Summary
Feeling overwhelmed by all the things you're "supposed" to be good at? Here's why doing less (on purpose) might be the smartest move you make in your copywriting career.
Does it feel like all the copywriters you look at are trying to be the same thing nowadays?
They all list the same skills: email sequences, landing pages, paid ads, SEO copy, UX writing, SMS campaigns, sales pages, case studies, and social media content.
Basically... everything.
The goal? To be "well-rounded."
But let’s be real: well-rounded is another word for average.
And average doesn't get you hired.
Average doesn't get you remembered.
Average definitely doesn't get you paid what you're worth.
The Noise Never Stops
We live in a world obsessed with more.
More tools.
More channels.
More strategies.
More skills.
AI platforms promise to revolutionize your workflow. New social channels demand your attention. Marketing gurus sell you the "next big thing" every other Tuesday.
If you're not careful, you'll spend your entire career reacting to the noise instead of building something that matters.
(Read that again)
I see it everywhere:
Brands trying to be on every platform instead of mastering one
Copywriters trying to collect skills like Pokemon cards
Marketers chasing trends instead of fundamentals
And you know what happens?
Nothing exceptional.
Just a lot of mediocre… <gestures> everywhere.
The Jiro Principle (Again)
Remember Jiro from my mini-course? The sushi master who spent decades perfecting one thing?
Jiro's not famous because he can cook Italian, Mexican, and French cuisine. He's famous because he makes the best sushi in the world. Period.
That focus didn't limit him.
It liberated him.
When you try to be everything to everyone, you become nothing to anyone.
But when you pick your lane and own it completely? That's when the magic happens.
What the Best Actually Do
The copywriters who command the highest rates aren't the most versatile. They're the most focused.
They don't write "copy." They write email sequences that turn subscribers into customers. Or landing pages that convert at 15%. Or ads that scale profitably for months.
They've said no to everything else so they could say yes to their thing.
Same goes for brands that last. Apple doesn't make everything. They make a few things exceptionally well (er, or did). Patagonia doesn't sell to everyone. They serve outdoor enthusiasts better than anyone else.
Focus isn't limiting.
It's the path to mastery.
The Real Question
So here's what I want you to ask yourself:
What do you actually want to be great at?
Not good at. Not competent at. Great at.
What's the work that lights you up? What's the skill you'd happily refine for the next decade? What's the thing you want to be known for when someone mentions your name?
That's your lane.
Everything else? It's just noise.
Pick Your Thing
Look, I get it. FOMO is real. There's always another skill to learn, another trend to chase, another "must-have" capability (AI anybody?).
But mastery doesn't come from dabbling. It comes from deliberate practice. From saying no to the shiny objects. From choosing your craft and committing to it completely.
You don't need to do everything.
You just need to do a few things.
And do them better than anyone else.
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