Amanda H. McGonigal
Q What do you do?
“I’m a writer who weaves empathy into every little message.”
Whether my work has appeared in billboards in Times Square, social posts for celebrities, or crisis PR communications, empathy went into its every stage. My copywriting and communications strategies are based beyond a buyer persona, and instead focus on an audience's intersectionality. Yes, we may be targeting a mom in her late thirties, but what else is she beyond those two boxes she checks? What matters to her most? In layering the demographics, psychographics, and other key information about who we're speaking to, I can find the right messaging mix that is culturally cognizant and won't fall flat.
Q What steps did you take to get to where you are now?
I've been freelancing since 2015, serving as a utility player in small businesses and startups. I've been fortunate to leave a positive mark on clients, and each project has spider-webbed its way into referrals and additional business. I started my own small agency, Beseder, LLC, in 2021 to house this work and foster collaborations with other creatives I've met along the way.
Q How do you stand out in your field?
In addition to bringing innovative ideas to the table, I can also serve as a canary in a coal mine. As I prioritize empathy in communications, I always alert my clients if I see a chance that their campaigns will come across as prickly to folks outside of the organization. A few times, this has saved clients from PR pitfalls and competitor disputes.
Q What are you working on right now?
I'm building up my own small agency, Beseder, LLC, to be a beautiful representation of people who work with care and love for others. Call me a Pisces, but I want customers who see messaging I create to feel seen, heard, and cared for when they're pitched a product or service.
Q What’s your style?
My first love was journalism, so I never bury the lead. My style is generally short, pithy, tying in humor and the occasional alliteration. One example: for an org that creates pleasure products designed and tested by doctors, one of the taglines I pitched was 'Enjoy Yourself; Doctor's Orders.'
Q Out of all your slashies, which one do you wish you could do more often?
Consumer goods and food! Can we make toothpaste more exciting? I'd like to try.
Q What is frustrating you right now?
Clients who want to create content for content's sake, and don't spend enough time thinking about the end-users who will actually consume it. You'd be surprised how many business owners never imagine themselves in the position of their customers who would see the email or ad they're putting out. I playfully call it 'too close to it syndrome.'
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
SEO research! It can be time-consuming to identify and vet good backlinks (but it's essential).
Q What do you wish you could have told yourself, when, and why?
I wish I could tell myself at 26 that a layoff had no reflection on my worth or ability, and that it would actually *spoilers ahead* launch me into my dream career path.
Q If you could talk to an expert to gain more insight on something, what would it be about?
Honey bees. Yes, really.
Q What kind of opportunities/projects are you looking for?
New businesses or startups who are building a voice and tone from the ground up, and organizations where (kind) humor is the main schtick.
Q Describe your ideal job/client/collaboration.
A budding candle business wants to market to millennials and Gen-Z using memes, humor, and a values-forward approach. I get to write their website copy, voice and tone, and product descriptions. Angels sing.
Q: What is your rate?
My hourly rate is between $60 - $80 USD.
Q How should someone approach you about working together?
I'd love an email with a link to their site or some information about their vision for it.
Q Who is a creative you admire?
Sonora Jackson is an incredible creative director with over 15 years of experience. While her design work is top-tier, it's her kind, high-energy presence that makes her a value-add on every brainstorm she enters.
Q Oh! and… how do you stay creative?
Thinking of stand-up bits to keep my husband and dog entertained.
This member profile was originally published in February 2022.