Here are some brand copywriting FAQs including what I do and how I work. Read on, and let me know if there’s something in particular I can help you with.

What’s the difference between a copywriter and a brand copywriter?
A copywriter will produce the words you need for web copy, articles, press releases etc. If that’s all you need, give me a shout and I’ll be happy to help. A brand copywriter takes a more strategic view, focusing on your brand personality dig a little deeper to help you express what makes your brand special. You might also hear this called verbal branding, or verbal brand identity, and it all helps to build rapport and connection with your audience.

This can often mean a step back to clarify your brand messaging, voice and house style. Verbal and visual branding are two sides of the same coin, so you’ll often find brand copywriters like me partnering with brand strategists and design and marketing agencies on bigger branding projects.  I’ve written more on what a brand copywriter is here.

What sort of brand copywriting services do you offer?
Wherever you need words, I can help. From web copy and articles through to SEO content, press releases, biographies, brand/product naming services and more… I’ve done it all and can send you some examples of my work if it’s useful.

I also work with clients on brand messaging, brand voice, house style guidance and proposals, pitch decks and slides. Finally, I have a proofreading and copyediting service to give your documents that extra bit of finesse before you release them into the wild.

Do you specialise in any sectors/niches?
The mark of a good copywriter is to be able to simplify the complex, and… to use the old school cliché… tell, sell and explain. So we don’t need to be experts in a particular sector; it’s our job to take your expertise and amplify it. I’ve taken the deliberate decision not to specialise because I enjoy the variety. Saying that, I tend to pass pharma and fintech enquiries to specialist writers who I know will nail it.

As a brand copywriter, much of my work tends to be B2B, but I also work with charities, education providers and other nonprofits, along with D2C brands. If I feel it’s outside my comfort zone, I’ll say, so the best thing to do is ask.

How much do you charge as a brand copywriter?
I’ve got years of experience across copywriting and marketing, and I also bring strategic thinking and brand consultancy to the table, so my fees reflect that. I’m certainly not the cheapest brand copywriter, but I’m not the most expensive either. I price by project rather than by time (because it shouldn’t be your problem if I’m having a slow day!), but I always try to be as flexible as possible and work within your budget if I can.

I will give you guide prices at the enquiry stage, before we fully scope the project – 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?
Yes, but it doesn’t all have to come from you. Show me what you’ve got, and I’ll ask all the questions I need to fill in any gaps. Over the years I have refined my approach to developing a good brief – it’s quite an art – and this is my secret to ensuring clients are happy with what I produce and know what to expect. There are no surprises – I share drafts at the early stages so you can see the direction of travel. I’ll often ask for background info like brand guidelines, strategies, existing marketing collateral etc. as I like to feel fluent in your brand’s language before I put pen to paper.

What’s your amends process as a copywriter?
I establish the brief, and if needed I’ll send it back to you to approve before I get started. Once my research and any competitor/marketplace analysis is complete, I’ll begin a first draft. Often I share this with you at an early stage so you can see how it’s shaping it and have input into future versions. I rarely find that more than two rounds of revisions are needed before it’s approved (that’s the mark of a good brief).

Do you have full Terms and Conditions as a brand copywriter?
Yes – you can find them here. I’ve tried to make them as clear as possible, and am always happy to answer any questions you might have.

What if the scope of a project changes?
It’s not a problem and sometimes it’s unavoidable. I’ll flag it with you and we can have a chat about the best way forward. It’ll often mean I’ll need to rescope and therefore 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 down 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.

What are your payment terms?
I’m a sole trader, so I really appreciate clients who pay on time (and I’m happy to say that the large majority do!). I charge upfront for smaller projects, and for larger projects I’ll invoice in stages (usually with a 50% deposit to book the work in). I accept payment by BACS, or cheque if you’re old school. I’ve been known to do the odd contra-deal, too, where it suits both parties.

Are there extra expenses involved with your copywriting services?
Only very rarely. I work fully remotely from my office in a boatyard in Cornwall, and you’re very welcome to visit me here – I’ll stick the kettle on! From here I 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.

Do you work under NDA?
Yes, in fact I am under Non-Disclosure Agreements (NDAs) with the majority of my higher-profile clients, and am always happy to sign. I’m acutely aware that when I have the privilege of working with your brand I am often privy to sensitive information, and it’s important that you trust me with it. I take NDAs extremely seriously and I treat every client as confidential whether under NDA or not. I sometimes work with a small team of freelance writers, copyeditors and proofreaders, and they are all under NDAs too.

What’s your stance on AI copy?

Ooh, my favourite rant, thanks for asking. Human connection, cultural nuance and brand personality has never been more important, so in a funny kind of way, AI copy has done me and other brand copywriters a large one. Brands are spending more time and effort to stand out, and they’re prioritising brand personality more than ever. And I’m here for it all. 

Nothing I write is EVER generated by AI, although I do treat it as my unpaid office junior from time to time. I make it do all the boring admin jobs I’ve been avoiding, but disappointingly it hasn’t yet managed to put the kettle on.

Back in December 2022 (before everyone was going on about it… just saying…), I interviewed a bunch of copywriters to see whether they saw AI copy as friend or foe. It’s an interesting read, and I should probably revisit it now we’re two years on.

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