Lisa Cropman from The Word Nest
Who are you Lisa Cropman?
As a copywriter and editor, I help businesses and authors by translating jumbled thoughts into powerful messages.
What did you do before you became a copywriter?
After studying English and Media at uni, I worked at the London advertising agency J. Walter Thompson before joining the publicity department of Penguin Books.
Over the next few years I hopped around from publisher to publisher, ending up as Non-Fiction Marketing Manager at Pan Macmillan – a role I absolutely loved that set me up with the skills I use today.
How long have you been copywriting?
Copywriting was always part of my role. But I launched The Word Nest and my freelance copywriting career nine years ago.
What has been your biggest copywriting career win?
Apart from finding Kate Toon (which has definitely been my biggest win to date), I’d say getting hired by American mega-coaches Jeff Slayter and Kane Minkus of ‘Industry Rockstar’, who were sharing the stage with people like Branson, Robbins, and Demartini at the time.
I cut my teeth writing their direct response emails, ebooks, press releases, media kits, etc.
And because they were business coaches, they had an endless stream of clients needing copywriting so they referred new business to me for years.
I still don’t know how I scored that job, but I’ve always been thankful for it because it gave me the confidence and pipeline I needed in the early days.
What was your worst copywriting career fail?
Luckily I’ve only had one job that was a complete fail and my gut told me I should have run away from at the start.
It was for a client in an industry way out of my comfort zone and a brief where I had to add new copy to an existing site that was written in a style that can best be described as ‘distinctive’.
It was painful from start to finish, and I walked away without payment but with a stronger sense of when I need to say, “No”.
What is your number one fave copywriting tools?
wordhippo.com
What was your worst copywriting career fail?
Even after nine years, I do struggle with self-doubt – especially when I send off first drafts.
To combat this, I look at all the websites I’ve written and the books I’ve edited, my repeat clients, and referrals.
A lot of lovely people have said a lot of lovely things about my work, so I have to trust that they can’t all be wrong.
What work-life balance/ mental health tips do you have?
A couple of years ago I edited a book called ‘Self-Care Isn’t Selfish’ and truly, it was a light bulb moment. I’d been neglecting myself, and guilt was a big part of the problem.
Working on that book prompted me to hire a cleaner, sign up for a dance class, and start meditating. And I can honestly say these have all contributed to better physical and mental health.
So my tips are to ask for help wherever you need it, move your body, and attend to your thoughts on a daily basis.
Whatever self-care means for you, it’s really important to know it’s not selfish – it’s essential.
What tip would you pass onto any newbie copywriters?
Apart from the ones I mentioned earlier, I’d say research. But know when it’s time to stop researching and start writing.
I tend to over-research because I want to be all over everything. But I remind myself that time is money, and clients can usually fill in information gaps quicker than I can.
What’s next for you?
I’d like to be braver when it comes to marketing myself, develop a stronger brand identity, and focus on ‘people and planet-friendly’ brands.
I don’t have aspirations to conquer the world, but I do like using my words to help build a better one.
Why do you love TCCS?
I’ve felt isolated at times doing the freelancing thing, and this community has saved me from myself.
It’s given me a place to ask questions, help others, celebrate, moan, laugh, and cry.
The banter, learning, and support keep me motivated in my business, and I’ve met some really gorgeous and inspiring people.
I feel very lucky to be a part of it.
