Copywriting

It was quite curious really. I woke up one morning, for no apparent reason, thinking: “I’ve never won a copywriting award. I probably never will now. And that’s okay. I’m really happy with the work I do and even though it’s unlikely to get recognised or snag any Cannes lions, I’m honestly alright with that.”

And then, that very afternoon, my Creative Director messaged me on Teams to send me a link to the Data and Marketing Association’s 2023 award winners. And my work was included in one of the winning submissions.

After I picked myself up from the floor, I read the post. Wunderman Thompson, one of the loveliest agencies I’ve ever worked with, had won bronze in the Utilities and Telecommunications category of the DMA awards – and some of my work for Samsung was included in the submission!

My contribution was to the Try It, Do It campaign – which was honestly one of my favourite projects to work on. The copy was fun, the tone was lovely and, of course, the team was awesome to work with.

Creating good work is always a team effort – at least in my experience. And you couldn’t ask for a nicer team than the ones at Wunderman Thompson. Working with them for the best part of three years was such a pleasure. I can’t wait to see what award-winning work they create in the future and I couldn’t be more grateful to be part of this piece of work.

Photo credit to the DMA website.

Whether your agency frequently hires freelancers or contractors or you’re just contemplating the idea, it can be helpful to find out more about how your chosen freelancer works and what their methods are.

Here’s a little about my copywriting process – from the initial conversation with you to the final sign-off.

Saying hello

You might discover my website and think I’d be a good fit or I might spot one of your posts on LinkedIn asking for freelance support.  Our first conversation will involve me learning more about your agency, the work you usually do and the brief you’re particularly looking for help with.  If we both feel we are good a fit for each other, then we move on to the next step.

The briefing

Most agencies will supply me with a written brief and a video call to go over said brief.  This allows me to ask any questions and go over anything that isn’t clear before diving into the work.

Research

Often the Project Manager or Strategist will have laid out all the information I need in a production deck, but, in some cases, additional research is required.  

The fun bit

The actual writing, of course, is my favourite part.  I especially love briefs that allow me to get creative.  Usually, I will align with the Creative Director and Strategist to make sure the copy is fully compliant with the brief and to get an outside perspective.  Once the internal sign off is completed, the copy then gets handed over to the agency to share with their client.

The edits

Usually, only two rounds of edits are needed.  Because I charge a day rate for agencies, this can often result in saving your overall costs if fewer edits are needed.  Once your client is happy with the edits, the job is done.

Things you might need to know

Because of my location, I can only work remotely.  Most of my agency clients are London-based and don’t find this a problem.  

I love adding new items to my portfolio.  I’ll always discuss it with my clients first, to make sure this is okay, but whether or not I’m able to showcase completed work may have a bearing on whether I take your project on or not.

I’m a sole trader.  This means we might need to arrange my payment via an umbrella company.  This also means I may need to charge more to compensate for the umbrella company’s cut.  In situations like this, I use YunoJuno and absolutely love them – they don’t take a cut and pay on time, so I can heartily recommend them to anyone who needs their services.

Ready to say hello?

If you’re ready to take the first step towards working together, simply send me a message using my contact form or to [email protected].  I always answer enquiries within 24 hours so, if you don’t hear from me by then, please feel free to follow up.

Where can you find freelance copywriters?

Everywhere, actually.  Or so it seems.  But with so many options to choose from how can you find one that’s right for your agency?  And where’s the best place to look?

Maybe you’re a resource manager looking to hire some freelance talent for an upcoming project.  Or maybe you want some extra copy support for your agency.  Either way, you don’t want to spend all day hunting – and you want to find someone reliable.

Here are my top suggestions on where you can find reliable copy support.

LinkedIn

It’s worth noting that posts like “Where can I find a freelance copywriter?” will get you inundated with messages from dozens of potential writers.  If you post a specific enquiry, it helps target the kind of writers you’re looking for.  Once you’ve narrowed the initial criteria, you’ll find some top-notch writers on LinkedIn.

YunoJuno

If it’s your first time hiring on YunoJuno, send me an email and I’ll be able to give you a unique link, giving you 50% off the booking fee.  Otherwise, YunoJuno is an excellent place to source freelance writing talent.

The Dots

The Dots resembles LinkedIn in many ways and, so far, I’ve found it helpful in making connections and finding potential jobs.  It’s easy to use and allows you to hone down exactly what you’re looking for when it comes to finding what you want.

Google

It may seem obvious but a Google search for “freelance copywriters near me” can yield good results.  If you’re looking for copy within a particular niche, I would suggest including that as part of your search to narrow the field and save yourself time.

So, you know where to find copywriters.  But how can you attract those who would be the best fit for you and your agency?

Be detailed

If you’re posting on LinkedIn, a simple “I’m looking for a copywriter” will likely result in you drowning in comments, messages and emails from all manner of writers.  Save their time and yours by sharing necessary details.  For example: “I’m looking for a B2B copywriter to write emails and web content from 14 November onwards.  The project will likely take three months.  Day rate up to £400.”  

Your B2C-focused copywriters will have stopped reading by first the line.  Copywriters with full books will click away.  Copywriters who charge more than your budget will scroll on.  You’ve set yourself up to attract only the copywriters who will be the best fit for your project – and it didn’t take you long at all.

Ask for samples

Have they worked with similar clients to yours?  Have they tackled similar projects?  Can they vary their tone of voice depending on the project? What do their testimonials say?  

I’d also suggest asking to see a CV.  The copywriter may be able to allude to past experience that isn’t reflected in their portfolio, perhaps due to an NDA. 

Are they professional during interactions? 

I’m always greatly impressed by people who are punctual, send error-free messages and generally have a professional demeanour.  You may have your own dealbreakers when it comes to who you choose to work with, but professionalism should be a given.

404.  This page cannot be found.

Chances are, you’ve come across that error message multiple times as you’ve browsed the Internet.  It’s the equivalent of driving down a road and discovering you’ve reached a dead end.  Instead of being a point of frustration, however, I see it as a way for brands and businesses to show off their creative side.

Here are some examples…

I’ve scoured the error messages of the Internet and put together some of my favourites.

Lego

I went to see the Lego film with a friend and the “Everything Is Awesome” song proved to be a real earworm.  Therefore, this error copy reminds me of the film, makes me smile and puts me in a good mood.  Lego have also included an appropriate CTA, guiding users back to their shopping experience.  

The Word Department

You can always depend on copywriter, Doug Nolan, for stellar copy examples – and his error page copy does not disappoint.  Striking, playful and the button takes you directly to Doug’s contact page so that users can “reprimand” him – although the chances are they’ll end up telling Doug all about their copywriting requirements.  

Innocent Drinks

Innocent Drinks are known for their playful tone and their error page copy is a joy to behold.  When you arrive, confetti floats down and you’re met with the words “Congratulations!  You just found our error 404 page.”  This alone makes you feel like you’ve completed some kind of achievement – but it gets better.  I wasn’t able to screenshot the whole page, but scrolling down takes you to some of Innocent Drinks’ previous “howlers” and makes for very entertaining reading.  

Caroline Gibson

Caroline is another amazing copywriter and her error page is both playful and to the point.  Caroline also guides her visitors back to the next step of their journey with a search button.

Does creative error copy really matter?

If you have your own website or you’re putting one together for a client, have you put any thought into the error messages?  Does it even matter?  Here are three reasons to inject creativity into your 404 messages.

It showcases your attention to detail

A company that spends timing getting the little details perfect isn’t going to skimp when it comes to the things that really matter.  When I see a company that has taken the time to create clear, humorous or on-brand error copy, that relatively few people will see, I feel confident they’ll be just as meticilous in other areas of their work.

You get to guide your customers

You have a chance to encourage your customers to take a certain step, whether that’s suggesting they get in contact with you directly, browse your goods and services or explore your website.  You have an extra opportunity for an effective CTA that shouldn’t be missed.  

It doesn’t have to be annoying

Nobody really likes an error message.  It’s interrupting you and stopping you getting where you were trying to go.  It’s annoying – and nobody wants their customers to be annoyed.  Creative copy can help lighten the mood and even provide site visitors with a few laughs.  

What about you?

Maybe you work in an agency that creates websites for clients.  Or maybe you’re looking to refresh the copy in your own website.  Either way, your attention to detail in error copy won’t go unappreciated.  

Let’s make those 404s fun!  Why not get in touch with me to find out how I can help make your websites or those of your clients shine?

Hello!  I’m Roz, a freelance copywriter and I help out London-based agencies.

I often get asked about my services, what’s involved in being a copywriter and where I’m based, so I thought this blog would help answer some of my frequently asked questions and serve as an introduction.

Who am I?

My name is Roz and I’ve been a writer since I could scribble.  I specialise in working with digital and creative marketing agencies.  Over the years, I’ve written for clients such as NatWest, Shell, Virgin Media UK, Lexus, Samsung, Microsoft, Coutts and Specsavers.  I’ve also photographed and reported on HRH Prince Charles, Sir Rod Stewart and Amy Macdonald.  You can see my favourite projects over on my portfolio.

What do I do?

So, what does a copywriter actually do?  I get asked that question a lot. 

Essentially: Copy = Text

Copy + Writing = Text created especially for the purposes of selling.

As you can imagine, that includes a wide variety of possibilities.  That tagline on the back of your juice?  That’s copywriting.  The label on your jacket?  Copywriting.  Web content?  Blog posts?  Social media posts?  All copywriting.

Here’s a breakdown of the work I do:

Web content writing.  Whether it’s writing from scratch or auditing existing content, I’ve helped agencies create SEO websites for all manner of businesses.  A typical website includes Home, About, Services and Contact pages, often with product descriptions and a Blog.  

Biographies.  The About page is arguably the most important page of a website.  I’ve created biographies that showcase my clients’ unique personalities and introduce them to their clients virtually.  Biographies don’t just have to be included in web content – I can also create profiles for LinkedIn and Google My Business.

Proofreading.  When I was much younger, my mum sent me out with a shopping list and I came back with the list proofread and corrected – and probably about half the shopping! I find myself mentally correcting just about any piece of text. I’ve worked with agencies to proofread and sense check all manner of text, from health and safety inductions to emails and everything in between.  They don’t call me Eagle-Eyed Roz for nothing!

Articles.  Whether you’re looking for editorial content or want an article for use in a magazine or newspaper, I can help out.  In 2020, I was sub-editor of The Skye Magazine, creating articles and photography for use in the glossy annual magazine.  More recently, I created an article for Microsoft Pulse.

Blog posts.  Regular blog posts are vital for SEO and for keeping site visitors updated with what’s happening in your world or your clients’ world.  I can give you one less thing to worry about, creating SEO-optimised blog posts that capture tone of voice.

Email marketing campaigns.  I’ve written multiple marketing emails for the likes of Samsung, Lexus and Microsoft – as well as conversation ads designed for LinkedIn.

What don’t I do?

I don’t take on every client.  I carefully select the people who are going to be the best fit for me and my business.  I specialise in working with creative or marketing agencies and help them create copy that gets results for their clients.

I also only write about subjects that I’m interested in and want to support.  I’ve written a more in-depth blog about what I won’t write about, but the main subjects I avoid are:

Subjects that require specialist expertise, including:

• Finance/insurance/accounts/bitcoin
• Health/pharmaceutical
• Religion/spiritual

Subjects that don’t align with what I want my brand to support, such as:

• Gambling
• Tobacco/smoking
• Animal cruelty/exploitation/hunting

Who have I written for?

I’ve worked with agencies to create copy for Shell, BT, Unilever, Toyota, Samsung, Virgin Money UK, Lexus, Microsoft, Specsavers, plus the University of the Highlands and Islands, as well as smaller businesses and individuals.  To get a good idea of my experience, check out my portfolio. 

What do people say about my copywriting?

“I’ve never met Roz. I don’t need to.  I can tell she’s got a talent for copywriting – adapting her style to match our different clients’ needs and tone of voice.  She’s dead quick as well.  Picks things up really quickly and I can rely on her to write lovely words that are of a peculiarly high standard.”

— Simon Martin, Head of Copy at Wunderman Thompson.

“There is no doubt that Roz is a gifted writer.

She infuses her writing with imagery that makes you feel as if you are there.

Roz took my brief and ran with it, impressing my client immensely turning bland web copy into beautiful prose to entice the visitor to find out more.

Nothing is too much trouble for Roz.

She’s professional and works to exacting and high standards. I’m hoping we can work on many more projects together.”

— Sonia Rosenblatt – Savvy SEO

“Roz, you are worth your weight in gold.

I cannot recommend you highly enough.

The copywriting work that you undertook for our website is fantastic.

From me asking for help on LinkedIn, you were the only one of many responses where you took an interest in our business and found out what we wanted to achieve in our project that enabled us to trust you to complete the work you did.

Indeed, you didn’t mind doing four drafts until we both felt we had got the message over that we wanted to.”

— Sean Wright – Cumbria Tech

“It’s very rare for me to be impressed.

I have woken to a dull morning and then I started to read the document and WOW! I love it and it put a smile on my face and all of a sudden, it’s not dull any more.

This writer is truly talented and love what she has created adding all the everyday details I have missed.

I think this has made me realise for the first time it’s worth spending the money for good words.”

— Kal – Point Clair House

If you want to hear more lovely things people have said, you can check out my testimonials here.

How do people hire me?

The first step is to send me a message with a little information about what you’re looking for.  We’ll discuss all the logistics, including my day rate, and then lock in a briefing so I can get familiar with your project.

What do I do when I’m not copywriting?

When I’m not copywriting, I’m usually driving my car, or fixing my car!  I also love reading, exploring and cuddling my cat, Rascal.  I’ve also started playing badminton again after a six-year hiatus – it’s amazing how rusty I am!

Tartan Pen Copywriting

Interested in a service that isn’t listed?  I’d love to hear from you anyway – chances are if I can’t help, I can recommend someone who can.