How to Use Your Brand Story to Win New Business

Scott SummersMarketing

A title card for the article "How to Use Your Brand Story to Win New Business"

What’s your brand story? It might sound like a tricky question, especially if you’ve never really thought about it or you don’t consider yourself much of a storyteller. But here’s the truth: We’re all storytellers and everyone — including your customers — loves a good story. That’s because storytelling is part of our DNA. Folklore has been with our species since our earliest days, long before humans ever wrote anything down. And today, whether you’re watching a sci-fi movie or listening to a dinner table narrative about a bad day at work, you’re still learning and explaining through the art … Read More

How Great Writing Empowers Your Sales Funnel

Scott SummersMarketing

An arrow points to the text, "How Great Writing Empowers Your Sales Funnel"

If you’ve done any kind of sales or marketing in the past, you’ve probably seen a sales funnel before. They’re a great visual representation of how generic traffic and potential prospects graduate from leads to customers as their relationship with your brand evolves. If you’re not familiar with how sales funnel marketing works, let’s recap it quickly. Here’s a traditional funnel: Your own marketing funnel might be a little different from what I’ve posted here — some are longer or have more steps. Basically, more people engage with your brand at the top of the funnel — often through ads … Read More

5 Tips for More Creative Copy

Scott SummersWriting Guidance

Two pencils sit beside text which reads, "5 Tips for More Creative Copy".

Generating creative copy can be difficult, especially if you don’t write on a regular basis. The need to produce content that inspires action is the foundation of all creative copywriting, from print ads to digital landing pages.

Improve Your Email Writing Skills by Asking 3 Basic Questions

Scott SummersWriting Guidance

An email surrounded by pencils, papers, and social media tools underlined with the words, "Improve Your Email Writing Skills by Asking 3 Basic Questions".

Whether you’re composing a client outreach email or responding to a coworker, strong email writing skills are essential in modern business despite the number of messaging and social tools out there. There’s just something special about email. If you’re running a business, you might not think of your clients and coworkers as your “audience”, but that’s exactly who they are. When you write anything outside of your personal diary, you’re probably writing with the intention for your words to be read. In order for your text to gather a favorable response, you’ve got to keep your reader in mind. Strong … Read More

8 Tools and Tips to Use When Self-Editing Your Work

Scott SummersWriting Guidance

A jar of markers sits beside an open notebook, inviting the user to begin the self-editing process.

If you’re not a writer, self-editing your own work can make you want to pull your hair out. As a writer working with a lot of different businesses, I see this frustration unfold on a near-daily basis. I can’t tell you how many times I’ve been interrupted while working on a blog post or an SEO strategy — what I was actually hired for — in order to scan an important email for errors. The client says something like this: “Hi, Scott. Could you take a look at this client email I wrote? I’m terrible at editing, and I want … Read More

How a Website Copywriter Influences the Customer Journey

Scott SummersMarketing

A sketch-up of different website designs based around the customer journey.

If you’re running a business, you’ve probably heard that your website is your digital storefront. Often, your website is the first step in the customer journey and the first point of contact a customer will have with you. According to a report from Episerver, 92% of first-time website visitors aren’t there to make a purchase. They’re just looking around and trying to figure you out. That’s why presenting a great website is one of the most important things you can do to win business. But having a fancy website is about more than good design. It’s about great writing that … Read More

The Three Types of Editing and When You Should Use Them

Scott SummersWriting Guidance

A red pencil stands out among a line of black pencils, ready to handle all types of editing needs.

If you’re not a natural writer or someone familiar with the writing process, you may not realize that there are different types of editing available to you, depending on your needs. That can be a huge problem, especially since editors are the unsung heroes of the writing world. A great editor improves the quality of a piece by working with writers (and non-writers) to improve the text through feedback and formatting. If you’re looking to create the best documentation possible, familiarize yourself with the different types of editing out there. Almost everyone thinks that an editor only comes in at … Read More

When Should You Hire a Freelancer?

Scott SummersBusiness

A man sits across from another man as they debate when to hire a freelancer based on budget documentation.

Small business owners wear a lot of hats.   That’s probably why a lot of small business owners average 52 hours a week, according to a 2005 Gallup Poll.  There’s always something to do, and it’s always important. Who knew you’d need to be a designer, account manager, recruiter, copywriter, and service representative just to run a specialized business? Those tasks probably aren’t why you got into business in the first place, but they’re essential to any successful enterprise.  If you find yourself pulling your hair out over these problems, maybe it’s time to hire a freelancer. Here are a … Read More

5 Types of Writing Your Business Needs

Scott SummersBusiness

A pile of books showing different types of writing lay open to the camera.

For a lot of small business owners, “writing” tends to be a catch-all term.   Everyone understands that it’s important, but it can be hard to tell what types of writing are out there and which ones are best suited to your business needs. When everything from product to presentation matters, trying to filter out what would have the greatest impact on customer engagement can be a frustrating experience.  But it doesn’t have to be! Here are a few types of writing that can help your business grow: Ad Writing You might be familiar with ad writing simply due to … Read More

What Your About Me Page Should Really Say

Scott SummersWriting Guidance

When setting up a basic website, you probably have a good idea of how to fill out the majority of your web pages.  The contact, blog, and product pages are pretty straightforward. The home page summarizes everything you do. And then, there’s the “About Me” page. A lot of small business owners and solopreneurs freeze when they start to fill out this page.  They don’t know what to say or how to focus their message. That’s when the questions start. Should the page be about me or my business?  Is this page a marketing tool, a business introduction, or a … Read More