Diving into the world of eCommerce and marketing a product on the internet can be quite a challenge, with intense competition around every corner. However, the secret to standing tall in this cutthroat environment lies in mastering the art of excellent sales copywriting and captivating blogging. Today, we’re picking the brain of accomplished copywriter, Austen Wageman. Austen defied conventional norms and found his calling in copywriting through hands-on experience with freelance projects instead of attending a 4-year university. His journey is a testament to the unconventional paths that can lead to success in copywriting and the ever-evolving eCommerce industry.
When it comes to succeeding in the eCommerce space, good copywriting is essential. Whether you’re selling products online or just working on your website’s content, understanding how to write effectively for the web is key. That’s where Austen Wageman comes in.
An experienced copywriter, Austen has contributed to major brands like MAPerformance, Universal Music Group, and CoSchedule. He knows what it takes to create compelling content that engages consumers and encourages them to take action. In this interview, he shares his tips and advice for anyone looking to pursue a career in eCommerce writing.
How did you get started with copywriting?
While most of my buddies were busy skipping college classes, I was watching entrepreneur videos on YouTube and dreaming. I was “that kid” who rang doorbells and made money by shoveling snow, walking dogs and fundraising for many different projects as a kid. I’ve always been entrepreneurial-minded. I caught onto Alex Becker, who taught SEO (Search Engine Marketing) on YouTube. SEO completely blew my mind when I first discovered it. I had a family member who wrote a book. So I figured, why not put this thing to the test? I dove in headfirst, working on her website and product descriptions. It absolutely made a difference. We started seeing book sales come in. The next thing I know, I’m landing an internship at an ad agency, which then opened the doors to an internship with Michael Quinn. I then started selling my skills on Fiverr, cranking out blog posts, web page copy, email marketing projects, and social media content for clients like a madman. Which led to a full-time 9-5 copywriting job.
What was the transition from ‘freelancer’ to your first full-time gig like for you?
I was hired by a local SaaS company. I was a mix of excitement and uncertainty, not fully aware of any kind of potential – I felt like I was brand new to writing. I was juggling freelance projects and contemplating leaving my hometown at the same time, and I couldn’t shake the feeling of being stuck. That led to my performance not being up to par. The initial stages of a copywriting career are riddled with growth, both professionally and personally; it’s a wild ride where you’re bombarded with a myriad of projects, each demanding you to switch on different psychological angles for capturing different leads and personas. The juggling act between managing time, mental health, and the creative flow is crucial and, if not balanced well, leads to burnout. It’s a world where the only constant is change.
How do you deal with copywriting burnout?
One of the best pieces of advice I can give is to find yourself a mentor. This mentor should be someone with some solid experience. It’s helpful if this person is inside your organization, but often it’s better to have an external mentor who stands apart from the work you do day-to-day. It’s also important to make sure that you read current books on copywriting (like The Copywriter’s Handbook by Robert W. Bly) and watch relevant copywriting techniques and psychology videos on YouTube. Make sure that you stay up-to-date with all the latest tools and techniques, including SEO tools and AI-powered copywriting tools. Finally, be like a sponge and soak up every piece of information and constructive criticism you get, absorbing as much knowledge as possible.”
How did you springboard off of your first full-time experience?
When I got let go from my first writing job, I contemplated finding another career. Not only did I need to pick up the pieces and start over, but I had to do it with a spatula in my hand – literally. I got a job at Domino’s flipping pizzas while building up my freelance clientele again. What followed was a kind of roller coaster experience that put me face-to-face with just about every industry imaginable. I fell in love with copywriting again. I did some work for a SaaS printing business, two contracting companies, a successful aerospace company, the music industry, and most recently an eCommerce copywriting gig.
We did some research. Your articles with MAPerformance are some of the most popular in the aftermarket automotive industry. Can you talk about those?
You have to do a ton of work before you digitally put pen to paper. From keyword research, competitor analysis, and deciding what products you want to promote, it’s really all a team effort. It’s all collaboration. It’s been close to two years since I became full-time with MAPerformance and it’s been a solid experience so far. The team I work with, management (one of the best team managers I’ve ever had), and the organization as a whole give me all the tools I need to succeed. My team members are some of the most passionate people I’ve ever met – no matter how difficult the task, they never shy away from getting it done. And that ambition for completing tasks without compromising on quality is incredible. But what really stands out is everyone’s willingness to collaborate which has not only made our workflow smoother but also brought us closer as a team. This kind of environment definitely makes coming to work each day (remotely) worth the effort. We’re the authority in automotive performance, and it’s all because of our teamwork.
So top copywriters lean on teamwork?
Right on. You need to be a self-starter and have an entrepreneurial mind, but I would never take full credit. Even when that content has my name in the byline. To this day, even all my freelance projects get approved by my mentors and my editing friends before getting published. It’s a superstitious guideline I put on myself.
Is copywriting a good career?
Copywriting is a great career. It’s not for everyone and it takes a lot of creativity and research to do the job right. But it’s great if you’re up for it. I think the job market for copywriting is expected to grow by 7% to 8% over the next few years. It has a great trajectory with a remote lifestyle and you can get promoted quickly if you’re good at what you do.
Austen Wageman works full-time as an eCommerce Copywriter for MAPerformance, has an artist management agency, and works on freelance projects in his spare time. He enjoys spending time with his family, traveling, and attending concerts.
