What evidence can you share that demonstrates the impact of the engagement?
It’s pretty anecdotal at this point. It surprised even me how many comments I’ve gotten from clients. Literally, within a few weeks of starting to publish stuff seriously, around the October 2019 timeframe, I started to get comments in sales meetings saying “Hey, I read your article, it was really interesting.” That’s probably happened two dozen times since we started again six months ago.
A lot of that speaks just to the tactic, which isn’t her doing, but the content itself has certainly moved people to action. It’s given them a desire to work with us. Of course, they don’t realize that she’s the one who wrote the articles, not me, but I’ve been delighted at how well it’s worked, especially because she’s doing this for us part-time.
I like that she’s worked at a full-service agency because, even though she doesn’t have video editing skills, she’s seen good video done and she knows what the process is like. More than just being a writer, she’s a strategic marketing brain that can steer us toward things we don’t know about how full-service agencies work.
How did Sara Arnold perform from a project management standpoint?
We have an in-person weekly meeting and phone calls as needed. She always comes with an agenda and is fully prepared. I don’t have anything to say beyond that.
What did you find most impressive about them?
She stands out through raw creativity and the easiness of working with her. Those are the things we’d normally hire a copywriter for, but my experience has been that a lot of competition in that space either isn’t that creative, or is hard to work with: missing deadlines, delays on things, and a lack of organization. Maybe they have the talent, but not the service. I feel that we really get both of those things with Sara Arnold.
Are there any areas they could improve?
I’d like to see more bandwidth. I think there’s more work I could give her, but I don’t know what she could do, other than hiring more people. Having more initiative to trying new things would be good. She has an agency background, and she knows a wide set of things that could be done: weird, off-the-wall tactics, tech talk, or whatever the new things are. I don’t think that’s really fair since she’s not really building herself as a marketing strategist. She happens to know some things about that. As a pure copywriter—which is what I think she’s trying to position herself as—I’d like to see more throughput.
Do you have any advice for future clients of theirs?
I’d suggest taking the time upfront to obtain a vision of what you want, make sure she’s aligned, and turn her loose. She’s very much not someone who needs micromanaging. Spend the time upfront to get aligned on your vision and then turn her loose.