When I first started my copywriting agency, I was coming off the back of close to a decade as a freelance copywriter, and another 5 years before that working in corporate advertising or at big name agencies. I thought I knew it all (😆). I imagined opening an Instagram account and having an endless stream of ideal clients to choose from every day.

What actually happened was lots of people dropping into my DMs saying things like, “I love your content!” Yet, ironically, I hardly got any actual business leads from it, for years I survived on referrals alone, so I never felt 100% secure in my business. I was always resistant to plan content ahead or follow some sort of strict strategy because it felt like my business, my message, my work, my voice was evolving every single day and every strategy I had tried to implement felt like it choked my ability to write versus amplified it.

Now, I’ve come up with a ‘system’ that feels more like a solid foundation from which to grow and less like handcuffs that keep me stuck, and it has allowed me to approach writing for my business much more strategically but it still feels like a creative and artistic practice.