I quoted a potential client recently on a project and lost out…

You win some, and you lose some, right?

Following up with the marketing manager, she explained that they chose a supplier directly linked to veterinary education.

The project comprised a rewrite of the company's website focusing on SEO (search engine optimization). The company provides online and hands-on RACE-approved veterinary training.

In my initial discovery phone call, she asked if I was a veterinarian; I'm not.

She believed it was important for the copywriter to have this background due to the highly technical nature of the courses.

I explained that I was a former veterinary assistant who tackled technical veterinary and animal health topics in my prior work and didn't foresee that as a stumbling block.

More importantly, I stressed that grasping the technical aspects of the writing was critical, but equally, so was the copywriter's expertise in SEO - because the purpose of revamping the website was to gain exposure to a more global audience.

In addition, I raised the point that the revised copy would also need to address why a veterinarian would opt to pay for one of their courses versus enrolling in a free one sponsored by an animal health pharmaceutical.

She agreed that, yes, that would need to be addressed.

And this brings me to my point, which isn't to whine about losing a project.

For those of you seeking a copywriter for "technical" projects such as veterinary, medicine, finance, etc., a background in the area definitely helps.

But don't get hung up on that.

Ensure you understand your project's focus and its components. Then, select a writer who can best achieve your desired outcome. A person experienced in the field may only sometimes be the ideal choice.

That individual may have the technical know-how, but what about the copywriting chops?

Technical clarity, no doubt, is essential to the project I just described and lost out on.

Still, the other parts, knowing how to write well-optimized web pages that drive traffic and writing persuasively, are pieces to the puzzle that, if missing, can bring disappointing results.
 
Thanks for reading! If you know someone who might enjoy this blog post, please share it.

Are you trying to determine the purpose of your next copy/content writing project? Let me help!

​Call 508-277-4929 or email [email protected].

How do you know if someone is qualified to do a job?

I thought about this recently while perusing my LinkedIn feed.

Because I'm an animal health copywriter, many of my connections are veterinarians. The letters DVM in their titles confirm they've completed specific training and are qualified and educated in animal health care.

But what happens when you, someone in the animal health world, are looking for a copywriter? How do you determine a possible candidate's skill level?

Copywriters come in all shapes and sizes, so to speak, and won't necessarily have credentials after their names. And if they do, you may not know what they represent.

Since that puts you at a disadvantage, here are some pointers for vetting a copywriter.
​
These tips will help the cream rise to the top.

Good question.

A copywriter's skill will reflect the quality of the content or copy he creates for you. And quality content or copy will garner the intended response you're looking for from your audience or clients.

And that is the purpose of marketing; to reach the people who want your products or services.

A skilled copywriter understands the difference between copywriting and content writing and the importance of search engine optimization (SEO.)

A copywriter experienced with sales copy knows how to write with persuasion and tailor it to the targeted audience.
​
A knowledgeable content writer knows content's purpose is to educate the reader by answering her questions. Clear, easy-to-read, and detailed writing is the preferred tool for this writer who aims to engage readers and build lasting relationships.

Visit the writer's website, online portfolio, or LinkedIn profile to review work samples and client testimonials. Pay attention to the following details.
​

• Is the writing free from grammatical, spelling, or typographical errors? Beyond demonstrating that they are proficient in grammar and spelling, this also shows an attention to detail.
• Is the writing easy to read and understand? Sentences should be as concise as possible. Paragraphs should be small; no big chunks of text.
• Does the text beneath the headline and subheads deliver the information promised clearly and convincingly?
• Does the headline spark interest to make you want to read more?
• Is the topic presented interestingly and logically organized? Is the tone conversational and story-like?
• Does the writer seem to have a solid grasp of the topic?
• Are the calls to action (CTA) compelling on landing pages or other sales copy?

Many companies hiring copywriters seek people with marketing, communications, or journalism degrees. Others prefer writers to have degrees in areas specific to their industry, such as animal health or financial services.

Just so you know, a degree in marketing, communications, or journalism is what some companies prefer. However, many excellent copywriters are without these degrees, so don't limit yourself unless you feel strongly that such a degree is necessary.

In addition, multiple "copywriting academies" are available for writers to learn the trade or enhance their skills. Examples are American Writers and Artists, Inc. (AWAI), Content Marketing Institute (CMI), Copyblogger's Academy, and SEO Content Institute.
​
Finally, speak with the copywriter. Find out how she approaches a project. Look for someone with a defined process articulating what she needs from a client to give the best service.

Does the marketing success of your veterinary practice, practice management software solution, or cutting-edge pharmaceutical matter to you? Vetting a potential writer's skills should also matter.

A lousy copywriter can cost you money and fail at producing results.

In the long run, taking these steps to vet a copywriting candidate is worth your time and effort.
 
I'm a content writer/consultant and former veterinary assistant specializing in the animal health and veterinary markets.
​
Do you need help with content or copy? Email or call me at 508-277-4929!

Does your veterinary website include a blog?

Besides being informative, the content must be easy to read and understand. These qualities give readers the most value.

"Okay," you're probably thinking, "that sounds reasonable. But how do I make the content easy to read?"

I'm glad you asked!

One way is by keeping sentences short.

I touched on this in my blog post, Five quick tips for writing an outstanding veterinary blog, but I'd like to explain more.

​Long sentences don't necessarily give more detail. On the contrary, they can be confusing, dreary, and exhausting to read.

Mentally taxing your blog visitors with voluminous prose is unwise; they may retaliate by not returning.

To show what I mean about a never-ending sentence, read the following. It illustrates how lengthier ones can be a struggle.
 
"It is given as a course of two injections, with the first dose priming the immune system, but producing no physiological effect, and the second dose stimulating anti-GnRF antibody production and consequent suppression of gonadal activity a few days after administration."
 
This sentence… is just long. Breaking it into shorter sentences makes it more manageable.
 
"It is given as a course of two injections. The first dose primes the immune system but produces no physiological effect. The second dose stimulates anti-GnRF antibody production. The antibody production suppresses gonadal activity a few days after administration."
 
The brevity in the rewrite simplifies reading, and your brain doesn't strain to remember the points made.

Reining in sentence length can be tricky, though.

That's why I use and recommend Grammarly. It's a writing assistant/editing tool that, among other things, highlights lengthy sentences and suggests revisions.
​
But there's another reason for keeping sentences short.

When writing for the web, whether blog posts or web page content, only so much text can display on a screen and even less on a smartphone.

So, keeping sentences brief and avoiding big chunks of text helps your reader avoid endless scrolling.

Shorter sentences mean fewer words. And fewer words mean you must be picky about your chosen ones to communicate your point precisely.

Remember, for content to do its job, people must understand it to recognize its value. Reading your blog should be enjoyable, not a test of mental stamina.

Otherwise, you're writing for yourself. 
 
Let's talk about that writing project you've put off; email or call me at 508-277-4929!
​
I'm a freelance copywriter and former veterinary assistant specializing in the animal health and veterinary markets. I dive into the intricacies of writing excellent content so you don't have to!

You own a veterinary practice, and you've decided to start a blog to stay in touch with your clients.

Great idea -- because as a practicing veterinarian, you're in the business of animal health. So why not take steps to help your practice thrive and keep clients returning?

A blog can be an effective way to do this.
​
But before you put your fingers on the keyboard and publish your first post, here are some tips for writing an outstanding one.

As you choose topics, remember that you're writing for your readers, also known as your target audience.

And most people read blogs to learn something. Especially pet parents keen on animal health because they want the best for their pets!
​
What you write about should be something that will help them, whether it's the benefits of a particular flea and tick product, the best way to trim nails, or answers to questions you field every day like, "Should I feed my pet a raw diet?" or "Why does my dog eat cigarette butts?"

Blog readers don't want to be pitched, so avoid selling your product or service outright; keep that lowkey.

Instead, be personable. Write conversationally with a story-telling approach. Tap into insights from your day-to-day experiences to tell stories that will make your posts interesting.

For instance, maybe a recent euthanasia case raised a point you'd like to share. Readers will appreciate your perspective and advice on this sensitive subject; this builds trust. And trust builds relationships.

Another thing to pay attention to is the format of your post.

Avoid long sentences and big chunks of text; they can be tiring to read. Use headings with paragraphs to break things up, making it easier for readers to skim what's written or jump from one section to another.
​
Depending on your topic, include statistics when possible. Verify the stats by linking to external sources, which is helpful for a few reasons.

Linking is akin to citing a reference. It supports your writing and provides readers with additional valuable information.

Linking to quality sources inspires search engines to view your post favorably. External links to other relevant sites add credibility to your post. And that improves search engine results.
​
Here's an article explaining external linking best practices to learn more.

SEO plays a role in blogging because its practice, when done well, drives readers to your blog.
But not just any readers, the right readers.

In a nutshell, you optimize your blog and web pages to stack the deck, so to speak, so the people most interested in what you have to offer will find you.

Although many steps are involved with SEO, one of the more important ones is choosing keywords.
Essentially, the keywords you select for your blog post should be the ones your target audience is googling. And to find those keywords requires keyword research.

Keyword research takes time and effort. I could devote a lengthy blog post to this topic, but instead, here's a link to a comprehensive keyword research article.

Once you have your keywords, judiciously place them in your blog post, such as in the title and headings, and sprinkle them throughout the content.

You don't want to just slap the keywords in there or overuse them. Search engines will be suspicious of this behavior and may view your content as spam.
​
I like to write the post first and then go back and insert keywords. This approach lets you focus on the point of your article without worrying about where to put the keywords.

So let's imagine you've just written a gem of a blog post with content sure to please your audience.

How do you get them to read it? With a title that catches their eye and sparks their interest!

The title has to inspire, entice, or intrigue so the reader opens and reads your post. Coming up with a blockbuster title is no small feat, so don't treat your title selection as an afterthought.

Spend some time thinking one up. And don't necessarily go with the first one that comes to mind.

To create an irresistible SEO-friendly title, I use CoSchedule Headline-Analyzer.

This tool ranks your title's potency based on phrasing, word count, emotional impact, and more. The higher the score, the stronger the title.

Successful titles frequently ask a question, use numbers, and, most importantly, clearly describe the blog post's contents.

Nothing is more frustrating than reading a blog post that doesn't deliver. You don't want to burn your audience.

So, are you ready to get started blogging?

It's an effective way to stay in front of your veterinary clients and build relationships, but it requires time, effort, and patience to produce consistent blog posts that your audience will find and read.

Otherwise, why bother?

If you'd like help with blogging for your veterinary practice or business, please email or call me at 508-277-4929. I'm happy to assist!

Recently a client asked me if I could guarantee my work.

Could I ensure what I wrote would garner a particular result?

If I could guarantee that my copy would produce a specific outcome for my animal health or veterinary clients, that would be a game-changer!

But I know that a guarantee of that sort could never be, given the nature of content marketing. There are just too many variables that a copywriter can't control that influence the effectiveness of the copy.

These include product, competition, market, price, marketing strategies, traffic, quality of traffic, demand, and buyer preferences.

When these factors converge, it's hard to predict what might happen.

And this applies whether you're trying to improve a response rate percentage or grow a brand's recognition.

Would your financial advisor tell you a particular investment is a definite winner? (If he does, you might want to look for a new one.)

Writing copy is like investing money.

Be diligent with research, but understand that the market is unpredictable, so there are no sure bets.
So back to my client, how did I respond to the question about guaranteeing my work?

With tact, of course.

I said that I couldn't answer with certainty whether my copy would produce their desired result.
But I was confident if they did no content marketing, the chances of achieving it were next to none.
​
If you want to grow your veterinary practice or animal health business by sharing helpful content or want to learn more about content marketing, contact me or call 508-277-4929.