Why did you choose a career in copywriting, and how did you get into it?

I didn’t choose a career as a copywriter, it was more something I fell into naturally. I’d always been good at writing, but I fell out of love with English in a big way at A’ Level.

For my university degree, I studied design management and this led to several graphic design and marketing jobs. But, as a designer, I was a constant disappointment to myself. I had the most amazing ideas in my head, but could never execute them on the screen.

Wherever I was working, when my employers found out I was good with words, they started asking me to write. I found myself working on press releases, training materials, newsletters and website copy. And I realised I was enjoying the writing just as much as the design.

My copywriting career officially began in 2005, when I applied for the position of conceptual copywriter for a workplace poster company — and that was my springboard. From there, I learned everything I now offer now as a freelancer.

What work are you most proud of?

I was particularly proud of the work I did as a conceptual copywriter at the poster company. It was creative, visual and I got to see my ideas brought to life by a talented design team.

It was worthwhile, too, especially the health and safety posters. Knowing we were highlighting issues that could potentially save lives made it feel all the more valuable and rewarding.

What piece of copy do you wish you’d written?

Anything for Dead Happy. Any brand that can make life insurance interesting, readable, and humorous is a winner in my book and their copy appeals to my dark sense of humour.

What do you do if you hit a bit of writer’s block?

Step away from the computer and go and do something else. One of the perks of being a freelancer is not being chained to your desk and I like to take advantage of that.

I can’t force myself to be creative and my best ideas always come when I’m doing other things, so I’ll usually go outside with the dogs and get some fresh air.

What are your favourite and least favourite writing-related tasks?

My favourite task is editing and refining the message, because, for me, that’s when the project really starts to come together and take shape.

Least favourite would have to be implementing changes I’ve advised strongly against, but the client has insisted on. Knowingly downgrading your own work is never fun.

Any copywriting pet hates?

Too many. But the main one is copy that’s written for the company and not for their audience. Because you know that kind of copy is a missed opportunity and is never going to work.

What’s the best piece of career advice you’ve been given?

Value your own time. Don’t give it away for free. And don’t waste it doing things you know you’ll do slowly and badly when someone else could do it faster and better.

What advice would you give to people starting out on a copywriting career?

Start a blog, because it will help you in all kinds of ways. It will give you an online presence, demonstrate your knowledge and expertise, be a valuable resource for potential clients and showcase your research and writing skills.

Why do you find ProCopywriters membership useful?

It’s a fantastic community where you can meet other copywriters and where copywriters can share their wisdom and experiences with each other. And you get a nifty badge for your website that gives you some extra copywriting kudos!

Where can people find out more about you?

You can find me on my website: https://www.jennylucascopywriting.co.uk/

On my blog: https://www.jennylucascopywriting.co.uk/blog/

And on LinkedIn, where I try to post Monday to Thursday: https://www.linkedin.com/in/jenny-lucas-copywriter/