10~years~later 🤓 [Stretch #16]

a weekly warm-up for marketing that attracts your best buyers (featuring real stories, copy tips, and cat pics)

Hey Reader,

My first copywriting project ever was 10 years ago.

I wrote and built my mom a website for her therapy practice in Squarespace.

I didn’t know a thing about copywriting back then, but the site was enough to help her share resources with her patients over the past several years.

It looked like this:

Needless to say, 5+ years into my copywriting career, my mom’s marketing was due an upgrade. So a few months ago, we did just that!

She now has marketing that better conveys her value and expertise, and will help transition her into new stress management coaching offers.

A new website:

Conversion-focused website copy that meets her clients’ needs.
A resources page that offers access to her free relaxation audios.
A calm, welcoming website design that matches her vibe. (I think it looks pretty good considering I'm not a designer!)

A solid email marketing setup:

A free relaxation resource to invite people onto her email list.
Automated welcome emails introducing her, Navy (her therapy dog), and the next steps for working together.
A regular newsletter (The Paws 🐾) that we’ll collaborate on from here.

This is a great example of the online marketing foundation I’d recommend most service-based businesses — might be helpful inspo if you’re curious.

You can check out her site right here.

P.S. We added lots of great pics of Navy the therapy dog to my mom’s new site too. (I think my fave is at the bottom of the contact page!)

Put in your sales reps 🏋️‍♀️

Simple actions to fire up your marketing

Do you serve distinct audience groups? Do you know where their interests overlap?

Even if they have different goals, it’s likely that if you dig deep enough, there’s something they have in common. That’s a sweet spot you should focus on in your marketing.

Draw a Venn diagram to figure this out, and keep it somewhere you can refer to to keep your messaging focused.

Copy circuit 🔄

Analyzing copy from around the web

Make sure your copy is easy to understand even if your reader is making dinner, Facetiming their sister, and playing fetch with the dog all at the same time. Here’s some copy I’d say isn’t clear enough:

What I got from this at first is “all our learnings mean nothing.”

On a second scan, I got “nothing about the Roubaix is faster or lighter.”

Finally, I realized what they were trying to say:

We make the world’s fastest and lightest bikes. That’s why the Roubaix is the fastest and lightest in its class.

(Separate issue, but this is still too focused on the brand patting themselves on the back imo. I’d shift it to convey how a “fast and light” bike actually helps the rider — don’t assume it’s obvious.)

The cooldown 🌬️

Words to stretch your mind & inspire your week

"Creative living is a path for the brave. We can all live creative lives by staying open, curious, and committed to what brings us joy."

- Elizabeth Gilbert