“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.

Strange…

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.

4. Speechless?

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.

**According to LinkedIn, I have an all-star profile. It’s not hard to do, but if you need help getting yours up to scratch, get in touch.

Everyone in business has at least one task they KNOW they should be doing but they just get stuck, right? 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 of the Clever Copy Club at the start of 2016. I knew I wanted to share helpful tips that anyone could use to improve their writing, rather than hammering home the benefits of working with a copywriter (that’s a whole other blog post).

Mail what now?!

Hell, I’d even designed and written the first issue as long ago as April. I didn’t have the first clue how MailChimp worked so I had to sweet talk my way to some training (thanks, www.hellopippin.co.uk) and start pulling together a database of contacts I’d built up over 17 years as a freelance copywriter. That in itself was a gargantuan task.

Yet even having got that far, there was never the right time… I’m just too busy – I can’t deal with all the work a newsletter is going to bring in. I’m away for a week… and then two. And what if… yadda yadda.

You get it, don’t you? I was frozen in perfectionist agony. Nothing more, nothing less than good old paralyzing fear. A copywriter with perfectionist tendencies: great from the point of view of my clients. From my perspective, not so much.

Issue one: done

Long story short – and an unfeasible amount of procrastination later – I finally hit the SEND button this week. 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. I kid you not.

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

Two days on, I have:

• a 48.6 per cent open rate
• a 8.2 per cent click rate
• six meetings booked
• two confirmed pieces of work
• no less than 24 “well done – love it!” emails and tweets

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

*thanks, Nike.

You knew I’d sign off with a plug, right?! How could I not. For monthly tips and language love direct to your inbox, sign up for the Clever Copy Club. “Once a month: no more, no less” the strapline says. God knows *someone* needs to hold me accountable to that 🙂

The client: Pamela Chen’s Asia, Cheltenham, Gloucestershire

ChenMoore Chopsticks – now rebranded Pamela Chen’s Asia – provides oriental cookery demonstrations and cultural talks at events and shows, and for audiences on board luxury yachts and cruise liners.

The need

Like many small business owners, Pamela had written her own web copy and it wasn’t performing hard enough to attract customers. The copy was too long, the navigation around the site was confusing, and the key messages were lost.

Though Pamela’s English is great, the fact that she isn’t a native English speaker came across in the copy. I wanted to communicate her wealth of experience and love of oriental food while telling her story in a compelling way.

The solution

I wrote Pamela’s web copy following a face-to-face brief, in which I made lots of notes about her approach, personality, and the way she spoke about her business. She emphasised a number of issues she wanted to avoid, and things that weren’t working for the business, and I suggested a number of improvements to the current layout, keywords for SEO, and the structure of the site.

I created an informal, friendly and welcoming tone of voice that reflects elements of Pamela’s enthusiasm and personality. I pointed out inconsistencies and opportunities to introduce calls to action throughout. The resulting site communicates clearly and persuasively, and lets Pamela’s story shine through.

In the client’s words…

“Sarah’s experience and knowledge in how texts work in this digital world has been quite an eye-opener for me. Yes, she edited and wrote the content for my entire website, but she does much more than writing the words: she thinks about the way the website will be used, taking SEO, the user journey and user experience into account.

“Having seen the difference her careful crafting has made, it has really made me realise the importance of using a good copywriter. Sarah took the time to understand my business and needs. She’s clear thinking, thorough and consistent. Above all, she’s put the sparkle in my website content! I love it.”

Pamela Chen Moore, Owner, ChenMoore Chopsticks
www.chenmoorechopsticks.co.uk