Meet Asha Gowan, the visionary behind Copy.solfully, a business that blends the art of copywriting with a commitment to sustainability. Asha’s journey from writing for corporate giants to becoming a passionate advocate for eco-conscious content is nothing short of inspiring. Driven by a desire to align her work with her values, Asha has created a brand that not only crafts compelling narratives but also champions the health of our planet. In this interview, she shares the story of how she turned a moment of personal reflection into a thriving business that helps green innovators tell their stories with heart and impact.
1. What inspired you to start your business, copy.solfully?
Copy.solfully is something I started after I discovered the “eco-conscious”, green, sustainable copywriting niches. I always knew about sustainability and green awareness, but I just hadn’t made the connection. And, most importantly, I wanted to do something that made me jump out of bed in the morning. I love helping people and contributing to the health of the environment in whatever I can…and I saw eco-conscious writing as the most amazing opportunity to live with more integrity to those values.
Can you share a bit about your personal journey that led you to become a sustainability-focused copywriter?
To be honest, copywriting wasn’t doing it for me anymore. I was writing for fintech, corporate industry, etc…I wanted more opportunities to connect with clients beyond purely transactional terms. So, in short, I quit the biz. I knew, whatever I did, I was not gritting my teeth and bearing, not settling, and not playing it safe or small.
I wanted to craft a personal brand that was truer to who I was as an individual. Yes, I market my blog writing, newsletter writing, and social media content services, but, throughout the entire process, I consciously work against silo mentality and specialist-snobbery.
Copy.solfully leads client-copywriter discussions with the spirit and essence of collaboration. I believe there exists abundance for those who truly and sincerely lean into an ethic of service. That’s what Copy.solfully aims to do: to design high-value content and write with heart and soul.
What was the turning point that made you realize you wanted to focus on eco-conscious content generation?
Honestly, I decided to make the change during one of my social media detoxes. I dug into research on social media overuse pitfalls and personalized algorithms designed to get you hooked. At that point, I knew I wanted to write professionally full-time, that I wanted to try copywriting again…but I didn’t want to feel like a mercenary casting a wide net with a “Writer for Hire” sign on my forehead.
Nature and protecting its sanctity were things I could write about all day. So, I decided that I was going to start a page dedicated to that sort of content. I wanted to learn more about the subject while providing value to the eco-conscious community.
How did you come up with the name “copy.solfully” for your business?
I wanted a brand that included the keyword “copy” while communicating the kind of copy I do in a fun and innovative way. “Sol” is a direct reference to the Sun, to light, and conscious creation.
What challenges have you faced in starting and growing your business?
Launching copy.solfully has definitely been an adventure! One of the biggest hurdles has been getting my name out there in a crowded freelance space. It takes time to build trust and showcase the value I uniquely bring. There’s also been a learning curve in terms of understanding the specific needs of this niche – sustainability language can be nuanced, and I want to make sure my copywriting truly resonates with the target audience. But I’m constantly learning and refining my approach.
Another challenge has been balancing client work with growing my own online presence. It’s a juggling act, but I’m determined to make copy.solfully a success. The positive feedback I’ve gotten from clients so far keeps me motivated. There’s nothing more rewarding than using my skills to help businesses make a positive impact.
How do you stay motivated and passionate about your work in sustainability and eco-consciousness?
Staying motivated with copy.solfully is seamless – it taps into my deepest passions. A long period of social media detox sparked this whole thing. It made me realize how much negativity and mindless scrolling shaped me into an unconscious consumer. Focusing on sustainability and green initiatives allows me to write with purpose, to contribute to something positive.
Every new project with an eco-conscious business is so energizing. Learning about their mission, their sustainable practices – it’s inspiring! For example, I have at least two of my clients to thank for introducing me to the world of refilleries and BIPOC-led community farms! I’m dedicated, every day, to providing copy that truly resonates with their target audience and helps connect with ideal customers on a deeper level. And that is the ultimate reward.
Sure, there are days when the hustle gets real, but seeing the impact my work has on these businesses, on the conversations it sparks – that reignites the fire every single time.
Can you share a success story where your content made a significant impact for one of your clients?
I’m currently writing a 4-part Community Impact Timeline for an at-risk community farm in Southside, Asheville. My client is the farm manager…but they’ve also been managing the farm’s online space, including the website, Instagram page, and more. The task has been overwhelming. But, as I’ve been helping them strategize content strategy, a weight is being lifted. They’ve expressed the sense of hope they’ve felt after adding me to the team.
I’m adding a blog hub to their website to drive traffic and underscore the heart of their mission. I’m diving deep into the farm’s story and history over time. By the end of the timeline, it will be impossible to not understand their commitment to providing fresh, local produce to the community, their focus on creating educational opportunities for children, and their dedication to building a vibrant green space in the neighborhood.
What is the most rewarding aspect of your job as a green copywriter?
Every day, I get to use my skills to empower eco-conscious businesses and inspire others to live more sustainably. It’s a powerful feeling to craft words that resonate with people’s values and nudge them towards making positive changes. Seeing a client light up after we brainstorm impactful content or receiving positive feedback from readers about the emotional connection my writing creates – those are moments that truly fuel my passion.
How do you balance creativity with the technical aspects of copywriting?
I delve deep into understanding the client’s brand, target audience, and sustainability goals. Then, the creative spark takes hold! I brainstorm compelling narratives and headlines that capture attention. However, strong storytelling needs a solid foundation. So, I weave in SEO best practices and ensure the copy is clear, concise, and optimized for search engines. It’s like building a bridge between artistic expression and technical precision. Striking that balance is an ongoing challenge, but it’s also what keeps the work exciting!
What advice would you give to other women looking to start their own business in the sustainability sector?
Go for it! The world needs more passionate female voices championing sustainability. My biggest advice is to find your niche within the green space. What specific area are you most knowledgeable and passionate about? Focus on that and build your expertise. Secondly, don’t be afraid to put yourself out there. Network with other eco-entrepreneurs, collaborate on projects, and leverage social media to build your brand. Remember, the journey will have its ups and downs, but stay focused on your purpose, keep learning and growing, and celebrate every milestone. Together, we can weave a powerful web of change through sustainable business and impactful communication.
How do you keep yourself informed and updated on the latest trends and developments in sustainability?
I typically tune into Instagram pages that specialize in sustainability news, but I also listen to podcasts, read substacks, and research in official science journals and articles.
What role do social media and online presence play in your business strategy?
Instagram is playing a HUGE roll. For one, I truly am finding my tribe. I’m learning from social media strategists and managers how to collaborate with people in my field, how to narrow down a profitable niche, and consistently offer value.
Instagram is also helping me learn multiple skills at once. I don’t believe in putting all my eggs in one basket so I make sure to study several types of content creation and copywriting pages. Because of Instagram, I’m trying a content batching offer, crafting lead magnets, and brainstorming ideas for digital products.
How do you handle criticism or setbacks in your professional journey?
Criticism and setbacks are definitely part of the territory. It can sting to hear a client isn’t happy with a draft, or to miss out on a project I poured my heart into. But here’s the thing: I try to see it as a chance to learn and grow.
First, I take a deep breath and detach a bit. It’s important to remember that not every project will be a perfect fit. Sometimes, client expectations might not completely align with what I envisioned. And that’s okay! It’s a chance to refine my communication during the initial consultation stage.
Now, if the critique is about the actual copy, I get down to business. I listen carefully, ask clarifying questions, and see what I can learn from the feedback. Sometimes it exposes a blindspot I wasn’t aware of, or a chance to improve the copy’s clarity or flow.
As for setbacks, like missing out on a project, I try to analyze why it might have happened. Did my proposal miss the mark? Was my portfolio not strong enough for that particular niche? It’s a chance to revisit my marketing materials and sharpen my approach.
The key is to not take things personally. The freelance world is full of ups and downs. But by embracing criticism and learning from setbacks, I can keep copy.solfully growing and make sure I’m delivering the best possible service to my eco-conscious clients. After all, that’s what truly matters to me – using my skills to make a positive impact, one well-crafted piece of content at a time.
What skills do you believe are essential for someone pursuing a career in sustainability-focused content creation?
In my experience, a killer combo of three skills is key for rocking sustainability-focused content creation:
- Eco-concious, green, and sustainability fluency: You gotta walk the walk and talk the talk. Understanding core environmental issues, current sustainability trends, and the science behind it all will make your writing credible and impactful.
- Storytelling magic: Facts and figures are important, but they only go so far. You need to weave compelling narratives that connect with people on an emotional level. Data is powerful, but stories make it stick.
- Content chameleon: The sustainability niche is broad! Being comfortable crafting content across different formats – blog posts, social media captions, website copy, even video scripts – keeps things interesting and allows you to reach a wider audience.
Bonus skill: A dash of SEO savvy goes a long way. Understanding how to optimize your content for search engines can help ensure your message reaches the folks most interested in sustainable living.
What future goals do you have for copy.solfully, and how do you plan to achieve them?
First, I want to solidify copy.solfully as a go-to resource for eco-conscious businesses. Building a strong online presence through targeted content marketing and collaborating with other sustainability influencers and professionals is key. This will not only attract new clients but also establish me as a thought leader in the space.
Secondly, I’m passionate about scaling my impact. I envision offering not just copywriting services but also workshops and resources specifically tailored to help eco-businesses master their content marketing. Empowering others to tell their sustainability stories effectively is a goal that truly excites me.
The ultimate dream? I want copy.solfully to evolve into a hub for the entire eco-conscious content creation community. A space where writers, businesses, and sustainability enthusiasts can connect, share best practices, and collaborate on projects that can truly make a difference.
There’s a lot to achieve, but I’m confident that consistent delivery, high-quality work, and relationship building will help me reach my goals in record time. I want copy.solfully to make a meaningful difference for businesses that make an impact.
