Here are some commonly asked copywriting FAQs, including what I do and how I work. Read on, and let me know if there’s a project you’d like to discuss.

What is copywriting?

Copywriting is commercial writing that supports your marketing and sales. A copywriter is more than just a good writer; words are just the tools we use to do our jobs – which, in a nutshell, is to ‘sell, tell and explain’. The real value of working with a copywriter comes from their ability to communicate and build connection with the audience/s you want to attract. That means strategic thinking, questioning and a thorough understanding of how copywriting fits in with your wider brand building.

How do I find a freelance B2B copywriter?

Finding a good copywriter is tricky on the face of it, but there are a few signals of quality to look out for. They should have an up-to-date website, and will likely be active on LinkedIn. Check out their case studies and client reviews. They should have a strong portfolio, but many copywriting jobs can be under NDA or ‘white labelled’ through agencies, so don’t be put off if you can’t immediately see a good cross-section of their work. Get in touch with them privately and they may be able to share more examples of what they do.

What sort of copywriting services do you offer?

I’m a B2B copywriter and messaging strategist, which in plain English means I write words for businesses. That can be web copy and thought leadership articles through to reports and whitepapers, press releases, and biographies.

As for the messaging part, I help businesses articulate their positioning (what they do), personality (what they sound like) and purpose (why it matters). I also offer proofreading and copyediting to give your documents that extra bit of finesse before you release them into the wild.

Do you specialise in any sectors/niches?

As a freelance B2B copywriter with strong research skills, I’m able to turn my pen to pretty much any topic, so have always been something of a generalist. But over the years I’ve built up specialist expertise in a few sectors, including charities, education, and arts and culture. If I feel it’s outside my comfort zone, I’ll say, so the best thing to do is ask.

What’s your stance on generative AI copy?

Everything I write is 100% human. That’s not because I don’t think AI’s useful in the right place, but because I strongly believe that effective communication with nuance and connection isn’t going to come from a machine any time soon.

Back in December 2022, I interviewed a bunch of wordsmiths to see whether they saw AI copy as friend or foe. I reviewed it recently and was interested to observe that nothing’s really changed.

I come back to two quotes time and again on this point:

“No tears in the writer; no tears in the reader. No surprise in the writer, no surprise in the reader.” – Robert Frost, 1939 (when AI was not even a twinkle in a robot’s eye).

“Can’t be bothered to write it = can’t be bothered to read it.” – I don’t know who said this but they’re spot on. Please let me know if you know the source!

Realistically though, I know clients will use AI to generate writing for certain things like emails or social media posts, so I’ve written this guide on using AI at work to help you navigate that.

How much do freelance B2B copywriters charge?

The tricky question! Most copywriters will charge by project, or by their day rate. Be wary of anyone charging by the word. I usually charge by project (because you shouldn’t have to pay if I’m having a slow day). I’ll scope the project out and give you a quote before we start, so there’ll be no nasty surprises along the way, and I’ll usually ask for a deposit. A payment schedule can be set up for ongoing or longer-term projects. My fees reflect my experience and I’m certainly not the cheapest copywriter, but I’m not the most expensive either. I always try to be as flexible as possible and work within your budget if I can.

I’ll give you indicative prices at the enquiry stage – that way you can decide if I’m a good fit before spending too much time giving me the information I need to provide a full quote.

Do you need a brief?

Always, but if you don’t have one I will walk you through the process and tell you what I need. I’ll also ask for some background information to support my research, and this can include names of your competitors and the market you’re operating in. Once we’ve agreed what’s needed I’ll always confirm that in writing so you know what to expect.

How does a B2B copywriter’s amends process work?

My clients are always a part of the process, so when I send version one across they already know what to expect. There are usually some refinements to be made, but I rarely find that more than two rounds of revisions are needed before it’s approved (that’s why I ask so many annoying questions at the start of the project!). Often there are multiple people who will need to review it, and I manage this so that it doesn’t get messy.

What if the scope of the project changes?

It’s not a problem and sometimes it’s part of the process. I’ll flag it early, and we can have a chat about the best way forward. It’ll often mean I’ll need to rescope and give you a revised price.

Can you copy our existing brand voice?

I’m good at emulating other voices (it’s a copywriting superpower), so if you’ve got your brand voice already nailed then I’ll ask to see the guidelines and will ask you any questions before I get started. And if you’ve no brand voice guidelines, or they’re a bit out of date, I can help you bring them up to scratch.

Are there extra expenses involved with your copywriting services?

Only very rarely. I work fully remotely and usually hold meetings and facilitate workshops via Google Meet (or the platform of your choice). Every now and again I meet with clients in person. I have to charge travel expenses for this, but I keep them to a minimum and will always ask you to approve first.

What if I need to cancel the copywriting project?

Don’t worry – these things happen sometimes and I’ll be as flexible as possible. I’ll need to be paid for the time I’ve spent on your project to date, so it’s important that you let me know as soon as possible if it looks like the project needs to halt. Check out my full Terms and Conditions for more detail on that.

Do freelance copywriters work under NDA?

Yes. When I work with a brand I can be privy to sensitive information, and it’s important that you trust me with it. But regardless of paperwork, I treat every project as confidential whether under NDA or not and will only share a case study with your full permission.

I hope that’s answered your copywriting FAQs, but if there’s anything you’re still wondering about, feel free to give me a shout.