In the last post, I shared a behind-the-scenes tutorial on creating a brand’s Copy DNA – brand messaging, engineered to convert.
But once you have that audience-centric, insight-driven Copy DNA, what’s next?
My client, Thrive for Good, ran with their Copy DNA and wrote this website. With just a few hours of guidance and support from me, they translated their core messaging into a full website.
Find out why this was such a smart move in the video.
Curious whether nailing down your Copy DNA could help your brand? Contact me to discuss.
Or download the sample Copy DNA below the transcript.
See how this beautiful website was written fast using the brand’s Copy DNA
Rather read the transcript?
(Lightly edited – because I ramble)
This is an update to my last post where I talked about developing the Copy DNA, the brand messaging engineered to convert for this not-for-profit, Thrive for Good.
At that time the new website had not launched, and I said in the post that I was astonished that the executive director took the Copy DNA, the brand messaging, and went ahead and wrote a website.
A website that, if you just look at the top nav here you might think is a small site, but if you look at the bottom nav, you see it is a deep website, and it was written by someone who does not identify as a copywriter.
He wrote this entire website by drawing on their Copy DNA. This copy that we already developed, that covered the core messages that any brand needs to convey in any copy.
I gave you a little preview of the brand DNA, the Copy DNA in the last post, but here it is again (the table of contents).
You can see these are essentials that you’ll use in copy again and again. Things like the big idea, the problem that you solve, who you serve, the premise or outcome, your UVP.
Once you know how to work with copy or messaging, you know where to drop those messages in. There’s a messaging hierarchy in any given page, or in an email, or any copy that you might write.
The messaging hierarchy is reflective of this thought process that your visitor is having. It’s answering questions in the order that those questions arrive in your visitor’s mind.
So, if you have this Copy DNA and you understand a bit about how copy works, how messaging works… sometimes the people who know the brand best are in fact wonderful copywriters.
They just sometimes need a bit of help, and the Copy DNA is that help.
It’s that source material. It’s that reference point.
So, when you’re staring at a page and you don’t know what to say, you don’t just make it up based on the last conversation you had internally about what you do, or the last piece of collateral that was developed.
It’s founded in something deeper, something that’s the brand’s essence, but at the same time optimized to convert because it’s research-based, it’s audience-centric.
I am just so delighted to see what this organization has done with their Copy DNA, and an added benefit is that this stunning website was developed in about 60 days.
We finished the copy DNA sometime in August, they whipped up the copy deck, got this out to design with a strong vision for what it should look like, and in about two months it was completed, including a video in the hero section.
Also, I might add, I believe they spent just a few thousand dollars on this website; design, development, copy (not including the video). Because the copy was not really outsourced. I only spent a few hours giving feedback and tweaking the copy.
It would not be uncommon to spend at least $500 a page to pay a copywriter. And when you’re looking at a dozen pages, that’s a minimum fee of around $6,000 to do this copywriting work. But their entire site (everything) was about half that.
Of course, the Copy DNA is an investment. It takes a lot of work to develop it, but the payoff happens over years.
The payoff happens when you go to write your website, every time you write an email, when you need to write sales pages, when you’re writing ads, speeches, slide decks, pitches, any piece of collateral you write goes back to that Copy DNA.
And you become faster and more effective at writing your copy when you have this asset.
If you would like to speak with me about getting your own copy DNA for your brand, reach out. Go to the contact page, drop me a line, or just email me directly at email@example.com.
If you’re into the not-for-profit scene, if you want to be inspired, follow Thrive for Good. If they could do this with $3,000, not including the Copy DNA, but $3,000 launching this site … imagine what they can do with donations, how far that money is going. So, I would definitely follow them and watch what they’re doing. They’re innovators in the category.
All right, I hope to see you around here again soon and don’t forget to drop me a line.