We had the good fortune of connecting with Heather C. Orr and we’ve shared our conversation below.
Hi Heather, we’d love to start by asking you about lessons learned. Is there a lesson you can share with us?
The most important lesson my copywriting career has taught me is to be a trailblazer. I trust myself to make the best decisions for my business. I discovered how to stay true to my vision, even if people don’t understand, encourage, or agree with it.
Before realizing this, I sometimes followed others’ opinions about what I should do even when it wasn’t best for me. As a result, I spent too much time on projects that didn’t grow my copywriting portfolio or skills as quickly as I wanted.
Another useful lesson I learned is how to take constructive criticism and not beat myself up about mistakes. As a copywriter, you have to be thick-skinned and willing to seek help when you need it. You also have to be a good listener and researcher which requires a lot of diligence and patience. This has helped me grow as a business owner and human being.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Businesses need clear communication on their websites, sales pages, emails, and apps to get new customers and keep their existing ones. My primary mission as a conversion copywriter is to understand how to convert my client’s ideal customer. This can mean getting them to subscribe to a free trial, sign up for a demo, or buy a product or service.
What makes me unique is my wide-ranging background in copywriting and digital marketing. It has given me a broad view of everything that goes into a successful marketing campaign. I started my career in a writing position with an SEO agency. Then I worked in corporate marketing departments where I partnered with developers, designers, CMOs, SEO and advertising agencies, sales and customer service reps, and marketing directors to develop a variety of copywriting projects.
Now I work with in-house marketing teams and digital agencies as a consultant through my copywriting business. Over the years, I sharpened my skills by taking online courses in conversion copywriting, attending copywriting workshops at advertising agencies, and reading books on direct response.
I’ve faced many tough obstacles in my career both personal and professional. But I persevered because I love using my copywriting skills to help businesses prosper. It’s easy for entrepreneurs and freelancers to fall into imposter syndrome and sabotage their success. Copywriters also have to present their work to clients and provide reasons why what they write will work. Along the way, I’ve had to do a lot of inner work to build my confidence and self assurance.
As an in-house copywriter, I attended a lot of meetings all day, and I didn’t have as much freedom as I do now to improve my skills. I’m grateful I’m at the point in my career where I can work for myself and focus on delivering the best results for my clients. I learned (the hard way) how to put myself and my business first despite anyone’s opinion about what I should do.
I’m the first college graduate and woman business owner in my family. So, I especially enjoy working with women- and minority-led technology companies (WMBEs) that have a vision for shaping change in their industry. It feels rewarding to contribute to the growth of purpose-driven businesses.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
There’s no shortage of places in SoCal that are fun and interesting to visit. I love hiking in the mountains and exploring the beaches of San Diego and LA. The coast of North County San Diego is one of my favorite places to go when I need to retreat and reconnect to nature. Encinitas would definitely make my itinerary for entertaining visitors. Ocean and Pacific Beach are also wonderful places to hang out and soak up the local vibes.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’d like to give my heartfelt thanks to the wonderful clients and mentors who have allowed me to grow and do my best work. I appreciate the copywriting training I’ve received from accomplished copywriters in my industry who’ve taken the time to share their expertise. I’m also grateful for the opportunities I’ve had to collaborate with so many talented designers, developers, creative directors, CMOs, SEO agencies, and other marketing colleagues.