Hanna Yowell
Q What do you do?
“As a copywriter and content strategist, I like to say I’m a chameleon.”
I spend my days shapeshifting from different POVs (from zealous client to inundated prospect to frustrated users) to understand problems and communicate solutions. Through a mix of research, empathy, collaboration, and creativity, I create copy that's informed, strategic, and impactful.
Q What steps did you take to get to where you are now?
I graduated with a degree in Journalism with an emphasis in Strategic Communication. I started out school with dreams of becoming a photojournalist, as I had an eye for photography, knack for telling stories, and some burgeoning biceps to show for it (Big Fitness doesn’t want you to know about telephoto lenses).
But, after a couple internships, the copywriter bug bit me. Once a hobby, now a career, I still feel lucky I get paid to write every day.
I got my start at handful of agencies—ranging from 6 employees in a midwest office to thousands across the globe for an international agency. Under the guidance of some phenomenal creative mentors, I dove into the deep end of all things copy: 360-campaigns, new business pitches, influencer toolkits, radio and TV scripts, organic and paid social, blog content, and many a “where are we ordering from tonight” Slack when the work stretched past dinnertime.
In the past couple years, I’ve taken a turn toward the brand side of things. Being close to the work is where I really thrive—iterating from start to finish, learning what went right and what didn’t, and pruning learnings to improve the work going forward. I worked cross-functionally with other teams in the organizations (from estheticians and fitness professionals to designers and product engineers) on website and product UI/UX, content and brand strategy, tone of voice development, A/B tests, and loads of email flows.
Throughout all of my journey, though, one thing remains true—people are everything. The people I’ve worked with are beyond talented and inspiring, and I would not be where I am without them.
Q How do you stand out in your field?
I’m scrappy, yet skys-the-limit, and creative, yet analytical. For me, effective problem solving isn’t about absolutes, but by blending a balance of approaches. I like to brainstorm big and strategically, and write copy that’s pithy and purposeful.
Q What are you working on right now?
I’m working with a fascinating home startup to build out their brand standards and translate it across all their touchpoints. I’m also teaching myself how to play the drums.
Q What’s your style?
Untrue in the service jobs I’ve worked, true in branding and marketing: The customer is always right. If they don’t get it, it doesn’t work. Just because something is clever or pithy in our eyes, doesn’t always mean it achieves our objectives. We need to actually get someone to care and convert, so let’s have fun, but be smart about it.
Q Out of all your slashies, which one do you wish you could do more often?
I’m a long distance runner, and would love more hours in the day to dedicate to my running routine. From carb-loading to prancing around the city to rest and recovery (and my beloved Theragun—if you’re reading this, let’s talk sponsorships), running is fuel for my creativity and mental well-being.
Q What is frustrating you right now?
Sometimes I encounter a discrepancy between the (long) length of time a client takes to provide feedback versus the (short) length of time they expect edits to be turned around. While I like to work quick, I don’t like to feel rushed, so I make a point to be transparent about timelines throughout the entire process.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I’d love my pantry and fridge to be organized “Home Edit”-style. I just know my cereal would taste better if it were organized in cute, labeled containers.
Q What do you wish you could have told yourself, when, and why?
Rejection is redirection. This is applicable to parts in the high school musical, jobs you apply for, and apartments you couldn’t afford anyway.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’m obsessed with mycology, so I’d love to have tea with experts I admire in the field like William Padilla-Brown or Merlin Sheldrake. In another life, I’d also loved to have had a drum sesh with Karen Carpenter.
Q What kind of opportunities/projects are you looking for?
I’m looking to work on copywriting, strategy, and branding projects for brands whose product(s) and/or service(s) I genuinely believe in and want to help succeed. Let’s get everyone else stoked about what you’re doing, too.
Whether it’s launching a brand to the world, or exploring new ways for established brands to shine, I’d love to help with how your voice come to life across any touchpoint we dream up.
Q Describe your ideal job/client/collaboration.
When it feels truly collaborative. I do my best work when I get to ask the right people the right questions, jam with other strategic thinkers, and collectively reach a solution.
Q What is your rate?
My hourly rate is $80/hr. If you prefer a project-based rate, let’s chat about timelines, expectations, and deliverable details to determine a number.
Q How should someone approach you about working together?
Email me (hanna.yowell@gmail.com) regarding project scope, budget, timeline, and deliverables, and we can see if it’s a good fit.
Q Who is a creative you admire?
Mostly Sunny a new agency founded by two incredible former teammates and mentors of mine.
My funniest friend, Chandler Dean (https://www.instagram.com/chandlerjdean/), for all things comedy and speechwriting.
A jack-of-all-trades friend, Sivim Ly , for graphic design, art direction, and gorgeous ceramics.
Q Oh! and… how do you stay creative?
Keeping company that inspires me.
This member profile was originally published in September 2022.