How to Provide Value Beyond Copywriting

How to Provide Value Beyond Copywriting

Kayla Graham

Emily Ptak graduated university with an English degree with the long-term intent of eventually getting a Master’s and Ph.D. in English Literature. But she needed a break from academia. So she got a job working at a video production firm doing copywriting. The firm built websites, managed social media, and emails from fans, completed merchandising, and much more. She even got to write copy for Elton John and Ted Nugent.

After years of experience copywriting, she formed her own marketing firm Ptak + Co. In episode #55 of Content Callout, we had a conversation about copywriting and the difficulties of writing for a human audience. Where do you start? How else can you foster a connection and relationship with your clients?

Start by articulating your values

Emily believes it comes back to articulating your values, both internally and externally. She points out that if the CEO of a company knows their vision and mission but the rest of the team can’t articulate it, they will be disorganized. Their ultimate “mission” will fail if no one is on the same page.

For example, Emily notes that her agency likes to work with people and businesses that make a real impact. Her time, resources, and talents are to be shared to benefit people. She wants to use her voice to help support people who don’t have their own. It factors into how she does business.

Don’t be afraid to embrace technology

Emily uses Copysmith every single day. It’s an AI copywriter that has saved hours of her life. She’ll give it a clear prompt and will get landing pages, blog articles, pain-point analyses, ad copy, and more. It has cut down on time spent writing so she can spend her day’s building relationships.

Marketers are afraid of this technology. They see it as replacing their jobs versus giving them time and power back. You have to be open to the idea that technology will make your life easier. Then you can focus on improving other processes both internally and for customers.

Share valuable content with your audience

Emily notes that there is a benefit to tagging people on Facebook when they will find true value from what you’re sharing. But you always have to question, how will the content change their life? How will it improve their marketing or sales? What about improving work-life balance? It has to feel emotional. Personalizing is key. You have to understand your audience and what it is that they really need from you.

Amanda doesn’t mind the tagging but believes there’s a fine line between creating engagement and coming across as spam. Tagging 45+ people in a post feels like spam. If the post isn’t super relevant but may be interesting, and 5 people are tagged, she doesn’t have a problem with it at all. The catch is that you have to know and respect the person tagging you.

Provide value in multiple ways

When we launched the Content Callout podcast, someone said “Aren’t you worried you’re giving away all of your knowledge?” A lot of this is stuff you can learn on Google. If you’re listening and want to try these tactics yourself, great. Not everyone has the budget to hire an agency, we get that. When you do need help, we’re here for you.

Emily jokes that she has no formal education in marketing. She’s learned by observing and doing. We’ve never had more information available to use than we do right now. Emily was born in 1987 and had to look through library books for an answer. It isn’t like that anymore. She notes that her secrets are public knowledge. The key is that no one sees through the same lens that she does.

Learning comes in so many forms right now, whether it’s YouTube, LinkedIn, or a conversation with a colleague. But what you learn today may not help you in four years. That’s why you must constantly be learning. What you learn will overflow into your work and benefit both you and your clients.