An important message to marketers from Spinal Tap’s David St. Hubbins

Lock it in: A fine line between stupid and clever.

I could go on with a deeper dive on how this "insight" can be applied to marketing, but I'd rather talk about the movie the line came from: “This Is Spın̈al Tap: A Rockumentary by Martin Di Bergi”

When Rob Reiner pitched “This Is Spın̈al Tap,” every major studio said, “No”. Not only had no one ever heard of a mockumentary (much less a rockumentary), they questioned whether Reiner, who was primarily known for playing the roll of “meathead” on the TV show “All in the Family”, had the right stuff direct a movie.

The satirical film was released in 1984. It didn’t do so well at the box office, but when it was made available on VHS, it became a cult hit. In 2002 the Library of Congress selected it for preservation by the National Film Registry as "culturally, historically, or aesthetically significant".

And this scene made "put it up to eleven" a pop culture idiom still in use today:

Next movie night, consider viewing “This Is Spın̈al Tap” ... not only is it a genre defining film, but it's also funny as hell. And it will set you up for the sequel “Spinal Tap II: The End Continues” scheduled for release in September 2025. Reiner is directing and the original cast (band) is returning as well.

Advertising, Branding, & Fame

As marketers, we tend to get wrapped up in the idea that consumers are deeply connected to brand values and meanings. We like to imagine we live in a world where people are eager to be best friends with their toothpaste or join a loyal "tribe" of potato chip fans.

Reality Check: Most consumers don’t form emotional bonds with the brands they use. Sure, there are standouts like Apple or Nike that command genuine loyalty, but for the majority of products, the connection is surface-level at best. People gravitate toward brands they know and trust, often out of convenience or habit, rather than a heartfelt attachment.

Does this mean brand meaning doesn’t matter? Not exactly—it’s just not as pivotal as many marketers would like to believe. For most people, the relationship with a brand is more transactional than transformational. It’s not a love story; it’s a practical choice.

That's how I started this post.

Then I stopped.

Because Bob Hoffman had already written it ... 3 years ago.

And had done a far better job writing it than I would've done.

Here it is: The Three Word Brief from Bob Hoffman's Ad Contrarian

_________________________

Writer and speaker Bob Hoffman who has written six books
about advertising. Each has been an Amazon #1 seller.

Why Going Freelance Might Not Be the Best Fit for Every Marketing Writer

Freelance work is often touted as the ultimate dream for marketing writers. 

The promise of flexible hours, being your own boss, taking home the full fee rather than just a fraction, and having complete control over your career can be incredibly alluring. These benefits are often the cornerstone of why so many copy and content writers consider taking the leap into freelancing.

But while freelancing offers many appealing aspects, it's important to recognize that it’s not the perfect fit for everyone. Here are seven key reasons why some marketing writers might find that freelancing isn’t all it’s cracked up to be.

1. Constant Need for Self-Promotion

As a freelancer, you’re not just a writer—you’re also your own marketing team. This means constantly promoting yourself, which can be uncomfortable or draining for some. 

Instead of focusing solely on creating compelling content, a significant portion of your time will be spent building your brand, networking, and chasing leads. 

Self-promotion requires a different set of skills, including salesmanship and the ability to pitch yourself confidently. If the idea of constantly selling your services and putting yourself out there makes you cringe, freelancing might not be the best path. Some writers prefer the structure of an in-house or agency role where their work speaks for itself, without the need for continuous self-promotion.

2. Financial Instability

Freelancing can be financially unstable, especially in the beginning. 

While in a traditional job, you receive a consistent paycheck, freelancing income can vary wildly from month to month. You may have periods of feast followed by long stretches of famine. This inconsistency can be stressful, especially if you have significant financial responsibilities like a mortgage or family to support. 

Freelancers also need to account for expenses like health insurance, retirement savings, and taxes, which can add up quickly. If you’re someone who thrives on financial stability and predictability, the uncertainty of freelancing might be more of a burden than a benefit.

3. Administrative Overhead

Freelancers have to wear many hats beyond just writing. You’re responsible for invoicing, contracts, taxes, bookkeeping, and other administrative tasks. These tasks can eat up a lot of time—time that you could be spending on client work or refining your craft. 

While some writers enjoy the entrepreneurial aspects of freelancing, others find the administrative burden overwhelming. If you prefer to focus solely on the creative side of writing without getting bogged down in the minutiae of running a business, freelancing might not be the best fit.

4. Lack of Creative Collaboration

Working in-house or with an agency often means being part of a team where you can bounce ideas off others, get feedback, and collaborate on projects. This collaborative environment can lead to more creative and effective work. 

Freelancers, on the other hand, often work in isolation. While some writers thrive in solitude, others miss the creative energy that comes from working with a team. If you’re someone who values collaboration and the creative stimulation of a team environment, freelancing might leave you feeling isolated or creatively stifled.

5. Difficulty Setting Boundaries

When you’re a freelancer, your work-life balance can easily get out of whack. 

Without clear boundaries, work can bleed into your personal life, leading to burnout. Clients may expect you to be available at all hours, and the pressure to take on every project can make it hard to say no, even when you’re overwhelmed. In contrast, a traditional job typically offers clearer boundaries between work and personal time, with set hours and expectations. 

If you struggle with setting boundaries and maintaining a healthy work-life balance, freelancing could exacerbate these challenges rather than offering the freedom you desire.

6. Uncertain Career Progression

Freelancing doesn’t come with a clear career path. There’s no ladder to climb or promotions to strive for. 

While you have the freedom to set your rates and choose your projects, your career progression is largely in your hands. For some writers, this autonomy is empowering. For others, the lack of a structured career path can feel disorienting or demotivating. 

If you’re someone who values clear goals, mentorship, and the opportunity to advance within a company, you might find freelancing lacks the career development opportunities that come with more traditional employment.

7. Limited Access to Resources and Benefits

When you work for a company, you often have access to resources that can enhance your work—whether it’s software, research tools, training, or a team of professionals like designers and strategists. Freelancers typically have to pay for these resources out of pocket or make do without. 

Additionally, traditional employment usually comes with benefits like health insurance and paid time off. Freelancers must not only fund these benefits themselves but also manage them. If you value the support and security that comes with these resources and benefits, you might find freelancing to be more costly and complicated than you anticipated.

To Sum Up

Freelancing offers a unique set of opportunities and challenges. For some marketing writers, it’s the perfect path to independence and creative freedom. For others, the realities of financial instability, self-promotion, administrative burdens, and lack of resources can outweigh the benefits. 

Weigh these factors carefully and consider what environment will help you thrive. Whether you choose to go freelance or stick with a more traditional career path, the most important thing is to find a work style that supports your goals, values, and lifestyle.

_________________________

For more information about freelance writing, check out:

30 Resources for Freelance Writers (including 7 Free Courses)

_________________________ 

Picture Credit: Liz Fosslien and Molly West Duffy: lizandmollie.com

Less Than

We compare ourselves to others ... we're human ... It's natural.

When I compare my work to writers I admire, I'm looking for useful insights, motivation, and inspiration to improve.

And, when the comparison is positive, it boosts my self-esteem.

But sometimes that comparison bruises my confidence and leaves me feeling inadequate ... unworthy ... not good enough.

When I start sliding down that slippery path, I remind myself that it's better to compare myself to who I was yesterday ... not to who someone else is today.

Easier said than done.

But usually I can shake it off by reminding myself that I can improve and grow by setting realistic goals. And that overvaluing what I don't have and undervaluing what I do have isn't healthy, and will short-circuit my forward progress.

We all periodically find ourselves in that lonely place of feeling less than ... try to make it a short visit.