The Copywriter Club Podcast Episode #463

Guest: Tiana Asperjan
Host: Rob Marsh
Date: September 2, 2025
Main Theme: The Biggest Opportunity in Copywriting Today

Episode Overview

In this episode, Rob Marsh interviews Tiana Asperjan—actor-turned-copywriter, creative strategy coach, and YouTube educator—about her unusual journey into copywriting and what she believes to be the biggest emerging opportunity for writers today. Tiana shares concrete advice on breaking into and thriving in the e-commerce direct-to-consumer (DTC) ad space, building authentic industry relationships, and leveraging the evolving distinction between media buyers and creative strategists.

Key Discussion Points & Insights

1. Tiana’s Unconventional Path to Copywriting

• Career Evolution:
  • Started as an actor, then UX designer, then “accidental” copywriter. (04:20)
  • Motivated by a desire for financial stability and autonomy, but felt unfulfilled in a 9-to-5 role.
  • Introduction to internet marketing and copywriting came via her sister’s supplement business and mentor Mike Sang, who “pushed me to think bigger and see what was possible in the Internet marketing space.” (06:00)
  • Early struggles: “Everything I wrote bombed and took a really long time...but eventually I did get good enough because I just kept practicing.” (09:29)

2. Learning, Mentors, and Growth

• Mentorship:
  • Mike Sang’s insistence on foundational work (transcribing 15 VSLs by hand) and reading “a whole stack of books.”
  • Sought coaching from direct response legend Ning Lee: “Everything that I was writing, I was constantly getting feedback from him...I was really investing a lot.” (12:33)
• On the Value of Community:
  • Learning doesn’t happen in a silo. Exposure to data, full funnels, and real-time campaign results was critical: “The copywriting was just a cog in a much bigger wheel.” (12:33)

3. The Power of Relationship-Building

• Replace ‘Networking’ with ‘Making Friends’:
  • “Find friends, not clients. The longevity of those types of relationships is just—you can’t compete with that.” (17:06)
  • Friends become sources of referrals, industry guidance, and mutual growth.
  • “People hire people who they like and trust...it becomes so much more of a partnership.” (19:48)
  • Resist the urge for rushed, transactional networking; focus on honest support, conversation, and online engagement. “Go on Facebook, comment on people’s posts...if your face keeps showing up, you’re going to become an ally.” (19:48–21:26)
• Friendships Demand Higher Standards:
  • “If you’re making friends, you actually have to deliver at a higher level because you don’t want to blow up a friendship.” (19:25)

4. Copywriting’s Biggest Opportunity: E-commerce, Ad Creative & Strategy

• Emergence of DTC E-commerce:
  • Tiana emphasizes e-commerce DTC as the real opportunity—“not even a niche...it’s where everyone’s moving.” (25:26)
  • AI has lowered barriers to starting DTC businesses: “It has literally never been easier for Joe Schmo to throw up an E Comm company. But it’s really hard to make those ads convert.” (25:26)
  • Most e-comm founders need—not just want—skilled copywriters and creative strategists.
• The Messaging-First Shift:
  • Changes in platform algorithms (particularly Meta) now require “messaging-first” ad campaigns.
  • “You cannot scale without messaging first ads.” (27:55)
• Role Clarity:
  • Creative strategists and media buyers are distinct; copywriters focused on message & strategy don’t need to run ad platforms, but must “know enough to be able to translate data into creative direction.” (29:48)
  • “Media buyers are realizing...they don’t have this creative type of brain.” (29:48)
• Copywriter Advantage:
  • Copywriters with creative strategy skills are in high demand and can “fill this gap in the industry right now.” (11:56)
  • Most brand owners are not sophisticated marketers—making this a ripe market for skilled writers.

5. Keys to Winning Ad Creative & Research

• No ‘One Secret’—It’s Contextual:
  • “It’s more of a nuanced conversation depending on the product or service...what is the thing the audience needs to hear at that moment?” (34:30)
• Core Message Equation:
  • Focus on uncovering the one “core message” that will move a prospect to act, rather than copying visuals or headlines: “The yellow is not the thing that made that ad work.” (34:30)
• The D.I.G. Research Method:
  • Data—What’s working now?
  • Intel—What’s working for competitors?
  • Gold—Deep dive into customer language and psychology through Amazon reviews, Reddit, forums, and more. Use AI (e.g., ChatGPT) to analyze and synthesize large data sets. (37:54)
  • “99% of your winning angles and ideas...are going to come from real people.” (37:54)

6. Building Authority: Content Systems on YouTube & Instagram

• Personal Approach:
  • Tiana’s YouTube features “free training” and directly answers questions from her community. Consistency—not perfection—has been the goal: “My single focus was...I’m just going to put out a video every week. Whatever it takes.” (42:13)
  • “Proceed with joy...Mindset plays so much into this stuff.” (42:13)
• Content Funnel:
  • YouTube = training; Instagram = behind-the-scenes, teasers, community. Both channel attention to the Copy First newsletter.
• Efficient Content Creation:
  • Hire help (editor), make scripts extremely clear, and “reduce friction” for everyone involved. (48:59)
  • Acknowledgement of “Valley of Despair” (credit: Alex Hormozi) demanding consistency even when growth feels invisible. (50:50)

7. Copy First Creatives Masterclass & Upskilling

• About the Course:
  • Designed for copywriters, media buyers, creators, and e-comm founders to master ad writing and creative strategy.
  • Covers fundamentals (purpose of ads, persuasion, stages of sophistication/awareness), research, video scripts, headlines, and niche-specific tactics.
  • “It’s kind of a one and done for anybody wants to write better ads or become a creative strategist.” (53:11)

Notable Quotes & Memorable Moments

• On career pivots & doubt:
  • “I never expected that I would end up in sales...One thing I would never do is sales, which is so funny because it’s so closely related to acting in so many ways.” —Tiana (04:20)
• On friendship, not just clients:
  • “Find friends, not clients. The longevity of those relationships—you can’t compete with that.” —Tiana (17:06)
• On the importance of feedback:
  • “I didn’t do it by myself...I really invested a lot of money, time, and energy in getting coaching.” —Tiana (12:33)
• On DTC e-commerce opportunity:
  • “It has literally never been easier for Joe Schmo to throw up an E Comm company...But it’s really hard to make those ads convert.” —Tiana (25:26)
• On what makes winning ads:
  • “The yellow is not the thing that made that ad work.” —Tiana (34:30)
• On creative strategy vs. media buying:
  • “Media buyers are realizing...they don’t have this creative type of brain.” —Tiana (29:48)
• On research:
  • “99% of your winning angles...are going to come from real people.” —Tiana (37:54)
• On process and persistence:
  • “Be afraid and do it anyway—and then find the joy in it.” —Tiana (42:13)
• On compounding content efforts:
  • “The cool thing is I do think it’s like compounding...if you’re consistent...it’s going to grow faster.” —Tiana (50:50)

Timestamps for Key Segments

• Tiana’s Background & How She Found Copywriting:
  [04:20]–[11:56]
• On Getting Better & Not Doing It Alone:
  [11:56]–[14:41]
• Networking vs. Friendship; Building Relationships:
  [16:31]–[21:47]
• The Case for E-comm & Creative Strategy:
  [24:51]–[29:48]
• Copywriters vs. Media Buyers – Who Owns the Message?:
  [29:48]–[33:04]
• How Tiana Approaches Ad Creative & Research:
  [34:11]–[41:39]
• YouTube/Instagram/Newsletter Strategy:
  [41:43]–[49:22]
• Content Creation Systems & Consistency:
  [48:50]–[50:50]
• About the Copy First Creatives Masterclass:
  [52:02]–[54:38]

Resources & Where to Find Tiana

• Copy First Newsletter:
  tianaasperjan.com/copyfirstnewsletter
• YouTube:
  YouTube.com/@TianaAsperjan
• Instagram:
  Instagram.com/tianaasperjan
• Copy First Creatives Masterclass:
  Details shared via newsletter and on her website.

Takeaways for Listeners

• E-comm direct-to-consumer (DTC) and creative ad strategy are urgent growth areas for copywriters who want to future-proof their careers.
• Mastering fundamentals—especially customer research and messaging—is non-negotiable for high performers.
• Building a strong web of authentic, mutually supportive relationships—with both peers and potential clients—yields far greater opportunities than transactional networking.
• Consistency, strategic risk-taking, and a focus on the long game underlie both creative and business growth.

For a more in-depth exploration, subscribe to Tiana’s Copy First newsletter and check out her free training videos on YouTube.