Copy Writing, Marketing

How to Humanize Your Business through Copywriting

Do you know how many online businesses there are today? About 1.2 bazillion* (*extreme hyperbole). Or at least, it feels that way, doesn’t it? There’s no doubt that the online business world is full to the brim, and more new businesses keep popping up every day.

Do you know how many online businesses there are today? About 1.2 bazillion* (*extreme hyperbole). Or at least, it feels that way, doesn’t it? There’s no doubt that the online business world is full to the brim, and more new businesses keep popping up every day.  With the glut of online businesses out there, you need a way to stand out and to connect with your potential clients and customers. You can’t simply say, “I’m a graphic designer” and have clients flock to you, because there are about 3.4 million* (*yep, hyperbole again) graphic designers out there.  |  Think Creative Collective

With the glut of online businesses out there, you need a way to stand out and to connect with your potential clients and customers. You can’t simply say, “I’m a graphic designer” and have clients flock to you, because there are about 3.4 million* (*yep, hyperbole again) graphic designers out there.

So, what can you do about that? You can humanize your business through the very thing that you share all the time: your copywriting and content.

Humanizing Your Copywriting

There is a difference between humanized writing and plain, old, boring business writing. By taking steps to humanize your writing and add in your amazing personality, you’ll help your business stand out. You’ll also be better able to step into your role as the face of your brand.

Don’t be fooled, humanizing your copywriting is a process that won’t happen overnight, but the payoff, like deeper connections with your audience and an authentic business vibe, are well worth it.

Ok, so I’ve sold you on putting more of yourself into your writing. But how do you go about doing that? Check out the steps below and then get started making your copy unforgettable.

Figure Out Your Personality

If you’re going to humanize your copywriting, you need to know what your personality is. I mean, it’s hard to add in your personality if you’re not sure what exactly it is. You can always take the infamous Myers-Briggs test, but my vote goes to 16Personalities (which is based on the Myers-Briggs, among other things).

You can also check out Sally Hogshead’s fascination archetypes to discover how people see you and what makes you fascinating. Knowing both your personality type and your fascination profile can help you create writing that intentionally brings out your strengths.

Take me, for example. My personality strengths include a love of details and analytical thinking. Those strengths together make me a great writer and storyteller. My blog posts are always full of details and action steps for readers to take, because I’m a doer at heart.

Once you know more about your personality, decide how you can work it into your copywriting. In addition to your strengths, think about the things you love. Work in references to your favorite books, TV shows, or music. The goal here is to help people get to know you through your writing.

Determine Your Writing Voice

Your writing voice is your brand ambassador online. It’s what speaks to people through your content, so you want to make sure that it’s spot-on with you and your brand. There’s no right way to find or create your writing voice.

But here are some suggestions to get you started:

Think about how you want to come across to people online. Do you want to be seen as a leader or as a friend?

Think about the adjectives you want people to associate with your writing voice and your brand. Use those as a starting point when you’re working through your writing voice.

Ask a close friend or family member to describe your normal, everyday speech. Ideally, your natural writing voice should be relatively close to your natural speaking voice.

While you’re figuring out your writing voice, remember that you don’t have to box yourself into a voice if it doesn’t sound like you. Don’t choose a voice that other people would pick for you. Choose a voice that you think sounds most like you.

Create a Copywriting Style Guide

Once you’ve nailed down your personality and how that will translate into your writing voice, it’s time to solidify everything. This is where a copywriting style guide comes in handy.

You’ve probably heard of a brand or blog style guide. A copywriting style guide is pretty much the same thing. It focuses on keeping your brand’s copywriting consistent and on-brand, no matter where it appears.

Your copywriting style guide should cover:

  • Brand-specific phrases (these are phrases that you want people to associate with your brand)

  • Words and phrases that are on-brand and off-brand

  • Your writing voice

  • How your personality appears in your copywriting

  • The feelings or words you want readers to associate with your brand

  • The main purpose for your business (yes, this needs to be in here because it should underscore everything you do, including copywriting).

Your copywriting style guide doesn’t have to be super complex. It can be a simple Google Doc that’s broken up into different sections with headers. The main thing is that you keep this somewhere easily accessible and then refer to it until you know it by heart.

Review Your Current Website Copy

It’s likely that not all of your current copy adheres to your brand new copywriting style guide. To ensure that your writing voice is consistent online (and it needs to be consistent), you’ll need to go through your website and blog posts.

Compare your current copy to your new copywriting style guide and make notes about where you need to change things and how you’re thinking about changing them. It’s very important that you don’t make a change as you notice it. Make notes first and then go back and make the changes all at once.

Implement Your New Changes

Implement your new changes page-by-page in one sitting. This will take some time, so clear your calendar and set aside an hour or two to dive into your copy.  

With your copywriting style guide and your notes in hand, put your changes into effect. It may seem counterintuitive to do two passes through your content — the first time for noting where changes need to be made and the second time for making them — but you’ll save time doing it that way.

You won’t be task switching between thinking about what changes need to be made and then making those changes. You’ll either be focused on looking for the things that need to change or making the changes. That makes your brain happy, and it’s more likely that you’ll get into The Zone. So even if you hate copywriting, this way you have a better chance of knocking it out sooner than if you looked for changes and then made them at the same time.

It’s Cliché, But Be You

The fastest way to humanize your business through copywriting is to be...human (gasp). And not just any human (because let’s face it, you can’t be just any human). You have to be you.

It sounds super cheesy, I know, and I feel like a Disney movie right now. But the easiest way to humanize your business is to get to know yourself better and then to let that shine through your writing.

It will take practice and some trial and error, but keep at it. And don’t let the naysayers bring you down. You’re connecting with your people, and you’re making the online business world a more human place.



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Copy Writing, Email Marketing

3 Things to Consider Before You Write Your Welcome Sequence

Have you ever had an email subscriber hop on your list … just to grab the freebie and peace out once you send a weekly newsletter?

Yup, it happens to us all.

Which stinks, because you’re just burning the midnight oil to build your list for your upcoming pitch or offer, and it just stays static at a plateau.

What if I told you there was a little hack to getting those folks to stick around AND fall more in love with you and what you have to teach in the process?

Have you ever had an email subscriber hop on your list … just to grab the freebie and peace out once you send a weekly newsletter?  Yup, it happens to us all.  Which stinks, because you’re just burning the midnight oil to build your list for your upcoming pitch or offer, and it just stays static at a plateau.  What if I told you there was a little hack to getting those folks to stick around AND fall more in love with you and what you have to teach in the process?  |  Think Creative Collective

Meet the “welcome sequence” (or onboarding drip, autoresponder sequence, indoctrination sequence (kinda not my favorite name for it!), etc. … kinda all different sides to the same coin). You’ve probably met one — or even have one — but there’s a way to copy write your way to a more conversion-focused sequence with a few tips!

I’ve LOVED writing welcome sequences for a few of my former launch copy clients, and wanted to spill the beans over here at TCC on what you need to think through before writing your own!

Why do I love welcome drip campaigns?

Well, because the journey to being an email subscriber doesn’t actually end when your reader hits “subscribe” on your freebie.

Far from it.

In fact, you’ve got some work to do, sister. But thanks to the magic of autoresponder sequences (more on that in a minute), you can, in essence, spend an afternoon on the copy, then let it do it’s thing for the rest of your sales funnel.

“[Most marketers are] overlooking [that] a funnel that has a huge impact on 1) retaining your converted visitors and 2) actually increasing conversion rates.” - Talia Wolfe, fellow copywriter

You’ve probably heard the adage that it’s 5x MORE pricy to gain a new customer than it is to retain your old ones, so today, I want to show you how you can cultivate the soil of your email list to ready these thirsty new readers for sales, sales, and a few more sales.

As you ramp up to write your first welcome sequence, here are 3 things to think through!

1. Space out your welcome sequence like a boss.

One of my favorite copywriters references the Fibonacci sequence when she plots a welcome sequence, but in case you were more the type to snooze in Algebra II, I got your back. Here’s a little artistic rendering so you can see how it works. This is a 13 day, 7-part drip welcome campaign.

But I’m not the only that’s got your back: so does ConvertKit! There are a LOT of great email marketing platforms out there, from Aweber to Infusionsoft, MailChimp to Emma, but you can get the basics of a well-spaced sequence in ConvertKit by clicking Sequences > Create Sequence. Here’s what you’ll see when you start:

To get a bit more technical, here’s how I tee up my welcome sequence to send: My freebies send upon sign-up thanks to ConvertKit’s Forms feature. Then, I also have an automation set up in ConvertKit: when someone signs up for one of my signature freebies, they’re put into my Welcome Sequence, meaning on Day 1, they get (1) the freebie and (2) welcome email #1.

So, one email they get on Day 1 is delivered via a form, and the other email they get on Day 1 is delivered via the sequence.

I know that’s geeky if you’re not a ConvertKit girl, but it’s definitely one of the features that convinced me of the value of the platform. Emylee and Abagail are fanatical about ConvertKit, too, so you’ve probably heard how great it is from them as well!

Takeaway? Plot your sequence — each email should have one job, so set them up to send out and point to your best stuff over a week or so.

2. Write your welcome sequence like it’s not about you.

Rule of Copywriting #1: Write to one person, always and forever. Rule #2: It’s not about you.

Here’s the thing. I don’t actually believe that welcome sequences are a way to show someone around ALL the facets of your business quite as much as I believe that they’re a way to show your reader that you’re working hard to get to know HER, and what she needs.

“But Ashlyn! All the welcome sequences I’ve ever been on are basically a tour de blog for that person!?”

True … but the ones that are written with conversion copy aren’t as much about that website as they’re about y-o-u, the reader/subscriber.

Instead of mapping out a sequence email that showcases a different facet of your business, use the copy in your onboarding sequence to speak to the 5 stages of awareness that fabled copywriter Eugene Schwartz found:

Stage 1: Unaware

Stage 2: Pain Aware

Stage 3: Solution Aware

Stage 4: Product Aware

Stage 5: Most Aware

For example, let’s apply those 5 stages in terms of TCC’s Trello for Business (which I mention in like, every other Facebook live and podcast interview I’ve ever had, it’s fine and it’s also THAT awesome). Here’s what you’d have:

Stage 1: “I like my business filing system okay, I guess!”

Stage 2: “Um, I’m starting to get super scattered with my biz files.”

Stage 3: “I keep hearing about Trello, but I don’t know how to use it.”

Stage 4: “Wait. Emylee and Abagail have a Trello FOR BUSINESS product? Hm. Interesting!”

Stage 5: “They totally do, and I need it — actually, I need it yesterday — take me to the checkout line!”

Women in all 5 of those awareness categories are hopping on your email list, and by using your welcome sequence, you can theoretically walk them all closer to product aware/most aware by the end of the sequence.

Winner winner chicken dinner!

3. Start using segmentation early (& often) in your welcome sequence.

The last part to think through goes back to the whole “it’s not about you” thing: use your welcome sequence as a way to study your reader (and tailor future emails to her interests) by using tagging well.

Here are a few ideas of segmentation you could figure out through a welcome sequence:

  • Add a self-segmentation email as #2 in the series, and ask your reader to tell you what she needs. You’ve seen this if you’ve ever signed up for Pat Flynn’s email list — he asks this in Day 1’s email.
  • Include different levels of links — the reader who clicks “What You Need to Know Before You Quit Your Job” deserves a different tag to the reader who clicks “17 Ways We Build Culture as a Remote Team of 6”.
  • If one of your offerings in an email is a webinar, tag her for it … Seems like she’s into webinar trainings, and you can use that later!
  • Give a different freebie link when you hop on a podcast interview or JV webinar … then, tag that subscriber with where she came in from.

The point of tags and segments is to eventually map towards products and services you’d like to sell down the road, so you might as well start tailoring their experience right outta the gate.

Again, don’t make your welcome sequence a tour de YOU, as much as an investigative journey in figuring out who your new reader is and convincing her that if she’s up for sticking around, you’re going to be serving her all day, ery day.


So there you have it: 3 things to think through before you sit down to write out your welcome sequence!

Now, what are my best tips for actually WRITING the sequence? As a copywriter, I lean on a few tools to get the job done: I throw some essential oils in the diffuser, carve out some time, grab a frosty bev (hello, iced coffee or La Croix — and wine if it’s a late night!), and set a timer on the FocusKeeper app: I go for 25 minutes on, 5 minutes off — race me to see if you can write whatever task you’re working on before me in 6 or less Pomodoro sprints).

(p.s. I’m also a big fan of the Brain.fm app for focus music — it’s a bit better/less distracting than Spotify!)

Go get ‘em tiger: be your own copywriter and map out a conversion-copy focused welcome sequence to greet your new readers, and watch your list grow to be more faithful to ya and all your educational goodness!



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Copy Writing, Marketing

How to Create Compelling Content for Any Industry

Let’s face it: Some businesses just aren’t incredibly exciting. It could be because they’re associated with highly technical products that don’t have mass appeal. Even so, you’ll soon discover how easy it is to beef up your content marketing plan regardless of the associated industry or focus. Keep reading to get some easy-to-implement tips for creating compelling content. 

Let’s face it: Some businesses just aren’t incredibly exciting. It could be because they’re associated with highly technical products that don’t have mass appeal. Even so, you’ll soon discover how easy it is to beef up your content marketing plan regardless of the associated industry or focus. Keep reading to get some easy-to-implement tips for creating compelling content.  | Think Creative Collective

Take a Problem-Solving Approach

If there’s one thing that’s consistent across all industries, it’s that people usually engage in content because they’re looking for solutions to problems. For instance, they’re buying a product for the first time and want to do everything possible to avoid mistakes. 

In that case, you can write instruction-oriented content that helps readers conquer problems like seasoned pros.

For example, if a person is trying to determine the cost-benefit ratio for certain brands of lightbulbs and is having trouble weighing the pros and cons, by focusing on a few product manufacturers within a themed blog post and getting down to the nitty-gritty details such as energy efficiency and average lifespan, you can help customers make smarter picks by providing content that solves their problems. 

Harness the Power of Videos

Brainstorm and come up with relevant ways to use videos in your content. Taking this approach is an especially good idea if you’re creating material for a business that already has a strong social media presence, or you’re aiming to try and increase social media momentum in the near future. Statistics indicate compared to social media posts that contain photos, those with videos have a 135% greater organic reach (Source).

Also, think of innovative ways to shoot compelling videos and choose which topics to cover. Maybe you operate a business that manufactures industrial floor mats. Because many of them probably look similar to laypersons’ floor mats, you may not want to create a video that outlines very precise visual differences. 

Instead, center your content on ways your floor mats could make workers feel more comfortable while at work. Plan a video that reminds viewers of the challenging conditions common to many industrial spaces. You might highlight how people often have to spend hours on their feet and stand on hard surfaces, but the floor mats your company provides eases associated discomfort from so much standing. 

If you’re considering making a series of videos, you could take a different angle with the next one by revealing safety attributes related to your floor mats. If your products feature textures that prevent slipping and are designed so workers’ feet don’t catch the corner of the floor mats when employees are on the move, it’s easy to use video to convey why the products make it easier to uphold a “safety first” principle, not to mention promote worker comfort. 

Realize That People Have Different Skill-Sets and Levels of Knowledge

When writing content for a niche industry, there’s no faster way to alienate portions of your audience than by assuming everyone is already well versed with even the most technical products in your inventory. For good results, start accumulating a content library that has something for almost everyone imaginable, regardless of if they’re very familiar with the specifics of your industry or are just getting started.

CJ Pony Parts has an impressive resource center on its website that segments content into different types, ranging from articles to infographics. For starters, the auto parts retailer has several instructional guides and video clips that take people through the various stages of upgrading or repairing their vehicles. I am by no means a car person but I came across their commuting infographic and was surprised to see how many resources were available to someone like me. 

There’s also a Beginner’s Corner link, complete with a call to action link that reads, “Start Learning”. Whether visitors want to know the difference between horsepower and torque or need insight about how manual and automatic transmissions differ in Ford Mustangs, the section for automotive newbies is a great place to start. Since the website’s content creators have done an excellent job of also including material that’s appropriate for more experienced mechanics, people could easily spend hours on the website.
When you’re planning your content, don’t limit yourself. Think beyond your core audience to others who may be interested in your products or services.

Think of your sister, uncle, cousin, grandma or best friend – how could you write a relevant post about your industry to them? What would interest them and what could you teach them? You might find yourself like CJ Pony Parts: with a whole host of topics that go well beyond car parts. 

Cater to Goal-Oriented Consumers

You already know how it’s smart to write content that helps people feel like the things you sell solve their problems. You might also do a variation on that theme by emphasizing how your products help people meet their goals, or at least think more excitedly about what they could achieve in the future. There are plenty of apps that help people progress toward their goals, and many of them are very popular. Why not generate content that explains why the things your business sells could bring users closer to their aspirations too?

This works particularly well if your company sells a part for a larger item that’s necessary for helping people make measurable improvements. For example, while writing content for your company that sells treadmill belts, you’ll probably be hard pressed to come up with a 500-word blog post that only discusses that single component of the workout equipment. 

It’s easy to branch out and come up with catchy blog post titles that speak to consumers who need to buy replacement treadmill belts because they can’t work out again until everything’s back in working order. Ideas include “3 Ways to Make Every Treadmill Trek More Effective” and “Simple Strategies for Making Indoor Workouts More Fun.” 

Assuming your website is geared toward consumers rather than manufacturers, remember that almost every visitor has probably used a treadmill before, and more likely than not, owns one. By coming up with content that’s closely related to the parts you sell, it’ll be easier to encourage people to keep returning to your site just to see if anything new has been posted.

The content suggestions mentioned above are worthwhile because using the word “more” suggests some kind of change, and in both cases of the proposed titles, the content discusses improved workouts. With a little prodding, people make the connection between your treadmill belts and the things that need to happen before their goals can be met. 

By selling parts that workout enthusiasts can buy, you’re offering a practical opportunity to move in the right direction toward accomplishing something. Your blog can provide a supplementary approach by giving people ideas of things they can do to achieve results more quickly, especially after ordering and installing some of the items you sell. 

Hopefully, these ideas and the accompanying potential scenarios can help you to see that it’s not hard to create content that resonates with your audience. It may seem like the task is a bit tougher if you’re writing for a highly specialized industry, but even that’s within your grasp when you practice a bit of creative thinking. 



Copy Writing, Blog

6 Reasons Why Editing is Your Blog's Secret Weapon for Success

We all make mistakes when we write - it’s only natural. But if you think you don’t need to mind your p’s and q’s, you may be damaging the success of your blog more than you know. Not sure how to go about it? I’ve outlined the 6 main reasons why editing in your blog’s secret weapon for success, and given you a tip to slay each one. Ready, set, and go!

We all make mistakes when we write - it’s only natural. But if you think you don’t need to mind your p’s and q’s, you may be damaging the success of your blog more than you know. Not sure how to go about it? I’ve outlined the 6 main reasons why editing in your blog’s secret weapon for success, and given you a tip to slay each one. Ready, set, and go! | Think Creative Collective

1. First impressions matter

We’ve all heard the stat: it only takes us 7 seconds to form a first impression of someone (source). When it comes to your blog (as bounce rates will testify), that first impression has to be made even more quickly. You don’t get the follow up handshake and chat of real-life when you’re online, or an opportunity to turn that first impression around. Blogging is a bit like super-speed dating – you don’t have long to entice readers to stay. Your design can be ace, your call-to-action evident, and your images beautiful, but if you don’t offer clear, error-free text? You’re going to lose some of your brand new readers unnecessarily.

Tip: Ask someone you trust to be honest, and who doesn’t know your brand, to look at your home page, each landing page, and your social media pages. (Hell, feel free to ask me!) Is there anything putting them off? If they were browsing, would they stay? Is all your text clear?

2. It establishes you as a professional

I get it. Unless you write a blog for fun (and even then, usually), you’re not here to muck about, are you? You want to be seen as the superwoman, message-bringer, love-spreader that you are. You know your message is important, and you want other people to take it seriously too. You put the work in: you blog consistently, read articles on SEO and affiliate marketing, contribute to Facebook groups, and spread your love on social media.

Sadly, if your blog is littered with spelling errors, grammatical mistakes, rambling sentences, or an unreadable, ambiguous sounding message, all your hard work will be undermined. Your audience won’t see you as a professional. Your target market will be loath to buy information products from you. Dedicated readers may well be able to see through the errors to your innate awesomeness, but it will be super hard to keep new readers around (see number one above).  

Just to be clear – we’re not talking the occasional mistake here. Just like awkward run-ins with exes, the fact that bleach stains only happen to your favorite tops, and chin pimples appear on the day of a date or job interview, errors happen to EVERYONE (especially me). Instead, we’re talking about the standard that you set for yourself, the common denominator of your writing, your average post.

Do you come across as a professional? Or someone who is just mucking around?

Tip: At a minimum, use some sort of spell check. If you write straight into Squarespace or Wordpress, install the free version of Grammarly. Or, hire an editor to check that you’re coming across as a professional all the time (more on that and a free trial offer below).

3. And then, as a subject-matter expert

Beyond being a professional, you’re an expert in what you’re writing about (yep, even if you don’t feel like one!). And by expert, I’m not saying you have to know everything ever on your subject…ever. I’m saying that you bring a new level of passion, interest, or expertise to your writing. If you’re not, radical honesty coming up, we suggest you start writing about something else.

Imagine this: you Google a medical question, or a question about a specific design technique, or a blog marketing tool. You open a variety of results. Which one do you trust? The one that has really good content presented in ill-formed, badly-spelled sentences with broken links and rambling paragraphs? Or the one that has really good content and that is well-written and clear, and easy to read because the text flows well?

Tip: Imagine someone who you really respect, such as a university lecturer, school teacher, business mentor, or blog influencer, reading your post. Do you think they’d be proud of you? How does it read through their eyes? Obviously, don’t be afraid to admit the things you don’t know, but for the things you do know about, are you writing like an expert?

4. It vastly improves your message and communication

Aside from the pretty images on your blog, I’m assuming that you have at least some text. Some text that explains who you are, or what you do, or what you sell, or something about your life.

When it comes down to it, we only have 26 little letters transported into pixels on someone else’s screen with which to share our message – CRAZY, right? Does your use of these 26 letters accurately convey everything that’s in your heart and mind? Are you writing (or typing) clearly and accurately and in a compelling way?

Tip: Before publishing a post, draft it out a few days before (easier said than done, I get you) as it helps that message to move around your brain and it improves the writing process. Once you’ve finished a post, read it through the eyes of your ideal reader or customer before clicking “Publish”. Better yet, get someone else to read it. Are you conveying the message you want to?

5. It makes it easier – not harder – to find your voice

Many people think that adhering to rules in spelling or grammar limits their creativity, their uniqueness, their voice. But actually, within the confines of correctness is freedom. If it’s your thing to italicize train-of-thought-comments or sarcastic remarks, or use smiley faces at the end of super-hilarious sentences, or capitalize specific things, that’s absolutely awesome. But if your posts are full of errors, no one’s going to notice that cool thing you do. Having your own voice, idiosyncrasies, and quirks are super important – you’re unique and you need to find a way of talking to your audience that shows that.

After all, the poet e. e. cummings used almost all lower-case letters. It sure didn’t mean he was unaware of “the rules”, he just wanted to make a point. Picasso was talented at getting faces on canvases the right way round, but after he learnt how to do that really well he was free to mix things up a bit. Before she started to wear meat, Lady Gaga played classical piano from a young age.

Tip: The better your technique, the more you can afford to play around with breaking the rules. Rules are meant to be broken (just make sure you’re breaking them on purpose). If you’re going to be quirky – and I sure hope you are! – then make sure the rest of your writing is clear and easy-to-read in comparison.

6. Well-edited work improves SEO

Despite all the complicated technicalities and algorithms attached to SEO, let’s not lose sight of the most important thing.

SEO wants to highlight real people writing real things for real people. It wants to give search engine users useful information – this includes basic things like: do your links work? Are your posts clear and error-free? Do users get what they’re searching for when they click on your post?

Well-edited blog posts (whether new drafts or 3-year old posts) ensure that posts have clear search terms, good meta descriptions, working links, and are relevant for a longer period of time, which means they’ll have more chance of being found on a search engine.

Tip: If you use Wordpress, install the free plugin, Yoast. This guides you in various basic steps to ensure the best SEO for your posts. Regardless of your blogging platform, however, ensure that you blog using clear, error-free language, regularly check that links are working, and use authentic search phrases throughout your posts.

And there you have it - are you convinced? We’d love to know whether you find these tips helpful and if they improved your writing.


Would you like 30 days of free editing and SEO for your blog? No card details, and no strings attached. We’d love to connect with you! Please write to us here or email Sarah at sarah@sarahevelyn.co.za


Think Creative Collective was one of her first clients, and Abagail and Emylee say: 

“Sarah has been such an incredible addition to our team. We previously handled ALL writing/editing, etc. and it got to the point where we were letting things that were less than stellar head out the door. Sarah swooped in and saved the day. She got us to stop flying so much by the seat of our pants and schedule writing in advance. This not only has allowed us to be better writers from the get go, but adds time to get valuable feedback from Sarah. She is now a crucial part of our everyday process. Highly recommend!”

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Copy Writing

So, What Do You Do? How to Perfect Your Elevator Pitch

When it comes to small talk, creative business owners might not be the best. We like to overly explain what we do, who we help and why it’s amazing. We usually think the more fluff the better, perhaps because we’re so used to people second guessing our career choices and wondering if it’s an actual “business”. Well, it’s time to put a stop to that nonsense. It’s time we arm you with the perfect statement piece that sums up your business, your brand and your clientele. It’s time to perfect your elevator pitch. 

When it comes to small talk creative business owners might not be the best. We like to overly explain what we do, who we help and why it’s amazing. | Think Creative Collective

First, let’s define what your elevator pitch should and shouldn’t be. Think of this as 1-2 sentences max that clearly addresses what your business or product is, who you serve, how you help and why it’s so amazing. It shouldn’t leave the other person wondering anything at all except where to find and buy from you. It should be able to roll off the tongue easily so you’re not let stammering and over explaining. 

Consider this statement piece as the thing you go to every time someone asks, “So, what do you do?” You can also use this in your social media bios, your about me page on your website and even as a tagline on your website or email signature. It should become one with your brand and be recognizable and clear. 

There are two really great formulas that we love using to craft our own statement pieces. We like to have a true one sentence to have on hand which is especially useful for social media bios where characters are limited. We also like to have a longer sentence on hand that is perfect for sending to collaborations so they can get a better idea of who we are. 

Perfecting Your One Sentence

To create your on-the-go one sentence or “the one sentence that will change your copywriting life” we go to Nikki Elledge Brown. Nikki is amazing with words and helps people all over the world perfect their copy. She created a handy formula for you to craft your own one sentence.

I HELP *AUDIENCE* + *BENEFIT* + *FEATURE.*

That’s it. It’s super simple. By following this formula you’ll be able to cut out the fluff and focus in on exactly the who, what and how of your business. Here’s a sample of one of our one-sentences that we have used:

We help creative entrepreneurs build a profitable and soul fulfilling business by arming them with actionable tools to get it all done.

Still Not Know Your Audience?

When you're creating your elevator pitch it's super important to know your audience inside and out. When you know more about them you'll be able to tweak your wording to speak directly to them. The clearer your message is the more you'll have people shaking their heads and saying, "yes, this is so for me". If you still struggle with knowing your audience go download this free worksheet to help you out. 

Creating Your Statement Piece

In order to create a longer version of your one sentence we turn to copywriting expert, Ray Edwards. His book, How to Write Copy That Sells, is a phenomenal source to learn new copywriting and selling tactics. He’s also created a formula that’s easy to follow and input your own words.

Any [YOUR AUDIENCE] can [SOLVE THEIR PROBLEM] by using [YOUR PRODUCT], because [HOW IT SOLVES THE PROBLEM]. 

This one goes a little more in depth by clearly calling out your actual product or service. If you offer multiple products you could simply change up this sentence to fit each one a little differently. Here’s a sample of our statement piece that we use when we are talking about The Biz Chic Co-op.

Any creative small business owner can build a profitable and sustainable business from their passion by using the tools inside Biz Chic Co-op, because it will give you the tools to clearly define your focus on the core elements of your business.

Like, whoa, right? Do those sentences totally give you goosebumps? And if they speak to you, you’re most likely asking for the “where do I sign up??” button. That’s the exact feeling you want your audience to have when reading your own sentences. 

Here’s Your Homework

Jot these formulas down on a piece of paper right now. Stare at them. Then braindump words you could fill in that apply to your own business. Then string them all together. Try out various phrases with each other to see which ones click the best. We even urge you to take it to the group. Make sure you’re a member to our (free) private Facebook community and post up your “one-sentence” or statement piece and ask for feedback! We’ll let you know if it’s clear and concise and actually working for you. 

We can’t wait to be “sold” on what you do!


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