3 Tips for Avoiding the Copywriting Dead End

dead end signHas your road to content development come to an impasse? Are you stuck, either dreading the copywriting process or simply drawing a blank on what to say? Take a moment to consider these three tips for kicking off your copy!

  1. Take a deep breath. One of the first steps in writing copy is simply thinking it through. Generally, what do you want to say? Outline your thoughts mentally. Sometimes, a short, mindful walk will shake some new thoughts loose. Then, return to your desk and document the thoughts in a simple bullet list.
  2. Do your research. It’s possible that lack of information is holding you back from collecting your thoughts into a cohesive form. Search your files for information about your content expertise — study it and see where it leads. Who is the ultimate guru in your company on this topic? Have coffee with him or her and talk about the topic at hand. You might be surprised how inspiring even the dullest topic becomes when the most passionate employee starts talking about it!
  3. Put the topic down and step away. Sometimes the reason you have difficulty with the topic is because you’re too close to it. This is common and often one of the greatest challenges to overcome. Of course you know your stuff, but organizing it into a cohesive marketing package isn’t your expertise! Consider hiring a copywriter who will listen to your needs, seek out the details and put them all together in an engaging, audience-focused package.

Time and time again, we help entrepreneurs, corporations and nonprofits write the copy they need. Don’t like to write? We love it and can extract the info we need from you and your staff. Don’t have time? It’s our full-time expertise, and we can quickly complete news releases, website copy, blog posts, brochures and more when time is of the essence. Please contact us today for an affordable solution to your copywriting dead ends!

Small Town Company Goes Big Time

Community Insurance Services’ new website just went live! It’s a great site for a small town insurance company. The objective is to be informative and provide customers with the links they need for billing, claims and customer service. Very happy to see this site go live! Check it out at: http://tiptoninsurance.us.

Classic Smiles Marketing Updates

Classic Smiles, an Iowa City dentist, was referred my way, and they needed some help updating their logo, marketing messages, web copy and search engine optimization (SEO) for http://www.classicsmiles4u.com.

classicsmiles4u.comWorking with my graphic design partner, Amy Belice Graphic Design, we updated their logo and color scheme for a brighter, cleaner look more suited to a dentist in a diverse market. We also developed some new ads and marketing copy for online use and updated the website design and copy with the client’s web development partner.

While Dr. Nowysz had been in business for a number of years, she had understandably focused on dentistry and not on marketing. In addition, the face of marketing had changed since she first started her business, and she knew she needed help catching up with the changes. Paarlance Creative Writing took the time to help Dr. Nowysz better understand SEO and how that develops over time and with multiple media improving her search position. In addition, we talked to her about the competitive category they’re in and aligning expectations to the time they have been SEO friendly and their presence on YouTube and other sites, which enhance their SEO.

Following the initial launch of the site, we developed FAQs with the dentist. These will further improve their search engine friendliness.

 

Enhance Your Marketing Knowledge

Remember this website? Well, if you’re in the market to increase your knowledge of marketing, you’re welcome to head on over to BizSAVVY Leaders website to register for free seminars about marketing in June, July and August. The topics of this client’s seminars are based on the principles of Duct Tape Marketing, which is in my reading queue right now. My client, Theresa Bornbach, has also added a low-cost session called “Leveraging LinkedIn” — two hours for only $25.

What are you waiting for? Check out the BizSAVVY Leaders blog and registration page today.

New Nonprofit Website Copy

 

Nonprofit Website Sample

Here’s a look at the all-new donations page for JuelFairbanks.org.

Juel Fairbanks Chemical Dependency Services, a nonprofit organization located in the Twin Cities, sought a new website that was modern, uplifting and hopeful. Working with my friends at Windmill Design in Minneapolis, we developed copy and design that provides an inviting introduction to their programs and services.

As is the case with many nonprofits I’ve worked with over the years, the overscheduled staff needed outside assistance organizing and writing copy for this important communication piece. I kept in mind that their audience for the site varies from potential clients and their families and friends to county partners.

I wish Juel Fairbanks the best as it moves forward with a wonderfully functional site, complete with the online donation capabilities that are so important today!

Writing for a Variety of Industries

Writing for a variety of clients makes my days faster, shorter and better. I was thinking about how many industries my copywriting has intersected with over the years. It has been quite a few! With each one, I’ve been challenged to learn about the businesses and translate their features into unique and compelling benefits stories. Here’s a sampling.

On the consumer side:

  • Banking
  • Education, K-12 – marketing to teachers and administrators
  • Event Venue
  • Health care – dentists, podiatrists, etc
  • Insurance
  • Legal
  • Life Coaching
  • Higher Education – marketing to prospective students and alumni
  • Nonprofit – fundraising, recruiting volunteers
  • Restaurants
  • Telecommunications
  • Wedding Boutique
  • Women’s Clothing

On the business to business side:

  • Telecommunications
  • Office Space
  • Banking
  • Business Coaching
  • Higher Education
  • Legal
  • Manufacturing
  • Photography
  • Technology

Whether the business I’m writing for is small or large and the subject matter is challenging or straightforward, I appreciate them all and thrive on making their content a unique reflection of their business.

A Fresh Rewrite

In life and business, change is the one constant. When the chef/owner of Miss Mamie’s Restaurant & Pub in Moline, Illinois, decided it was time to change up his restaurant’s menu and decor, he worked with Media Link, Inc. to redesign his logo and provide rebranding services. In turn, Media Link called on Paarlance Creative Writing to create a fresh approach to the website content for http://www.missmamiesrestaurant.com.

Miss Mamie's Restaurant and PubSeveral years ago, Paarlance Creative Writing wrote the original copy for this website, which was Southern themed. It was fun to revisit it to meet the new branding goals and SEO (search engine optimization) guidelines. Following review of the new designs and a brief interview, we served up fresh copy to match the more modern, coastal approach.

When it serves your best interests to update your website, remember that help is just a phone call away. Paarlance Creative Writing will keep you in the game!

A Long Overdue Welcome

Welcome to my new blog, which I’m launching in conjunction with my website relaunch. In case you don’t know me, I’m a freelance writer celebrating more than 10 years of solo copywriting, project management and marketing consultation. I have had a website over 10 years now, and it’s always exciting to give it a facelift and add new features like this blog. I hope you’ll join me in exploring writing, advertising, website innovations and the like through my posts here. When you have a chance, please also remember to find me on LinkedIn and Twitter (@paarlance)!