TCC Podcast #97: Writing perfect copy with Michal Eisikowitz

Copywriter Michal Eisikowitz joined Kira and Rob for the 97th episode of The Copywriter Club Podcast and we go deep into her business. Michal has made some amazing changes to her business in the last year (including creating one of the best copywriter websites we’ve ever seen). You’re going to want to listen to this one. Here’s what we covered: •  how she turned a degree in speech pathology into a career as a copywriter •  the “experiment” that led solidified her career choice •  what she learned from her other jobs that made her a better copywriter •  how what she accomplished in the Accelerator helped her walk away from her previous job •  the evolution of her business, the kinds of work she does and what she charges today •  how long the exploratory phase should last before you choose your niche •  the work she does today and how she plans to evolve her business •  what her process looks like from start to finish •  why she has branded herself as a “perfectionist” •  how she balances her work with everything else in her life •  what she did to upgrade her website and how to know if you should upgrade yours •  what she has her VA do at the end of every project •  the packages she offers to her clients and how she came up with them •  how she uses LinkedIn to generate leads for her business (and the tool she uses) •  what she did to triple her income this year •  the mistakes she’s made along the way Finally, we asked Michal where she plans to take her business in the next year or two. Note: we lost Kira’s sound for the last few minutes, but it doesn’t detract from this fantastic episode. To hear this one, visit iTunes, Stitcher or use your favorite podcast app to download it. Or scroll down and click the play button or read the full transcript.   The people and stuff we mentioned on the show: The Copywriter Accelerator The Copywriter Think Tank 30 Day Social Michal’s website LinkedIn Kira’s website Rob’s website The Copywriter Club Facebook Group Intro: Content (for now) Outro: Gravity Full Transcript: Rob:   What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work? That's what Kira and I do every week at The Copywriter Club Podcast. Kira:   You're invited to join the club for episode 97, as we chat with freelance copywriter Michal Eisikowitz about how she became a copywriter, how she's transformed her business over the past year and her amazing new website, how she uses LinkedIn to connect with potential clients and what she's learned as she started mentoring other writers. Kira:   Welcome Michal. Rob:   Hi Michal. Michal:     Thank you. Great to be here, you know how much I love you guys, so the chance to spend another hour with the two of you. Rob:   The feeling is mutual, so this should be fun. Kira:   All right, let's kick this off with your story and how you got into copywriting. Michal:     I have a really winding path to copywriting. I actually am a licensed Speech Language Pathologist. I trained in Communication Sciences, I have a Masters. My mother is also a Speech Language Pathologist, I have a background in education, so I thought special education was going to be a great fit. Then while I was earning my Masters I wanted a job, side job and I interned at a publishing company as the marketing assistant. I interned there for about three months and then was hired full-time and I ended up working there for two and a half years. I just loved every minute. I did everything to do with book publicity, marketing and copywriting, book titles, press releases, back flaps, book descriptions, catalog descriptions. All kinds of as ad copy, you name it, I was doing their marketing work. This kind of work really gave me this broad foundation in marketing and copywriting and I realized, wow,