When Kristen was deciding what to study in college, she figured that the safest route was to choose a subject that would let her fulfill her lifelong passion.
“I’ve always been pretty obsessed with reading and books, so it made perfect sense to go for a Bachelor’s in writing. My game plan was to head down the publishing and editing track.”
But when the time came to graduate and start looking for a job, an unexpected twist threw a “monkey wrench” into her plans.
“My partner was offered a job in another city and the two of us decided to move. Our new home is in a small tourist town, which meant my dream of working for a publisher was no longer an option.”
While Kristen was excited about her partner’s opportunity, she couldn’t help feeling like her world had been rocked.
“After having been in school for years, I suddenly had no use for the degree I’d worked so hard to earn, and I was really disappointed.”
Kristen got a job doing administrative work, but she quickly discovered it was not for her. Now the question became, what would her next move be?
“I was very conflicted, and asked myself, ‘What do I really want to be doing? Should I move to a new place so I can have a career I’m proud of?’”
Exploring all of her options
The more she thought about the pros and cons, the more confusing it all became.
“I really like the location we’re in, and I didn’t want to leave. But I also didn’t want to be stuck doing administrative work for the rest of my life.”
She considered some “unconventional” work options, but none of them seemed very practical.
“I’d thought about online freelancing more than once, but it felt like the type of career where you don’t have a lot of control, and you need a lot of luck to be successful.”
Then she found a freelancing website that seemed different than the others.
“I came across Upwork, and it was much more user-friendly, and I felt like maybe I should give freelancing a chance after all. It felt like it might be the answer to all of my problems.”
Fulfilling her dream of being a writer seemed too good to pass up, but Kristen was ambivalent. She worried that she wouldn’t be able to navigate the unpredictable freelancing “waters.”
“I watched one of Danny’s webinars on Upwork, which was the first time I’d heard of Freelance To Win. I decided to read Danny’s blog, and the more I saw, the more I realized that I really could control my destiny, and not have to rely on luck to be successful.”
Finding her footing
Unsure which niche she should choose, Kristen settled on an area where she had a lot of experience. But from the start, it just didn’t feel right.
“I started out doing academic writing because I was fresh out of university. But I wasn’t very proud of doing that work because I was essentially writing essays for people.”
Although she lacked experience in non-academic writing, she felt it was time to take a risk and try something new.
“I decided to head down the blog writing track, because it seemed like it would be really interesting, and there also seemed to be a lot of freelancing opportunities available.”
Kristen enjoyed working with company owners and loved getting to write about diverse topics. But blog writing brought its own set of struggles.
“I wasn’t able to get enough projects from my blogging clients to make it work. A lot of them wanted me to write one blog post a week, which meant if I wanted to do it full-time, I needed to find a lot more clients.”
More often than not, things were erratic and unpredictable — which only added to her mounting stress.
“I work with small business owners who tend to get really busy and drop off the radar They may be really happy with my work, but then I won’t hear from them for weeks on end. So for me, blogging alone didn’t seem sustainable as a full-time career.”
Kristen knew she needed to supplement her blog writing with something more lucrative. She thought about trying her hand at copywriting but quickly dismissed the idea.
“I’d seen a lot of copywriters on Freelance To Win who were really successful. But I didn’t think it was for me. I thought copywriting was all about sales, which is not something that comes naturally to me and is not a good fit for my personality. But to be honest, part of why I avoided it is because I was scared.”
Facing her fear
Then one day, an unexpected email appeared in her inbox.
“When I saw Danny’s email announcing he was launching a new course, Freelance Copywriter’s Code, I wondered if it was time to reconsider my aversion to copywriting. I said to myself, ‘Blog writing’s great, but maybe this is the way to increase my freelancing income.’”
She had no doubt that this course would give her the tools and skills she needed to become a successful copywriter.
“After reading his blog and watching his webinars, I had a lot of trust in Danny. He gives away so much great free content, I wasn’t worried about the course not delivering. I knew that with Danny guiding me, there was no way I could go wrong.”
Heading in a new direction
Her decision to dive into a new course — despite not knowing what to expect — really paid off.
“It turns out that copywriting is completely different than what I expected. It’s exactly the kind of thing I was meant to do. If Freelance Copywriter’s Code hadn’t come along, I might never have chosen this path.”
Before she joined the course, Kristen had been overwhelmed by all the different types of copywriting projects out there.
“When you’re starting out, copywriting can seem really daunting. I felt confused and overwhelmed. It touched on so many different areas that I felt like I had no direction.”
FCC provided the direction and clarity she’d been hoping for, and gave her a boost of confidence as well.
“The course breaks everything down in a methodical way, with each module focusing on one type of project. One week you learn about emails, another week you learn about video scripts, and so on, which helped provide a lot of clarity. Danny’s teaching approach makes it all much less daunting and easier to digest.”
Kristen liked being able to go at her own pace and spent lots of time on the modules she cared about most.
“The way the course is structured, you can pick the types of copywriting that you find most interesting, and that are the best fit for your writing style, and spend as much time as you want perfecting those areas.”
While she’s excited about trying her hand at different types of copy, some projects piqued her interest more than others.
“Scriptwriting has interested me for a while because it seems a little less daunting to start with something relatively small. I also liked the idea of writing landing pages, because there are so many out there, and people always seem to want help improving their conversion rate.”
Even though she had never written sales copy before, Kristen was no longer intimidated at the thought of tackling something different.
“I felt like writing landing pages wasn’t too big a jump from blog writing because I was already familiar with the art of creating quality web content about someone’s business. Now I just needed to adapt that skill to landing page copy.”
Over the years, Kristen’s seen plenty of copywriters take pride in the perks they get to enjoy. Now, she knows exactly how they feel.
“Copywriting projects are bigger and more lucrative than other writing projects, which means I have the potential to earn more money, faster, and with less effort. This will likely mean I’m going to be able to take on fewer clients and still earn more money than I’d been earning before.”
She feels more fulfilled in her career than she ever has in the past.
“I get a lot of satisfaction from copywriting because I like to learn new things, and I get bored if I do the same thing for too long. With copywriting, there’s so much scope to each project, and you get to write about so many different types of things, which is lots of fun.”
As Kristen was nearing the final module of the course, she got an unexpected offer out of thin air.
“A client of mine, whom I’d been writing articles for, asked me if I’d be able to write the copy for seven landing pages. He never even asked me if I’d written landing page copy before. He just liked my articles and approach to writing, and trusted me to get the job done.”
She was hesitant to take on something she’d never tried before. But the timing was perfect, and she simply couldn’t pass it up.
“I was so scared! I thought I might be making a big mistake. But Danny was about to release his landing page module, so I knew it was only a matter of time until I had the information I needed.”
Kristen anxiously anticipated the release of the module. When it didn’t show up, she started to panic.
“On the day the module was scheduled to be released, I waited and waited and thought ‘Oh my gosh. It’s got to come out soon!’ Then I realized that because I’m in Australia, there’s a big time difference because we’re way ahead of the U.S.”
From the moment the module arrived, she began to quickly devour the content.
“As soon as it came out, I raced through the entire thing and tried to soak it all in really fast. As I wrote the copy, I kept referring back to it to guide me along.”
Although her first foray into copywriting came down to the wire, she considers it an enormous success.
“It was probably the most stressed I’ve been on a project, but it was so worthwhile because the client was really happy with my work. I don’t think they had a clue I’d never done it before. Out of the seven pages I wrote, they only changed one or two words. And they even asked me to write another one.”
What Kristen learned
One of Kristen’s favorite parts of the course is the way Danny simplifies the copywriting process and offers tools that help her create amazing content.
“Danny’s landing page templates were an absolute godsend. Staring at a blank page is one of the worst parts of being a writer. Working off a template made it so much easier to know what to write, and where it should go on the page.”
She also likes the way FCC makes tasks that used to seem complicated and time-consuming faster and easier.
“After I used the template to break the page into sections, I used Danny’s headline generator to formulate headlines for each section, which was a massive help. I was able to quickly create headlines that were way more targeted than what I’ve done in the past. Without it, I would have been a little lost.”
Another lesson Kristen learned was that her copy needed to be written from the proper perspective.
“Danny taught me that to be effective, landing page copy needs to focus on the exact needs of the customer visiting the page. The landing page I was writing was for a plumber, so I placed myself into the mindset of someone with a plumbing problem, and I realized that they don’t want to hear technical details about clearing drains, they just want the problem to be quickly diagnosed and go away fast.”
In addition to the lessons, tools, and strategies she learned, the course gave her a game-changing mindset shift.
“Before I took the course it just felt too hard, and I was worried about taking a project on and failing miserably. Danny makes copywriting seem achievable, and he gave me the confidence I needed to be successful.”
A whole new level
Now that Kristen has proven she has what it takes to be a great copywriter, she’s very optimistic about the future.
“I’ve already increased the rate I charge, and I’m looking forward to seeing where I can go from here. Now that I have a couple of successes under my belt, I’m well-positioned to get more copywriting projects. This has taken my freelancing career to a whole new level.”
Recently she was approached by a client and was on the brink of being hired for another copywriting project until the unexpected happened.
“Another plumber reached out to me, looking for someone to rewrite his landing pages. Since I’d done this exact type of project, I figured I was a shoe-in. But the client rejected me, saying he would have hired me in a heartbeat, except that I was above his budget.”
At first, she was down on herself for not getting the job. Then she realized that she’d been looking at the situation all wrong.
“Although it was technically a rejection, it was actually really great feedback and gave me a lot of hope. There’ve been times when I’ve sent out proposals and not gotten a single response. It was really nice to get feedback saying my samples were fantastic, and I was the perfect person for the job if the client could have afforded me.”
More freedom than ever before
Kristen enjoys being able to work from home. And she especially likes her home office and the cool perks that come with it.
“My partner and I share an office at home, but now that he works in another city, I’ve got it all to myself. I get to use his whiz-bang gaming computer for all my freelancing work, and it’s really fast.”
And now she has the freedom to create a pleasant atmosphere where she enjoys working.
“I like playing music while I work, and I’ve got a massive window with lots of natural light and lots of airflow, which is really nice because I live in a really hot climate.”
Another great benefit is Kristen’s ability to create her own schedule.
“If I need to step away from my computer, I’ll grab my two dogs and go for a walk. And I have the ability to travel more than when I worked at a traditional job, which I really enjoy. My partner and I have gone to Bali twice in just this past year.”
And she gets to adjust her schedule whenever she wants, to maximize the time she spends with her partner.
“One of the things I really love about my freelancing schedule is that because my partner works out of town, I can schedule my work around him. If I know he’s coming home, I won’t schedule work, so we can spend it together.”