Three Reasons you should lift the veil on the mystical world of copywriting

Guest blog post by Kate Dwyer

Damn, you’ve got it going on! You’re stepping up that ladder, onto the stage, into the spotlight. How are you going to stay there?
To stay top of mind, at centre-stage, your name up in lights – you need to be everywhere, on every platform, every media. The website, at least three social media platforms, podcast, audio, video, photo. Or do you? And how do you know what’s going to deliver the best bang for your brand?
Short of breath yet? Overwhelmed. Time to delegate, and chill.
A copywriter is your saviour from the dreaded overwhelm. Copywriters are real people who serve people like you. They seek the wheat from the chaff of your brand message and make it sing to your congregation.
If you want to stand out from the crowd, but don’t have the time to sit still and write the very essence of your purpose in meaningful form (and, really, do you want to be that person?), invest in a copywriter.
Here are the top three reasons you should, and ways to identify a great one:

1. Time!

In a relatively short space of time, a great copywriter will “get” you. You’ll click. Eventually, while you’re doing what you do best, your copywriter is gathering material, distilling it down to it’s most potent and getting it out to the places your ideal clients and audience is hanging out. Imagine finishing your day NOT thinking, “and now I’ve got to put something on social media, come up with some kind of blog for my email list and website, write a script for a video for my next advertisement/promotion/launch/event. Have I posted a guest piece on [insert your ideal publication/website/news source here]? How do I do that?”

2. Knowledge

You’re great at your thing; copywriters are great at theirs. Trusting the experts is a pretty basic value most of us preach, but rarely practice. “If you want a job done right, you should do it yourself, right?” Well, not in this case. Copywriters have the expertise on industry standards, the understanding of what essential ingredients will make your content consumed, how to write what sells without sounding salesy or needy, and align content with your business goals. With the right content, your authority will be established, command attention, affinity, building trust in you and your brand. When your audience knows, likes, and trusts you, your words have met their values and achieved an emotional connection which causes them to take action. Ch-ching!

3. Fresh eyes

You’ve lived in your world a long time. Your ideal audience and clients don’t live in that world. Can you reach them out there? Are you able to communicate the forest for the trees? You’re the expert on your brand, but telling people about it may be a challenge if you can’t see what they see. A copywriter who “gets” you, can also see what your audience sees and bridge that gap with highly engaging content to carry the audience to you, then on the journey alongside your brand, to the paywall/checkout and, most importantly, as part of your tribe who share your message to their tribe.
Copywriters are like wine – the cheap ones are plentiful and usually leave you with a headache. A good copywriter will leave a lasting flavour. A great copywriter will drink with you, ask for another bottle to walk alongside you, be there the next morning with coffee, eggs and a fresh batch of content created while you were having a nice sleep-in.
 

 About Kate Dwyer

After 18 years in the journalism biz, travel, a husband, three children, a couple of dogs, a free cat, a couple of birds and numerous goldfish, Kate wanted more time to explore, refocus and build a new career. According to Kate, words spark action. They’re fun or serious, sad or enlightening, powerful, meaningful, informative and far-reaching.
Helping entrepreneurs, business people, and anyone with a story to tell, is what Kate does best. Delving deep into what makes your world turn so that together you can find the right words for your brand, your vision, your intentions.
Kate is based in Laurieton, on the Mid North Coast of NSW Australia.
You can read more about Kate, and get in contact with her, on her website.

The intricacies of navigating social media

As some of you are aware, navigating social media can be a harrowing and time-consuming past time. Countless wasted hours fly by, whilst you look at people’s beautiful and joyful lives, mixed with the odd bit of rhetoric and political wrangling. For me, I have people on all sides of the ideals sphere. I can’t exactly block my old neighbor since birth, because she agrees with Pauline Hanson. Trust me, you don’t want to know.

Now, imagine managing social media accounts for companies. The plot thickens. Starting with Facebook, if you want to sell or take people directly to your website from Instagram, you need to set up something called Facebook Business Manager. Within the aforementioned program, after setting it up, there is a section called a Catalog. You need to create one of those, which by the way is linked to the ads section of the Business Manager. After following all these wonderful steps, you have to wait for the green light from Instagram and Facebook. There is no communication in regard to this. You don’t know if they received it, or if you’ve done something wrong in the process.

And then, there’s the other minor detail. Once Business Manager has been set up, you can’t post or see any of the linked accounts from your personal account. For some reason, they are unavailable. You can either find them through Facebook Pages or through the desktop Business Manager. Not all information is in either of those two programs and it makes it harder, on Facebook, to like and comment under your business names. Very frustrating.

What juicy bits of information can I give you to help?

Interaction is probably the next biggest time consuming but a necessary evil with Instagram and Facebook. It seems the more I interact with comments on Instagram, the more my posts get exposure. That’s all fine and I have a lot of beautiful Instagram accounts I follow, but the time it takes is worthy of a collective eye roll. It is worth the effort, don’t get me wrong, but surely there could be an easier way?

I hear you saying that Instagram and Facebook, want you to pay for the ads, that’s why you are less exposed now. True, but from my perspective, it hasn’t helped my sales, paying for advertising. The bottom line is how much revenue is being brought in from the outlaid cost of advertising. A few likes and follows, well maybe more than a few, is pointless if sales are not coming in. Bills need to be paid and art supplies purchased, not to mention paying for people to help along the way.

People talk about the brand and building that. I’m at a point where the brand won’t exist if the sales don’t start rolling on in. I’ll say it again and a thousand times until you’ve heard it. On Instagram, it is comments, that get you exposure. Not cheesy, crappy comments. Comments with feeling and that are true. I’m sure the Instagram algorithm knows when you are not sincere!

What do I look for when commenting?

Things that I would like to have in my home, on my skin, on my walls, on a leash in my hand and Svalbard (random I know, but I’m a bit obsessed). Following and commenting on things you like or would like to have in your home, makes it easier. You will find that whatever it is you’re commenting on because you like it, it often hits the exact target you’re aiming for, without too much hassle. Last year, I created mini-campaigns for my business, worked hard at it and grew my following significantly (for me). Then Instagram changed their algorithm and all my work went flying on a broomstick, out the window. Thanks, Instagram! It’s taken me a while, but I’m back on track with my little commenting fix. Lucky it’s something I enjoy doing. Although one must keep an eye on the time, or if you’ve got someone who can help in a different time zone, use them too. The clock does not stop ticking.

Points to ponder in your search for the perfect post

Another point to consider is what people care about and what concerns them. On LinkedIn, you would think that people are most concerned with business topics, your current work, and business networking. For me, that is farthest from the truth. My most popular posts are about me and what I’m doing creatively. People actually read my crazy blogs, they love it when I do something with a new business, or, when I talk about helping a brother out. Sharing my former colleague’s posts, not so much.

The reality is, my network, actually like seeing me succeed and do the things I’m passionate about. That same network, has people from all over the world and I’m proud to say, everyone on that network, is pretty nice, bar a couple that I haven’t removed due to knowing who they’re connected with. What can I say, at least I’m honest.

Facebook people love the visual drawings I share, weblinks to my own works and when I change my profile pictures. Instagram people, in my realm, like the weird and wonderful. The dark, surreal, and also the fluffy bunnies. Perhaps it is a reflection of me? Go figure with that one.

No matter where or who you are working for, stay true to yourself

As you build your or someone else’s brand, it is important to remember who you are and how you can leverage that to become a great social media manager of your own making. It doesn’t matter what company you are in. You could be selling software, financial products, or art, it all boils down to you. How are you going to kill it on the trading floor?

Are you building up a following for a fitness supplement and love yoga? Get onto those yoga accounts, drool away and interact. You’ll love it!

It’s all about the person, social media. They don’t care if someone you know is doing something. It’s all about what you are doing. What you’re achieving. So, get out there and show us what you got!

 

If you’d like help with your social media, I’m game, if you are! Get in contact and we can grab a coffee and take a look at what you’re doing. Otherwise, if you need some artwork for your walls, drop us a line and we can see what we can do.

*Donald Trump has turned me off Twitter. You’ll have to go someplace else to figure that one out.

 

Selling art online – The pitfalls and how I overcame them

Art, these days, is available in the most unlikely of places. Walking down the street, you can find paintings done with spray cans, gracing the walls of once boring, drab buildings. You can turn on your computer and be instantly connected to a world that once thrived only in upmarket showrooms and galleries, where your presence might not have been truly wanted.

As an artist and a Founder of a company that deals in art, I find it overly saturating and somewhat tedious, trying to navigate the many platforms and service offers to display my own artworks. The majority of which, require you to fork out large sums just to appear in an exhibition or in an online showroom.

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Saatchi Art have a great platform, but there are so many artists, mine got a little lost amongst the hordes. I receive mail after mail from the UK, offering all kinds of exhibitions, if only I’ll pay a small fee. All these fees add up. Coupled with advertising costs on social media and in interior design magazines and I’d say I’ve broken even, with what I have sold, minus the above costs and the cost of my materials. Pens and paints married with good canvases and high-quality paper, don’t come cheap.

In my search to find a solution, I realized my target market want a little bit of luxury, to imbue they have a high standard of living on par with the Royals and anyone else who might have a Rolls in their garage. People with money. Shallow, I hear you say? Yes, absolutely. If I counted the times that people have written to me, requesting a painting, drawing or commission, only to have them back out or not return messages, I’d have enough to retire on now. I’m forty. You do the math. I have in fact, four prints, three unpaid commissions, and one original drawing, all packaged and ready to be sent, sitting on my table. Alas, at the final moment, payments did not surface. Some of them have been sitting on the to send pile for over a year. Another original drawing that I was fond of, that a lady requested to buy, I ended up unwrapping as I thought it was too precious to leave in the pile. When I moved house in March, the pile moved with me.

There’s also the pricing issue. When quoted the price of an original, commissioned drawing, some of my prospective clients replied with, they thought it was the same price as the prints advertised on my website. You’re just starting out, they’d say when a look of grief washed over my face. I want to support you, I’d hear them say as a means to justify their stated low price. The price they were willing to pay. As mentioned previously, I’m forty. I’ve been doing this a while.

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Diamonds. So pretty aren’t they?

So, yes. People with money, who appreciate art and know the value and time spent in creating the works. It seems I need to pose almost naked, draping myself over the works to get any kind of reaction these days. Trust me, you probably don’t want to see that! Well, maybe you do, but let’s not discuss the issues you have here.

The advice I want to give is, do your research. Make sure your target market can actually pay for your products and do so in a timely manner. Due diligence of clients and possible sales opportunities takes time, but it’s worth it in the long run. Respect your market and lift up your chin. You are worth the price you put on your products. You are worth every damn penny.

If you’d like to be a part of The Barbed Hare, or, are interested in our artworks, commissioned pieces and what you see online, please reach out to us. We’d love to hear from you!