Stephens: The Power of Words

Positively Inspirational: A Monthly Spotlight

In this monthly series, local realtor Andrea Schutter Riebeling does a Q & A with local business leaders about what inspires them. This month’s spotlight is on Fayetteville writer Cindy Stephens.

1.What is your business?

The company is called A Good Writer, LLC. I help small and large companies communicate their value so they increase revenue. I’m hired on a contract basis as a marketing writer and web content developer to create customized content for digital and traditional marketing tools.

2.) How did you get started?

In my experience, creative teams were frequently laid off in corporations where I worked. It was pretty typical in the IT industry. It kind of still is. After I was laid off from IBM, I knew I had to establish my own career path. I moved back to Houston from New York and was mowing my lawn when my neighbor drove up and asked if I could write a website for her new law firm. My expertise was in marketing communications, so I said yes and figured out how to do it. I found my niche.

3.) How long have you been in business?

I’ve been doing this for 19 years.

4. What kind of service do you provide?

Depending on the client’s needs, I create communication strategies or simply provide the content, mainly for websites, blogs, video scripts, and email marketing campaigns. I really write anything required to help sell a product, service, or idea.

Some firms simply need me to provide communication direction and content on a one-time project, or they may need a writer on board to align with their in-house marketing team for several years. And I bring webmasters and designers in if it fits with my clients’ budget and objectives.

A little more about me can be found on my website, LinkedIn and FB pages.

5.) What is your background?

I majored in marketing and economics at a small liberal arts university. It was the perfect platform for what I do now. And I’ve written stories since I was a child. Prior to self-employment, I created and implemented internal and external marketing communication campaigns for Fortune 500 companies domestically

6.) What do you suggest to others who want to venture out and take a leap of action in the future of their career?

Find your sweet spot. Figure out what you do well and where the need is for what you offer. You won’t always start in a place that you initially enjoy, but if you stay focused, you’ll get there. As a freelance writer, your value is often misunderstood or undervalued. It’s your job to clarify that what you offer is something no one else can match, deliver on that promise, and be compensated fairly.

7.) Do you believe in college, trade school, or any training?

Of course. And I believe in continually educating yourself to stay relevant. That could just be setting up your Google News feed to stay on top of related occupational topics.

8.) How did you decide to give the name to your business?

I would be sitting in pitch meetings with clients and they would mention that they had previously hired a writer, but it didn’t work out. I said that they may have hired a writer, but they didn’t hire a good one.

Is this a family or Female business?

Woman-owned.

9.) What are some things you’ve learned through your business and your life?

There are so many things! This is applicable to anyone self-employed: When you really zero in on what clients are needing and provide feedback and results that directly address those needs, it’s almost always a win-win. And it’s wholeheartedly rewarding to know your contribution as a professional writer makes a difference in how a company is perceived.

It’s important to note that what I do is really more of a life than just a career. I’m not sure I’ll ever get used to the roller coaster ride, but I’ve finally acknowledged that chances are, that’s the status quo. And I’ll take it.

10.) What makes you laugh?

Anyone with a sharp wit.