Bree Weber

COPYWRITING + CONTENT STRATEGY

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My Secret to Providing Unlimited Revisions on Every Single Project

I work with a lot of solopreneurs and personal brands, which means everything I create for these clients needs to sound exactly like them – maybe even better.
I’ve found that customization in my process is the key to emulating their voice and creating content they fall in love with. That’s why I start every project by really getting to know my client’s personality, brand, and business goals.
Of course, perfection doesn’t exist. And in order to improve my own work, I need to get their feedback on the content I've created for them, which is why I include revisions in all client projects.
But I took that up a notch.

Unlimited Revisions

I offer unlimited revisions for two weeks on every project I work on. Blog posts, email newsletters, sales landing pages, you name it! That means from the point I deliver a piece of content, my clients can make hundreds or even thousands of revision requests, which I turn around within 1-2 business days.
You might be thinking that’s pretty unsustainable, and it probably won’t last for long.
Well, it might surprise you to learn that I'm usually only asked to make about a handful of revisions. Why? It’s because of the time I take to understand my clients and their business.

I Know My Clients

This isn’t just my process, it is also my personality. I choose clients because I believe in what they have to offer; because I can see the passion they put into their business; because I recognize the value they provide to their clients. I'm excited by what excites them – which is why I love working with solopreneurs.
Our communications are part business, part personal, and downright fun. I get to know my clients as people and as business owners, because (spoiler!) they’re both. Personal branding is all about presenting yourself as you are to the world. If being yourself is part of how you attract clients, then I need to get to know the real you.

How I make it happen

That’s why I spend time stalking my clients online before I write a single word for them. I consume just about everything they’ve put out onto the internet, so I can get to know how they write, what they talk about, and where they inject their humor or personality. Then: I dig deeper.
I ask for the unpublished stuff: the content that they only share with their clients or simply created for themselves. I want to know how they frame their ideas for other audiences and how that changes their language. Then: I dig even deeper.
I ask them to complete a questionnaire that asks tough questions about why they make certain business decisions, how they chose their target audience, and what they really want to accomplish with their content. Only then do I start writing.
I’ve cultivated this process because it works for me – and my clients. And it’s also why I have no problem promising two weeks of unlimited revisions. My goal in every project is to ensure my clients are beyond stoked with the final result. By taking the time at the beginning to get to know a new client and keeping her in mind at every stage in the writing process, I can deliver work knowing the revisions will be minimal.
Sounds like a win-win to me!

Curious if my process will work for your content? Get in touch and ask me about doing a test project together.

tl;dr Offering unlimited revisions could mean that I'm getting thousands of requests for changes, but I usually only receive a handful. Why? Because I've cultivated a process before I write a word that allows me to truly get to know my clients, their business, and their brand.

Author Bree Weber Published 9/20/2018, 9:43:49 AM Permalink

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My 3-Step Process to Emulate Your Brand's Voice in My Writing

Earlier today, I was chatting with a web designer about the branding process. Since her focus is visuals and mine is messaging, our combined website efforts can probably take over the world. She asked me about my writing process, and how I’m able to recreate my clients’s voice and tone, especially with new clients who I’ve just met.
Actually, I’ve had several clients tell me how creepy it is that I can emulate their voice when writing on their behalf. I take it as a compliment.
Generally, after I complete a test project, I get one of three responses:
  1. OMG this sounds just like me! I didn’t even tell you about half of that! How did you know?!
  2. This is exactly how I had it in my head, but couldn’t get it into words!
  3. Wow, this is really good.
I’m pretty sure 3 is actually code for ‘This is better than I expected’. I take it as a compliment, especially since they have all become repeat clients on retainer.
Of course, I always ask for feedback when sharing my work, so I can improve my approach, but 9 times out of 10, I do hit the nail on the head from the get-go. Yay me!
I like to think of copywriting as the subtle science and exact art¹ of balancing someone’s unique way of expression with their clearly-defined business goals. That’s not always easy, especially when I’m just getting to know a client’s personality, and we’re still exploring what a working relationship looks like.
But, I’ve found that a few things – specifically 3 things – can help me bridge that gap and identify what makes my client’s language unique, so I can incorporate it into my copy.

1. Have a Super Casual Conversation

Before I do any work, I like to have a chat over the phone or in a video call. Even if we are talking about how our days are going or what we did over the weekend, it gives me a sense of the client’s speaking rhythm and their diction (aka their word choice).
You can tell a lot about a person who says ‘perhaps’ instead of ‘maybe’. These are the kinds of distinctions I carry into my writing, to ensure it sounds just like them.

2. Read Previous Work, Wherever It Is

This isn’t always possible if the client doesn’t already have a website, blog, or email newsletter. But having a body of work to read through gives me a foundation on which to create a content strategy. Even social media can give me insight into their writing style.
Then, I can create a plan for which subjects and sub-topics to explore, as well as how much of their personality should shine through. Not everyone writes the way they speak, so I also like to ask what they like and dislike about their own writing.

3. Question the Business, Not the Content

The last and arguably most important step I take is to ask questions. Generally, I don’t need to know more information about their content, though. Instead, I’m digging into how they run their business.
I ask questions about their business model. I have them describe their target audience in detail, beyond demographics, down to quirks and qualities. I ask why they do what they do, which parts they love, and which parts they loathe. When I can understand how they think about their business, I can write like they would.

This is one of the primary reasons I only work with clients who thoroughly understand their target audience and business goals.
Don’t think I can emulate your voice? Challenge accepted.
¹ Kudos to Severus Snape and J.K. Rowling for that delightful turn of phrase

Author Bree Weber Published 7/10/2018, 11:22:21 PM Permalink

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The Cobbler's Children Syndrome

This proverb is so old that we don’t even reference the original saying anymore. It used to be about a skilled cobbler who was so successful – or busy – that he simply didn’t have time to cobble together shoes for his own children.
Nowadays, we call it the Cobbler's Children Syndrome, but more often than not, we’re talking about ourselves. We are the Cobblers and our businesses are our children. This is a growing phenomenon, especially for entrepreneurs.
These proverbial cobblers don’t even have enough time to cobble their own footwear. The cobbler’s problem is not that he has too many shoe clients; he’d actually love even more. The problem is that he’s spending time on non-cobble related activities like sharing his cobble rates and availability with the town crier every morning.
Unfortunately, that takes time away from cobbling, so he feels like he’s constantly choosing between finding cobbling clients and cobbling amazing shoes.
Despite living in a magical time where we use small, reflective rectangles to record ourselves and send messages through the air, we still don’t have enough time in the day to choose. So, we’re walking around barefoot when we should be strutting around in gorgeous loafers, clogs, and moccasins – self-promotion in the form of eye-candy.

5 Signs You’re a Cobbler

You may not be into shoes – aside from buying them – but this cobbler’s predicament sounds familiar. I hear about CCS most often from solopreneurs (especially business coaches and personal brands), but it’s prevalent in companies large and small.
As I said before, we are all cobblers in some way. We are so busy dispensing advice or solving problems for our clients that we don’t make time to practice what we preach. If you’re still not sure if you’re a cobbler, here are a few symptoms that might resonate:
    1. You schedule meetings 3-4 weeks out because next week is crazy and the following week is downright impossible
    2. You’re constantly apologizing to friends, colleagues, and possibly even clients about your limited time
    3. Your list of back-burner projects is longer than your entire week’s to-do list
    4. You have a ton of ideas swimming around in your head or a notebook filled with them
    5. You haven’t updated your blog/email/website/social media/etc., in more than 2 months
Creating content is one of the hardest business activities to do with consistency. That’s because it takes time, and you can’t cut corners without losing quality.
When you create content – on your blog, in an email, or on your website – you're showcasing your brand. Your content educates, entertains, and inspires; those three things lead to more clients.
You can use that content to tell your audience a story about who you are, provide evidence that proves you know what you're doing, and share insights about the journey they're currently on. Content is powerful: that's why we're always seeking out more.

There’s Another Shoemaker in This Metaphor

There’s another tale about a cobbler that I think you’ll find reassuring.
It’s about a shoemaker who finds himself in a spot of trouble. Magically – when he most needed it – he wakes up to find the work is already done. In fact, the shoes are so expertly made, they’re a downright masterpiece.
When I say masterpiece, I mean it looks just like the shoemaker had envisioned, but perhaps the stitches are more even and the lines are even straighter. He’d probably have been jealous, had it not been for the fact that he was able to sell them for far more than his asking price.
The shoemaker ultimately discovered that he had magic elves working through the night to help him grow his business and increase his revenue. Sound like a dream come true? Well, I’m not an elf, but I often work late at night.
Adding a copywriter to your team is a bit a like sprinkling some pixie dust onto your business.
You get to delegate responsibilities that suck up your time – like research, content strategy, and writing – to someone who lives and breathes content marketing (and is weirdly obsessed with correct comma usage).
That, in turn, frees you up to spend more time on clients, – which increases your revenue – or more time to yourself – which just might decrease your stress levels.
When an elf helps you out or you hire a copywriter, you get finished blog posts, email newsletters, and website copy (and other things) that astound you, while you’re working with your clients or lounging on the beach.
This writing matches your voice and tone so much that you forget you didn’t write it. In fact, it may even be more polished than your own content. You’d be jealous, except that your audience takes notice and you’re finally able to cobble your own proverbial shoes.

Words are powerful, but actions still speak louder. Send me a message, so we can test out a project together.

tl;dr Do you suffer from Cobbler's Children Syndrome? Now, there is a cure! By delegating your content strategy and creation to a copywriter, you create more time to spend on your clients (or yourself) – just like magic.

Author Bree Weber Published 7/6/2018, 12:21:19 AM Permalink

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What's in a name?

This website, by any other name, would not be as sweet.
Namesakes are incredibly important, especially in the digital world. The internet is filled with domains, brands, and personalities all trying to duke it out. Having a custom space on the internet to share yours is integral to developing brand recognition and growing your business.
I thought of a lot of names before launching my website – some of them were pretty clever 😏 – but chose to use my own. I'm building a company and in today's world, that means building a brand.
I'm proud of my writing, which is why I'm not afraid to put my name on it when the opportunity arises. So, when it comes to the collection of my work and showcasing the content I provide, of course, I'm using my own name.
If Shakespeare were writing today, he'd do the same.

Author Bree Weber Published 6/25/2018, 5:10:53 AM Permalink

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