Before you hire a freelance copywriterā¦

Picture this.
Three friends are in a coffee shop, catching up over a frothy latte.
One has just given her man the elbow. So...
How does she share the news?

From: James Daniel
Somewhere nr. Cardiff
Hey there ā
Bear with me! I know you're thinking āWhy is he on about coffee shops? I just need a copywriter!ā
But I promise you, this question matters.
So tell me - what does she say to her friends?
Set a timer for 30 seconds - hereās a multiple choice:
(Tick tick tickā¦)
(A) āDarren and I are separating with immediate effect.ā
(B) āWe're on different tracks - time to part the wagons.ā
(C) ā12 Shocking Truths About Shaz & Darren - YOU WON'T BELIEVE NUMBER 7!ā
(D) āHey guess what? I broke it off with Daz.ā
(Tick tickā¦ biddly-boopā¦ boom!)
Well - what did you choose?
Iām hoping itās D. Because no-one talks like A, B or C - not in the real world.
ā¦A? Too formal.
ā¦B? Too corporate.
ā¦C? Clickbait hype.
ā¦But D? Well D is simple and natural, matching the way we all talk.
And here's why all this matters.
The coffee shop is an informal space, where people drop their pretences and speak as their real selves. And that's the version of them you want to reach in your copy.
Not the version of them in the boardroom, where they hide their personality behind a corporate mask.
Not the version of them that goes full throttle, pushing too hard for a sale.
The real them. The relaxed one, quietly chatting to a friend or customer - speaking candidly, away from the bluster of the outside world.
In other words -
Good copy feels like that coffee shop conversation
If we work together, that's how I'm writing your copy: in an easy, chatty style like this, adapted to your voice - to match the natural way you'd talk to a customer in that casual setting.
Itās best we get this out of the way now, because the coffee shop rule is my red line. I turn down every request for formal copy or salesy hype, because life's too short to write that kind of drivel.
Of course, there's way more to copy than style! There's the whole question of how we lure your audience in and convince them you're the stuff of their dreams. We'll need to discuss all that, soon.
But it starts with the coffee shop thing. If we share that basic vision, I'd say it's worth a quick chat - whether you need a web page, sales letter, emails, video scripts or anything else.
Just send me a few details now - I'll reply by this time tomorrow.
Oh, and donāt worry about Shaz and Darren ā Iām sure theyāll patch it up!
Do I know your market?
Probably - Iāve had more jobs than Homer Simpson!
The geeks who count this stuff say Homer has had nearly 200 jobs. But me? In my 17 years as a freelance copywriter, Iāve worked with nigh on 300 clients.
My words have sold hearing aidsā¦ pizza ovensā¦ vacuum cleanersā¦ acting coursesā¦ roofingā¦ softwareā¦ every B2b serviceā¦ and more.
And thatās just the copy side. In the two decades before, I was a radio pundit, sitcom writer, journalistā¦ I spent 2 years selling door to door, getting chased by snarly dogsā¦ then 7 years in corporate, landing many a sexy deal.
So do I know your industry?
I reckon so. Especially if you sell to SMEs or over-50s. (Or those angry dogs!)

The geeks who count this stuff say Homer has had nearly 200 jobs. But me? In my 17 years as a freelance copywriter, Iāve worked with nigh on 300 clients.
My words have sold hearing aidsā¦ pizza ovensā¦ vacuum cleanersā¦ acting coursesā¦ roofingā¦ softwareā¦ every B2b serviceā¦ and more.
And thatās just the copy side. In the two decades before, I was a radio pundit, sitcom writer, journalistā¦ I spent 2 years selling door to door, getting chased by snarly dogsā¦ then 7 years in corporate, landing many a sexy deal.
So do I know your industry?
I reckon so. Especially if you sell to SMEs or over-50s. (Or those angry dogs!)
I canāt show you all 300 clients, but hereās a lāil snapshot

Iāve written their emails, their letters, their landing pages. Check my copy samples and see.Ā
People Say The Nicest Things

Phil Terrett

Dave Dean

Lynda Dobbie
AND FINALLY... MY PLEDGE:
Iāll help you find the right copywriter ā even if itās not me!
Yes, I know how daft that sounds if I want a turkey for Christmas. But stillā¦ when we talk, I promise you: Iām not there to sell.
Iām there to help you make the right choice. Whether itās me or another.
See, Iām not right for everyone. And I can only take on so much work. So letās be frank about it and see if weāre a genuine match.
- āYES it feels rightā: well, great - Iāll give you terms, then you decide.
- āNO we're not a good fitā: also fine - Iāll show you where to look, and what to avoid. And if I know the someone you need, Iāll put you in touch.
Fair enough?
Every copywriter SHOULD do this. We should all admit, thereās specialist work that might not be our bag. But sadly, too many say YES to anything ā and that never ends well.
Drop me a line and tell me more. Iāll reply by this time tomorrow.
Oops! Nearly forgot ā fancy a free book?
They call this an āethical bribeā! If youāre not ready to call me yet, then I want to stay in touch. Not to badger you with salesy crap, just to ping you occasional tips - and maybe an offer or two?
So how about I send you one of my books, to get things moving? Ā Pick one (or two, or three) and Iāll send you a free digital copy in the next 2 minutes.

Do You Talk Like That at Home?

Direct Mail 101

Before You JFDI

Ready for a cosy chat?
Tell me all about your new project, and Iāll reply by this time tomorrowĀ