Interview with a startup founder: Algorithm + Heart + Brain = Top Copywriter

Businesses often start out with an idea. If you combine that idea with courage and passion, it can easily turn into more. But whether you are offering a product or a service, the first time potential clients come into contact with your business they are going to take a real close look. That’s why one of the first essential things any startup has to do is come up with the perfect branding for its website and its other communication materials. What makes a branding concept successful? It positions the business and expresses the USP in a nutshell! There is a startup in the market offering copywriting services to other startups, with a team of freelance experts whose wide-ranging copywriting skills mean that a perfect match can be found for every clients requirements. We think that SCRIBERS[HUB] is an exciting idea, so we invited its founder, Sabine Fäth, to do an interview for you.

Sabine Fäth was editor-in-chief at various women’s magazines (most recently at “Für Sie”) before deciding to make a fresh start and set up her own business. SCRIBERS[HUB] is the name of her platform for freelance copywriters, authors and journalists. She talks about her impressions as an entrepreneur and her experiences in the startup scene.

How did you come up with the idea for SCRIBERS[HUB]?

The idea for SCRIBERS[HUB] came about because, at the time, I was looking for a platform like it, but I couldn’t find one. When I was editor-in-chief I always liked to get input from outside the magazine. But it was difficult, time-consuming and often very frustrating trying to find new freelancers – online and offline. So I came up with the idea of setting up a “copywriter hotline”. Today we have over 900 top copywriters in the SCRIBERS[HUB] community, and we provide “clever minds for clever content” to publishing, agency and corporate clients.

 How does SCRIBERS[HUB] work?

If a client requests a copywriter, we ask them to give us the following information:

  1. What subject area (e.g. mobility, IT, healthcare) does the copywriter have to be familiar with?
  2. In what communication channel or medium (e.g. PR, advertising, corporate publishing, online, print) will the copy be published?
  3. How long is the assignment? In-house or home office? Fee?

Then the search can be initiated in the SCRIBERS[HUB] network. The client is sent a selection of suitable copywriters within 24 hours, and often much faster. Then the client can choose one or more copywriters for their project and get in contact with them. SCRIBERS[HUB] charges a one-time fee geared to the client’s requirements profile for this bespoke search service.

What makes SCRIBERS[HUB] different from the other platforms in the market?

SCRIBERS[HUB] offers far better quality than rival platforms, and the client gets a very individual matchmaker service. Every single one of the 900+ copywriters meets the quality standards of the SCRIBERS[HUB] network. We only allow full-time freelance copywriters, authors and journalists to register for inclusion on the platform. This guarantees a curated level of quality on SCRIBERS[HUB]. The formula for our bespoke search service is Algorithm + Heart + Brain = Top Copywriter. I spent so many years working as editor-in-chief that I’m able to use my experience and common sense to optimize the recruitment process. To achieve a perfect match, you have to make sure that the writer and client are a good fit. Then both sides will benefit from the collaboration.

What requirements do candidates have to meet to be eligible to register with SCRIBERS[HUB]?

We only accept copywriters, authors and journalists with the relevant professional experience. They all have to fill in a profile with their CV, work samples and references. The writer is only admitted to SCRIBERS[HUB] after verification by us. This guarantees the high quality of service that our clients appreciate.

You used to be in publishing. Now you’ve moved into the startup world. What are the main differences between the two?

Leaving full-time employment to become self-employed is a lonely journey. When you move out of your comfort zone and suddenly have to take responsibility for all your decisions – good and bad – you have to change your entire mindset. 

Who are your clients?

We are benefitting from all the hype surrounding content marketing. Most of our clients are companies and agencies seeking specialists who can write texts geared to their specific target groups.  We have even had startups looking for specialist authors to support them in their development phase. Recently, we arranged for one of our lifestyle copywriting experts to work on a project for a recently established e-commerce platform selling exclusive lamps and chandeliers. The client needed someone who could write texts for its high-end target group and was free to work on the project at short notice. The company’s marketing director found his perfect match within four hours.

We’ve even had startups looking for specialist authors to support them in their development phase.

Recently, we arranged for one of our lifestyle copywriting experts to work on a project for a recently established e-commerce platform selling exclusive lamps and chandeliers. The client needed someone who could write texts for its high-end target group and was free to work on the project at short notice. The company’s marketing director found his perfect match within four hours.

What’s been the most important experience in your startup career?

That you will always make mistakes, however old or experienced you are. They are painful, but they are also the best way to learn. Try again. Fail again. Fail better!

Some women with their own businesses complain that people don’t take them seriously because the startup scene is to a large extent a male domain. Have you ever experienced that?

I’ve learned a lot and I’m still learning new things every day. Working with back and front-end developers was something I have never done before. In the early days, when I was still familiarizing myself with their “mindset” and know-how I got a few laughs, but I’ve never not been taken seriously.

What are the attributes of a successful female entrepreneur?

She has to be passionate about her product or service, incredibly patient, and have plenty of staying power.

 Have you encountered any people, events or institutions that have helped you as an entrepreneur?

I network all the time, so Hamburg Startups is an essential networking platform for me. It’s incredibly helpful to discuss things and share experiences with other startup founders.

Based on your experience with SCRIBERS[HUB] clients, what three pieces of advice would you give to women considering starting up their own business?

I have a lot more than three pieces of advice, but here are the most important ones… If your name, idea and passion are behind the startup, you have to be up front. You have to be good at marketing yourself, building your brand and cultivating your networks. I had to do a lot of persuading and convincing in person to get my first clients. My business is a people business!

2018-02-26T09:04:21+00:00