Business Name vs. Personal Name

10 replies
I've noticed that a lot of freelance copywriters simply use their own name when promoting their services. For example, "John Smith Copywriting Services" or "John Smith: Professional Copywriter".

Do you think there is an advantage to taking this route as opposed to choosing a business name such as "SEI Marketing", "Outer Banks Copywriting" or "Golden Response Advertising"?

I know a lot of freelance Web designers use a business name to (presumably) make themselves seem more established, rather than just a guy or girl sitting behind their computer in their parent's basement. Why isn't this as common in copywriting?

Also, it seems like most copywriters put a picture of themselves on the main page of their Web site. I'm assuming there is a non-egotistical reason behind this. Does it help attract potential clients? Would it be a bad business move to build a Web site without including a picture of yourself?

These are just a few things I've been thinking about. I did a WF search and some Googling but couldn't find what I was looking for. If any of you knowledgeable folks could help me out I'd be very grateful. Thanks!
#business #personal
  • Profile picture of the author maximus242
    Copywriters are typically sold based off of their individual ability - agencies off the collective creative system of the organization. Its popular in online marketing to have a top gun, a fast slinging shooter who can bring in the sales. For this reason, copywriting is often sold based on the reputation of the copywriter - instead of the firm.

    Usually one very famous copywriter will headline over many newer copywriters for an agency. Its not always this way, in some forms of offline DM the agencies get work far more easily than individual copywriters.

    As the size of the organization looking for advertising services increases, it shifts from one man shops to full service agencies. Most individual copywriters cant handle the needs of a giant company, so agencies are the only ones who get hired by large corporations - most of the time.

    If the company has their own in house DM staff then sometimes they hire top gun copywriters to boost sales. If the company does not have a full direct marketing department they usually get agencies to cover this for them.

    So to sum up, small shops and online companies who have other people to do the rest of their marketing may hire top copywriters to write a sales letter.

    Companies with very large, complex needs who require multiple types of expertise usually go with an agency. Some large companies also just have a group of freelancers including copywriters who service all their needs instead of hiring an agency.

    People like John Reese and other internet marketing gurus just hire freelancers instead of using an agency even though their needs can be quite large. The reason behind this is often because they have a greater control over quality.

    Usually how the model online works is copywriters become famous until they have junior copywriters working for them. Then they slowly phase themselves out until they no longer have to write copy and just get other people to do it for them. At this point they simply critique copy.

    They do this because it provides them with higher profits and less work. However if this is your intention it may be easier to begin with an agency as opposed to a individual name. The average copywriter starts out with an individual name because they are a solo service to start with.
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  • Profile picture of the author Traci
    It's about branding. You are an individual, so don't try to pretend you are a bustling agency with 50 copywriters in a massive cubicle-filled room. Then again, you don't want to put out the image of being the kid in the basement either. You are a professional, so conduct yourself and your business like it.

    Main point = Produce results and your clients won't care if you use your name or a business name.

    And the reason you see the pictures of copywriters on their sites is for branding, since most are selling themselves as an individual with the skills you need. The other reason is that it puts a face and a real person to the name. This creates trust and lets the client see a human being they can relate to, not just a computer screen and emailed documents.
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    • Profile picture of the author ry6782010
      Originally Posted by Traci View Post

      It's about branding. You are an individual, so don't try to pretend you are a bustling agency with 50 copywriters in a massive cubicle-filled room. Then again, you don't want to put out the image of being the kid in the basement either. You are a professional, so conduct yourself and your business like it.

      Main point = Produce results and your clients won't care if you use your name or a business name.

      And the reason you see the pictures of copywriters on their sites is for branding, since most are selling themselves as an individual with the skills you need. The other reason is that it puts a face and a real person to the name. This creates trust and lets the client see a human being they can relate to, not just a computer screen and emailed documents.
      Couldn't agree more with this. I think some people choose a business name because it looks more professional in the eyes of potential clients, I could be wrong, but, that's just how I see it, I guess.
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  • Profile picture of the author Barry Unruh
    Who are you selling your services to?

    If you are dealing with individual marketers they will likely prefer a one-on-one experience, hence using your personal name.

    If you are dealing with a manufacturing company who has their own sales staff and marketing team, they will probably prefer an advertising firm.

    Define your clientele and you can easily define which type of name you should select.

    As far as the picture...If you are creating a one-on-one relationship, then the answer should be fairly obvious.
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  • Profile picture of the author ThomasOMalley
    Use your own name if you are a sole copywriter. Most successful sole copywriters use their own name, such as John Carlton, Bob Bly, Dan Kennedy etc.
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  • Profile picture of the author AngieDixon
    It's hard to say too much about a personal brand. And copywriters generally use their name as their brand. If you work alone, or you front the operation and have apprentices, definitely use your name, and use your picture to give a personal feeling.

    People don't work with companies for this kind of thing. Even if there is a company, your customers are working with you and your people. The more personal a feel you can create, the better.
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    • Profile picture of the author D Alishouse
      You could think of it along the same lines as a writer of fiction. Customers expect and receive a certain style from the individual who is writing the book. In copywriting building your reputation on the results that come from what you produce is important.

      I agree that a large corporation is probably going to hire an advertising firm instead of an individual. So the person-to-person feeling makes sense for small businesses.
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  • Profile picture of the author BirtieB51
    Hmmm ... if I wanted to hire a someone for great writing, with a little spine-tingling thrown in for added interest, would I hire S.K. Enterprises, or Steven King? Just my way of looking at it.

    (Not sure whether or not my name will show up, so....)

    Blessings,
    Paulette
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  • Profile picture of the author abugah
    I think Maximus 242 has given you a complete answer. In addition, as you get well known people remember your name more that the company's.

    I was surprised the other day to discover that Michael Fortin is a keyword with substantial traffic. It is possible even the other top copywriter's names may be in this league.
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  • Profile picture of the author jameswatson2002
    IMO going with your name means better branding long term, and can translate into other industries (say you start out in copywriting, but move into branding or social medial consulting).

    Corporate name can have mixed results, on one hand it may be more impressive to some, but on other as some others have pointed out may seem impersonal, and may imply clients won't get personal attention.
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