UNLEASH. People – Hayley Brand

“People buy from people. It may be cliché, but it does mean that the content you put out there can significantly impact how your business is perceived. Using AI to write all your copy may be tempting, but it can’t understand or accurately convey the emotions that motivate your target audience to act.”

As The Channel Agency’s Content Strategist and Senior Copywriter, it’s my job to ensure that our clients always receive high-quality copy that makes them stand out. On a typical day, you’ll find me typing away to create strategies or various pieces of content for tech vendors—from eBooks and email nurture campaigns to infographics and video scripts. You name it, I’ll write it! Unsurprisingly, the best part of the job for me is the writing itself. Once I’ve read the brief, conducted the research, and come up with an outline, it’s so satisfying to finally get all my ideas out on the page. I love to dig into each topic and conjure up new, exciting ways of presenting them. Technical subjects run the risk of being a bit dry at times, so it’s important to translate industry jargon into words that keep the target audience engaged. Other than a brief stint in recruitment (which wasn’t for me), I’ve pretty much always been a writer; whether that’s freelance, in-house, or within agencies. In fact, I’m pretty sure I started writing from the moment I could hold a pen. Unfortunately, there have been many times over the years when I thought I might have to give up my career due to a disabling chronic illness, which prevents me from working full-time or in an office. However, I’m glad that I have been able to continue working remotely and part-time as it’s enabled me to get involved in some amazing projects! Although I specialized in tech copywriting for a few years before joining the team, it was this position that introduced me to the intricacies of the indirect channel. I was surprised to learn about the vital role that partnerships play, and how much goes into building and maintaining those relationships. There’s a lot going on behind the scenes that the average consumer doesn’t even consider. Outside of work, if I’m not resting with my husband and two cats, I enjoy doing anything creative, crafty, or interior décor-y. For example, there’s a big wall in our house that I’m slowly filling with artwork whenever inspiration strikes, and that’s provided me with hours of entertainment. Energy permitting, I also write for fun (surprise, surprise) and am currently working on a novel. Maybe admitting that here will encourage me to actually finish it one day! If there’s one piece of advice I have for vendors, it’s that people buy from people. It may be cliché but it does mean that the content you put out there can significantly impact how your business is perceived. Using AI to write all your copy may be tempting, but it can’t understand or accurately convey the emotions that motivate your target audience to act. Creative content with a human touch will always lead to better results.
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