I knew I was going to love working with Rosie O’Hanlon-Hills, the awesome will writer behind Westcotes Wills, as soon as she turned up for our first meeting. It was my birthday, and she arrived with a card and a bunch of flowers! We initially met and clicked over a networking lunch (I’m aware that most of my client stories start that way). Rosie wanted to take the fear out of making a will and show people how her expertise can help. Her clients talk about how she puts them at ease, even when making a will or creating a lasting power of attorney leads to difficult conversations. When Rosie wanted to start a blog, she knew that a blog-writing ex-lawyer (that’s me, in case you were wondering) would be the right choice.
The challenge
Westcotes Wills’ blog posts need to talk about their range of services, including will writing, LPAs and estate management. We needed to educate people about the things they might not be familiar with and encourage them to take action. Convincing someone to make a will often means pointing out the things that can go wrong if you don’t have one, which can be incredibly gloomy. Rosie is a generally cheerful person with a wicked sense of humour, so doom and gloom isn’t her style. We needed to talk about the benefits of getting your legal affairs in order and show Rosie’s expertise in a way that reflects her personality.
The solution
When she contacted me, Rosie knew that she wanted one of my monthly blog-writing packages. She often has ideas for the things she wants to cover, but I also come up with suggestions for general topics that might help her audience. We have a catchup every month, mostly over Zoom but sometimes in person too. These monthly chats are invaluable as new blog topics sometimes come up as we speak. It also allows me to listen to how Rosie talks about her subject so I can capture her voice in the blog posts. I’ve been writing her blog for over four years now, and also adapt each piece to turn it into multiple social media posts she can use on her other platforms. Working with Rosie has always been a joy because I get to talk about the law and make it accessible.
Does your business need content that showcases your expertise in an approachable way? I can help with that. Everything I do is tailored to your needs, so you get words that work for your business. Just email me or book a Zoom call here.
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Hands up, who has created a content plan for 2025?
If you have, you may be feeling quietly smug, safe in the knowledge that you know exactly what content you will create every week for the next month, six months, or even year.
Having such a plan in place is undoubtedly a great achievement, but without a communications strategy, you will likely miss a trick.
A content plan is not the same as a communications strategy. Yes, they’re related, but one without the other is like baking a cake without a recipe—you might end up with a cake, but it won’t be as light, airy and tasty as it could be.
Starting at the end
I often find the best way to think about strategy is to consider how you will know if your content plan is successful.
What are you going to measure?
Often, clients will say things like ‘awareness.’
Awareness of what? By whom? Where? When? With what message?
If you don’t have the answers to those questions, you could well be generating content for the sake of it.
What is a communications strategy?
Think of it as the big-picture plan that defines why you’re communicating, who you’re talking to, what you want them to do, and how you’ll measure success. It’s your guide to every piece of content, every campaign, and every conversation.
Why Isn’t a Content Plan Enough?
Here’s a scenario I see all the time. A business has a fabulous content plan. Posts are going out daily. The captions are witty, the graphics are slick, and the engagement is… well, it’s fine. But when I ask, “What’s the goal of all this?” I’m often met with blank stares or vague responses like, “To build awareness” or “To sell more.”
That’s where the problem lies. Without a strategy, your content is likely disjointed, inconsistent, or aimed at the wrong audience. You’re busy posting but not necessarily moving closer to your business goals. A strategy ensures every piece of content has a purpose, fits into the bigger picture, and helps you achieve measurable results.
Strategy First, Tactics Second
Imagine you’re planning a road trip. The content plan is your playlist, snacks, and stops along the way. But the communications strategy is the route you’re taking, the destination you’re heading to, and the map you’ll use to get there. Without it, you’re just driving in circles, hoping to stumble upon something interesting.
A good communications strategy answers these key questions:
Who are you talking to? Your audience isn’t “everyone.” Narrow it down. Are you speaking to busy parents, eco-conscious millennials, or CEOs juggling a million priorities?
What do you want them to do? Maybe it’s subscribing to your newsletter, booking a consultation, or changing their behaviour. Be specific.
Why should they care? This is where your messaging comes in. What problem are you solving, and why are you the best person to solve it?
How will you reach them? This is where the content plan comes in. Social media, email, blogs, videos—these are your tools, not your strategy.
How will you measure success? Metrics matter. Are you tracking clicks, sign-ups, sales, or something else? Without data, you’re flying blind.
Real-Life Example
Let’s say you run a boutique fitness studio. You might have a content plan that includes daily Instagram posts, weekly blog updates, and monthly email newsletters. Great! But without a strategy, your efforts might look like this:
Posting motivational quotes that don’t resonate with your audience.
Writing blogs about general fitness tips that don’t showcase what makes your studio unique.
Sending emails that don’t align with your upcoming promotions.
With a strategy, however, everything changes. You decide your target audience is busy professionals who want quick, effective workouts. Your key message becomes, “Fitness that fits your schedule.” Now, your Instagram posts focus on time-saving exercise tips, your blogs highlight success stories from working professionals, and your emails promote lunchtime express classes. See the difference?
The Benefits of a Communications Strategy
Here’s what a solid strategy can do for your business:
Clarity: You’ll know exactly what to say, to whom, and why.
Consistency: Your messaging will be cohesive across all channels, building trust with your audience.
Efficiency: No more wasting time on content that doesn’t serve your goals.
Impact: Every piece of communication will move you closer to your business objectives.
Creating a communications strategy doesn’t have to be daunting. Start by revisiting your business goals. Then, think about your audience and what they need from you. Outline your key messages and choose the channels where your audience spends time. Finally, set measurable objectives so you can track your progress.
If you take the time to map out your strategy, your content will work harder and deliver results that meet your objectives, helping your business flourish and grow.
Outsourcing can be daunting when you’re used to being the only person looking after your business baby. How can you hand anything over when you know how things work better than anyone else? If you’ve decided to get some help writing your marketing, you’re probably wondering what you can expect from your copywriter. Every writer is different, but here’s what happens when you get in touch with me.
I’ll get to know you
Whatever you outsource in your business, choosing the right person is vital. Most of my clients meet their customers face to face. I work with them to make sure that the words we use in their social media posts, blogs, emails, and websites create the same experience they’d get in person.
That only happens because we get on well. They can talk to me, and I can ask the same nosy questions that their customers would. In some cases, they’ll say, “I want to do some posts about this, you know the sort of thing,” and I do. That doesn’t happen immediately, but it starts with a chat to see if we get on. If it doesn’t feel right, we can stop there.
We’ll talk about your plan
I don’t do marketing strategy, so I tend to work with people who already know what works or have a plan for the things they want to try. I will talk to you about your business, how you want to present yourself and the kinds of customers you want to attract so I can tailor my words to match your goals. If you already have a website designer, SEO expert, or marketing consultant on board, I’m happy to talk to them, too.
Next, we’ll get into the specifics of each piece of content. If I write for you regularly, for example, on a series of blog posts, we’ll speak every month so you can talk me through the topic or give me some background reading. Chatting in person or over Zoom means I can get your tone of voice and phrases into your content.
I’ll write your content
When I understand the plan, I’ll go away and write the content. For a single piece of content, such as a blog post you can expect your copywriter to deliver a first draft of the whole thing. For a larger project like a website, I might send a couple of pages to check whether the overall tone is right. That way, if something needs changing, we can do it early on.
When I deliver the first draft, I’ll ask for your feedback. Sometimes, there might be sections where I’m unsure I’ve used the correct terminology or understood something properly, so I’ll ask about those. (Misunderstandings usually happen because I have lawyer’s handwriting. You can take the woman out of the legal profession, but some habits die hard.)
You can give me feedback
The words I write for you need to reflect your personality and values and represent your business out in the world. If there’s something you don’t like, you can tell me about it. It can be something I’ve misunderstood and poorly explained or a word or phrase you never use because it makes you cringe.
If there’s a bigger disconnect and you’ve realised I’m not the writer for you, that’s OK too. My contracts have a minimum term, but you can give notice anytime within the first month.
We’ll change what needs changing
If you’ve given me feedback and we need to change things, we can work however suits you. I’ve worked from notes in clients’ emails and done live edits over Zoom to discuss changes and find the right words in real time.
Everything I do is tailored to your needs, so you get words that work for your business.
Get in touch
I hope this guide has helped you understand what you can expect from your copywriter. If you’ve created a marketing plan and want help to bring it to life, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.
Lots of us (me included) started our businesses to do the thing we love to do best. In my case, that’s writing, but for you, it might be something completely different. You might even want to keep doing the same kind of work on your own terms. The trouble is that running a business is a skill we must develop over time. It’s taken me a long time to start to trust my instincts. Even now, when someone I follow on social media suggests trying something different, I wonder whether I should be doing as they suggest. Here’s what I’ve learned so far. I hope it helps you learn to trust your business instincts.
Shiny object syndrome is real
There’s always something new in business. It might be the latest technology, a new marketing trend or updated legal guidance. Sometimes, you have to pay attention, for example, to whether there’s a new law affecting how you trade or handle customer information. Otherwise, if you’re tempted to jump on the latest trend, ask yourself why you’re doing it. Are you testing using video to see if it improves your social media stats or overstretching yourself through fear of missing out? Understanding your reasons and what will work for your customers will help you make an informed decision rather than chasing the latest shiny thing.
Understand what’s right for you
We all need help sometimes, but admitting it can be tough. Talking to experts in marketing, law, or finance can help steer you in the right direction. However, remember that every business owner is different. Your life, values, and motivations are your own, so comparing yourself to someone who works weekends (when you don’t) or doesn’t have children (when you do) isn’t helpful.
Working with a coach you trust, who’ll listen to you and give you a framework to find the answers that work for you is a great starting point.
Choose what you can use
If you’re anything like me, you probably follow lots of different business owners, marketing experts, and coaches online. They all offer different things, but you don’t have to follow everything they recommend. You can take a pick-and-mix approach. Start with a base layer of dolly mixtures, add some gummy bears and top the whole lot off with chocolate buttons. (I really want some chocolate now.)
If anyone tells you that you have to follow all their advice, even if it doesn’t feel right for you, that’s probably a sign to back away.
Remember, the gurus are business owners too
It’s easy to forget that the experts you see online are also business owners with products and services to sell, just like you and me. If they can help you achieve one of your goals, that’s great, but it’s also okay to say no to anything that isn’t a good fit for you. I’ve bought training from an amazing coach who has built her business around creating and selling marketing courses and products. She has specific courses to help business owners create products like hers and always discusses the benefits. I completely agree with her logic, but I won’t be buying those courses because they aren’t right for me.
Just because someone you admire is selling something doesn’t mean you have to buy it.
When you trust your business instincts, you can create marketing that works for you. If you’ve created a marketing plan and want help to bring it to life, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.
