6 Tips To Becoming a Beauty Content Creator or Copywriter
6 Tips To Becoming a Beauty Content Creator or Copywriter
I set out on a journey to become a (remote) beauty editor from Chicago in 2013. I had just given birth to my second son and was severely sleep-deprived. I had zero connections and no spare time to speak of, but the timing couldn't have been better. Since most opportunities lay outside The Windy City, I set out on a crazy attempt to pitch myself in my pajamas. I made the lack of being able to put on adult clothes work in my favor. I worked with what I had and figured I could prove myself if given the chance. These are the six steps I took to grow my career in copy and content development. I bet you’ll find these ideas helpful when manifesting and crafting the content career of your dreams.
Today I write for brands I use and admire—and I wouldn’t have it any other way. Half the battle in crafting your dream career is doing what you love and loving the people you get to do it with. I've always had an aversion to working with unkind people who never make room at the table. What you'll find here is a willingness to work hard and a desire to share. This is my story. If you find yourself inspired, know there is plenty of room to do the same.
“Obstacles force us to be laser-focused. Keep your head up. Narrow entryways create the tunnel vision we need to get out of our own way, and on the path we need to be.”
- Maritza Buelvas
The Journey
I realized early on that pitching myself was the best tactic to get the needle moving. Do 'the ask' and don't overthink was my motto. I've had some really crazy (amazing) stuff happen because I've never let distance be a barrier, and I have always followed my instincts.
Don't believe me? Here's some pretty wild proof: 1) I somehow got Jennifer Lopez's dad to call my mom about a tentative project*; 2) I had Destiny's Child management contact my mom about developing a group sculpture of the girls—which led to meeting Beyonce, Kelly, and Michelle*; 3) I was inches away from Madonna when I was 14 under the guise of a crazy, random plot twist. All crazy. All true. And yes, meeting Beyonce is as magical as you'd expect. Be ballsy. If you fall, at least you took the first step! Cool opportunities are often a mixture of luck and timing. The most rewarding ones, however, are often generated from thin air. Opportunities don't appear unless you put yourself out there. I've always admired Sara Blakely for that simple fact. Sara did her research, created something from nothing, and didn't take no for an answer. Having no idea how to proceed was her bliss. This same underlying passion is pretty universal. Believe in yourself and show your worth so others can see your value.
*Have I mentioned yet that I’m a pretty persuasive writer?
Tip 1
Start before you're ready
I fell in love with becoming a beauty editor when I opened my first Allure Magazine at the age of 17. I knew I probably wasn't going to move to New York so I just kept the desire to myself. Don't make that same mistake. Always be vocal about your dreams. I won't go into my personal story just yet (I'll save that juicy scoop for another day or ideally a podcast), but I will say that it is possible to become whatever you want, from wherever you are. The fear of time and space should be removed from your mind. Don't believe the lie that you're starting at a disadvantage.
If you believe you can do something and see yourself doing it, you have the fortitude to make it happen . If you feel weird calling yourself an expert at something, call yourself a student and go to bed with that in your brain. At the very least, open up your phone's notepad and begin jotting down ideas, questions, and thoughts on what you'd like to write about. Then graph a start, middle, and end to those pieces of content. Screenshot the names of beauty editors you admire in magazines and online beauty journals and introduce yourself. Start a dialogue with them and craft your voice. Figure out what kind of beauty writer you want to be and begin contributing to that world even if it's just on a personal blog. More on that later.
“Great people do things before they're ready.”
Luckily we live in a world where you can get your POV out there in a matter of minutes. Start an Instagram page, create a Wordpress, or Squarespace site. Get cracking. No excuses. Done is better than perfect! Learn the basics of the skill sets you need to get started and transfer your thoughts to a computer. Jot down stories you'd like to see online, but I advise not researching them. Don't be influenced by others. Pretend Pinterest doesn't exist in this instance, because you don't want to feel overwhelmed. Pick three topics you'd like to read about, then write about the one you would find most helpful. Be sure to share your influence with the beauty following you expect to grow.
Having trouble getting started? Write to a particular demographic (beauty in your 20's, 30's 40's, or 50's), stick to a start-up series or solve a problem (i.e., how to strengthen your hair after childbirth), interview beauty game-changers, create a list of beauty gadgets that actually make a difference, etc.
Tip 2
Nitch Down (sorta)
Pick a beauty skill that comes naturally. I've always been really talented at hair so I leveraged that talent to break into the beauty industry. More importantly, I used my passion for art-direction, my background in psychology and PR, and the fact that I'm an excellent sleuth, to produce original content within the hair space. At the beginning, focus on what comes easiest and is most inherent to you. Work with your skills in the best way possible. Don't worry about what others do. Do things in your own way so others can appreciate your originality. This will go a long way!
“I wasn't going to just pitch a tutorial. I was going to pitch an experience! Hair became my excuse to develop a pretty, visual story. I saw the visual story and wanted to art direct. Everything else was secondary. The lesson here is to 'micro' down your focus to gain 'macro' results.”
- Maritza Buelvas
Above is a glimpse of a shoot I coordinated to showcase a hair tutorial for LaurenConrad.com.
So for your first order of 'beauty business': Pick a topic that comes easy to you, then pick the medium to create a word-based and/or visual story. Consider a step-by-step method or an investigative piece, but do it in the biggest way possible. Don't just throw up the ordinary. Solve a problem. Become a resource or showcase your talents in the beauty space. Provide insight into a topic on a deeper level. The point is to have your piece go viral as much as possible. One of my first hair tutorials went viral on Pinterest for Lauren Conrad because I followed these instincts.
You can expand your beauty platform later. Just start with a niche. Become known for something and introduce other things you're good at. Pick a beauty talent, then mix in one or two related passions and meld them together. I started by combining my passion for hair with my ability to connect with others and love of conceptualization. For example, you may love applying eyeshadow and have a talent for illustration. Combine the two and create whimsical sketches about eye art. Think outside the box, narrow down your niche, and expand from there.
Tip 3
Keep A Log (or a blog)
Create simply because you have the nagging desire to do so. If you're waking up in the middle of the night because you already saw the story before creating it, make it happen. This was me years ago. I hadn't slept for a solid 9 months post-second baby when I took off to LA for a weekend to do a photoshoot because I needed that creative outlet (in the midst of my delirium). If the passion is there, you'll find a way to make things happen, and that passion will produce a career. I was lucky that my work got picked up really fast so I began writing for others and never had the time to formally "blog" for myself. My objective was always to train, so I guess I did that nationally via the web. Blogging or not, focus on maintaining an active portfolio so you can pitch your capabilities right out of the gate.
Tip 4
Pitch Yourself
Once you've produced work you're proud of, direct editors to your portfolio (or at least a zip folder) and pitch the story. Become a resource for an online outlet. Help meet a deadline for an editor by becoming a trusted lead or suggesting topics you can write about. Just make a connection. If the opportunity and reach are large enough, say yes to unpaid work. Ask for social shares as currency and use these posts to build your media kit. Become an expert in one, or a few beauty arenas, and the money will roll in. Focus on getting published.
Tip 5
They Just Haven't Met You Yet
If you're having trouble getting noticed by an outlet, consider the unconventional route. Reach out to a writer on social media. DM's are a shot in the dark sometimes, so say something thoughtful in an IG post or simply send an email offering to be of service. Ask, "How can I help you?" Unless you're seeking a mentor, your role is to be a reliable resource. Once that relationship has been developed, you can expand on the ask. Don't think that because an email hasn't been answered, you're not heard. I've had amazing women circle back (or reach out themselves) because I've proved myself as a resource. Make it known that your adorable self exists in a thoughtful way and always offer assistance.
Tip 6
Connect & Collaborate
Reach out to like-minded experts in your field, or fellow entrepreneurs who are eager to get their work out there. Collaboration is valued over competition. These connections are gold. Value them and make sure they receive proper credit. Never undervalue what a collaborator brings to the table. NO ONE IS BETTER THAN ANYONE ELSE. Remember, the beauty world is small and people talk. Impressions are lasting.
I dedicate this post to all of the lovely women who have supported me. Thank you to my collaborators, friends, and clients. Dreams are only fulfilling when they bring joy and service to others. Feel free to email me if I can be of further assistance.
#howtobecomeabeautycopywriter #howtocreatebeautycontent