Podcast Title: The Copywriter Club Podcast
Host/Authors: Kira Hug and Rob Marsh
Episode: TCC Podcast #427: Mastering Copywriting with Jason Rutkowski
Release Date: December 24, 2024
In this insightful episode of The Copywriter Club Podcast, hosts Kira Hug and Rob Marsh sit down with renowned copywriter Jason Rutkowski. The conversation delves deep into the nuances of mastering copywriting, sharing timeless advice, strategies for building a successful freelance career, and the future landscape of the copywriting industry.
Early Career Struggles and the Decision to Pursue Copywriting
Jason Rutkowski opens up about his initial foray into the business world, detailing his early struggles and eventual pivot to copywriting. At 19, after an unsuccessful attempt to create and sell his own products, Jason realized his true passion lay in copywriting rather than the technical aspects of marketing.
Kira Hug reflects on her journey, stating:
“[05:33]… I decided I'm just going to do copywriting because I think this is what I like most. I don't like doing all this other technical stuff, marketing stuff. I'm just going to do copywriting.”
Rob Marsh probes further into Jason’s early failures, prompting a discussion on the challenges of product creation and the steep learning curve involved in marketing and SEO.
Transitioning to Freelance Copywriting: The Power of Live Events
One of the pivotal moments in Jason's career was his shift from online freelance platforms to attending live marketing events. This strategic move allowed him to build meaningful relationships with industry leaders and establish a solid reputation.
Kira Hug shares her experience:
“[07:11]… I didn’t start getting good long-term clients until I decided to actually go to live events and talk with people.”
Jason emphasizes the significance of face-to-face interactions, recounting his first major investment in a $5,000 seminar hosted by Clayton Makepeace. This event proved transformative, introducing him to mentors like Paris Sympropolis and Paul Martinez, who continue to influence his career.
Jason Rutkowski underscores the value of planning before attending events:
“[10:45]… having a plan. Like, you should have a plan. Like, you should, like, know who's going to be there, who you're going to talk to, and what you want out of the event 100%.”
Effective Networking: Strategies for Building Lasting Relationships
Kira elaborates on her networking strategy, which revolves around the principles outlined in Dale Carnegie’s How to Win Friends and Influence People. By focusing on genuinely connecting with others, asking insightful questions, and showing genuine interest, she successfully built strong rapports with key industry figures.
Kira Hug advises:
“[15:36]… read that book and I went there and I met Marcela and I met Paris. And I just really tried to become friends with them, trying to get them to like me.”
Jason Rutkowski acknowledges the effectiveness of these methods, noting how they facilitated meaningful connections even with industry giants.
Mastery Through Reverse Engineering: Studying Successful Copy
A significant portion of the discussion centers on the practice of reverse engineering successful copy to understand the underlying strategies. Jason and Kira highlight the importance of dissecting winning promos and understanding the research process behind them.
Kira Hug explains:
“[31:31]… Take winning promos, and I could talk about how you actually know how a promo is winning or not. Take winning promos in your niche and start reverse engineering what you're looking at specifically for the one.”
This method involves analyzing successful copy, noting effective techniques, and creating swipe files categorized by different strategies such as headlines, bullet points, and objection handling. This practice not only enhances one’s copywriting skills but also provides a reservoir of ideas for future projects.
Building Foundational Writing Skills: Essential Reading Recommendations
Kira passionately discusses the critical need for foundational writing skills in copywriting. She strongly recommends starting with books that focus on clear and effective writing before diving into specialized copywriting techniques.
Kira Hug emphasizes:
“[36:58]… a book that's on Paris list is On Writing Well by William Zinsser. And I love that book. And another book I would recommend is the Brilliance Breakthrough by Eugene Schwartz, specifically the first eight chapters of it.”
She points out that many aspiring copywriters overlook the basics of writing, assuming that having passed high school or possessing a degree suffices. However, mastering the art of crafting coherent and compelling sentences is fundamental to effective copywriting.
Rob Marsh adds:
“[35:34]… it's a lot of stuff here that I'm just, like, totally jonesing over. This is awesome. So I….”
Kira’s insistence on reading, re-reading, and meticulously applying the lessons from these books underscores the disciplined approach required to excel in copywriting.
Niche Selection and Deep Market Research
Selecting the right niche and conducting thorough market research are highlighted as crucial steps for any copywriter aiming for success. Kira discusses the differences between niches like health and finance, detailing how each presents unique opportunities and challenges.
Kira Hug advises:
“[47:15]… the very first thing is studying the market. So you need to get on everybody's list, everybody's email list.”
She suggests creating a dedicated email account to amass a comprehensive list of marketing materials from top companies in the chosen niche. This organized approach to market research allows copywriters to understand client needs deeply and tailor their copy accordingly.
The Future of Copywriting: Trends and Opportunities
In the concluding segments, Kira shares her perspective on the evolving landscape of copywriting. She notes the increasing competition in the industry but also emphasizes the enduring demand for high-level copywriters who can deliver exceptional results.
Kira Hug reflects:
“[50:53]… in house financial teams, like big companies, especially the Agora divisions. Like big companies, big in house teams who don’t like working with freelance copywriters. Unless like you’re high level…”
She contrasts this with the health niche, which remains more open to freelance copywriters, presenting ample opportunities for those willing to put in the effort to stand out.
Rob Marsh concurs, highlighting the vast opportunities for those committed to excellence:
“[54:02]… For anyone who's really willing to put in the work.”
Kira reiterates the importance of mastering skills, building strong relationships, and continuously learning to remain relevant and successful in the ever-evolving field of copywriting.
Key Takeaways and Actionable Insights
- Commit to Mastery: Success in copywriting requires dedication, continuous learning, and a willingness to go above and beyond in honing one's skills.
- Reverse Engineering: Study and deconstruct successful copy to understand effective strategies and techniques.
- Network Strategically: Attend live events with clear goals, build genuine relationships, and seek mentorship from industry leaders.
- Foundational Writing Skills: Prioritize developing strong writing fundamentals through recommended reading and practice.
- Deep Market Research: Understand your chosen niche thoroughly by studying competitors, understanding client needs, and tailoring your approach accordingly.
- Niche Selection: Choose a niche that aligns with your strengths and offers ample opportunities for freelance work, such as the health sector.
Conclusion
This episode of The Copywriter Club Podcast offers a treasure trove of wisdom for both budding and seasoned copywriters. Jason Rutkowski's journey, combined with Kira Hug and Rob Marsh's expertise, provides listeners with actionable strategies to enhance their copywriting craft, build a thriving freelance business, and navigate the complexities of the industry. Whether it's mastering the art of reverse engineering, building meaningful relationships, or honing foundational writing skills, the insights shared in this episode are invaluable for anyone looking to excel in the world of copywriting.
If you found this summary helpful, consider listening to the full episode for an even deeper dive into mastering copywriting.