Copywriting Archives - The Greedy Wordsmith

Improve Your Copy – Write A Copy Brief

Whether you are hiring a copywriter or crafting your own copy, it is vital to lay out a clear copy brief of what you are trying to achieve, how, and why.

The majority of my clients are sole traders or operate within small, independent businesses. They have little experience of the copywriting process, or how to get the best out of the person who is writing their copy.

To address this, I developed a process which enables me to collate all of the knowledge required to successfully complete a project. Today I want to share that process with you.

Improve Your Copy – The So What Principle

Have you hired someone to help you build a shiny new website for your business? For many business owners, this means writing sparkling new copy to go with it. Many of my copywriting clients come to me with this very challenge, but not everyone can afford to hire a professional writer.

Whether you are writing copy for your services page, a blog post or a couple of sentences to go on a leaflet – there are a few simple tips that can help to make your copy engaging.

In this post, I want to talk about the importance of benefits over features, and how asking yourself So What? will make all the difference.

Fundraising Event for Childrens Cancer Charity

Every Wednesday morning I attend a breakfast meeting at The Novotel in York. It is a referral based networking group, one of the more formal forms of networking that I engage with.

That doesn’t mean we’re not able to have fun though. This weekend the group are holding a family friendly music festival at The Red Lion, Upper Poppleton. Visitors will discover great live music from local headline bands; entertainment for the children, beer and food.

Your ideal client – more than just vital statistics

When working with a copywriter, at some point you will encounter the question – “who is your ideal client?” The question they really need answering is “who are we speaking to with this copy?” Without a clear idea of the reader, it is almost impossible to write text that will attract and convert the right people.

As a freelance writer, I take the same approach to creating a customer profile as I do when building a new character for a story. I like to get to know them, walk around in their skin and get a feel for how they think. Here is my step by step guide to getting started.

Develop Know, Like, Trust in your copywriting

As business owners we have all heard the term know, like, trust in reference to creating good working relationships with potential and ongoing clients. It’s easy to see where these principles apply in face to face networking, but how can you build on this useful tool with your online and written content?

Building a Brand – Understanding your ideal client

Brand is a term that we hear a lot as business owners. Marketing experts regularly tell us how important brand building is. As a writer I focus on the way language impacts your ability to attract paying clients. So in this context, the term brand relates to the perception created through the use of language.

Do you know what your brand stands for and how you make your ideal clients feel? Founder of Intuit and expert marketeer Scott Cook insists that it’s no longer as simple as telling people how they should feel. It is what they are telling each other that matters. In other words – show them what you do and why, and they will tell you – and each other – how that makes them feel. That is where the real truth about your brand lies.

A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.

Scott Cook

Open letter to a stranger.

Dear Sir,

In exactly two weeks I celebrate my 41st birthday. I’ve always had a bit of a thing for birthdays. They act as a perfect excuse for some of my favourite things – like good company, great food and lots of silliness.

My 33rd birthday was a very different affair. Friends gathered at our home and there were lots of thoughtful gifts, kind remarks and hugs that lasted slightly longer than normal. We all smiled, laughed and celebrated but there was a tangible uncertainty hanging in the air – the proverbial elephant in the room.

We never met. I have no idea whether you enjoyed blowing out the candles on your cake or hated birthdays with a passion. You may have been a husband, father, brother or uncle. Perhaps you spent your time walking in the Scottish highlands. Maybe you loved nothing more than a night in front of the telly with a glass of wine. It’s quite odd, sharing a close and unbreakable bond with a total stranger.

I have a lot to thank you for.

Building a Brand – Start with your Why

Early in my work as a freelance writer I was lucky enough to be introduced to Simon Sinek and his incredible TED talk – How Great Leaders Inspire Action. Everything that Simon advocates looks at the importance of starting from a place of passion – then using the reason why you are in business as a driving factor in building your brand.

the aim is not to do business with everyone who needs the thing you have; but to do business with everyone who believes what you believe.

So do you understand the passion that drives you in your business journey? Are you using this to develop engaging and inspiring narratives in your marketing plan?

3 things your copywriter needs to know

In that ever elusive quest to attract more customers, many small business owners consider using the services of a freelance copywriter. But how do you make the most of this important decision to invest?

Here are my three golden rules to create a rewarding copywriting campaign.

Know what you want to achieve

Every marketing step needs focus. No matter what the medium you must be specific about the desired result. Are you launching a new product and want to get people on board? Maybe you need to appeal to a particular type of customer, or persuade website visitors to sign up to your newsletter. Clarity on your aims and objectives will bring you one step closer to success.

Get up close and personal

Do you know what your perfect customer looks like? No marketing campaign will succeed without a clear idea of the needs and desires of your client group. A customer profile can help you identify how to attract those ideal clients and – crucially – who you don’t want to talk to.

Clarify your ‘Why’

There are many reasons why we choose to go into business for ourselves. Whilst we all need to turn a profit, there will be many other aspects that keep you going day after day. I love to be part of a thriving local community, am passionate about supporting small business and am thrilled to spend my day telling stories. Let your passion and drive shine through.

Like the sound of The Greedy Wordsmith? Visit the website or ring 07928122079 to find out more about my services and copywriting workshops.

A Quick Guide to Brand Storytelling

As a brand story copywriter I love hearing the narrative behind you and your business.

Here is my quick guide to brand storytelling and why it should be part of your marketing plan.

What do we mean by brand story?

Brand story is a term used to describe the impression reflected by your business each time someone encounters your brand. This is conveyed through your website, on social media, advertising and even word of mouth.

Why care about your brand story?

Because customers do. Unless you are offering a totally unique product you need to find a way of standing out from the crowd. The old marketing term – ‘People buy people’ – is worth remembering when engaging those ideal clients. We are all more likely to engage with a business if it shares core values similar to our own.

How do you tell your brand story?

1. Tell the truth as you see it. Perhaps you have a policy of local purchasing because you value a small carbon footprint. Do you take part in an apprenticeship scheme because you believe it is important to help young people into employment? Be open about how you do business and why.

2. Don’t be afraid to reflect your personality in your marketing materials. Combining a professional but relaxed style allows you to instill confidence whilst appearing accessible.

3. Show that you understand their priorities and how to make their lives easier. Another old marketing term – talk about benefits not features.

What does this mean in practical terms?

There are many ways that you can begin to share your brand story.

1. Review your website. Does it tell your brand story and create a relationship with those people who share your core values?

2. Write a regular blog post. A blog is an excellent way to share meaningful content with customers. It also helps to place you as an expert in your field and can improve Google rankings.

3. Polish your elevator pitch. Does your passion for the work shine through? Networking is an excellent opportunity to speak about the reason you to get up in the morning.

Do you have a top tip for brand storytelling? How do you choose to tell the narrative behind you and your business? Share your handy tips below.

The Greedy Wordsmith

Claire Davies

Category: Copywriting