Cath Reohorn, a copywriter and agency owner of Kind Copy, specializes in helping high-end fitness businesses generate over £1 million a month. She discusses her unique philosophy of 'Kind to be Kind,' which redefines effective copywriting without resorting to fear tactics. Cath shares insights on empowering marketing strategies and the importance of building trust through genuine connections. Her focus on supporting clients emotionally transforms the coaching process, leading to sustainable success.
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question_answer ANECDOTE
Cath's Niche Discovery Story
Cath Reohorn accidentally found her niche in high-end fitness copywriting after working as a psychologist and fitness coach.
Her transition was driven by necessity after flu left her unable to work in person and sparked learning marketing skills for herself.
insights INSIGHT
Empowerment Over Pain Amplification
Traditional fitness marketing focused on harsh pain-point amplification which disempowers clients.
Cath's approach is empowering, hopeful copy that positions clients as capable, leading to better engagement and quality leads.
volunteer_activism ADVICE
Integrated Copy & Trust Focus
Provide clients with integrated copy services to handle all content needs in one place.
Focus on building trust and affinity with a narrow, authoritative audience instead of chasing trends or virality.
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Nick Lowe had a big hit on the top 40 back in the day called “Cruel to be Kind.”
Interesting idea, but how about this one?
“Kind to be Kind.”
Now there’s a novel idea.
And it’s the guiding principle of copywriter and agency owner Cath Reohorn, who has taken this philosophy to £1 million/month in revenues for her clients.
So you don’t have to do the math, that’s about $1.3 million per month.
Now, how does she do it?
Today, on Copywriters Podcast, you’ll find out exactly how.
Now, back to the idea of “Kind to be Kind.” Cath’s agency is called Kind Copy, and she defines the guiding principle this way:
“Kind copy stands for not twisting the knife. This anti-cruelty stance isn’t just an ethical standpoint. It’s a tactical advantage for services where the client needs to be actively involved in their process (like coaching and consulting).”
We’ll dive deep into that in a moment.
First, A little more about Cath and her business: She lives in Wales in the UK. She has a true family business, since it employs herself, her husband, her sister and 2 other team members.
What’s even more impressive, they grew with organic marketing to over £1m/month before she ever ran an ad.
Here's what we asked her:
1. You have chosen as your niche high-end fitness businesses, and you've said you're bringing them about £1 million/month in sales. How did you decide to focus on that niche?
2. What are you doing in the way of copy and strategy for these clients that's proving most profitable?
3. Could you explain your philosophy of Kind Copy and give us a couple of contrasting examples: typical copy vs. Kind Copy?
4. Your approach is to use organic content to drive sales. Could you tell us a little about that?
5. You said in a LinkedIn post: "The best marketing isn't about manipulation... it's about CHANGE WORK." Could you talk about that?
6. How are you using AI to lighten the load and let yourself focus on what you're really good at and/or what you enjoy doing the most?
7. If someone were to start out in the agency business today, what are the first three things you would advise them to learn or do (or both)?
Cath’s website: https://kindcopy.co.uk/
Cath’s social media links:
https://www.x.com/kindcopyhttps://www.instagram.com/kindcopyuk/ Download.
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