Next week I’ve got a meeting with the marketing manager of a long-standing client to talk through the company’s new branding – supplied by a design agency that specialises in corporate branding. From what I’ve seen so far, the new branding looks amazing: slick, creative and professional. And, when I think back to 2007 when I first met with this business, I can scarcely believe how far they have come.
Back then the corporate branding was all over the place and their website was, at best, twee and amateur. They were a very small business – the kind of cosy, friendly outfit you might find tucked away down a backstreet in a quiet market town.
They were great at what they did – product and service – but not so great at producing professional advertising and marketing material.
Initially I was brought in to offer a critique of their existing website and produce the copywriting for the new site. I also worked on the supporting marketing material – sales letters, brochures, leaflets and so on.
As the company began to grow they hired a dedicated marketing manager and I worked with him on website #3 along with an external web design company. And along with the new website came newly branded marketing material – more sales letters, brochures, leaflets and so on. Plus a ‘sister’ website as the business expanded still further.
Now we are about to start work on website #4 (plus new supporting marketing material) which is light years away from where they were when I first met up with them in 2007. I can scarcely believe how far they have come in this time!
My only concern?
That they will outgrow me.
It’s happened before.
A client has got so big that they’ve hired a full-service advertising agency to handle their promotional material. And because full-service agencies tend to have in-house copywriters, there’s no longer any need to hire a freelance copywriter.
Indeed, it simply isn’t cost-effective.
It’s kind of weird because, as a freelance copywriter, you want your clients to prosper. But on the other hand you want them to stay small enough to continue need freelance copywriting services!