How Word Tonic Is Fostering Community Among Gen-Z Copywriters
Carolyn McMurray started out in copywriting at 17. Five years on, she has an email newsletter that goes out to 1,500 people and a growing community of gen-z copywriters – Word Tonic.
The aim is bringing people together but with a targeted approach. She found that young copywriters want to talk and interact with others but feel too nervous and/or inexperienced to do so in public, so she created a space just for them.
LBB’s Alex Reeves spoke to Carolyn about Word Tonic’s beginnings and where she hopes it will lead.
LBB> How did you become a copywriter?
Carolyn> It definitely wasn’t planned. No one told me about it at school. It was always, ‘study law or become a teacher.’ I did a few blogs here and there at 17 but never knew it could be a career. I was just doing it for fun. So I went to uni (to buy time) but as soon as I discovered copywriting, I quit! I spent a month building up a portfolio - writing a few things for free and reaching out to brands directly. It wasn’t easy, but I’m glad I stuck it out.
LBB> When you were making your first steps in your career, what were the big challenges you came up against?
Carolyn> One of the biggest was probably imposter syndrome. I didn’t know what the average salary was for junior freelancers so I accepted lots of gigs that paid me peanuts (I’m talking £30 per 2000 words). I also thought that because I was ‘young’ I couldn’t move up to the next level unless someone told me I could or until I had X years of experience. It was just a period of time when I was doing a lot for free and felt like my talent was being taken advantage of. Once I started valuing my worth, things started to change though.
LBB> What's the copywriting job you're most proud of working on so far and why?
Carolyn> Oooh - hard one, but I’d say it was a newsletter I wrote up for a copywriting agency. I’d been a big fan of their work for a while, so when I actually landed them as a client I was fangirling inside! I’d do their monthly newsletter, and some of their blogs (topics included stuff like animals and sales psychology, so lots of quirky things to write about).
I also had to write from the perspective of the founder, whose tone of voice was quite cheeky and comical - so actually getting that right and having them trust me with that was huge.
LBB> Why did you decide to create Word Tonic?
Carolyn> There are so many copywriting communities out there but none created just for gen z. I’m not saying they’re ‘bad’ - they’re all amazing but I felt like I couldn’t fit in or speak up or ask for advice in these communities. Because I felt super ‘junior’ and was afraid of looking stupid in front of seniors. So I decided to create Word Tonic; to give gen-z writers a safe space to talk, connect, and share advice and tips. Plus it’s actually run by gen z (by me - I’m 22. And seven other gen-z founding members).
LBB>Who is the community for? And what is it there to help with?
Carolyn> The community’s for gen-z copywriters and young aspiring copywriters (so anyone who wants to become a copywriter). We have a nice mix of people who are either copywriters already, at uni, or just starting out in their journeys.
Word Tonic community helps members navigate the copywriting world - it provides them with peer support and learning opportunities. We bounce ideas off each other in calls and share advice in the WhatsApp Group (and in monthly Q&As with copywriters like Vikki Ross). It basically makes the journey smoother and a whole lot less lonely.
LBB> Who is it not for (basically, who do you need to be wary to keep out so it doesn't become the wrong kind of group)?
Carolyn> That’s a tricky one! The group naturally attracts the right kind of people anyway (ambitious, lovely, and talented) but if I were to realllllly think about it, I’d probably say it’s not for people who have massive egos. I think it’s great to be confident but because it’s a peer support community, members have to be okay with giving the spotlight to other people sometimes and not taking over calls or putting down other people’s experiences or advice (this hasn’t happened yet thankfully!) Also bullies are not accepted - any kind of discrimination is a big NO.
LBB> What have been the most heartening moments in Word Tonic's story so far?
Carolyn> Ooof, there’s been so many. A big one has been watching members grow and achieve stuff. A few have already landed gigs - just three months into their copywriting journeys. I think it’s also amazing that they’re all achieving things way faster than I did when I first started at 17. They’re avoiding the mistakes I made, have way more confidence, and know their worth - and they’re scaling the ladder faster. All the peer support and advice we give each other is massively helping with that.
And how could I not mention Vikki Ross? Getting her approval and support was HUGE.
LBB> What are your greatest hopes for the group?
Carolyn>
1) For young people who adore writing to know that they CAN make a living doing what they love and for Word Tonic to become the go-to community for them.
2) To have a community of thousands of GEN-Z copywriters who know their worth and value so that all those low-ball ‘£30 per 2000 word’ gigs die out.
3) To change how junior copywriters see themselves. I want Word Tonic to show them that they don’t have to be defined by the junior label. That they can level up quickly - that they don’t have to wait until they have X years of experience.
LBB> Anything else you'd like to add?
Carolyn> I’m always happy to chat with gen-z copywriters and young aspiring copywriters, so if anyone wants to reach out or wants some advice, or wants to ask questions about the community - please do! I’m happy to jump on a call or talk over Instagram. So don’t be shy!
PS. If you want to join the community, just visit https://www.wordtoniccommunity.com/ or hit me up on Instagram or LinkedIn! [She’s also on Twitter and TikTok.]
And if you’re not ready to join but would like to keep up to date with what’s happening in the community, subscribe to my free weekly newsletter (it’s also filled with copywriting tips).
