We had the good fortune of connecting with Lindsay Hope and we’ve shared our conversation below.
Hi Lindsay, can you tell us about a book that has had a meaningful impact on you?
Essentialism: The Disciplined Pursuit of Less by Greg McKeown. This book will change your perspective on how you spend your time! Right from the beginning of this book, the Essentialist mindset clicked for me. Essentialists focus on the most important thing and spend time and resources only on that— ignoring the rest. When you start thinking about all the unnecessary meetings you attend, hours scrolling through social media, and straight-up distractions that pull you away from doing the most critical work, it’s eye-opening. By asking yourself, “What is essential?” you eliminate busywork. You find more time for doing things you love and less time wasted doing things that don’t move the needle — for your business or your family. For me, the idea of Essentialism helped me niche my copywriting business to email strategy and copy. (I used to offer all forms of direct response copywriting. I was constantly spinning my wheels and writing everything “just ok.”) I was nervous about niching to something narrow, worrying that I’d lose clients or limit myself. The opposite happened. By becoming an expert in a single area, I’ve attracted more of the right clients. I’ve been able to say no to projects that aren’t the right fit. It’s saved me time… and it’s liberating! I resonated with the concept of decision fatigue… “the more choices we are forced to make, the more the quality of our decisions deteriorates.” Our busy lives can lead to us unintentionally losing sight of everything meaningful and important. Essentialists enjoy the journey, not just the destination. And they are privy to the fact that when you don’t prioritize your own life, somebody else will — mic drop.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Like most copywriters, the road to starting my business was long and winding. Post-windy-city years after receiving my MA in Sociology from DePaul, I landed in the non-profit world. The work was meaningful, but the pay was anything but desirable. Huge kudos to anyone who can build a career in that world; it was not the end of my story. I landed a job at the oh-so-coveted New Belgium Brewery after moving to Fort Collins. Employee ownership, B Corp culture, and beer (sometimes, even in the morning…) was love at first sip. I worked in several different departments, eventually landing a seat at the leadership table (which I’m endlessly grateful for). Being in that room taught me more than anything I learned in 20 years of formal education. Still, I was thirsty for more. I stumbled upon email copywriting somewhat accidentally. However, looking back, it was purposeful in many ways. I decided to reverse-engineer how I wanted my life to look for years to come. Who did I want my boss to be? How many hours a week would I work? What’s the learning curve? How can I do all the things I love to do (travel, go to concerts, spend time outside…) while making more than enough money to support myself and my family? Email marketing was the serendipitous answer. And I never looked back. My business provides email strategy and copywriting for purpose-based businesses. I love working in e-commerce, but I also work with course creators, service-based companies, and I have an affinity for B Corps. Writing emails allows me to use both my left and right brains. I get to be strategic and creative. I use data to drive email strategies — I love nerding out on conversion rates and optimizing metrics as much as I love telling stories.
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?
The best time to visit Fort Collins is in the summer. We’d spend our days paddleboarding on Horsetooth Reservoir and hiking at Lory State Park. Our evenings would be touring town on bikes — we’d ride to LaPorte and go to the Swing Station for some music, we’d do a brewery tour, and we’d munch on tacos or search out my favorite food truck, The Tramp About. One evening, we’d hop on a bus and ride up the Poudre Canyon to the Mishawaka Amphitheater, where we’d dance under the stars into the wee hours of the night.
Who else deserves some credit and recognition?
I dedicate my Shoutout to the Magnetic North Mastermind! This copywriting collaborative has completely shifted my perspective and helped me grow my business in ways I never thought possible. If you’re the smartest person in the room… you’re in the wrong room. So I joined this group of brilliant entrepreneurs, and we’re moving mountains together. It’s unbelievable what momentum comes from being surrounded by a community of peers cheering you on.
John Robson Photography