Branding, Content Marketing, Conversion Rate Optimization, Creativity, Emotion, Visual Communication

Why weird works: copywriter @KiraHug on branding with personality

Conversion copywriter and podcast host Kira Hug talks about her journey to build her brand and why strategically-crafted visuals are so important for connecting with the right people.

“This might sound strange coming from a copywriter – who should, presumably, eat, sleep and poop words – but I love me some visuals.”

Kira Hug isn’t just any copywriter. She’s a conversion copywriter – which means her specialty is writing words that spur and inspire readers to take action. If you’re selling a product or service and want to talk your ideal customers into buying them, Kira is the person behind the scenes making that happen with landing pages, sales pages, and email campaigns.

This work requires her to get inside people’s minds, take on different brand voices, and play upon just the right mix of pains, fears and desires that cause people to act.

It also requires a strong grasp of how to use an entire brand experience to attract and connect with ideal customers – and much of that experience is created through visuals. Visuals are never to be underestimated.

But that’s an idea that runs contrary to the philosophy of many writers – we’re biased. Our art is the written word. However, Kira didn’t grow up as the ‘writer’ in the family. Her identity was ‘the artist.’

“My sister was the smarty pants. I embraced my artistic side and wore the ‘artist’ label very happily. That followed me into college. But I realized, I can’t be a fine artist and live the life I want, so I pursued graphic design.”

As Kira worked toward her B.F.A. in Fine Arts in Visual Communication, she found herself attracted to advertising classes, which led to an advertising design internship.

That’s where things really started to click for me. You get to be creative, and there’s strategy, words, and visuals and psychology behind it. I remember thinking that this is the best thing ever.

Of course, the challenge all new graduates face is finding a job in the ‘real world’ doing what you love. Which rarely, if ever, happens fresh off of campus. With no job prospects in sight, Kira took a leap of faith and moved to New York City, a lifelong goal.

“I didn’t plan well in terms of having a job before I moved there. I just did it. So I took the first job I could find at Enterprise Rent-a-Car’s management training program. I cringed at taking it. It was so different from the cool, art-design job I’d envisioned, and I was embarrassed by it.”

For nine months, Kira sold car insurance and rental cars, spending down time washing cars “in a parking garage that smelled like urine, in a pencil skirt.”

But at the same time she was learning how to tap into the selling power of words.

Over the next several years, Kira took many different jobs – glamorous jobs at places like Estee Lauder’s store design department, hard jobs in marketing for non-profits, even jobs in event planning. If she didn’t feel like she was growing, learning, and feeling challenged, she’d move onto the next thing.

After Kira had her first child, she needed a little more control over her work schedule. She began working for a fast-growing startup as CMO, which allowed her to build her reputation in the company as well as her own business on the side at the same time.

All with a newborn baby. Is Kira Hug secretly Wonder Woman?

Possibly. She does have more alter-egos than the average copywriter. But that’s all part of her brand strategy.

In this interview, Kira Hug tells us how she built her solo copywriting business and how her artistic background informs everything she does, from her own blog, to her copy, to her delightfully quirky business strategy.

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