How much does copywriting cost?

How much does copywriting cost

If you are looking to spend some money on your marketing then you are going to need a copywriter and that leads you to the question “How much does copywriting cost?”

You can find copywriters that will range from $8 up to $2000 per thousand words but you have to ask what you are getting for your money.

So why would you pay $2000 when you can get the same number of words for $8?

Read on friend and find out…

You get what you pay for (mostly)

The truth is that you wouldn’t need to try very hard to find someone somewhere in the world who would be happy to know out a thousand words for $8.

But the work you would get would be awful.

Don’t believe me? Check out what happened when I bought some cheap writing here

The problem is that when you buy a number of words for a very low price what you will get is exactly that – a number of words.

They won’t necessarily be connected to one another in a way that we’d think makes sense and they won’t be specially designed to impress your reader.

There are two different way you can get copywriting done cheaply; a copy farm or buying from somewhere that human work is cheap.

In the first one you’ll get given something that has been produced using a computer and some version of an algorithm or what they may call AI.

What will come out of the end is something that reads a bit like those chat boxes that you sometimes get when you are looking for help from your utility supplier.

The words are there alright but they aren’t quite right. There’s something a little odd.

Now you have to ask yourself if you are happy with giving your customers the impression that there’s something not quite right about your business!

In the second case you’ll be buying from someone who has English as a second, third (or more) language.

They are cheap but you do need to be aware that you’ll probably spend more time spellchecking and reorganising the grammar that you would have spent writing the thing yourself!

It’s not worth the hassle.

When you are asking “How much does copywriting cost?” you actually need to also ask what the output will be.

So it’s worth spending as much as you possibly can on copywriting?

Well maybe.

You see copywriters are a little bit like cars in this respect.

You can buy a Bentley or you can buy a Ssangyong, they both have four wheels and get you from A to B.

So it’s not really “How much does copywriting cost?” but how much style do you want to travel in?

In the world of copywriting you can go to one of the big agencies and pay an absolute fortune for a copywriter (and their account director and their assistant account director) and you will definitely get some good stuff.

Or you can get someone who hasn’t really done any writing before but will have a bit of a go for £20 and a packet of malteasers.

Then in the middle, there’s a whole swathe of people from freelancers, to people who work for agencies that will do you a bang-up job for the equivalent of a BMW.

How much does a copywriter cost?

Well the answer to that question is up to you.

You can check out the average prices here based on London freelancers or you could just give me a call and I’ll tell you how good value I am!

Haven’t touched your blog since June 2019? Here are 7 different types of posts you have to make now

Freelance financial copywriter

OK so we’ve all been there, the blog sits on the to-do list, never getting ticked, just glaring at you.

You’ve been putting it off, I know you have.

So look you know that writing your blog regularly is the best way to get your site to creep up the rankings (higher rankings=more hits=more business) but you haven’t got the time.

What you need is either; an amazing financial copywriter (cough) or an injection of enthusiasm.

Well let’s assume you can’t find an amazing financial copywriter no matter how hard you look so this post is here to give you some ideas as to the type of blogs you can write for your business.

A blog about you

Yawn.

Yes you could, but unless it is incredibly engaging then nobody wants to know about you.

Sorry but thems the breaks.

Since we were little we have been told we’re special but the truth is that in business terms we’re not. So avoid writing about yourself wherever possible unless you are the Olympic champion carpet fitter or something.

A clickbaity blog

You know the sort of stuff

14 things you can do with a porcupine (you won’t believe number 6)

Ok so sometimes they do work otherwise people wouldn’t use them but generally avoid unless you have 21 pictures of Meghan Markel one of which I won’t believe.

Blogs about issues in your industry

Again, you CAN do this if you want and to be fair a blog about your own industry issues will often be very good for SEO purposes.

They can also work where your industry issues are your clients’ issues.

For example, if you are an accountant writing about IR35, well that’s an issue in your industry and will also affect your clients.

So go for it.


More resources
Wondering what to write about? Find out how to choose your blog subjects here

Blogs that answer questions about your product

Now I particularly like this one.

A blog that answers questions that your clients may have about your products is useful for three reasons;

  1. SEO. A blog about your product is going to include a lot of searchable terms
  2. It answers the questions that your clients are asking and gives them a warm feeling about you
  3. A good answer blog is very shareable, and we like shares.

In fact I would go so far as to argue that any company should have a good selection of posts that answer these sort of questions in detail.

For example let’s imagine you are a finance broker, then you need to make sure you are writing up blogs about the application process, features of different products, compare and contrast products or reviews.

Blogs that answer questions about something your product can be used for

This is different to the above.

So in the above section you are answering questions specifically about the product itself.

In this one you are answering questions about the uses to which you can put a product.

Can I use this finance to buy a house at auction?

Can I use this SaaS software to manage my practice?

Can I sell this software to my clients?

What you are trying to do is to answer questions that your customers may have but at the same time give them ideas about other ways that they can use your product or service.

Also these are answers to questions and Google loves that, it really really loves that.

Blogs about issues that affect your clients

Now we’re getting to the epic stuff.

Answering questions about things that affect your clients is a great way to get your service/product in front of them.

So for example, let’s imagine that you provide recruitment industry finance.

You write blogs about cash flow in the recruitment industry, 5 things to think about when you start your recruitment business, how to finance your payroll.

Naturally each of them do mention invoice finance but not in a salesy, in your face kind of way.

Your blogs are pointed towards people who may not even know that invoice finance exists or what it is.

Blogs about issues that affect your client’s clients

You wouldn’t believe it but this is an excellent way to publicise your business and it’s one that service providers use all the time.

I write content for software providers, often in the financial services industries and one of their favourite subjects is to write helpful posts about problems that their clients’ clients are having.

So I have a few software SaaS companies that provide software for accountants.

They write posts about specific industries that their clients market to.

For example they may write about changes to the Construction Industry Scheme (CIS).

They post the article and then (and this is the important bit) they publicise it to their accountants telling them that it is a good resource to share with their clients.

That way not only do the accountants read it, they also share it because it is some free resource that they can pass on that makes them look good in the eyes of their own clients!

C’mon dude, get that blog up and running

Right look, blogs are brilliant for SEO and they are awesome at giving potential customers a warm feeling about you.

Nobody likes seeing a website that has cobwebs growing in the corner so get to it and write a blog today, you’ll feel better about yourself, promise.

Haven’t got the time?

Course you haven’t, that’s why I’m here.

I’m that annoying guy that sits in the corner of your coworking location tapping away on his keyboard all day muttering to himself and letting out an occasional unnerving chuckle.

But I’m not bad at writing.

I can sort out your keywords, write your blog, post it on your site and do all that SEO stuff that you’ve never quite got your head around.

My mum will tell you that I’m a nice guy so get in touch now and let’s have a chat about how I can stop your website looking like the room that the Addams family are scared to go into.


7 attributes of great financial copywriters

A great financial copywriter

Financial copywriters are a specialist breed and you need to make sure you are hiring the right one.

Some of the attributes you’ll be looking for from your financial copywriter are obvious, some not so and may surprise you.

But all of the things in this post are important to consider if you are about to trust your brand to a writer.

Copywriting experience

Well it goes without saying right?

But really, if you are looking for a copywriter then hire a copywriter, don’t think that someone from the office can do it because ‘it’s only a few words’.

Copywriting takes skill and is harder than it looks.

You might want to find someone who understands SEO or who has experience writing for an insurance company or someone who is really good at making techincal subjects accessible.

But whatever you want you’ll need a copywriter

Financial experience

This is always helpful.

OK so some financial copywriters are amazing even though they have never worked in financial services but not many.

Frankly if you want someone to write about your accountancy software or your B2C loans or your whizzy new fintech app then it’s going to be a lot easier if the person understands a chart of accounts and APR calculations.

It saves you a lot of time explaining things too!


Financial copywriter at his desk
5 ways a financial copywriter can help your business

Something to add

What’s the difference between a good financial copywriter and a great one?

No it’s not a joke.

Genuinely, the difference is that a great financial copywriter will add something to your business.

They’ll come with ideas, tips and tricks to make your copy stand out.

They’ll have something to add to the conversation and it might even be totally unrelated to the copy they are writing.

Good standard of English

You might think that this is a given in the copywriting industry but you’d be wrong.

I’m always amazed when I see work from other writers that just doesn’t make sense.

Or has speeling errors (just my little joke).

Or has clearly been written by AI.

If that spelling error is annoying you then think what it will do to your clients.

Attention to detail

This isn’t just the details that go along with copywriting; it’s the detail that goes along with the gig.

Answering emails

Asking questions is they don;t understand

Making sure their copy is accurate

Delivering on time.

This is one thing that gets my goat. You have a deadline and I’d expect to deliver my copy by then if not before.

Some copywriters just don’t bother.

They get you

This is one of those ‘soft’ things that can’t be quantified but it is absolutely imperative.

They have to get you.

They have to get your company.

They have to understand your tone of voice.

If there’s a mismatch then it’s likely that the copy they provide, whilst great, doesn’t quite do what you want it to.

A great financial copywriter will understand what you are about and how to add real value to your team.

You like them

People laugh when I say this but one of the reasons that I went freelance is that I wanted the freedom to work with people I like.

And you should like your copywriter too.

Life is too short for tetchy meetings and awkward email exchanges.

It’s Friday PM and you want to talk about your campaign but you don’t mind having a little bit of a laugh too.

You have to like the people you are working with, otherwise the time passes very slowly indeed.

Financial copywriters are a different breed

We work differently and we think differently but we’re not that odd!

Someone who has worked in finance for any length of time will understand that there are some things you can say and some you can’t.

They’ll be as invested in the work as you are.

And they’ll add to the project by bringing their knowledge and experience to bear.

If you’d like to have a chat and find out how I can help your business then click the button and let’s talk.

Do keywords matter when you are copywriting for accountants?

An accountant who needs copywriting

This is a question that pops up from time to time as I’m regularly asked if I will put some keywords into the copywriting for accountants that I do.

The problem is of course that the answer is that ‘it depends’.

So in this post, I thought I’d explore this in more detail and look at the whole issue of keywords.

Getting accountancy clients isn’t physical sales.

To my mind, the debate has been taken over by physical sales marketing, in other words, the use of keywords and phrases is all about a transactional relationship with the client.

The problem is that this is rarely the way to sell accountancy services as they rely on the build-up of trust between the client and the firm.

So simply packing blog posts with keywords is probably going to do more harm than good, especially in the eyes of Google.

So keywords are no good then?

Nah, that ‘s not what I said.

Keywords are fine for pointing people at the valuable content you have on offer.

They are a way of telling Google what is on your site but I’d argue that once the visitor is on the site it is much more about building a level of trust.

And the truth is that for trust based services like accountancy, people generally don’t buy because they saw you at the top of the search engine results pages.

I’d also say that marketing for clients works much better when it is away from the Google search pages and done on an individual basis.

In short, I think that when you are commissioning copy for an accountancy practice you are better off looking at the meat of the copywriting rather than the fluff of keywords. Treat them as a ‘nice to have’.

Copywriting for accountants – what’s the use?

Well it’s all about credibility.

Look at it this way, imagine you were wanting to find a good practice near you that was up to date and had their finger on the pulse.

You go to a website and find that the last blog post was written in 2014 and was about tax rates.

You’re pretty certain that the tax regime has changed since then (it has) so you are suddenly mistrustful of the site and it puts you off.

So you go and look at another site and you find that they have a wealth of posts about different areas of their practice.

You even find out something that you didn’t know.

So you feel much more confident about the firm, the people and about contacting them for more information.

And this is the crucial difference between selling services and DVDs.

A great set of keywords will sell DVDs directly from the site.

A great set of keywords won’t sell your accounting services, but when people hit your site, poor quality content will certainly lose you the sale.

Want more information about digital marketing?

I’ve produced an in-depth guide that you can download for free by clicking here

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.

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.

Copywriting for accountants is a specialised profession and truthfully not every copywriter can do it, so we should all play to our strengths!

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 copywriter for accountants 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.

For accountants this is really important as if we are being hones, we can get a bit technical at times. A copywriter for accountants will understand this and ensure that the copy is accurate and accessible but not dumbed down.

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.

Writing copy for accountants is an important part of the marketing mix so make sure that you have someone who knows what they are doing.

Tip #5 – Copywriting for accountants will 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 for accountants 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 – Copywriting for accountants will 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 accountancy 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.

After all that’s what we want, happy clients and more of them.

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.

How to improve your blog in 5 easy steps

5 tips to help you write you blog

If you are using content marketing to improve your search rankings then a cornerstone of this is probably your blog and you want this to be a good as possible.

Here are my 5 tips to make your blog postings more effective as part of your digital marketing strategy.

Tip #1 – Have a clear plan to write to

It’s important that you don’t simply start writing and firing off blogs left right and centre.

Instead you need to think about what you are trying to achieve and set your keywords accordingly.

When you have a plan and a set of keywords then you should write posts around your keywords but I’d suggest only writing a post around one keyword at a time.

Trying to pack too much in will destroy the way the article reads and may even lead to Google thinking you are keyword stuffing, which is a bad thing.

Tip #2 – Use short sentences and simple words

You are probably going to be writing for a fairly mixed audience and Google understands this.

Short sentences are easier to read, especially on a mobile device and the vast majority of web content is accessed on mobile devices.

Google also likes you to use simple, accessible language and so unless you are writing something very technical for a professional audience then you are better off using short words.


Check out these handy tools for finding keywords and the questions your customers are asking – click on the image

% tools you absolutely need for your blogs

Tip #3 – Answer the questions that your audience are asking.

If you are writing general pages for your website then you can get away with simply writing copy that is about your company.

But if you are wanting to attract people to your site and of course rank highly on Google then you need to answer questions.

There are number of tools that will help you do this and I have done a separate post about my favourites which you can access here.

Essentially you need to find questions that people ask about your keywords and write to them.

For example, if you sell kitchen knives then you could answer the questions “What knife do I use to fillet fish?” or “How do I sharpen a kitchen knife?”.

By doing this over a series of posts Google will eventually get to think of you as a subject matter expert which helps your ranking.

More importantly if you have a wealth if information on particular subjects then your potential customers will also come to think of your site whenever they have a question they need answering.

Tip #4 – Structure your post.

I always like to use a simple structure that works really well, especially when you are suffering from writer’s block!

Start off with a striking headline

Set up the reason for your post

Answer the question you have asked

Summarise

Call to action.

In other words, tell them what you are going to tell them, tell them, then tell them what you’ve told them!

By doing this you will find that your posts are actually easier to write and fall into a comfortable rhythm that readers prefer.

Tip #5 – Don’t forget a call to action

You shouldn’t forget to tell readers what you want them to do as a result of reading your post.

“Call me for more details”

“Check this related post”

“Email me and book an appointment”

That sort of thing.

I see lots of posts that don’t include a call to action and that’s really missing a massive opportunity.

I’ve spoken to people who feel that this is somehow being too ‘salesy’ but actually when I read a post that has a call to action at the end it actually makes me feel a sense of certainty about what they want me to do.

A call to action doesn’t have to be ‘buy now’ but it can be more around giving people more related content to read or letting them know what they need to do to get more information.

Here’s your summary

So look back over this post and think about my post structure.

I’ve told you what I was going to tell you

I’ve told you

And now I’m telling you what I’ve told you.

And that’s how post structuring works.

The great thing about using this method is that if you have your keyword that you are going to focus on then the post almost writes itself.

Here’s my call to action

I’ll admit that not everyone has the time to write their own content so if you’d like help setting up your marketing plan, writing the content or you want someone to take over the whole shooting match then why not give me a call?

I’d be happy to talk over your options with no obligation at all.

If you’d like to find out more about SEO then why not check out the rather excellent Neil Patel here

Why is copywriting for financial services different?

Freelance financial services copywriter

Financial copywriting is something that involves a very special set of skills and experience and it would be a mistake for companies to think that any copywriter is able to produce good quality content.

There are some specific aspects that you need to think about and in this article I am going to look at what I consider to be the most important pieces of this particular puzzle.

Tone of voice

The tone of voice used in the writing is really important. It gives the reader clues as to the values and attitude of your organisation.

This has changed significantly over the last few years. Two decades ago banks and building societies would use a very conservative tone of voice designed to engender a sense of professionalism, steadiness and respectability to the reader.

However in latter years the dividing line between professional services and other copy has blurred, especially with the advent of new fintech companies.

Newer, younger companies tend to still use a professional tone of voice, but this will be more informal and will be younger in outlook.

This sense of professionalism is important, because if you are looking after people’s money then they need to know that they can trust you.

Accuracy

If you are providing information for your customers then the last thing you want to do is to make simple mistakes.

Accurate writing is important as errors can cost people money and reduces confidence in your brand.

A good financial copywriter understands this and fact-checking comes as second nature.

This is perhaps the biggest difference between a general copywriter who may be writing lifestyle articles and general blog posts and the professional financial copywriter.

Experience

A great financial copywriter will have relevant experience and will be able to add in value from their own background.

Being able to weave in real-life examples to an article is especially valuable as it add depth and richness.

For example an article from a financial software company that is written by a qualified accountant who has actually run finance departments carried much more weight.

Gravitas

Many clients prefer to have their articles prepared on a ‘white label’ basis. This means that the writer completes the article but this is posted either using the name of an employee of the company or using just the company name as an author.

However, with financial copywriting the option is available to include the name and credentials of the writer.

An expert guest writer who has relevant and direct experience of the issues at hand adds gravitas when posting for their client companies.

Clarity of language

Financial subjects can often be steeped in jargon and three-letter acronyms.

A great financial copywriter will be able to take the key points and add the kind of clarity that your customers need to fully understand the subjects that they are reading about.

This use of language, transferring complex topics into easily understandable and engaging content is a key difference between and ordinary copywriter ans a specialist.

In summary

Expert financial copywriters are experienced in taking complex models and breaking them down into their basic building blocks, then producing a clear and understandable narrative for the layman.

They understand the need for accuracy and credibility and will bring a sense of gravitas to you company.

If you would like to talk to me about writing for your company then why not get in touch by clicking the button below?