May 27, 2023
Copywriting is not just about stringing words together — it’s about crafting a compelling story that resonates with your audience and inspires action. From website copy to social media posts, emails to product descriptions, every piece of written content has the potential to make or break a brand’s success.
In this interview, we meet Liv, Senior Copywriter at ConsenSys, the leading Ethereum software company. Liv shares her inspiring journey to becoming a copywriter, which involved detours through graphic design, photography, and makeup artistry before finding her true passion in writing and crypto. She also delves into her creative process and offers valuable advice for aspiring copywriters.
1) What inspired you to become a copywriter, and what do you enjoy most about this career?
“The road to becoming a copywriter is often very twisty and full of detours, and that was the case for me. When I was applying to college, I applied for both writing programs and graphic design programs. I ended up getting a scholarship to design school, so that’s where I went.
I got my BFA from Pratt Institute in Communication Design, which covered Advertising, Graphic Design, and Illustration. I graduated with a minor in photography, and before I left college, I was doing live music photography and a bit of writing for local music scene blogs. After that, I worked in marketing for a photography company.
I thought I’d try my hand at commercial photography, so I began assisting on set for fashion and advertising shoots. From there, I discovered makeup artistry and fell in love. During this time, my wonderful friend Chris Gampat from the Phoblographer gave me a shot at writing for his publication. He also sat down at a cafe with me one day and taught me how to start and run my own business like he had. I still have the notebook he wrote in. It listed my strengths, what I was passionate about, what I disliked about working a regular, 9–5 job, and how I could tie it all together to build the life I wanted.
Soon after that, I started a blog called The Indie Mood, a dedicated platform to review small, independently-owned beauty brands. It was fairly successful, but I was still working a full-time marketing job. My skills as a writer led to a lot of work in social media marketing, content marketing, and SEO. Web2 content creation eventually burned me out after years of trying to feed the algorithmic beasts, always hungry for more content.
In 2019, I began freelancing full-time and getting published as a journalist. I had been following crypto for years and had been using Bitcoin since I heard about it during the Occupy Wall Street movement in 2011. Up until then, I had no idea working in the crypto industry was even an option if you weren’t a software engineer. I read the book The Cryptopians by Laura Shin, and once I learned about Ethereum and DAOs, the rest was history.
However, I owe a lot to Rima Patel, the co-founder of Crypto Besties. She saw a Twitter thread I wrote and scheduled a call with me that same day. She told me more about Web3 and how much my skills as a writer were needed in the space, especially as a writer who understood the technology and ethos behind crypto. After that, I began contributing to DAOs as a writer and marketing specialist, and instantly felt like I had found my calling, both in the work but also in the innovative minds that brought this industry to life.
I worked for Interlay, a DeFi protocol for Bitcoin built on Polkadot for a year. I learned so much about the financial side of crypto as well as a deeper understanding of blockchain technology and DAO governance.
In January, I started my role as Senior Copywriter at Consensys, which has been a dream come true. I work amongst a team of extremely talented people who challenge me as a writer and a creative thinker, and I absolutely love it.”
2) How do you approach the creative process when developing a new copywriting concept, and what techniques do you use to generate ideas?
“A lot of my strength as a Copywriter in web3 comes from a deep love of the space, involvement in DAOs, and trying as many protocols and dApps as possible. I listen to a lot of podcasts and keep up with what’s happening. I am constantly inspired by the innovation and growth of the crypto industry.
When I get a brief, project, or challenge, I usually start where all great ideas come from: play. I allow myself a window of time to bounce the craziest ideas off my colleagues and friends, look at the project from many different angles, and let the thoughts flow. I am extremely fortunate to be a part of a team of creative directors, graphic designers, and artists, so free-flowing ideas are embraced. From the chaos of a brainstorm, one can usually find a few gems.
Once I’ve got some good jumping-off points, I refine the idea and attack it from every different angle. Research helps here — my colleagues and I each have our own extensive libraries of creative inspiration for mood boards and presentation decks. Little by little, the concept is whittled down and polished until you’ve found the perfect solution.
TL;DR: a lot of playful brainstorming, collaboration, and refining.”
3) What advice do you have for someone just starting out in copywriting, and how can they gain valuable experience?
“My biggest piece of advice is to jump in. Find a DAO you like, join the Discord or community space, introduce yourself, and attend community calls. A lot of DAOs have onboarding sessions. Contribute in any way you can. It’s not always going to work out, meaning you may have to kiss a few DAO frogs before you find your DAO prince. Actually, frogs rule, so you might have to kiss a few traditional, hierarchical princes masked as DAOs before you find your dream Pet Frog DAO. I found my frogs in RADAR DAO and PoolTogether’s DAO. For writers, tally.xyz’s content guild, wonderverse.xyz, and violetverse.io are three great places to start.
Start building a portfolio that proves that you can write about crypto and web3. Even if you self-publish something on Mirror, Medium, or Substack, include it. My first article on crypto was posted on a tiny Medium publication and the day it was published, I was so proud. I had doubted my own ability to thrive in the crypto industry because I wasn’t a developer, along with other societal norms about who is successful in tech and finance. It turns out I knew so much more than I gave myself credit for. Looking back at that article, I’m still proud of it, and I’ve learned so much since then.
If you’re passionate about writing, web3, and learning, I have no doubt you’ll succeed with some patience and persistence.”
Liv’s story is a testament to the power of persistence, following your passions, and being open to unexpected opportunities. As a senior copywriter at ConsenSys, she has found her calling in a rapidly evolving industry and is making her mark with her unique insights and approach to copywriting. Her success is a reminder that with dedication, hard work, and a love for what you do, you can create a fulfilling and rewarding career for yourself.
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