We were lucky to catch up with Heather Munro recently and have shared our conversation below.

Hi Heather, thanks for joining us today. Can you tell us a story about a time you failed?

As a freelance writer, I have worked for just about every kind of business, from big corporations to solopreneurs. I’ve been freelancing for more than 15 years and experienced nonpayment from a client for the first time two years ago. Until that point, I had always followed best practices such as billing half up front but I hadn’t paid much attention to contracts. This particular client raised my antenna from the get-go because she tried to get more of my time for less money. I wish I had listened to my gut and said no. But the client’s personality triggered a response in me where I just kept trying to please her, even though she had no marketing experience and was trying to launch a product I felt was going to be a tough sell in a crowded marketplace. Lesson learned: it’s OK to say no to a client. I try to have a cushion in my cash-flow so I don’t feel pressured to accept gigs to earn an income. And I always send a contract of my own before beginning any work.

Heather, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I always wanted to write, even way back in grade school. My sister told me I’d have to dissect animals to become a veterinarian, so that nixed that career path pretty quickly. I majored in journalism and fell into marketing by accident. At the time, there were distinct lines between journalists and advertisers so I used to joke I turned to the dark side. I couldn’t have guessed it would all become something called “content” in my lifetime with the lines so blurred it’s hard to know what’s sponsored and legitimate reporting.

While working in internal communications at an insurance company, I moved to the advertising side of the business and got the ad “bug.” I took concepting classes through the Ad Club in Boston and had fun crafting mock commercials and taglines. After that, I worked hard to create a portfolio and got a job as a copywriter at an ad agency. I love the agency model of doing business, where everyone has a specific role and collaborates to create not just what the client wants, but what the client needs.

Over the years, I’ve worked at other ad agencies and in marketing departments for companies. The first time I freelanced was when my children were young, and then it became a way of life after job instability. I was already working from home when the pandemic hit and I love the freedom of being my own boss and managing client relationships.

I’m most proud of the clients who come back to me and refer me to their colleagues. It’s a good feeling to know I’ve helped them reach their goals and they recommend me to their network. No matter the assignment, I make sure to give clients communicate their core messages creatively while remaining on brand. I often give a choice of headlines, for example. The first is straightforward, the second is a little more creative, and the third is the attention grabber. That way, they have a choice of how their brand will be perceived.

Is there a mission driving your creative journey?

I’ve worked in all kinds of industries, from retail to financial services, from technology to healthcare. Lately, I’ve landed in the nonprofit world and I love it. Back in my journalism days, I wanted to tell stories that helped people in some way. Writing content for nonprofits allows me to do this and feel like I am, in some small way, helping others. I also love when I get the chance to get creative with a turn of phrase in an ad or add a unique spin to the stories I get to tell. I tell potential clients that I’m creative, collaborative, and compassionate.

Can you tell us about a time you’ve had to pivot?

Just before the pandemic hit, I was seriously considering choosing travel as my niche. The standard advice from other writers was that a niche positions you as a specialist who can charge higher rates. I’m grateful that I stuck to what I had learned in my ad agency training: a good writer can write anything for any client. I lost about 33% of my business when the pandemic shut down travel. Healthcare, nonprofit, and technology clients were going full steam, and that allowed me to keep earning income from home during a scary time. I was so grateful that I chose the line of work I had and that I was able to work safely from home during that time. These days, I’m leaning into nonprofit, but I keep my hand in other industries. Ultimately, I’d like to work strictly for agencies that serve a variety of clients as it keeps things interesting. The best part of being a copywriter is that I learn something new every day.

Contact Info:

• Website: https://heathermunrocreative.com/
• Linkedin: https://www.linkedin.com/in/heathermunrocreative/

Image Credits
Photo Credit: Christina Kiffney, https://christinakiffneyphotography.com/