Between the Briefs - From Kitchen Heat to Client Tears
A creative path shaped by clarity, connection and the power of the right words.
For our first Between the Briefs story, we spoke with Seth Rowden, a freelance writer and strategist behind Get Seth. His creative path started in a Michelin-star kitchen before shifting toward words, brand strategy and the emotional power of language.
More than a decade into self-employment, Seth’s day-to-day is shaped by clarity, collaboration and a strong sense of purpose. From the moment a client was moved to tears by a presentation, to the wake-up call that reshaped how he ran his business, this is a thoughtful look at what freelancing really looks like.
Not the polished version. The real one.
Between the Briefs is a blog series from Plan Make Do sharing honest, human stories from freelance life - the kind that rarely make it to LinkedIn.
What does your creative work actually look like day to day?
I aim to do 3-4 hours of writing, usually in the mornings. I try not to work crazy hours. Most of my work is strategic and short-form, so it's more about quality than quantity. I love listening to music throughout the day and have a vinyl collection in the studio.
If I'm working on a verbal identity project, I'll run online workshops and interview people. It's very collaborative. I also have lots of meetings with clients and other creatives, often in different time zones.
I usually end the day by going for a run, which gives me time to decompress and lets the ideas flow.
How did you end up doing this for a living?
In my 20s, I thought I wanted to be a chef. I briefly worked in a Michelin-starred restaurant, but I soon realised this path wasn’t for me. After I left, I had no idea what to do next. I'd always written short stories and loved writing, but didn't know copywriting was a thing. I then met someone who owned a car collection. He wanted to start an automotive business, so I helped him write the website copy and launch the brand. That was in 2012, and things snowballed from there.
What do people often misunderstand about what you do?
Copywriting is a broad church. People usually think of marketing content — like blogs, newsletters and social posts. The best way to describe what I do is the verbal part of branding. I help clients define their verbal identity, core language and voice. The words are important, but I also look at the bigger picture of a brand's identity and commercial goals. The other amusing misunderstanding that all copywriters can relate to is when people think you're a copyright lawyer!
Seth and his cutest running coach.
What's been challenging or unexpected along the way?
The pace of change. This is a fast-moving industry, so there's constant pressure to stay relevant. It's easy to look sideways and compare yourself to others. There's so much talent out there. I've found it helpful to create new chapters for myself. In a regular job, you have a new chapter when you get promoted or change companies. Being self-employed, I have to find other ways to evolve my services and stay inspired.
Have you ever felt like giving up freelance life?
There was a wake-up call about three years into being self-employed when I thought, "I've either got to make this work or get a job". Things were tight financially, and it just felt like an uphill struggle. I didn't know how to set my rates or break the feast-famine cycle. This was the turning point when I made some significant changes to my business. That's when things started to take off.
The creative industry is notorious for stress and burnout, so there are always ups and downs. But I remind myself how lucky I am to make a living doing something I love.
What's a small moment that felt like a real win?
This might sound like a strange answer, but the first time I had a client shed a tear in a presentation. It took me by surprise. I've had this happen a few times, mostly on social impact projects. That's when you know the words landed just right. I always assumed the best feeling would be to see my work on TV or in a supermarket. In reality, the thing that motivates me the most is when clients thank me for finding the words to match their vision.
What do you wish someone had told you when you were starting out?
The nuts and bolts 'business side of things', like how much to charge and how to find clients. The info out there on pricing isn't always practical, especially if you're new to the industry.
Also, I wish someone had told me to focus on people, not projects. Build relationships with clients and creatives you admire. They will become your network... and your network is everything.
Seth’s journey is a reminder that creative careers rarely follow a straight line — and that impact is often felt in the quietest, most unexpected moments. You can learn more about his work at getseth.com, where he helps brands find the words that truly fit.
Between the Briefs is all about sharing the honest, human side of freelance life. If you’ve got a story of your own you’d like to share, we’d love to hear from you. Get in touch here or drop us a message.