Making Room for Transformation

“You miss 100 percent of the shots you never take.”
— Wayne Gretzky

I just recently attended the B2B Copywriting Intensive in beautiful but terribly hot Denver, Colorado. And, there was an uncomfortable hidden expectation underlying the event that you might not like.

Let me tell you a story.

I joined AWAI a while back when I was a marketing manager because I wanted to hone my copywriting skills.

When you’re a marketing manager, you don’t really have time to become an expert at any one skill. You’re always going to be a jack-of-all-trades because you’re pulled in too many directions.

And often your employer isn’t really interested in expertise if you’re good enough.

I was a good enough writer. But I wanted to be a great writer.

So I bought my first AWAI program, worked through it, learned a lot.

And began to think, abstractly, about the writer’s life.

Then I bought another program. And another. And another. This went on for TWO YEARS.

Finally, after much soul-searching, angst, and excuses, I left my cushy corporate job to pursue the writer’s life.

I love it. It’s a transformative experience. I’m finding that my true self, my best self, is coming out after years of being hidden by corporate camouflage.

But I had to commit to transformation by making room for transformation.

B2B expert Steve Slaunwhite made that point at the intensive. You probably know something about Steve. He’s been an AWAI authority for many years. One of the best-known, most successful B2B copywriters out there, he’s written many successful B2B programs for AWAI.

I know. Two years ago I bought a couple of his programs. They’re good.

He kicked off the B2B Intensive with “12 Habits of Highly Successful Copywriters.” (If you want to learn more about his suggestions and the power of habits, please read my article here.)

From years of interviewing successful copywriters, Steve’s been able to distill down fundamental truths about being a copywriter.

Here’s one of the most basic. “You have to find room to start.”

It’s easy to make excuses because life gets in the way. Work is demanding. The kids need attention. The yard needs mowing. The couch needs sleeping on. The push pins have to be organized.

To change, you have to sacrifice old, comfortable habits and replace them with new, uncomfortable habits.

Change, by its very nature, is uncomfortable. I’m reminded of this because nine years of long corporate hours left me flabby and easily winded, so I’m getting to the gym four days a week.

Initially, I hated going to the gym. It’s hard. I perspire. My legs hurt. When I started, I’d rather be doing anything else.

But I’m getting fitter. My resting pulse rate is decreasing. I don’t gasp when I climb lots of stairs.

So the process is working. I’m getting results. Exercise is becoming a habit.

But I had to sacrifice something for it. In my case, I sacrifice sleep. I get up an hour earlier to find time to exercise.

But finding room for exercise is pretty straightforward. I carve out an hour, go to the gym, work hard, perspire, and results are starting to come.

Copywriting is more complicated and the complexity offers lots of room for excuses.

It’s natural to feel like you don’t know what you’re doing. For example, you don’t know how to write case studies. You don’t know how to find new customers. You don’t know how to manage your business. You don’t know how to build your website.

The first step seems to be covered with obstacles. But to be a copywriter, you have to step over the obstacles.

That’s why we ‘student’ copywriters attended this Intensive. We’ve learned how to overcome obstacles, practiced how to overcome obstacles, and built our confidence so we CAN overcome obstacles.

But there was an implicit expectation there. Underlying the event was the expectation that people will go home and START BEING COPYWRITERS.

And that expectation can be uncomfortable.

Odds are good, some attendees won’t become copywriters immediately. Old, comfortable habits will get in the way.

And a lot of people will struggle with becoming copywriters because they lack a fundamental reason to change.

I decided to exercise because my doctor told me that if I didn’t, I wouldn’t be around for my kids. Now THAT is a fundamental reason to change.

And I wanted to be a great writer and experience the writer’s life, so I’m making room for transformation in my career, too.

If you’re seriously ready to make a fundamental change, I want to tell you about an opportunity that will give you the very best foundation. The 2012 B2B Copywriting Intensive Home Study Program provides you with information about the top B2B copywriting opportunities, plus strategies to land B2B clients.

And, right now, you can get access to all the information and transformative tips you need for a discount of $800 off the regular price of the 2012 B2B Copywriting Intensive Home Study Program. That’s a pretty steep discount for a program that is already worth every penny.

So go ahead — make room for transformation in your writing career. Start now, and arm yourself with an arsenal of the most comprehensive, effective tips for B2B copywriting available. Click here for details.

What’s your fundamental reason to change? Are you going to change? Are you going to grab the tools that can help you transform faster than you thought possible? Let me know by leaving a comment below.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

Click to Rate:
No ratings yet
Published: July 10, 2012

5 Responses to “Making Room for Transformation”

  1. There are no obstacles, friend, obstacles are just a state of mind.

    If you will it, there are no obstacles.

    Rather, there is only the learning experience.

    Academics refer to it as "experiential learning."

    You learn by doing and you learn on the job.

    If you make mistakes, that's great. That only shows your desire for learning.

    If you fall down, dust yourself off and get back in the saddle again.

    Obstacles exist because we think they exist. If we don't, obstacles cease to exist.

    Plain and simple.

    Archan Mehta

  2. Hey Brian - great letter. I'm ready for transformation. "The journey of 1,000 miles begins with one step" (or something like that). I'm starting small and do-able, so I can see my progress and keep on going. Like you, physical exercise is part of that (I can feel :) and see the impact, physically). And though I'm working a stressful job (big motivator for me, re copywriting), I'm also giving up some sleep/relaxation time daily, to do something related to copywriting. It all adds up. I like what Archan Mehta said: no obstacles. Only opportunities to grow, and THAT'S transformational, if you ask me. Thanks for an inspiring read.

    deb sv

  3. Fundamental reason for change?
    Brian I have jumped off the deep end in that regard. I am changing my life completely, closing my business and moving with my family to Belize. The writer's life will be my way. Copy writing and in particular B2B, will be my means of survival for myself and family. I need no more motivation but yet I am still in ways petrified. I have already taken your advice and replaced old comfortable habits with new uncomfortable ones. Getting up an hour earlier too but to write.


  4. This is all very inspiring and encouraging, and I thank you.
    Yes, I think if we really need to do something, we make the time for it. In my case, I have started too many things for me to embark on yet another journey until I finish at least half of what I have undertaken.

    Guest (Amyna)

  5. hmm..Hi Brian, This was nicely said. We've all read about not making excuses or procrastinating. Saying it in the context of understanding that it's a whole tranformation and that we must interactively and intentionally do a "drop & add" process to make it happen is well done! If I had $500, I would get the course. (This is not an excuse -I'm a retiree on fixed income; I've been through bankruptcy, so both conventional and family sources are closed to me - for good reason!) I am still trying to take steps on my own to become a freelance copywriter. Why? I'm trying to combine my need for $$, with a lifestyle that will allow me to spend maximum time with my Mom (who's a wonderful, healthy, and vibrant 84) and my great-nieces who are 7 and 10, and to use my writing skills. I always wanted to write. Though I worked in accounting, I was always the "go to" person for reports, training documents, proposals, etc. Thanks for your article and best luck to you.


Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)

This name will appear next to your comment.

Your email is required but will not be displayed.

Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters

Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)