Hire a technical copywriter

Ready to save yourself the time and energy of writing your own content? Things like:

Why bother hiring a writer?

The internet has changed buyer behaviour. People are making informed decisions based on the quality of information they find online.

If you don’t answer your customers’ questions well, they’ll find someone else who will.

Producing relevant, helpful content will help you:

• earn more customers.
• keep existing customers happy.
• build authority and trust.

B2B buyer behaviour in 2018

• 71% consumed blog content during the purchase process.
• 74% shared blog posts with their colleagues.
• 78% consumed 3 or more pieces of content before engaging with a salesperson.

2018 Content Preferences Survey Report

Tony Cooper
Senior eCare Manager
Virgin Media

Thanks for all your hard work John.

This was a very complex piece of work and I think you've done a fantastic job.

Creating useful and relevant content is how I’ve taken my own copywriting business to the top of the Google rankings. Search for technical writing services and you’ll see what I mean. If you want results like that for your own business, it’s hard to do it without help.

Are you an expert in my type of business?

It’s natural that you’d want to work with a writer who’s experienced in your field of business. If you sell widgets, you’d want a widget specialist to create your content, right?

Well, not always.

Sometimes your subject area will be too narrow for you to find an expert writer with relevant experience.

And even if you do find someone with experience in your field, that person might be affected by ‘the curse of knowledge’. It’s when you’re so close to a subject that you find it hard to explain it clearly to others.

This is one of the main reasons that businesses hire a writer – because they need a fresh voice to help them talk about their product or service.

Now, I’m not foolish enough to criticise the value of subject matter expertise. But it’s not the be-all and end-all of choosing the best copywriter.

One of the key strengths of a technical copywriter is that they can quickly understand complex source material and turn it into content that appeals to the target audience. Getting to grips with the subject matter is simply part of the copywriting service.

In my case, I spent over a decade in software and hardware testing for internet service providers. You’d think that meant that I would write only for the IT/broadband market. But no!

Since I set up Espirian in 2009, I’ve written in-depth content for industries including:

• Ecommerce – sell sheets for digital payment technology.
• Energy management – user guides for heating and cooling systems.
• Engineering – guides and policy documents for employees.
• Financial services – blog content for accountants.
• Insurance – white papers and magazine articles for global teams.
• IT – web pages, blogs and guides for software companies.
• Manufacturing – web pages about plastic moulding and calibration.
• Recruitment – web pages and brochures for agencies.
• Resource management – user guides for personnel software.
• Television – setup and help pages for programme planners and remote controls.

My clients didn’t come to me because I was an expert in those industries but because I had (and still have!) a track record of delivering clear and effective content. This is why I’ve worked with clients such as Virgin Media, Sky and AXA to name a few.

Here are some of the content types I can help you with:

Web pages

Web pages

How well do you write about yourself and your business? Producing something boring means your website visitors will click the Back button.

All the snazzy web visuals in the world won’t help if the writing sucks.

My content grabs your readers and shows them how your product or service can fix their problems and make their life better.

⬆️ Back to top

Blog posts

Want to demonstrate your authority in your field and improve the chances of your site being found online?

Build trust with your audience by publishing well-researched blog posts on your site.

This approach has transformed my copywriting business – and it can do the same for you.

Blog posts

⬆️ Back to top

User guides

User guides

What do customers do when they’re frustrated because your product or service doesn’t work the way they expect? They contact you to complain and put stress on your support team. Or they leave and you never see them again.

Producing simple, clear support material helps you retain more loyal customers.

Remember: it’s easier to keep an existing customer than to get a new one.

⬆️ Back to top

Events and conference write-ups

Running an event means doing a million tasks and being pushed and pulled in all directions. Do you have the space in your schedule to produce a written summary of the event? And what about live social media coverage?

Invite me to attend and I’ll produce a write-up that gets your event noticed and generates more interest in your future events.

Event write-ups

⬆️ Back to top

What else can you do to help?

Clients often start by asking me to write web content and blog posts but then realise I can do more to help them promote their business.

Here are some of the other types of content I can create for you, including:

• case studies
• email campaigns
• HR and process documents
• social media posts

How does it work?

Here’s what happens when you want to hire me to write content for you:

• 1️⃣ Get in touch to discuss your writing needs.
• 2️⃣ Send me a non-disclosure agreement to sign if you wish.
• 3️⃣ Send me a sample of your current content, if you have any.
• 4️⃣ We agree the scope, timescale and price.
• 5️⃣ I work remotely to create content for you.

Are you an employee?

No. I’m self-employed and work from my home office in South Wales. Here’s why that’s good for you:

• no tax or National Insurance
• no training or equipment expenses
• no sick leave or holidays
• no long-term contracts or HR wrangles

John McKenzie
Senior Customer Journey Leader - TV
Sky

Thanks for doing these, and making it so easy for me to sign off also.

Sometimes you get people that try to make it complicated, but you made it such an ease, even with comments and the feedback, so much appreciated.

Thibaud Marijn
Editorial consultant
YouLoveWords

I've been working with John on various challenging copywriting projects for AXA Technology Services in the last months.

I've been impressed by the quality of his work, the seriousness of his approach, and his ability to synthesise complex topics into clear, concise content.