Podcast Summary: The Copywriter Club Podcast #456: Fix Your Mindset with Brian McCarthy
Podcast Information:
- Title: The Copywriter Club Podcast
- Host: Rob Marsh
- Guest: Brian McCarthy
- Release Date: July 15, 2025
- Description: Ideas and habits worth stealing from top copywriters.
Introduction to Mindset in Copywriting
In episode #456, Rob Marsh delves into the often-overlooked aspect of mindset that significantly impacts the success of copywriters. While technical skills like writing, marketing, and client acquisition are frequently discussed, Rob emphasizes the importance of hidden skills centered around mindset—such as confidence, clarity, and consistency—that can make or break a copywriter’s career.
Rob Marsh [00:54]: "But there's a whole other set of skills that we often overlook that also impact your ability to grow your business. We generally think of these hidden skills as mindset, and that's what we're talking about on today's podcast."
Brian McCarthy’s Journey: From Copywriting to Mindset Coaching
Brian McCarthy shares his transition from a seasoned copywriter to a mindset coach, highlighting how his experiences shaped his current focus on helping others overcome mental blocks.
Brian McCarthy [03:54]: "When the pandemic hit, one of my clients was this big life coach... And as I started coaching people, I was like, oh, this is the greatest thing in the world. And eventually moved from copywriting into coaching full time."
Brian recounts his early days struggling to establish himself as a freelance copywriter, the challenges of inconsistent income, and the fulfillment he found in coaching others to develop a positive mindset.
Key Mindset Skills for Copywriters
Brian outlines several critical mindset skills that are essential for copywriters to thrive:
1. Alignment: Finding What Truly Inspires You
Alignment involves identifying what genuinely excites and motivates you in your copywriting career, rather than following industry trends or external expectations.
Brian McCarthy [08:24]: "It's really easy in the copywriting world and online marketing world to get seduced by... what's actually inspiring and aligned for you."
Rob discusses how beginners often struggle with finding their niche, encouraging a process of exploration to discover what truly resonates.
Rob Marsh [12:44]: "How do we shorten that process and make it a little bit easier? Because oftentimes a copywriter comes into it... and we don't know what that is yet."
2. Confidence: Owning Your Value
Building authentic confidence is crucial. Brian explains that confidence stems from recognizing and valuing the unique skills and attributes you bring to the table.
Brian McCarthy [20:59]: "Your passion for the work, your ability to listen and find what the actual thing worth talking about even is... people lose sight of the importance of it."
He emphasizes moving away from seeking external validation and instead fostering a self-driven belief in one's capabilities.
Rob Marsh [24:47]: "You don't need to wait for permission... You're a copywriter, and you might as well own it and start getting better at it."
3. Consistency: Building Sustainable Habits
Consistency goes beyond daily practice. It involves addressing underlying blocks such as procrastination and self-doubt to maintain regular and effective work habits.
Brian McCarthy [26:17]: "What's keeping you from being so consistent? Oh, there's procrastination... part of you knows this ain't it."
Rob adds that small, manageable habits can alleviate pressure and foster sustained consistency.
Brian McCarthy [27:50]: "Take the pressure off, do it for five minutes... consistency develops and then it kind of starts to continue with itself."
Overcoming Imposter Syndrome
A significant portion of the discussion centers on imposter syndrome, a common hurdle for both new and seasoned copywriters.
Rob Marsh [28:47]: "No matter how much you know about imposter complex, it still seems to pop its head up when we try something new."
Brian challenges the notion that imposter syndrome is a permanent state, advocating for addressing deeper fears and beliefs that sustain it.
Brian McCarthy [32:28]: "Imposter syndrome is just a mental construct... When you dig into that and let it fall apart, then you're just showing up with a certain intention."
He provides actionable strategies:
- Challenging Definitions: Question and redefine what it means to be a "real" copywriter.
- Borrowed Confidence: Leverage mentorship and external validation temporarily while working towards internal confidence.
- Deep Dive into Fears: Address core fears and beliefs that contribute to feelings of being a fraud.
Brian McCarthy [20:59]: "Look at the truth of it, and I just would ask a bunch of questions and basically just start poking a bunch of holes at it."
Dealing with Burnout
The conversation shifts to burnout, distinguishing between general fatigue and severe burnout that disrupts daily functioning.
Identifying Burnout:
- Energy Levels & Excitement: A significant drop in enthusiasm and increased feelings of obligation.
- Sense of Purpose: Loss of a sense of direction or purpose can indicate burnout.
Brian McCarthy [40:54]: "Check in on your sense of enjoyment, check in on your sense of purpose."
Recovering from Burnout: Brian advises addressing internal patterns and limiting behaviors that contribute to burnout, such as people-pleasing and excessive self-imposed expectations.
Brian McCarthy [44:19]: "Look at the patterns that created the burnout and some of the internal stuff that led to it."
He shares practical tips:
- Allocate Time for Rest: Schedule periods to do nothing and recharge.
- Redefine Work Relationships: Shift from people-pleasing to setting healthy boundaries.
- Explore New Interests: Engaging in diverse activities like improv comedy to rediscover joy and creativity.
Brian McCarthy [43:58]: "It's about looking at what created the burnout first... learn to be driven from a place of more authentic expression."
Maintaining Variety and Preventing Burnout
Rob and Brian discuss the importance of variety in work to keep the creative process fresh and prevent stagnation.
Rob Marsh [50:16]: "Variety feels like a big missing piece here too."
Brian suggests:
- Leveling Up: Taking on new types of writing or higher-level roles.
- Making Monotonous Tasks Interesting: Introducing challenges or experimenting with new styles to reignite interest.
Brian McCarthy [52:47]: "Take that for yourself. How can you make this fun for yourself?"
He cites the example of musicians who continuously create new music while maintaining signature hits to balance repetition with novelty.
Defining a "Copywriter Mindset"
Towards the end, Rob poses an intriguing question about the characteristics of a copywriter’s mindset. Brian defines it as:
Brian McCarthy [56:04]: "Full ownership of what you're doing, who you are, what you bring to the table, and a belief in yourself and your value that comes from you."
This mindset is characterized by self-validation, authenticity, and a clear understanding of one's unique value proposition without over-reliance on external approval.
Conclusion and Resources
Rob wraps up the episode by emphasizing the importance of mindset in achieving success and overcoming common mental hurdles in copywriting. He directs listeners to several resources mentioned during the podcast for further support:
- Brian McCarthy’s Website: McCarthyMindsetCoaching.com
- Free eBook on Imposter Syndrome: McCarthyMindsetCoaching.com/forward/imposter
- Additional Episodes on Imposter Syndrome: Episode #47 with Tanya Geisler
- Mindset Coach Linda Perry Episodes
- Copywriter Underground: thecopywriterclub.com/TCU2
- Emotional Copy Masterclass: thecopywriterclub.com/emotion
Rob concludes by encouraging listeners to explore these resources to enhance their mindset and, consequently, their copywriting careers.
Rob Marsh [58:19]: "If mindset is a struggle for you, I don't want to miss this opportunity to mention several other episodes of the podcast..."
Notable Quotes:
- Rob Marsh [00:54]: "If you can't do them, or if you can't hire someone else to do these for you, you're going to struggle as a business owner."
- Brian McCarthy [20:59]: "Your passion for the work, your ability to listen and like find what the actual like thing worth talking about even is."
- Rob Marsh [26:04]: "Consistency feels to me like it's just a matter of daily practice or we're setting the flywheel to do the thing that we do over and over. Is it more than that?"
- Brian McCarthy [56:04]: "A copywriter mindset to me would be full ownership of what you're doing, who you are, what you bring to the table."
This episode serves as a comprehensive guide for copywriters aiming to enhance their mental resilience and achieve sustainable success by addressing and refining their mindset.