content writing Archives - Kirsty France Writes

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.

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 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 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 13th January 202513th January 2025 by Kirsty France — Leave a comment

What can you expect from your copywriter?

Outsourcing can be daunting when you’re used to being the only person looking after your business baby. How can you hand anything over when you know how things work better than anyone else? If you’ve decided to get some help writing your marketing, you’re probably wondering what you can expect from your copywriter. Every writer is different, but here’s what happens when you get in touch with me.

I’ll get to know you

Whatever you outsource in your business, choosing the right person is vital. Most of my clients meet their customers face to face. I work with them to make sure that the words we use in their social media posts, blogs, emails, and websites create the same experience they’d get in person.

That only happens because we get on well. They can talk to me, and I can ask the same nosy questions that their customers would. In some cases, they’ll say, “I want to do some posts about this, you know the sort of thing,” and I do. That doesn’t happen immediately, but it starts with a chat to see if we get on. If it doesn’t feel right, we can stop there.

We’ll talk about your plan

I don’t do marketing strategy, so I tend to work with people who already know what works or have a plan for the things they want to try. I will talk to you about your business, how you want to present yourself and the kinds of customers you want to attract so I can tailor my words to match your goals. If you already have a website designer, SEO expert, or marketing consultant on board, I’m happy to talk to them, too.

Next, we’ll get into the specifics of each piece of content. If I write for you regularly, for example, on a series of blog posts, we’ll speak every month so you can talk me through the topic or give me some background reading. Chatting in person or over Zoom means I can get your tone of voice and phrases into your content.

I’ll write your content

When I understand the plan, I’ll go away and write the content. For a single piece of content, such as a blog post you can expect your copywriter to deliver a first draft of the whole thing. For a larger project like a website, I might send a couple of pages to check whether the overall tone is right. That way, if something needs changing, we can do it early on.

When I deliver the first draft, I’ll ask for your feedback. Sometimes, there might be sections where I’m unsure I’ve used the correct terminology or understood something properly, so I’ll ask about those. (Misunderstandings usually happen because I have lawyer’s handwriting. You can take the woman out of the legal profession, but some habits die hard.)

You can give me feedback

The words I write for you need to reflect your personality and values and represent your business out in the world. If there’s something you don’t like, you can tell me about it. It can be something I’ve misunderstood and poorly explained or a word or phrase you never use because it makes you cringe.

If there’s a bigger disconnect and you’ve realised I’m not the writer for you, that’s OK too. My contracts have a minimum term, but you can give notice anytime within the first month.

We’ll change what needs changing

If you’ve given me feedback and we need to change things, we can work however suits you. I’ve worked from notes in clients’ emails and done live edits over Zoom to discuss changes and find the right words in real time.

Everything I do is tailored to your needs, so you get words that work for your business.

Get in touch

I hope this guide has helped you understand what you can expect from your copywriter. If you’ve created a marketing plan and want help to bring it to life, 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. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list here for the chance to win a free copy makeover.

Posted on 8th April 20248th April 2024 by Kirsty France — Leave a comment

Can you create a new angle on an old marketing idea?

Image shows me sitting at my laptop, coming up with a new marketing angle on an old idea.

If you’ve been creating marketing content for a while, you might feel like you’ve said it all. (I know I sometimes do.) However, your existing content can be a great source of new ideas. Here are some ways to find a new marketing angle on an old idea.

Revisit an old post

What do you see when you look back at your old blog or social media posts? Do they make you cringe because you’ve changed or learned more about your audience since you created them? You might find posts discussing issues that are still relevant but where your advice has changed. You can base a whole new post on the same topic, sharing the knowledge you’ve gained since then, and it’ll still be relevant to your audience.

Update a resources post

Sharing the tools you use can help your audience in multiple ways. Say you run a craft business selling tools and materials; showing people what you use yourself can help beginners and improvers. A hairdresser can share products and tools to help customers maintain their locks between appointments. I talk about software such as Grammarly, which helps me with my grammar, so you can use it when you write your own posts.

Expand a subheading

If you’ve ever written a post with some quick and easy tips, review it to see if you can expand on one of the subheadings. For example, some of my posts on writing a blog mention creating a good headline to catch people’s attention as a subheading. I expanded it into a full post on ways to do that. (https://www.kirstyfrancewrites.co.uk/write-a-headline-tips/)

You may have kept things short and sweet for a tips post, but expanding a subheading lets you share more of your expertise. You can also link between the two posts to improve your SEO.

Have industry updates changed how you work?

Looking back at old content, you might find that your advice has changed because of external changes in your industry. ChatGPT has impacted marketing, so you could create a post discussing the issues or recommending ways to use the technology. (https://www.kirstyfrancewrites.co.uk/ai-help-content-writing/)

There may also have been changes in the law that impact your customers and that you can educate them about. Legal changes might also mean people need to review their will or investments. You can contact existing clients, but sharing updates in your marketing could attract new ones.

Create new case studies

Case studies are a great way to show potential customers how you work and showcase the results you’ve achieved for others. When you review existing case studies, you might find that your process has changed with time or that you haven’t talked about a service that has grown in popularity. Creating new case studies with more recent clients ensures your content stays up to date. If you have business clients who are happy to go public and share that they’ve worked with you, it can be a great marketing opportunity for you both.

If you have a page full of ideas but lack the time or energy to turn them into new marketing content, I can help. I’ll write blogs, posts, emails, and whatever else you need to engage your audience. I’ll even look at your existing content to create new marketing ideas. If you’d like to chat to find out how it works, you can book a call here. Or, use the form below to sign up for monthly content writing tips straight to your inbox.

Posted on 13th November 202313th November 2023 by Kirsty France — Leave a comment

How to avoid Christmas clichés in your marketing

How do you balance (or avoid) Christmas cliches in your marketing?

Do you want to avoid Christmas clichés in your marketing? You might automatically say yes, but they can have their benefits. People like familiarity because it makes them feel comfortable. At the same time, they can be overly predictable, taking all the wonder out of what’s meant to be a magical celebration. If you use too many Christmas clichés in your marketing, you also run the risk of blending in rather than standing out.

How do you find the right balance? Here are a few tips to get you started.

Share some pop culture

Sharing your favourite Christmas pop culture references is the perfect way to help you find your people. Ask about their favourite Christmas film, song or story and share your own. Start a conversation about whether ‘Die Hard’ is a Christmas movie*. Show your personality and tailor your content to your audience, whether they love Christmas or can’t wait for it to end.

Put a spin on a cliché

You can use Christmas clichés, but give them your own twist. A simple option is to create a new version of ’12 Days of Christmas’. Choose twelve things related to your business or send emails with twelve offers.

Alternatively, share something funny that starts with a Christmas classic but ends somewhere unexpected. Like this:

Think of a new angle

Finding a new angle on Christmas can get your audience thinking and offer something useful. You could talk about avoiding stress, staying active, or making Brussels sprouts edible. If your business has nothing to do with Christmas, think laterally; I saw a great blog post about the most common issues HR professionals have to deal with after the Christmas party.

Be serious if you need to

You don’t have to be jolly just because it’s Christmas. If you’re talking about domestic violence and mental health issues or highlighting how many families are homeless at Christmas, it’s OK to be serious. The idea that some people are struggling as you’re getting ready to celebrate will hit home with your audience and make you stand out.

What does Christmas mean to you?

‘The true meaning of Christmas’ is one of the biggest Christmas clichés going, but that doesn’t mean you have to avoid it. Just be honest. Posts like this can start a conversation, and you can even use them to ask for help. If you feel as if you’re trying to meet everyone else’s expectations and have forgotten what you’re doing it for, ask people what they’re looking forward to.

If you have unique family traditions, talk about them. It lets your audience see the person behind the business and could inspire them to try something new.

Do what makes you happy

Ultimately, you don’t have to talk about Christmas unless your business depends on it. By December, I’ll be talking about planning for next year. If you love talking about festive things and making your Christmas images sparkly, do it. If it makes you want to cringe, don’t, and tell your audience why. They might just agree with you.

*Yes, of course it is. You can’t get much more Christmassy than a disastrous work do.

If you want to write engaging content that lets your customers get to know you at Christmas and all year round, I can help. I’ll write blogs, posts, emails and whatever else you need to engage your audience and encourage them to get in touch. If you’d like a chat to find out how it works, you can book a call here.

Or, if you’d prefer to get content writing hints and tips straight to your inbox every month, sign up using the form below. I’ll never share your email address with anyone else, and you can unsubscribe whenever you like. Plus, I’m a vegetarian, which means my business and I are 100% spam-free!

Posted on 12th October 202312th October 2023 by Kirsty France — Leave a comment

How to give your customers peace of mind

Creating content to give my customers peace of mind. — Image by Julie Grant Photography

Having regular customers is a great feeling. They’ve experienced your customer service and come back for more. Some of them might even have recommended you to their friends. On the other hand, encouraging people to buy from you for the first time can be tricky because they don’t know what to expect. Here’s how your marketing can give your customers peace of mind before they buy.

Explain the process

Before your customers buy from you, they need to know what will happen next. If they buy a product, they want to know how long it’ll be before it’s delivered. If they book a call with you or come for an appointment, will they be able to go away and think before they decide, or will you expect a decision straight away? What should they wear to class, or is there anything they need to bring?

Clear information about what they’re getting into is reassuring and means they’re more likely to take that first step.

Show them behind the scenes

Showing your customers behind the scenes of your business helps them to feel like insiders. They can see new products being created or how you set your studio up for a photo shoot. It can help them feel more comfortable about working with you too. Showing a fitness class with bodies of all shapes and sizes lets people know they won’t be the only person with a wobbly belly.

Make it easy to get in touch

If you offer a bespoke service, you’ll often need a conversation with a prospective customer so you can tailor your service to their needs. Make the process clear and easy to follow wherever people find you. You could have a contact form on your website or want people to message you if they find you on social media. Make it obvious what you want them to do next.

Equally, if you’re offering a class or selling a product, make sure the link to book or buy is easy to find so they don’t have to search for it.

Use straightforward language

I feel as if “don’t use jargon if your clients don’t know it” could be my catchphrase, but it bears repeating. This is especially important if you work in a professional or technical field like finance or law. Your clients want to be reassured that you’ll help them rather than bamboozle them with jargon.

Don’t feel as if you need to use fancy words for things. Write as you’d normally speak, then edit.

Include FAQs

You can answer FAQs anywhere, from your website to social media to a sales page for a specific product or service. If you can use real customer questions, that’s great because other people will probably ask them too.

FAQs are great for SEO because they’re the questions potential customers will also type into Google.

Put yourself in your marketing

If you’re a one-person business, letting your customers get to know you helps them to trust you. Showing your face in your marketing helps people distinguish you from others who offer something similar. They see your face or hear your voice in a post and remember you because you don’t look or sound like everyone else.

If you want to write content that puts your customers’ fears to rest and lets them get to know you, I can help. I’ll write blogs, posts, emails and whatever else you need to engage your audience and encourage them to buy. If you’d like a chat to find out how it works, you can book a call here. Or, sign up below to get useful content writing tips straight to your inbox every month.

Posted on 11th September 202311th September 2023 by Kirsty France — Leave a comment

How email marketing can turn subscribers into customers

I'm at my laptop typing, creating content to turn subscribers into customers.

Getting people to sign up to your email list gives you a whole load more control over what your audience sees. It’s true that your emails may end up in someone’s unopened backlog. However, they’re much more likely to see your content than if you rely on social media, so your email marketing can turn subscribers into customers.

The question is, what do you do with your subscribers once they’ve signed up? Read on to find out. (If you’d like to learn more about how to persuade them to subscribe in the first place, read this)

Create a nurture sequence

“What’s a nurture sequence?” I hear you cry. It’s the email equivalent of introducing yourself, welcoming someone into your business and showing them around. You can tailor what you offer them based on what they’re interested in (more on that in a minute), but your aim is to send around five emails to let them know what to expect from you and your business and give them an overview of your services.

Offer a low-cost product

Fear is one of the most common obstacles that prevents anyone from buying from a business for the first time. They don’t want to waste money on something that doesn’t deliver (literally or metaphorically). Offering a low-cost product to a new subscriber helps because they only take a small risk. Depending on your business, you could choose something digital or a small physical product.

Make an offer

Emailing your list can achieve several different goals. Your emails help people get to know you, let you share valuable tips and tell your subscribers how they can work with you. Don’t be afraid to share your services and tell readers how they can book an appointment or buy your newest product. You can also offer them something special…

Make them feel special

Feeling like you’re part of a community can be really special. Your emails can offer that to your subscribers, making them more likely to buy and keep that feeling going. You can make your readers feel special by offering something just for them. That could be a discount, early access to new products or subscriber-only content and events.

Involve them in your process behind the scenes

Showing your customers what’s happening behind the scenes helps them get excited about new products or understand more about your services. Case studies work well for service-based businesses or share images to show what you’re working on. Sharing with your subscribers first gives them that sense of exclusivity and lets you preview subscriber-only deals, but you can also do this on social media.

Include valuable content

It’s important to talk about what you’re selling in your emails, but your subscribers will get fed up if that’s all you do. Share content that helps them learn about what you do and DIY if they need to. Sharing a couple of blog links in your nurture sequence gives new readers quick insights and helps them get more out of your lead magnet.

Tell a story

Telling a story in your marketing helps your audience relate to you as a human being and not just a business owner. It can show them that you understand what they need or how your lives are similar. There are loads of ways to do this, but remember that it’s OK to talk about your life and experiences using your own voice.

Personalise your emails

Your email software should allow you to include someone’s name when you email them. Personalisation can go further than that with the right tools. You can segment your list and contact people interested in specific topics. It’s much easier to turn subscribers into customers when you’re only sending people information about services they’re interested in.

Don’t be shy

If you’ve ever held back from emailing your list because you don’t want to bother them, stop. They signed up to hear from you. If they change their minds, they can unsubscribe, but if they don’t know what you’re offering, they can’t buy.

If you want to write content that will turn subscribers into customers, I can help. I’ll write blogs, posts and emails to engage your audience and encourage them to buy. If you’d like a chat to find out how it works, you can book a call here.

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