Today’s Lessons in Entrepreneurship brings us Kelly Burchett of Kelly Burchett Copywriting. She specializes in writing compelling content that converts website visitors into customers! She spent most of her 20’s traveling and working around the world. Most of her time was in Korea, but she also lived in Sri Lanka, France, and the U.S. Virgin Islands!
Kelly is also my go-to copywriter for many of the April Ray Creative website and email marketing projects. She is so intentional with the copy she uses with her clients and does the complex work of researching and finding deeper meaning in the words she uses. I love that she really focuses on the emotional desires of those she’s writing for.
Read on to learn:
- What to look for when finding a good copywriter for your business.
- Her tips for doing copy research – this one is so cool!
- The type of information your audience is looking for in your copy
What is your main product or service and why are you so passionate about it?
I’m a copywriter, which means I write any and all content related to the selling of products or services. Most of the time, this involves website content, email sales campaigns, sales pages, and blogs, but I’m always experimenting and pushing myself to try new things. I’m passionate about copywriting because I love learning new things, and each project allows me to dive into a new world of information.
How did you get started in your business? What’s your background?
Writing is something I’ve just always done, even when I was really young. Growing up, I wrote for school newspapers and publications. As an adult, people would approach me every so often for help with resumes, blog posts, or other writing projects. I’ve had the great fortune of being able to explore lots of different career paths – including teaching English abroad, working in publishing, and running my own travel business. When COVID-19 hit, I decided it was time for another change and looked into writing full time. When I realized I could make a living doing something that doesn’t even feel like work, I was sold!
When I realized I could make a living doing something that doesn’t even feel like work, I was sold!
What are some tips you can give someone looking for copywriting?
Make sure you interview your copywriter before signing on with them. There are a lot of folks out there who call themselves “copywriters” because they can put pretty phrases together, but that’s NOT copywriting. The goal of copy is to convert – and that requires a certain skillset that has to be intentionally developed. A good copywriter will be interested in learning everything they can about your product or service and your ideal customer so they can translate that information into language that speaks to your customer’s unique needs and desires.
A good copywriter will be interested in learning everything they can about your product or service and your ideal customer so they can translate that information into language that speaks to your customer’s unique needs and desires.
What is your favorite free or inexpensive resource that has made the biggest impact on your business and why?
Amazon, Google, and Yelp reviews! These are SO good for customer research.
Amazon, Google, and Yelp reviews! These are SO good for customer research. I’ll typically find a product or service that’s similar to my client’s and research what people like/dislike and what the product/service does to improve their life. I also pay attention to the deeper meaning behind their words. When someone says, “This widget makes the morning commute so much easier because my kids are more calm,” what they’re really saying is, “This widget contributes to my life by creating a less stressful commute for my family, which translates to more happiness overall, which means a more fulfilling life.”
What is your morning routine?
I love this question! I believe that having a solid morning routine is non-negotiable when it comes to building a successful business and life. I wake up around 7 AM and make myself a cup of organic dandelion tea. Then I spend about 15 minutes waking up before starting my morning yoga practice. Next, I have breakfast—right now I’m loving cherry-chocolate smoothies! Finally, I spend 5-10 minutes doing positive visualization focusing on my life goals.
How are you currently marketing your business?
I’ve been so busy with projects since I started that I’ve not really done much marketing! So mostly word of mouth, really. When things slow down, I plan on writing the copy for my own website!
What have you tried in marketing in the past that didn’t work?
In one of my former businesses, I was taught to do a weekly e-newsletter keeping my clients updated on my life and business. People liked hearing from me, but it didn’t do much for sales. As I’ve learned more about marketing, I believe that offering people quality information that they can use immediately to improve their lives is a better way to build trust with clients.
As I’ve learned more about marketing, I believe that offering people quality information that they can use immediately to improve their lives is a better way to build trust with clients.
What is a piece of advice you’d give someone new or struggling in business?
I’d say to create a schedule and stick to it. And remember that motivation comes and goes, but discipline can be developed. And I am by no means perfect at these things! It’s a constant work in progress.
Motivation comes and goes, but discipline can be developed
Anything else you’d like to add? Tips, resources, etc.
For anyone interested in working for themselves and getting ahead in life, I recommend the following books: The Slight Edge, Dave Ramsey’s Total Money Makeover, and Mindset: The New Psychology of Success by Carol S. Dweck.
Where you can find Kelly: