Oct 28, 2020
Our words matter. Especially as a business owner, an
entrepreneur, as a creative. Our words really matter. Words are
often how we can fundamentally ensure the success or even failure
of a business. How we use words to market our businesses or
communicate our message often becomes an afterthought and can cause
unintended harm when it comes to how our business comes across to
our customers or potential customers. My guest today is using her
gift of words to help businesses have the biggest impact. Kaitlin
Senter is a social media manager turned conversion
copywriter and brand strategist who is obsessed with pairing social
impact and targeted messaging to create industry-changing
made it her mission to teach all that she knows about
cause-marketing and sales-messaging to help businesses create
deeply rooted impact that drives results with connective content. I
was fascinated by this conversation with Kaitlin. I was a creative
writing major in college and I naturally love words. It was so
impactful to hear from Kaitlin about how we use words to market our
4:56 - The Kaitlin 101
- Kaitlin’s journey to where she is today as a
conversion copywriter and brand strategist began on an
untraditional path. Kaitlin started as a virtual assistant, and
more in more during that time, people started asking her for help
with social media.
- Kaitlin became a social media manager but realized
the actual issue most people were having using social media
centered around their messaging. At the time, Kaitlin wasn’t even
aware of what copywriting was!
- She dove into education and became a copywriter!
Once she homed in on those skills, Kaitlin started learning about
cost-marketing and the unique niche it has become. Social
entrepreneurship is on the rise and people are starting to realize
how much power they have as consumers. They want to spend their
money with brands who are doing things the right way.
- Often there are brands that provide beautiful
products at the right price point, but their message is not getting
to those who would most want to know about it. That’s where
conversion copyeditors like Kaitlin come in.
- There is a delicate balance for ethical brands in
communicating their mission and still making a profit. Kaitlin
works with brands to lead with that mission without compromising
sales. Since so many ethical brands are great at focusing on their
mission, Kaitlin often starts her focus working with them on
- Kaitlin helps brands determine why people want to
shop with them outside of the mission. What are the problems that a
brand is solving for people outside of the mission?
9:50 – Products Pique Interest, Words Make
- Often there are brands who look like they are super
successful because the aesthetic of their brand is beautiful. Many
people think that if they have something beautiful, it will sell
itself, but it’s not true. The beauty of a product primes people
and pique their interest, but the words behind them are what makes
- Kaitlin realized she had a gift for turning words
into an experience for people when working as a social media
manager when critiquing her client’s social media marketing. She
thought about what she would want to read and examples of when
she’d seen it done well. What feelings do the words bring up, what
thoughts do they bring up, what is the world going to look if
everyone could shop this way?
- One of the brands that does this well is called
Known Supply. When Kaitlin buys a t-shirt from them, instead of
feeling guilt for making a purchase, she feels good knowing it goes
toward providing a good job to an artisan and that she is not
making a fast fashion purchase. It’s not about giving out
information, it’s taking a shopper on a journey.
- It’s important that messages are genuine as well.
People know when a brand is being disingenuous. Every business can
be a cause-based business. Producing a great product that connects
followers to the maker of the product or a story behind it creates
brand loyalty with referrals and high quality, loyal brand
21:12 – Social Media Hiatus
- Would you believe that Kaitlin recently took 6
months off of social media?! As someone who runs an online
business, it was certainly a revolutionary act! It helped her get
clear about what kind of messaging people want to see that makes
them feel refreshed instead of tired or uninterested.
- Without outside thoughts, opinions, and noise,
Kaitlin was able to find clarity in what she wants for her own
- It’s so easy for us to get caught up in the world
of social marketing as small business owners. If there is a feeling
of anxiety around it, it’s time to take a break. There is a way to
find a health balance between being connected and taking time for
ourselves offline. It’s about creating real, meaningful connection
online, rather than feeling pressure and/or anxiety to keep up with
everything happening online.
25:27 – Help with Writing!
- If you are feeling overwhelmed with the idea of
getting your copy in order, Kaitlin suggests beign mindful of who
you’re writing to and why what you have to say matters to
- It’s going to take a lot of thought and time, but
if you don’t know these answers, you will start to feel stuck or
could be tempted to simply copy the methods of others. That is when
you start contributing to the noise of the internet instead of
sending out messages that matter.
- It’s also important to “name your customer.” Go on
a deep dive about who you think this person is who would want to
know about your brand, who would want to buy from you. Write to
- Kaitlin uses the “Jobs to Be Done” framework. You
can Google it to learn more, but it’s basically teaches you how a
product connects to the better version of the customer; the person
the customer wants to be. It’s how they imagine their life after
they have a certain product. It’s less about the task, but the
emotional feelings a product produces; the “true job” of what your
customer wants to accomplish.
30:12 - Getting to Know Our Guest
- Find out what Kaitlin’s not-so-guilty pleasure is,
what she’s reading right now, her favorite show to watch when she
was growing up, and what it means to Kaitlin to run a business with
5:58 - “I think this cost-marketing niche is really
unique because it’s on the rise and I think more and more consumers
are worried about what their dollars are voting for.”
6:16 – “I think there’s this fine line that you have
to walk between keeping your life on and making sales, but also
educating in a way that doesn’t alienate those on the fringes of
the cause who are just learning and they don’t want to feel bad for
past decisions they’ve made or for not knowing about sustainable
fashion or ethical ways or farming, but also in a way that still
makes sales without feeling disingenuous.”
9:26 – “That’s what we really have to focus on: You
meet the need of the customer and that mission where they connect,
that intersection between mission and meeting the needs of the
18:46 – “Connection is one of the biggest components
of successful marketing.”
About Kaitlin Senter:
Kaitlin is a social media manager turned Conversion Copywriter
& Brand Strategist obsessed with pairing social impact &
targeted messaging to create industry changing
has made it her mission to teach all she knows about
cause-marketing & sales messaging to help businesses create
deeply-rooted impact that drives results through connective
Connect with Kaitlin:
Thank you to our partners of the show:
Did you know I have an ethical brand directory?
That's what Chelsea used to start finding products for her boutique
almost four years ago! Now, Amma's Umma carries over 50
intentionally sourced brands and is the perfect one stop shop for
all your gift giving needs. As a thank you to the Still Being Molly
community, she is offering 20% off with code SHOPWITHMOLLY. Head to
shopwithmolly.com for all the details.
At GOEX, we believe in the power of purchase. We use
a simple t-shirt to connect our customers with their apparel
makers. GOEX customers sustain fair wage jobs that liberate workers
from poverty and empower them in their families and communities. We
are proud to be a verified member of the Fair Trade Federation.
Shop sustainable, eco-friendly t-shirts and sweatshirts with
purpose today at goexapparel.com.
I want to introduce you all to a company I believe in
that helps you more conveniently purchase with purpose, SimpleSwitch.org
Simple Switch is an online marketplace for ethical
and impactful shopping. They let you shop online for more than
3,000 products ranging from everyday essentials like toilet paper
and hand sanitizer, to special gifts like journals or jewelry.
Every product has a positive environmental or social impact, like
planting trees or fighting human trafficking.
Simple Switch is offering a discount exclusively for
our listeners. Check out the marketplace on simpleswitch.org and get 20% off your first order
with code PURCHASEWITHPURPOSE at checkout!
The Lemonade Boutique
This episode is sponsored by The Lemonade Boutique, a
women’s clothing with a cause store. Featuring ethically made and
fair trade items from over 10 countries, every item is made by
women facing extreme challenges such as trafficking, poverty, and
more. Your purchase empowers women to take life's lemons and make
lemonade. Shop at THELemonadeBoutique.com. Listeners of the Business
with Purpose Podcast can save 15% by using code PURPOSE15 at