Meet Eszter Szőnyei

We were lucky to catch up with Eszter Szőnyei recently and have shared our conversation below.

Eszter, we’re so excited for our community to get to know you and learn from your journey and the wisdom you’ve acquired over time. Let’s kick things off with a discussion on self-confidence and self-esteem. How did you develop yours?

Growing up, my environment was very supportive. My parents were always enthusiastic about my ideas, and I got a lot of encouragement and positive feedback at school.
But I also experienced imposter syndrome a lot, and when I start something new, self-doubt is always there.
However, there are some techniques you can use to improve your mindset.
For example, when it comes to entrepreneurship and copywriting, it can be really hard to go on, when you didn’t have any big clients for a while.
So I took a piece of paper and wrote a list of all the clients I’ve helped.
I fixed it on the wall, above my table, so I can look at it any time while working, and see the proof that business owners are interested in my services.
It’s a great motivation, I recommend everyone to try it with their accomplishments.

Thanks, so before we move on maybe you can share a bit more about yourself?

I offer collaborative copywriting, branding, and marketing services. My specialty is website copy, including home pages, about pages, service pages, and sales pages. I’ve written copy for marketing agencies and companies in the beauty, finance, and IT sectors.

I enjoy working with businesses across various industries and countries. Although I’m based in Hungary, I’ve had clients from the US and Australia.

So if you’re planning to revamp your website copy and boost conversions, don’t hesitate to reach out!
I love to chat with entrepreneurs from versatile backgrounds and learn about their visions.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

1. My writing skills. I’m an avid reader and writing was always my passion.
But for a long time, I thought the only way to work with words was to become a journalist or an author. When I found out about copywriting, suddenly a whole new world opened up for me.

2. The ability to identify important information.
Only recently I recognized how crucial this skill is.
At school, I never understood how others had a hard time taking notes in class. I was always able to select the most important insights and predict what would be the question on the quiz.

Now, that I started working with clients, I realize that most people don’t have this skill. For example, when I’ve had one-on-one branding calls with a client, I was instantly able to pick the defining elements of his unique brand voice based on what he said. The expressions he used, and the topics he talked about passionately, all indicated his mission and his values. Yet, he was not able to collect them himself, and I was happy to help.

3. Empathy.
In copywriting, you have to get into the shoes of your customer avatar and feel what they feel. When I was a kid, sometimes I thought that I felt too deeply and that maybe my life would be easier if I didn’t care about others so much. But now I see, that empathy is a superpower!

As we end our chat, is there a book you can leave people with that’s been meaningful to you and your development?

Influence: The Psychology of Persuasion by Robert B. Cialdini.
Psychology is fascinating, and he is describing the most basic human instincts that drive our decisions, even when it comes to purchasing.
For example, the rule of microcommitments. When someone asks you a small favor, that is easy to do, you probably agree to do it. Next time, when they ask a bit bigger favor, you’re more likely to agree.
In customer surveys, companies use this technique to make you fill out the full questionnaire. First, they ask easy questions (your age, gender, etc.), one question per page, so it is not overwhelming. Then you are more inclined to answer the questions that require more effort.
Or another example. If you already bought a small burger, you’re more likely to say yes to an offer to upgrade it to a full menu with drinks and fries. Now, imagine going to the cashier and they would offer you the more expensive choice immediately – you’d say no.
See how these rules and laws impact our lives?
Learning about them made me more aware of when others tried to manipulate me. And I also used a few tactics to make my copy more persuasive, without manipulation.

Contact Info:

Image Credits

Hany Photography

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