is that he’s learned to pull himself out and use the experience as a lesson.

So if your paid writing dreams continue to loom large in your life and you want to bump them to the next level, take John’s advice to heart—especially the gem at the end of tip #2.

To your writing success,

Mindy

Seven Toxic Habits That Could Wreck Your Writing Career

By John Forde

“It is a great thing,” said Cicero, “to know our vices.”

With that in mind, let’s dig in and take a look at some positively poisonous habits that could dash any aspiring copywriter’s career. No, I don’t mean the biggies like gorging yourself on pizza… quaffing gin with breakfast… or hanging out with loose women and/or using that exercise bike you bought last year only as a towel rack.

Arguably, these are the habits that just make copywriters more interesting. But in this essay, I’m only talking about the little work-related habits. Each of them all too easy for any copywriter, even one with the best intentions, to develop…

Bad Habit #1: Compulsive “Inboxing”

Here’s one of those bad habits where yours truly was once guilty as charged.

I’ll be frank. I’m a nut for technology. The nerd gene, in our family, runs long and deep. In 1981, my brother and I were using an early Apple desktop with a cassette tape drive and a 300-baud phone line to log onto local “bulletin boards.” In the early 1990s, I was among the first in our office to use CompuServe via dial-up… and first to tap into search engines (remember “Archie” and “Veronica?” Way before Google’s time)…

And even now, I’m about as armed as you can get with POP accounts, instant messaging, and all the rest. There isn’t anything I can’t FTP, bit-transfer, or digitally find. But still, I’ve learned one has to be careful. Even the best technology is a distraction if you let it intrude on your deadlines.

Email especially.

Over the last year, I consciously re-prioritized my email activity to fall later on my to-do list. Emails no longer get answered instantly. Unless they’re urgent, they can wait for my reply. The results have been liberating. And profitable.

Ironically, you can find dozens of “productivity websites” offering exactly the opposite advice. Along with elaborate systems for keeping your inbox clear at all times, including how to empty out your inbox early as part of the “fresh start” for the day. And to those I say … baloney.

Don’t get me wrong.

Email is a valuable tool. It makes my laptop career possible in more ways than one. But just answering emails around the clock won’t get the job done, no matter how productive it makes you feel at the time.

Which is a good way to segue into …

Bad Habit #2: Inverting the Checklist

This too, is something I was once more guilty of than not. In fact, I still find myself slipping into this poisonous practice from time to time. By “inverting the checklist,” I’m talking about when you take your list of ‘must-do’ items and flip it so that you end up doing the things of least importance first.

Think about it.

Most people write their checklists starting with the small details, especially the pressing items and immediate tasks. As you finish the list, the feelings of urgency fade and your imagination kicks in. You write out the big stuff, the life-defining things, the things about which you dare to dream.

The next day, on the next to-do list, you change the details on the front to match the newest, most pressing, undone stuff …

Pick up dry cleaning. Send email. Order paper clips.

But the back half generally remains unchanged. And still, very general about the things you hope will eventually happen in your lifetime. Become a copywriting guru. Write the novel. See world. It’s an easy rut to fall into.

But every success story you can imagine begins with somebody flipping that personal checklist around. The big, ambiguous accomplishments become the priorities. And the little niggling daily stuff gets pushed back, even dumped from the list entirely (though, hopefully, not to the level where personal safety, relationships, or hygiene will suffer TOO dramatically).

This, of course, is just as true for copywriting as it is for any other endeavor. You’ll make the most happen if you aim to get the big stuff done first.

The secret is to pick the big goal and break that down with the same detailed fervor you applied to the less important details of past “to-do” lists.

For instance, do you really want to be a six-figure copywriter? I get lots of emails from people telling me they do. But who also don’t think they can. I’m shocked, after digging deeper, to find out how many of those who have quit on the idea have yet to try landing even one client… have yet to try writing a full promo… have yet to even finish the exercises in whatever copywriting course they’re following.

Each time, I lay it down: Yes, it’s true. Not everyone can succeed at this. Because not everyone has the “stuff” to do it. Otherwise, it wouldn’t be such a lucrative career path. Still, you’ll get nowhere if you don’t get started. And getting started means more than sharpening pencils every morning. It means approaching and hitting the big milestones, step-by-step.

Make a daily game plan to finish the course. Get on the mailing lists and read OPC (other people’s copy). Get that one client … offering to write on spec if you have to … as the first step in building your client list. And THEN come and talk to me, yah?

Subscribe now

Bad Habit #3: Chronic Cathode Overloading

Oh boy, is this one a tar trap.

I’m talking, of course, about screens and scrolling. And here too, I want you to know I’m not throwing stones. I was notorious, as a child, for getting sucked into the boob tube. Turn one on a mile from where I stood, my jaw would drop and my eyes would go wide. Think the torture scenes in Clockwork Orange, but self-imposed and self-supervised.

Then, by circumstance, I found myself without a television. For eight years straight, it stayed that way. And I couldn’t believe what happened. I started reading. A lot.

Mind you, I was always a reader. But not like this. I plowed through books end to end, like a chronic smoker facing the firing squad. I bought classics for 50 cents a pop at the used book store. I picked up how-to books on advertising, fiction writing, and guitar. History books. Philosophy. Biographies. And more.

Where my TV wasn’t, I had IKEA bookshelves eight feet high and filled to bursting with text. Even better, I couldn’t imagine how — during my TV-watching days — I had managed to find and then waste all that time.

I confess, we have a TV again. We rationalize it as a learning tool, for language, since the one TV we own we keep in our apartment in France. Streaming is now the danger. And the Internet. Both have a similar power for sucking up time. Still, I read plenty. Less fiction, since I don’t find as much of the modern stuff nearly as satisfying. But lots of books and articles related to what I’m writing about. Plus, I’m a heavy user of audiobooks on all kinds of subjects, from trade and finance to science and ideas of all different kinds.

You don’t have to toss your TV. Especially not if it’s one of the brand spankin’ new flat screen variety. But do try switching it off… or even unplugging it… for a while. A week. A month. And see what happens. You might be surprised.

Bad Habit #4: Writing from the Mountaintop

No question, one of the things I love about my copywriting career is the isolation. An open window, a quiet room, the clack of the keyboard. It’s how I prefer working, most of the time. And it’s usually all I need to feel like the master of the universe.

Still, there’s a danger to be aware of. Even as a writer, you can’t be alone with your ideas all the time. Because writers, even the great ones, grow stale in isolation. It’s the energy you draw from contact with other people that keeps your writing interesting.

In copy, that means regular if occasional contact with colleagues and customers. Brainstorming meetings. Trade seminars. Company cocktail parties and, yes, happy hours. If you get the invitation to mingle with like-minds, you shouldn’t pass it up. Make a point of staying in touch. Phone calls will do, but a few hours of face time is even better. Both social and professional.

Bad Habit #5: Tossing the Roadmap

What’s the point of speeding if you don’t know where you’re going? If you never get where you’re headed, it doesn’t matter one lick if you’re making great time. Germane to copywriting, I’m talking about passionate writers who consistently miss the point of why they’re writing or what they’re writing about.

Exhibit A, the new writer that’s passionate about the idea they’re pitching… without a game plan for how they’re going to lay the whole thing out. Start with at least a general outline. An end and a middle, not just a beginning.

Before you pile up research, ask yourself: What’s this product really about? Who’s this customer and where does he stand? Where do I need to take him to make the final sale? Early in my own career, I wrote without a map.

I started and let my research pull me through, heading down this path and that. Sometimes it worked. Most of the time it did not. Then I started dissecting other pieces to see how they came together. I “lifted out” the outlines and stuck it together again, with my own research draped over the skeleton instead.

Now I write my own outlines. Because I’ve got the basic structure imprinted on my memory already. Once you’ve got this, it helps you make all kinds of choices about how the whole piece will come together, just as planned.

Subscribe now

Bad Habit #6: Radical Revisionism

The opposite of too little planning is, of course, overplanning. And this too, in copy, can happen to the best of them. After all, great copy has the feel of being written fast and spontaneously. Yet, we’ve also always heard that great writers revise.

So when do you stop perfecting?

Where do you draw the line?

I once knew a writer who spent over a month writing and rewriting his headline. Once he had it, he moved on to writing his first line. How long would THAT take him? Nobody waited to find out. The company had to fire him. See, here’s the thing. You’ve got to recognize what all the editing you’ll do is actually for.

You’re going back to tighten, yes. To take out the clumsy phrases, to clarify the ideas, and more.

You’re revising, too, so you can hide the seams and stitches, the girders and rivets, and all those other pieces of your construction that need to be there but remain hidden so as not to impede the flow of your prose.

After that, though, there comes a time when you just… have to… let… it… go. Let it mail. Let if flop. Let it win. But get it out there to get tested, where all good (and bad) copy belongs.

Polish the writing, yes. But remember that you’re nothing as a copywriter if your copy never, ever mails. Speed up that process to get it out there, in as many ways as you can.

Bad Habit #7: Thin-skinned Amateurism

It’s not easy, in this biz, not to take lots of things personally. You spend a lot of time alone with the things you’re writing, after all. So when a critique feels extra harsh… when a client seems less than happy… when a mailing flops… at least once in a while, you’re going to feel personally let down.

Don’t.

It’s great to throw yourself into your work. It’s great to feel responsible for results. But the truth of the matter is, it’s also a sign of a real pro if, whenever you get knocked down, you get up brushing off the dust and ready to go all over again.

Instead of defending yourself during a critique, ask questions that open you up for more. On flopped mailings, study the results. Do a post-mortem on the copy to find out what happened. And then move on. Maybe getting the flop out there was the best way to unveil the newer, better idea that will work the next time.

You never know until you give it a shot.

Thanks for reading Barefoot Writer! This post is public so feel free to share it with the writers in your life.

Share

Barefoot Writer

The Habits Keeping You From a Profitable…