What’s Brand Messaging? (You Need It BEFORE Copywriting)

Forgot about brand messaging? Then your audience will forget about you. 

Or better: your business won’t pop into their minds when they’re finally ready to invest in the type of services or products you sell.

Shall we bypass this not-so-delightful scenario? 

Find out why you desperately need to work on your brand messaging (and yes, that’s before you write or invest in new copy).

Understanding brand messaging 

Let’s start with a simple definition.

What is brand messaging?

Brand messaging is the way you talk and write about your business, what you focus on the most, and how you convey your specific value proposition to your target audience in a way that resonates with THEM.

It’s how you communicate your mission, brand story, and personality across all of your marketing channels.

And, of course, in order to communicate them effectively… you first need to be crystal clear on what they actually are for your business!

Brand messaging examples

Brand messaging isn’t really something you can “see”. It’s more about how you make your audience feel about your business and what you help them focus on (and remember).

Still, I’m gonna share a couple of snippets to give you a flavour of just how big a difference this can make.

The following brand messaging examples are from the websites of two coaches for female entrepreneurs:

MG Coach uses a straight-to-the-point, matter-of-fact tone that inspires confidence. Even though her services help her clients improve their overall life too, her focus is clearly on business. More specifically, on getting results “faster, better, easier.”

Becky Stanton has an uplifting tone, which makes her clients feel empowered and sense an instant connection with her (e.g. “and the truth is, that magic is already inside of you.”). Her focus is on helping them create an abundant life overall.

See? They’re both coaches and both working with female entrepreneurs, but their brand messaging paints a completely different picture right from the start.

When you master this, you’ll start attracting and connecting with your dream clients—and repelling the wrong prospects, which is just as important.  

And what is a brand messaging framework?

A brand messaging framework is a document that clarifies elements like your value proposition, core focus, and tone of voice. It also includes guidelines on how to keep your communication consistent when talking about your business.

That way, it doesn’t matter if it’s just you, if you have a team, or if you’re planning on outsourcing some aspects of your business: a brand messaging framework will ensure that its focus stays consistent no matter who’s writing about it, when, and on what channel.

Why you need brand messaging—before hiring a copywriter

And for full transparency: this comes from someone who used to be known for her standalone copywriting services. One of the main reasons why I pivoted and swapped them for a brand messaging & website copy offer?

Because I told you: you really do need to fine-tune your brand messaging before hiring a copywriter.

And I had to learn that the hard way.

I’ll tell you why through some examples, but let’s first focus on those core reasons.

1. Without clear brand messaging, you’re “just another option in your niche”

… and you’d be leaving a ton of money on the table. 

Because if you:

❌ can’t communicate what sets you apart from your competitors

❌ aren’t clear on WHAT to focus on when marketing your business and HOW to say it

❌ can’t articulate the value of your services or products in a way that resonates with your audience

… why should your dream prospects choose you instead of your competitors?

Brand messaging, on the other hand, allows you to fine-tune your value proposition and communication so they connect with your specific audience.

That way, choosing you becomes a no-brainer.

2. If you’re not clear on it, you can’t expect your copywriter to convey your brand message through your copy

Newsflash: copywriters can’t read minds (yet).

That’s why, before starting a project, they’ll get you to fill in a brief. If you’ve never thought about your brand messaging, though, you won’t be able to do that. Or you’d end up giving extremely vague answers… which would then lead to extremely vague copy.

For example, before becoming a brand messaging consultant as well as a copywriter, I worked with clients who’d answer like “oh, we REALLY care.” The question? “What sets you apart from your competitors.” You can see why that wouldn’t be enough, now, can’t you?

Or a fellow copywriter told me that a client expected her to nail their personality even though all they had told her about it was “We’re like an oat milk latte.”

Instead, when you’re clear on your brand message, a copywriter will be able to clarify and amplify those core concepts through your copy, crafting words that actually SELL.

3. You’d end up confusing your audience whenever you write or talk about your business

When I used to offer standalone website copywriting services, my clients would obviously receive strategic words that positioned them as THE go-to solution for their target audience.

But then I realised there was a big problem:

sure, the website copy itself kept working in the background for them… but when my old clients wrote about their business on social media, their blog, and other channels? 

Most of them would end up muddling that core message.

They’d start focusing on different things altogether or go from “Here’s what we can do for you” to “We are so passionate about this and that and blah blah boring”.

And that’s something I see online ALL. THE. TIME.

❌ The website copy tells one story (e.g. “I’m a graphic designer on a mission”)

❌ Their Instagram bio offers a different business summary (e.g. “I offer graphic design services for solopreneurs”)

❌ So does their LinkedIn headline (“I’ve completed +100 graphic design projects and social media templates for my clients”)

❌ So do their social media posts (“I’m here to make your brand  more colourful.”)

❌ And so on

That’s why I eventually introduced a brand messaging guide as part of my signature offer: to make it a breeze for my clients to tell a consistent story and stay true to their brand messaging whenever and wherever they talk or write about their business.

Because here’s the truth: if your focus keeps changing, you can’t expect your audience to think of you when they’re finally ready to invest!

The right brand messaging helps your dream audience understand and remember exactly what you do and how it’ll benefit them. 

So, make sure you are clear on that first and can always keep it consistent.

Nail your brand messaging with the help of an expert

By now, I’m sure you understand the importance of a clear brand messaging framework, but… I get it: it’s not easy to define it when you’re so close to your business.

After all, what you’re personally excited about (“I’m so passionate about my work”) is unlikely to be what your audience needs to hear.

Well, that’s one of the reasons why I niched down as a brand messaging strategist as well as a copywriter: to unlock and fine-tune my clients’ core message and brand story.

Perfect for fellow women service providers in particular, the 🧲Magnetic Message & Web Copy Makeover✨ will give you:

• Brand messaging to position you as THE go-to solution for your ideal clients

• Entirely done-for-you website copy that actually sells for you, even when you’re sleeping

• Bespoke guide to amplify your messaging through your marketing (so that you always know WHAT to focus on and HOW to articulate the value of your services)

  Ready to attract more clients who already want to work with YOU (and you only)?

More #crafty blog posts on this topic:

How You Can Use Storytelling in Marketing to Connect & SELL

Sure, stories entertain, but did you know they could sell, too?

Yes. Using storytelling in marketing can really help you stand out from a crowd of ‘buy-this-now’ competitors.

It can make your audience think, “hey, she really gets me!” and “this brand can definitely help me.”

But here’s the problem: in most cases, you’ve either ignored storytelling altogether or… you’ve been spinning the wrong story.

Here’s why (and how to fix it so that you can actually start using storytelling as a marketing strategy).

Storytelling in marketing 1-0-OnceUponATime

Excuse the cheeky pun.

What does storytelling mean in marketing?

In marketing, storytelling means using a narrative (literally “telling a story”) to communicate a message to your audience. 

This can take all kinds of different forms.

For example, storytelling as a marketing tool could involve long-form copy on a sales page, something that paints a picture of how your life feels right now and shows you the transformation you’ll experience after investing in that offer.

It could be a snappier social media post talking about how you took someone from A to B.

And… anything in between.

Now, don’t worry: it’s not about creating all sorts of characters and plots! You’re not writing a novel, after all.

Storytelling in marketing is simply about showing some kind of progression or transformation through your copy and content. 

I’ll give you a proper storytelling marketing example later down the article, but first…

Why is storytelling important in marketing?

Storytelling is important in marketing because it helps you grab the attention of your specific target audience and make them want to invest in you. It also makes it easier for them to remember you.

And this isn’t my opinion: it’s a #fact. There’s an actual science and psychology behind marketing through storytelling!

Some quick stats to put marketing storytelling in context

• Some specific chemicals are released in our brain when we’re told a story. Cortisol helps us formulate memories, dopamine regulates our emotional response, and oxytocin creates or maintains a connection because it’s associated with empathy

• No wonder facts are 22 times more likely to be remembered when they’re part of a story! And being noticed and remembered can make all the difference for your business, especially since your audience is exposed to 6,000-10,000 marketing messages EVERY. SINGLE. DAY (yes, really)

• Storytelling in marketing leads to a 30% increase in conversions. So, you’re A LOT more likely to turn those prospects into paying clients!

Why you might have been telling the wrong story

Using storytelling in marketing isn’t enough to succeed. You also need to tell the right story.

And here’s the mistake I encounter the most whenever I review existing marketing copy and content:

most business owners make this story about themselves.

Is that the case for you?

It might be if any of these sentences sound familiar:

• “I couldn’t be more excited to announce that…”

• “I started this business ten years ago, and it taught me that…”

• “I’m passionate about what I do. That’s why I decided to turn it into my business.”

Those are some bad (but extremely common) marketing storytelling examples.

Now, don’t get me wrong: I’m NOT saying your story hasn’t got a place in your marketing. Not at all!

For example:

• Can your own story inspire your ideal client to take action?

• Is there a particular anecdote that can resonate with them based on their current situation?

• Can your background show them why they should choose you instead of your competitors?

• Does your story feed into a bigger mission that your audience is also on board with?

Then, go on, and share those stories! 

And let’s not forget that personal stories can help you grow your own personal brand (well, it’s in the name).

Just… don’t plan your entire website copy and storytelling content around them.

“Then, what type of storytelling in marketing SHOULD I use, Giada?”

Why, I’m so glad you asked!

How you can start attracting (and converting) your audience by using copywriting and content marketing storytelling ✏️

There is ONE story you should tell ALL. THE. TIME.

The core of your content and communication should be based around it, too.

And when you get this brand story right? That’s when your storytelling in marketing becomes a lead-generating machine.

1. Understand and accept that your audience is the hero of your brand story

Sorry, I don’t mean to rain on your parade, but:

“The customer is the hero of our brand’s story, not us.”

— Donald Miller

(PS: I highly recommend his book, Building A Storybrand)

So, whenever you’re using storytelling in marketing, remember that the trick is to make them the protagonist of your overall brand story.

“But Giada, where does that leave ME?!”

2. Position yourself/your brand as the guide

Even though you’re not the hero, you still have a pretty cool part:

you’re the wise, trusted, and helpful guide.

You’re the Fairy Godmother to their Cinderella. The Obi Wan to their Luke Skywalker. 

In other words, you are the one who can help the hero get to their happy ending (if they invest in your brand).

3. Tell their story

Now, I’m not gonna lie: I have a bespoke, proven framework for my web copy creation and storytelling content strategy.

So, I can’t reveal every single ingredient inside my secret sauce (it wouldn’t be fair on the badass clients who pay for it, would it?)

But, to give you a general idea, here are the core parts of that story:

• INITIAL SITUATION: the hero (= your dream client) has some kind of pain point that’s making their life or business more complicated, stressful, overwhelming, etc.

• INCITING INCIDENT: the hero meets a guide who offers them the tools to solve it. In fact, this guide has already helped other heroes overcome that initial struggle!

• HAPPY ENDING: if the hero decides to invest in that guide, they will replace their current pain point with a positive outcome. They’ll go through a transformation and feel confident, empowered, relaxed, etc.

That’s what you should base your brand story on.

Not how passionate you are about collaborating with your clients. Not how excited you are to send them your products. 

Successful storytelling in marketing is about how your brand can solve your hero’s problem and offer them a happy ending. 

4. Amplify your content marketing storytelling by sticking to the same story

That brand story should be extremely clear on your website in particular.

Sadly, here’s another common problem when it comes to brand messaging and copy: each channel seems to tell a different story or focus on a separate aspect of it.

If you want your audience to understand and remember your story, you need to tell a consistent one. Brand story marketing won’t work if that narrative is unclear on all over the place. 

Sure, some elements will change slightly depending on the format and campaign.

For example, if your client is experiencing three core pain points, you can tackle each of them individually in a different social media post.

But every piece of your content marketing storytelling strategy should still refer to that overall narrative. 

Basically, you want your audience to know that, if they want to solve their current problem and achieve their happy ending, YOU are the best possible brand for it.

You can’t do that effectively if your message and story get muddled whenever you write or speak about them. 

Use strategic messaging and storytelling in your marketing to attract your ideal clients 

Storytelling will make a huge difference for your service-based business, but it’s just one piece of your marketing puzzle (which doesn’t actually have to keep feeling like a messy puzzle).

As a marketing message mentor, I give women complete clarity, a strategy, and a system to consistently market their services as the ONLY logical choice, attracting more perfect-fit, ready-to-start clients who want to work with THEM.

If that sounds like your kind of happy ending, let’s start writing the first chapter together.

More #crafty blog posts on this topic:

What Exactly Is a Website Copy Review? (& Do You Need One?)

So, you’ve heard about website copy reviews, but… what do they actually include? And, most importantly, are they the right investment for your business right now?

Let’s find out (objectively).

Website copy reviews 101

First of all, a simple definition:

What is a website copy review?

A website copy review (or website copy audit or critique) is an unbiased analysis of the written copy that’s already on your website, with feedback and actionable suggestions to show you exactly how you can improve it.

Basically, a website copy review:

• identifies what’s been holding you back

• finds untapped opportunities to reach your goals (like getting more enquiries from clients who already want to work with YOU

• tells you how to bridge that gap, step by step

That way, you can then fix your website copy on your own following that plan. Easy!

What’s included in a website copy review?

Well, this really depends on who you work with. In most cases, however, a website copy audit looks at things like:

• Is your core messaging clear and simple to understand for your specific ideal clients, or is it muddled and confusing?

• Does the top section of your homepage immediately clarify exactly what you do, who your products/services are for, and how they will benefit them?

• Does your website copy include aaaaall the conversion elements NEEDED to take someone from prospect to paying client, from their pain points to their most common concerns and much more?

• Is your tone of voice consistent?

• Is your copy easy to skim and digest, or does it compromise UX and readability?

• Have you used your SEO keywords correctly to give yourself the very best chances of showing up in front of your ideal clients’ eyes on Google?

• Does it include clear and unmissable calls to action (the kinds your audience will be ITCHING to click on), or does it expect them to figure out the next steps on their own?

Plus, I usually end up catching many more technical website copy mistakes that have secretly been working against my clients.

For example, did you know that using headings just to highlight your text visually is one of the worst things you can do for your SEO? And that you shouldn’t have the exact same clickable text more than once on the same page (like “Find out more” for every single service)?

I can’t blame you if you didn’t because… well, that’s not your area of expertise! But there are all kinds of problems that can be identified during a website copy review—and, without one, you wouldn’t get a chance to fix them.

At the same time, though, I want to be clear:

What’s NOT part of a website copy review?

Let’s make sure we’re on the same (website) page. A website copy review isn’t synonymous with any of the following.

❌ An actual rewrite or full website copywriting services

A copy review is about helping you optimise what you already have. So, a website copywriter will tell you what needs changing and how. Then, you will be the one who puts their actionable advice into practice.

That’s why a copy review is more budget-friendly than traditional website copywriting services. But if you’d rather let a copywriter do aaaaall the hard work and write new copy for you, you should consider the latter.

❌ A proofreading service

Most website copywriters will also point out obvious grammatical and punctuation mistakes. However, that’s not the point of a copy review because:

• You’ll probably be rewriting most of it anyway (with clear guidance)

• It goes BEYOND that! It’s about the actual strategy behind your words. I’m talking about psychology and marketing tactics to get your dream clients to click your “Buy/Book now” button while cheering in front of their laptop

❌ A technical/SEO audit

A website copy review isn’t a full website audit! Copy reviews are usually carried out by copywriters, so that’s what we deal with: the word side of things (not website speed, Schema markup, and stuff like that).

Plus, once again, a review is about optimising what’s already there. If you haven’t got any keywords at all, you can’t expect a copywriter to create an SEO plan from scratch during an audit.

However, if you did optimise your current copy for certain keywords, most writers will let you know how to use them to maximise your chances of ranking higher than your competitors (I sure will!)

So, is a website copy review the best option for my business?

I’ll be completely honest: it depends.

If your current copy hasn’t been bringing you (m)any clients or helping you sell your services more easily, the best option is to invest in brand new website copy written from scratch by a professional copywriter.

However, hiring an expert to review your website copy is indeed the (second) best option if you genuinely can’t afford full copywriting services just yet.

And anyway, a website copy review is DEFINITELY better than:

• Hiring the cheapest writer you can find on Upwork, only to get more directionless copy written without a strategy

• Using AI (ugh, don’t let me get started!)

What are the benefits of a website copy review?

In a nutshell:

✅ As they say, “You can’t read the label from inside the jar”. Being so close to your business makes it much harder to write about it in a way that actually speaks to your audience. Plus, because you’re not a professional copywriter, it’s totally normal that you’re not familiar with the best practices to maximise conversions (as in, compelling people to get their wallets out and be happy about it). Instead, an audit is objective and carried out by an expert who’ll read that label for you and help you rewrite it. No more guesswork!

✅ You’ll simplify your message and start talking about your services in a way that speaks to your actual audience (without jargon, overused buzzwords, and vague or generic sentences that don’t mean much)

✅ You’ll increase your conversions (= more leads, sales, and money)

✅ Your website copy will finally start working in the background for you instead of feeling like a placeholder, and you’ll finally get to direct your leads to your service pages confidently (no more being secretly ashamed of them)

✅ From social media to newsletters and more, you’ll find it much easier to talk and write about your business IN GENERAL once you put those website copy review suggestions into practice

My website copy review for women entrepreneurs: shall I take your copy from “meh” to “heck yeah”?

Now that you know all this, does this one-off investment sound like the best option for you right now?

Then check out my website copy review package (I’m Giada, by the way).

It starts with a project planner for you to fill in so that I can learn all about your brand, audience, challenges, and goals. I’ll then review the copy of up to 5 of your current website pages (your homepage, since that’s the most important, and 4 more—chosen by you).

Within 3 working days, you’ll then receive:

• An in-depth document full of comments, feedback, and actionable suggestions (no jargon or confusing instructions!)

• A checklist to help you prioritise them and put them into practice without feeling overwhelmed. I’ve got you!

• A screenshare video recording covering the most important points so that you can easily visualise those new changes

• Optional: a 20-minute 1:1 consultation to answer your questions (should you have any)

All for a one-off investment of £500.

If the words on your website haven’t been bringing you (m)any new clients, they won’t magically begin to do that “one day”.

It’s clearly time to do something about it, don’t you think? Because the sooner you book your website copy review, the sooner you can start using those strategic pages to take someone from prospect to paying client more easily—without YOU having to do all the heavy-lifting

More #crafty blog posts on this topic:

Why I Don’t USE (& Trust) Yoast SEO as a Copywriter

I’ll tell you a secret: I’m a professional copywriter, but I don’t always get a green light on Yoast. In fact, I stopped using it years ago.

Am I crazy? An amateur? A FRAUD? 

Well, I’ll give you some context and let you judge for yourself.

What is Yoast SEO?

Yoast SEO (also known as just “Yoast”) is a Wordpress plugin that helps you optimise your web pages and blog posts for search engines.

Or, if you haven’t got a Wordpress website, you can use Yoast online.

Either way, all you have to do is:

• Write your copy

• Tell Yoast what your focus keyword is

and this plugin will analyse it for you.

Using a traffic light system (red, orange, and green), it’ll tell you exactly what you did right, what can be improved, and what’s a downright SEO disaster. 

“Not gonna lie: it actually sounds pretty helpful, Giada. Why do you not like Yoast?”

I’m glad you asked!

1. Yoast SEO comes with many limitations

This plugin means well, but its suggestions aren’t always helpful.

Let me give you an example.

Sometimes, instead of forcing the exact same focus keyword (e.g. “worst copywriting mistakes”) into your text even when it doesn’t really fit, it’s better to:

• use its singular/ plural form (e.g. “this is the worst copywriting mistake when writing emails”)

• some similar ones to avoid repetitions (e.g. “most common copywriting mistakes”).

Google actually prefers this because it’s more natural and organic. So does your human audience. 

But Yoast? Nah. 

Because you haven’t used the exact same keyword, it’ll give you feedback along the lines of:

• “The focus keyword doesn't appear in the first paragraph of the copy. Make sure the topic is clear immediately.” 

• “The keyword density is 1%, which is too low; the focus keyword was found 2 times.”

• “A meta description has been specified, but it does not contain the focus keyword.”

If you were to try and use the exact same keyword just to get a green light on Yoast, you’d probably end up with a robotic text. 

2. It relies on outdated practices

One of Yoast’s core points is keyword density (=how many times you’ve used your focus keyword in relation to the length of the text. For example, 15 times in a 1000 word document: 1.5% keyword density).

Not only is this system flawed because, as you now know, it can’t detect singular/plural forms and slight variations: keyword density is an obsolete SEO practice!

Google is now smart enough to understand what your web page or blog post is about even if you don’t hit a specific keyword density.

Don’t get me wrong: it’s still important to repeat your keyword a few times, but there are other factors that can make an even bigger difference.

For example, additional keywords to complement your primary one and semantically-related words that clarify what this topic is about.

So, if you were to rely on Yoast alone, you could end up cramming your document with one keyword just to hit a density percentage (and not actually include what Google needs to understand your text).

3. AI can’t think on a case-by-case basis

Yoast and similar plugins make recommendations based on the best SEO practices.

In reality, SEO is really about creating the best possible content for your human audience and helping Google understand what it’s about.

This means that, in some cases, some of those best practices won’t be relevant.

For example:

• It’s good practice to include a few internal (to other pages on your website) and external links (to other websites). However, if you have nothing relevant to link to, you shouldn’t add random ones just for the sake of getting that green light on Yoast!

• It’s good practice to use your keyword in at least one heading. If it doesn’t fit organically, though, it’d be counterproductive to force that exact keyword into them (e.g. your focus keyword is “Can a copywriter write in my voice” and that’s part of your main title = it’s not going to sound very natural if you try and force it into multiple headings)

4. I know more about SEO than Yoast (#SorryNotSorry)

Do I think Yoast is useless? Not at all! 

If you don’t know anything about SEO but can’t afford to work with a professional writer just yet, this plugin can be a handy starting point. Just… don’t rely on it blindly.

But if someone is a professional copywriter like yours truly? They don’t need Yoast!

Seriously. I know I probably sound big-headed right now, but I’ve actually reached Google’s first page countless times:

• Without using Yoast

• With articles that probably would not get a green light on Yoast

Because there’s a lot more to SEO than fixing those orange and red points.

In fact, sometimes, it’s much better not to get a green light at all.

Ready to choose a professional writer over a plugin? 😏

If you’re planning on hiring me and then telling me “the blog post you wrote for me doesn’t get a green light on Yoast”*, then I’m gonna save you some time:

we’re not going to be a good match.

(*But hey, if you’re reading this article because you’re an existing client and have just asked me about Yoast, that’s cool. It’s a common question!)

Are you ready to trust a professional SEO writer over an AI tool?

Then I’m your girl.

I’m Giada, and I’m the copywriter for female entrepreneurs looking to become THE go-to solution in their niche.

I specialise in website copy and blogging services that’ll help you generate more relevant traffic, convert it into sales, and establish yourself as a thought-leading expert.

More #crafty blog posts on this topic:

Why I’m NOT the Right Copywriter for You (& I DO Mean It!)

“Oh, I see! She’s trying the old reverse psychology trick to tell us that she actually IS the right copywriter for all of us. 

Kinda like when a job seeker answers ‘I care too much’ after being asked about their weaknesses.”

Nuh-uh.

No reverse psychology or other tricks in this blog post.

I’m dead serious.

8 reasons I’m NOT the copywriter for you

And, by the way, there isn’t necessarily anything wrong with these points.

We all have different processes and boundaries.

But, if even just ONE of them sounds familiar, it simply means you and I would NOT be a good fit.

And I had to learn some of these the hard way.

1. You’re not happy to respect my process

The way I run my copywriting business isn’t negotiable. I’m very clear and upfront about it, and I’ll always tell you what the next step is.

The first one?

After you get in touch to tell me about your current situation and goals (and only if I think that’s something I can help with), we’ll start with a consultation. And I do charge for that.

I don’t do free discovery calls. I no longer put hours into a free proposal. And I most definitely haven’t got the energy and capacity to let people pick my brains for free.

Instead, I start with an in-depth consultation to understand exactly what’s been holding you back from a website copywriting and/or blogging point of view and how we can solve it so that you can start working towards your goals.

To do so, I spend time reviewing your initial enquiry and website, and I ask you a lot of questions during the actual strategy session.

Then, I elaborate on them and create a #crafty blueprint. This is an action plan detailing what you need, and it’s yours to keep and use however you please.

If you decide to use it to work with me, I remove the cost of the initial consultation from the custom quote included in it. (More about how it works)

Because it’s a paid consultation and blueprint rather than a time-consuming and directionless virtual cuppa, I give a ton of value right from the start. 

In fact, a client of mine got their first enquiry EVER after applying those initial tips alone, before we even started working together!

But, if you’re not happy to follow this process (and, instead, you’re planning on scheduling several free calls with different writers to then pick the cheapest quote and ghost the others), then I’m NOT the copywriter for you.

Which takes me to the next point…

2. You’re looking for the cheapest quote possible

Now, I’m far from being one of the most expensive copywriters out there. Really.

But I’m not the cheapest either.

My quotes are a reflection of the value I provide to my clients, my expertise, and the results I’ve already achieved.

While I price per project, I’m very transparent about my pricing model (you can find some pricing starting points on my website), so there won’t be any surprises.

But I won’t offer you a discount just because your cousin’s neighbour’s daughter can do it for less.

3. You need this done “yesterday, LOL”

If all you want is “words to fill your website”, you can get them within a day or two through Fiverr or Upwork.

Actually, scrap that: just get an AI writing tool to generate them for you within ✨ minutes ✨.

Do you want words written with a strategy? The kind of words that bring you actual results, from more traffic to new sales? Then I need time to write them.

In fact, writing is the SMALLEST part of my job as a copywriter. We should be called copyresearchers, in my opinion.

As well as talking to you, here are some of the things I do before I type a single word:

• Having a proper conversation with you to fully understand what your brand is about and who you’re targeting

• Asking you more questions through my project planner 

• Carefully reviewing your answers

• Familiarising myself with your brand voice

• Conducting more research to analyse your target audience, what problems they’re experiencing, how your business can solve them, and what’s the best way of telling them (for example, I also look at their questions and concerns on websites like Quora and Reddit, social media comments, and reviews or testimonials)

• I look at your competitors and their reviews to set you apart from them

• If your project involves blog posts, I ask for your input as an expert in that field

• I research the actual subject

• I conduct keyword research to find the best terms to help you be found by your actual audience

• I analyse the top-ranking pages for those keywords and identify the gaps that need filling to make you stand out

Then, I write the actual copy. And edit it several times before sending you what I like to call “the first draft” (even though it’s probably the 19th).

I can’t possibly do all that within a couple of days!

Here’s an example of a previous client with unrealistic expectations: 

They got in touch to ask if I could write some website copy for them, I promptly sent them a quote, and they got back to me over 3 weeks later… telling me they needed it ASAP (and asking for a completely different service).

I no longer put up with this kind of behavior.

4. You know exactly how the copy should look like (or you think you could write it yourself, you “just haven’t got time”)

Now, don’t get me wrong: I know some clients mean well when they say this.

They think that, because nobody knows their business better than they do (and they’re right about this part), nobody else can write about it properly (and they couldn’t be more WRONG here).

• Anyone can write about their own business

• Not everyone can do it in a way that translates into relevant traffic, leads, and sales. That’s what a copywriter is for!

We don’t write pretty words. We write the right ones for your audience.

Of course, we follow your brand guinelines and tone of voice!

But, if you go into a copywriting project expecting your copy to match your own vision, you’re probably going to be disappointed.

And this isn’t just because copywriters can’t read minds (yet!): it’s because your vision is unlikely to be what your audience needs to hear in order to go, “yes, please! Take my money NOW.”

If that were the case, the copy you DIYed would have already been doing that consistently (#SorryNotSorry).

The thing is: when we’re so invested in our own business, we’d like to talk about how excited and passionate we are about it, how much we love doing what we do, and all that jazz. But that’s not what your audience wants or needs to hear.

So, if you can’t appreciate the fact that I’ll be writing your copy for them and to give you the highest chances of converting them into paying clients (NOT to stroke your ego), then I’m NOT the copywriter for you.

5. You think you know better than me, especially when it comes to SEO

This might sound cocky, but hear me out.

YOU are badass at running your business. I probably couldn’t do what you do (unless you’re a copywriter or you get paid for loving 80s music and dressing vintage more often than not).

But I’ve learnt, studied, and practiced copywriting and SEO for years. So, if you’re planning on disregarding that, I’m NOT the copywriter for you.

I had a client telling me that, because they work with ‘conscious clients’, “maybe that can be a keyword?”

But this had NOTHING to do with SEO. Someone looking for that type of business wouldn’t go on Google and type ‘conscious clients’ just because they are ‘conscious clients’, don’t you think? They’d google the type of services they’re after. 

I appreciate SEO can be confusing and overwhelming. You might not understand exactly—or at all—how it works. But that’s why I’m here. Same when it comes to copywriting tactics.

Don’t get me wrong: if you already collaborate with an actual SEO expert, we can agree that THEY will be sending the keywords, and I’ll take that into account when preparing your custom quote.

But, if you (or your VA, or someone who is NOT an SEO or copywriting expert) are planning on suggesting random keywords or replace my conversion-focused copy with vague words like “awesome”, then I’m NOT the copywriter for you.

And, if you think SEO is all about getting a green light on Yoast, you can find a cheaper copywriter who’ll do that for you.

There’s a lot more to SEO copywriting than that.

In fact, I’ve reached Google’s 1st page countless times for both myself and my clients, even (or better: “especially” 😏) with copy that wouldn’t get a green light on Yoast.

6. You’re after the hired help rather than an expert 

Once again, you can find the hired help on Fiverr.

Full disclosure? I used to be the hired help, too.

Now, I only collaborate with clients who understand that I’m not an employee or someone who’ll say yes to everything.

For example:

• You might think you need a short, 200-word website page, but I WILL tell you if you need a longer one based on your goals (and, also, I WILL explain that such short pages are classified as ‘thin content’ by Google and would penalise your website’s SEO)

• If you request an edit or tweak that wouldn’t affect the strength and potential of your copy, I’ll complete it without questions. If you ask for a change that would compromise conversions or SEO? I WILL tell you and explain why. I won’t just edit it and let you walk away with some copy that you personally like the sound of more but that isn’t as strong as it can be

Once again, you’re paying for results, not words.

7. You expect my copywriting services to automatically solve all your problems

I’m an expert when it comes to copywriting and on-page SEO, but those aren’t the only things that need to be right for your business to succeed.

So, my clients need to be aware of the fact that, as a copywriter, I’m not responsible for everything else. 

A bit like you wouldn’t expect your plumber to take care of your interior design (or get mad at them if your pink chair doesn’t go well with your blue sofa).

For example:

• Excellent copywriting can’t fix a bad offer

• Whilst copywriters do conduct plenty of additional research, you need to be clear on your USP, audience, and their pain points before you get in touch with us

• Bad design and unreadable typefaces will turn a big chunk of your website visitors away, no matter how good your copy is (in fact, they might not even stick around long enough to read it)

• If your website is poorly designed, incredibly slow, and not mobile-friendly, it doesn’t matter how well I write your copy and optimise it for SEO: it’ll be extremely unlikely you’ll rank high on Google

8. You cannot commit to answering my questions or sending me all the material in time

As you now know, a copywriter needs a ton of information to write the right copy for you.

If you’re like, “oh my god, but I wouldn’t know WHAT to give you,” relax. I don’t expect you to have a brief before you get in touch with me. That’s exactly what my project planner is for! 

What I do need from you is simply… well, that you fill it in time. Or, if we’re talking about an ongoing collaboration (like a set number of monthly blog posts), that you send me the new material before my deadlines.

For example, I always conduct plenty of research and write the actual blog posts, saving you hours every time. Still, I do ask my clients to send me some bullet points on that topic so that I can position them as experts in that field.

You know, the kind of stuff that I (or another writer) wouldn’t be able to find on Google but that you already know. Or perhaps a new spin on a topic to reflect your unique angle.

I do send a reminder through a project management software so that you can remember to do that every month or before a one-off collaboration.

However, if you can’t commit to sending me everything and won’t respect my deadlines and time, then I’m NOT the copywriter for you.

Still here? In that case, I probably AM the copywriter for you, yaknow? 😏

If, instead of feeling offended and thinking I’m the worst person on earth for having boundaries and knowing my worth as a copywriter, you thought, “this makes sense”, good news:

you have a lot more in common with the clients who’ve already trusted me with their words.

And, thanks to our mutual understanding, that’s why they’ve achieved certain results, including (but not limited to):

• Ranking for several, relevant keywords even though nobody could find them on Google before working with me

• Generating more organic traffic as a result

• Encountering less resistance when selling their services, especially when it comes to pricing

• Higher conversions

• Getting juicy backlinks from relevant publications in their industry (the kind where their target audience is also active)

So, after telling you all the reasons why I’m not the copywriter for you, here’s who I do work with.

I’m the copywriter for female entrepreneurs looking to position themselves as THE go-to solution in their dream audience’s eyes through their website copy and blog (and to trust my expertise when it comes to writing the words that’ll achieve that).

Sounds like you? 

Well, now you know exactly what to do, doncha?

More #crafty blog posts on this topic:

15 Client Red Flags: Don’t Do/Say THIS to Service Providers

When I started out as a freelance copywriter, I didn’t even know what client red flags were. Some prospects were virtually waving them right in front of me through their emails and comments, and yet I would ignore them like a naive teenager thinking “i CaN fIx ThEm.”

Now, I know (a little) better. 

And here’s the thing: client red flags are highly subjective. Something that doesn’t work for me might be fine for someone else.

However, after talking about it with some fellow service providers, I realised there are a few that seem to be universal or, at least, extremely popular amongst the freelance squad.

Grab pen and paper.

15 client red flags that make freelancers want to run away from you

If you’re considering hiring a freelancer, please, please, PLEASE avoid saying or doing the following things. 

I actually have a crafty tip later down the article to help you do that even with client red flags that aren’t included in this list.

(And, if you’re a fellow freelancer, please, please, PLEASE start recognising them early on.)

1. “Can I get a free sample?”

“Sure. I’ll use that to pay my bills this month.”

… NOT!

Free samples can’t pay my rent. They also require valuable time and energy I could reserve for my paying clients (or, you know, to do ANYTHING else).

If you want to get a feel of someone’s work before you hire them, that’s totally fair. Go on, and check their portfolio and case studies.

But don’t be the kind of client who expects them to work for free.

2. “I need this done yesterday, LOL” 

As Dr Richard Diston (The Real Security Doctor) said: “I need payment the day before yesterday, in that case.”

This is a BIG client red flag because it shows your company has poor planning and expects freelancers to bend over backwards to make up for it.

If something’s a priority, please contact us as soon as possible. Don’t wait until the last minute and then try and put pressure on us.

We have other deadlines in our diary and can only work so many hours a day.

3. Not following or respecting a freelancer’s process or boundaries

Now, this is one of those client red flags that can look completely different depending on who you speak to, because… well, we all have different boundaries and systems!

“But Giada, how can I be expected to know about them, then?”

Well, that’s why communication is key. Read the materials we send you, and respect what we ask you to do.

For example, some red flags for me are:

• “Can we just jump on Zoom to talk about it?” whilst I’m asking you a couple of written questions to figure out if this is even something I can help with (plus, I charge for initial consultations)

• Expecting additional meetings to be free

• Calling me out of the blue 

• Sending an email at 7 pm on a Friday and then emailing me on Sunday morning asking if I received it (even when you can clearly see in my email signature that my working hours are 9-5, Monday to Friday)

4. “I just need a quote. Can you provide it?”

A client red flag for freelance writer Sean Kivi (and many, many freelancers) is when “a client fails to give the details of a job but expects a quote out of thin air.”

Here’s why that’s a problem: because we can’t quote for a project we know nothing (or not enough) about.

Most freelancers price per project, not per hour. We’re not employees!

Don’t get me wrong: I know budget is important and you need a general idea before talking to us or paying for a consultation. But that’s exactly why most freelancers have some pricing starting points for their services. 

5. Negotiating rates or asking for a cheeky (=disrespectful) discount

MASSIVE client red flag as it shows you don’t value our work.

I’ve fallen for this one before (never again, thanks), and that meant having to work just as hard… for less money. How is that fair?

Some popular variations of this red flag are:

• “Can you give us a cheaper rate? There’s loads more work in the pipeline”

• “What is your BEST price?”

6. Refusing to sign a contract and pay upfront

That immediately prompts a question: what have you got to hide?

If the answer is “nothing” and you’re NOT planning on ghosting us after receiving your project, then signing a contract (and paying a deposit or the entire amount depending on the sum) shouldn’t be a problem.

Freelancers have costs and commitments. We can’t be expected to work for free and wait months for a payment that may or may not come.

7. “It’s not that much work” or “I just need a quick polish” 

“When a client is looking for web copy because they’re repositioning or because their old copy isn’t converting and tells me this, I cringe. Usually, I’ve already seen the website and know we need a total overhaul from the ground up, which obviously includes voice of customer and competitive analysis, among other things. There’s nothing ‘not much’ or ‘just a quick’ anything about that work!” Elle Rosselli, Clear Copy Works

The main client red flag here is that you’re basically telling us how long it should take us to do OUR job.

And guess what? It’s usually longer than you think.

But, either way, it doesn’t matter because we’ve already established that most of us price per project.

To put this into perspective: an IT technician doesn’t charge less just because all they did was press a button. The reason why they knew what button to press (and you didn’t) is that they’ve spent years training and investing money in their learning and development to be able to do that so quickly. 

That’s basically what they’re charging you for. That, and the final result. Not those 15 minutes.

8. Expecting constant availability and micromanaging

News flash: freelancers are NOT your employees.

You don’t hire us to work for you in the traditional sense. We’re here to offer you a service. 

So, we can’t be expected to be available 24/7, pick up the phone when you call out of the blue, send you additional stuff via email (for free), and report to you as an employee does.

9. “Below the radar assignments”

“‘Would you just take a look at _____?”
“_____ will give you an idea of what we want.”

“Could you help us with _____?”

“What do you think of _____?”

They basically want you to do a shi*load of work and tell them where they’re going wrong.” Jon McCulloch, The Evil Bald Genius

Once again, this red flag is about clients (or prospects) not respecting our time and expecting us to work for free.

And in most cases? They end up taking our advice or free audit and using it to work with someone else (=someone cheaper).

Not cool, now, is it?

(By the way, I HIGHLY recommend Jon’s book, The Well Fed Freelancer, to any service provider struggling to enforce boundaries.)

10. Complaining about previous freelancers

“I’d definitely say it’s a red flag if a potential client continually complains about every previous freelancer they’ve worked with — if they take some responsibility or acknowledge their role in it then that’s fine, but if they’re saying that every other freelancer they’ve worked with is basically a scam artist then RUN🏃🏼‍♀️” Grace Hall, copywriter and founder of Crying Over Copy

Yep. 

Don’t get us wrong: it can happen to be unlucky and have a bad experience with a freelancer. 

However, if it keeps happening, spoiler alert: YOU are the common denominator.

I’ve once worked with someone who, as soon as we started a call, told me, “You’re the 5th copywriter I try to work with for this project.”

They turned out to be a nightmare.

11. Expecting us to send a CV or fill out an application form

Once again, we’re freelancers. NOT employees.

You’re investing in one of our services. NOT offering us a job.

As such, you shouldn’t expect a CV. Seriously: I haven’t had one in years.

My CV is my website, my portfolio, my case studies, my client testimonials, my LinkedIn profile, the results I’ve achieved for previous clients, and so on.

You don’t need to know I had a marketing job in 2018 (well, now you do, anyway) when hiring me to write your website copy.

12. “I know exactly how it should look.”

“This is probably the biggest red flag because a client won't let me do the job I was hired for. In my humble opinion, a client that's an ‘expert’ outside of their own field of activity is simply a control freak that will ruin the outcome of a project.” Gabe Marusca, founder & web designer at Digital Finest

Let’s get real, now:

• You’re hiring a professional

• You’re paying them to do a job

• Why on earth would you tell them how to do it?

Do you tell your plumber how to fix a pipe? Or your gardener how to trim a hedge?

I genuinely hope not.

13. Radio silence

“When a client sends you a job, you deliver, then you hear nothing (even though they pay you). Then they get in touch for something else, and the same thing happens. I call them the ‘wham, bam, thank you ma’am’ clients.” Gabriella Sterio, copywriter, editor, and proofreader

This only happened to me once (so far).

They paid me, took my copy, butchered it when they uploaded it onto their website, and disappeared. POOF.

When they came back, they turned out to be an absolute nightmare because… well, plot twist (not really): they didn’t value communication and never answered my emails. 

Duh.

14. “I could do it myself, I just don't have time for it.”

“I do have clients that are actually legit great writers. Some still write some of their content. Some used to. But none of them brag about it. ‘I could do it myself’ generally means they could NEVER do it but don't want to pay you!” Kat Gál, health writer, freelance writing mentor, and creator of the No Hustle Freelance Writer course

Yes. Or it can also mean they genuinely think they can and therefore don’t understand the value of what we do (and aren’t prepared to pay for it accordingly).

For example, just because someone “was good at English” and can write well, it doesn’t mean they can write copy that converts into sales. That’s a totally different skillset. 

15. Changing the scope of the project

“Agreeing to proceed on a project and emailing back ‘oh, can you JUST add this’ and a) expecting it to be done, and b) not expecting it to cost anything extra. Red flag as they won't value your time and will just expect more and more. I learned the hard way early on being a people pleaser! It comes back to bite you!” Joanne Gardiner, content writer & creative VA

A freelancer’s business isn’t an all-you-can-eat. Just because we’ve agreed to a specific project, it doesn’t mean you can get additional stuff out of us without paying for it.

And, by now, we might not even have the availability for it.

How to avoid being a giant walking red flag as a prospect

As promised, here’s a simple trick you can use when approaching a freelancer:

Ask yourself, “would I ask/do/expect the same from a private doctor? Or the CEO of a multinational company?” If the answer is no, then you shouldn’t ask/do/expect the same from a freelancer.

For example, I bet you wouldn’t ask a doctor to perform a small surgery for free before booking a bigger one. You wouldn’t expect them to give you an in-depth consultation for free. You wouldn’t tell them how to do their job, now, would you?

And I’m pretty sure you wouldn’t call the CEO of a multinational company out of the blue. Or email them after a day because they didn’t reply to your Saturday morning message.

At the end of the day, freelancers are professional business owners. Treat us as such, and our collaboration will be oh-so-magical! Pinky promise. 

More #crafty blog posts on this topic:

“Wait, You Don’t Do Free Discovery Calls, B*tch?!”

Ok, nobody has actually used the final word. I wouldn’t be too surprised if some of them had thought it in their head, though.

After all, everyone offers free discovery calls nowadays, so why do I need to be on such a high horse?! 🐴

Or, at least, that’s probably how it comes across to someone who was secretly just hoping to ‘pick my brain’ for free.

Here’s the actual reason why I no longer offer free discovery calls.

Spoiler alert: no horses involved.

The reality behind most discovery calls

Before introducing my current onboarding process, here’s what it used to look like (and how it still does for many of my virtual colleagues, as I often see them complaining about it on LinkedIn).

• Random Uncommitted Prospect: “Hi, I need a copywriter. Can we jump on Zoom to see if we’re a good fit?”

• Old Me: “Yes, sure!”

• Old Me would then schedule a time in her diary. Then, that day, she’d know she couldn’t go too deep into a project because she would have had to stop working to do this free discovery call. She’d also google that prospect’s business to find out a little more about it and jot down some ideas (for free)

• Time for the free discovery call! Random Uncommitted Prospect starts talking about their business and asking questions that were clearly answered on Old Me’s website. Old Me would also end up sharing a ton of tips and value during this call (for free)

• Then, Old Me would spend HOURS creating the perfect proposal (for free) and calculating the right quote for the project

What then? 

• Sure, in some cases, Random Uncommitted Prospect turned into a client

• In some others, however, Random Uncommitted Prospect had just done the EXACT. SAME. THING. with a bunch of copywriters. All without even taking the time to look at their website and pricing starting points! They’d then choose a writer⁠—usually based on the cheapest quote⁠—and, in the ‘best-case’ scenario, let the others know

• In most cases? They’d straight-up ghost them 👻 (seriously: I’ve lost count of how many prospects haven’t even had the decency to tell me they had gone with a different writer!)

• Some of them even used that packed-full-of-value proposal with a cheaper writer

Why that old system wasn’t sustainable and didn’t sit right with me personally

Disclaimer: if YOU offer free discovery calls and they’ve been working well for you, I’m by NO means telling you that you should do anything differently. You do you, my friend 👊

Here’s why they didn’t work for me personally:

• I’d spend AT LEAST three hours of my time doing all that for free… only to never hear back from some of these prospects!

• When you time that by three or four prospects a week, that’s 9/12 hours that I could have used to work on some actual projects for my fantastic clients (or, on a selfish note, to have a more sustainable work-life balance). That’s longer than a full working day!

• My business is a one-girl band: if I’m that busy doing free calls and proposals, err… who’s doing the actual copywriting? (looks around confused)

• Jumping on Zoom without even knowing what this person needs can be a ridiculous waste of time (someone literally approached me to build a website for them, once: I’m NOT a web designer!)

• I’m always more than happy to give value for free to my badass audience. For real! My blog, newsletter, and social media are OOZING free tips 🙌 But, when it comes to one-to-one scenarios, it’s not sustainable or, in my opinion, ethical. As I mentioned, some prospects would just take my tips, advice, and proposals… and use them with cheaper writers

• Selfish reason: as an introvert, calls DRAIN ME. Jumping on Zoom with so many Random Uncommitted Prospects was seriously undermining my concentration and workflow

Why I now start with a paid strategy session (£99)

Now, I only work with clients who’re actually ready and EXCITED to collaborate with me. 

Those who’ve been following me for a while. Who’ve read my website, writing samples, pricing starting points, and case studies. Those who trust my expertise.

Most importantly, I start by figuring out what they actually need.

No more offering a quote based on a generic “how much for X” when… X might not even be what their business would benefit from!

The aim of my initial strategy session is to understand your current challenges, goals, and what exactly it is that you need (from a copywriting point of view) to get there.

It’s not ‘to see if we’re a good fit’ or sell you something you don’t actually need just because you asked me about it when you approached me.

And, at the same time, it’s not for people to pick my brain for free and then take the proposal that I spent 2/3 hours creating and use it with someone else.

#SorryNotSorry

So, how do these strategy sessions work? 🙌

Instead of ‘Random Uncommitted Prospect’, we now have a much cooler new character:

✨ ‘Committed and Respectful Prospect’ ✨

And Committed and Respectful Prospect has either been following me for a while or looked at my website, services, samples, case studies, and pricing starting points.

Here’s what our interactions are like:

• Committed and Respectful Prospect: “My current website copy isn’t converting” / “Nobody reads my blog” / “I want to generate more leads with my blog” / “I wrote my website copy when I first started out and can tell it no longer represents my business” etc.

• New Me: during this strategy session, I ask them all the right questions to understand their current situation and what they’re hoping to achieve with this new project. I always end up sharing some tips and ideas on the spot, too

• New Me: after this session, I take some time to figure out exactly what they need to get there 

(e.g. whether or not SEO needs to be a part of their website copywriting strategy, how we should organise the copy for their new website pages, how we’re going to capture their visitors’ email addresses, how many blog posts they should publish every month, how to promote them, what to blog about for their audience, and so on)

• Committed and Respectful Prospect: they obtain a #crafty blueprint with all these juicy details and a step-by-step plan. This is entirely theirs, and they can use it however they please. Pinky promise. And yes, that includes giving it to another writer. If they decide to use it to work with me, however, I’ll remove the initial £99 from the custom quote included in the blueprint. And if, for whatever reason, I decide I can’t help them, they also get their money back, of course

So, I hope you can now see that I’m not on a high horse (like, seriously: I can barely ride a pony 🐴).

I’ve simply decided to create a different system that, so far, has been incredibly beneficial to all my serious prospects (and I’ll be honest: to my own sanity and workflow, too).

Unlike with traditional discovery calls, I usually see them write down my ideas and tips, having little eureka moments when I mention my suggestions… and that’s before I’ve even prepared the actual blueprint for them! How cool is that?!

If you’ve made it this far and realised that you’re ‘Random Uncommitted Prospect’, I guess we’ll have to part ways. Maybe we can do that with a little slow-mo moment and some sad music playing in the background?

But, if you know you’re ‘Committed and Respectful Prospect’ and are beyond ready to work with me, the magic’s about to start! ✨

Now, you know what to do.

I’m a copywriter making ambitious female entrepreneurs become THE go-to solution in their dream audience’s eyes.

Hit that button, tell me more about your current situation when it comes to website copy or blog posts, and let’s discuss it in-depth during a proper strategy session.

My words, YOUR badass brand.

More #crafty blog posts on this topic:

Can A Copywriter Actually Write in My Brand Voice? (Real Talk)

“It’s MY business: how can a copywriter write in my brand voice without sounding… off?!”

First of all, let me be completely honest.

I get it: outsourcing is SCARY (and your question is legit)

I’m a copywriter, so I’ve never had to worry about having someone else write for me—although I have actually written for some fellow writers before, which helped them look at their business with fresh eyes.

Still, I’ve had a similar concern when outsourcing other aspects of my business:

• “How will this graphic designer be able to create a logo that represents MY business?” (spoiler alert: she did)

• “Will this professional photographer really be able to take pictures in a way that showcases MY brand?” (spoiler alert: she freakin’ did, too!)

It’s normal. Because let’s face it: our brand is our baby.

Whether you’re a woman solopreneur or run a female-founded business, you’re invested in it. 

The thought of trusting an external person with it? An I-want-to-hide-in-a-corner-forever kind of scary.

Here’s an enquiry that I’ve received from a fellow female entrepreneur looking for ghostwriting services a while back:

After explaining my process, she decided to take the leap and… guess what? 

This was her feedback:

So, the answer to your initial question is YES. A good copywriter can totally write in your brand voice.

In fact, that’s literally what we do for a living. It’d be pretty bad if we sucked at it, don’t you think?

How to ensure that a copywriter matches your brand voice

Now, while a copywriter should be able to match your brand voice, here comes the truth bomb: we can’t read minds (yet).

So, for us to write like your company or personal brand, we do need something from you.

1. Work with a professional copywriter instead of looking for cheap work on Fiverr

First things first: if you’re thinking of finding the cheapest writer on content mills like Fiverr or Upwork and paying them £20 for a 1000-word blog post, you can’t expect them to match your brand voice.

A real copywriter will spend more time doing the actual research than… writing. For real. And how can you expect someone to take the time to understand your brand, audience, and voice if you’re only paying them peanuts? 🥜

So, my advice is to look for a writer who’s running their own copywriting business and also has an actual brand rather than a desperate freelancer struggling to make ends meet on these platforms.

• Ask your contacts if they can recommend a reliable copywriter

• Look for one on Google or LinkedIn

Then, check out their website and portfolio: do their writing samples sound different from each other?

Congratulations: you’ve found someone who can match different brand voices.

What now?

2. Share your brand bible with them

This is actually what I told my client when she approached me with that initial question:

the best way to ensure that a copywriter can write in your brand voice is to… share your brand bible or tone of voice guidelines with them. Duh. 

These documents are what allows you to keep all of your communication consistent.

For example, some of the points that I’ve seen in other brands’ guidelines are:

• Always use the Oxford comma

• Unless talking about a specific example, opt for inclusive language like ‘parents’ instead of ‘mummy & daddy’

• Refer to BIPOC as ‘marginalised communities’ rather than ‘minorities’

• Avoid words related to addiction like ‘-aholic’ variations (e.g. ‘shopaholic’) or ‘junkie’

• Use short paragraphs and punchy sentences more often than longer alternatives

• Preferred usage: ‘our herd’ instead of ‘our employees’, ‘bikes’ instead of ‘bicycles’, ‘complimentary’ instead of ‘free’...

• The adjectives that we use to describe our brand: ‘premium’, ‘luxury’...

When you provide your copywriter with such a comprehensive document, there won’t be any risk of them using the wrong word for your style or writing in a way that doesn’t match your other marketing materials.

3. “What if I haven’t got a brand bible? Am I DOOMED?!” 

Not at all!

And don’t worry: this tends to be the case for at least half of my clients, especially solopreneurs and fairly new businesses.

If you haven’t got a brand bible or tone of voice guidelines, you can tell your copywriter how you’d like to sound:

• By describing your ideal voice (e.g. friendly, confident, bold, etc.)

• By linking to some examples of brands whose voices you admire

Mind you: this doesn’t mean you should copy them! But it’ll help point your new copywriter in the right direction.

And if you are the brand:

• Link to some examples of your own tone of voice in action (e.g. a newsletter you wrote)

• If possible, provide a video or audio recording, too (e.g. a social media video in which you’re talking about your business)

• Personally, I’d also ask for your permission to record our initial call so that I can then refer to it and write your copy in the way you talk

Either way, before I start writing for my new clients, I always ask them to fill in my project planner. One section is entirely about tone of voice. So, if you haven’t got a brand bible, you’ll also get to circle some adjectives that best describe yours.

To put it into perspective, here are some examples of how some famous brands describe their own voice:

• “clear, genuine and with a bit of dry humor” - MailChimp

• “strong, confident and aggressive” - Harley Davidson

• “witty, elegant and classic” - Tiffany

They make sense, don’t they?

That’s why adjectives can be an excellent starting point! A professional copywriter won’t leave it at that, though.

Written examples, videos, and audio recordings are what makes it oh-so-much-easier for us to sound like you.

Working with me: my words, your brand voice🖊

Now that you know that a copywriter can totally write in your brand voice, have you already found one?

If you’re interested in strategic website copy or blog posts, I can help. And you already know my process to match a brand’s tone of voice. Nice one!

I specialise in helping ambitious entrepreneurs become THE go-to solution in their dream audience’s eyes.

My secret? Well, it’s not that much of a secret as it’s plastered all over my website, but it’s all about:

• using the right SEO strategies to attract your target customers in the first place

• impressing them with copy that was written with their needs in mind

• positioning your brand as the most logical solution to their pain points

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