When copywriters say 'work hard but only do what makes you happy'

I'm starting from the beginning, back when, 5 years ago I decided to start my own business - these are my why's and wherefore's. Hopefully, by getting a glimpse into my story, you'll pick up a few ideas and discard any bad ones. I'll be posting these little gems of historical significance over the next few weeks, and with some occasional deviations along the way into other copywriting topics. No book recs today.

I remember thinking early on that it was important to write what I was interested in, and I can remember saying that I found certain subjects boring to another copywriter, who more or less told me that you had to like it or lump it. In other words, you can’t always write on topics you really love, and sometimes you’re going to have to write about stuff you couldn’t care less about, so suck it up and deal with it.

laptop-943558_960_720.jpg

But why? If I’m doing this for the long haul, then I’d like to do something I really enjoy.

That left me in a bit of a quandary. I had given up my day job because I was bored and miserable and I didn’t want to wind up spending my time writing about things that made me…well…bored and miserable. I wanted to feel lit up from the inside every time my fingers hit the keyboard, but perhaps that was the romantic in me.

It can’t always be rainbows and kittens can it?

I have since written on a wide range of topics in my role as ‘generalist copywriter,’ and that has often led to me writing about things I do find boring. I understand that it’s not about whether I enjoy it, it’s about what the potential customer thinks. I may find that fuseboxes aren’t really my thing, but at the end of the day it’s about the customer, if the customer finds it exciting, then it’s up to me to make it exciting. I have committed myself to this over the years, and I’ve written as passionately as I can on topics I’ve not always been that interested in. After all, isn’t that the job of a copywriter, to market services and products to the public and make them sound amazing? I mean it’s not about you is it?

No, up to a point.

However, I think there has to be room for indulgence, or at least I’m making room for it. I’m now moving away from ‘generalist extraordinaire’ to specialist, and focusing on only one or two deliverables within a specially chosen niche area. Don’t get me wrong, I’ve enjoyed my years as a generalist, it’s the best apprenticeship I could have wished for. I’ve learnt the importance of brevity, how to write in a more simple yet intelligent way, and how to create that all-important well-crafted headline — regardless of how boring the topic may be. It’s a discipline and a challenge to write about things you know nothing about, and at the same time make it sound like the most fascinating thing ever.

But now I think I’d like to indulge myself…..

I think I’d like to write about things I do know something about, things that get me excited, and make me want to jump in the air. Now I’ve earned my apprenticeship credentials and moved into the intermediate slot I’m looking for the kind of work that makes me want to get up in the morning, not pull the duvet back over myself and hide.

The one solid, residing work ethic I’ve grown up with is this: work hard, but only do what makes you happy, after all, life is too short to go through it miserable. So I’m now going to do what makes me happy, and write about things that get me excited - and hopefully get paid for it too.

This is a 7 days, 40–50 hour week and I’d like to enjoy it.

Here’s to the future, and as I want to remain human I’m going to be working with coaches and creatives (take a look at who my clients are to see if you are a good fit) for the forseeable, for at the heart of everything I do, we do, it’s about people, marketing is about people and I want it to be a pleasurable experience - for them and for me.

Niching, narrowing down, specialising in deliverables helps you to focus and get better in one particular area, where you’re not doing everything, but just one or two areas that you know really well. And then clients will come - and they will come for your expertise and knowledge. Do one thing really well and working those longer hours will feel so much more enjoyable, and once you’re really good, it’ll be shorter hours, better pay.

People pay for expertise, to work with people who aren’t ragged from working themselves into the ground for peanuts, for people who are confident in their own abilities, and make clients feel they’re in a safe pair of hands.

That's the journey I'm on. Hence the job title Taith Copywriting.

 

Taith - Welsh for journey.

 

And if you'd like to go on that journey with me and work with me, get in touch.

 

 

Creating quality web copy for your site should always be a high priority

Listen, I'm going to talk about web copy and the importance of getting it right, and let's not underestimate how important it is. It's often the case that people assume it's just a matter of writing about yourself and your business, and that anyone can do it. But to yield positive results you need high quality content that attracts the right type of audience, and the right type of audience will be the kind of customers you want to sell your products or services to. It's not something that can be rushed.

Question is, when we say 'quality', what exactly do we mean? In the main it can be broken down into a few relevant points. These can include knowing your audience well enough to provide them with content they will find useful and of value, and about demonstrating how you know what value your products or services bring to your customers/clients. It's about providing a unique and intelligent insight into your business, and providing your audience with original content that's been well-researched and validated, with sources that can be cited.

ddddd.jpg

"Making money is art and working is art and good business is the best art." Andy Warhol
 

 

 

Get your website right first time and it'll reap dividends in the long-term

Also consider proofreading what you've created, looking out for typos, misspellings and grammatical errors. Don't underestimate the importance of proofreading and editing what you've written, because there's nothing more off putting than reading something that's littered with mistakes. It makes you look lazy, and if you don't care what goes on your website, can the same be said for your products or services? Your website visitors may think that, and they're going to move on pretty quickly. Ten seconds is the average time people spend on a website before moving on, so you need to have magnetic content that draws people in - instead of pushing them away. 

Website content.jpg

Proofread and spellcheck everything

Make sure your web copy is as perfect as it can be

And no matter what people tell you, never use a blog or website content merely to improve search engine rankings alone, no matter how foolproof a plan it may seem. If your content is stuffed with keywords, then readers are going to spot that right away. Yes, you can use keywords, but there are intelligent ways of placing them within the content without making it abundantly obvious what you're doing. Subtlety is everything, make it classy, not cheap and nasty. You want your content to sound both intelligent and knowledgeable, not rushed and clumsy, placed there only to achieve one goal without considering its purpose, or your audience.

And if you have any offers, pop-ups, opt-ins, don't overdo it. There's nothing more off-putting than persistent pop ups coming up when you're trying to read the content on someone's website. For me personally, it's enough to drive me away, there's nothing wrong with opt-ins and offers, it can boost sales, but don't overdo it. You don't want to make your website so much hard work to read that people give up and go elsewhere. A website with constant pop-ups, flashing graphics and lurid colors is enough to make someone run for the hills....and as far away as possible from your website.

Ultimately, good quality content will win your potential customer's hearts. A demonstration of expertise in your craft, with friendly content that sets out to offer the customer value, and a solution to their pain points within a well designed website, will help your business to be a success online. 

Website content. 720.jpg

The web design is important, but secondary to the content

Make sure the design compliments and enhances the copy

And website design is important, although it is secondary to the content, and its goal should be to enhance the effectiveness of what you've written. The visuals should be clear, sharp and smooth, backed up with videos or links (not broken) to other areas of interest within the site.

Always consider your audience before you create your website content. Market research is key to getting to know your customers and understanding their needs. To have a well defined persona on your website, get to know your most important customers.

How are you going to target them?

  • Think about slogans, taglines that focus on the needs of your customer

An effective call to action

  • A call to action or CTA should be included in your tagline with value proposition

Keywords

  • Yes, we've already referenced keywords once, so no keyword stuffing, but content that's relevant, full of value, interesting and educational, that has both clear and relevant keywords placed in such a way it doesn't look forced. 

All of the content on your website should be specifically be written with your target audience in mind, at the kind of people you want to reach, making sure it engages and persuades them to take those all important steps to becoming a regular and valued customer or client.

web copy for  life coaches.jpg

Get all your bases covered

Get your web content right. Good to go on a desktop, tablet or mobile phone.

 

You want to target your audience in such a way that they see you as an authority on your subject, regardless of whether you sell toy trains or watches, or you’re a serviced based business providing coaching services. Once you’ve gained their trust, they’re going to make a commitment to invest in whatever it is you have to offer them.

If you’re running a business, if you’ve just started out and you’re looking for clients, then you may be finding it hard to find the time necessary to create quality content your website really needs to engage clients, and if you think you need help with that, why not take a look at any one of my packages and you can take the hard work and stress out of it all – and pass it on to me.