Know-How Exchange : Copywriting

almost 30 years ago, when I was working for a software company, a technical writing company got my attention with this headline:

Are you tired of working for your ad agency?

They then stressed their focus on technical writing and their ability to understand complex products and solutions without needing to be spoonfed.

This is easily researchable. Why rely on our subjective (and perhaps misleading) responses?

What keeps me awake at night isn't the issue here, Ben.

Rather, it's what keeps the clients of the software companies you'll be serving awake at night that matters more. They're the people you're really writing for, NOT the software companies.

Does that make sense?

Given that it may take multiple impressions before your direct response messages begin to penetrate your target's radar, let alone for them to notice of you, have you worked out what it's going to take in terms of your time and resources to sustain your campaign over time?

On top of this, have you worked out how your campaign will vary over time and depending on each recipient? Will each new piece reference the previous piece? Will each new piece allude to the next piece? This way, your campaign builds continuity while also creating anticipation.

Will you be focusing solely on software companies in and around Manchester (I take it this is you: https://twitter.com/bslawton? Yes?) Or will you be casting your direct mail net farther afield in the UK and beyond?

Because copy is as much visual as it is about the written word, do you have examples on your website of the look of the material you've created for current and past clients? Images can go a long way when it comes to selling your services as a writer.

Which leads me to my next point:

Do you know (or have you worked with) a kick ass art director? Someone you know, trust, admire, and who gets the value of copy? Might there be mileage to be gained in partnering with another creative in the UK? This approach could help both you and your art director.

And while we're chatting about image, here's another thought:

Might your image also benefit from investing a few weeks of effort in your social media profiles, just to give yourself more visibility, authority, and appeal? Bear in mind that one of the first things marketing managers with software companies will do is Google you to find out more about you (as I've just done).

In the longer run (I'm thinking 6 months to a year from now), spending time over the next 30 days building up both your LinkedIn connections and fleshing out your profile may serve you just as well as if not better than a direct mail campaign.

Personally, (and unless you know differently) I'd invest less time in Twitter right now and focus my social media efforts on LinkedIn: there are far more business-related connections to be made on LinkedIn than you'll ever find on Twitter.

When it comes to positioning yourself as a copywriter that delivers the goods—and when it comes to winning new business—you need to be speaking with the organ grinders, not the monkeys: the organ grinders (the decision makers and the contract signers) are on LinkedIn, not farting around on Twitter and Facebook.

I hope this helps. Good luck, and feel free to connect on LinkedIn.

https://www.linkedin.com/in/garybloomer