I am a content provider and copy writer.
As an established journalist and author, I will produce copy for companies. That means everything from websites to podcasts.
With website copy, I have some key rules for clients. First, the client and I need to identify their audience. This means we have to create buyer personas and personalise the content to speak to exactly the right people. Secondly, we need to create clear concise and enticing headlines.to get the attention of their buyers. As someone who was a journalist for 45 years, I know what a good headline does. We need to use a solution-oriented tone, because that’s what buyers want. Solutions to their problems. And we always make sure to talk about what the customer wants, not what the client is offering
Companies need blogs for thought leadership and here are some ways to grab readers’ attention.
Ask a ‘yes’ question
- This is a little trick many copywriters use. I open your blog post with a question that has a ‘yes’ answer.
- This immediately makes the post more engaging and conversational.
Tell a story
- A story is likely to leave the reader wanting to read the post.
State something unexpected
- An unusual sentence or unexpected introduction piques the reader’s interest and convinces them to keep on reading.
- I spent years working on tabloids, it’s a trick I learned from there.
Podcast Content Development
Small businesses are using podcasts more than ever before as a marketing channel to attract new customers. Most podcast listeners (75%) listen to learn new things which makes it perfect for copywriting. I do podcasts for business. A once a month five minute podcast, which I would provide as a link and put on YouTube costs $400. I also offer services where I can train clients to do their own podcasts. This will include editing it to broadcast quality. This costs $400-750 per session.
A lot of copywriting jobs come down to writing bios for clients for websites and LinkedIn. I recently did a bio for a client that started with a conversation with them. You need to get their voice. The standard format for bios is getting their name, position, company and their personal and their most impressive and relevant achievements. Personalize it. With one recent client, for example, I talked about their achievements as a runner. With another, I looked at their history as an entrepreneur starting out with them working for the family business. Clients loved it, said it was perfect for their websites or LinkedIn.