Comments Off on I am a disappointing social activist
by allwordsbypeta
I am not active enough or “left” enough for a lot of people.
People I admire.
I am not vocal enough. Or hard-line enough.
I work with brands who might not completely align with all of my values.
I don’t post about Gaza or ICE or PIP reforms every day.
I have turned the breaking news notifications off on my phone.
And I haven’t shared enough GoFundMe’s.
I cannot watch videos or look at photos of dead, dying, starving, grieving humans. Because then my hyper-empathy (which I’ve generously passed down to my son) means I literally can’t function for the rest of the day.
But who am I (I can hear the pushback from people I love and respect) to opt out of their suffering? How privileged must I be to be able to ignore it? How can I ignore it?
For 2 reasons:
My business keeps us afloat.
I am the main breadwinner in our household. For quite a while I was the only one. So many of the people I know in the online space have a partner with a steady income, or savings they can fall back on when they make decisions about who to work with. It’s not true of all of us, and I wish this was talked about more.
The money my business makes feeds and clothes and educates and houses my family.
I’ve weathered Silicon Valley funding crises, AI, recessions, tariffs, global wars, and insecurity. Countless days when my pipeline has dried up as clients pull back due to uncertainty or having to pay 160% to import their goods before they sell them.
I don’t have the luxury of being able to switch my Stories to 24/7 condemnation of any government. I HAVE to find work. Or we don’t eat either.
Nuance is underused
I firmly believe something. Rarely (if ever) is something as cut and dried/black and white/no-brainer as it appears.
Labour is not evil. Nor is it our Saviour. Governments are cowardly, but they’re also responsible for navigating global circumstances 1000x more complicated and interconnected than they’ve ever been.
Republicans have some views I don’t agree with, and some of them need a pretty comprehensive education on a lot of stuff (and to spend some time in deep conversation with the poor and vulnerable). But they’re also not evil people.
Trump…well, Trump is the exception to my nuance rule. The only nuance I’ll allow with him is the same one I did with all the troubled young people I worked with when I was a youth worker – no behaviour happens in a vacuum, he is the result of the things done to him, and the things he did because of the things done to him.
Maybe the Christian tenet of “every human was made in the image of God and is redeemable” never really left me…
I’m a hypocrite
Anyway, I wanted to talk to you about how I struggle to do all the things I encourage you all to do. That I help my clients to do – to weave your values and social conscience into your messaging.
Because the fiscal reality within our current capitalist system weights heavy on me every day.
Because there are simply too many things I care about that are being torn apart right now. I can’t talk about all the things I’m against, or worried about, or want to shine a light on, because there is not enough time in my day. Or in my brain. I can’t do it.
But that doesn’t mean I’ve given up.
I don’t have to pick between being “all in” 24/7 and doing nothing at all.
And neither do you.
It’s tempting to see the discourse online and think that you only have a say, or can be considered a “good little activist”, if you hit all the whack a moles all the time. And that you can’t post about the offer you need to sell – that will really help someone’s life/business/family – because “how can you be talking about money at a time like this?!”
I heard Ray Dodd, a money coach, say earlier this year: “Every time you sold something, there was a war going on.”
Honestly, that stopped me in my tracks. Because it’s true. We pick and choose what is considered to be “serious” enough to make selling insensitive. There is always pain and suffering and trauma. And we should consider it in our words and our actions.
But, and I know this will piss some people off, your mortgage company still wants payment when there’s a war in Sudan.
You do not owe some random, well-meaning person on the internet your potential revenue from that week’s sales.
Change is made on the ground
So, how do you balance your social conscience with the realities of being a human with responsibilities?
There is no one right answer (sorry). But I have some thoughts. (And I also have a bunch of things to help you, whichever route you decide to take – I’ll list them all at the end).
Change is made on the ground, not in the algorithm.
Change is made through the conversations you have in the school playground, the connections you make in the doctor’s waiting room, and the communication lines you open with people who disagree with you (and yes, this can happen online as well as in real life. I’m not a fan of algorithms, but I’m also not willing to throw out the biggest communication channel the world has ever seen).
If you feel helpless, and guilty, and that visceral need to just DO something, then start here. Build your community.
You can do this purely by talking to those around you, finding out about your neighbours and offering support (whether that’s a listening ear as they moan about an unhelpful mother in law, or sharing school pickups).
You can do this by tapping into community groups, or starting your own. Is there a food bank you can help at? Is your Town Council looking for new blood (probably not as sinister as it sounds!)? If you’re in the US and there are mutual aid opportunities, or Signal groups giving people heads up about ICE raids, can you join those?
And, if you’re at the stage of life where there is no time after childcare and other caring responsibilities and work and everything else, then concentrate on having conversations with the people you meet every day, about things that matter.
Build links, because those links are how real community happens. The kind of community that comes together when the shit hits the fan. The kind of community that makes everyone’s lives better.
Make time to dream
A Milton Friedman quote popped up on a podcast I listened to the other week: “At times of crisis, the solutions will be chosen from the ideas lying around at the time.” I’m not a Friedman fan, but he was a smart guy. And this struck me. When crises happen, societies can’t take years to come up with new ideas of how to fix them or rebuild. They need ideas that are almost ready to go, that have been incubated and are ready to be born.
This is a task that lots of us are neglecting in favour of running on the reactive media treadmill.
And it’s a task that, in its undertaking, builds joy, hope, and community.
So, yes – use your platform to speak up for the things that matter to you. To showcase and shine a light on issues you think deserve more attention. Protest and campaign and fundraise and volunteer. All this is vital – especially as the collateral damage of our economic and social policies piles up further.
AND.
Join groups where you can talk about ideas. Where you can share stories and read books and explore different ways of building communities and societies. Learn about poltics and civics and advertising and propaganda. Debate and dream.
So that these ideas are ready when we need them.
It all matters. So find the things that work for you. And continue building your business. Rather than feeling guilty because you can’t perform the social media activism that ideological purists demand of you.
Some resources to help you reach out
I’ve been talking about this kind of thing for a while, so I have some great resources to help you, whichever road you go down:
There are now over 50 episodes of the Soap Box Podcast out in the world, all of them inspiring chats with business owners about their own personal soap boxes and how they talk about them in their business and life. Worth a dive!
Here’s a blog post on how to have better conversations, especially with people who disagree with you. As we approach holiday season (with its inevitable awkward family conversations), this might be a big help.
If you’re looking for a simple framework for talking about this kind of stuff in your business without sounding like you’ve turned into a charity, then read this post on how to talk about politics without pissing people off.
Particularly relevant to this topic of how we build movements and communicate in the social media age is this podcast episode with Evante Daniels and his book “Power, Beats, and Rhymes”.
And, if this has inspired you, then please check out The Portal Collective, a platform for course creation, community building, and conversation away from the broligarchy and algorithms, where movements and new ideas are already being born.
Comments Off on Stop waving case studies at terrified clients: A better approach to B2B marketing during a recession
by allwordsbypeta
The bottom line: When business owners are terrified about economic uncertainty, waving case studies at them and shouting “just invest in marketing!” is tone-deaf. Here’s why that approach fails – and three empathetic strategies that actually work for purpose-driven brands.
There have been tears, and recriminations, and a general accusatory tone.
The swimming pool in our local leisure centre is closed. Because the boiler is broken. So that means that all children’s swimming lessons have been cancelled.
It’s been two weeks, and Erica is cross with me. (Because, obviously, it’s completely my fault. I snuck in with an oversized spanner and undid some pipe that was integral to the whole engine. Just so I didn’t have to wrestle her still wet, wriggly, 5-year-old body out of a swimming costume and into her clothes…
I didn’t, I promise….)
But, it’s refreshing, honestly. Because for the first 5 years of her life, I’ve been trying to convince her that letting go of me in a swimming pool wouldn’t, in fact, kill her. And that, if she did, she’d find the whole experience much more enjoyable.
Being proved right is quite nice sometimes. And also exasperating. (Bit like parenting in general, really)
I knew, because I’ve already been through it with one terminally anxious child, and because I’ve learnt to swim myself, that she would be perfectly safe. That the water could be fun, and relaxing, and that she’d enjoy splashing around playing games. Once she took the (metaphorical and actual) leap away from being a limpet around my neck.
But, from her perspective, I was talking bollocks.
How could I possibly know that it would be ok? How could it possibly be ok when she was terrified? When everything around her looked uncertain and strange, and she didn’t know whether there was anywhere steady to put her feet?
Sound familiar?
The problem: marketing during a recession has become tone-deaf
LinkedIn, Instagram, Threads, Facebook (anyone still there?!), podcasts, webinars – all the marketers everywhere are trying to get you to close your eyes and make the leap into investing in their services. To trust them that clinging on to as much of your revenue as possible is self-defeating, and will never result in growth.
Telling you that yes, it does look scary, but you’ve been here before, and you know that letting go – making an investment in your Facebook ads, brand messaging, email strategy, PR plan – will mean you can swim more easily towards your goals (is the metaphor getting tortured yet? Answers on a postcard, please).
And you know what? They’re right.
There are buckets of case studies, stats, research articles, and real-life evidence to back them up. To show you that pulling back on marketing in a downturn, recession, or time of uncertainty, can stunt your business growth. And that investing in strategic marketing can supercharge it (or whatever verb we’re not currently avoiding because ChatGPT is obsessed with it).
But all you can see is no solid ground, tariffs, global insecurity, constantly changing waves. And all you can feel is the terror that letting go, taking even a gentle leap – will ruin everything.
Why the “just invest in marketing!” approach isn’t working
Marketers telling you that you should invest in marketing even though the market is so unpredictable/perhaps there’s a recession coming/blah blah blah, doesn’t have the effect they think it does.
It comes off as self-serving.
“I know you’re confused and stressed, and the immediate response is to pull back on all costs, but you shouldn’t. Because I need work.”
Yes, that’s what it sounds like.
Even though there are facts and stats, and they can show you the McDonald’s case study that backs up investing in marketing in a downturn. Even though they mean well (most of them), and they’re right.
It’s tone deaf.
And it’s beginning to sound a little like the B2B version of those coaches who tell you that you’ll never grow if you don’t invest before you’re ready. Leaving you with massive credit card bills, a group call where you get 5 minutes of “advice” a month, and a side order of regret.
It’s also the opposite of good, effective, empathetic marketing. Disregarding the anxiety your audience is going through is a terrible strategy (ethically, and in terms of effectiveness).
What the data actually says about marketing during a recession
Here’s the thing: the research really does show that maintaining marketing spend during economic uncertainty pays off. But how you present that information matters.
The stats everyone quotes:
A McGraw-Hill study of 600 companies found that firms maintaining or increasing ad spend during the 1981-82 recession saw 275% sales growth over five years, compared to just 19% for those who cut advertising
Companies that kept marketing during the 2008 recession achieved a 17% compound growth rate, while competitors who pulled back struggled to recover
Nielsen research shows brands going “dark” for six months lose 2% of long-term revenue each quarter, and it takes 3-5 years to recover that lost brand equity
The McDonald’s story everyone loves: During the 2008 recession, McDonald’s increased their advertising investment while competitors like Burger King pulled back. And, as a result, McDonald’s stock rose 18% while Burger King’s dropped 31%. They invested 3.2 times more than Burger King in advertising and positioned themselves as the value option with their Dollar Menu strategy.
These numbers are real. The strategy works.
But you know what else is real? The absolute terror that business owners feel right now about making any investment when everything feels uncertain.
It might be time to invest in marketing. Or it might not.
Here’s what I’m not going to do: tell you that NOW is definitely the time you need to invest in strategic brand messaging or marketing strategy.
It might be time for you to invest in being more strategic with your marketing and messaging.
It might not.
I can’t unilaterally decide that for everyone in my audience. I’m not scrolling through your accounting software or sitting next to you as you weigh up cancelling that Patreon subscription.
(If we jump on a call, you lay out your struggles and goals, and I know working with me can help, then I’ll absolutely make a recommendation. Based on your circumstances.)
Like with Erica and her swimming fears, it’s time to be a little less tough love, and a little more “let’s have a hug while you tell me how you’re feeling, and maybe then we’ll go have a paddle in the baby pool.”
3 ways to market empathetically during economic uncertainty (without sounding self-serving)
If you find yourself in the position of trying to convince business owners to part with their hard-earned cash (because you know in your heart of hearts that it will make their business stronger – not because you’ve got a quiet diary), then there are other ways than waving the McDonald’s in 2008 case study at them.
1. Pay attention to what they’re actually afraid of
It’s time to move beyond dismissing their concerns with a “but the data says…” Instead, think about sitting down next to them and really understanding what’s keeping them up at night.
What this looks like in practice:
Instead of “Companies that cut marketing lose market share,” start with “I know you’re looking at your cash flow and wondering which expenses are truly necessary right now. That’s a completely valid concern.”
Ask questions like:
What specific financial pressures are you facing right now?
What would need to be true for you to feel confident investing in marketing?
What’s your biggest fear about maintaining your marketing spend?
Then – and only then – can you address those specific concerns with relevant solutions.
Why this works: Your potential clients aren’t arguing with the data. They’re paralyzed by fear. When you acknowledge their fear as valid rather than something to overcome with statistics, you build trust. And trust is what drives decisions during uncertain times, not case studies.
Yes, the bigger strategic project will bring them brilliant results. But right now they need the quick and tangible wins. How could you repackage your genius in a way that gives them those?
What this looks like in practice:
If you’re a web designer, instead of only offering full website redesigns:
Offer a conversion-focused homepage audit with actionable fixes
Create a landing page package for one specific service
Provide a “quick win” package that updates their three highest-traffic pages
If you’re a business coach, instead of only six-month programmes:
Offer a one-off strategy session with a written action plan
Create a “sprint” intensive focused on one specific challenge
Provide quarterly check-ins rather than ongoing monthly commitment
If you’re a photographer, instead of full-day shoots:
Offer a headshot refresh session for updated LinkedIn profiles
Create a “content bank” mini-shoot for social media
Provide brand photography specifically for their highest-converting sales page
The psychology behind it: During economic uncertainty, businesses look for what researchers call “branded affordability” (the same strategy McDonald’s used with their Dollar Menu). They maintained quality but made it accessible to budget-conscious customers.
Your services probably already create strong ROI. But if the upfront cost feels prohibitive when someone’s anxious, they’ll never get to experience that ROI. A smaller entry point with clear, measurable outcomes reduces the perceived risk.
Real example from my business: When I noticed purpose-driven startups and small businesses saying “Your Brand Messaging Guide looks great, but it’s beyond my budget right now,” I created the Mini Guide at roughly half the price. Same quality, focused scope, tangible results. These clients used them to plan content strategies, brief designers, and tighten messaging (all the things they really needed without the full bells and whistles they weren’t ready for yet). I practiced what I’m preaching to you.
Don’t expect them to be convinced by what a global behemoth did when they’re running their business from a desk in a coworking space in Coventry.
What this looks like in practice:
That McDonald’s case study is brilliant for context. But your actual clients need to see businesses like theirs succeeding with your approach.
Instead of “Companies maintaining marketing during the 2008 recession saw X% growth,” try:
“I worked with a three-person consultancy last year who were terrified about investing in brand messaging during a slow quarter. We created a focused messaging framework for £1,595 that they used to update their website, pitch deck, and LinkedIn content. Within two months, they closed a client worth 10x that investment – specifically because their new messaging resonated.”
Why this works: Research on marketing during downturns shows that traditional buyer personas become less relevant during recessions. Psychological segmentation that considers emotional reactions becomes more important. Which basically means you need to show your audience – “people like me buy things like this.”
Your prospective clients aren’t emotionally connected to McDonald’s success in 2008. But they are emotionally connected to businesses that mirror their own size, stage, and challenges.
Where to find these examples:
Case studies from businesses at similar revenue levels
Stories about customers who were initially hesitant but saw results
Your own journey investing in your business during uncertain times
The value-based marketing approach for purpose-driven brands
Here’s what ethical B2B marketing during a recession actually looks like: You’re focus should be on helping the right people make informed decisions for their specific circumstances. For example, in my business:
Some businesses genuinely shouldn’t invest in comprehensive brand messaging right now. Maybe they’re in survival mode. Maybe they need to focus on cash flow. Maybe their resources are better spent elsewhere.
And some businesses absolutely should invest – because clear, strategic messaging is exactly what will help them stand out when competitors go quiet, or because muddled messaging is actively costing them deals.
My job, and yours, is to help people figure out which category they’re in, not pressure everyone into buying.
Creating flexible options that meet people where they are
Focusing on customer retention as much as acquisition
Beyond being ethically sound (and making you a pretty cool person), this approach makes good business sense. The clients who do work with you will be the right fit, not people you pressured into something they weren’t ready for.
What purpose-driven businesses should actually do about marketing right now
If you’re a purpose-driven startup, coach, or service provider wondering whether to maintain your marketing efforts, here’s my actual advice:
Audit your current marketing spend:
What’s driving revenue versus what’s just creating noise?
Where are you getting the best ROI?
What could you trim without impacting your ability to attract and convert clients?
Double down on what works:
If your website converts well but traffic is low, focus on driving qualified traffic
If you’re getting traffic but poor conversions, fix your messaging (that’s where I come in)
Get crystal clear on your value proposition: During uncertain times, B2B buyers are going to prioritie solutions that promise clear wins. Can someone understand exactly how you help within 10 seconds of landing on your website?
If not, fixing that messaging is probably worth more than any new marketing channel you could add.
Make it easy to say yes:
Clear pricing (or at least pricing structure)
Low-risk entry points
Proof that you understand their current challenges
Trust signals (testimonials from businesses like theirs)
Whether you’re the one scared of the leap, or the one coaxing others into the pool
Whether you’re the business owner terrified to invest, or the marketer trying to convince others, empathy wins every time.
For business owners: The data really does show that strategic marketing investment during downturns pays off. But that doesn’t mean you should ignore your gut feelings about your specific situation. Find an expert who will help you figure out the right path for you, not just sell you their solution regardless of fit.
For marketers and service providers: Stop leading with the McDonald’s case study. Start leading with empathy. Understand that your potential clients aren’t irrational for being scared. They’re being human. Your job is to help them make the right decision for their circumstances, not to pressure them into any decision.
Start there. And if you’d like a hand turning that empathy into strategy that actually converts, let’s talk.
You’ve got questions about marketing during a recession? (Or while everyone is panicking about there maybe being one?) I’ve got answers:
Should I cut my marketing budget during a recession?
No, cutting your marketing budget during a recession usually backfires. I know that sounds counterintuitive when you’re trying to preserve cash, but companies that maintain their marketing during downturns recover faster and steal market share from competitors who go quiet. The research across multiple recessions is pretty clear on this. That said, I’m not telling you to keep spending money on stuff that doesn’t work. Be strategic about where you invest, not just slashing everything because you’re scared.
How do I know if I should invest in marketing right now?
Ask yourself: is unclear messaging currently costing me deals? If potential clients are confused about what you do or why they should pick you, then yes, you should invest in fixing that. It’ll pay for itself quickly. But if you’re genuinely in survival mode and worried about making payroll next month, then no. Sort out the immediate crisis first. Marketing can wait until you’ve caught your breath.
What’s the difference between maintaining marketing spend and being tone-deaf?
The difference is empathy, honestly. Being tone-deaf means waving case studies in people’s faces while ignoring that they’re genuinely terrified about their business. Empathetic marketing means saying “I know you’re scared, here’s what might actually help you right now” instead of “just trust me and spend money you don’t have.” One acknowledges reality, the other pretends fear isn’t valid.
Why do so many businesses cut marketing first during downturns?
Because marketing feels like the easy thing to cut when you panic. It’s often seen as “nice to have” rather than essential (spoiler: it’s not). When cash gets tight, business owners look for things that won’t immediately break the company if they stop. Marketing seems like one of those things. Except it’s not, because cutting it means you lose visibility, brand equity, and market share. And then you’re really struggling when things improve.
What type of marketing works best during a recession?
Marketing that works best during a recession is the stuff that clearly shows value. Focus on how you solve problems or save people money. Show ROI. Share testimonials from businesses similar to your prospects. Make it really easy to say yes with clear pricing and low-risk options. And honestly? Digital channels often win here because you can measure what’s working and they don’t cost a fortune.
How can small businesses compete with larger competitors during economic uncertainty?
This is actually when small businesses have the advantage. You can be faster, more personal, and more empathetic than the big corporations who are busy cutting budgets and laying people off. While they’re going dark, you stay visible with strategic content. While they’re hiding behind automated systems, you build real relationships with clients. You become the trusted alternative to the faceless corporation that stopped returning calls.
Ready to get your messaging right?
If you’re ready to stop guessing what your audience wants to hear and start communicating with clarity and empathy, let’s talk about whether brand messaging support makes sense for your specific situation right now.
I offer strategy calls where we’ll dig into your current challenges, what you’re trying to achieve, and whether working together would actually help.
Because whatever the economy decides to do, one thing remains true: clear, empathetic messaging that resonates with your audience will always outperform confused, generic copy that makes people work too hard to understand your value.
And unlike forcing a terrified five-year-old into the deep end, we’ll start exactly where you are and build from there.
Each one sounds slightly different, but overlaps just enough to be confusing. And when your brand’s at that messy middle stage (scaling, pivoting, second-guessing itself), you’re left wondering:
👉 Who do I actually need? 👉 What’s the difference between all these roles? 👉 And at what stage of growth does a brand consultant make sense?
That’s what this post is here to answer.
I’ll break down what a brand consultant does (and yes, it’s more than frameworks and moodboards), how I’m different from a coach, strategist, or designer, and when it’s the right time to bring one in.
“I don’t want to call myself a coach! I don’t do all those things a ‘life coach’ does. I’m so much more!”
And they’re right – they are.
But if their perfect clients are searching for life coach, and they’ve decided to go with “Transformational Soul Alchemist”. Then no one’s finding them.
Messaging isn’t for you. It’s for your audience. Which means your words need to be recognisable to them.
So, as I was working on sharpening my own messaging, I looked at my own title (the rather wordy Brand Messaging Strategist and Conversion Copywriter). And I realised it worked brilliantly in the echo chamber of marketers and copywriters. But outside that, all I got were blank stares.
That’s why I made the shift.
Hi. I’m Peta. And I’m a Brand Consultant.
What is a Brand Consultant?
(Here’s the short answer, for those of you who want to get straight to the point)
A Brand Consultant helps businesses clarify how they talk about themselves – and then makes sure that strategy comes to life everywhere your brand shows up.
That means:
Researching your audience and market.
Defining your positioning so you stand apart.
Crafting your brand voice and messaging.
Creating (or overseeing) the copy and content that carries it into the world.
Coordinating trusted creative partners (design, SEO, video, socials) so your brand feels consistent everywhere.
What does a Brand Consultant actually do?
Ok, so bringing your strategy to life sounds fabulous – Disney-esque, even. But what does that actually mean in practice? Let’s break it down in terms of what I actually deliver:
Brand messaging & brand voice strategy – frameworks, guidelines, and playbooks so you and your team know exactly what works with your audience and how to make your content sound like you (on a good day)
Website copywriting – homepages, about pages, service pages, sales pages that are strategically crafted to bring that messaging and voice to life. So that your online home turns visitors into clients.
Full sales funnels – landing pages, email sequences, sales pages, upsells, even ads (all built around your strategy, not someone else’s templates).
Email strategy & copy – nurture sequences, newsletters, audits, re-engagement campaigns, webinar show-up sequences, launches. Whatever your goal, strategic email can help you hit it.
Consulting sessions – those “Get My Brain On Your Business” hours where you bring the thorny problem, and I help untangle it. The perfect dip-your-toe-in offer with high ROI.
And because no consultant can (or should) do it all:
I coordinate with website designers and developers, brand designers, videographers, photographers, SEO specialists, and social content creators to bring the strategy to life across every touchpoint.
So if you’ve ever wondered, “Do I need a Brand Consultant or a Copywriter?” the answer is yes – you need me, to deliver strategy and execution.
How is a Brand Consultant different from a coach, strategist, or designer?
Let’s clear this up, because I know the waters are muddy, partly because of what I mentioned earlier – people like to play with what they call themselves. And yes, this is top-level. And also yes, I know that each of these people have incredibly valuable skills and are incredibly helpful for your business in different ways.
Brand Consultant vs Coach A coach will help you work through your mindset, set goals, and stay accountable. A good business coach will help you work out what you want and get out of your own way. Which is super important. But you do the work. I’ll give you the words, strategy, and structure you need so your marketing lands.
Brand Consultant vs Brand Strategist Strategists give you the frameworks and positioning. I do that too, but I also implement that strategy – writing the copy, mapping the funnels, and making sure your team can use it to grow your business.
Brand Consultant vs Designer Designers make you look gorgeous, and they also create a visual world around your brand that increases the connection with your ideal audience. Visuals are important – we’re visual creatures. And, visuals are only part of the story when it comes to your brand. I work on the overall strategy and messaging, so that the whole package resonates. And then you can hand that off to your designer so everything is aligned.
Brand Consultant vs Copywriter A good copywriter can give you strong words for a campaign or launch, anchored in conversion-focused techniques, and proven frameworks. I zoom out to make sure every single piece of copy – across emails, ads, web, socials – fits into your brand’s cohesive strategy.
When should you hire a Brand Consultant?
Usually, it’s at one of those messy inflection points:
A launch that feels heavier than anything you’ve carried before.
A pivot that makes your old copy sound like it belongs to someone else.
A scaling push where your team’s messaging starts to splinter.
When you’re tired of explaining what you do every time someone asks.
It’s at these points that you need a critical friend: someone outside the business who can reflect, guide, and give you clarity without sanding off what makes you unique.
What’s it like to work with me?
Clients have described it as part therapy, part strategy, part clarity bomb.
I listen without judgement.
I ask the questions you didn’t know you needed.
I translate your tangle of ideas into words that feel like you and work for your audience.
And yes, I’ll gently call you out if you’re hiding behind jargon or clever-but-obscure titles.
The end resullt is more than a shiny pdf (although you can have one of those, too!). You get clarity, confidence, and a brand voice you can actually use.
Or as one client put it: “I finally feel like I can breathe when I talk about my business.”
Results from working with a Brand Consultant
A few highlights from recent projects:
A coach doubled her discovery calls in less than a month – simply by switching from a niche, clever title to a term her ideal clients actually searched for (which we worked out through my in depth audience research).
A SaaS company saw stronger SEO performance and conversions after we reworked 65+ website pages around clearer messaging and voice-of-customer insights.
An e-commerce start-up went from having a great product but struggling to stand out, to a fully-formed brand, with consistent messaging across ads, packaging, and web. And the confidence they needed to hit the ground running. The product lead said, “I finally know who we are as a brand!”
A dating coach went from struggling to explain her unique community idea to having clarity on exactly what made it special and how it could completely change the dating game.
A course and community platform went from 3 years of struggling to bring in investment, to filling their first funding round after we worked on messaging and rewrote their pitch deck.
That’s the power of getting your words, voice, and positioning lined up with what your audience needs to hear.
Quick self-check: do you need a Brand Consultant?
Your audience isn’t responding like they used to
Your team’s messaging feels inconsistent
You’re second-guessing every piece of copy
Your sales calls feel like uphill battles
You’re making a pivot in your offer, audience, or messaging
You’re not sure whether you need a coach, strategist, designer, or something else entirely, and you don’t want to waste money on the wrong fit.
If you ticked even two of those, you’re probably at an inflection point. And that’s where I come in.
Ready to grow without losing yourself?
If your brand feels like it’s outgrown its old story, or if you’re simply tired of explaining what you do every time you meet someone new, it might be time to talk.
Together, we can uncover exactly how your audience talks about what you do – so you can meet them where they are, connect faster, and grow with intention.
👉 Book a call and I’ll give you an honest idea of whether I’m the right person to help you.
FAQs about Brand Consultants
Is a brand consultant the same as a brand strategist? Not quite. A brand strategist focuses on frameworks and positioning. A brand consultant does that and then helps you action it – writing the copy, shaping the funnels, and making sure your whole brand story hangs together. I’m not stuck on one framework or process, I grab whatever I need from my toolbox to get you where you need to be.
Do brand consultants actually write copy? This one does. Websites, funnels, emails, ads – all underpinned by strategy. Because beautiful frameworks and shiny pdfs don’t mean much if they never make it into words your customers actually read.
Do I need a brand consultant or a coach? If you need accountability and mindset support, hire a coach. If you need clarity on your message, copy that works, and consistency across your brand, you need a consultant.
What industries do you work with? Coaches, SaaS and tech platforms, e-commerce brands, B2B startups, SexTech and FemTech brands – anyone in that adolescent brand stage where things are scaling, evolving, and getting messy.
When’s the right time to hire a brand consultant? At an inflection point: when what used to work isn’t working anymore. That might be before a big launch, during a pivot, or when your scaling feels chaotic.
(My exceptional VA helps me edit my podcast so it actually goes out, and puts my copy into carousels that don’t look like a colour-blind 3-year-old made them)
Like so many others, I’m doing the work of 7 people. And yet, we’re told we’re cheating if we let AI lend a hand.
I’m in charge of sales, marketing, growth, finances, delivery, client relations, quality control, network building, capacity planning, and everything else.
I also have 2 children (1 with additional needs), a cat, a husband, laundry, cooking, meal planning, shopping, cleaning, school runs, exercise, and a million pieces of life admin that pop up out of nowhere (you know the ones).
Business for a lot of people doesn’t mean renting an office, growing by word of mouth and investing in wider marketing when you’ve grown to a certain size and can afford to hire someone to do it for you.
Now you have to plan and organise and create daily (or more) content for at least 4 different channels, battling myriad algorithms, understand SEO, and work out funnel automation from the very beginning.
You have to be your own full-sized marketing department before you even fill your books (or pay yourself a salary).
So yes, more people are using AI to take the pressure off. Because, let’s not beat around the bush, it is too much pressure. For this new breed of business owners, who are more likely to be balancing caring responsibilities around their brand, these pressures are unreasonable. However much shiny content by people like Amy Porterfield tells you it isn’t.
Which is why I think the gatekeeping and shaming around using AI is unfair, and unreasonable.
Yes, there are ethical issues around AI – its development, regulation, use (uncompensated) of art and content made by humans, environmental impact, the fact that Sam Altman is obviously part of the Silicon Valley “I’m smart so I can do whatever I want”, and “isn’t this interesting I’m going to see where it leads, even if it might hurt people” mindset.
For example, I can’t stick around on LinkedIn or threads for more than 5 minutes these days without reading that asking ChatGPT a question is like pouring a bottle of water down the sink.
Which, fine. But have you stopped and checked what the environmental impact of doomscrolling for 3 hours is? Or your latest “it’s for the content” Amazon purchase? Honestly, the problem is less saying “thank you” to the robot living in your computer, and more all those millionaires flying around in private jets… just saying.
If you have an online element to your business, then you rely in some way on the algorithms of the various social media sites. These algorithms reward profiles that put out frequent and regular content. And, yes – even if you’ve got an email list – you need some way to drive leads to that list. If you’re at the point in your business growth when you can’t afford to outsource to a marketing team, then you are the marketing team. And, in order to be seen amongst the noise on social media, you need to come up with a ridiculous amount of content. The overriding feeling is that it’s about volume.
And I’m sorry, but the average (often female) service-based business owner cannot produce this volume in an organic, considered, handcrafted way, without burning out or neglecting the client work that pays their bills.
You telling them that they’re personally melting the ice caps and ripping off every single author out there isn’t making them reconsider using AI. It’s just layering on another coat of shame, overwhelm, and the feeling of not being enough.
Look, I’m a copywriter. I’m aware that AI has knocked out a large portion of my industry. I’m aware that it has made it harder to convince people of the value of what I do. I have lost clients who decided (sometimes correctly, and sometimes not) that they could take the work we’d done together so far, pair it with ChatGPT, and cut their marketing investment to $20 a month.
Would I prefer everyone to adopt their very own pet copywriter to handcraft every single piece of marketing and sales material they put out into the world?
Sure.
But that was unrealistic before AI, and it’s even more unrealistic now.
We laud the lowering of barriers to entry to business. How the internet has opened up opportunities, made being an entrepreneur more accessible.
This is part of it.
Why punish and browbeat the self-belief coach who can now help more clients? Or the ADHD mentor who can now find more people to support because she can use AI to organise her thoughts and combat procrastination?
Do I think that people could be creating more effective AI content?
100% yes.
Do I roll my eyes as I see brands and individuals who I rate putting out emoji-strewn captions that could be talking about any industry or offer?
100% yes.
Do I offer services for clients who want nothing to do with AI and are happy to invest in human-crafted words and strategy?
Obviously.
Am I going to continue to suggest to these brands that investing in messaging strategy and brand voice work that they then train their AI with will make ongoing content creation easier AND more effective?
Damn right I am.
But what I’m not going to do is write 53 LinkedIn posts about how I can spot when you’re using AI because of em dashes, or rocket emojis, or contrast structure, or because you mentioned cheese.
The majority of these brands aren’t putting out this content because they think it’s the best thing since sliced bread. They’re doing it because they’re fucking overwhelmed. They feel like the algorithm is against them (because it is), and they’re just trying to build a business that pays their bills and makes life worth living.
Why are we shaming people for using the tools at their disposal to make their lives easier?
I’d rather help people build sustainable businesses (with whatever tools help them do that) than add to the pile-on.
Comments Off on How to use strategic messaging to increase website sales
by allwordsbypeta
Let’s talk about the elephant in the room.
Most business owners, even those looking to increase website sales, think, “I don’t need a copywriter.”
When I introduce myself at networking events, I can see the thoughts forming: “She seems lovely, funny, and articulate; do you think she’ll be my friend?” (lol)
But also: “I can write pretty decent copy myself. And, you know, well – I can use ChatGPT…Do I really need her?”
I get it. These are both reasonable questions.
If you’re capable of writing sentences that make sense, shouldn’t your money go to things that seem more urgent or obviously revenue-generating? Like a high-performing website, or a bigger ads budget?
Sure. But, for example, if your website is getting traffic and not converting it into leads or sales, the problem might not be your website, or how much you’re spending on ads. It might be those sentences you’re writing (or pasting from ChatGPT), and the messaging strategy behind them.
The words on your website can increase website sales – or not…
I don’t just write pretty sentences. I craft strategic messaging that drives measurable results for your business.
What if I told you that changing the headline on a client’s homepage led to $40,000 in additional quarterly revenue? Or that tweaking the copy on another client’s services page increased their qualified leads by 40%?
Strategic messaging isn’t about being clever or creative for its own sake. It’s about writing copy that:
Connects emotionally with your ideal client
Differentiates your business in a crowded market
Moves people to take action
Let’s explore what that really means – and why it’ll increase website sales.
Good copy vs strategic messaging: why “good enough” is costing you
Let’s look at a common section of most websites: the About page.
“Good enough” copy might be readable, even engaging. But, in my experience, it’s:
Focused on you, not your client
Lacking a clear connection to your offer
Not guiding readers toward action
Strategic messaging, on the other hand, transforms that same page into a powerful sales tool.
Let’s take the example of a baby products company I worked with. Their original About page was well-written, friendly, and factual. But it was a dead end – it didn’t do anything to connect emotionally, build trust, or move readers towards making a purchase.
Here’s how we changed that:
We told a story their audience could see themselves in. The primary buyer was a time-poor, sleep-deprived parent. So we spoke directly to that experience. Because people want to be seen.
We validated their worries. Rather than glossing over the chaos of parenting, we acknowledged it with warmth and humour. We made space for the stress, the guilt, and the overwhelm – because people want to feel heard.
We showed that this brand genuinely gets it. Instead of just saying “we make great products,” we built empathy into every line. We understood why softness matters. Why easy-clean designs matter. Why fast shipping can be the thing that tips someone from browsing to buying. People want to feel understood.
We kept the tone light, warm, and reassuring. Like chatting with a slightly more experienced friend at soft play. No jargon, no corporate fluff. Because people buy from people.
So we ended up with a page that didn’t only “tell the brand story” – it created an emotional bridge between the customer and the company. That’s what strategic messaging looks like in action.
For this client, the result was a 15% increase in sales, a lower bounce rate, and a fast-growing email list of loyal customers who felt like they’d found their people.
The real cost of low-converting website copy
Ok, so what does having “good enough” copy look like in real life?
If your messaging isn’t intentionally crafted to connect and convert, you’re probably experiencing at least a few of these:
Decent website traffic, but few enquiries or sales
Social posts with likes, but little meaningful engagement
A constant battle over pricing instead of value
Struggles to explain what makes your business different
Lots of tire-kickers, few ideal clients
And guess what? They’re all signs that your current copy is leaving money on the table.
A simple messaging framework to increase website sales
When faced with an underperforming page, here’s a messaging technique I often turn to:
Problem: Name your client’s biggest challenge
Not just any problem – the one that’s keeping them up at night. Instead of “We help people manage their money,” try:
“Feeling overwhelmed by your finances?”
Agitation (or Empathy): Dig into that challenge
“Every time you look at your accounts, you feel that knot in your stomach. You’re trying to save for retirement, put kids through university, and keep enough cash for emergencies – but you’re not sure you’re making the right moves.”
Just a little note: I often refer to this as Empathy instead of Agitation – because the goal isn’t to manipulate. It’s to:
Remind people it’s worth solving the problem
Show that you understand exactly how it’s affecting them
Solution: Show your offer as the path forward
“With our personalised financial roadmap, you can balance today’s needs with tomorrow’s goals – so you can stop worrying and start living.”
This kind of copy makes people feel seen, understood, and motivated to take action. That’s what moves the needle.
Real clients, real results
I’ve worked with clients from a whole range of industries, all with different voices. And they all want their website to work harder for them. It should be your online home – your shop window – but it should also be the open door and salesperson that encourages people to actually buy.
Here are a few examples of how I’ve used strategic messaging and conversion-focused copy to increase website sales:
Elewa Media: Say what your audience is thinking
A Bay Area video production company was struggling to stand out.
We rewrote their About Page to start with this line:
“In the Bay Area, you can throw a stick and hit a video production company. So why work with us?”
By naming the elephant in the room, we positioned them as thoughtful partners – not just another vendor (and then we jumped right into the reasons they were actually different).
Result: More qualified enquiries. Higher-value projects.
Design Desk: Speak like a human
This exhibition design firm had impressive work – but generic, formal copy.
We changed the home page headline from “Your partner for European exhibitions” to “Fresh designs that make your brand unforgettable”
We rewrote their messaging to speak directly to client desires (stand-out, memorable exhibits) and pain points (recycled, boring designs).
Result: Enquiries up 50% within 3 months of the new site going live.
Katie Gale: Embrace what makes you different
Katie, a bridal hair and makeup artist, had no clear user journey or standout messaging.
We embraced her alternative vibe – referencing the bands, books, and cultural markers that she and her ideal clients loved.
Result: Amazing feedback and an inbox full of ideal client enquiries. One person said: “Your website was a breath of fresh air.”
When website messaging has the biggest impact
After working with dozens of brands, I’ve noticed patterns. Messaging work has the greatest chance to increase website sales when:
Your site gets traffic but few conversions
You’ve recently evolved your offer or niche
You’re constantly explaining your value on calls
These inflection points are prime opportunities to fix the gap between traffic and sales.
How to invest in website copy that converts
If you’re ready to increase website sales, here are three ways we can work together:
Brand Messaging Guides
A 20 – 30 page blueprint for your brand. It includes core values, audience insights, positioning, and key messages.
Debbie Danon from Rebel Leadership calls her guide “a goldmine of messaging that glows with integrity” that she uses daily to sharpen proposals and inspire her content creation.
A detailed guide defining your brand’s unique voice, including characteristics, tone guidelines, and channel-specific adaptations.
Clients like James Lee from Evolution Engineers have freed up 10 hours weekly by eliminating the endless loop of content corrections. Now his team can confidently speak in the brand’s voice without constant supervision.
A focused, 60-minute session where we solve specific messaging challenges and unlock clarity. If your goal is to increase website sales, then we can zero in on what will make the most impact.
After our session, Olivia said:
“Peta is an absolute wizard. She got to the heart of my message in under 30 minutes—something I had been struggling to do on my own for years! Plus, she gave me actionable and reasonable next steps to bring this vision to life.”
The first step is booking a free, no-pressure strategy call. We’ll talk about your goals, dig into your messaging challenges, look at how we can increase website sales, and see if we’re a good fit.
When your brand needs more than a parent or friend
Just like teenagers benefit from having that special adult in their lives who’s neither mum nor dad nor one of the gang, your growing brand might need a critical friend when it hits certain developmental milestones. This checklist will help you work out if you’ve reached that stage where your brand is slamming doors and playing music too loud (metaphorically speaking, of course).
Yes, we’re going all academic for a bit – jumping into the things I learnt about at college as a baby youthworker. But, hopefully, in a way that is accessible and actually helps you get a handle on where your brand is, and what it needs right now.
See how many of these statements you can check off, and then get your result at the bottom (Just like in Cosmo!)
Identity formation & autonomy
In adolescent development, teens begin forming identities separate from their parents. Similarly, brands develop identities that may evolve beyond the founder’s original vision.
Your original brand positioning feels a bit like those too-small jeans you can’t quite squeeze into anymore
Team meetings about “who we are” end with everyone more confused than when you started
You struggle to explain what makes you special when someone asks at a networking event
Your brand voice sounds different depending on who’s doing the writing that day
You find yourself saying “that’s not us” but can’t quite put your finger on what “us” actually is anymore
Peer influence & social navigation
Adolescents become increasingly influenced by peers and social contexts. Similarly, brands become more shaped by market forces, competitors, and customer feedback.
Your customers are using your products/services in ways you never imagined (and you’re not sure whether that’s brilliant or terrifying)
You catch yourself obsessively checking what your competitors are up to (more than you’d like to admit)
Market trends are pulling you in multiple directions like a game of tug-of-war
You’re spending more time reacting to what everyone else is doing than creating what only you can do
You’ve found yourself mimicking competitors rather than charting your own path (and felt a bit rubbish about it)
Cognitive development & complex decision-making
Teens develop more complex thinking abilities but may lack the experience to make optimal decisions. Growing brands face increasingly complex challenges that require a balanced perspective.
Decisions that once seemed straightforward now involve more stakeholders than a West End production
You’re facing strategic questions that weren’t in any of the business books you’ve read
“Analysis paralysis” is slowing your ability to move forward (and driving everyone mad)
You catch yourself making decisions based on gut feeling when data is needed (or drowning in spreadsheets when your instincts are screaming at you)
Your team members are bringing competing priorities that make your head spin
Emotional regulation & resilience
Adolescents experience intense emotions while developing regulatory skills. Growing brands experience volatility that tests their organisational resilience.
Market setbacks or criticism feel personally devastating (even when intellectually you know they shouldn’t)
Success makes you feel a bit too invincible about future prospects
Team morale swings dramatically with each win or loss like you’re all on an emotional rollercoaster
You find yourself making reactive decisions during stressful periods (and sometimes regretting them later)
You struggle to maintain perspective during challenging times (is this normal or is everything falling apart?)
Risk assessment & boundary testing
Teens test boundaries as they assess risks and rewards. Growing brands must navigate calculated risks without being reckless or overly cautious.
You find yourself either avoiding necessary risks or taking impulsive chances (with no middle ground)
You struggle to evaluate the potential impact of new initiatives (will this be brilliant or a complete disaster?)
You’ve experienced consequences from pushing boundaries without adequate preparation
You’re unsure which established “rules” still apply to your evolving brand
You question whether you’re playing it too safe or being too experimental
Communication & relationship development
Adolescents develop new communication patterns and relationship skills. Brands must evolve how they communicate as they grow.
Your messaging resonates with early adopters but struggles to connect with new audience segments
Internal communication breaks down as teams grow and specialise
Customer relationships feel more transactional and less personal than before (and you miss the early days)
You struggle to maintain consistent communication across growing channels
Your brand story no longer captures the full breadth of who you’ve become
Future orientation & planning
Teens begin serious consideration of their futures. Maturing brands need strategic planning that balances immediate needs with long-term vision.
Your original business plan now feels like it was written for a different company entirely
Short-term demands consistently override strategic priorities (and you never get to the important-but-not-urgent stuff)
You find it hard to articulate where your brand will be in 3-5 years without sounding vague
Team members have conflicting views about future direction
You struggle to balance immediate revenue needs with long-term brand building
Scoring your results
0-7 checks: Your brand may still be in its childhood phase – you generally know what you need and have clear direction. Continue nurturing your growth while preparing for adolescence.
8-14 checks: Your brand is entering adolescence. You’re experiencing growing pains that signal the need for more structured guidance and outside perspective.
15-21 checks: Your brand is in active adolescence. A critical friend would provide substantial value in helping you navigate this complex phase with confidence.
22+ checks: Your brand is in the throes of adolescent development. External perspective isn’t just helpful – it’s essential for healthy growth and development.
Why a critical friend matters at this stage
According to developmental psychologist Lev Vygotsky’s “Zone of Proximal Development” theory, growth occurs most effectively when guided by someone who can bridge the gap between what you can do independently and what you can achieve with skilled assistance.
A critical friend for your brand offers:
Psychological safety to explore new ideas without judgement (no eye-rolling or sighs of exasperation)
Cognitive scaffolding to help you reach higher-level strategic thinking without doing the thinking for you
Balanced perspective that neither enables poor choices nor dictates solutions
Skill transfer that builds internal capacity for future challenges
Reflective dialogue that promotes deeper understanding of your brand’s identity and purpose
Just as adolescents emerge from their developmental stage with stronger identities and capabilities, brands that navigate this phase with the right support develop distinctive voices, resilient structures, and authentic connections that position them for sustainable success.
Ready to find your brand’s critical friend? Book a chat here and let me be your youthworker!
Comments Off on Stop hiding your value: B2B website copy that actually converts
by allwordsbypeta
I keep having the same conversation with my B2B clients…
“We don’t want to put too many words on our website,” they say, scared by internet ‘experts’ who tell them everyone has a 1.5-second memory and will run away to TikTok.
“Let’s just get them to book a sales call, and then we can explain everything properly,” they plead.
I love you all – you’re doing great work.
And – I need you all to take a breath.
Why your B2B website copy needs more than just a pretty CTA
Because I need to tell you something very important: 70% of the buying process happens before your lead ever gets on a sales call*.
Think about your audience for a minute:
Founders and entrepreneurs? They’re scrolling for solutions on the train, during their kid’s dance class, or while making dinner
SME/enterprise decision-makers? They’re juggling weekly sprints with a to-do list longer than an orangutan’s arm while battling Zoom fatigue
Neither group wants to waste an hour of their precious time listening to your sales team talk through a solution that might not even be right for them.
You’re not giving them enough information, and it’s costing you money.
What your prospects actually want from your B2B website copy
So, you need to give them more. But more what?
Fair question. Here are my favourite players. These are all elements that will help your prospect work out whether they’re a good fit, get them on the call, and make it more likely they’ll say yes on that call.
They can be used all over your website, and yes, you can use them in more than one place.
Testimonials from people (or businesses) like them
Logos of clients they recognise
Product features (and why they actually matter)
Clear value propositions – why you and not another B2B brand?
Understanding of their problems
Third-party reviews
Transparent pricing
Product demos
“But what about our competitors stealing our ideas?”
Let’s be real – if they really want to do that, they’ll just pretend to be a lead and book a sales call anyway. People be sneaky.
But you know what else people be doing? Wanting to see if your product feels right before they get sold to.
The new B2B buying journey
Remember, 70% of the buying process happens before your prospect even gets on a call.
Which means, if you don’t give prospects enough information up front, they’ll simply cross you off their list. While they’re in this first part of the buying process, they want to know:
How your solution will help them
Whether it’s right for them
Why you’re different/better than alternatives
Whether they can trust you
Your B2B website copy should do the job of helping them find all this out.
What this means for your sales team
Good news: The people who do book calls will be more informed, have a higher purchase intent, and be better qualified overall.
The catch? They’ll have more detailed questions. And you need to make sure your sales team is prepared for these more qualified leads with their higher level of intent and awareness. They’ll need:
Deeper product knowledge
Better objection handling
To continue a consistent messaging across all touchpoints
Your website isn’t just a pretty brochure with a “book a call” button anymore. It’s an integral part of your customer’s research process.
How to make sure your B2B website copy actually converts
Ready to find out if your website is actually helping your sales process? Grab a coffee and let’s do a quick audit.
Step 1: The “passing through” test
Open your website and set a timer for 30 seconds. What information can you gather in that time? Now imagine you’re your ideal customer – would you stick around for more?
Common red flags:
Vague headlines full of buzzwords
No clear indication of what you actually do
A sea of stock photos and no substance
CTAs that sound like they’re asking for marriage before the first date! (“Apply now!” in the hero)
Step 2: The deep dive checklist
Now, let’s see if your B2B website copy is giving prospects what they need to make an informed decision. Score yourself against these must-haves:
A clear value proposition ( “innovative solutions for forward-thinking businesses” does not count)
The specific pain points your solution addresses
Product/service features WITH their benefits explained
Pricing information (or at least pricing structure)
Social proof (case studies, testimonials, client logos)
Clear next steps for different stages of readiness
Step 3: The sales team reality check
Are your sales team on the same page? Ask them these questions:
What are the top 3 questions they get on every call?
Which objections come up most often?
What information do prospects usually already have wrong?
If these answers aren’t addressed on your website, you’re making everyone’s job harder than it needs to be.
Quick copywriter tip – this info is also gold for your content strategy (SEO and social media)
Step 4: The competitor comparison
Time for some stealth research (don’t worry, your competitors are doing it too). Check out their websites and note:
What information do they provide that you don’t?
What questions do they answer that you ignore?
Where might they be winning leads before you even get a chance?
What Next?
By now you’ve probably got a to-do list longer than the stack of books I keep telling myself I will read by the end of the year.
And you might be realising that your website needs more than just a few tweaks. Maybe it needs a complete messaging overhaul.
Don’t panic! You’ve got two options:
Tackle that to-do list yourself (and if you do, please come back and tell me how it goes – I love a good before-and-after story).
Get some expert help mapping out exactly what you need to say and where you need to say it.
If option 2 sounds good, my Brand Messaging Guide might be exactly what you need. It’s like having a GPS for your content – telling you exactly what your prospects need to hear at each stage of their journey.
Comments Off on The personal brand paradox: How much of yourself should you really share?
by allwordsbypeta
If I tell you that I had a colonoscopy, does it make you more likely to buy my Brand Messaging Guide?
If I explain, in excruciating detail, my holiday breakfast order preferences, will that land me more speaking gigs?
Probably not.
But knowing me better – my background, my experiences, my slightly odd sense of humour – does make you more likely to want to work with me. Somehow, the fact that I wrote my first paid piece of copy on my phone while trying to get Erica to sleep, or that I once wanted to be Prime Minister, or that I’m raising an autistic son… these snippets make me stick in your mind. They’re all a part of my personal brand.
This morning, I spent three minutes of a ten-minute business presentation talking about my family, my background, and various other personal bits and bobs. And when someone asked why, I told them straight:
“You can work out what products or services I sell from a four-minute conversation with me and a glance at my website. But good business relationships are built on getting to know the person, the passion, behind the business.”
So where’s the line? Between giving valuable context in your personal brand and oversharing? Between being authentically you and being that person on LinkedIn who somehow turns their breakfast smoothie into a lesson about venture capital funding?
Let’s figure it out together…
Why personal brands matter in business
Before we get started, if you’re competing solely on price or features, you can probably skip this article and go back to your calculator. But if you’re trying to build a brand that resonates? That creates loyal customers who actually care about your success? Then you should probably stick with me.
The last time I gave that networking presentation, a soon-to-be client leaned over and whispered to the person sitting next to her, “I HAVE to get this woman to write my website copy.” Not because I’d dazzled her with my extensive portfolio (though it is pretty dazzling), but because something in my story connected with her.
The same principle applies to your e-commerce personal brand. Sure, you could just list your product features and competitive pricing. But there are more effective tools.
Take Otbor Toys, for example.
When they came to me, they were struggling with credibility, and with getting people to pay premium prices for their products.
They made wooden heirloom toys, handmade in Bulgaria, with traditional Bulgarian techniques and local woods. And honestly, they’re gorgeous. If you saw them in a boutique, then you wouldn’t question the price. But there were trust issues from an Eastern European country, and nothing on the website made the case for the premium price tag.
The founders had thought running away from their Bulgarian roots was the answer. But instead, we dove into the story, educated the audience about Bulgaria’s history of incredible craftsmanship, and shared how the founders’ children inspired the collections.
We added in personal details, and they saw fewer abandoned carts.
People don’t buy products anymore – they buy stories, values, and yes, a strong personal brand.
The three circles of effective sharing
Think of your personal brand elements like a target (and no, this isn’t another one of those “start with why” lectures – I promise).
The Inner Circle: stories that sell
These are the experiences that directly relate to your business. Like how you created your sustainable fashion brand because fast fashion literally made you sick. Or how your own struggles with breastfeeding led you to develop a better pump (shoutout to my friends at Jevon Baby).
These stories aren’t something nice you sprinkle in. They do a vital job – showing your audience why you actually care about solving their problems.
The Middle Circle: relatable reality
This is your day-to-day stuff that makes you human. Like my Gran’s insistence on putting ages in birthday cards, or my millennial refusal to use “2” instead of “to” or “too” in texts (never happening, sorry not sorry).
For e-commerce founders, this might be sharing your morning routine with your own products, or the chaos of your latest product photoshoot. It’s the stuff that makes your customers think “Oh yeah, they get it.”
The Outer Circle: the TMI zone
This is where we building a personal brand ventures into “colonoscopy detail” territory. Or those LinkedIn posts that decide it’s appropriate to turn a breakup into a lesson about resilience in the supply chain. You know the ones.
Looking for brands that balance this well? Check out Plum Deluxe’s about page (yup, another client). They tell founder Andy’s story about his relationship with his mother and how it inspired his company. But they don’t milk it or overshare. (And they don’t make the whole page about him, there’s stuff in there about their ideal customer, too).
The real reason developing a personal brand matters
“The personal/professional divide only serves to disempower those with caring responsibilities or other concerns.”
And I stand by it. (Otherwise, I’d have taken it out of my welcome sequence, obvs.)
Here’s why a strong personal brand matters for e-commerce founders:
The ability to separate your work life and home life completely is a luxury most of us don’t have
Your experiences and challenges often directly inform your product development
Building genuine connections with customers creates brand loyalty that discounts just can’t buy
But there’s something even more powerful at play here.
There is magic in connection.
Finding your sweet spot
So how do you know what to share? Here’s my quick gut-check guide:
Does it help your audience understand why you’re qualified to solve their problem? Like how my background in youth work makes me excellent at understanding and connecting with different audiences. What experiences make you the perfect person to create and sell your products?
Does it build genuine connection without overshadowing your message? Sharing that I grew up on the poverty line helps people understand my drive to work with brands that help people. What parts of your story explain your brand’s mission?
Does it add value to your customer’s experience of your brand? My slightly sarcastic asides (you might have noticed a few) let potential clients know what working with me will be like. How can your personality enhance your customer experience?
Putting it into practice
Here are some ways you can start weaving your personal brand into your e-commerce business authentically:
Start small:
Share snippets of your founder journey in your email newsletters
Let your product descriptions tell the story of why you created them
Add personality to your packaging inserts
Have a social strategy that’s about building connection with your audience, not just selling to them.
But avoid:
Turning every life event into a forced business lesson
Sharing personal stuff just because you feel pressured to be “authentic” – you should share at a level that makes you feel comfortable
Letting your personal story overshadow your products
Getting too caught up in what other founders are sharing
The key? Be intentionally you.
When I share about my background in youth work or my experiences as a parent, it’s because these things directly inform how I help my clients. When you share about your journey, your struggles, your wins – make sure they add value to your customer’s understanding of your brand and products.
Think of it like a first date – you want to be open enough to build connection, but not so open that you’re sharing your entire medical history before the starters have arrived.
Need some help?
No matter what the massive LinkedIn bros say, people buy people.
Are you giving them reasons to buy you?
(Ok, well not *buy* you… but you know what I mean.)
If you’re trying to define what your personal brand really is, and how much of “you” it makes sense to put in it, then talk to me about a Brand Messaging Guide. Or, if you’re a solo service provider or coach, The Messaging Reset might be a better fit.
If you’ve built a personal element into your brand and you’re worrying about maintaining that authentic connection as you scale, then talk to me about a Brand Voice Guide.
Either way, book a call here and we’ll work out the next step for your brand.
I’ve just spent 15 minutes trying to work out which song from the Taylor Swift Eras tour Erica wanted to listen to this morning.
She kept repeating a line from it (but it was her 5-year-old version of the line that she’d heard). She tried to describe the outfit Taylor was wearing during the song (but again that wasn’t very clear). And she did the dance moves (again, her 5-year-old version of the dance moves).
15 minutes of frustration later, I finally opened Spotify on my phone, and got her to scroll through the songs…
Turned out she wanted Dua Lipa’s Dance The Night…
Yeah.
So that was fun.
The challenge of understanding your audience in business
I was absolutely convinced that she wanted one particular thing – based on what she was saying (and dancing).
But I was wrong.
I needed to look a little deeper to discover what would actually solve her problem (and give me 5 minutes of peace and quiet!)
And yes, I am going to turn this into an analogy about running your business and understanding your audience.
Because that’s what I do. And if you were bored of it then you’d have left my list by now!
Your future clients are searching desperately for someone who understands them, who speaks their language, understands their struggles, and takes into account their background, experience, barriers, visions, hopes, and dreams.
They’re desperate to be understood.
But it can be pretty hard to work out what they’re on about sometimes.
Why understanding your audience is crucial for business success
And then, when we launch our new course, service, or product (in response to what we think they want) and we’re not bowled over by a stampede towards the sales page…
Well, it can be a little frustrating.
We read the comments! We chatted with people about their struggles! We looked at the SEO! We turned our testimonials into Canva graphics for goodness sake!
But what people say, isn’t always what they mean.
Understanding your audience isn’t just about hearing their words; it’s about decoding their true needs and desires. It’s the difference between a launch that fizzles and one that sizzles, between a product that collects dust and one that flies off the shelves.
3 Strategies for mastering the art of understanding your audience
So, as I bop along to Dua Lipa (it’s a tune, don’t get me wrong!), here are some tips to really finding out what your audience wants:
Ask the Right Questions: When people finish your programmes, or you offboard them at the end of an engagement, don’t just ask them how it went. Testimonials that say “You were fab!” are not helpful to future you trying to develop and sell a new thing. Think about asking why they came looking for you, or what problems they were looking to solve. Or consider asking them for a specific example of how your thing changed their life.
Look for Patterns: It’s time to get out the murder board. Understanding your audience means looking for those red threads. Pull together all your feedback, and look for patterns. What transformations are common? What problems pop up all over the place? What language are they using to describe both of these things? These are golden nuggets that you can use to shape your offers, write your copy, and connect more effectively with your ideal client.
Get an Outsider’s Perspective: Your programme, service, whatever, is your baby. You are inclined to think it’s the most beautiful thing that’s ever existed (when everyone else might think its nose is a little weird). So, when it comes to developing a new thing, grab someone you respect, tell them about your audience, show them that spreadsheet full of feedback, and ask them what they think. I can guarantee they’ll see something you don’t. Or have a perspective that sparks ideas in your brain. (If you’d like me to be the objective baby viewer (weird?), then you can book a free strategy call here)
Understanding your audience means business growth
Once you’ve gathered these insights, it’s time to put them to work.
Use the patterns you’ve identified to refine your offerings. Speak directly to the problems your audience is actually facing, not just the ones you think they have. And don’t be afraid to make a pivot. If you’ve been talking non-stop about self-belief, and it turns out your clients really value the supportive community you’ve built – take a breath and talk about this instead.
When you truly working at understanding your audience, you can create products and services that feel tailor-made for them – because they are.
When to call in the experts
Yes, this all sounds like a lot of work. Because it is.
Yes, the value it brings to your business, in terms of clearer communication, confidence in speaking about your business, and in actual increased revenue, is incalculable.
But we all only have so many hours in the day, and very different skillsets. Which is why my clients bring me in to help.
If you work with me on a launch, website, or anything really, the first thing I’ll do is deep research to make sure you’re understanding your audience (without you having to lift a finger). I’ll ask the questions, do the surveys (and analyse the results), run client interviews, and work out exactly what is going to work.
So if you’d rather let someone else work out what the confused 4-year-olds are saying, while you get on with the things you enjoy about your business, then we should talk.
Tuning into your audience’s real song
Like finally figuring out which song your 4-year-old wants to hear, understanding your audience takes patience, creativity, and sometimes a little outside help. But when you get it right, the results are music to your ears (and your bank account).
Comments Off on Consistent Brand Messaging: The secret to never running out of things to say
by allwordsbypeta
Every Friday morning, I rock up to an upstairs room in a local pub, wearing a red and white badge with my name on it. I pop a smile on my face, a security blanket cup of coffee in my hand, and meet with 40 other local business owners.
Yes, I have joined a cult.
But I promise, I’m fine (I don’t need a “Blink twice if you need rescuing” intervention).
In fact, I’ve brought in a considerable amount of revenue since I joined back in June.
The challenge of consistent brand messaging in networking
My local BNI Chapter is full of inspiring, ambitious people. They’re funny, kind, generous, and driven. And every week we all get 30 seconds to tell the room about our businesses and let them know what we need – who we’re looking to be introduced to, what offers we currently have, which clients we’d like to work with.
The first time I had to do this – I was terrified.
And terrible.
The second time? I was a little more prepared (although I still forgot to breathe).
As I got into the swing of things it became less nervewracking. And, you know, I’m good with words (duh), so I had an advantage.
When consistent brand messaging feels like a struggle
But, as the weeks went on, I started to get a little stuck.
I’d educated the room on what copywriting actually was and wasn’t. I’d explained to them the value a conversion-focused copywriter can bring to their business – in added traffic and revenue. I’d laid out how my approach was maybe a little different with its focus on empathy and research.
But one morning, sitting down to work out what I was going to say in my 30 seconds, I began to panic. 50 weeks a year. How on earth was I going to explain my business each week without boring everyone?
Surely there are only so many ways to describe what I do and why it’s awesome?
The foundation of consistent brand messaging
But, it turns out I didn’t need to be worried.
Why?
Because of the invaluable information I have at my disposal, information that makes it easy to be creative while sticking to the point:
I know my brand
I know my voice
I know my ideal client
I know the unique value I provide
I know what services I want to offer
I know my key brand messages
And I know which messages work at which stage of the buyer journey.
These slabs of concrete are the foundation my brand is built on – the things that keep me steady in the face of nerves, tiredness, and people who don’t really know what copywriting is.
Leveraging your brand knowledge for consistent messaging
With all this information, I can create endless 30 second snippets that consistently reinforce who I am, what I do, and why they should care in the people sitting in that room.
That’s also how I create relevant and on-message social content. Content that brings me impressions, engagement, connections, and qualified leads in my inbox. It’s how I keep a consistent brand message without being so generic and repetitive that it turns into background noise.
The Brand Messaging Guide: your tool for consistency
This is also how my clients use their Brand Messaging Guides. Once they’ve got the foundations of their brand in place, they have the tools they need to communicate consistent brand messaging:
Brand Voice
Brand Story
Brand Archetype
Customer Avatars with pain points and dreams
Potential objections and how to overcome them
Key Messages
Competitive analysis and positioning
Unique value propositions and elevator pitches
They can create (or have their team create) blog content, social content, pitch decks, sales pages, email newsletters, and BNI presentations based on the Guide. Safe in the knowledge that they’re being consistent and on message at all times. Building that know, like, and trust factor.
Embracing consistent brand messaging
So, I didn’t need to worry as I wandered into that networking meeting for the first time – I’ll find another 52 ways to tell people about my business, no problem.
How about you?
Feeling a little stuck with your brand messaging? Not sure how to keep it consistent across all your platforms and interactions? It might be time for a Brand Messaging Guide of your own.
Book a free strategy call, and let’s talk about how we can make your brand messaging as consistent and compelling as a Netflix binge-watch. (You know, the kind where you suddenly look up, and it’s 3am, and you’re surrounded by empty snack wrappers. But in a good way.)
