Category / Copley’s Personal Blog

by Copley Sutton

Why hiring a copywriter can help grow your business – by Olivia Colville

Whether you own a small, medium or large business you’re probably always thinking of ways to grow it. You might have considered hiring more staff, developing a new product or expanding into a new market. All of these ideas usually involve a significant amount of time and money. And unfortunately, there’s no guarantee of success.

But something as simple as hiring a qualified copywriter can take your business to the next level without costing the earth. This is especially true for new businesses. Laying the groundwork for building a trusted brand starts with the way you present yourself to customers.

A good copywriter has skills that go beyond filling up the pages on your website. These are five ways a copywriter can improve your business:

 

  • They know what you’re really selling

While you’re familiar with every inch of your product or service, customers are more interested in the benefits. Does it make their lives easier? Give them confidence? Make them happier? A good copywriter looks beyond the obvious to connect with your customers on an emotional level.

  • They know how to speak to your audience

Perhaps you’ve already created a detailed profile of your target market. You know how old they are, where they live and how they spend their money. But copywriters know what motivates them, how they use language and how to tailor a message they’ll respond to.

  • They know what your story is

Every business has a story to tell—even law firms and plumbers. Copywriters are skilled at creating a narrative around your business and communicating it with your audience. Telling customers your story helps them connect to you on a personal level. It’s the first step in changing a business into a brand.

  • They know how to keep it simple

If you’ve ever tried writing your own copy, you’ll know how easy it is to get lost in the details. A copywriter knows how to keep the reader’s attention and avoid the clutter. They understand the power of a succinct and structured message

  • They know how to make people take action

The best way to grow your business is to increase sales. Investing in advertising may get your name out there, but the real challenge is getting potential customers to take the next step. Copywriters can get them to pick up the phone, click on that link or add that product to their basket.

 

Copywriters can add real value to a business in ways that you may not have imagined. They can help you reach more people, increase your sales and grow your business. Hiring a copywriter may be the best business decision you make.

 

 

by Copley Sutton

Big jobs or small jobs for freelance copywriters?

Sometimes freelance copywriters have to manage up to 20 different clients in one month to get paid what they need. But other months turn out to be a breeze because three or four clients hand you such large projects that you don’t have time to take on anything else. So which is best?

I’d like to contend for the latter. Large jobs leave you with a lot less stress. You know that you have secured enough work for a large portion of the month. Applying for multiple small jobs can be very tiresome. I spend a good few hours writing thought-out proposals, researching clients and making sure I can do the job presented to me. If I could, I would gladly give up this time-consuming practice for consistent, large projects that actually PAY me for my time.

The secret to becoming successful at your freelance writing endeavour is to find yourself regular customers who need large projects done on a regular basis. For freelance copywriters in South Africa, this could be:

  • Marketing firms
  • Academic writing companies
  • Product review sites
  • Web development companies

All of these businesses need copywriting all the time. And chances are their projects are big ones. If you can, shift your attention to these kinds of jobs and gain more security in the freelance copywriting industry.

 

About the author: Copley Sutton is a Johannesburg based copywriter who writes for many local and international clients. At this point he is attempting to build up a team of freelance writers in South Africa and expand his copywriting service to new heights. 

by Copley Sutton

Is copywriting relevant for social media? – Olivia Colville

In the new age of social media it’s tempting to think that traditional copywriting no longer has a place. Who has time to read huge blocks of text on a screen anymore? Who has the time to read every page on a website? Do you REALLY need a copywriter?

 

Copywriters used to spend their time working mostly in print media. They crafted catalogue copy, delivered direct mail pieces and came up with catchy ads for newspapers and magazines. Today the focus is on 140 character tweets, popular hashtags and clickable Facebook posts.

Now the internet has put a virtual encyclopaedia at your fingertips. Any subject you can imagine has been catalogued, discussed, and dissected into oblivion. The ease with which we can access data has changed the way we consume information. These are some common misconceptions about how the web has eliminated the need for proper copywriting:

 

  • Time:We think that the internet has shortened our attention spans, but the truth is that we’re just bombarded with information. You can easily spend hours watching cat videos, or chatting with friends on Facebook, so clearly you aren’t lacking the ability to concentrate. The difference is, this is something you find entertaining. When copy is well-written and fascinating, people keep reading it—no matter how far they have to scroll.
  • Visual: Technology allows us to enjoy rich media like images and videos. And a picture is worth a thousand words, right? But copy and images combined are even more powerful. You couldn’t explain all the benefits of your product just using pictures. Tell a story that shows your customer what your service can do for them and they’ll be more convinced than with images alone.
  • SEO: The battle for a page one ranking on search engines is never ending! Keywords are stuffed into web copy at every opportunity despite the fact that they don’t always make sense. However, this is changing as search algorithms get smarter, seeking out those sites that provide real value to users. Good copywriting can make a significant contribution to search result rankings.

It may appear that using a professional copywriter is no longer essential, but persuasive, engaging copy is still the most powerful tool for improving profits. Web pages, social media and blogs offer copywriters more opportunity to shine. Experienced copywriters who have developed their skills to include SEO and social media can help your business deliver consistent, effective messages to new and existing customers.

 

A tweet may drive traffic to your website, but once a visitor is there, it’s the long copy that determines whether they click further or bounce. The ability to get your customer’s attention, keep them on your page and encourage them to click further is a skill that never loses its edge!

by Copley Sutton

In-house copywriter or freelance copywriter?

Which is best for your business?

It’s inescapably true: every company will at some point need a copywriter. If that company wants to be competitive, market themselves or simply propose a deal, a professional writer is qualified to execute these tasks professionally. So should you simply hire a good writer? Is it much of a hassle finding one that offers his or her services on a freelance basis?

The answer is not black and white. While I would highly recommend that copywriters in South Africa work as freelancers because of the financial and time benefits, the fact is that permanent workers are still needed. So here are some questions to ask yourself about your company:

 

  • How much writing does my company need?

If your company doesn’t have enough writing to keep a full time copywriter busy for seven hours a day, it’s simply not worth getting one. If your writing needs are intermittent, consider finding a decent freelancer who is on call whenever you need him or her.

 

  • Do I have the time and energy to find the right person?

Finding employees that fit in with your company culture is hard. It takes time and money to find the perfect person, and even then you can be fooled into hiring a trouble maker! With freelancing, you have the option to not use someone again if they are not a good fit.

 

  • Will my company need many different styles of writing?

An in-house copywriter will have strengths and weaknesses. If your writing needs are diversified, you may find that one writer cannot do everything you need (unless you spend more money on training that person). Hiring multiple freelancers to work on your project is a cheaper, more effective means of getting your project off the ground.

 

  • Can my company provide outsourced copywriting services?

If you run out of work for your in-house writer, will you be able to offer copywriting services to your clients? If your business is structured in such a way (like a marketing company is), then an in-house writer is a great idea. However, if the writer is limited to your projects only, hiring a freelance copywriter is the way to go.

 

Answering these questions will give you a better idea of what direction you should take. Think carefully before making this decision. If it’s the wrong choice, you’re stuck with it.

 

by Copley Sutton

Get a copywriter for your email marketing – Olivia Colville

Think your South African business is too small to consider email marketing? Worried that it will cost too much or take up a lot of your time? Despite the rise of social media, people actually prefer to engage with businesses and brands through email. If you’re ready to try it, keep these three stages in mind as you plan your strategy.

 

First, you’ll need to set up a programme for creating and sending emails. Then, you’ll get into the nitty-gritty of crafting compelling emails. Finally, because email programmes allow you to track the results, you’ll need to do some data-crunching.

Choosing the right email software is critical to your success. The sheer number of different options can overwhelm new users. As you research your options, ask the following questions:

  • How easy is it to use? If you’re not technical, you’ll want a programme that has templates you can use. Most are very simple to use and you can simply add in text or images to create your newsletters quickly and easily.
  • How much support is available? Everybody needs assistance at some point. Make sure it’s easy to get help when you want it. Do you have to log a request or can you pick up the phone and talk to someone?
  • How much does it cost? While every programme offers different models, you’ll most likely be charged based on the number of subscribers you have. Increasing your email list will help reduce the cost.

The benefits of email marketing are not limited to companies that sell products. If you offer a service, you can still use newsletters to keep in touch with your customers. Educate them on new developments in your industry, showcase your services with real-life examples and share your knowledge with them. This kind of content goes a long way to establishing your business as an authority and earning trust from new prospects.

Sending out regular, professional looking newsletters to your customers doesn’t have to be a hassle. Before you start, think about what you want to achieve. Are you looking drive more traffic to your website, increase sales or just keep your business top-of-mind for customers?

Do some research online to familiarise yourself with the many options available. Speak to other small business owners about their experience with email marketing. Choose a copywriter that offers you the features you need that will help you achieve your objectives.

This is just the first stage of email marketing. Once you’re up and running you can educate yourself on creating newsletters that get noticed by your subscribers. After a few emails have been sent out, analyse the results and see what works best. Small businesses can also use email marketing to help them grow and succeed—so don’t be afraid to try it!

 

About the Author – Since she was a little girl, Olivia Colville has always had her nose in a book. Her curiosity knows no bounds and she spends her time collecting stories. Olivia’s greatest wish is to become a sought-after copywriter. Fingers crossed!

by Copley Sutton

What is a landing page and how can it boost conversion rates? – Olivia Colville

If every Google and Facebook ad you run takes potential customers to the home page of a website, you’re doing it wrong. Create landing pages that relate directly to your ads and you’ll see the difference it makes to conversion rates. Copywriters in South Africa should learn the art of creating landing pages that capitalise on this effect.

 

How to craft effective landing pages?

Simply put it’s a page specifically created with one call to action. There are no navigation links to lure visitors away from the action you want them to take. For a copywriter this means a landing page must include the following:

  • A single, focused call to action: Whether you want them to click through a product or complete a sign-up form, keep it simple.
  • Supporting images or a video: Give the user enough information to make an informed decision.
  • A match to the source: If you promised something in your ad, make sure you deliver it on the landing page you create. You won’t earn their trust if you send them to a page that’s unrelated to the message in your advert.
  • No navigation options: Remove links and tabs to stop them from wandering off the page. You want them to stay there until they take the action you designed it for.
  • Give them something of value: A landing page is the perfect place to us a lead magnet. Offer a coupon or free EBookin exchange for your visitor’s information or purchase. This further incentivises them to take the action you want them to.

 

Why landing pages work so well

Businesses in South Africa have yet to really harness the power of landing pages. Creating specific landing pages for campaigns works for the following reasons:

  • They result in qualified leads: Visitors who click through to your landing page wouldn’t be there if they didn’t want to be. Use a lead magnet that relates to the business, like a discount on their products and services. If they follow through on your call to action, it means they’re already interested.
  • They’re easy to test: You can easily tweak pages to determine what gets the best result. Being able to modify landing pages quickly and easily means you can test them even in the middle of a campaign.
  • They can be shared on social media: South Africa is a social media savvy country. Landing pages are perfect for sharing on these platforms

Local businesses have yet to discover that adding this technique to their arsenal can help conversion rates. Copywriters in South Africa should help these business owners stand out with landing pages. Are you a copywriter? Help them see the value that targeted landing pages can bring to their business and you’ll both reap the rewards.

 

About the Author – Since she was a little girl, Olivia Colville has always had her nose in a book. Her curiosity knows no bounds and she spends her time collecting stories. Olivia’s greatest wish is to become a sought-after copywriter. Fingers crossed!

 

by Copley Sutton

Good help is hard to find – and EXPENSIVE!

Where are all the good writers in South Africa?

My client base is growing on a monthly basis and it’s starting to get harder and harder to keep up. So much writing to do and too few hours in the day to do it in. I am currently in desperate need of a good writer in South Africa to help share the workload—but where do I find one?

At this point I have not extended my copywriting services outside of Elance and local word of mouth. But I have found Elance to be a difficult place to find good writers. Many write as a hobby—not as a career. These are not the type of people who are willing to learn and grow. As much as I hate to say it, their writing displays this.

So I turn to local writers in South Africa. Maybe through my LinkedIn network and through local advertising I will find the right person. But in South Africa, good writers are scarce. They do exist, but those who can REALLY write are grossly expensive. I guess when you’re getting paid in Rands instead of Dollars, the price is exorbitant.

 

I’m putting this blog out the in hope that some young writer will find it. For a whole year now I have searched the web for great writers—and been disappointed. So if you are a writer who wants to grow in the industry, then please contact me. The work is out there; I just need someone who can help me cope with it all.

by Copley Sutton

Copley’s Customer Diary #1 – Just not a good fit

Sometimes you get the opportunity to deal with clients who teach you a lot. Although negative feedback can be a sensitive issue to a freelance copywriter, it must be embraced if we are to improve and grow.

 

Recently, I had dealings with three customers who showed me that my writing was not up to scratch. Of course, I first went through the typical ‘writer’s denial’ before accepting this. Here’s what happened.

 

Client #1

My first client asked me to write an article as a test. He asked that the writing be conversational in tone. If he was happy, I would get more work. This client had already checked out my profile. This was not a job I applied for—he sought me out.

 

Feeling chuffed with myself, I set out to deliver a factual, well-researched article. But wait, that wasn’t what he asked for, was it? No; he asked for a CONVERSATIONAL piece. I skipped this instruction and delivered the article—facts and all.

 

Needless to say, the client thanked me for the work and paid me. But I didn’t hear from him again. Worst of all, the feedback was positive. But the fact that he didn’t come back spoke loud and clear.

 

Client #2 and #3

In a slightly different situation, I had two clients who needed content written. The one needed blogs, and the other needed web content. After doing these jobs, both did the same thing.

 

Both clients re-wrote my work! This is not a minor edit—this is a complete rewrite. They stated that the rewrite was the style they wanted. They also added that I was a great writer, but that they wanted me to follow the tone provided.

 

At first glance, the style seemed less appealing than what I had done. Besides, I’m the one who studied copywriting. Don’t I know what I’m doing?

 

A question of style

Of course, it’s not really about what I write; it’s about what the client wants. They are paying me to do it THEIR WAY.

 

In the instance of the one client, I tried my utmost best to write according to his style. He paid me for the job and left me a decent rating with the message, “We just weren’t a good fit.”

 

I don’t want to make the same mistake with the other client. So I’ve asked him to highlight the sections he feels I should redo. Hopefully I won’t have to work double time on his project.

 

What can you and I learn from these clients?

First, let me just say that my attitude was wrong with all three of these clients. I was over-confident with the first, lacked confident with the second, and was apprehensive with the third.

 

So how should a copywriter handle clients like these? Here are my suggestions:

  • Recognize that your style may not be what the client wants and accept it without taking it personally.
  • Be willing to learn a new style. You may get another client in future who wants the same thing.
  • Ask the client for specifics. If they send you their version of the writing as an example, insist that they highlight specifics they want you to change.
  • Once you’ve identified style changes, read up on them and learn how to switch to a different style when needed.

 

Yes, I’m just a freelance copywriter from South Africa, but I want to grow on an international level. Clients like these help me to do that. How about you?

by Copley Sutton

When in doubt about what to write

Times often come when you have simply drained your creative juices and are not sure what to write anymore. That unfinished paragraph is just staring at you and no matter how hard you try, you just can’t seem to squeeze meaningful content out of your brain and onto the screen.

 

Here are some quick-fix ideas on how to give your content a new dimension and make it more conversational:

 

  1. How-to in action

A great way to showcase your description or point is to describe it in action. For instance, if you are writing about how to create compelling essays, describe a scenario where the student receives the essay. The student then hits writer’s block, get’s stressed, and eventually reads your blog to get the much needed advice. Put yourself in your reader’s shoes and empathize with his or her situation.

 

  1. A list

Sometimes it’s easier to say something by breaking it up into multiple points. Consider creating a list of features or benefits to describe your subject better. This not only makes it easier to read, but will arrange your content in a neater, comprehendible way.

 

  1. Benefits instead of features

You may very well be stuck in the rut of only describing the features of your subject. Try taking a different approach by discussing how the subject can benefit the reader. People always respond better to benefits than features. Therefore, if you mention a feature, be sure to elaborate on how it will better the circumstances of the reader.

 

  1. Slip in a joke

Sit for a minute or two and think of a way you can add humour to a sentence or a paragraph.  A well-positioned joke can re-capture the attention of a reader and lighten up a dreary article. It also adds a touch of humanness to your writing—and people respond to human writing. This doesn’t mean you should be crude. It also doesn’t mean you should make a joke at someone else’s expense—unless it’s you. Exaggeration is a good example; or simply elaborating on what’s going on in someone’s mind when they are frustrated. Use your imagination.

 

  1. Make an analogy

A real lifesaver in writing can be an analogy—especially when you are struggling to explain a concept. Simply compare your concept with something that clearly represents it well. Make sure you use an analogy that the reader can relate to, or you run the risk of further confusing the issue.

 

  1. Give an example

Don’t confuse this tip with #1. You aren’t describing a scenario here; you are simply providing an example. Your sentence will start with, “For instance,” or “An example of this is…” It’s a great way to elaborate on your point and further solidify the concept in your reader’s mind.

 

  1. Ask a question. Give an answer

Asking questions in your article is a great way to be conversational. Pre-empt what the reader may ask once you have said something. By showing the reader that you know what they are thinking, they will see your writing as personal and authoritative.

 

Know of any other tips? Let us know on the comment section below. Happy writing!

 

About the author: Copley Sutton is an international copywriter based in South Africa. His services include conceptual copywriting, blogging, website content, proofreading & editing, press releases and product descriptions.  

by Copley Sutton

How to cope with freelancing stress

One thing I have come to notice while freelance writing is that freelancers are continually faced with a discipline issue. This issue comes up in the form of a choice that each one must make during every moment: “Do what I WANT, or do what I MUST?”

An interesting observation is that whenever they make the choice to do what they want, they are immediately struck with a feeling of anxiousness. This anxiousness comes from allowing themselves to prioritize their comfort over their work.

This results in a snowball effect of stress because the more they do what they want, the more behind they fall in their work—which leads to even more compounding stress. Even if they force themselves to do what they must, their minds are distracted by that which they want to do. And so it isn’t long before they stop working and start watching their favourite comedy or playing a favourite computer game.

So how do I counter this way of thinking? Well, it’s all in the knowledge of what is going on in my mind. If I can realize that doing what I want causes unimaginable stress, then doing what I must will be the remedy to that stress. In other words, if I decide that I do not want to be stressed out and worry about my work, I will sit at my desk and WORK!

The more work I get done, the lower my stress levels seem to fall. I think a big mistake many freelancers make is that they think it’s the work that is what’s stressing them out, when in fact it’s the procrastination that is. Making a conscious decision to work even though I don’t feel like it is NOT the answer. Making a conscious realization that one option leads to stress, while the other option alleviates stress, is the best way to approach every working day freelancers are at home.

 

About the author: Copley Sutton is a freelance copywriter in Johannesburg, South Africa. He and his team of writers handle a number of international and local writing projects for the web, magazines and students