Frequently asked questions
Finding your ideal copywriter is like finding your ideal hairdresser. You're not going to trust just anyone with your crowning glory and the same goes for your brand. Here are some common questions that might help you decide if I'm the Vidal to your Sassoon.
Why do I need a copywriter?
Lots of people can write, and do it well. But creating copy for marketing purposes requires a specific skill set: the ability to write clear, original, ethically persuasive copy that is underpinned by a solid understanding of the impact of sales psychology. In short - copywriting is a cocktail of humanities, art and science.
Given most assets (that's marketing speak for any item that is used to promote a product or service) have less than 6 seconds to convince the reader or viewer to stick around, you have to be authentic, punchy and succinct. If you don’t nail it on that first impression you’ll be left waiting in the wings for them to notice you again.
Here are some other things a copywriter brings to the table:
Knowing how to put authentic words in front of your ideal audience at the right time.
Understanding what questions your customer might have and when and how we can answer them.
Optimising for SEO with keywords, metadata, H1, H2 and H3 where relevant.
Consistency of language and tone.
Appropriate call-to-actions (CTAs).
Evoking positive emotions through words so your customer associates a feeling towards your brand.
Complete grammar and proofreading check (naturally).
Why do I need keyword research if you’re writing my website?
Search engine optimisation (SEO) is process of optimising your online content so that a search engine likes to show it as a top result for searches of a certain keyword. To do this, I need a bunch of keywords to assign to your website pages and include in the copy. So before I start writing, I always recommend getting a keyword research report done. Without them, your site will still look and read great, but it’ll be more than likely destined for a life floating around the interwebs waiting to be discovered by a Googlebot.
I sometimes outsource this component to a specialist, depending on your needs. If I do, you’ll get back a nifty excel spreadsheet with primary and secondary keyword recommendations for each page of your site. And more often than not some blog topic ideas too to help boost your organic SEO.
What is a brand voice guide?
It’s the cornerstone for any of your communications. It helps you keep a consistent message and voice throughout your copy and uplifts your brand, giving it the professional touch. Mini brand guide includes:
• Brand values – defining what your brand stands for.
• Brand tone – defining the tone and language of your brand.
• Tagline – creation of a tagline or secondary tagline.
What’s the process of working with you?
I like to speak to all my clients on the phone or via video call, especially for larger projects like websites. It gives me a feel for you/and or your business. Once we’ve worked out exactly how I can help you, and if you want to proceed, I’ll send you my briefing forms to complete.
When they’re done, I’ll draw up a quote and send it off for you to review/sign off.
If there’s a deposit to pay, I’ll send the invoice through and then work can commence to the timelines we agree.
If questions arise as I start writing, I’ll shoot them across via email and then I’ll send the first draft to you for review via Googledocs (so you’ll need an email account that works with Googledocs).
You provide feedback on that Googledoc via the comments/suggestion function.
Most copy-jobs come with one round of changes included in the quoted price. Multiple rounds of changes will incur extra charges.
I do a final round of work where I incorporate your feedback, grammar check and proofread everything and then I send you the finished product.
After delivery, I’ll send your invoice for payment and probably a quick survey about working with me.
Can I see some of your work?
Of course! Check out my client work page, or examples of the different kinds of copy-jobs I offer.