Specialisation is either a marketing stunt… or the mark of someone who doesn’t know what they’re doing.

Whizz through some of my services and you’ll notice something…

I don’t specialise in writing for one channel

Instead, I specialise in writing copy that both builds your brand and drives sales (sometimes referred to as brand response copywriting).

And that’s good news for a few reasons…

Five benefits of hiring a full-service copywriter

1. It keeps your message and tone of voice consistent (consistency builds trust in your brand).
2. It saves you hiring a new copywriter every time you want to reach prospects via a different medium (we both know researching copywriters quickly becomes tedious).
3. It means you and I have the potential to build a long-term relationship.
4. It means I can offer impartial advice on your marketing strategy (I’m not limited to recommending a handful of media).
5. It means I never have to turn your custom away (admittedly, this one’s mainly for me).

But don’t you need a specialist copywriter for different media?

Yes, web copy must be tweaked for search engines; yes, PPC ads come with a limited character count and; yes, top-of-the-funnel messages must amuse while sales copy must sell.

But remember:

Your prospects’ desires and concerns are constant no matter what they’re doing. And, as desires and concerns are what motivate people to act, they’re what really matters.

So if I’m honest, I don’t really get copywriters who specialise. For me, specialisation is either a clever marketing stunt… or the mark of someone who doesn’t know what they’re doing.