3 reasons copywriting is not just about spelling and grammar
I admit it. I make mistakes in my writing. The first draft often has typos, spelling errors and incorrect punctuation. And let me tell you, people LOVE telling a writer they have made a mistake.
In my defence, it is not easy to proofread your own work (which is why I recommend that with large jobs, clients also hire a proofreader, or proofread in-house).
But more than that – being a good copywriter does not always mean being a spelling and grammar guru.
read moreTrusting Terry and other great copywriting clients
In my last post, I went on a bit of a rant about red-flag copywriting clients and how to avoid them. So I thought it was only fair to give some props to the good – and great – clients out there.
Thankfully, these characters make up the bulk of the people I deal with on a daily basis. I have been quite busy with them of late (hence two months since you last heard from me!), and I thank each and everyone of them.
read moreEight “red flag” copywriting clients and how to avoid them
A little while ago, a copywriter colleague posted in an online forum asking whether a 9.30pm phone call from prospective copywriting clients would be “a red flag”. The response was an overwhelming “YES”!
You see, after you have been a freelance copywriter (or any other creative freelancer) for a while, you learnt to spot the warning signs. You know, those little hints that if you take on a client, you are going to regret it.
When you first start out, you ignore this sixth sense – money is money, right?
read moreThe secret to SEO success (plus a bonus)
Search Engine Optimisation.
Are your palms sweating? Did you heart start racing? Has panic set in?
SEO.
No other acronym has the power to strike such dread into every small business person who relies on the whims of Google to get customers or clients. Well, except maybe ATO.
read moreMerry Christmas from Black Coffee Communication
Em-dashing with the flow
In my office (not a sleigh)
Over the copy I go
Writing all the way
Put a comma here, an apostrophe on the right
Oh what fun it is to write business comms all night
read moreAvoiding the piranhas: social media crisis strategies
Here’s the thing about social media – when it’s all going your way, it’s fantastic. It feels like you – and your biz – are surrounded by a personal cheer squad.
But when it goes wrong – as it often does – it’s a whole other ball game. Just ask the farmers behind Fleurieu Milk and Yogurt Company, who are probably ruing the day they jumped on the social media bandwagon without robust social media crisis strategies in place.
read moreWhen good copywriting goes bad – five copywriting devils and how to deal with them
The life of a freelance copywriter is, for the most part, extremely satisfying. Once the business gets established, you get to choose your own hours, the projects you want to work on, and the clients you want to work with.
There is no boss to ask for approval if you want to have lunch with a friend, hit the beach for an hour, or attend your kids’ sports days.
But it does have its downsides – from writers block to embarrassing typos, uncertain clients, ego-deflating edits and the tedium of writing the same thing over an over and over again.
read moreWhy I write – a blog hop post
There has been a bit of a blog hop going on among some freelance writing peeps recently. I was feeling a little left out, so I was thrilled when Brook McCarthy tagged me in her post about “Why I Write”. I guess the simple answer would be “because I am reasonably good at it and can earn a living doing something I enjoy”. But there is a lot more to it than that, and goes back many, many years. Long before I got sidetracked into the living nightmare that is “management”. So here goes with my response to the blog hop questions: What am I working on? As a writer-for-hire I often have several things on the go at once, and now is no exception. In a “perfect storm” situation, three ongoing clients all had their regular newsletters due at once (I am still working on the tail end of a couple of them), as well as annual reports plus piecemeal work such as marketing blurbs and press releases. I have also just finished a massive proofreading/formatting job – nearly 100,000 word in five days – for an academic research pilot program in the health sphere. Meanwhile, I am mid-way through writing an internal event-management guide for one of Australia’s largest Universities. I have put a hold on any new jobs until at least November and then, well who knows. How does my writing style differ from others in my genre Like most copywriters, my natural style is fairly chatty. I write like I talk. But when I am working for a client, my style changes to suit the project. And considering most of my major clients are in reasonably technical fields – downstream petroleum, mechanical contracting, construction industry procurement (sexy stuff, right) – it’s important that I maintain a professional tone while ensuring people can actually understand the tech-speak. But I love to break up all that heavy stuff with the odd small business brochure or website where I can let my creativity show. Why do I write? Because I can. Because I can’t think of anything else I would rather do – and still get paid for. Because I have always loved words, and how they can convey so much. Because I love how adding – or taking away – a single word can change the entire meaning of a paragraph. Because as I climbed the career ladder, and started managing writers rather than writing myself, it was like someone had stolen my soul, my reason for being. Because numbers make my eyes bleed while words make them sing. How does my writing process work? It’s not so much a process, but I find that once I have the first paragraph, the rest flow naturally. Mind you, that first paragraph can take hours and sometimes I need to walk away from the laptop and wait for it to appear. And I need to turn off distractions, like social media or the phone while I write, otherwise I will always be drawn by the shiny things. If I am not in the mood, or writer’s block has hit. I try not to force it. Obviously this is a little harder when a client has a deadline, but I leave myself a little buffer in the project timeline to account for...
read more10 awesome ideas for fresh content
As we’ve all heard, “content is king” and “Google loves fresh content”. But while fresh content may grab the attention of the search engine bots, if it’s not fresh, engaging and relevant, it will drive people away in droves. So what makes content “fresh, engaging and relevant”? It’s actually not that much of a secret – have a look at the following 10 tips for some ideas. Solve a problem This post is an example of this. It is solving the problem of a dearth of ideas for content on your website. Have a think about common questions that your clients or customers ask – then answer them! Business lessons I have done this a few times – check out Lessons from a Freelancing Toddler, or Four more lessons from the freelancing front. These, and others like them, are often the most shared and talked about posts. People love to get an insight into what you have learnt in your years in the industry. Make a list Everyone loves a list. Which is why many bloggers use headlines such as “5 reasons to make a list”. Again, like this post. Industry updates You can use Google alerts to stay on top of any news mentions of your niche, and use your blog to tap into the zeitgeist. For example, if you are an accountant, you can use your blog to update readers on changes to the taxation laws. You can also give readers a heads-up about upcoming events, or share research into your industry. Useful tools What technology makes your life easier – and would make your readers’ lives easier? Make a list and share it! And don’t forget to explain how the tool works – perhaps even a how-to video. This is even better if it is an in-house product. Seasonally fresh Try a Christmas themed post, or a post about holiday proofing your business. Use the opportunity to promote any seasonal products or services or tell a story about your business that relates to the season or the holiday. Promote While a blog should never be used a purely promotional tool, there is nothing wrong with occasionally using it to focus readers’ attention on a particular product or service. Considering hosting a competition – but make sure you check what, if any, regulations you need to comply with. Re-purpose Have a look over your old posts – are they still relevant or have they dated? If the latter, take the opportunity to revisit and rewrite – and don’t forget to share on social media. Think strategically Have a look at your analytics – or do some keyword research – to see what incoming search terms people are using, then write a blog post around those keywords. Be controversial Although I don’t always set out to be controversial (it’s just my natural state), some opinionated posts on things like customer service and a great guest post I ran about signs you should NOT hire a copywriter have driven a fair whack of traffic to my site. Bookmark, print out and keep this post and you will never again run out of ideas for fresh content. You’re welcome. Till next time,...
read moreFive reasons freelancing is a J.O.B
Like many freelancers, I often refer to my pre-freelancing life as when I had a J.O.B. But it’s all a smoke screen – after all freelancing is a J.O.B. just as if I was donning corporate clothes and heading into an office to work for someone else. Sure, I have some flexibility, but that usually means that while I can do the school run, and help out my elderly mum, it also means of want to earn a decent living, I need to spend many evening and weekends working to make up for lost time. I’m not complaining, far from it. I never intend to go back to working for someone else. But I do get a little frustrated at people who seem to think freelancing is some kind of a doddle. So to prove my point here are five reasons freelancing is just like a J.O.B. I pay taxes In fact, these days, I pay as much in taxes than I actually earned my first year as a freelancer. But I am not going to complain (I didn’t earn much that first year!) because it means I am actually paying my own way in the world. Sure, taxes are a bitch, but someone has to pay for health, education, roads, public transport and all the other things that we would be lost without. And I would rather be the one paying taxes, than the one relying on the largess of the government. I have a boss Actually, I have many. Not only am I my own boss; in a way, all my clients are also my bosses. They have certain expectations what I will produce before they pay me. And if you think managing the expectations of one boss is a juggle, try managing the expectations of half a dozen bosses who all think their project is your only priority. I have deadlines Like right now, I have three conflicting deadlines on three quarterly magazines; plus one annual report, a flyer and a website rewrite. You might ask why, then, am I writing a blog post? Well, because all are in limbo while I wait for people to return emails and phone calls. Sometimes it just happens like that – and writing a blog post to kill time is preferable to Candy Crush. I have co-workers: OK, you I might not share a cubicle, but when I work with a client’s marketing or general staff – or together with a designer – we bond over shared frustrations and achievements, although we may be in different states. And yes, just like real coworkers, some of them are so irritating you want to slap them upside the head. Thankfully, most don’t evoke such a reaction and I would actually love to meet some of them one day. I spend sunny days indoors Spring is in the air this week and yet, here I am at my desk, working. Yes, I occasionally hit the beach in the middle of the day, or go for a walk to clear my head. But I am just like any other office worker – sitting indoors, gazing out the window, wishing I was outside in the fresh air instead of staring at a computer screen. On the upside, at least I have a window I can gaze...
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