nDash’s Managing Editor, Jenn Greenleaf, talks to Shannon Flynn about her background as an attorney, her current role as a full-time freelance writer and much more!
Background: The Highlights
Shannon Flynn is a freelance copywriter, copyeditor, and content manager. She has experience working with agencies, businesses, individuals, and publications in the United States and Canada. Shannon has a background as an attorney but decided to follow her passion for writing and became a freelance writer.
She has worked on various types of writing projects, including healthcare marketing, retail, consumer technology, law, and human rights. Shannon is skilled in adapting her writing style and tone to align with the guidelines and preferences of different clients and publications.
nDash’s Discussion with Shannon Flynn
Jenn: I notice your headline reads, “Attorney turned freelance copywriter.” What made you decide to become a freelance writer?
Shannon: I’ve always loved writing, and after working as an attorney for two years, I realized that writing was the part of my job that I enjoyed the most. After having this “aha moment,” I decided to follow my passion and become a writer.
My legal education and experience have given me a lot of transferable skills that I use in my copywriting career today. So much of law school and working as an attorney involves reading, analyzing information, and writing in a clear and compelling way, which is exactly what I do as a writer.
Jenn: What types of writing projects have you worked on as a freelance writer, and which ones do you enjoy the most?
Shannon: I’ve worked primarily in the healthcare marketing, retail, and consumer technology spaces, but I’ve written about everything from law to human rights. In these roles, I’ve created content ranging from SEO webpages and blog posts to press releases and print content.
I’d say my favorite areas are healthcare and retail. In healthcare, I’ve done a lot of brand building and content creation for women’s healthcare providers and fertility specialists, which has been so meaningful. In the retail space, I work with amazing brands like RetailMeNot and BlackFriday.com to create content that helps our readers save money, which is rewarding in a different way.
Jenn: How did nDash become part of your journey as a freelance writer?
Shannon: There are so many great ways to connect with new clients as a freelancer, and I learned about nDash from a LinkedIn group for writers. As I started learning more about nDash, I realized how much it could help me continue to grow my freelance writing business.
The Rest of nDash’s Discussion with Shannon
Shannon has experience conducting effective research, managing time and prioritizing assignments, and collaborating with clients and team members to ensure the final content meets their expectations and goals. She uses tools like Microsoft Word, Google Docs, Trello, Grammarly, and text-to-speech software to streamline her writing and editing processes.
Jenn: How do you ensure that your writing aligns with the style and tone guidelines of different clients or publications?
Shannon: Every client and publication has its own voice, and I always strive to learn what it is before I start any project. Reviewing any existing style guides and content is a vital part of this process. I also think it’s valuable to have conversations with team members and stakeholders to learn more about the tone and style they want to see in the content for their audiences.
Jenn: Could you describe a challenging project you’ve worked on as a freelance writer and how you handled it?
Shannon: In the healthcare space, I was tasked with helping a donor egg bank develop its brand and marketing materials for web, social media, and text. This was a challenge because the client was trying to reach two very different sets of people: women in their 20s (potential egg donors) and individuals and couples looking to conceive using donor eggs (intended parents).
Ultimately, I created two different sets of marketing materials that spoke to the needs and concerns of both audiences. Each set of materials had a very different tone, look, and feel that successfully attracted both new egg donors and intended parents.
Jenn: What strategies do you employ to conduct effective research for your writing assignments?
Shannon: My background in law means that I’m no stranger to research. Additionally, working as a freelance writer in various industries for nearly a decade has taught me a lot about effectively researching for my projects.
The type of research I conduct varies depending on the type of content I’m creating. For example, interviews with subject matter experts have been invaluable when I’m developing web and print content for the healthcare space, while online research has helped me create helpful and accurate content that saves money for RetailMeNot readers.
Jenn: Can you share an example of a successful B2B or B2C writing project you’ve completed and what contributed to its success?
Shannon: I worked with a large, multi-location urology practice to start and refine a monthly corporate newsletter (B2B). With so many locations and employees, the goal was to let everyone stay connected to what was happening at the company while also fostering a sense of pride and purpose.
Through a combination of pieces ranging from letters from the CEO to profiles about different departments, this newsletter became a hit. Employees routinely expressed their excitement about reading the newsletter for the upcoming month and actively reached out to see when their department or doctor would be featured. The newsletter engaged and connected a group that once felt somewhat fragmented.
Jenn: How do you manage your time and prioritize assignments when working on multiple projects simultaneously?
Shannon: I’m a huge fan of staying organized using lists. For me, there’s nothing more rewarding than seeing all those checkmarks because they represent me in reaching goals for my clients and myself.
In the past, I used paper lists to keep everything straight, but I’ve since moved to tools like Trello to stay on top of assignments with varying deadlines for different clients. This system has been very successful for me because I’ve never missed a deadline during my career.
Jenn: What tools or software do you use to streamline your writing and editing processes?
Shannon: For writing, I create documents in Microsoft Word or Google Docs (depending on the client’s preference) before submitting them or loading them to a CMS (content management system).
As for editing, I’m a big fan of Grammarly because it offers both tools for correctness and clarity. I’m also a firm believer in using a text-to-speech tool to listen to my work. This method makes it easy to catch typos that you can miss when you’re just reading your work on a screen.
Jenn: How do you collaborate with clients and other team members to ensure that the final content meets their expectations and goals?
Shannon: I’ve found each client prefers different communication methods, so I’m flexible on the method we use (email, text, phone, Skype, Slack, Teams). However, when we communicate and what we discuss is even more important than the communication method.
That first discussion about the project is so important. This is when I ask about what the client hopes to achieve with their content, when they’re hoping to see a finished product, and who makes up the client’s audience for the piece. I also ask if they can provide examples of content that they like so that I can get a better understanding of what they’re hoping to see.
I’m also a firm believer in weekly check-ins for longer projects to provide my clients with updates and see if they have any feedback. A successful project hinges on communication and collaboration.
Thank you for taking the time to chat with me about your background, expertise, and work as a freelance writer!
Work with Shannon Flynn on nDash Today!
Do you have a project that aligns with Shannon’s industry expertise? Check out her writing portfolio to learn more about how her background can help level up your content strategy: Shannon Flynn.
