Three years ago I was a washed-up academic. . .

Sort of.

Let’s just say I was tired, demoralized, and ready for a change.

After twelve years of loyal service on my part, my university in Christchurch, New Zealand launched into yet another ‘restructuring’ exercise – that is, another round of job cuts. One of their targets was my department, and I thought to myself, ‘Pay me to leave and I’m outta here!’

They did, I left.

I was ecstatic. I felt a sense of freedom and possibility that I hadn’t experienced in years, and I was sure my payout would give me plenty of time to leap into the next chapter of my well-paid working life.

Well . . . things have been a bit more complicated than that. I knew writing was calling my name, but the path to a reliable income has been more elusive. I dabbled in short stories, became entranced with making videos, and then resigned myself to ‘online and social media marketing’ as a way to get some money.

But my business never really took off. I felt embarrassed to call myself a ‘marketer,’ and ambivalent about approaching prospects. Not exactly a recipe for success.

Then late last year the ‘Aha!’ moments began:

• I don’t have to be a marketer, I can be a copywriter!
• I can still use my marketing skills, but focus on writing.
• A copywriter with video production and editing skills — why not?
• I don’t miss my job, but am still passionate about higher education. Hello niche!

I now have clarity, a sense of purpose, and am very excited about the coming year. I’m also grateful that AWAI is around to help me achieve my goals.

Here they are:

1. Strengthen my copywriting skills using AWAI courses and events

  • Complete 2nd reading and exercises of Copy 2.0 by 27 January
  • Complete Pam Foster’s Niche Yourself and Thrive by 3 February
  • Complete 2 spec assignments for web copy intensive attendees by 23 February
  • Attend web copy intensive in San Diego, 26-29 February
  • Enter a piece into AWAI $10K challenge by 31 May

2. Rebrand myself as a copywriter and web consultant for higher education

  • Initial rework of website by 20 January
  • Update social media profiles by 1 February
  • Create editorial calendar for content creation (blog posts, videos, articles) by 17 February
  • Write appropriate samples for new business model by 15 April
  • 2nd iteration of website, including QR code and responsive website adaptable to desktops, tablets and smart phones by 28 September.

3. Launch the new business, and land 5 paying clients worth $10,000 each by 31 October.

  • Contact 150 potential clients by 31 March
  • Do at least one thing to market my business every day
  • Write every day

4. Anticipate 2013 – live seminars/webinars, and creation of information products

  • Conduct ongoing research of target audience through client work and content creation
  • Create calendar for four training events for 2013 by 30 November
  • Create outline for first information product by 14 December

5. Two week holiday

Bring on 2012!