How do you know if you need a copywriter?

Do you sit staring at a blank screen, tweet or Instagram post waiting for inspiration to strike?

Do you wish you had the time to write blogs, newsletters or content for your website?

Do you have sales literature, adverts or emails to write for your business, but you dread having to tackle them?

If you’ve answered yes to any of the questions above then, yes, you and your business would probably benefit from a copywriter.

So, what is copywriting?

A common misconceptions about copywriting is that anyone can do it and that it’s easy.

The definition of copywriting according to Wikipedia is…

“The act, or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.”

I think of copywriting as talking to someone using words on a page – sounds simple, I know, but writing copy that conjures a voice in a person’s head is tricky - especially when it has to stand out from a sea of well-written marketing copy.

creative-725811_960_720.jpg

The key is to allow a person to feel like your words have been written just for them.

The Value of Good Copywriting

Good copywriting gives your brand personality and makes your customers remember who you are. Having gorgeous shots of your products for social media, or a great email offer to share with your customers are no use on their own; they need words and language to bring them to life.

A favourite example for me of when copywriting amplifies a brand’s personality is last year’s John Lewis Christmas TV advert. Using the sentiment of one of the most iconic songs ever written, John Lewis brought the message of their campaign to a final crescendo with the heart-warming end frame and simple line ‘Some gifts are more than just a gift’.

Understandably, not everyone has John Lewis’ budget, but with email marketing as powerful as ever, 57% of people read more than half of the emails they receive; using copy to influence your customers can be done effectively and within your budget.

Press releases, social media posts, emails, website content, white papers can all be sent via various channels relatively cheaply; but where it’s important to make the investment is in the words you want your customers to read.


pencil-3318160_960_720.jpg

Are you ready to let me help you?

You can use copy to great effect on your website, in your social media posts, in your newsletters, sales literature; pretty much anywhere where you write about your business - and I’d love to help you do it.

If you think your business could benefit from my copywriting expertise then please don’t hesitate to get in touch, I’d welcome the opportunity to help you talk to your customers.

Until next time…

Writer's Block: What to Do When it Strikes

Whether it’s a blog post for a client, a short story competition you want to enter or even a new caption for Instagram, when writer’s block strikes it can feel completely debilitating - and like you’ll never be able to write again.

To help overcome it, the first thing to remember is that ‘writer’s block’ isn’t something that crawls into your head zapping you of your writing ability; it’s usually connected to how you feel about your work.

Confidence is a huge part of being able to write and when those sneaky suspicions of ‘am I good enough?’ or ‘will my client like this?’ start to creep in, they can be overwhelming and leave you struggling to write at all.

What to do to restore your faith in your writing ability?

Here are my five top tips for when writer’s block strikes:

1.       Get up and walk away

If you find yourself struggling to find the words to write, get up from your desk and walk away. Pay with cash, don’t take your phone and walk a different way home to the way you came…it will encourage you to connect with your surroundings and look at things differently.

On returning to your work you’ll find you approach it with a clearer focus and the new ideas will start to flow.

2.       Get creative

Writing is a creative output and as described in an article for the New York Times, people’s approach to writing varies, as can the parts of their brains they use to write. Disciplines that require skill and practise need exercise.

Danielle Krysa’s book Creative Block is packed full of creative exercises to help you stimulate the grey matter, give some of them a go.

coffee-2608864_960_720.jpg

3.       Buy a newspaper

Newspapers offer stat-based, short snippets or long form pieces of journalism about people, products, services, businesses – everything! I recommend reading them in hard copy as this is a much more immersive experience than reading online. Plus, you can’t fall into the rabbit hole of click bait if the paper is on the table in front of you.

Get your pen out and scribble all over it as your brain engages and ideas come to you; go grab a paper and feast on its contents.

4.       Talk

 Talking with someone you trust will help your confidence and talking about your work will create new perspectives.

If you’re not quite ready for an in-depth dive into what’s at the root of your writer’s block, think about joining a writing community like Pro Copywriters – but remember to limit your online browsing to no more than 20 minutes, or you run the risk of losing half your day to aimless online wandering.

5.       Write

This comes up a lot when looking at solutions for writer’s block, and as obvious as it is, it’s also probably the best solution.

The chair you’re sat on – describe it, the scene from your window – dictate it, the last time you ate in a restaurant – write a letter about it; just write and focus on how you use language to solve these mini challenges.

Then go back to your work and apply the same process, break it down and start the first draft; write, edit, repeat – you can do it!

 

Running a Business: What I've Learned in Five Years

What is it that makes us Brits shy away from a spot of self-praise? Even as I type this (rather belated) blog post, I’m a little reticent. So much so that there’s a good chance I won’t hit ‘Publish’ when it’s done.

Nevertheless…

Half a blinking decade. 1300 working days. A heck of a lot of hours.

However you frame it, that’s some achievement - and I’m trying hard to be nothing but really blinking proud about it. So, here I am sharing with you what I’ve learned in five years of solid and solitary graft…because if I can keep self-employment up for that long, then so can you.

fyjTLG09.jpeg.jpg

No (Wo)Man is an Island

Yep, I’m borrowing the age-old phrase Hugh Grant famously uttered in ‘'About a Boy’. Its meaning? We all need to rely on others from time to time - and there’s absolutely no shame in that. As my workload has grown, so have my stress levels - and try as I might, I can’t manage either on my own. So, I’ve drafted in some help in the form of some equally reliable freelancers. They help keep me sane during busier months and ensure I can sleep at night, too. If I have one piece of advice for anyone else running a business, it’s delegate. As difficult as it can be to hand over the reins, sometimes you must.

Self-Care is Vital

Pah, I’m not a huge fan of the word ‘self-care’. When did it stop being called ‘looking after yourself’ or ‘relaxation’ and start sounding…well...a little bit pretentious really?! But whatever you like to call it, it’s vital for us all. We really do owe it to ourselves to take the time out we need, whether that’s an hour away from our desks or a week in the sun. Do both, when required, and don’t feel guilty. After all, us freelancers don’t get paid for being off sick, so any form of TLC will only help us stay better for longer. I’m up for that; are you?!

nQP4b9eO.jpeg.jpg

I look after myself by doing my best to keep my business and free time very much separate. I think they call it a ‘work/life balance’ - and it truly is a balancing act, but it’s one I’m managing well enough. It starts by having two phones and not taking your business one out with you for cocktails, if you can help it. Ultimately, the pay off is this: by enjoying your free time to the best of your ability, you’ll feel more than ready and refreshed to return to your work come Monday morning.

(Freelance) Friends Are Important

In fact, any kind of friends are important, to be honest. But as a business owner who works in solitude most of the time, it’s vital I schedule semi-regular catch-ups with fellow freelancers. Again, it’s what keeps us all sane. That and cake. And plenty of it.

koP7m5Pi.jpeg.jpg

Cake Tastes Better with Colleagues

For me, there have been few downsides to running a business. But one of the bigger ones is this: eating cake while having a coffee break is absolutely no fun on your own. Sure, podcasts can take you away from your desk for 15 minutes or so, but few things beat catching up with a colleague as you make a brew together in the office kitchen, or chowing down on another slice of Victoria sponge, lovingly made by Office Manager, Carol.

Those of you with workmates, cherish them - and the next time you feel a mini meltdown coming on because John from accounts hasn’t washed his mug again, breathe a sigh of relief that there’s someone else to vent your frustration toward in the first place. When you’re freelance, there’s no one. Well, not if you don’t count Barry the visiting window pigeon. No colleagues also means there’s no one to share a post-meeting natter with, no one to share your woes with, and no one to buy a Secret Santa gift for. Sob.

Tax Return Time Will ALWAYS Make me Long for an Office Job

I have an accountant who files my return for me, but that time of the year still manages to fill me with dread. When January rolls around, I wonder why I even chose to be self-employed at all. I find myself pondering if life would indeed be easier if tax was taken out at source.

typewriter.jpg

It Doesn’t Get Any Less Frustrating When People Don’t Pay On Time

You’d think after five years I’d have developed a foolproof system that ensures late payments just aren’t a thing. But it still happens, despite reminders, despite signed contracts, and despite firm emails.

Another downside to working for yourself? I think so. My newly-enforced rule? A spot fine for payment that doesn’t reach me on the day it’s due. Sounds harsh, but believe me, it’s necessary for the 0.1% of people who don’t feel it important to pay us freelancers on time. And so far, so good. You should do it, too - if you haven’t already.

Creativity is a Process

I used to strive for a ‘right first time’ attitude to my work, but that level of ‘perfectionism’ doesn’t get you anywhere. Plus, improvement only comes by rehashing and retuning copy, right down to every last punctuation mark. Clients don’t mind when there’s some to-ing and fro-ing when it comes to their content. In fact, I think most appreciate the chance to get involved. So if you’re a creative who feels a ‘failure’ when a round of amends drop into your inbox, all I can say is don't. Copywriting, designing or creating of any kind is definitely a process.

uk+copywriter.jpg

An Uncluttered Office Improves Productivity

For me, this is a biggie. Also: a nice-looking office filled with things that make you happy. My space is a mixture of fresh flowers, colourful wall prints, and calming scents, thanks to my plug-in, light-up room diffuser. I change the fragrance with my mood (yes, I’m that gal!) and it works a treat.

_xwX12Xx.jpeg.jpg

Working from Home Can Be Great. It Can Also Be Lonely.

I thought that the answer to my work-based solitude was to join a business centre and take up an office room of my own - because while being your own boss is cool, working on your own isn’t. So I took up said space, and found that, after just three months, I missed the quiet of my home office and promptly handed in my notice. It’s bittersweet, as I loved the building and the people who worked from it. But the noise from the other offices made me feel more alone in my little space. It also made me realise that I can’t write with too much background noise. So it’s back to the working from home drawing board for now.

Making Your Own Hours is Blinking Ace

For all my bemoaning of this here self-employed life, it really is fantastic. On the whole. Nothing comes close to being able to make my own hours, take time off when I need it and not feel too guilty for very occasionally being off sick. In the five years since I’ve been freelance, I’ve been able to jump in my car and head down the M6 at literally a moment’s notice when my sister went into labour. I’ve also attended my nephews’ sports days without needing to formally put in a day’s holiday with the boss. And I’ve had numerous late lunches, early finishes and long weekends.

image-asset.jpg

If you’re thinking about going freelance, too, please do it. I have a feeling you won’t regret it. Not a jot.

Here’s to the next five years…




How to Improve Your Customers' Experience with Great Web Content

When you’re creating web content, the golden rules you read from experts all over the Internet can become overwhelming. Add to that the ever-evolving trends and changing SEO practices you need to keep up with - and before long it can all seem a little out of your control.

I always say that the most important point to remember when you’re writing anything for the web is that you’re creating it for a customer. So, when you’re writing your content, think about how it can genuinely improve your customers’ experience of your website.

Not sure where to start? Here are my tips on improving your website’s customer experience.

Write for Humans

Your customers and website visitors are humans. It sounds obvious, but it’s easy to begin to distance yourself from your audience, especially if you’re elbow deep in SEO keywords and product descriptions. Take a good look at the content you’ve created and ask yourself one thing: ‘does this sound natural?’

Of course you’ll need to take your own company’s branding into account, and what’s natural for one business might seem unusual or awkward for another.

Make it easy for yourself and put your metaphorical feet inside your customers’ shoes. Take a little browse around your site. Are there any pages that seem off to you? Could your writing use a little less jargon? Make a list and use this to inform how you amend your content.

Be Positive

You might not have noticed at first glance but you may be talking your business down. You need active calls to action in your web content in order for it to be truly functional, but increasingly savvy consumers are getting wise to this, and they don’t like it.

The best reaction to this is not to force it. Don’t try sneaking your ‘Buy it now’ links into text - and instead be upfront. Offer help, support and a friendly team member’s undivided attention to your customers  in return for a quick chat about their needs. It sounds much more positive than a fake offer or a ‘time’s running out’ deal.

Aim to make your customers happy and you’ll be glad you did.

smiley-2979107_960_720.jpg

Offer Something Unique

Your customers are looking for value - and this is called ‘value propositioning’. They’ll understand what your company does quickly, and they’ll even grasp the basics of your products within a few minutes.

What you need to show them is why your business can offer something nobody else can.

  • How can you pique their interest?

  • How can you delight them?

  • How can you fix a problem they didn’t even realise they had?

  • What can you do that goes above and beyond?

  • Why should they subscribe to your blog?

Don’t just list your team members. Talk about who they are, why they’re great, what they can do for your customers. Use your web content to create a connection, and you’ll stand out far above the crowd.

Use More Straightforward Language

Just because you use acronyms within your office all the time doesn’t mean your customers will understand what they mean. Even if your industry-specific products come with long-winded, technical descriptions as standard, break them down so that anyone could understand their benefits and appreciate their usefulness. Think of it this way:

  • A parent could be buying this for their tech-savvy child

  • A newcomer to the industry could be looking for equipment they need

  • Acronyms could vary between countries and within industries.

Jargon can easily be misunderstood and can present a barrier through which your customers are unlikely to try and break. As long as you use the wording expected of your business and industry, speaking simply and in straightforward language will only make you seem more professional, not less.

thumb-422558_960_720.jpg

If you’d like to find out more about how to create great web content, or you’d like to chat about how I could support you with yours, contact me today. I’d love to help.

Until next time…

Why You Should Hire a Copywriter in 2019

If you’ve been hesitant to hire a copywriter, I can sympathise. Making the decision to outsource your web content, social media posts or ads can seem like a daunting process. After all, your company is your pride and joy - and handing over the creative reins to an outsider involves a lot of trust.

You needn’t worry. Professional copywriters are experts, and we exist to help you. If you need a simple press release writing, that’s what we can do. If you need a full website’s worth of content creating, you can count on us to deliver exactly what your brief describes.

A relationship between a copywriter and our individual clients is all about communication. We trust you to give us all the information and support we need to create exceptional content – and in return, you can trust us to work hard to deliver content you need that goes above and beyond your expectations.

Here are some more compelling reasons why you should hire a copywriter in 2019, and why I think the job I do can help out businesses of all kinds all over the world.

A copywriter knows exactly what you need - even if you don’t.

You might be unhappy with your web content and need an overhaul. You might be working on a brand new website for a startup. You might have heard about Instagram ads and want to get involved.

You might know this, but you don’t know what next steps to take.

This is what we copywriters do. We can talk through your options, and together we can work out the best possible plan of action. Then we get to work. Simple as that!

notepad-1276779_960_720.jpg

Copywriters only do what you ask us to do.

If you’re afraid that hiring a freelance copywriter will somehow start a chain of events that leads to you paying for content and fees you didn’t want to pay, don’t be.

Good copywriters can send a clear contract to you for every job you ask us to complete. If we think more work needs to be done – for example, keyword research or a spot of competitor analysis – we’ll flag this, but ultimately it’s your call.

If a copywriter is charging you more than you can afford, it only takes a conversation to rectify the situation. After all, we work for you, not the other way around.

Freelance copywriters have experience - and lots of it

Believe it or not, most freelancers don’t have one, specific niche. This is a good thing. It enables us to flex our mental muscles, turning copy into well-rounded, well-informed information.

We might know everything there is to know about your particular industry, but in the background we might also be experts in retail management, extreme sports and professional cleaning services. They don’t feel connected, but a wide spectrum of reference points helps our writing feel less robotic - and that’s what you want.

A copywriter understands how important your content is

If your team doesn’t have time to give your content the precision and care it needs, your business could suffer for it.

macbook-336704_960_720.jpg

A copywriter understands how vital your content is, and will work hard to ensure it is perfect before sending it back to you for your comments. We are also great at making amends, sometimes several times, so that the content you want is the content you get. We understand. It’s important to you, so it’s important to us.

A copywriter gives you space to achieve

 Whenever I speak to potential clients, I want to make sure that they are making the right choice for their business. I also want to convey that by handing over this work to a professional copywriter, they will be freeing up headspace, time and resources. It makes a huge difference to be able to pass work over.

The most common comment I receive from my clients is that I’ve given them time to think, and to work on important projects that in turn have helped their business to grow.

In that sense, copywriters offer two things in one: a chance to turn your mind to more important matters, and the truly essential resource of a professional who can write content that takes your business higher.

If you’d like to chat about how we could work together this year, please get in touch. I’d love to hear from you.