Why You Should Hire a Professional Writer

Any business owner can think of a thousand reasons why they don’t want to hire a professional writer to create their website copy. Writers can be expensive. They typically can’t draft what you want in a day (or two or three). When you hire them for a project, they might not tell your story exactly how you envision it. And for the most part, anyone with basic literacy skills can write: why not write your entire website yourself?

Regardless of these potential drawbacks, professional writers still offer a valuable service to their clients. And more times than not, they’re totally worth the cost. Why?

Proofreading is more crucial than you think it is.

Let’s be honest: you’ve probably felt a twinge of smugness when you’ve seen someone confuse “your” with “you’re” or “then” with “than.” And you’ve likely wanted to crawl in a hole and die (or at least weep) when you’ve caught a spelling or grammatical error in an email only after you’ve sent it.

Everyone makes mistakes. Even the most painstaking writer or editor might miss a grammatical error every so often. Nonetheless, these errors occur far less frequently with professional writers than they do with everyone else. That’s a big deal when it comes to your website. Your website represents your business. It is your online image and a reflection of who you are and what you do. As such, spelling and grammatical mistakes in your website copy tend to diminish your business’s sense of care and professionalism. Thus, it’s worth the additional cost to have an extra pair of eyes (or a few extra pairs of eyes) proofread the words that appear on your website.

Writing great copy takes time: time that you could spend working on other parts of your business.

Professional writers typically aren’t going to turn around a project you give them in a day or two. What they do takes time, craft, and skill. And the time they spend on your project is time that you could devote to other pressing parts of your business development.

What do writers do with all this time? They outline, they draft, they edit, they re-write. Sometimes they brainstorm with other writers or editors. Writing is a process, not an activity that takes only an hour or two. And that whole process will start and end with you. 

Ideally, a professional writer will listen carefully to you. They’ll take notes on your story, your vision, and your goals, and they’ll integrate all of these ideas into your web copy. Depending on their skills, they’ll also be able to take into account things like SEO (search engine optimization) and conversion-oriented copy in order to boost your business’s presence on the Internet. Many business owners find that they are more than happy to pay for these skills and areas of expertise.

Some writers will offer you multiple versions of each sub-project so that you can choose the one that works best for you.

Perhaps you’re undecided on the tone you want to strike with your web copy. Formal and expert-minded? Friendly and fun? Casual yet knowledgeable? 

Or perhaps you’re not sure whether you want a quick and easy description of your business or a long, informative story that tells your customers about your company’s beginnings.

No matter the root of your uncertainty, a professional writer can create a variety of drafts, leaving the ultimate decision for the final web copy up to you. The project might cost a bit more—it will take more of a writer’s time—but it can be worth the expense.

A good writer will write for two audiences: their client and the audience that their client is trying to target.

Some people make the mistake of writing the information that they want to read or see on their website without taking into account what their target audience wants to read or see. It’s often a matter of being “too close” to your business. You know your business from the inside, but sometimes that makes it hard to get a good perspective “from the outside.”

A professional writer can bring a fresh perspective to your business. On the one hand, they can get to know you and your take on the inner workings of your company. On the other hand, they can view your business from a consumer standpoint. Blending these multiple perspectives enhances the cohesiveness and appeal of your website.

Professional writing makes you look more professional.
It’s as plain and simple as that.

As a business owner, you are a professional with regard to the service or products that you offer your customers. Similarly, writers are professionals with regard to the services that they offer. They are experts in their field, and when they do their work well, that expertise can only strengthen your business’s online presence.

Sassafras Bakery Thrives With Classic Flavors

Though it’s always fun to chase the latest dessert trends and flavor crazes, there’s nothing like returning to the classics: small batch cookies, homemade pies, tall glasses of home brewed lemonade and root beer. These sorts of classic treats are exactly what Sassafras Bakery serves to their customers at their Worthington store.

Like most local bakeries, the day starts early for Sassafras. “You get as much as you can in the oven right away,” says owner AJ Perry. Those ovens continue to turn out trays of muffins, cookies, chicken pot pies, seasonal fruit pies, and more throughout the day. It’s comfort food at its best: delicious, made-from-scratch, stick-to-your-bones goodness.

“I describe what I do as a classic American bakery,” continues Perry. “It’s a rustic modern [store]. It’s about comfort. Nostalgia.” You can find this blend of rustic and modern right on the Sassafras menu. For instance, Perry uses some of her grandmother’s recipes in her baked goods. She makes basic (but incredible) fudge brownies and blueberry muffins and an apple pie like you wouldn’t believe. They’re the sorts of things that might take you right back to your own grandmother’s kitchen. But Perry also integrates some more contemporary flavors and tastes into her menu. There are chewy chai cookies and caramelized onion and brie scones and a seasonal menu that brings a revolving set of produce and flavors to Sassafras customers.

This blend of the rustic, the modern, and the nostalgic is also tied together by the hickory countertops that Perry chose for her bakery. “I wanted something sturdy,” says Perry. “I just wanted that wood grain look, and I love how [AJ Studio] did these raw edges.”

Though these custom countertops from AJ Studio are only a small part of Perry’s business, they still do an important job for the bakery: they help to set the tone and atmosphere for the store, bringing that sense of nostalgia right to the forefront. Of course, they’re functional too. And if they’re sturdy enough to hold one of Sassafras’s signature mile-high slices of apple pie, then they must be getting the job done well.

Anxious to try one of the Sassafras original recipes in your own kitchen? Perry was kind enough to share her Aunt Parmelia's apple pie recipe with the world.

And don't fret if your attempt at Aunt Parmelia's pie doesn't turn out quite as you expected it to. You can always order a perfect version of it at Sassafras Bakery.

Creating Your Brand’s Online Persona

Most businesses maintain a social media presence in order to engage existing customers and reach new customers. Though sharing high quality content is one of the primary ways to achieve these goals, brands also need to think about how their followers perceive their online persona.

Think of it this way: social media accounts are like extensions or additional dimension of a brand’s or business’s personality. If you haven’t taken the time to define this personality and consider how you want to portray it via social media, then your brand can come off as haphazard, dull, or even off-putting.

In other words, carefully defining your business’s online persona is kind of a big deal!

In order to address this kind-of-big-deal, what should you take into consideration when determining your business’s online persona?

What is the tone of your online voice?

  • Enthusiastic?
  • Friendly?
  • Down-to-earth?
  • Strictly professional?
  • Knowledgeable?
  • Approachable?
  • Welcoming?
  • Humorous?
  • Replete with hipster irony?

Any one of these tones can be a good fit for a brand or business. In addition to helping you target a particular demographic or audience, they can help you create content that this audience wants to share with others.

Think of it this way: let’s say you sell donuts. (I love you already.) You could post a picture of a donut with the caption, “This is a donut.” You could do this every day, with the exact same personality-less caption every single time. (This might be veering into hipster-irony territory, but let’s set that aside for the moment.) 

Or you could add some personality to those posts! Perhaps your very refined and mature and knowledgeable donut shop could add a caption about the exact amount of time it took to create this donut from scratch, from the second you pulled out the flour to the second you dipped the fried dough into the glaze. People love behind-the-scenes knowledge like that. Or perhaps your super-enthusiastic and super-casual store could add a caption about “ZOMG I WANT TO PUT ALL THE DONUTS IN MY FACEHOLE!” People love to laugh about things like that.

Better yet, people love to share behind-the-scenes knowledge and things that make them laugh.

Remember, sharing is golden. Sharing is what you want. Sharing and liking and commenting and all of that wonderful engagement is the whole point of maintaining (and, let’s be honest, marketing via) your Facebook, Twitter, Instagram, Tumblr, Pinterest, and other social media sites.

You just need to determine which online tone (or tones) work well for you. And if they’re working—if they’re keeping your audience interested, engaged, and sharing—keep using them.

What tones do you want to avoid?

  • Sales-pitchy
  • Condescending
  • Devoid of any personality

People don’t want to follow you to receive an endless stream of sales pitches. It’s spammy, and it makes people angry. (It doesn’t matter if it’s irrational anger: it’s still anger, which is the exact opposite of what you want your followers to feel when they see you pop up in their feed.) They also don’t want to follow anyone—or like or share or comment on any post—that is boring. (Obviously). And they certainly don’t want to follow anyone that is rude or haughty. (That’s a quick ticket to the UNFOLLOW button.)

A carefully considered online persona, however, can help to better position you and your brand and your brand’s posts when it comes to your social media presence. The better-positioned you are, the more engagement you’ll receive. Better yet, the more engagement you receive, the more people you reach online.

How does your online voice differ from the voice on your website and/or the one in your store, restaurant, or office?

  • Is your social media voice more casual?
  • Are you trying to reach a new or expanded demographic with your social media accounts?
  • Is your social media voice your own voice, the voice of a particular person in your business, or a generic business voice?

Your business’s social media persona does not have to be exactly like the persona of your brick and mortar business site, nor does it have to match precisely the tone on your website. In many cases, successful social media accounts have tones that are a bit more casual than their corresponding websites or locations.

Whether it’s more casual or more professional, or whether it’s representative of a particular person or the brand in general, the most important point is that a brand and business determine what the persona is in the first place.

It should only take a short while to outline exactly what you want this persona to be: maybe a quick meeting, maybe a few minutes hammering out a list of qualities that you want your business to express online. Don’t worry: it’s not rocket science. It’s not even seventh grade earth science.

The point is this: once you’ve determined that online persona, and once you start using that persona in your posts, your brand will thank you for it.

Your followers just might too.

3 Reasons You Need A Business Blog

Three Reasons Why You (Yes, You) Need A Blog on your Business Site


“Do I really need a blog for my business website?”

“Isn’t that going to be a lot of work?”

“Is it even worth the investment of time and, potentially, money?”

These are three questions that we hear often enough. Our short answers are: We think so! Maybe a little, but we can always help you out! And very, very, very likely, YES!

In other words, a regularly-updated blog filled with useful and interesting content can be a great investment for any business. And if you need any convincing on the matter, here are three big reasons why you (yes, you) need a blog on your business site.

You can demonstrate your company’s range and expertise.

Let’s say that your business specializes in bacon. (And what a delicious business that would be.) Your website’s home page probably showcases your location, your services, and any other information that is pertinent to your customers. Maybe you even have a cool tagline: something like “MAKIN’ BACON SINCE 1957.” (Okay, well maybe it’s a cool-ish tagline.) You likely have an about page, a contact page, and perhaps a page for your online store. You might even have an image gallery highlighting some of the key moments in your bacon-makin’ history.

 Courtesy USDAgov

Courtesy USDAgov

That’s all porktastic. But now think: does your website really exhaust all of your vast bacon knowledge? Probably not. 

You need to take those words, take that knowledge, and create your very own bacon business blog.

Or in your case, you need to take the words and knowledge that apply to your own business and create your own business blog. Because if you’re good at what you do, you have all sorts of ideas and tips and bits of wisdom that go well beyond what you already share on your website. And no one—current customers and potential customers alike—is going to know that you have all that wisdom unless you share it with the public. 

A blog is a great forum for all of that wisdom-sharing. It shows that you’re an authority on a number of topics, and that’s never a bad thing when it comes to attracting new customers.

You can increase your website’s traffic.

How does that happen?

Well, it doesn’t just happen. It takes some work. But if you maintain a regular blog and promote your posts via social media, you will increase your website’s traffic. Let’s go ahead and call it the “Blog of Dreams”: if you build it, they will come.

First thing’s first: make sure that you share your latest posts on whatever social media networks you use. This gives your followers easy access to your blog, and thus to your entire website. You might not be the only one sharing these posts too. Every blog post you publish is something that someone else—or many someones—can share on their social networks. And the more your posts get shared, the more new visitors you’ll get on your site.

But the potential for all this new website traffic doesn’t just stop there. Think back to that wisdom-sharing I just mentioned. Let’s say our old bacon business has published a few blog posts on topics that span the following range:

  • Curing bacon
  • Bacon recipes for the Superbowl
  • Ohio bacon producers
  • The best bacon appetizers on local menus
  • Bacon-themed greeting cards

Do you know what you have right there? You have five search terms that can bring brand new visitors to your website. And it doesn’t matter if each blog post’s readership dies off after a few days or weeks. The very fact that it’s there on your website means that it can continue to bring you traffic for months and even years to come whenever people search for those topics.

Better yet, each post is a way for you to say, “Hey, Google! Hey all you other search engines! I’m creating dynamic content on my website, so you should check me out as much as you can to see what I’m doing!”

Each post gives you another opportunity to show up in search engines. Need we reiterate that this is never bad for business?

You can gain a broader audience.

Your current customers already know your name and likely know your website name. They might type in your url whenever they need to remember your address or check out your list of services, but they’re probably not going to visit it regularly.

And your potential customers? Those people who probably haven’t even heard of you yet? How are they going to find your website?

One of the easiest ways to drive them to your site is to (you guessed it) maintain a regular blog.

 Courtesy flickr user: (matt)

Courtesy flickr user: (matt)

Let’s go back to bacon, people!

All those times you share your posts via social media? Every time your bacon-loving customers share your posts with their bacon-loving friends, you’ve just expanded your reach to all those friends too!

All that vast knowledge and expertise that you’ve shared about bacon? Someone out there might be searching for it, and when your post pops up in their search engine, you’ve just reached them!

More shares, more traffic, more appearances in search engines: it’s all possible when you add a blog to your business site.

And this broader audience isn’t just a simple audience either. It’s an audience filled with potential customers, all who found you because of your business’s blog.

A Bold Look at Office Supplies

At Bold Hive, we think we have one of the best creative teams around. It’s something that make us pretty proud and excited. But what makes us even more proud and excited are the creative minds and entrepreneurs who make up our client base. Their talent is immense, their ideas ingenious, and their passion for what they do unparalleled.

Bold Hive’s partnership with the Robert Mason Company has given us access to the talent, ideas, and passion of store proprietor, Robert Mason Grimmett. Grimmett brought his unique perspective on office supplies and furnishings to Columbus after running a successful store in Ravenswood, WV for many years. (He’s got an amazing story behind his business too.) One of Grimmett’s many goals is to make purchasing office supplies fun and inspiring. To that effect, he carries not only a line of traditional office products but also a whole host of products from his own RM line. Whether you need a new pen or a hand-crafted, one-of-a-kind leather bag, Robert Mason Company is the place to go.


With current plans for store expansions, Grimmett has teamed with Bold Hive to help him launch the Robert Mason Company’s online store later this month. Recently, our photographer Kellie was on site in the German Village to shoot some of the signature Robert Mason lines of bags, journals, portfolios, and more. We think that these images do a splendid job of showcasing:

1.       Kellie’s knack for capturing products in a way that highlights their beauty and functionality, and

2.       Robert Mason Company’s gorgeous and durable office products.

Are you ready for the Robert Mason Company’s online store launch? Count down with us to Black Friday. You’re sure to be amazed—and inspired—by what our partnership has created. 

A Sweet Partnership With Pistacia Vera

Meticulous technique. Exacting attention to detail. An ardent devotion to perfecting the process behind the product.

You might think we’re describing the characteristics of a wood-worker, a painter, a sculptor, or a stonemason.

But would you believe that we’re actually describing the characteristics of the owners and employees of Pistacia Vera, one of the most beloved—if not the most beloved—pastry kitchens in Central Ohio?

As siblings and Pistacia Vera owners, Spencer Budros and Anne Fletcher, will be the first to tell you, crafting fine pastry is about more than flour and sugar and butter. It’s about more than sourcing the finest flour and sugar and butter (and chocolate and vanilla beans and nuts) in the land too.


To make the sorts of pastries and desserts that Pistacia Vera creates, you have to be willing to bring the patience and skills of a master craftsperson to the table. (Or in their case, you have to be willing to bring them to the kitchen counter.)

Take, for instance, the amount of time that it takes to craft one of their renowned macarons. Would you guess that it takes a few hours? Maybe an entire day at most?

Think again. It takes three to four full days to create those slight yet full-bodied, restrained yet flavorful French cookies for which Pistacia Vera is so famous. In fact, each one of their pastries and desserts is hand-crafted over a matter of days. During those processes, every member of the kitchen team pays exceedingly careful attention to timing, temperature, and measurement. In many ways, they are just as much artists as they are bakers and pastry chefs. Their kitchen is just as much a precision laboratory and art studio as it is a bake shop.

To this effect, Pistacia Vera’s passion for quality and detail might seem mind-boggling. Why so much effort if it’s “just dessert”?

If you’ve ever tasted one of Pistacia Vera’s pastries or desserts, however, you know that their creations are not “just dessert,” and you know that their passion is not for naught. Like many things in this world, an extraordinary product—even an extraordinary croissant—is often the result of extraordinary work. And lucky for us, Pistacia Vera’s work offers up extraordinary enjoyment.

At Bold Hive, we are deeply thrilled and honored to announce a creative partnership with Pistacia Vera. From website design and development to photography and video services to social media enhancement and copy writing, we will be complementing our particular love for technique, detail, and process with theirs.

Like the chocolate ganache between the two cookies of a macaron*, it’s a pretty perfect partnership in our eyes.

(*What, you didn’t think we could talk about Pistacia Vera without making you hungry, did you?)