A vision for ProCopywriters with a touch of Dutch directness

In a recent conversation with Leif Kendall, I found myself thinking about ways we can grow and improve ProCopywriters. Let’s start with a straightforward thought: ProCopywriters is doing a lot of things right, but there’s always room to do more. This isn’t about pointing fingers or calling out shortcomings, but about finding opportunities to make ProCopywriters even better, for the benefit of everyone.

So, here’s my vision for where we can go next. It’s a little bit direct, as you might expect from a Dutchman, but it’s all meant to be constructive and thought-provoking. I hope it sparks some ideas for all of us to think about how we can elevate our organisation and the copywriting profession.

1. Taking the membership experience to the next level

Currently, ProCopywriters offers excellent access to resources, networking opportunities and community support. However, to make it the go-to professional association for copywriters, we need to approach membership more strategically.

Currently, anyone can self-select their membership level, which undermines the purpose of having Pro members who should ideally be vetted. To address this, we could introduce a vetting process that ensures members in the Pro tier have a minimum number of years of experience or meet certain professional standards. This could include an accreditation process, where members demonstrate their competence through their work experience, rather than relying solely on self-declared qualifications.

There’s been some resistance to the idea of a compulsory code of conduct, a position I find a bit surprising, considering it is light touch and focuses on ethical, transparent behaviour standards that no serious professional copywriter should object to. However, I believe there’s room for a middle way. A more stringent code of conduct could be applied to Pro members, with the lighter version serving as a baseline for all members.

The more serious aspects of my draft code, such as guidelines regarding outsourcing work to AI or low-cost countries, undercutting other copywriters, and other professional ethics concerns, could be addressed in terms of membership. This way, members would have to accept these as part of the renewal process and it would ensure accountability.

Rather than imposing these standards through a compulsory code, we could use the blog and regularly updated guidance to educate members. By presenting these as living documents, we can create a conversation around best practices that evolve over time. This approach is transparent, engaging and inclusive and it can help shift attitudes without feeling like a heavy-handed rulebook.

2. A national committee with clear roles

Currently, ProCopywriters is run primarily by Leif, with help from a rather large committee of more than thirty members. While it’s fantastic to have so many people willing to contribute, it’s also a little unwieldy, and without clearly defined roles, some things might be slipping through the cracks.

I believe that a smaller, more focused national committee with clearly defined roles, such as Membership, PR and Marketing, and Finances, would help streamline decision-making and ensure that key areas receive proper attention.

By focusing on specific areas, we can accelerate growth and professionalisation. Leif, with the support of this smaller group, would be better positioned to manage day-to-day operations while the committee focuses on strategic initiatives, such as accreditation, sponsoring and strategic partnerships.

3. PR and Marketing

Leif mentioned that there’s no budget for PR and marketing, but here’s the thing: we don’t need a huge budget to make an impact. What we do need are a few skilled and dedicated members willing to collaborate and create a PR strategy. Let’s pool our talents and get the word out.

We can use social media, partnerships and content creation to elevate the ProCopywriters brand without spending money. It’s about getting creative, finding ways to showcase what ProCopywriters stands for, and making it relevant to both clients and copywriters.

This is not just about visibility; it’s about creating a community-focused marketing strategy that highlights the value of being a ProCopywriters member, one that goes beyond just paying a fee. We all have a stake in making the association relevant and respected; with some effort, we can make a significant impact.

4. Member visibility

Now, let’s talk about something seemingly small but still important: the way we display members on the website. Currently, members are sorted by their last profile update, which encourages a bit of a superficial game: who can tweak their profile the most to get to the top?

Randomising the order of members on the directory page could be a simple yet effective way to ensure that no one is unfairly prioritised based on trivial edits. Giving more weight to Pro members is an option, but randomising the list will create a fairer and more meaningful directory.

5. Creating a vibrant discussion platform

ProCopywriters could benefit from a more active discussion platform, something akin to Slack, which I’ve seen work incredibly well in other communities. For example, I’m a member of We Are Content Club, an incredibly active Slack channel for content specialists, and it’s clear to me that ProCopywriters could thrive with a similar platform.

Slack is free, immediate, informal and provides real-time collaboration. It’s a space where members can ask questions, share insights, and offer peer support, an invaluable resource for any professional community.

A Slack channel could also be a great way to facilitate mentoring between Learner, Basic, and Pro members. While it’s important to note that mentorship can’t be compulsory, creating the right environment where members can connect, share experiences, and guide one another is something worth encouraging.

6. Imposing new terms and conditions at membership renewal

One area where ProCopywriters could benefit from bold thinking is in its membership terms and conditions. Leif has rightly pointed out that changing terms for existing members might seem challenging, but I strongly believe that every membership renewal is an opportunity to impose new terms. When members renew, they agree to accept the updated terms.

This is a standard practice in business and many membership organisations. It’s a way to keep the organisation current and aligned with evolving industry standards. If we want to introduce new terms, such as a more stringent code of conduct or updated ethical guidelines, there’s no reason why this shouldn’t be done at the point of membership renewal. By renewing, members agree to the new terms.

Now is the time for ProCopywriters to develop a clear vision of where we want to be in the next five years. A Luddite outright rejection of the use of AI tools in copywriting risks alienating potential new members and making us look out of touch with reality. We should embrace AI as a tool, but we must also be transparent, ethical and realistic in our approach. ProCopywriters can move forward as a contemporary professional organisation that acknowledges the realities of AI, while still holding itself to the highest ethical standards.

7. The badge and voluntary code of conduct

Here’s a controversial point: a badge that reflects adherence to a voluntary code of conduct adds little to no value. It reminds me of the old saying that you shouldn’t say something if the opposite makes no sense. Why would any professional copywriter need a badge to tell clients that they act in an ethical manner? I’ve been a member of various other organisations that encouraged members to put characters after their name, FRSA, for example. That meant the member had paid their annual fee, with no vetting process beyond being put forward by an existing member, in the case of the RSA.

A badge that simply signals membership and a voluntary commitment to a code of conduct does not add any genuine value in the professional world. It’s not a substitute for real accountability or professional competence. Instead, we should focus on creating value through clear standards, vetting processes and genuine accreditation.

8. Enhancing professional credibility

To strengthen ProCopywriters’ standing as a credible professional association, we need to explore opportunities for accreditation and partnerships that will add real value to our members.

Introducing an accreditation scheme for Pro members could be an important step. This would allow members to gain recognition for their expertise and commitment to ethical practices. For example, ProCopywriters could partner with recognised institutions to offer accredited training or certification.

Collaborating with industry bodies, agencies and even educational platforms could help raise ProCopywriters’ profile in the industry. This would ensure that clients and employers recognise ProCopywriters members as top-tier professionals.

These efforts will ensure that ProCopywriters becomes a trusted resource for clients looking for professional copywriting services. This will help validate our members and increase their value in the marketplace.

A call for collaboration and continuous growth

ProCopywriters has so much potential to become the professional organisation that really stands out in the copywriting world. With collaboration, clearer standards and creative thinking, we can make sure ProCopywriters isn’t just an association but a credible, respected professional body.

These ideas are just that: ideas. But they are informed by my four decades of active membership in professional associations. I hope that they provoke a discussion about where we want to go next. Let’s use this as a starting point for a broader conversation about how we can make ProCopywriters better for everyone, today and in the future.

I look forward to hearing your thoughts and joining the conversation on how we can improve and grow ProCopywriters together.