It’s easy to find people who want to write for you. But someone who:
- understands how your business works,
- meshes with your content strategy,
- knows and understands your customers, and
- persuades prospects to buy …
… takes a well-trained, seasoned copywriting pro.
What a Copywriting Pro Will Do
1. Understand your company and your industry.
I write for technology companies because it’s what I know best, but I have also worked in logistics, online retail, and managed services. I get the pain of a long sales cycle and the need to keep up with technology changes … 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 their feelings when they see what your services and products can do for them.
If you are new to personas or haven’t developed them, you can book a persona workshop with me.
3. Develop focus keywords.
Your personas help us generate keywords for each stage in the buyer’s journey, followed by research to find the sweet spot between crushing competition and too little search traffic.
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. Write persuasively in the language your customers understand.
I want to hear how you speak with clients when you have a quiet conversation with them about their needs. A copywriting pro will write to fit your voice and culture.
My work avoids jargon but not your customers’ insider language.
5. Expand a topic into many formats.
A copywriting pro has mastered many formats. What starts as a blog post can become any or all of these:
- Feature Article What’s the difference between a blog post and an article?
- eBook
- White Paper
- Social Media Post
- Marketing Video
- Webinar
- Podcast
- Visuals for a Trade Show
- Sell Sheets
5. Understand your marketing analytics and strategy.
Performance matters. Let’s measure and analyze your search traffic, social media triggers, and website user flow to know what works.
6. Stay tuned into Google Search.
To keep your content performing, I watch for changes in how Google handles search results every week.
Then, I work with your technical SEO team to drive organic traffic that saves advertising costs.