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 selling off 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.
But the biggest challenge? It’s the same one most of my clients face.
How could I offer something obviously different and better?
Here’s what I discovered. Too many brands are at a loss when it comes to their copy because they don’t have a powerful set of core messages. They haven’t nailed down their Copy DNA.
They might hire for conversion copy, but it’s just window dressing unless their copy is founded on strategic positioning and drives home a persuasive ‘different and better’ argument.
Your Copy DNA is your messaging strategy grounded in the principles of conversion.
It isn’t easy, getting to the place where you can say, “This is what makes us the obvious choice for our perfect customer.” But when you get there, it’s so exciting.
I’d love to help.
p.s. In the category of Things No One Wonders…
Best business books I’ve read this year: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It; Ogilvy on Advertising.
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 a ye Olde Oakville, west of Toronto.
Thoughts on peplum: Ambivalent. (Thoughts on positioning: opinionated.)