Amy Matos is a bilingual business consultant, content strategist, and heart-centered copywriter for coaches who is on a mission to empower women. She helps women who coach women articulate their compelling and soulful message in a way that elevates their brand and their business. Amy leads a local FemCity Collective in Nashua, NH which is where she lives with her husband and two toddlers.

Can you tell our readers about your background? 

I grew up just outside of Boston and now live in Southern NH with my husband, two toddlers, and two cats. I run my own business where and in it, I help women who coach women to elevate their voice from the crowd, articulate the greatness of their offer, increase their sales, and empower their people with sales copy that nurtures, engages, and converts 

I did well in school. Got good grades. I got good jobs and was the model high-performing employee. I moved up. I did all the things that you were “supposed” to do. But I was not very happy or fulfilled. 

Early in my career when I was working in a customer service role, I found myself in a situation at work where I had to report inappropriate behavior by a senior male leader in the company to HR — who completely botched it. I decided that I wanted to go into the HR field, hell-bent on ending harassment in the workplace. 

Over a decade later, after more harassment investigations and terminations than I can count, I became hardened by the field that I thought was my answer to being part of the solution. There’s just only so much HR can do. 

This background is at the core of the story of how I built my business. Eventually, I was able to find my thing in copywriting. Because I write for women who coach women, I’m a part of my client’s business and they are doing AMAZING things in the world. Now, I feel like I have it all — happiness and fulfillment doing what I love, feeling like I’m making a difference, the ability to work and contribute financially, and best of all the ability to do all of this from home with my kiddos around. 

What inspired you to start your business? 

When I had my son in 2016, I quickly felt the demand of being a full-time working mom. It’s hard. I started to think about what I might do to have more time freedom to be at home and still contribute financially. But I ran short on ideas.

When I was on maternity leave with my daughter in 2018, this desire to be at home went into overdrive. Something about having a daughter and wanting to show her another path became very important to me. I stumbled across a Facebook Ad for a course whose entire premise was that moms could have it all and didn’t have to choose between family and finances. I took the course and started a freelance copywriting business as a side hustle. 

I couldn’t leave my job right away. I had just been promoted to a leadership role at a Fortune 500 company. I had a team of fabulous women and our team provided HR consulting services to the organization’s clients. The job wasn’t perfect, but it was good, the income was good and steady. And I loved my team and felt guilty leaving them so soon after my promotion. 

There was also a fear factor for sure. With a growing family that relied on my financial contribution, I was afraid to just take that off the table. I was also afraid, given how unhappy I was, if running my own business was truly the answer. What would it mean if I left a steady check and put us under additional financial pressure, only to wind up equally unhappy? 

I spent a year side hustling, working full-time, with 2 kids under 2. And eventually, I just couldn’t do it anymore. It became increasingly apparent that I wanted to be on my own. I let go of the guilt of “leaving” my team because trying to do it all meant I was not showing up well at home, for my husband, kids, or myself. I issued my notice 6-months after my promotion, and have been on my own for the past year. 

Now, I write for women who coach women. My clients are so inspiring. They’re helping women launch businesses and get dream careers. They’re helping moms and daughters overcome disordered eating. They’re helping women navigate infertility treatment. I’ve worked with a transgender woman, who helps others manage relationships during their transition. These are incredible people, and I get to be a part of their success and help them get more hands on their life-changing services. It’s awesome. 

Where is your business based?

We live in NH but I am very much an online business and work with clients all over the world. I’ve worked with clients across the US, in Canada, in Europe, in Israel, and in Australia. One of the cool perks of being able to work from home with people from anywhere. :) 

How did you start your business? What were the first steps you took?

I didn’t even really know that freelance copywriting was a thing before seeing that Facebook ad. It just didn’t dawn on me. Even though I did a lot of informal email marketing in my 9-5… and I always knew I was a writer, I just didn’t know how to translate that into a business idea. 

I didn’t want to blog for my own audience. And I didn’t see myself as a book author. But this course opened my eyes to all the opportunity that exists in online business for freelance service providers. 

So I took the 12-week course, filed for my LLC, launched, and just started running with it. I signed up for 1:1 coaching, and then took additional online courses to deepen my skill. I side hustled for a year and now have been on my own for a little over a year. 

What has been the most effective way of raising awareness for your business? 

I do a TON of social media marketing, in-person networking, and publicity. Networking in person has been the fastest way to build deep relationships and increase the know, like, trust factor that creates clients, collaborators, and champions. Guest blogging for big media outlets, speaking on podcasts or as a guest expert are great ways to get publicity and exponential eyeballs on what you’re doing.

What have been your biggest challenges and how did you overcome them? 

They’re mostly self-imposed. Mindset challenges, imposter syndrome, operating from scarcity mindset and saying yes to work I should say no to, not setting the right boundaries.

 I was never afraid of or really struggle with networking, marketing, selling, finding clients, delivering great services. That stuff always felt figureoutable. It was the other stuff that always was the most difficult.

Overcome it — just by leaning into it and working through it. There’s no easy way around it. You just have to become more aware of it and deal with it. Working with coaches helps me. 

How do you stay focused?

In the midst of coronavirus, this is hard. I time block. I use a journaling system so that each day I try to prioritize my work so I start with the things that would have the greatest impact personally and business-wise. I work with coaches for accountability. And honestly, I do a lot of work late at night. I’ve always been that way, and that’s when my creative juices flow, so I accommodate for that and sleep in and take naps with the kids when I can. 

How do you differentiate your business from the competition? 

Truthfully, I don’t believe in the notion of competition. I know there are tons of other copywriters out there. The better we do collectively as a profession the better it is for all of us. I believe that elevates all of us. 

I just don’t prescribe to the notion that there’s not enough work to go around or that there’s competition between us. We’re all just so unique. I believe that the people who would be attracted to another writer aren’t the type who would want to work with me. And I’m cool with that. 

What makes me unique is that I didn’t grow up in journalism, lit courses, or English 101. My background is in business and business consulting — which is really marketing and selling solutions. And that’s what writing effective copy is really all about. So I think clients who like to work with me are attracted to that.

They also like the fact that I am a mega-huge empath who feels alllllll the feelings. So when they describe the pain of their ideal client, I can literally feel it and write copy that deeply resonates with their audience. 

What has been your most effective marketing strategy to grow your business? 

Similar answer as above. Social media marketing, in-person & online networking to generate referral machines, and publicity. I do a LOT of guest expert speaking which is a great way to establish instant credibility. 

What's your best piece of advice for aspiring and new entrepreneurs? 

Do it and then make it perfect. If you wait for the stars to align, for the timing to be just right, for your logo and website and all the things to be perfect… you’ll always be waiting. There’s no perfect time, and in the beginning, you’re going to make mistakes. So just do it, learn from it, and make it better as you go. 

What's your favorite app, blog, and book? Why?

App - Voxer. Ha. I use it with all my clients and business besties. It’s a great way to build relationships. 

Blog - For fun — Scary Mommy. For business — Copyblogger. 

Book - Harry Potter. You can learn so much about excellent storytelling and it’s just wildly entertaining. My fave “true” business book is Secrets of a Millionaire Mind by T. Harv Eker. Should be required reading and helps with so much beyond money mindset. 

What's your favorite business tool or resource? Why?

I couldn’t function without Zoom and Voxer. Crucial to communicating with clients. 

Who is your business role model? Why? 

My first writing coach Abbi Perets from Successful Freelance Writing Moms. Her life story and how she has overcome challenges is inspiring. The way she has built her business on relationships, integrity and service excellence is something I try to emulate every day.  I admire her skill, her tenacity, her humor, her approach to life and business. I’ve learned so much from her, and continue to learn from her always. I am so grateful that this journey brought her into my life. I would not be where I am today without her. 

How do you balance work and life? 

My very first coach Lauren Golden from the Free Mama Movement would say that true balance is nothing more than not falling over. I think many of us see the word “balance” and think we have to have everything perfectly in its place all the time. I worked toward perfect balance for so long and it was draining.

Now, I recognize that it’s not always perfect. Sometimes the balance scale tips toward business. Other times in tips toward life and family. I’m just always trying to give 100% to each area when I’m in that space.

I try to always take time for myself as well. As an introvert, I need this and have to build it into my schedule and routine. This is probably the area that needs the most improvement, to be honest.  

What’s your favorite way to decompress? 

Take a long hot shower. Read. Sleep. Binge-watch something — right now it’s The Walking Dead. Go for walks. Meditate. 

What do you have planned for the next six months? 

I recently developed and launched new and more flexible service offers to give clients options beyond the traditional high-end, high-touch done-for-you copywriting services. So I envision the next six months will be a continuation of focusing on those while trying to stay focused on what is most important right now — taking care of myself and my family during a global crisis. I’m grateful I have the ability to make money on my own terms now more than ever. 

How can our readers connect with you?

Here’s the website: www.gleampeoplestrategies.com. Email me at amy@gleampeoplestrategies.com or follow at www.facebook.com/amymatos28 or www.instagram.com/amymatos28