You're writing copy for brands you don't care about. The work is fine. The numbers are good. And none of it matters to you anymore.

Another SaaS launch. Another exciting new feature. Another founder who thinks synergy belongs in a subject line. You've sat on feedback calls where someone said it's not catchy enough and couldn't tell you what catchy meant. You've delivered 20 subject line alternatives because the first 19 were good first effort! One client texted you on a holiday. One called at midnight. One cancelled the project after the copy was written and acted like you should be grateful for the experience.

And somewhere in the middle of all that, something worse happened. Quieter than a bad client. You started losing your own voice. Writing for so many brands that thrive on inauthenticity that your instincts flattened. The part of you that cared whether the copy was brilliant or just adequate went quiet. Nobody was asking for brilliant. They ...