Author: Kirsty France

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Why you need a human copywriter as well as AI

Image shows a woman walking in the woods thinking about why you need a human copywriter as well as AI

Yes, you read that right. I did say you need a human copywriter as well as AI, and not instead of it. You might think I’m opposed to AI, but I’m not. If you use it well, it’s a very useful tool, but it’s not a substitute for a real person. Here’s my guide to the pros and cons.

Great ways to use AI

You can use AI for free or at a relatively low cost, which is great news if you want to keep your overheads low. I’ve used it for things like brainstorming, or filling in the blanks when I’m writing an article and want to check I haven’t missed anything important. I tend to start by coming up with my own ideas, then take them to ChatGPT to see if it can suggest more. (In fact, an MIT study suggests using your own brain is the best way to make sure you remember the information later.)

If you give your favourite AI factual information, it can help you organise your thoughts and plan tasks based on your priorities. In other words, great stuff if you want to use your time effectively and plan coherent content.

Disadvantages of using AI

Of course, AI has its downsides. It doesn’t have the same social awareness or nuance as a real person, so it can come off as tone deaf if you use it to write your content. It also doesn’t understand legal compliance or ethics, which could get you into hot water

AI works by collating and recycling content that already exists. It doesn’t have a fact checker or a filter, so it often gets its facts wrong. It doesn’t have original ideas and can’t tell the difference between great writing and something utterly predictable and generic. There’s a lot more of the latter out there, which means you get the written version of pig swill. A mix of everything with no clear flavour.

A human writer can match your tone

I’m told you can train an AI if you give it time, which is fine if you have the time and need a low-cost option. But we’re in business. We wear all the hats, make all the decisions and have lives outside our businesses that we’d like to get back to. When you work with the right human writer, they can get to know you and match your tone quickly so that you can get on with other things. We can also tailor it to the subject by listening to the way you talk about different things and understanding your tone of voice.

Relationship building

I spoke to someone recently who had named their AI and said it made them feel good about themselves. I get it, especially as I smile when ChatGPT tells me it likes my approach to a topic or that I have great ideas. The thing is, that’s part of the problem. When you have a good relationship with a real person, they’ll push back when they’re unsure whether an idea will work, rather than flattering your ego. I was chatting to someone from a charity that works to support teenage girls’ mental health, and she described a rise in toxic relationships and abuse due to AI telling teenagers what they want to hear when it comes to relationships. They expect the same, often unrealistic behaviours from real people, and it doesn’t end well.

An AI won’t buy from you, but a person will, so having a human who’ll give you feedback based on their understanding of your business and customers will help you build relationships with the right people.

Ready for a chat?

If you want to work with a human writer (who’s also open to using AI well), let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

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Aligning your Voice and Visuals: The Secret to a Consistent Brand

The image shows white text on a purple background. The text reads "Guest blog, Julie Grant - Julie Grant Photography"

Have you ever visited a site where the words felt warm, friendly, and full of personality – but the images looked stiff, generic, or completely mismatched? It creates confusion, even if the reader cannot pinpoint why, something just feels off. That’s because your brand isn’t just what you say – it’s what people see and feel too.

A strong brand is built on consistency.  When your copy and imagery work together, your message feels cohesive, authentic and trustworthy.  Every element – from your tone of voice to your visual style – should tell the same story.

Matching your voice to your visuals

As I photographer, I see this all the time. Someone will invest in incredible copy that captures who they are perfectly, but then rely on old headshots or stock photos that don’t reflect the same energy. The result? A disconnect that weakens the message.

Other businesses have beautiful photos but outdated or unclear messaging.  This conflict weakens the overall impact – your audience can’t connect with a mixed message.

Consistency matters

Why does consistency matter? Consistency builds trust and recognition.  

Your clients may need to have experienced numerous interactions with you before they feel ready to buy from you. It’s important, therefore, that each and every touch point needs to make them feel as though they are getting to know you.  

They may visit your website on numerous occasions prior to making a decision so it’s important that your message feels aligned, cohesive and credible.

When you do align the two? Your business feels instantly more professional and trustworthy.  Your images will reinforce your words and not conflict with them and most importantly your personality will shine through without feeling forced.

Your marketing will actually become easier because you will have a clear message where every element feels connected.

How to get started

That probably all makes perfect sense, but where on earth do you start? 

Start with your brand personality. How do you want to make people feel when they work with you? If your tone of voice is calm and confident, think soft colours and natural lighting.  If it’s bold and empowering, move more towards strong colours and striking backgrounds.

Invite your photographer and copywriter to work collaboratively with you, by involving your experts from the outset you can build something truly cohesive.

If you follow Kirsty on social media, you might have already seen how beautifully Kirsty demonstrates all of this in her own marketing. The images I created for her sit perfectly alongside her copy – each post feels polished yet genuine, with the images reinforcing her warmth and brilliant sense of humour! It’s a great example of how photography and copy can work hand in hand to tell one cohesive story and build real connection with an audience.

Using photography to bring your words to life creates a consistent, memorable brand.  Why not revisit your own website to see how well your images reinforce your copy? If your images don’t yet reflect the story your words are saying (or vice versa!), maybe it’s time to update them.

About Julie

Julie Grant is a brand and headshot photographer who helps creative business owners feel confident showing up online. She specialises in capturing the personality, quality, and care behind each brand — creating imagery that tells your story and connects with your audience.

www.juliegrantphoto.com

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How can a copywriter help you get organised?

Image shows two women chatting at a table with notebooks and pens. How can a copywriter help you get organised?

I don’t do marketing strategy. Except, I kind of do. Sort of. Good copywriting is built on understanding who you’re talking to, where you’ll find them and what you want to achieve. We won’t get anywhere if the language I use to speak to your people misses the mark. I’ll work to understand all of that, even if I haven’t helped you figure it all out. If you have a head full of ideas but no idea how to turn them into marketing content, I’ll help you refine them and bring them to life. How can a copywriter help you get organised? Here’s how I do it.

Choosing a theme

Your head is full of knowledge about your business. Most of the time, you probably don’t even notice, because you use it to serve your customers automatically. You only start thinking about how much you have to say when you plan your marketing, and then it gets overwhelming incredibly quickly. I can help you get organised by getting all the information out of your head, then identifying the themes so you can choose one to focus on.

Breaking it down

Even when you’ve picked a theme to focus on for next month’s marketing, there’s still a lot you could talk about. Some topics are massive, so you can use them more than once if you break them down into smaller sub-themes. Even then, trying to cover everything would lead to mega-long blog posts or social media posts that no one reads, as there’s too much information and it’s overwhelming. I can help you break everything down and get granular enough that your posts are the right length for your chosen platform and easy to digest.

Asking questions

When you talk about things you do every day, you might forget that your customers don’t have your knowledge. In fact, that’s why they need you. I can put myself in your customers’ shoes and ask the same questions they would (or get you thinking about what they already ask). My questions can help you see things from their perspective and find the right angle. Sometimes, a question can prompt new ideas to add to your planning list.

Finding the right format

Formatting can make a big difference to your words’ effectiveness and whether they get seen. Copywriting is about encouraging people to make a decision, so you need to get your words in the right order to lead them down that path. You also need to give people the right information so they trust what you say, and formatting can play a big part in that. If they find a blog post but they’re only looking for one piece of information, using subheadings can help them find it, or ensure your answer (and the link) turns up in their search results or AI search summary.

Repurposing inspiration

Reusing and repurposing content you’ve already created helps it go further and saves you time. (Mainly because you’re not constantly having to come up with fresh new ideas for every post.) You can make the same point in multiple different ways because no one sees everything you post, except for you. I can help you with ideas for things you can create yourself, or repurpose existing posts for you, for example, by breaking a blog post down into social media posts or emails.

Ready for a chat?

If you’d like some help getting your marketing ideas organised and putting them into words, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

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Do your marketing ideas feel messy?

Image shows a woman with brown curly hair and a panicked expression - this is what it looks like when your marketing ideas feel messy!

If your head is full of jumbled thoughts and ideas, and your marketing ideas feel messy, you might wonder how you’ll ever turn them into content that makes sense to your future customers. I generally work with people who have a plan for their marketing, but I’ve realised that I also help them sort through their ideas, refining as we go.

If your head is full of chaotic ideas and you need some help sorting them out, read on.

Do a messy brain dump

When your head is full of chaos, get it all out on paper. Yes, all of it. Get the biggest sheet of paper you can find and start writing down everything you know about your work, even if it seems obvious. Write down your services, why people need them, your conversations with customers and random bits of knowledge. Write down why you do what you do and how your business operates.

You might also start thinking about this week’s grocery shopping and child-related logistics. Write them down too, in a separate notebook if you like. Remember, no one else has to see this unless you want to show them.

Let the ideas percolate

Next, back away from the paper. The important thing is that it isn’t swirling around in your brain, with you trying to grab an idea before it vanishes. Leave the ideas for a few days.

With your mind free from holding onto every bit of information, you’ll probably find that other random ideas pop up. Add them to the sheet as they arrive, but be prepared for the information to wave at you at inconvenient times, like the middle of the night or when you’re out for a walk.

Pick out themes

When you’ve left your ideas alone for a few days, go back and look at them again. What themes can you see? When your marketing ideas feel messy, it’s generally because you haven’t focused on one theme. It makes it harder for you to focus, and it’s more challenging for your audience to follow and understand whether you can help them.

It’s a good idea to pick out the big themes first and then work out what comes under each umbrella, but you can also write down whatever you see and group them later. When I do this, my bigger topics are usually content marketing and copywriting, but it breaks down into things like website copy, blog writing, social media and email marketing. Choose the categories that work for you.

Break it down

When you’ve identified your themes, break them down into smaller segments. For example, when I talk about blog writing, I include ways to generate ideas, post structure, writing techniques and headlines, among other things. Write down every idea you can think of for ways to approach each segment. Then, choose one to focus on as your weekly or monthly theme so you can plan all your content around it. Refining your plan can be trial-and-error – you might pick something you think is relatively small, only to find yourself writing ‘War and Peace’ in blog post form.

What’s the idea for?

If you’re a one-person business, your marketing should let people get to know you as well as tell them about your services. When you understand the purpose of each theme or idea, you can find a good balance between the two. Examine each idea and ask yourself how it helps your customers get to know, like and trust you. Does it show them that you share the same values or that you have the knowledge they need?

Ready for a chat?

If your marketing ideas feel messy and you’d like some help putting them into words, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

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New Starts, Cheerleaders, and Facilitation in Business

Guest blog - Sophie Dyer - Thinking Partner and business facilitator

Starting a business means taking a leap of faith—and I know, sometimes it feels like jumping off a cliff with nothing but a homemade parachute and a prayer!

There’s an excitement that comes with every new beginning. When launching a business, the early days are charged with ideas, optimism, and the sense that anything is possible. You have to believe in the future even when there are no guarantees of success. This initial enthusiasm is a precious resource—it drives us to dream bigger, work harder, and believe in the vision.

New Business Energy

In tarot, The Fool card perfectly captures this energy. Picture him stepping off that cliff, bag over his shoulder, completely optimistic and without a care in the world. Some people see The Fool as reckless, but I see exactly the self-belief we need when starting out in business. That willingness to take a leap of faith and trust we have the skills to face any challenges on the way to lucrative business success.

This early enthusiasm isn’t just motivational; it’s practical. It fuels long hours, creative problem-solving, and the resilience needed when obstacles inevitably appear. The very best ideas and most daring leaps often happen in these initial stages, powered by the buzz of a new start.

But (oh, there’s always a but)—as any seasoned business owner will tell you, this rush of energy doesn’t last forever. The Ace of Cups in tarot shows a cup full and spilling over with potential and creativity. The question is: how do we keep this enthusiasm topped up over the long term?

Keeping the enthusiasm topped up

As weeks roll on, routines settle, and inevitable challenges arise, that spark can flicker. Even those closest to us start questioning whether we’re doing the right thing (thanks for the vote of confidence, Mum!). Over time, initial excitement may be hit by setbacks, fatigue, or the grind of daily tasks. The passion that once seemed endless can fade, and it’s easy to feel isolated or stuck.

This is where the support of others becomes vital. It’s important to look after our own needs by recharging regularly and surrounding ourselves with other business owners—people who actually understand what it’s like to lie awake at 3 am doubting yourself.

Even the most self-reliant entrepreneurs need collaborators, mentors, and cheerleaders. Whether it’s a business partner sharing the load, a mentor offering perspective, or a network of peers empathising with your struggles, supportive relationships are essential to sustain enthusiasm.

Reality check

Here’s a reality check: your competitor has finance, sales, marketing, and operations departments. You? You’ve got yourself, a laptop, a packet of biscuits and a kettle on overdrive. Reaching out for external support isn’t a failure—it’s common sense and a necessity for any business looking to grow.

We’re good, but we can’t be great at everything! That’s where other skilled professionals are needed, they form the support network that can reignite your passion, offer new solutions, and remind you of your “why”.

How I help as a facilitator

As a facilitator, my role is to help you harness the energy of a new start and sustain it throughout your journey. I create spaces where ideas can be explored openly, where challenges are reframed as opportunities, and where your enthusiasm is both celebrated and renewed.

Oh, and I bring something a bit different to the table—tarot cards. Before you roll your eyes, hear me out! I use them as creative prompts that add playfulness and disrupt you out of outdated patterns of thinking – no fortune telling. They’re brilliant for exploring new ideas and approaching challenges from fresh angles.

Through structured workshops or brainstorming sessions, I help you: • Clarify your vision and set achievable goals • Identify and leverage your strengths as well as areas for growth • Build and maintain supportive networks • Develop strategies for overcoming obstacles • Keep your passion for your business alive, even when the going gets tough.

A facilitator is not just a guide but a catalyst for growth.

New beginnings are exhilarating, but lasting success comes from nurturing that excitement over time. With the right people by your side—whether that’s skilled professionals like Kirsty, fellow entrepreneurs who get it, or a facilitator to guide the way—your business can thrive beyond its promising start.

Remember, The Fool may look like he’s stepping into the unknown, but he’s got everything he needs for the journey. And so do you—especially when you’re smart enough to build a support squad around you.

Find out more

Sophie Dyer – Thinking Partner. I remind business owners of the value of stopping work and stepping back to think more strategically. I’m a facilitator and creative thinking partner working with business owners and leaders who know they are capable of more.

For more information: https://www.sophiedyer-thinkingpartner.com and www.linkedin.com/in/sophie-dyer-thinking-partner

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How can a copywriter sound like you?

Image shows two women talking over notebooks and drinks. If you're wondering how a copywriter can sound like you, they usually do it by listening.

If you’re a one-person business and all your marketing is in your voice because you write it yourself, you might think you can’t hire a writer. I mean, you can’t outsource your writing when it has to sound like you, can you?

The good news is, you can. Here’s how I work with my clients to get to know and replicate their voice in their marketing

I’ll listen to you talk

I have regular catch-ups with my clients where we discuss the topic I’m going to write about and gather information. These conversations also let me hear the way they talk. In fact, I often work best with people who are good at talking to their clients in person, but freeze or slow down when writing.

I have a few clients where this doesn’t apply, as they’re smaller businesses with brand voice guidelines I can follow. That doesn’t mean we can’t have a catch-up in person, but it’s less vital to getting the work done.

We have to get on

I listen to you talk about your work before I write anything, which means you need to feel comfortable speaking to me. I also need to be able to ask questions or clarify something you’ve said without feeling awkward.

The upshot is that we need to get on well. If we can’t communicate freely, I can’t write in a way that sounds like you, and you won’t get the results you want.

I use your phrases

When you read something I’ve written for you, you’ll probably notice I’ve included a lot of the phrases you used when we spoke. That’s because you’ll probably naturally use those words when you talk with clients. Including them in your marketing means that when clients speak to you later, they feel as if you’ve already met.

When you speak to new people, you’ll probably have developed concise phrases to explain things, which will also come across well in your content. You might also use words that reflect your background or where you come from, which can help create a connection with your readers.

I’ll look at what you’ve done before

If you started off writing your marketing content yourself, you might want a more polished version when you start working with a writer. That’s what I offer, but consistency is still important. When I write for you, I’ll look at what you’ve written before to keep the overall tone the same. If you’ve shared videos, those give me another opportunity to hear you speak. They can be very helpful if I need to get your voice in my head before I start work!

I’ll ask about your audience

As well as listening to you, I try to put myself in your customers’ shoes. It helps me ask the right questions and consider what they need from your content. I’m always mindful that our speech patterns and the language we use vary depending on who we’re talking to. The version of yourself that speaks to me might be slightly different from the one you want to share with your future customers. Understanding the difference helps me write in a way that lets your audience get to know, like and trust you.

Ready for a chat?

If you’d like some help finding your marketing voice, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

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What does your marketing voice sound like?

Image shows a women with dark curly hair and blue eyes hiding the rest of her face behind books. She's thinking about her marketing voice.

What does your marketing voice sound like? It might be a bit like your mum’s phone voice when you were a kid. You knew she was talking to someone important if her voice edged towards Lady Bracknell. The way you speak probably changes for different audiences, but how does it work when you’re writing for potential customers? If you’re a one-person business, sharing your personality helps you build a connection with your audience that makes it more likely they’ll buy or work with you long term.

Of course, there are a lot of factors that influence the voice you use in your marketing. In no particular order, here are my tips to help you think about what you want your marketing voice to sound like.

You are your business

When you’re a one-person business, you set the tone in terms of how you work and treat people. As customers, we make buying decisions based on our values and whether we see them reflected in the businesses we choose. Your marketing should show people what you stand for and how you work, which can also help you attract the right people. For example, I talk about structuring my working hours around family life, which means I often attract business owners with children because they know we work in the same way.

If your work involves meeting or talking to clients, ensuring your marketing voice matches the way you speak in person gives them a seamless experience. Equally, if someone meets you at a networking event and then looks you up online, they’ll feel as if they’re talking to the same person.

How professional do you need to sound?

Your profession might create expectations about the way you come across in your marketing. If you’re a financial adviser or lawyer, your clients will expect you to take their work seriously. However, they might also worry that you’ll use technical language they won’t understand, and want reassurance that you’ll communicate clearly. Your marketing voice can find the balance between the two, demonstrating your knowledge while also being approachable and friendly. Using informal language in some contexts doesn’t mean you’re unprofessional.

What experience do you offer?

Your marketing voice and writing style need to evoke the kind of experience your customers can expect when they come to you. You could write in a reassuring way, especially if you help with something that could be causing your customer stress. Think about the experience you offer. Is it calming, exciting or entertaining? How do you want your customers to feel when they work with you? The way you write can evoke those emotions and help people understand what to expect before they decide to buy from you.

Who are you talking to?

Getting to know your audience helps you understand what they need, which is one of the foundations of good marketing. It also helps you write by allowing you to imagine having a conversation with a potential customer.

When you write, think about who the post is for and what you want to achieve, then tailor your marketing voice to the person you’re speaking to. It’s a lot better than trying to talk to everyone, as you end up speaking to no one.

What’s already working?

If you’ve already been writing content for a while but haven’t looked at your analytics, start now. Reviewing what’s working helps you understand the type of posts your readers enjoy and which ones help you get results. Review your social media and blog posts to see what gets good engagement or prompts people to buy a product or book a call.

Taking this approach can help you plan what posts to create, but it can also help you work out what language people prefer. Think about whether your more successful posts use a particular marketing voice so you can replicate it in future content.

Ready for a chat?

If you’d like some help finding your marketing voice, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

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Planning your marketing when you’ve no time and too many ideas

Guest blog by Ciaran Davison at Davison & Brain Digital Ltd talking about marketing when you've no time.

Guest post by Ciaran Davison, Davison & Brain Digital Ltd

Let’s skip the preamble: you know marketing matters, otherwise you wouldn’t be here.

The challenge isn’t motivation for most small business owners, it’s too many ideas and a massive lack of bandwidth. You have a creative brain bursting with brilliant ideas and a to-do list that could crush a small horse. If you have a marketing plan at all, it’s probably buried under drifts of client notes, half-written blog posts, and last month’s receipts.

So how do you keep your marketing on track without falling into the trap of overthinking, overcommitting, or quietly resenting the whole thing? Here are a handful of simple strategies to plan your marketing when you’ve no time and a gazillion ideas.

Make a decision, choose a direction, and crack on

Does your business need a five-part funnel, a 12-month roadmap, or another idea? Probably not. All you really need is a decision and a direction.

Let’s make this easy; start by picking one simple goal. Make a cuppa, take a breath, and reflect on what’s most important to your business right now. Don’t overthink it, if you’re overwhelmed with priorities, pick one of these (only one, don’t be greedy!):

  • More leads
  • More visibility
  • More trust
  • More sales

Next you need a direction, so ask yourself: “What’s the simplest way I can move forward with the time I’ve actually got?”

If your answer involves a colour-coded vision board, a spreadsheet, and three new platforms, you’re definitely overcomplicating! Find the straightest, smoothest path and take that first step.

Stop trying to be everything everywhere all at once

Give yourself a break. You can’t be on Instagram, write a blog, send weekly emails, post daily on LinkedIn, and still have a life. And that’s completely fine. The idea that you should be everywhere is utter nonsense.

What’s more, your customers aren’t necessarily everywhere either. So, pick one or two places where you know for a fact that your ideal clients hang out and meet them there.

Finally, work to your strengths. How do you naturally communicate? Always start by using the format that comes easiest. Write if you write. Talk if you talk. Show up consistently and say something useful. That’s it.

Reuse, repurpose, recycle

If you’ve been in business longer than six months, you’ve already said something worth repeating. Don’t be giving me that look! Yes you have.

The internet is a flighty beast with the attention span of a forgetful gnat. No one remembers your blog post from last May, but that doesn’t mean your content isn’t still useful and relevant.

So go back. Dig out the good stuff. Update it. Reshare it. Say it again, better. Turn it into a caption. Or a tip. Or a short video. Don’t create from scratch every single time… unless you want to and have time to spare and a full marketing team to support you and an endless budget. No? Then reuse, repurpose, recycle.

Build a rhythm, not a calendar

You honestly don’t need a minutely detailed content marketing plan. A rhythm that helps you think less and post more is going to get your marketing wheels rolling much faster and with far less stress.

Here’s one simple content framework that works:

  • Monday: something helpful and informative
  • Wednesday: something about what you offer (yes, it’s a sales post, get over it!)
  • Friday: something real and human that connects you to your audience (a win, a learning, a behind-the-scenes glimpse)

If that all feels too prescriptive for you, ignore it. The point is to reduce decision-making and build your marketing muscle memory. Marketing shouldn’t be a daily puzzle.

Published not perfect

Perfectionism is brilliant for legal contracts and brain surgery. It’s rubbish for marketing. You’re not editing Vogue. You’re a person running a small business. Your audience wants clarity, integrity, and relevance, not flawless graphics and poetic captions.

Write something useful. Hit publish. Move on.

Need a second brain on your marketing?

If the thought of marketing your business just makes you feel tired, let’s talk. At Davison & Brain Digital, we help small business owners turn brainfuzz into a clear plan. No jargon. No nonsense. Just thoughtful digital strategy that fits you and the way you actually work.

Visit davisonbrain.com and get marketing off your maybe pile.

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5 ways to reduce your content writing load

Image shows a woman with a panicked look on her face, who clearly wants to reduce her content writing load.

Have you ever felt as if there isn’t enough time to write all your marketing content? You might have lots to say or spend more time writing than you realistically have to spare if you want to get any work done. It doesn’t have to be that way. Here are my top five tips to help you reduce your content writing load.

Outsource

If you’ve got lots of ideas but lack the time or energy to turn them into marketing posts, think about what you could outsource. I spend time with my clients listening to their ideas and how they describe their work, then go away and turn it into content. A graphic designer can give you templates to make creating visuals easier, and a VA can create images and schedule your posts and emails for you. Think about the tasks you want to keep up with but would rather not do yourself, and use your network to find people who can help.

Reuse old content

If you’ve been in business for a while, you’ll probably have a reasonable amount of content you’ve created along the way. Newer followers may never have seen it, while others might need a reminder. Review your old content to see what’s still relevant, give it a polish and share it again. You can also update anything that’s changed, for example, if you’d give different advice now or if there’s been a change in the law. Repurposing it by turning it into different formats also helps it go further.

Automate as much as you can

Automation means you can create something once and leave it to do its thing. It’s particularly useful for welcome emails that greet new subscribers to your list. You can set up an automatic sequence that thanks them for signing up, lets them know what to expect, and shares information about your business, as well as some valuable resources. One of my favourite copywriters, Laura Belgray, compares it to ensuring every new guest at a party gets the same experience, no matter how busy you are when they arrive.

Batch create your content

Batch creating your content means you can write everything at once when you’re in the right frame of mind. I’ve blocked out content creation time in my calendar each month and spend a day or two writing everything. It helps me plan and lets me get into a rhythm. Switching between different tasks affects your productivity and focus, so if you’re currently trying to write a post every day and struggling to write something you’re happy with, try batch creating instead.

Share testimonials

Testimonials are great for marketing as they show potential customers how happy the current ones are. They also save you time because someone else has written most of the words for you. You only need to put them in a suitable format (and you can outsource this if you prefer). It’s a good idea to write a quick introduction reflecting on your work with the client or how their comments make you feel, but it’s a lot less time-consuming than writing a whole new post yourself.

Ready for a chat?

If you’re ready to outsource your content writing, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

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Have you ever got bored of marketing?

Image shows a woman lying on a sofa with her eyes closed and a book in her hand. It's how I look when I'm bored of marketing.

There are times when I can’t be bothered with my marketing. There might be other things going on, like the school holidays, when I’d rather spend time with my kids. Sometimes I feel as if I’ve said it all, and writing anything new feels like a tick-box exercise with content that will put everyone to sleep. If you’ve ever got bored of marketing too, there is hope. Here are my tips to help you keep going.

What’s the minimum?

Even if you’re bored of marketing, you need to keep going so people know you still exist. The key is to focus your effort on the platforms that will have the most impact. If you’re exhausted from scheduling on lots of channels, cut it down. Where can you best showcase your skills, and where will you find the people who are most likely to need what you offer? For me, it’s my blog, emails and LinkedIn, so I’m focusing on those at the moment. Don’t stress yourself out with work that won’t help you in the long run.

Do you sound like yourself?

Marketing that sounds like you helps you engage with your ideal customers. You might find that trying to use your voice in your marketing brings on an attack of imposter syndrome. If it does, remind yourself that your customers choose to work with you because of the relationship you’ve built. Also, trying to sound like someone else is tiring, so if you’re bored of marketing, that could be the reason. Take time to reflect and find your voice. If it helps, try talking to yourself and recording it instead of sitting down in front of a blank screen.

Lower the frequency

There’s loads of guidance out there with recommendations about how often you should post on social media to grow your business. I’m not a social media specialist, so I’m not going to add to that, save to say this. The frequency that works for you is the one you can maintain. If you’re fed up or exhausted, cut down the number of times you post or get some help. Check your analytics to see what’s working and adjust your approach as you go.

Repurpose everything

Constantly writing new stuff can get tiring pretty quickly, and your followers will only see a fraction of it anyway. Create one thing and reuse it in multiple ways so you’re not constantly reinventing the wheel. You might get déjà vu doing this, so keep a record of how you’re reusing your content to keep track.  Try breaking your blog posts down into social media posts, use them as inspiration for Reels and videos and tweak them to send out as emails.

Remind yourself why you do this

I’ve been reading ‘Start with Why’ by Simon Sinek, which emphasises that people care why you do what you do more than anything else. Taking some time out to reflect on why you started your business and how you can share that with your audience will give you renewed enthusiasm for your marketing.

This approach is especially useful if you’ve been juggling, so you can take time off.  Use your break to give your brain time to reset. If you’re going on holiday or spending time with your family during the school holidays, be honest. I used to believe clients would think less of me, or that I wasn’t serious, because I’ve tailored my business to work around my family. Guess what? The ones I actually want to work with don’t because they take the same approach.

Ready for a chat?

If you’re utterly bored of marketing and would rather hand the writing over to someone else,  let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.