{"id":239090,"date":"2024-03-26T11:55:00","date_gmt":"2024-03-26T11:55:00","guid":{"rendered":"https:\/\/www.masculine.com\/?p=239090"},"modified":"2024-03-25T14:32:35","modified_gmt":"2024-03-25T14:32:35","slug":"becoming-a-copywriter-10-questions-for-selim-niederhoffer-copywriting-trainer","status":"publish","type":"post","link":"https:\/\/www.masculine.com\/money-career\/239090-becoming-a-copywriter-10-questions-for-selim-niederhoffer-copywriting-trainer\/","title":{"rendered":"Becoming a Copywriter: 10 Questions for S\u00e9lim Niederhoffer, Copywriting Trainer"},"content":{"rendered":"\n

Since 2020, becoming a copywriter is like “becoming a trader” or “becoming a yoga teacher”: it’s the fashionable career change. When we listen to our friends in career transition, they all want to write on the web… without really knowing what this copywriting career actually entails.<\/strong><\/p>\n\n

So we went to ask the question to the reference French copywriter, Sélim Niederhoffer. He is the author of the best-seller The Copywriting Guide<\/a><\/em> (over 13,000 copies sold), and he is also a copywriting trainer.<\/strong><\/p>\n\n

True to his refined habits, the former lifestyle blogger invited us for coffee at the iconic 5 star hotel in Lyon, the Intercontinental.<\/strong><\/p>\n\n

10 questions for Sélim Niederhoffer, copywriter and copywriting trainer<\/h2>\n\n

#1. Selim, you’re wearing too many hats. We knew you as a seduction coach, community manager for Patrick Bruel, a lifestyle blogger, and author, but since 2018, you’ve refocused all your activities on copywriting. Can you explain what you do today as a copywriter?<\/h3>\n\n

Sélim Niederhoffer:<\/strong> I’ve been earning my living by writing on the web since 2010. I was poorly paid at first, that’s why I accumulated jobs, worse than a senator! Initially, I was “just” a web writer, but I was quickly asked to learn copywriting to sell more.<\/p>\n\n

It opened up an entire universe for me, it allowed me to travel all over the world and continue working from wherever I wanted. At that time, we were all amazed and inspired by The 4-Hour Workweek<\/a><\/em> by Tim Ferriss, the bible for digital nomads<\/em>!<\/p>\n\n

I completed my first copywriting assignment for a “big-name client” in 2011. An agency commissioned me to write 6 tweets for Wilkinson razors. 800€. I was blown away. 140 characters x 6 = 800€? So, it was actually possible to make a living from writing, and be well paid for it?<\/strong><\/p>\n\n

I was already familiar with the advertising world, but all my CR (copywriter) friends were on permanent contracts. There were few freelance copywriters at the time. <\/p>\n\n

I had more and more clients, I increased my rates and one day, when you exceed the turnover limit as a self-entrepreneur, the State asks you to change your status because you earn too much.<\/p>\n\n

So in 2018, I created Magic Words to share all the copywriting techniques in French. I stopped working with Patrick Bruel in 2019, I quit Artdeseduire and I took a step back from the blog to bet everything on Magic Words. <\/p>\n\n

Afterwards, you know the rest: I wrote The Copywriting Guide<\/em> which came out at the right time, it became a bestseller, and allowed me to be even more credible for corporate copywriting training. <\/p>\n\n

Today, I write for clients that I love such as VELUX, Glassdoor, LinkedIn, I have worked for O2 Care Services, FNAC, Boss, Pokerstars, Motorola, Veuve-Clicquot… and local craftsmen, restaurateurs, marketing agencies, trainers.<\/p>\n\n

I don’t just sell copywriting courses: I continue to write for clients, it allows me to keep one foot in the field, so as not to be disconnected. <\/p>\n\n

#2. What exactly is the job of a copywriter? We hear a lot about it, but concretely? <\/h3>\n\n

A copywriter (CR in French, concepteur-rédacteur) is a professional in sales writing. You write sales texts. Web banners. Emails for your favorite men’s sweater brand. Linkedin posts for busy executives. Sales pages for sport coaches training programs. You create websites for your chocolatier, your pest controller, your locksmith, a restaurateur: the missions are varied because all businesses need text. <\/p>\n\n

Among the copywriters I have trained, some write for dealerships. Others for industrialists. Some, bilingual, help Swedish or German brands establish themselves in France. Among the copywriters I associate with, not many are luxury copywriters<\/a>. Probably because luxury primarily produces images, and not much text. But I have written for luxury eyeglass manufacturers, private jets, custom tailors, NFT sites. <\/p>\n\n

The goal of the copywriter is to get clicks<\/strong>. Getting clicks thanks to a marvelous article title, as enigmatic as “New Tiguan, it’s complicated”. When I read your article, I read everything to understand this “it’s complicated”! Well done, that’s copywriting, it attracts attention. <\/p>\n\n

Our ultimate goal: more clicks, more traffic, more sales. The shortest way is to write a good ad, moving, informative, clear, funny, memorable. Whether for YouTube, Facebook, a leaflet or an ad in a paper magazine, the goal is to move the customer. <\/p>\n\n

On a daily basis? When I write, I deliver Google Docs or Word files to my clients 😊.<\/p>\n\n

#3. Why become a copywriter? What motivates your clients?<\/h3>\n\n

There are 3 main motivations found in all my future copymasters (that’s what I call my clients who want to become copywriters!)<\/p>\n\n

You have those who want to work for themselves, who no longer fit in their job, who want to work with clients who match.<\/p>\n\n

Then, you have those who want to control their time. I have many moms who need to look after a sick child or parent. So they need to write from home. I also have two or three artists who prefer to live and work at night. And then controlling one’s time is also for some the opportunity to only work 3 or 4 days a week. <\/p>\n\n

Finally, you have those who want to be free to work anywhere in the world, without wearing a suit, without going to the office. Geographical freedom means that becoming a copywriter is now a possibility for many people<\/strong>. No need to live in Paris and work for a big advertising agency when the most beautiful companies are also hiring freelance copywriters on Malt or La Crème de la Crème. <\/p>\n\n

#4. Isn’t it a bit foolish to want to become a copywriter when Chatgpt is going to decimate marketing jobs? <\/h3>\n\n

Listen, it’s really been 18 months since Chatgpt came and shook up the profession of writers and copywriters. We’re still not sure what’s going to happen, we’re still waiting for the verdict from the referee, Google. <\/p>\n\n

If Google decides to penalize texts written by AI, then writers will always have their place (and you too, you save your job !)<\/p>\n\n

If Google gives the same value to content written by AI, then we will have to become AIwriters, copyprompters, promptwriters: we will need to find a name for this job of copywriter assisted by AI. <\/p>\n\n

Today, Chatgpt or TheChat can help a copywriter to make a plan, to develop arguments. You can ask it for a serious tone or a lighter one. You can ask it to rephrase sentences endlessly. <\/p>\n\n

But in the end, it’s your heart and your copywriting experience that makes the decision. When Chatgpt gives you 10 potential titles for an article, how will you choose the winner, the final title?<\/strong> <\/p>\n\n

At worst, if Chatgpt and the LLMs take everything in their stride, we’ll see each other again in 3 years. I will no longer be selling copywriting courses, but AI courses ! <\/p>\n\n

[Interlude: the waiter comes to offer us two more coffees. Which we gladly accept.] <\/p>\n\n\n

\"Meilleur<\/a><\/figure>\n\n\n

#5. The controversial question: Can everyone become a copywriter? <\/h3>\n\n

This is the promise of dream sellers. “Just write an email!”, “Write as you speak!” But what a nightmare… I wasn’t the best in French. I had a poor 11 in the French baccalaureate. But being a copywriter, it means writing correctly, in a readable, clear, argumentative, concise way.<\/p>\n\n

It requires a minimum of general knowledge and mastery of spelling, grammar.<\/p>\n\n

I know that today there are extensions for correction, SaaS like Antidote or MerciApp or LanguageTool, but nothing discredits a seller more than a website or an email riddled with errors.<\/p>\n\n

So I would tell you that no, becoming a copywriter isn’t for everyone.<\/p>\n\n

You must love to read, a lot. You must love solitude. You must have a strong back, because you are in front of your computer all day. You must keep up with the latest marketing trends. You must love to sell.<\/p>\n\n

The paradoxical thing is that most people who come to writing are introverts, if not shy<\/strong>. They know how to write perfectly, but as soon as it comes to selling, there’s no one left.<\/p>\n\n

My role as a copywriting trainer is to teach them the job, and to teach them how to sell themselves. <\/p>\n\n

Afterwards, I have former caregivers, those disappointed by the National Education, the administration, former military personnel, young consultants, former salespeople. It’s rarely a first job. <\/p>\n\n

#6. How much does a beginner copywriter earn?<\/h3>\n\n

It varies. It’s as if you were asking me “how much does a footballer earn”? You have Mbappé, and then you have OL. Oh, I’m just joking, it’s fine. You understand the concept. The head of the class sweeps the pot. Talented copywriters know how to both work hard and sell themselves: for them, it can quickly become a jackpot.<\/p>\n\n

When you start, you sell yourself for 150, 250, 350€ per day. Then you gradually increase your rates. When you look at the figures on Google, you see some results that tell you between 28 and 50K\/year<\/strong>.<\/p>\n\n

From single to double, it’s huge and it’s normal. The best will work harder, train more, read more books, study more sales pages, write more for themselves and their customers. You have a learning and experience curve that can be fast.<\/p>\n\n

And you have those who are going to work just two hours a day, and complain about earning only 1200€\/month. <\/p>\n\n

There is no one answer. I can just tell you that the copywriters who choose my copywriting courses sign on average a client within 2 months. <\/p>\n\n

#7. What are the free ways to learn copywriting?<\/h3>\n\n

You’re taking advantage… You want my ruin! Come on, for Masculin, I tell you.<\/p>\n\n

If you’re making a career change to become a copywriter, online, there’s so much content that you can learn a lot. Almost everything, by yourself. Already, I’ve uploaded dozens of free videos on YouTube, on the Les Mots Magiques channel<\/a>.<\/p>\n\n

Then, to learn the basics of copywriting: click on an ad, and analyze the sales page. Do this ten times a day. <\/p>\n\n

The best exercise is to hand-copy sales pages. But good ones! Not just any!<\/p>\n\n

The best way to learn copywriting is to practice, over and over again<\/strong>. And read the best books on copywriting.<\/a> OK, it’s not free, but 20 bucks for a book, for your future, you should be able to put them up. <\/p>\n\n

#8. Speaking of books… What are for you the best books on copywriting?<\/h3>\n\n

I always come back to the classics.<\/p>\n\n

David Ogilvy, On advertising<\/em>. And Robert Cialdini, Influence and Manipulation. And even though it’s a bit dated, I recommend Joseph Sugarman’s book, The Adweek Copywriting Handbook<\/em>. <\/p>\n\n

More recently, you have had System 1, System 2<\/em> by Daniel Kahneman, or all of Daniel Pink’s books, notably The Truth About What Motivates Us<\/em>.<\/p>\n\n

If you read in English, the hottest business coach right now in the States is Alex Hormozi; read his two books, available in French!<\/p>\n\n

#9. There are many people in the copywriting training market. Why should they choose you? <\/h3>\n\n

Do you remember Fogiel’s show, “We Can’t Please Everyone”? In the market, there are coaches for every taste, and copywriting trainers for every taste. <\/p>\n\n

I may not be the most academically accomplished (some have graduated from HEC). I may not be the most polarizing (some are very vindictive). I’ve simply worked hard to offer the best copywriting training in French<\/strong>.<\/p>\n\n

It’s called Protocol 10X10. It lasts for 10 weeks. Every day for 10 weeks, the client receives an email to read, which takes 10 minutes. Then they do an exercise to progress.<\/p>\n\n\n

\"Devenir<\/a><\/figure>\n\n\n

There are 3 major strengths, I would say, if I compare it to the others.<\/strong><\/p>\n\n

First advantage:<\/strong> there is no coach on the market with my copywriting experience. Try finding a trainer with my background and clients. Impossible. I am there for my clients, but above all, I correct their texts. I correct their exercises. This allows them to know what their real level is. At the end of the 10X10 Protocol, my apprentice copywriters have real texts to show to their future clients. They can prove that they know how to do the job.<\/p>\n\n

Second advantage:<\/strong> it’s fast. 10 weeks to learn a skill that will serve you for a lifetime? Knowing that most of my clients find their first customers in less than 3 months?<\/p>\n\n

Last advantage:<\/strong> 10X10 Protocol is 4 times cheaper than my elite training, Becoming a 5-star Copywriter, at 4800€. Here, I am offering this training at an affordable price, 1200€, payable in 4 installments. <\/p>\n\n

#10. If you had advice for someone who wants to start in copywriting, who wants to become a copywriter but doesn’t dare to start.<\/h3>\n\n

Taking the time is important. Don’t go see your boss tomorrow to ask for a mutual termination. Becoming a copywriter is a project that takes time to mature. It’s not done on a whim. <\/p>\n\n

Ask yourself the right questions : <\/p>\n\n\n