Catherine Every – ProCopywriters Member Spotlight Revisited

Catherine Every

Every Word Ltd

How has your business changed since your first Member Spotlight interview?

It’s got bigger!

My first Member Spotlight was part of a deliberate decision to get out of my comfort zone (which is best described as ‘trying to hide’) and market my business more effectively.

The decision paid off better than I ever expected and my business is in a good place now.

What’s been your biggest success since your first Member Spotlight interview?

Starting to deliver training in helping people to write more effectively. Seeing how much people’s perspectives change from the start of a workshop to the end is genuinely thrilling.

Why did you decide to focus on the kind of work you’re doing now?

Having spent a number of years writing for anyone and anything (within reason), I realised that what I actually love (and am best at) is B2B copywriting. These days, I happily call myself a B2B copywriter.

What are you enjoying most about your industry or niche?

I tend to work with businesses that are brilliant at what they do – but know they need help in telling people. So I get to work with real experts who are excited about the value a copywriter can bring and enthusiastic about helping me do the best job I can.

What are you working on just now?

Landing pages and case studies for two different SaaS companies.

Describe your desk and what’s on it

There’s a series of To-Do lists, a pint of water and a mug of peppermint tea on my desk. And my cat (who’s snoring).

Tell us about your side projects

Because I spend most of my time sitting at a desk typing, I try to make sure the rest of my life is a bit more active.

Running takes up most of my spare time, not least because I’m training for the London Marathon in April. Running has transformed my mental health and I’ve become a bit evangelical about helping others to see the same benefits.

I’m one of a team of Run Directors for my local parkrun. I’m also one of a team of people supporting the couch to 5k courses at my local running club.

How has your writing process evolved?

I spend a lot more time on research than I used to do. I also request much more information from clients before I start work. Both have made me a much better copywriter.

What do you wish copywriters were more honest about?

That a significant proportion of our work isn’t for glamorous household names but for companies that people are unlikely to have ever heard of. And that’s OK. And it’s actually very interesting. (At least I hope this is true and it isn’t just me!)

What advice do you often hear given to newbies, but you don’t agree with? Why?

Not just newbies or indeed just copywriters. I’d extend this to many freelancers and micro-business owners. I think there’s a perception you have to take on every job and that working evenings and weekends and never taking a holiday is just part of having your own business.

This is nonsense!

We’re writing marketing material not carrying out emergency surgery – we don’t have to be on call 24/7/365.

A consultant friend once put it to me like this – how would you feel if you had a boss who made you work evenings and weekends and never allowed you to take a holiday? It’s important to be a good boss to yourself and respect your time.

*puts soapbox away*

Any lessons you’re still learning?

In terms of copywriting, loads of them! You can always learn something new.

In terms of running a copywriting business, the importance of consistent marketing and battling imposter syndrome.

What’s something about your work that makes your inner copywriting nerd happy, but you’re not able to chat about enough?

Seeing ‘Very clear’, ‘Very engaging’ and ‘Just right’ indications on Grammarly. It soothes my imposter syndrome every time! Quite apart from them being the building blocks of a piece of copy that’s going to do its job, of course.

What do you think?

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