Is copywriting therapy?
I'm going to make the argument it is.
Well, for one thing, good copywriters are always diving into people's dark emotions, insecurities, fears, pains, and tragedies to see what makes them tick, and therefore what makes them buy.
And there is certainly a "lay on the couch and tell me about your feelings" aspect to that.
But lest you think I am only talking about the dark emotions of the market's I am selling to (which would be my client's markets)... I am not.
Because I deal with the dark emotions of my client's as well.
Their fears, insecurities, pains, tragedies, failures, hopes, and dreams for their life & business. As a friend recently pointed out, if you are a human, and if you have a business, your 'ego' will be wrapped up in that business to a certain extent.
It's impossible to avoid. Nor would you want to avoid it (it is what makes your business unique after all).
Sure, some copywriters will stomp there feet and say, "I don't work with clients unless they are fully enlightened beings who have transcended all human emotions and blah blah blah blah blah."
To which I think:
If you are working closely with someone on their business, and there is 6+ figures on the line for a launch... or 7+ figures on the line over the course of a year... there will be some heightened emotions.
Which is a good thing in my book.
Knowing that there is a lot riding on your performance, knowing that you hold someone's hopes and dreams in your hands (to a degree)... is motivating to say the least.
It is the equivalent of the jaguar in the jungle, hunting you down. It is the thing that makes you run faster than you ever thought possible.
As such, I can not imagine finding a client who is not a pain in the arse at least once in a while.
(similarly, I do not think you can find a copywriter who is not a pain in the arse at least once in a while)
In any case, there's no getting around it. We are human after all.
I bring this up because one of my first big "aha" moments in this biz, was understanding this therapeutic aspect of being a copywriter. I figured it out, after hearing from my clients how much better they felt when I would 1) diagnose their problem, 2) create a plan to solve those problems, and 3) let them know that I was 100% on their side helping them put that plan into action.
At the time it felt strange -- they'd be lavishing me with praise before I wrote a single word, simply because they felt better about their business (and in the process, felt better about themselves