Interviews Thea Lawson

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Q1. Where are you from?

Northern California

Q2. How did you discover copywriting?

I checked The Copywriter’s Handbook by Robert W. Bly out from the library when I was in high school. The rest is history. …Just kidding. I checked out every writing book they had on the shelves over the years…and I read almost all of them. But not that one, unfortunately. Writing has always been a big part of my identity, since there are a bunch of writers in my family. So I started off in literary writing, which I read, wrote, and studied for many years before trying my hand at copy. I even took a year off after high school in order to read, write, and work at the library surrounded by books. My logic was that college MIGHT make me a good writer, whereas reading and writing a lot would definitely help. I wrote nearly every day for about 5 years. In 2012, I began my journey through the info product pipeline…from Sean Ogle to Derek Johanson to Ian Stanley to Ning Li. It was a quick jump from there to Stefan Georgi, Justin Goff, and Copy Accelerator in 2020. It’s all come full circle, since I myself teach copy now. This line of work feels like it’s tailor-made for me, and sometimes I feel so lucky I can hardly believe it’s real. Highly competitive emotional storytelling…AND people pay me for it? Am I dreaming? Yes! In the sense that this is my dream job, and I get to live it every single day.

Q3. What forms of copy do you write?

After over a decade as a professional writer, I’ve amassed a huge portfolio. I’ve written in every major niche repeatedly, and I’ve created dozens of different types of copy. Long form sales letters, emails, Facebook ads, YouTube scripts, upsells, landing pages, sales pages, website copy, product descriptions, articles, blog posts . . . you name it, and I’ve either written it, or written something very similar.

Q4. What are your favorite niches to write in?

This feels a bit like trying to choose a favorite child. Over the past year, I’ve had a blast writing health, survival, biz op, real estate, and ecom. I also love to write in “hobby niches,” like music and learning languages.

Q5. What is the #1 lesson you've learned as a copywriter?

If you want to be good at this, you can’t do it on your own with only a stack of info products for company. Get a coach. Join a mastermind. And build a community for yourself…which also helps those around you.

Q6. Who is your favorite copywriter & why?

This is a very difficult question. I’m going to go with Marcella Allison. Her emails feel like hugs from an old friend. In her many years of dedication to mentoring, she has done so much for me and countless others.

Q7. Do you have any recent wins to share?

I became an offer owner a few months ago. It’s so exciting to have a new stream of revenue from doing something I love: helping other copywriters.

Q8. What would you say to a prospective client who wants to hire you?

I’ll let my past clients answer this question. “Thea is great. That’s all there is to it. I hired her for a project at the end of last year and it was an A+ experience all around. She’s organized, creative, and easy to work with. She’s quick to respond to questions, she hit every deadline and I can’t wait to have another opportunity to work with her.” – Matthew Katz “Thea’s insight is phenomenal. If you have the opportunity to work with her I would absolutely encourage you to jump on it. Not only is she a talented, gifted copywriter, but she’s really gifted at being able to absorb what’s happening in a sales letter and to not just find where the problem is, but know what to do to fix it. I cannot recommend Thea strongly enough.” – Scott Mills “Copy chiefing for Thea was one of the easiest things ever. She is so thoughtful in the preparation and research of her copy. Needless to say, the project went exceptionally well. The client absolutely loved the copy. Thea did her work, she hit deadlines, and it was a very, very seamless process. So If you are thinking about hiring her, definitely do it. She is one of the most stand-up people in this space. You won’t be disappointed. ” – Austin Dixon (Steve Larsen’s OfferLab)

Q9. What is a good email address for prospective clients to contact you?

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