Everyone in business has at least one task they know they should be doing but they just get stuck.

For me, it was launching my own newsletter.

C’mon, a copywriter who can’t write a newsletter? You’re kidding, right?

Don’t get me wrong – of course I can write a newsletter. I’ve been writing them for over 25 years, yet somehow writing my own was too big, too scary a prospect, too much of a commitment… so many excuses, so little time.

I came up with the idea for my Clever Copy Club at the start of 2016.

I wanted to share helpful tips people could use to improve their writing, together with practical advice to help freelancers get more enjoyment from self-employment.

Mail what now?!

I started with MailChimp. I didn’t have a clue how it worked so I sweet talked my way to some training and started pulling together a database of contacts I’d built up over – back then – 17 years as a freelance copywriter.

That in itself was a mammoth task.

Yet even having got that far, there was never a right time.

“I’m too busy. I can’t deal with all the work a newsletter will bring in.”

“I’m away for a fortnight – there’s just no time.”

Yadda yadda.

I was frozen in perfectionist angst. Nothing less than good old paralysing fear.

A copywriter with perfectionist tendencies: great for my clients – not so great for me.

Issue one: done

Long story short – and an unfeasible amount of procrastination later – I finally hit send.

Out went issue one, winging its electronic way to over 650 people. I can’t even begin to describe the fear… what if everyone hates it?

What if I become known as the copywriter with the rubbish newsletter?

What if they all unsubscribe?! How will I live with myself?!?

Within an hour of hitting send, my heart was racing, my chest was tight… and I was on a mission to buy Rescue Remedy.

But you know what? I survived. I can even say it felt good. I wasn’t expecting miracles – the miracle was just getting it done.

The results

Two days on, I had:

• a 48.6 per cent open rate
• an 8.2 per cent click rate
• six meetings booked
• two confirmed pieces of work
• twenty-four “well done – love it!” emails

After baring my soul – and my insecurities – to the world, the moral of the story is this: just do it.

(Thanks, Nike.)

Whatever you’re stuck on, remember – it doesn’t have to be perfect, or life-changing, or revolutionary. Sometimes good enough really is good enough.

Eight years later my Clever Copy Club newsletter is still going strong – now with an average 70% open rate.

Curious? Sign up for monthly updates.

And if you enjoyed this post you’ll love Survival Skills for Freelancers: 20 years of real-life freelance experience plus advice from 120 freelancers for just £11.95.

The client: RTL Group, Luxembourg

RTL Group is the leading European entertainment network. With interests in 60 television channels and 31 radio stations around the world, this global business employs almost 12,500 people around the world.

Its content production arm, FremantleMedia, is one of the largest international creators, producers and distributors of TV content outside the US – think The X Factor, Britain’s Got Talent and I’m a Celebrity…

With 26 billion monthly video views, RTL Group is also the leading European media company in online video.

The need

The corporate communications team at RTL Group aren’t native English speakers but it’s vital that the language they use has a natural flow, and is grammatically – and factually – correct. The team produce a huge range of publications and marketing collateral, all of which needs to be accurate and well written, and to support the professionalism of RTL Group’s global brand.

The solution

I started providing marketing support for RTL Group in 2006, when I was hired to proofread their annual report, and I’m now in my 13th year.

During this time I have written, edited, rewritten and proofread a huge range of publications, including newsletters, exhibition materials, and even CEO speeches. I work closely with their team to produce work that reflects the company’s professional image.

In 2017 I decided to pay a visit to Luxembourg, to meet RTL Group’s communications and marketing team in person, in their new corporate headquarters. I can safely say, 475 miles is the farthest I’ve travelled to meet a client!

In the client’s words…

“I have the pleasure of working with Sarah on the RTL Group Annual Report. She is very passionate about her work and the English language, and always does a fantastic job of reviewing and editing the content.

“Sarah gives us the safety that very important text and articles are reviewed in the utmost professional manner. She finds even the tiniest mistakes and typos within lengthy and complex text, and is very quick and precise in the work she delivers. She is extremely friendly and working with her is a great experience!”

Isabell Ostermann, Senior Communications & Marketing Manager, RTL Group
www.rtlgroup.com

“Accuracy, reliability, flexibility, always on time – these are the reasons why RTL Group has worked with copywriter and proofreader and Sarah Townsend since 2006, on many annual reports, brochures and projects.”

Oliver Fahlbusch, Executive Vice President Corporate Communications & Marketing, RTL Group
www.rtlgroup.com

The client: Priority IT, Trowbridge, Wiltshire

Priority IT has over 10 years’ experience of providing expert IT support for small businesses in Wiltshire and beyond. The team help businesses in all kinds of sectors to get the best out of their computer systems.

The need

Priority IT were using a wide range of materials to communicate with their customers and prospects, most of which were too long, too technical, and didn’t work hard enough to convince customers of the benefits of professional IT support. Because these documents had been written by various staff, they lacked a consistent tone of voice and a coherent message that supported the company’s strong, jargon-free brand.

The solution

I rewrote a range of materials used by Priority IT to communicate with their customers, from emails to proposal documents. I also wrote blog posts for the company’s website and case studies that the team could use to promote the work they do for local businesses.

In the client’s words…

“Sarah has transformed the way we communicate with our clients. She has a great understanding of the marketing process, and how the right words can persuade potential customers to take action. She’s worked her magic on everything from case studies to emails, proposal documents and blog posts. I highly recommend her.”

Kieran Thomas, Managing Director, Priority IT
www.priority-it.co.uk

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 need

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 solution

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
www.thebusinesskitchen.net