We recently connected with Kathy Kiger and have shared our conversation below.

Hi Kathy, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I worked as an elementary school music teacher for several years, a few too long actually. So while I was teaching I needed to figure out something else to do. I had always been interested in nutrition. And in my last couple years of teaching, I realized I was spending a bunch of my free time listening to nutrition podcasts, reading nutrition blogs, and following nutritionists on social media.

So, when I heard about a functional nutrition program, I jumped at it.

I spent the next 9 months in school learning all about functional, holistic nutrition. And when I graduated I started working with nutrition clients, both one-on-one and in small groups. I loved helping people, but I realized my favorite parts of my business were the writing and marketing. I was fascinated by effective writing that communicated information and helped the reader feel seen and understood. So I learned and practiced.

I grew to love marketing and writing. But no one else in my professional circle did. In fact, the other nutritionists I knew hated it. They just wanted to work with their clients.

I saw a need I could meet. So I pivoted in my business and started copywriting. Now I help other nutritionists and dietitians build and nurture their email lists so that when they have a course or program to launch, their audience is excited and ready to buy!

I’m still getting to be a part of the nutrition space. And I still get to help people get healthy. But I I do it by magnifying other nutritionists and dietitians so the people who need them can find them.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a Functional Nutritional Therapy Practitioner (FNTP). But I figured out that copywriting and marketing is my zone of genius. So I shifted from working with nutrition clients to helping dietitians and nutritionists build their successful dream businesses.

I help dietitians and nutritionists by doing their writing and email marketing so they can reach the people who need them.

Most of the nutrition professionals I know would rather get a root canal than deal with marketing. They’d much rather devote their time to helping people feel better through holistic nutrition. Most nutritionists and dietitians force themselves to market because they know it’s important. After all, if people can’t find you, you’re not going to help anyone. But they worry about being slimy or salesy. They just want the right people to find them.

And that’s where I come in. My job is to connect people. I’m determined to use my copywriting powers for good so I refuse to write anything salesy or try to coerce anyone into anything.

I will only write for practitioners who are doing life-changing work in the holistic health space. If you’re selling some ‘this works for everyone’ weight-loss supplement, I’m not the writer for you.

I get to know the practitioners I write for — their personalities, their strengths, and how they change the lives of their clients. And when I write for them. I use their voice, their style, and paint a picture of what it looks like to be their nutrition client. My copywriting is designed to help practitioners attract the people who need them most.

What do you think helped you build your reputation within your market?

If you’re running your own nutrition practice, it’s almost like your child. It’s a work of the heart that you’ve invested countless hours and gallons of emotion into. And if you’re going to invest in hiring a copywriter, you need someone you can trust. Someone who can see your vision, help you visualize the path to get there, and then help you reach the people who need you.

I’ve built a reputation as a reliable copywriter who deeply understands the holistic nutrition space. I know what it’s like to be a practitioner and I know what it’s like to be a patient. So when nutritionists and dietitians invest in my copywriting, they know I’ve got their back. I don’t just crank out a document. I care about their business. I help them hone in on their vision and figure out the best strategy to get there. Then I write copy that sounds like them and connects with their potential clients.

Unfortunately, there are a lot of writers out there who are unreliable. They miss deadlines. They don’t listen. They don’t connect with their clients or take the time to understand the people their clients want to reach.

I think I’ve developed a great reputation because my clients can count on me. They know I’ll listen to them, be honest with them, write copy that moves the needle on their business, and meet my deadlines.

Have any books or other resources had a big impact on you?

I am a huge book nerd. So I always have an answer to any ‘can you recommend a book’ question.

A little backstory… I’m a single mom. I’ve raised 4 kids on my own with almost no support — financial or otherwise. So you’d think I’d be fearless. But when I was making a living as a public school teacher (well, sort of making a living), the thought of stepping out and starting my own business was terrifying. I knew I wanted to do it. But there were so many people relying on me. I didn’t want to mess it up.

There were two books that helped me walk the road to becoming a creative entrepreneur. And I cannot recommend them highly enough.

The first is “Feel the Fear and Do It Anyway” by Susan Jeffers. I read this book really slowly. I spent time thinking about it and even did all the exercises. And it changed my life. As a perfectionist, I can get stuck in my own head, frozen with fear because I don’t want to mess things up or make a mistake. So when I felt fear, I thought something was wrong — with me or with the path I was considering. But this book helped me understand that fear is normal. By the time I finished reading it, I was ready to take those first baby steps toward my dream. I read that book back in 2018 and I still have daily reminders pop up on my phone to keep the things I learned top of mind.

The second is “Everything is Figureoutable” by Marie Forleo. The book is fantastic. It’s filled with practical tips and examples of how Marie (and others) overcame no-win situations to reach their goals, big and small. But even if you don’t read the book, just adding the title to your internal vocabulary can be life-changing. Anytime I feel frustration creeping up my belly when I’m faced with a seemingly insurmountable challenge, I mutter “Everything is figureoutable” to myself. It’s a magical affirmation that gets me in the right frame of mind to solve the unsolvable.

Contact Info:

• Website: https://www.kathykigeragency.com/
• Instagram: https://www.instagram.com/kathykigercopywriter/
• Linkedin: https://www.linkedin.com/in/kathy-kiger-agency/

Image Credits
Robin Johnson