Recently, I tried to follow a rising star in the copywriting industry.
(I’ll explain what “tried” means in a second)
This copywriter is known… and endorsed by several A-list celebrities for his ability to write story-driven VSL for supplement companies.
As a storyteller myself, I was intrigued.
So…
I dug up his website…
Hopped on his newsletter…
And studied…
For a week…
…and stopped.
Why? Because I could never figure out “what’s the point of each email.”
The opening wasn’t grabbing.
The story dragged on too long.
The email tried to hit too many angles.
And he always requires me to “click a link” before sharing anything meaningful.
I would open the email, try to read it, and find myself dozing off before I could finish. Worst of all…
Even if I finished, I would get nothing out of that email (no insight, no “a-ha”, no entertainment) because I still need to click a link “to find out more.”
The reason I’m sharing this is NOT to bash this copywriter.
As I said, he is GOOD when it comes to VSL.
But…
VSL ≠ Email
The medium… and how you SELL in each medium… matters.
I’ve seen many A-list copywriters who are brilliant in crafting long-form sales letters… but struggle to string together an email that’s worth my time.
I’ve run into many top marketers who excel in selling info products in the biz-opp niche… but are clueless when it comes to selling physical products.
And there’s nothing wrong about this.
Think about it: if you found a tumor in your brain, and needed immediate surgery, would you seek the help of a dermatologist? Or a veterinarian?
Of course not.
You want a specialist.
You want a brain surgeon.
One with decades of experience.
And ideally… one who operates on humans. 😅
(For God’s sake, it’s your BRAIN we’re talking about.)
Same for marketing.
Recently, I’ve been seeing more and more gurus selling the idea of “full stack” copywriter as the new hot “gET rIch qUiCk” business opportunity.
And I find this silly.
You couldn’t even sit down, invest your time, and master ONE skill…
…and now you’re suddenly a “full stack” copywriter—a master in everything?!
Why the hell would any business owner believe this?
If it were that “easy,” a company wouldn’t need a CEO, logistics manager, head of customer support, accountant, and inventory manager.
They could just hire a team of “full stack” employees who can do anything… and are brilliant in EVERYTHING.
This would make it so much easier when one team member leaves…
…because you have a dozen that can cover his work immediately.
But that’s not how it works, right?
Instead, you search for the BEST talent for that ONE job.
Just like…
You hire me to run your email marketing program for you so that you don’t have to “think” about email marketing.
To your success,
– WYH
P.S. – I’m not saying a copywriter should always “stay in one lane.” You should absolutely expand your skill set so that you become irreplaceable to your clients.
However, this takes time and a process.
I started with email.
Then, when a client needed help…
I started helping them with their product descriptions, advertorial, and ads… GRADUALLY.
(I learn new skills by working in the trench… with brands I’m very familiar with… often with very little pay… to gain the experience… BEFORE I make any claims.)
I did not take on everything all at once.
I did not rush to expand beyond my “niche.”
(which is food & beverage e-commerce, btw)
P.P.S. – Also, when a client asks you, “Can you write XYZ?”
It is your job—as a copywriter and marketer—to help your clients make the RIGHT decision on whether or not they really need that piece of copy.
I would never “take on a job” just because it gives me quick cash.
I want to help my client “declutter” their strategies, allowing them to do less (but better), so that they have the resources to scale.