We’re copywriters. So you could be forgiven for thinking we prefer one kind of customer that makes our copywriting life easy. But you couldn’t be further from the truth.
Whether we’re developing brochure content, fashioning web copy, scripting a video, bylining an article for a publication, or providing any of our additional services, nothing fires us up more than diversity!
That said, there are certain kinds of customers we especially love to help, and who keep coming back. Take a look, and see if you recognise you or your business amongst them.
- The ‘starting with a great idea / product but no marketing’ customer
Whilst these guys might already have a web domain, a product or service they can sell, and a phone number – or none of the above – the labour-intensive business of putting it all into effective marketing words is often a hurdle they can’t scale alone.
In this situation, the key to helping them is to bring some clarity as to what to tackle first.
Website copy? Certainly. If you haven’t got a website, you’ve got nothing for the rest of your marketing to drive prospects back to.
Brochures? Product flyers? Absolutely. They’re easy to email to a warm contact, or use as part of an email or social media campaign – and you can also print them, so you can hand them out at trade shows etc.
Once these initial deliverables are complete, they form the beginnings of a professional-looking marketing armoury that can be quickly expanded.
- The ‘we wrote our website in our lunchtime’ customer
Be honest: is this you? You wouldn’t be the first. When it’s all hands to the pump, you knuckle down with the website copywriting just like you do with the rest of the pumping!
But there comes a time when turning that handle is no longer delivering.
Website copywriting is a fine balance between SEO (search engine optimisation – *UPDATE*: check out The Ultimate Guide to SEO in 2019 from our friends at Cardinal Digital Marketing for the latest and clearest explanations!) – articulating the messages that will win customers over, and good old-fashioned human readability that will keep them on the page.
It’s not best done by an already overloaded manager chewing a sandwich!
We love helping this kind of customer, because the website structure is typically already in place, which means we can deliver the revised copy sooner.
- The ‘we really need to write more, and more often’ customer
This type of customer is almost always about one thing: blogs!
Search engines index website content based on (amongst many other factors) how often it is updated, so a regular blog is an ideal ‘triple whammy’ for getting the website noticed by Google, creating content that you can share with your existing customers and subscribers, and offering helpful insight and guidance to new prospects in order to build a relationship of trust with them.
But keeping up a regular blog output is a creative and logistical challenge for someone whose core focus is running a business, so we like to help these customers by offering either ad hoc blog writing support or a planned blog series, with flexibility to swap blogs in and out to piggy-back on breaking news stories and potentially gain much wider exposure for the business.
- The ‘a picture’s worth a thousand words’ customer
We love scripting video, and with video channel YouTube being more popular than Google for desktop searches since 2016, we have plenty of customers who want our words to end up as the spoken kind – on a voiceover!
With these customers, it’s all about making sure we have the messaging and calls to action absolutely nailed in the voiceover script and storyboard before the videographer or animator even gets a sniff of it! That way, when the final edit is produced, it is not just visually stunning, but also totally on-message.
The visuals go beyond video, however, as we also write and manage the production of animations and infographics too.
- The ‘knock ‘em dead with words’ customer
These guys rev us up to our max! They’re all about long-form copy – white papers, opinion papers, bylined articles, longer case studies – that serve as ‘thought leadership’ pieces, shouting the business’s opinion loud and clear and giving clear proof points for its arguments.
This kind of copywriting can be punchy, persuasive, edgy, sometimes even controversial – but it brings out our inner ‘investigative journalist’ and demonstrates the standpoints, positions and differentiators our customers are proud to call their own (but need help articulating!)
So which copywriting customer are you?
Can you see yourself and your business in any of the above?
Frankly, if you couldn’t, we’d be surprised. In our experience, if you’re trying to balance running a business with making your marketing words work harder, you’ll need at least some help along the way.
But then we just can’t say no to clients like you when they get in touch, so as far as we’re concerned it’s a win-win situation.
(It’s almost too beautiful for words. Not quite, but almost.)