Copy Warrior – Do You Need One?

What is a Copy Warrior and Do You Need One?

What image does the word “warrior” conjure up for you? Probably a mythological soldier type ready to go to war for what he – or she – believes he – or she- has to protect. Sword and shield in hand.

Well that’s pretty much what springs to mind for me. I’m the Copy Warrior – sword in hand (well pen or keyboard) – ready to take on the battle to ensure my clients benefit from clear, accurate copywriting that is going to deliver a clear message about who they are, what THEY stand for, and why they are the ones to deliver for their customers against the competition.


Is being a copy warrior really necessary?

Is “warrior” too strong a word for what I do? Well, no. When I consider how my days are mostly spent, I realise that I am CONSTANTLY doing battle – battle to protect what I have written through the various review and editing stages, ensuring that what comes out the other end still does the job.

Has it been filtered too much? Has it lost its message? Has it completely lost the plot? And the worse case scenario – is it going to do my client more harm than good now that it’s been changed?

Sometimes I go to war over a single word. Is that worth my time? Sometimes, yes, it is. If the replacement word is completely inappropriate, I simply refuse to make the change. I wouldn’t be doing my job if I didn’t. In these cases, I have to protect my clients from what they don’t know. When I stand my ground like that, the message gets across and I’ve done what I am obligated to do – protect my client’s reputation. If you hire a copywriter, let them do their job.

I just can’t let it go if the word replaced doesn’t actually mean what the client thinks it does, or it’s so archaic that it doesn’t belong. Choice of word has a lot to do with the register used. If it’s formal, the vocabulary must match. (My personal bug bear is when I hear that a suspect has been “nabbed” in a formal TV news report! He was “arrested” for Pete’s sake!)


The copy warrior protects your reputation

In some cases, I’ve had to guide clients away from words that have a damaging meaning in the context used. I’ve actually had to warn a client against a word that had a bad sexual connotation that the client just didn’t understand – the kind that would be brought out on international chat shows and ridiculed – for the world to see and laugh at. They say there’s no such as bad publicity, but I disagree. If it hurts your reputation, you don’t want that kind of publicity. This product was going to be marketed internationally and the client was well known. Disaster averted!

I don’t fight every battle though. I can make my point and move on if the substitute word has a similar meaning and it’ll do. That’s just a matter of preference, and that’s OK.

So what I do really, as the Copy Warrior, is that I protect my client’s reputation, especially when they are planning to expand into international markets. Here the scrutiny is much more intense on words and messages that seem off point. It gets noticed. Always.




A copy warrior is a must if you go international

When you want to build trust in a new market, the last thing you want is potential clients not buying from you because they question your capability simply based on how you present yourself in your marketing messages. (Remember, first impressions count.) And just because it’s right in your country, does not mean it’ll be relatable internationally. A common mistake I see is some countries using English that is too formal. Writing copy that is not conversational and relatable on an emotional level just isn’t going to sell.

It’s so easy to look at bad copy, particularly incorrect grammar or archaic language, and think, “Well, if they can’t even get THAT right, how can I trust them or their product?” Customers buy because they trust you, and trust is that much harder to win when you “read” incompetent. Often it’s not a judgement on your use of language, but the fact that you didn’t care enough to get it checked by an expert. That then leads to your leadership skills being indirectly questioned.

So as a business looking to build trust, especially internationally, you need a Copy Warrior to go to battle for you (and sometimes against you) to make sure that the copy, the message you put out, is credible, relatable to your target audience, and reflects who you are as a company.

Protect your corporate reputation – find your Copy Warrior.


Protect your corporate reputation with good accurate copywriting.



Creating an irresistible brand with one of my coaching clients

Creating an irresistible brand

I had a fruitful discussion with one of my coaching clients today about creating an irresistible brand. We discussed strategies to develop multiple revenue streams for her business off her brand. And it occured to me that the information we discussed would be useful to any business owner looking to maximise revenue and expand business beyond a brick and mortar offering. So I thought I’d share our discussion with you here.

A coach can add a fresh perspective

When you look at things from just one angle, you can get stuck. Having a coach to mull things over with and brainstorm other possibilities you hadn’t thought of is well worth considering. And this is what happened to my client.

As I spoke to her, it became clear that she could monetise her business in other ways that time doesn’t limit. You see, her main business restricted her to personalised one-on-one treatment sessions with individual clients. She was trading her time for money. AND wasn’t commanding a price that indicated her true worth to boot! Part of her strategy needed to include creating an irresistible brand that could see her charging her true worth.


Build a tribe of your ideal clients

She told me of her brilliant idea to expand her reach by creating a “tribe” – a following of ideal clients. She planned to do this by running a series of webinars where she interviewed known experts in niche services related to her business. What a fantastic idea! Not only will she bring immense value to her existing tribe, but will find extra followers from the tribe of her interviewees. Essentially she would be creating an irresistible brand by association!

But then we hit on other ways to expand this. I suggested that she compile a book of all the interviews as a further way to tap on celebrity and build credibility. When you have a book, you automatically become an authority. We also explored hosting her video interviews on her newly set-up You Tube channel, adapting the content to blogs and articles, and sharing the experience on Facebook.


Build a range of products at different price points

Then we really got into the meat of the discussion. My client needed to create a range of education product offerings at different price points. The lower-priced products such as the ebook could hook people in where she hadn’t quite built that trust, then she could add this new tribe into a paid membership site where she could feed in monthly training. Webinar courses at a much higher price point would be a great way for her to reach and help more people than providing her service one on one. Delivering these webinars live on a weekly basis, in other words giving her personal time, would allow her to charge more for the course than offering a recorded webinar alone.


By creating an irresistible brand, you can command a higher price

This led on to my client understanding that by setting up a range of educational products that positioned her as an authority in her field, she would be able to price her one-on-one services higher because she would have a higher perceived value. Why? Because she would be creating an irresistible brand. Then adding on exclusive retreats for a select small group of her clients – a mastermind experience – would command a premium price for her top-of-the-range product offering.

I’m so excited for her and can’t wait to see her put this all into practice, add greater value for her clients and maximise her revenue! And that’s how you create an irresistible brand!






Could use a coach for your business?


Sparking the entrepreneurial spirit in primary students with my marketing advice

Last week I had the opportunity to spend some time at a local primary school for girls and give them some valuable marketing advice. And honestly, it was a bit of a treat to take some time out of my hectic schedule and spend a morning with some seriously inspiring kids!

marketing advice

I was invited to visit the school to empower the girls with some solid marketing advice for their latest project: the end-of-year school bazaar. Like a much cuter and less cut-throat version of The Apprentice, the girls will be setting up their own stalls at the bazaar, selling a selection of products and competing to raise the most profit for a charitable cause.

So what did I cover?

The importance of knowing your market

OK, so school might not quite be the world’s most competitive market, but a good first rule in business is knowing how to choose the right product. There’s no point selling sweets if the other kids want chocolate, right? So I suggested the girls conduct a survey to ask the younger kids in school what kinds of products they’d like to buy, and then select their product to meet that demand.

The girls were worried about pricing their products – what if they charged too low and didn’t make a profit at all? So I also explained a simple method they could use to discover their break-even point. From there, they were able to determine a suitable pricing structure.

How to build a brand identity and marketing strategy

Standing out from the crowd is all about the brand! I explained to the girls how a strong brand would create a greater perceived product value and allow them to mark up their prices. I also taught them how they could create a buzz around their brand by sharing product teasers on social media and designing advertising posters to decorate their stalls on the day.

Marketing advice only goes so far on the day

The groundwork is important. But sales skills are crucial! To demonstrate the best way to close a deal, we talked about sales targets and tactics. I suggested each group select one person to take charge of the stall on the day itself. That person would be responsible for driving sales, drawing potential customers in and pushing the whole team to hit their targets. Every person who walks by is a missed sales opportunity. Pull them in!

And I learnt something, too!

By far my youngest audience yet, the class proved to be very receptive to my suggestions for marketing and pricing their products. I don’t know whether there were some future leading businesswomen in that room (I hope so!), but regardless, I wanted them all to realise that they are more than capable of starting their own business one day.

I discovered that children are incredibly receptive to marketing advice and can grasp the concepts really quickly. Not only was it incredibly rewarding to meet with some mini entrepreneurs in the making, but it was wonderful to see a school providing opportunities like that to 11- and 12-year-olds. I would have loved an opportunity like that when I was at school!

Do you remember the moment you discovered your entrepreneurial spirit?


Marketing to Gen Z – you can forget gender


I’ve been brand writing recently for a hospitality company marketing to Gen Z. Research into the target market brought up some really interesting facts for the project, and for me personally.

Gen Z are those who are just now entering adulthood and finding their place in the world. And it so happens to be where my kids are at.

What came up in the research, beyond Gen Z’s incredible talent for filtering information, was the androgyny of this generation – their propensity to be gender neutral in everything they do, say and wear. Marketing to Gen Z requires a real shift in approach.

The more I read, the more I understood where my own kids were coming from. And quite frankly, they’ve got it right, along with cross dressing actor Eddie Izzard. Why should we be so clearly defined by gender? Obviously there are differences, but we don’t need to be defined by them. Gender roles are so mixed nowadays. We all do the same things, hold down the same jobs, take on shared roles in the household. The line has got so blurred that it’s no longer visible.

But gender neutrality is something I’ve only recently started thinking about, mostly, as I say, because of the research I’d been doing and the observations I’d been making of my children and their friends.

Then an interview shown on the UK news this evening really put it into perspective for me. Under discussion was the need for honorifics like Mr, Mrs, Ms, etc. and whether an option should be given for “Mx” for people not wanting to identify their gender on forms and legal documents. At first, I’ll be honest, I scoffed, quite loudly in fact.
“How ridiculous! That’s just taking things too far!” was my knee-jerk reaction.

But as I listened to the arguments put forward, I started to come round to the idea. Well, why not? For years I’ve used the honorific “Ms”, the female equivalent of “Mr”, as a replacement for “Mrs” because it doesn’t reveal marital status. Why should I be identified as married by an honorific when a man isn’t?

Likewise, why shouldn’t people be able to choose “Mx” when gender just doesn’t matter and we’re all supposed to be advocating equality? Then I suppose, we could argue why use an honorific at all?

Any language spoken is a language changing, and this is just one example of how our language changes as it evolves with use. And how we market evolves too as the attitudes and core beliefs of our target audiences change. Marketing to Gen Z means you’ve got to understand their beliefs and values, really get what matters to them and what doesn’t. Conventions such as honorifics really don’t.

So I’m casting aside the honorific “Ms” from today. I’ve now got a better one.

Thanks Gen Z!

Mx Ange Dove



the missing piece
of your marketing puzzle.