Tag Archives: blogs

We’re not all superheroes with odd backstories. And that’s good. Obviously.

Usually, copywriting and tone of voice are things entrepreneurs don’t think about until after the company is established. That makes sense, you’re far too busy making the business work. But talking to a freelance copywriter sooner can help you establish who your brand is early, so all your marketing is consistent. Which means you won’t be spending money re-writing your website, mobile app or offline communications later. It might not seem like it, but when it comes to starting up your company there’s little more important than getting your copywriting right; your website, social or blog are the first place most customers will meet your company and your words are their first experience of your brand.

Consistency counts; BIGTIME

A good freelance copywriter can take the content and copy of your blogs, website or social and make it really connect with your audience. It’s not just finding the right words or getting the grammar right. It’s about creating a consistent tone of voice that establishes the brand as something the reader can trust. It’s that word ‘consistent’; that’s what counts. By making sure the language (or tone of voice as your clever-clogs copywriter will call it) is consistent all over the website and your other communications, your customers will always recognise your brand.

So who are we?

It can be great fun working out who your business is and how it talks (and so how it writes). Authoritarian expert? A chatty mate in the pub? Or a superhero with an odd back story? All companies have a different brand personality and need a different tone of voice. Of course, no one knows your company better than you. So our copywriters work with you to help define the brand personality of the business.

How do we decide?

We can help through onsite sessions or remote surveys, whatever’s easiest for you but you’re a key part of the process. And of course once it’s all locked down, expert copywriting brings it all together in consistent collateral. From the words you use, to the length or your sentences, to the frequency of your communications, a good freelance copywriter will help make sure your brand is ‘someone’ your customers really relate to, who’s always reliable and consistent, just like your products.

Whether you’re writing web content to push yourself up the search page rankings, creating fascinating blogs that give you something interesting to talk about on social media or developing a killer app, your copywriter will make sure that what you say is made even more powerful by how you say it.

 



Collaborating? Who do you listen to – and when?

Copywriting and collaboratiohn

Advice, collaboration, feedback, input. Whatever name it goes by, it can be tricky. But like everything in life, it’s about balance. If you have no single vision for what you want to achieve, all the advice, feedback and collaboration in the world won’t help. At the same time if you bullishly follow your vision, ignoring any input at all, that isolation may cost you.

It’s about time. It’s about you.

It’s important to know when to open yourself up to feedback. And that’s quite personal. Some people may find it more useful to request it early, at ideas stage – and then maybe again later, to help finesse the end copywriting product. Others prefer to work collaboratively throughout the process, taking feedback at each stage as they go; so work out what’s right for you.

Keep it positive

How you perceive feedback is important. And will make a huge impact on your blogs, social, website content other copywriting. You can chose to see it as an external source, judging your finished work as right or wrong. Or you could view it as valuable input into a work in progress. This is the approach I take personally with the copywriting work we do and that I share with the writers I work with. It keeps us open minded and makes us more likely to take input as inspiration. But it’s a choice you need to make.

Pick your collaborators

As a freelance copywriter it can be hard to collaborate, partly because we often work in isolation. But also because there are specific types of copywriting feedback you need at certain times. For example you might want input on tone of voice but not on content structure because you’ve already locked this down with a client. So you need to be able to ask for exactly the input you need, whether that’s on tone of voice creation, scriptwriting, blog writing or something else. As a result who you ask is key. Of course you’ve got to be confident in their copywriting expertise and experience but most of all, in their honesty. As with some many things, it’s about knowing who to trust.

The right type of collaboration

Different copywriting work needs different styles of collaboration. For blogs and articles, short reports and website re-writes, collaboration may mean a quick check of the brief by another copywriter, a read through and a few small suggestions. For more complicated work, such as content strategy, tone of voice and brand personality development the process is richer.

In these cases our copywriters are collaborating with the client too, which makes sense as they know their business better than us. We have a fun way of teasing out their feelings about the company, which we use to build our work on. At each stage of the development we take client feedback before we move on, so the client is genuinely involved in the creative process. Then throughout the content creation process we work together on how the new personality and voice are operating. And then it’s back to the client for more feedback – so really, nothing happens in isolation.

Feedback or die

I love feedback. Frankly, I’d have no copywriting business without it. It’s integral to how my business model works. Mostly, when people want a freelance writer, they hire one. And that’s what they get, one freelance copywriter. With us, they still have one main copywriter but they also have the brain of another senior copywriter, to sense check, feed in new ideas and even challenge the main copywriter’s approach. So that feedback and re-thinking is a big part of what makes our work effective.

A final word from Gran

I know there are many examples of strong loners, such as Elon Musk, who’ve had great success, despite ignoring advice. But I’d guess that while they ignored the voices saying they’d never do it, they paid close attention to people with cool ideas for how to do things better. My Nanna once gave me the best piece of advice she had ever been given: “Take advice”, she said. And I do.