I bet you didn’t know a copywriter could do THIS…
“So, you’re a copywriter – what do you actually do?”
For a while now, my stock response to that question has been “I write websites” – mainly because it’s something everyone can understand.
But I’ve had a few meetings recently in which the client has been visibly surprised when I’ve talked about some of the projects I’ve worked on – which got me thinking about how easy it is to get typecast in business.
It goes a little like this…
I write a website for a start-up business. They love it. They tell their colleague, who’s also setting up a new business. They ask me to write their website. They love it… and so it goes on.
While this isn’t exactly a problem, it does mean businesses are missing out on a bunch of the marketing and messaging services that I – and other copywriters* – can help them with.
I remember an ad from a Cheltenham-based printing company that ran daily in the local paper some years back. All it said was, “strange…. some people just use us for printing…”
I found it odd at the time, but now I understand what they were getting at. In the same way that certain graphic designers are best known for designing logos, writing websites is just one aspect of what a good copywriter does.
With that in mind, here are just six of the lesser-known things a skilled copywriter or editor can do for your business:
1. Preaching to the converted
If you have no problem attracting leads but you struggle to convert those leads into business, chances are your emails are to blame.
A copywriter can review the email enquiries you receive and your responses to them, then create a set of email templates that you can adapt to suit each enquiry. They’ll tighten, polish and strengthen your message, add personality and sparkle, and make sure your call to action is clear and compelling.
2. Get connected
Done right, LinkedIn works wonders for business. According to the Content Marketing Institute, 93 per cent of B2B marketers consider it to be the most effective channel for lead generation, and I’ve lost count of the number of new clients who’ve got in touch after finding me on there**.
If your profile is a bit of a mess, a copywriter or editor will help you knock it into shape and inject the personality you need to present yourself in the best possible way.
3. Case in point
Do you show off the work you’ve done for your clients? Case studies or project profiles are a great way to bring to life the ways in which your products or services solve problems for your customers.
Done some great work? Shout about it! A copywriter will interview your clients and write up a set of case studies that you can add to your website and promote on social media to attract the clients you want.
I’ve edited many a speech, TV or radio interview over the years, including dozens for the CEOs and directors of Europe’s leading entertainment network. Most of them aren’t native English speakers, so I help them ensure their tone is just right for an international audience.
An experienced editor will make sure your message is crystal clear for your audience, and that it presents you in the best possible light.
5. Style it out
Everything you write on behalf of your business reflects your company’s image. Does your writing support your brand, or damage it?
House style guidelines cover everything from the use of dates, capitals and punctuation to words and phrases that are specific to your company, and your industry. They’re a handy reference guide that can help take the pressure off anyone who’s writing for your business, and many good copywriters – including this one, of course – will be happy to develop guidelines for you.
6. Show off
Been offered space in a local magazine or the trade press? Perhaps you have a PR company that can knock up some tasty copy to make your new product or service shine. If you don’t, a copywriter will relish the challenge.
If you have a relationship with a good copywriter they’ll understand your business and what makes you tick. If not, provide a sound brief so they can produce an article that makes your business stand out from the crowd.
Above and beyond
So there we have it – a quick outline of some of the services that go beyond the standard ‘websites, brochures, leaflets and blog posts’ you’d expect from an experienced copywriter.
If you’d like to find out more about how any of these services can help your business become more successful, call me on 07973 269608 or drop me an email.
*While I can’t speak for anyone else’s experience or skills, I’m pretty certain I’m not the only copywriter who provides these services for their clients. It’s just a question of finding one with the combination of experience, skills and approach that works best for your business.
Crafting compelling copy for a success training company
The client: The Business Kitchen, Cheltenham, Gloucestershire
The Business Kitchen organise and provide a series of training courses, workshops and events to help Gloucestershire businesses become more successful.
The Business Kitchen produce a vast range of communication and marketing materials to promote their courses and events, from website copy, emails and press releases to social media campaigns and exhibition copy.
As well as lacking a consistent tone of voice and a strong sales message, their copy often contained errors and inaccuracies. They needed help to raise awareness of the Business Kitchen and to promote the benefits of their training and events.
The Business Kitchen recognise that powerful, compelling copy is an effective way of growing their customer base and boosting their brand. Each month brings new copywriting challenges and documents to edit, and I ensure these are always persuasive, accurate and on message.
Employing me to write and edit their copy frees up time for Gill and Nigel to focus on growing the business. I have been involved in developing social media campaigns and even naming new concepts – I really feel like part of the team.
In the client’s words…
“We have been working with Sarah over the past 12 months to polish our messaging and the words we use in our communications and marketing materials. She has made a significant difference to the quality of our copy. She is extremely professional, has great use of language and is often able to turn things round quickly when needed.
“We would highly recommend her to other small business owners that want to make sure the written word is an asset to their business in whatever medium.”
Gill Smith, Co-Founder, The Business Kitchen