Author: headstartAdmin

What do you mean unlimited?

 

We’ve been getting this question a lot lately and yes, HeadStart offers unlimited writing and editing!

Okay Sue – but what’s the catch?

 

We write or edit pieces under 800 words (in English) for one monthly flat fee of $2,000. This covers a lot of content that you need as a marketer.

 

Think of all of the writing you do daily or would like to do…most of it will fit under 800 words: an email, a social media post, a landing page, a blog post, a press release, an ad, a bio…the list is endless!

 

If you need long-form content, we can quote that separately. After all – unlimited writing and editing under 800 words is a pretty sweet deal!

 

We want to work with clients for the long-term – to get the tone and quality just right – while making the process easy.

 

If you ask for multiple pieces, since it is unlimited, our Service Level Agreement simply says we will call you to discuss the delivery dates – that’s it!

 

It allows our clients to have flexibility, variety, less hassle, plus, a lot more content to become a superstar at work.

You can also avoid surprise charges and plan your budget – instead of winging it with financial guess work.

 

Oh – and revisions are included – because, hey – it’s unlimited.

 

And what about the process?

 

Our core team of writers and research fanatics are dedicated to you.

 

To scale for high volume requests, we reach out to an extended team (in Canada only) to research and outline topics when needed. Then our core team takes over to ensure quality and delivery.

 

We keep it simple and use email and Microsoft Word documents to make the process as seamless as possible. We also have a site you can use to create briefs and look at your list of items registered with us. If you need a process to be followed on your end – let’s talk about it!

 

Okay – but what do you need from me?

We have seen it all – requests with only a title to full creative briefs, depending on what you would like or have time for.

We arrange calls to help get to know you and your audiences to improve our writing over time (and get faster at it too!).

Also, we have noticed that many clients want immediate help with their backlog of work – so we do that first.

 

Our marketers appreciate the fact that they have us right there – ready to go when they need us, and this gives them peace of mind.

 

Hmm…I’ll think about it – so, how do I sign up?

 

Email us at write@headstartcopywriting.com, contact us online, learn more about our unlimited Copy-as-a-Service or send us your first assignment!

Sincerely, ~Sue

 

photo credit: Dean Hochman post-it notes via photopin (license)

HeadStart Clients and Samples

 

Please contact us for a list of relevant samples tailored for you.

Our materials are ghostwritten and some content cannot be shared because of NDAs, internal communication and/or private marketing initiatives.

We would prefer to work with you on a paid sample to ensure your tone, style and requirements are met.

Please check out our blog for additional samples of our writing.

Current Clients using Copy-as-a-Service

  • Symantec, technology (official vendor of record status)
  • Global Payments, payment processing, financial services (official vendor of record status)
  • Deloitte Canada, professional services (official vendor of record status)
  • KPMG International, professional services, multiple departments (official vendor of record status)
  • Reliabilityweb.com, engineering community with events and publications
  • Adaptiv, a prominent SD-WAN provider, technology
  • Pure Global Cannabis Inc., a publicly-traded cannabis company, pharmaceutical industry
  • Mark43, software company serving police and emergency services

photo credit: olivianotter Ladurée via photopin (license)

A Purple Cow Approach Wins Again

 

Sometimes you have to take a stand for your business – and not everyone is going to like it. When this happens, I think of this quote from Seth Godin’s book, Purple Cow:

“as consumers, we’re too busy to pay attention to advertising, but we’re desperate to find good stuff that solves our problems.” ~ Seth Godin, Purple Cow: Transform Your Business by Being Remarkable

To solve problems, sometimes you have to change the system entirely.

Scaling a Writing Company?

Thanks to Seth and my own quest to solve problems, I became a prolific reader of business books (and podcasts today) to help our clients transform their bottom line.

I also knew that I had to help my own company.

We had a partner/law firm company structure to scale writing services but growth was stalled because of project-based work and a tradition of short-term, short relationships (in a gig economy).

What could I do that was different to solve headaches for my clients related to project and budget planning, negotiation, pricing and poor quality writing?

What could I do to create more demand with competition all around us?

The CaaS Backstory

Prior to reading Seth’s book, I worked in enterprise technology and financial services during the tech bubble and Y2K.

Shortly after, everyone was buzzing about a company called Salesforce and how they marketed a new model for doing business:  software-as-a-service or a “SaaS” business model.

Nowadays, people take this model for granted and understand the term even though they may not work in technology.

This is how we could scale – but how could I bring type of work to an industry like writing and editing?

I had to figure out how to give my clients simple, seamless writing services for one, predictable, recurring fee.

The Answer

Ultimately, I looked to the IT industry again and it has become our purple cow: the Service Level Agreement (SLA).

You can access data centres and software 24/7 but not human beings.

So, we created an unlimited writing and editing service, using an SLA, called Copy-as-a-Service. Now we can ensure quality delivery at scale.

Plus, we have standard turnaround times for each piece of writing under 800 words (which covers most items that marketers need, from social media posts, to blogs, to video scripts…)!

Our clients now define what they want and we help them execute. We simply pick up the phone to arrange custom delivery dates if they want more than one piece per day – that’s it.

It is a new way of working together that is gaining traction. We work with our clients long-term and we get to know them, their writing style, their audience(s) and their business strategy.

That’s how we BOTH win, according to Seth.

photo credit: raw pixel.com

Before You Send: An Email Checklist

 

I have wanted to document an email “checklist” for a while and I thought you might find this useful, too. So, before sending an email, try this out!

    1. Remove the recipient’s email address. Wait, what? Yes! Hit “reply” and remove the email address. This will ensure you do not send it to someone by mistake or before you are ready.
    2. Take the time to write a greeting or appreciation statement. Reserve abruptness for when you are actually short on time.
    3. Provide context or “the why” before any asks. Email is almost always related to “an ask,” otherwise you would not be taking the time to use this checklist.
    4. Serve options “on a platter” to make it as easy as possible for the recipient. Write, “are you available on 2pm on Tuesday?” rather than “please let me know what times you are available for a call.”
    5. Read your full message out loud. This will help you correct tone, spelling and grammatical errors. If you are unsure about something, send the email as a draft to a colleague for feedback. If you are in an open work environment that prevents you from reading it out loud, try reading it backwards in your head to check for errors, and always have your automated spelling and grammar check on before you send.
    6. Revise. Is there a way you can make it more impactful? Can you be more concise in your message to increase clarity?
    7. Add a subject that will grab attention. Do this last because you will have written your core message and can now pull key ideas directly from your text. Put your ask in the subject line to get a faster response.
    8. Put their email address back in and click send! 

That’s it! You have just sent an email you’re not going to regret later, and if you circulate this list among your staff, you will be helping to keep internal and external communications clear, correct and concise. That’s just good writing.

photo credit: MorseInteractive Entrepreneur Macbook Pro via photopin (license)

When it’s time to get serious about your presence on LinkedIn.

 

You want to look and feel good. You invest in stylish clothes, accessories, and luxury products because these items can impact how you are perceived in the real world. Generally, you want to make a great impression everywhere life takes you.

So what about your LinkedIn presence? Does it say what it’s like to work with you and how you can help others?

Is there content you are posting on a regular basis to keep building trust with your audience and create future conversations?

What is LinkedIn Thought Leadership?

HeadStart Copywriting has been ghostwriting for executives on LinkedIn and coaching executives on LinkedIn best practices since 2012.

We turned it into a refined process that people can use to optimize their profile and start building their LinkedIn presence for the long-term, called LinkedIn Thought Leadership.

What do you get?

  1. A phone interview consult where we learn about you – what it’s like to work with you, why you get referred, etc. We use a specific interview approach to uncover your working style and the benefits you bring (not just the usual list of roles and accomplishments). You also get feedback about your LinkedIn profile right away plus – you can ask us anything about the platform.
  2. A fully re-written profile with a summary/bio and samples of sections you can leverage now or in the future. We document everything we mention on the call so you can always refer to it later on and make changes. There are unlimited revisions too – because we don’t want you to post something online you are not 100% confident about.
  3. Next, we upload your profile. This helps you enjoy your new profile soon after the review process.
  4. Then, we keep the momentum with two blog posts a month to be published on your LinkedIn profile. This will ensure you have relevant and interesting content for your ideal audience to help you start conversations. It will also begin to position you as a thought leader in your industry.

Items 1-3 are completed in the first month.

Examples

HeadStart has worked with more than 500+ executives from all industries over the years and completed multiple team roll-outs at two of the big four professional services firms.

Our examples and testimonials are from real people with different situations, so we share them on a inquiry basis only. Please contact us for examples of our work.

Pricing

  • $1,500 per month for a minimum of six (6) months. To ensure our clients’ success, work with you on your tone of voice, and provide a foundation for effective content marketing, items are not sold separately.
  • Those who stay on after six (6) months have the option to renew for $1,000 per month for another six (6) month period.
  • Do you only need status updates and blogs/articles? You may want to purchase Copy-as-a-Service instead.

Great Profiles and Content for Referrals, Proposals, etc.

We look forward to working with you on your new profile and thought leadership content so you can make a great impression for proposals, meetings, referrals, sales, and business conversations. Contact us to get started!

P.S. We also provide LinkedIn outbound sales training and coaching. Need a presentation beyond the usual social network fluff? We are in the social selling trenches and can customize a training program for you.

photo credit: Visual Content Engaging LinkedIn Profile via photopin (license)

Do’s and Don’ts of Thought Leadership Marketing

Thanks to the availability of information on the internet, the general public has become more aware of businesses and how they operate. This makes your audience skeptical if you don’t provide data-driven backup for your content. So how do you build trust with your audience? Thought Leadership Marketing.

Thought Leadership Marketing is the method of presenting your company’s point of view on a particular issue, something you shouldn’t shy away from doing. If done properly, it can be an excellent method to relate to your target market; building trust and improving brand perception.

Here are some Do’s and Don’ts of thought leadership that can help improve your Thought Leadership Marketing strategy:

  1. Do Show, Don’t Tell

As a thought leader, your audience is always looking for your expert opinion. Therefore, don’t simply talk about your expertise, demonstrate it. For example, should you be talking about Word of Mouth Advertising (WOM), don’t just tell people what it is and how it works. Instead, discuss the challenges that WOM advertising can place on an advertising campaign. People are interested in your knowledge, so teach them something they would struggle to find anywhere else. Do show, don’t tell.

  1. Do Provide, Don’t Promote

Thanks to the increasing ways scammers attempt to cheat people out of their money (phishing, spam, identity theft, fraud), the general public has become very skeptical of online advertising. Therefore, concentrate on being a genuine resource for your potential audience. Your social media posts, blog posts, and emails should include useful, relevant information for anyone in your field. The information provided should encourage your audience to visit your website and subscribe to your content. Do provide, don’t promote.

  1. Do Dig Deep, Don’t Widen it up

Thought leaders are a resource people use to gain information they’d have trouble finding elsewhere. Your audience wants to hear your expertise on any particular niche, no matter how small. Much like the old-school saying, “quality, not quantity”, it’s best to have one very narrow, data-driven article than have ten that are broad and vague. Stand out from the crowd. Do dig deep, don’t widen it up.

  1. Do Analyze, Don’t Assume

Being a thought leader is challenging, especially when you have your audience looking at you for your expertise. Always be sure that you’re answering all of the specific questions your audience may have. Take note of what they’re asking online and provide answers. Don’t be afraid to interview members of your audience to demonstrate that you value them and want to explore their interests. Become a part of the conversation and get involved with your audience. Do analyze, don’t assume.

When implemented properly, thought-leadership marketing will not only build trust between your audience and your company/brand but establish your company as a credible resource for information. Ultimately, gaining trust results in gaining business, so leverage your expertise and implement your thought leadership strategy.

 

photo: Riccardo Annandale via Unsplash.com

Convert Visitors into Buyers with these Calls To Action

Nothing depletes your marketing team’s energy and motivation more than seeing your advertising campaign grasp your target market’s attention, but not result in a purchase. Much like missing a game-winning free-throw, you’re given the ultimate opportunity to win but can’t convert. Not only is the inability to convert a loss of sales, it’s a loss of time, energy and money. The fewer customers you convert, the higher the acquisition cost per customer.

How do you go beyond grasping your consumer’s attention and prompt an immediate response or encourage an immediate sale? Through Calls to Action (CTA). CTAs are statements designed to get an immediate response from the person reading or hearing your content. Here are some Call to Action formulas that make people want to convert:

1. Get Started Now
This formula is one of the simplest yet most impactful CTA methods. Whether you are seeking for a visitor to begin a signup process, a download, or something similar, a “Get Started Now” button persuades visitors to take action. Remember to include a blurb beside your CTA to set the context so your visitors know what they’re “Getting Started”.

2. Start Your Free Trial Now
A great option for companies that provide free trials of their services, this CTA puts emphasis on the word “now” – appeasing a visitor’s desire for instant gratification.

3. Send Me The (Product/Service) Right Now
First-person CTAs that use words like “me”, “my”, and “I” are more persuasive because they give your visitors a sense of connection to your concept. The words “right now” also appease a visitor’s desire for instant gratification.

4. Get Your (Product/Service) Today Only
This CTA is persuasive because the “Today Only” phrase instills FOMO (Fear of Missing Out) into your visitors’ mind. At its core, FOMO targets your consumers’ core need to be accepted by their peers. Also, the use of the first-person word “your” gives visitors a sense of connection to your concept.

5. Try It Free For (Time)
The word “try” is forgiving as it implies very little risk to your visitors. Due to this reason, it can be highly effective for downloadable content or apps.

Effective Calls to Action are short and direct. They should be clear and precise so your target audience understands what you’re offering as quickly as possible. Your website should only include one or two calls to action. If unsure which CTA is best for your company, test them out one at a time. Regardless of which CTA you choose, they will produce a positive impact on your content’s conversion rates.

That being said, get started now and sign up for our mailing list for free marketing advice from industry experts!

photo credit: Japheth Mast on Unsplash

Scaling Content

Susan’s Lightning Talk Outline for MaRS Grow Camp 2018

  • Scaling content is about process. Process brings consistency and consistency attracts leads. Think of it like fast food – people go back, again and again, to what is familiar.
  • Examples of “content-first companies” (who are not known officially as publishers, entertainment or media outlets): Hubspot, Freshbooks, Shopify,  Hootsuite, etc. What have you seen out there that you like?
  • Some companies keep their content hidden from the general public and exclusive for their customers and developers. For example, email articles and whitepapers for a highly technical audience.
  • Tech tools to scale content are really about process and flexibility NOT about marketing automation. Tools, such as Marketo, or the hundreds of other tools out there, begs the question: who creates the content? Some offer end-to-end processes, such as Contently but you still need a human to create it! Here are some additional tools to create different kinds of content.
  • The tool we use for content creation is simply MSWord (or Google Docs). For all of our processes, we use Asana. We keep it simple so that we can adapt to our clients’ enterprise systems. We rely on track changes and landscape tables in MSWord for social media and email drip campaigns.
  • Strategies for scaling content development with your team include voice recognition software such as Dragon and transcription services after recording a conference call. Talk and record, draft, review, publish, repeat!
  • Ensure you have a team review process for quality control – just like you would for software development. Do NOT assign the CEO or visionary to be responsible for content – this will bottleneck your process to scale your content marketing. A CEO or founder should be guiding the process and the message, not creating or editing it. If they are, work towards getting the funds to delegate this effectively. Create “tone of voice” documents and guidelines all writers and team members can follow.
  • A good rule of thumb for start-ups is to hire a full-time copywriter before a full-time graphic designer. Your messages and words call people to action and generate leads. Great design, your website, user experience (UX) and user interface (UI) are limited without the right words.
  • Keep an “evergreen” list of freelancers and companies handy if you want to outsource (such as HeadStart;).
  • Write constantly for your customer – be useful to be found – and watch Google reward you WITHOUT the need to go viral. Viral content is in the eye of the beholder and hard to plan. Live and breathe your customer and their needs, be creative and use humour if you truly want to go viral.

    Workshop

  • Discuss: How would you create 20 quality blog posts by next week?
  • Collect: 10 links that showcase great content you enjoy or want to emulate.
  • Create: Similar to an org chart, create a preliminary process for content creation that is realistic for your company.
  • Write: Draft a content mission statement for your company.
  • List: Write down at least 5 networks and online destinations your audience enjoys.

photo credit: johnthurm Sunflower-18 via photopin (license)

Push Your Marketing Strategy Forward

The success of your marketing campaigns depend on compelling copy that gets noticed. Getting noticed is challenging, especially with the rise of social media channels and online news for every niche. With customers demanding to be “in the know” and easily distracted, having a consistent and effective marketing message and content marketing is now crucial for your company.

So, if writing isn’t your core function, why spend precious time generating the right content when we can help you complete all of your work within your budget?

Now you can have a dedicated writer complete all your copy: unlimited tag lines; snippets such as testimonials; product descriptions; blog posts; articles for email newsletters; case studies; bios; website copy, and much more!

HeadStart’s unlimited “Copy-as-a-Service” (CaaS) is not unlike the software you depend on every day, but instead of asking you to provide the content – we take care of it for you!

How does Copy-as-a-Service work? HeadStart offers unlimited short-form copy, under 800 words per piece for a monthly flat fee of $1,899 CAD. A Service Level Agreement is put into place to build the processes with us to streamline your content.

How do you sign up? Call us, free of charge, to discuss your priorities at 1-647-479-9783 or email Susan Varty, Managing Partner at susan.varty@headstartcopywriting.com. From there, we will collaborate with you to finalize your priorities and share ideas before we start working together under CaaS.

Here are six ways Copy-as-a-Service will push your marketing campaigns forward:

  1. Don’t waste time negotiating prices: With a pre-determined rate for copywriting, you can focus on higher priority tasks in your business. Avoid the guesswork and back and forth of negotiation: concentrate your efforts on improving your marketing copy. That’s us.
  2. Be better prepared for the long run: By subscribing to CaaS, you eliminate distractions, risks and surprise costs. Have confidence to plan your budget months in advance and the opportunity to fund new initiatives while still delivering content – if not more content than before.
  3. Launch your dream content campaign: Continually limited by resources? Not to worry. Tap into our talented pool of professional writers to deliver clear, concise and effective content every month. You will be able to launch those initiatives you have had to put aside … until now.
  4. Avoid hiring: With CaaS, there’s no need to hire additional employees. No training costs or wasted time while hiring – HeadStart’s team of professionals have the skills to get the results you are looking for in a proactive employee. We’re your dream team.
  5. Work with senior writers with experience from various industries: Writing is what we do best. Let our team do what they love and help move your business forward – even into new markets. HeadStart’s writers will make sure your writing is as professional and polished as it should be.
  6. Keep momentum and consistency: Consistency is key in growing your business. Consistency enhances your reputation, showcases your brand and maintains your message. Consistent content allows you to measure the effectiveness of your campaign and gives your customers a predictable flow of information. With unlimited copy, you can push out as much content as you need to and on your schedule!

Don’t miss out on an opportunity to get more done and drive more content as part of your internal communications, public relations and marketing campaigns. We make it effortless to get the copy you need; saving you time, eliminating negotiation and surprise costs. Subscribe today and reap the benefits of unlimited Copy-as-a-Service.

photo credit: perzonseo Digital Agency Sketching Planning Business via photopin (license)