THIS is the process of how you work with a copywriter and outsourcing copywriting…even if you are good at writing! Micala Quinn’s secret to tripling her teacher income as a work-from-home mom on part time hours is:
To hire and outsource!
But how do you outsource copywriting, which is your personal connection with your community and your audience? How do you do this without losing your authentic voice?
Find a copywriter who can:
- learn your message AND how YOU would say it.
- take a collaborative approach
- grow with you over the long term.
When Outsourcing Copywriting, Getting This Process Right Could Make Or Break Your Hire
I recently spoke with a multi-7 figure company that kept hiring one copywriter after another. They still believed the problem was finding the right hire. A deeper look revealed that actually it was the process they used with their copywriter that made it not work. No matter how good their copywriters were, the process made it so difficult for them to be successful!
That is why I am especially excited to share Micala’s story with you today. Not every company gets this right! The way Micala works with her copywriter is very similar to the process I (as a copywriter) use with my clients. So whether you have never worked with a copywriter before and want to envision how a copywriter could support you, or if you’ve worked with a copywriter before and it didn’t work out, I hope this process will help clarify things for you.
If you want to get the full picture of how Micala works with her copywriter to create massive success in her business while raising her babies, read on! She has over 50,000 followers on Instagram and has supported over 4000 moms not having to choose between the family life they want and the income they need by creating their perfect balance as a freelancer!
But before we get into that, I want to share two quick notes about this interview.
First is that this interview has been repurposed (with permission) and was originally recorded in 2021. Secondly, this is something I’ve shared with Micala personally and now I want to share it publicly here as well….
Micala did this entire interview while nursing her 7 month old baby. (You’ll hear some of the sweet baby noises in the background). I was so impressed with how present she was to our conversation, while taking care of her infant. By watching her go first, I then went on to not be afraid of bouncing a baby in an ergo backpack on a call or nursing under the Zoom screen while I worked.
I don’t want to miss this moment to remind you that your actions are so powerful. She had no idea how much she was leading the way for me in this moment. That is one of the reasons why this interview is so special to me, and she also does an amazing job of describing the most effective way to be outsourcing copywriting so that you don’t feel like you made the wrong hire. After listening to this, you will feel more confident that outsourcing copywriting without losing your unique voice, message, or connection with your audience.
Now, let’s hear from Micala Quinn in her own words about how she runs her business as a WFH mom—we are going to cut to that part of the interview first, then go into how hiring a copywriter is a key component to her success.
Running A Business As A Work From Home Mom
When Micala got started, she felt like she could only take calls when her babies were sleeping or when she had a daycare provider. She used to fear that if her clients saw kids, they would immediately think she was unprofessional and couldn’t do the work. Micala wants to normalize that it’s possible to be productive and work while nursing a baby. There’s merit in having structured, dedicated time to work and equally in having structured, dedicated time with kids. But sometimes the worlds collide, and that’s okay!
Some of Micala’s students have landed their best clients even while their kids had a major meltdown on a call. How they handled that situation spoke volumes to the clients. So for all the moms out there, kids being present will not make or break your business.
How Outsourcing Copywriting Saves Time—Without Losing Your Authentic Voice
When Micala first started her business, she was a one-woman show, doing it all. She quickly hired a team as her business started making money. One of Micala’s big goals is to generate significant revenue and make a big impact while working reasonable hours. To achieve this, she needed a team.
However, one of the last tasks she outsourced was copywriting. For Micala, copywriting is a personal connection with her community and audience. She didn’t want to lose her unique voice, thoughts, ideas, and the message she was conveying.
Micala has outsourced copywriting to the same copywriter for the past 6 years and counting! We can learn from their collaborative approach that ensures her voice remains authentic. While she is more hands-off with design aspects, she is more involved in the copywriting process. Micala reviews everything because the words and the message are crucial to her. This approach helps her maintain a strong, consistent connection with her audience.
Maintain Your Unique Voice With A Collaborative Copywriting Approach
Micala’s team operates under clear messaging guidelines, and Micala has also taken courses in copywriting and storytelling. Her copywriter oversees emails, social channels, sales pages, and more. She also works with an intern who handles social media scheduling and execution.
When they work on something like an email, Micala communicates her ideas via Voxer, often providing a personal story or key message. Her copywriter takes this input, refines it into a polished piece, and then sends it back to Micala for review. Micala provides verbal feedback, allowing for collaborative adjustments.
Outsourcing copywriting can be challenging, as capturing the exact voice is difficult. However, maintaining an ongoing relationship with a copywriter is crucial. Micala has worked with her copywriter for over a year, and the adjustments needed have decreased over time as the copywriter has become more attuned to Micala’s style.
Providing verbal feedback not only reduces Micala’s workload but also helps her copywriter learn and adapt. This collaborative approach ensures the voice remains authentic while making the process more efficient.
Micala acknowledges the fear many have about hiring a copywriter, worrying about losing their voice or the personal connection to their business. However, given the limited hours in a day, a collaborative approach often proves to be the most effective way to manage time and maintain quality.
Hire A Copywriter To Implement An Efficient Content Strategy
All of Micala’s social content is repurposed from her podcast and other anchor content she creates. It’s her ideas and insights, but her team manages the entire process. They write captions and repurpose all the educational content she has already put time into creating.
Micala’s primary focus on social media is directing people to her email list, from which she then guides them to the podcast. Every Monday, a new episode goes live, whether an interview or a solo show. Her team has also implemented a new system where the weekly podcast content sets the theme across all channels, including social media and email.
Then, her copywriter transforms the podcast content into various formats: a Facebook Live script, Instagram posts with teaching graphics, story content, additional posts for Facebook and the Facebook group, and more. The same message is conveyed in different ways across platforms since not everyone follows on every channel. Micala doesn’t need to closely monitor social content anymore. They plan topics together monthly, and her copywriter writes them. Micala only intervenes if she has feedback or wants changes.
This collaborative approach with a trusted copywriter has been essential for Micala to maintain her voice while freeing up her time. It allows her to work part-time hours and be present with her four children, demonstrating the power of having someone who can truly learn and convey your voice effectively.
Curious what other factors make a great copywriter? I’ve got a comprehensive list here.
The Benefits of Outsourcing Copywriting—Even When It Feels Like It’s Not Working
The process of starting with a blank piece of writing can be daunting. Sometimes you have something you want to say, but you don’t always know how to express it. Sometimes Micala’s copywriter will draft something, send it to her, and Micala will make significant changes, almost rewriting the entire piece. (However, this happens less frequently now). It’s not necessarily a reflection of poor quality work. Having a working draft helps Micala clarify her thoughts and complete the content more effectively. While having less edits is of course ideal, she appreciates that this still gets her to the goal of having a polished final product.
It’s important to have open conversations with clients about their feedback. Changes don’t mean they dislike the work; the objective is to achieve the best final piece. This approach might vary with different clients, but it’s what works best for Micala.
Keep Open Communication With Your Copywriter
Micala emphasizes the importance of maintaining open communication with your copywriter. She advises regularly seeking feedback to understand their preferences better. For instance, Micala suggests saying something like, “Hey, I noticed the last couple of weeks, I wrote these emails, and you made some changes. Do you have any feedback for me so that there are fewer adjustments needed in the future? Or could you voice note the changes you make, so I can learn and better align with your voice and style?”
Micala stresses not taking feedback personally but using it as a chance to grow together. Over time, as clients provide consistent feedback, a copywriter can learn to hone in on their voice and style more effectively. Micala appreciates when her copywriter can take her initial ideas and refine them into coherent messages, especially when juggling multiple responsibilities and mom brain.
Outsourcing copywriting is a collaborative process results in content that often surpasses her original thoughts. It is a win when she can tell her copywriter “This is so much better than what I could say! You took my thoughts and made it coherent.”
Connect With Our Guest, Micala Quinn
Outsourcing copywriting isn’t the only thing Micala has excelled at. Connect with Micala on Instagram @micala.quinn. Micala helps moms lead and live happier lives by helping them create a career that works for them and their family. Her students get fast results because she provides a simple and repeatable framework.
