Case Study: Brand Messaging + Copy that’s Built to Grow
Here’s how your copy can support your biz as you shift, not keep you set in stone.
Since professional copywriting is an investment, it makes sense that you want it to last for the long haul.
Copy done well should be like your all-time favorite outfit that makes you feel like you can own a room… not something that only works for a season and then leaves you needing to start from scratch again. (Three words: cold-shoulder tops. WHY. WHYYY.)
At the same time, though, it ALSO makes sense that your biz may shift and evolve over a few years. You’ll add a new service, phase something out, or grow your expertise in another area, but then – what happens to your copy? Do you have to throw it out and start over?
Nopity nope nope HECK no – if your messaging is built to grow with you. And to show you how that works, let’s talk about my client Maddie from Maddie Tudor Consulting.
WEB COPY, ROUND 1
When Maddie first came to me (my first Done-With-You copy client way back when, yay!), her biz was all about digital marketing.
She was putting her years of managing influencer campaigns (could literally talk about this ALL day with her, I live for that bts stuff), building brand platforms on YouTube (ditto), and planning marketing funnels into her work for small businesses.
We wrote and launched her site, she kept working with more and more happy clients, and it was all humming along as it should be. Beautiful.
Then a couple months ago she came back to me and said, “Hey, sooooo… I don’t think I’m just a digital marketer anymore.”
More and more, her clients were also needing help on the operations side of things, and she’d grown her biz to embrace those services.
So you want to grow your email list, but you’re not sure how to set it up or what platform to pick? She’ll do the research for you and then get it implemented.
Trying to finally get more organized about tracking your inquiries? She’ll do a Honeybook install for you and keep helping you market to new people.
And rather than seeing the need to revisit her copy as a “yikes, her copy didn’t “last”” moment, it was actually a really cool one – because it was just proof of how thoughtful messaging can grow with you!
Here are some of the bits of messaging that were central to her biz:
“Let’s demystify digital marketing so you can meaningfully market and grow your business.”
“I’m here to help you cut through the social media and marketing noise and focus on what works.”
“Here’s how we put meaningful marketing into action---without the overwhelm. Every plan we create together has three key pieces: 1) What’s worth your time? 2) What systems do you need? 3) How will you execute?”
And let’s see…
Maddie as a demystifier for her clients? Totally still true.
Helping them refine and focus on what works? Absolutely.
Applying her simple-but-strategic framework to her projects? Yes, yes, and yes!
Her why and her perspective were still consistent and rock-solid – we just had to tweak the what a little bit.
WEB COPY, REVISITED
To make the tweaks that would match her new positioning, we started calling her a small business maximizer, not exclusively a digital marketer.
We started talking about growing businesses through strategy and systems, not just marketing.
And with some focused edits, that’s how this…
Became this…
And a section like this…
Could get repositioned like this…
The core of the message is still the same, but the details are different.
AND WHAT DID IT FEEL LIKE?
And after we wrapped up, I loved what Maddie had to say about the experience of shifting her positioning and copy:
“In this work, I find that my clients have the same fears I did before fully accepting this change, “Everybody already knows me for X; what will happen when I start talking about Y?”
But I’m finding that when you make the pivot, it feels like you are actually stepping forward. Realizing some unmet potential. I just went where my clients’ needs took me, and now I’m publicly recognizing it. While the wrapper looks a little different, the inside is the same me.”
Same you. Different wrapper. Simple as that.
SO, MORAL OF THE STORY?
When your copy speaks to the deep why – for you and your clients – you don’t have to reinvent the wheel when the what changes a little bit.
Thoughtful, strategic copy is built to go (and grow) the distance with you, even if you decide your biz needs a few tweaks along the way.
Once my client, forever my client. I’m always gonna be here for you as you evolve!
MESSAGING THAT MATTERS AND WORDS THAT WORK
When we work together, Done-With-You copy can be a great choice if you’re a newer biz and naturally expect some pivots in the not-so-distant future.
Brand Messaging + Custom Web Copy is great for established businesses that are ready to own their message and claim their authority around it, but the truth is…
…however we write your words, we can craft them to grow with you!
For more info about teaming up, here’s basically every detail about Website Copywriting and working with me that you need to know!