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.

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.

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.

8 Reasons to Hire a Vegan Freelance Content Writer or Copywriter for Your Vegan Business

Are you a vegan business owner, brand new entrepreneur, or running a vegan nonprofit and wondering if it makes sense to hire a freelance writer for your business writing needs?

What if you realize you need assistance and are considering hiring someone to help you, but you do not have the funds to hire a full-time employee? This is where a freelance professional comes in!

Companies are moving in the freelance direction, and making the shift to hiring a freelance copywriter to write your marketing content, blogs, or articles is a good move that helps ease your workload (and your mind). Finding a writer is simple, but not always easy. Finding a writer who is the right fit is sometimes like finding a needle in a haystack, so you tend to stick with the familiar – hiring a fulltime or part-time employee to write your content. However, working with a freelance writer can be a smart business decision.

Here are the top eight reasons why you should hire a freelance content writer or copywriter for your vegan business:  

The Shared Vision

A vegan writer will work with you to bring about your vision of spreading veganism worldwide. She knows the business from the perspective of those who embrace the vegan lifestyle and from those who do not. What better person to work with you than another passionate vegan?

It is Economical

You do not provide office space, office equipment, benefits or training. You only pay for the work you need completed. Freelance professionals are paid by the project or by the hour. This ensures a decrease in overhead and an increase in profits.

It Saves Time

Using a freelance content writer or copywriter will save you lots of time because the writer will create the content you don’t have the time to write.  A vegan copywriter will ease your work load so you can focus on other important aspects of running a successful business.

Access to Expertise

Freelancers are highly trained, experienced and educated professionals. They are always improving their skills, and they do not fire themselves. This ensures you are hiring top rate professionals with an inner drive to succeed.

You are getting the best value for your dollar!


Freelancers are flexible and are able to give you quick turnarounds. Since they work from home or from a virtual office, they are able to work outside of regular office hours, which makes it easier for them to adjust to your specific business needs.


Let’s face it, even the best writer might feel stuck once in a while and might not always generate exciting and compelling content. Hiring a freelance copywriter or content writer gives you a different, creative, skilled talent that would bring new ideas to your platform. Why not try a fresh mind?


You are in control. Working with a freelance writer gives you the opportunity to hire them for a one-time project, a few different projects, or you can create a long-lasting working relationship. A freelancer will complete your given assignment based on your contract details.

The ball is in your court!

Freelancers Are Here to Stay

According to Elaine Profeldt, author, business owner, and contributor to Forbes in “The Coming Boom for Freelancers,” freelancing is not going away, especially as a result of the current COVID-19 pandemic. She states that forty-nine percent of hiring managers acknowledged highly-skilled talent as the reason they would continue to hire freelance workers. In addition, fifty-seven percent of managers engaged freelancers as strategic partnerships.

The freelance writing gig is the wave of the future. Are you ready to jump in?