3 Reasons to Work With Me

Choosing the right content professional is quite a challenge these days. There are soooo many of us and we come in all shapes and sizes. 

Let me help you out by giving you three good reasons to work with me. You can then compare and decide whether these are relevant for you.

#1: 

I write ABOUT tech, but FOR humans. 

Your tech is great and you know it. Sure, you want to share that with everyone. But at the end of the journey, after you get everyone excited, there’s a human who needs to decide to part with the company's money.  

Think about the burden this puts on that person - or sometimes a whole committee. No matter how amazing your tech, content must make that decision easier. That means: make the tech relevant to the decision-maker's needs. 

When writing about tech, my focus is always on those who need it. Why do they need it? Why should they care? What are they dealing with that creates the need? What other factors impact their thinking and decision-making?

I envision the person sitting in front of the computer in the office, or holding an iPhone while waiting at the airport, or listening on the treadmill — wherever your ideal customer may meet your content. Your ICP is my partner in a conversation.  

You know your tech features, and you’ll convince prospects they’re great. But that’s still no incentive to buy. I know how to put myself in their shoes and connect your tech to their pain points.    

The path to the decision-maker(s) isn’t always direct; in fact, most of the time it isn’t. From the person who encounters your brand, ad, or post for the first time to the final decision-maker, there may be several stakeholders. 

Each has their own viewpoint, interests, and unique objectives. You need all of them on your side.  

I start by learning the product, the market, and the audience. Then I reverse-engineer the buyer journey. 

Who is the ultimate decision-maker, and what will move the needle for them? Next, I go back to investigate how that decision is made. Who is involved, who benefits from it and who may have reservations about buying and why. What path does your product info or offer take to reach the critical mark? 

On the way, you need to convince Google, and AI, and social media platforms to show your content. This means adapting to certain standards. Pleasing search engines is only one step (and they want your money, not your products, so even when you convince them, you haven't reached your goal).

The content needs to make the human care at each stage, one piece at a time. Your story is the same; the way I tell it varies.

#2:

I learned the rules so I’d know when to break them. 

Rules aren’t popular, I know. People want innovation, uniqueness, disruption. In the name of doing something different from everyone else, creatives are tempted to ignore the norms. 

But being different requires you to know the rules first, so you can then deliberately break them where it makes sense.  

In creative work, common principles are based on patterns the smart experimenters identified as bringing good results. 

In writing, rules improve readability, enabling the brain to process faster and understand quicker. Rules set expectations and provide mental frameworks. 

Take punctuation as an example. Placing a comma in the wrong place can change the meaning of a sentence. “Let’s eat, kids!” vs. “Let’s eat, kids!” You know that one, right?

On the other hand, if you are too strict, your content loses flavour and impact. 

For example, good writing calls for short sentences. So, you write short sentences. Each has only three to six words. You follow best practices. You are satisfied. People will immediately understand. They will love it. You expect amazing performance. This is great content. What’s the result? Your content sounds like it’s been through an automated cookie-cutter. 

Every piece of writing needs rhythm, and that comes from well-balanced sentence length and structure. 

Another example is passive voice. Spell-checkers and AI tell us to avoid it, so we edit all the passive out. But there are times when that is exactly what’s needed. When you intend to sound distant, or when it changes the emphasis from one person or entity to another. 

“The actor’s son was arrested” vs. “The police arrested the actor’s son”. It’s obvious that it was the police, no need to mention at the beginning of the sentence, where attention is most alert.  The focus is on the actor’s son (place the name of someone famous here and see how it sounds). 

Here’s the same sentence with a slight variation: “The wrong man was arrested” vs. “The police arrested the wrong man.” In this case, the identity of the man isn’t relevant. If we want to highlight the police’s mistake, no passive voice here. 

Each case is unique, and a single word can change how the reader interprets a text. 

This is one thing AI can’t do. Only a human who understands the story's intention can tell when breaking the rules is a good thing and how to bring out the deeper meaning.

#3:

Macro-view with micro-detail attention.

I can wear all the hats needed to create well-performing content.

My teachers were (and still are) the top copywriters of the century. The more I learned, the closer I got to the one secret they all know but never iterate: 

A copywriter isn’t actually a writer. 

The work of a copywriter is an accumulation of many traits that result in a piece of content. 

To deliver high-performing content, a copywriter must wear the hats of   

1. A psychologist and anthropologist to understand the audience and analyse behavior and motivations. 
   

2. A market analyst to evaluate the competition and identify threats and opportunities.
   

3. A branding expert who understands the company culture and personality to get the positioning right. 
   

4. A marketing strategist to grasp the funnel and marketing objectives of the company and where each piece of content fits in.
   

5. A project manager or business consultant to understand the internal processes and to manage their own. 
   

6. A researcher to find all the info.
   

7. A semanticist to always find the right words.
   

And then there are essential skills you might not immediately think of: 

7. Be tech-savvy and curious to understand the product. 
   

8. Sensitive to human emotions and know how to evoke (or avoid) them with words.
   

9. Flexible enough to adapt to different styles, demands, personalities, etc.
   

In other words, a good copywriter sees the entire picture and at the same time zooms in on important details. 

The macro is the company, its product, and the position in the market. The micro pertains to every single piece of content. It’s the ability to pinpoint the aspects that matter to your potential customer, then package them nicely to elicit a specific reaction.

Much of this is learned, and even more comes with experience. 

When you start from the bottom and work yourself up, you gain hands-on experience about everything. My story in marketing started with cold calling to collect information.

That’s after I had been wearing the hat of a purchaser and supply-chain manager. I’ve seen marketing from the other side as well and walked in a buyer's shoes. 

You’re still with me? Great! Let’s make it personal.

Give me a call or send me a message. 

📲 050-7569738

📧 hello@ruthwriter.com