Episode 06: The “Spark”
An interview with Mikaela Klimovitz about copywriting and content creation
“Old ways won’t open new doors.” ~Anonymous
About Mikaela Klimovitz
Mikaela Klimovitz is a cool-ish girl with a camera and passion for writing. In all seriousness, she is a professional copywriter and content creator who thrives on pushing her skills, loves the internet (for all its good and bad), and has a passion for creating engaging content. Mikaela is originally from Baltimore, MD, attended Susquehanna University for college as well as studied at Regent’s University of London and the European Business School. Currently living in NYC with her long time partner and sassy pet chinchilla.
💡 Philosophy
Joe Pascavage ✍🏼
What is unique about your personal philosophy as a copywriter and content creator?
Mikaela
I would say that, based on the nature of my work, there is no room for complacency. If you ever find yourself saying or thinking, “But we used to do it another way” then you are not doing it right. Writing, visual content, and social media are constantly evolving and we have to do our best to adapt to it. So rather than fighting the change or getting too comfortable, I believe in embracing the fact that you are never going to know everything and that there is more to learn.
🎯 Process
Joe Pascavage ✍🏼
What does your copywriting and content creation process look like?
Mikaela
It really depends on the client or project but generally I would say it starts by looking to see what they have already put together and finding out who the brand wants to be. Brands have personalities and it’s my job to communicate that to their audience. So after I get the basis of their work, next comes research. Lots and lots of research. I look to see their competitors, what the industry as a whole looks like, and what are the expected trends to be coming from them for the foreseeable future. It’s this process that takes the most time and gives me the most inspiration, and I do this for each and every client. From researching wedding planning in the Midwest, to how solar panels are manufactured, to how fashion has changed from COVID, I put a lot of time and effort into the initial research so it can spark my creativity and give me a place to start building from.
👩💻 Projects
Joe Pascavage ✍🏼
What projects have you been working on recently?
Mikaela
I’m finally finishing up a website for a wedding planner out in Wyoming — I started this project back in August and it’s been a journey. I had to create her logo, website, and am now finishing up the copywriting. I’ve also been working with a solar panel manufacturer, newly launched fashion brand, and some more in the pipeline.
Joe Pascavage ✍🏼
How is copywriting and content creation playing a pivotal role in the success of these projects?
Mikaela
I would say it’s a big part since it is usually the first exposure people have to a brand. It’s like finding a big, beautifully wrapped present — the bigger the box, the prettier the paper and bow, the more you’ll want to open it. That’s what social media content and copywriting are for a brand — it’s a welcome message. So it takes a lot of thought and effort to create and you have to constantly keep evolving it.
Joe Pascavage ✍🏼
What are some common misconceptions you’ve noticed people have towards copywriting and content creation?
Mikaela
A lot of people think it’s not as nuanced of a process as it is. Generally I’ve seen that a lot of people think that because they see teenagers posting on social media that it means it’s incredibly easy. It’s a lot closer to cooking a fancy meal from scratch. You also have to accept the fact that even if you follow the established recipe perfectly, it may not be to your expectation. There is a lot of playing around, experimenting, and research that goes into a basic social media post.
👍 Advice
Joe Pascavage ✍🏼
What advice would you give to someone starting a career as a copywriter and content creator?
Mikaela
I would suggest taking as many opportunities as possible. In college, because I knew that I didn’t have any career connections in this field (especially in New York), I did 7 internships and wrote for two academic publications. It’s also why I started a blog — I needed a portfolio of work to exhibit my skill and challenge my work. That blog also was my first exposure to backend coding, SEO, and developing a personality for something inanimate — it’s now dead, but when I was actively running it for those two or three years, it had a readership of over 40,000 in over 147 countries and I did it all through organic content. My point is, find opportunities to learn and challenge your work — even if the pay isn’t great or it’s for a local business, take it as a place to begin learning and expanding your skills.
👏 Thank you for reading!
Incredible story, Mikaela! Hearing your approach and the different walks-of-life you’ve been on is something to be applauded. Hopefully that sassy pet chinchilla doesn’t throw too much shade 😊! Looking forward to seeing what’s next for you.
This interview with Mikaela Klimovitz is part of a blog series by Joe Pascavage ✍🏼 called “Get Interviewed”. If you would like to learn more about this initiative you can read about it here.
Do you want to share your story?
Send me a DM or tweet @joepascavage letting me know that you would like to “Get Interviewed”, and I’ll take it from there.
