New Business Gets Non-Slimy Copy and a Marketing Jump-Start from “Magical” Copywriter

SITUATION SUMMARY: When Eileen Corrigan decided to branch off of her existing business into a new endeavor, she hired Copylicious to help her figure out exactly what she wanted to say about her new company, and to form the message for the new company. What Eileen didn’t expect to receive was a marketing plan and a framework for launching her business.

THE CHALLENGE

“I was redefining my business, and having a hard time figuring out my message.”

I was starting a new division of my business, branching off from my established business. I was basically redefining my business, and it seemed hard to explain what I was trying to do.

WHY COPYLICIOUS?

“Kelly’s writing has a friendly tone. It’s clever and casual at the same time. I’d never encountered another copywriter like her.”

I’d been reading Kelly’s blog, and it just clicked with me. I like her message and how she writes. I knew from her writing that she was someone like me, someone I would like. I could tell she would be smart and insightful. Her work speaks in a regular person’s voice–like a clever, more precise and strategic version of the way I talk.

I’ve had web copy in the past that was dry, boring, business-y. Kelly’s isn’t like that. She writes copy that makes a good first impression, that grabs you in a non-slimy sort of way. I’d never encountered another copywriter like her.

SOLUTION

“Kelly helped me figure out what I wanted to say, and she helped me create the framework for the launch of my company.”

Kelly got me thinking about a lot of things I hadn’t yet considered with the launch of my company, like the marketing tracks I could take. She had clearly done this process before, so she helped me with more than just the writing. She asked me a lot of questions–not just about what I wanted to say, but about deeper business processes and marketing options. Questions about my customers, too. Her questions helped provide the framework for my company’s launch.

APPROACH

“Working with Kelly is way better than working with your average copywriter. I felt like she cared about my business as much as I do.”

Kelly’s process is personal. I felt close to it and a part of it. Kelly helped me determine the message I wanted to get out there, and she helped me figure out the more strategic side of my business launch too.

Kelly really just got it. Whenever I had a bunch of ideas that seemed unconnected, I knew I could trust her to weave them together. There’s something sort of magical about the way she listened, took all of the pieces I gave her, and synthesized them into something that seems casual, easy and conversational.

RESULT

“Kelly is a magician. When I first saw the copy she wrote, I was laughing, because it was just so good—so quick and clever.”

I got really well-written copy, but it was so much more than that. Kelly had an entire marketing plan for me, and so many ideas for how I could grow my business. She has extraordinary knowledge about that whole process, and she had so much enthusiasm for all of those possibilities.

Hiring Kelly was absolutely worth the price I paid, and I would definitely recommend her to other entrepreneurs, small companies, and startups. Anyone who needs to get a business online could benefit from hiring her.

As I create additional products or services for my business, I just might hire Kelly again!

Designer Brings Her Inside Story Out with Client-Inspired Website Copy

Copylicious Gives Voice to Studio 22’s Brand By Interviewing Firm’s Clients

Eryn Willard is Owner and Design Sherpa of Studio 22, an award-winning graphic design firm dedicated to bringing client’s visions alive with design that demonstrates just what makes their business unique. Based in Maryland, Eryn and her team are committed to using only sustainably-sourced materials and operating with minimal environmental impact. Visit their website at www.studio20two.com.

THE CHALLENGE

“It’s my business. I should be able to write my own web content in the voice that I want. I can do that with visuals, but it’s hard for me to do with words.”

I was redesigning the website for my business and was struggling with the copy because I hate to write. You put this pressure on yourself. You’re thinking, “It’s my business, I should be able to write my own web content and speak in the voice that I want.” I can do that with visuals. But it’s hard for me to do with words.

WHY COPYLICIOUS?

“When I saw Kelly’s site I thought, ‘You know, I really like her tone.’ Her site was so engaging and I hoped she could do the same thing for me. The problem with so many designers and design firm websites is they all sound the same. And I didn’t want to be like that. I really wanted to capture the culture.”

I found Kelly through a couple of websites that mentioned her. When I saw her site I thought, “You know, I really like her tone.” Her site was so engaging that I hoped she could do the same thing for me.

The problem with so many designers and design firm websites is they all sound the same. And I didn’t want to be like that. Even the big companies have copy that sounds the same. And, because I’m not an advertising agency, I didn’t want to sound agency-like, either.

I wanted to really capture the culture. I think that design firms do have a culture within them because of our line of work. I wanted that to come out.

I was hoping–and it turned out to be–that we would mesh really well and that we would be able to do it quickly because I had already designed the site and almost had it into development before I contacted Kelly. I think I put the cart before the horse because I was trying to fit all of these puzzle pieces together. I had intended to write my own text. So I was really looking for someone to come in and make it make all gel quickly and smoothly.

THE SOLUTION

“It surprised me that Kelly could write in a way that sounded like it was me talking. Clients are buying that relationship with me, so it was important to me to have a website that sounded like me.”

It surprised me that she could write in a way that sounded like it was me talking. That was really important. When I go to the meeting and clients hire my firm, even though I have other team members, it’s really me they’re interfacing with. They’re buying that relationship with me. So it was important to a website that sounded like me. Now, when I meet a potential client for the first time, it all matches up.

The way Kelly’s mind works was a huge benefit. I think in visuals, in pictures. I don’t really think linearly. So it was great that Kelly could fill in the other side of what I needed by thinking logically through the structure of the site, what needed to be written, and how it should be organized. These are definitely things I struggle with. Having that complement to what I envisioned was important.

THE APPROACH

“I appreciated how deeply Kelly immersed herself in my firm’s story. It was obvious when she sent over the draft that she had really thought about my responses.”

In my field as a designer, I’m used to working with copywriters, so I thought I knew what to expect. From the first email Kelly sent me, I knew I was making the right choice.

I appreciated how deeply Kelly immersed herself my firm’s story.

I liked that we had the initial 2-hour phone call –which probably extended beyond two hours. She really took the time to delve in deeply and asked a lot of thought-provoking questions that went beyond just the standard ones. She asked some really pointed questions that brought things out, and it was obvious when she sent me the draft that she had really thought about the responses that I gave. That helped.

Kelly really stuck to her deadlines. She set the milestones for the project and stayed within them every time. Everything was on deadline. I knew what to expect. I really couldn’t have asked for anything more than that.

THE RESULT

“Kelly really pulled everything together for me. Yesterday I was writing a proposal for a new client and I was able to pull from what she wrote on the web and the dashboard and use it in the proposal. I thought, ‘Wow, it all works together.’ If I spend X amount of dollars with Kelly but I wind up getting bigger and better clients because of it, it’s totally worth it. It’s an investment in your business. It’s not an expense.”

She really pulled everything together for me with the marketing dashboard and the web content. Even yesterday, I was writing a proposal for a new client and was able to pull from what she wrote on the web and the dashboard and use it in the proposal. I thought, “Wow, it all works together.” That was definitely a benefit for me because I struggle a bit with writing, and it becomes tedious for me to put these documents together.

I think this was worth the price because there’s value there. It’s the same thing with what I do. I don’t price things for people based on the amount of hours I think it will take. It’s the value you provide to someone else’s business. If I spend X amount of dollars with Kelly, but I wind up getting bigger and better clients because of it, it’s totally worth it. It’s an investment in your business. It’s not an expense.

I have already recommended her work to others.

I’m so glad I found Kelly, and hopefully I’ll be able to refer Copylicious to other clients. I’m so pleased with how everything turned out.

Illustrator Gets Copy That Converts to Sales—and He Has Fun in the Process

SITUATION SUMMARY: David Billings hired Copylicious to help him revamp his website. Kelly helped David craft copy for his site that keeps readers engaged and entertained, and that converts readers into customers.

THE CHALLENGE

“People weren’t buying what I was selling.”

I was doing a complete revamp of my website. I have a blog and I like to write, so I usually write my own copy. I had a “pretty okay” landing page, and “pretty good” copy that was fun and that entertained people—but it wasn’t converting. People weren’t buying what I was selling. I decided I needed someone who could help me write copy that converts.

WHY COPYLICIOUS

“I wanted copy that still sounds like me. I could tell Kelly would offer that, while making the process fun. She’s professional without being stuffy or textbook.”

I decided to hire Kelly because I wanted copy that still sounds like me. I also knew I didn’t want to work with someone stuffy and overly corporate, who would give me bullet points instead of having conversations with me. Kelly is easy-going, and she’s fun. She not only enjoys what she does, but she also likes helping her clients enjoy the process, too. Thinking, “I need to hire someone to write some copy” sounds like it’s going to be boring. But with Kelly, it wouldn’t be boring. Kelly has a great sense of humor, and she made the process fun.

SOLUTION

“Kelly showed me all the things I wasn’t saying about my products that I really needed to be saying so my copy would convert.”

One thing I struggle with doing is talking about my products and what I do in a way that makes it sound really cool. I tend to hide a bit. Kelly was there to say, “You should be saying THIS. And here’s how.” Kelly helped me learn to take the product descriptions I already had, and to add all the things I wasn’t saying, but that I really needed to say, so my copy would convert.

APPROACH

“Kelly was up-front and honest with me. She took my copy and revamped some of it, rather than re-writing all of it from scratch. I trusted that if she said something needed to be changed or written a certain way, she was spot-on.”

Kelly asked me some questions that made sense to me and that really made me think. She took my copy and revamped some of it–rather than rewriting all of it from scratch. She also left some sections untouched and told me I didn’t need to change them. She was honest and up-front with me. I trusted if she said something needed to be changed or written in a certain way, she was spot-on.

RESULT

“Kelly’s copy changed the way people interact with my site. My site copy is converting better than it has in two years. People are moving through it, reading and buying, rather than just exiting after viewing the first page.”

I think Kelly is awesome, just amazing. Getting exactly what I wanted in a landing page and having my site copy convert better than it has in the last two years was worth my hard-earned dollars. I would definitely recommend her to other people like me. People who have a sense of humor and want to collaborate with a copywriter–rather than just giving or getting directives.

Hiring Kelly again is a no-brainer. I like having certain people to work with for certain things. When I need some more copy written, I know exactly where to go. Kelly is my copywriting person. Hire her if you really want it done right.

Computer-Phobic Business Owners Find Themselves Drawn to Computer Consultant—
Thanks to Friendly Web Copy from Copylicious

Ezra Brooks is the founder and owner of Ezra Helps, a computer consulting firm that works with creative entrepreneurs and small businesses to develop customized, user-friendly tools to
organize and grow with their business. Ezra’s hand-crafted computer systems let clients eliminate unpleasant busywork so they can get back to doing just what inspired them in the first place. Visit
his website at www.ezrahelps.com.

THE CHALLENGE

“My first challenge was figuring out how to approach people who don’t necessarily have a positive relationship with computers. I needed to do it in a way that didn’t scare them off.”

My challenge was twofold. First, the nature of the work I do–programming–is highly technical. But the clients I’m trying to reach don’t even want to think about computers. So, my first
challenge was figuring out how to approach people who don’t necessarily have a positive relationship with computers. Secondly, I do a variety of things for my clients, but I didn’t want
my website to have pages and pages of text. So I needed to figure out how to create web copy that put all of my work under one umbrella, and that used a common theme. And I needed to do all this in a way that didn’t scare them off.

WHY COPYLICIOUS?

“Kelly seemed like she had a really good attitude and I just had a good feeling about her.”

I was following Kelly on Twitter. and I know some people who know her as well. I’d seen her website and had a good vibe about the work she’s done. I’d also seen some of the articles she’d written on Biznik. After we spoke the first time, she sent me some examples of other websites she had worked on. She seemed like she had a really good attitude and I just had a good feeling about her.

THE SOLUTION

“My clients are more concerned with results than with the method. Kelly helped me come up with something that speaks to what they want, regardless of how it happens and without getting into computer details.”

I think of everything in terms of what it is that I actually do. But my clients are more concerned with results than with the method. Kelly helped me come up with something that speaks to what the person wants, regardless of how it happens and without having to get into computer details. Kelly shifted the conversation to the benefit for the client, what change is going to occur for them, and how to describe that using regular language. For instance, I used to say, “I build database systems to help people organize their information.” With Kelly, I ended up with something like, “I help business owners automate all their busywork so they can focus on doing the work they love.”

THE APPROACH

“I expected more of an exchange where I said, “OK, here’s what I do,” and then I would get copy back. Instead, Kelly helped me understand more about the work that I do, and in the process I also became a better editor and copywriter. I was surprised that it was such an engaging process.”

This is my first business, so I didn’t have a sense of what copywriting was all about. I expected more of an exchange where I said, “OK, here’s what I do,” and then I would get copy back. Instead, Kelly helped me understand more about the work that I do, and in the process I also became a better editor and copywriter.

When we started, I told Kelly, “OK, here’s what I do in my own words and here are the people I’m trying to reach and I’m not sure how to bridge that.” Then we went through the steps of identifying the audience and what types of things I wanted to talk about. But instead of just writing the copy, we did some back and forth and editing. I was surprised that it was such an engaging process.

What Kelly does almost seems like copy-centered business coaching. That’s an amazing quality. There’s so much involved in the way you communicate what your work is about because your work is, in a sense, part of who you are, too.

As the process continued, I started thinking more critically about my own writing. By the end, I felt more confident in my own writing abilities and have been able to take some of the stuff she’d done and add my own spin to it. I still struggle with my writing, but I feel more confident now.

Even after I launched the site, Kelly would look over it and say, “I noticed you changed this,” or, “Have you thought about doing this?” or “Here’s my reaction to it.” That was really helpful because the way copy actually appears on the page can sometimes affect response. I felt like Kelly was still engaged and interested, taking the process far beyond just copywriting.

THE RESULT

“I went from being unsure of how to present myself to feeling much more confident about what I’m doing and how I’m talking to people.”

This is the first time I’ve ever done anything like this, and I got more benefits than I expected.

After working with Kelly, I feel really positive about my work. I went from being unsure of how to present myself to feeling much more confident about what I’m doing and how I’m talking
to people.

I’m very confident in the copy on the site. It really helps me talk to other people about my business. One of the first things people say about my website–and I’ve gotten this a lot–is,
“I knew you were a computer programmer so I didn’t expect you to be so expressive on your website. I expected something drier, more technical. I thought maybe you couldn’t help me but then I looked at your website and I saw that you could.” And that’s a really great feeling.

Sometimes I’ll be talking to someone, and something that came up in one of my conversations with Kelly will pop into my head. So it wasn’t just the copy, but also the things we discussed. All of it made a deep impression on me.

I was expecting some amazingly awesome copy–which is what I got–but I also got a better understanding of what I do, and more confidence. Working with Kelly opened my mind to future possibilities for my work.

I would certainly recommend Kelly to people, especially anyone in my same position who’s starting their own business. She was really good at helping me see the way my
language represents me and what I do in ways I never thought about before. It was an overwhelmingly positive experience, and definitely above and beyond my expectations.