The Copywriter Club Podcast
Episode #424: How I Built Immediate Credibility with Meg Kendall
Release Date: December 2, 2024

Hosts: Kira Hug and Rob Marsh
Guest: Meg Kendall, Founder of Climate Hub LLC

Introduction to Meg Kendall

[00:00] Meg Kendall: "Foreign."

[02:58] Meg Kendall:
Meg Kendall shares her unconventional journey into copywriting, highlighting a decade-long career in hospitality as a server and bartender. Her path took a significant turn when she pursued her undergraduate degree in botany for the fourth time, which later became instrumental in her niche within climate tech copywriting.

Transition from Hospitality to Copywriting

[02:58] Meg Kendall:
Meg recounts her move to New York City as an Orientation and Mobility Specialist, working as a travel instructor for visually impaired students. Despite the challenges, including a pregnancy shortly after relocating, Meg persevered and eventually shifted her career focus to copywriting during her maternity leave.

[05:44] Meg Kendall:
Reflecting on societal perceptions, Meg discusses overcoming doubts about pursuing a writing career:
"I remember that once upon a time I was going to be an English degree... but everyone scared me out of it because there's no way you can make a living as a writer."
(05:44)

Leveraging Past Experiences in Copywriting

[07:27] Meg Kendall:
Drawing parallels between bartending and copywriting, Meg emphasizes the importance of understanding human psychology and developing grit:
"As a bartender, you're exposed to so many different people and perspectives. You develop an intuition for what makes people tick."
(07:27)

Securing Initial Clients

[10:02] Meg Kendall:
Meg outlines her proactive approach to building a portfolio by writing free articles on Reddit and securing her first significant project on Upwork:
"I wrote two articles for free... landed my first website copywriting job... they paid me like seventeen hundred dollars to write their entire website."
(10:02)

[11:09] Meg Kendall:
She explains her decision to niche down to climate tech, aligning her botany background with her passion for sustainability:
"I discovered climate tech, which marries sustainability with lucrative technologies moving the world forward."
(11:09)

Creating an Industry Report for Credibility

[12:18] Meg Kendall:
Meg discusses the pivotal role of creating an industry report in establishing credibility and generating leads:
"The industry report is so smart because you get to position yourself as an expert in the space, but also you get to talk to these people you want to be your clients."
(14:06)

[15:57] Meg Kendall:
She shares the long-term benefits of the industry report, including building a sustained email list and fostering valuable conversations:
"The clients have definitely been a long game... it's a slow burn, but it's definitely paid off for us in spades."
(15:57)

Developing Strategic Partnerships

[19:15] Meg Kendall:
Meg narrates the evolution of her professional relationship with a fellow freelancer, leading to the formation of Climate Hub LLC:
"We decided to like, hey, let's do this thing, because we've been working together side by side and we share the same values."
(19:15)

[21:24] Meg Kendall:
She emphasizes the importance of defining roles within a partnership to ensure clarity and efficiency as the company grows.

Innovative Frameworks for Client Engagement

[25:28] Meg Kendall:
Meg introduces her proprietary frameworks—Petal and 4C Copy Canopy—designed to streamline the copywriting process and differentiate her services:
"The 4C Copy Canopy is a more general phased approach... Collect, Cultivate, Compose, Communicate."
(25:28)

[28:39] Meg Kendall:
She elaborates on how these frameworks serve as powerful marketing tools that position her business uniquely in the market:
"It's really a marketing tool in itself, and it makes you sound unique. And clients find it impressive."
(28:39)

Expanding the Business Amid Market Challenges

[17:12] Rob Marsh:
Rob highlights the limitations of a 400-person email list but acknowledges its significant potential:
"A list of 400 potential clients is actually a massive list. You couldn't serve 10% of them if they all said yes immediately, right?"
(16:49)

[18:02] Meg Kendall:
Meg discusses her strategy to expand beyond startups in climate tech to include corporates with sustainability initiatives, aiming to enhance their sustainability reporting and compliance:
"We'd like to work with companies that have sustainability initiatives and help them with their sustainability reporting."
(17:45)

Balancing Business Growth with Personal Life

[38:20] Rob Marsh:
Rob inquires about Meg's ability to balance a demanding startup phase with raising a young child, to which Meg responds:
"I wake up very early and make sure that I get my exercise and my breakfast in before anyone else wakes up. It's a mental management thing."
(38:20)

[40:53] Rob Marsh:
Rob and Meg discuss strategies for maintaining discipline and avoiding distractions, such as excessive phone use, emphasizing accountability and personal motivation.

Continuous Learning and Adaptation

[34:45] Meg Kendall:
Meg shares her commitment to continuous learning and personal development, viewing it as essential for business growth and personal satisfaction:
"It's important to always be learning and there's always things you can improve on. It's a great way to meet people and keep your mind sharp."
(34:45)

Incorporating AI in Copywriting

[36:40] Meg Kendall:
Meg discusses her use of AI tools like ChatGPT and Claude to enhance efficiency and maintain a consistent brand voice across her clients:
"For most of my clients, I have a giant conversation ongoing in ChatGPT that understands their brand voice and has been fed all the content I've previously written for them. It's an incredible tool."
(36:40)

Advice for Aspiring Copywriters

[43:37] Meg Kendall:
Reflecting on her journey, Meg advises aspiring copywriters to overcome networking fears and actively engage with potential clients:
"Get over your fear of networking... I would encourage myself to get over it and do it anyway, which I did eventually."
(43:37)

Future Plans and Vision

[29:19] Rob Marsh:
The hosts explore Meg's future plans, including expanding Climate Hub LLC to assist corporates with sustainability reporting and reducing emissions, aiming to make a tangible impact on environmental sustainability.

[31:57] Rob Marsh:
Rob commends Meg's holistic approach to copywriting, which extends beyond writing to implementing best practices and supporting clients' broader sustainability goals.

Closing Remarks and Resources

[44:25] Meg Kendall:
Meg provides information on how to connect with her and learn more about her work:
"You can find everything that I do at TheClimateHub Co, and you can reach me via email at Meg@ClimateHubCo, or find me on LinkedIn."
(44:25)

[Final Remarks by Rob Marsh]:
Rob summarizes the key takeaways from Meg's journey, emphasizing the effectiveness of industry reports in establishing credibility and attracting clients. He also promotes the podcast's own industry reports and encourages listeners to engage with the content provided on TheCopyWriterClub.com.

Key Takeaways

1. Niche Selection: Aligning your background and passions can carve out a unique and lucrative niche in copywriting.

2. Industry Reports: Creating comprehensive industry reports can establish immediate credibility and serve as powerful lead magnets.

3. Strategic Partnerships: Building strong partnerships with like-minded professionals can amplify business growth and operational efficiency.

4. Proprietary Frameworks: Developing unique frameworks enhances service offerings and differentiates your business in a competitive market.

5. Continuous Learning: Investing in personal development and staying updated with industry trends are crucial for sustained success.

6. AI Integration: Leveraging AI tools can significantly enhance productivity and maintain consistency in brand voice.

7. Work-Life Balance: Effective time and mental management strategies are essential for balancing business growth with personal responsibilities.

8. Networking: Overcoming networking fears and actively engaging with potential clients is vital for expanding your business.

Notable Quotes

• Meg Kendall on Overcoming Career Doubts:
  "I remember that once upon a time I was going to be an English degree... but everyone scared me out of it because there's no way you can make a living as a writer."
  (05:44)

• Meg Kendall on Industry Reports:
  "The industry report is so smart because you get to position yourself as an expert in the space, but also you get to talk to these people you want to be your clients."
  (14:06)

• Rob Marsh on Email Lists:
  "A list of 400 potential clients is actually a massive list. You couldn't serve 10% of them if they all said yes immediately, right?"
  (16:49)

• Meg Kendall on Continuous Learning:
  "It's important to always be learning and there's always things you can improve on. It's a great way to meet people and keep your mind sharp."
  (34:45)

Resources Mentioned

• Climate Hub LLC:
  Meg Kendall's company focused on climate tech copywriting and sustainability reporting.

• Frameworks Developed by Meg Kendall:

  • Petal Framework: Focuses on pattern, emotion, tone, atmosphere, and language for brand messaging.
  • 4C Copy Canopy: A phased approach—Collect, Cultivate, Compose, Communicate—for developing brand voice and messaging.

• AI Tools:

  • ChatGPT
  • Claude
  • Perplexity (for future exploration)

Final Thoughts

Meg Kendall's journey from hospitality to a specialized copywriting niche in climate tech underscores the power of aligning personal passions with professional expertise. Her strategic use of industry reports, innovative frameworks, and commitment to continuous learning serves as a valuable blueprint for aspiring copywriters aiming to build credibility and grow their businesses effectively. Additionally, her integration of AI tools highlights the importance of embracing technology to enhance productivity and maintain a competitive edge in the evolving landscape of copywriting.

This summary captures the essence of Episode #424 of The Copywriter Club Podcast, offering insights and actionable strategies for copywriters and freelancers seeking to build credibility and expand their businesses.