An Interview with Howell Burnell from Charlie Creative

What fascinates you about your work as a website copywriter?

Two things. One is that developing a website is an excellent way to hone your business message. The other is helping people discover and value what’s important to them.

Gathering content for a website gives you the time and structure to explore the value of your business.

Entrepreneurs rarely do this and it’s too bad. You can’t blame them. Looking so closely at your business seems like time away from real work.

But when you fully explore what you’re doing 60, 80 or 100 hours a week you get very careful about how you spend your time. You look for ways to become more efficient and shorten your work hours.

You also get more clients because you finally take the time to understand what your business stands for. When you put that knowledge into your website copywriting you suddenly have a way to connect what you care about to your ideal market.

How did you get into website copywriting and how has your path informed the approach you take in your work?

My background is varied. I’ve done everything from cement masonry to teaching creative writing. This gives me an appreciation for differences.

When I work with clients I’m doing two things. I’m exploring what they want to express through their business and I’m connecting that to a market that will value what they offer.

My clients are generally focused on how to keep their businesses thriving. The people they want to reach focus on what most people focus on: their own problems. My job is to help people solve their problems. In a way, I work both for my clients and for their customers.

The best way I know for a business to succeed is to fall in love with its market and align everything they do with their ideal audience.

But just like any relationship, there’s more to it than that.

To me, exploring, understanding, and boldly expressing what you care about through your business is as important as market research and knowing how your market thinks about the problem your business solves. You’ve got to do both. If you fall short in either you’ll fall short of your potential.

NEXT: Send me an email and let’s chat about how website copywriting can help you connect what you care about to your ideal clients.