“Shae isn’t just a talented copywriter, her enthusiasm and positivity towards creativity and community has set her in good stead to make the switch to the UK from South Africa. She has already developed a good contact base and is even the host of the #BankOfCreativity meetups. Check out her great story here...”
I’m in love with copywriting. There, I said it. While South Africa is where I was born, and England is now my home, copywriting makes me feel like I belong. I’m not an extraordinary person but I hope to be remembered for doing extraordinary things. Preferably in the world of copywriting.
Don’t speak black sheep
Silence is the biggest enemy of ideas. When we feel we can’t speak our truth or put our authenticate selves into any work we do, that’s when ideas fall flat. For a lot of my childhood and even into my early twenties I didn’t feel like my voice was valid. Self-doubt, fear, shame and an inferiority complex followed me closely.
Blah, blah, black sheep. I had too much wool and so much fluff that you could spot my sheepish, apologetic copy from a mile off. Consumers see through that. See, they’re looking for a voice they can identify with. How did I get over myself and overcome my self-sabotaging uncertainty? It started with bravado and eventually became true bravery.
Not everyone has the courage to do that alone and that’s ok. But then surround yourself with people who can support and guide you along the way.
One minute, one life
Enter: #BankOfCreativity meetups. It is what it sounds like - a physical meetup of people in different places that started as an online Twitter community. A huge part of this is One Minute Briefs and speed creating/networking.
I first got involved in OMB about 18 months ago. My wife, niche healthcare and pharma copywriter, introduced me to a community that changed my life. My first entry was terrifying for me and it was terrible (image not attached on purpose). Why terrifying? Because I didn’t believe in myself - as a person, a poet, a creative, a copywriter, a photographer. It was terrible because concepts are hard, and self-doubt is easy.
Fast forward to 21 wins that I’m genuinely proud of, and a family of designers, writers, illustrators, animators that believe in me. Born out of this newly found self-belief, authentic voice and pride, I ran two meetups in South Africa. I thought that just because I wasn’t in England at the time, I shouldn’t have to miss out on the meeting of great creative minds. Now we’re here, and I’m heading up the first meetup in London this year, and hopefully many more.
Go where your dreams can breathe
Copywriting allows me to be weird in a space that affirms my quirks and uses them for greatness. Am I a great copywriter? I’m closer to discovering that every day. And when I do I will wonder if I’m extraordinary and I will pursue that with every word in me. Because I need it.
I’ve always wanted to work for a big agency that has clients who change lives - not because of the brands but because of the people who bring ideas to the light. Not because they’re selling something, but because they’re packaging life. We moved to England for a number of reasons but my career in advertising was a key influencer. I love advertising. Genuinely. I’m crazy about it - obsessed. And it just so happens that London is the beating heart of the industry in England. It’s a city bursting with ambition between commutes, where I know my passion can burn. I’ll meet some of my heroes and I’ll get to work on brands that I actually believe in.
From sheep to Shepherd
Shepherd is my surname. A shepherd is a leader, a protector and someone who knows fear and walks through it. I want to be that copywriter - leading the way in copy, protecting the art and skill of copywriting, and walking through my fear alongside other creatives. Everything is an opportunity.
Change is the discomfort of greatness
One of my favourite One Minute Briefs was for the DMA (Data & Marketing Association) - a call to creatives to get involved through work that changes lives. You can see the ad below.
Doing extraordinary things is for everyone. You have it in you. And so do I. Will you join me - us - in 2020? Will you find your voice and silence that murmur in your head that says you’re not good enough?
Follow Shae on Twitter @TheCopyShepherd