When you hire a freelance writer for a marketing project, you’re hopefully buying more than just someone who can link words in a reasonably intelligent fashion. You’re also tapping into objectivity.
In my initial meeting with a client who needs copywriting or branding help, I frequently say, “You know too much about your business. I know too little. The customer needs to know more than I do at this moment but that mark is much closer to me than you.”
Together we find that point in between. We translate the company’s or product’s capabilities into benefits as seen from the customer’s perspective. We elevate what may be taken for granted from my client’s point-of-view and make it into a strong selling point.
Case in point: a new client in commercial real estate is quite proficient in utilizing the latest technology. He uses a drone-mounted camera to give a bird’s-eye view of properties, has built an expansive proprietary database of potential investors, lessors and lessees, and has immediate access to all his resources remotely. Technology isn’t even mentioned in his current website copy…but that’s about to change.
This is the sort of perspective I bring to the table as a freelance writer. I usher hidden strengths into the light. I decode jargon that may confuse customers. I help you capitalize on the strategic differences between you and your competitors. And I present salient information in a style that harmonizes with the corporate personality you want to project.
Thinking you might benefit from a little creative objectivity? Let’s talk.