What if your copywriting felt fun, effortless, and true to who you are? That is what’s possible for you when you embrace the right copywriting mindset. But let’s be honest—it is easy for fear, stress, and perfectionism to creep in during the writing process. Which can be both frustrating and exhausting. That’s when we overthink every word, second-guess our instincts, and lose sight of what really matters.
In this episode, we’re getting to the root of the problem with mindset coach Brian McCarthy. He helps six-figure business owners release the subconscious fears holding them back. Brian’s take on the copywriting mindset will change how you approach your writing. Because doing this first accelerates all of the other pieces of the process. It’s not just about techniques or templates; it’s about connecting with yourself first. When you write from a place of authenticity and confidence, everything flows—your words, your business, your energy.
We’ll dive into the one piece of research you’re likely overlooking. You’ll learn how to recognize the fears and expectations weighing you down and how to let them go. This mindset shift isn’t just about better copy. It’s about building a business you love, one that aligns with who you truly are.
It’s time for you to finally write with joy and freedom. Let’s uncover the mindset that makes it possible.
The One Thing That Makes Everything So Much Easier With Copywriting
Let’s talk about one of the most important lessons from copywriting: research. As copywriters, we know research unlocks everything. It’s how we uncover the unspoken fears, dreams, and desires of our audience. This is where real connection happens—not in surface-level observations but in digging deeper into what really matters.
But here’s the thing. Entrepreneurs often pour all their energy into researching their customers. They obsess over ICA worksheets, workshops, and ideal audience profiles. Yet, they rarely turn that same curiosity inward.
When was the last time you researched yourself?
What are your fears? Your dreams? What’s keeping you stuck or pulling you off course?
Skipping this step leads to a trap we see all the time: you end up building a business based on what you think people want, rather than what aligns with who you are. It’s exhausting. Suddenly, the business you once loved starts feeling heavy. You feel like you’re always behind, hustling harder for less joy.
Brian nailed it when he said this happens because we skip the deeper work. Without clarity on ourselves, we repeat the same patterns. We focus on “doing it right” instead of doing what’s right for us.
I’ve seen this firsthand with my Copy Critique Club members. They bring me copy that feels flat—like a mix of AI-generated ideas and safe, predictable messaging. Their heart isn’t in it. When I ask, “What do you actually want to say?” something shifts.
Suddenly, their voice comes alive. The words feel real, vulnerable, and honest. That’s when we can shape it into something magnetic—copy that not only resonates but feels true to them.
Writing Better Means Doing The Deep Work of Knowing Yourself
Here’s the hard truth: Showing up as your true self is scary. It’s vulnerable. It feels risky. But when you skip that step, you attract the wrong people and build a business that drains you.
The effortlessness happens when you connect with yourself first. The formulas and templates can’t do that for you. This deeper work helps you write in a way that flows naturally, feels fun, and connects authentically.
Brian said it best: When you write from a place of authenticity and confidence, everything improves. The quality of your writing, the way your business feels, and the clients you attract—it all gets better.
So, here’s your challenge: Take the time to dig deeper. Ask yourself the tough questions. What do you truly want to say? What feels authentic and fulfilling?
That’s where the magic lives. And trust me, your audience will feel it.
The Struggle of Writing Your Own Copy: Why Outside Perspective Matters
Writing for clients feels like second nature. I can immediately spot what makes them different, what makes their story shine. But when it comes to writing for myself? That’s a whole different ballgame. It is so much harder to see what’s special about my own story—it’s like staring at a blank page in my mind.
Here’s the thing: we all need an outside perspective. You can’t be objective about yourself. Feedback from others has shown me the most interesting parts of my story. Sometimes it’s the little things we brush off as normal. When I hear my clients’ stories, and get excited about certain parts, they often say: “Wait, you care about that?” or “You see me that way?” It often stops them in their tracks.
We struggle to see our own gifts because they come so naturally. What feels easy to you might actually be extraordinary. But because it’s your “normal,” you overlook it. That’s why it’s so important to have someone reflect back to you what they see. It’s a game-changer, especially when you’re stuck in your own echo chamber, repeating the same tired ideas without realizing it.
Stop Sacrificing Yourself In The Copywriting Process (And What To Do Instead)
In this industry, we glorify explosive growth. We celebrate the hockey-stick graphs and overnight success stories. But stability? Fulfillment? Those don’t make headlines. The constant pressure to grow quickly often comes at a cost—your happiness and your connection to your work.
Here’s what I’ve learned: you can build a business you love without sacrificing yourself. It starts with detaching your identity from your business. Stop defining your worth by your results or productivity. Instead, start with who you are at your core. Your business should reflect you—not the trends or what others expect from you.
When I’m in the zone with a client, it’s so easy to find their hook. But for my own copy? I get stuck. I fall into the same trap many entrepreneurs do: obsessing over the process or nerding out about details no one else cares about. Clients want transformation. The good news? When you connect with your own story and message, you can offer them both a process and a result.
Writing doesn’t have to feel like a grind. When you write from a place of joy, clarity, and connection, everything shifts. You’re not forcing the words—they flow. And when that happens, your audience can feel it too. That’s the kind of energy that creates real connection and drives results.
So, if you’re struggling to write for yourself, take a step back. Ask for feedback. Get someone to help you see what you’re missing.
Copy Critique Club is a great place to start.
Your story deserves to be seen, heard, and celebrated—just like you do.
Copywriting Mindset: Finding Flow and Having Fun
Often, fear and stress creep in when we are writing, dragging down creativity and flow. Expectations of perfection make everything harder. Your writing feels stiff, editing takes forever, and confidence flies out the window. (We’ve all been there!)
Many come to me with writing processes that look like this: I force myself to write. I sit down, tense and worried, overthinking how others would react. My lack of trust in my abilities turned writing into a stressful grind.
And let’s be real—stress does not make for good copy. It makes you second-guess every word and cling to shiny new formulas, convinced your way isn’t good enough.
But here’s the truth: writing doesn’t have to feel that way. When you shift your mindset, writing can feel exciting, even fun. Instead of forcing ideas out, you’ll find yourself eager to share. Writing flows when you’re in touch with what lights you up.
And this doesn’t just help you feel better—it makes your copy stronger. Writing from a place of joy and confidence adds energy to your words. It shapes beliefs, connects with your audience, and does what great copy should: inspire action.
What To Do If Fear Is Holding You Back
If fear holds you back, dig into it. Are you afraid of being fully seen? Worried about getting it “wrong”? Or maybe you’ve bought into the idea that writing should be hard to be good. Let’s call that out right now: suffering does not make you a better writer.
Instead, lean into what comes naturally to you. When you write from a place of love and excitement, your best work surfaces. You don’t need stress to succeed. You need a mindset that makes writing feel like self-expression, not a slog.
Start chasing ideas you cannot wait to share. Work that once felt heavy becomes light and joyful.
So ask yourself: what would it feel like to write with freedom and flow? What if you let go of the pressure and just had fun with it? Writing can be your creative playground, not a task to dread. Let’s make that your new normal.
Connect With Our Guest, Brian McCarthy
Brian McCarthy is a mindset coach for 6-figure online business owners and freelancers. He will help you release the subconscious fears/beliefs that create unnecessary stress, pressure, and busyness. You will have more time for your family and your health, enjoy work again, and build a business they love that’s aligned with their deeper purpose.
Grab his e-book, Breathing Room to ditch stress and LOVE your work again.
