Annie Moberg



Copywriting & Digital Content Consultant

Silver Lake, Los Angeles, CA


What do you do?

I am a copywriter and digital content consultant. I am also starting my own e-commerce business but more to come on that later!

What I do best is helping small brands find the best way to communicate their brand ethos in the written word and achieve their digital and social goals through smart, original content.

Do you have a website or online portfolio?

Yes! My website is but you can also follow my adventures on my blog which I share with my best friend and business partner.


Can you tell us a little bit about Larkspur? What is your role and how does it impact the business?

My business partner and I started Larkspur right out college because we didn’t feel like there was a lifestyle blog out there written by early 20-something women that really ran the gamut in terms of content. We talk about everything from women’s rights to birth control to cocktail recipes to skincare. And we have big plans for it in the future!


What is your brand ethos for Larkspur?

We focus on topics for the whole woman--mind, body, and spirit. We try not to act like we know exactly what we’re doing because we’re not authorities on anything. Our goal is to support women, create a community, and learn and grow ourselves. We always say to each other, “don’t let you fake life become your real life.” It’s our way of reminding ourselves to always be authentic and whole and true. We don’t want to create a perfect made-up life on our blog that distances ourselves from our readers. We want to connect!


Give us a specific example of how you do your job like a BOSS.

I worked in marketing in the beauty industry for a number of years, which gave me not only some hard core skin care knowledge (just ask!), but also an analytical and strategic edge that is unique in copywriters and content folks in general. I ask my clients a lot of questions to really get at the core of their goals. After just one conversation I can intuit what someone needs from me and how they want their brand to sound.

What do you do about pimples?! Prevention, when you get it, and when you accidentally pop it. :O

Ha! “Accidentally.” Most skincare experts I know are actually in favor of popping pimples so long as you know how to do it. Trouble is, most people don’t know how, or don’t know how to stop if it isn’t going well. I think the best way to prevent pimples is to keep your skin moisturized and exfoliated. Often I see people with super dry skin and acne. When your skin is irritated and dry, your lipid barrier is compromised. You need moisturizer to protect your skin from bacteria and environmental aggressors! And you have to exfoliate or else all that dead skin is gonna get up in your pores and create problems.

What is an example of how you helped a client achieve their goals?

I have a great client in men’s personal care. He has these beautiful, multi-dimensional scents that were so evocative and interesting. On his packaging they were just listed out in a sort of humdrum way. I suggested that we name the scents after places to really center them and make them memorable. Turns out, when he’d started the brand he’d imagined creating products for the well-traveled man. The new scent direction really spoke to that intention.

For other people in your field, what do they usually lack? 

I think a lot of writers tend to get in their own way a bit. When I’m writing for someone else, it’s almost like acting. I try to really inhabit my client’s needs and put my own giant writer’s ego on the side. I also like to offer people options. I’ve had some clients who are terrified of the written word and have zero idea of what they want. Putting multiple things in front of them  to react to does a whole lot to build confidence and narrow in on the desired voice.

What is frustrating you right now? 

Right now things are going pretty well for me! I have some really great clients, but I’m always on the lookout for more. Currently I have some opportunities to partner with other creatives (videographers, designers, etc) for one of my larger projects, but I haven’t been able to find the right people who are available!


What are you putting off right now, but you know you have to get to, but you haven’t had the time?

When I’m not freelancing, my best friend and I are rebranding and launching a new e-commerce site. When I’m not doing that, I’m writing a short book of essays. Naturally my book is a half-finished little guppy and I would like to give it more love.


If you could hire someone for $20/hour, what would you have them do to make your day easier?

I have a one-year-old golden retriever puppy who just sheds everywhere so I’m tempted to say someone who would vacuum my floors for me every day...ha! In actuality, I don’t really know! In my ideal world, I would have someone sit next to me every day who I could just ask questions of, and read things to. That’s what I miss most about a 9 to 5--having a constant sounding board!


If you could talk to an expert to gain more insight on something, what would it be about? 

Growing small businesses with small amounts of money. Smart e-commerce entrepreneurs eager to answer all my questions! ALL OF THEM.

What are you working on right now?

I currently manage social media content for a few clients, copywriting, and am branching out to doing a lot of marketing work for one large client.

What kind of opportunities/projects are you looking for right now?

I’d love to take on more product copywriting. Much of what I do is not so product-focused and that’s something I love doing.

Also, I love working with founders just as they’re putting their brand together. I work with a lot of small brands, but it’s rare that I meet someone that early on.


Describe your ideal client? Even if it doesn’t actually exist!

It may sound strange, but most of my clients are men, and I’d love to work with more women! I’d love to collaborate with a woman starting her own business in fashion, beauty, or lifestyle, and help her narrow in on her brand voice.

Describe a client you would rather not have. What are your deal breakers?

I don’t do well with people who aren’t straightforward or timely. I think there’s this stereotype that freelancers will put up with anything because they are paid hourly, but I don’t want anyone’s time to be wasted, and I don’t want to be in the position of charging somebody for throw-away time. We’re all professionals here!

What is your hourly rate, retainer, or salary range? If it depends on the project, give us some examples of projects and the cost.

I will work however a client prefers. I’ve had clients who have had bad experiences with retainers, so I just work hourly for them. Other people aren’t comfortable with the uncertainty and variability of hourly. I was surprised when I started how many people I came across who felt like they’d been screwed over by freelancers in the past. That was a bit sad, really. I calculate retainers depending on the client, their specific needs, and how long we’ve been working together. It always works out to the $50-$75/hr range.

How should someone approach you about working with you? 

A hilarious GIF would be fun! All they need to do is shoot me an email with their website and what they need. That usually gives me enough to give an estimate or ask some follow-up questions.

This member profile was originally published on March 2015.

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