You might have noticed it’s been quiet around here for the last few weeks – something I swore wasn’t going to happen in 2018.
The thing is, I’ve been busy juggling plates and something had to slide. I’m ashamed to say it was my poor old blog that suffered. I don’t know how many times I’ve given clients a row for exactly this sort of behaviour but there you go, I’m a filthy hypocrite.
The extra plate I was juggling was rebranding my business. Why on earth did I decide to do this, you ask? Well, here’s how it happened.
Time for change
I can pinpoint the exact second I knew it was time for a rebrand. I was sitting at home and heard the familiar ping from my phone as an email landed in my inbox.
I opened it up and my heart sank.
It was from a prospective client who’d been in touch about getting some new web copy. There’d been a few emails back and forth previously with me trying to get a handle on exactly what they wanted.
This latest email contained a link to their main competitor’s website with the instructions: “Web copy should be like this”. When pressed for more information, they were adamant this was all I needed to do a good job…
Needless to say, I turned the job down. But it made me realise I needed to shake things up to stop attracting this sort of prospect – or at least attract fewer of them.
You see, I really enjoy working with clients who want to be creative and push boundaries. Who want to use words to distinguish themselves rather than just fill in blank spaces on a page.
I resolved to make a change. Never again did I want to see the words “generic copy to use keywords” written in a brief. Because keyword stuffing is, like, sooo 2012 and I couldn’t take any more of that sort of nonsense.
Start with “why”
Why was I attracting this sort of prospect? The answer to this question was simple – I was attracting uninspiring prospects because I had an uninspiring website.
I’ll defer to Simon Sinek to help me make my point:
People don’t buy WHAT you do, they buy WHY you do it.
My old website perfectly described what a copywriter does and why someone might need one. But it lacked anything to do with me as a copywriter and why I love my job.
What makes me excited to fire up my computer every morning? Why did I choose to start a copywriting business? Who do I dream of working with?
- I get excited about working with brands that have something big to say.
- I started a copywriting business because I wanted more creative freedom.
- I dream of working with clients who want to distinguish themselves with words that capture their character, tell their story and sell without selling their soul.
So I’ve put that at the top of my homepage:
I’ve changed my website’s visual identity too.
I was fed up with the free stock images I’d been using and thought they’d started to look messy. So I’ve got rid of them and opted for a more stripped-back look. This brings the focus back to the words on my website, which is what I’m all about anyway.
Calling all creative business owners
It may seem like I’m targeting businesses in traditionally “creative” sectors but I’m not, I’m targeting creative business owners in any field. Because I think there’s no such thing as an uncreative field or sector, just unimaginative marketing departments.
So, if you’re looking to distinguish your brand, shake things up and make a statement – get in touch, we’ve got things to discuss.
If you’re looking for someone to write words to fill in the blanks or generic copy to use keywords – keep on walking pal, I don’t do that anymore.
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