Episode 65: Friends of Paper Talk - Why hiring a copywriter can be a game changer with Kelsey Reed

A copywriter can build your brand, engage your followers, and give you back valuable time. Kelsey Reed talks with us about what a copywriter can do for your business.

Have you ever wondered how we manage to write so many blog posts, emails, and social media posts? If you’re a small business owner, you know that this kind of content is important, but it’s often the first to get scrapped when you’re pressed for time. 

Here’s the secret: we don’t do everything alone, and an integral part of our team is our copywriter, Kelsey Reed. 

If you don’t know what a copywriter does off the top of your head, don’t worry. You’re not alone! In our latest episode of Papertalk, Kelsey chatted with us about all of the amazing things a copywriter can do for your business. Here’s how she described her work: 

“Basically anything that you’re going to be writing out—words that your potential customers will read—I can work with, and a copywriter could work their magic on it and make it really sparkle for whoever’s going to read it.”

One of the biggest benefits for us has been how much time we save creating content. We know you’re just as busy as we are, so this is probably sounding fantastic. But where do you find a copywriter? How do you work with one? 

You’ll learn all of this when you tune in:

• How to find a copywriter
• Things to look for in a copywriter to ensure a good fit for your business
• What you can do to help your copywriter create their best work
• How to make big projects with multiple collaborators run smoothly

We are passionate about helping our listeners build their small businesses. A rising tide lifts all paper flower businesses—or something like that. Hiring a copywriter is an excellent way to produce better and regular content, and give you the time to focus on your business. Listen now to learn how you can work with a copywriter.

Be sure to also read Kelsey’s tips on how to work with a copywriter, below.

How to Work with a Copywriter 

by Kelsey Reed

A copywriter’s job is to engage possible customers and make your business or product sound amazing. Crafting those words is a crucial part of marketing. As a business owner, you may not know what to say or how to say it, or even have the time to focus on writing emails or blog posts. You want to focus on the heart of your business, be it paper flowers or anything else. Copywriters can take some of the work off your plate and let you put your attention elsewhere.

So, how do you find a copywriter? My recommendation is to talk to other small business owners. Ask around! Chances are, someone you’ve already networked with is using a copywriter. They can give you unfiltered opinions about the writer’s work and habits, like meeting deadlines. There are some websites that will connect you with writers. I know some great copywriters who use these sites, so you can definitely find someone using this method. Just be sure to do your homework: look at writing samples, talk to past clients if you can, and chat to get a feel if your goals align, they understand your business, etc. You can also pay them to edit or write one piece for you as a trial, which will give you some great insight into whether or not they are a good fit for you.

Once you find a copywriter, what should you do? How do you get the most from them? From the perspective of a copywriter, this is what I appreciate most from my clients. 

1. Be clear about your goals. 

Make sure that the writer you’re working with knows what you want accomplished with each piece. For example, when I edit tutorials, I know that the goal is to get information across in a clear, concise way that will keep subscribers satisfied with the product. If your writer doesn’t understand what the piece is supposed to accomplish—how it fits into your overall business plan—it’s more likely that the finished result won’t hit the mark.

2. Make sure your copywriter understands your product. 

You don’t have to hire someone with extensive experience with your product, but the writer does need to familiarize themselves with it. You can help with this by making sure they have the right resources. When I started writing for Quynh, I knew hardly anything about paper flowers. She had a perfect way to get me up to speed, though, since my first assignment from her was editing an information sheet about paper flower techniques and crepe paper choices. That helped me learn the jargon and be prepared for other work going forward. 

3. Know what your tone is.

Your marketing should have a voice, almost a personality, to attract your ideal customer. Are you trying to sound bubbly or sophisticated? Casual or formal? Whatever your product is supposed to encapsulate, that tone needs to come across in things like the writing. That means your copywriter needs to know what tone you’re shooting for, as well. Some of my clients send examples of blog posts or marketing videos from other businesses that resonate with them, and they explain what exactly appeals to them. This gives me solid examples to build upon and a much greater chance of hitting the mark from the get-go.

4. Don’t be afraid to ask for changes. 

You’re paying for a service, and if the end result isn’t quite what you wanted, tell your writer! Editing is the key to good writing, so I guarantee that your copywriter is used to going back and making changes. I once wrote a blog post that included facts and history about the flower being made that month at The Posey Box. I slid into a bland schoolmarmish tone, which is not a good fit for paper flowers. Quynh very kindly asked if I could make the tone a little more friendly and casual. She was completely right that that was what the post needed, and I happily edited the piece.

5. Respect their time. 

Everybody is busy, including your copywriter. Don’t expect them to drop everything at once for your last minute project. Deadlines are great, but they should be reasonable. I don’t mind the occasional tight deadline, but this is because my clients have shown that they respect my time and my work, and they aren’t constantly asking me to finish things overnight. Keep your end of things running smoothly so that you can give your copywriter as much time as possible to work on projects.