Entries Tagged 'copywriting services' ↓

As a copywriter my job is to help you communicate more effectively with your customers through writing. But on top of that, I’m also here to offer advice and make suggestions about how to improve your marketing strategy.

After spending many years perfecting my art and learning all about search engine optimisation of content and how to use different approaches to attract different audiences, you get a lot of experience and expertise for your money (as well as some stonkingly great copy).

So is there any occasion when hiring a copywriter isn’t a good idea?

Well, let’s look at it this way.

Below are 3 very good reasons why you should hire a copywriter (there are more than just these, but they give you the idea):

1. You want results, to project a professional image and instil trust in your readers  

Every piece of marketing you place ‘out there’ represents your company. Therefore, the quality of your writing will have a direct influence on the perception people have of your business.

Using a copywriter will mean your content will be professional, speak to your readers and show them the benefits of working with you and offer a professional image.

2. You’re open to new ideas

The whole point about bringing in a professional copywriter on board is so that you can refresh and revitalise your marketing approach.

If you want to carry on in the same way, but simply can’t be bothered to write it yourself anymore, hiring a copywriter probably isn’t a great idea.

Part of their job is to look at your approach, understand why it’s not working and then devising a new a way of ‘speaking’ to your customers.

3. You’re not confident in your writing.

If you’re not a confident written communicator it will come across in your marketing materials.

Even though we write practically everyday, it doesn’t mean we are all experts in creating persuasive marketing copy.

The strongest business minds recognise their weaknesses and hire in the help of experts to strengthen those areas.

But, if you think you know better don’t call in a copywriter. That would be like going to the doctors about an ailment only to tell them they have no idea what they’re doing (despite the many years they’ve spent studying) and you’ll go back to the good old fashioned home remedy your mum always used to give you.

For the relationship to be fruitful and for you to see results you have to trust your copywriter, acknowledge that they are an expert in their field and take their advice on board.

Remember, the copywriter isn’t an expert in your business – that’s you – but they are experts at what they do. They know how to structure content and how to use language to persuade and connect emotionally with your readers.

A short while ago I was asked to do an interview for Felixstowe TV for their Suffolk Women Owned Businesses (SWOB) channel.

If you’re slightly curious about how I got started, what I do and other bits and bobs about me, follow the link below, grab a coffee and watch the video.

Don’t expect an Oscar winning performance (I’m no Angelina Jolie), just a candid chat with a Suffolk copywriter.

Sally Ormond on Felixstowe TV

The following guest post was written by Mike Beeson. The author’s views are entirely his own and may not reflect the views of FreelanceCopywritersBlog.com. If you are interested in producing a Guest Post for this blog, please get in touch with your ideas.

Every time I write something about Copywriting Rates it stirs up a hornets’ nest of emotions.  Yes of course people have strong feelings about the value of their services and why they should be adequately rewarded.  And don’t they have every right to complain about the devaluation and ‘dumbing down’ of their professional expertise by dilettantes, online opportunists and semi-literate also-rans?

The real question is, however: does anyone – other than the more ‘traditionalist’ copywriting fraternity – really care one jot?  Isn’t the reality that the brave new online world is more concerned with the bigger picture of instant and effective communication, rather than pondering over the minutiae of copywriting craft skills?

Value vs. Quality

Many would argue that setting out information on the online page requires little more than clerical-level skills which in no way merit the higher levels of remuneration that the more strategic elements of online communication deserve.

Yet others would argue that the market for copywriters is split straight down the middle.  They would say that ‘content writers’ satisfy the need for contractor-volumes of copy that the omnivorous online medium demands.  On another level, they would acknowledge that professional-calibre copywriting and conceptual skills have a definite place in those areas of the marketing mix where persuasive and attention-grabbing ideas that are well-executed are essential to maximising returns on investment.

This has been given further credence with Google’s re-emphasis on ‘quality content’ as the minimum requirement in its search strategy.  Webmasters and their SEO colleagues, they say, will only be rewarded with higher web page rankings if they pay heed to these strictures.

It’s All Coming Full-circle!

For many copywriters, ‘quality content’ means there is light at the end of the tunnel.  The fact that search engines no longer tolerate lines of keyword-stuffed copy is great news for every purist on the block.  Google’s ever-improving algorithmic capacity to analyse semantics and context are beginning to sift out those who, for long enough, have been trying to ‘game’ the search engines by using deceptive techniques.

I mention this only because fluent, persuasive and creative copy has seen its stock rise in recent months.  Admittedly, this has been from a low base-level and it may take an even bigger online cultural shift to restore copywriters to their Mad Men status in the creative pantheon.

The fact is, online searches are about speed, convenience and measuring one supplier against another for attributes such as quality, reputation and value for money.  Price comparisons in all fields will probably intensify, and there’s no reason why copywriting should be an exception.

Use the Web With Care

Copywriters who feel their services are undervalued should probably avoid the Internet entirely if they aren’t going to be massively frustrated by the process of being judged on price, and price alone!  It’s one thing to say you’ll stick to your guns when it comes to pricing, but this policy can only result in machine-gun nests manned by economic skeletons.

In other words, online Dutch auctions are probably here to stay, especially when it comes to clients looking for ad hoc or fire-fighting copywriting solutions.  The best bet for those with enough self-belief and cash reserves to stay the course is to use your brilliantly-optimised website as a calling card, a foot-in-the-door and an entrée to a longer-term client relationship where a copywriter’s skills are needed, respected and valued beyond the here and now.

About the author:

Mike Beeson is a UK freelance copywriter specialising in website and SEO copywriting. Mike has written extensively about the many issues surrounding the rates copywriters charge.  His company, Buzzwords Limited, was established over 20 years ago and is located in Knutsford, Cheshire (south Manchester).

You’re over worked and under paid – aren’t we all?

Just as you thought you were about to see the bottom of your in-tray for the first time in months, your boss dumps another load of work on you. As he walks away he mutters…

‘Oh, by the way, we need the annual report writing – see to it will you?’

ARGH!!

Not only do you NOT have time to write it, you don’t have the necessary skills to write it so you call in the cavalry.

After a quick Google search, you find a copywriter who is:

a) Available

b) More than capable of doing the job

c) Within your budget

So what now?

Too many cooks…

With an annual report (or with any other copywriting project as it happens) there is probably going to be more than one person involved within your company. There may even be cross-departmental involvement.

If that is the case, before you provide your copywriter with a full brief, make sure you know exactly what you want them to do.

If you bring them on board while you’re still thrashing out details the brief will get confused, as will your copywriter.

One point of contact

Once you’ve started working with your writer, make sure they have one point of contact (i.e. you). if they end up on a cc’d email list with ideas flying backwards and forwards they won’t know what needs to be done, what information is relevant to them or who they are supposed to be reporting to.

A single contact name makes life a whole lot easier.

If one of the departments involved suddenly has a brainwave or realises something was missing from the original brief, get them to tell you and then you can relay the information to your copywriter.

Pick up the phone

Even though email is a convenient way to communicate, if you are dealing with complex projects, pick up the phone – it really is better to talk.

You can easily get your ideas or points across, your copywriter can react immediately with any questions they may have and it will speed the whole process up.

First /initial/rough drafts

A first/initial/rough draft, whatever you want to call it, is exactly that.

It may not be perfect, there may be the odd typo, there may be omissions or inaccuracies, but that’s why it is called the first/initial/rough draft, so try to resist the urge to shout ‘you made a typo’ from the roof tops just because you can.

The idea of it is to provide you with a starting point from which to refine and shape the text.

The final draft will be perfect, flawless and divine – if it’s not, then by all means rant and rave because any errors should have been picked up and dealt with.

Is anyone there?

During the project, your copywriter will probably email you questions and draft updates.

When you get these, it’s a nice idea to drop them a quick response either:

• Telling them information they need
• Saying you’ll find out and come back to them
• Letting them know when they can expect to receive your revisions

That way, everyone knows where they stand and what’s happening.

At the end of the day, clear and effective communication is the key to your project running smoothly.

Why did you hire your copywriter?

It’s a fairly safe bet that your answer includes one or two of these reasons:

• You needed someone with experience
• You needed an expert in their field
• You don’t have time to do it yourself
• You don’t have the right skill set to create effective copy
• You wanted to make sure your copy worked

Basically, what it comes down to is that you’re serious about making your business a success and the best way to do that is to surround yourself with experts who can make it happen for you.

What does your copywriter do?

Have you ever asked that question?

Not many people (other than copywriters) understand what it takes to create amazing copy. So, what happens after you’ve briefed them?

Well, they will spend a lot of time getting to know:

• You
• Your company
• Your style
• Your products/services
• Your target market and their needs
• Your brand

Then they’ll research your competitors and what’s happening in your market. If necessary, they’ll make suggestions about how to tweak your original brief to ensure optimum results.

Once all the background has been done, they’ll use their experience and expertise to create your copy, using tried and tested techniques to get the most out of the words.

They’ll  go to great pains to make sure the writing is firmly focused on the reader, providing them with everything they need to counter any objection they may have and to reach a buying decision.

The writing will then be shaped and laid out for optimum effect.

I’m sure you’ll agree that’s a lot of value.

The first draft arrives

You receive your first draft and, in light of all that I’ve said above, why oh why do you turn round and say…

“Oh, I think it would be better like this…”

…and promptly make changes to the layout, wording and, worse of all, fill it with ‘we’ and ‘me’?

Granted, there may be a few things that need amending, but you hired a professional writer because they understand how copy works, and how to use it to convince your readers to buy.

To illustrate this point, let’s say you were about to have some plastic surgery done. After your consultation, during which time your surgeon outlines the procedure that will take place and how the surgery will be performed, would you say…

“Actually, don’t you think it would be better if you did…?”

No, you wouldn’t because they are an expert in their field and you trust their judgement.

Finding the right copywriter for you

Make sure you do your homework first.

Rather than leaving your search for a copywriter until the eleventh hour, plan ahead and look around.

Have a search through Google and see who you can find; ask for referrals from trusted local businesses.

Make a short list of people you think you could work with, and then phone them for a chat. If you get on, invite them in for a meeting so you talk over your project face to face. Ask for samples of their work – and don’t be put off if they don’t have anything to show identical to what you need. They don’t need to be experts in your industry – that’s your job. Their job is to create copy that sells.

As you are going to be working closely together it’s essential you ‘click’.

As for their fee – let’s put it this way, if they’ll do all that you ask for the price of a tea bag, you’re looking in the wrong place.

Good copywriting isn’t cheap, but it is an investment that will continue to work for your business for as long as it’s ‘out there’.

As with everything in life, you get what you pay for.

So, when you next need expert copywriting help make sure you find the right person for you and trust them – they know what they’re doing.