WHEN THE STRATEGY IS RIGHT, IT MAY ONLY TAKE ONE (POETIC, PLAYFUL, CLEVER, OR EVEN PLAIN) SENTENCE TO EVOKE A POSITIVE EMOTIONAL REACTION AND INFLUENCE A BEHAVIOUR. IT’S ALL ABOUT CLEARLY DEFINING THE AUDIENCE, SHAPING A PERSONALITY, AND TELLING A STORY WITH THE RIGHT WORDS AND FEELING. IT’S A FORMULA THAT BLENDS STRATEGY WITH CREATIVITY, EDUCATES AND ENTERTAINS, AND APPEALS TO BOTH EMOTIONS AND RATIONALE.
persuasive branding and writing that inspire sales and loyalty
I’ll help you speak to and seduce your audience with clarity and cohesion, wonder and joy.
Give your brand something to stand for. Chin up. Shoulders back. Personality blazing (or demurely simmering, if that’s more its thing). Connected with its audiences. Aware of who it’s compared to. Wholly confident with who it is as it moves through the world. A magnetic force.
A strategic brand foundation ensures you have a cohesive, relevant, and differentiated presence. After an in-depth discovery process, I’ll help you define your audience, competitors, core values and stories, personality, positioning, and promise. This guide informs your visual and verbal identities, and it’s a valuable roadmap for marketing, communications, audience experience, and internal culture — making it a non-negotiable when building your brand.
WHO IT’S FOR
Brand new brands or existing ones up against a wall.
Your name is your first impression — your calling card. Are you modern or traditional? On the nose or completely made up? We’ll find a name that tumbles right off tongues.
My naming process starts once your brand foundation is in place (I can do that, if you don’t already have one). I conduct research, creative brainstorming, and phonetic analysis. The goal is to be memorable, user-friendly, and appropriate for who and what you are. From here, I propose a selection of names, along with a rationale for each.
WHO IT’S FOR
Brand new brands or new product launches.
Looks aren’t everything. You need substance, too. Like dating, people want to engage and need to trust before they commit. They’re drawn to brands with something real to say — a reliable voice that seems to speak directly to them. Be you and be heard.
Visuals may be great at drawing attention, but words keep your audience engaged. Cohesive messaging and a consistent voice (across all your touchpoints) will help you gain your audience’s trust and loyalty. Your verbal identity is comprised of a voice guide (how you speak and where your tone may change), language use, key messages, your tagline, your brand story or manifesto, and other verbal identifiers, depending on how deep you want to go. This strategic, creative document can be passed on to your copywriters, publicists, digital teams, and anyone else speaking for your brand.
WHO IT’S FOR
Brand new brands or existing ones that need more zing.
These are the words you use to sell your product. Part storytelling. Part conversation. And a sprinkling of seduction. Strategic and creative, copywriting is nothing like everyday writing.
When writing copy, I achieve a balance between selling, educating, connecting, and entertaining — copy that evokes emotion and inspires action. It’s aligned with your brand’s voice and sticks to your principles. And, without seeming so, it smooth talks readers into wanting more.
Website Copy: Everyone is online, and your website is often your brand’s first port of call for potential buyers. If not already designed, I can create a plan for the flow of your site to ensure your story is told in a way that makes sense to users. If you already have a design in place, I’ll work with you and your designer to write copy that converts and engages.
Email Copy: With jumpy social media algorithms, building and serving an email list should be ranked high in your marketing strategy. I develop email content plans and sequences, and write copy. Emails are optimized with subject lines, preview text, calls to action, and a blend of story and intrigue.
WHO IT’S FOR
Any and all brands that want to attract and persuade.
Create a world for your audience to wander through. Express yourself in a way that entertains, builds loyalty, and lures in new fans. You have so many stories to tell — get them out there.
Your content supports and grows your brand. This language doesn’t necessarily ask your audience to buy. Rather, it does the crucial job of building loyalty and reputation through entertaining and/or informative storytelling. This may be a blog, newsletter, magazine, or creative intro in a menu. In addition to writing content, I also offer editorial strategy.
WHO IT’S FOR
Any and all brands that want to delight and connect.
Stuck? Going through changes? Does your brand need a touch up or a full overhaul? Have you stepped into your magic yet? Are you connecting? Where’s the wonder?
As your brand evolves, it’s important to review its relevance, cohesion, and effectiveness. After a thorough review of your brand, I provide clear and actionable suggestions on where there may be gaps and where enhancements may be made.
WHO IT’S FOR
Brands feeling a little under the weather.
Don’t see what you need here? I can tailor a plan for you.
I can also put together a team for your visual identity and design — I know and have worked with some talented creatives.
I’d love to hear about your brand, its story, and how we can create a world for it.
P.S.
“Brain scans are revealing what happens in our heads when we read a detailed description, an evocative metaphor, or an emotional exchange between characters. Stories, this research is showing, stimulate the brain and even change how we act in life.”
— Annie Murphy Paul, “Your Brain on Fiction”; The New York Times; March 17, 2012
