(Q&A) Where to Start: Craft ‘n Connect on Copywriting
For 2023 my monthly photo chats email has been taken over by the ‘Where to start’ series, a monthly Q&A with different creative professionals across Aotearoa. In this series we chat with copywriters, videographers, web developers, designers, and more about what you need to know before bringing them onboard in your business.
Join the monthly photo chats newsletter here to get notified when the next Q&A is released. Monthly photo chats = insightful + creative + a bit of a laugh.
Getting to know Craft ‘n Connect:
Hello! I’m Michelle, the Founder of Craft ‘n Connect and Copywriter.
Craft ‘n Connect is a Copywriting + Content Writing Studio. We help businesses craft original and memorable copy that’s concise and will create an impact. From developing your content strategy, defining your brand voice, creating brand messaging, website copy to being your consultative partner for your further content needs.
The value a copywriter can bring to your business is . . .
It goes well beyond the writing component and making sentences sound nice and fluffy.
Copywriters act as that bridge between you and your customers. We simplify your messaging and connect with your audience in a way that is impactful. We also wear a strategic lens to ensure there’s purpose behind your copy, we get to know what your business goals are, who your customers are, and how to best connect with them.
Brand messaging is one way we love adding value for clients. It’s original, helps you make a stamp in your industry and it can be used across all your marketing channels to build trust and brand consistency.
Another is, your website which is essentially your brand and sales advocate 24/7. A copywriter can ensure the copy is written with intent and with your goals and ideal outcomes in mind.
The value copywriters can bring is:
Clarity with your messaging
Original copy tailored to your brand
Evergreen content that you can repurpose
Build trust with your customers
Target the right people
Drive more leads/sales + influence action
Copywriting spans a wide range of industries and niches. What do you specialise in?
We love working with clients on their content strategy and uncovering their brand identity/voice/personality (which at times crossover with designers as they work through their visual identities).
Website copywriting and blog articles are also our specialties, which often follow on after our brand sessions.
We’ve also noticed various clients wanting to do their copy themselves, but wanting some coaching around it or recommendations, so we’re now offering support in this realm too.
The industries we work with aren’t limited. We’ve worked with restaurant brands, SaaS clients, the education sector, agritech, horticulture, product manufacturing, tourism, beauty & lifestyle, through to purpose-driven start-ups.
How do I know I’ve picked a good one (copywriter that is)?
Like any service provider you choose, it’s what feels right and in alignment for you. It may be their style, approach, processes, values, or you simply just vibe with them.
A good copywriter will ask plenty of questions, probably say ‘why is that’ a lot, listen and they’ll have the expertise that’s backed by social proof and previous work.
I’ve heard people chatting about new Ai tools that can ‘replace’ copywriters, what are your thoughts?
AI tools are great for idea generation and assisting you with quick research.
However, it’s limited in providing completely original and authentic content for your brand specifically. Things like nuances, humour, certain emotions and sarcasm can only be picked up through real-life conversations, experiences and understanding the full context.
The gems we pick up through human communication helps us to elevate your brand content with perspective, personality, and originality.
The tool is based on the quality of your input, so I think the key is to learn to work with these AI tools to enhance your work, and how you choose to use it in collaboration with your craft, to maximise value.
When is the right time and what do I need to have prepared before I bring onboard a copywriter?
You can engage a copywriter at various stages of your business. Whether you’re starting out, or in the midst of a rebrand and simultaneously searching for designers and developers. It can also be when you’ve already launched your brand and need to build more momentum.
During our initial conversations, we’ll uncover key questions with you to ensure we’re a fit and how we can add value to your business.
It’s ideal to have a think about:
Your business goals?
What you’re hoping to achieve?
What’s not currently working?
Who you’re trying to reach?
Your values, purpose?
If we’re working on your website, what’s the ideal action you want users to take? Eg, submit an enquiry, book now
Let’s chat $$$, don’t be surprised to see [Professional Website Copywriting] services costing anywhere between . . .
NZD$2,999 – NZD$6,999NZD + GST (incl. research, brand interviews, unique messaging) Pricing can vary on the size, requirements and complexity of each project.
A golden nugget of copywriter wisdom:
A quote I love to refer to is: “When something can be read without great effort, great effort has gone into writing it.”