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Personal Branding for Copywriters

BY Chris Marlow

 

Companies, institutions and organizations are comprised of many individuals, therefore they must create a logo in order to attach a symbol with “meaning” to their companies.

 

However, freelancers are individuals and they create their reputations by their individual work. Their name becomes the “logo” or “symbol” which carriers meaning in their marketplace.

 

Think for a moment of all of the copywriting/direct marketing gurus you know (living and dead). They may own a company in the background, but it’s their name you know. Some may have a tagline or a particular positioning, but it is their name that they promote, and that you remember:

 

Bob Bly

 

Gary Bencivenga

 

Jim Rutz

 

Gary Halbert

 

Michael Masterson

 

John Caples

 

Rosser Reeves

 

Dan Kennedy

 

Joe Vitale

 

Claude Hopkins

 

David Ogilvy

 

John Carleton

 

Chris Marlow ?

 

If you indeed have a small or virtual agency where you partner with someone else, say a graphic designer, then you are a team and it makes sense to create a relevant corporate identity.

 

Be sure you’re willing to give up the years of name-recognition-building you’ll miss out on if you build a company brand.

 

If the company should dissolve, you will not have the power of your own name to sustain you during the transition.


Related learning materials:

The 2005 Freelance Copywriter Fee & Compensation Survey

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Michael Masterson's Accelerated Program for Six-Figure Copywriting

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