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What's Your Unique Brand Voice?

The right words got her in Vogue Magazine {A copywriting success story}

copywriting success story:

 

Here’s a copywriting success story to brighten your day and help you see that with the right words, your business can achieve ANYTHING.

I remember her being skeptical. Sweet, but skeptical.

“Well, what thoughts do you have about the messaging on my website?”

I couldn’t blame her for putting me on the spot, because after all, I was pitching her on IG.

I had been a fan of her nontoxic matte lipsticks for over a year and genuinely wanted to see her brand succeed. The products were too good not to be in the hands of every discerning sophisticate under the sun. We finally spoke about what I believed she needed to get noticed by the right people and convert them into customers … faster than her competition.

KENISHA RUFF, CEO & FOUNDER OF MARIE HUNTER BEAUTY AGREED TO LET ME MENTOR HER IF IT MEANT ME MAKING GOOD ON THOSE SUGGESTIONS.

 

Marie Hunter Beauty

 

In the beginning, her challenges and goals weren’t radically different from the majority of CEOs I meet. She struggled with communicating what made her different from the rest. Finding the right words to tell her story was an issue. And word-smithing magnetic messages for her website that would attract her ideal audience and weed out the “unqualified” was a persistent and annoying problem.

I WAS UP FOR THE CHALLENGE, SO WE GOT TO WORK ON THE TRUE CALL OF DUTY: ALL NEW COPY.

After several weeks of branding, storytelling, and copywriting trainings, KeNisha learned that the customer she wanted to reach wasn’t just a lipstick snob; she was a discerning sophisticate with class, unteachable taste, a disdain for all things mainstream, and one who strived to be the girl who did things differently.

With this, we solidified an “eclectic luxe” positioning strategy that had a Chanel-esque vibe, giving us the freedom to talk like we were in Vogue magazine. It also gave KeNisha the ability to charge what her products were truly worth, without making any apologies to those who simply didn’t get it.

We dubbed the Marie Hunter Beauty customer a “Modern Muse” and began crafting copy that spoke directly to who she was, ultimately converting her faster than the competition.

HERE’S A SNIPPET OF THE NEW COPY KENISHA NOW USES TO INTRODUCE HER BELOVED MARIE HUNTER BEAUTY BRAND:

 


 

BE BOLDER™
Cosmetics and fragrances for the modern muse.

Copywriting success

REAL BEAUTY

If there’s one thing that wakes us up every morning, it’s the belief that beauty should be simple and uncomplicated. Our mission is to boldly empower wo(men) like you with the beauty, confidence and class to feel like the best version of yourself on the inside and outside. For us at Marie Hunter Beauty, that’s where real beauty begins. Our iconic packaging and statement-making modern collections are designed to help you discover and walk in that reflection. We’re just here to help you Be Bolder™ as you do it.

 


 

SINCE LAUNCHING ITS NEW MESSAGING, MARIE HUNTER BEAUTY HAS BEEN FEATURED IN VOGUE MAGAZINE, TATLER, AND HOUSE & GARDEN, TO NAME A FEW. 

“I was essentially trying to target ‘everyone’ to grow my brand. [Amber] helped me really hone in on who my ideal customer was, how to talk to them, and how to develop content to keep them interested. After sharing my new story, I gained new customers and continue to do so!” – KeNisha Ruff

To say that I’m proud and grateful for the opportunity to help grow a brand that I believe in so much with something as simple as new copy would be an understatement.

Truth be told, transformations like this are the real reason I launched COPYMASTERY™, my new copywriting coaching membership program for CEOs and thought leaders just like KeNisha.

If you have an amazing product with value that’s already been proven, but you sometimes struggle with communicating that to the right people when selling, I want to help you create your own copywriting success story.

Join COPYMASTERY™ today for just $49 at our new member pricing and you’ll get access to the same kind of branding, storytelling, and copywriting success coaching that will help YOU take your business to the next level.

As we say with our girlfriends when bragging about new cosmetics we just discovered …

Give it a try.

You can cancel anytime.

 

Talk soon,

xoxo, amber

Why Relationship Building Is Not Efficient (& a Better Way to Convert)

hey savvy!

Relationship building is not efficient.

That was the focus of the EntreLeadership podcast episode I listened to yesterday morning while sipping my La Colombe Vanilla Draft Latte. Alex Judd (the host) could have been in my head when he said,

“Relationships are not efficient.”

You’d think a common sense statement like this would go without saying since we’re talking about the human practice of getting to know one another and the state of being connected. I mean, there is no excel spreadsheet or value one can assign to measure how little or great our acquaintance or relation is to those we serve, right?

BUT, then I thought about it, and yes, it does need to be stated – exaggerated, even – for business owners who too often forget that the “connections” they’re after for the eventual purpose of conversion should begin with some level of genuineness.

It should be shouted from the rooftops that connection comes before conversion in the business dictionary, and the cultivation of the former is a not-so-efficient process that we should ALL be putting more energy into – especially now.

And I get it.

Focusing on relationship-building doesn’t seem like the natural first order of business in the midst of a crisis …

FOCUSING ON RELATIONSHIP-BUILDING DOESN’T SEEM LIKE THE NATURAL FIRST ORDER OF BUSINESS IN THE MIDST OF A CRISIS …

… but it is. In fact, it’s Priority #1.

The reality is that the businesses that spend their time now growing closer to their customers and finding new and innovative ways to connect with them are the ones that will undoubtedly thrive when this is all over.

Which brings me to Rule #5, the final law in my new brand credo, The Copy Code!

 

relationship building

 

CONNECT FIRST, THEN CONVERT.

It’s the #1 rule in all successful relationship building strategies. This week, I want to challenge you to find at least one new and innovative way that you can connect with your community and strengthen the relationships that exist there. After all, how else will you know how to serve them in the future or what to even promote that’s relevant right now?

ASK YOURSELF:

-Where is my community spending more time online and how can I tap into the conversations they’re having?

-What commonalities do I share with the most loyal customers in my community and how can I start a two-way conversation around those?

-How can I give my customers a message of hope during this crisis and reassure them of my brand’s dedication to serving them?

-What nonconventional methods can I use to cut through the clutter and talk to my audience like a real human being?

HERE’S SOME IDEAS:

On Friday of last week, I hosted ‘COFFEE SHOP’, a virtual coffee chat with several mompreneurs in my community. No strings attached or sales pitches, just good conversation connecting on the common thing that’s rocked our entire world – becoming homeschool moms.

Dave Ramsey and his crew have been streaming a live series entitled, “A Message of Hope”, featuring weekly addresses of encouragement for small business owners from his personalities and other guest experts.

Harambee Crafts donated face masks to several healthcare providers in their community working on the frontlines with COVID-19 patients. As a modern, handcrafted goods company inspired by the African Diaspora, this was their way of connecting with the individuals working to keep their families safe.

The EntreLeadership Podcast, in addition to switching up their entire content schedule to connect with their listeners in a relevant way, began doing IG live interviews with special guests fielding questions on survival and strategy from small business owners.

Women Entrepreneurs Inc. transformed what would have been their marquee Charleston, SC conference into a month-long virtual Zoom series with keynote presentations, panels, and a community connection check-in.

Comment below and let me know what can YOU do to connect better with your community during this time!

Copywriting Coaching for CEOs Just Launched!

hey savvy!

 

I just launched my new copywriting coaching program for CEOs and I want to tell you why …

Small businesses everywhere are putting up the fight of their lives to attract the attention of their ideal customers and create new ways of serving them through this crisis.

I’m seeing it everyday. Some strong attempts to cut through the clutter and connect, but mostly well-intended, good-hearted failures. The thing that binds the misfortunes together?

BAD COPY – usually written by good people, but overall just really, really bad copy that would never resonate, not even in a thriving marketplace.

IF YOU’RE LIKE MOST CEOS IN TODAY’S ECONOMY, YOU’RE PROBABLY EXPERIENCING:

1. DIFFICULTY CUTTING THROUGH THE CLUTTER & GETTING NOTICED BY THE RIGHT PEOPLE.

You know exactly who your customers are and what they want from you. You’re confident in your solutions and your value has been proven. The problem is getting your message to break through the 5,000 ads per day consumers are inundated with to get noticed by more of the people you want to serve.

2. FRUSTRATION WITH CONSISTENTLY PRODUCING CONTENT THAT DOESN’T ALWAYS YIELD A RETURN FOR YOUR BUSINESS.

You’re spending hours and hours every week to produce podcast episodes, email newsletters, and social media content because the experts say, “you need to be visible.” BUT, on some days, not even the birds are responding to your CTAs. You’ve started to question the point of consistency if no one ever converts into a paying customer.

3. DECLINING IMPRESSIONS AND ENGAGEMENT ACROSS CHANNELS THAT USED TO SERVE YOU WELL.

The community that you’ve worked so hard to build online is barely engaging with your content. Your email open rates are shameful, homepage conversions are embarrassingly low, and thanks to our friends in the algorithm department at Facebook (who are all living a #WFA life right now), 90% of your followers aren’t even seeing a single word you write (much less “liking” your post).

Are people no longer interested in what you have to offer, or are your copywriting strategies not set up for today’s digital marketing environment?

NEWSFLASH: THE PROBLEM ISN’T ‘WHAT’ YOU’RE SAYING; IT’S ‘HOW’ YOU’RE SAYING IT.

You’ve got a #copyproblem, my friend.

And I’ve got just the solution for CEOs and content marketers like you who want to fix it …

IT’S CALLED ‘COPYMASTERY™’, MY NEW *LIVE* COPYWRITING COACHING MEMBERSHIP PROGRAM DESIGNED TO SHOW YOU ‘HOW’ TO: 

  • Identify the right words to stand out and sell faster than your competition
  • Stick to smarter-not-harder content strategies to keep your audience engaged
  • Cultivate the invaluable skill of persuasive copywriting (a skill that just so happens to work through ALL economic seasons)

The best part? It’s only $49/month and you can cancel anytime.

Seriously, what do you have to think about?

Learn how it works and become a member of Copymastery™ with our new member pricing. –> COPYMASTERY™ INFO & JOIN LINK

Planning on joining us? Let me know your biggest #copyproblem in the comments below!

 

Talk soon,

amber

The world needs more ice cream

There are two kinds of messages at play lately … 

The first is loud, uncalled for, cheap, and flat-out annoying. It can be compared to the pleas of used car salesmen as their prospective customers walk off the dealership lot OR the screeching sound of tiny chihuahuas barking from the living room window attempting to agitate all the big dogs walking by. 

The second is genuine. It calls for conversation before a conversion. It’s friendly, curious and compassionate, taking on the privileged-to-serve disposition of the ice cream man who relishes in the opportunity to help his 3-foot patrons make their selections. He always seems to light up when the kids ask for extra sprinkles on their scoops. 

 

 

The difference in business?

Well, brands run by the former see current pain and panic as an opportunity to push an existing product.  They dust it off the digital shelf, dress it up in new context, and bark at every user that browses by in an attempt to be the one-stop-shop hero of all their customers’ new problems.  

Brands run by the latter see pain and panic as an opportunity to serve and to better understand their audience’s needs and wants. The CEOs behind these business have a  “Why” that extends far beyond money. Their marketing calls for a two-way dialogue that leads to a more tailored approach for introducing what they have to offer. 

Put simply, the disingenuous brand talks AT their customers, while the genuine brand talks TO their customers – in all times, at all times.

Which brings me to Rule #4 in my new brand credo, The Copy Code:

 

copywriting tips

 

I WILL TALK TO MY PEOPLE.

This is why this rule especially matters now:

The world is in panic. Some people don’t know where their next check or meal will come from. Mompreneurs are struggling to find their rhythm in a new normal that now includes full-time homeschooling, nonstop cleaning and three hot meals a day.  Some service-based businesses are losing contracts. Some are laying off people.  

And some savvy CEOs with the ability to listen, adapt, and innovate are simply hiding from reality. (No judgement – I went on my deck yesterday for 30 minutes to hide from my to-list, husband, and kids. I’m a walking contradiction, I know.)

Here’s my message to you, Savvy: 

STOP HIDING & GO TALK TO YOUR PEOPLE.  

Your audience is waiting to hear from you. Lead with a genuine message that aims to connect first.  Relish in the opportunity to understand more about what your customers want from you right now. Start a conversation, be open to what you receive, and then work to fill the voids you observe. 

A few things you can do this week: 

Check in like my client, Heat Free Hair, just did on Instagram.

Jump on a FB live like my friend, Maurice of MoveWell Fitness, just did solo from his fitness studio.

Send an email asking people how they’re doing and what they’re most struggling with right now. 

Record a podcast that starts a conversation on your social profiles, like Jenna Kutcher and Brendon Burchard did recently.

Don’t be like the annoying chihuahua who continues business, barking and selling as usual, as if life as we know it hasn’t just shifted.  The world needs more ice cream … 

… served by people who take joy in helping their patrons choose between the red, white, and blue pop, the Good Humor Bar, or something completely new of their own creation.  

I’d love to hear what you’re doing this week to talk TO your customers, not AT them! Share with me in the comments below.

What to Say to Your Customers in a Crisis

Listen, I get it. The world is in crisis. People are sick. Toilet paper is sold out. Sanity is hard to come by, and good coffee? Well, I hope you had some stockpiled at home before this all went down.

In the midst of all of the chaos surrounding the COVID-19 pandemic, you’re probably unclear about whether you should say something to your customers about the situation or wait until it all blows over and continue business as usual.

NEWSFLASH: This isn’t blowing over anytime soon, so not saying anything right now is NOT an option.

As a business owner in the 21st century, you opted into the ideals of community, radical transparency, social media stalking, and social good. In the middle of a crisis, your customers are counting on you to take a stand, make a change, cast your vote, do your part, and let them know all the moves you’re making in the process (even if they’re small).

Whether that move involves a major shift in your manufacturing process, a change to your office environment for the sake of safety, or a new addition to your morning mindfulness practice to keep you sane…

Your customers need to hear from you.

Being a thought leader requires just that – leadership. Each day, you have the fortunate opportunity to lead a subset of the population in thinking differently about something or doing something different in their day-to-day lives.

That responsibility doesn’t fade when the world starts to shake. So yes, we’re in a crisis and there’s not much any of us can do individually. But, there is a lot that we can do as a whole and an entirely different way that we can think about operating our businesses – if given the right message.

I created a *NEW* FREE Guide: “Exactly What to Say to Your Customers in a Crisis” that you can download here.

 

It walks you through 6 proven messaging strategies for communicating during a crisis that I’ve mastered from my 10 years of brand strategy and reputation management experience. You’ll learn the exact elements necessary to craft an open letter to your audience that builds trust and restores confidence in your brand, even during a time like this.


Remember the world is taking note of your ability to rise to the occasion, remain relevant, and make your voice heard. Make it worth their while.