Today, content is king, and every business is in search of how they can cut through the noise and reach customers online—introducing Ann Schreiber – A veteran copywriter, content marketer, and enthusiastic content writer who has devoted her time to imparting valuable business marketing tips with the use of engaging and informative content. Ann has established her presence in the highly saturated digital marketing by mastering the essentials of Google’s EEAT (Expertise, Authoritativeness, Trustworthiness, and Experience) principles.
Ann is the founder of “Copywriting for You,” a writing service that she officially launched in March 2023 after managing her side hustle since 2019. Today, it is a thriving small enterprise that has helped many organizations claim their space.
However, Ann’s journey to get to this point wasn’t easy. She experienced a major life change in 2019 that nearly brought her down. She has since documented her struggle, perseverance, and reinvention in her first book, to which she has given the symbolic name “Perseverance. Reinvention.”
Today, we have a great opportunity to interview Ann to learn more about her content creation methodology, her experience as a new author, and the valuable lessons she has learned as an entrepreneur.
- You have personally moved from a mere freelancer to a prosperous small business entrepreneur. Is there one experience that set you in the direction of Copywriting for You, and you did not have any doubts afterward?
I have always dreamed of being a full-time writer, but the timing never seemed right. Early in my career, I was a bit of a jet-setter in the sales and marketing space. And to be honest, I loved the lifestyle. So, while I found ways to incorporate writing into my work, it just wasn’t the right timing for me to do it full-time or on a freelance basis.
Honestly, it is so easy to say that the timing is never right. Many freelancers need to take the leap of faith and see what happens. We need to trust in our talents and hope that others will agree with the value that we bring to the table.
For me, however, the stars really did align. I went through a significant life change in 2019—an unexpected divorce after 23 years of marriage—while the signs were there, I really didn’t see that coming. It was quite a shock to the system for me and my two kids. I’d been with my now ex-husband since I was 20, and we were married when we were just 22. I needed to learn how to take on life as a single mom. It was a lot. It was hard. And while I don’t want to give too much of it away because I wrote about it in my new book, I had to really pick up the pieces.
Fast forward to early 2023, and I experienced a job elimination. After talking to recruiter after recruiter and interview after interview (I was fortunate to have several in the first week), it finally dawned on me that I was sitting on a golden business opportunity. I had clients chomping at the bit for me to take on more work. It really just fell into place. The rest is history.
- Based on your experience, which misconception do you think is dominant among businesses regarding the content creation process or content strategy?
Many businesses know that they need content, or they think they do, but they don’t understand what that content can do for them. Many business owners also have outdated understandings of SEO (search engine optimization), how to use keywords, and how to develop content that drives conversions.
That’s how I start my conversations with prospective clients today. I seek to understand their struggles in growing brand awareness, and then I share recommendations on how great and informative content can help.
- Your work is very much inclined towards the appliance of Google’s EEAT principles. How do you manage to provide both the content that is friendly to the search engines and the content that is friendly to the readers?
Honestly, I learned about the original EAT principle about five or six years ago, even though it was introduced back in 2014. At the time, the focus was on Expertise, Authority, and Trust. Recently, in 2022, EAT turned into EEAT, and the concept of Experience was added.
This resonated with me as a content writer. It’s also helped me in this new world of artificial intelligence when so many clients erroneously rely on ChatGPT and other tools to write generic content that doesn’t tell readers anything new.
The difference I can bring to the table is helping demonstrate their experience and expertise in the products and services they sell. By doing that it helps grow their authority with consumers, ultimately building trust and transitioning them into customers. We all want conversions. That’s what I want my writing to do.
- Being a new author, what was the biggest hurdle in writing the book titled ‘Perseverance? Reinvention.’ and how did you get over it?
This book covers a lot of triggers that are still challenging for me today. I never expected to be a divorcée. I never expected that my partner would no longer love me. And though I am happily remarried today, that feeling of rejection can rear its ugly head once in awhile.
So, writing my story, while cathartic, also brought back a flood of emotions, including sadness, humiliation, and anger. But throughout the process, I learned how to be a stronger person. I am a better person today. I came out better on the other side. My kids are healthy and strong. I am in a loving marriage with an awesome guy. And I now have a lovely stepdaughter and get to be part of her life. That’s pretty exciting.
But, how did I get over it? You never really get over the things that I went through. Yet, I have learned how to put those things in the rearview mirror and find a way to help others.
- In your opinion how have advancements in AI and machine learning within the technologies affected the copywriting industry, and how do you manage to keep up with such developments?
Wow, this is such a volatile subject. I’ll be honest. My opinions on using AI and machine learning for writing have ebbed and flowed. At one point, I was totally against it. At another point, I was fully onboard. Now, I am somewhere in the middle but leaning a bit closer to the human element than the artificial one.
Yes, AI can allow me to work faster. And some clients want that. But in most cases, AI can’t help me to write better. I’m happy to lean on my natural writing talents to overcome those obstacles.
