Tag: content writer

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What self-employment has taught me so far

Image shows a women (Kirsty) with brown curly hair, wearing a black coat. I'm reflecting on what self-employment has taught me.

I celebrated nine years in business at the beginning of 2025, and I’ve got a big birthday later in the year, so I’m in a reflective mood. It’s helped me realise how much I’ve learned, so I’ve decided to share. Here’s what self-employment has taught me so far.

Get it in writing

I used to be a lawyer, so you’d think that contracts would have been at the front of my mind when I started my business. Nope. I usually had an agreement set out in emails about how much the work would cost, what my quote covered and what I’d need from the client. However, agreements can be surprisingly slippery if you don’t include all the details.

This came back to bite me early on when a client piled on extra work (including tasks he’d told me other people would do) and expected it all to be covered. I ended up refunding some of my fee because I didn’t have everything in writing.

Block out your time

Self-employment has taught me that taking too much on is very easy. For years, I had far too many conversations just before the summer holidays, which concluded with me offering to work with someone in September. Then September arrived, and I realised I’d completely overcommitted myself.

Now, I block out every task in my calendar. I use Google because I can add to it wherever I am. It lets me be realistic about how much I can achieve in a week, so I don’t try to shoehorn an extra task in when there isn’t room.

Get into conversations

Have you ever heard the story of the person who turned up at a networking event, handed everyone their card, and left? It’s achieved urban myth status, but I’ve spoken to people who’ve experienced it first-hand. The idea of networking can be intimidating, but it’s really just a series of conversations.

I’ve learned to talk about my business, ask others about theirs, and just get to know them. It’s far less pressured than going in thinking you must make a sale. Even if you don’t work together, the people in your network can also be your ambassadors, recommending you when you’re not in the room.

Set boundaries

Boundaries are tricky beasts because you often don’t realise you have one until someone tries to cross it. They’re also highly personal. What works for you depends on your approach to life, family circumstances and how you want to work. I have some work boundaries, like not doing client work on Fridays or going to evening networking events. It’s worth thinking about what your boundaries are and how you’ll react when someone tries to cross one. (That could be as simple as saying, “I’m not available after 3 pm” when you schedule a meeting.)

Your boundaries will be unique to you, but you might need some help exploring what they are. Which brings me to…

Find a good coach

If there’s one huge lesson self-employment has taught me, it’s that a good coach is worth the investment. I’ve worked with a few coaches over the years. The good ones helped me talk through my challenges and asked the right questions so I could find the answer myself rather than spoon-feeding me. The right coach will help you work out what’s right for you rather than telling you to do what works for them.

If you’ve never worked with a coach, I can’t recommend it enough.

Ready for a chat?

If you’re newly self-employed, I hope this helps. If you’re not and have some lessons to share, please leave a comment!

Finally, if you like my style and want to find out whether I could be the right copywriter for you, let’s have a chat. 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. Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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Do you share your knowledge in your marketing?

Do you share your knowledge in your marketing?

It’s easy to feel intimidated when you compare yourself to people who know more than you or have more experience. You wonder why anyone would pay you for anything when far more impressive people offer the same service. It holds you back. You think you won’t succeed because there’s always someone better, so you don’t shout about what you do. You don’t talk about what you’re good at or share your knowledge because someone else has already written about it. I know because I’ve been there. On a bad day, I still think like that.

Here are four reasons why you need to stop holding yourself back and share your knowledge in your marketing.

You know more than you think

A couple of months ago, I was at a business expo and was chatting with someone I vaguely recognised on a marketing agency stand. I mentioned I was a copywriter, and he said, “Great, me too! Do you want to do an interview? We can geek out about copywriting.” Then I saw he was pointing to a nearby camera. Gulp. I have to psych myself up to go on camera anyway, but with another copywriter? What if I showed myself up? But I’m in my getting out of my comfort zone era, so I said yes. It was a great chat. There were a couple of questions where I thought of much better answers after it was all over, but that’s life.

I surprised myself, and if you sit down to think about how much you know, I think you will, too.

You know your customers

You’re the boss, and you get to decide who you want to work with and market to. I know that can be hard to hear when you’re starting out and just need to make some money, but over time, you’ll learn who your people are. Then, you can start talking to them in your marketing. Knowledge isn’t just about your work. It’s about people. The way you write and the images you choose can speak to the clients you want to work with and help you attract more of them.

You have skills other people don’t

Once you realise you know more than you think, you work out that not everyone has the same knowledge and skills as you. A graphic designer could explain all the principles of great design to me, but I’d never be able to produce the same quality work as them because my brain doesn’t work that way. Everyone has different talents. You might be great at making jewellery, or photography, or getting people organised and love doing it.

Sharing your skills and knowledge helps you reach people who’d rather stab themselves with hot pokers than do their own bookkeeping or haven’t got time to roam the high street in search of a great gift.

People need you

At some point, you’ve assumed your knowledge isn’t worth sharing anywhere because it’s too basic and obvious to bother writing about. Either that or someone who’s more of an expert has covered it already. The thing is, it isn’t obvious to the people who need you. You’re comparing yourself to other people in your industry and not to your clients. People buy from you because of who you are and not just what you know. It doesn’t matter if they can get the same information somewhere else. Hearing it from you lets them know that you have the knowledge to help them and that you’re their kind of person, and that’s what matters.

Ready for a chat?

If you need a copywriter to be your cheerleader and help you share your knowledge, let’s have a chat. 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.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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5 tips to help you choose the right copywriter for you

Have a cup of tea with me and see if I'm the right copywriter for you.

There are loads of ways to find a good copywriter. You might have bumped into one of us at an event, asked your network for recommendations or searched online. Whether you decide to work with a freelancer or an agency, there are a few ways to choose the right copywriter for you. Here are my tips to help you in your search.

Can you talk to them?

The best way to learn whether a copywriter is a good fit for your business is to talk to them. You don’t have to feel as if you’ve met your new best friend, but if the conversation is stilted and awkward, it isn’t going to work. Good copywriting is built on a relationship where you can speak freely and feel that your writer is listening to you.

When you talk to a copywriter, ask yourself how much information you feel comfortable sharing. Most of my clients need to get their personality into their marketing. If that’s the case for you, a writer that lets you be yourself is vital.

Shared values

You’ve built your business around your values and how you want to work. The right copywriter for you will often have a similar outlook on life. Being on the same wavelength means they’re more likely to speak your language and get that into your marketing.

You might also share similar personal circumstances or history. That can help if you have a personal reason for starting your business or if your lifestyle influences the way you prefer to work. It can take time for a relationship to develop and for your writer to learn what you want. Having shared values can get the process off to a good start.

How do they market themselves?

However you found your copywriter, it’s a good idea to check them out online to see how they market themselves. If you want someone to write blog posts, do they have their own and write new posts regularly? Are they active on social media? If they have an email list, you can sign up to see if you like what they send.

You can also check to see if you enjoy their writing style. Every copywriter will tailor their work to you, but it’s usually a good sign if you like how they write for themselves.

What experience do they have in your industry?

You might want to work with someone who already has a working knowledge of your industry, especially if it’s highly regulated. I used to be a lawyer and work with lots of legal, finance and insurance professionals. Speaking the same technical language and understanding how their brains work helps.

If a copywriter has worked in your industry before, they may know what style works well and have results they can share. Equally, if you want to take a radical approach, they’ll know what cliches to avoid.

Ask for samples

Asking for samples lets you see examples of a copywriter’s work and how their style varies for different clients. They might have a portfolio online (like mine) with a few samples, but it’s always worth asking for more, especially if you have a particular project in mind.

You can ask for samples to narrow your options if you’ve had several recommendations and want to decide who to meet. If you already think a writer might be a good fit, looking at their portfolio can help you decide.

Ready for a chat?

If you want to find out whether I could be the right copywriter for you, let’s have a chat. 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.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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What my sat nav taught me about business

What my sat nav taught me about business

I never needed a sat nav until I started my business. I drove to the same few places most of the time and caught the bus or train to work. I only started plugging my phone in to give me directions when I had to find my way to see clients or head to a new networking venue. Until the day I used it for personal reasons, and it taught me a lesson. Here’s what my sat nav taught me about business.

The sat nav story

My road to sat nav enlightenment came on a day when I wasn’t actually working. I had a few errands to run that involved driving to several places. I’d been to each of them before individually but had never called on all of them in succession. Have you ever had that thing where you can picture the places you need to go but not the route between them? I had that.

I was heading to my second stop, and the road names started to sound familiar. I was paying attention to the road signs but ignoring the landmarks. My phone told me to go straight ahead at the next roundabout, but something felt off. I looked up to see a massive sign on the side of a building telling me to turn left for the car park. If I hadn’t looked around, I’d have ended up on the wrong side of a large fence.

Here’s what my sat nav taught me about business.

The road map isn’t always right

How many times have you heard someone say they have the blueprint for business success? Often, they have a map that’s based on what worked for them. That’s not to say they don’t have anything useful to say. If you don’t know where to start, their example can give you ideas for things to try. But your business is different from theirs. What worked for them might need tweaking for you.

Trust your instincts

I only looked up to see the massive sign showing me where to go because something didn’t feel right. You know your business better than anyone else and getting to know your audience will help you decide what to sell and how to market your business. The advice you follow should feel right to you, based on your values and what you know about your customers.

This comes with a caveat. You might get good advice but ignore it because you’re scared of what people will think. Working with a good coach can help you tell the difference between something that won’t work for you and something you’re avoiding for a different reason.

Look up once in a while

OK, I admit it. I’m picturing Ferris Bueller as I write this. (Yes, I know I’m giving my age away, but I don’t care.) In business, looking around can take a few different forms. You might want to think about the reasons you started your business and how you want to work and treat your customers. Maybe you want to talk to your audience, online or face to face, to find out what they need. Sometimes, your industry changes, and you need to change with it.

However you do it, looking around can help you decide whether you’re on the right track or need to change course.

Ready for a chat?

I can’t guide you through business decisions, but I can help you see your business through your customers’ eyes. 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.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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What information do copywriters need to work with you?

What information do copywriters need? Image shows me writing it all down.

Asking this question is a bit like asking how long a piece of string is. It depends. (That’s also an answer I often gave when I was a solicitor.) The information copywriters need to work with you depends on you, your business and the person you work with. It can also change over time. The most important thing to remember is that a good copywriter will explain how they work and what they need from you so you know what to expect.

In this post, I share some of the information I’ll ask for when we meet for a chat and if you decide to work with me.

Do we get on?

I won’t ask this as a direct question, but I think about it when I chat with a potential new client. I work mainly with small businesses, and getting your personality into your content is important. If the conversation is awkward or disjointed, you’re less likely to be yourself, so it won’t come across in your marketing, and you won’t get what you’re paying for.

Who do you want to talk to

If you try to market to everyone, you’ll end up with bland, boring copywriting that doesn’t speak to anyone. Think about your ideal customer and how you talk to them in real life. When you understand their lives and what they need or want from you, we can focus on them and use language that helps them feel understood.

What your business does

I know this is ridiculously obvious, but this wouldn’t be a complete list without it. You might offer a few different services or products or just one. An overview of what you do and how you work will help your copywriter think up new ideas and ways to communicate with your audience.

What does your brand stand for

Massive corporations invest heavily in determining their brand position and understanding what people think when they hear their name or see their logo. You don’t have to spend millions, but you should consider what you want people to feel when they see your social media posts or visit your website. If you’re a one-person business, your personality and values inform your branding. You might be friendly and approachable or luxurious with a hint of mystery. You might offer a high-end, tailored service but still be down-to-earth enough to chat over a cuppa. (That’s what I’m aiming for, by the way.) The language you use sets the tone and your customers’ expectations. It’s also a good idea to consider what makes you stand out.

Your plan

I’m not a marketing strategist, so I won’t help you develop a marketing plan, but I can help you bring it to life. I can help you tailor your content to different platforms and suggest ways to reuse the same words in various places so they go further (and bring your copywriting bill down).

I’ll also ask if you’ve got other people on board, like a website designer or SEO expert, as I can work with them too.

Your voice

Getting your voice into your marketing helps your future customers get to know you. If they meet you in person, you’ll already feel familiar. Of course, that only happens if your marketing sounds like you. I’ll ask how you want to come across and consider how that aligns with your customer’s expectations. For example, if you work in law or finance, your clients expect a certain level of professionalism but might also look for someone they can talk to. We’ll talk about how to find the right balance and help your personality come across.

How you prefer to work

When I work with someone regularly, we’ll usually have a catch-up once a month over Zoom or in person if we happen to be in the same place. It helps me get to know you better and keep up to date with what’s happening in your business. That doesn’t apply to everyone. Some businesses prefer to send me a written brief and their brand guide or links to previous content so I can learn what tone of voice they use. I’ve had people send me voice notes explaining what they need to say so I can turn it into a blog post or a page on their website.

I tailor my work to you, including the words we create and the process we use.

What do you want to achieve?

If you have a plan, you should also have a goal. What do you want people to do when they’ve read your words? It could be buying a product online, booking a call or signing up for your email list. Your copywriter needs to know what the goal is so they can craft a call to action and lead people towards it in the rest of their writing.

Essential information

What essential information do copywriters need from you? Well, everything I’ve mentioned so far, but there’s more. Some of it depends on whether you need ongoing support or a one-off project. If you have a particular deadline in mind, your copywriter needs to know how much work is involved and whether they have time to get it all done before your deadline. Your budget is also important, as there are often ways I can tailor my service to fit.

There might be other practical details, such as prices, product specifications or contact details. Regulations in your industry might require disclaimers, legal information or confirmation that you’re authorised by a regulatory body like the FCA.

Ready for a chat?

If you’re ready to work with a copywriter, let’s have a chat. 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.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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What can you expect from your copywriter?

What can you expect from your copywriter? Find out here.

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.

Alternatively, sign up for my mailing list here for the chance to win a free copy makeover.

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How can your marketing look after your existing customers?

Image shows a guest guidebook, which is one way of creating marketing to look after your existing customers.

You know that good customer service is vital to your business. You might think that marketing is all about bringing in new people, but it can also look after your existing customers.

It’s about going above and beyond basic information, like your delivery updates, booking confirmations and contact details. Here are my favourite ways to use your content marketing to look after your existing customers.

Product tips and tricks

Showing customers how to get the best out of a product they’ve already bought shows them you’re interested in more than their money. You want them to get the best results. Instructions on product use are essential, but you can enrich the experience with advanced tips or alternative uses. This could help you attract new customers and support existing ones with the same content.

Sudocrem did this in a recent advert. It’s famous as a nappy cream, but they showed how it can be used on injuries or for skin conditions.

Getting ready

Sometimes, the best way to support your customers is to help them prepare in advance. If they’ve booked a beauty treatment, you should provide safety information, but you can also offer advice on how to make their spray tan last longer or maintain their hair between appointments.

Holiday packing lists can reduce their stress, or if you sell meal kits, you could let them know what kitchen equipment they’ll need. You can use all of these as blog posts to give your audience a taste of the customer experience you offer. It’s even better if you recommend things you don’t sell, as it shows you’re not just looking to make another sale.

Destination guides

I love planning holidays and looking for fun things to do while I’m away with my family. We’ve had some holidays with Eurocamp over the past few years, and they send destination guides via email. Eurocamp design the guides for their customers, so they include details of the facilities and activities on site. However, they also tell you about other things to do in the area, how far away they are and what age group they suit. If I’d written something like this I’d put it on the website too, to attract people who haven’t chosen their destination yet.

I used to write blogs for a holiday park, where customers owned their static caravans. We got great feedback; customers felt the owners cared and wanted them to enjoy their time away.

User-generated content

Big brands often use user-generated content, which is a great way to generate social proof with minimal effort. Encourage your customers to use your product, take a photo of themselves and share it on social media with a hashtag that’s specific to your business.

If you’re sending a physical product, you could include an extra treat, like some sweets or a bar of chocolate, with their order. Alternatively, ask them to showcase the results they’ve achieved with your product by sharing before-and-after photos. You can offer an incentive, such as a discount or entry into a prize draw, for anyone who posts.

Repurpose everything

There’s more than one way to use your content. User-generated before and after photos can go into your emails, website and sales pages, as well as social media. Start with a simplified version of your destination guide on a sales page and create a longer one for customers who’ve already booked their holiday.

You can use almost anything in an email and a blog post. For example, if your customer’s meal kit is on its way, you can let them know what kitchen equipment they’ll need. It could also encourage people who are reluctant to try your product because they’re worried they’ll need lots of fancy kitchen gadgets.

If you want to create marketing content to look after your existing customers and speak to your target audience, I can help.

When you work with me, I’ll get to know you and your business. I’ll suggest topic ideas if you need them, and we’ll spend half an hour a month (or longer if you prefer) chatting about your business and our latest topic. Then I’ll write a post that sounds like the best version of you and that your audience will love. To find out more, email me to arrange a chat or book a call.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.

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What are your big marketing topics?

Does the phrase ‘content marketing strategy’ bring you out in a cold sweat? Yeah, me too and I write the content! It’s easy to overcomplicate things, but marketing only needs to tell people who you are, what you do and how that helps them. In practice it can be a bit more complex than that. So let’s make it easier. Thinking about your marketing foundations as the big topics helps you work out what you want to say.

Here are my building blocks for your big marketing topics

Why do your big marketing topics matter?

When I first started writing for a living my marketing had lots of useful tips and information about different types of marketing, but very little about how my services helped my clients. Working out what your big topics are helps you focus on what you do and how you help your customers. When your offer it clear your customers know what they’re going to get, so it makes it much easier for people to say “yes, I need that” and contact you to get started.

What products and services do you offer?

Your marketing can talk about different facets of the services and products you offer. For example, I might write about blogging, article writing, email marketing or website content. They’re all services I offer and my marketing can help people understand how they work.

You might have various products with different benefits. Identifying what they are or what groups they fall into helps you work out all the different subject areas you can talk about in your marketing.

Who are you?

I know you know who you are, but what do you stand for? What are your values? Think about the knowledge you’ve picked up along the way, the experience you’ve gained or how your story might resonate with your customers.

Sharing your stories can be a fantastic form of content in itself. However, you can talk about your values and share your experience in many different ways so getting clear on the fundamentals can make your writing better.

What do you want to offer?

You might look at your list of products or services and realise that while you could offer all of them, some of them leave you cold. Getting everything down on paper can help you create content but it also lets you review your business and what you want to offer. You might decide to offer a service if people ask but not include it in your marketing.

If it won’t light you up to offer the service or talk about the product, leave it out of your marketing.

What do your customers want?

Giving your customers what they want doesn’t mean offering services or selling products that you don’t want to. However, it is worth considering what they want or need that you can provide. For example, they might be overwhelmed because they’ve got too much to do and not enough time. They might have a problem that you can solve. Some of the benefits you offer could be tangible while others will be emotional. Think about who your customers are and how you help them.

I don’t do marketing strategy, but once you have a plan I can write the words that help you bring it to life. Book a call here and let’s have a chat about how that could work.

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Can you create a new angle on an old marketing idea?

Image shows me sitting at my laptop, coming up with a new marketing angle on an old idea.

If you’ve been creating marketing content for a while, you might feel like you’ve said it all. (I know I sometimes do.) However, your existing content can be a great source of new ideas. Here are some ways to find a new marketing angle on an old idea.

Revisit an old post

What do you see when you look back at your old blog or social media posts? Do they make you cringe because you’ve changed or learned more about your audience since you created them? You might find posts discussing issues that are still relevant but where your advice has changed. You can base a whole new post on the same topic, sharing the knowledge you’ve gained since then, and it’ll still be relevant to your audience.

Update a resources post

Sharing the tools you use can help your audience in multiple ways. Say you run a craft business selling tools and materials; showing people what you use yourself can help beginners and improvers. A hairdresser can share products and tools to help customers maintain their locks between appointments. I talk about software such as Grammarly, which helps me with my grammar, so you can use it when you write your own posts.

Expand a subheading

If you’ve ever written a post with some quick and easy tips, review it to see if you can expand on one of the subheadings. For example, some of my posts on writing a blog mention creating a good headline to catch people’s attention as a subheading. I expanded it into a full post on ways to do that. (https://www.kirstyfrancewrites.co.uk/write-a-headline-tips/)

You may have kept things short and sweet for a tips post, but expanding a subheading lets you share more of your expertise. You can also link between the two posts to improve your SEO.

Have industry updates changed how you work?

Looking back at old content, you might find that your advice has changed because of external changes in your industry. ChatGPT has impacted marketing, so you could create a post discussing the issues or recommending ways to use the technology. (https://www.kirstyfrancewrites.co.uk/ai-help-content-writing/)

There may also have been changes in the law that impact your customers and that you can educate them about. Legal changes might also mean people need to review their will or investments. You can contact existing clients, but sharing updates in your marketing could attract new ones.

Create new case studies

Case studies are a great way to show potential customers how you work and showcase the results you’ve achieved for others. When you review existing case studies, you might find that your process has changed with time or that you haven’t talked about a service that has grown in popularity. Creating new case studies with more recent clients ensures your content stays up to date. If you have business clients who are happy to go public and share that they’ve worked with you, it can be a great marketing opportunity for you both.

If you have a page full of ideas but lack the time or energy to turn them into new marketing content, I can help. I’ll write blogs, posts, emails, and whatever else you need to engage your audience. I’ll even look at your existing content to create new marketing ideas. If you’d like to chat to find out how it works, you can book a call here. Or, use the form below to sign up for monthly content writing tips straight to your inbox.

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Why is a human content writer better than an AI?

Why is a human content writer better than an AI?
Image by Julie Grant Photography

AI can be a helpful tool when you write content marketing, but a human writer will give you better results in some situations. An AI can help you plan or develop ideas (and yes, I asked ChatGPT for some suggestions for this post). When is a human content writer better than an AI? Read on to find out.

Humans are more creative

An AI only gets information from online sources, which can make its content a bit generic. If you use AI for ideas, you can put your spin on them to make them unique.

An AI won’t change its tone of voice in the way that a human content writer can. It’ll typically use the same writing style, although you can ask it to mimic someone. (My son once asked ChatGPT to rewrite something he’d written in the style of a Donald Trump speech. The results were hilarious and accurate.)

Humans have emotional intelligence

Powerful writing engages your reader’s emotions and makes them feel understood. You understand the feelings that motivate your customers to work with you. Your marketing can show that you know how they feel now and how those feelings will change when you’ve worked together. It could be something as simple as offering home delivery or having a big car park so they don’t have to deal with the stress of finding a parking space. An AI wouldn’t understand that, but a human content writer does.

A human content writer can understand your audience

An AI can help identify potential concerns among your audience. However, it can’t write content that helps you form a personal connection. Your audience might want a serious take on a subject or prefer something more light-hearted.

An AI won’t get to know you and understand the language you use to talk about a subject, but a human content writer will. If you serve a niche audience which uses specific terms or references, you can find a writer who understands your niche in a way an AI won’t.

Talking about sensitive subjects

Some topics are hard to talk about. Your work might involve conversations about illness, death, or other painful personal experiences. You might offer a service that helps people prepare for the worst, such as will writing or life insurance. Marketing means discussing topics your audience might rather ignore, and your language must reflect that.

You might need to share stories about others and decide how much information you can reveal without compromising their privacy. An AI can’t choose for you or even act as a sounding board in the way a human writer can.

We can speak from personal experience

Your story can be compelling when it comes to attracting new clients. You might have started your business because you wanted to help others in the same situation. I often work with other mums because we all balance business and family life, and I understand how that works. That wouldn’t happen if I didn’t talk about my children in my marketing. Speaking from personal experience creates a human connection. An AI is more objective, so it can’t offer that.

If you want to work with an actual human to create engaging content that lets your customers get to know you, I can help.  I’ll write blogs, posts, emails and whatever else you need to engage your audience and encourage them to get in touch. If you’d like a chat to find out how it works, you can book a call here. Or, use the form below to sign up for monthly content writing tips straight to your inbox.