Who do copywriters help? You might have asked that question and assumed there’s a simple answer, but no. I feel as if I’m putting my ex-solicitor hat on when I say it depends on you, the copywriter and what you need. Copywriters help with different projects, whether they are working in-house or on freelance projects. Some of us have a niche based on the type of project, while others prefer to work with a particular kind of client or industry.
As you can guess, I can’t answer for everyone, but I can tell you how it works for me. I’ve been reflecting a lot on the type of work I enjoy and who I love working with, and here’s what I’ve come up with so far.
Lessons I’ve learned since COVID
Yes, I know, you’re still trying to forget about it. Me too. Five years ago, COVID restrictions had started to lift, but there were still restrictions on numbers and the venues allowed to reopen. I remember hearing comments from people who couldn’t understand why self-employed people were struggling, because “you all work from home anyway”. They didn’t realise how much time I spend networking.
Some of my networking groups continued online, which was great for advice and support, but it just wasn’t the same as meeting in person. All of my favourite networking events involve seeing people face to face. Netwalking, coffee catch-ups and huge conferences all have their place. (Some more often than others.) Getting together in person is a natural human instinct, even for introverts like me. Lockdown made me realise how important it was, and it’s influenced how I work now. I like working with people that I get to see in person some of the time.
It’s all about the service
I’ve often struggled when people ask me what kind of clients I enjoy working with. I mostly work with one-person businesses because I like getting your voice into your marketing. I want to help your clients imagine having a conversation with you when they read your blog or social media posts.
That bit’s easy, but I don’t have a preferred industry. I used to be a solicitor, so I understand how legal and financial brains work. I can write about law, accountancy and insurance, but I’d get bored if I did it all the time. Then I realised that my favourite businesses focus on service. The details of the product or service we talk about might change, but how you care for your customers doesn’t.
What about AI?
AI is everywhere. In fact, this post was inspired by a slightly depressing conversation with my husband when he described how AI has now replaced tasks that would once have been his whole job. It made me realise that AI can do many things, but doesn’t offer the personal touch. AI can’t meet you in a coffee shop or gift wrap a present.
It helped me feel slightly less glum about my future prospects. You can ask AI to write your content and even train it to sound like you, but it still needs your input. Copywriters help you shape your message, whether you deliver it on social media, in a blog or via email. It can give you insight into your customers’ challenges, but it can’t share your experience. I use AI to brainstorm ideas, and it often comes up with things that aren’t relevant to me or my audience, but might be for someone else.
Ready for a chat?
If you’d like to learn more about how copywriters help you create content with the human touch, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!
Please email me to arrange a chat or book a Zoom call to find out more.
Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.