Podcast Summary: The Copywriter Club Podcast #452: Surviving an Economic Downturn with Topaz Hooper

Release Date: June 17, 2025
Host: Rob Marsh
Guest: Topaz Hooper, Founder of American Copywriter Company

In episode #452 of The Copywriter Club Podcast, host Rob Marsh delves deep into the challenges and strategies for surviving an economic downturn with esteemed copywriter Topaz Hooper. Building on their previous conversations, Topaz shares her journey of adapting her business amidst shifting economic landscapes, the rise of AI in copywriting, and effective recession-proofing techniques.

1. Revisiting Topaz Hooper's Journey

The episode kicks off with Rob reconnecting with Topaz Hooper, highlighting her evolution from running Cruelty Free Copywriter to establishing the American Copywriter Company. Topaz reflects on the initial success during the pandemic surge and the subsequent need to pivot as market conditions changed.

Topaz Hooper [04:56]: "Life has changed quite a bit. Cruelty Free Copywriter was my baby in 2021... But now my friends who upgraded their life during the height of the pandemic... are saying, oh, my goodness, this is way too expensive."

2. Identifying Early Signs of Economic Downturn

Topaz discusses how she began to notice signs of economic strain by monitoring her clients' activities on social media and platforms like LinkedIn. The closure of favorite brands and significant devaluations, such as Meaty selling for drastically less than its valuation, served as red flags.

Topaz Hooper [06:57]: "I started to see this trend happening probably like middle of last year, 2024 to about now... I started to think, okay, maybe something's wrong."

3. Recession-Proofing Strategies

a. Financial Management: Cutting Costs and Saving

Topaz emphasizes the importance of reducing both personal and business expenses. She advises saving a substantial portion of income to safeguard against unpredictable downturns.

Topaz Hooper [14:21]: "Lower your cost of living... try to save 50% of your business income. I know it's hard because we all have living expenses, but if you can save 50%, put half away, use the rest."

Rob adds to this by sharing his personal experience of trimming down software subscriptions to essential tools, ensuring that expenses align with actual usage.

b. Diversifying Income Streams

To mitigate risks, Topaz advocates for establishing multiple revenue streams. She launched the American Copywriter Company to cater to global businesses aiming to penetrate the American market, thereby broadening her niche beyond just cruelty-free copywriting.

Topaz Hooper [25:11]: "I'm super happy to announce that I just launched a new copywriting business. It's called the American Copywriter Company and we help global businesses reach American audiences."

Rob complements this by suggesting expanding service offerings within an existing business, such as adding email campaigns or sales pages to existing copy services.

c. Embracing and Leveraging AI

Acknowledging the disruptive impact of AI, Topaz advises copywriters to integrate AI tools into their workflow rather than resist them. By using AI to enhance and refine content, copywriters can maintain their value proposition.

Topaz Hooper [11:55]: "Copywriters who are feeling a little bit threatened by AI... keep your rates steady. Just use AI... let me make it more human."

Rob echoes this sentiment, highlighting the surge in demand for AI-related copywriting services and the necessity for copywriters to adapt.

d. Networking and Building Relationships

Building and nurturing professional relationships is crucial for sustained success. Topaz shares how casual interactions, such as coffee meetings and participation in mastermind groups, have led to significant business opportunities without the desperation typically associated with networking.

Topaz Hooper [33:24]: "Networking should be a relationship-building tool and a reputational amplifier... Your network is your net worth."

Rob adds that joining memberships or mastermind groups can lead to fruitful connections, as exemplified by his own experience of generating substantial business leads through such networks.

e. Reskilling and Expanding Expertise

Continuous learning and skill enhancement are vital. Topaz encourages copywriters to acquire new competencies, such as paid advertising, to stay relevant and meet evolving client needs.

Topaz Hooper [44:09]: "Some of my favorite copywriters, during down periods, they like to reskill... retool, and then come back sharp."

Rob emphasizes the importance of mastering AI as a critical skill for modern copywriters, citing the dramatic increase in demand for AI agent building services.

f. Considering Part-Time Roles

Balancing freelance work with part-time in-house roles can provide financial stability. Topaz shares her success in securing a part-time role that offers consistent income while allowing flexibility to maintain her freelance business.

Topaz Hooper [50:04]: "I've secured a 20 to 25 hour part-time role with an amazing supplement company... It takes the stress off of your business."

Rob supports this by acknowledging the strategic advantage of part-time roles in stabilizing income and providing structured work environments.

4. Maintaining a Positive Mindset

Both hosts stress the significance of staying optimistic during economic uncertainties. Topaz suggests engaging in volunteer work and acts of service to reinforce self-worth and build meaningful connections.

Topaz Hooper [53:41]: "Volunteering... helps keep my optimism high. I'm still valuable. I still have something to give."

Rob adds that presenting a positive demeanor attracts clients and fosters resilient business relationships.

5. Adapting Business Messaging and Rebranding

Revising how a business communicates its value proposition can be crucial during downturns. Topaz shares her experience of rebranding to better align with the needs of new client segments, ensuring her services remain relevant and in-demand.

Topaz Hooper [41:37]: "If you feel like you can rebrand, amazing. Do it. Refine your messaging, retarget."

Rob concurs, emphasizing the need to adapt messaging to reflect current market conditions and client needs.

6. Final Thoughts and Resources

As the episode concludes, Rob summarizes the key takeaways:

• Build and nurture relationships to create a reliable support network.
• Diversify income streams to reduce dependency on a single source.
• Embrace AI and continuous learning to stay competitive.
• Manage finances prudently by cutting unnecessary costs and saving diligently.
• Maintain a positive and adaptable mindset to navigate challenges effectively.

Rob also directs listeners to additional resources mentioned during the episode, including Topaz's website (americancopywriterco.com) and prior episodes for a deeper understanding of her business evolution.

Key Quotes:

• Topaz Hooper [06:57]: "If clients are cutting down, it's not always you. Sometimes, the market dictates the trends."
• Topaz Hooper [14:21]: "Save, save, save. Cut, cut, cut."
• Rob Marsh [18:38]: "Cutting down on software subscriptions can significantly reduce monthly expenses without compromising essential services."
• Topaz Hooper [33:24]: "Your network is your net worth."
• Topaz Hooper [53:41]: "Volunteering... helps keep my optimism high. I'm still valuable."

Conclusion

Episode #452 offers a comprehensive roadmap for copywriters navigating the turbulent waters of economic downturns. Through Topaz Hooper's firsthand experiences and actionable strategies, listeners gain valuable insights into sustaining and growing their businesses amidst uncertainty. Emphasizing adaptability, financial prudence, and the power of relationships, this episode serves as an essential guide for copywriters aiming to thrive in any economic climate.