Jenny Eastwood
WHAT DO YOU DO?
“I work with online coaches, carefully crafting the words on their sales pages, website content, and email marketing, and more, for maximum persuasiveness and impact. ”
The more convincing their story, the more clients they’ll convert, and the more money they’ll make.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
It’s a kinda funny story. (and a long one so grab a fresh cup of coffee (or glass of wine) and get comfortable.)
From as early as I can remember, I’ve loved to write.
I wrote my first “book” at age 9, ran a successful fitness blog all throughout high school (when blogging was just taking off), and spent every maths class filling the back of my workbook with haikus.
I wanted to write for a career, but back then, I had no idea how to make it happen.
Feeling wayward and directionless, I fell into a hairdressing apprenticeship and ended up working for 7 years as a multi-award-winning hairdresser and educator.
I never had a specific “vision” with hairdressing. I never wanted to own my own salon, I was taking each day as it came. Yet, five years passed and I built a successful career. I won national awards and titles and grew my clientele until I had a long wait-list.
But I knew I was on the wrong path. Having always loved writing, I researched other avenues in professional writing, learned about copywriting, and decided to double down on that.
Since I hadn’t studied at university, I carved my own path to learning copywriting.
Through celebrated books, online courses, daily practice, and working for free to gain experience, I landed my first full-time PAYING copywriting job.
Just 6 months after that I became a freelancer, continuing to work with that company as my main client but with others on the side as well.
Today, I work exclusively with online coaches, consultants, and course creators to optimize their content for conversions.
What I realized is that hairdressing might seem completely unrelated to copywriting, but the two share more similarities than you might think.
Hairdressing is all about communication and storytelling. Thousands and thousands of conversations with clients gave me a unique insight into exactly what makes people tick, how to connect with your customer, and how they need to feel to invest in your offering.
I inadvertently learned more about buyer psychology, customer loyalty, and upselling than I ever could have learned through the internet or university.
How do you stand out in your field?
I don’t work with all kinds of businesses, just online coaches and consultants.
I cut my teeth working with some of the biggest online fitness coaches in the world. So I know all the ins and outs of what your copy needs to stand out in the online coaching space.
WHAT ARE YOU WORKING ON RIGHT NOW?
I’m in the middle of rebranding and relaunching my business! This is super exciting. When I started my business I was working with all brands across a variety of industries and niches. I’ve since learned which group of people I can best serve and how niching down is the best course of action for business growth.
In terms of current projects I’ve got on the go, I’m working on a big job with an online business coach to relaunch his website, email funnels, and multiple sales pages to take his already successful coaching business to the next level.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I love a good sales page! One of the best ones I’ve seen is Vanessa Lau’s Bossgram Academy enrollment page.
I would love to create work like this with similar female coaches.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I love yoga and hiking in nature. One day I hope to grow my business to a big enough size that I can spend half my week indulging in those two things and the other half working on passion projects.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Setting up my own email marketing funnel 🤦♀️
Honestly, it baffles even me since this is what I do for other people all day long and yet I haven’t gotten around to creating one for myself!
I guess it’s like the mechanic who never gets around to fixing their own car, right?
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
A Virtual Assistant. So much of my day is consumed with admin that could easily be outsourced. As an early-stage business owner, I’m still learning to let go and delegate tasks without worrying! (I’m sure many other business owners can relate to this…)
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
You can CHOOSE your clients.
In the early stages of launching my business, I would work with anyone who reached out to me, even when I knew in my gut we weren’t the right fit for each other.
I’ve learned to recognize when to say no, and the signs to pick up on that I’m not the copywriter for the job.
It’s easy to forget that we have that control when we’re eager to build a clientele, but I’ve since realized that quality over quantity is far more important.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Task management software!
I would love someone to hold my hand and walk me through using time management software like Monday or Asana and how to use spreadsheets. Until I hire a VA, I would love to know more about these things.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Big jobs like a long-form sales page and website content are my total faves. I love taking on big projects so I can really get to know my client, their customers, and the right tone of voice. I prefer longer ongoing projects than short, one-off jobs.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My ideal client is a purpose-driven online coach who knows their niche inside and out, sees the value in outsourcing work, and is open to trying something new with their story.
When I kick off a project with someone, I send through a bunch of questions to dive deep into their business and customers, so the more information they’re willing to share, the better!
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Either flick me an email or visit my site and complete the contact form.
Tell me a bit about your business, your budget, and the scope of the project. I’ll follow up with a free discovery call so we can get into the nitty-gritty details of exactly how I can best serve you.
HOW DO YOU STAY CREATIVE?
Yoga each day keeps the anxiety at bay.
This member profile was originally published in October 2020.