What are your preferred pronouns?

He/him

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Where's your hometown? 

Vancouver, British Columbia

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In as few words as possible, how would you describe what you do? 

I help people build their creative craft and confidence. Sometimes those people work for companies. Sometimes those people work for themselves. Sometimes those people are me.

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How did you get into copywriting? 

I had to get lost first. Nothing was sticking. After a handful of dead-ends, I enrolled in radio broadcasting to be a sports guy. In that program, there was a course on copywriting for radio. It was the first time I’d even heard of copywriting and it was also the first time at any level of education where I loved being in a classroom. And the first time at any level of education where I felt seen by a teacher. His name was Wayne Kean. And he was a beauty. Bless the good ones!

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When you're not writing, what are you up to? 

I have a 3-year old and a 7-year old, so I'm mostly doing Dad stuff. And I do a lot of dishes. An insane amount of dishes. Both by hand and dishwasher. I would be way further ahead in life if it wasn't for all the dishes.

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What (or who) are your go-to’s for inspiration or trends that influence your writing?

I'm most inspired when I'm feeding my brain things that have nothing to do with creativity or writing. And in terms of people, I'm most inspired by anyone using their creative superpowers to create for themselves.

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How would you describe your approach to writing?

“Say it straight, then say it great.” Luke Sullivan, Hey, Whipple, Squeeze This

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Humor features pretty prominently in your writing style. What is your advice for combining comedy and copywriting?

I was brought up in a home where humor might have been our highest value. We didn't have a lot, but we laughed a lot. In terms of advice, I'd say put your SELF into your work. Create the type of work you enjoy. For me, it's almost always funny, even if it's just adding a little smile. And if all your current clients are super dry and boring, start showing your true colors on social. Try LinkedIn. You'll stand out in a sea of serious. If you're funny, prove it and the right clients will start to magically appear.

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What has been the biggest risk you’ve taken in your career? How did it work out?

So many come to mind. Quitting my job as a forklift driver to go to ad school. Walking away from a growing career in advertising to freelance. Pressing publish on my first LinkedIn post. Pressing publish on my first book. Pressing publish on my first online course. Saying no to freelance work as I work on my next course. It's all been so terrifying. 

But how is it working out? Well, I'm learning that every time I face these fears, I grow and get a little closer to the person I want to be and the life I want to live. 

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Where do you think copywriting as an industry is headed? Any predictions or forecasts?

I think AI will learn to become more human. And I think humans will learn to become more robotic. And I think both are positive.

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Your book talks a lot about building confidence in the creative process. What is your go-to strategy for overcoming self-doubt? 

Confronting it. I've named my inner critic. His name is Alan. He's a scared 6-year old (half-caveboy) who still makes wee-wee in his pants. When he pipes up with his insults, I say, "Hi, Alan." And he goes back under his pee-stained bed sheets.

Our inner critic feels so great and powerful but when you confront it, kinda like Dorothy did with the wizard in The Wizard of Oz, you get to see behind the curtain. In the film you see that the "great and powerful Oz" was really just a scared, frail old man yelling into a megaphone.

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What is the one skill beyond good writing that you think makes the biggest difference in your work?

My focus is on being a good communicator, not a good writer.

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What piece of advice would you give young creatives and copywriters just starting out?

Two things:
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1. A career is long. Make time to deliberately work on your craft. Over time, I'm talking years, you will be a master.

2. See this entire career as preparing you for your next career. One day, you may want to create something for yourself. Plant this seed early and bury it. Treat this experience as continuing education. Here is where you make all the mistakes, ask all the dumb questions, reach out to out-of-reach mentors. Use the career. Use the companies you work for. Take advantage. If you never start your own thing, this approach will help you grow and take some of the pressure off. And you'll be wildly successful. And if you do ever start your own thing, this approach will help you grow and take some of the pressure off. And you'll be wildly successful.

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What do you wish more people knew about copywriting?

That it has nothing to do with copyright law. There's not even such a thing as copyrighting or a copyrighter.

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Outside of writing, is there anything that keeps you feeling creative and inspired in your day-to-day?

Learning about anything unrelated to creativity or copywriting.

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Where can The Subtext readers keep up with you? 

Sign up to my newsletter here: https://www.nelkencreative.com/

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Bonus Round: 

Fuck, Marry, Kill Copywriter Edition: Manifestos, billboards, social campaigns‍

Fuck: Social Campaigns - fun and fleeting
Marry: Billboards - real and more traditional
Kill: Manifestos - too much bullshit

Choose your fighter: Em dash or Oxford comma?

Em dash