Case study: How a copywriting retainer builds trust and consistent results for a tech-focused SME
Susan Walsh runs The Classification Guru, providing specialist data cleansing and classification services to organisations across various sectors. Operating in a highly technical niche, Susan needed marketing copy that could translate complex services into clear, compelling messages that would attract the right clients.
We worked together using a copywriting retainer agreement, resulting in strategic and impactful content that has reinforced The Classification Guru brand and Susan’s position as an industry thought leader.
Operating in a tight market niche can create marketing difficulties
Because The Classification Guru operates in such a niche area, Susan faces unique marketing challenges. “I am in such a niche area… previous people I’ve worked with, even over a period of time, didn’t fully understand what I do.”
She had tried working with generalist marketing professionals, but found they struggled to grasp her specialist services. She needed someone who could:
- Understand her technical business from the ground up
- Create SEO-optimised content that would help potential clients find her
- Develop a consistent content strategy to showcase her position as an expert thought-leader
- Write copy that was aligned with her strongly established brand.
As with many successful SME owners, Susan is a self-proclaimed perfectionist who is highly protective of her brand. This perfectionism meant any working relationship would need to be built on deep understanding and trust.
Why did Susan choose a specialist content writer instead of a marketing generalist?
Many business owners assume they need a one-size-fits-all marketing solution. Susan discovered this approach didn’t work for her more specialist requirements.
“I have tried a couple of times now with all-rounders and it just doesn’t work for me,” she says. “You need different tools for different jobs… I don’t have a sales department. My marketing is my sales. So the messages that I am putting out there have to be on-point.”
Susan creates The Classification Guru’s marketing strategy herself and has a distinctive online presence with video and visual content. She needed her written content to replicate this distinctive brand and to do so with a consistently high quality. For this reason, she chose to work with a content writing specialist who understands her business and the strategic importance of well-crafted content.
How we work together
Having a monthly copywriting retainer creates the foundation for sustained growth that a series of one-off projects can’t deliver. Each month begins with a strategic planning call where Susan shares her business priorities, upcoming opportunities and current challenges. This consistent collaboration means Susan benefits from:
Deep business understanding. My understanding of data classification is only the tip of the iceberg. As Susan herself says, “The more we work together, the more you get to know me, my tone, my business and how that works.” It’s the not-so-secret recipe for business success.
Strategic content planning. Because we can plan ahead, we’re able to outline content themes to support Susan’s longer-term business objectives and plan for relevant updates to Susan’s websites.
Proactive advice. In addition to writing, I provide strategic input on messaging and share relevant insights. If I’ve discovered a new piece of tech or heard about the latest content writing trends, Susan’s one of the first to benefit.
Trust and autonomy. Using my copywriting retainer service means Susan can focus on her client work, safe in the knowledge that her marketing content is being handled professionally and reliably. For example, if Susan wants to review website copy on a flight, she knows I’ll send it to her in plenty of time.
Ad-hoc support: From the corporate (proofing a pitch deck), to the unconventional (brainstorming a parody of the Red Hot Chilli Peppers’ seminal hit Californication), Susan knows she can call on me to support with even the most left-field of requests.
“Ad hoc projects for generic stuff are fine, but if you really want someone to… build consistent plans on what we’re going to blog about or what we’re going to do, you won’t have that with one-off projects. You won’t get that same level of knowledge or experience.”
Results – why The Classification Guru loves my copywriting retainer service
Since working together consistently, Susan has seen tangible improvements in her business visibility:
Improved search visibility. Since working with me, new client enquiries mention finding The Classification Guru on Google Search results for data classification services. She also appears in AI-led searches using tools such as ChatGPT and Perplexity.
Strong content performance. Blog posts perform particularly well when shared through Susan’s newsletter, achieving multiple comments per post among her thousands of followers.
Enhanced credibility. The regular blog content helps demonstrate Susan’s expertise beyond her personality-driven LinkedIn presence.
Peace of mind. “I feel safe. I know that my brand is safe in your hands and that when you send me something back, it very rarely has to be tweaked.”
Susan says…
“My advice to anyone considering working with Laura Sands would be to have a conversation. She is a great listener. She will listen to what you need and about your business and she’ll come back with some great content for you, and perspectives that you might not even have thought about. It can only help your business.”
Are you ready to engage with your audience?
If you’re a specialist business owner who needs to share your expertise more clearly, or, if you need a specialist to support your marketing team’s ever-growing list of tasks, book a call and let’s talk. A focused, ongoing partnership might be exactly what your business needs to build consistent visibility and attract the right clients.
