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.

A slice of life.

Today I share my first bite of food writing. Originally written for The History Girls, A Slice Of Life evolved into an opinion piece and doesn’t truly fit their remit any more.


2015 is soon developing a focus on traditional bread making skills. Before January was out The History Girls had enquiries for an Anglo Saxon loaf, a workshop on sour dough techniques and plans are even afoot for an exciting collaboration with Love Bread CIC in Brighouse. Then, lo and behold, Radio 4’s The Food Programme met with growers working to resurrect some near lost variations of wheat.

As some of you know I work for a local baker, selling his hand made bread twice a week on the market. It is a fantastic opportunity for chatting with people about their concerns and as you might expect, the issue of wheat and it’s place in our diet is a regular topic. Is it the modern breeding of wheat triggering the intolerance that so many people describe –  or the Chorleywood bread process upsetting our constitutions? Do these intolerances exist or is wheat simply the newest ingredient to be vilified by the diet industry? I don’t pretend to have all the answers, but the recent Food Programme episode seemed to confirm my suspicions that modern production demands take precedence over variety and possibly nutrition. Where once we consumed a small amount of a large number of different and locally native grains, we now have access to a vast quantity of only a few, globally farmed forms of wheat. Then there is the previously mentioned Chorleywood process – producing a loaf which couldn’t be further from the often home baked bread we consumed just a hundred years ago.

Throughout history bread has provided a crucial source of carbohydrate and calories. During World War Two it was the one food stuff to never go on ration as it was deemed so important to both diet and morale. Seventy years on and some in the dieting industry portray it as fattening and unhealthy. I truly feel that instead of instructing people to omit a whole food group from their plates, we should be campaigning for better access to real bread made with a diverse range of grains.

There is nothing quite so satisfying as hand made bread, or as tasty as a sourdough loaf. It is one of the oldest methods for producing leavened bread and there is something archaic about the chewy, tangy flavour. I encourage every one to give it a go and try this ancient flavour for themselves. Whilst making a starter is relatively simple, the various stages can be intimidating so this is the first in a series of posts aimed at guiding bakers through the steps of making their own sourdough loaf.

Sourdough starter

Stage One

250g strong white bread flour

250g flour of choice. Try ancient wheat varieties such as spelt, emmer and einkhorn, or wheat free rye and barley.

130ml water (room temperature)

Whisk the flours and water together in a large bowl or jug. There is some belief that the chlorine in tap water can prevent the natural growth of bacteria required for a ‘sour’ starter so I use bottled mineral water. Leave, covered with a teatowel, for 3 days.

Stage Two

125g flour
85ml water

After three days the mixture should have developed a sweet smell and you should be able to see bubbles forming. Throw away half the mix and ‘feed’ it with the extra flour and water. Cover and leave for another two days.

In 5 days time we will see how your starter should be looking and take the next step towards home made sourdough.

Light bulbs

It is a little cliché, but a writers life seems to be full of light bulb moments. Particularly – it seems – when food is the muse. The difficulty is not finding things to write about but managing the sparks before they trigger an inferno and leave you struggling to douse the flames. Uncontrolled they simply run around my head shouting for attention. I end up with a headache and writing nothing.

Thankfully the trusty notebook is at hand. At the moment I am writing for three different spots – Greedy Wordsmith, The History Girls blog and local on line magazine YorkMix. Without my notebook I could never keep track. All I need to do now is put the hours in to plump these rather thin notions of thought into the rich, satisfying dishes they deserve to be.

But first, breakfast. Ah, now that’s an idea.