Today we’d like to introduce you to Rafael Meneses
Rafael, we appreciate you taking the time to share your story with us today. Where does your story begin?
My journey as a freelance copywriter started somewhere unexpected — shortly after dropping out of my Doctor of Clinical Psychology program in 2014.
I aspired to help college-aged students in our community cope with anxiety and depression through mindfulness therapy. But going to grad school was expensive and, after depleting my savings and accumulating a 6-figure student loan, I had to call it quits. I took my consolation prize (the master’s degree I earned for completing half the program) and worked as a case manager for a year before becoming an academic advisor at Florida International University. While I enjoyed these roles, they weren’t paying the bills, nor were they paying THE bill — the massive student loan I was on the hook for.
So, I attended FIU’s MBA program in 2016, in the hopes that a dual psychology/business degree would pave the way for a more fruitful career.
In the meantime, I began looking for ways to bring in additional income. That’s when I learned about product photography through a family friend. Photography has always been a passion of mine and I never thought about monetizing it. I was so excited when they hired me to take pictures of their product that I tapped into what little I had saved to buy hundreds of dollars worth of equipment… Just for my “friend” to ghost me.
I was discouraged. But I wasn’t ready to end things there. I discovered freelancing and decided to take on a few clients by cold messaging them. And after months of trying, I finally landed my first client toward the end of 2016. Things eventually snowballed and I found myself juggling business school, a 9-5, and running a photography business from 6-10 and weekends.
It didn’t last long, though. I got a lot of repeat business. Too much. My time and space were limited to the point that I could no longer sustain growth and was forced to shut down — for now…
I had to find something that made sense with the time and space I had available.
I continued my research looking for new ways to bring income, hoping to find something that I could do with just a laptop. Copywriting on Fiverr popped up on my Google search and that’s when I realized — I had earned a decent income by persuading total strangers to do business with me… What if I can do this for other businesses?
What began as a few odd jobs here and there on Fiverr in 2018 turned into more than 1000 projects by 2020, the year I paid off my student loans. In 2021 I quit my 9-5 and opened my own agency, Ink Ribbon Writing and Consulting, where I specialize in copywriting that is influenced by my education in business and human behavior. I’ve amassed over 4000 projects since I started, and have been writing copy for all kinds of businesses, from small businesses looking to differentiate, to huge businesses like Fiverr and Colgate. Let me tell you, getting hired by Fiverr after freelancing on their platform for years was a true full-circle moment!
And photography? I never gave up on it. I just took a hiatus. This year, I reopened my photography business to offer event, family, and portrait photography. But that’s a story for another day…
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
My biggest struggles revolved around learning to take criticism and adapting to an industry I knew nothing about.
As a product photographer, I spent a lot of time setting up and breaking down equipment in a tiny townhouse. I often spent more time setting up than actually working, which was discouraging. But I knew something about photography through prior training, and I felt good about the work I provided.
I couldn’t say the same thing about copywriting. I went into this profession completely blind, hoping that my writing skills could make the cut. Some days I would be praised for my work by other writers and marketers. Or a client would tell me that they sold out of their product with my ad copy. Other days I would be told my copy was “worse than roadkill.” The positive feedback far outweighed the negative, but that doesn’t make it sting any less. Impostor syndrome was real (still is), and it was the first time in my life that my skills and performance were judged in a way that could make or break my future.
Alright, so let’s switch gears a bit and talk business. What should we know?
When I tell people I’m a copywriter, most exclaim, “Oh, nice, you practice copyright law!” And I gently correct them and let them know that copywriters and copyright are two different things. Copywriters (that’s me!) write compelling words that persuade readers to buy your product or do business with you. So, if you want your websites, emails, and ads to pull more leads and earn more revenue — I’m your guy.
My business is Ink Ribbon Writing and Consulting, where I brand myself as a word psychologist who writes killer copy that sticks. I came up with the Ink Ribbon name in reference to the ink-soaked strip found in typewriters — because no matter how old and outdated the typewriter is, the iconic machine’s click-clack-ding sound still lives on in memory and pop culture. My mission is to help my clients achieve this same iconic status so that their business and legacy stick around the same way the typewriter still does.
I help clients achieve this through several services including: 1-on-1 copywriting consultations (this is where the real magic happens) and through website copywriting, email copywriting, landing page copywriting, ad copywriting, social post copywriting, and more.
The 1-on-1 consultations work best for businesses that need a clear direction for their brand and overall message.
My other services go beyond just writing the “buy this now because you need it” copy. I dive deep into every project to ensure that my clients get copywriting they can’t find anywhere else. And that’s good for business! Because if my clients have that unique “it” factor no one else does, then they become more Irresistible to their target audience.
Are there any books, apps, podcasts or blogs that help you do your best?
My favorite book of all time is “House of Leaves” by Mark Z. Danielewski. Its unique blend of horror and unorthodox prose inspires me to be a better writer and pushes me to always look for an opportunity to break the rules.
“Hey Whipple, Squeeze This” by Luke Sullivan and Edward Boches, “Marketing Made Simple” by Donald Miller, and “Made to Stick” by Chip Heath and Dan Heath are three of the best marketing/copywriting books I’ve read.
Reply All (RIP) was my favorite podcast before it ended in 2022 — simply because it was just really good journalism.
And apps? Grammarly is always on for quick grammar and spell checks. I also enjoy using Hemingway Editor for a quick readability analysis.
Pricing:
- $35 – $50 per 100 words of copy depending on volume and type of copy
- $125 per hour for consultations
Contact Info:
- Website: https://inkribbonwriting.com/
- Instagram: https://www.instagram.com/rafaelmphoto
Image Credits
Rafael Meneses
