In this week’s episode of Embracing Marketing Mistakes, we were joined by the brilliant Sarah Townsend—an accomplished freelance copywriter and author. Sarah shared her journey from working in financial services to building a successful freelance career, and the lessons she’s learned along the way.
What makes Sarah’s approach to copywriting stand out? It’s her dedication to simplicity and direct communication. As she explained, “Your audience is busy. Respect their time, get to the point, and tell them what they need to know.” Whether you’re writing for a business or consumer audience, it all boils down to creating clear, concise, and compelling copy.
Sarah’s focus on writing for the individual rather than the masses was another key takeaway. “You’re always having a conversation with your audience,” she emphasised, which means knowing their pain points and tailoring your message to address them directly.
For marketers, Sarah also offered a powerful insight on the role of call-to-actions (CTAs). Too many choices can overwhelm your audience. Instead, “Give them one clear next step—make it simple and intuitive,” she advised.
Sarah’s book which I made sure I read before our chat is brilliant. It is called “Survival Skills for Freelancers” and is a must-read for anyone venturing into self-employment. Her candid advice on avoiding burnout and managing client relationships is a goldmine for both new and experienced freelancers. I told her I wished I had read it before I set up but it really is useful – so if you are thinking of freelancing give it a look.📖
Did you miss the episode? Listen now for practical copywriting tips and insights into thriving as a freelancer.
Chris Norton is the founder of Prohibition and an award winning communications consultant with more than twenty years’ experience. He was a lecturer at Leeds Beckett University and has had a varied PR career having worked both in-house and in a number of large consultancies. He is an Integrated PR and social media blogger and writes on a wide variety of blogs across a huge amount of topics from digital marketing, social media marketing right through to technology and crisis management.
