Ann Schreiber of Copywriting For You: 5 Things You Should Do To Become a Thought Leader In Your Industry
An Interview With Dina Aletras
Keep Learning and Stay Transparent — Even as a thought leader, it’s important to remain open to growth and change. Your perspective may evolve over time, and sharing that evolution with your audience helps reinforce your authenticity. For example, I’ve embraced AI as a tool in writing but have also shared my concerns about how it’s sometimes misused. By explaining why my views have shifted, I’ve built trust with my audience, showing them that thought leadership is about continuous learning, not static opinions.
As part of our series about how to become known as a thought leader in your industry, I had the pleasure of interviewing Ann Schreiber with Copywriting For You.
Ann Schreiber has been a marketing leader and sales professional since 2001, holding various leadership roles before transitioning into freelance blogging and copywriting in 2019. In 2023, she launched her business, Copywriting For You, where she creates impactful content for industries such as health and wellness, personal finance, business, and parenting. Ann’s work has been featured in well-known publications like HealthDay, FinImpact, U.S. News & World Report, and Eagan City Lifestyle Magazine.
Thank you for taking the time to speak with us! Our readers are eager to learn more about you. What establishes you as an authority on thought leadership? Could you briefly share your expertise with our readers?
Today’s consumers are hungry for information and want answers quickly, often turning to businesses that provide the most value through educational and insightful content. As a copywriter and ghostwriter, I specialize in helping organizations share meaningful content that addresses customer challenges, resolves lingering questions, and provides clarity in complex areas. When businesses produce authoritative content, they naturally position themselves as thought leaders, building trust with their audience and encouraging stronger connections with their customers.
Can you recall a funny mistake you made when you were first starting out? What lesson did you learn from it?
It’s funny you ask this because I recently wrote a book titled The Top 10 Mistakes I Made My First Year as a Copywriter, which will be released in spring 2025 in partnership with Fox Pointe Publishing. The book shares several of the business missteps I made early on, like not getting business insurance, working without a contract, and not dedicating enough time to lead generation. While I can laugh about it now, one of the biggest mistakes I made was taking on a high-volume client without a contract. Let’s just say it was a messy situation that taught me the importance of setting clear terms and boundaries from the very start!
What are the most significant disruptions you foresee in your industry over the next five years, and how can businesses adapt to these changes?
Over the next five years, I believe the demand for informative, high-quality content will remain strong, but trust will become an even greater issue as AI and generative text play a larger role in writing. While I’m not completely opposed to the use of AI — it can be a helpful tool when used correctly — I’m concerned that some writers may rely on it in ways that compromise accuracy and authenticity. When AI is used improperly, it can result in misinformation that erodes consumer trust and undermines the credibility of writers as a whole. To adapt, businesses need to prioritize accuracy, fact-checking, and maintaining a strong human voice in their content to build and sustain trust with their audience.
Can you explain the benefits of becoming a thought leader? Why is it valuable to invest time and resources into this?
As an SEO-focused content writer, my goal is to help businesses create authentic, informative content that consumers truly want to read. A significant part of that involves sharing a unique point of view developed through personal experiences and expertise. For example, the book I mentioned earlier is based on lessons I learned during my first year in business — it’s my perspective, not a generic template or someone else’s story. When people go online and find the same recycled ideas over and over, it loses value. True thought leaders stand out because they offer something fresh and distinctive. Even if readers don’t always agree, they respect and engage with those unique perspectives, which helps build meaningful connections and credibility.
Can you share an example of a significant challenge you faced in your career and how you leveraged innovative thinking to overcome it?
One of the most significant challenges I faced in my career was going through layoffs — not once, but three times. While I was fortunate to find work quickly after the first two instances, the most recent experience was much more difficult. For the first time, I encountered examples of ageism in the workplace. I had no trouble landing interviews, but the feedback I received was disheartening: my experience was considered outdated, my previous roles were deemed too senior for their needs, and my salary expectations were higher than what they were willing to offer. It became clear that they were prioritizing less experienced candidates who would work for less.
This challenge ultimately pushed me to take my copywriting business full time, and I couldn’t be more grateful that I did. What felt like a setback at the time turned out to be an opportunity to chart my own path, build something I’m passionate about, and work with incredible clients who value my expertise.
Now that we have covered that, we’d love to hear your advice on becoming a thought leader. Can you share five strategies that someone should follow to gain recognition as a thought leader in their industry? Please include examples or stories from your own experience for each strategy.
1 . Grow Your Experience — Becoming a thought leader doesn’t happen overnight — it requires time and consistent effort to build credibility in your industry. People want to hear from someone with real-world experience and a proven track record. Early in my career, I focused on taking on roles that challenged me, allowing me to gain deep expertise in marketing and copywriting. When I eventually launched my business, Copywriting For You, I could confidently draw on those years of experience to help clients solve their challenges. Without that foundation, I wouldn’t have had the authority to share insights that resonate with others.
2 . Develop Your Own Perspective — Having experience is only the first step; the next is finding what makes your viewpoint unique. Ask yourself, “What do I have to say that’s different from everyone else?” For example, when writing my upcoming book, The Top 10 Mistakes I Made My First Year as a Copywriter, I focused on lessons that came directly from my journey. I didn’t try to mimic someone else’s advice but instead shared my own challenges and solutions. This authenticity is what helps others connect with your message and makes your voice stand out.
3 . Share Your Insights — Once you’ve developed your perspective, it’s time to get your message out there. Writing blogs, articles, or even white papers is an excellent way to establish your expertise. I regularly share my insights on my own website and blog, where I can freely express my ideas and provide valuable content directly to my audience. Having your own platform allows you to create a space where your voice is at the forefront and where you can continually add new insights and ideas. Social media can also play a role in amplifying your content, helping to generate awareness and grow meaningful conversations about your industry.
4 . Engage and Build Awareness — Sharing content is just the beginning — interacting with your audience is what builds lasting connections. Whether it’s replying to comments on LinkedIn, participating in discussions, or answering questions about your articles, engagement demonstrates your commitment to helping others. For instance, after posting blogs about copywriting, I’ve had potential clients reach out with questions, which has led to meaningful collaborations and of course, new business.
5 . Keep Learning and Stay Transparent — Even as a thought leader, it’s important to remain open to growth and change. Your perspective may evolve over time, and sharing that evolution with your audience helps reinforce your authenticity. For example, I’ve embraced AI as a tool in writing but have also shared my concerns about how it’s sometimes misused. By explaining why my views have shifted, I’ve built trust with my audience, showing them that thought leadership is about continuous learning, not static opinions.
How do you foster a culture of innovation within your organization, and what practices have you found most effective in encouraging creative thinking among your team?
As a solopreneur, fostering a culture of innovation looks a bit different since I’m often a team of one. However, I do work with contractors from time to time, and I’ve found that balancing guidance with creative freedom is super important. I provide the structure and direction they need to align their work with the client’s brand, but I also encourage them to explore their own unique approaches. This not only empowers them but also gives me the opportunity to learn from their fresh perspectives and ideas. It’s incredible how different viewpoints can inspire new ways of thinking, even in a small team setup. For me, encouraging creativity means encouraging collaboration and staying open to learning, no matter the size of the team.
Who do you think is an outstanding example of a thought leader? What specific qualities impress you about this person?
As someone who loves reading, I’ve always been inspired by authors who consistently put themselves out there, sharing story after story with the world. It takes courage and dedication to present your perspective and experiences, and I deeply admire that. That said, a few thought leaders stand out to me: Simon Sinek, Adam Grant, and Maya Angelou.
Simon Sinek impresses me with his ability to inspire people to think differently about leadership and purpose, often reframing complex ideas in ways that resonate deeply. And I love the context of “start with why.”
Adam Grant’s curiosity and his research-backed approach to understanding work and human behavior are endlessly fascinating and push boundaries in meaningful ways. And Maya Angelou, with her timeless wisdom and ability to capture universal truths through her poetry and writing, embodies the power of authenticity and vulnerability in leadership. Each of them demonstrates that thought leadership is about sharing insights that make people think, reflect, and grow.
How do you stay informed about the latest trends and developments in your field, and how do you incorporate this knowledge into your strategic planning?
I stay informed about the latest trends and developments in my field by regularly perusing LinkedIn to see what people are discussing and sharing. It’s a great way to gauge what’s top of mind for professionals across industries and stay engaged with fresh perspectives. I also follow marketing publications like Inc., Entrepreneur, and Forbes. Every once and awhile I read something that directly influences my strategic planning by helping me identify shifts in consumer behavior, explore new approaches to content, and align my work with the evolving needs of my clients. Staying informed makes sure that I’m always offering relevant and thoughtful solutions to the organizations I work with.
Some people feel that the term “thought leader” is overused and has lost its impact. What are your thoughts on this?
For me, in my industry, I completely disagree with the idea that “thought leader” is an overused term or has lost its impact. I recently read a statistic that said 7.5 million new blog posts are published every day on the web. That sheer volume of content can be overwhelming for readers, making it difficult to find information that is truly valuable or unique. Thought leadership is what helps cut through all that noise. It’s about offering a perspective that stands out — not because it’s trendy, but because it’s insightful, well-researched, and rooted in real experience.
How do you balance short-term business goals with long-term strategic vision, especially in a rapidly changing market?
Balancing short-term business goals with long-term strategic vision as a one-person team definitely comes with its challenges. Goal-setting takes careful planning when you’re managing everything yourself, but I’ve found that creating daily goals helps me stay focused and productive. Each day, I decide what I want to tackle and how much time to dedicate to client writing, marketing my own business, conducting interviews, and working on my next book.
For long-term goals, I have aspirations like any other small business owner — growing my revenue year over year, expanding my reach, and potentially growing my organization. While the daily goals keep me grounded in the present, my long-term vision helps guide my decisions and makes sure that I’m always moving toward something bigger, even as the market evolves. It’s a balancing act, for sure.
Can you share your favorite “Life Lesson Quote”? How has it been relevant in your life?
My favorite life lesson quote hangs on a sign in the front entryway of my home: “Sometimes it ends up different, and it is better that way.” Over the past five or six years, I’ve faced some tough life changes that forced me to reevaluate and adapt. I’ve learned that life doesn’t always unfold the way you expect, but perseverance is key to finding your way through. For me, that meant reinventing myself, taking risks, and ultimately coming out stronger on the other side. It wasn’t easy — there were moments of doubt and challenge — but in the end, those unexpected turns led me to a place I couldn’t have imagined, and for that, I’m grateful.
Many influential figures in business and entertainment follow this column. Is there someone you’d love to have lunch or breakfast with? They might notice if we tag them.
Wow, this is such a tough question because there are so many people I admire! If I had to choose, I think I’d love to have lunch or even share a glass of wine with one of my favorite authors — Colleen Hoover, Jodi Picoult, Freida McFadden, or Lisa Jewell. As someone who loves reading and storytelling, I’d be fascinated to hear about their creative processes, the challenges they’ve faced in their careers, and what inspires them to write such incredible stories. It would be an absolute dream to connect with them on a personal level and learn from their journeys.
How can our readers further follow your work online?
You can follow my work in several places online! Check out my blog here: https://copywritingforyou.net/blog/ where I share insights on copywriting, storytelling, and more. I’d also love for you to subscribe to my YouTube channel, where I’ve recently started making videos about some of my favorite books, blog topics, and even unboxing videos from my book subscriptions. You can subscribe here: https://www.youtube.com/@CopywritingForYou.
You can also follow me on Instagram at https://www.instagram.com/write_read_write_repeat/ for even more content about books, writing, and life as a solopreneur. And don’t forget to check out my author page with Fox Pointe Publishing at https://www.foxpointepublishing.com/author-ann-schreiber to stay updated on what book I’m working on next!
Thank you so much for your insights. This was very insightful and meaningful.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
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