Every blog post needs at least one good, solid image.

If you're not sure why, you can read The Shocking Truth About How Web Graphics Affect Conversions, or The Importance Of Graphic Design In Marketing. 

Or, you can just trust me, and every major blogger you've been reading - who all have a good solid image with each blog post. Seriously, go check. They're right there.

Got it? Good. Now, before you hike over to a random google image search, hold up.

You can't just pull any image and use it. Even if you give a link back, or artist credit.

Nope. There's actual real live laws about that.

So, where do we get our images?

You can check through Creative Commons and find something with an open use license. It's a non-profit organization "devoted to expanding the range of creative works available for others to build upon legally and to share", and there's loads of images you can grab for commercial use, as well as non-commercial.

​Pexels is a great source for free stock photos - fairly new and not hugely refined as yet, but worth a look for sure. Check out their claim to have the Best Free Stock Photos in One Place, and see what you think yourself.

If you're not a designer, but you want to have a go with some templates and design tips - you can DIY everything from social media headers to event posters to infographics over at www.Canva.com, and of course there's templates for blog graphics too. Keep to the free images (some cost a dollar to incorporate into your design, but they're clearly marked), and work through the excellent tutorials if you're not sure what you're doing yet. You'll get there.

Last but not least, the British Library have released about a million gorgeous, quirky, and downright odd antique illustrations, that are all copyright free. You can see an article about that here, or just go directly to the British Library Flickr Account and start flipping through. There's some amazing images to download.

Got some suggestions or resources of your own? Post in the Comments!

It's a lucrative market.

Estimates for how many Americans claim Irish descent are climbing, with anything from 32 to 40 million possible.  The Irish are the second largest ethnic group in America, and they generally occupy a very comfortable zone in the American economy. More than 32% have earned a college degree, and have an overall median income of $56,383. That's not counting the many more Americans who are just plain out in love with Ireland, and everything about us.

So, Irish Americans are an excellent target audience for both US and Irish based consumer goods and travel businesses.

For those involved in tourism, or selling Ireland to Americans as a travel destination, it's great news too. 2014 was a record year for tourism from North America to Ireland, and steady growth continues in 2015.

Latest results available from the CSO show that North American visits to Ireland are up almost 15% from January to July 2015, that's 85,000 more US and Canadian visitors just in the first 6 months last year.

Ireland now gets 10% of all American visitors to Europe – despite hot competition between European destinations. For a wee island we pack a huge economic punch, and there's nothing we love more than helping businesses to tap into this target market with well placed, insightful and profitable strategies to speak straight to the hearts of the Irish American audience.

There are two excellent resources we highly recommend in the quest to get to know your Irish American Market, and we're currently working on a few more:
​

• Reaching the Irish Diaspora in America, a white paper by Irish Central
  
• The US Market, a report by Fáilte Ireland

When designing your marketing or content strategies, it's ESSENTIAL you know this audience inside out, and stay up to date with all the latest stats and facts available.

Or, you can let us do it for you! And then you get to work with the experts in marketing to Irish Americans at Write Ireland. Check out Lora's Expertise in her Bio. 

Get in Touch Now to see how we can help you profit from this market.

Of course we're all uber organised and have our content schedules ready to go for 2016, 2017, 2018 and beyond... right?

Yeah, don't worry, me neither.

As I'm doing it for myself anyway, I decided I'd post this blog and include my Content Marketing Template as a free download.

If you're not sure why you should be bothering with content marketing at all, just check out this video on Copyblogger.com:

"Content Marketing - How to Build an Audience that Builds Your Business"

I start with my Project Outlines and Ideas.

You'll find these in the Project Details tab on your Free Content Marketing Template.

There's a few columns to fill in along here, just collect your ideas as you have them, as you gather suggestions and advice from trusted resources, and you figure out what works or what might work, based on your experiences with content marketing, and your knowledge of what is best for your customers and prospects.

• Project Item or Outline - Your marketing ideas
• Business Goal - What you hope to achieve with it
• Media - Where you think it'll fit best
• Timing - How long will it take start to finish
• Date or Deadline - If there's a specific time frame suitable for it
• Who is Responsible - If it'll be done in house or outsourced
• Target Audience - Who's it aimed at
• Budget - Is it something you can create with time cost only?

Don't worry if you're not sure of these details yet. I've filled in some examples in the Download, or you can just leave blank anything that's not relevant to your business at the moment.

The next tab is the Project Calendar itself.

As you fill up your Project Details Sheet, you can transfer the projects over to the ideal date and month that suits it.

To help with ordering this, I've added a filter on Date or Deadline column of your  Project Details Sheet, which you can click on and check or uncheck whichever boxes suit what you want to do. For example, you may have 7 Project Ideas for January, so check the 'January' filter only and it'll hide everything else. Then just click back on 'Select All' when you're done, and you'll see all your Projects again.

Now you've got your Content Marketing calendar template, you know how to work with it (and if you're not sure on anything just ask in the Comments below!)... but what do you put in it?

You'll need to figure out HOW people become, or might become, your customers.

• Who are they? Where do they live, work and socialise (in real life or online)?
  
• Where do they start from and how long does it take them to buy, usually?
  
• What sort of problems are they coming to you/your competitors to solve?

If you have this information, you'll see the stages they go through before purchase, and where/how it's best to create content to market to them through this cycle.

If you don't have this information - start to gather it! Meanwhile, check out some basic marketing info for your industry or niche, and you'll get a general idea at least.

Looking at the problems they face, and the phases your prospects and clients go through before purchase - run through some ideas to help solve those problems.

• How do you solve those problems?
• How can you let them know you solve those problems?
• Why are YOU the best person to solve those problems?

You might end up with a list of blog post topics, some suitable advertising markets, event ideas, resources or added value offerings you can use to entice new customers, or keep hold of existing ones, interesting ways to keep your business on their mind, an email newsletter you can set up or a themed series of mailings you can send out, tried and tested ways to lead a prospect from considering to purchasing your product.

It's all good, write it all down on your Project Details sheet!

Just start scheduling your Project Ideas onto the Project Calendar sheet of your free Content Marketing Template Download.

Your content doesn't have to be all newspaper or pay-per-click advertising. In fact, it shouldn't be. A good marketing mix is essential to keep your business bright in the minds of your customers and clients.

Try out different types of content on your Project Calendar:

• Video Content
• Expert eBooks
• White Papers
• Case Studies
• Blog Posts
• Infographics & Charts
• Digital Newsletters
• Old fashioned Direct Mail by post
• Podcasts
• Photographs and Exclusive Images
• SM (Social Media) Posts

You might have the expertise to create this content in house, or you may need to outsource to a company or freelance copywriter, graphic designer or AV technician.

Find someone you trust, and start small - work with them on one piece of content or a short series, and see how you fit. If you're concerned about cost, I can tell you a good copywriter or other freelancer is worth their weight in gold for creating quality content that shows your business in the best light!

If you're not an experienced content creator yourself, or don't have one on staff - hire a professional. This is the front line image of your business brand.

You're worth it.

Yes, the washing machine represents a financial outlay – but the time and effort you save is worth it, right? Plus, the clothes get a lot cleaner when they’re taken care of by a professional machine designed for the job.

Doing it yourself, you have to wash and rewash, never quite sure if you’re getting those clothes really clean. What you have at the end of all that labour and heartache is clothes that are probably, maybe, clean enough to wear. Though there might still be a bit of an offensive odour about them if things heat up, or they’re examined too closely.

Contrast that with the labour saving wonder that is the product of decades of trial and error design, focusing on clean clothes exclusively, figuring out exactly what works and what doesn’t, making sure that every single item of clothing is washed to perfection, every time.

For a relatively small investment, you are treated to a service that gets exactly the results you need, without anything more than adding the right ingredients to the mix, then heading off about your business while the work is being done for you.

No mess, no fuss, no worries. Job done.

As I’m sure you’ve figured out by the first paragraph here, I am your copywriting washing machine. Simply invest a little in your business marketing, give me the right ingredients (information about your business/product/service), and go about clearing your busy schedule while I make the marketing magic happen for you. Easy.

If you’re not sure exactly how that might work for you and your business, or your clients and colleagues, let me show you…

Copywriting is the process of writing advertising and marketing promotional materials.

Copywriters are responsible for the text on brochures, billboards, websites, emails, blogs, advertisements, sales letters, catalogues, reports, and more. This text is known as “copy.” Copy is everywhere, part of a multi trillion dollar industry world-wide.

Copywriting is all about getting the reader to take action. That action might be to purchase, opt-in, engage or fall in love with a product, service, or company.

Copywriting is an essential part of the business marketing mix.

This is a very common question, and totally understandable, even with the coming upturn in the economy. It’s been a tough few years for us all!

We charge a flat fee per job, based on the specifics and quoted directly after a no obligation consultation, which usually happens by email or phone. There’s no surprises, and you can set your budget accordingly and reliably.

Though each job is different, and it’s tough to estimate exactly what the quote will be for such a range of different options, just Email Us for a Sample Pricing List.

The list doesn’t cover everything I can help you with, and your particular project might cost a little more or less than what’s on the sample list, as this is an average price list based on the work we most commonly do.

Well, to begin with, you’re not just paying for a task to be done. You’re investing in a business asset that will add value to your offering, can be re-purposed and re-used over time, and will bring a return for your investment. Your business will be presented to the customer at its best.

But you’re not just paying for the copy either. You’re bringing all those years of research, learning, and improvement into the mix. You’re investing in fresh thinking, new perspective, and a wealth of business experience that will be available to you.

And you can be sure your customers won’t be seeing you and wondering why your clothes are scuffed and smelly, so to speak.

If you have a project in mind, you can get in touch straight away, by phone or email. 

If you decide to go ahead after the consultation (and no problem if you don’t!), we’ll send an email with the agreement and terms, to be totally clear and transparent. If it’s a big job or a brand new client, there’ll be a down-payment, usually a third of the project cost.

We’ll ask for some background info, there might be a simple questionnaire for you to fill in and shoot back. Then we get to work on a first draft.

Sometimes, a client has to see a draft to know exactly what’s right or wrong with the initial concept and plan. There might be some back and forth discussion and tweaking, or even re-writing. We understand this, and sort of expect to have to do a second draft to get it bang on for you, unless you’ve been very clear and focused about what you want from the start.

Then we send you the final copy, make sure you’re happy with it, and sign off on the project. We’ll invoice after this for the remainder of the project cost, payable within 30 days.

For an on-going arrangement, like monthly social media management or a set number of blog posts/articles, we’ll invoice for a month in advance, and monthly after that. You are of course free to cancel an on-going arrangement at any time, if it’s not suiting you or your circumstances unexpectedly change.

We do everything from full annual marketing plans, to one off advertising copy for print or digital media. Seriously; if it needs to be written, we can write it.

We will provide everything from SEO Blog Posts and Web Content, to formal Reports, Grant Applications and White Papers. Facebook and Twitter management, LinkedIn Profiles, Print Mailings and Email List Newsletters, Professional Press Releases, Staff or Company Profiles, Case Studies, and Brochures for your business – we cover it all.

You should note that we’re writers, not designers, and so the service is for copy and content only – but we’re very happy to work with your graphic designer to optimize your branding and marketing offering as a cohesive whole.

It depends on the project size, and how busy we are when you approach us. But we can usually begin work within a week of agreement.

Deadlines are important, and a clear time frame will be set as part of the agreement. The only thing that would hold that up or delay the project is non-return of requested information or payment, so that part’s up to you!

So, are you going to keep running around in half washed, slightly smelly clothes that show a very unprofessional image to your customers?

Or are you ready to step your business up a notch with a shiny new washing machine to make sure your look your best at all times?

In contrast, email marketing continues to deliver a strong performance for brands and marketers. It is used by over 90% of businesses and provides a cost-efficient and powerful way for both broadcasting news and one-to-one communications.

9 out of 10 clients perceive email marketing as a channel of ‘importance’ or ‘great strategic importance’ for achieving business goals, according to the UK's National Client Email Report of 2015.

Direct revenue is most often a key email marketing objective and email marketing campaigns are very effective in delivering it.

• Driving revenue through sales tops the list of prime objectives, with over a quarter (26%) of marketers seeing it as the most important goal.
• Marketers are aware of the need for engagement with one in five (22%) naming it their prime objective.
• 60% of marketers use conversion rates to evaluate email campaigns effectiveness.

If you want to stick with newspaper advertising though, or even work it into your business plans, measuring effectiveness is key. Having an annual marketing budget and a monthly marketing strategy is only going to grow your business if you can measure the ROI (Return On Investment) for your advertising spend.

Practical Ecommerce suggests you can measure your print advertising methods in 4 ways, and even provide a handy video. Some of it is undoubtedly a wee bit on the obvious side, but worth repeating:

1. - Landing Pages and Advert Specific Sub-Domains on Your Website

Simple enough, have a direct and specific web page that the advert promotes, and monitor the traffic on it, plus conversions that translate to sales.

2. - Use Coupons and Advert Related Calls to Action

Customers are on the look-out for money saving deals, so a 10% discount, 'Buy One Get One Free', or similar incentive when they present a code or a particular phrase works well, and means you can track the metrics in your sales and stock systems.

3. - Monitor Your Sales

If you run an advert in a weekend newspaper, and on the Monday your phone is ringing off the hook, email inbox is flooded with enquiries, or your sales through that week/month are double what they would usually be for that time period... it's a good bet that's related to your advertisment.

4. - Just Ask

Have a customer feedback card, or employees tracking (and recording) verbal queries to your customers, or send a simple post sales email... Simply asking them where (and when!) they heard about your business.

When sorting your business marketing and PR there's a lot to think about.

You've got website, social media profiles, a blog, print and digital advertising; you know it's important that the look of all these individual elements should blend to your brand - forming a cohesive whole.

But once you've got them all prettified and branded... what about the content?

Copywriting is the essential element in your marketing strategy, but often the most overlooked, especially if you're an entrepreneur or SME.

Whether you're a beginner or novice copywriter for your business, it pays to strengthen your writing skills and keep your copy sharp. So we've put together the 10 top tips for writing copy that every business writer needs to know.

Tip 1. - Know Your Audience

Who is going to read this content? Having a vague demographic mapped out is no use. Even a very specific demographic isn't gonna help much, except as a foundation. You have to get specific.

Don't think of this as content creation for Females Over 40 with Mid to High Income. Imagine your Aunty Jean, who happens to be in her late 40's and reasonably comfortable, financially speaking. You're writing to your Aunty Jean.

Tip 2. - Find Your Value Proposition

What value are you offering to Aunty Jean with your product or service, exactly? What problem are you solving for her? What's in it for Aunty Jean to get involved in your selling process right here and now?

Tip 3. - Understand Your Unique Selling Point

USP is what makes your product or service different from everyone else's. Look at what your competitors are offering, and figure out how and why you're doing it better, or differently. Why should Aunty Jean choose your business over every other?

Tip 4. - Figure Your Objective

With every single piece of content you create, there should be a very clear goal in mind - what exactly do you want Aunty Jean to do when she has read your copy? This is the time for classic SMART Goal thinking: your objective each time you write should be Specific, Measurable, Attainable, Realistic and Timely.

Tip 5. - Write an Effective Headline

The famous advertising revolutionary, David Ogilvy, had this to say about headlines:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

So, what if Aunty Jean only ever reads your headline? How do you communicate that your product or service is the one that will solve her problems? How will she know enough about what you have on offer to take the action that will put money in your pocket? That's the job the hard working headline has to do in your marketing copy.

Tip 6. - Email Subject Lines Matter

Ok, so this tip is email marketing specific, but as this is an easy, effective and inexpensive way to market your product or service, it should definitely play a part in every business marketing strategy.

The subject line of your email is what gets Aunty Jean to stop scrolling through the piles of alerts and special offers and amazing new deals, and click to open yours. The subject line is your key to the gates of Aunty Jean's attention. Use it wisely.

Tip 7. - Choose Your Words Wisely

Some words are ineffective and must be avoided, while others command attention and direct action. Leave out the words that are not specific, that soften a sentence or add ambiguity - words like might, may, try, strive, could and wish are all banned. Use active words instead, such as will, and can, while making the copy very directed at Aunty Jean reading it, by addressing it to her using you and your.

Tip 8. - Less is More

Your content must be clear, direct and to the point. Use short sentences to break up the flow of text. Include bulleted lists. Avoid the passive voice, which makes the copy sound rambling and disconnected from you, your product or service, and Aunty Jean. Edit til your thumbs drop off, then edit some more. Keep it simple.

Tip 9. - Hit Them in the Feels

While your copy must be concise and direct, you don't want to lose the emotional impact. Aunty Jean will spend her money with you when her logical mind is convinced that this is a sensible thing to do, sure. But the real decision maker in psychological terms is how your writing makes her feel. Is she afraid of a bad consequence? Moved by sadness or sympathy? Giggling merrily and in a bright mood? These emotions will be the tipping point towards parting with cash. Use them!

Tip 10. - Credibility Comes with Quotes

Peer review. Customer testimonial. Quotes and recommendations. These are the pivot points for Aunty Jean's purse. If she sees that a woman just like her; MaryLou, Age 43, from the next neighbourhood over, has bought what you're selling and is over the moon with how it's solved her particular problems... you're in. This is a fantastic way to communicate the value and effectiveness of your product or service. Aunty Jean will be falling over herself to buy what MaryLou bought.

We know you want to grow. And we want to help you!

When our clients first approach, there are many questions. We love to meet, to talk, to reassure a new client that you are making the best move for your business by hiring a professional freelance copywriter or consultant; whether it's for a particular project, or on an on-going basis to off-set the much higher cost of a full or part time employee wage.

But as we get asked the same questions so often, here's a wee guide to help forestall any initial anxieties or unsurety, if it's your first time with a freelancer.

WHAT IS COPYWRITING?

We hear this a lot.

Many smaller businesses, particularly in Ireland, have never even heard of copywriting as an actual real life thing, and simply don't know the benefits a professional copywriter can bring to your bottom line.

According to leading authority Copyblogger.com:

Copywriting is one of the most essential elements of effective online marketing. The art and science of direct-response copywriting involves strategically delivering words (whether written or spoken) that get people to take some form of action.

If the purpose of the writing is not directly promotional, a copywriter may be called a content creator or content writer.

Copywriters are involved in much, or even most, of the marketing materials and content creation in every substantial business. Some of the content we create is:

• Direct mail pieces
  
• Web page and SEO content
  
• Traditional and Online adverts
  
• E-mail newsletters
  
• Landing Pages
  
• BtoB (business to business) marketing
  
• Television or radio commercial scripts
  
• Company or product taglines and slogans
  
• Ad jingle lyrics
  
• Press releases and launch campaigns
  
• White papers or Ebooks
  
• Grant applications
  
• Reports
  
• Catalogue copy
  
• Billboards
  
• Promotional brochures
  
• Direct mail postcards
  
• Sales letters
  
• Flap copy or back cover copy for books and other media
  
• Social media content - Twitter tweets, LinkedIn posts/articles, Facebook ads/posts
  

Not an exhaustive list, by any means, but it gives you an idea of the copywriting scope.



WHAT WILL IT COST?

We charge a flat fee per project. Each project consultation and quote are unique, and tailored to your business needs.

Generally, our fees currently work out at an average of €29, or $35 per hour. This is less than the standard market average of about $50 per hour for professional copywriting.

We work within the initial quote terms and specifications, to a flat fee, which gives you peace of mind - knowing that nobody is trying to stretch out a job to boost the per hour rate, and that your budgeted spend is guaranteed to remain on track.


WHY IS YOUR RATE LOWER THAN THE AVERAGE?

Because... Roscommon, Ireland.

This is where we live and work, and although we regularly conduct client consultations and meetings through Skype, Conference Calls, Google Hangouts, and plain old phone and email, a face to face real time meeting is more difficult.

Now, the benefit of this is that you, the client, are guaranteed that the price we quote is for actual real time work that's happening on your project - and not for travel time spent sitting in the car singing along to Soul Sister Divas Greatest Hits.

We will of course travel for larger, confirmed projects, but the costs will be factored into your quote, so just let us know in advance!

Not a bad deal really, over all, is it?


WHY CAN'T I JUST WRITE IT MYSELF?

Oh, you can. 

Fred from Marketing could probably whip something up to throw in there too.

You can also get an intern, or a student on work experience to do it. Or head over to a content mill and grab yourself some cheap content from that nice man in India who will gladly do it for a fiverr.

Or, you can hire an experienced professional to put the words to your significant marketing investment (how much did that graphic or technical design element cost you?), your first person customer interaction (how much is a quality 'moment of truth' realisation about your business worth, in terms of a customer's lifetime loyalty?), your project content management, from proposal to final report (how much is that grant or investment opportunity worth to your business in the long term?).

As with every other thing in this lifetime, my friend, you get what you pay for.

Check out the team at Write Ireland. That sort of quality and experience is hard won, we work hard to keep our work to top standards, and it doesn't come cheap.

Expert copywriting pays for itself time and time again, as every savvy professional knows.

Email Marketing works. 

It works on you, it works on me, and it works on your customers. That's why top companies invest so heavily to get it right. Sign up for a few of these brilliant newsletters and you'll see it quite clearly for yourself.

Do you know anyone who doesn't have an email address?

Ok, so maybe your grandad isn't tech savvy, or the old dear down the road. Not everyone is on Facebook, Twitter, Google Plus, or Linked In either, but there are more who have an email account (or 3) than there are on all of the social media hubs put together.

• Does your business run a regular newsletter to a list full of eager, engaged, customers and customers-to-be? 
• Do you nurture your sales leads through a well ordered funnel to the point of purchase?
  
• Do you do your best to ensure that your first time customers and clients become life long loyal advocates for your business?

If you answered NO to any of these questions... WHY ON EARTH NOT?!!!

As you plan your 2015 marketing budget, and beyond, you'll want to ensure that email marketing plays a large part in the planning. 

Here's the top 5 reasons why:

1.  EMAIL IS THE ORIGINAL SOCIAL MEDIA

As we've said, everybody has an email account. It's free, it's easy to use, and it has the essential 'Reply' and 'Share' (hit that 'Forward' button!) features built right in. Simple.

2.   EMAIL IS MULTI PLATFORM

It works on everything from iPhones to Blackberries, to the old fashioned buzz and squeal of a dial up connection. There are 897 million mobile email users worldwide, including both business and consumer users (Source: The Radicati Group). Are you so sure your other marketing is getting through?

3.   EMAIL KEEPS ALL YOUR MESS(AGES) IN ONE PLACE

Marketing messages are cluttered with so much other 'noise' and attention grabbing distractions. It's easy for your customers to file and sort your stuff into landscaped piles of mess, rather than try and follow you on Facebook, Twitter, RSS feeds, and all the rest.

4.   EMAIL CAPTURES MORE CUSTOMER ATTENTION

It's easy to click 'Like' or 'Follow', but how many of your followers are actually seeing your stuff, first off with the new social media algorithms? If a customer gives you their email address, they are more likely to pay attention to your messages.

The average results for UK SME email marketing campaigns in 2014 were:

• Open rate: 22.87% (2013 - 21.47%)
  
• Click-through rate: 3.26% (2013 - 3.16%)
  

However good your social media plans are, you do not engage consistently with over 20% of your followers unless you're paying heavy advertising fees to do so.

5.   EMAIL GIVES YOU MORE CONTROL THAN ANY OTHER MARKETING METHOD

You could be kicked off a social media site for violating its terms of service at any time, even by accident - and all your money and hard work will be gone. A site could do a massive redesign that relegates your business to last place, no matter how much you've spent with them on advertising in the past.

But if you're sending your customers email they have chosen to sign up for, the chances are they'll read it, as long as you keep it relevant and interesting for them. You own your mailing list, more so than any other digital marketing tool.

Keep it legal, keep it on topic, and most importantly, keep it coming regularly, and your customers will keep reading your marketing, and spending their money in your business.