EDITOR’S NOTE:

Eden Bidani is a wonderful copywriter and content creator. 

Her agency, Green Light Copy, helps SaaS, tech, and DTC brands grow. 

In this 431-word micro-interview, she shares: 

• One of the most important — and underrated — things a copywriter can do… 

• A crucial factor to the success of any copywriting project… 

• An incredibly fast way to learn how to write ads… 

And more… 

Enjoy!

Thank you, Eden.

Let’s get started. 

1) “What’s your work routine?”

Mornings are pretty busy (we have a blessedly large family) but I'm usually at my desk by 9:00. Any high-focus, deep-thinking client work is done in sprints of 1-2 hours with a few minutes break in between until 2:00. 

Then it's answering emails, general admin, and mentoring/client calls until 4:00-ish.

2) “What do you know about your work now that you wish you’d known when you first started?”

That asking clients questions is not a sign of weakness. Way back when I first started I thought asking too many questions would "bother" the client and make them think I wasn't professional enough.

Turns out, it's the polar opposite. Asking enough of the right kind of questions is crucial to the success of any project. And clients love it when you ask serious questions, because it shows them you're doing your best to make the end result perfect.

3) “What did your biggest professional failure teach you?”

What doesn't break you, makes you stronger. With my second ever client I remember thinking, "This is a disaster. I'll never write copy again." That second client was 4 years ago. Just keep learning, keep growing, and keep pushing forward step by step and you'll get where you want to go.

4) “What’s the #1 thing that has helped you shorten your craft’s learning curve?”

This isn't a true shortcut but I'd say working with agencies. Especially ones that do a lot of copy testing. My third-ever client was a performance marketing agency and everything I wrote got ripped apart by the media buyers, sliced and diced with creatives into infinite combinations for testing.

It's seriously the fastest way to get really, really good at copy because you have to write so much of it (and write it well — on autopilot).

5) “What book has helped you the most over your career?”

“The Adweek Copywriting Handbook” by Joseph Sugarman. 

Even though it's written primarily for print advertorials and long-form ads, the underlying principles still apply.

6) “And your parting piece of advice?”

Network! Network with mentors. Network with industry leaders. Network with other copywriters. It's ridiculously underrated.

A lot of writers like to "hide" behind their laptops or online, but building strong networks mean you'll always have someone to turn to when you need guidance, you'll have a pool of potential clients on standby who you can reach out to if you need work, and you have the support of fellow writers going through the exact same things you are. Spend 5-10 minutes every day strengthening your networks because they're literally priceless.