Interviews Michael Muttiah

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Q1. Where are you from?

The UK

Q2. How did you discover copywriting?

By accident. I was 25 and working in a newsagent and my creative writing teacher told me you could make money online writing.

I thought she was crazy. But then I found Fiverr and posted my 1st gig. Writing love poems for guys who wanted to impress their ladies for $15!

Hard to believe that was over 10 years ago now.

And no. I don’t still do that gig anymore, the pressure of demonstrating a man’s inner most thoughts and feelings for his L’Amour was too much to bear! ????

Q3. What forms of copy do you write?

I have my own business based around digital products and video content. Most of my time internally is spent writing emails, sales pages and digital assets.

For my few external clients I get to flex my creative muscle in whatever direction they choose. Whether that’s a direct response mailer, regular emails to their lists, sales pages, or lead magnets for inbound visitors to their site.

My copy is always driven around sales and measurable direct response metrics.

Q4. What are your favorite niches to write in?

Health and Self Improvement, but I’ve written in so many different niches over the years: Ecommerce, Consumer Goods, Privacy, Technology, SaaS.

I’m lucky that I get to choose what I write for who I want to write for.

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

Research is everything.

Q6. Who is your favorite copywriter & why?

Dan Kennedy because not only did he write outstanding copy but he’s also a great teacher which for me always demonstrate someone who has mastered a skill.

Q7. Do you have any recent wins to share?

We have a health ecommerce company that we have doubled their revenue from $1MM – $2MM+ over the course of 15 months. Plus our own digital products expense which we have scaled to 6-figures from nothing and no audience to 6,500+ sales and a five figure list. Really proud of that.

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

How well do you know your audience and your numbers? I work with a handful (like I can count on one hand) of clients every year. They are always referred to me. I’ll ask for full access to all their content and data and immerse myself in their audience, because that’s the key. I love to do extensive research and feel like I really understand their desires, beliefs and fears. Plus what’s the outcome we want to achieve and the benchmark we have to beat.

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

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