Hi First name / friend!
We’re copy & messaging specialists who are passionate about providing actionable insight, so allow us to offer a splash of pro advice…
 
There are three non-negotiables for your brand’s copy:
 
01 - It has to be READER-FOCUSED— because you don’t need copy to be understood, you need copy to demonstrate that you understand. (This shift is where the gold is.) ✨Truly, even when you inevitably need to talk about you/your brand, you always want to do it with the knowledge of what matters to your audience. ​​​​​​​​
 
02 - It has to address LOGIC and EMOTION— because as humans (and consumers) we make decisions based on emotion, but we justify them with logic. So while the tactical benefits and features of your offers shouldn’t be skimped on, ultimately, they’re secondary to how your prospect feels or aspires to feel. 

03 - It has to be TRUTHFUL— because if you’re in this for the long haul, the last thing you want to do is disappoint your clients & customers by overpromising and underdelivering. Not to mention, when your copy’s promise matches your client’s actual experience, you build rock solid trust and relationships that contribute to brand affinity, brand reputation, and more.
 
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If you’re now thinking through your website copy in a panic, take a breather. (Wooosaaah.)
 
 
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Often, the most efficient way to learn is by example, so stay with us and take a look at this bit of #copyinthewild …
 
We love the brand (and products of) Bumpsuit, but we didn’t love this ad of theirs on social. It read:
 
“You’ve been settling for the average baby carrier. We couldn’t. 
 
We wanted a stylish, comfortable, and practical solution that would be an accessory - not a bother. 
 
Meet Armadillo - more than a carrier, it’s a fashion-forward icon…”
 
 
You may read that and think, what’s the problem? Well, we’ll tell you: 
 
It’s ineffective because the reader isn’t ‘the hero of the story’ — and it’s even a bit insulting.
 
 
HERE’S HOW WE’D FIX IT TO BETTER AFFIRM THE READER:
 
“You? Settle for the average baby Carrier? No way, not once you meet the Armadillo. 
 
Made just how you like it— stylish, comfortable, and practical. 
 
It’s more than a functional carrier, it’s a fashion-forward icon fit for your daily life.”
 
 
An ever so slight but pretty powerful shift, don’t you think, [Name]?
Humanistic, audience-centric, and compelling— once you do copy this way, you’ll never go back. 
 
Want more of this? Stick around! 
 
 
Whether you’re ready for high-touch agency support or would rather opt for a guided, DIY approach, we’re here to provide the solutions you need to implement messaging and copy that goes to work for your business. 
 
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