‘We Miss You’ Email Subject Lines: 5 Great Examples

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If you do a lot of email marketing for clients, one type of email that you’ll want to occasionally send is the “We miss you” email.

Below, I discuss . . .

  • Why do you need to send “we miss you” emails?
  • What is graymail?
  • How often should you send “we miss you emails”?
  • What to keep in mind when creating “we miss you” emails
  • Five examples of “we miss you” email subject lines

Let’s get to it.

Why do you need to send “we miss you” emails?

There’s no rule saying you must send these emails. But if you want to make sure you have an email distribution list filled with contacts who are genuinely engaged with your content, you need to occasionally nudge those who haven’t opened your emails to see if they still want in.

And if you get no response? You should remove them from the list.

I know, I know. That sounds super scary. Why remove someone who might engage with your content someday?

Here’s what I tell clients: I’d much rather have a smaller list of engaged fans than a bloated list with people who never open my emails but who I keep hoping will “someday.”

The number of people on your email list is a vanity metric. “I have 10,000 people on my list!”

The number of active people on your list is the metric that matters.

So again, I’d prefer a list of 1000 people who want to be there rather than 10,000 contacts who mostly have no interest in playing with me.

Of course, cleaning your list matters for another critical reason: Graymail.

What is Graymail?

HubSpot explains it best: “Graymail is email that contacts have opted in to receive, but never open or click. Spam filters can identify and filter out emails that your recipients aren’t opening or clicking. This increases the likelihood that future emails will end up in the junk folder or spam filter. By continuing to send emails to contacts who don’t open or click, you’re lowering your sender score overall.”

Basically, you want to keep a clean and tidy list so that the emails you send have a better chance of getting opened and read by the people who want them.

How often should you send “we miss you” emails?

That will depend on myriad factors, including how often you send emails and your industry. Online retailers (think boutique clothing shops) are famous for sending emails a few times a week—if not more. They might have a better tolerance for someone not opening their emails for months.

Remember that just because someone doesn’t open the email doesn’t mean they aren’t engaging with your business. They might read the subject lines. They might see your brand on social media and click over to the website, remembering that subject line about your new product, for example.

Some businesses are aggressive with their email list hygiene and won’t even bother sending the “we miss you” emails—they’ll simply remove you. (I find this annoying, to be honest. Especially when it’s only a handful of emails I haven’t opened.)

HubSpot has a good article on creating a “sunset policy” for removing unengaged people from your email list.

What should you keep in mind when creating “we miss you” emails?

The point of the “we miss you” email is to reengage folks who haven’t been opening your emails. If they see a subject line that indicates they’re about to get booted off the list (said more nicely than that!), they might be inclined to open the email and take action.

Here’s what you should keep in mind when creating these emails:

  • Make sure your subject line is clear. Using words like “We miss you” can be an excellent way to get someone to re-engage. But make it clear what happens if they don’t open the email.
  • Simplicity works best for the body copy. No need for fancy designs. Text-based emails work best. Don’t guilt people into staying. Acknowledge that everyone’s inboxes are overflowing, and you’ll understand if someone wants out. But if they want in . . . they need to take action (usually by clicking a link).
  • Honor the results. I won’t lie: You won’t have huge conversions when you send a re-engagement campaign. That’s OK. That’s the point. Honor the results, even if it means you’re removing a ton of contacts. (“A ton” is relative. But it will likely feel like a lot to you.)

Here are five examples of “we miss you” email subject lines.

In this video, I share my screen and show you five examples of “we miss you” emails. See what you think.

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How to Find Copywriting Portfolio Examples to Inspire Your Own

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One of the most common questions I get from new copywriters is this: How do I get copywriting samples if I don’t have any clients yet? And that question is followed quickly by this: How should I present my samples on my website?

I answered the first question in this video, which I’ll embed at the end of this blog post. Today, however, I’ll address the second question and discuss how to find copywriting portfolio examples that will inspire your own. Note: I’ve also recorded a video about this topic that I’ll embed at the end of this article. In the video, I share my screen so you can see me go through the exercise. If you’re more of a visual learner, check it out.

How to find copywriting portfolio examples to inspire your own

Google the word “copywriter” and the name of the nearest city that you’re in. Why? Well, people often perform location-based searches for copywriters, meaning they’ll search on the word “copywriter” and the nearest big city where they’re located. Think “Boston copywriter” or LA copywriter.”

See the screenshot below. The volume column means the number of searches per month in the U.S.

So, for example, people search on “copywriter boulder co” 90 times per month.

A screenshot showing four columns: keyword, intent, seed keyword, and volume. The keyword column includes phrases with the word "copywriter" like "copywriter boston"

 

When you do one of these searches, you’ll see who’s ranking on the first page of Google. You can check out their portfolios for inspiration. And at the same time, you’ll have a sense of who you’re competing with online.

Tips for Creating a Good Copywriter Portfolio

The following tips apply to online portfolios.

  • Make it easy to find—no need to be cute or coy. Simply using the word “Portfolio” in the main nav works.
  • Keep it current. Your portfolio is never “done.” You should add new pieces over time.
  • Audit it for broken links. Things break. This often happens if you link directly to a page on a client’s website. Get in the habit of reviewing your portfolio every quarter. Check for broken links. Add in newer work.
  • Swap out older or “meh” work. When starting out, you’ll probably add everything you write to your portfolio to bulk it up. As you do more work for clients, you’ll have more samples to choose from, which means you can be more selective in what you highlight. Your portfolio should demonstrate your range and the best work in each category. Make sure you curate, curate, curate.
  • Break down samples by category. By category, I mean website copywriting, email marketing, landing page copy, white paper, blog posts, etc. You can break things down by category on one longer page. Or you could have a website page devoted to each category if you have enough samples to warrant the separate page and/or if you want to optimize the category page for a particular copywriting service.
  • Remind people you have more samples to share. It’s always good practice to conclude your portfolio with something like, “The above is a small sampling of my work for clients. Ask if you’re looking for something specific that I don’t include above. I likely have examples I can share.”

Got a question for the Copy Bitch?

That’s me—I’m the Copy Bitch. I have over 20 years of experience as a freelance copywriter and love sharing what I’ve learned. Reach out with a question or leave a question in the comments on one of my YouTube videos.

How to Market Your Copywriting Business Online

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You’ve hung out your virtual shingle for your copywriting business. Now what? Where are the clients? How can you help them find you? Step up, friends. Because that’s what I discuss in this post on how to market your copywriting business online.

Below, I’m going to talk about one specific way: optimizing your website for location-based copywriter searches.

If you’re more of a visual learner, check out the video I did on this topic, which I’m embedding at the end of the post. I share my screen and walk you through how location-based copywriter searches work and the evidence in Semrush.

Let’s get to it.

What do I mean by location-based copywriter searches?

If someone’s in the market for a freelance copywriter, they’ll likely turn to Google. One of the phrases they might search on will be the word “copywriter” or “freelance copywriter” and the city they are in—or the nearest “big” city to them, like Dallas, Boston, or Tampa.

How do I know this?

I’m seeing it in Semrush, the keyword research tool I use.

Check out the screenshot below. This is a small sampling of location-based searches for copywriters.

Results from a database search in Semrush, a keyword research tool. Columns include keyword, intent, seed keyword, monthly search volume, and keyword difficulty. Examples of search phrases include "copywriter boston"

 

Now, 20 or 30 searches a month isn’t a lot. (Seventy and 90 are better.) But when it comes to successful marketing, the key is doing a bunch of little things well. Plus, check out the column labeled KD or keyword difficulty. The lower the number, the better your chance of ranking well for the keyword phrase.

So a copywriter in the Boulder, Colorado, area could crush it by creating a kickass landing page optimized around the phrase “copywriter boulder co.”

Bottom line: Location-based searches for copywriters have a lot of potential. If you effectively optimize a page on your site for a location-based search, the page could bring in business—while you sleep.

If the page is compelling and the rest of your site does well, prospects will likely be reaching out. No, maybe not a ton. But again—this is simply one recommendation for how to market your copywriting business online.

But it’s a straightforward way. And the best part about it? Once it’s done, it’s (mostly) done. (You do need to monitor its effectiveness. More on this in a moment.)

Another benefit of going through this exercise is seeing who you’re competing with online (both in paid search and organic listings).

How do you optimize your website for location-based copywriter searches?

Use a keyword research tool like Semrush (paid) or Google’s Keyword Planner (free) and search for “copywriter” and a large city near you in your state.

If you’re in a big state like California or Texas, do searches on various big cities. For example, here’s what Semrush is showing me for some cities in California.

Search results from keyword research tool called Semrush. The image shows several columns, including keyword phrase, search volume, and keyword difficulty. Phrases include "copywriter LA," "copywriter san diego," and other California-related location-based searches

You can choose the city nearest to you and optimize for it. Or you might decide to optimize various pages on your site for these California-based searches since you reside in the state. The beauty of freelancing copywriting is that you don’t have to be in the same place as the client. So why not become the “go-to” copywriter in various places?

Build a compelling landing page.

When building a page around a keyword phrase, you must make it compelling. This is the place to show off your writing chops. You absolutely could keep it simple and optimize your Contact page. But even your contact page should have more to it than something like “Contact me to learn more about my services.” Talk about yourself and what makes you unique. Include “social proof” (i.e., a quote from a happy client). Promote your certifications, if available, like HubSpot Academy badges. Include links to your best work. You get the idea.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

How to Get into Copywriting with No Experience: 4 Ways

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You probably landed here because you’ve decided to become a copywriter. The only problem is you don’t have any copywriting experience. It’s a chicken and egg conundrum, isn’t it? But don’t worry. I’ve got your back.

Below, I’ll discuss how to get into copywriting with no experience. I’m living proof that it is possible. I’ve been doing this copywriting thing for over twenty years, and when I started my freelance business, I had zero copywriting experience, too.

The trick is turning “zero experience” into “some experience” and parlaying that into more and more paid gigs.

Note: For this blog post, I’m assuming you already know how to write well, meaning you know the rules of grammar and punctuation, you know when you can break those rules, and you’ve had people tell you you’re a strong writer. If you’re struggling with the writing piece, focus on developing your writing chops first. Then, come back to this blog post and carry on.

If you’re more of a visual/audio learner, scroll to the end, where you’ll find my video on this topic.

How to get into copywriting with no experience: Take a course (or two).

You can never go wrong with education. And the nice thing about education is you’ll often have copywriting assignments that include instructor feedback. So it’s an excellent way to learn, practice, improve, and connect.

Copyblogger and American Writers & Artists Institute (AWAI) have courses. Copyblogger’s are priced at $149/each, and AWAI has various levels. You’ll get feedback from veteran copywriters (and you’ll make meaningful connections to boot; you never know when an instructor might recommend you for a paid gig).

If you’re nervous about jumping straight into a copywriting course, you might want to start with HubSpot Academy. My regular readers have heard me praise HubSpot and for good reason. HubSpot spread the concept of inbound marketing back in the mid-aughts and has remained the leader ever since. It is passionate about educating people in all things inbound and content marketing.

HubSpot Academy is its education hub. Here, you’ll find many free certifications. Start with the following:

  • Inbound Marketing
  • Content Marketing
  • Email Marketing
  • Social Media Marketing
  • SEO

As you complete the courses, update your LinkedIn profile with the certifications.

How to get into copywriting with no experience: Reach out to small business owners you know and offer to do some work pro bono (for a limited time).

You’ve taken courses. You’ve gotten your certifications. Now, you need to apply what you know to real businesses to get some all-important samples for your copywriting portfolio and develop your confidence while you’re at it. Consider people you know who own small businesses. I can almost guarantee you know someone—or you know someone who knows someone.

It could be the owner of a . . .

  • Local hair salon
  • Limo company
  • Garden supply store

You get the idea. Small business owners need help with their marketing. Reach out, let them know you’re breaking into copywriting, and ask if you can do X, Y, and Z for them—free of charge, with no strings attached, and no obligation to work with them after you complete these three items. (This is the ONLY time I recommend writers work for free.)

They’d be foolish to say no, right?

The key is being super specific with what you’re offering. Say something like, “I’ll write two blog posts, a month’s worth of social media posts, and revise your About page.”

Right there, you’ll get plenty of experience and samples you can use in your copywriting portfolio.

And if you do a great job and demonstrate your value, they might ask you to continue doing work for them, at which point you’d say something like, “I’d be happy to continue doing work for you. Here’s what I charge for blog posts, social media management, and revising website copy.”

How to get into copywriting with no experience: Approach local nonprofits or organizations you’re involved with/volunteer for.

Nonprofits and charitable organizations always need marketing help. (I’m talking about smaller organizations, not the big guys like the American Red Cross.)

Take the same approach I outlined above for small businesses.

How to get into copywriting with no experience: Just do it.

The best way to learn anything—how to draw, play tennis, and cook—is by doing.

  • Rewrite the emails you’re inundated with from various businesses. How would you revise the email subject lines? The body copy?
  • Revise the direct mailers that come to your house.
  • Same with any sales letters or letters from charitable organizations (professional direct response copywriters often write the latter, so they can be good pieces to study)
  • How would you rewrite the radio commercial and the TV spot?
  • How would you revise the home page, navigation, etc., for every awful website you encounter?

Practice, practice, practice.

You do that enough, and you’ll develop the confidence to tackle steps #2 or #3 if you haven’t already. Plus, you’ll likely feel confident enough to apply to gigs, network, or even send cold emails or make cold calls.

Now that you’ve learned some ways to get copywriting experience, dig into these relevant topics:

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

 

10 Copywriting Questions to Ask Clients

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Asking great questions is the difference between a good copywriter and a great copywriter. Don’t worry: This is a learnable skill. To get started, check out my 10 copywriting questions to ask clients. This works for prospects. And with some customization, this will work with existing clients when they have a new project.

Now, I consider the following general questions that you’d want to ask prospects when you’re chatting for the first time. Once you know what the project is, you’ll want to ask many more project-specific questions. After these 10 questions below, I’m going to give you project-specific questions for a fictional website redesign/relaunch.

Note: If you’re more of a visual/audio learner, scroll to the end for my video on this topic.

1. Give me your elevator pitch about your business. What sort of products or services do you sell?

You want to hear how the client describes their business. Is their message clear? Because if it isn’t, you’ll need to help with that.

2. Talk to me about your audience. (Do you have formal buyer personas?) 

Not sure what a buyer persona is? Read this. The gist: A persona is a fictional representation of the client’s ideal buyer. You want to ask the prospect about their audience’s pain points and how their products or services can help to solve them.

3. Tell me about your competitors. In what ways are you the same? How are you different—and better?

Get specific names so you can check out their websites. Ask the client about their USP, or unique selling proposition.

4. Tell me about the project. What are the main goals? What are your expectations for the final product? What style/tone are you looking for? How will you decide if this copywriting project was successful?

Note: Once they identify what the project is, you’ll want to have a set of project-specific questions handy. (See the ones at the end of this article.) But the above questions are a good starting point.

5. Have you done this sort of project in the past? What were the results? What worked, what didn’t work?

Their answers will alert you if the client has unreasonable expectations or if they might be the reason a project didn’t work in the past. (In which case, you might want to pass on the project. Or, at the very least, charge more.)

6. Do you have an in-house style guide/brand guide? Are there any other specifications or requirements I need to know? (Like legal regs, for lawyers and financial clients.)

You’ll want to know this going in.

7. Do you have a subject matter expert for me to talk to—and will you be facilitating the interview?

The best writing happens when you can interview subject matter experts on the client’s end. That’s what separates generic content generated by AI and compelling content that can’t be found anywhere else, like a competitor’s site.

8. What’s the budget and timeline?

Clarify details around deliverables and milestones. This will help you manage their expectations. And it will help you from a timeline perspective as well.

9. Who’ll be part of the review process?

You know the saying about too many cooks in the kitchen, right? Knowing who’ll be involved in the review process is important to avoid any surprises or delays down the line.

10. So here’s the project as I understand it. Did I miss anything?

You want to make sure you and the client are on the same page. Reiterate the goals, timeline, budget, style, and other details. Do it during your call, but follow up with an email outlining everything, and ask them if it looks good or if they have anything to add. This will help you create a more accurate proposal.

Copywriting Questions to Ask Clients About a Specific Project

Let’s pretend a client wants to redesign their website. Here are some smart questions you could ask IN ADDITION TO THE ONES ABOVE.

Note: These questions are for prospects. If you’re working with an existing client on a website redesign, you’ll want to tweak the questions accordingly. For example, you can bypass questions on the target audience since you’ll already be familiar.

  • What’s motivating the redesign/relaunch?
  • What does the current website do well?
  • What content are you keeping?
  • What new content do you need?
  • Who’ll be handling keyword research?

Website relaunches are ALWAYS fraught. Sometimes businesses think they need a new website simply because they’re bored with it. This is where I might try to steer them into a smaller project, like looking at underperforming pages and seeing if we can improve those.

To identify if a website relaunch is completely necessary, here are some questions you could ask.

I recently asked a client these questions. The client is a professional services company. You’d tweak the questions based on the type of client.

  • How do you define a lead?
  • How many leads came in from your website last year? Of those, how many turned into business?
  • How many leads came in last quarter? How many turned into business?
  • Of those that didn’t turn into business, how many are still in the pipeline?
  • This is more of a subjective question, but what has the lead quality been like overall the last two years?
  • What are the ten most popular pages on the site?
  • What are the top five downloads?
  • When you launched your current website, did you—or the person who wrote it—do formal keyword phrase research? Is it optimized for search?
  • What do you like best about your site?
  • What do you like least?
  • Have you taken website accessibility into account?
  • What other stats/conversion points do you think would be helpful for me to keep in mind?
  • Who are your top three revenue generators?
  • Did any of them originate as web leads?
  • Who do you consider your top three best clients? (“Best” is subjective, of course, but I’m thinking from a revenue perspective AND a “they get and appreciate what we do” perspective)
    Did any of them originate as web leads?
  • If none of the above originated as web leads . . . is there anyone on your current or recent client roster who exemplifies the type of website lead that you want to get more of?
  • Do you really need to redo your website, or are you just bored by it? 🙂

Got a question for the Copy Bitch?

Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

How to Be a Good Copywriter

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Whether you’re just starting out or you’ve been at this copywriting thing for a while, you may be wondering how to be a good copywriter. And by “good,” you might mean “great.” Or, as we say in Boston, “wicked pissah.”

Since “how to be a wicked pissah copywriter” doesn’t get many searches, I will stick with the phrase people search on. Below, I discuss ten strategies for being a good copywriter. Note: If you’re more of a visual or audio learner, scroll to the end for the video I recorded on this topic.

How to be a good copywriter.

1. Read in general and read specifically.

Serious writers are serious readers. If you’re getting into copywriting and you’re not a reader, well . . . you’ll want to rethink things. I’m not saying you should forgo copywriting. Instead, I suggest you challenge yourself to embrace reading or get back into it if you’ve placed it on the back burner. Read for pleasure. But also read blogs and publications that discuss copywriting and related marketing topics. Here are some to check out:

Get into the habit of spending 30 minutes reading daily about copywriting and marketing.

2. Learn how to conduct research quickly without losing accuracy.

Anyone with access to Google can conduct quick research. Accuracy is critical. Make sure you understand what is and isn’t a reputable source. I did a video on how to evaluate sources. I also wrote a blog post on the difference between primary and secondary sources. And here’s HubSpot’s guide on how to research like HubSpot’s research team.

3. Be pleasant to work with.

Sounds so simple, right? But you’d be surprised how much this matters. If you’re pleasant to work with, meet deadlines, and produce good work, you’ll never be without business for too long.

4. Under-promise, over-deliver.

You’ll be eager to do the work and wow the client when you start. Resist the temptation to say you’ll turn around the project quickly to impress the client. (Even if you can.) First, perception matters. You don’t want the client to think you have nothing else to do. Second, life happens. If you promise a tight turnaround and get sick, then what? Plus, you’ll find that most things take longer than you expected, especially when you’re starting out and learning how long projects take. So get in the habit of under-promising and over-delivering. If you end up beating your deadline, great! You’ll look like a rock star, which is what you wanted in the first place.

5. Deliver error-free, original copy. Don’t plagiarize.

I shouldn’t have to say any of this, but you want to consistently produce great work. Proofread, proofread, proofread. Know your weaknesses and edit for them. Don’t plagiarize, period. Keep in mind that unintentional plagiarism is still plagiarism. (And it can happen more easily than you think, even to the best of us.) Grammarly has a good article on how to avoid plagiarism. And here’s my video on proofreading tips and tricks.

6. Keep learning.

Take courses, attend webinars, and go to conferences like Inbound if that’s your thing. The most successful people never stop learning. Plus, consider how much copywriting and marketing have changed in the last two decades. Now, with the rise of AI tools like ChatGPT, we will see even more changes. You must keep up by reading (see my first point above) and educating yourself.

7. Play Devil’s Advocate.

I’m not suggesting you become a contrarian. But clients often need reality checks with their marketing. If they’re going down a road that doesn’t make sense for them, speak up. They might not listen, but you’ll have planted the seed. And sometimes they will listen. I have a client who’s told me I’ve saved their company a lot of money over the years because of the questions I ask and my Devil’s Advocate position on many topics.

8. Learn your strengths and lean into them. Be mindful of your weaknesses.

I mentioned this earlier in the point about writing well. But your strengths and weaknesses will extend well beyond your writing capabilities. You’ll have specific strengths in running a business, maintaining records, networking, etc. The same is true for weaknesses. Lean into your strengths, but know your weaknesses so that you can mitigate them.

9. Learn how to ask for feedback and accept feedback.

Oh, man. Asking for feedback and giving feedback are essential skills for a copywriter . . . and some of the most challenging skills to develop. There’s a talent to each. And both require regular practice. Here’s a good article on how to give feedback to writers. After reading it, you’ll understand what feedback you can expect (and how to request it). You’ll also learn how to give helpful feedback.

10. Strive for work-life balance.

Most of us hear this advice all the time. And you might be thinking, “Well, if I want to be a great copywriter, I need to be working all the time, especially in the beginning.” I’m not going to lie: You might need to work a lot when you’re starting out, and not just on client work, but marketing your business, putting together a copywriting portfolio, and networking. But there’s a difference between “a lot” and “all the time.” Working all the time isn’t going to make you a good or great copywriter. It will make you overtired, grumpy, possibly resentful, and more prone to making mistakes. Take breaks. Get sleep. Eat well. Schedule time for fun things, even if that means simply watching a 30-minute show on Netflix.

Got a question for the Copy Bitch?

Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

What is a B2B Copywriting?

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If you’re new to Copywriting Land, you might have encountered terms like “b2b copywriting” and “b2c copywriting.” So, what is b2b copywriting, and do you need to worry about it? Never fear, kids. The Copy Bitch is here with a simple explanation.

Let’s get to it. (If you learn better by watching a video, scroll to the end of this article for my video on this topic.)

What is b2b copywriting?

B2B copywriting stands for business-to-business copywriting. The writing you do is for one business selling its products or services to another business.

Examples:

  • A business sells applicant tracking software to HR departments in various companies.
  • A business sells a specific part to car manufacturers.
  • A business sells background check services to organizations that run them on job candidates.

What is b2c copywriting?

B2C copywriting is business-to-consumer copywriting. The writing you do is for a business that’s selling its products or services to consumers.

Examples:

  • Doritos sells its yummy, delicious chips to people.
  • Oreo sells its yummy, delicious cookies to people.
  • Ben & Jerry’s sells its yummy, delicious ice cream to people.

(That sums up my perimenopausal adventure to date.)

How about some non-food items?

  • Think of your favorite brand of clothing sending you emails about its latest deals.
  • Think of your favorite sports team selling tickets to games.
  • Think of your favorite furniture store trying to sell you a mattress.

Why does it matter what type of copywriter you are?

It doesn’t matter unless you want it to matter. You don’t necessarily need to lay such a firm stake in the ground and call yourself one or the other if you don’t want to. And you don’t have to choose one path, either. As a freelance copywriter, I’ve done (and currently do) both types of copywriting.

The reason why the two terms even exist has to do with audiences. You need to know the audience you’re marketing to and writing for. How you write for a consumer audience *might* differ from how you write for a business audience. I say “might” because you have to remember that behind every business is a human being, a.k.a. a consumer. Just because a person is an HR manager, that doesn’t mean they stop being human or responding to things on a human level.

These days, I don’t find much difference in my tone between the two audiences. I think a more relaxed, conversational tone (typical for b2c copywriting) can work well for a b2b audience.

Got a question for the Copy Bitch?

Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

Copywriting Niches: Yes or No? A Smart Way to Decide

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The most common question new copywriters ask me is how to get copywriting clients. This question is usually followed by whether they should consider focusing on copywriting niches.

I’ve always been wishy-washy about copywriting niches, and here’s why.

I’ve been working successfully as a generalist since 2002. I consider myself a b2b and b2c copywriter who can write about a variety of topics. Over the years, I’ve never gotten the sense that potential clients cared if I worked in a copywriting niche or not.

But the other day, while doing keyword research on copywriting topics, I came across some data that surprised me and forced me to reconsider my stance. I discovered tons of phrases that suggest people are searching for copywriters based on niches and specialties.

Check out this screenshot from Semrush, which is the keyword tool that I use.

Pay attention to the columns labeled keyword, volume (monthly search volume), and the one that starts with “K” (it got cut off: the full acronym is KD, which stands for keyword difficulty)

screenshot of from keyword research tool Semrush that shows results of a search on copywriting niches sorted by easy keyword difficulty. Examples include linkedin profile copywriter, bilingual copywriter, and cbd copywriter. Columns are broken down into keyword, intent, search volume, and keyword difficulty

The screenshot suggests to me that people are essentially searching for copywriting niches (like food copywriting and science copywriting) in search engines like Google.

This is a very small sampling, too.

  • Food copywriter
  • Science copywriter
  • Holistic health copywriter
  • Environmental copywriter

The little “I” and “C” next to the search terms stand for “informational” and “commercial.” Semrush is a great tool because it tries to understand the searcher’s intent. Informational means the person doing the search wants information. For example, someone searching on “alternative health copywriter” might want to know what one is or how to become one.

The commercial intent category means people doing the search are investigating brands and services. So, someone searching on “LinkedIn profile copywriter” might be looking for a writer to help them develop their LI profile.

My takeaway: There’s a TON of opportunity here, which suggests focusing on a copywriting niche might make sense.

Newer copywriters could find copywriting niches they’re excited about (and have experience in) that people are searching for. For example, a copywriter could build a page on their site about being a LinkedIn profile copywriter and what their process is like. Sure, it’s a low-volume search term, but with a well-written page (and an overall good site), the page could land on the first page of Google (over time).

Again, the above is a small sampling. There are TONS of niches, like . . .

  • financial copywriter (110 MSV, 0 KD)
  • wedding industry copywriter (50 MSV, 2 KD)
  • insurance copywriter (50 MSV, 6 KD)

(Honestly, if you have any financial chops at all, you could make a go of it being a financial copywriter. I can’t tell you how many prospects I’ve turned away over the years simply because writing for the financial space isn’t something I’m interested in doing.)

How this could play out if you focus on a few copywriting niches:

  • You could have service pages on your website about the copywriting niches you specialize in. These pages would demonstrate your knowledge and passion for these niches. You could also have blog posts on various spin-off topics that would highlight your knowledge and writing ability.
  • You could focus your LinkedIn content around these copywriting niches and become a real thought leader in the space. You could also zero in on and engage with brands and businesses that use (or might use) a freelance copywriter in your niche.
  • If you do a great job optimizing your site around your copywriting niches, you will likely capture some of the related search traffic (over time). And if you do a good job with your site, people who land on it as a result of their search could end up becoming clients. BOOM! That’s more than half the battle right there. When a client comes to you about a project, you don’t need to sell them on who you are. They’re already interested, thanks to what they’ve read on your website.

I can’t emphasize that last point enough: When you cold call or cold email a company, you’re trying to sell them on why they need a copywriter and why they should use you specifically. But when someone comes to you through organic search, you don’t need to sell them. They’ve already bought into the idea of using a copywriter. If they check out your site and get in touch as a result, it’s simply a matter of discussing the project, seeing if you’re a good fit, and providing a quote.

How to discover copywriting niches that people are searching on in Google – a visual tutorial

Below is my video, in which I take a deeper dive and show you exactly what I discovered about copywriting niches.

In it, I discuss the following:

  • The keyword research tool I use (Semrush)
  • The search I ran and that you should run to find the perfect copywriting niches to focus on
  • How to develop spin-off topics for blog posts
  • A couple of excellent sites that are doing exactly what I’m suggesting here

NOTE: I recommend watching this video on a desktop or laptop, not your phone.

A couple of assumptions:

1. I’m assuming you’ve done your homework and you know what search engine optimization (SEO) is. If you’re serious about making a living as a copywriter, you need to understand SEO. If you haven’t done that work yet, start with this: HubSpot Academy’s SEO Certification Course (it’s free).

2. I’m assuming you use/have access to a keyword research tool. I have a paid subscription to Semrush. (You can sign up for a free trial, which might allow you to see some of the data.) Here’s how to use Semrush for keyword research. If you’re tight on money, you could use Google’s Keyword Planner, which is free. Here’s a great article on how to use the tool, including how to find the exact monthly volume for a keyword phrase.

Are you new to copywriting? Here are my go-to resources for learning the ins and outs.

I use Amazon Affiliate links. If you use one of the links to buy something, it won’t cost you more, but I’ll earn a small commission. I only recommend stuff that I believe in. I own both of these books.

Have other questions about copywriting niches? Ask the Copy Bitch!

That’s me. I’m the Copy Bitch! I have a YouTube channel for copywriters. You can browse the videos and leave comments. Or you can contact me directly with questions, and I will (hopefully) either update this post and/or record a video that answers your question.

Blog vs Newsletter: Which One Is Better? Hint: It Depends

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One of my clients approached me about starting a quarterly email newsletter. I thought this was a great idea since the client wanted to use the newsletter to stay in front of clients and colleagues, share recent work, and discuss relevant industry trends.

The client is a small research company. I worked on the client’s website relaunch last fall. They’ve been in business since 2015 and haven’t done much marketing. So, a quarterly newsletter felt like a good next step for them and their budget.

However, my client had also been reading extensively about different marketing tactics, including blogging. That’s when she asked me about the benefits of having a blog vs newsletter.

Blog vs newsletter: Which is better?

Like so many things in life, it’s not an either-or situation.

Think of a newsletter as something a business shares with clients, colleagues, and prospects who are already aware of the business.

Maybe they stumbled on the website through a search and decided to sign up for the newsletter. Or maybe someone from the business asked permission to add the person to the newsletter list. (For example, if you have a booth at a tradeshow, you might ask the people you meet if it’s OK to include them in your newsletter distribution.)

Think of a blog as a way to attract people who aren’t already familiar with the business.

And yes, once someone lands on the blog, they might become an email subscriber if they like the content. But at its purest, a blog works hard to attract new people to the company’s site.

That’s the short explanation. I provide a deeper explanation below. If you’re more of a visual learner, you can watch this video I made on the topic.

What’s the purpose of a newsletter?

With newsletters, people opt-in (if you’re doing it right), which suggests that they are already familiar with the business/brand, at least somewhat.

A newsletter helps to keep the business at the top of people’s minds. The folks receiving the newsletter might not be in the market for the company’s services at that moment. But the hope is that they will think of the business when they are on the market for its services—and that the newsletter will have helped with these “instant recall” efforts.

What’s the purpose of a blog?

Blogging, on the other hand, is often used to draw people to the top of the sales funnel.

People at the top of the sales funnel are in the awareness stage. They’re just becoming aware that they have a problem (“How do I improve my credit score?”). Sometimes, they simply have a basic question (“How is a credit score calculated?”). They might not realize they need a solution or that solutions even exist (and some people don’t need a solution at all; they simply want free info).

When they plug a search query into Google, they might land on a blog post that satisfies their query. For some folks, that will be all they need, and they’ll go on their merry way. For others, they might poke around the site, read other articles, or even download a piece of content. They might subscribe to the blog, newsletter (or both), or follow the brand on social media. Some of those folks might buy from the brand at some point. (The latter is the ultimate goal.)

Business blogging is part of a larger content marketing strategy. Writing blog posts around long-tail keyword phrases can be an excellent way to bring in extremely targeted traffic. (Long-tail keyword phrases don’t have a ton of monthly search volume, and they don’t have much competition either, which means it can be easier for the blog post to rank high in search results.)

For example, “What is a double-blind randomized controlled trial” has a monthly search volume of 20 and very little competition. So, if my client (a research company) were to write a blog post answering that question (a popular tactic for blog posts), over time, the blog post could rank well in search engine results when someone searches on that phrase.

Blogging works through a cumulative effect.

Writing one optimized blog post won’t likely be enough to have any measurable impact. But if over six months, you write, say, 10 well-optimized blog posts, you’ll bring in targeted traffic and build authority, which will help the overall health of the client’s domain—this is the sort of stuff Google loves and rewards by serving up your client’s website for various search queries.

Of course, someone searching for “what is a double-blind randomized controlled trial” might not be the right target for my client’s business. Maybe they just have a question about how randomized controlled trials work. That’s OK. But it’s also quite possible someone searching on that phrase might be someone who’s been told they need to conduct an RCT for their research, and they’re trying to educate themselves and figure out the next steps. In this case, my client might be a great fit for them.

But even if the blog post doesn’t generate any actual “leads,” it’s still a great piece that can demonstrate my client’s expertise and develop their reputation as a thought leader. They can share the blog posts on social media and via their newsletter.

The key to using blogging as a lead generation tool is to find long-tail keyword phrases that suggest someone might be looking for the sort of services your client offers and then write compelling blog posts about those topics.

Can businesses have a blog and a newsletter?

Sure. It doesn’t need to be about a blog vs newsletter.

Many businesses have a newsletter AND a blog. (Good news for copywriters and content writers!) It all depends on budget and time. An effective blog requires consistent work—doing regular keyword research, developing an editorial calendar, conducting research/interviews, drafting the blog posts, revising the blog posts, promoting the blog posts, monitoring analytics, and revisiting older blog posts for accuracy.

A newsletter—especially if it’s quarterly (which feels like the right cadence for this particular client)—requires much less heavy lifting. But some brands put out email newsletters at a faster clip, like monthly. B2C brands (especially retailers) will send emails weekly and even daily.

Again, it all depends on your goals and budget.

New to copywriting or content writing? Here are my go-to resources:

I use Amazon Affiliate links for some of the items below. If you use one of the links to buy something, it won’t cost you more, but I’ll earn a small commission. I only recommend stuff that I believe in. I own both of these books.

Got a question for the Copy Bitch?

That’s me! I’m the Copy Bitch. 🙂 Contact me here. Or visit my YouTube channel and leave a question in one of the comments.

What is a Content Farm & Should You Work for One?

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Today, we have a philosophical question about content farms, also known as content mills: What is a content farm, and should you ever consider working for one? The short answer is, like most things in life, it depends.

I have strong feelings about content farms, but I’m only one person.

And we have to remember that I’m in the U.S., based outside of Boston, and I’ve been doing this copywriting and content writing thing for a long time, since 2002. So this is my perspective.

Have I ever worked for a content farm or a content mill?

Nope. So, mine is also an outsider’s perspective. But it’s also a solid and educated perspective (I think, anyway!) because I understand how copywriting and content writing work. I want writers to be aware and to think about everything that goes into the work they’re doing and the value they’re creating for clients. I don’t want writers, especially younger or newer copywriters, to undersell themselves. That’s my biggest concern—someone taking advantage of newbie writers.

So if you decide to do some work for a content mill for whatever reason, and you’ve thought it through, and you still decide to do it, OK. But if you’re thinking, “Oh, I can make a lot of money at a content farm,” or “This is the only consistent way I can make money as a copywriter,” or “This is as good as it gets,” well, I want to be the little voice in your head that reminds you that’s not true.

So, let’s get into the nitty-gritty, shall we?

What is a content farm?

Content makes the business world go round. Businesses need awesome content to attract and convert prospects. This is the crux of content marketing.

But someone needs to create the content (and no, AI can’t do it well enough yet). If a business doesn’t have a staff to write the words, or if it wants to pump out a lot of content and its staff can’t handle the volume, it will turn to other people to do the writing, like a freelance copywriter, marketing agency, or sometimes a content farm or content mill.

Content farms position themselves as a cheap alternative to getting content done.

Of course, they don’t use the word “cheap.” They might go with “affordable” or “budget-friendly.” But their approach is something like, “Hey, we’ll give you ten blog posts for $699, and they’re 1000-word blog posts.”

That’s $69 a pop. That’s an excellent deal for the business but not the writer.

Writing a 1000-word blog post takes time. It requires research and interviews (ideally) with subject matter experts. It requires a basic understanding of the client’s business and why they want to write the blog post in the first place.

I’ve seen content farms that pay writers $100 for a 1000-word article, which is a penny per word.

Let that sink in for a minute.

While the business might say, “Whatever, I get a great deal,” just remember the adage: You get what you pay for.

I can almost guarantee that the quality won’t be the same as you’d get from a writer you’re paying fairly.

Content farms think of themselves as filling a gap.

They work with the client, manage the content production, and manage the writer writing the content. Some content farms even have editors editing the content. (Many editors are freelancers who aren’t getting paid much, either.) The content farm delivers the work to the client and facilitates payment.

My problem is that the person who gets paid the least in these situations is the writer, and I have a problem with that because the writer delivers the thing that matters most: the content. Remember, “content” is the key component in “content marketing.” Content has enormous value.

The writers do all the heavy lifting, so they should be paid accordingly.

For example, that blog post works for as long as it’s published. It can bring in prospects who eventually become leads and customers. If it’s optimized and written well, it can easily pay for itself. So that’s how I think about it, and that’s how I recommend other writers should think about it.

This is why I don’t charge hourly or even per-word rates.

The cost should be related to the value being delivered. (Check out my blog post about how to charge for your copywriting services.)

For example, when I quote a blog post, I consider the overall value I’m delivering and the value the post will have long after I leave.

So, to recap, a content farm is a business that produces a lot of content in bulk for little money.

Years back, I got a bird’s eye view of the output from a content farm. (One of the marketing agencies I worked with wanted to see what sort of content it produced.) Unsurprisingly, the quality wasn’t great. I had to revise and rewrite everything, which took a lot of time. It would’ve cost a lot less if I had just written the stuff to begin with.

If you’re thinking of using a content mill, please reconsider. 

Instead, ese a content marketing agency that pays its writers well or a freelancer like me. You’ll get better quality. Yes, you’ll pay more and you might not get as much content, but you’ll get better-performing content. Remember, more content isn’t necessarily better if it’s just adding to the mountain of crap that’s already out there.

And if you’re new to copywriting, fret not. There are ways to learn copywriting and (potentially) make good money at it.

Here are my go-to resources for learning the ins and outs. For some of the items below, I use Amazon Affiliate links. If you use one of the links to buy something, it won’t cost you more, but I’ll earn a small commission. I only recommend stuff that I believe in. I own both of these books.

Got a question for The Copy Bitch?

Contact me and ask a question, or check out my YouTube channel.