In the last post, I shared a behind-the-scenes tutorial on creating a brand’s Copy DNA – aka, brand messaging, engineered to convert.
It’s like a playbook for writing your own copy.
But once you have that audience-centric, insight-driven brand messaging guide, 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.
See how this beautiful website was written fast using brand messaging guidelines
Rather read the transcript?
(Deeply 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.
Using brand messaging to write website copy
This is a deep website, and it was written by someone who does not identify as a copywriter.
The director 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 messaging, the Copy DNA in the last post, but here’s an overview again of everything that’s included.
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… it can be possible to write your own copy.
Keep your website on point with a brand messaging guide
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.
Your brand messaging lets you write website copy faster
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.
DIY your website copy when you have a brand messaging guide
Also, I might add, I believe they spent just a few thousand dollars on this website; design, development, copy (not including the video). That was possible 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) cost about half that.
Brand messaging is an investment that pays off
Of course, developing your brand messaging or Copy DNA is an investment. It takes a lot of work to develop.
But 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 is based on that Copy DNA.
And you become faster and more effective at writing your copy when you have this asset.
Get conversion-optimized brand messaging
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 your priority is writing your website stat, you can get there faster using our Website Copy Framework.