Why use a freelance copywriter?

Copywriting? ‘Pah, I can do that myself!'

After all, it’s just putting pen to paper, ain’t it? Or fingers to keyboard?

Well, yes and no.

Anyone can write - it’s one of the first things we learn to do at school - but not everyone can write well. Or rather, write to sell.

It’s even harder when what you’re selling is yourself (not like that, folks - get your mind out of the gutter). Or your brand. If you’ve ever tried to write your CV (and I’m guessing most of you have needed to, at some point), you’ll know exactly what I mean.

Self-promotion is something our American cousins are pros at. Not us Brits, though. We’re rubbish at taking compliments and equally rubbish when it comes to shouting about ourselves and our achievements.

I’m a copywriter, as you know, but I even toyed with the idea of asking a fellow writer to pen my website’s ‘about’ page. Yes, really.

The thing is, writing about yourself is hard; we all know what we want to say, but knowing what our customers want us to say (or even our prospective boss, when writing that CV) is another thing entirely.

• ‘Do I sound like a big-headed know-it-all?’

• ‘Am I shouting about my achievements enough?’

• ‘Am I rambling?’

• ‘Do they really need to know this?’

• ‘Will telling them about X, Y or Z alienate them - or will they lap it up?’

• ‘Does anyone even read website pages these days?!’

How many of the above questions have you asked yourself when pulling together your own website content? If the answer’s one or more, you’ll benefit from using a freelance copywriter.

After all, we’ve been helping people like you stand out online for years - and because we do this every day, we know the kind of things people want to know when they visit your site. We also understand Google and its algorithms to ensure your website gets found in the first instance - and once people are on your site, you’ll want to keep them there longer. That comes down to what you write.

That said, we totally get it if you want to write your own website content; no one knows your business quite like you do.

So, perhaps you’d prefer to hire a freelance copywriter to look over what you’ve done, suggest some edits and give you the reassurance that what you’ve put together will pull in the punters.

I like to work with my clients, not on behalf of them. It’s a lovely, collaborative process, which means if you want to take the reins and write the content, that’s great. You can use a freelance copywriter like me to whip it into shape, if it needs it, or for an extra - and fresh - pair of eyes.

Similarly, if you feel your content would benefit from a complete overhaul, I’m your gal - get in touch via the link above and let’s see how we can work together - and don’t forget to take a look at this blog post, which goes into a little more detail about hiring a UK freelance copywriter.

Until next time…

"Why is no one reading my email newsletter?"

Seriously, though…why is no one reading my email newsletter?!

I don’t mean mine. I mean yours.

The above is a question I get asked a lot as a copywriter.

If you’ve built up a healthy mailing list, but the people on it don’t seem to be engaging with the stuff you send them, you may as well not bother. You’re just wasting your time - and theirs.

I know that’s a bit blunt, but I’ve learned the hard way.

I write marketing copy day in, day out - but I struggle to write my own newsletter. Maybe it’s because I’m ‘too close’ to it; maybe it’s because my mailing list is made up of a ‘hard-to-market to in a single email’ mix of clients, would-be copywriters, and friends and family.

I don’t always have time to write multiple versions of my monthly (or often bi-monthly, if I’m really busy) email, so I don’t - and I try (and fail) to hit the mark with content that makes everyone on that list sit up and take notice. Let’s face it, my Mum and Dad LOVE my email - whatever’s in it. I wouldn’t expect anything less.

My friends tell me they like it, because that’s what friends do. My clients might find some value in it from time to time, too - because it features a handful of hints and tips (and for free) on improving your website, or heck…even improving your email newsletter.

And would-be copywriters, they may enjoy it for the fact that it sometimes features a snapshot of my day-to-day life* as a copywriter - and who wouldn’t want to know that if they were also considering entering the industry?

Hint: it often involves a slice of cake or three.

So, why is no one reading your email newsletter? Here’s what I’ve learned…after much trial and error, because, yes, I write content for a living, but long copy - for websites, blogs and such like - is my forte. Snappy, clickbait-esque, subject line-driven content isn’t. Well, not always.

But the following will help you no end:

• Segment your audience - In Layman’s terms, this means splitting up your mailing list by ‘type’ of subscriber - in my case, friends and family might go in one; clients in another; and would-be copywriters in a third. Once you’ve segmented your audience, you can create content that’s perfectly targeted to them, thus creating a higher level of engagement. What that means to you is comments, shares, maybe people parting with their cash for your product or service. Have a look at the analytics section in your email newsletter platform of choice for some insights. If you haven’t yet started sending e-newsletters to your customers, I recommend Mailchimp - as it’s easy to use and free, too, providing your mailing list isn’t too massive.

• Add Value - Once you’ve segmented your audience, ‘give the people what they want’. No one wants to hear about you - and how you’re ‘so proud of the awards you’ve won’, etc, etc. They want to know why the fact you’ve bagged that award will benefit them. Instead of saying: ‘we’re raising a glass to our latest trophy’ - why not say: ‘You - our loyal customers - have helped us continue to do what we do. As a result, we’ve won this trophy, so we’d like to thank you by giving you 10% off your next spend with us.’ You know…that kind of thing. People don’t always want deals, though, they just want to know what’s in it for them.

• Track, Track, Track - Don’t just blindly send out your e-newsletter without giving its level of engagement a second thought. Once it’s out there, monitor its response via that analytics section - see what customers clicked on and which parts people didn’t like so much. If you include clickable links - to your site and elsewhere - in your email, you’ll have an idea which bit(s) of your content attracted the most people. If something worked, ask yourself why. If something didn’t, don’t dwell - move on from it; learn from your mistakes. e-marketing’s a marathon not a sprint. So grab your running shoes and slather your feet in talc.*

  *Nah, don’t do that. It won’t help a jot where content is concerned.

  But do try things - and if it doesn’t work, take it on the chin. Once you’ve hit on the magical email marketing formula - i.e. the content that gets people clicking on your content like it’s that proverbial hot cake - you’ll have a better understanding of your customers and your company.

  Want a freelance Yorkshire copywriter to write your email newsletter? Say hello via my site.

  Until next time…

What does a copywriter do?

What is a copywriter? Or rather, what the blinking ‘eck does a copywriter do?

More often than not, I’m met with a blank expression when I tell people what I do, so I’ll attempt to put into words (I should be good at that part…fingers crossed, eh?) what I do day-to-day.

I’ll start by laying out what a copywriter isn’t:

1. Anything to do with the ‘copyright’ of products, brands or films. While the word sounds the same, it’s spelled differently, but let’s not be pedantic here.

2. Someone who ‘copies’ the work of others. Well, I can’t say the same for other copywriters, but all my ideas are legit my own. Yes, really; I’m not as daft as I look.

So, that’s ruled out a couple of things. But you’re still probably no clearer - neither am I sometimes, to be fair, as copywriting these days seems to cover the length and breadth of marketing, including social media management.

What is copywriting?

‘Copy’ means ‘text’ or ‘content’ - so copywriting is essentially the writing of any kind of text.

Seriously, any kind of text you can think of, including for websites, brochures, e-newsletters, menus, signs for vans and cars, banner ads, Spotify adverts, radio adverts, press releases. If it has a physical (or digital) surface, try me; I could probably write something on it.

If you’ve broken your arm, bring your brand new colourful cast my way; I’d love to pop my name on it. Although that could be added to the list of what copywriting isn’t, to be fair.

So, what does a copywriter do on a day-to-day basis?

After all, I’m dillying and dallying and, in doing so, I still haven’t answered the title of this blog post, have I? Pah.

Some copywriters work for themselves, others work ‘in-house’ for a company or an agency. Some copywriters work on long-form copy while others work on short-form copy.

Long-form copy or content includes blog posts (usually of around 500 words or more), website content (think ‘About Us’ pages and more), whitepapers and brochures.

Short-form copy, meanwhile, could be anything from slogans to short, sharp bursts of content - for Twitter or Instagram, for example. It all falls under ‘copywriting’ though.

Just to confuse matters further, copywriters can be known as any of the following - if you know any more to add to my list, let me know.

1. Content writer

2. Writer

3. Digital writer

4. Digital content executive

5. Conceptual copywriter (this is a specific kind of copywriter - usually the kind of copywriter who is tasked to come up with ideas for, say, a promotional film or campaign, although we standard copywriters may do that too)

6. Digital marketer (although this can encompass lots of roles).

Copywriters are essentially just sales people who can write well.

Do you need a copywriter?

It depends. Do you have something you’d like to promote and you’d like a professional copywriter Yorkshire to write about it in a bid to drum up some custom? Get in touch for a no-obligation chat if you think I can help.

Until next time…

Need a freelance copywriter? Here's What Not to Say...

Some people cling on to that old adage that ‘the customer is always right’.

You may be right to think that.

Maybe.

But if ‘right’ includes being damn well rude, well then I’d rather not fly the flag for that expression and…well…engage with customers who do.

Some prospective clients can be nothing short of cheeky scamps - and because the copywriter-client relationship must work well for both parties, here are a few things I don’t advise you say to the copywriter you’re so desperate to work with…

“My usual copywriter will write 500 words for £XX’

Yes - and there’s probably a pretty good reason your ‘usual copywriter’ isn’t available right now.

Perhaps it’s because:

a) their rate is so blinking low that they’re rushed off their feet with work

b) they’ve realised they’ve now been in the game long enough to charge a bit more - and perhaps they’re doing just that.

Not all copywriters charge the same - and for all kinds of reasons.

True, you may have a good deal with your current copywriter, but if he or she ain’t free, don’t expect another copywriter to drop their rates because that’s what you’re used to.

You wouldn’t saunter into Morrisons and tell ‘em you usually get that punnet of peaches* cheaper at Sainsbury’s, but you can’t today because ‘they’re currently out of stock’. Or…you know…something or other.

Bear that in mind when you’re thinking about asking we copywriters to drop our rates.

*Not sure why I’m comparing copywriting to peaches, but I’ll have a go…

Some peaches are expensive, some are cheaper. But when you find a quality punnet that’s excellent value, realise you’re onto a good thing and that the price could - and will - eventually rise. Mistreat a punnet of peaches and the fruit will bruise - just like a copywriter’s ego would if you were to do the same to he or she. Sob. And no-one likes a bruised peach. Or a copywriter with a bruised ego.

Okay, so I did wonder if I’d be able to compare copy to peaches. Turns out I’m crap at analogies. But I tell you what, I REALLY fancy a punnet of peaches now. With a dollop of cream.

‘We’re looking to engage a copywriter regularly, but first we need you to write 5,000 words on ‘XXXX’ - for FREE.’

No. Absolutely not.

It’s like this…

Would you say to a tradesman (or woman…cos I’m all about equality round here) ‘just knock me up half a wall for nowt and I’ll decide if I want you to build the extension on my house based on your work’.

Or worse still: ‘I’m liaising with a few builders at the moment and I’m asking them all to knock up, say, a quarter of a wall, before I decide which wall I prefer’.

Jog on. Please.

Sometimes - but probably only if we’re massively keen to work with you - copywriters might submit a sample line or two of content before we ‘win’ a job.

It isn’t something I necessarily agree with (or am always thrilled about - after all, there are plenty of examples of my work here), but if a client has a mountain of paid work to send our way later, call it a very mini ‘interview’ for the job.

Any more than that, though, and you’re probably going to get my goat.

‘We can’t pay you, but it’ll be great for your portfolio’

My portfolio is absolutely blinking brimming with stuff - and good stuff at that.

I don’t (and absolutely won’t) write for your start-up (or household name, for that matter) for free…to ‘prove’ myself.

Pah. Bore off.

‘Ring me’

This was a genuine text I received from a would-be client a few weeks ago - after he rang me at 8pm on a Friday night. I didn’t answer, of course.

I rarely pick up work-related calls outside of 9am to 5pm hours, unless a client is on deadline and is in urgent need of something. We all need downtime, after all.

Otherwise, I’m available for my clients during standard office hours.

This particular client had called me a couple of times about jobs that hadn’t materialised, though - so he was already on the backfoot a bit.

The ‘ring me’ text sounded like an order to me - and I left a full-time job years ago, because if I’m taking orders from anyone, it’ll be from myself.

‘Lauren, get the kettle on and cut yourself another slice of cake - now there’s a good employee’.

‘This should only take 10 minutes’

There’s a tendency to think that putting together content with fewer words means it’ll take less time. That isn’t the case.

A strapline may only contain a handful of words at best - but that doesn’t necessarily mean your copywriter can ‘bash it out’ any quicker than they might, say, a 1,000-word whitepaper.

We work with words every day - and our extensive experience means that so much more than time has gone into that piece of copy, however short it is.

Ask yourself this: what’s that winning slogan worth to you?

A good strapline is worth its weight in gold for a brand.

Hear or see the words: ‘Just do it’ and you know I’m talking about Nike. When ‘I’m lovin’ it’ pops into your head, you no doubt want to jump in your car and get in the drive-through queue for a Big Mac.

Don’t underestimate what your copywriter can do for your business - and don’t assume you know how long something will take. We copywriters are humans too, you know ***sad face*** and we don’t like it when you, in a roundabout way, tell us how much something is worth based on how long you think it’ll take.

So, as I’ve told you what I don’t like…why not let rip, too; what has a copywriter said to you that you’re not so keen on? It’s only fair you share.

Oh, and if you need a Yorkshire copywriter to work on a project or two, say hello.

Until next time…