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a weekly warm-up for marketing that attracts your best buyers (featuring real stories, copy tips, and cat pics)​
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Hey Reader,
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Ever had an outing that went so wrong it became hilarious? ​
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My birthday tends to go that way. 😆

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This year, we tried a new dessert spot in town, expecting something cute and casual based on photos we saw online.

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Instead, we found ourselves in a fancy sit-down place with a huuuge menu that included… wait for it…

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A white chocolate stiletto

The vibe was so odd too. Unexpectedly fancy for a casual cake and coffee spot. And I swear the music they were playing must have come from a “music to cry to” playlist.

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I started the day like this 😑

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But after absorbing this vibe, it became so funny that we had a 15-minute crying-laughing fit.
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Is there a takeaway here? Yep.
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Your business’s vibe should match what people expect. If not, you’re less likely to get repeat customers. You’ll be forgettable, or maybe even memorable for the wrong reasons.
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How to meet expectations online?

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- Create a consistent, intentional brand experience

- Base your vibe off what people really want from you

- Deliver that vibe from socials and emails to your website
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Need help with that? I’ve got you.
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​You can still snag a Last-Minute Black Friday Rescue, aka 2 of my VIP Days for the price of 1.

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Totally fine to use on a holiday promo other than Black Friday or Cyber Monday. Reply for details!

Put in your sales reps 🏋️‍♀️

Simple actions to fire up your marketing​
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Reflect on this: Always prioritize clarity over being clever. When readers have to stop and think, they’re more likely to disengage. So if you have:
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- Long-winded sentences

- Words that rhyme or are overly poetic

- Analogies that require a lot of thought

- Or complicated descriptions of what you do…

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Find a few places where you can simplify and make it happen.

Copy circuit 🔄

Analyzing copy from around the web​
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Babylon Health’s telemedicine app ran an ad that read:

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“Off to the doctor, back in at five.”

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This is a really simple and clear callout to a universal issue folks have with health care: it’s inconvenient and takes all day.

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Pinpoint something people don’t like about solutions like yours. Clearly convey how your offer overcomes that issue, and you’ve got their attention.

The cooldown 🌬️

Words to stretch your mind & inspire your week

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“It's distinctly possible to stay too long at the fair.”

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- from Joan Didion’s essay, Goodbye to All That

Brandy Wells (she/her/they)

Conversion copywriter & strategist

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