Alright – so today we’ve got the honor of introducing you to Lauren Kutschke. We think you’ll enjoy our conversation, we’ve shared it below.

Lauren, thanks for taking the time to share your stories with us today Let’s jump to the end – what do you want to be remembered for?

I ask this question with every new client, so it’s only fitting that I take a moment to sit here and answer the same.

I often gravitate to one of our brand phrases, to “make waves,” but there is a lot more impact packed into that phrase than you may see at first glance.

I think the more accurate word is sustainability, to help others create sustainable growth in their businesses, but to also help them sustain the lifestyle they desire.

If I am able to write a story, or optimize a webpage that ultimately helps another individual live a life they love — what more could I ask for?

I’ve seen dog-loving photographers work with more dog-inclusive weddings (and they love it!).
I’ve witnessed a part-time photographer/full-time janitor become a six-figure success (and quit their janitor job).
I’ve seen part-time creatives become full-time professionals who have more time to spend with their families because they’re not locked into a typical 9-5 profession.

So I don’t just want to make waves, I want to create a ripple effect of better stories, better businesses and better lives.

Lauren, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My work as a copywriter began with an admiration. I witnessed a beautiful and unparalleled level of creativity in the entrepreneurship market. Wedding photographers, florists, web designers, interior designers — there is so much variety and intrigue infused into their visuals.

And yet, when I found myself searching for the stories behind their artwork, I found a gap. Their words were either hardly there or cookie-cutter, and not a fair representation of their true artistry.

So, I settled in to write those stories — to illustrate their value, intentions, and skillset with website copy that wows potential clients.

Now, I can share that I’m not the only writer either. I’ve built a hand-selected team of tastemakers, and with our words (along with done-for-you SEO keyword research), we help businesses get found and booked by the right people.

Moreover, I’ve added a template shop with messaging guides and copywriting templates you can use to workshop your own story.

In the last four years alone, I have worked with over 250 clients, and have no reviews with less than five stars. What can I say? People like it “Salted.”

As a plus, most of my clients are dog people, just how I like it.

Can you tell us about what’s worked well for you in terms of growing your clientele?

For me, it comes down to the experience.

In early entrepreneurship, so much of your time is focused on getting that first client, and then the second client, that sometimes the actual customer experience after booking is overlooked.

While I had the same struggles as any new business, once I started to fill my client roster, I turned my attention as much as possible to the client experience.

I’ve tried to follow that philosophy ever since — to pay more attention to the client that’s right in front of you, as opposed to getting distracted by that knock on your door.

After all, potential clients may never become actual clients. But that client you’re working with right here and now? They should have your full attention. They’re the ones who will lead to five-star reviews, word-of-mouth referrals and organic growth that comes from a quality business.

This has meant that yes, during a busy deadline week, I did not immediately reply to an inquiry. Or that, on a busy day with strategy calls and big client decisions, I ignored the Instagram messages I received.

I am comfortable with that because I’m not in an urgent, next-day field. Clients who are in a rush aren’t a good fit for me anyways, because I would rather take the time to create something impactful, as opposed to rushing to build something that’s lackluster.

The thing is — this has led to us booking better clients (who trust us, and who are patient), and has created a domino effect of five-star reviews because the experience was truly delightful.

And for fun, I’ll share that I also send something “Salted” to clients — usually a salted caramels box, and they love it.

In short, investing my time and energy into existing clients has created the most beautiful results.

How do you keep your team’s morale high?

This has been a new one for me, so I think it’d be helpful to take a moment to share my perspective as someone who’s been leading a team for less than two years.

I’ve always put a lot of heart and soul into my work, but ultimately, my work is reviewed and revised by our clients. It’s easy to take it personally, but I’ve established a few parameters with my team and with the business to ensure that we maintain our confidence without becoming prideful.

1. We always ask clients what they want to see more of, and what they want to see less of
Knowing what worked AND what didn’t, allows us to lean more into what the client prefers. However, on the morale side, it allows us to maintain confidence in what we created. After all, even with changes, we’re able to see what the client did enjoy (and therefore create more of that!)

2. I never share a critique without a compliment
Just like with our clients, it also helps to share positives and negatives when it comes to internal feedback with my team. I never want to make my writers feel undervalued or less confident, but I do want them to learn from their mistakes. So, I try to share a kind note along with a criticism to soften the blow, while still clarifying what we need more of. (I’ve always been an empathic person. Others might disagree with this management style, but it’s true to who I am and it works because of that.)

3. We de-brief after projects
When all is said and done, it’s easy to move on and never talk about a finished project. However, there are so many lessons within a project that we can learn from. So, we try to de-brief projects, weighing the successes and considering the gaps that we need to fill in for the next client. It’s a great learning opportunity and it feels less personal because the project at this point is already over!

4. We celebrate and send gifts
Even my own writer has sent me a candle. I, too, have sent champagne and caramels for work occasions to ensure the celebrations are tangible. Plus, we send gifts to clients, so why not treat our team the same way?

Contact Info:

• Website: https://saltedpages.com/
• Instagram: https://www.instagram.com/saltedpages/
• Facebook: https://www.facebook.com/saltedpages/
• Linkedin: https://www.linkedin.com/company/67243519
• Twitter: https://twitter.com/saltedpages

Image Credits
Rudney Novaes