Interviews Laila Essa

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Q1. Where are you from?


Q2. How did you discover copywriting?

My mentor saw the spark in me and my work and encouraged me to explore this field more. Luckily, I found my passion in ways I least expected and I’m truly grateful for it.

Q3. What forms of copy do you write?

Everything related to words! Be it company profile, website content, pitch deck, social media content, blogs/articles, press releases, video scripts, or more – you can count on me for every project!

Q4. What are your favorite niches to write in?

Lifestyle Food and beverage Finance Fintech Real estate Technology Personal branding Self-development Government Health and beauty

Q5. What is the #1 lesson you've learned as a copywriter?

If you are doing (writing) something, do it with your heart and soul. I’ve seen people struggling with their careers because they had different passions. I love making a powerful impact with my words and I’m only able to do it because of my passion and love for heartfelt content. So if your heart really wants to do something, you should make effort to achieve it.

Q6. Who is your favorite copywriter & why?

I love Alex Cattoni aka The Copy Posse! There are a lot of reasons why though, let me try to sum up. A lot of people got interested to know more about this industry because of her. She has an amazing, confident voice with which she has boosted the overall value of copywriting and given it a whole different perspective around the world.

Q7. Do you have any recent wins to share?

Oh yes, so many! For a quick snippet, I have been working on governmental projects in collaboration with agencies. My latest published work is the complete website content of SAUDIA and American Express KSA. I’ve completed an end-of-year campaign directly with Google Saudi Arabia, all in Saudi Arabic localization along with my team. Also worked on video script campaigns for NIKE, TikTok, PepsiCo, Chalhoub Group, and so many more!

Q8. What would you say to a prospective client who wants to hire you?

I would first understand their business model, ask questions, and do my own research as well. Once I have a clear picture of the scope of work, I would offer them content consultation to help present their brand strongly. For clients who are not looking for content consultation or are clueless about what they want (it’s kind of challenging but I’m always up for it!), my suggestions start pouring in where needed and I collaborate with them to bring the end copy exactly as per their vision. My mantra is simple: Keep changing your copywriting hat as per your client’s industry and requirements, and choose the one that would best represent their legacy and expertise. I put myself in the client’s shoes to understand their needs; it’s also something that helps me write the right words and doesn’t keep them up after hours thinking if their vision will be translated into copy perfectly.

Q9. What is a good email address for prospective clients to contact you?

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