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 What happens when you can’t explain why you’re different?
by allwordsbypeta
Peek inside Susan’s Brand Messaging Guide
The Background
Susan Sutherland had built a successful executive coaching practice after nearly three decades in corporate leadership. She’d climbed every rung of the ladder, ending her corporate career as a senior vice president, and was now coaching executives who were at the same crossroads she’d once faced.
But when she sat down to write about her work – on her website, in proposals, or even in conversation – something didn’t feel right.
“My brand is in a shift mode,” she told me. “I know who I work with and what I stand for, but my message hasn’t caught up.”
Like many experienced coaches, Susan could explain what she did: deep, transformational work with high-level leaders. But she struggled to describe why someone should choose her. She relied mostly on referrals, which meant she’d never needed language that could travel beyond a conversation. As she prepared to grow her visibility on LinkedIn and launch a new website, that gap started to feel impossible to ignore.
“I can describe what I do,” she said, “but not why someone should choose me. I’m not bold or explicit enough.”
The Work
We built Susan’s Brand Messaging Guide to bring structure and clarity to what she already knew intuitively. And to give her a clear, differentiated message that she could apply across every part of her business.
The guide starts from the outside and moves inward: We mapped her audience, studied her competitors, uncovered the truth of her brand voice, and distilled it all into messages she could actually use.
Step 1: The Audience
We started by defining the two clients who appear most often in her work:
Alex, the Established Executive: late 40s to early 60s, accomplished but quietly wondering, is this all there is? Jordan, the Restless Leader: mid-40s to mid-50s, on the edge of a big shift but unsure what comes next.
Demographics are part of the story, sure. But a small part. Based on client interviews and research, we uncovered stories that captured the tension Susan sees every day: success without fulfilment. And the language they used in interviews gave us the emotional vocabulary that would later shape her website and content. Seriously – we took exact phrases from these pages and used them on the website to make sure visitors knew they were in the right place.
Step 2: The Competitors
Next, we looked at the landscape of executive coaching, therapy, and wellness. Susan noticed something: everyone seemed to focus on performance or healing – rarely both.
That insight became the heart of her differentiation: coaching the whole human inside the executive role.
“My approach is more effective because it provides a thought partner who understands the corporate environment…”
How we uncovered her brand voice and archetype
When I build a messaging guide, I’m not guessing at tone or picking adjectives that sound nice. I study how a founder speaks, how their clients describe them, and what sits underneath the work they do. Then I map that personality into something strategic – a voice and an archetype that anyone on their team (or any future writer) can use to keep the message consistent.
For Susan, this part of the process was where everything clicked. She’d been torn between sounding “corporate enough” for the executives she serves and “authentic enough” for herself. Once we named her voice type and archetype, that tension disappeared. She could sound exactly like herself (calm, thoughtful, and wise) without worrying if she was getting it “right.”
How I Define Your Brand Voice
I don’t pull your brand voice out of thin air. I map it using Justin Blackman’s voice framework. (Justin is the King of Brand Voice, and I trained with him to analyse cadence, rhythm, tone, and vocabulary so your voice can be documented and replicated.)
There are 9 Voice Types I draw from, each defined by how they sound and feel on the page. Every client sits somewhere on this spectrum, often a blend of two.
For Susan, we combined The Yogi (calm, contemplative cadence) with elements of The Translator (clarity and precision). That pairing gave her the depth and flow she needed without losing approachability – a tone that feels as safe and grounded as her coaching style.
The Psychology Behind Your Brand Personality
Once we’ve defined how you sound, we look at who you are. I use the 12 Jungian brand archetypes to ground your messaging in psychology – the shared stories and motivations that shape how audiences perceive you.
Each archetype represents a distinct personality pattern, value system, and way of creating trust. You don’t need to fit neatly into one. Most brands draw from two or three that sit comfortably together.
For Susan, we identified The Sage as her dominant archetype (the truth-seeker and mentor), which naturally aligned with her audience of experienced executives searching for meaning. That archetype guided everything from her word choice to her pacing: she leads with insight, not authority.
Once Susan’s voice and archetype were clear, the rest of her messaging started to fall into place.
Step 3: My Brand
Inside the brand section, we anchored her identity using the Sage/Yogi combination. This pairing became her compass for all future writing. She could use the example phrases verbatim as email or social prompts, and create her own from the guidance.
We also created an elevator pitch, a USP statement, a social bio, and a brand story – all easy to copy and paste all over her marketing.
“It gave me permission to sound like myself,” she said. “Before, I kept wondering if I should be more corporate or more spiritual. Now I don’t have to choose.”
Step 4: My Messaging
With the voice and audience in place, the messaging almost wrote itself. Her key statements became the through-line for her website and social content:
“Holistic executive coaching that looks beyond your KPIs.”
“You don’t have to burn everything down to be happy.”
“It’s lonely at the top. I’ve felt it.”
Those lines now appear across her homepage, sales pages, email campaigns, and LinkedIn content, creating instant recognition. Her audience gets used to these being her themes, and they’re clear on exactly what they’ll get when they work with Susan.
Step 5: SEO and Content
Finally, we mapped search phrases and blog ideas that extend her message beyond referrals. Susan isn’t interested in a keyword-stuffing strategy. The aim of this section of the Guide was to give her content a direction that felt strategic, rather than reactive.
She’s now got a bunch of ideas to get her started, as she builds a library of content that’s worthy of a thought leader.
Beyond KPIs: How holistic leadership drives both personal and professional success
It’s Lonely at the Top: Navigating the challenges of C-Suite leadership
The Result
Before her Brand Messaging Guide, Susan could explain what she did, but not why someone should choose her. Her message felt scattered, her tone uncertain.
After working through the process, she had complete clarity on her positioning and a framework to communicate it across every part of her business.
“It finally gave me the language I’d been reaching for,” she said.
She’s used the guide to:
Give her the momentum to finish her website
Create new email sequences and content themes
Keep her tone consistent across LinkedIn and client proposals
Get better results from ChatGPT as it’s now trained on her voice and messaging
The practical ROI
Clear, differentiated positioning in a crowded coaching market
Website and sales copy completed after too long stuck in Blank Page mode
Consistent messaging across platforms and offers
Reduction in time spent writing content and proposals
Lines, phrases, and whole paragraphs she can copy and paste across her marketing
The emotional ROI
Confidence in how she communicates her value
Relief that everything finally sounds aligned
Pride in a message that feels grounded, distinctive, and wholly hers
What does this mean for you?
If you’re a coach, consultant, or solo service provider who’s built a business you’re proud of but your words still sound like they belong to an earlier version of you, or you struggle to explain how you’re different from everyone else who’s popped up in the Google search, this is the work that brings everything into focus.
Your Brand Messaging Guide becomes the foundation for everything: your website, your emails, your offers, your voice. It’s what helps you articulate your difference clearly, and sound like the business you’ve actually built.
Ready to sound like the business you’ve grown into?
Your Brand Messaging Guide brings structure, language, and clarity to the next stage of your brand.
You’ll finish with:
A complete, usable playbook for your voice, audience, and message.
A framework that makes content, websites, and launches easier.
A renewed sense of confidence in how you show up.
And a raving fan on hand to give you that outsider’s perspective and cheerlead you through the whole process!
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.
(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.
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.
Jevon Baby, a startup launching a medical-grade, wearable breast pump, needed to stand out in a competitive market where trust is everything. Through strategic brand messaging and empathy-driven website copy, they launched with a clear voice that resonates with their ideal customers, so they could carve out market share.
The Client
Jevon Baby is a Singapore-based startup revolutionising the global breast pump market with their medical-grade, wearable (and super-silent) pump. They want parents to feel empowered and supported, and to offer them solutions that mean they can live their lives AND give their babies the best.
The Challenge
Jevon Baby faced challenges common to a lot of eCommerce startups:
Standing out in a saturated market where most competitors focused on technical features
Building immediate trust in a space where consumers want a LOT of reassurance (and will often go on recommendations)
Giving browsers enough information to make their decision, without overwhelming them with technical language
Putting genuine customer connection at the heart of their brand, rather than hard-sell and discounts
Creating content that would feel consistent across all customer touchpoints
The Solution
I worked with the JevonBaby team to develop a brand messaging strategy that met those challenges, and helped them connect with their ideal avatar from day one. The Guide I produced also gave them a framework for consistent communication across all channels as they launched and beyond. (And then I worked with their web development team to create website copy based on this strategy).
Deep research into customer pain points and potential objections to purchase
I spent time gathering information on what was really annoying and frustrating mums about the current breast pump solutions. And I landed on this image of a mother missing out on life as she sat attached to a hospital-grade, mains-powered pump that was plugged into the wall or hiding in the bathroom in between meetings because the wearable pump was too loud and conspicuous.
This turned into (among other things) the tagline – “Life, without limitations”, positioning the JevonBaby pump as the answer to a real felt pain.
Story-driven messaging that emphasises emotional benefits over technical features
When you’re a challenger brand, you can’t rely on pages of 5-star Google Reviews or an army of UGC creators shouting about your product. So you have to do something different. In the case of JevonBaby, the difference was moving away from technical features and “innovative solutions”, and making their audience feel heard and understood.
A lot of breast pump brands go all in on the authority vibe – they use technical medical language and a “you can trust us because we’re smart and more qualified that you” vibe. It’s a parental, professional brand voice that works well for them. But I wanted to do something different with JevonBaby. I wanted a modern vibe, and a friend at the bar brand voice, appealing to those parents who didn’t want to change their personalities just because they’d become parents. They wanted to be adventurous, to work, to go out to dinner, to travel. And they didn’t want to be held back by their breast pump.
They’d look at JevonBaby and feel empowered. An emotional pull, rather than trying to overwhelm people with a list of technical features.
The Brand Messaging Guide and website copy we worked on meant Jevon Baby could:
Launch with a clear, distinctive voice in their market
Build trust by actually speaking to their audience’s worries and needs
Connect emotionally with their target audience
Make sure their content was saying the same thing across all channels
Set a strong foundation for sustainable growth – even into other product lines
The founder’s verdict:
“Peta really over-delivered! If you are looking for a professional brand strategist, please look for Peta.”
Clement JevonBaby founder
So What?
The chances are, someone else is selling the same thing as you are. And they probably have a bigger ad budget.
So, to build your business, you need more than a great product. You need to be able to show people why they should buy it from you. Why are you better? Why is your version of the product better for them? Why should they trust you?
That’s what one of my Brand Messaging Guides does for you:
Gives you the information you need on your audience – what they’re looking for, and the language they’re using to talk about it – so that you can use that language throughout your brand communications and make them feel heard.
Helps you figure out what’s really unique and interesting about your brand, your product, and your story – so that you can really stand out n your marketplace
Gives you empathy-based, story-driven messaging that you can put EVERYWHERE – so that you can create those emotional connections that drive customer loyalty.
Makes sure that your team has clear guidelines for creating all your content – so that you can build trust through consistency.
Are you ready to build a foundation for scalable, sustainable growth? Let’s talk about how clear brand messaging can transform your eCommerce business.
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.)
Let me tell you a story. A story about someone who knows how to build a community. Someone who’s community I’m a part of.
I got an email from Tracy this morning.
Tracy has been in my life for 14 years. I see her around 4 times a week, and we can spend between half an hour to 2 hours together. I know what her kids are getting up to, the books she’s reading, what causes she’s thinking about, the new ideas she’s coming up with. I know her favourite drink, the skincare she uses, and what she thinks about Taylor and Travis.
We’ve never met.
The community I’m obsessed with
Tracy Anderson is a fitness trainer. She’s developed a method that keeps my ADHD brain from getting bored, that’s put me back together physically after two pregnancies and births, and that kept me sane during my husband’s cancer diagnosis and death.
She has earnt my undying loyalty.
I’m also connected to the wider community of other people who follow her workouts. (I even met one of my first copywriting clients in a Tracy Anderson Facebook group!) We’ll check in with each other to talk about recent workouts, to compare notes on equipment, to try out new recipes. And I’ve never met any of them, either.
The result? I buy everything Tracy launches (well, almost everything – I’ve yet to stretch to the Vitality weeks she runs in the US, but they’re on the vision board). I have her DVDs, streaming subscriptions, leggings, and equipment. I’ve bought skincare and books she’s recommended. I am all in.
When she sends an email, I’m excited. And when she launches a new product, I’m already more than halfway towards buying it. I don’t need as much convincing, and I have fewer objectives.
I feel part of her community.
These are the kind of people you want in your audience. People who don’t feel like an audience of customers – they feel like part of a community.
Because, when they do, they’re much more likely to buy your stuff, and it’ll take much less time to convince them they need it.
But how do you get them to that magical state of obsession? How do you build a community that’s obsessed with you?
How to build a community and make people feel like they’re part of it
Do you want my advice as someone who spent 15 years building communities of young people?
It’s about more than a Boots or Tesco-style loyalty scheme that offers you a quick return on your investment, or extra perks (Although these aren’t to be sniffed at).
I think that more small businesses should strategically work to create that feeling of being part of a family. Knowing how to build a community is something you need to pay attention to.
And here are 3 tips to get you started:
Make them feel special
Send them emails on their birthday with a personalised discount code. Let them in on behind-the-scenes secrets, ask their opinions. Never underestimate the power of asking questions (and, you know, listening to the answers!).
Make them feel listened to
Regularly ask your members about their needs, preferences, and the things they’d love to see you offer…and then ACT on that invaluable information!
Would they find it easier to follow your course videos if you had captions or a transcript available?
Are they looking for a less involved offer at a lower price point?
Make them feel part of something
If you’re a brick and mortar business put on special VIP events that feel like secret parties. If you live online then give them early access to sales, or host a members area on your website with access to exclusive content or discounts.
And, of course, use the regular emails you send to your members to build on that feeling of being part of something, being special, and being listened to.
How a strong community can grow your business
We’ve had an uncertain few years in the business community, and we’ve seen how the sense of insecurity can affect people’s spending habits. But if you’ve figured out how to build a community, then you have an ace up your sleeve.
If you have nurtured a community, and a relationship with your customers, then spending money with you will feel secure and comforting.
When people already know, like, and trust you AND they feel part of your community, then you won’t have to work as hard to convince them of the value of your offer. They’ll be excited to see your email drop into their inbox. They’ll run towards the pre-sale link. And they’ll shout about you from the rooftops.
Not a bad return on your investment really.
If you’re looking for support – someone who will care as much about your business as you do, then book a strategy call with me. We’ll work out the best way to build your very own obsessed community.
Comments Off on Putting some substance behind authentic marketing – how your unique story should inform your brand
by allwordsbypeta
Every now and again, the argument about authentic marketing reappears online. How can you be “authentic”? Should you be trying to be “authentic”? Is authentic marketing a completely redundant phrase because all effective marketing is authentic?
My take? Yes, all marketing should be authentic. But not all marketing is. And I want to help you make your marketing more authentic. So you can feel better about doing it, and your audience can feel better about responding to it.
And one of the most important keystones of this is story.
The myth of the ‘7 stories’
There’s this theory – there are only 7 stories in the whole world. (here’s a YouTube video explaining them all, if you’re curious.)
Across thousands of years, millions of films, billions of books, songs, and poems – there are (apparently) only 7 different stories. And everything humans have ever created is a variation of one of them.
I call bullshit.
Sure, you can categorise anything you want. My 4 year old quite likes sorting her annoying little Bratz dolls into groups. Long hair, short hair, shoes, no shoes, well behaved, looked at her funny…
(You think I’m joking, but there is currently a tiny doll with too much eye-makeup sitting in a box in our understairs cupboard because “she didn’t say please in the right way)
The categories are arbitrary. And within those categories, there’s so much variation that the category becomes objectively worthless. One doll has long pink hair with sparkles (I know), and the other has a black afro. But it helps her sort things. Make order in the chaos (and man, can I relate to that).
If some bloke wants to do a deep dive into all the stories he can find and neatly sort them so he can breathe a sigh of relief at the organised piles before heading off for nap time, then fine.
But that doesn’t mean he’s right. Or that his opinion has any bearing on reality.
Because stories are infinite, and it’s the variations that make them so magical. That can turn our world on its head when we hear them. That can uncover a deeper meaning we had never imagined. Or that can help us through whatever it is we’re going through that we thought no one else had experienced.
Because, if we decide that there are only 7 stories. Then we’re resigned to believing that there are only 7 types of people. That we’re not really unique at all.
And you really are. Completely unique.
Scratch the surface, get deeper than “how was your day”, “how are the kids”, or “what do you think about Beyonce going country?”, and that’s what you discover.
Nail authentic marketing by using your truly unique story
Everyone has had a specific journey that makes their perspective or experience astonishingly unique.
I sat in a seminar earlier this year on how to market without the traditional “sales funnel”. And this seminar was full of inpsiring business owner, with unique stories. But it turned out none of them were talking about that story in their marketing.
They studied international relations at university and then ended up coaching a gymnastics team. But their daughter has a rare disease so they’ve spent a lot of time in the healthcare system.
They worked in logistics for a decade before writing a book about surfing. But they also have to care for their elderly father on the weekends.
They spent years in hospitality and corporate, before making a hard left into coaching. And it turns out they’ve got ADHD.
They grew up wanting to be Prime Minister but instead they worked as a youth worker for 15 years before burning out and taking a hard left into marketing (oh wait, that’s me…)
This seminar was filled with gloriously talented and creative individuals running businesses that make the lives of their clients better in many different ways. But they weren’t fans of selling, because they didn’t want to feel pushy, or big-headed. And, surely everyone knew what they knew, so why would anyone pay for it? Their story wasn’t unique.
Except it was. And it was the missing piece in their marketing.
They just needed to see it how others saw it.
How your unique personal experiences inform your brand message
So there are two things I think about this. And, because you’ve clicked on this link, you get to hear them.
There is only one you
The first thing I do with new clients is work on their USP. We look at the things that they are uniquely positioned to provide that nobody else can. Why they are different.
Why do I do this? Because you are the only person who is that unique combination of the expertise that you have, the training that you’ve done, the knowledge that you’ve acquired, the life experiences that you have chalked up, and the personality that you are born with/been nurtured into.
And that “you-ness” is what your future customers connect with – why they want to work with you and, yes, hand over their money. This is why authentic marketing works – because your audience can feel the you-ness behind what you put out there. (I talk more about making that emotional connection here.)
But, because we’ve already acquired this expertise, training, and knowledge, we think it’s no big deal. Anyone could do it, so it’s not really worth that much. But that’s crap.
Your insights are worthwhile.
Your hard work has value.
From a purely capitalistic standpoint – your creativity commands a price.
But, even if you’re not down with full-throated capitalism, you still shouldn’t shy away from selling to your audience.
Why? Because, when you sell to people in an email, in a Facebook ad, or on a webpage, you are not trying to trick them out of parting with their hard-earned cash. You are not trying to encourage them to spend more than they can on something that is frivolous, that won’t help them, or that they could find out for free. You are helping people.
You are recognising that your audience has specific problems. Things that on a smaller or larger scale are making their lives worse, or stopping their business from being as good, as effective, as aligned, as easy, as profitable as it could be.
Because of your unique story, you have a solution to offer your audience.
Whether it’s your incredible service, or a fabulous product, you are providing them with a way of making their lives or their business better. And you’re the only one who can do it in the way that you do it.
So you are not trying to trick them into buying something. You are not trying to tell an engaging story and then segue seamlessly into a sales pitch so that they don’t even notice that they’ve taken out their credit card and punched in the numbers and suddenly sent you £3000 for nothing. Newsflash – that’s not authentic marketing. You are doing something that helps them.
Your emails and your web pages and your adverts and your social media captions are not manipulative tricks. They are ways to communicate effectively. Ways to let your ideal audience know that the problem that has been keeping them awake at night or making them miserable over breakfast – you can help them with it. And it doesn’t have to be there anymore.
How your unique story builds connection
I will still be saying this when I’m an old woman, rocking in the chair on my porch in the house I’m going to retire to in the Canadian countryside (#goals):
“People buy people”
There are a million places that people can get business advice. Thousands of different apps they can download to help them with productivity. Hundreds of courses on how to get the best out of Canva. One way they make that choice is through price, sure. But a huge part of the decsion-making process is done through vibes.
No matter how logical and rational we think we are – we’re buying the person doing the selling. Would we sit down inn a pub garden with them and chat about our day? Do we feel like they really understand us? Are they “our kind of people”?
And how do they gather the information to make those decisions? By consuming our content – including our story. And if they like what they hear, then they’re much more likely to buy from us – and benefit from the help that we can offer them.
And, believe me, they don’t want a cookie-cutter, generic rags to riches, or hero conquers all story. They can get that in a cheap airport novel. They want your real, unique story.
So, if you’re sitting staring at your social media scheduling software thinking, “Everything I have to say has been said a million times before”…
