content writer Archives - Kirsty France Writes

Posted on 3rd November 20253rd November 2025 by Kirsty France — Leave a comment

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.

Posted on 13th October 2025 by Kirsty France — Leave a comment

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.

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

How can a copywriter sound like you?

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.

Posted on 28th August 202528th August 2025 by Kirsty France — Leave a comment

What does your marketing voice sound like?

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?

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

Posted on 11th August 202511th August 2025 by Kirsty France — Leave a comment

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.

Posted on 4th August 20254th August 2025 by Kirsty France — Leave a comment

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.

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.

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.