‘Corporate’ can be something of a dirty word in copywriting and freelance circles, synonymous with stuffy, boring and fake.
So how do I square my 14 years’ financial services experience with being a freelance copywriter?
It’s easy for impostor syndrome to creep in: after all, I’ve never created quirky packaging, masterminded a viral social campaign or seen my words on a huge billboard. Let’s be honest, pensions and HR policies just aren’t as sexy as smoothies.
But, in my first year as a freelancer, I’ve come to realise that my corporate background can actually be an asset – whoever I’m working with. Here’s why.
1. I get it
Stakeholders, steering groups, procurement processes, compliance, brand sign-off… I know how the corporate machinery works. This means that if I’m working with a corporate client, I understand what they need from me and I can ask the right questions.
I’m used to drafting key messages, and weaving purpose, vision and values into copy. I recognise that projects can start slowly, or change suddenly: priorities shift, messaging evolves or gets pulled. The pain of the sign-off loop is real, and you can get feedback from all directions – some helpful, some less so. You have to pick your battles, and (try to) not take it personally if things don’t go the way you expected.
2. I deliver
I’ve been the person ‘on the other side’, juggling multiple stakeholders (yep, them again) and trying to keep everything running smoothly on shifting sands. So, as a freelancer, I always try to make my client’s life that little bit easier by delivering my piece of the puzzle on time (or earlier, if I can).
3. I’m not scared of ‘boring’
It’s easy to make fun things sound exciting – cool trainers or delicious chocolate, for example. But what about financial products or business strategy? Aren’t they just a bit, well… dull?
Actually, I’ve never been bored writing about corporate topics – if anything, I enjoy the challenge. You might not always describe them as ‘exciting’ (and it wouldn’t feel right to position them that way). But, by taking the time to understand your offering and your customers’ needs, I can get you to ‘clear, relevant and helpful’.
4. I nail the TOV
Every company thinks they have a unique tone of voice, but in most cases it boils down to a version of ‘friendly yet professional’. Some might say that’s not very exciting, but for most corporate businesses, it works. When you’re offering a professional service to a broad range of customers, you don’t want to be too ‘out there’.
As the smart-casual of writing styles, this one is surprisingly hard to get right. People lurch from rigidly formal to cheesily over-familiar. But with years of corporate experience under my belt, I can bring consistency while remaining alert to the little nuances that make your brand sound like you.
And with my editor hat on, I’ll be all over your style guide too, getting into the nitty gritty of capital letters, date formats and all those little details that can stand in the way of perfectly polished copy.
5. I’m discreet
Data security goes with the territory in financial services. And working in internal comms, you’re party to any number of additional ‘secret squirrel’ projects that sometimes mean you can’t even talk to your own team. So, I’m always careful not to give away anything I shouldn’t. (Although I’ll admit it’s tricky to build up a shareable portfolio when most of your work is off limits!)
6. I consider all angles
Corporate comms projects often bring together people from different disciplines: PR, internal comms, marketing, customer and HR, to name a few. Hearing all those different perspectives has taught me to consider how a message might land with different audiences, and the specific questions each might have.
So, rather than glossing over my years in the rat race, I’m embracing the experience. If you’re looking for corporate copy, I’m here for you: I’ve been there, got the (branded) t-shirt and I’m ready to get stuck in. And if your business is more living room than board room, don’t write off ‘corporate’ just yet – I might just bring the fresh perspective you need.
Kate Mounce 