A new blog post. An updated website. One LinkedIn post after another. Many businesses work continuously on their content—and yet, the impact often remains limited. This is rarely due to the individual pieces of content themselves, but rather because they are not connected to one another. In practice, content is often created situationally: a topic…
Businesses invest time and budget into content—and then wonder why it fails to achieve the desired impact. The obvious explanation is that the copy isn’t good enough. However, the true cause usually lies elsewhere. The content itself is rarely the problem; what’s missing is a strategic foundation. Too often, work starts in the wrong place.…
Businesses usually have a lot to say: about their services, their values, and their experience. Yet, all too often, very little sticks with the reader. This is rarely due to a lack of content or poor phrasing. More often, it is because it isn’t clear what is actually being communicated. In practice, I consistently see:…
The business model of online platforms for cheap texts is no longer working. Entire order segments have recently collapsed. The reason for this is AI tools for text creation, such as ChatGPT, are rapidly expanding from the lower quality level into areas with higher requirements. Can they really save costs? Do the results meet high…
There are many copywriters, as the job title is not defined or protected in any way. Accordingly, there are no training standards that copywriters have to fulfil. So how do you separate the wheat from the chaff? Of course, there are career changers who can write well, but you have the best chance of consistently…
Copywriters are like so many other things in life: What you buy cheaply, you might end up buying twice. Many students and career changers earn extra money or pocket money by writing texts. For some types of text, the quality level may be sufficient, for example, if you want to fill a webshop with many…
If you only consider the output per working hour, an external writer is more expensive than a permanent copywriter at first glance. However, this impression is quickly put into perspective. After all, you only bring in an external writer when you need them –– and the rest of the time they don’t cost you any…
Would you like to publish content regularly (for example, in a blog or as a press release), but due to capacity bottlenecks it is often not possible to publish the texts with the desired frequency? An editorial plan with pre-defined topics is an ideal prerequisite for working with an external writer. The copywriter has enough…
People are often ‘operationally blind’ to their own texts. Most people are strongly focused on the content: Is everything I’m writing factually correct? Have I processed all the important information? Is my line of argument clear? It’s easy to lose sight of the language. The four-eyes principle is helpful here: Have a second person look…
When a client asks me to write a press release, I first ask: Why? You need a good hook if the press release is not only to be written and sent, but also read and, ideally, used by journalists for their reporting. The ‘why’ for a press release must be immediately clear to the reader,…
