The Copywriter Club Podcast #461: The Strategy Workshop with Jamie Thomson
Date: August 19, 2025
Host: Rob Marsh
Guest: Jamie Thomson
Theme: Ideas and habits worth stealing from top copywriters—featuring Jamie’s process for leading projects with strategy, using discovery workshops, and staying relevant in the age of AI.
Episode Overview
In this episode, Rob Marsh speaks with Jamie Thomson about transforming the copywriter’s role from “wordsmith” to strategic partner. Jamie shares how leading with paid strategy workshops positions copywriters at the heart of client projects, increases value, reduces rewrites, and future-proofs careers—even as AI becomes more prominent. He details his inbound approach to client attraction, discusses practical tactics for running effective workshops, and gives actionable advice on standing out in a rapidly evolving industry.
Key Discussion Points & Insights
1. From Journalism to Copywriting – Jamie’s Origin Story
- Jamie began as a freelance journalist while at university.
- Layoffs in journalism and the rise of social media disrupted his career path.
- Started a tutor-student matching website; businesses began requesting his content writing, introducing him to copywriting.
- Founded Brand New Copy in 2011 after building a client base.
“I suddenly discovered the world of copywriting. I honestly hadn't even heard the term... I realized people would pay me to write for them.”
— Jamie Thomson (04:24)
2. Building a Thriving Copywriting Business (06:26-11:24)
- Early clients came inbound as a result of content put online.
- Jamie focused heavily on inbound marketing (SEO, content marketing, and niche-specific landing pages), avoiding cold outreach due to introversion.
- Collaborated with creative agencies (notably Mearns and Gill—UK’s oldest agency), benefitting from agency experience while building his own brand.
- Continues to favor inbound strategies for sustained client flow and selective project choice.
“Inbound marketing was really where I started... creating very specific landing pages for the niches I focus on.”
— Jamie (09:11)
3. Inbound vs. Outbound: Jamie’s Unique Approach (09:11-11:24)
- Google is the primary channel for bringing in clients, less so social media (only recently adopted LinkedIn).
- Sector-specific website content remains key; regular keyword research and updates reinforce the strategy.
- Result: clients come to him “pre-sold” and ready to work.
4. The Sales Call—Warming Up for Strategy (11:24-13:34)
- Clients usually have a strong sense of Jamie’s services from his website—minimal need to ‘sell’ copywriting basics.
- Discovery calls focus on consultation, rapport, and qualifying the client, often leading to a paid strategy workshop.
“My whole approach is to be personable, be friendly, and let the client do more of the talking.”
— Jamie (11:43)
5. The Paid Strategy Workshop: Framework & Benefits (13:34-19:17)
- Jamie’s signature process: Discovery Call → Paid Workshop → Project
- Workshops are structured yet informal, usually 2–2.5 hours, with pre-prepared materials (competitive research, educational content, exercises).
- Focus on: brand values, tone of voice, messaging clarity.
- Outcome: Clients feel more invested; fewer rewrites on deliverables; tangible resources like messaging or tone of voice guides.
"The paid strategy workshops... give you the opportunity to really sell the value of what copywriters do."
— Jamie (14:10)
- Documenting workshop outcomes and using them as the foundation for all subsequent deliverables streamlines the project.
6. Workshop Logistics and Group Dynamics (20:11-23:49)
- Ideal group size: 3-4 client participants (e.g., marketing, CEO, creative director).
- Exercises are timed to encourage decisive action and keep sessions focused.
- Jamie frames himself as a facilitator, balancing guidance with a soft-spoken tone.
"Because I have exercises throughout the workshop, I time them. The point is, we want to make decisions."
— Jamie (20:28)
7. Project Structure & The “Skeleton Draft” (24:04-27:28)
- Projects are managed using milestones—clients know exactly what will be delivered and when.
- Jamie’s “skeleton draft” is an outline/blueprint bridging the brief and first draft—shows structure, flow, key points without fleshed-out copy.
- Skeleton receives feedback before full copy is written, dramatically reducing revisions.
"If you get the structure right from the start, then the words kind of write themselves."
— Jamie (24:04)
- Emphasizes substance over style, ensuring the copy achieves the desired result, not just “sounding good.”
8. Asking Smart Questions—Superior Discovery (29:10-33:50)
- Jamie leverages outsider perspective to ask questions clients may not consider, often uncovering deeper strategic motivators.
- Example: Asks, “What would happen if this copywriting project didn’t go ahead?” to dig beneath surface needs.
"By asking smart questions that they haven't thought about is a good way of really getting to the purpose behind the copy."
— Jamie (29:44)
9. Selling Strategy vs. “Strategy” (34:24-36:26)
- Jamie avoids jargon with clients; labels the process as a “workshop” (not “strategy session”), which feels more approachable.
- For other copywriters, he’s explicit about the strategic framework and why consulting is essential.
“Strategy means different things to different people... I like to call it workshops.”
— Jamie (34:24)
10. Staying Relevant in the Age of AI (36:26-43:56)
- AI is capable of outputting generic, average messaging—lacks unique insights, brand personality, or nuanced thinking.
- Jamie’s workshops and strategies supply the essential human/contextual input that AI cannot provide.
- Clients care less about the tool, more about achieving results—strategy underpins meaningful, differentiated, effective copy.
"What AI can't do is it can't give you the thinking. You need to give it good input in order to get good output."
— Jamie (36:54)
- Expertise, authority, and experience (Google’s EEAT criteria) become even more critical for successful online content.
11. Building Long-Term Security & Authority (45:46-52:18)
- Jamie emphasizes building assets “on your own land” (your own website/brand), not relying solely on platforms like LinkedIn or Fiverr.
- Early effort in content and on-site SEO pays compounding dividends over years.
- Putting yourself out there in multiple venues (blogging, podcasting, guest appearances) increases resilience and opportunities—especially as AI changes search behaviors.
“Build your own asset, which…I think should be your own website… Think long term.”
— Jamie (45:46)
12. Adapting to Changing Discovery and Authority (49:13-52:18)
- As people search differently (AI summaries, conversational searches), having expertise and personal insights surfaced across the web makes you more likely to be recommended by LLMs (large language models).
- Niche down, offer specific expertise, and share unique frameworks and ideas.
13. Jamie’s Offerings for Copywriters (52:18-53:45)
- Free course: Think Like a Strategic Copywriter (5-day email series)
- Strategic Copywriter’s Toolkit: Frameworks, templates, and videos (£19)
- Brand New Copywriting Course: In-depth copywriting and strategy, including developing USPs and tone of voice.
- Learn more: brandnewcopy.com
Notable Quotes & Memorable Moments
-
On the necessity of strategy with AI:
“Whereas strategy used to be seen as an add-on or like a specialist service, I think it's now an essential.”
— Jamie (39:46) -
On sticking to process:
“If you get the structure right from the start, then the words kind of write themselves.”
— Jamie (24:04) -
Advice for new copywriters:
“Don't fall into that trap of like being part of the gig economy. Think of it long-term… build yourself a business, you know, don't just have a Fiverr profile.”
— Jamie (45:46) -
On differentiation from AI:
“People still buy from people…if they can tell something's been written by a person who understands the problems and pain points…that’s far more persuasive than…a generic sales message.”
— Jamie (41:28)
Timestamps for Key Segments
| Time | Topic | |------------|-------------------------------------------------------| | 04:24 | Jamie’s start—journalism to copywriting | | 06:26 | Client acquisition: inbound marketing approach | | 09:11 | Content and SEO over social media | | 11:43 | How Jamie runs discovery and sales calls | | 13:34 | The paid strategy workshop: setup, agenda, outcomes | | 16:59 | Deliverables: messaging/tone of voice guides | | 20:28 | Running workshops: group size and best practices | | 24:04 | Project milestones and “skeleton drafts” | | 29:44 | Asking smart, strategic client questions | | 34:24 | Positioning strategy (workshops vs. strategy sessions)| | 36:54 | Dealing with AI—where human copywriters add value | | 45:46 | Advice for new copywriters: “build your own land” | | 52:30 | Jamie’s courses and resources for copywriters |
Final Takeaways & Action Steps
- Shift your value upstream: Move from being “just the writer” to being a strategic partner through discovery workshops and frameworks.
- Prioritize inbound marketing: Build your own content-rich home base to attract pre-qualified clients and insulate your business from platform shifts.
- Lean into frameworks: Use tools like skeleton drafts and timed workshop exercises to streamline workflows, set clear expectations, and reduce revisions.
- Ask better (sometimes uncomfortable) questions: Going deeper with clients uncovers true project drivers and enables more impactful work.
- Adapt to AI: Your thinking, not just your writing, is your moat. Clients will increasingly pay for strategic insight rather than just words on the page.
- Invest in authority-building: Regularly share insights and frameworks across channels to ensure discoverability and credibility as industry changes accelerate.
Learn more or connect with Jamie:
- Blog: brandnewcopy.com/blog
- LinkedIn: Jamie Thomson
This summary captures the complete strategic framework and actionable habits highlighted by Jamie Thomson for copywriters looking to elevate their role, stay in demand, and future-proof their business in a rapidly evolving landscape.