Ryan - Spotlight Copy

"What actually is a Lead Magnet?"

I hear that a lot.

And, if you don't know, chances are you're missing out on a SERIOUS source of leads.

But we're all about seeing other businesses thrive, so here's the goods you've been after.

Lead Magnets are (usually) free resources used to drive traffic, get potential customer/client information and prove your brand's worth.

Yep, it's basically a freebie - who doesn't love a freebie?

And while I see so many businesses these days saying 'I don't work for nothing' (which I can't disagree with), you need to consider Lead Magnets an EXCHANGE - they get awesome free content, you get lukewarm leads and the data of potential clients that are already interested in what you're selling.

Simple!

Did I miss any? 👇

Starting your own business is scary. Maintaining one can be even scarier.

There's the constant pressure of trying different strategies to bring in new audiences and clients that can often feel overwhelming.

That's why we've created a new, straightforward service package list for Content Marketing and Copywriting in Staffordshire.

Gone are the days of wondering what you can try next, or frantically Googling buzzwords you've spotted on social media wondering if they'll work for you.

Not only are our new packages listed on our website (with prices 😱), but there's also useful info on each service page explaining what they are, how they work and if they're the right strategy for you.

Still confused? Our DMs are always open, or drop us a line via our website!

SEO is for more than just websites? Yep.

While its main focus is search engines (hint's in the name), most of the same processes apply to getting found on social media too.

If you're struggling with your SEO, online or on your Social Media, drop us a line - we're here to help!

The Blog: In The Spotlight...

So, you want to captivate your audience and make them LOVE your product or service? Choosing the right approach is difficult, we get it.

That's why we're uncovering the distinct roles of copywriting and content writing in marketing so you can make the best decisions, maximum impact and drive those conversions!

HEAD OVER TO OUR NEW BLOG (link in bio), to discover:

- How to Identify Your Business Goals
- When to use Copywriting
- When to use Content Writing
- What to look for if you're hiring someone!
marketing

New Year. New Logo. Same Service & Support.

Elevate your brand with SEO Copywriting and Content Marketing that captivates, concerts and ranks.

We specialise in crafting copy and content that not only captures attention but drives conversions and boosts your search rankings.

Your journey to a commanding web presence starts with a conversation. Share your vision; we're here to make it a reality!

Aaaaaand that's me off for the week!

I'm Out of Office 2nd-11th, so I'll be catching up on anything new on my return!

We're spending a week down in pirate land, and I couldn't be more excited for our first break of the year! (Better late than never, right?!)

Catch up soon!

* Cue Happy Dance * 🕺

A little Friday Feedback!

I'm SO happy to have partnered with the Marketing Department at S&C Slatter, taking me right back to where I started...

✍️ Proofing and Editing!

Love love love it! 🖤

PAIN AND GAIN

🎬 Actionable tips to use in your own copy/business writing!

💡 Learn how to spotlight your audience's problems and offer compelling solutions that increase engagement and generate leads.

𝐃𝐢𝐝 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰?

I also offer a Script Writing Service!

I've got to put that MA in Scripts and Creative Writing to use 𝘴𝘰𝘮𝘦𝘩𝘰𝘸.

What does it include?

✒️ Creative Scripts, such as short plays for community projects (like this one with TWP!)

✒️ Training Scripts

✒️ Speeches and Pitches

✒️ And Transcripts

And loaaaaads more! If you have the idea, I want to write it.

The Thistle Wind Partners Project - they'd already started work on a script as part of their Outreach Programme and wanted someone to:

🎭 Create a better narrative
🎭 Build on existing characterization and relationships
🎭 Add more child-friendly humour
🎭 Highlight the importance of what they do

It was my dream project!!

Storytelling is an often forget feature that should be 🌟CRUCIAL🌟 to your brand messaging, and here's why:

The Emotional Connection - connect with your target audience on a deeper level

Be Memorable - Humans are more likely to remember relatable stories than facts or figures.

Get Engaged - I'm not saying MARRY them, but stories keep audiences ENGAGED.

Be Different - Your brand needs a way to stand out, and stories that are UNIQUE and AUTHENTIC will help you differentiate yourself from competitors.

Show You're Human - Nobody likes a faceless brand. Consumers need relatable characters - whether that's a high-end businessman or Marge who grows and sells her own flowers.

Build Trust - Stories show value, and establishes authenticity. Simples.

Longevity - Stories are TIMELESS, which equals a longer-lasting impact. Trends change, but your story will remain relevant and adaptable foreverrrrrrrr.

Engage your audience - Grow your leads.

I say this EVERY DAY to biz owners who decide to write their own copy - EVERY WORD COUNTS.

When a potential customer lands on your page - whether that's your website, social media, blog, online shop or anything else - you're IMMEDIATELY on the clock to dazzle them and keep them engaged⏳

Not using the right register or overbearing them with boring info and jargon is the quickest way to LOSE a customer.

❌ Nobody wants that! ❌

So spend a little time learning to speak their language, and watch your engagement rise and conversion rate grow!

8 years ago TODAY, I received my first request for a commissioned piece of content!

Oh, how time flies. 🪽

As a Creative Writing uni student with a career path in teaching planned (to the tee) and a part-time local drama practitioner, I reached out to Teaching Drama Magazine (Now Drama and Theatre Mag) for some new opportunities and shared some examples of my work.

I never expected to hear back.

Quite quickly, though, they responded! 🎉🎈

They loved the workshops I'd been producing so much they asked me to write my first ever PUBLISHED piece of content with them - a one-off drama class called 'Create Your Own Adventure' - a workshop filled with props, crafts and a lot of imagination.

I even got to DELIVER this workshop at a local arts festival the following summer!

So, after beating myself up over making a tiny grammar mistake in a recent piece of content (because I'm an absolute perfectionist and hold myself to a ridiculous standard), it was awesome to see this and be reminded of just how far I've come.

I might be new to full-time freelancing, but I'm not new to the game. I've put in the time, I've spent 10 years learning and developing, and I couldn't more proud of where I'm at now! 🎉🖤

I've seen a LOT of conversations centred around CTAs and how to use them on this week.

The most reoccurring comment? "I HATE being told what to do!"

I've also seen a lot of "Don't tell me to follow you - if your content is good, it should happen organically," which I couldn't agree with more.

So here's my take on the forceful Call To Action. But, considering how many others are talking about this right now, I've tried to take a more psychological-based approach to look at why people turn-off at the site of a forceful imperative.

What are your thoughts?

"But you just write, right?"
"Wrong."

👇 Here's why 👇

Copywriters (or good ones, anyway) do wayyyyy more than just write a few words then drop them into an email or Google Doc.

Copywriting requires a rare combination of skills that include creativity, strategy, marketing, branding, research and STRONG writing abilities, plus A LOT of dedication.

It takes a long time to perfect, and even then there's always more to learn and new ways to develop.

Did I miss anything? Let me know 👇😁

I've abandoned Instagram recently as I've been working SUPER hard on a mini-rebrand... Sorry guys! 🤓🖤

Here's how I've compiled my most recent reviews on the new site, spending more time on graphic elements to make the site far more visually attractive!

Amongst the chaos of constant site and content editing over the last week or two (not to mention trying to make sure all my socials, Google info and any other business platforms match), I've also quietly worked on a few awesome projects - from policies and procedures to blog articles on Threads and Growing Small Businesses.

I even published my first Impact Story in my volunteer work with Burning Nights CRPS Support after weeks of writing, editing and interviews!

What do you think of the new branding? Happy to see the back of the comic-style teal? Liking the sleek and professional greyscale? Prefer the old site?!

Let me know in the comments 👇

Goodbye cartoon blue branding, hello sleek and professional greyscale 🤩

I've absolutely LOVED working on this one!

I've been moderately interested (read: majorly obsessed) with since its launch last Thursday, so getting asked to write an article on its launch was a major win!

It's also the first time I've worked on something SO new, current and on-trend, so that was cool.

Shout-out to , too, because their app makes my life easier and I'm all for that.

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New website is building! Gone is the comic-style font and colour-scheme, hello to the new clean, greyscale, easy-to-navigate site that will [hopefully] turn some heads...

I've had a REALLY productive week this week. I've:

⭐ Finalized my first ever web-launch newsletter campaign (and had some great feedback).
⭐ Wrote a 1000-word event article for a charity.
⭐ Had another 30-minute business call with an ongoing client who's launching his own business and website.
⭐ Took part in another workshop, this time all about the art of storytelling within business and using stats and facts to boost trust.
⭐ Started work on a big project with an existing client on their policies and procedures.

Yet, for some reason, my little self-doubt gremlin is still niggling away 🧌

I'm super confident in my abilities, I never worry about that because I've worked for a looooong time developing my skills and honing my craft.

What I do, though, is doubt myself on whether I'm business-savvy enough, if I'm posting on socials enough, stress about how to garner more attention... And don't get me started on LinkedIn. Plus I'm still a big ol' ball of nerves with networking and know I NEED to do it more!

Does anyone else struggle with self-doubt and/or imposter syndrome?

Let me know how you deal with it below! 👇

To paraphrase Lucifer Morningstar himself, it's time to uncover what your ideal customer truly desires!

So, you've determined your ICP?

Now, to really drive your business, you need to discover their deepest wants and needs. Here's how:

💡 Listen and Observe - Bringing in new customers is great, but paying attention to (and engaging with) your existing customers is even better! What questions do they ask? What problems do they need solutions for? Can you write a blog or article or create a new product?

🗣️ Conduct Surveys - Create surveys or Social Media polls to gather insights straight from your audience! Ask about their preferences, pain points and aspirations.

🔎 Social Media Study - Monitor conversations on Social Media platforms related to your business and industry. What are they talking about? Are there shortfalls of other businesses that you can learn from? People open up on social media, so use it to your advantage!

📊 Dive into Data - Check out your website and SM analytics to identify patterns, demographics and user behaviours. Let the data guide your decision-making!

🤝 Empathy is Key - Put yourself in your customers shoes to TRULY understand what they want. Empathy helps make meaningful connections!

Remember, understanding your customer is the key to business success... Especially in my industry, or if you're crafting your own copy and content!

So, tell me, what do you TRULY desire? 👺

If it's learning more about your ICP and audience, let's chat!

🏳️‍🌈 June is Pride Month! 🏳️‍🌈

And Small Businesses have just as much power to make a difference! Follow these 5 steps to make your brand more inclusive!

🏳️‍🌈 Embrace Inclusivity! - Celebrate diversity by making sure your brand is safe and welcoming for everyone! That can include changes to your branding, your policies, and even your general office vibe to promote inclusivity!

🏳️‍🌈 Collab with LGBTQ+ Creators! - Team up with other amazing local LGBTQ+ small business owners to amplify their voice and showcase their talent!

🏳️‍🌈 Give Back! - Times are tough, but if you make enough profit to donate to a charity regularly, consider making your June contribution to an LGBTQ+ charity or organisation like or !

🏳️‍🌈 Diversify your Staff! - If you're a small business lucky enough to be hiring/expanding, prioritise diversity!

🏳️‍🌈 Spread the Love! - Use your Social Media status for good, by promoting equality and acceptance and sharing uplifting stories.

❗Things NOT to do this month❗-

❌ Rainbow Wash! - Don't share posts in June for the sake of it and never take action. Continue your efforts ALL YEAR ROUND and make positive changes!

❌ Don't align yourself with unsupportive/anti-LGBTQ+ businesses

❌ Don't avoid hiring/working with someone based on their beliefs, sexuality, gender or any other personal trait that has NOTHING to do with their skillset or ability to do a job!

⭐ I support Pride and the LGBTQ+ community all year round, and want a more inclusive world! ⭐
🌈

📢 It's time to properly tailor your marketing by figuring out exactly who you're aiming it at!

If your messaging isn't currently hitting the 🎯, are you doing enough to determine and understand your Target Audience (or Ideal Customer Profile/ICP for fancy bishes)?

Knowing who your customers are, what they desire and how your product/service fulfills their needs allows you to craft targeted copy that speaks to them and compels them to invest! *Mentally insert "The Power of [Good Marketing] Compels You!" Gif*

Don't know how to determine your ICP? Take a deep-dive into demographics, psychographics (their attitude and aspirations, important for your tone!) and their behaviour patterns to figure it out! Or just ask me, it's what I do... 🤷‍♂️

By properly identifying your target audience, you can really tailor your marketing efforts and develop meaningful connections that won't waste your time! It is precious, after all.⌛

Did you know❓

Infusing your copy and content with emotive language (i.e. words and phrases that practically FORCE an emotional response) will create stronger connections, making your audience more likely to take action!

Emotions are like little magnets, everyone wants to feel something!

I'll be honest, I'm more likely to resonate with a brand or product that makes me laugh. For others, they might want a deeper connection! This is where knowing your Target Audience is SUPER important 🎯

So whether you're using words like "life-changing" and "exciting" or crafting phrases that evoke 😁, 😭 or 🧐, emotive language is a game-changer!

If you're a business writing your own copy and content, be sure to use language that resonates with your audience's desires and aspirations! They'll ALWAYS be more compelled to take action if they can relate!

Not sure where to start? Book a chat with the English Nerd! 🙋‍♂️🤓

💡 Many businesses that create their own copy and content forget the value of good storytelling. Don't fall into the same trap!

Why's it important?

It can:

🌟Impact your target audience on an emotional level
🌟Foster a genuine connection between you and your reader
🌟Build trust in your brand

What is it?

Business storytelling includes:

🌟Relatable Anecdotes
🌟Personal Experiences
🌟Customer Success Stories
🌟The 5 W's of your business

Remember, people love stories! Humans have been telling them since day dot, and they're part of our everyday communication.

They create memorable and engaging experiences that resonate long after the words are read, and they're FAR more interesting than facts and figures (although these have their use in business content too).

So, let your storytelling prowess shine and captivate your audience!

👋 Hiiiiii!

I've had some new followers recently and, considering I hate faceless businesses, I thought I shouldn't become one myself!

I'm Ryan 🤓

I run Spotlight Copy along with my trusty beagle sidekick/boss, Belle. I took the plunge and went freelance back in March, turning a hobby and side-hustle into my full time job.

💡Spotlight Copy came about because "Ryan Williams" throws out 324 MILLION search results and I'd never get noticed or found, so I decided to create a brand... Plus I'm a sucker for a bit of wordplay and design work!

As a copy and content writer, it's my job to sink my teeth into just about anything that involves words. But what I REALLY love is working with small businesses on new websites, article/blog content, and anything to do with Branding and Tone of Voice!

So if you've started following me recently, please say hey! 👋 There is someone sitting the other side of a screen here hoping to build a brand, meet other business owners and keep writing!

Mastering the Art of Storytelling in your Copy! 🕮🔑

Step 1️ - Setting the Stage 🎬

Effective copy is like a captivating story that hooks readers from the first sentence to the very last word. Think of it as a narrative - it needs a beginning (intro), a middle (oh no, a problem!) and an end (a resolution).

Step 2 - Build Tension 😰

Now it's time to build tension and keep your readers hanging on your every word. Introduce their problem (NOT your product... yet), and highlight their pain points. Make them feel the urgency for a solution, and don't forget to build a connection through your tone of voice!

Step 3 - I give you... The Solution 💡

NOW present your product or service as their beacon of hope, their light and the end of a dark dark tunnel. SHOW (not tell) your audience how your product or service solves all of their problems and can make their lives better, highlighting the unique benefits.

Step 4 - Drop your CTA! 📢

You've crafted a story and offered a solution, now guide them towards taking action! A compelling CTA (Call To Action) leaves no room for hesitation - it's an offer they can't refuse. Use verbs (NOT nouns), persuasive language, superlatives and create urgency.

Step 5- A Final Twist? 🔀

Everyone loves an ending they didn't see coming. Surprise your audience with something to make them remember you, like an exclusive offer, free resource or a special incentive that adds MORE excitement.

Step 6 - Reap your rewards! 🏆