John W. McCoy

B2B Copywriting and Marketing Content

What Can a Copywriting Pro Do For You?

By on April 24, 2021

It’s easy to find people who want to write for your business.

But finding someone who will

  • understand how your business works,
  • mesh with your content strategy,
  • empathize with your customers, and
  • persuade prospects to become customers …

… takes a well-trained, seasoned professional

What Does a Pro Copywriter Do?

The Complete Copywriter

A pro won’t just write words for you—he will take a keen interest in your business success.

When you ask for a content piece, it triggers two questions:

  • Where does it fit in your content strategy?
  • How will you know if it succeeds?

Then can we work together on creating content that drives sales and retains customers.

Here’s how I deliver results for you:

1. Understand Your Company and Your Industry

I write for the HR tech business sector. I’ve had a long career as an HR professional and technology consultant, so it’s what I do best.

Of course, technology changes constantly. That’s what keeps me interested.

Having worked closely with sales teams and product managers, I understand the pain of a long sales cycle and the need to keep up with developing technologies,

and I will never stop learning about your products and services.

And … if I don’t think I’m a good fit, I’ll help you find a pro who knows your niche.

2. Understand Your Customers

It all starts with your target personas–understanding who your buyers are, what questions they have,  and what keeps them awake at night.

I want to know them so I can empathize with what they will feel when they see what your services and products can do for them.

If you are new to personas or you haven’t developed them, I will provide a workshop and work through the process with you.

3. Understand Your Buyer Intent

Your personas help us to generate keywords for each stage in the buyer’s journey. Next is the research to find the sweet spot between crushing competition and too little search traffic.

Keyword planner for the four stages of buyer intent: Research, Compare, Purchase, and Succeed
This keyword planner may look like the journey is linear, but it isn’t. A new decision or a question can change the buyer’s intent instantly.

With that research as my guide, I write in a way that persuades your audience to become customers and stay with you long after the first transaction.

4. Develop Target Keywords

We work together to develop keywords based on your personas for each stage in the buyer journey. I research those keywords to find the sweet spot between crushing competition and too little search traffic. I look for “money keywords” with high buyer intent.

Only then can I write copy that persuades your audience to become customers and stay with you long after the first transaction.

5. Write Persuasive Copy in the Language of Your Target Audience

I want to hear how you speak with clients when you have a quiet conversation with them about their needs. With that in mind, I write to fit your voice and culture.

6. Spin a Topic into Many Different Formats

What starts as a blog post could be repurposed into one or all of these:

7. Stay Tuned In on Google

We want your content to keep on performing, so I watch for changes in how Google handles search results every day.

I watch for changes in how Google handles search results every day.

Then I work with your technical SEO team to drive organic traffic that saves advertising costs.

8. Understand Your Marketing Analytics

Performance matters.

Let’s measure and analyze your search traffic, social media activity, and website user flow to know what works.

I want to see your time on page, bounce rate, user flow map, and anything else that will show me what decisions users make every step of the way.

9. Read …

… about economics, marketing techniques, your business sector, your customers, and copywriting …

… every single day.

Contact me. Let’s talk about how you can improve your marketing results