Women In Business: Lilli Koisser on the versatility of independent writing

The art form of writing is a field that allows for much change and flexibility. Especially with the cross on to the internet, writing has opened up its ports to many different opportunities.

Platforms have been established, that allow many individuals to grow their careers as texters and writers. One of those individuals is Lilli Koisser, an online writer & blogger and also a coach to many who aspire to learn more about writing. Through her website Lilli teaches her readers and clients about the capabilities new media writing has to offer and has also developed a new method of adhering to clients called „productized services”. Our conversation with Lilli led us to find out more about how independent workers nowadays find their niche to flourish!  


B: Thank you for joining us in this interview Lilli! You already have a list of platforms you have written for and worked with such as TEDxVienna and Hubspot. We are very interested in knowing: when did you decide to branch out on your own and coach others?


L: It was about 4 years into being self-employed that I finally decided to do something that people kept asking me about: teach them how to get more and better clients as a freelancer! Other writers always asked me via email or messenger how I get clients and I thought: “Why not start a blog instead of answering every single email privately?”


B: Is there a specific reason why you decided to become more independent? Or did several factors play a role in your decision?


L: When I first started in 2013, I was freelancing for big companies and agencies. That was fine to earn money and build my reputation, but after a few years it didn’t fulfill me anymore. I was tired of the corporate world and wanted to work with people who were more like me: independent freelancers and entrepreneurs. The more I got to know my ideal client, the easier and more fun my work felt. Independence is also one of the biggest values in my company and I didn’t feel like going to monthly meetings with my client’s teams anymore, for example. I want to be totally autonomous!

B: Has working solo changed your style of writing or your perspective on how you go about your works?


L: That’s a good question! When I had my job at an online marketing agency for two years, I had to write what the agency’s clients or my creative director wanted. Later on my own, I was basically also just following „orders“ from my own clients. Now I have developed my own methods and frameworks - so-called „productized services“, which are the same for every client - and I can decide who is a good fit for my offer and who isn’t. I even turned my workflows into online courses for clients who want to save money and do it themselves! So yes, it definitely changed the way I approach a writing project. I see myself more as a consultant and service provider than a freelancer now. And I’d also like to think that my writing style got better and better over the years!


B: Are the majority of your coaching clients usually aspiring writers or already established copywriters willing to learn more?

L: I would say something in between. Most have one or two years of experience and are ready to win better clients, offer packages and raise their prices. That’s kind of the same situation I was in a few years ago. But I think that every freelancer needs to go through this first „I have no idea what I’m doing, what I should offer or who my ideal client is“ phase, because that’s how you find it out: By trying what works and working with a lot of different people on varying projects. Over time you see what works for you and what doesn’t. And then it’s time to get really clear on your niche and your offer for your dream clients!


B: In terms of your career, has writing always been an occupation you’ve wanted to pursue?

L: I always knew that I wanted to get into the advertising world. As a teenager, I was fascinated by ads and plastered the walls of my room with fancy magazine ads for perfumes. I was also good at writing and really into psychology and people. Now, as a marketing writer and coach, I feel like I can really live all of my passions and talents!


B: But you don’t only focus on writing but also coaching others from a business perspective. What would you say is the most common question you get from those requiring business mentorship?


L: How do I get more / better clients? That’s the most common topic. Also: How do I price and offer my services so that I can live comfortably from freelancing? And all topics around online marketing, mostly websites, blogs, SEO and social media, as that’s what I stand for and what helped myself to be successful. What is interesting though is that underneath all these obvious questions often lie insecurities or fears: Am I good enough to raise my prices? Am I going to win enough clients if I only offer what I love? Are people going to judge me when I start a blog? As a trained systemic coach, I can also help with these mindset blocks. Once they are out of the way, the „HOW“ gets less important and my clients can usually figure the rest out by themselves. They mostly just need this confidence boost and clarity for their next steps!


B: Has being a female business and writing coach earned you notoriety or do you consider this an already very common career path for women in the media sphere?


L: Today I know a lot of women who do similar work. When I started in 2013, the landscape looked a little bit different! I didn’t know one single self-employed woman and when I researched freelance writers, there were just a handful of female ones in the market. It could just be my bubble, but I feel like the market is booming right now. I also believe that we can expect a lot more freelancers and entrepreneurs in the coming decades. Up to 30 % of the worldwide workforce already work independently!


B: From one writer to another, what tips or advice would you give, to keep clients consistently interested in your work?


L: Clients are interested when they can see the value of your work for THEM. So when they understand what you do and how it helps them to achieve their goals, they will notice you and want to work with you. I also teach that in my online courses and coachings: What is the result of your work? How does your client benefit from it in tangible outcomes? What is better for your client after you worked together? Talk more about that then about what you actually do! Your clients care more about themselves than about you and your craft.


B: And lastly at Esyvte we aim to raise awareness to strong independent women, and that also includes encouraging a confident appearance. From your point of view, what are your favorite clothing items that give you a confidence boost?


L: Since I only work online, I just need to look good from the waist up - that’s the only part my clients can see behind their screens! ;) I like wearing my brand colors - nude or „millennial pink“, black and grey. It’s important to me that the clothes look good on camera and in my video background that I set up in my home office. A black blouse usually does the trick!

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