TCC Podcast #121: Going Beyond Copywriting with Nikki Groom

Copywriter and entrepreneur Nikki Groom joins Rob and Kira for the 121st episode of The Copywriter Club Podcast. Nikki is a high achiever who isn’t afraid of trying new things (like moving to America to start a business) so we asked her about her life as a copywriter and the new things she’s doing in her business. Here’s a look at what we covered in this fantastic interview: •  how she became an advisor, coach and marketing specialist •  why she moved to America to further her career •  what she does to prove her haters wrong •  what it took to get traction when she first started out on her own •  how she “forced” herself to quit by booking so much work she had to •  when she knew she had to double her rates (and how she did it) •  what she did to book herself out for three months at a time •  the mistake she made with her one-day package •  how Nikki has expanded her business beyond copywriting •  when you know you need to say “no” to an opportunity •  what she did to make a bigger impact (and get paid more) •  how we as copywriters can make a bigger impact with our brands •  why numbers are the wrong thing to focus on as you start to grow •  what she’s done to grow her own influence •  the difference between being a freelancer and a business owner •  what she does to develop great relationships • what the future of copywriting looks like to her Bonus... we asked Nikki a couple of questions about her podcast and what works when potential guests pitch her. These questions aren't included in this podcast, but you can find Nikki's answers in The Copywriter Underground. To hear all of this and more, click the play button below, or download it to your favorite podcast app (we like Overcast). You can also scroll down for a full transcript.   The people and stuff we mentioned on the show: Marie Poulin Nikki's website Kira’s website Rob’s website The Copywriter Club Facebook Group The Copywriter Underground Intro: Content (for now) Outro: Gravity   Full Transcript: Rob:   This podcast is sponsored by The Copywriter Underground. Kira:   It's our new membership designed for you, to help you attract more clients, and hit 10K a month consistently. Rob:   For more information, or to sign up, go to thecopywriterunderground.com. 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 121, as we chat with brand strategist, copywriter, and storytelling expert, Nikki Groom, about creating personal brands that create a big impact; how storytelling humanizes our business; what it means to lead with empathy; and how copywriters can increase their income and impact without sacrificing their relationships and lifestyle. Kira:   So, welcome Nikki, it's great to have you here. Nikki: Thank you! I am so excited and happy to be here. Rob:   We're glad to have you. Kira:   We met in your mastermind that we'll talk about. So let's kick this off with just this story about how you ended up as a brand messaging storytelling strategist, creative coach, leadership consultant, all the things. How did you get there? Nikki: Yes. Well first, I think it's worth mentioning that there have been many, many iterations when it comes to the many job titles that I could attach to my work. And that's chiefly because, over the course of several years now, I've just learned so much. And actually it's kind of been this ongoing battle like, am I this? Am I that? And I'm kind of ... even though I do have all of those labels on my website, I am kind of allergic to labels, cause I'm like, ‘Well, it doesn't quite fit in this box. It's like this thing, and a bit of this thing.’ But my entry into the world of work back in the day was kind of a fluke. I was 22, fresh out of university, and looking for a job. I'd done some part-time work in the past for the UK subsidiary of a global manufacturer. And a friend told me that she thought they could use a marketing manager. So, I approached them about it, and they went for it, and I found myself kind of thrown into this role that most of the people at the company at that time thought I was too young for. Now I look back and I'm like, gosh, I was only 22. I was a little baby. And not qualified enough for it. But what they didn't know is that I always rise to the challenges put in front of me, and this was a challenge that I'd chosen. And so, over the months and years that followed, I poured my sweat, and my heart, and my soul into learning everything I could about marketing. And if I didn't know what something meant, which was often, I researched it. I sat through endless webinars. I watched what other people were doing really well, and I adapted it to fit our business goals. I guess you could say I was kind of scrappy, and I wasn't afraid of going all out to get us where we needed to go. And so, after about two or three years in that position, I remember my boss at the time said, ‘Nikki, the marketing's better than it's ever been.’ And that just meant the absolute world to me. You know, it's the biggest compliment. In a way, I guess, it was the validation that I needed to prove my haters wrong, but I feel like I wasn't even really thinking about them at that point. I was just really focused on what I was trying to do. So, after about five years with that company, and back in the UK, and in that position, I kind of felt this sense of completion. Like I'd already done everything I could possibly do, I'd learned everything I could possibly learn, and I was ready to hand on the baton. I call this actually my five year itch. It seems to be quite cyclical. So I went down to London for the day, signed up with a bunch of different recruitment agencies, got offered this great job in London, went back and told my boss about it. He was an awesome boss, he was one of my earliest mentors. And he said, ‘Well, I don't think they're paying you enough, and I think that you should wait and see if something else opens up for you.’ And he wasn't to know this, but within a couple of months, the marketing manager for the US subsidiary, the North American subsidiary, sent out an email saying, ‘Hey everyone. I'm leaving in two weeks. It's been a pleasure working with you all.’ And when I read her email, my stomach kind of did this flip. And I was like, ‘Could I move to America and do that job?’ You know, basically the same job that I'd been doing. Could I take that and transfer that and do that in America instead? And, my boss was kind of on the same page. He knew that I wanted this new challenge, so he was thinking that he could send me over there for like, three months, or maybe a year, and then he could get me back. He thought that maybe that would scratch the itch. I was only supposed to go... come over for a year, but my visa was initially for three years. And at the end of each year I was like, ‘Well I'm not ready to go home yet.’ And even though I'd left everything and everyone I'd ever known, it was... I just had this sense that there was sort of this ...there was so much more potential for me here to really do what I wanted to do, and take things to the next level. And so, after five years in the States, I felt that familiar itch again. And, I had been paying a lot of attention. I'd really thrown myself into social media, like all the different networks, at a pretty early stage. So, for example, I remember how Obama heavily leaned on Twitter to get elected, back in 2008. And I was like, ‘Hmm, what is this platform? Let me investigate.’ And I discovered tons of really incredible people, and influencers, and people building online businesses. And, I've always enjoyed to write since I was a kid. I've loved that piece. And I saw all these people starting these blogs, and then building businesses off the back of them. And I was like, ‘I want that. I want to try that.’ So I'd been kind of paying attention for several years. And, I finally reached the point when I knew it was time to take on my next challenge, which was starting my own business. Kira:   Wow. Okay. A lot to dig into. So, I want to start with the haters, because you just kind of mentioned that you wanted to prove your haters wrong. And I was like, ‘What? What haters?’ So, can you just tell us more about your haters, and how that helped you ultimately grow in your position? Rob:   Yeah, seriously, who could hate you? Nikki: Well, you know, I look back ... I was really shy growing up. And so, being quiet and introverted, and shy, people often underestimate you. And so, when I was about 15 I think it was, I had gone to get some work experience at a local newspaper. Loved it. Got to shadow reporters. Wrote a whole bunch of articles that were actually published in the newspaper. And I remember that the report that the editor wrote up at the end, basically said something to the effect ... you know, I got all these boxes checked, and ... you know, great, great, great, great. But they said, ‘Nikki will never be a journalist, because she's too quiet.’ Something to that effect, those weren't the exact words, I probably suppressed those. But I remember that it floored me to hear this feedback, because at that time, I did actually go on and do lots of little bits and pieces of journalism here, there, and everywhere with like regional newspapers, and radio stations, and stuff like that, until I graduated. And, at first it floored me, but then it fired me up. I was like, ‘I'm going to show you. I am going to show you.’ And actually, right before I got this job as a marketing manager, I worked as a reporter for my local television network. I wish there was still some footage,