We are returning to putting up blog posts (but only once a week – Wednesday mornings to be precise) and they will be content that we feel are important enough not to wait to appear in the magazine, but give immediate attention to.
This time we look at BURNOUT!
Let’s face it – in our world of tight deadlines, last-minute client changes, and that constant pressure to be clever on command, feeling overwhelmed is practically part of the job description.
When you’re juggling multiple spots that all need to air tomorrow morning, and the sales rep just walked in with “one quick emergency project,” it’s easy to feel like you’re drowning.
After four decades in this business, I’ve developed some survival tactics that actually work. So, before you start contemplating a career change (again), try these strategies to get your sanity back without pulling another all-nighter.
1. Get All Those Projects Out of Your Head and Onto Paper
When my desk is covered with project briefs and my inbox is exploding, the first thing I do is make a master list of everything on my plate. Those five dealer spots, that series of PSA’s, the station promo package – write it ALL down, and sort them via due date.
This is where the magic happens – once you see it all in one place: suddenly it’s clear that the car dealer’s weekend sale spot (airing tomorrow) needs attention before the dentist’s branding campaign (due next week).
Remember: Not all copy deadlines are created equal, and in radio, we all know that “air date priority” is our north star.
2. Negotiate Those Deadlines Like the Pro You Are
Once you’ve got your list, take a hard look at when each piece truly needs to be completed. That morning show contest promo? Non-negotiable for tomorrow’s drive time. But that furniture store campaign the sales rep swears is “urgent”? If it’s not scheduled to air until next week, then, you’ve got some wiggle room.
Don’t be afraid to push back professionally: “To give this campaign the creative attention it deserves, I’ll need until Thursday afternoon. I can have a first draft for you to review by Wednesday.” Remember, in radio copywriting, deadline negotiation is a survival skill, not a weakness.
3. Block Your Time According to Your Creative Rhythm
Most radio copywriters I know have a golden hour (or three) when the words just flow. For early birds (like me), it might be that quiet time before the sales team arrives. Night owls might find their groove after the afternoon production meeting chaos subsides.
Whatever your pattern, protect those prime creative hours like they’re made of gold.
Block them off in your calendar and use them for writing those attention-grabbing intros and killer calls to action. Save administrative tasks for when your creative well is running dry – that’s the perfect time to organize client files or respond to emails.
4. Cut the Stress Triggers That Are Within Your Control
Let’s be honest – we can’t control demanding clients or impossible deadlines. But we can control how much additional stress we pile on ourselves. During crunch periods, I make a point to:
- Skip the morning news feed scroll (those headlines will still be there after deadline)
- Silence non-urgent notifications on my phone
- Take my lunch break away from my desk (even if it’s just 15 minutes)
- Decline non-essential meetings (your presence at the station staff birthday celebration can be sacrificed when you’re on deadline)
Remember: that creativity we depend on gets completely blocked when you’re in stress overload.
5. Schedule “Idea Percolation” Time
This might sound counterintuitive when you’re swamped but hear me out…
Some of my best radio copy ideas have come when I wasn’t actively trying to write. I call it “productive zoning out,” and it’s essential for radio copywriters.
Take 15 minutes to step away from your desk, grab a coffee, or just stare out the window. Let your mind wander freely. Often, the tagline that was eluding you for that tricky client will suddenly appear. Our brains solve problems in the background when we give them space to breathe.
6. Consider the Strategic Overtime Decision
In radio, sometimes there’s no avoiding the late night – especially during ratings periods, holiday retail seasons, or when a major client has a last-minute emergency.
But make it a conscious choice, not your default.
Ask yourself: “Is working until 8 PM tonight actually going to produce better copy than coming in fresh at 7 AM tomorrow?”
Sometimes the answer is yes – you’re in the zone and want to capitalize on it. But often, some sleep will give you the perspective to write something twice as good in half the time.
7. Create Ready-To-Go Templates for Your Regular Clients
After years in radio, I’ve learned that certain clients request the same basic structure over and over again. The car dealer will always want price points, the restaurant will always want their hours, and the furniture store will always want their location mentioned twice.
Create a collection of go-to templates for your regular advertisers with their key messaging points, legal requirements, and preferred structure already laid out. When that rush job comes in, you’ll already have the bones in place – all you need to do is flesh it out with the current offer details.
This approach not only saves time but ensures consistency across campaigns. I keep a digital “swipe file” organized by client and by industry that I can quickly reference. It’s amazing how much mental bandwidth this frees up when you’re not reinventing the wheel for every single spot.
8. Implement a Zero Inbox Strategy for Message Management
My inbox (at certain times) can quickly become a nightmare of client revisions, sales rep “urgent” requests, and production team questions. One of the most effective ways I’ve found to reduce overwhelmed is implementing a strict zero inbox policy.
Here’s my radio copywriter’s version: check email at scheduled times (I do 9AM, noon, and 3PM), and then process every message using the “Four D” system:
- Do it (if it takes less than 2 minutes)
- Delegate it (if someone else should handle it)
- Defer it (schedule a specific time to address it later)
- Delete/Archive it
For copy requests, I immediately create project files and add deadlines to my calendar. For revisions, I either make them on the spot or schedule the exact time I’ll work on them. Nothing stays in my inbox as a “reminder” – that’s what your project list and calendar are for.
This approach has dramatically reduced my mental load. When copy deadlines are looming, knowing that no critical messages are lurking in your inbox is incredibly freeing – one less source of anxiety in a high-pressure job.
9. Master the Art of the “Quick Clean” Workflow
In radio, sometimes a spot needs to get to production NOW. I’ve developed what I call the “quick clean” process for these emergency situations:
- Write the first draft focusing ONLY on the key message and call to action
- Do one quick pass fixing only critical errors
- Make sure there are clear notes for production
- Circle back later (usually in 5 minutes) for a proper polish
This isn’t about cutting corners – it’s about recognizing when “good enough to air” is the appropriate standard for the situation. Not every 30-second spot needs to win a Mercury Award.
Sometimes, meeting the deadline with clean, serviceable copy is the professional move.
10. Recognize the Warning Signs of Burnout
When every tagline feels forced, you’ve forgotten what your family looks like, and you find yourself resenting the sound of the production director’s voice, you’re heading for burnout territory.
Radio copywriting demands creativity on command, day after day, year after year. That’s a unique kind of pressure. If you’re feeling chronically exhausted, increasingly cynical, or finding it takes longer to write spots that used to flow easily, it’s time to have a serious conversation about your workload.
The best radio copywriters know that their creativity is their most valuable asset – and protecting it sometimes means saying “no” or “not right now.”
Remember: The pressure in our industry is real, but so is the reward of hearing your words bring in results for clients and connect with listeners.
When you are overwhelmed, step back, prioritize ruthlessly, and protect your creative spark.
The deadlines will always be there – but with these strategies, you’ll meet them with your sanity intact and your coffee mug still half full, and not thrown at the nearest sales team member or client.
