It’s a fact that great About pages are first about the reader.
But sometimes, you just want to know who it is you’re dealing with.
I wasn’t always a conversion copywriter.
After ten years in PR and management consulting, in 2014 I went freelance. Started with content marketing and social media.
It was a crazy move given the job I had, the pension, the track record in my field.
But I needed to create something new. To define the terms and make an impact, without a chain of approval folders between my work and the light of day.
The moment I discovered conversion-copywriting I was sitting at my desk the year we lived in the hinterlands of the Sunshine Coast. Joanna Wiebe of Copyhackers was pitching the e-books that started it all.
The theory behind conversion-focused copy just clicked.
Everything I’d learned about surveying, interviewing, customer-focused communications… it all came together.
It was the answer to the question, “How do we really know these words change anything?”
Conversion copywriting became my one thing. And I ended up getting hired to do it for Copyhackers, among other stellar clients.
But the question that haunted me? It’s the same one most of my clients struggle with.
How could I offer something obviously different and better?
Every single conversion copywriting project we take on starts with this same question: why should the perfect customer choose you over everyone else?
In the process of answering that question for clients, I realized something.
My zone of genius is in taking brand messaging that’s unclear, limp or company-centric… and optimizing it to convert. That “DNA” of your brand becomes the playbook for writing copy that converts across sales pages, landing pages, emails, ads and everywhere you sell.
In the realm of conversion copywriters, it’s what I’m known for.
If you’re nodding along saying “yes, we need a brand that sells all day long“, then go ahead and book a time in my calendar.
p.s. In the category of Things No One Wonders…
Best books I read in 2019: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It | Ogilvy on Advertising | Down and Out in London and Paris
Pet peeve: Single-use kitchen gadgets.
Politics: Unrepentantly progressive.
Family life: I have one. The little people are little. The big person is a commercial litigator.
Fun facts: I’ve lived on an island north of Auckland with a population of less than 1k, studied and waitressed in Prague, travelled by Trans-Siberian Railway from Vladivostok to Moscow.
Current location: Non-nomadic, largely reclusive, living in ye Olde Oakville, west of Toronto.
Thoughts on peplum: Ambivalent. (Thoughts on positioning: opinionated.)