Well, they say you have to watch the quiet ones! Today we speak to wordsmith Katherine Ledger about her ‘copy that sells’, cheetahs and zipwires. Like Katherine, I’m also a big fan of Athena, Bigger Brighter Bolder and BuzzConnect and an early morning swim!
Tell us about yourself and your business
I love sharing stories, generally late at night, with friends, a glass of wine or cup of tea! As a Marketer, in business, I found it sad that salespeople often spoke in jargon, a foreign language to clients. So I talked myself into a job as ‘The StoryMaster’ in BT, making complex products easier to sell by writing marketing content about the amazing people burning the midnight oil to help customers. It’s scientifically proven that 90% of client purchasing decisions are made on an emotional rather than a rational level, because they like and trust the salesperson even before they evaluate the product or service. So I set up a business called ‘Copy that Sells’ which helps smaller businesses show their unique personality in their writing; then I write their blogs, web copy, brochures and strategy. It’s a more natural way of getting customers to start a conversation with them, not someone else.
What brought you to Newbury/West Berks?
I get my best ideas when talking to other business people. There are some great networking groups in Newbury (Bigger, Brighter, Bolder, Athena and BuzzConnect) which I joined. I used to be a Marketing Contractor at Vodafone in Newbury, seeing a lot of the town from their shuttle buses going to and from their HQ!
How did you get into the business?
Last year, after falling off a ladder and breaking my back, I had a bit of unexpected time off from Marketing contracting. It’s then I decided to set up my business ‘Copy that Sells’ in April this year. I am a great believer in ‘Carpe Diem’ – seize the day. What does not kill us makes us stronger.
What are your main challenges?
As a small business owner, I have to do everything! From planning, networking, selling, scoping and writing proposals and copy to sending invoices. I find ‘selling’ hard. So instead I spend my time asking clients what stops them selling (usually how to reach their customers with the right messages) and create persuasive messages to help them attract the right audiences. Then they can focus on what they do best
How do you manage your time?
I used to be a late sleeper but now I am an early bird. I like to go for an early morning swim. I find doing what I love gives me the energy get out of bed. I meet people in the mornings, when I get my best ideas. I write loads of goals and lists to ensure I stay on track, learning new skills to help me keep up to date.
What do you do when you’re not at work?
I absolutely adore travelling. My last long trip was to Borneo where I saw turtles being hatched. I travelled into the jungle by long boat and shared a room with rats and mosquitos. Since my back injury I have concentrated on Europe. I love meeting new people and hearing their stories. I am writing a book at the moment and hoping to self-publish.
Tell us something surprising about yourself
I get out of my comfort zone when travelling. I took two cheetahs for a walk in South Africa and went zip wiring in Costa Rica in a hurricane. I am a bit shy but I do very brave things when on holiday!
What are you most proud of?
I volunteered to work for one of BT’s charities as their Marketing Manager. I ran a programme with Comic Relief and Children in Need to help young people with mental health issues and disabilities become leaders and ambassadors for mental wellbeing. Managing their illnesses, their confidence was low; they were scared of speaking on the phone, getting on public transport or doing sums. They overcame personal fears to join an amateur theatre group, become a youth leader, start a law and a physics degree. I was humbled when they called me their leader and they were recognised by Samantha Cameron at No. 10 Downing Street
How would you describe a typical customer and how do you help them?
Very good at what they do but with little time or desire to bring out their unique abilities in their marketing copy or write a Marketing Plan
What are your plans for the next few years?
To grow my business and make it succeed. To inspire other new business start-ups to do the same. To give back to the community by helping people with mental health issues, which affects one in 5 of the population.
Which song sums you up or is your favourite song?
‘I will survive’ by Gloria Gaynor. If I can pick myself up after breaking my back to start a small business then I can do a whole lot of other things and so can others! When I doubt myself, I write down what I have already achieved, dig in and spend time around positive people. I work on my mind-set. You have to believe in yourself in business. You have to. Then other people will…
Contact her at firstname.lastname@example.org or 07703545117