So let’s talk about my professional copywriting services.
My professional copywriting services run the gamut, from blogging to web writing to everything in between.
An important note: I use the terms copywriter, content writer, and content marketer interchangeably.
Cue the cranky critics!
The critics and purists will tell you that copywriting is all about selling, conversions, and action-oriented copy. The same purists will tell you that content writing is all about engagement. They’ll say the goal is to engage the audience, not sell.
But businesses don’t pay content writers to write stuff merely to “engage” people and call it a day. Businesses have an ulterior motive: They want the sale. They want the customer. And they want to keep the customer.
Understanding how this works: It’s not an either-or thing.
Engaging people is part of the selling process. And yes, it’s a big part at the beginning, especially when you’re building brand awareness. But you need engagement every step of the way, including at the end of the sales process when you’re asking someone to fork over their hard-earned cash.
Sometimes, you’re engaging people who have zero awareness about the brand, which means they’re probably not ready to buy yet or maybe ever. But still. The reason the brand is bothering with “engagement” in the first place is because it hopes a good chunk of those “engaged” folks will become sales somewhere down the line.
It’s true that businesses (and writers) tend to focus on engagement more than “hard selling” when people are just learning about the brand or they’re in the very early stages of researching solutions to their problems.
But good copywriters understand this. And good copywriters can pull back on the persuasive tone and tactics and focus more on engagement. Good copywriters know how to write content that engages and how to write engaging content that sells.
(And vice versa. Good content writers know how to sell.)
When I sit down to write a piece of content, I’m not thinking if what I’m doing is copywriting or content writing. What I’m thinking about is the goal. Am I engaging more or selling more? Then, I go from there.
Below are some of the copywriting and content writing “categories” that I find myself working on most days. But if there’s something you need that’s not on the list, just ask. Chances are good I’ve done it.
Blogging
Fresh blog content is good for returning site visitors, search engines, the people who find you for the first time, and the environment. (OK, maybe I made that last one up. But the other three definitely apply.)
Here’s the thing. Effective blogging doesn’t just happen. And even the best-intentioned business folks can fall down on the job (you do have a business to run, after all). A good writer can help fill in the gaps by drafting posts, creating editorial calendars, and keeping you honest.
NEW! Down & Dirty Content Brainstorm
I recently started offering Down & Dirty Content Brainstorms. Because sometimes all you need are fresh, fast content IDEAS for a budget-friendly price to get the proverbial ball rolling. If this sounds at all like the boat you’re in, check out my Down & Dirty Content Brainstorm page for details.
Customer Stories/Case Studies
You might hear the formal phrase “case study,” but what we copywriters really mean is “customer story.” See, good stories move people, and I don’t mean only from an emotional perspective. The best customer stories will compel people to buy from you, tell others about you, and become rabid fans of your brand.
But writing customer stories isn’t as easy as you might think. When crafting a customer story, a good copywriter will dig and dig until she finds the right hook, the right angle, that certain je ne sais quois. In other words, she’ll keep at it until she finds that special “something, something” that will transcend your case study from sterile report to memorable story.
Email Marketing
Remember a decade ago when people were talking about the death of email? HA. Email is alive and well, thanks to mobile devices. In fact, more email is read on mobile devices than on desktops. (FYI, I’m available for trivia night at the local pub as well).
But here’s the thing: there’s a huge difference between email and GREAT email.
A talented writer will help make sure your emails—think newsletters, lead nurturing workflows, and auto responders—pop. Meaning people will click, read, and take action.
Marketing Strategy & Messaging
Here’s what makes me different from many other writers. I’m a strategist. I can hold the big-picture view even while I’m in the weeds working through the nitty gritty of choosing just the right word for your content. (I’m also a Pisces and a fan of long walks on the beach.)
I often guide clients on their brand’s message and their overall marketing strategy. Again, following my no-BS approach. (And, yep—I’m Inbound Marketing certified as well.)
Social Media Marketing
Twitter, Facebook, Instagram, Pinterest, Houzz—oh my! You need a plan. You need a feel. You need words that won’t bore readers to tears. You need a strategy that goes way beyond one specific post or tweet. You need a knowledgeable writer who can help. Hi. (That would be me.)
Websites, Websites, Websites
Am I saving the best for last? Well, yes. But it also worked out this way, thanks to that alphabetical thing. You already know that every business needs some sort of online presence. But developing the right presence? That’s the challenge. One I love. Especially if you’re someone who’s up for something a lot different from cookie-cutter websites with stereotypical jargon-laden copy. If you like my approach here on my site, then we might be a good fit. (And, yes—I know SEO.)
But Wait! There’s More…
OK, so all that stuff above? Those are the biggies in my day-to-day work life, but I also offer the following: