We recently connected with Erin Norris and have shared our conversation below.

Hi Erin, thanks for joining us today. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?

It started with branding. At my first real job, I had to really convey to the business owners how important brand strategy and cohesive branding really are. They weren’t thinking about it that way at first, but once they saw the difference, I was able to tackle everything else—the website, email marketing, messaging—whatever they threw my way.

From there, I kept learning by doing. I wrote copy by writing copy. I got better by teaching others how to write high-converting emails. Eventually, I launched my own newsletter, which still holds a 65% lifetime open rate nearly two years in. And I’ve since written and designed websites that actually help businesses grow—I have the data to prove it. I really enjoy the cycle of problem solving, learning, practicing and tracking the metrics over time.

It’s important to note that I also took courses, paid for consulting calls with service providers that I admired, asked questions in free webinars etc. I learned by doing but I refined through study,

If I could have sped up my learning process, I probably would have charged more, sooner. Trusted that my instincts weren’t just good—they were valuable. But honestly, experience is the best teacher, and every project sharpened my skills in a way that no shortcut could have. I absolutely adore my clients that have been with me for the journey so no notes.

The hardest part was creating a strong case study portfolio that clearly differentiated me from just a web designer (a hard enough job!) to a full marketing partner. The kind of person who doesn’t just make things look good, but makes sure they actually work. My clients don’t just get a website—they get a launch-ready brand, messaging that converts, and marketing that makes sense. That’s why they can go live weeks, even months ahead of industry standard timelines. Because I do multiple services in-house, without agency price tags or email chains longer than a CVS receipt.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’ve always liked being NEXT to the person in charge. I like being in the room when decisions are made. I like learning and having access to people who are great at what they do. I’ve built my career by putting myself in places where I could observe, absorb, and then step in to make things better.

Over time, I realized my real skill wasn’t just design or copywriting—it was understanding the whole picture of a business. I could see not just what looked off, but what wasn’t working strategically. That ability has shaped everything I do at Ruby Works Co.™, where I help business owners build brands that don’t just exist—they perform.

I specialize in branding, web design, website copy, and email marketing, with a focus on beauty, wellness, and creative professionals. The kind of business owners who are exceptional at their craft but need a brand that reflects that level of expertise. My work is about making sure they show up online with clarity, credibility, and a presence that actually moves the needle.

Do I work with other industries? Absolutely. But as someone who would rather ghost than show up with a broken nail, health and beauty businesses have my whole heart.

What sets me apart is efficiency. A lot of business owners get stuck in an endless back-and-forth between designers, copywriters, and marketers. I cut through that noise. Because I handle multiple aspects in-house, my clients launch in weeks, not months. No agency overhead, no email chains where everyone is playing ‘not it’—just a streamlined process that gets them where they want to go, faster.

Most service based businesses (mine included) take TIME and resources to grow. My clients trust that I’m not judging them for not being a full-time marketer on top of a business owner.

One of the things I’m most proud of? The fact that my clients see results. I’ve worked with salon owners who’ve outgrown their spaces, coaches who’ve doubled their revenue, and creative professionals who FINALLY feel like their brand reflects what they bring to the table. Watching businesses shift from “getting by” to thriving—that’s what makes this work worth it.

At the end of the day, branding isn’t just about aesthetics. It’s a business tool. When done right, it makes everything else easier—marketing, sales, client trust. My job is to make sure my clients don’t just look polished, but that their brand is built to work.

We’d love to hear a story of resilience from your journey.

My first real job was at a startup, and when annual performance reviews rolled around, I didn’t wait to hear how I was doing—I decided to flip the script. The night before my review, the founders got an email from me with an attachment: a full proposal outlining why I deserved a promotion and a raise.

I walked into that meeting prepared. Confident. Ready to make my case.

They said no.

So I asked why. I listened. Then I revised my pitch and set up another meeting.

They said no, again.

Most people probably would have let it go at that point, but I didn’t see a reason I couldn’t persuade them. I adjusted my approach, gathered even more proof of my impact, and set up a third meeting. This time? They said yes.

At the time, I had no idea how audacious (or maybe just mildly unhinged) it was to take that approach. I just saw a gap between my contributions and my title, and I didn’t see a good enough reason not to go after it. That experience taught me a lot about negotiation, but more than anything, it reinforced something I’ve always believed: if the answer is no, it just means I haven’t asked the right way yet.

What’s worked well for you in terms of a source for new clients?

For me, the best source of new clients has always been referrals and staying in touch with my clientele. It’s not just about doing great work—it’s about building real relationships.

I try to meet up with at least one client per quarter in person. There’s something about sitting down face-to-face that makes a lasting impression, and honestly, it’s just nice to catch up.

I also send out one or two plain-text emails a year to my list—no flashy graphics, no hard sell, just a genuine check-in. Those emails alone have led to new projects and re-engagements because sometimes, people just need a little reminder that I’m here and ready to help.

They know they can reach out with questions, and I even offer “summer office hours” where they can schedule time to talk or scheme. My clients are usually chatty schemers. It’s the best.

For returning clients, I offer a discount as a way to say, “I see you, I appreciate you, and let’s keep building together.” The first time they come back for additional work.

And when a client refers someone my way? They get a thank-you gift—but only once the referral’s project is complete. It’s my way of showing that I don’t take those recommendations lightly.

At the end of the day, my best marketing has been the relationships I’ve built. Good work speaks for itself, but staying connected? That’s what keeps the momentum going.

Contact Info:

• Website: https://rubyworks.co/
• Instagram: https://www.instagram.com/rubyworks.co/
• Linkedin: https://www.linkedin.com/in/erin-a-norris/
• Other: Substack: https://rubyworksco.substack.com/?utm_source=substack&utm_medium=web&utm_campaign=substack_profile