As the Creative Director at Connect Content, Tom Etherington brings a wealth of experience working as a writer and editor on various men’s, women’s and entertainment magazines and websites in Sydney and London. He now uses that experience to work as a copywriter, with a talent for creating a story around a business or brand.
Tom’s repertoire includes: producing captivating copy for a company’s website or promotional material; planning and writing engaging blogs; brainstorming names and slogans for businesses, new products or services; and crafting powerful employee profiles and ‘About Us’ pages.
Tom has a simple mission: “To make people like, trust and connect with your business. I do that by creating engaging content across all your marketing and advertising material, social media accounts, or anywhere you choose to get your message out there.”
We asked Tom the following questions regarding transcription (and its importance) within his business:
1. Can you briefly describe your business industry and what it involves?
Our speciality is written content for business, which is designed to engage and ultimately convert readers into customers. No one project is the same, so it could be anything from writing website content and blogs, to creating an entire magazine for a large-scale business. We also write LinkedIn profiles and slogans and taglines. Anything that requires words, basically.
2. What is the importance of transcription within your business?
It’s a crucial part of our business. Most of what we do begins with a client interview of some kind. Not just for things like LinkedIn profiles, bios or an ‘About Us’ because we find that if we interview a business owner or a marketing manager they will get passionate about their business. What they say is the gold that will make up the foundations of the website content.
Ask them to write down their thoughts and the results are never as powerful. So, a transcription of the recording is the key to success with almost all our projects.
3. Can you briefly explain the benefits of transcription to your business?
Obviously, we then need that recording transcribed, which is a lengthy process for us, so we outsource to TTP to get quick and accurate results. Accuracy is important, of course, but I also like that you can tailor each transcription to suit your needs.
Simple instructions from us – such as, ‘Ignore the bit about x’ or ‘Can you highlight all the times they talk about y?’ – make a big difference to us when it comes to working with the final document.
Also, I hate listening to the sound of my own voice on a recording, so not having to do that anymore is a bonus.
4. What do The Transcription People do well or what keeps you coming back?
I’ve already mentioned most of the reasons. Fast, accurate, and a willingness to listen to my needs as a client. I’ve used transcription services in the past and felt like I was dealing with robots. TTP keep it real and will always listen if you have any ideas on ways to improve the working relationship.
5. What could The Transcription People do better or offer?
Special discounts for clients with orange in their logo? No, you’ve recently made the best improvement when you rejigged your rates in line with the number of speakers. We mostly deal with one speaker so it’s great for us. Keep doing what you’re doing – helping us provide our clients with top-notch content.
Call to action!
Hundreds of thousands of people bought magazines each week because of the power of Tom’s words and ideas – so let him use those skills as a copywriter to make you shine. If you are a business owner who needs fresh ideas and copywriting that’s both entertaining and persuasive for your brand, please contact Tom at: