Male Copywriter's Guide to Personal Branding

Male Copywriter's Guide to Personal Branding

Are you having trouble standing out in a sea of creatives? Is your portfolio site in need of a major reboot? Good news, WNW Member #1695 Lawson Clarke aka Male Copywriter is here to show you the way. He's the naked one, with the mustache, lounging on a bearskin rug, simultaneously channeling Burt Reynolds and Vladimir Putin. In our interview below, Lawson reflects on his unconventional approach to branding himself: "I consider Malecopywriter.com the smartest stupid thing I’ve ever done. Not only did it give me a career as a freelancer, but it went on to win two Webby Awards."

Lawson also talked to us about the genesis of his alter ego, how it has helped him filter the right kind of work, and why it's important not to neglect your own brand. "Now if you’re a superstar creative who has enough Cannes Lions to start a petting zoo, then maybe you can afford to use a template site to showcase your work.  But for the rest of us mortals who have to hustle to get ourselves noticed, my advice would be to treat your portfolio as a creative assignment. Ask yourself, what would make you jealous if you saw someone else do it. Then do that."

Tell us a little bit about your creative background. Who is Lawson and how did he get here?

I’m actually the product of an advertising family. My father had a great creative shop in Boston called Clarke Goward. I can’t begin to tell you how many amazing copywriters and art directors came out of that place: David Lubars, Mike Sheehan, Sean Farrell, Colin Nissan, the list is pretty impressive. And, of course, I’m at the very bottom of that list.  

I worked at the family agency for years then went down the street to Arnold. Right around the time of the financial meltdown in 2008, I launched Malecopywriter.com, which was basically just a photo of me lying naked on a bearskin rug. At the time I just thought it would be a funny way to make my portfolio stand out, but when everyone started getting laid off, including myself, it ended up getting a lot of attention. I think most people who saw it thought, “Look what the recession made this poor bastard do!” but the reality is I shot that photo a year before the shit hit the fan.  

In the end, I consider Malecopywriter.com the smartest stupid thing I’ve ever done. Not only did it give me a career as a freelancer, but it went on to win two Webby Awards.

Your alter ego “Male Copywriter” plays almost like “The Most Interesting Man”, but about 1000 times sleazier. When did “Male Copywriter” come to life? 

Uhhhh… thank you?

Funny thing is, had LawsonClarke.com been available on GoDaddy chances are Male Copywriter would never have even existed. When I first set out to make a portfolio site, I tried buying LawsonClarke.com, but apparently my name is also a public relations firm in England. Once I realized “Lawson Clarke” was off the table, I started thinking about who else I could be. Male Copywriter just seemed stupid enough to work.

As for the persona, that sort of came later. At the time I launched Malecopywriter.com, it was really only meant to be a portfolio site. But then when all the press started rolling in, my brother called me up and told me to get on Twitter immediately. I didn’t even have an account at the time, so I had no idea what I was doing. I just remember asking him what my Twitter feed should be and he said, “Just say whatever you think Male Copywriter would say.”

That’s pretty much where the character was ultimately developed – on Twitter. Well, that is if you can call it a character. At the end of the day Male Copywriter is pretty much me.

You recently put out a brave, bold short film starring “Male Copywriter” which announces your availability for freelance work. When did you decide to go all out?

It had been about 8 years since I first launched the original site, so it was definitely time to freshen things up. I figured I needed to up the ante a bit this time around, so I decided to shoot a landing video that showed Male Copywriter in all of his glory. Although this time around he probably has more in common with Vladimir Putin than Burt Reynolds.

The goal of Malecopywriter 2.0 was essentially the same as the original: I just wanted to make a portfolio that would make me laugh if it ever popped up on my computer. I launched the new site in April, but we shot the video last summer. So it’s definitely been in the works for a while.  

“There’s always the chance my son’s kindergarten teacher is going to stumble onto the site and I won’t be asked to volunteer at the next field trip, but I suppose that’s a risk I just have to make peace with.”

Any deleted scenes that didn’t make the final cut? Or ideas that didn’t make the filming stage?

I actually wanted to film myself doing a pole dance in one of the seedier strip clubs in Boston with a bunch of creepy dudes throwing dollar bills at me. But I couldn’t find a club that would let me in with cameras. Go figure.

 

What’s been the overall response? Any enjoyably negative reactions? Family & friend response?

Overall the response has been great. There’s always the chance my son’s kindergarten teacher is going to stumble onto the site and I won’t be asked to volunteer at the next field trip, but I suppose that’s a risk I just have to make peace with.

“Do I run the risk of turning off potential agencies and creative directors? Of course, but I look at that as a positive. I mean, if you’re genuinely offended by Malecopywriter.com then there’s a good chance we wouldn’t work well together.”

Has your “Male Copywriter” brand directly helped you get work?

It’s absolutely helped me get work. The goal from day one was to have a site that made the phone ring. Now that said, do I run the risk of turning off potential agencies and creative directors? Of course, but I look at that as a positive. I mean, if you’re genuinely offended by Malecopywriter.com then there’s a good chance we wouldn’t work well together.

True story. A few years ago a friend once recommended me for a gig at the in-house agency for a pretty big financial institution. It wasn’t going to be sexy work, and they actually had a pretty strict dress code – like I’d have to wear a coat and tie – but the day rate was pretty decent.  Anyway, I talked to the creative director and the guy basically said I had the job. There was just one thing, though. He needed to show his boss my creative portfolio, you know, just to make everything official. Naturally, I sent him a link to malecopywriter.com… and then I never heard from him again.  

And you know what, it was the greatest thing that could’ve happened.  I probably would’ve been miserable working there. So if nothing else, my site is a pretty good filtering mechanism.

“The irony is that as creatives we spend the bulk of our careers trying to think of ways to make our clients stand out, but when it comes to our own portfolios most of us are just happy to throw our work on Cargo Collective and call it a day. ”

Any tips you can share on spicing up a creative portfolio so that it stands out in a sea of creative portfolios?

The irony is that as creatives we spend the bulk of our careers trying to think of ways to make our clients stand out, but when it comes to our own portfolios most of us are just happy throw our work on Cargo Collective and call it a day.  

Now if you’re a superstar creative who has enough Cannes Lions to start a petting zoo, then maybe you can afford to use a template site to showcase your work.  But for the rest of us mortals who have to hustle to get ourselves noticed, my advice would be to treat your portfolio as a creative assignment. Ask yourself, what would make you jealous if you saw someone else do it. Then do that.

 

What do you see as the pros and cons of freelancing vs full-time?

I think they both have their merits. I freelanced for about 5 years before my last staff job and loved every day of it. But the main reason I went back to full-time was the fact that I hadn’t really produced anything book-worthy in all that time. I had plenty of billable days, but when I looked at my portfolio it was more or less the same stuff I had in there when I started. 

Of course, I loved the lifestyle and creative options freelance offers, so it’s no surprise I’m back hustling my wares on the street again. I know there are people who swear they’ll never go back to full-time, but the reality is you have more creative control over your work when you have a staff job.

For me personally, I think the perfect career would be a balance of both. If another great full-time opportunity presents itself, I’ll definitely consider it.

Which one of your creative projects makes you the proudest and why?

I don’t even have to think about it -- the Pink Cadillac Project we shot with Teddy Bridgewater.

For those who don’t know the story, Teddy Bridgewater was in 3rd grade when told his Mom he was gonna buy her a pink Escalade when he made it to the NFL. First off, what 9-year-old is that career-focused? Secondly, if anyone ever deserved a pink Cadillac it’s Teddy Bridgewater’s mother, Rose. The woman raised four kids in one of the worst neighborhoods in America, and if that wasn’t enough she beat breast cancer into remission all the while making sure Teddy stayed in school and got his degree. She’s basically a first ballot Hall-of-Fame mom.  

Anyway, let’s just say when Teddy handed Rose the keys to the pink Escalade there wasn’t a dry eye in the place. I cried like it was my mom.

“Honestly, I don’t think I’m fit to do anything else. I dug a foundation for an outdoor fireplace in my back yard over the weekend and it damn near killed me. Frankly, I wouldn’t last a day in the real world. ”

If you weren’t a copywriter, what would you be doing?

Honestly, I don’t think I’m fit to do anything else. I dug a foundation for an outdoor fireplace in my backyard over the weekend and it damn near killed me. Frankly, I wouldn’t last a day in the real world.  

 

What’s the creative scene in Boston like?

Anonymous commenters on Agency Spy LOVE to beat up on Boston every chance they get, but the fact of the matter is Boston still holds its own as a creative hub. The city is represented in every major award show year after year. In fact, I’d go so far as to say the Hatch Awards (the local New England show) is traditionally one of the hardest local shows to enter work in. Some great thinking comes out of this town. Of course, I’m unabashedly biased. I also think Tom Brady is 1000% innocent and that Roger Goodell belongs in prison.

Who are some of the creative and comedic idols that inspired you from the start or motivate you to keep at it?

I was always a huge fan of Chris Elliot. Back when he was a writer on Late Night With David Letterman I thought the man was nothing short of a comedy god. I suppose what I really loved about him was that he was never afraid to make himself look like a complete asshole. He’d do stuff like eat dog food out of a can in a lab coat and play it off as if he was conducting the most serious scientific research in the world. It blew my mind. The whole audience would be howling with laughter, and yet he’d have the straightest face in the room. Meanwhile, he’s on stage literally choking down this dog food and trying not to puke. He was absolutely fearless. He basically made me want to be a writer for David Letterman.  

I think there’s still time to chase down that dream.

 

Who are some WNW members whose work you admire and why?

Jeff Church is a guy I like to partner with a lot. He’s one of those rare art directors who can actually write really well. In addition to being incredibly talented, he’s also a great guy to pal around with. 

As for other WNW members, I think I’m contractually obligated to give a shout out to your founders, Adam Tompkins and Justin Gignac. In my humble opinion what they’ve done for the advertising freelance world is nothing short of game changing. And if it sounds like I’m kissing their asses just so I’ll get priority treatment, well, then I don’t know what to say other than I think they’re both incredibly brilliant and handsome.

Discover more talented creatives on Working Not Working.

Are you a WNW Member with new work, exhibits, products, or news to share? Email us!

She Makes Nice: An Un-Conference for Creative Women

SHE MAKES NICE:
AN UN-CONFERENCE FOR CREATIVE WOMEN

We met WNW Member #8330 Ngaio Parr at this year's Designer Vaca where she held the distinction of traveling the farthest. Based in Australia, Ngaio was eager to learn how she could develop a creative women's conference back home. A designer and illustrator by trade, Ngaio was frustrated by what she saw as a lack of support among Australian women in the creative community. 

Ngaio teamed up with curator-artist-writer Alexandra Winters to create Make Nice, a first-of-its-kind, three-day event for creative women to learn in an intimate "un-conference" format. With its debut upcoming in June, we caught up with Ngaio to find out what she's learned during the planning process and any advice for other creatives dreaming of making their own conference. Warning: it's a lot of work.

ASK AND YOU SHALL RECEIVE

What's been remarkable to me is how generous and supportive our community has been. We've reached out to some of my personal heroes to be involved in one way or another and they've actually all said yes. And not just yes, they're as excited and interested in what we are doing as we are - which is so affirming. From speakers and mentors to sponsors and volunteers -  it has really blown us away. Make Nice has resonated with them and they want to, well, make nice too.

I'm not saying it's been easy, but I guess I had no idea it would be quite so simple. If you want something, ask. Of course, you have to do the work, you have to put in the hours and build something that you passionately think the world wants and needs. But once you get that bit right, ask (nicely) and you shall receive.

 

EVERYTHING WILL GO WRONG AND THAT'S OKAY

Oh, the setbacks! Many and plentiful and frustrating and disappointing but in the end, actually okay. I mean, things go wrong a lot. There have been some rough days (and by days I mean months), but the excitement and the passion always far outweigh the setbacks. Perspective is key here, as well as an amazing co-director to share the highs and lows. You just have to tuck the kind words and support in your back pocket to make the bad days worth it all.

IF YOU BUILD IT, THEY WILL COME

The glowing and enthusiastic responses we have received to Make Nice have affirmed for us that this is a topic people care about and an event people want. This business of bringing creative women together. Months ago - in the beginning - it was our keynotes, women at the top of their game who we admire profusely signed up immediately to take part. After launching Make Nice out into the world more recently we're feeling that response more broadly. We're getting so much love from women we admire - in Australia and abroad and across a whole range of fields. Our inboxes are filled with women we’ve never met who are excited to come, some that can't come but want to say how great it is, some that are contributing to our blog and the wider conversations that we are passionate about, and some that just wanted to thank us for curating the event into existence.  These encouragements and messages have been the ‘if you build it, they will come’ lesson that we are so happy to learn.

 

The following are excerpts from an interview previously published on the Make Nice blog:

Badass Babes Series by Ngaio Parr

What was your motivation behind creating Make Nice?

Ngaio: We both returned to Australia after studying and working in the United States for a while and found it very difficult to feel supported, particularly by other women, in the creative industries. The support networks and friends we had made in a matter of months over there took years to cultivate in Australia.

Alex: There was a generosity of knowledge and network sharing in the States that we felt was lacking here. It is great to be competitive, dedicated and have drive, but not when it runs the risk of disadvantaging an industry from growing collectively.

Ngaio: We wanted to create something for women who are doing well - but perhaps working freelance, or working in a studio with no female role models, to connect with other creatives. In their own field and beyond.

Set design by Ngaio Parr for fashion label Little Tienda.

What are the three milestones that have led you to where you stand?

Ngaio: My first degree in Fine Arts (Visual Arts) really shaped the way I think and work. Amongst many other valuable lesson it taught me to follow my interest, to think (and write) critically, to get outside my comfort zone as often as possible, and to make things happen rather than waiting and hoping they will. Without these skills I would definitely not be where I am today.

Midway through my second degree (Design) I saved up enough money to do an exchange at the Rhode Island School of Design. If you don’t know it – it is one of, if not the best design school in the world, and it really opened my eyes and challenged me in the best way possible. That time informs how I structure my day, my design process, the projects I want to work on, and most importantly, how I teach.

The third milestone would be a Skype call Alex and I had where we decided we would quit complaining and create what became Make Nice. Maybe if I wasn’t a few ciders in and we weren’t such great friends none of this would be happening!

Alex: Getting into art school straight out of high school to lay the foundations for the love of my industry.

Landing a gallery job straight after graduating to teach me the skill set I have adapted to so many different roles since.

Receiving grant money to travel to the U.S on what I was calling ‘self-directed education’, as an alternative to postgraduate study, where I attended conferences and interviewed organisations, organisers and artists that were doing what I was interested in. I pursued practical knowledge and actually met the people I would go on to write about in my Masters, it advanced my knowledge base immeasurably and also led me to work with Open Engagement.

The Ray Cook exhibition bump-in by Alexandra Winters.

What has been the best moment so far about creating Make Nice?

Ngaio: We’ve had a lot of setback producing Make Nice, and I like to keep two different moments in mind when the next inevitable setback comes around to remind me that it is all worthwhile. The first was receiving the most amazing email back from Adi Goodrich no less than five minutes after we’d invited her to present. It was filled with love and support and excitement – it was just so incredible and affirming to feel the love.

The second has been the amazing response we’ve felt in the past few days after our soft launch. We’ve received emails from complete strangers thanking us for the work we are doing, support from women in the field that we look up too, and an overwhelming approval for our first curated lineup.

Alex: I can’t pinpoint one overarching moment yet, I feel like every time we hear from someone telling us they love the idea and want to support what we are doing, means we are on the right track. I also get a lot out of constructive criticism, which is always going to find its way into your inbox when you create something provocative and public. Working with Ngaio and our greater team to articulate a response as to why we are doing what we are doing further cements why Make Nice is onto something. Also – every time we Skype with our idols, be it other conference directors from around the globe who are willing to give us advice and direction, or people we are collaborating with, makes me realise that the very process of creating this event, is demonstrating and building that network and exchange of ideas and knowledge that we want Make Nice to do. So the preparation leading up to the event has already been super rewarding and valuable, and something I’m sure Ngaio and I will continue to reap the rewards of for years to come.

Alexandra Winters packing up an exhibition by Tyza at Brisbane Powerhouse.

Any dreams for the Make Nice 2017 lineup?

Ngaio: We have a never-ending list of talented women - some of which we were talking with about 2016 and we just couldn’t pull together enough funding to bring them all over this year. Top of my list is Danielle Pender, Tuesday Bassen, and Miranda July. I call bullshit on whoever tells you it is difficult to find female speakers for conferences.

Alex: Oh man, I would love to program some leading ladies running festivals. I think that is a tough industry that I would like to know the intricacies of more.

Watercolour Lettering by Ngaio Parr.

Do you have a maxim that you live and work by?

Ngaio: I’ve left highly-paid, mostly fulfilling jobs twice and mixed up careers again and again. Both times – “If you don't build your dream someone will hire you to help build theirs”, was the maxim that pushed me out of my comfort zone. I’m definitely earning less money – and I work longer hours - but I’m slowly but surely building my dream and I’ve never once regretted those decisions.

Alex: “Master of all trades, Jack of you thinking I’m not” – my twist on the disparaging expression: "Jack of all trades, master of none". I am really good at more than one thing – deal with it. I don’t need to specialise to be at the top of my game, and because this isn’t the norm I have to remind myself that it’s an advantage not a disadvantage.

Editorial Illustrations for Redbull Publication 'Keep Moving' by Ngaio Par

What is the best advice you’ve been given, or wish you had been told sooner?

Ngaio: When I first started working independently, numerous friends and colleagues recommended I stick to a good routine. Of course I instead resisted scheduling my day and creating routines for as long as possible. Well - they were all completely right. My routine and schedule are what keeps me moving, and gets my work done – without it my life would be nothing but Law & Order and pyjamas.

Alex: Take care of your health. (Ngaio: I totally told you this earlier HA)

Postcard series, Mediocrity Rules by Alexandra Winters.

Click here to read the full interview.

 

Make Nice was held on June 2-4, 2016 in Sydney, Australia.