Copywriter, Content Writer, Freelance Writer, or Ghostwriter? Know What Type of Wordsmith to Hire for Your Vegan Business

A vegan business cannot thrive without the right writer to educate and entice its potential customers. With all the different types of writers these days, how do you make sense of all the labels writers use, much less know what kind of wordsmith you should hire? Let’s take a look at the different writer labels you might stumble upon and see which writer will best suit your marketing needs.

What is a Freelance Writer?

A freelance writer is a writer who writes for the web as a contractor or subcontractor. If you hire a freelancer for your business, you hire them to do a specific job(s). You do not worry about paying part of their healthcare premiums or employment taxes. There are many advantages to hiring a freelance writer including paying only for the work completed, flexibility, and specific skill set. If you find the right freelance writer, you will save your company money. Read more about the advantages of hiring a vegan freelance writer.

You will find all types of writers under the “freelance writer” umbrella. A freelancer can be a copywriter, a content writer, a journalist, an essayist, speechwriter, technical writer, business writer, curriculum writer, and more. All of these writers use their creativity to write different types of content, and as a marketer or business owner, it can feel overwhelming to determine which type of writer you need. In addition, some of these terms are often used interchangeably and add to the confusion. But, rest assured, read on, and let’s get clear on what kind of writer you should hire.

What is a Content Writer? Do you Need a Content Writer for Your Vegan Business?

The term Content Writer encompasses a broad spectrum. Content is anything you read on the web. If you read a blog, you are reading content. If you read the script within a video or podcast, that is also content and a content writer wrote it. When you read a social media post from your favorite vegan shoe brand, that post was written by a content writer. A white paper is considered content writing as well.

The following are examples of different types of content:  

  • Blog Articles – A short-form or long-form article to educate, entertain, and build trust with your audience. A blog is usually housed on your company website.
  • E-newsletters – A one-page, concise email sent to clients containing company news and updates, or new products or services with the intention to inform and maintain audience engagement.
  • Webinar Content – A slide show that pertains to a webinar presentation.
  • White Papers – A well-researched report demonstrating useful and persuasive information about your company’s product or services. It is used to gather leads.  
  • Downloadable Resources or Opt-ins – A free e-book or guide to share with your potential customers specifically written to build authority and trust for your business and provide value to your customers.

What is sometimes confusing is that content writing pieces are sometimes referred to as “copywriting.” A white paper or a case study can be considered content writing OR copywriting, for example. Don’t be stirred by this. A good rule of thumb is to remember what each type of writing piece and writer does: The content writer informs, entertains, and builds trust with your audience, thereby building authority for your brand and business; a copywriter writes to persuade your audience to take a specific action like buying your vegan handbag or candy bar, for example.

What is a Copywriter?  When Do You Need a Copywriter for Your Vegan Business?

A copywriter writes to persuade your reader to take action on a specific result. For example, if you want to sell your brand new vegan cookbook, you would hire a copywriter to write a landing page for your website which seeks to persuade the reader to buy your book. Or, you might have a delicious vegan cheese you want to sell. A product description for this cheese would require a copywriter to write persuasive words to entice your audience to purchase it.  

Copywriting is different than content writing in that it seeks to create a response from the customer rather than seeking to inform or entertain. Make sense?

Below are examples of types of copywriting:  

Landing Page – A page on your website created specifically for a marketing campaign. A landing page has the sole purpose of selling a product or service, like an e-book.

Case Study – A marketing tool used to convince your audience that your products or services will meet their needs. 

Website Copy – Pages on a website including the Product or Services pages, the About page, Home page, or Landing pages.

Sales Letter – A strategically written letter snail-mailed to potential or actual customers with the intent of persuading them to take a specific action.

E-mail Series – A series of emails sent to clients on your email list written specifically to get them to purchase a service or product. Emails are also used to inform and build trust with clients, so once again, here is another caveat: is email marketing copywriting or content writing?

What About a Ghostwriter? What is That? When Should You Hire a Ghostwriter?

I’m going to have to throw in a vegan wrench into the mix. There is another type of writer referred to as a “ghostwriter.” This does not mean you would hire a ghost to write for you in the middle of the night when they are done haunting grandma. It means you would hire a writer who writes FOR your company without their name on their work.

There are freelance ghostwriters who write entire e-books or paperbacks for companies, get paid, then relinquish the rights to their work. For most businesses, ghostwriters are hired to write different types of content. If, for example, you require a content writer to write blog articles in your company’s voice and do not include their name on the blog, they are considered ghostwriters. To make things more blurring, a ghostwriter can be referred to as a content writer OR a copywriter. 

Final Words

Finding the right type of freelance writer for your vegan business is sometimes tricky. Knowing the differences between content writers and copywriters is important as a business owner or marketer. The important steps to take before hiring any writer are to research and know your audience and create a great marketing plan. Then seek a freelance writer who knows the differences between content writing and copywriting, make sure that person can write in your brand voice, and hire them. For an added benefit, hire a vegan freelancer who understands the non-vegan as well as the vegan consumer, and watch your business thrive. 

A content writer informs, entertains, and builds trust with your audience. A copywriter seeks to persuade your audience to buy your product or service.”

4 Ways for Vegan Businesses to Inspire Veganism without Alienating Their Customers or Profits  

In May of 2021, I celebrated 10 years of living vegan – an achievement I take pride in.

It has been a decade of not participating in animal exploitation and maltreatment, a decade of a healthier body, mind, and emotions, a decade of caring for our planet, and a decade of compassionate living.  

It doesn’t get better than that!

The vegan lifestyle, though, is not always an easy sell, is it? There are misconceptions about veganism that as a marketer you must face, and that is a challenge. In addition, as vegan business owners, we want others to see how important and urgent it is to embrace veganism. We want to make money and accomplish great success, but our deeper purpose is to change the world. We want to share with others the amazing life we lead, how to live without contributing to harming animals, the planet, and our bodies. But, sometimes this is easier said than done.

How do we promote veganism without alienating non-vegans? Let’s find out.

4 Ways to Inspire Veganism without Alienating Your Customers or Profits

#1. Customize campaigns to include non-vegans and vegans.

This might be obvious, but it needs to be said: not everyone is vegan, and not everyone will choose a vegan lifestyle because of your business, whether you sell vegan shoes, vegan cosmetics, or vegan food. Some customers will never embrace veganism. But, it’s best to include all types of customers in your marketing campaigns because some might become plant-based, which saves some animals from demise. They might tell a friend, who tells a friend, who tells another friend who then becomes vegan. You never know.

Always include non-vegans in your marketing campaigns, especially if you sell plant-based food. Know there is a learning curve, and you will have to change your approach for the different types of consumers such as vegetarians, flexitarians, reducetarians, carnivores, or vegans. Learn more about how to market to all potential clients here.

#2. Compose the right words to share your message.

We all know the vegan who comes off too angry or strong and repels potential converts to veganism. It happens. Don’t be that company or marketer.

A good idea is to create your website with specific wording that presents veganism in a positive light for whoever lands on your site. Words matter. They will either capture leads and sell your products or services, or they will send people to your competitor. Work with a vegan content writer or copywriter who understands how to speak to all kinds of customers.

You don’t want to focus only on the capture, exploitation, or killing of animals, for example. That will alienate potential customers who land on your website. A great idea is to create resources for the customer that specifically speak to their vegan journey, which brings me to my next point.

#3. Create free educational resources and share them on your website.

Free, downloadable resources on your company site accomplishes two important things with potential clients: they build trust and educate. Both are vital to building a customer base and selling your vegan products or services.

If you are a food company, creating a short e-book explaining why the plant-based diet is vital for great health would educate your audience, build trust, and answer a lot of questions they might have. A resource demonstrates authority in your field and builds credibility for your company.   

If you sell vegan shoes, for example, writing a blog or video about how your company’s shoes are made without harming animals would build credibility and trust. A good rule of thumb is to think about what the customer would want to know before they buy from you and create that resource, whether that is a case study, a white paper, a fact sheet, or an e-book. There are many options!

These are only two examples. There are different ways to create content that would help build trust with your potential clients, which brings me to my next point. 

#4. Communicate the benefits of veganism to your customers.

Once you’ve built trust with your customers, you are then able to educate them on living vegan. There are several ways to do this, depending on what type of vegan business you have.

Slipping in the benefits of living vegan for animals and the planet in your email campaigns once in a while is a good idea. Advising your customers how and why your company contributes to nonprofits fighting climate change or animal welfare is also a great idea. Explaining why a percentage of your proceeds that go toward creating sustainable, organic farming practices in an article or a white paper can also be done. The point is to introduce the WHY behind your business (promoting a vegan world) AFTER you have gained trust from your customers.

Telling them they need to go vegan without first gaining their trust is ineffective.  


Selling vegan products or services is a noble endeavor, but it can sometimes be tricky. You want your business to flourish, but you also want your customers to ultimately embrace the vegan lifestyle to make this world more compassionate and kind. I get it and share your mission and vision!

Understand the more trust you build, the more the various types of consumers will buy from you. Market to all types of customers, not only to vegans. Educate your customers with personalized, downloadable resources to build trust and credibility. Communicate with your customers via email marketing, and share the wonderful life of veganism when appropriate.

It’s important to hire a vegan content writer or copywriter who understands how to build trust with content and inspire your clients to go vegan without alienating them.

Need a writer for your vegan business? Book a discovery call to get started.

6 Powerful Environmental Reasons to Go Vegan on Earth Day

“The earth is what we all have in common.”

– Wendell Berry

Our planet Earth is indeed fascinating and beautiful, isn’t it? Most of us love to immerse ourselves in nature and visit exotic places. We work towards and dream about living close to a bubbling brook, a purple mountain, or by beaches, rivers, lakes, and streams.

We love nature, and we appreciate how it nourishes us. This love ignites our desire to participate in preserving our only planet, Earth.

What is Earth Day?

Earth Day was established in 1970 and is commemorated on Apr 22nd of every year as a day of recognition of our planet’s environmental health. Earth Day was established to help preserve Earth, so we could continue to enjoy her.

Since then, more than 1 billion individuals are mobilized for climate and environmental action every Earth Day. But today, we need everyone on board to participate.  

Due to human consumption and activity, urgent policy on climate change is needed. I am not going to lie or sugarcoat it, the situation is dire. Earth is dying as I write this article. All kinds of species are becoming extinct at unnerving rates; sea life is being eradicated in record numbers, rich rain forests with an abundance of healing plants are being deforested, and the oceans are dying. On this Earth Day, let’s explore how living a vegan lifestyle can dramatically help us save our only home, Earth.

What is Veganism?

Photo Credit: Daniela Relovborrce, Unsplash

Contrary to what most people think, veganism is a lifestyle, not a diet. It is the ideology against cruelty and exploitation of animals. It excludes, as much as is possible, the use of animals for food, clothing, entertainment, testing, and products. The plant-based diet is the result of living a vegan lifestyle.

People adopt plant-based diets for health reasons, but vegans take it a step further and omit eating animals and their byproducts for ethical reasons. Everyone has a personal journey and comes to adopt veganism differently. Some become vegans for their health, and others arrive at this wonderful lifestyle for ethical reasons. But, adopting the vegan lifestyle for environmental reasons is now urgent.

6 Reasons to Go Vegan on This Earth Day (And Save Ourselves)

Going vegan reduces factory farming which is a large contributor to climate change

Photo by Mark Stebnicki from Pexels

Did you know animal farming is one of the highest contributors to climate change in the world? The 1.5 billion cattle in the world emit 80 million metric tons of methane per year, which is a cause of global warming. These are alarming numbers.

Livestock farming contributes directly and indirectly to deforestation, water and air pollution, greenhouse gases, global warming, soil erosion, and desertification. Our planet cannot sustain more damage.

Also, studies show industrial farms in the U.S. alone produce 1.37 tons of manure each year. Imagine that for a moment. That is twenty times more fecal waste than what is produced by the entire population of the United States!  

The solution is to reduce or eliminate your meat consumption. By not buying meat, you will send a clear message to the meat industry that their practices are not sustainable and damage our planet’s resources. Adopt a plant-based diet or go vegan to save our planet.

Going vegan helps limit water and air pollution

Photo Credit: Pixabay, Pexels

Factory farming plays a major role in water and air pollution.

Wastewater containing fecal and urine from Concentrated Animal Feeding Operations (CAFOs) contaminates local waterways or streams. This waste run-off reaches nearby neighborhoods causing disease to humans. All of this impacts water used for drinking, cooking, and showering.

In addition, nitrates and pesticides used on crops grown to feed livestock flow into our rivers and streams and destroy the health of microenvironments, create algal growth, and destroy our planet’s ecosystems.

As mentioned earlier, livestock emits methane gases as well, which contaminate air quality and have been shown to contribute to global warming.

None of this makes sense, and we need to make immediate changes. Adopting a plant-based diet is the best solution to limit water and air pollution.   

Going vegan saves water

Photo Credit: Pixabay, Pexels

Water is our most precious resource, but did you know animal agriculture accounts for 70 percent of water withdrawals worldwide?

According to some experts, if our consumption habits are not altered, it is estimated by 2040 the entire planet will have severe water shortages.  

That is the entire planet by 2040. That is nineteen years from today.

Let me explain why it is urgent to curb our water use.

It takes only 25 gallons of water to produce one pound of grain. It takes 660 gallons of water to produce 6 oz. of steak. Is it worth it to eat that steak if it results in water shortages worldwide? I don’t believe so.

Compare what it takes to produce 6 oz. of beef to how much water American’s use to shower. The average time it takes a person to shower is eight minutes, and the amount of water used is about 16 gallons. That is 16 gallons compared to 660 gallons for less than half a pound of meat. Clearly, this is unsustainable.

The water needed to produce one burger is even higher.

To reduce your water usage so we don’t run out of freshwater, go plant-based or vegan. There are lots of plant-based meat options these days. Try a burger like Beyond Burger instead of an animal-based one. Plant-based burgers taste just like meat, are delicious, nutritious, and are more sustainable.

Going vegan saves energy

Photo Credit: Pixabay, Pexels

As you might have guessed from the above information thus far, a vegan diet saves energy.

Livestock management and production of feed breeding require high amounts of energy consumption. Consider the electricity, farm operating costs, and production and spread of fertilizers that are used for the 77 billion land animals slaughtered and made into meat each year worldwide. It is estimated that animal-based protein requires eight times more fossil fuel energy than the creation of plant-based protein.

Producing plant products is much more efficient, more sustainable, and healthier for our planet.

Going vegan reduces energy consumption. Go vegan.

Going vegan helps feed the world and saves the land

Photo Credit: Pixabay, Pexels

Did you know more than half of the grain grown in the United States is used for producing meat and fed to livestock? Forty percent of the world’s grain is also fed to livestock rather than being consumed by humans. If that grain were fed directly to people, no one on the planet would go hungry. We would have enough food to feed everyone. I repeat: if the grain fed to cattle today were fed to people instead, famine would not exist.

Granted, I understand politics is involved in whether people are fed or not, but you cannot argue that our current system is unsustainable. We have a duty as compassionate and kind people to help feed the hungry people in our world.

In addition, twenty vegans can live off the same amount of land required by one meat consumer. The amount of land used for livestock, as mentioned earlier, could be used to house the people of the world. Also, land is precious and limited. If we grew plants on much of the land that is used for livestock, we would replenish our nutrient-depleted soil.

Go plant-based or vegan. It will help put the world in a position to better distribute food to all people.

Going vegan saves our oceans (without them, we die)

Photo Credit: Richard Segal, Pexels

Without living oceans, humans will die.

Did you know the ocean provides 50 percent of the oxygen we breathe? It also regulates our climate and allows us to have fresh water to drink and use. Earth’s global water distribution system transports water from land to sea, to the atmosphere, and back to the land again. The ocean and its related systems are vital parts of our survival as well as the survival of all other living beings on the planet.

According to Sea Shepherd, “Every year, 65 billion animals are slaughtered to feed humans and some 40 percent of all the fish caught are converted to fishmeal to feed pigs, chickens, domestic salmon, fur-bearing animals, and cat food.” Removing fish from the oceans is causing an imbalance of biodiversity and a lack of food for marine life. Species are also going extinct at high rates.

The movie Seaspiracy has become popular in recent months. Before I watched it, I was convinced I already understood how the oceans are being destroyed, that marine life is being killed in horrific numbers, and our oceans are dying. I was shocked to discover that overfishing is killing all other sea life in addition to fish, and it is the number one contributor to the death of the oceans. Plastic waste doesn’t even come close.

I was stunned to find out that if we do not stop the removal of sea creatures from our oceans, it is predicted that the oceans will die by 2048. As of this day, April 22, 2021, that is in only 27 years!

Seaspiracy is on Netflix. I highly recommend it.

To save the oceans, it is imperative to refrain from eating seafood. Go vegan for the oceans. Good Catch Foods offers plant-based options that taste just like fish or shrimp.  


Photo Credit: Markus Spiske, Pexels

The urgency to change our way of life cannot be overstated. Without immediate collective and individual action, we will not survive as a species. What can you do? Adopt a plant-based diet and vegan lifestyle.  After all, Earth is our only home. She is what we all have in common. Let’s work together to save her.

Veganism is the best way to reduce your environmental impact. Going vegan will help save our land, water, air, oceans, and ourselves. It will substantially reduce our carbon footprint and the destruction of our species, other species,’ and our only planet.

Credit: Artist Lexi Finnegan, follow on Instagram @artsbylexi

Ready to participate in saving Earth? Take a step today and start your vegan journey. Start with just one meal per day. Download the VeGuide, a step-by-step plan on how to go vegan, from The Vegan Society. You will be surprised how delicious plant-based is. Even a full American breakfast made from plants can be enjoyed.

Hate to cook? Make it easy and purchase fully-prepared, nutritious, plant-based meals. Check out Veestro.  

Need a vegan content writer for your vegan business or nonprofit? Learn more.


A Greener

Factory Farms Put Climate at Risk Experts Say in Urging Health Officials to Speak Out

UC Davis: Making Cattle More Sustainable

Is the Livestock Industry Destroying the Planet

How Meat Contributes to Global Warming

The World Counts

Home Water Works

Sea Shepherd, If the Oceans Die, We All Die

How Does a Vegetarian Conserve Overall Energy in Trophic Levels

Understanding the Customer’s Everyday-Journey to Veganism: 4 Important Keys for Vegan Marketers

Marketing to the vegan and plant-based customer – it’s a ball of vegan wax these days, isn’t it?

It requires new, innovative, improved approaches. The old way of doing things does not work anymore because customers are smarter, expect more, and especially, want a personal touch.

According to “Study Shows a 3rd of World Population Follow a Diet Based on Reduction or Elimination of Meat in Vegconomist from Aug 28, 2020, “A total of 11% of global consumers are vegetarian, 20% are flexitarian, and 3% identify as vegan.” That means you can’t assume all your customers will fit into one mold.

Every marketer knows it’s a mistake to assume all customers are the same. Any company knows the best way to sell their products is to know their customer inside and out. In addition to demographics, age, sex, and basic likes and dislikes, you must know their spending habits, where they hang out online, their goals, aspirations, needs, wants, fears, and problems. Not all customers are alike. And, in the vegan or plant-based marketplace, reaching all types of customers is a challenge.

At any time, a pescatarian, a vegetarian, an omnivore, a meat-reductionist, a flexitarian, or a vegan could stumble upon your website. How do you reach all of these people? This can be quite the conundrum, right? Let’s explore this further.

You might sell plant-based food. Who are your customers? Your customers might be omnivores who want to improve their health and are looking to dabble in eating more plants, women who are vegetarians not concerned about eating dairy, or flexitarians or reducetarians who are gradually working towards eliminating meat products. You might have vegans stumble upon your website, who eat only plants because of ethical reasons. There are different types of potential customers who require different marketing campaigns.

But, stick with me. It gets even more complex.  

Let’s say you sell ethically-sourced, vegan clothing. You care about sustainability, eliminating animal exploitation, and harm to the environment. It is important to your company’s mission that animals were not harmed creating the clothing you sell. Your primary customers are vegans, those who will buy from you because they care about ethical sourcing and animal welfare. What do you do if a non-vegan stumbles upon your website? Does your branding voice include all people who might land on your home page? Or, are you marketing only to vegans?

two white women sitting side by side working and talking holding pens and writing

“Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just the marketing or sales or service. To really win in the modern age, you must solve for humans.” — Dharmesh Shah, CTO & Co-Founder, HubSpot

4 Keys to Understanding the Customer’s Everyday-Journey to Veganism

Know your audience and customer

Primary research is important before creating the content needed to attract your ideal customers.  

This is obvious and marketing 101. You must know who your audience is and the type of customers you want to attract and know them well before writing a word of content or buying Google ads for your business. There are many different ways to research your customer, and I will not cover all of them here.  Conducting social listening, performing keyword research, and running focus groups is a good place to start.

Understand your customers are on different paths  

Not all customers are alike. That is obvious, but let’s explore.

Let’s say you are a vegan business owner who sells vegan muffins and scones for ethical reasons: you want to end animal suffering. Who do you sell to? Primarily to vegans, but you will also have vegetarians, flexitarians, and carnivores perusing your website or storefront. Even though you might care deeply about the plight of animals, not every person who buys your scones will.

If you market primarily to vegans on your website, what happens when a carnivore lands on your home page? Do you want them to buy your muffins? Do you want them to know there is such a thing as cruelty-free muffins? This is where you need to create content that will resonate with as many types of customers who might run across your site. You also need to give that type of customer a way to understand animal suffering with content that will resonate with them.

How do you do this? A good idea is to provide a downloadable resource to help them understand animal exploitation and how your company sells vegan scones and muffins to help end this. You need to educate them. Marketing only to vegans is not enough. You must write content in a way that speaks to not only your audience but to OTHER potential customers. But, there is a caveat…

Understand your customer will change

Knowing customers will change their minds and spending habits and meeting them where they are is key to keeping them engaged and growing your business.

Using the same muffin and scones company example above, let’s say a plant-based customer comes into your store and buys scones. He is not vegan but plant-based; he mostly eats plants but partakes in meat or fish periodically to improve his health. His concern is not animal welfare. You sell him a scone and he loves it. He finds brochures at your café (or on your website) that explain how your company reduces the damaging animal-agricultural impact on the environment and the suffering of animals. He is intrigued.

He goes home and researches veganism. Appalled by what he reads about animal exploitation, he decides to go vegan. He has now changed. His reason for continuing to purchase scones from you has now changed. He is not a plant-based customer anymore because he now cares about the plight of animals in addition to his health. Would sending him an email about plant-based food make sense at this point? Wouldn’t sending emails about why he should continue to support a vegan company be more beneficial?

Create content that speaks to each customer and their journey to veganism

Prospects expect personal interaction these days.

It cannot be overstated that content needs to be created that speaks to and makes sense to the customer. If you have an email campaign that only speaks to vegetarians when your customers are now vegan, it will not be effective. The vegan will not respond to the message catered to the vegetarian.

The solution is to make sure your marketing campaigns from ads to landing pages, to blogs, to an email responder series speak to the needs and journey of your prospects or customers. Your company can sell to vegans, non-vegans, and omnivores, of course, but you have to create content to fully engage the potential customer and meet him where he is in his vegan journey. Do this, and you will successfully gain and retain customers.

“Don’t push people to where you want them to be; meet them where they are.” – Meghan Keaney Anderson Marketing, CMO, HubSpot


The global vegan industry is projected to grow to a staggering 74 billion by 2027. Is your company ready for this type of growth? Meeting people where they are, whether they are plant-based, vegetarian, flexitarian, reductionist, or vegan is important and demonstrates that you care. A potential customer needs to feel that you care about them before they even contemplate buying anything from you. You need to build trust with her, and you do this by creating content that speaks to her personally.

For successful selling of your products or services, know your customer, know his mind and spending habits might change and prepare for this, and set up marketing campaigns and content to meet his journey to veganism. 

Need a writer for your emerging vegan customers? Learn more.

Voice is Vital: Hiring a Vegan Copywriter Who Can Write in Your Brand’s Voice and Why it Matters

You might be a vegan or plant-based marketing manager or business owner looking to hire a freelance content writer or copywriter, but you’re not sure how to find the best person for your specific marketing campaign. How do you decide who is the right writer for your business?

Let’s explore.

What is Voice and Why is it Vital?

We know voice matters, and all good writers have honed in on their specific voices. The writer’s voice can be defined as the unique way a writer writes: the sentence structure, the mixture of vocabulary, tone, point of view, paragraph flow, and much more.

For marketing purposes, the brand voice is defined as the personality and emotion infused into a company’s communications. Infusing your company’s personality and emotion is the freelance copywriter’s job. It is what they do, and they need to know how to do this properly so the copy they write for you will entice, convince, sell, and make you money.

In the case of the content writer, she needs to know how to inspire, inform, and build trust with your customer base. Both types of writers need to know how to properly identify and write in your brand voice.

The best writers can crank out pages and pages of content specifically for their clients’ customers. They understand how to create a connection with your specific type of customer, and they are knowledgeable in your industry. Any old writer will not do if your marketing goal is to build trust with your audience, form a relationship, sell your products or services, create repeat customers, and inspire a more sustainable or vegan world.   

The best copywriters or content writers do the following before they write a word for you:

  • Research your company and your competition
  • Study your brand, style, voice, audience, and campaigns
  • Review your websites, blogs, articles, case studies, videos, or other media
  • Review competitor websites, blogs, articles, white papers, audios, podcasts, etc.
  • Get to know the persona of your customer: his likes, dislikes, needs, wants, fears, etc.
  • Do an internet search of related posts or material within the last year
  • Research the best keywords or key phrases to use

So, as you can see, there is a lot involved in writing a marketing piece, whether writing a blog post, a sales letter, an e-newsletter, an opt-in guide, or a white paper. Hiring a writer who does not bother with the above could be a costly mistake.

Woman and man standing against an orange brick wall. They are wearing jeans blue jeans and a red and orange shirt.
Photo Credit: Harsh Raj Gond, Pexels

To drive the point home, below are three different first paragraphs for a blog post for vegan clothing company A. Each of these paragraphs appeal to different types of potential vegan customers. The blog is about different clothing options offered at company A.

  1. The casual, hip voice appealing to Gen Z women: “You know compassion is a thing. And ethical fashion is growing by epic bounds! Did you know Gen Z is the generation buying the most vegan, eco-friendly clothes? Fewer animals are suffering and vegan clothes are made without leather, suede, silk, fur, feathers, angora, or down. Compassion is the thing of the future, and you can be part of it. Let’s check out cruelty-free hoodies and sweatpants.”
  2. The professional but casual voice appealing to millennial women: “Vegan clothing companies have been growing by leaps and bounds, and in 2021, the ethical fashion industry is not slowing down. The trend is on the rise to reach 1095.6 billion by 2027! With that type of amazing growth, now might be the time to add a vegan coat or pantsuit to your compassionate closet. Let’s explore ethical clothing options.”
  3. The formal, sophisticated voice appealing to college-educated men and women: “To say that the vegan fashion is a market on the rise is an understatement. It is estimated to reach a whopping 1095.6 billion by 2027. With that unprecedented growth prediction for compassionate brands and with a desire for a sustainable world, now is the time to invest in a wardrobe upgrade. Let’s explore.”


The freelance content writer or copywriter’s ability to write in your brand voice is vital to the success of your business.

The key to finding the best vegan or plant-based copywriter is to find one who can write in your brand voice. If you do this, you will be on your way to meeting your sales goals and inspiring a more compassionate, sustainable, vegan world.

Looking for a writer who can write in different voices? Let’s chat.

Want a Mouth-Watering Breakfast? 25 Popular Plant-Based Food Companies That Will Make You Drool

The plant-based food industry has been booming over the last decade. It is estimated that it will reach $74.2 billion by 2027. That is an incredible number. But why, you might be asking.

Plant-based food is more sustainable for our planet, most is ethically-sourced, and most is cruelty-free. But, does it taste good, and is it healthier?

You might be one of the few vegans who has not tried any plant-based breakfast options (yet). Or, you might be curious about all the hoopla and wondering how plant-based food can possibly taste as good as meat, especially for breakfast.

Sausage, bacon, eggs, cheese, and milk – so good and no way to replace the flavor, right?

Well, let me tell you there is!

Did you know you could eat a full breakfast vegan style without sacrificing taste? Cheesy eggs, hashed browns, sausage, bacon, pancakes, bagels, muffins, coffee, milk – all vegan, all mouth-watering, all more sustainable.

I’ve compiled a list of plant-based breakfast foods below. Give them a try!  

Plant-Based Eggs

Are you a scrambled egg lover who can’t even imagine breakfast without eggs, like me? Look no further! Here are two plant-based egg alternatives that will entice your palate.

Just, Inc.

Before I became vegan, I loved scrambled eggs with cheese, vegetables, and salsa. Just delicious! I could not even imagine eating breakfast without eggs. Well, Just, Inc. solved that problem!

On a mission to make easy and delicious plant-based alternatives, Just, Inc. has created a scrumptious egg-like substitute that looks and tastes like a scrambled egg. Their eggs are made with mung bean protein and turmeric, and they contain protein and calories.

In addition to the great taste, Just cares about protecting our planet and its resources. As of August 2020, their plant-based eggs use 98% less water, have a 93% smaller carbon footprint, and use 86% less land than eggs from chickens. They are an excellent plant-based alternative.

I personally love Just’s egg! It is part of my family’s weekend big breakfast, and I could not be happier with it. Want a taste?  Here is a very simple recipe from Just’s website

Follow Your Heart  

Follow your heart offers another plant-based egg alternative made with organic soybeans, nutritional yeast, and soymilk powder, and more. In addition to scrambled eggs, Follow Your Heart’s Vegan Egg can also be used as an egg replacer for baking muffins, cakes, and cookies.

Follow Your Heart’s goal is to bring great-tasting, healthier foods to the public while striving to inspire a compassionate, sustainable world. They believe a better world happens with better food choices. They strive to be a zero-waste company by offering free electric car charging for all employees, giving to local non-profit organizations, using solar panels on their facility roof, recycling, reusing, and composting. Learn more here.

Their vegan egg and other plant-based food is top-notch and will not disappoint you!

Check out their VeganEgg.

Plant-Based Cheese

Now, who eats scrambled eggs without cheese? Not me! Here are top, delicious vegan cheese alternatives to add to your vegan scrambled eggs.

Miyoko’s Creamery

Did someone say, Miyoko’s?

Absolutely incredible and mouth-watering is Miyoko’s cheese! From plant-based cheddar to pepper jack, to mozzarella, to cream cheese, Miyoko’s creates cheese alternatives from nuts, legumes, and other plant-based ingredients. Their products are GMO-free, organic, and crafted using traditional creamery cultures, cheese-making techniques, and modern technology. Miyoko’s goal is to inspire a vegan lifestyle by creating amazing food.

Miyoko’s cheddar cheese can be added to your scrambled egg to create the perfect egg or omelet. You can also add their Vegan Cream Cheese alternative to your egg, creating a thick decadent experience. Made from cashews, the cream cheese can also be added to bagels, used as frosting, or the main ingredient in a vegan cheesecake.

Try Miyoko’s cheese. You will not be disappointed!


On a quest to uplift the lives of all people, Wayfare is a family-owned business that creates food to nourish the body and inspire the world. They use the finest whole, plant-based ingredients to create delicious, healthy cheese, and other foods.

Wayfare is proud to be a business that reduces its carbon footprint by using novel machines that use latent heat and gravity as its power source. They believe in using the most efficient and simple methods in creating their products.

In addition to plant-based cheese, Wayfare creates dozens of dairy-free products and is working on creating meat and egg alternatives. Add their delicious, home-made cheddar, nacho cheddar, or onion and chives cream cheese to your scrambled eggs, and you can’t go wrong!

Kite Hill

Founded in 2010 on a mission to make plant-based foods taste good, Kite-Hill sought to create a plant-based cheese that rivaled the best artisan dairy cheeses – with the taste, texture, and integrity of dairy varieties. Once they perfected this, they were off and running!

Kite-Hill produces mouthwatering cream cheese spread and a ricotta alternative made from almond milk and other ingredients. They also sell yogurt, butter, dips, and other plant-based alternatives.  Using all-vegan products, their packaging is BPA-free and most of their containers are recyclable.

I have personally tasted Kite Hill’s Chive Cream Cheese, and I can attest that it is delicious! I use it on my bagels, but you can also add it to your omelet or scrambled eggs to make a scrumptious meal.

You can’t go wrong with Kite-Hill.

Plant-Based Sausage

Want some sausage with your eggs? Of course, you do! Here are two excellent sources for a delicious plant-based sausage.  

Beyond Meat

Beyond Meat is one of the fastest-growing plant-based meat companies in the world.

They strive to improve health, positively impact climate change, address global resource constraints, and improve animal welfare while creating mouth-watering food that tastes similar to animal-based food. They believe there is a better way to prepare for our future, and every positive small change we make will impact our health and the health of our planet. Beyond is inspiring people to switch to a plant-based diet daily.  

Beyond Meat goes beyond the meat and creates plant-based sausage, burgers using pea, mung bean, faba bean, and brown rice.

I love their sausages. Honestly, I cannot get enough of them! The Hot Italian is my favorite and a perfect addition to your plant-based, scrumptious breakfast. Add them to your eggs or eat them on the side – either way, you will love them!

Sweet Earth

Known as the “Zen farmers,” Sweet Earth believes food traditions endure for a reason – they allow us to commune and thrive. Intending to make plant-based food mainstream, Sweet Earth makes plant-based, natural, organic, and non-GMO foods. They do this by creating alternatives that honor and sustain our land, cultivate a curious mind and palate, and sustain a healthy body.

Sweet Earth produces plant-based sausages, deli meats, burgers, and other meats. Their Ginger Scallion Sausages are the perfect addition to your plant-based scrambled eggs.

Sweet Earth has won many awards for its delicious foods. Give them a try!

Plant-Based Bacon

If you are a fan of bacon or think you can’t live without it, look no further! There are delicious plant-based bacon options that will make you drool.  

Here are three that will satisfy your taste buds.


Looking for bacon that tastes like … well, bacon? Then look no further! My personal favorite, Lightlife’s bacon not only tastes like the meat alternative but looks and feels like it as well.

Made from Soy Protein and textured wheat gluten, natural smoke flavors, spices, and more, Lightlife’s Smart Bacon is a winner.

Lightlife is on a journey to make a real impact on the planet. They are proud to be carbon neutral and have reduced their greenhouse gas emissions. By 2025, their goal is to reduce their environmental footprint by 50%, and by 2030, they hope to reduce their absolute carbon emissions by 30%.

In addition to bacon, Lightlife sells other plant-based meat such as burgers, hot dogs, tempeh, ground beef, sausages, deli meat, and chicken.

Give them a shot!

Upton’s Naturals

Opening in 2006, Upton’s Naturals created a flavorful wheat-based, seitan, plant-based alternative to bacon. Unique and delicious, their bacon would make a splendid addition to your breakfast plate.

Upton’s Naturals is an independently-owned natural foods company with a focus on meat alternatives and vegan values. They are dedicated to using natural ingredients in their products. What is unique about Upton Naturals is their Upton Breakroom, a restaurant offering vegan food in Chicago, Illinois. The building used to be a production facility and their corporate offices, but they have moved to Austin, Texas, and decided to turn it into a thriving vegan restaurant.

In addition to bacon, Upton sells jerky, mac and cheese, chorizo, lots of seitan foods, and other plant-based foods. They have recently launched seasoned and ready-to-eat jackfruit in the United States.

Check out Upton’s Naturals.


Tofurky has a delicious version of bacon created with tempeh (fermented food made from organic soybeans) that is delicious and perfect for your plant-based, tasty breakfast.

Made with soybeans, soy sauce, molasses, maple syrup, apple cider vinegar, and more, Tofurky’s Smokey Maple Bacon is exceptional in taste and helps to reduce animal suffering.

Tofurky’s mission is to contribute to bettering society and creating a thriving planet. They are also designated a B corporation. This means the company has met or exceeded a set of standards for better treatment of their workers, the sourcing of supplies, engagement with local communities, and impact on the environment. The company also reinvests in environmental initiatives and places animal welfare above profits.

Give Tofurky a shot! You will not be disappointed.

Plant-Based Bread

A hearty breakfast is incomplete without an English muffin or a bagel, right? Plant-based bread has become popular and is a welcome addition to your big breakfast. Here are two companies that offer a variety of bread.

Food for Life

Food for Life offers tasty vegan English muffins to go with your American breakfast.

Their vegan bread is nutrient-rich and an excellent source of vitamin B6, thiamine, riboflavin, folic acid, and niacin, calcium, magnesium, iron, and phosphorus. They are non-GMO, organic, and even certified kosher. In addition, they offer yeast-free, gluten-free, vegan, and diabetic-friendly options. And, they use sprouted grains in most of their products.

Food for Life’s mission is to create wholesome baked goods that uplift the body to good health.

Why not give their English Muffins a try?  

Rudi’s Organic Bakery

How about a bagel to go with your grand breakfast?

Established in 1976 in Boulder, Colorado, as a small bakery that has now grown substantially, Rudi’s Organic Bakery offers nutritious, flavorful bread, rolls, and buns free from preservatives. They are in business to provide the public with the healthiest, organic ingredients possible.

As the leading producer of certified organic bread in the U.S., you cannot go wrong with Rudi’s. Check out their bagels: cinnamon raisin, multigrain, everything bagels, and plain bagels. As a lover of healthy bread, Rudi’s is one of my favorites!  

Don’t miss out and try Rudi’s.

Plant-Based Coffee and Creamers

If you are like me, you love a hot, decadent cup of coffee with your breakfast in the morning. Why not try vegan coffee with non-dairy creamer?

Plant-based coffee creamers, a much healthier alternative to dairy creamers, are hitting the vegan market by storm. Here are some vegan coffee and plant-based creamer options for your full breakfast.

Audubon Coffee

How about some delicious coffee that makes a real difference?  

Aubudon’s mission is to protect birds and their habitats, and they are involved in grassroots conservation and several environmental initiatives. Purchasing their coffee helps maintain bird ecosystems and family farmers in the Americas.

Unlike some coffee companies that are not concerned with maintaining species’ habitats, Aubudon’s coffee is grown in the shade with native trees, shrubs, and plants. This decision ensures a refuge for local and migratory birds, in addition to the rich flora and fauna of the tropical rainforest. Buying their dark roast, light roast, or decaf coffee helps the preservation of birds, other species, and to further their work.

Check out their Smithsonian Bird-Friendly Certified Coffee here. 

Califia Farms

Califia Farms works for the good of the planet and believes food should be returned to its original nourishing purpose. They are passionate about teaching others how a plant-based diet can improve health, alleviate climate change, safeguard ecosystems, protect animals, and help solve world hunger.

They offer dairy-free creamers and plant-based milk that will add flavor to your coffee without the cholesterol found in dairy products. Their Better Half creamer is a concoction of almond milk, coconut cream, and other ingredients with only 20 calories and 1g of sugar per serving. Can’t beat that.   

I love Califia creamer! I have used it in my coffee for years, and it is delicious.

Give Califia a try.

Ripple Foods

Another excellent, plant-based, delicious creamer for your breakfast coffee is Ripple Food’s Original Half & Half. Ripple’s alternative tastes savory and contains no fat or cholesterol. Their secret is a blend of oils that provides the right fats in the right proportions.

Ripple is dedicated to creating food that uses less water, is GMO-free, and leaves the smallest carbon footprint on the planet. Ripple milk products are made from peas because peas have a smaller environmental footprint than dairy, almond, cashew, or coconut milk, and they contain half the sugar found in dairy milk. Also, their bottles are recyclable and made from post-consumer recycled PET plastic. You can’t go wrong with Ripple Foods!

In addition to half & half, Ripple offers plant-based milk, protein drinks, frozen desserts, and more. Check out Ripple’s Original Half & Half here.

Plant-Based Milk

An American breakfast is not complete without milk.

The plant-based milk industry is a 2 billion dollar market and continues to grow. There are so many types of milk options to choose from these days: almond, soy, coconut, cashew, oat, rice, hemp, pea, hazelnut, banana, flax, walnut, macadamia, peanut, brown rice milk, and more.

Dairy milk contains cholesterol that is bad for your health. Since all vegan milk is made from plants, they do not contain cholesterol, have less fat, and fewer calories than their dairy alternative. They are a better food choice for planet sustainability and your health.

Here are a few good plant-based milk companies: Ripple, Oatly, Edensoy, Pacific, West Soy, Silk, Califia Farms, Elmhurst Nut Milks, Milkadamia, and Good Karma.

Check them out and give them a try!

So there you have it. An outstanding array of plant-based options, delicious choices that are healthier than animal-based food, ethically-sourced, contribute to sustaining our planet, and are cruelty-free for your plant-based breakfast.

Add some of your favorite fruit to your plate, and you are good to go!  

Why a Blog Is Vital for Your Vegan Business

Long gone are the days when door-to-door smiling salesmen walked neighborhoods and pitched their products. No one wants to answer the door to that anymore.

What has taken the place of the salesperson in a suit? Well, a lot with the advent of the internet. People now prefer to research a possible purchase from the comfort of their own homes (for starters), and this is where blogs come in. Blogs are now one component of the new sales cycle and are here to stay.  

What is a Blog? 

A blog is a consistent stream of relevant and helpful articles on your website that educate, inform, and build trust with potential or current customers. Blogs can also sway your clients to buy your products. There are different kinds of blogs, but the type that is best for your vegan business is one that speaks to your customers’ needs, desires, or problems.

Just over a decade ago, most blogs were unfiltered, unfocused ramblings that might or might not have made your head explode. Since then, blogs have evolved to become about the client and not so much about the writer. For vegan businesses, blogs are strategic content used to educate the public about your services and products, and garner leads. 

A blog is a vital component of every vegan business’ website.  

vintage typewriter with "to blog or not to blog"

Why do Vegan Businesses Need Blogs?

Let’s say someone wants to purchase vegan shoes. What does he do first? He might search online for different kinds of vegan shoes. If he is not sure which brand or type of shoe he wants, he will narrow it down by reading reviews or blogs about a few shoe types. He will stumble upon a vegan company’s blog explaining where and how they manufacture their vegan boots, what material they use, how reliable they are, or who buys them. This is where a well-written, timely, educational blog comes in! The vegan company that has an active blog will be far ahead of the competition, and most importantly, will be able to make a connection (and perhaps a sale) with that shopper. Why not have the blog that the consumer stumbles upon?

Understanding the importance of a blog on your vegan business website is paramount. 

Blogging helps you appear as an expert in your field. There is nothing more important these days than building trust with your potential customers, as mentioned earlier. Not only does a well-written blog speak to your client’s needs, problems, or desires, but it helps readers see you as an expert. Once they view your company as knowledgeable and helpful, trust is built, and they will eventually buy from you.  

Blogging helps grow your email list and generates more leads. When potential clients read an informative blog that speaks to their needs or desires about your product or service, they will follow your blog and sign up for your email list. These people are now leads who could become customers. Furthermore, once your blog is out in cyberspace, it is there until you remove it. It will continue to be read and generate more leads while you sleep. Not a bad deal!

Blogging helps your SEO visibility.  A blog with appropriate internal and external links, proper placement of keywords, and is well-written, truthful, and helpful will rank higher on search engine results. Best SEO (search engine optimization) practices are always changing, so we must keep on top of it, but what search engines consistently look for is frequent and quality writing. So, it is a good idea for a vegan business to make sure they have enough writers on staff or hire freelance content writers to write their blog posts.   

Blogging helps you stay on top of your industry and know your competitors. With so much information and changes occurring rapidly these days, it can be arduous to keep up with everything. Maintaining an active blog will force you to be on top of market changes. With a blog, you are propelled to research and write about different topics. This process will enhance your knowledge of your competitors’ products as well. Your readers will also get a feel for your expertise and want to follow your blog. They will come to expect more from you and will eventually make a purchase.

Need a vegan content writer to write your blog? I can help. Schedule a free discovery call today

5 Reasons Why Hiring a Niche-Specific Freelance Writer Is a Smart Move for Your Vegan Business

As a vegan business owner or marketer, you want to hire the best freelance writers to write copy or content, but how do you know you are hiring the right writer for your specific business?  

Freelance writers come in all shapes and sizes. Some are generalists who write for anyone, for different industries, and write all types of content. Others specialize in a niche and write for a particular industry.

Those writers who have a niche specialty are the ones to consider. They are the writers who know the vegan industry, so they will have a better understanding of your market, your customers, your products, or your services. These writers specialize because they are knowledgeable and have experience in their area. They write about what they love.

Common sense dictates that the best marketing decision is to hire a writer who is familiar with your industry-a writer whose niche, or area of specialty, is veganism.

Here are five reasons why a vegan niche-specific writer is the best choice for your business:   

She is committed to veganism.

A vegan writer contributes to your goals of inspiring veganism with your services and products. She will write her best to ensure her copy convinces potential clients to buy because she wants a vegan world. She is a cheerleader in your corner, a potential business collaborator with mutual goals.

She understands how to write for the vegan and for the non-vegan.

This is incredibly important. A copywriter who is not familiar with why someone would go vegan would struggle to write convincing copy to sway a prospect to buy a product. A vegan copywriter is familiar with the mind of the non-vegan and the mind of the vegan. What better person to hire to write copy?

A vegan writer knows the ins and outs of veganism. She understands what it is like to live as a vegan and what it was like to live otherwise.  Whether you are marketing to vegans or aspiring vegans, she will speak to your potential and current customers’ desires, fears, aspirations, and motivations. Her experience with and without veganism makes her the best writer for your copy needs.

Just to drive the point home, would you hire a roofer or a general contractor to fix your damaged roof on your house? Both are handy with tools and both can probably do the job, but the roofer knows how to repair or replace roofs on houses. The roofer is more qualified and will do the job faster and more efficiently.

You get the picture!

She might use your products or services.

A vegan writer is your best hire because she might be, at the very least, familiar with your products or services. Better yet, she might use or consume your products. What better writer can you hire but one who uses your vegan lotion, drinks your vegan wine, or knows how to move from the standard American diet to a plant-based diet?  She will be able to speak from personal experience to sell to your customers.

She is familiar with the vegan industry.

A professional vegan copywriter or content writer keeps abreast of vegan news, trends, and happenings. A general writer will not do that or be inclined to want to. He will have to learn about veganism to write excellent copy, and that takes time.

You might have a writing assignment that can be adequately filled with a generalist and be tempted to hire that type of writer. However, if you should hire a non-vegan generalist, they will not be able to write good copy that sells your products because they do not understand veganism. Why not start with a writer who knows your industry?

Hiring the best content writer to educate your prospects and customers is a smart business decision. Working with a copywriter who sways your customers to purchase your products makes good business sense.

Make sure that writer is vegan.

Should Vegan Companies Hire for Personality or Skill, Especially During COVID-19?

COVID-19 has stalled the world, whether we want to admit it or not. Millions have either lost their jobs or careers, or have been furloughed. As a result, masses of people have been forced to seek new careers, learn new skills, and start new endeavors.

How do vegan companies navigate through this, and how do they hire the best freelance writers or employees when a large percentage of the workforce is in transition?

I recently learned that my former coworkers are desperate for work now. They are afraid because their careers have ended due to the ramifications of COVID-19, and they are not sure if they are qualified to do other work. I feel for them, but all hope is not lost because personality is transferable.

A person’s disposition or personality, also known as “soft skills,” can make the difference between adequate candidates and ideal candidates. A copywriter with great soft skills knows when to be a leader and when to listen. She knows how to be kind, empathize, and problem solve.  Soft skills are more essential than hard skills.

How many times have you called a company for help and chatted with a rude person on the other end of the line? Or worse, you talked with someone who clearly did not care about your needs or issue, much less wanted to help you. They say you can even train a monkey to answer the phone (I’m not saying people are monkeys, but a little service would be nice, right?). Great customer service is becoming a thing of the past, and that needs to change.

Good customer service feels like peach pie on a summer day. You are satisfied and happy that the person on the other end of the phone helped you, and you will continue to use their services.

Great customer service these days is like finding a gold mine! You not only will continue to use their services, but you will write a phenomenal review on the company’s website, recommend them to your friends, become a customer for life, and bake them a peach pie (during any season) and bring it to them!  

The goal for vegan companies is to hire people that make the customer feel like he found the gold mine. The best decision is to hire personality over skill.

Personality skills (or soft skills) is the way to go. I’m not at all diminishing hard skills or suggesting that skill set is not important. Of course, it is. You want to hire the person who is most qualified overall, but personality means more to the success of a vegan business than only hiring for skill mastery.

You can hire a qualified freelance writer with a Ph.D. or a vegan content writer with years of experience, but if either writer is inflexible or not a team player, you will have more problems in the long run that might negatively affect your business, coworkers, customers, and your bottom line. Why not hire someone who is versatile, positive, and excited to complete or learn whatever work you send her way?

According to Recruiterbox, hiring personality over skill is what companies prefer. They love to hire people who are:   

  • Enthusiastic
  • Adaptable
  • Team-oriented
  • Authentic (admits to mistakes)
  • Contentious (asks good questions)
  • Resilient
  • Curious (is willing to learn)
  • Confident
  • Ambitious
  • Action-oriented

What vegan company would not want to work with a person who exhibits all of the above soft skills?

I’ve been hired for most jobs I’ve applied for during my former career in the areas of consulting, coaching, training, writing, managing, and even data analysis. I was not fully qualified for some positions, but I was hired because I possess the above characteristics. I take learning seriously, I relish in great relationships with my coworkers or clients, I am authentic, and I always do my best.  

As a vegan business owner or hiring manager, your company will be in good hands if you hire contactors or employees with exemplary soft skills.