marketing Archives - Kirsty France Writes

Posted on 27th November 202527th November 2025 by Kirsty France — Leave a comment

Are you ready to review your marketing?

Image shows a woman with dark hair. She's thinking about ways to help you get ready to review your marketing.

We’re heading towards the end of the year, when lots of us reflect on the things that made us happy, what we’d like to change and how we want the year ahead to feel. If you’re thinking about your business and getting ready to review your marketing, here are a few questions to ponder to help you plan for next year.

Where are people getting to know you?

When I talk about marketing, I mean anything that helps people get to know you and learn more about what your business does. That includes anywhere people might read your words, watch your videos or talk to you face-to-face.

Think about:

The website pages people spend the most time on
The videos they watch all the way through
The posts that get likes, comments or shares
The chats you have at networking events

The downside is that people might read your social media posts without interacting, but this process should give you a rough idea of where they’re finding you and what’s attracting their attention.

Where do your enquiries come from?

The next stage is to see who’s getting in touch and how. Most of my enquiries arrive by email, often from people I’ve talked to online or in person. When someone contacts you, they might have looked at several platforms, but the method they use will tell you a lot about the content that nudged them into action.

If you use a website contact form and have Google Analytics set up, you can see the path visitors take to your contact page. It helps you understand the customer journey and focus your marketing on the things that get results.

What do your favourite clients have in common?

This might seem a bit off piste, but understanding what your favourite clients have in common helps you attract more of them, which will make your business life a lot more fun. Working out where those clients have come from also helps you focus on doing more of that. If they engage with you on social media or mention blog posts they’ve read and enjoyed, you can review those in more detail to replicate the effect in the future.

Are you being consistent?

Good marketing is about building relationships, so consistency is essential. When people see you popping up regularly, they remember you, learn about what you do and know you’re still around when they need you.

Consistency doesn’t have to mean posting every day, but it does involve having a routine you can stick to. It creates predictability for your audience and helps you plan, which is much less stressful than winging it.

Where is the money coming from?

We’re in business to make money, and your finances can tell you what’s working in your marketing.

If your enquiries lead to interesting chats but not many bookings, the solution often starts with your marketing. If you’re attracting tyre kickers or people who say “I didn’t think it would cost that much”, there might be a disconnect between how you present your work and the quality you actually deliver.

I’ve had a tendency to apologise for my own existence and downplay my services in the past. If your marketing attracts people who don’t see the value in what you offer, it’s time to change how you talk about your work.

How are you?

Most of us started our businesses to enjoy our work, set our own goals, and have more control over how our lives look. Marketing takes time, and if it’s the thing you always leave until last, you might find yourself working late, getting stressed and feeling guilty because you’re missing out on time with your family.

If the life you imagined isn’t the one you currently have, look at the marketing you currently do and how long it takes. Simplifying and streamlining your marketing or getting the right support can ease the burden.

Ready for a chat?

Reviewing what is (and isn’t) working in your marketing helps you plan for the year ahead. If you want to get more consistent with your marketing or write content that feels more like you, let’s have a chat.

When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. 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 29th September 202529th September 2025 by Kirsty France — Leave a comment

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.

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 14th August 202514th August 2025 by Kirsty France — Leave a comment

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.

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

Who do copywriters help? Here’s one answer

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

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

Lessons I’ve learned since COVID

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

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

It’s all about the service

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

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

What about AI?

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

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

Ready for a chat?

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

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

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

5 tips to help you choose the right copywriter for you

Have a cup of tea with me and see if I'm the right copywriter for you.

There are loads of ways to find a good copywriter. You might have bumped into one of us at an event, asked your network for recommendations or searched online. Whether you decide to work with a freelancer or an agency, there are a few ways to choose the right copywriter for you. Here are my tips to help you in your search.

Can you talk to them?

The best way to learn whether a copywriter is a good fit for your business is to talk to them. You don’t have to feel as if you’ve met your new best friend, but if the conversation is stilted and awkward, it isn’t going to work. Good copywriting is built on a relationship where you can speak freely and feel that your writer is listening to you.

When you talk to a copywriter, ask yourself how much information you feel comfortable sharing. Most of my clients need to get their personality into their marketing. If that’s the case for you, a writer that lets you be yourself is vital.

Shared values

You’ve built your business around your values and how you want to work. The right copywriter for you will often have a similar outlook on life. Being on the same wavelength means they’re more likely to speak your language and get that into your marketing.

You might also share similar personal circumstances or history. That can help if you have a personal reason for starting your business or if your lifestyle influences the way you prefer to work. It can take time for a relationship to develop and for your writer to learn what you want. Having shared values can get the process off to a good start.

How do they market themselves?

However you found your copywriter, it’s a good idea to check them out online to see how they market themselves. If you want someone to write blog posts, do they have their own and write new posts regularly? Are they active on social media? If they have an email list, you can sign up to see if you like what they send.

You can also check to see if you enjoy their writing style. Every copywriter will tailor their work to you, but it’s usually a good sign if you like how they write for themselves.

What experience do they have in your industry?

You might want to work with someone who already has a working knowledge of your industry, especially if it’s highly regulated. I used to be a lawyer and work with lots of legal, finance and insurance professionals. Speaking the same technical language and understanding how their brains work helps.

If a copywriter has worked in your industry before, they may know what style works well and have results they can share. Equally, if you want to take a radical approach, they’ll know what cliches to avoid.

Ask for samples

Asking for samples lets you see examples of a copywriter’s work and how their style varies for different clients. They might have a portfolio online (like mine) with a few samples, but it’s always worth asking for more, especially if you have a particular project in mind.

You can ask for samples to narrow your options if you’ve had several recommendations and want to decide who to meet. If you already think a writer might be a good fit, looking at their portfolio can help you decide.

Ready for a chat?

If you want to find out whether I could be the right copywriter for you, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. 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.