Why I love writing copy and content for purpose-driven businesses

Indulge me by letting me share a little story here -- it will become relevant, I promise, to being on the website of a copywriter for purpose-driven businesses.

When I was in between the second and third year of university, I got a summer work placement at St David's Hall & The New Theatre in Cardiff, working in the education & outreach department.

This opened up a whole new world to me: I had no idea that this could be a viable career option, getting to work in the arts and third sector with amazing actors and musicians, helping more people get access to the magic of live performance (and all while wearing trainers to work).

After graduation I went back to work for St David's Hall again, then moving onto other theatre and arts organisations. I loved so many aspects of this (seeing loads of shows, watching children's faces light up when they saw a show on stage), but there was one big problem.

I kept getting made redundant.

The arts and third sector is precarious enough, and education outreach is always the first department to go when budgets get tightened. I ended up with two part-time jobs, then I'd lose one, replace it with another, lose the second, repeat, repeat, repeat...

I'd always loved words and writing, so I started proofreading on the side to bring in some extra money. Then in 2010 I applied for a work placement at (now sadly shelved) West Weddings magazine to develop my writing and editing skills. The vague long-term goal was that when I was next made redundant (which had already happened four times in five years!) I could part-time freelance as a writer and editor instead of getting another job in the third sector.

I spent a fortnight working with West Weddings’ amazing editor Harry Mottram and then... just never left.

Harry kept me as a proofreader, which turned into being sub-editor, then I ended up as the editor. This gave me the confidence to leave the third sector completely and start writing and editing full time, initially as an editor for craft magazines such as Cross Stitch Crazy and Love Knitting, then to where I am today as a copy and content writer.

This career history is why I decided to specialise in working with purpose-driven businesses. It brings together my background in the third sector with my love of the written word, and lets me help purpose-driven businesses tell their stories, attract their ideal clients and get found on Google.

What is a purpose-driven business?

So what do I mean by purpose-driven/purpose-led businesses? There's a great definition of this type of business from Professor Colin Mayer: “A purpose-driven business produces profitable solutions to the problems of people and planet, and does not profit from producing problems for people or planet.”

There's no denying that the world is a precarious place right now. Climate change, war and conflicts, the rise of far-right government, the eroding of people's rights... there's a lot that's not going right.

I genuinely believe, however, that we need to be the change we want to see. I can't influence global government decisions but I can try and make my little part of the world a better place for now and for the next generation. I'm absolutely not perfect, but I aim to tread as lightly as I can and value community, connection and sustainability, whether this is fundraising for my local community-led pool or growing wildflowers in my garden to help pollinators. Tiny steps, yes, but steps nonetheless.

As part of this, I want to use my love of writing to help people, and for my business to have a positive impact on the world, even if it's a very small one. And I want to do that by helping purpose-driven businesses who care about people and planet.

Obviously within the area of purpose-driven or purpose-led there's a huge range of businesses, but they're all united by a common theme: wanting to make the world that little bit better and have a positive impact on the world, rather than being totally focussed on making a profit at the expense of people and planet.

How copy and content writing can help purpose-driven businesses

Copy and content writing is great for all types of businesses, but it can be even more important for purpose-driven businesses to help get your message out there.

Working with a copywriter helps clarify your message. Your purpose-driven business may have a strong mission and values, but it's not always easy to articulate these in a way that resonates with your audience. A copywriter can help you get into the heart of your business and really distil these values into copy and content that connects with people and inspires action.

You also want to make an emotional connection with your ideal clients or customers. Strong copy and content helps build this, tapping into emotions such as trust and loyalty, which in turn leads to action.

Well-crafted content such as blogs can also position you as an expert in your field, showcasing how your knowledge and passion can help people or planet.

In a nutshell, well-crafted copy and content connects, inspires and fuels positive change. It can support the message, values and vision of your purpose-driven business and get these out to a wider, more targeted audience.

Working with Written by Helen on copy for your purpose-driven business

I'd love to chat to you about your purpose-led business and how we could work together to amplify its reach and help you connect with your ideal audience. I offer website copywriting, website editing, website audits, blogging and email marketing, all melding strong SEO techniques with bespoke and on-brand copy.

If you'd like to make your words work harder for your purpose-led business, please get in touch for a no-obligation chat. I'm always up for a conversation about the power of words, whether that's IRL over a coffee or via a video meet.