[quote style=”boxed”]”I continually take a step back and find new ways to develop my business. It is easy to get stuck in a rut where you are comfortable doing what you do.”[/quote]
Kimberly Crossland is founder of The Savvy Copywriter, a digital marketing firm that makes copywriting and content marketing easier for small businesses.
Kimberly has worked around the world with a variety of companies. From startups to Fortune 500 companies, Kimberly knows the challenges businesses face in today’s market because she has experienced them first-hand. In her belief that the Internet provides an easier way to connect with people, she has found her passion in helping create better content online. Now, sometimes known as the “crossfit copywriter”, Kimberly works with small businesses (including those in fitness and health industries) to find innovative ways to get ahead of the competition and be current in today’s fast-paced, ever changing online marketing atmosphere.
After graduating from the University of Arizona, she began her work overseas in Copenhagen Denmark. Here she worked as an International Marketing Assistant. She then moved back to the United States where she started work with a large company working in offline marketing and sales. Finding her true passion was online marketing, she went back to the interwebz and started her own business with just a blog and a dream.
Now companies work with The Savvy Copywriter for help creating powerful marketing copy. From a simple blog post to eBooks and whitepapers, The Savvy Copywriter helps businesses create the content they need to attract more leads and convert more sales.
What are you working on right now?
In addition to the regular blog posts, guest posts, and articles I write for clients, I’m focusing on developing my scope of work for larger content, such as eBooks, reports and whitepapers. It is through this heavyweight content that I believe businesses get the most benefit. The longevity of an eBook and the value it delivers cannot be beat!
Where did the idea for The Savvy Copywriter come from?
From the start of my career, I worked in the world of digital marketing. In only a mere seven years, I have seen websites, search engine algorithms, and marketing strategies shift and develop. One thing that remains a constant is the need for high quality content in this environment. With The Savvy Copywriter, I am able to provide quality copy that stays current with the latest trends in the market. This is something every business needs and is desperately searching for, which is how I grew into developing this company.
How do you make money?
I make money with each project I complete. Rarely do I do any hourly work. I do this because it benefits the client more than anything. Customers know what they are paying for when the project is started. They can scale it as needed. And they can be confident that they are getting the best work possible each and every time.
What does your typical day look like?
I am a firm believer in living a healthy life. Unfortunately, writing in front of a computer all day does not always lend itself to good health. I invested in a treadmill desk to help combat this and walk approximately four miles a day while working. This is usually how I start my day. Then, I take a break in the middle of the day to go to the gym where I do a Crossfit workout. This usually gives me the energy boost and inspiration I need to finish off my work day.
How do you bring ideas to life?
I find the most inspiration in talking to other entrepreneurs and small business folk. This is typically done in the gym, at a local coffee shop, or in other random spots. Talking to others gives me ideas of what businesses need and where I might be able to help. Once I have an idea, my first instinct (being a copywriter) is to blog about it. Then, I work it into my offerings and come up with a plan that will be mutually beneficial.
What’s one trend that really excites you?
Content marketing, obviously! More specifically though, I love the personality more companies are showing online. Whether through social media, blog posts, or fun meme’s, watching brands come to life online is exciting for me. People love doing business with people, and the companies that embrace this are the most fun to watch.
What was the worst job you ever had and what did you learn from it?
The worst job I’ve never had was working for a rental car company. The long hours of talking to people who had just been in a car accident, or were miserable because they were on a business trip was daunting. On top of that, I had to sell, sell, sell which is NOT built in my personality at all. I left that job crying more days than I’d like to admit, which taught me the importance of doing what you love. Now I can happily say that I do!
If you were to start again, what would you do differently?
Not rent cars for a living! And discover earlier that I have the passion, persistence, and personality to be an entrepreneur.
As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?
I continually take a step back and find new ways to develop my business. It is easy to get stuck in a rut where you are comfortable doing what you do. This gets you nowhere. I frequently step back and look at the bigger picture of how I can better serve my clients. This helps me find a path to develop professionally and help more businesses achieve their goals – and isn’t that why entrepreneurs go into business to begin with?
What is one failure you had as an entrepreneur, and how did you overcome it?
The biggest failure I’ve had as an entrepreneur is diving in headfirst. I knew I loved marketing, and I knew I was good at it. What I did not have was a clear path of specifically what I wanted to do for small businesses and what I wanted my company to look like. To overcome this, I took a step back, talked to a business consultant, read a few books, and revised my mode of operating.
What is one business idea that you’re willing to give away to our readers?
A new type of public relations manager. Public relations is taking on a new role in this more engaged, more direct, and more personal business world. Companies with a simple goal of being published somewhere big are missing the point. With a new type of public relations manager, companies can get farther by forming stronger relationships and developing their content into a PR tool that will deliver value instead of recognition.
If you could change one thing in the world, what would it be and how would you go about it?
I’d change the narcissism that runs rampant in today’s world. Yes, people love to talk about themselves. But it’s not until people come together and discover how they can help each other that great things happen. Looking beyond yourself can bring you more success than you realize.
Tell us something about you that very few people know?
I’m a travel junkie and a homebody rolled into one. I love my quiet nights at home and working out of my home, but give me a ticket to paradise (or wherever really) and I’m all in!
What are your three favorite online tools or resources and what do you love about them?
1. Hootsuite – I am somewhat against scheduling tweets and posts in advance, but sometimes it works out for the best. And your community benefits too by getting your favorite stuff.
2. Authority – This is a great community of Copywriters from around the world that connects to find inspiration from one another online.
3. Kickstarter – What a great place to support people with a dream!
What is the one book that you recommend our community should read and why?
This changes like the wind, but right now I recommend “Ctrl Alt Delete” by Mitch Joel and “The Power of Unpopular” by Erika Napoletano. Both books outline the future of business, the importance of having a brand, and how to give your company the kick in the butt it needs to grow ethically and effectively.
Three people we should follow on Twitter and why?
1. Mark Cuban – He invests in a lot of great companies and has a great “hard work pays off” mentality.
2. Ann Handley – Great marketing tips for small businesses!
3. Fast Company – Not a person, but still a great source of innovative content
When was the last time you laughed out loud? What caused it?
Hanging out today with my family – they always bring a smile to my face and make me laugh!
Who is your hero?
My grandpa. He grew up on a farm, built a church, helped countless numbers of people, and was one of the most self-less people I’ve ever met.
You mentioned that people sometimes refer to you as a “Crossfit copywriter”. Why is this?
I’m passionate about Crossfit, and about copywriting. Combining two loves is always fun, and smart business! This has led me to working with some pretty amazing companies in the Crossfit industry. Hence the name, Crossfit copywriter.
What are some things that make you smile the biggest?
I’m pretty eclectic when it comes to hobbies and passions. Here are a few: coffee, good conversations, stand up comics, travel, relaxing by the water (not so much in the water though), a good glass of wine, my closest friends, and of course, my husband.