Featured Freelancer: Sue Moore, Psy-Copywriter

Say Hello to copywriter Sue Moore.

“From sigh-copy to psy-copy”, her writing uses psychology-based methods to hook the reader with purposeful words, without the need for big-budget behaviour research.

Whether you’re comfortable or not with marketing yourself, follow Sue on Substack for top-tier free copywriting advice that’s easy to understand and everyone can put into action.

Let’s get into our latest Featured Freelancer interview.


What is your name and what do you do?

Sue Moore of Virtual Gold Dust. I’m a copywriter with a specialism – messaging and copy psychology strategy.


How long have you been running your business/freelancing and why did you start? 

Started freelancing as a copywriter in 2001 (not a typo!) when I was working in corporate marketing and found that I loved the copywriting part of my job most of all.


Finding clients is one of the biggest concerns for people starting out working for themselves. Where did you find your very first client or customer? Where do you mostly find them now?

My first few clients were a mixture of people I’d worked with before in the corporate world, who needed freelance help. My marketing strategy was quite low-key. In retrospect I would focus more strategically on that. Then I introduced myself to some local design agencies, and that’s where my next clients came from. Those agencies had clients already who had committed to creating content or a publication, but needed the words written. Lots of my first clients needed copy for print, whereas now I mainly write for digital.


What does a dream client look like to you and why?

My dream client is the owner of a service business. Often (but not always) she’s another marketer who neglects marketing her own business. We understand each other!


What app or social media platform could you not run your business without, and why?

I’m slowly but purposefully moving away from social media and now use Substack as my main content platform. Makes sense for a writer. Somehow the content is deeper and more thoughtful there.


Is working for yourself what you expected? How do you manage a healthy work-life balance?

I expected freedom, mixed with a degree of uncertainty, and that’s exactly what I got. I feel like I’ve got a really healthy work-life balance. I’ve got flexibility to exercise during the day, take regular breaks and work on my own terms.


What has been your favourite project to date?

So hard to choose. Recently I’ve loved working on messaging strategy for a photographer and also a market research consultant.


What is your biggest win of the last 12 months? 

I trademarked my special interest in copywriting psychology, so that I can confidently use my tagline – from sigh-copy to psy-copy®. That feels like a big win, because it’s prompted me to go deep on this area of expertise. Now I’m all-in on helping business owners build their verbal brand. It’s given me tremendous focus.


What is it about running your business/being a freelancer that you most enjoy?

I love working for myself and the only thing I miss about corporate life is the regular pay check! Like every other marketer I’ve met, I’d rather do my clients’ marketing than my own, but I plough on. I used to miss the office watercooler chat, but membership of communities like Freelance Heroes has filled that gap thankfully.


If you were given a free £1000 to spend on your business, what would you spend it on?

I’d be tempted to spend it all on stationery and books, but I’d try to resist. I’d probably invest it in some form of learning. The deeper you go into a topic, the more you realise you still could learn.


What is your ONE top tip or piece of advice you would offer to other freelancers/small business owners?

Do your marketing. Even when you don’t feel like it. Even when it feels cringey. I have to remind myself of this every single day. If you’ve got the money, get someone to help you with it. Build marketing into your daily routine.


And finally, is there anything you’d like to shout about right now?

I’d love to shout about my new, but quickly growing, Substack. It’s called Ink Tank. I write weekly about copywriting psychology and messaging. It’s perfect for anyone who needs to maximise the power of words to build their business.


You can connect with Sue on LinkedIn, Instagram and her website.


Visit our other Featured Freelancers here and, if you’re a UK freelancer and would like your profile in our freelancer directory, access to all our events and workshops each month, plus more, then sign up and test drive us for a week for free here.

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Sue Moore

Sue Moore