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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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Case study: the one with scope creep

This is how my desk looks when I'm organised and avoiding scope creep.

If you’ve never heard the term scope creep before, you might still have experienced it. It’s what happens when a freelancer sends a client a quote and outlines the work it covers. Then, when you start work, the client begins adding bits. It’s never anything significant at first. It might be an extra task that will “only take five minutes”. The trouble is, those five-minute tasks start to add up, and suddenly you’re doing a lot more work for the same money.

Here’s how it happened to me, and what I learned from it.

The client

The client had taken over running a business event that had already been going for several years. During our first meeting, they told me about their plans to improve the event, including some exciting new sponsors. They said I’d have opportunities to meet all of them if I performed well on the first part of the project.

Yes, I know. The alarm bells should have started ringing as soon as I heard promises of future riches. In my defence, I’d only been in business for about a year, and I was still very green.

The project

The project involved creating new content for the event’s website, reflecting the change in management and highlighting the new sponsors. They had statistics from previous events, so they wanted to include those to build credibility. The client had also taken over similar events at other venues, so would potentially need two more websites.

I sent them a quote, and they offered more than I’d asked for to cover the second website. They sent me the headline statistics, which someone else had already analysed and said they were working on doing the same for the second website.

The scope creep

I’d delivered the copy for the first website, and everything was going well. Then, they sent me the data for the second website and said I’d need to analyse it myself. I should have said no, but they were paying me more than I’d ever been paid, so I got on with it and wrote the second website. I was so stressed that I found myself crying at my desk on a Saturday night, keeping my fingers crossed that my analysis made sense.

Then the client mentioned a third website. We’d touched on it briefly, but hadn’t agreed on anything. Except the client said we had. I was due to go on holiday, so I gave them a deadline for the figures.

The end

My deadline came and went with no more information from the client. I emailed them to inform them that I wouldn’t be completing the work, as it hadn’t been included in my quote anyway. That’s when I got the phone call. According to the client, I’d promised to deliver the third website, and they hadn’t received the full value for the payments they’d sent, so they’d need a refund. They also said that my analysis wasn’t good enough. (No surprises there.)

What I learned

With hindsight, I should have said no as soon as they sent me spreadsheets instead of ready-to-use data. I was inexperienced and grateful for the money and the opportunity to connect with potential new clients.

The most important thing I learned was to get everything in writing. I’d sent a written quote, but we’d agreed on the increased price on the phone, so I didn’t have a contract to confirm what it covered, what information they’d provide and what would happen if they didn’t deliver it in time. I ended up refunding part of the final payment because I couldn’t prove what we’d agreed.

Ready for a chat?

I hope this helps you to push back against scope creep sooner than I did and get everything in writing before you start work. 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.

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.

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How do you use AI?

How do you use AI? Image shows a laptop and notepad used to ponder this question.

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.

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Who do copywriters help? Here’s one answer

Who do copywriters help?

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.

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.