Can You Write About Something You’ve Never Done?
The power of research vs. firsthand knowledge
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Last week, I came across a LinkedIn post looking for a Spanish Copywriter. I checked all the boxes—experience, availability, everything.
All but one:
The client required personal experience in [the specific subject].
Do you agree or disagree?
As a copywriter, I understand why someone would ask for this:
It ensures the writer is familiar with the topic from day one.
The onboarding process is shorter and easier.
It saves time—rather than reviewing 100+ applications, the client receives just a handful of highly relevant ones.
I get it. And I especially understand it if the person making the decision isn’t a copywriter but a generalist in marketing or business.
In fact, I’ve used the "I have experience in this niche" argument to win clients myself. I use it daily—after all, I’m from Spain, so I can write for the Spanish market.
But here’s the truth: For most of the clients I’ve worked with, I had no direct personal or professional experience in their industry.
From coaching to publishing, baby carriers to real estate investments—I’ve written about it all.
The key? Research.
As professionals, we have a powerful tool: the ability to learn. And there are countless ways to do it:
🔍 Ask your client.
🔍 Ask their clients.
🔍 Listen to podcasts, follow social media discussions, and watch videos in the niche.
🔍 Study competitors and leading brands in the industry.
And more. Many more.
Of course, having personal experience is always an advantage. It saves time and helps you reach a high-performance level faster.
But “better” and “necessary” are two very different things.
Outside the desk
Where the magic really happens.
🇮🇸 This week, I’m traveling around Iceland—the land of ice and fire. It’s my first time here, and I’m sharing this trip with amazing people.
🎒 One day, I’ll share how I manage to spend a week in Iceland (and another in Bilbao) with just one small bag. Shoutout to budget airlines for forcing me to master this skill!
🧘♂️ Before this trip, I attended two yoga sessions at a new studio in the Basque Country—and I loved them! It’s always nice to feel welcomed in any yoga studio around the world.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
Thanks for reading today’s newsletter. If you enjoyed the content, feel free to share it with your workmates, friends, family and pets so we can grow together.
You can also reply to this email and let me know what you think about it. We are in this together, compa.
All the best for the rest of your week,
💙 Ricky from Textonality.com 💙