Originally posted to www.carnsight.com
I joined Carnsight Communications early June and already the experience has been amazing! In the fast-paced world of PR, things are thrown at you left, right and centre, and there are skills you get to pick up quickly.
No two days are the same, and I get to manage different tasks at once. Whilst there’s no ‘typical’ day in particular, there are usual routines to follow, so here’s a day in my life as an Intern for Carnsight.
Before I go to work, I usually scan over the news headlines, to see if there’s anything particularly topical to our clients, or just to see what people are generally talking about. I found staying up-to-date with the latest headlines helps so much with pitching to journalists, as you know better what they’d want to feature based on local or global news.
But my time in the office starts at 8:30am, being just a short commute from where I live in Bristol. Of course, it always starts with a coffee and a quick catch up with the team. These mini-meetings are always helpful, and the quick briefing will tell me what my priorities are for the day. As an Intern, a lot of my tasks include assisting one of my colleagues, so catching up allows me to see where I can best support the team.
The morning is where my left-over tasks from the day before get re-shuffled. This is particularly after I’ve checked my emails, seeing if there’s anything I need to urgently reply to, or anything that needs to be bumped up my priority list. I usually check for any responses to pitches first, and then double-check I haven’t missed any pitching opportunities. These involve tight deadlines, so it’s important to do it sooner in the day rather than later!
Once I’m happy with my inbox, I make my to do list for that particular day. I usually have a new list at the start of every week, but I keep it updated as and when because it’s really easy to forget things.
What I do next purely depends on what particular work has come in, and what deadlines I’m working towards. Sometimes this is more focused on social media strategy with content creation. This involves looking back over the brand guidelines for that particular client, and starting initial brainstorms for what content their audience would want. I’ll then start drafting posts – this could involve repurposing old content from the client, or it could be something entirely new. This is another reason why I check the news in the morning, as sometimes the client’s content can be related to trending headlines, meaning it will gain more traction with their audience.
Other times, my tasks are more PR focused. This can include both proactive and reactive pitching, and based on my emails for the day I’ll know what to start with first. Then, it’s onto the writing. I love this aspect of PR as it allows me to exercise my creativity, and the variety of clients we have means I often get to write in different perspectives and tones of voice. This is also a time where I get to be flexible – sometimes my tasks will be copywriting a blog post for a client, and sometimes it will be a more factual press release.
Even if my main priorities are completed, there is always something to do in the world of social media and PR. One of the most important additional tasks is research, which is essential to PR. This could be for the creation of a media list, helping us target certain publications for certain clients, or it could be to aid a blog post or thought-leadership piece. When you’re writing on behalf of a client, Google can help you make sure you really know what you’re talking about!
Before I leave the office, I give my emails another check and I ensure all my time-sensitive tasks are done. It’s a fast-moving business, but there are always more rewards than challenges.
So there you have it, a day in my life as PR and social media intern. To learn a bit more about me and my role, check out the fun 2mins with interview series here on the blog.
Originally posted on https://www.carnsight.com/
A while back, I had the pleasure of diving into the world of personal brand and LinkedIn with some of the brilliant minds at SBE Team Academy Bristol. As we’re firmly in summer now and a whole new host of students head out into the world of work, I’ve been reflecting on the fantastic conversations I had with the young people in that session.
One of the most pleasant surprises was discovering how many attendees were already actively using LinkedIn and building their professional brands. They’re way ahead of where I was at their stage, and it’s inspiring to see such initiative and foresight.
However, a common challenge that surfaced during our discussion was the hesitation and fear that often accompanies the moment right before hitting the post button on LinkedIn. It’s a relatable struggle, but there are ways to overcome it. Here are some hacks and solutions we shared:
1. Engagement Support System
Line up some buddies to like and comment on your post—friends, colleagues, your mum! It might sound silly, but knowing that you’ll have some initial engagement can help mitigate the fear of getting zero responses.
2. Mel Robbins’ 5,4,3,2,1 Method
Try the Mel Robbins 5,4,3,2,1 method, or even better, the 3,2,1 method (less time to overthink!). Count down and press the post button before you reach zero. This technique helps you bypass overthinking. Then, walk away for a bit to let it settle.
3. Start with Commenting
Begin by commenting on other people’s content. It’s less pressure than creating your own posts and can help you become more comfortable with the platform. Plus, it’s a great way to engage with the community and build your network.
Keep Building Your Personal Brand
Personal brand on LinkedIn is a journey, and it’s great to see so many of you on the right path. Keep experimenting, engaging, and most importantly, keep sharing your unique voice with the world.
Interested in more tips and tricks, have a read of our 7 steps to PRing yourself blog.
Or for even more PR, have a look at our eBook!
Originally posted to www.carnsight.com
When it comes to a crisis, we all know emotions reach their all-time high. But there are ways to prepare for the worst, and recognising the emotions at the forefront will help you manage them when they eventually come up.
A crisis can come out of nowhere, but a lot of the time it’s something you can plan ahead for. It’s always been seen with big multinational companies, but nowadays even smaller agencies can find themselves in hot water. So, no matter what size your company is, it’s worth knowing how to deal with criticism, and the emotions you will need to juggle.
Naivety
This is one of the main emotions to manage and be aware of when it comes to a crisis. You must be practical – if you believe you will never stumble across a problem or be criticised, you will be put in a difficult position when it happens. Addressing your current naivety can help manage your future stress.
Fear
It’s important to be prepared, and it can quieten that looming fear of the worst happening. You have to consider what might be a problem in the next few months, as well as long-term issues in the future. It can be helpful to have this in a physical list, and it’s useful to do with your team so you can all prepare a cohesive response.
Fear can also cause uncertainty, which can sometimes delay your response in a crisis. But reacting quickly is key to making amends with your audience, and there is no room for procrastinating an apology. Previous preparation means you can start communication as soon as possible, which will make your company appear more proactive in making amends.
Anger
Anger is a powerful emotion, but can only add fuel to the fire when it comes to a crisis. It can also lead to extremes, such as denial or shifting the blame, which can impact your public statement. You don’t want your apology to sound like an argument, meaning your first response will likely need to be revised multiple times. It’s important to be thorough, and maintain a neutral approach in your statement. Placing yourself on the defense will seem like you’re avoiding responsibility, and going for the attack will never translate well in the media. You should work with your team, tweaking your statement around who your audience is, what they need to know, and what they should be hearing.
Humour
When it comes to an apology, or a crisis diffusion, it is so important to think about your tone. Despite how you may personally feel about the criticism, and how you cope with it, humour can largely feel out of place in a serious situation. It can also damage the sincerity behind your words, and you wouldn’t want your audience to think your apology isn’t heartfelt.
Navigating these emotions will put you in a better position when it comes to delivering your apology, and helps to present your company in the best possible light.
Honesty
Honesty should be placed at the forefront of your crisis. This is what your audience will resonate with, and lying now will only make the situation worse in the future. Take a human and sensitive approach to your apology, and avoid using cold or AI-sounding sentences. You can still be friendly, even while addressing the severity of the topic. Share an honest strategy with your audience on how this situation will be overcome, and the steps you’ll take to ensure the situation doesn’t happen again.
For more, pick up a copy of eBook: Powerfully Practical PR.
Or read our blog on crisis comms planning.
Campaigns Never Die is an AI tool designed to enhance the Dungeons & Dragons experience for users. The D&D tool for taking lengthy game prep off the to-do list so you can get straight into the action also aims to intensify the game by elevating your adventures at the touch of a button. The idea comes as a solution for the founder, who found that his time to get into the game was cut short as the responsibilities of life increased. CND aims to cut down the prep time, simplify the routes to adventure, and enhance the journey, all whilst not compromising on the original D&D experience that has caused so many to fall in love with the game.
OggaDoon is preparing Campaigns Never Die for their Kickstarter launch later this year. Through social media marketing, content marketing, and PPC ads, we are driving a strong community to discover Campaigns Never Die ahead of launch. Conducting research into the market and creating audience profiles and demographics has helped us built out a social media marketing strategy to find and target the community of Dungeons and Dragons users who will be interested in streamlining their game prep. This research then expands into the ads that we will deliver to encourage signups ahead of the Kickstarter launch.
We’re very happy to be assisting CND on their journey, and creating our own adventures together.
You can learn more about Campaigns Never Die and get involved in the adventures here! If you’d like to test the tool for yourself and become an Alpha tester then get in touch!
You can also get in touch with us at OggaDoon to learn more about our work with Campaigns Never Die and to see how we can support you! We are a Bristol based Digital Marketing and PR agency that specialise in digital PR, social media, SEO, and content marketing, bringing all of this expertise into delivering strong organic campaigns and paid marketing campaigns.
Originally posted to www.carnsight.com
Bad PR practice helps no one – not the PR pro, not the journalists they’ve liaised with along the way and certainly not the client, who’s invested in what’s turned out to be a negative experience. It certainly doesn’t help the industry. Twice in the past week I’ve spoken to someone who’s been burnt by a bad PR experience. I’ve tried to help both of them to understand what might need to change in their PR approach and what PR potential there might be by taking a different tack.
PR is an art not a science, and there are lots of reasons why things don’t go to plan. But, based on what I’ve discussed recently, here are some of the things I’d consider when you decide to embark on a PR campaign.
Will I be tied into a long contract?
We work on shorter projects and longer-term PR campaigns. There are lots of benefits to engaging a PR agency for a sustained period, including the fact that national opportunities don’t always happen within a neat, four-week period, and profiles need to be built over time. However, one of the people I spoke to was tied into a six month contract for a launch campaign with no break clause. Things weren’t going brilliantly and, as a start-up, that was putting a lot of financial pressure on him over a sustained period. Definitely check if you have the option to terminate during the period. We usually work to a three month initial period before reviewing. That gives the option to break on either side.
Should I expect results from the first month?
If the PR agency has done its homework and understands your business and offering before starting PR activity, there shouldn’t be a long lag in coverage coming in. We have monthly targets and these start from month one. It’s worth asking about timings at the start of any engagement, and if things seem to be taking a long time, always ask why.
How regularly will you be in contact?
Another thing I’ve heard is PR contacts disappearing for a while, or not being in touch with clients regularly, leaving them feeling burnt by the experience. There’s always a balance and, as a PR pro, you don’t want to be a hassle. However, you should also be updating clients regularly on activity, and where you are with pitches and opportunities. We tend to set a bi-weekly call if we can, so we at least have something that clients can work around, but we’re frequently in touch over email and/or text if required. And we have live status documents and capture coverage real-time, so they can be accessed at any stage.
What work have you done for clients like mine (not just the big names?)
It’s easy to be dazzled by big brands that PR agencies have worked for (we’re all guilty of focussing on the big fish!) but there’s a real difference between a PR campaign for a household name and the launch of a start up. Even if you’re in the same industry. What’s useful is seeing what’s been achieved for businesses similar to yours. Also check on when campaigns were run – titles evolve and some disappear, so what was achieved five years ago might not be possible today.
What media titles and opportunities are realistic?
If you’re expecting consumer coverage and get sector only, you might not feel like the investment’s been worth it. There may be a reason for it, so it’s worth having an upfront conversation about what could be achieved. Although you should never go with anyone who guarantees certain PR coverage, you should work with a PR consultancy which is happy to discuss what could potentially be achieved ahead of any investment, and why consumer media may or may not be realistic.
We’re always happy to sense check a PR approach to avoid you feeling burnt. And if you want to hear more on the topic, here are seven tips every small business should know about PR. And if you want to hear EVEN more, we have a new eBook: Powerfully Practical PR.
Let me start by saying that if you are one of the lucky few that is completely happy with the copywriting talent within your business, firstly HUGE congratulations and hang on to them with both hands (maybe not literally!), and secondly, this post probably isn’t for you.
However, if you are one of the many businesses that aren’t completely happy with ALL of the copy written for your business, read on!
Copywriting for your business – in-house vs outsourcing
Coming up with the words for your marketing can happen in a few different ways. Some people prefer to maintain full control by using existing employees to write their company’s copy for them, or sometimes in smaller businesses, by doing the writing themselves. With the advent of AI, this option may on the surface seem more appealing than ever.
With the support of AI or without it, however, coming up with the right things to say about your own business is a very difficult thing to do. Even professional copywriters find that hard. And even if you know exactly what you want to say, are you sure it’s what your audience wants to hear, or is it what you think your audience wants to hear?
The other option for producing copy for your business is to outsource to an external copywriter and here is why that might be your best option.
5 Reasons to hire a copywriter
- Saves time and money – It may feel like an additional expense you don’t need to employ a copywriter, but for example, if you are doing the writing yourself, or if your marketing manager is doing all the writing themselves, it’s worth working out how much this is costing the business. How much does your time cost? If your writer holds a senior position in the company, the cost of their time is almost certainly more than you would pay even a top-notch freelance writer. And while we’re on costs, it’s worth thinking about the quality of the copy being produced and whether it could be working harder for you if it were written by an expert. Of course, anyone employed directly by the business is likely to know more about the company, but that doesn’t necessarily make them the best copywriter.
- Delivers a fresh perspective – While a good copywriter will work hard to learn everything about your business and the products or service you have to offer, they probably won’t become embedded in the business in the same way direct employees do. But working externally to the business allows a copywriter the freedom to come up with new ideas you might not have considered. It’s sometimes easier for someone outside of the business to identify the amazing things you do, than it is for you to identify these things about yourself, and because your copywriter might be working with a few different companies, they may get fresh ideas from other businesses or sectors too.
- Gives you the gift of time – Employing a professional writer to look after your long form blog posts or feature articles for trade magazines for example, frees up you or your internal resources, to do what you do best. Whether that’s managing people, running a business, making sales or coming up with new marketing tactics to push your business forward. You can’t really hire freelance support to help with any of these things because that’s probably why your customers buy from you, but in the same way as accounting or legal support is often outsourced, copywriting is another aspect of business that can be outsourced to give you more time.
- Covers all bases – Whether you are a new venture just starting out, a small business at the point of expansion, or a larger company with a full-service agency on your books, it can be overwhelming to ensure all of your marketing balls are kept in the air. One of the most common things I have seen fall to the bottom of the list is business blogs or longer feature articles, because longer form prose takes more time, effort and skill to write. This is where freelance support is really helpful. It can plug any gaps in your existing marketing channels, but also if you hire a writer to create longer articles for you, whether for publication in print or online, you also then have circa 800-1500 words to play with and repurpose for other marketing channels.
- Puts your content first – Any type of copywriting is a time-consuming business! Coming up with ideas, doing the research, checking the facts, writing the copy and editing the words afterwards, takes time and expertise. Creating content is unlikely to be a priority in most businesses, unless there is a dedicated resource just for this. That’s not to say it’s not considered important, but perhaps not as important as generating leads, closing sales, delivering your products and services, sending invoices, and providing after sales care. But for a copywriter, your content is absolutely their priority. It won’t fall to the bottom of a to do list, and it won’t be rushed through because of other competing priorities.
Find your copywriter match
Despite there being so many benefits to hiring a copywriter, they only apply if you find the right person for your business. It is worth doing your research and paying your due diligence by asking to see endorsements and reviewing their previous work or their own blog, to see if you think they will be a fit. Not all copywriters are the same, but when you find a relationship that works, you can reap all of the above benefits and more from hiring a copywriter.
If you’re ready to go to the next step, you might find my previous blog posts, FAQs about outsourcing copywriting, and how to prepare for hiring a copywriter for your business blog, useful.
Only yesterday, learnings from a PR campaign that was successful 20 years ago were brought up in a discussion about a current strategy. To adapt a phrase, 20 years is a long time in PR. Even 20 days can change everything and, actually, 20 minutes, in some cases. So, while there are some enduring themes in what will always drive success, it’s also important to understand that the media landscape has changed beyond all recognition over the last few years. That means what worked even a couple of years ago may not work today. Here are some of the reasons why.
Competition is only getting fiercer
Once upon a time (even just a few years ago), if you wanted to do PR, you’d engage a PR professional. That does still happen in many cases (hello, Carnsight Communications), but public relations is no longer just the preserve of PR pros.
Many businesses – particularly smaller ones – are choosing to do their own PR. The rise of digital pitching has made it even easier for DIY PR, with good results. In fact, we endorse this, and we’ve even written an eBook giving people a blueprint to do it themselves: https://www.amazon.co.uk/Powerfully-Practical-PR-step-step-ebook/dp/B0CQ8CGZFZ
There are also more journalists who are either switching from journalism to PR or embracing PR roles alongside freelance journalist roles. All of which means it’s a much more competitive landscape today, and more people are competing for those column inches than before.
Meanwhile there are fewer titles
We sometimes hark back to former publications in the office – some of which have only only ceased publication in the last few years. It’s now a well-worn path for magazines under pressure to start by reducing the frequency of their publication, and then move online only. And, in some cases, to sadly close their doors all together.
Publications are increasingly struggling for reader attention for many reasons, but the biggest one is probably the rise and rise of social media channels. So, there are fewer outlets each year to pitch to. Whereas in some sectors nine or 10 publications might have featured a story back in 2019, now there might only be four or five to pitch to.
Media shifts
There are also new media and channels to embrace. As some outlets close, others open and new platforms are launched. Some don’t stick – remember Clubhouse? – but some, like podcasts, find a place in our daily lives, giving brands more opportunity to join the conversation.
That means adapting processes and approaches, and also being ready to embrace new channels. A campaign that was front page news on the Sunday papers just a few years ago might not find its home there now. And it’s a constant evolution – the next big thing is probably just around the corner.
Black Books aren’t what they used to be
We’re often asked about our Black Books as PR pros. Contacts remain important and maintaining strong, trusted relationships with journalists is paramount. Having worked in PR for 15 years, some of my media relationships have endured throughout that time.
However, there are far fewer staff (permanent) journalists on publications now and many more freelancers to engage with. And, as the news agenda can change so quickly, we’re just as often pitching to journalists we’ve never worked with before.
While Black Books aren’t dead, just as important is finding and engaging with a new journalist contact, and crafting pitches and comments that catch their eye. It’s also much harder to entertain and catch up with journalists in person nowadays – not least because many are based remotely for at least part of the week.
The rise of commercial content
As I’ve said before, commercial content has its place, and good paid-for content can be valuable both for the reader and for the brand behind it. Whilst we’re primarily focussed on editorial or earned coverage, we do also work on some advertorial content. Our rule is to ensure we apply an editorial lens to make any advertorial copy as compelling as we can.
There’s no doubt that advertorial or commercial content is on the rise. We’ve observed this most sharply in local media. According to the Charitable Journalist Project, there are fewer local titles now than at any point since the 18th Century. That’s an astonishing statistic. From 2009 – 2019, 320 local titles closed with a decline of 70% in advertising revenue. And that’s even before Covid took hold.
With fewer titles and fewer staff working on those titles, there’s more scrutiny on the news pieces that can be featured editorially. So there’s much more of an emphasis on stories that will perform well digitally (and these are not usually about the opening of a local church fete). That means for anything else, you may be offered a paid-for option for your story.
Those are just a few of the changes we’ve experienced that mean that what’s gone before can no longer be a predictor of what’s to come. And don’t forget to layer on the political landscape and particularly news agenda, which changes so frequently.
Originally published to www.carnsight.com
In our ‘two minutes with’ blog posts, you can get to know the members of the Carnsight Communications PR and Social Media team even better. Today, we’re introducing our newest team member, Ellen Petit.
Ellen will be with us for two months over the summer, learning all things PR and Social Media.
Name: Ellen Petit
Job title: Summer Intern
Joined Carnsight: 3rd June 2024
Why PR: I find this sector super interesting! It’s a constantly evolving landscape and you’re always given opportunities to learn something new. There is endless connection with other people from all different walks of life, and there are so many stories to be shared!
Preferred social media channel? Instagram (but TikTok has always been a guilty pleasure)
How do you have your coffee in the morning? I love a mocha – the more sugar the better!
Dream job as a child? I’ve always wanted to be a TV host, in true Graham Norton style.
Sum yourself up in three words: chatty, curious, caring
What’s your star sign? Gemini
Where did you grow up? I was born in Worcester and raised in the West Midlands, before coming to university in Bristol.
Favourite book to date? I can never pick a favourite! One I’ve loved recently is Revenge by Yoko Ogawa – it’s a short story collection, but all the stories are interlinked with a gothic twist.
Favourite movie? Forever and always: Kung Fu Panda
Favourite dog breed? Bernese mountain dogs – so fluffy!
Do you have any pets? I am a mum to the cutest cat! She’s called Juno but goes by Lady J when she’s feeling fancy.
Favourite word? Crackle. It has the perfect crunch.
Least favourite word? Moist
Ideal music playlist: Depends on the day! Little Simz, SZA and Rihanna are always most shuffled.
Dream Holiday Destination: Anywhere in Southern France
Any role models? My dad. He’s a funny guy!
Something about you we would never be able to guess: I love to DJ – currently I mix drum and bass but I’d like to get into UK Garage!
Name 3 things that make you happy: My housemates, any pub quiz, a nice takeaway.
Feel like getting to know the rest of the Carnsight team a little more? Spend two minutes with Alexandra, Leigh-Ann or Jess.
Originally posted to www.carnsight.com
Have you ever wondered how social media managers usually spend their time?
I hadn’t really thought about it until recently while reading a blog from our awesome senior account manager, Leigh-Ann, about how she spends her time in the office.
A little bit of content creation, audience engagement, emails, research, scheduling with Planable and more content creation. But it’s so much more than that.
Being a social media manager is like being the conductor of a digital orchestra, where each platform represents a different instrument. The role is dynamic, fast-paced, and requires a blend of creativity, strategic thinking, and analytical prowess. Here’s a sneak peak into a typical day in my life as a social media manager at Carnsight.
Morning: Coffee and Planning
My day in the office technically starts at 8:30 am, but first things first, before I go in the office, I take my partner in crime, “Double G,” aka “The Greatest Gatsby,” for a walk. This means I always arrive early at the office.
However, my day only really starts when I have my first strong cup of coffee. While sipping on the coffee, I quickly scan emails and notifications. I respond to any emails in my inbox and write a to-do list for the day. I make sure to figure out what I need to prioritise each day and start those tasks immediately. Usually, the first task is to review the content calendar, ensuring that all posts scheduled for the day align with the overall strategy. This is also usually the time to catch up on any changes in the social media landscape, such as algorithm changes or trending topics.
Mid-Morning: Content Planning, Creation and More Coffee
Once I have a clear understanding of what’s working, I transition into the creative part of my job. I aim to be highly productive in the mornings and focus on tackling all the creative tasks by midday. This includes crafting posts, selecting or creating visual content, and writing compelling captions. I primarily use Canva for most of the content creation for our various clients. The goal is to create content that is visually appealing and resonates with our client’s target audience. This can involve creating a series of Facebook posts, designing graphics for Facebook and LinkedIn, or making a quick reel for Instagram. While being creative, chocolate and coffee are a must.
Lunch:
I usually take my lunch break at 12:30 pm at Carnsight. During my break, I like to walk through the fields of Marshfield with my dog, while listening to a podcast or some Taylor Swift tunes. After the walk, I grab a panini and some much-needed chocolate from the Country Store in Marshfield. If you haven’t been there yet, you are missing out
Afternoon: Campaigns & Collabs
In the afternoon, I typically focus on managing ongoing campaigns and brainstorming with the team for upcoming blog posts and content ideas. I use Planable to schedule more posts, draft blog articles, and update clients’ websites.
I also closely monitor our paid social media campaigns, making adjustments to ad spend, targeting parameters, and creative elements based on real-time performance data. As the day comes to a close, I ensure that the content for the next day is scheduled and that all emails are answered before I head home at 4:30 pm.
Being a social media manager involves a blend of creativity, strategy, and continuous learning. It requires staying ahead of trends, understanding audience behaviour, and creating content that not only engages but also drives business goals. Each day presents new challenges and opportunities, making it an exciting and rewarding career.
If you’re uncertain about investing in a social media manager? Check out our blog on this topic.
When it comes to marketing copywriting for a business, the most obvious starting point is talking about the features and benefits of the company’s product or service. If you’re lucky, the business will have a lot of benefits so you can find a lot to say, but when you’ve ticked off every single one, what do you do? Start from the beginning again? While repetition is a good thing, there are ways to repeat yourself that work well, and other ways that are quite frankly, boring. Finding new angles to talk about your features and benefits is a great way to keep the copywriting pipeline full and interesting!
What is an angle in marketing copy?
If you’re not sure what I mean when I talk about finding new angles, I mean finding new ways to introduce the same message. Probably the easiest way to explain this is to give you an example.
Let’s say your company sells furniture. You have talked about all the different types of furniture you sell, why the items are of such good quality and value for money, but then what? One new angle you might consider is to quote the latest home interior trends to hit the market. Or you could talk about the latest report or newest statistics on how people’s posture is affected by the furniture they use and highlight relevant products in your range that might offer a solution. Or perhaps, if you have a sustainable range, you could talk about the latest government targets, or the most up to date statistics on recycling furniture – and use that to introduce your solution.
How many angles can there be?
You’d be forgiven for thinking that you will run out of angles as quickly as you will run out of features and benefits. But the beauty of angles is that they change all the time. There are new reports and statistics being released regularly. There are national and industry news reports about different sectors every day, and the socio-economic context we’re all operating in is changing all the time.
Finding the best angle for your copy
So how do you come up with angles and keep them fresh and interesting for your audience? Here are a few prompts to give you some ideas.
- Listen to the news. I know it can be depressing sometimes but scanning the news on a daily or at least weekly basis is useful for business purposes. It may not happen often, depending on the sector you work in, but every now and again your industry may get a mention on the national news, and this could give you an entirely new angle, or new reason to talk about your own products and business again.
- Talk to your customers. You may feel you have a good handle on your customers’ opportunities and pain points, but things change for them as well as you. What was affecting them 12 months ago, may no longer be the case now. Make sure you stay close to your customers so when things change, you have your finger on the pulse and you can be talking about what matters to them, in your own marketing.
- Research new reports or statistics – Quoting the latest research reports or statistics on trends in a specific marketplace is a great way to bring a new angle to your copy. For example an SaaS business that is offering new software to help businesses send bulk e-mails, might research how many companies are using e-mail marketing tactics in the current market place, or how successful e-mail marketing is proving to be. Once you have highlighted the opportunity, you can offer your software as a means of making the most of it.
- What do you think? – If your business has been operating in your sector for a while, or if you or your team has a lot of experience, it’s very likely you’ll have something worthwhile to say about the marketplace, the type of products on offer in your sector, the next big trend, or what you think will happen in your sphere next. Give your opinion on something that matters to your audience, or the opinion of your company’s spokesperson.
- Industry conferences and events – Whether it’s the latest industry exhibition or a big conference that impacts even a section of your offering, it’s worth attending to see what other people are talking about and gain some insight on other new products, trends, or circumstances. Any of these could spark ideas for new angles.
Still struggling to find new copywriting angles consistently?
Hopefully this quick guide will give you some inspiration when it comes to finding new ways to talk about the good things that you do. However, if you’re still struggling to find the time and effort needed to consistently research and create new angles, it might be worth talking to a freelance copywriter. I have written for some of my customers for years and still consistently come up with new angles and new ways of getting their messages across, so they don’t have to.
If you would like some support with your business blogs, feature articles, press releases, or content for your company LinkedIn page, feel free to drop me an e-mail at helen@blogwrite.co.uk to book in an exploratory call, or receive my price list.
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