Something incredible is happening in the business world right now.
More and more entrepreneurs like Alex Hormozi, Ali Abdaal, and Vinh Giang are discovering the power of clear, casual, purposeful, and benefit-rich messaging.
YouTubers, podcasters, course creators, e-commerce shop owners, even your local gym or coffee shop are learning what works… and what doesn’t… to capture attention, hold it, and convert it into clicks, leads, and sales.
You’re probably thinking, “If that’s true, what’s left for me to do?”
You do what you’ve been doing… only with a few small changes.
Do Less Educating
Change number one is explanation.
Since entrepreneurs now have a deeper understanding of effective marketing — thanks to the internet, online data analytics, and instant communication — you don’t have to define everything for them.
Not too long ago, you had to explain what copywriting was. You had to sell clients on things like the importance of brand voice, reader-focused messaging, and emotionally compelling headlines.
Now, for most of your clients, those concepts are at least somewhat familiar.
This is great news for you.
Now, when you ask, “Why should the audience care about this?” or “How does the customer benefit from this feature?” — your clients are more likely to see where you’re going and understand how to respond.
You don’t have to hold their hand anymore.
And that means you can spend less time educating and more time executing.
This is how it shows up in your marketing and conversations:
- In your blogging and social media posts, you can spend less time explaining what you do and more time talking about the results you’ve delivered for your clients.
- In your conversations with new clients, you can start with the fun stuff — diving right into questions about their audience, product, and positioning.
- You can position yourself around the results you produce for your clients, rather than focusing on the specific deliverables.
Sheath Your Sword, Lower Your Shield
The second change is defense.
You’ve had to fight for a long time. You’ve valiantly defended what you do, why it matters, and why you charge what you charge. That instinct runs deep — you’ve honed it through many battles. But it’s time to step out of the fog of war.
Because the truth is… today’s entrepreneurs understand your value far better than yesterday’s CEOs ever did.
You don’t need to justify every word choice, explain every invoice, or position yourself as some marketing wizard with secret knowledge. You’re not walking into a battle on opposing sides anymore. You’re both allies fighting on the same field against your client’s competitors.
And that changes everything.
You can approach client conversations with openness, curiosity, and collaboration… and expect to be met with similar openness.
This is how it shows up in your marketing and conversations:
- In blogging and social media posts, you can spend more time guiding your readers forward and less time working to convince them of your value.
- In pitches to prospects, you can make a clear offer with confidence that the recipient will understand the value.
- In client conversations, you can approach things from a collaborative position —you’re both on the same side, working toward the same ends.
Shake Hands as Equals
The third change is position.
For years, clients didn’t know what they needed, and it was the job of copywriters like you to figure it out. You had to interpret the vague directions, translate the incoherent ideas that weren’t fully fleshed out, and somehow extract your client’s intention.
Clients today come to the table with vision, experience, and a growing understanding of what effective messaging looks like.
They gained this understanding because they’ve built their businesses from the ground up. They did the leg work, but at a blistering speed. That also means they’re incredibly busy and can’t afford to focus a large chunk of their time on marketing.
They’re not perfect, and they still need your expertise, but they’re no longer stumbling in the dark.
They don’t need a savior. They need a partner — someone who can focus exclusively on one aspect of their business and do it well. For you… that’s marketing. That’s your domain, your forte, your wheelhouse — and now they know that.
If you can give them that dedication, they’ll be grateful. They’ll be loyal. And they’ll come back for more.
Treat your client like someone who’s already on the path. Because they are. Your job isn’t to lead them out of the darkness anymore, it’s to walk beside them and help them get where they want to go.
Remember, you’re offering to free up a LOT of their valuable time, so they can focus on putting out other fires in their business.
Approach them with respect, curiosity, and humility.
When you do that, you don’t just win the project — you build trust. And trust leads to long-term clients, referrals, and maybe even a retainer contract.
This is how it shows up in your marketing:
- In your blogging and social media posts, you can focus more on how you lighten the load for your clients and make it easier for them to get things done… because they already know your services are valuable.
- In your new client conversations, you can approach with confidence rather than deference. Trust that your client knows their business, and you know how to write great copy.
- You can position yourself as a partner, strategist, and consultant… rather than a writer for hire.
Reinforce the Fundamentals
Keep in mind, not all clients will have this knowledge of copywriting. With some of them, you’ll still need to act as a translator.
But, the next time you communicate with your current or future client, be aware they may know more than you think they do about marketing tactics.
Either way, to improve from where you are right now… return to the beginning.
The basic ideas, tenets, principles, and best practices of copywriting are the foundation on which your freelance-copywriting business is built.
Don’t let it crumble.
If you’re an established copywriter, return to the basics and really analyze them… like you do with buyer profiles. You may glean deeper insights with your seasoned eyes.
However, if you’re new to copywriting, double-down on your fundamentals. They’re your skeleton and your safety net. A building, city, nation, or business cannot stand without an infrastructure.
