How 2024 Changed Me as a Copywriter (and Why I’m Grateful)

2024 didn’t just shake me—it dismantled me, one uncomfortable lesson at a time. But before you scroll past, let me ask:

Have you ever had a year that felt like a chaotic draft of your life—written by someone who had no idea how the story should end? One moment, you’re cruising; the next, you’re wondering if the wheels were ever on the car.

That was my 2024.

But instead of spiraling, I found something far more valuable than stability: clarity.

The Year I Stopped Trying to Be Impressive

For years, I treated copywriting like a magic show—distracting people with flashy tricks and hoping they wouldn’t notice the cracks in the foundation. And hey, it worked… until it didn’t.

This year, I learned a lesson that every marketer secretly fears: Clever copy doesn’t convert.

People don’t want a show. They want connection.

It took a near-burnout and a flopped campaign for me to realize my audience didn’t care how impressive I sounded. They cared if I was speaking their language.

That’s when I embraced the Three C’s of Magnetic Copy:

1. Connection: Write like you’re speaking to one person—not a faceless crowd.
2. Clarity: Kill the fluff. Deliver the message.
3. Conviction: Believe so deeply in your words that others feel it, too.

When I stopped trying to impress, something incredible happened: my copy stopped trying altogether—and started working.

The Hard Truth I Didn’t Want to Hear

Midyear, I met a client who didn’t hold back. During our first call, they said something that hit me like a brick:

“Your copy is fine. But it doesn’t make me feel anything.”

Let that sink in for a second. Fine. The word every creative secretly dreads.

But they were right. My words were polished but hollow. I was too focused on being “good” to be real.

So, I went back to the basics of storytelling—the messy, human kind. I stopped writing about my wins and started sharing my wounds.

Like the time I flubbed a pitch so badly the client disappeared faster than a free donut at a staff meeting. Or the project I was convinced would be a slam dunk… only to watch it sink like a rock.

And you know what? Those stories connected in ways polished ones never could.

Turns out, vulnerability isn’t just relatable—it’s magnetic.

Simplicity: The Ultimate Power Move

Here’s a crazy idea: most copywriters overthink themselves into irrelevance. We dress up our ideas with jargon, gimmicks, and frameworks to sound smarter. But complexity doesn’t impress—it confuses.

Simplicity is the real power move.

This year, my highest-performing campaign had a headline that was just five words. No tricks. No metaphors. Just a clear promise of value.

It worked because it wasn’t about me. It was about them.

Why I’m Grateful for 2024

Because it knocked me down. And in doing so, it forced me to rebuild—not just my skills, but my perspective.

Copywriting isn’t about writing. It’s about listening. It’s about the person who needs to hear exactly what you have to say, delivered in a way that feels like it was written just for them.

So, if you’re feeling unseen, unheard, or uncertain, let me remind you: someone is paying attention. But they’ll only listen if you stop shouting and start speaking their language.

Your Turn

2024 tested me, but it also transformed me. Now, I want to hear from you.

What’s the biggest lesson you’ve learned this year—professionally or personally—that changed the way you approach life or work?

Share it in the comments. Let’s spark some inspiration.

PS: If this post resonated, do me a favor: hit the like button, share it with someone who needs to hear it, or drop your own hard-earned lesson below. You never know who you might inspire.