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Interview: Kelly Kautz

Kelly KautzKelly is an online marketer with more than 8 years of experience. She is the owner of onewomanmarketing.com and has written for leading sites including Pro Blogger, Copyblogger and Forbes.com. Here is her inspiring interview….

 

Tell us a bit about yourself.

I’m a copywriter and marketing consultant from Lancaster, Pennsylvania. I work for JPL, an integrated communications company in Harrisburg. I also write a marketing blog, OneWomanMarketing.com.

When and how did you get started with copywriting?

I graduated college with an English degree, and worked as the editorial assistant for several local magazines. But I couldn’t find a stable job, so I eventually started freelancing. Writing advertising copy seemed like fun, so I called local advertising agencies and pitched them my services. I didn’t know a thing about advertising or marketing back then, but I learned quickly. Eventually, clients began calling me not just for copywriting help but also marketing advice.

What does your work as a ‘freelance copywriter and content strategist’ involve?

I work with businesses and marketing agencies to create content for websites, videos, advertising campaigns and other formats. My job is essentially to inspire action, whether that action is entering a promotion, sharing a blog article or buying a product. I’m also responsible for making sure that the content tells a cohesive, consistent story across the entire organization.

Why is professional copywriting important for businesses/companies?

When part of a larger marketing strategy, copywriting can help businesses:

  • Connect with customers on an emotional level
  • Create a memorable identity that’s differentiated from competitors
  • Improve web traffic and search engine optimization
  • Increase sales

In short, it’s not just about creating pretty words, or making sure each press release is grammatically correct. It’s about developing a compelling message that shapes customer sentiment and inspires action.

Your former clients include Fortune 500 companies. Could you please mention a few that you have worked with?

Some of the more recognizable names I’ve worked with include The Hershey Company, New Holland Agriculture, Hanley Wood Publishing , Listrak and the Pennsylvania Department of Health.

How do you find your clients and set your rates?

Right now, most of my clients find me. Since I started working full-time, I’ve had to cut back on my freelance copywriting and consulting projects. I’m pretty selective. I get a handful of leads through my blog each month, and I take on those that resonate most with me.

Does copywriting pay well? How much do you earn on average per month?

It varies from month to month, but between my day job and freelancing I’m earning close to six figures a year.

How do you keep yourself motivated?

I come from a family of small business owners, so I know that most businesses start with a dream. And I feel so blessed to be able to help other business owners make their dreams come true. I also like working with people who have a negative perception of marketing and sales. Just a small change in mindset can be so empowering for them, and can shift the direction of their business.

How do you balance your full-time job with your freelance work?

I’ve grown to appreciate my own ebbs and flows. I know I tend to be productive during the early morning and late afternoon, so I schedule my work around those times. I’m also very deadline driven, so I’ll schedule firm deadlines into my projects, and set arbitrary deadlines if I have to. That helps me to stay focused.

Where do you see yourself 10 years from now?

I’d like to do more consulting work with large corporations. For small business owners and solo entrepreneurs,  I’m working to create an online marketing class that guides them through the steps of  creating a brand and a marketing plan. If people resonate with that material, I’d like to eventually turn it into a book.

What is the future of copywriting?

It’s an interesting time for copywriting, because the internet is still evolving, and buying habits are changing drastically. I think copywriting will continue to grow in importance as technology matures, and more businesses recognize the power content marketing has in an overall marketing strategy.

What advice would you give to any aspiring copywriters out there?

Always keep learning. Don’t be afraid to ask stupid questions, and share where you’ve gone wrong. Some of my most popular blog posts have been about the mistakes I’ve made along the way. It reminds people that I’m human, and far from perfect.

 

I hope this interview inspired you. Feel free to leave your views and questions in the comments section below.

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