A practical example of how great content helps your business

The impact of great content

There’s any amount of theory out there that will tell you that filling your site with content will get you more hits

And as we know…

More hits = more business

But many people may be sceptical and frankly, in my humble opinion, they are right to be.

The problem is that there are lots of people out there that will tell you something with absolute certainty that turns out not to be true.

It turns out that they are just great salespeople and not great content creators.

Who’da thought it?

So I wanted to give you a real-life example of a recent client that I have helped and show you what happened.

The real-life client

Most of my content is written ‘white label’. This means that to all intents and purposes the posts on the client’s page is written by them.

So naturally, they wouldn’t be happy if I blew the whole thing by telling people that it was actually me that wrote their stuff – but it was.

So I’ve anonymised the client concerned but I can give you some clues.

They have formed a newish company (back in 2018) and have developed an app for customers.

It’s a pretty good app, but there are competitors out there, so they don’t have the field to themselves.

Naturally, they have a website but it really wasn’t doing anything and it certainly wasn’t ranking on Google for any keywords.

So the brief was to start telling people about their service and how it could help.

So here’s the first graph.

The impact of great content

It’s a bit difficult to see but the story is fairly simple, they started off in April with no hits.

I got involved with them halfway through May and started writing content to an agreed plan.

2 posts a week. 500-1000 words each.

By November this had happened

The impact of great content

By August they had 5 keywords ranking in position 1-3 and as anyone will tell you these are like gold.

They had 10 keywords in position 4-10. Not exactly gold but still appearing on page 1.

And another 275 that appeared lower down than 11.

Although the latter may seem pointless what they are telling Google is that this is a useful site that has a lot of information around the client’s particular niche.


How great content can boost your SMEs sales
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So what does that look like a year on from the start?

The important thing to remember is that this client kept on doing it.

They didn’t do anything whacky, they just kept producing a couple of blog posts a week (or at least I did).

And this is what the graph looked like after 14 months.

You can see that it takes time to get going – so don’t lose heart.

We started the project in May and we had some good early success. Admittedly the business is a bit seasonal so there was a downturn in Dec/Jan and then in February, 9 months after starting they began to get a ton of hits.

Now for the reality check

So if I was just trying to sell you then I’d gloss over the actual numbers.

But I’m not interested in conning people so I need to give you a bit of a reality check here.

Because just posting a lot of stuff will get you a result a bit like my client got.

They didn’t have a lot of money to spend on outreach and they were working in a very small niche but even so they got to the point after a couple of months where they were getting 90 hits a month.

Now it’s worth saying here that 90 hits in a tiny niche is pretty good. Very niche subject areas don’t get a lot of hits, but they do convert to sales well.

By June this year they were receiving 290 hits, which is even better.

If it was about Premier League football or Elton John or the NFL then it would be much easier to get a shed load of hits.

And this is where it really is down to you.

You see the journey from content to hits to conversions is down to getting your content out there using postings, advertising and outreach to people like bloggers in your area.

The conversion from the 90 hits to actual sales is down to how slick your ‘customer journey’ is.

So although people may tell you that all you have to do is get your conversion right. or that you just need to do outreach, or that you only need to have a great looking website, they are all lying to you!

The truth is that it is a combination of things.

You need a website that looks good and works properly.

You need great content that is actually about what you do.

You need to push that content out to get noticed.

Finally, when you get hits you need to convert them to sales.

It’s a simple process but it is amazing how so many snake oil salesmen will pretend that it is only their thing that will provide you with a billion leads.

So what’s the next step?

Well let’s assume that your website works fine but you just don’t have enough content or it’s not finely tuned enough.

Your next step is to sort out a content plan around the keywords you want to hit.

Then get your content written

Then tell people you’ve written it.

Again, this is a simple process that anyone can do.


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How Yellow Tomato can help

It’s distinctly possible that you don’t have the time to sit down and write a load of articles or you may not be confident in making your content plan.

That’s where I can help.

I can help you work through what you do and what content is likely to have the most impact.

I can write the content and, if you don’t know how to I can even upload it to your site.

And I’m pretty cheap as content writers go!

Get in touch now and let’s have a chat about how I can help you drive more sales.

How a financial copywriter can help your software company

Financial copywriter for software company

A Financial Copywriter isn’t perhaps the first person you think of to write content for a software company but read on, as you’ll find that there are some very good reasons why it makes sense.

You see you shouldn’t necessarily be writing for your own industry. (although it is possible you may want to, see below)

The people you are writing for are your customers.

It may seem obvious, but it’s actually a lesson that many people forget and they do so at their peril.

Technical feels good, but actually is bad

This is one of the main problems.

It doesn’t really matter what business you are in and we’re all guilty of this.

You see when I worked as an accountant I made the mistake of thinking that my clients wanted to know that I had completed the bank rec and that form CT600 was ready to go in…

It wasn’t until some way into my career that I realised that many of them wanted two things from me; they wanted me to tell them if things were good, or if there was something they needed to think about.

They genuinely didn’t care that I knew the HMRC code for the form I was sending in, and me telling them it was just me showing off.

Technical details interest people that are in the same industry, but they don’t excite clients to the same degree.

What interests clients is the effect that their application has on their business.

Tone of voice matters

Admittedly I am breaking my own rule here because tone of voice is a technical term used in copywriting.

It means the way things are phrased, the language used, the manner of writing.

The problem is that unless you are a member of the clan you are speaking to then you may not understand what the tone of voice should sound like.

We’re all members of clans and accountants are no different. We have a way of speaking but we are also customers.

I can promise you that if you start using IT type technical terms in a piece aimed at engaging accountants you will be wasting your time largely.


You can find out more about tone of voice by clicking on the image below

How do you choose your tone of voice
Find out more about tone of voice here

Credentials matter

So imagine this; you have an app that is designed to make running an accountancy practice easier.

You have two pieces written, one by your head of sales and one by an accountant who has run an accountancy practice.

Which one carries more weight?

Exactly. So having a copywriter who is experienced in the field as a guest blogger adds weight to your proposition.

Naturally you have to use their name and credentials and some copywriters may not be comfortable with that , but many are.

It’s not about features, it’s about effects

A technical or general copywriter can probably write a great blog all about the features of a piece of software.

But what your customers want to know is what the effect will be.

How will it help their practice?

How will it help their clients?

How will it help their staff?

If you aren’t able to articulate this in the tone of voice that your potential customer base understand then you can forget it.

Why you need a financial copywriter for your software company.

It doesn’t really matter what your software does, what matters is how you talk to your customers.

A great financial copywriter will;

  • Speak in the tone of voice your customers prefer
  • Use the language of your customers
  • Understand the effects and benefits of your app
  • Automatically understand the issues your customers are having
  • Add weight to your offer
  • Add credibility to your content
  • Be able to articulate all of this in an engaging piece of content.

So that’s it:- if you are wanting to sell into the accounting and bookkeeping space then you need a proper financial copywriter.

Now where can you find one of them?


How to choose your copywriter

How to choose your copywriter

If you’ve never hired a copywriter before how on earth do you go about it?

In this post I’m looking at the way I think you should choose the best copywriter for your project.

Now this is heavily caveated by the fact that I obviously think you should choose me but we’ll gloss over that and move on

So read on and find out how you can find your ideal writer.

Personal recommendation

This is a great way to find someone and I heartily recommend it.

In fact I recommend recommendations.

Personal recommendations will tell you whether the person is good to work with, does a good job and produces their copy on time and on budget.

It won’t tell you anything about their style or whether they will get on with you or not.

So ask around amongst your contacts and see who has a good copywriter as they will be worth looking up.

Loving the style

So once you have a couple of names it’s time to do a bit of homework.

Check out things they’ve written and see if you like their style and more importantly, is it the style you want for your content?

Another method of finding a good copywriter is to find examples on the web of writing you like and then contacting the company to see who they used.

Although it might seem a bit cheeky, actually most people respond well to compliments and if you are telling them that you love their style so much you want to hire their copywriter then you’re on the right lines.

Use other networks

I belong to a fair few groups on Facebook, LinkedIn, Twitter etc. and generally speaking if I need something I can usually find someone who does it or who knows someone who does it.

Not quite as powerful as a personal recommendation to be sure but still pretty good and if someone has been helpful, has provided valuable input to the group, has a great sense of humour or just uses a cute cat picture as their profile then I don’t see why not.

Also, think about any other networks that you may be in. Lunch clubs, sports clubs neighbourhood associations or whatever. You’d be surprised where we copywriters hang out.

What about platforms like UpWork and PeoplePerHour?

Meh.

To be honest they feel a bit like a race to the bottom.

Now I’m not saying you won’t find decent copywriters on these platforms, and they do have a rating system that helps you choose people based on the feedback you get but in general, I’m not a massive fan.

If nothing else it takes forever going through the proposals from Indian Sql programmers who would be happy to write your lifestyle blog for you.

I do have time for The Work Crowd though. I have found a couple of great people there to help me and the site seems a bit less of a race to the bottom.

Should you interview them?

Yeah why not.

I mean it’s not like an ‘INTERVIEW’ interview but in fact, I’d certainly recommend a meeting if you are close by or a zoom call if not.

I’m massively in favour of working with people you like and trust. I have found over the years that gut instinct works really well when choosing who to work with.

So if you do a call and get on like a house on fire then that’s another positive tick in the box.

Should you ask them to write a test piece?

Yes if you like.

But it should be a paid piece and you should make this clear.

I don’t think I’m the only copywriter who has had people trying to con free work out of them by saying it’s a ‘test piece’ for an eleventybillion pound mega order that’s just around the corner.

Some writers will refuse and that’s fair enough.

Some will be happy to write a test piece and you can use this to see if they deliver in terms of style, deadlines and research.

I sometimes offer to write a paid test piece but to be honest clients who have already booked a bigger run of articles or an eBook always get preference. Sorry.

Remember to choose people who are good at the thing you want

Not everyone is good at everything.

In fact, the best copywriter I ever met had an awesome reputation due to the fact that he immediately turned down things that he knew he couldn’t do. See the dunning-kruger effect for more details.

I’m very good at working for professional services firms due to my consultancy background with finance, HR and IT.

I’m useless at writing descriptions for ice cream. Useless.

Great copywriter for accountants - not so good at ice cream
I’m useless at writing about ice cream

Found a good copywriter? – Hang on to them

If you’ve found a good copywriter that you like and trust then don’t let them go.

Someone who can write exactly the sort of thing you like is worth their weight in gold so think about looking at a retainer type contract.

You have to remember that a good copywriter will be in demand so they won’t always be able to look after you if you just feed them the odd job.

Also don’t hide them.

If you have liked their work then tell people because we are business people too and we love recommendations and positive feedback.

Choosing a good copywriter is important

A good copywriter will do wonders for your business and should be pretty much self-sufficeint in an ideal world.

You won’t need to manage them and you shouldn’t need to give them too much direction.

But more importantly they will supercharge your marketing and bring an added dimension to what is already a superb offering.

OK so that’s me. If you’d like to talk than click the big blue button and if you have any questions about the process then why not drop a comment down below?

Oh and like and share!

How does the copywriting process work?

How does the copywriting process work?

If you have never engaged a freelance copywriter before then you may be wondering how the whole copywriting process works.

Well wonder no more!

This post will tell you how the process works from start to finish so that you can go ahead and commission that urgently needed piece of content.

I’ve also included a template for you to download, but I’m getting ahead of myself.
Let’s start at the beginning

Decide what outcome you want to achieve

This might sound stupid. After all you just want some content don’t you?

But actually there’s more to it than that.

The outcome you want will change the type and style of writing you need.

For example, if the outcome you want is that you need a professional website that allows people to check your credibility and qualifications, then that is a completely different type of writing to a company that needs a sales funnel filling.

By the same token, commissioning content that will boost your search engine ranking requires someone with what’s called ‘on-page SEO’ skills.

So deciding what the output is forms a key part of writing your brief.

Write your brief

I’d always suggest putting down in writing what you are after. In media terms, this is called a ‘brief’ and it simply sets out what you are wanting and when you want it by.

I’ve produced an example project brief which you can download and use as your own and you can find it here (don’t worry you don’t have to give me your email address!).

Your brief needs to set out some housekeeping like who the writer needs to contact and their email or phone number.

It will also include stuff like a project name if you have one or maybe a Purchase Order (PO) number if your company uses them.

Importantly it will include details about your project such as deadlines, what you actually want to be delivered and what tone of voice you’d like it in. (find out about tone of voice here)

You don’t have to do a project brief but if it’s the first time you have ever worked with this particular writer then it’s a good way to start.

I have clients who just send an email with what they want and this is fine where it’s a short project and you’ve worked together before.

Find your writer

I’ve written up a guide to finding the right writer (or the write righter) here but suffice it to say that this is the point in the copywriting process that you probably want to go out and find a writer.

It’s quite usual in the industry to send out a brief to more than one writer or agency but you don’t want to overdo it.

You’ll probably be wasting the writers’ time and yours because it takes time to decide.

Be prepared to meet up or have a chat on the phone/zoom. I always prefer to do this as it can often stop misunderstandings happening.

If you’d like to know how much a copywriter costs then have a look at this post here.

Once you have chosen your writer then you need to agree terms and often your writer will ask for a deposit and possibly send a contract.

This is quite normal in the creative industries and a deposit will normally be around 1/3rd to half the eventual project cost but varies depending upon writer or agency.

The message has to be – get it in writing.

If your writer doesn’t send you a precis of what was agreed then you need to send it to them. Email is fine, hard copy is fine but write it down.

Leave them alone!

This is pretty important.

When you have agreed what you want, you’ve paid your deposit and you’ve written it down then you need to leave them alone.

Don’t start to panic until the deadline arrives.

Every time you phone your writer you are interrupting their process and you’ll slow down production.

I’d say 70% of the copywriting process is actually thinking and structuring and I can promise you that constant calls and emails don’t speed this up.

In fact this morning I was working out how to structure this post on a cycle ride down to the beach!

If you have chosen a good copywriter then you’ll get a draft copy at this point.

Make amends

This doesn’t mean you have to make up for something you’ve done wrong – amends is simply the shorthand way of saying amendments.

Most copywriters will include at least one round of free amends and you shouldn’t be shy about using this, writers are used to sending out a draft and then altering it later.

Just one point, I prefer to send out my draft in a finished version. What I mean by this is that when I send out my draft the client could just copy and paste onto their website.

Other writers will send things out with spelling or grammatical errors and then only correct at final draft stage so don’t be too disappointed if your writer works in this way but you should ask them if this is how they work ahead of time.

Agree future work

A good copywriter is hard to find and if you have happened upon one that does a good job and who you get on with then you should hang on to them.

Give them constructive feedback and if you have future work that you need doing then talk about it.

Often businesses will need regular content for things like their blog or social media so agreeing a future work plan is a good move because a good copywriter’s time will fill up quickly.

The copywriting process in a nutshell

The copywriting process then is pretty simple

1 – Decide what you want

2- Write up your brief

3 – Find your writer

4 – Agree terms and pay a deposit

5 – Wait for the output

6 – Feedback your amendments

7 – Feedback and agree future work.

So that’s it. The copywriting process in a nutshell.

If there are any questions that I haven’t answered or you want something expanded then please do leave a comment below and don’t forget to share the post if you have found it useful.

How do you choose your tone of voice?

How do you choose your tone of voice

If you have spent any time at all thinking about marketing you’ll probably have heard people talking about ‘tone of voice’ and maybe you have wondered what this is.

Well wonder no more dear friends for in this post I am going to tell you what tone of voice is and how to choose yours.

What is meant by ‘Tone of Voice’?

Tone of voice is a concept that lives within the world of marketing.

It simply means how you speak to people through whatever medium you are using.

Tone of voice will be different depending upon what type of company you are, who runs it, the type of customer you are speaking to and what you are trying to convey.

A good analogy is thinking about speaking with your peers or your grandmother.

You use a totally different way of speaking.

Your phraseology is different, how polite you are changes and the words you use also differ.

You’ll use a different tone of voice if you are imparting technical knowledge as opposed to say writing in a lifestyle magazine and in fact, if you ever consider writing for people they will often tell you what tone of voice to use.

Tone of voice – some examples.

I thought I’d take 3 examples of different types of tone.

The first one is for a well established bank.

Barclays has a wealth management arm and this snippet is from one of their web pages.

“Whether you want to grow your wealth for a retirement income or a legacy to pass on to future generations, we can help you set goals and try to achieve them”

https://www.barclays.co.uk/wealth-management/wealth-planning/

Notice that the tone is neutral, professional, not overly ebullient. There isn’t a lot of technical jargon and there are certain phrases that shy away from being overt.

So instead of saying “we aim to make you more money than other people” They say “we can help you set goals and try to achieve them

Now compare this to a website aimed at IT professionals

“Archive Shuttle leverages the latest ingestion technologies within its Advanced Ingestion Protocol (AIP) to achieve speeds that are dramatically faster with a lower failure rate over traditional EWS methods of migration to Microsoft endpoints.”

https://www.quadrotech-it.com/archive-shuttle/

This language is very different.

They need to establish their credentials and they do this by talking the language of their target market.

I have no idea what Advanced Ingestion Protocol (AIP) is but it sounds impressive.

Of course the website isn’t aimed at me, it’s aimed squarely at people who are looking to migrate large amounts of data between locations.

Here’s my third example

We’re thrilled to be able to serve you once again and are ready and raring to help you with your online orders. Our Customer Care team are on hand, and very happy to chat you through our product range

https://uk.lush.com/article/your-questions-answered

This is from cosmetics firm Lush.

Make no mistake, they are just as keen to sell you stuff as Barclays and Quadrotech but the way they speak is as if they are your best friend.

They may be a multi-national but they are adopting a friendly, happy, positive tone that you could hear down the pub or in the gym.


The big digital marketing secret
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So how do you choose your tone of voice?

The million dollar question!

The first thing to consider is your company.

Is it just you? one or two of you? 500 people?

The way you speak may change dependent upon the image you want to convey.

Think about your target market

Then think about your target market, what do they expect?

If you are talking to buyers of cosmetics would you use the same approach as Quadrotech? In other words, would you go into technical detail about what ingredients are in the soaps or would you talk about how it feels/smells/looks?

Then think about how your target market talks amongst themselves.

Do they use a lot of TLAs (three-letter acronyms, see what I did there?).

Are they highly professional, mums, teenagers, middle aged men?

Check out forums, message boards, Facebook groups etc, and just watch how they interact.

Adopting the language and mannerisms is important for people to like, or feel invested in your brand.

Then have a look round at websites you like.

Are there any that stand out?

Do any particular brands shout at you “This is how you should speak”?

Finding good examples of tone of voice that you think would work well is probably the best way to choose your own.

Finally think about how you are going to communicate.

Some TOVs work better in some channels than others.

In short if you have a young audience, a cool product and you are using instagram as your primary channel then this will heavily influence your tone of voice.

Using the same tone on LinkedIn may not have the desired effect!

The best tone of voice is the right tone of voice

When I start working with people to define their marketing plan they often ask what is the best tone of voice to use.

There is no simple answer.

If we think of the three examples, none of these is ‘better’ than the others, they are all examples of successful companies speaking to their customer in the right tone of voice for them.

And this is the important point.

The right tone of voice can be as individual as a fingerprint.

You need to be comfortable with it, your staff need to be comfortable with it and more importantly, your customers need to be comfortable with it.

So there you go.

All you need to do now is to choose how you want to communicate and make sure the same tone of voice is used across all of your marketing channels!

If you would like some help with tone of voice then give me a shout. I’m a nice guy honest and having a second pair of eyes usually saves you a lot of money in wasted copy!

Copywriting for accountants – 6 ways it can help your marketing

copywriting for accountants

When I say “copywriting for accountants”, many people tell me that they are unsure about what a copywriter actually does.

I thought I’d put together a post and show the ways that a great copywriter can really make a difference to the marketing output of a typical accountants practice.

What is a copywriter?

Let’s deal with the word first of all. What exactly is a copywriter?

Well I suppose the best definition is that we are wordsmiths.

We work with words in the same way as accountants work with numbers.

Think about all of those little tricks and tips you have picked up over the years, dividing by 9 to see if the difference you are seeing is a transposition error, making absolutely sure that balance sheets actually balance etc.

All of these tips go towards making you a brilliant accountant and much better and quicker at doing the work for your clients.

Copywriters are the same.

A good financial copywriter will have a basket full of techniques that they can bring to bear to help your marketing shine.

Now not all copywriters are equal, we all have our strengths and weaknesses and some might specialise in a particular area whilst others are more generalist in nature.

So here are the ways that using great copywriting for your accountant’s practice can really help.

Tip #1 – They will professionalise your website

This is probably the first thing that any potential client will look at when they are checking you out.

A great copywriter will refine your content so that it speaks directly to your target audience.

They will tease out the points of difference that will help you compare very favourably to the opposition.

They will also be able to make sure that your on-page SEO is up to scratch and that your website ranks as high as it should do.


Do you need a freelance financial copywriter
Wondering whether you need a financial copywriter for your firm? Click the image to find out more.

Tip #2 – Developing your tone of voice

It may seem odd to suggest that writing on a page has a ‘tone of voice’ but it does.

Check out these two examples one from Virgin wines here and one from BMW here.

Both completely different businesses, both very successful but with totally different language and manner.

A great copywriter will be able to work with you to make sure you are speaking your client’s language.

Tip #3 – They will write outreach mails that work

If you receive enquiries or if you buy mailing lists then you will need to speak to your potential clients.

A great copywriter will be able to craft a mail, whether that be snail mail or email, that will really resonate with the recipient.

Personally, I’d estimate that getting a copywriter to write your outreach emails will at a minimum double the response rate.

Tip #4 – They will be able to write content that really works.

Whether you are posting to your blog, adding content to social sites or sending out hard copy newsletters, a great copywriter will be able to produce the goods.

Truthfully, there’s no point in putting stuff out there that doesn’t deliver and one of the best ways of achieving a ROI for your marketing budget is to get great copy right from the start.

Tip #5 – They will be able to increase engagement with your current clients.

Everyone loves to feel like they belong and one of the best ways of ensuring that you retain your clients is by giving them that sense of belonging.

A great copywriter will be able to produce content that really speaks to your clients and lets them know that they are valued and an important part of the practice family.

Tip #6 – They will be able to increase your per client revenue.

One of the easiest ways to increase revenue and profit is to sell more to the same group of clients.

Having a specialist copywriter on board will give you the ability to introduce new services to clients who wouldn’t ordinarily take advantage of them.

By using carefully crafted case studies, white papers and ebooks a copywriter will weave in stories of how your services can really help add value for your clients.


Want a free guide to content marketing for accountants? Click the image.

free guide to content marketing for accountants

Copywriting for accountants really does make a difference

You only get a sense of how good a copywriter is for an accountancy practice once they start producing really good content.

You’ll start to see enquiries increase, engagement take off and per client billing rocket.

Using the services of a specialist copywriter for accountants mean that you can forget about your marketing and concentrate on your day job.

Now where could you find one?

What happened when I bought some cheap writing

Why buying cheap copy is a mistake

Anyone who runs a business will have heard the phrase “we’ve found someone who can do it cheaper”.

It’s annoying but understandable.

After all, it takes a lot of work to earn money and you want to know that you are getting full value for your Pounds, Euros or Dollar.

But I thought I’d have a go and see what it goes like when you buy cheap writing.

I decided to use one of the most popular freelance sites (I won’t say which one) and set a project.

I posted a project that asked for people to write a 600-word blog post called “6 things to think about when choosing a payroll system” and chose three writers to work with.

The replies began to ping into my inbox almost instantly which gave me a first clue.

Not all the people offering to do the work were writers!

I posted the project and within seconds I got proposals.

From graphic designers

And WordPress developers.

Now don’t get me wrong. They might well have been cruising the site and just pinged off an application but I’m suspecting not.

In fact I think they have a really clever bot that sends a standard application the moment a vaguely matching project gets posted.

Which means that the vast majority of applications I got were from people that weren’t really writers at all.

Frankly, if I wanted to get someone to do some copywriting for my accountants practice I’d want someone who did it at least part-time!

What content did they provide?

There were three different outcomes from the people I chose.

The first guy sounded the best and so I held out high hopes for him and sure enough 600 words arrived on time.

It was well written, made complete sense and I could tell that it was written by someone who really understood the subject.

Which is understandable because he’d stolen it off a website.

I put it through my plagiarism checker and guess what? He’d not even bothered to change a word.

Imagine the damage that would do to your business if you posted this and the original owner found out.


Content marketing is like a hot air balloon
Find out why marketing is like a hot air balloon – click the image

Number 2 was a lady who looked like she knew what she was doing. I sent off the brief and then waited.

Nothing.

So I sent her a message and asked what was up.

“Oh yes, some problems but I’ll get it to you tomorrow”

Nothing.

I sent another message but got no reply. Ever.

When you are working to a marketing plan it’s very very inconvenient if copy you expected doesn’t turn up.

I had high hopes for number three. After all we can’t have three duds in a row can we?

So this guy was a day late with the work, but at least he actually did it.

It wasn’t plagiarised and I could see why.

It included such gems as;

” So before making the system fully functional it’s functionality check should be carried out so that when it gets deployed in practical there are no chances of errors the working goes smooth.”

Or this

There are a lot of advantages a Payroll system have like it gives much accuracy , saves time and all the things become automated so human resource is saved.”

What you can’t be doing is paying good money for content that you have to essentially re-write or constantly have to speelcheck (just my little joke).


Do you need a freelance financial copywriter
How do you know if you need a specialist financial copywriter? Click the image to find out

Why quality copywriting is important for accountants

Any content you produce as an accountant (or for any professional service) is designed to show your competency in a particular field.

So if you are paying for content that isn’t accurate, well researched and grammatically correct then you are becoming a hostage to fortune.

Quality content does cost more, but employing an expert financial copywriter means that you’ll get work that you don’t have to check for accuracy and that will show your practice in the best possible light.

A great financial copywriter will also understand on-page SEO, which means that your posts are more likely to rank highly on Google.

Buying cheap is rarely the best option.

Want to talk about financial copywriting?

Mail me, call me, fill in the form and let’s have a chat.

Do I need a financial copywriter for my business?

Do you need a freelance financial copywriter

Although copywriters all do the same thing, a financial copywriter is slightly different.

So the answer to the question really is “What is your business?”

Truthfully, if you want someone to write product descriptions for your e-commerce site then no, you don’t need to pay for a finance copywriter.

Sure we could do the job, but we aren’t e-commerce specialists.

But if you run a business that deals with financial things like loans, insurance, investments etc then I would say you absolutely do need a financial copywriter.

There are a number of things that you can’t do in the UK when you are promoting financial products and a good financial copywriter will know all about these.

Importantly they will also know the value of great research and ensuring that anything they write is truthful and accurate.

When you are for any finance company it makes sense to have an expert at the wheel when you are looking to put information out in the public domain and employing a proper freelance financial copywriter is absolutely the way to go.

A freelance financial copywriter isn’t just for finance companies

This is one of the things that most surprised me when I made the move into full-time marketing.

It shouldn’t have because I had been writing for years and the vast majority of my clients weren’t financial businesses.

But they were companies that liked to work with financial companies.

And that’s where a financial copywriter comes in.

Because it’s important that you use someone who is able to use language and tones that your target market understands.

For example, if you produce financial software or maybe you are an insolvency practitioner then you will want to talk to accountants.

But accountants like a certain type of language and things to be phrased in a rather understated manner. I can say this because I AM an accountant!

So for enterprises that are in an allied sector and that has a target market that is professional and somewhat conservative, it makes complete sense to find a decent financial copywriter.

Technical jargon you want to get across?

As a Financial Director, one of the key parts of my job was to explain exceptionally complex financial information to managers and directors who all had different skills and aptitudes.

When you have to do this every day you start to understand the value of simplicity.

Having these skills are important because when you have an incredibly technical subject, but your decision maker isn’t necessarily an expert themselves, then you need to be able to put your point across in a suitable way.

This is another skill of a financial copywriter that is transferable to other sectors.

The ability to take complex models and transfer them into everyday language.

So do you need a financial copywriter?

Does your business have complex technical concepts that it wants to communicate?

Do you want to talk to finance professionals?

Do you have a need for professional and accurate content?

If you answer yes to any of these then you do need a financial copywriter.

And if you need a financial copywriter then you should get in touch.

Click the button or go here to get in contact

Why marketing for accountants is like buying a tightrope

marketing for accountants is just like tightrope

You wouldn’t think that marketing for accountants is anything like buying a tightrope but you would be wrong on so many levels!

Think about buying a tightrope – what are you looking for?

Would you buy from an established supplier or a chap you met down the pub?

Fairly obvious one I hope. I’d want to buy from an established supplier who had a good name.

Would you go for the cheapest option or would you want more protection?

You’ll never get me on to any form of tightrope but if you did then I’d buy the best I could get.

Would you prefer it if the tightrope turned up one day through the post, or would you like someone to walk you through the process of setting it up and any peculiarities of that model?

If there is anything different about the model of rope I had just bought then I’d want someone to tell me about it.

What happens if it goes wrong?

Good things or bad things?

Now transpose the tightrope to accountancy.

Would you want to use a chap you’d just met down the pub? I’d hope not (I’m aware people often do) but generally when they look for accountants they want someone they can trust.

Do clients value the cheapest option more? Nope. And this is I think where a lot of accountants make a mistake. There are too many cheapo bookkeeping firms out there to compete. But you can compete on quality.

Would your prospective clients prefer you to talk them through things or do they just want a no-frills service?

I guarantee you that they like the option of being able to talk to you about their accounts and future options. They may say they don’t but…

Do good or bad things happen if you are useless?

BAD BAD things happen if you buy a tightrope from a company that is useless.


Want a completely free guide to marketing for accountants? Click the image for more details…

free guide to content marketing for accountants

So what has this got to do with marketing for accountants?

Your marketing needs to point to all the good things that accountants can do and why it’s a bad idea to buy the finance equivalent of a tightrope from a man down the pub.

What people are looking for is someone they trust, who has their welfare at heart and who will be available to talk with them about any issues that are coming up.

If you can satisfy these needs in your marketing then you are away.

This is how I help accountants with their marketing

I can help you organise your marketing plan, I can write the content and I can manage the whole process.

It’s entirely a matter for you how much of my services you want to buy and what aspects you want me to look at.

The best thing is to get in touch and let’s have a chat to see if I can help