Blog - Kirsty France Writes

Posted on 7th July 20257th July 2025 by Kirsty France — Leave a comment

How do you use AI?

You might think a copywriter like me will run away screaming when AI is mentioned. That might have been the case once, but I’m coming around to the idea that I can use AI as a tool to support my business and creativity. Here are four ways I use AI and another that I’m contemplating. How do you use AI?

Brainstorming

Have you ever felt as if you’ve said it all? Unless you constantly have new products to share, the main purpose of your marketing is to let people know what you do and how that helps them. You can highlight different details or benefits and share case studies to talk about your clients, but you can still end up feeling like you’re repeating yourself. Sometimes I’m utterly bored with my marketing, even though I know most of my followers won’t see it most of the time. AI can help me find a new angle and talk about the same things in a different way.

Filling in the gaps

I’m a woman of a certain age, so the brain fog is real. There’s also a risk that I’ll forget something important when I’m writing a new piece. We all grow up seeing life through our own lens, which can make things tricky if we want to write in a way that empathises with our customers’ point of view. I’ve used AI for research, asking about particular businesses’ challenges. If I’m writing a long article, I’ll also use it to create subheadings covering any angles I might have missed in my original research.

Catchy headlines

I enjoy writing headlines, but sometimes I get completely stuck. A good headline lets readers know what to expect, sums up the content and encourages people to click through. Start by telling your favourite AI what you’re writing about and who it’s for. Then ask it to come up with some suggested headlines. If I’m stuck, it helps to get things moving. I’ve never cut and pasted a headline straight from ChatGPT, mainly because they can be incredibly cheesy. It’s helped me to combine different elements and sparked new ideas.

Getting the creative juices flowing

I’ve started to use AI for random research and getting my creative juices flowing. I’m a member of a networking group where we take a prop to each meeting to help make our business memorable. In the first couple of meetings, I did all the predictable ones, like a notepad and pen. I’ve also taken Christmas lights (because I’ll help you shine a light on your business) and a reusable mug (because most of my business conversations start with a cup of tea). Then, I began to struggle. It felt wrong, I mean, I’m supposed to be creative! So, I asked Chat for some ideas and it gave me loads. Some were a bit naff, but others have been useful and inspired me to use items I have around the house.

Prioritising tasks

I haven’t tried this one yet, but I know lots of people who do. They ask ChatGPT to prioritise their workload or help them decide which ideas will help them achieve their business goals. If you ever feel overwhelmed or need your head unscrambling (as I often do), AI can help. Telling an AI about your business goals and asking for help could be a good way forward.

Ready for a chat?

If you want words with the human touch, 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.

Posted on 30th June 202530th June 2025 by Kirsty France — Leave a comment

Who do copywriters help? Here’s one answer

Who do copywriters help? You might have asked that question and assumed there’s a simple answer, but no. I feel as if I’m putting my ex-solicitor hat on when I say it depends on you, the copywriter and what you need. Copywriters help with different projects, whether they are working in-house or on freelance projects. Some of us have a niche based on the type of project, while others prefer to work with a particular kind of client or industry.

As you can guess, I can’t answer for everyone, but I can tell you how it works for me. I’ve been reflecting a lot on the type of work I enjoy and who I love working with, and here’s what I’ve come up with so far.

Lessons I’ve learned since COVID

Yes, I know, you’re still trying to forget about it. Me too. Five years ago, COVID restrictions had started to lift, but there were still restrictions on numbers and the venues allowed to reopen. I remember hearing comments from people who couldn’t understand why self-employed people were struggling, because “you all work from home anyway”. They didn’t realise how much time I spend networking.

Some of my networking groups continued online, which was great for advice and support, but it just wasn’t the same as meeting in person. All of my favourite networking events involve seeing people face to face. Netwalking, coffee catch-ups and huge conferences all have their place. (Some more often than others.) Getting together in person is a natural human instinct, even for introverts like me. Lockdown made me realise how important it was, and it’s influenced how I work now. I like working with people that I get to see in person some of the time.

It’s all about the service

I’ve often struggled when people ask me what kind of clients I enjoy working with. I mostly work with one-person businesses because I like getting your voice into your marketing. I want to help your clients imagine having a conversation with you when they read your blog or social media posts.

That bit’s easy, but I don’t have a preferred industry. I used to be a solicitor, so I understand how legal and financial brains work. I can write about law, accountancy and insurance, but I’d get bored if I did it all the time. Then I realised that my favourite businesses focus on service. The details of the product or service we talk about might change, but how you care for your customers doesn’t.

What about AI?

AI is everywhere. In fact, this post was inspired by a slightly depressing conversation with my husband when he described how AI has now replaced tasks that would once have been his whole job. It made me realise that AI can do many things, but doesn’t offer the personal touch. AI can’t meet you in a coffee shop or gift wrap a present.

It helped me feel slightly less glum about my future prospects. You can ask AI to write your content and even train it to sound like you, but it still needs your input. Copywriters help you shape your message, whether you deliver it on social media, in a blog or via email. It can give you insight into your customers’ challenges, but it can’t share your experience. I use AI to brainstorm ideas, and it often comes up with things that aren’t relevant to me or my audience, but might be for someone else.

Ready for a chat?

If you’d like to learn more about how copywriters help you create content with the human touch, 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.

Posted on 23rd June 2025 by Kirsty France — Leave a comment

Case study: knowing when to say goodbye

Image shows a woman in a coat, jeans and boots walking away from the camera. It's me, having realised it was time to say goodbye.

When you run a service-based business, working one-on-one with clients like I do, you need to work well together. A few factors can influence your relationship, like whether your personalities fit, if you have the right skills, and whether your working practices align. Sometimes, all the signs are good, but it doesn’t work in practice. It can be difficult, but knowing when to say goodbye to a client helps everyone in the long run.

Here’s the story of when I realised I needed to say goodbye to a client.

The client

The client was a local business that had been around for many years. They were lovely people and had built an excellent reputation for outstanding customer service. They also prided themselves on keeping up to date with the latest innovations in their industry.

I’d met and worked with them when they needed social media posts and didn’t have time to create them. I wrote the words, they supplied some behind-the-scenes images, and I found some stock images. It all went well, so when they contacted me again a year or so later, looking for ongoing support, I was happy to help.

The project

The client got in touch because their in-house marketing person had left. They’d had an apprentice with a mentor, who ran a marketing business, to provide support. They needed me to write their blog, repurpose it, and add other news items and features to send to their email list. The mentor would still be available to help with planning and organisation.

The client was considering recruiting another apprentice, so a freelancer was the ideal choice to provide support while deciding what to do next.

The mismatch

When I started work, I quickly realised that the client was used to having someone in the office who could respond to queries and get work done on very short notice. By contrast, I have several clients and often have multiple tasks to fit into my schedule in any given week. I ask clients to provide information a few days in advance. They weren’t used to working like that, which wasn’t an insurmountable problem in itself. We just needed to find a way to communicate deadlines clearly.

A bigger issue was that I needed to pull together numerous elements, including ensuring their images were in the correct format for use in their emails and finding new photos from supplier websites and stock image libraries. Those kinds of tasks aren’t one of my strengths, so I felt the client wasn’t using my time to its best advantage. The mentor was in a guidance role and couldn’t help with the practical elements.

Time to say goodbye

Ultimately, the client needed more of a marketing all-rounder to deliver the work. Although they seemed happy with their results, they probably weren’t getting the quality they were looking for.

We had a conversation via email (mainly because I like to get everything in writing) where we acknowledged the teething problems, and I let them know that I didn’t believe I was the right person for them. We still worked together to meet their current deadlines, but parted ways once that was complete.

You might feel bad about saying goodbye to a client, but it ultimately means that they can find the support they need, and it frees up your time to find clients who are a better fit. The experience taught me to drill down into the details during preliminary conversations and be crystal clear about how I work.

Ready for a chat?

I hope this helps you to ask the right questions to learn whether a potential new customer is a good fit for your business. 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. More importantly, I’ll put everything in writing before we start so we both know exactly what to expect.

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

Posted on 9th June 20259th June 2025 by Kirsty France — Leave a comment

Your business isn’t boring!

(So you need to talk about it in your marketing.)

Have you ever described your work as boring? I’ve heard variations of it so many times, where people describe their business as being ‘not very interesting’. It often means you avoid talking about your work in your marketing, so you could be missing out on new customers. You might not be an acrobat or rescue people from burning buildings, but you still have something of value to offer. So, I’m here to let you know that your business isn’t boring and share the reasons why you need to talk about it in your marketing.

What’s the problem with being boring?

When you think of your business as boring or dull, it stops you from sharing your knowledge in your marketing. You might assume that other people aren’t interested in your work. While they might not want to do what you do, they’ll want to know about it if they need your skills.

I also wonder how it affects your self-esteem. Your work has probably become second nature to you over the years, which could make it feel routine. I’m willing to bet you still enjoy it, though. Don’t let your assumptions hold you back from talking about your business, even if you think people know all about your work and the information they need is already out there.

Your customers need you

We all have different talents, skills and experience, and your customers need yours. The first person I ever heard saying their job was boring was an accountant. She knew loads about business accounting, VAT, and tax allowances that went far beyond what most people in the room understood. You could also ask questions, and she’d answer without making you feel stupid.

Even if you think your knowledge isn’t very exciting, other people need it. They might not know the same things as you, or they might just want to outsource their routine tasks to someone with the right skills. Sharing your knowledge in your marketing helps them find you.

You aren’t the same as everyone else

There are probably loads of businesses that offer what you do, and they’re all different. Your customers need your skills, but they might also want someone they can talk to. They might find the idea of talking to an accountant or a legal professional daunting or want someone who understands their situation.

Combining your knowledge and personality in your marketing helps you stand out. You might be a bookkeeper who specialises in working with sole traders and believes there’s no such thing as a silly question. There might be something in your background that gives you valuable insight into your customers’ lives. Boundaries are important, but giving your future clients a glimpse of your personality can make a real difference.

Ready for a chat?

I hope I’ve helped you realise that your business isn’t boring. If it’s been holding you back from marketing your business, I also hope I’ve encouraged you to come out of your shell. If you’d like some help creating marketing that’s far from boring, I can help. 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 c a ll to find out more.

Posted on 11th June 2025 by Kirsty France — Leave a comment

It’s not about you: why your marketing needs to focus on your customers

Image shows a woman in a navy jumper holding a cup of tea, thinking about how your marketing can focus on your customers.

Have you ever written new marketing content and got all excited about how clever or impressive your new product or service is? Or do you think that everyone knows what you do and anything you might have to say will be predictable and boring? The trouble with both approaches is that you’ve forgotten to focus on your customers and think about what they need.

The brutal truth is that your potential customers don’t care about you. They care about themselves and their needs. Here’s why your marketing needs to focus on your customers and how it benefits your business.

It shows your audience that you’re trustworthy

Have you ever had a conversation with someone who could only talk about themselves? It gets exhausting, doesn’t it? You realise that they probably wouldn’t remember anything you said, even if you could get a word in. It’s the same if your marketing leaves your potential customer sitting there going, “So what? How does that help me?” It makes them believe you just want to sell them something, and you’re not interested in what they need. Talking about how your service helps them shows them you care and means they’re more likely to trust you.

It attracts your ideal clients

Thinking about the people you help means you can focus on them in your marketing and use language that resonates with them.

For example, I work mainly with solo business owners. Most have been creating their own marketing content for a while and don’t want to do it anymore because they don’t have time or don’t enjoy it. It’s very different from a marketing agency that offers strategy, copywriting, graphic design, and website development, and the language each business uses reflects that.

It shows the transformation

A new client will usually work with you because they know you can help them achieve a goal or overcome a challenge (or both). Showing a transformation in your marketing helps them recognise themselves and see what you can help them with.

You can use language that shows them you understand where they are now and where they could be with your help. Case studies are a great way to do this, but you can talk about the changes you help people make more generally as well.

It helps you start a conversation

When you focus on your customers, you encourage them to get to know you. It’s great for building trust, but also helps you learn more about the people you serve.

Imagining your writing as a conversation with your customers can make the writing process easier, especially if you’re discussing something you’ve talked about in person. You can imagine yourself having the conversation face-to-face as you write.

It helps your customers take action

When the language you use in your marketing resonates with your audience and makes them feel understood, they’re more likely to take action. They might have struggled with something for a while, feeling that no one understands them or can help. Then, they read your social media post and feel heard for the first time. Or, your post might pop up when they feel overwhelmed by choice, and they buy from you because you’ve shown them you have what they need.

This only works if you’re also very clear about what they need to do next, like clicking a link to buy or book a call.

Ready for a chat?

If you’d like some help creating marketing that sees things from your customer’s point of view, I can help. When you work with me, I’ll focus on your customers while also getting 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.

Posted on 12th May 2025 by Kirsty France — Leave a comment

How do you talk about pricing?

Image shows a dark haired woman hiding behind a stack of books, which is often my response when wondering how to talk about pricing.

How do you talk about pricing in your marketing? If you’re a solo business owner and struggle to decide what to charge, you’re not alone. When I was a solicitor, the Court and my bosses set the fee structure, and I never had to discuss it with anyone. As a one-person business, it’s much more difficult, and it took me a long time to summon the courage to charge what my services are worth.

I won’t delve into pricing strategy in this post, but I will provide you with a few ways to talk about pricing in your marketing. The approach you take depends on your audience and how your pricing works.

Be upfront

You might worry that being upfront about your prices will scare people away. Well, sometimes that’s a good thing. If you create products that your customers can buy online without speaking to you, telling them the price is an obvious choice. Otherwise, they’ll look at your product listing, become annoyed because they don’t know the cost, and leave without buying.

If you have a fixed hourly or daily rate, telling people what it is helps them gauge whether it’s a good fit for their budget. It also saves you time on calls or back-and-forth emails with people who were never going to work with you anyway.

Share a minimum price

You may not be able to give a fixed price because the cost depends on what your customers need. There are also many services where an hourly rate isn’t suitable. For example, some copywriters work more quickly than others, but the overall value they provide to clients is the same. That’s why most creatives quote by project or monthly retainer rather than by the hour.

If that applies to you, consider sharing a minimum price or price range to give potential customers an idea of what they can expect to spend. Then, when you understand what they need, you can provide a more accurate quote. My monthly retainers start from £250 because that lets me give your business the time and attention it deserves. Beyond that, I tailor everything to your needs.

Emphasise the value

If you offer a high-end product or service, there will always be people who’ll tell you it’s too expensive. They are not your customers. If you’ve done the research to determine what you need to charge and establish your market position, stick to it.

Use your marketing to help your customers understand what they’re getting for their money. It could be a higher-quality product or a more personalised, tailored service. Focus on the difference working with you will make to their lives, because the need to make a change will often overcome concerns about the cost.

Explain price differences

If new customers find you while researching their options, they’ll likely have seen higher or lower prices elsewhere and want to understand the difference. Explaining the value your product or service offers is a big part of that, but there are other factors at play. Someone might charge less than you because they can afford to. Their business might be a hobby because they have a full-time job, and the money isn’t that important to them. Bigger businesses can often get a better deal on materials because they can buy in bulk or invest in machinery that increases their output.

You might charge more than someone else because you invest in tools and training to keep your knowledge up to date, and they don’t. These differences will often benefit your customers, so don’t be afraid to share them.

Ready for a chat?

If you need to find the best way to show your customers the value you offer and talk about pricing, I can help. 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.

Posted on 8th May 20258th May 2025 by Kirsty France — Leave a comment

What goes into writing a good blog post?

The image shows my hand holding a pen while I think about writing a good blog post.

You might think that writing a good blog post, or any other type of marketing content, should be easy. (Unless the idea of writing a few hundred words frightens the life out of you, in which case it probably doesn’t.) There’s a fair bit of groundwork to be done before you put your fingers to the keypad, then more to do once you’ve finished writing. Here’s my guide to writing a good blog post.

Understand your audience

Before you write any marketing content for your business, you need to understand who you’re talking to. Understanding your ideal customer helps you tailor your writing to the people who are most likely to be interested in what you offer and their expectations. For example, if you’re a lawyer, your clients will want an expert, but they might also feel apprehensive because they don’t understand legal jargon. Your writing can be approachable but still professional. It’s generally a good idea to think about how you talk to people face-to-face so you can create a seamless join between your marketing and the experience they’ll get in person.

It also means you can focus on marketing in the places where they spend time, whether that’s online or in the real world. Read this for help identifying your ideal customer.

Get to know your competitors

I know you might not want to think about your competitors, but ignoring them won’t make them vanish. Being aware of the competition helps you find your market position and write your content accordingly. Are you offering a high-end, luxury service or product with a hefty price tag? Or do you help people save money? Your positioning affects the language you use in your marketing.

Understanding your competitors can also inspire your content, especially if you want to create something that isn’t typical for your industry. You might also have an opinion that differs from the norm. Knowing what’s out there can give you new ideas.

Choose the right topics

The first step to writing a good blog post is choosing the right topic. You can get some free ideas here if you need inspiration. Think about the services or products you offer and the benefits they provide to your customers. Your blog posts and marketing should help you bridge the gap between what you want to sell and the things your customers need. I’m writing this post because I know you might want to learn more about writing a blog or content marketing, or because you’re trying to decide what you want to outsource in your business.

It’s a good starting point to think about the questions your ideal customers are typing into Google, or the ones they ask you when they get in touch.

Write a good introduction

A good introduction can make the difference between someone reading your whole post and clicking away to a different website. Your introduction should tell your readers exactly what to expect from your post, so they know they’re in the right place.

If you’ve started by writing an introduction, go back and check it once you’ve finished the rest of the post to make sure it still works and reflects the rest of the content. The same applies to your headline. You can also use your introduction when sharing your blog posts on social media.

Use subheadings

Before you write a blog post, jot down the main points you want to cover. Doing this helps you stay organised and means you don’t miss anything important. Then, use those points as subheadings in your post. It helps your readers find the information they want and is less visually intimidating than a big wall of text.

Google also loves subheadings, as it’s a sign that your content is well-organised and more likely to be relevant and valuable.

Proofread and edit your post

When you’ve finished your first draft, step away from the blog post and leave it for at least a day. Then, go back to it with fresh eyes. Run it through a spell checker and a grammar checker first. I use Grammarly, but I usually take its suggestions with a pinch of salt, as it can sometimes remove the personality from your writing or alter the meaning altogether. Then, read your post to check whether it says what you meant to say or if there are any typos the tools missed.

If you can, it’s a good idea to get someone who doesn’t know your industry to read it to make sure it makes sense to a lay person. This doesn’t apply if you’re writing for people with the same expertise as you.

What do you want your readers to do next?

Finally, think about what you want your readers to do when they’ve read your post. When you’ve gone to the effort of writing a good blog post, it should have a goal. Do you want people to sign up for your emails, book a call or buy a product? Write a call to action that asks them to take the next step and provides clear instructions.

Ready for a chat?

As you can see, a lot of work goes into writing a good blog post. Outsourcing can save you time and let your business benefit from skills that might not be your main talent. The flip side is that it costs money, so paying someone like me to write your content may only be an option when you’ve been in business for a while.

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.

Posted on 7th April 20257th April 2025 by Kirsty France — Leave a comment

What self-employment has taught me so far

Image shows a women (Kirsty) with brown curly hair, wearing a black coat. I'm reflecting on what self-employment has taught me.

I celebrated nine years in business at the beginning of 2025, and I’ve got a big birthday later in the year, so I’m in a reflective mood. It’s helped me realise how much I’ve learned, so I’ve decided to share. Here’s what self-employment has taught me so far.

Get it in writing

I used to be a lawyer, so you’d think that contracts would have been at the front of my mind when I started my business. Nope. I usually had an agreement set out in emails about how much the work would cost, what my quote covered and what I’d need from the client. However, agreements can be surprisingly slippery if you don’t include all the details.

This came back to bite me early on when a client piled on extra work (including tasks he’d told me other people would do) and expected it all to be covered. I ended up refunding some of my fee because I didn’t have everything in writing.

Block out your time

Self-employment has taught me that taking too much on is very easy. For years, I had far too many conversations just before the summer holidays, which concluded with me offering to work with someone in September. Then September arrived, and I realised I’d completely overcommitted myself.

Now, I block out every task in my calendar. I use Google because I can add to it wherever I am. It lets me be realistic about how much I can achieve in a week, so I don’t try to shoehorn an extra task in when there isn’t room.

Get into conversations

Have you ever heard the story of the person who turned up at a networking event, handed everyone their card, and left? It’s achieved urban myth status, but I’ve spoken to people who’ve experienced it first-hand. The idea of networking can be intimidating, but it’s really just a series of conversations.

I’ve learned to talk about my business, ask others about theirs, and just get to know them. It’s far less pressured than going in thinking you must make a sale. Even if you don’t work together, the people in your network can also be your ambassadors, recommending you when you’re not in the room.

Set boundaries

Boundaries are tricky beasts because you often don’t realise you have one until someone tries to cross it. They’re also highly personal. What works for you depends on your approach to life, family circumstances and how you want to work. I have some work boundaries, like not doing client work on Fridays or going to evening networking events. It’s worth thinking about what your boundaries are and how you’ll react when someone tries to cross one. (That could be as simple as saying, “I’m not available after 3 pm” when you schedule a meeting.)

Your boundaries will be unique to you, but you might need some help exploring what they are. Which brings me to…

Find a good coach

If there’s one huge lesson self-employment has taught me, it’s that a good coach is worth the investment. I’ve worked with a few coaches over the years. The good ones helped me talk through my challenges and asked the right questions so I could find the answer myself rather than spoon-feeding me. The right coach will help you work out what’s right for you rather than telling you to do what works for them.

If you’ve never worked with a coach, I can’t recommend it enough.

Ready for a chat?

If you’re newly self-employed, I hope this helps. If you’re not and have some lessons to share, please leave a comment!

Finally, if you like my style and want to find out whether I could be the right copywriter for you, 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. 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.

Posted on 31st March 202531st March 2025 by Kirsty France — Leave a comment

Do you share your knowledge in your marketing?

It’s easy to feel intimidated when you compare yourself to people who know more than you or have more experience. You wonder why anyone would pay you for anything when far more impressive people offer the same service. It holds you back. You think you won’t succeed because there’s always someone better, so you don’t shout about what you do. You don’t talk about what you’re good at or share your knowledge because someone else has already written about it. I know because I’ve been there. On a bad day, I still think like that.

Here are four reasons why you need to stop holding yourself back and share your knowledge in your marketing.

You know more than you think

A couple of months ago, I was at a business expo and was chatting with someone I vaguely recognised on a marketing agency stand. I mentioned I was a copywriter, and he said, “Great, me too! Do you want to do an interview? We can geek out about copywriting.” Then I saw he was pointing to a nearby camera. Gulp. I have to psych myself up to go on camera anyway, but with another copywriter? What if I showed myself up? But I’m in my getting out of my comfort zone era, so I said yes. It was a great chat. There were a couple of questions where I thought of much better answers after it was all over, but that’s life.

I surprised myself, and if you sit down to think about how much you know, I think you will, too.

You know your customers

You’re the boss, and you get to decide who you want to work with and market to. I know that can be hard to hear when you’re starting out and just need to make some money, but over time, you’ll learn who your people are. Then, you can start talking to them in your marketing. Knowledge isn’t just about your work. It’s about people. The way you write and the images you choose can speak to the clients you want to work with and help you attract more of them.

You have skills other people don’t

Once you realise you know more than you think, you work out that not everyone has the same knowledge and skills as you. A graphic designer could explain all the principles of great design to me, but I’d never be able to produce the same quality work as them because my brain doesn’t work that way. Everyone has different talents. You might be great at making jewellery, or photography, or getting people organised and love doing it.

Sharing your skills and knowledge helps you reach people who’d rather stab themselves with hot pokers than do their own bookkeeping or haven’t got time to roam the high street in search of a great gift.

People need you

At some point, you’ve assumed your knowledge isn’t worth sharing anywhere because it’s too basic and obvious to bother writing about. Either that or someone who’s more of an expert has covered it already. The thing is, it isn’t obvious to the people who need you. You’re comparing yourself to other people in your industry and not to your clients. People buy from you because of who you are and not just what you know. It doesn’t matter if they can get the same information somewhere else. Hearing it from you lets them know that you have the knowledge to help them and that you’re their kind of person, and that’s what matters.

Ready for a chat?

If you need a copywriter to be your cheerleader and help you share your knowledge, 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. 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.

Posted on 25th March 2025 by Kirsty France — Leave a comment

Case study: website copy for Communicate OCE

The website copy for Communicate OCE will be live soon.

Making changes in your business can take time, and it’s wise to reflect as you go through the process. When I first met Heather Sanders from Communicate OCE, she had already thought long and hard about whether she needed a website and what she wanted to achieve. Here’s how we worked together to write website copy for her new speech therapy site.

Heather’s business

Heather works with her clients to provide functional speech therapy. She regularly works with clients who have experienced catastrophic brain injuries, so they often have complex needs. We had met at networking events, but our first meeting to discuss her website was the first time I’d heard her talk about her business in detail. Her love for her work was infectious. She described working with young people who needed to learn how to speak in real-life situations, from catching a bus on their own to going shopping or accessing dating apps. She carries out assessments at home, school or any environment her clients find challenging.

Communicate OCE’s website copy needed to speak to two different audiences. They work with professionals such as solicitors, whose clients have often been involved in catastrophic accidents. While Heather doesn’t prepare expert reports for legal proceedings, she frequently works with clients involved in claims. The website also needed to speak to parents whose children need support.

The first draft

During our initial chat, Heather and I discussed the information her website needed to include and how we’d structure it to make it clear which sections were for which clients. OCE is typically fully booked via referrals, so they needed a brochure website where potential clients could learn more about the business and the team behind it.

We agreed on what pages I would write, and Heather sent me more information about some points we discussed. Then, I got to work on the first draft.

Feedback

One of the reasons I started my business was because I wanted to have the flexibility to spend time with my family and go on holiday without waiting for the boss to approve a leave request. This means that I often end up working with people who have the same priorities. After our initial chat and the first draft, Heather and I both went on holiday with our families, and our lives got hectic in various ways. We kept in touch so we both knew what timeline was realistic.

The great thing was that by the time Heather emailed me with her feedback, she’d had time to sit and look at it properly without feeling rushed. She could see how the copy looked on the page and realised there were a few things she wanted to expand on.

Live edits

Sometimes, the best way to incorporate a client’s feedback into your copy is to get them on a call and make changes as you talk. You won’t always get the final version that way. Sometimes, I need to go away and think about the best way to approach things. Live edits are great for discussing how a word or phrase comes across and how readers might interpret it. Sometimes, an initial conversation gets lost in translation and needs adjusting to reflect reality.

That’s exactly what Heather and I did over Zoom. I could make suggestions, and she could clarify what specific terms mean in speech therapy circles. It’s a lot more fun than endless emails. After our call, I sent Heather the final pages and here’s what she said:

Ready for a chat?

If you’re looking for a copywriter to create your website copy or work on another project, 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. 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.