Alexa Sibberson
Copywriter / Brand Strategist
Columbus, OH
www.alexasibberson.com
instagram @alexasibberson
linkedin @alexasibberson
@byalexasibberson
Q What do you do?
“All those brand emails in your inbox? I write those.... and all the other marketing touchpoints that connect brands and consumers daily. ”
Think: social, packaging, digital ads, campaigns. The list goes on and on.
But being a copywriter is about so much more than just stringing together words that sound good. I help each client consider what the bigger picture is. It's easy to come up with a quippy headline, but it's not so easy to make an emotional connection that creates trust and drives loyalty.
Words are cool and all, but we can make them work a little harder.
Q What steps did you take to get to where you are now?
Miraculously, I got an English degree and actually put it to use! I fell into my first role as a Product Copywriter for an early-stage ecomm platform, and have only grown from there.
I've spent years in-house at brands like Abercrombie & Fitch and Victoria's Secret, mastering the ins and outs of cross-functional marketing. I've worked at startups, becoming a writer of all trades (master of some, don't worry), agency-side with a variety of powerhouse clients like Meta, Aramark, and Target—and finally, as a creative consultant for the past 4 years, working with well-established businesses like HelloFresh and Bath & Body Works, while getting up-and-coming brands like Deon Libra, Buck Mason, and Soludos solid on their storytelling.
Q How do you stand out in your field?
Expertise and empathy.
In experience, I bring a level of strategic knowledge backed by work with companies in a wide variety of industries. I've seen projects from all angles—as an in-house creative, from a big-picture, out-of-the-box agency thinker, as a consultant trying to make as much impact as possible as a party-of-one, and finally, as a client and consumer, gaining deeper understanding of what actually connects in the real world, and not just the marketing world.
I like to think I'm an expert in empathy, too. I often say that the best copywriting comes from simply listening to people talk about their brands, businesses, and passions. Couple that with staying deeply connected to modern consumer mindset and trends, and we're set to make some serious emotional connections.
Q What are you working on right now?
In the work world, I'm developing Brand Strategy and Tone of Voice guidelines for a few new brands—a candle revamp, an interior design startup, and an adaptogenic coffee company. And always keeping your inbox full with emails from Wandering Bear Cold Brew, Grubhub, and a few other retainer clients.
Personally, I'm learning Italian to stoke my lingual creativity in a new way—catch me practicing in Ischia this summer!
Q What’s your style?
I think good copywriters adapt to the style of their client, rather than having a style of their own—and I think that shows in my adaptability to create stories for a wide, wide variety of brands and consumers.
That said, my perspective leans towards impactful minimalism with personality. I don't think people love reading (especially when they're being marketed to), so creating a maximum impact in a minimal amount of words is key.
And I love a good pop culture reference, which Deon Libra was all about.
Q Out of all your slashies, which one do you wish you could do more often?
I'm big into traveling and would love to break into the travel and hospitality industry more. It's always fun to work on projects that ignite your personal passions.
Q What is frustrating you right now?
Transitioning from full-time, in-house work to freelancing a few years ago was scary—and the feeling hasn't really subsided yet! I always feel like it's too good to be true, so I'm trying to settle into the routine of being my own boss.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
An accountant! I've got a lot of strengths, but numbers aren't one of them.
Q What do you wish you could have told yourself, when, and why?
I'd let my burnt-out corporate creative self know that it's worth it. The expertise you gain putting in the hours WILL set you apart from other creatives. In short: You know your stuff!
Q If you could talk to an expert to gain more insight on something, what would it be about?
An expert AI crash course would be nice—it's inevitable, and while I'm figuring out how to use it, I'd love to know how to optimize it even more to get better results for my clients and their customers.
Q What kind of opportunities/projects are you looking for?
If you've got a cool brand or business idea, I'm down for anything. From full-scale brand strategy and tone of voice development to creative concepting and day-to-day marketing executions, I do it all—and I like it that way!
Q Describe your ideal job/client/collaboration.
I love clients that are open to new ideas and collaboration. Even at well-established brands, a fresh set of eyes is never a bad idea.
Q What is your rate?
I create custom proposals for every client, with monthly retainers starting at $1500 for emails, social, and digital ads, and projects starting at $2000 for website copywriting, strategy, and more. I do offer a select amount of hourly work per month if your project doesn't fit into a neat little creative bucket—they so rarely do!
Q How should someone approach you about working together?
Shoot me an email at asibberson@gmail.com, or contact me through my website, with a little bit of project info and we can go from there.
Q Who is a creative you admire?
Melo Creative — She did my website and she is THE BEST for directing small, woman-owned businesses. I truly don't have enough good things to say. Nice People — I partner with them a lot and for truly high caliber creative, there's no one better. Their name really holds true, too. Claire Owen Adams / COA — Another marketing partner I can always trust to do it up when it comes to strategic growth and planning.
Q Oh! and… how do you stay creative?
Consume more than I create.
This member profile was originally published in July 2022, Updated February 2024