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Posted by on Apr 24, 2014 in Blog | 0 comments

Copywriting Planning for Pros

I’ve had a few clients come to me with very open ended projects, of the “this is our business, we need an article/ white paper/ blog post” variety.  I’m always up for a challenge, but with little to no direction from the client, this might not end well. Either I surprise them with my genius, or I  realize they had assumed that I’m not a mind reader. I’m not. How do I cut this off from the start? By asking questions, planning, and pushing for more information up front. 1. Question The more information a writer has, the more informed the piece of work will be in the end. So don’t be shy! I ask questions, get clarity on business goals and objectives, and make sure that I understand the intricacies of an organization and what makes them unique before I start working on a new project. 2. Plan If I’m still not sure what a client wants after an interview, I usually send in a brief plan or outline of what I’m...

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Posted by on Oct 17, 2013 in Blog | 0 comments

Laying Campaign Foundations

New ideas are exiting! They get us thinking outside the box, spark creativity and motivate us to hit the ground running. But in today’s increasingly digital age, it’s important to remember that sometimes it’s the simple things that get results. Lay the groundwork Make sure that you have everything you need to support your campaign and live up to promises before you get started. It doesn’t matter how many clients come clamouring after your goods or services, if you can’t deliver they won’t be yours for very long. Network We’ve all heard it ad nauseam, but it really is who you know. Nurture relationships, reach out to contacts, and use your coworkers, friends and family as a sounding board to see if your campaign is on the mark. Connect Building a successful campaign is so much more than just the launch. Be prepared to engage with your audience, answering questions, addressing concerns and ensuring that they’re satisfied. Word of mouth is powerful – you want yours to be...

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Posted by on Aug 16, 2013 in Blog | 0 comments

Brainstorming – Narrowing the Field

Sometimes having too many options isn’t a good thing. While beginning a project with a solid brainstorming session can help you think outside the box and explore avenues that may not have been front of mind to begin with, without being able to narrow down your list you won’t be any further ahead. I recently faced this challenge when looking for a simple header for a client. What started with a short list quickly escalated until I had three pages of scribbles in my notebook – the biggest problem was that since they were all MY ideas, I thought they were all solid gold. Which leads me to my first piece of advice. Step back Give it a few hours or a day and then come back to your brainstorming notes with fresh eyes. Things that struck you as pure genius yesterday will have had time to settle and may now come across as almost laughable. The ideas that still stand out to you on your second or third...

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Posted by on Jun 20, 2013 in Blog | 1 comment

Writing That Sticks – 5 Tips

Writing That Sticks – 5 Tips I just had a great chat with a friend about writing. A communications consultant, she’s at a point in her business where she’s wondering if she should be outsourcing some of her work, and if so, what a copywriter might need in order to get going. When we started talking about it, I realized that her concerns are pretty common. Whether you’re looking for new website content, an article a blog post or any other content, the scope of the project is the first thing that needs to be defined. 1. What do you need? “New content” isn’t quite enough information for a copywriter to go off of. Before you start a project, make sure you’re clear about what you’re looking for. Blog article, web copy, technical article, white paper… the list is limitless. 2. Who’s your audience? Target audience is important in any business, and will help content creators write in the right language. If you’re looking for technical writing, a light,...

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Posted by on Jun 3, 2013 in Blog | 0 comments

Fresh, Unique Content Boosts Business

Fresh, Unique Content Boosts Business I’m a writer, so obviously I already buy into the importance of good, persuasive web copy. There are, however, many small business owners who don’t understand how vital unique, informative content truly is. With Google’s most recent Panda update, algorithms place even more stock in user-friendly, accessible information, which means if your content is a mess, Google’s less likely to send traffic your way. With a more than healthy level of competition online, you have mere seconds to capture the attention of a prospective client or buyer on your site. While design and images are important, your site content tells a story. If people can’t find what they’re looking for quickly and easily, they’ll move on to the next website, losing you business. The keys to great content? Original Persuasive Informative Simple Accessible Don’t bury your contact information and make it hard for clients to find you, and make sure that your strengths are clear and explicit. If you’re looking to capture a local...

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