We’re excited to introduce you to the always interesting and insightful Jessica Baltzersen. We hope you’ll enjoy our conversation with Jessica below.
Alright, Jessica thanks for taking the time to share your stories and insights with us today. Going back to the beginning – how did you come up with the idea in the first place?
As a former agency copywriter, I’ve had my fair share of writing for brands that used unethical practices to create and sell their product. And I was the one writing the words to move people closer to them. I felt like an accomplice. Guilty by association. I realized that I no longer wanted to write for brands whose mission I didn’t believe in. Mass consumerism and overproduction have caused major destruction to our planet and its wildlife. And I wasn’t cool with that.
So, I decided to start my own copywriting agency to represent brands that were making an environmental difference. Brands that I could actually get behind, like conscious entrepreneurs that are changing the game through eco-friendly products, sustainable initiatives, and beyond. Now I can be an accomplice in a different way. Moving customers closer to a brand that is making a positive impact.
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 had a career in writing. I got my start as a journalist, writing for local newspapers and magazines, and then I started to write marketing copy for different brands and agencies. I have a background in writing web copy, email copy, promotional materials, press releases, you name it. And while yes, I write words on a website or advertisement, I’m really trying to tell a story—and that’s what I’m most passionate about.
My clients are all trying to make a difference by creating a product or service that betters our world. These people care about our climate and the people and wildlife that inhabit this earth. I need to tell their story concisely and effectively so that other people who land on their website or come across their social page, will become passionate about what they’re doing too.
A lot of my clients come to me because they don’t know how to communicate their story, brand, or mission. The most rewarding part of my job is when I’m able to craft their messaging so perfectly, it brings my client to tears. Not only does it reinforce for my clients that what they do matters, but it shows up in measurable results from consumers who want to buy in too.
What sets me apart from other general copywriters is that because of my knowledge of sustainability and climate activism, I’m able to better understand a niche of brands that other writers may not have a background on. Instead of my clients having to take the time to explain the nuances of their products or environmental processes, they can instead trust that I’m an expert and that I’ve put in the work and research to represent them well.
Are there any resources you wish you knew about earlier in your creative journey?
I think the best resource to advance any creative journey is community. If you’re wanting to break into a specific niche or a particular creative field, it’s paramount to find a group of people doing the same thing—whether it’s in-person or in a digital space. For the longest time, I was trying to navigate everything on my own. But then I realized the sooner I got more involved and actively sought out other professionals, the quicker my business grew.
For example, when I was trying to be a copywriter during the pandemic, I started listening to a copywriting podcast every day. Then I signed up for that podcast’s newsletter where I learned about their Facebook group filled with other copywriters and opportunities. Then I attended a conference where I met some of those people in person. Because of the connections I was making, I was able to start booking clients faster through referrals. I also met my copywriting mentor who gave me advice to niche down. That’s when I had the idea to focus solely on sustainable brands. Once I decided on that niche, I started joining other outdoor and sustainable writing groups… and the cycle continued.
Being in a creative field can oftentimes be isolating, but the more you surround yourself with like-minded people, the easier it is to collaborate and help each other out. When appropriate and done respectfully, you should always reach out to other people in your field that you admire to ask for career advice. I did this a lot early in my career, and when other people reach out to me for the same, I’m more than happy to share resources and knowledge.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
I think one of the biggest lessons I’ve learned is knowing how to price my work and knowing my worth. This can especially be hard for women who are just starting out in their careers. Every time I raised my prices knowing my experience level and the work I put in, I would still end up lowering it, because I “felt bad” or didn’t want someone not to hire me because I was “too expensive.” This was an imposter syndrome I had to get over. If you’re really good at what you do, and you know your value, then most of the time people will pay it.
Trust me, if someone comes to you trying to haggle a price, or tell you that you’re service or product is too much for what they’re willing to pay, then they’re not the client for you. If you start lowering your prices just to book a client, they’ll end up draining you and depleting your resources. Fewer clients, that are higher quality that know your worth will aways be the best for your sanity and mental health.
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Photo credit to Brenna Smith