Have you ever been on a company’s social media platforms—maybe Facebook, Instagram, X, whatever—and you clicked over to its website and then questioned if you were in the right place because it sounded off?
The problem was probably related to the brand voice, tone, or both.
What the heck do I mean by brand voice vs tone?
Come on in, and let’s discuss it.
What do we mean by brand voice?
Have you ever been in a situation where someone is telling you about something a friend said, and you’re like, “Wait, that doesn’t sound like her.”
This speaks to a person’s voice. We all have a unique way of sounding—a personality—and it comes through in how we communicate.
The same is true with a brand’s voice—or the brand’s personality.
This personality is or should be consistent across all channels—website, emails, social media, print, TV, and radio spots. It should also be consistent with packaging materials—from packing slips to directions—and within the products themselves.
How is a brand voice developed?
Our human personalities are part nature and part nurture. But most big brand voices are custom-designed.
Sure, smaller brands might back into their brand voice. The local acupuncturist might have a kind and caring way, and this evolves into her brand. Everything she communicates has this kind and caring voice.
But bigger brands will often have many meetings about what sort of brand they want to be and what sort of brand voice they want to convey across all media. Some agencies deal only in branding, and as part of this work, they’ll help develop a brand’s voice.
This branding work involves a deep dive into customer personas, competitor research, and brand archetypes. The brand agency will also examine the company’s mission and values.
The result of this work goes into a brand bible—or brand guide. Your brand guide talks about everything from messaging to color palettes and fonts, to the brand archetype, to—you guessed it—the brand voice.
Here’s a recent example of why your brand voice matters—and what can happen if you put something out there that doesn’t sound like your voice.
We’re all familiar with Apple products. This creator brand is all about innovation, and its brand voice has historically reflected this, which is why its recent ad introducing the iPad Pro sparked backlash. The ad, called “Crush,” crushes everything many creators and innovators hold dear. Many people said the ad didn’t reflect the brand’s voice.
Check out the ad below and see what you think.
What do we mean by tone?
Where the brand voice is consistent, the tone is dynamic. The tone you use depends on the situation, whether you’re talking to someone or writing to someone.
For example, when you wish someone a happy birthday on Facebook, your tone sounds cheerful, right?
But your tone when responding to someone who had to put down their beloved dog is quite different. You’ll sound more somber. It’s still your voice—it will still sound like you—but the tone will be different.
The same is true for brands. A brand’s voice should be consistent regardless of medium or situation, but its tone should change depending on the situation.
For example, a brand’s tone when responding to a negative review should differ from the tone it uses when responding to a positive review.
What copywriters and content writers need to keep in mind about voice and tone in their writing.
When working with clients, ask if they have a brand guide. If it does, that guide will likely contain everything you need.
If the client doesn’t have a brand guide, discuss the importance of branding with them. You’ll obviously review the client’s existing assets, like its website and social media accounts. But if they haven’t thought through their brand, this is an opportunity for more work.
“Hey, Awesome Client. The voice on your social media accounts is playful and snarky, but the voice on your website is much more sophisticated. There’s a bit of a disconnect. What’s the voice that you want to convey?”
They might not even realize the disconnect until you point it out.
When writing content for a client, here’s a simple mental checklist to run your copy through. I call it my “brand voice vs tone” checklist:
Is the content aligned with the brand’s voice?
Does the tone match the context of the message?
Am I using any verboten words, phrases, or punctuation?
(Regarding the latter, I have a client who won’t let me use exclamation points in the copy because they don’t feel it jives with the brand voice.)
So there you have it. A quick primer on the difference between brand voice and tone.
Voice is all about the brand’s unique personality. It should be consistent across all media. Tone, on the other hand, is like an emotional dial that you move up or down depending on the situation.
Want to learn more about copywriting and content writing? Here are the two books I recommend to people just getting started. (Note: these are Amazon affiliate links. The products won’t cost you more, but I’ll earn a small commission if you decide to buy them.)
Simply put, digital marketing is the online promotion of products or services. Boom! Yes, that’s a super simple definition. But why complicate things, right?
Forty years ago, businesses marketed themselves through what we now refer to as “traditional” methods. Examples include the Yellow Pages, newspaper ads, radio and TV commercials, direct mailers, telemarketing, highway billboards—you get the idea.
But Al Gore’s Internet changed all that. Personal computers became a thing in the 1980s, and by the 1990s, customer relationship management tools, or CRMs, gained traction. This is pivotal because businesses could now easily keep information on their customers.
And let’s not forget these nuggets:
Google came onto the scene in 1998 and transformed how consumers buy.
By the early aughts, more businesses had an online presence, and more consumers had access to the Internet and their own personal email addresses.
The iPhone hit the market in June 2007, and things really heated up because people could research and buy products and services directly from their phones.
What’s the difference between traditional marketing and digital marketing?
So, if I had to point to the most significant difference, it would be the ability to target the right audience with the right message at the right time.
Traditional marketing casts a wide net. For example, those direct mailers from forty years ago went to many people. Most probably weren’t interested in whatever the business was selling.
The same was true for that highway billboard. Most people driving down the highway didn’t need a new car, bank, or whatever was being promoted.
Of course, those direct mailers and billboards still served a purpose in increasing brand awareness, even for those who weren’t interested in the products and services. But still—a lot of money was poured into advertising initiatives that didn’t yield great conversions.
Digital marketing is different because it’s much more targeted.
Instead of casting a wide net that will inevitably include people who have zero interest and will never buy, businesses can target clients and customers who are much likelier to be interested in the product or services based on what they know about their ideal client or customer.
For example, if I own a fencing company and I’m running Google Ads, I can bid on keywords that my prospective customers type into Google when they’re searching for someone who can help erect a fence in their backyard.
Or let’s say I own a senior living community, and a website visitor fills out a form to download a guide about financing senior living. On the form, I can ask questions that will tell me more about this prospect, starting with what level of care they’re interested in—independent living, assisted living, or memory care. I can segment people based on the level of care and send them content related to the care option they’re interested in.
It wouldn’t make sense for me to send information on memory care to a newly retired person interested in joining an independent living community, right?
Digital marketing makes sending the right message to the right person at the right time much easier.
What’s the difference between digital marketing and inbound marketing?
All inbound marketing is digital marketing, but not all digital marketing is inbound.
The inbound marketing philosophy involves putting the prospective client or consumer in control. The prospect is the one who seeks out the brand, not the other way around. The brand takes specific steps, like optimizing its website, to ensure prospects can easily find the brand when they are ready to buy.
For example, let’s say I’m the new HR person for a business, and I know we need to overhaul how we background check job applicants. I google “best background check companies” to see what comes up.
Turns out, people search “best background check companies” 590 times a month in the U.S. Smart background check companies will optimize a piece of online content for that phrase. They might bid on relevant keywords for pay-per-click ads and do promotional outreach to organizations that regularly do annual reviews about “best background check companies” so that theirs might be included.
The prospect who does the search will see some of this stuff in Google—the PPC ad, the website content, and the review sites. They’ll click, poke around, request demos, and eventually select a winner.
Boom! That’s a perfect example of inbound marketing.
The brand hasn’t actively reached out to the prospect—the prospect comes in on their own. With inbound marketing, the brand works hard at attracting prospects via optimized online content and “delighting” them as they go on their buying journey.
Again, that’s a simple definition. But you get the idea.
So, all inbound marketing is digital because it happens online. However, not all digital marketing is inbound marketing.
The best way for me to explain this is through an example.
Let’s say I purchase an email list and start emailing everyone on it. Email is an online activity, so it’s a digital method. But I bought the list. Those folks have not asked to receive emails from me. That violates the inbound philosophy where the prospect is in control and comes to the brand first.
Of course, some email marketing is inbound marketing. If someone opts in to receive the brand’s email messages, that would be inbound marketing.
I know. It gets confusing.
But the bottom line is not all digital marketing is necessarily inbound marketing.
What are some examples of digital marketing?
Examples of digital marketing are wide-ranging and each serves a unique purpose in reaching audiences.
Digital marketing includes . . .
Affiliate marketing drives sales through third-party referrals.
Content marketing attracts customers with valuable, consistent content, like blog posts, guides, checklists, and thorough FAQ pages.
Digital TV marketing targets ads to viewers on platforms like Hulu or Amazon Prime, while email marketing builds customer relationships through tailored messages.
PPC advertising increases site traffic by paying for clicks
Social media marketing engages users on platforms like Instagram and LinkedIn.
Email marketing delivers messages via email.
Text marketing (SMS) delivers promotions directly to phones.
Video marketing boosts brand presence through video content.
SEO enhances website visibility in search results.
This isn’t an exhaustive list, either.
What is a digital marketing agency?
A digital marketing agency helps clients develop and execute their digital marketing strategies. Some clients might outsource all of their digital marketing to the agency. Those clients don’t typically have their own internal marketing department.
Other clients might have an internal marketing department, but they outsource some work to the digital marketing agency for support. For example, the internal department might be small, and they need help with certain tasks, like PPC or blog writing.
Most digital marketing agencies I’ve worked with consider themselves full-service digital marketing agencies, meaning they handle everything from soup to nuts.
So, how do digital marketing agencies work?
Agencies typically work on a monthly retainer or a per-project basis. For new engagements, the work might start as a project to test the waters and make sure the agency is a good fit for the client (and vice versa).
With retainers, the client usually has a dedicated account team on the agency side that works on all the monthly deliverables, like blog posts, social media posts, paid ads, etc.
The account team usually consists of an account manager and a content person, at the very least. Other folks—like paid ad specialists—often work in the background and can be brought into the account as needed. Same for designers.
But since content drives all digital marketing, the account team usually has a content person. The account manager (or customer success manager) does exactly as it sounds: they manage the day-to-day, week-to-week stuff.
What services do digital marketing agencies offer?
This will vary depending on the agency. However, all digital marketing agencies tend to offer core services like website marketing, content marketing, and social media marketing. Some agencies also offer paid ad services (although some outsource). I’m seeing more agencies offer “thought leadership services.”
And if an agency serves a specific niche, there might be related services. For example, I work for a digital marketing agency that’s focused on senior living communities, and reputation management is a big piece of the marketing puzzle. So that’s a service it offers.
Do digital marketing agencies create content?
Yep, digital marketing agencies create content because content is what makes the digital marketing world go round.
Content is the backbone, the foundation, the core of digital marketing. So, yes, digital marketing agencies create content. Lots and lots of content.
Who creates content in digital marketing agencies?
Typically, you have two main types of content creators: writers and designers. Writers write the words, and the designers create the visuals. But you don’t necessarily need those titles to develop content. If other folks in the agency have writing or graphic design “chops,” they can create content.
People hire me to write the words for various digital marketing assets, whether we’re talking a full-blown website, a single landing page, a one-off welcome email, or a series of lead nurturing emails. And that’s just the beginning.
I might be writing scripts for videos or long-form blog posts to educate prospects, or hard-hitting sales copy that’s trying to get someone to convert into a sale.
Designers help bring the words to life through a great layout and user experience.
Freelance copywriters vs. employees
Most digital marketing agencies have writers on staff. But because content is needed in every digital asset you can imagine, there’s usually overflow work.
That’s where freelancers like me come into play. Agencies will outsource work to freelance copywriters and content writers to fill in the gaps.
Content creator agency / digital content creation agency vs. a full-service digital marketing agency
Some agencies might focus only on content creation, while a full-service digital marketing agency does other things in addition to developing content.
Examples of my content creation services
So, what content creation services do I offer as a freelance copywriter? I’ve been at this for over two decades, so I have experience writing most types of content.
Currently, I do a lot of blogging and SEO copywriting. But I’ve also been doing more branding and positioning, which I enjoy because it allows me to flex my creative muscles.
Digital marketing agencies are a dime a dozen. Anyone can hang out a virtual shingle and call themselves a digital marketing agency.
And here’s the thing: Not all digital marketing agencies are created equal, and not all agencies—even reputable ones—are going to be the right fit for the client.
You should always listen to your gut when vetting agencies. Ask colleagues you trust for recommendations.
From there, consider the following:
What do you think of their digital presence? How’s their website, blog, and messaging?
Do they have experience in your industry? This isn’t a requirement, but it can help. Also, some agencies specialize in certain industries.
What results do they get for clients? Look at the case studies, view the results, and interrogate what they mean. That last bit is essential. Case studies always shine a positive light, but ask yourself if the results are as wow-inducing as the copy and design indicate.
What’s it like to work with them? Talk to the agency’s clients. You might be able to find this info on your own. For example, if a case study mentions the client’s name, you could reach out to the client on LinkedIn. Or you can ask the agency to introduce you to some of their clients. (Yes, the agency will only ever share names of happy clients, but it’s a place to start.)
What are their terms? Make sure you have a clear understanding of the statement of work and contracts. I’m not a big fan of annual contracts, but some agencies (even decent ones) might require that. I think month-to-month is a better arrangement.
Do they understand what you want and need? Good agency partners listen to your goals. They come to the table with ideas, but they shouldn’t be trying to upsell you just because they want to make a buck.
Are you being realistic in what you want them to deliver? Make sure you have realistic and clear expectations. A great marketing agency can’t solve a crappy product, for example, or operational issues.
What’s their work process like? How many people would be on your account team? How many other clients will your account manager be juggling?
What’s the word on the street? Check out the agency’s Google Business Profile and corresponding reviews. Same for places like Glassdoor and Trustpilot.
And like I said . . . listen to your gut.
What should you do if you’re interested in getting started in digital marketing or content marketing?
Here are the two books I recommend checking out if you’re just getting started with copywriting (note: the links below are affiliate links; they won’t cost you more if you buy, but I’ll earn a small commission if you do):
My copywriting business name is E.T. Robbins Productions LLC.
Where the heck did that come from?
Well, I’m about to tell you.
Or if you prefer watching a video, here you go.
It all began circa 1982.
Yes, kids. We’re talking decades ago in simpler times before smartphones, social media, and streaming. I was a wee lass of nine. I’m the youngest in my family and closer in age to some of my nieces and nephews, like Jason and Tesha.
I was nine or so, and Jason was two and Tesha was right behind him.
They had a hard time wrapping their little tongues around “Aunty Robyn.”
They said “E.T. Robbins.”
In my tween wisdom, I declared that E. T. Robbins would be my pen name when I grew up.
Because by this time, I knew I wanted “to be” a writer.
I’m not sure why a nom de plume held such allure.
But it did.
And it lasted!
Then what?
Fast forward twenty years. I’d done some stringing for my hometown newspaper under E.T. Robbins. I wrote an article for the Globe once, and I tried using my pen name, but they rightly informed me that they didn’t allow that. Makes sense, of course. I think that experience helped me transition to using my real name for bylines moving forward (even if the publication allowed pen names).
I decided to use E.T. Robbins Productions for my copywriting business name.
Why did I add the word “Productions”? To sound cool? More professional? Bigger than I was? I was coming from a seven-year stint in radio, so I think I envisioned doing voice-over work in addition to writing. So the word “productions” felt all-encompassing.
But yeah . . . it was a little confusing, especially in the early days when I networked and handed out business cards. (I can’t remember the last time I handed out a business card, although I do have them.)
The evolution of my copywriting business name over 20+ years.
When I revamped my copywriting website a few years ago, my web designer (hi Jeff!) and I discussed my business name and logo at length. Should I change it? We decided to keep the name and the domain, but we shifted the emphasis from E.T. Robbins Productions to Robyn Bradley in the logo and throughout the site. I think the logo, the contact page/footers, and now this blog post are the only places I say the name.
But! Plot twist! I formed an LLC earlier this year, so now my official business name is E.T. Robbins Productions LLC. And because I’ve made this shift, I need to keep it somewhat prominent.
I usually joke that how I named my business is a lesson in how NOT to come up with a copywriting business name.
A few years ago, I made this crack to a prospect after explaining the name’s origin. The prospect surprised me and said he disagreed because the story behind my business name was interesting and memorable.
I’d never thought of it that way, but since then, other folks have said similar things.
It helps that it’s not a long story to tell. It’s easy to explain and for people to understand. And it usually elicits a chuckle or smile.
But I still find the name kind of clunky, especially when I have to give someone my email address over the phone or in person: robyn at etrobbins dot com. I often default to my author email or my Gmail address for ease.
I do sometimes wonder if I’ve lost potential clicks when my site appears in SERPs (search engine results pages). The name is meaningless if you simply see etrobbins.com. Of course, I strive to have good page titles and meta descriptions, but still.
So what can new copywriters learn from my story as they come up with a copywriting business name?
If you’re just starting out and you’re simply a party of one, your copywriting business name won’t likely make or break you. Yes, branding matters. And sure, a business name is often a core part of a brand’s identity. Think Google, Microsft, Dropbox, and Nike. But you’re not Google, Microsoft, Dropbox, or Nike, right? My point: Don’t agonize over this decision. Yes, you need a name. But if you’re stuck, go with the obvious: your own name. That’s what many copywriters do, and it works just fine.
If you’ve secured your name (or some version of it) as a domain, you can use that for your website. And it can be the building block for a potential copywriting business name. For example, if you’re Jane Smith, and you’ve registered JaneSmith.com, you could use that for your business website. Your business name could be something simple like Jane Smith, Copywriter. Or Jane Smith.
If your name isn’t available as a clean [FIRST NAME][LASTNAME].com, try modifying it and seeing if that name is available. Like JaneSmithWriter.com. Or JaneSmithCopywriter.com or JaneSmithCopy.com Again, the domain doesn’t have to be your business name. You could still use Jane Smith as your business name.
Do consider registering relevant domain extensions. For example, if JaneSmith.net and JaneSmith.biz are available, you might want to snag them just to avoid someone else scooping them up and creating confusion.
Be careful when trying to develop a clever name. I tend to see two types of copywriting business names. The first involves the writer’s name. The second is usually something more creative, clever, or punny, like The Hired Pens. I think The Hired Pens is a great name. It’s clear what the company does. But coming up with clever ain’t always easy. And one person’s “clever” might read as corny or cliche to someone else. I’m not saying you should avoid coming up with something clever. Just think it through. AND MAKE SURE YOU GOOGLE THE HECK OUT OF IT BEFORE COMMITTING. You might think you’ve come up with the Best. Name. Ever. Chances are (very) good that some other writer is using it. Being clever and creative is what we writers do!
Remember, nothing is forever. You can always change your business name. I’m not saying it’s an easy decision . . . or that it would be easy to do, depending on how long you’ve been in business. But it’s doable.
Two resources to check out to guide you as you name your copywriting business.
I recently discovered this AI tool to help you name your copywriting business. I’m not suggesting you use whatever it spits out. But it might be fun to play around with. It could get your creative juices flowing.
Check out the Fritinancy blog, especially the sidebar items under Naming 101. LOTS of excellent advice. And the woman behind this blog, Nancy Friedman, has a website, too. She offers a low-cost way to get advice on naming a business. (I haven’t used the service, but I do know a company that used her for naming a product, based on my mentioning her to them . . . and they loved her process.)
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.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-31 07:00:192023-05-26 15:53:35The Story Behind My Copywriting Business Name: What Copywriters Can Learn From It
I recently discussed “About” page copywriting. Website bios are a big part of robust About pages. Often, brands will include bios for key people on the management team, and someone needs to pen those narratives, right? That brings us to the subject of this blog post: How to write a great bio for a website.
You can apply the advice I share below to other “types” of bios for other applications, like LinkedIn or conference speaker bios.
And if you learn better by watching a video, here you go.
What is a bio anyway?
A bio, which is short for “biography,” is just that—it’s a short narrative about a person. “Short” is relative here. Some bios might only be a paragraph or two. Others might be as long as a full page. I rarely see bios that go longer than a page.
A good bio tells a good story. But it doesn’t include every last detail of a person’s life.
Your job is to capture relevant highlights about the person’s life while giving us a sense of who the person is. That last bit isn’t always easy to capture—a person’s essence. And the truth is, not all bios require that. Some bios are very much “just the facts, ma’am.”
It all depends on who the bio is for and how it’s being used.
Why do people need website bios?
Have you ever been on a website and it’s just . . . sparse? And you’re wondering if it’s legit? You go poking around to see if you can find any info on people in the company, and you come up empty. How’d that make you feel? Probably not all that inclined to buy from the business, right?
Website bios lend credibility. Look! There are real people behind this business! Plus, many consumers like to know who they’re doing business with. They’re interested in learning more about the people behind the brand. (This can be true for b2c or b2b companies.)
Website bios and pics can also make it easier for customers and prospects to connect with the person they’re doing business with, like a sales rep or an account manager.
And bios offer an opportunity to glean whether the person has the credentials you’re looking for.
How to write a great bio for a website: What should you include?
What you include in a website bio is up to the business, the person being written about, and even the writer (if the writer is directing the bios for the entire team).
Usually, website bios include relevant education and credentials, relevant employment, details about the current position, and—ideally—some personal info. “Robyn lives in a suburb of Boston with her faithful plush sloth, Stewart.”
I always encourage clients to have fun with their bios.
Should website bios be written in first or third person?
Like so many things in life, it depends. I’ve written them both ways. It will depend on the business, the people, and the goals.
For the urology practice I write for, I draft the doctors’ website bios in the third person. For this morning radio show consultant, I wrote the bio in the first person. For this mortgage broker, I did a combination of first for the opening of the “About Me” page before transitioning into a bio written in the third person. (And I cheekily made reference to the switch from first person to third.) For my LinkedIn bio, I wrote it in first person—and as you might expect, it’s not the “typical” bio.
I would say this: I think consistency is key. So if you’re writing website bios for 10 people on the same team, it makes sense to choose either first or third person.
Another caveat: If the person has a lot of credentials, awards, etc., it will come across much less braggy if the bio is written in third person.
Is it OK to write your own bio?
People are often very protective of their personal bios, which makes sense. If someone wants to take a stab at writing their bio—or maybe they had a bio at another company and they update it for the new one—I’m OK with this. I’ll always review and fine-tune to make sure the bio is consistent with others in the company.
Some folks, however, hate writing about themselves. Or they’re modest and don’t know how to write about themselves.
And that’s where copywriters come in.
How to write a great bio for a website: Tips for getting the info you need
This is often where the heavy lifting comes into play.
You can . . .
Put together a bio “input” form. I do this for one of my clients that’s always adding new people to the team.
Conduct interviews via phone/Zoom. Make sure you record.
Use a person’s CV/resume. For basic “just the facts, ma’am” bios, this usually provides enough info.
Make sure you have a go-to set of questions that you use as your building block for all bio-input forms. You can customize them for the business and/or person in question.
How to write a great bio for a website: Use these professional bio interview questions to get started.
Here’s the bio-input form I use with one of my clients. (I’ve removed any identifying info.) Feel free to copy and paste and customize it for your bio-writing needs.
I email these instructions and questions to the person I’m writing about.
What I Need from You: Please provide three short paragraphs about yourself and your work experience. Use the existing bios on our site as a guide. I’ll lightly edit what you send me, as needed, but you’ll get final approval.
If writing isn’t your thing, please thoroughly answer all questions below and I’ll draft a bio for you. (You will get final approval.)
BIO INPUT:
Please share your name and title as you’d like to see it appear on the site.
Where are you based?
Tell me about your role with AWESOME COMPANY—what will you be doing day-to-day, week-to-week?
What do you love most about your job with AWESOME COMPANY?
Please provide a brief paragraph on your experience: work experience and relevant education. Definitely highlight any relevant experience as it relates to AWESOME COMPANY.
You’re at a cocktail party and someone asks you what you do for a living. What do you say?
When you’re not working, what do you like to do?
What’s something you wish everyone understood about your job, and why AWESOME COMPANY is different/better than its competitors?
Please include a link to your LinkedIn profile (and make sure your profile is up to date and has a picture).
Anything else you want to make sure I include?
Lightning round Fill out whatever you’re comfortable with and feel free to add something else:
Star Wars, Star Trek, neither:
Favorite (food, author, movie, sport – pick/share something):
A little-known fact about yourself:
How you unwind:
Words to live by:
PHOTOGRAPHS:
One headshot – you can take it with your phone. Just make sure the lighting is good, the background is plain/solid, and that you shoot from the shoulders (or so) on up. See the website for examples.
Three candid shots, at least one of which should be a “you” shot. The other two can also feature you (family photo, childhood photo, you jumping out of a plane), and/or pets, a prized possession (car, boat, piece of art), you get the idea. Something that captures the essence of who you are. Again, see the existing bios on the site for inspiration.
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.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-25 07:00:402023-05-23 09:36:36How to Write a Great Bio for a Website
You’ve learned why you should hire a copywriter. You’ve found some good freelance copywriters online and set up initial calls. What’s next? You need smart questions to ask. That’s where I come in. Below, I give you eight questions to ask a copywriter. These questions will guide your initial meeting.
BTW: Do you learn better by listening or watching a video? I got you! Scroll to the end of this article, and you’ll find my video on this topic.
Questions to ask a copywriter
1. Tell me about your experience. How long have you been working as a freelance copywriter?
What to look for in their answer: Do they have experience and the portfolio samples to prove it? If they’re a new copywriter (everyone was new at some point, including me), what have they done to educate themselves about copywriting? How have they practiced their craft?
Don’t dismiss a writer for being new. You likely found them online, and something about their site and samples resonated with you. I’m all for giving new writers a chance if everything else checks out.
2. How do you approach researching a new topic or industry?
What to look for in their answer:Good copywriters are quick studies. They will have a process for getting up to speed quickly on a new-to-them industry. Good writers won’t have all the answers. But they’ll know where to look for the answers. You want a writer who shares this sentiment. Be wary of anyone who says “writing is writing” and the industry doesn’t matter.
3. How do you balance SEO and creative writing in your copy?
What to look for in their answer: You can skip this if you’re not talking about digital assets. But if your project involves web copy, blogging, landing pages, social media, or online advertising, you’re going to want to hear what they have to say about search engine optimization.
First, do they know what it is?
Do they discuss how they stay current on all things SEO?
How do they conduct keyword phrase research? Do they have a go-to SEO tool? (For example, I use Semrush.)
And, finally, how do they balance writing creative copy that’s also optimized for search?
4. Can you walk me through your process for developing a new piece of content?
What to look for in their answer: Good writers love to talk about their process. Here are some things to listen for: They review all relevant collateral materials (from the client’s website to the brand guide), study the target audience, talk to subject matter experts as needed, and conduct their own research. Remember, a lot of work happens before the writing begins, so you should look for a writer who has a solid approach to this preparatory phase.
Once they draft a piece of content, they should also have a process for revising and proofreading before it lands in your hands.
Writers’ processes will vary. The above are broad strokes. But again, it gives you a starting point.
5. How do you incorporate feedback and revise your work?
What to look for in their answer: Good copywriters aren’t precious about their words. They understand that revisions are a natural part of any copywriting project. And good writers will also have a preferred way to receive client revision requests.
I always ask the client to get consensus internally and compile all comments into one doc before handing it off to me. And I always request revisions within 30 days of the client receiving the first draft.
Not all writers do the same thing, and that’s OK. But they should be able to talk about their approach.
6. What tools do you typically use to help you with your writing projects?
What to look for in their answer: Good writers have favorite go-to tools for things like keyword research (I use Semrush), transcriptions (I use Rev.com), and writing assistants (I use Grammarly).
There’s no wrong answer per se. But I’d be hesitant about any writer who has a blank stare and says they just use Word or Google docs to do their work. There’s much more to content marketing than that.
7. How do you make sure that your work aligns with the brand voice and messaging guidelines?
What to look for in their answer: The writer should ask if you have an in-house style guide and/or brand guide. But if they don’t ask, listen for other telling signs. For example, do they talk about carefully reviewing your website and other marketing materials to get a solid sense of the tone and brand voice?
OK, so there you have it: 8 questions to ask a copywriter!
These questions should give you a good sense of the copywriter’s experience, process, and approach to content creation, which are all important factors to consider when hiring a freelance copywriter.
From there, you’ll want to review their proposal and listen to your gut. If you’re on the fence between a couple of writers, give each one a small project and see who performs better overall. And not just with the writing. Who is easier to deal with? Who asks better questions? And who will fit better with your team? At the end of a trial project, you’ll likely have a good sense of who your go-to copywriter should be.
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.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-11 07:00:032024-07-30 08:22:128 Questions to Ask a Copywriter
You landed here because you already understand the value a good freelance copywriter can bring to the table. The challenge is you’re not sure how to hire a freelance copywriter. Where can you find them? How do you evaluate them? What questions should you ask?
Below, I provide specific steps to follow in your quest.
If you learn better by watching a video, I got you. Scroll to the end to see the video I recorded on this topic.
Note: This blog post uses affiliate links for products I believe in, like Grammarly or copywriting and marketing books. If you click on one of the links and end up buying something, it won’t cost you more, but I’ll earn a small commission.
1. Before you search, figure out what you want the copywriter to do.
This might sound pretty basic. You’ve already acknowledged you need a freelancer. But have you outlined the projects you want the copywriter to tackle? Taking the time to jot down project details, deliverables, deadlines, and available budget will save you and the writers you end up reaching out to a lot of back and forth.
I can’t tell you how many requests I’ve received that say something like, “I need help with X.” And there’s no further context. Sure, we’ll discuss the details during the discovery call, but providing the basics up front, like project details, deliverables, and deadlines, will help the writer get a sense if they’re the right fit before jumping on a discovery call. Because if you have a call, only to find out they’re booked when you need the project done, everyone’s just wasted time, right?
But what if you don’t want to commit to a bunch of projects just yet? What if you want to start with a small project to see if the writer is the right fit?
Fair enough. But you should still compile all the projects coming up for the next, say, quarter or so. Figure out what the test project will be and make sure you have clear details for that. When you reach out to prospective writers, you can let them know you want to start with a small project, but if all goes well, you have X, Y, and Z planned for the next three months.
2. Ask colleagues for recommendations and turn to Google, LinkedIn, and/or Upwork or Fiverr.
Whew! That sounds like A LOT, right? I’m not suggesting you do all those things. But those are the main options you have for this step.
Recommendations. Marketing folks often know good freelancers, so if you’re connected with people who have titles like marketing manager, VP of marketing, and content marketing manager, you can ask them if they know anyone. Again, it will help if you can provide THEM with details. For example, something like, “I’m looking for a good SEO copywriter who can help us with our website relaunch and also do ongoing blog writing.”
Google. If you’re looking for a specific type of copywriter (SEO copywriter, email marketing copywriter), search on that specific phrase for better results. Otherwise, “freelance copywriter” will work (or “freelance copywriter [nearest city]” if you want someone local for whatever reason). My website comes up on the first page of Google for “freelance copywriter Boston.” See the screenshot below.
Keep in mind, however, that what shows up on the first page of Google isn’t the end of the search. Copywriting is competitive, and even with good website optimization, not every worthy copywriter will end up on the first page of Google. Be willing to scroll to the second or third page.
LinkedIn. You can search on “copywriter” or “freelance copywriter” on LI and see who comes up. Read their posts to get a sense of who they are, how they think, and so on. Visit their websites from there. You could also post that you’re looking for a freelance copywriter (with details . . . see the first step above). BUT BE PREPARED. You will likely be inundated with comments and DMs. Proceed at your own risk.
3. Take a hard look at each copywriter’s website and portfolio. (And check out their LinkedIn profile if you haven’t already done so.)
When you land on a writer’s website, ask yourself the following:
Does it look professional? Professional doesn’t mean a ton of bells and whistles. Simple is fine. Amateurish is not.
Is it well-written? If the writer makes sloppy mistakes with their own copy, imagine what they’ll do with yours.
Do they have a portfolio?Is it easy to access and navigate? Does the copy resonate with you?
Does the portfolio have a good range of examples in different categories? The big categories to look for in a copywriter’s portfolio include the following:
Websites
Blogging
Email marketing
Premium content (white papers, guides, ebooks)
Branding/messaging
PRO TIP: Has the writer done the sort of project you’re looking for? Don’t dismiss them if they haven’t. For example, if you’re looking for a writer to pen case studies, but they don’t have any examples, yet you love all of their other work, reach out anyway. A good writer can likely do what you’re looking for. (And they might have samples they can send you. Not all of our work ends up in our portfolios.)
LinkedIn offers another way to vet and verify.
Ask yourself the following questions:
Is their profile professional? You can tell a lot about a writer by how they handle their own marketing.
Do you like what they have to say in their posts and comments? I’m not just talking about the substance, although that’s important. I’m also referring to their tone. Are they kind and courteous or snarky and combative? I see both types regularly on LinkedIn, and it always surprises me that the snarky, combative folks seem to forget they’re on a public forum and anyone can see their comments and posts.
Do they have testimonials from clients/colleagues? If they don’t, you can certainly ask for references. (I recommend doing so on big-budget projects.)
Have they given any testimonials? What do they say? You can tell a lot about a person by the things they write and say about other people they’ve worked with and for.
And, of course, pay attention to anything that feels “off,” even if you can’t put your finger on exactly why it makes you feel this way. (This goes along with always listening to your gut, which I get into more below.)
4. Reach out to the freelance copywriter with details about your project.
This is where all the work you put into step number one pays off. Once you’ve found a writer (or two or three) who you like based on their website, LinkedIn, etc., reach out to them with details about your project. Again, provide as much info about the project as you can.
At the very least, include the following:
A clear company snapshot (include a link to your site)
Your role with the company
Project details, including deadlines
Here’s an example of what an email to a freelance copywriter might look like:
Hi Carrie Copywriter,
I’m the marketing manager for a background check company. We work with HR managers and recruiters in a variety of industries, but our top three are healthcare, professional services, and real estate. We have a full-time writer in-house, but she’s stretched thin, so we’re looking for outside support from a freelance copywriter.
I found your site on Google and liked what I saw. I’d love to set up a time to chat.
Our first project is a series of case studies that we like to write in a problem, solution, and results format. No more than two pages. See the attached example. We have four clients ready to share their stories. We simply need a writer to do the interview and drafting. We handle design in-house. We want to issue one a month starting in two months. So we’d need the first draft in a month or so.
Let me know if this is something you’d be interested in discussing (and if you have the time to take it on). If this project goes well, there’s an opportunity for more regular monthly work if you’re up for it.
Looking forward to connecting!
Best,
Awesome Marketing Mary
PRO TIP: Don’t call the copywriter. I can almost guarantee that you’ll get voicemail. 🙂 Instead, send an email or use the contact form on the writer’s website. (I think email is the better option.) Send as much info as possible since this will help the writer know if they’re a good fit. Plus, it will help them prepare before the initial call. Sending an email saying that you have “a project you’d like to discuss” isn’t helpful to anyone (including you). You’ll have a much more productive discovery call if you share details beforehand.
5. Set up a discovery call with the freelance copywriter.
Once you arrange a call, here’s what to look for in a freelance copywriter: . . .
Have they come to the call prepared? (For example, have they taken the time to review your website?)
Do they ask good questions?
Are they prompt, friendly, and courteous?
Do they seem to have a genuine curiosity about your business?
Do they make good suggestions?
How do they keep up with copywriting and content writing trends? I like talking about my current favorite reads, like this marketing book by Nancy Harhut (Amazon affiliate link).
What’s their approach to writing?
What are their thoughts on AI?
What’s their process for editing? Do they use tools like Grammarly?
This isn’t an exhaustive list, either. You might have some additional go-to questions that you normally ask vendors.
6. Pay attention to how the copywriter handles things AFTER the discovery call.
Here’s a good sign: The copywriter sends you a quick thank-you email for your time and reiterates when they’ll get you a proposal. You shouldn’t have to wait long for a proposal. Figure a couple of business days max.
If you have to nudge them about something as basic as getting you a proposal, that doesn’t bode well for your time-sensitive projects. Consider moving on. If they disappear completely, cross them off your list. (Sadly, this does happen.)
Once you get the proposal, review it carefully. Has the writer captured the project deliverables accurately? Does the project quote feel fair? (This is relative, of course. Even if it feels fair, it could still be beyond your budget.) Does the writer clearly indicate timelines? What are the payment terms?
Note: If you accept the project quote/proposal, EXPECT A FORMAL CONTRACT. This is business, and most serious writers will require a formal, legally binding contract. Most serious writers require a down payment (often up to 50% of the project quote) before work begins. Again, this is normal.
7. And finally, when it comes to how to hire a freelance copywriter, listen to your gut (and watch out for common red flags).
After going through the above, you’ll likely have a good sense of whether this writer is the person for you. Always listen to your gut. And watch out for these red flags:
Writers who ghost you or fail to respond promptly
Writers whose correspondence is littered with typos (an occasional typo is forgivable since we all make them, but more than one or two is definitely a red flag)
Writers who don’t follow up on what they say they’re going to do
Got a question about how to hire a freelance copywriter?
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.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-10 07:00:342025-01-27 17:07:36How to Hire a Freelance Copywriter in 2025
I spend a lot of time on this blog talking about how to be a successful copywriter. But why hire a copywriter in the first place? Can’t someone else in the company write that blog post or send the monthly email newsletter?
Remember, a good copywriter is an asset. Here are five reasons why it makes sense to hire one—either in-house or on a contract basis like you do with a freelance copywriter like me.
Psst. Do you learn better by watching a video? I got you! Scroll to the end of this blog post where you can view my video on this topic.
Why Hire a Copywriter
1. A good copywriter can help you clarify your brand messaging, tone, and voice.
What’s special about your business? How do you put that “something-something” into words that will compel prospects to take action? How do you put that special “something-something” into optimized words that can be found in search? How do you make sure that the special “something-something” theme is infused throughout all the different types of content you have, like a website, blog, social media, brochures, and the like? A good copywriter will be able to capture the essence of your brand in words and parlay it into messaging that will resonate with prospects and current clients alike.
Now, I know what you might be thinking: “Well, I can do all that.”
Can you, though?
Aren’t you busy running a business?
Besides, do you truly understand what goes into branding and messaging, inbound and outbound marketing, SEO and social media? There’s a reason why big brands have full-time copywriters in-house and smaller businesses outsource to people like me.
2. A good copywriter can free up internal resources.
Sorry, but Bob from the mail room shouldn’t be tasked with blogging, and Peggy from accounting has enough on her plate without having to write pithy tweets.
Unless you or someone on your team is a naturally talented writer, it makes more sense to work with someone who has talent in writing.
A good writer can also take on overflow work. Much of the work I do falls into this category. The business might already have a full-time writer or marketing person on staff. There’s overflow work, but not enough to justify hiring another person full-time (and all that entails, like benefits). I serve as a cost-effective stop-gap.
Hiring a copywriter can free up in-house marketing teams to focus on other important tasks.
3. A good copywriter will understand how to write content that is optimized for search engines (SEO), which can help improve website traffic and ranking.
Digital marketing is where it’s at. A good copywriter will know SEO, and they’ll keep up with content marketing trends beyond SEO so that you don’t have to.
4. A good copywriter can help you create a consistent and cohesive brand identity across all marketing channels.
You’ve worked hard to create your business and connect with customers. Your brand identity matters, and it needs to be consistent across all marketing channels. A good writer will make sure that consistency stays intact.
5. A good copywriter can think in terms of strategy.
A good copywriter can do so much more than “just writing.” They can identify content gaps, they can provide input on larger marketing initiatives, and they can look at your existing content library and find ways to get the most out of every piece of content.
Because remember, a 2000-word white paper isn’t simply a white paper. It should be a series of blog posts and social media posts. It should be an offer in lead nurturing emails and the subject of a video for your YouTube channel.
Bottom line: A good copywriter is an asset, not a liability. Hiring or contracting a good one might be the smartest move you make.
Before we discuss how to get testimonials from clients, we should examine why we should bother in the first place. If you’re cynical-minded, you might wonder if testimonials matter since businesses are only going to post glowing words from their clients and customers, right?
Here’s the thing: Even if our logical minds realize this, our emotional minds are still influenced by people’s experiences. And this is even more true on review sites like Yelp, Trustpilot, or Rotten Tomatoes.
Bottom line: Business testimonials and reviews serve as an important signal that the brand, service, or product is real and legit.
But I’m getting ahead of myself. 🙂
Below, I tackle the following questions. (Click on a link to jump directly to that section.)
Also, I can’t recommend this book enough: Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut. NOTE: It’s an Amazon affiliate link. As an Amazon Associate, I earn a small commission if you buy, but it won’t cost you more if you do. I own this book, and it’s incredibly insight, especially when it comes to things like social proof and customer testimonials.
What are testimonials? Are they the same thing as reviews?
A person gives “testimony” to the benefits they experienced using your products or services. People will sometimes use the words “testimonial” and “review” interchangeably.
Technically, business testimonials are usually managed by the business itself. The business asks its customers or clients to write testimonials via email and uses them in various marketing channels, like the website.
If the testimonial is less than positive, the business doesn’t have to post it. The business has editorial control over the content (like fixing typos or condensing the quote).
Reviews, on the other hand, are typically posted by the person writing them on places like Trustpilot, Yelp, Google, Amazon, Rotten Tomatoes—you get the idea.
Reviewers post the good, the bad, and the ugly. Barring something egregious that violates the platform’s policies, businesses don’t have much recourse for negative reviews aside from responding (which isn’t always a good idea—more on this in a moment).
Businesses can benefit from having both testimonials and reviews.
On the company website, the business can post testimonials it received directly from a client or customer. Reviews on places like the company’s Google Business Profile and Trustpilot happen organically.
However, it’s also not unusual for businesses to add a module to their site that draws in reviews from other sources, such as Amazon product pages (this is common in the B2C world).
For the purpose of the article, I’m primarily referring to business testimonials—the ones that the company directly asks its customers or clients to write. But I’ll touch on customer reviews, too.
Why do advertisers use testimonials?
Testimonials and reviews can be extremely persuasive, even for folks who pride themselves on being rational and logical.
It turns out that most of us don’t make buying decisions based on logic—at least, not in the beginning. We’re emotional creatures at heart, and emotions drive our decisions.
So even though our logical brain might point out that a business will only ever post positive testimonials on its site, our emotional brain doesn’t care. We need to hear about other people’s good experiences with the business, product, or service.
Why? We don’t want to make the wrong choice. Knowing that other people have already worked with this company or bought the product helps our brains feel comfortable with our decision to buy.
Think about it. Have you ever mentally crossed off a service provider from your list because it didn’t have many (or any) Google reviews? Or, as you debated between two similar products on Amazon, did you lean toward the one with more positive reviews? You’re not alone. That’s how it works.
We humans want to know we’re in good company and that other people have already tried and tested the product or service.
This concept is known as “social proof,” a psychological phenomenon in which people copy or are influenced by other people’s actions. It was coined by American psychologist Robert Cialdini in 1984 in his book Influence: Science and Practice. (The book link is an Amazon affiliate link. As an Amazon affiliate, I earn a small commission if you buy, but it won’t cost you more to do so.)
A good example that people of a certain age will likely remember is the “4 out of 5 dentists agree” testament that Trident used in its advertising. Who wouldn’t trust dentists about gum recommendations, right?
In the digital era, social proof like testimonials and reviews are important trust signals on long-form landing pages selling products or services.
Reviews help 90% of online shoppers make buying decisions. Next time you’re on Facebook or Instagram and you encounter an ad for something, click over to the landing page. I can almost guarantee two things: It will be a long scroll, and it will have reviews/testimonials sprinkled along the way.
Bottom line: Advertisers use testimonials because they understand we humans are influenced by other people’s experiences with the product or service.
How to get testimonials from clients. Plus, how to ask customers for reviews.
Here’s the thing: Asking people for testimonials and reviews isn’t a one-and-done task. Businesses should always ask customers and clients for reviews and testimonials.
For e-commerce, this process is often baked into the post-purchase workflow.
Anyone who’s bought something from Amazon has likely received one of these emails.
For other B2C businesses, following a multi-step process can help encourage more customer reviews:
Verbal reminders: Encourage sales staff to deliver lines like, “If you liked our service/product, we welcome your reviews on places like Yelp and Google.”
Visual reminders: For businesses with physical locations, have signage that reminds people that their feedback and reviews are welcome. You could include a QR code that people can scan with their phones and write a review. This can work well in places like hair salons, car dealerships, restaurants—you get the idea.
Text reminders. One of the biggest challenges in getting people to give reviews is timing. Happy customers are usually very willing to talk about their experiences, but their good intentions can easily melt away if the review process is difficult. People are married to their phones, so sending texts with a link that brings people to the primary place you want a review (like Google) can improve conversion rates big time.
Here’s an example of a text testimonial request that I received. And yes, it did prompt me to write one right then and there.
Not all businesses necessarily have a presence on popular review sites like Yelp or even Google. Should they still solicit customer reviews? Short answer: YES.
My business is a perfect example. I’m a freelance copywriter. I work with small business owners, marketing agencies, and marketing managers within companies. I display customer testimonials on my site.
How to get testimonials from clients. Here’s my process:
When a client sends me an email and mentions how much they like my writing or working with me, I’ll respond with a “thank you for the kind words” and then ask if I can use their words in a testimonial for my website and other marketing materials.
If a client verbally expresses how much they like working with me—or something specific, like “You ask such good questions”—I’ll follow up with an email repeating what they said. Then, I’ll ask for permission to use their words as a testimonial.
I always give people the option to use their name or not (or a partial name, like “Jessica B.”)
Most people are fine with me using their name and title. Occasionally, they might need to get permission from their boss or the company’s legal department. That’s when things can go sideways. But in almost all cases, I can simply leave out the name and use something like “Marketing manager for a health and wellness company.”
If I know a client is happy with my work, I can also ask them to write me a LinkedIn Recommendation. I can then use the recommendation on my website.
How to request a testimonial from a client – real examples
Here’s an example of an email testimonial where I asked a client if I could use some of her kind words on my website.
And here’s her response.
Don’t be afraid to give people direction. Here’s an example of me asking a client to write a testimonial about a specific skill.
Here’s the result of that request.
How to use customer testimonials
Don’t stockpile your customer testimonials into a “testimonials” page on your site and then forget about them. (It’s OK to have a repository, but not everyone will visit that page. Not to mention, a laundry list of quotes doesn’t make for riveting reading.) Instead, get as much mileage out of your testimonials as possible.
Here’s how to display testimonials on a website and beyond.
Website home page. Home pages tend to be the most trafficked pages. Having that all-important social proof in the form of a customer testimonial or review is essential. Here’s an example of one B2B business:
Service/product pages. Same idea. Social proof is essential. If you’re wondering how to display customer testimonials on your website, adding a review plug-in automates the process.
Landing pages for paid ads. If you run ads on places like Facebook or Instagram, think about where you’re sending people to. Those landing pages must look great and read well and convincingly—and the latter is where reviews come into play. Luckily, products exist that can help you create high-converting landing pages.
Contact pages. Reinforce how fabulous the company is and reassure the person who is about to make contact that they are indeed making a smart decision.
Team pages. If you have bio pages for employees and testimonials that speak directly to the employee, add a snippet of that review to the person’s bio. I write for a urology practice, and that’s the strategy we follow for doctor bios. Here’s an example.
Social media. Have fun and get creative with how you share snippets of reviews. Here’s how one of my clients does it:
Corresponding case studies or customer stories. Using real quotes in case studies is what brings the narrative to life and makes it feel more real.
Lead nurturing emails. Businesses send nurturing emails to marketing-qualified leads (MQLs), people who are a good fit for the business’s product or service but are not ready to buy yet. Using short quotes from real customers can be a great way to prime MQLs for sales-qualified status.
Email signatures. Another way to increase the number of eyes on your reviews is to add a phrase from a stellar review or testimonial with a link to more reviews or testimonials.
Print collateral, like marketing brochures, print ads, and signage at events or in-store.
Product/service videos. You could do a video montage of reviews or highlight some of the more glowing reviews.
Asking for testimonials: tips, tricks, and pitfalls to avoid.
It never hurts to ask.
The worst that can happen is someone will decline (often due to legal reasons) or they never respond to your initial ask. I think it’s perfectly OK and fair to follow up once. (Emails get lost, and good intentions fall by the wayside.) But don’t hound. If someone doesn’t respond to your second request, move on. (And try not to take it personally. Easier said than done, I know.)
When you ask for a testimonial, make it easy for people to say yes.
Your approach will be different depending on the type of business you have. If you’re a solopreneur like me, you’ll likely email people with a request. That’s how I get 100% of my testimonials, and they’re usually based on something the client has said in an email.
I’ll piggyback on the email where they shared some nice words. I don’t revise—I want the words to sound authentic—but I’ll condense as needed or fix any obvious typos or glaring grammar errors.
Take advantage of marketing automation. This is especially important if you’re in retail, e-commerce, or some other B2C business. Automation can make it easy to send reminders to customers via text and email. Products might come with default messaging but always customize it.
Be careful about incentivizing reviews.
Have you ever been offered something in exchange for “an honest review”? Here’s one I got for a recent purchase.
I have no doubt this company means well. (And they aren’t US-based.) But this can get tricky. Chances are someone who takes you up on it will be more inclined to write something positive, which is great for the business. But remember, people rely on authentic reviews to make their buying decisions.
The FTC has some good guidance around this. It says, “If you offer an incentive for a review, don’t condition it, explicitly or implicitly, on the review being positive. Even without that condition, the review should disclose the incentive, because its offer may introduce bias or change the weight and credibility that readers give the review.”
Never do anything deceptive, like pay for fake positive reviews. You also shouldn’t pay someone to write bad reviews about your competitors.
Customer testimonial templates
Here are some templates you can use.
Email template #1 for a client – this will work well if you work 1:1 with the client
Hi [NAME],
I’ve enjoyed our work together and appreciate the kind comments you’ve made along the way. Would you be willing to write a short testimonial that I can use on my website? It doesn’t need to be long at all—just a couple of lines would be great.
I can use your name and title or anonymize it if you prefer.
Let me know what you think.
##
Email template #2 for a client
Hi [NAME],
You recently sent an email with a lovely note about my work, and I was wondering if you’d be okay with me using the quote as a testimonial on my site.
Here’s what I’d like to use: [INSERT QUOTE + THE PERSON’S NAME, TITLE, COMPANY]
If you don’t want to use your full name or company name, I can anonymize it to this: [Example: Jessica B, marketing coordinator in the beauty and wellness industry]
Let me know what you think.
##
Ideas for automated messages requesting customer testimonials
Email subject line options:
Let us know what you think
Your opinion matters
Tell others about your experience
Care to share a review?
Tell the world about us!
Love us?! Tell people!
Body copy that could work for emails or texts
Hi [NAME]
Honest reviews help get the word out about our products/. They also help our team improve.
We’d love to know about your recent experience with us. Care to leave a short review?
Here’s a link to [Name the platform, like Google, Trustpilot, etc.]
How to write a testimonial
For a person: [Name] is a [adjective] [title]. She/he is especially skilled in x, y, and z. [Include final recommendation].
In action: Robyn is a talented copywriter. She’s especially skilled in writing long-form content, snappy emails, and SEO website copy. I highly recommend her for any writing projects a small business might have.
For a business, service, product: [Business, service, product] is a [adjective] [category]. [Short explanation of your experience with the service/product.] Final recommendation.
In action: Awesome Movers is the best moving company I’ve ever used. I’ve moved a lot over the last decade, and this company, hands down, has the best price and the most talented movers. They easily disassembled a complicated office desk and reassembled it in my new home office. Can’t recommend them enough.
How NOT to respond to a review – true story
Even though reviews can help (or hurt) a business, remember that they are first and foremost for prospective customers.
If you decide to respond to a review publicly, well—that response is public. Responding to less-than-stellar reviews in a way that doesn’t appear defensive or out of tune is challenging—if not downright impossible simply because people read things in different ways. You might think your tone is fair, but someone else reading it might think you sound defensive.
If you do respond to negative reviews, here are some things to think about.
Most platforms have protocols for flagging reviews that violate their policies. Carefully review the protocols and only flag a review if you’re 100 % certain the review violates the policy. Note: Someone leaving a strongly-worded negative review isn’t a good reason to flag it.
If you respond to someone who had a bad experience with your business, product, or service, sound human. Responses like “I’m sorry to hear about your experience” aren’t effective because you’re not apologizing for whatever the customer’s grievance is about. A response like that almost makes it sound like the person’s grievance is all in their head. And sure, it might be. But that’s just it. The review is from their point of view, their experience.
Don’t leave comments like “I’m sorry to hear this. We’d like to learn more about your experience. Please contact us to tell us more.” You might think that shows you’re being proactive, but you’re not. You’re putting it back on the customer to take the next step. And it’s even worse if you leave a phone number that leads to an automated main line. And it’s truly even worse if your responses to negative reviews are automated or you say the same thing in every review you respond to.
Want an example of how NOT to respond to negative reviews?
And finally, here’s a “funny” experience that I had with a handyman. He kept bugging me to leave a review, which was surprising because we had a rough start to our engagement (he was always late, and one time, he blew up at my partner and me in a highly inappropriate manner). His work was OK enough, and because I’m a fellow business owner who gets how tough it can be out there sometimes, I wrote a four-star review (which was generous—I almost made it 3.5).
And guess what? He had the gall to question why we didn’t give him five stars. Yes, really.
See the text exchange below.
Obviously, don’t do something like that. 🙂
Bottom line: Getting customer testimonials and reviews is important to your business. But how you ask for reviews is also important.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2010-11-08 10:00:072025-01-27 17:16:14How to Get Testimonials From Clients (Email Scripts Included)
It always amazes me when companies overlook simple things, like their own birthdays. Marking major milestones, like 10, 20, or 50+ years in business, is a great way to engage customers, reinforce credibility, and garner press. In 2022, I’m celebrating 20 (!) years in business as a freelance copywriter. So in the spirit of my anniversary, here are 20 business anniversary marketing ideas.
Don’t feel like reading? Watch my video with Stewie, my sidekick sloth. Otherwise, keep scrolling!
1. Modify your website logo and/or create a universal header that highlights the anniversary.
I’m not talking words, but rather some sort of a visual that appears on every page. (Yes, you’ll want to note it in words as well.) Adding a banner graphic that notes the anniversary and having it link to a retrospective blog post is a good strategy. (Bonus: add the banner to social sites, like FB, Twitter, and LinkedIn.)
2. Have all employees add a line in their email signatures.
Something like . . . Celebrating 25 years in business in 2025.
3. Don’t forget after-hours phone messages or on-hold messaging.
You have a captive audience, after all. So plug your big anniversary, and be creative. For example, if your company is celebrating 100 (or more) years in business, the on-hold message could say something like . . . “Proud to be celebrating 100 years in business, long before phones were a ubiquitous thing.”
4. Think signage.
If you’re in a business that has a van or a storefront, think of signs, posters, and visuals in the windows. And you can wrap your company vehicles.
5. Think employees and their uniforms.
If you have employees who interact with the public, think buttons that promote the anniversary. Amazon makes it super easy to create and order custom buttons. (When available, I use affiliate links and may earn a commission. As an Amazon Associate, I earn from qualifying purchases.)
6. Write a blog post or article about your anniversary.
Been in business for 20 years? Talk about how much your industry has changed in 20 years.
7. Write a blog post about your vision or predictions for the next x-number of years.
Interview key players in your company. Bonus: You can turn this into a video.
8. Beef up your company/about us page section.
Create a page around the milestone. Interactive timelines can be great for big milestones—think anything over 25 years.
9. Don’t forget social media profiles.
Update your bios and various about sections (Facebook, LinkedIn) to reflect the milestone.
10. Do some sort of weekly event on social media.
Maybe every Friday, you pull something out of the archives—an old pic, an old product—you get the idea.
11. Create a promotion around the number.
For example, if you’re an acupuncturist who’s been in business for five years, invite people to enter a raffle to win five free treatments.
12. Do a video retrospective.
It doesn’t need to be professionally shot. Simply gather some footage with your phone and have employees talk about the company. Intersperse with pics.
13. Invest in some anniversary swag.
“Celebrating 25 years in business in 2025” can be a great line for promotional pens and promotional water bottles. (Amazon affiliate links. As an Amazon Associate, I earn from qualifying purchases.)
14. Throw an anniversary party.
Seems obvious, right? An anniversary party is a fantastic way to let your business be REAL. A party is also a great way to thank people for their involvement in your success. I’m talking about employees, customers, and vendors alike. Here in Massachusetts, a fun place to hold a corporate event is Kimball Farm (great ice cream!) in Westford, Mass. Michael Katz of Blue Penguin has been holding anniversary events there for many years.
15. Honor your clients.
Especially if anyone has been with you since the beginning. You can tier your presents/gifts. So if you have some VIPs who’ve been with you since you started, give them a special gift.
16. Honor your employees.
Same thing—has anyone been with you since the very beginning? Give them a little extra something-something. If you’ve been in business for 15 years and you have a few people who’ve been with you since the start, maybe you bonus them $1500. Maybe you give other employees $150. Be creative. You can do thoughtful things within budget. Keep in mind that the things people value most from their employers are money and time off. Maybe you award 15 different star employees with an extra paid day off. Or maybe you give everyone in the company an extra 15 hours off, which is essentially two days. Or maybe you shut down during Christmas week if that’s something you don’t already do.
17. Give to charities in employees’ names.
Here’s a fun idea that gives back and can also please employees. Every month, invite employees to nominate a charity that they’d like your company to donate to. Each month, pick a charity and give a monetary amount in their name. If you’ve been in business for 25 years—do $250.
18. Give managers “just because” gift cards to hand to employees.
If you’re celebrating 25 years, for example, give managers a stash of $25 gift cards that they can hand out to employees who are embodying everything your business stands for.
19. Seek out press, if appropriate.
For really big anniversaries—anything beyond 50 years—you can get press on that, so consider working with a publicist or PR consultant.
20. Enter your idea here.
Solicit ideas from your employees and managers. No doubt, you can come up with something that will be meaningful to your crew. Run with it!
Need assistance developing business anniversary marketing ideas? Get in touch.
The Copy Bitch is at your service. 😉
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2010-10-14 13:00:572024-03-26 07:34:5320 Business Anniversary Marketing Ideas For Big Milestones
I recently worked on a messaging project for a client who’s in an industry where everyone says the same thing. Part of the reason for the message’s “sameness” is due to legal and compliancy issues. But the other reason has to do with fear.
When I thought about it, I realized this situation is no different from any other messaging challenge for any other industry. Basically, you can approach messaging in one of two ways:
1. Churn out the same consistent (and often expected ) messages that many, if not all, of your competitors are churning out and focus on your reach and how often you bombard the market with your message
Or
2. Turn the message upside down and on its head. Choose a different message that no one else is focusing on and/or take risks in how you deliver the message
Both strategies have pros and cons. But knowing which strategy you’re going to use will help make other decisions (like who to use for your marketing and writing) go more smoothly.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2010-10-05 10:00:012017-07-02 12:02:51Messaging Strategies: Two Approaches
The Copywriter’s Handbook by Robert Bly
