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I recently had new business cards designed as part of a re-branding exercise. I've been eagerly handing them out, not just to business associates but to friends and family too. The question I've been asked most frequently is "What does a copywriter do?" I have to confess it's not just family members that have been wondering how I spend my time.

Pithy Prose
Copywriters, historically, worked in advertising. They developed snappy phrases, attention-grabbing headlines and catchy jingles that would help the consumer identify and remember a particular product. A good copywriter could ensure the success of a product or service. Think of "Melts in your mouth, not in your hands", "Just Do It" or "You deserve a break today". M&M candies, Nike and McDonalds all benefitted from the services of talented copywriters.

Business Workhorses
Today, copywriters work in a wide range of industries. My focus at Global Copywriting is on case studies and white papers. Both documents require a business focus and good writing skills. The finished product must represent a company, product or service fairly and honestly. My clients are going to insist that they also portray the subject matter in a favourable light. I certainly don't write advertising but I'm not writing objective reports, either. My work falls somewhere in the middle. My work educates, persuades, and does it without marketing hype.

Benefits to Working with a Copywriter
Copywriters are doing more than writing copy. Part of my job is figuring out how to promote or advance the "brand" of my client. As a freelancer, I'm working with many different clients in many different types of business. This allows me to spot trends and observe what works well and what doesn't. A good copywriter is going to provide you and your business with invaluable consultative advice.

A Brief Case Study
I recently finished a project with a company in Subiaco called Balloons plus Basket. As the name implies, they are a balloon gift company. I didn't know much about balloons but I could spot some areas where they weren't capitalising on business opportunities.

The owner, Jenny Allen, is an expert on creating balloon decorations. When asked about her company, her face lights up. "Fun! We're all about fun," she says. After 21 years in business, there's nothing Balloons plus Basket doesn't know about throwing a party or creating a festive atmosphere. The only problem is that in an economic downturn, there aren't as many parties. Balloons aren't an essential item when the budget is tight.

I started digging for information. Jenny told me that one of her biggest clients is a local funeral home. I was surprised to hear this. On further questioning, it turns out she does regular business with more than one funeral home. She has a reputation for creating tasteful decorations, a talent in short supply regardless of the medium. Funeral homes like her because her service is excellent, she's never late with a delivery and her balloons are beautiful. Not all funerals are sombre events and not everyone likes to give flowers. Balloons, for example, are an excellent gift for children to give when an elderly member of the family passes away.

It hadn't occurred to Jenny that she should promote her work in this area. She felt like it detracted from her image as a "fun" business. As a copywriter, I could provide sensitive wording to help people understand how Jenny can help them in a time of sorrow. I also spoke to her web designer and suggested that he tweak her website Search Engine Optimisation (SEO). Jenny is now ensuring that when people look for funeral gifts, her business is being presented along with the florists operating in the same market. She hasn't changed a thing about how she operates. Employing a professional copywriter has ensured that her business is a little more recession-proof than it was before.

Wait! There's more (to come)
That's one example of what a copywriter does. I have a lot more. Look for them in future blog posts. I've got a white paper on branding and rebranding I need to get back to.

Along with the launch of my new website, I'm also launching my first blog. I've been dismissive of blogging in the past. I've been puzzled why anyone (and everyone, it seems) wants to express their opinion so openly. Why are so many people interested in reading the musings of total strangers? I'll save you a rant about the poor quality of writing flourishing on the web. I'm not an English teacher and I'll leave that campaign to the people who earn their livings trying to impress the importance of good grammar, punctuation and spelling.

Part of the reason I've been negative about "the land of blog" is because I don't want to end up buried in that big pile of internet chaff. As a freelance writer, I've had the luxury of working with editors who let me know explicitly if my content is good. If it is, I get published and paid. If it doesn't hit the mark, I'm lucky to get a rejection to my query. It's a process that requires a thick skin but also provides the writer with an air of confidence about the relevance of their work.

As I build a commercial practice, it's become apparent that I have to let go of the editorial security-blanket and forge ahead on my own. The best way to convince people that you can write is to show them samples of your writing. There's no easier way to do that than to point them to your blog. I also get to flex my entrepreneurial muscle by developing stories on things I think are important in the current marketplace and writing it from my own angle. With over 15 years of practical IT experience and five years of direct sales, I have a few opinions about how business should be conducted. I've had the advantage of working on six continents and being a resident on five of them, which influences how I view the business world.

More than anything, I'm interested in hearing about the challenges faced by small and medium businesses. My focus will involve those areas where writing can help solve difficulties and create opportunity in these enterprises. Lately, I've delved into SEO, Social Media Marketing and Corporate Re-branding. They're all broad topics that could keep me blogging for many years to come.

As I close my first blog post, I thank anyone who has stayed with me this long. My pledge is to provide relevant content to help you think about your business differently. I'll do my best to track trends in the B2B marketing world and provide worthwhile information provided in a clear, concise manner. If I can achieve this simple goal, I'll feel a little better about joining the blogging fray.

The most precious asset to any business, large or small, is a happy customer. In the quest to deliver products and services, we dream that every client is going to be a walking testimonial to our company. While the reality of cultivating a truly contented customer is much different, when we do find someone willing to endorse us, what do we do? We abuse them. Not intentionally, of course, but nothing enhances a sales cycle better than a customer reference.

Loving them to death
Every salesperson knows that one of the most powerful ways to close a deal is by showing another client with a successful implementation of the same product. Seasoned salespeople will identify how many reference customers are available before taking on a new job, product or territory. The savviest of them will protect their references like a state secret. The sad reality, however, is that a client who has agreed to act as a reference can be deluged with requests for information. Inexperienced salespeople will distribute their names and contact details like confetti. Sales managers, under pressure to meet their quota, will insist that customer visits and formal interviews be conducted with the company sponsor for every qualified lead.

The rot sets in
The customer who happily backed your company can quickly begin to feel disenchanted as the phone rings off the hook and total strangers start poking around for information. Worse, your internal sponsor leaves the company and no one is knowledgeable enough to step in. Either way, what started as a positive situation can quickly become negative. Even if this doesn't happen, are you certain that the customer is positioning your product the way you want? Is your reference available when you need him to be? Probably not.

Taking control
There is an easy solution. Capture the user's success story in a document called a case study. A well-written case study will not only be one of the most powerful documents you can use to progress a sale, it will also portray your customers in the most flattering way possible. It's a win-win situation, every time.

Sometimes called customer-success stories, a key ingredient to every study is an in-depth interview with the featured customer. A well-crafted case study removes the need for repeated requests for reference information from your best clients, alleviating the burden you put on them when you ask for an endorsement.

Most importantly, you have a valuable business document that guarantees the positioning of your product or service. With a case study, you ensure your company is represented exactly the way you want it. Your valued customers feature as smart decision-makers. Best of all, they can get on with their work. You'll be remembered only as a great vendor with good products.

Many people reading this post will know that I've recently gone through a rebranding exercise. I've shouted it from LinkedIn and Twitter. I've mentioned it to my friends. I've emailed nearly everyone in my address book. I suspect I've been obnoxious about the whole thing even though no one has mentioned it.

Starting Out
When I started Global Copywriting, I did everything myself. I have been in the business world long enough to know what a business card looks like. I know what a letterhead is for and I'm smart enough to use DIY tools to build my own website. I was running a corporate austerity initiative and feeling good about it. I wasn't about to spend money I didn't have – especially on something as optional as branding.

One of my first meetings was with a graphic designer. (You know where this is going, right?) As a copywriter, it's smart to find designers for partners. Our strengths are different and we cover each other's weaknesses. In that meeting, we managed to convince each other that in addition to a partnership, we should also become clients. I agreed to a rebranding package.

The Results
I won't go into detail about the process of designing logos, developing websites and creating letterheads. The man to talk to about that is Ryan Briggs. You'll find his name splashed all over my website. I would probably shout it from a mountaintop – except I live in Fremantle, which is at sea level. He managed to capture the essence of how I wanted to represent myself even though I had no way to articulate that. His rebranding is so much better than my original effort to brand myself. I can't believe I ever thought I could economise on something so vital to my livelihood.

Unexpected Returns
In the short time since I implemented my rebranding, I've experienced a sense of pride that I hadn't anticipated possible. Before, my marketing collateral was functional; now it's impressive. When I hand out my business card, it's with the same confidence I had when working for a multi-national software company. I'm actively driving people to my website instead of explaining that it's nothing more than an online brochure. I enjoy getting out and meeting prospective customers, but now my brand is doing some of the front-end work for me. I'm making a good first impression before I shake a hand, write a sentence or speak a single word. I'm working more efficiently – and that means I'm making more money.

Taking Action
I would recommend any small business invest in a professional branding exercise. In the current climate of media domination, how we look is becoming as important as what we say or how we approach our work. I consider my "brand" to be an important credential to my future success. It enhances my integrity and signifies that I'm a reliable business.

I'll calm down before long and quit spending so much time speaking about my new look. I'm so impressed with the positive changes to my attitude about my own business that I'm going to write a white paper about the subject. I'm currently researching the benefits of branding and rebranding. Look for the paper soon on my website. Don't worry, I'll be tweeting and shouting about that when it happens.

I've been advising clients that they should have a Corporate Social Responsibility (CSR) plan for their business. I haven't met anyone that doesn't agree that it's a good idea. For most of them, the focus is on the profitability of their own company. That's understandable in the current economic climate.

So why should companies, especially SMBs, adopt a CSR strategy?

Because it's the right thing to do
It doesn't take a lot to convince someone that there are benefits to CSR. Most organizations already have incorporated some aspect of CSR. It's long been a common practice to recycle paper, switch off lights and buy local as much as possible. Sustainability and "green" initiatives are becoming a part of the office culture as much as the company water cooler and footy tipping. Numerous charities stage community events and encourage corporate teams to participate.

On a personal level, many of us sponsor children in third-world countries, put money in a collection plate at church or drop coins in the cans of the ubiquitous High Street charity campaigns. Parents regularly contribute their time and money to their children's schools, sports teams and social clubs.

These professional and personal initiatives can have significant impact on our communities and the not-for-profit organisations involved. Why do we need to establish a more formal CSR agenda in our businesses?

Because not doing it is going to cost you
There is growing data to suggest that organisations might lose business if they aren't addressing CSR. [url =http://www.westpac.com.au/internet/publish.nsf/Content/WI+Corporate+Responsibility]Westpac[/url], for instance, expects their suppliers to recognize and support their own CSR initiatives. Their website clearly states,

"Suppliers to Westpac Australia whether large or small and regardless of where in the world they are located are required to be compliant with the Sustainable Supply Chain Management Code of Conduct."

In other words, you're not going to be working with Westpac if you aren't a good corporate citizen.

As big corporations battle to regain public trust after the fiasco of the economic downturn, they are increasingly turning to a transparent CSR as a way to demonstrate good corporate citizenship. You can bet that, like Westpac, they're going to be looking for their suppliers, vendors and partners to be doing the same thing.

Governments are also beginning to demand corporate involvement especially as it relates to climate change. As emission trading schemes become a reality, the businesses that are going to come out ahead are the ones that have already addressed their energy consumption. Public sentiment is not waning on the issue of global warming and governments have no choice but to insist business becomes more sustainable.

Still, no one likes a mandate, especially when it's a potentially expensive one. Why should we let someone else define our business practices?

Because doing it is a clever way to increase your corporate profile
A recent article in Information Age Magazine called The Benefits of Being Good detailed the different ways large corporations and SMBs are benefitting from CSR. Overwhelming evidence points to CSR as a positive way for any organisation to define themself in the public eye.

Every time a business adopts a CSR initiative, it's a perfect opportunity to generate publicity. In a climate where the public is inundated with corporate malfeasance, a business that is openly promoting values-based policy decisions is viewed in a favourable light. While many CSR endeavours cost little or no money, the community goodwill they produce can be immeasurable.

An honest approach to CSR that addresses sustainability issues, community sponsorship and philanthropic activities may be the best marketing investment you could make. At the very least, a considered approach to CSR will put you at the forefront of what is quickly becoming a change in worldwide corporate culture.