The Story Behind My Copywriting Business Name: What Copywriters Can Learn From It

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.)

(Interestingly enough, my author website is robynbradley.com.)

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.

 

How to Write a Great Bio for a Website

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.

8 Questions to Ask a Copywriter

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?

8. What are your fees? How do you charge?

What to look for in their answer: Ah, the money question! I’m a fan of project-based fees. I’d be careful about working with anyone on an hourly basis, and not just copywriters. To understand why, read my blog post on how I advise copywriters to charge for their services.

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.

How to Hire a Copywriter: 7 Helpful Steps

I did a blog post on why you should hire a copywriter. Now, let’s discuss how to hire a copywriter.

If you learn better by watching a video, I got you. Scroll to the end to see the video I recorded on this topic.

How to find a good copywriter & how to hire a copywriter

1. Turn to Google.

If you want someone local, search on “copywriter” and the city you’re in or the nearest big city. Or search on “copywriter near me.” Being local isn’t a requirement for something like copywriting. But this can be a good way to get your search started.

You can also search for the types of copywriting you’re interested in:

  • Website copywriter
  • SEO copywriter
  • Radio copywriter
  • Case study copywriter

You get the idea.

PRO TIP: Remember, 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.

2. How to hire a copywriter: Assess the copywriter’s website and portfolio.

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—and yet you love all of their other work, reach out. 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.)

3. How to hire a copywriter: Check out their LinkedIn profile.

LinkedIn offers another way to vet and verify. Ask yourself the following questions:

  • Is their profile professional?
  • Do they have endorsements?
  • Do they have testimonials from clients/colleagues?

PRO TIP: 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.

4. How to hire a copywriter: Check out their social media activity.

Look for social media icons on their website and check them out. (I’m talking about social media platforms beyond LinkedIn.) Think Twitter, Facebook, Instagram, and Tiktok. People tend to let their guard down on social media (for better or worse). You might get a better sense of the person and whether you’d want to work with them.

PRO TIP: I know it’s easier said than done, but when you’re looking at someone else’s social media profiles, you need to check your own biases at the door. For example, maybe you’re not into cosplay but the writer REALLY is.

5. How to hire a copywriter: Reach out with details about your project.

Once you’ve found a writer you like based on their website, LinkedIn, and other social media profiles, reach out to them with details about your project.

Provide as much detail as you can. Ideally, if you have a creative brief, include that. If not, that’s OK. Essentially, you want to  provide the following info:

  • Who you are
  • Company snapshot (elevator pitch + info about your audience)
  • Project details: What it is, expectations, etc.
  • Timeline

Here’s an example of what an email might to a 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 next month. So we’d need the first draft in two weeks 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 AND they can 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 first call if you share details beforehand.

6. What to look for during your first call.

Once you arrange a call, here’s what to look for in a copywriter: . . .

  • Have they come to the call prepared? (For example, they’ve 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 charge? I’m a fan of project-based fees. I’d be careful about working with anyone on an hourly basis, and not just copywriters. To understand why, read my blog post on how I advise copywriters to charge for their services.

7. Does the copywriter follow up promptly with a thank you and a proposal?

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.

From there, it’s a matter of seeing if they do what they say. 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?

How to hire a good copywriter: listen to your gut!

I know this isn’t your first polka, so you’ll likely have a good sense of whether this writer is the person for you. But use the above as a guideline as you begin your search.

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.

 

Why Hire a Copywriter: 5 Smart Reasons

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.

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.

Why Proofreading Matters

This was tucked in my door the other day. How many mistakes can you spot?

Listen, I can appreciate that English is a hard language (it’s challenging for me at times!), but that’s even more reason to invest in a proofreader, especially for print materials. One “typo”? Meh — I might be willing to overlook it (but I know many others who wouldn’t). But when I count 5 mistakes on one flyer? That makes me wonder A) how serious you are about your business and B) what sort of mistakes you’re going to make with your service. (And mistakes with food make me twitchy.)

A quick proofread or copy edit of a flyer would be quick and affordable…and save you embarrassment and having people dismiss your service out of hand.

Repeat after me: proofreading matters!

How to Use Customer Testimonials: 13 Ideas

Wondering how to use customer testimonials? Here are 13 ideas.

1. On your website. Here are some ideas:

  • Home page
  • As scrolling text (scrolling testimonials) on the header graphic of your website
  • On specific service or industry pages
  • In a “Testimonials” or “Happy Customers” section

2. On the back of your business card. Don’t waste this valuable space — use it!

3. On press/speaking materials.

4. On a “Testimonials” or “Review” section on Facebook.

5. As the inspiration for a blog post or newsletter topic. Pick an idea or theme from one of your testimonials and write a blog post around it. For example, in the testimonial Lise gave me above, she mentions my ability to turn “geek speak” into approachable copy. Well, “5 Tips for De-Geeking Copy” would make a fun blog post or newsletter article.

6. On email signatures. Call it “Happy Customer Quote” or “Fan Mail” and put it after your signature and use a new one every month. Opt for short, punchy, even funny ones, or testimonials that are super, super specific and talk about the type of business you want to get more of. Different people in your company can use different testimonials specific to their jobs and talents.

7. On LinkedIn. This involves an extra step of asking your client, provided you’re connected to him or her, to write the testimonial on LinkedIn. But most people are happy to do so.

8. On invoices.

9. In newsletters (electronic or print). They make great sidebar items.

10. In brochures.They work well as call-outs in the body copy, especially if they’re reinforcing a particular message.

11. On packaging.

12. On auto responder emails. For example, think of the welcome letter people receive when they subscribe to your newsletter through Constant Contact (or some other email vendor like Mail Chimp).

13. In advertising. Again, used as a call out, it can help reinforce the message.

What other ways do you use testimonials? I’d love to hear about them. Leave your thoughts in the comments.

Oh, and if you’re wondering how to solicit customer testimonials, follow this strategy:

  • Ask (be clear how you’re going to use it and ask if you can use the person’s relevant info, like name and company).
  • Receive (always in writing — keep these permissions on file).
  • Show gratitude. A heartfelt thank you is always appreciated. And pay it forward by offering to write a testimonial for someone else who does a great job for you.

20 Business Anniversary Marketing Ideas For Big Milestones

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.

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.

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 pens and water bottles.

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. 😉

Messaging Strategies: Two Approaches

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.

Buyer Personas Help You Evaluate Customer Perceptions (and Your Own)

Had an interesting conversation with the owner of a PR firm the other day. I asked how much business she gets from her website. Her response?

“I don’t use my website for lead generation. PR is personal, and people rely on word of mouth because PR is all about trust.”

I don’t doubt that referrals are important. But I think this PR person has fallen victim to what happens to many of us: our perception of our business is not necessarily the same as our customers’ perceptions of our business.

Sure, she may like to believe that choosing a PR firm should be all about trust, but I’d be willing to bet that someone searching for a PR firm isn’t thinking about grand themes like trust. He or she is probably thinking about concrete things like “I need a press release for my new product.”

Google’s Keyword Planner shows that the term “pr firms boston” receives a decent number of monthly global searches (anywhere from 100-1000 — Google is now cagey like that). Considering that there are only 215 competing web pages that use this exact phrase in the title tag, our trustworthy PR chick is likely missing out on some potential business.

Make sure you don’t fall into this trap. The only way to avoid it? By talking to your customers and finding out how they found you, what their buyer journey was like, and what went into their decision when they decided to hire you. (It’s also smart to talk to lost prospects as well.)

In the biz, this is known as a “buyer persona.” A good buyer persona will ensure that you’re not making silly assumptions about your customers and prospects.

By the way, I do a lot of work with Precision Marketing Group, and creating solid buyer personas is something the team over there does exceptionally well (and, no, they’re not paying me to say this). I wrote a post for them about buyer personas called “Here’s the Last Article You’ll Ever Need on Buyer Personas.” Check it out!

UPDATED 6-14-17