Let's play with words!

The "We Can Handle It" Era Might Be Over

You tell yourself: it's just one website. Or just a few emails. But suddenly you're drowning in drafts, your team's stretched thin, and your best designer is writing blog intros at 11 PM on a Tuesday.

Sound familiar? You're not alone. Agencies everywhere are grappling with the same reality: clients want more content, timelines are getting tighter, and that "we'll figure it out" approach to copywriting is starting to crack under pressure.

Working with a white label copywriter isn't about giving up control—it's about building capacity without adding headcount. It's about partnering with a professional who understands your process, respects your client relationships, and delivers work that makes your agency look brilliant.

So how do you know when to outsource copywriting? These seven signs are a good place to start.

1. Your Team Is Great at Design/Strategy/Accounts… But Not Writing

You've built a rockstar team. Your designers create stunning visuals. Your strategists craft bulletproof campaigns. Your account managers keep clients happy and projects on track. But when it comes to writing that killer value proposition or crafting a sequence of seven welcome emails? Suddenly, everyone's looking at their shoes.

This isn't a failure, it's specialization. Just like you wouldn't ask your copywriter to design a logo, expecting your visual team to nail brand messaging is setting everyone up for frustration.

Why it matters: Great words make great work shine. When your stunning design is paired with mediocre copy, the entire project suffers. Your client notices. Their customers notice. Ultimately, it's your agency's reputation that's on the line.

A professional copywriter ensures your projects aren't dragged down by DIY copy. They bring the same level of expertise to words that your designers bring to visuals — making sure every element of your client's project performs at its peak.

The hidden cost: When your team struggles with copy, projects take longer, revisions multiply, and your profit margins shrink. Meanwhile, your talented designers and strategists are spending time on tasks that aren't in their wheelhouse instead of doing what they do best.

2. Your Internal Writer Is Maxed Out (or Missing)

Maybe you've got a writer on staff who's drowning in requests. Maybe you are the writer, juggling copy projects between client calls and team meetings. Either way, that content queue is starting to look personal — and it's growing faster than you can tackle it.

When your agency's growth outpaces your writing capacity, something's got to give. Too often, it's either the quality of the work or your team's sanity. And in have you read today's headlines? In 2025? The next thing I'm about to say deserves all-caps: YOUR TEAM DESERVES A LITTLE BIT OF SANITY.

Why it matters: You can't scale if every copy project hits a bandwidth wall. When writing becomes the bottleneck in your process, you're forced to turn down opportunities or deliver subpar work under crazy quick deadlines.

A reliable copywriter partner lets you say "yes" to client work while saying "no" to taking the last little bit of brain space your team has. They provide the overflow capacity you need to handle peak periods, rush projects, and ambitious timelines without burning out your internal team.

The barrier to your growth: Agencies overwhelmed with content often find themselves stuck in a frustrating cycle. They can't take on bigger projects because they lack writing capacity, but they can't justify hiring a full-time writer without more revenue. Professional copy support breaks this cycle by providing expert writing that scales with your needs.

3. You're Ghosting Deliverables or Stuck in Revision Loops

First drafts are consistently late. Revisions seem endless. Deadlines keep getting pushed back, and you're running out of creative excuses to tell clients. If this sounds like your content production process, you're experiencing the classic signs you need a white label copywriter.

When writing isn't handled by a professional, it often becomes a time sink. Well-meaning team members spend hours crafting copy that still doesn't hit the mark. Clients request revision after revision because the messaging isn't quite right. Projects that should take days stretch into weeks.

Why it matters: A professional copywriter gets it right the first time, or darn close to it. They understand brand voice, target audiences, and conversion principles. They deliver clean, strategic copy that requires minimal revisions and keeps your projects moving forward.

More importantly, they keep your timelines—and your client's trust—on track. When you consistently deliver on time and on brief, you build a reputation for reliability that sets you apart from agencies that overpromise and underdeliver.

The trust factor: Nothing damages client relationships like missed deadlines and endless revision cycles. When clients lose confidence in your ability to deliver, they start looking elsewhere. Professional copy support helps you maintain the standards that keep clients coming back.

4. Your Clients Want Copy... and You Want to Say Yes

This might be the best problem to have: your clients trust you so much they want you to handle their copywriting too. They're asking for email sequences, website copy, blog posts, and social media content. The opportunity is there, the revenue potential is real, but you're already at capacity—or past it.

Turning down work feels wrong, but taking on more than you can handle feels worse. You're caught between disappointing clients and overextending your team.

Why it matters: Client retention is cheaper than client acquisition, and expanding services with existing clients is one of the most profitable growth strategies. When clients want to consolidate their marketing efforts with one trusted agency, saying "no" means leaving money on the table and potentially losing the client entirely.

With professional copy support, you can confidently expand your services without overextending your team or pulling all-nighters to meet deadlines. You become the full-service solution your clients want while maintaining the quality they expect.

The revenue opportunity: Copy services often carry higher margins than design work, especially when you're partnering with an experienced professional. You can increase your average project value and lifetime client value without the overhead of hiring additional staff.

5. You've Tried Freelancers (and It Was Just Okay)

Or maybe it was a total mess. I've heard it told both ways.

You decided to outsource copywriting. You found a freelancer on Upwork or through a referral. They seemed promising at first, but then their actual delivered work was... subpar. Maybe they disappeared mid-project, or delivered a first draft of pulled straight from their AI chat thread. Maybe they completely missed your client's brand voice. Maybe they sent you a Google Doc that made your eyes twitch and your project manager question their life choices.

The freelance experience taught you that not all writers are created equal. And that finding reliable, professional copywriting support is harder than it looks.

Why it matters: The difference between a freelancer vs white label copywriter isn't just about skill — it's about process, reliability, and understanding agency dynamics. Professional copywriters who work with agencies aren't random contractors you found online. They're process-driven, client-respecting partners who understand that their work reflects on your agency.

A professional copywriter maintains consistent communication, meets deadlines, follows brand guidelines, and delivers work that makes you look good. They become an extension of your team, not an external vendor you're constantly managing.

The difference of a partnership: When you hire white label copywriter services you're kinda buying peace of mind. You know the work will be professional, on-brand, and delivered on time. You can confidently promise copy deliverables to clients because you have a reliable partner handling the execution.

6. You've Tried AI  (and It's Just Not Enough)

Maybe you've experimented with ChatGPT, Claude, or other AI writing tools. The promise was tempting: instant copy at the click of a button. But after a few attempts, you realized something important: AI is only as good as what you feed it, and feeding it well takes expertise you might not have.

Or, you spend hours going back and forth telling it "that's not right" or "maybe try this" or "DID YOU UNDERSTAND WHAT I SAID???" 

AI can generate words, but it can't understand your client's industry nuances, competitive landscape, or customer psychology. It doesn't know when to break copywriting rules for maximum impact or how to weave brand personality into every sentence. Most importantly, it can't think strategically about what your client actually needs to achieve their goals.

Why it matters: AI-generated copy often sounds generic, lacks personality, and misses the strategic insights that drive results. While AI can be a helpful starting point, it requires significant human expertise to refine, personalize, and optimize for real-world performance.

Professional copywriters use AI as a tool, not a replacement for strategic thinking. They combine AI efficiency with their own VERY REAL human experiences and insight, industry knowledge, and conversion expertise to create copy that actually moves the needle for your clients.

The quality gap: Your clients expect copy that reflects their unique value proposition and speaks directly to their audience. AI might help you fill a content calendar, but it won't help you win new customers or build lasting brand loyalty. That requires human understanding, and strategic thinking that only an experienced copywriter can provide.

7. You're Spending More Time Managing Copy Than Creating Strategy

Here's a sign that often gets overlooked: you're spending more time fixing, editing, and managing copy projects than you are on high-level strategy and client relationships. Whether it's cleaning up AI-generated content, coaching team members through writing tasks, or endlessly revising drafts, copy management is eating into your most valuable activities.

Why it matters: As an agency leader, your time is best spent on strategy, client relationships, and business development—not line-editing blog posts or rewriting email sequences. When copy production becomes a time sink, it's stealing resources from activities that actually grow your agency.

A skilled copywriter handles the entire writing process from strategy to final draft, freeing you to focus on what you do best. They don't just write—they think strategically about messaging, positioning, and conversion optimization so you don't have to.

The opportunity cost: Every hour you spend managing copy projects is an hour you're not spending on business development, strategic planning, or client relationship building. Professional copy support doesn't just solve a capacity problem—it gives you back your most valuable resource: time.

It's Time For Your Agency To Serve Better

Here's the truth: partnering with a professional copywriter isn't a shortcut or a Band-Aid solution. It's a strategic decision that successful agencies make to deliver better results without burning out their teams or bottlenecking their growth.

When you work with the right copywriter, you're not just solving a capacity problem, you're giving your team an upgrade to their capabilities. You can take on different/more projects, serve clients more comprehensively, and deliver consistently excellent work that builds your reputation and grows your business.

The agencies that thrive aren't the ones that try to do everything in-house. They're the ones that build strategic partnerships with specialists who help them deliver exceptional results at scale. And let's be real: working with good people who love your client work as much as you do is just more fun.

Because you'll be growing your client relationships, expanding your services, and building a sustainable business model that doesn't depend on your team working nights and weekends.

Ready to Make the Move?

If you recognize your agency in these signs, it might be time to explore professional copywriter partnerships. The right partner will help you transform these challenges into competitive advantages, turning your content production from a bottleneck into a growth engine.

Remember: the goal isn't just to get the work done — it's to get it done well, on time, and in a way that strengthens your client relationships and builds your agency's reputation.

Curious what it looks like to work together? Check out my outsourced copy services to see how we can support your agency's growth. Or book a call to talk shop and see if we click — because the best partnerships start with a good hang.

Ready to stop drowning in drafts and start delivering exceptional copy that makes your agency shine? Let's talk about how professional copy support can transform your content production and accelerate your growth.

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‍You’re selling strategy, creative, and results. Not half-finished Google Docs at 1 AM.

But when client work stacks up and every project suddenly needs a full brand message build, a lead magnet, five emails, and six social posts... you either become a copywriter or you start dropping balls. Outsourcing your copy keeps your agency sharp, scalable, and stress-free — without adding another full-time hire or ghosting the writing altogether.

But first, what is outsourced copy?

Outsourced. White labeled. Partnership. Whatever you call it, it's the same.

If you're a marketing agency reading this, then you likely already know what white label copywriting services are. I probably don't have to tell you that part. However, you also probably know about SEO and how I have to write this section for the robots to notice me.

If you are a marketing agency reading this and don't know what white label copywriting is, please don't think I'm talking down to you – I'm delighted to be the first to give you the lay of the land. So here goes:

Outsourced copy is when a writer or agency creates content that another business resells under their own brand. The client presents the copy as if they wrote it, with no credit to the original writer. It's common in agencies that offer content marketing, email marketing, or web design but don’t have an in-house writer. This way, you get the experience of a full-time copywriter without taking on their salary.

Can you hire just any ol' copywriters?

When you outsource your copywriting, it can be tempting to go with the cheapest, quickest option. Of course, it’s a service you’re selling and you want to make a profit! Many white label services churn out content that looks fine on paper — until you realize it doesn’t really resonate with your audience. Here’s why:

• Flat tone: Generic copy lacks the unique voice that connects with customers. It might check the boxes for SEO, but it doesn’t bring your brand to life. It can sound mechanical, disconnected, and forgettable.
• No strategy: Good copy isn’t just about stringing words together. It’s about knowing your goals, understanding your audience, and having a clear call to action. Some freelance copywriters might produce solid content, but if it’s not aligned with your business strategy, it won’t drive results.
• Missed engagement opportunities: Copy that feels cookie-cutter won’t engage your audience. It might not speak to their pain points or address their needs in a way that compels them to act.

What you get when you work with a professional copywriter (The opposite of the section above)

When you partner with a copywriter who puts in the work to understand your client inside and out, the difference is night and day. Here’s why:

• Authenticity: Custom copy brings your brand’s true personality to life. It speaks your customers’ language, creating a connection that feels genuine, not forced.
• Strategic alignment: A skilled copywriter will ensure your messaging aligns with your overall marketing strategy. They’ll help you clarify your value proposition, target the right audience, and craft messages that convert.
• Higher conversion rates: When copy speaks directly to the needs, desires, and pain points of your audience, it naturally leads to more conversions. You won’t just be getting generic clicks; you’ll be building relationships that result in action.

How do you know when it's time to call in the reinforcements?

I've worked with dozens of agencies over the past five years and most are writing their client work themselves. Usually, it’s because they think they should. After all, it's your client! Who knows them better than you!?

If that's you, know there's zero judgement from me. But here’s a quick way to decide if writing is worth outsourcing:

• It’s outside your zone of genius. You’re great at strategy, design, client communication — but writing 12 nurture emails makes you want to fake your own death. That’s a sign.
• It’s taking too long. If you keep putting it off, rewriting it, or reworking AI drafts that somehow get worse with every edit… it’s time to tag someone in.
• It’s not converting. If your beautifully designed assets aren’t getting the clicks, replies, or sales they should, the issue might be the messaging.
• It’s critical to the client’s success. High-stakes assets like sales pages, lead generators, and brand messaging deserve focused attention. If you're stretched thin, hand those over.
• You’re bottlenecking the process. If everything’s ready but the copy (and you’re the holdup), outsourcing can keep the project moving and the client happy.

Bottom line: if it's slowing you down, stressing you out, or not performing like it should, it's probably time to ship it out.

You: But what if I like *some* of the writing? (AKA What you can hand off)

I get it! Sometimes, you love writing the homepage, but dread the tedium of interior pages. (And plowing through them makes you wonder why the heck you sold 46 service pages in the first place.)

If you like the start but don't like the finish, we can take care of you. After all, you're juggling a full client roster. You don't have time to slow it down after you've put a bow on the part you enjoy.

That's where I come in. Here's what you can confidently hand off:

• Brand Messaging – Positioning, voice, and foundational copy that makes everything else easier.
• Website Wireframes – Strategic structure + persuasive copy, delivered how you want it (Relume, Figma, Google Docs — you name it).
• Lead Generating Assets – From quizzes to guides to email series, we’ll help you create the kind of content that actually converts.
• Email Marketing – Launch sequences, nurture campaigns, newsletters — you get the idea.
• Ads – Facebook, Google, Instagram, LinkedIn to help you stop the scroll.
• Sales Scripts – Whether it’s for a webinar or a discovery call, we write words that close.
• Video Scripts – For brand videos, explainers, YouTube, and reels — words that sound good out loud.
• Social Posts – Done-for-you content that sounds like you and speaks to your audience.

If it needs words, we can write it — and make your team look like a million bucks when you present it.

👉We can also write a whole lot more. If you're wondering if we can handle your client's work, schedule a time to chat!

How to make a white label relationship last a lifetime

Hiring an outsourced copywriter isn’t just about finding someone who can string sentences together. You need someone who understands the stakes: your reputation, your client relationships, and the results you promised. Here’s what to look for:

Strategic thinking, not just fancy wordsmithing

A good outsourced copywriter doesn’t just ask for a word count — they ask about the audience, the offer, and the desired action. They should think like a strategist, not a content mill.

Voice and tone discovery & matching

Your clients aren’t cookie-cutter. Your copywriter shouldn’t be either. Look for someone who can adapt their tone, style, and structure based on the brand voice of each client, not just their own preferences. Or, develop your client’s voice and tone if they don’t have guidelines in place yet.

Feedback-friendly and low-ego

White label work often means flying under the radar. The right writer is okay with edits, invisible bylines, and collaborative workflows. You want someone who’s reliable and coachable, not precious about every word.

Processes that save you time

You’re outsourcing for a reason. A great white label copywriter will make the process easy with quick turnarounds, clear communication, and minimal hand-holding.

Client obsession

Finally, find someone who cares. Not just about you, but about your clients. The best white label writers treat your client like their own, asking smart questions and paying attention to what matters most to them.

What it’s like to work with Felty & Co (An outsourced copywriting agency)

White label partnerships only work if the writer actually fits into your world. So here’s what you can expect when we team up:

Work delivered how you want it. 

I’ll meet your preferred format — whether that’s a grayscale wireframe in Relume or a humble Google Doc. If it makes your process easier, I’m in.

Collaboration when you need it. 

Assign tasks in ClickUp, Asana, Monday, Wrike — whatever keeps your team moving smoothly. I’ll work within your system, or you can drop tickets into mine, that way there’s no disruption to your flow or extra logins to track.

Client support as it makes sense. 

Some agencies want me front and center on discovery calls. Others prefer a behind-the-scenes lil ghostie. I do either at no extra cost –just support where it fits for you and your workflows. 

How it works in real life

1. Send me a request.
   Slack. Email. Carrier pigeon. However you normally share project info, I’ll roll with it.

2. I get to work.
   You know your client best. I’ll send a smart, strategic draft before your deadline so there’s time for tweaks before anything gets shared.

3. We (or you) present the copy.
   Want me on the client call? Great. Want to take it from here solo? Totally fine. I’ll adapt to your delivery style.

4. You celebrate.
   Your client is thrilled. Your work is done. And you didn’t have to write a single word. 🥂

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Final Thoughts

Outsourcing your copy shouldn’t feel like a gamble. When you find the right partner, it’s not just about offloading work — it’s about gaining someone who understands your standards, protects your client relationships, and makes your agency look really darn good with words. 

Whether you need someone to quietly take writing off your plate or jump in as part of the client-facing team, I’m here to help you deliver polished, strategic messaging without the mental load.

📩 Want to see how easy this can be? Talk with Jill and let’s chat about what a copy partnership could look like for your agency.

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Part 6 of the StoryBrand Framework

What makes the ultimate story? What keeps you hooked – on the edge of your seat – until the very end? I’ll tell ya: it’s the stakes.

The stakes are those big questions that you wonder about throughout the entire movie, until the credits roll.

• Will The Avengers defeat Thanos? Will that snap annihilate all life as we know it?
• Will Maverick be able to lead the team through the canyon to destroy the uranium plant?

A good story always has something at stake. There are dire consequences that could happen if the hero doesn’t get the job done, just as much as there are huge successes that could happen if the hero wins the day.

Even if you’ve got a product or service that solves a real problem in the world, customers won’t always engage with you unless they understand what’s at stake in their story. So, how the heck do you communicate the stakes in your hero’s story? By getting super clear with the next part of the StoryBrand Framework – Success and Failure.

Sooooo, What’s the StoryBrand Framework?

The StoryBrand Framework is a proven marketing framework built around the 7 elements of story - Identity Transformation, Hero, Problem, Guide, Plan, and Success or Failure. Essentially, it takes your brand’s message and frames it in a story-like format, so that your customers connect deeper with your brand, right from the start (kind of like getting hooked to a show like The Good Place).

How to End the Story ~ The Stakes.

If you’ve ever watched any kind of TV show or movie, then you know there has to be something at stake: The hero (a weak character) has a problem, and meets a guide (someone who can help them) that shows them the way to success and helps them avoid failure.

The thing is, there has to be something at stake in order for there to be a good story. If the Hunger Games was just a game of tag with no real winner or consequence, we (the audience) would be bored out of our minds. That’s not a story worth watching.

So when it comes to your marketing, you have to foreshadow the stakes: How could your customer’s story end?

In other words, you need to show your customer what might happen if they do business with you – or what could happen if they don’t.

• Success – the short and long-term successes a customer might experience when they choose you.
• Failure – the short-term failures a customer might experience when they don’t choose you (going too far on this can seem too doom-and-gloom, so strategic, short-term failure here is key!)

When you share what’s at stake in your customer’s story, you show them why you’re the right choice – and continue to make the story about their ultimate success and transformation.

Success and Failure at Work in 😇 The Good Place 👿

When I was planning this series, it took me less than five seconds to figure out what I would write about this piece of the Framework. The Good Place is the perfect example of Success and Failure because the stakes are extremely simple: If you’re a good person, you go to the Good Place. If you’re a bad person, you go to the Bad Place.

So when the rude, self-centered, self-proclaimed “Phoenix Trash” Eleanor Shellstrop arrives in the Good Place, it doesn’t take her long to realize she is not supposed to be there. She’s surrounded by Nobel Prize winners and human rights activists – there had been a huge mistake.

So what’s at stake for Eleanor? If she gets caught, she goes to the Bad Place. But what happens if she becomes a good person? Will they let her stay in the Good Place forever?

What the Stakes Mean for Your Message

If there’s nothing at stake in a story, there’s no story. So in order to position your brand in your customer’s story, you have to outline the stakes. To communicate successes, list every positive outcome your customer will experience after they do business with you.

Some success examples we’ve written for our clients include:

• Save hours of time that could be spent watching The Good Place ;)
• Show off clear, glowy skin that brings you joy every time you look in the mirror
• Save your money so you can spend it on literally anything else
• Transform your child into a confident learner that can read (and understand!) any book on the shelf
• Enjoy even more of your backyard view (and make every visitor jealous)
• Kick back on the beach with a Mai Tai while your business runs itself

But you can’t have success without failure. When crafting a StoryBrand message, you also have to outline what failures you’re helping your audience avoid. While it can be incredibly tempting to only focus on the positives, studies show that people are more driven by the fear of losing something than they are motivated by the success of gaining something.

Keep in mind that failure-focused language can easily feel manipulative. While today’s consumer is loss-averse, they’re not suckers. They won’t fall for over-the-top, dramatic sales pitches about all the failures that will happen to you if you don’t buy this thing! Because frankly, we’re dealing with the most informed consumer of all time. And they can smell a sleazy sale tactic a mile away.

That’s why we recommend you focus only on the strategic, short-term failures your audience might experience. In other words, don’t tell your audience they’ll lose their money, their house, and their partner if they don’t do business with you. There are lots of ways to work in failure language while still being ethical!

Some examples of failure we’ve written for our clients include:

• Waste hours piecing together a duct-tape-and-bailing-wire solution that doesn’t give you results
• Continue to try every product on the shelf without seeing a change
• Wonder if your child is getting enough attention in class with 30 other students
• Feel stifled and suffocated by closed-off, boring living spaces
• Work longer hours than ever, hoping for the day you get to take a vacation

Keep Your Customers Out of The Bad Place!

In order to invite your customers into a good story worth telling, there has to be something at stake. Of course, you want to help keep them out of The Bad Place! So, help your customers along the way by sharing what success looks like – and what you can help them avoid.

• Use stories to captivate readers, emphasize the benefits of your services, and demonstrate how to solve customers’ problems.
• Connect potential consequences to emotion to motivate readers to act on your message
• Use personality and successes to establish an authentic brand voice, take advantage of opportunities, and share unique insights.

By showing your customers what’s at stake in their story, you can create a more meaningful message that will keep customers hooked and wanting to stay in “The Good Place”!

Change is … inevitable. And for business owners, it seems like change happens on a large scale. You’re already juggling your business and all of its moving parts. While your business is humming along, your personal life is moving at breakneck speeds alongside it. Keeping up with it all on a normal day can be tough enough.

So when change happens, it can send a ripple effect through all parts of life.

A move. A spouse changes careers. A team member leaves. A baby comes into the picture.

As a business owner, a change like this in your personal life can completely derail your business progress – especially if you’re still highly involved in the day-to-day like I am.

You may see where this is going. In December of 2022, Steven and I found out I was pregnant. It was honestly a dream come true. And we’re so excited to be parents. But as much as we thought we had prepared for this and hoped the day would come, it didn’t actually prepare me for the reality of the past few months (the first trimester is hard, y’all. And anyone who has overcome it is a freaking champ. You all deserve medals).

In this post, I'm breaking down the things we did (or wish we did) to prepare proactively and reactively for this change to come in our life and business. For business owners who are juggling a transition in their personal lives: this one’s for you so you can welcome the upswing and keep your business moving without missing a beat.

The Changes Ahead – Acknowledging What's Coming & Preparing for It

Life changes can come at any time, some expected, others not so much. But regardless of what's on the horizon, it's important to take stock of the situation and prepare yourself for everything that comes with it.

Sometimes, you can do this proactively. For us, we hoped this day would come. We had thought about what a baby would mean for our business and did some preliminary research and planning around it. But we hadn’t taken into account what pregnancy would mean for our business. (It's been a little rocky, but more on that later.)

Other times, you have no choice but to react. When you’re forced to be reactive, it can cloud your vision for the future. I’m grateful to have a small team that has my back. They often serve as my clarity when I don’t have much to offer. But the bottom line is that sometimes, you don’t have the privilege to prepare for change. In those instances, your people will be your rock. Again, we’ll talk more about that later.

Getting Real About the Change – Identifying What's Involved

No matter the size of the transition you're working through, understanding the landscape ahead is essential. Once you identify the potential impact on your business, you can create a plan of attack and set yourself up for success.

For Felty Co., it was mostly ironing out our internal processes. Before I got pregnant, we brought on Lauren and the team at Systems to Scale to create clear SOPs for me and my team. We spent two months together working on:

1. Official documented SOPs for onboarding, offboarding, team communication, and client work
2. Inbox procedures for my VA and canned emails that make writing emails as simple as pressing a button
3. Built out more streamlined dashboards for project management in Asana
4. Built workflows in Dubsado that actually work like they’re supposed to and make onboarding new clients a hands-off process (before this, my workflows were a disaster, lol)

It was a game-changing decision and I’m so glad we took the leap to do this. It gave my VA more clear guidelines of what to do. And, it gave me an even larger view of what I didn’t need to be doing and could hand off to her. If you want to prepare for change before it comes, nailing down processes is a must-do.

Mapping Out a Plan of Attack – Creating an Actionable Roadmap

Once we clarified our processes, we were actually able to see and plan for our future more clearly. We could now get a picture of what my team was working on in a calendar month, know what to expect, and plan for new projects even more effectively. Everything seemed a LOT less overwhelming.

To get your juices flowing as to what you can map out, here are a few things we’re constantly doing:

• Writing out daily and monthly plans - Sunsama has been a lifesaver for this!
• Talking to other business owners and researching strategies that could help ease the transition
• Documenting major milestones and reflecting on what’s working/not working along the way
• Developing contingency plans or backup systems

Setting Yourself Up for Success – Making Space To Adjust

If I were to tell you the projects and systems that Lauren set up for us were totally magical and fixed everything, I’d be lying. I mean, they are absolutely magical – that part is true. But in order for these magical procedures to work, we actually have to follow them.

Who knew, right?

We went from a loose guideline for our processes to a pretty straightforward, repeatable procedure -- but that didn't happen overnight. It was like training a new muscle. I wasn’t used to it, and it was uncomfortable. But it was absolutely necessary.

After a couple of months of kinda-sorta following our new procedures, my VA and I met to get re-acquainted with the new SOPs. Each week in our 1:1, we reviewed one of the docs. And that’s when things really started working for us. We were able to start following them more strictly. We figured out where things didn’t come easy for us, and implemented small steps that could help “prompt” us to follow the procedure. And guess what? It worked.

While we were in this phase, progress felt slow – but it gave us the breathing room we needed to make sure we were doing the next right thing. Plus, it better prepares us for the eventuality of something unexpected happening, which allows us to turn the dial on our processes in real-time without it feeling like the wheels are going to come off the bus.

Keeping Momentum During the Move – Practicing Self-Care While Under Pressure

These transition periods have required more focus and energy from us to make sure we keep on track. Which has made self-care all the more important to keep us on track. From setting clear boundaries around work/life balance to allowing time for restorative breaks, here are a few ways I’m practicing self-care as I navigate this new normal.

Prioritizing Rest – Allowing Time to Recharge

Like I mentioned earlier, the first trimester was rough. Like, spending more time than ever sitting in front of a toilet kinda rough. I wouldn’t wish it on anyone. So my usual 100% quickly turned into 10%. And giving that 10% was my new 100%.

I had to prioritize rest and grace for myself more than I ever have – and that’s important for everyone navigating a big life adjustment. Rest is key.

For me, that looked like creating a “bare minimum” list for the day. Instead of a to-do list, I would create a list of things that would accomplish the bare minimum of what my energy would allow. If I got to do anything over that, I felt great. If I did the bare minimum, I was fine with that, too.

If you’re in a “bare-minimum list” kinda transition, I feel you. And you will get through it. I hope it doesn’t last long. Make sure you’re prioritizing your rest, and setting boundaries for when you work and when you don’t. And, know that change is temporary (I absolutely hated hearing people say this, but it’s true.)

Taking Care of Your Mindset – Cultivating Emotional Support

Community is key. I’m overly grateful to have a community of people around me to talk to, vent with, and lean on when I need extra support. And an amazing VA who can keep things on track when I can’t.

Here’s the thing: Emotional support is non-negotiable.

Go to therapy. Find good friends. Talk to your spouse about what you need. But don’t think for a second that you can do it on your own.

Having people in your corner is a must for emotional support. Whether it's family, friends, colleagues, mentors, or counselors, carving out intentional time with them helps boost your mood and limit the feeling that you are alone in this. Your people will help you through – but only if you ask!

Stepping Away from Work When Needed – Eliminating Burnout

Burnout happens when we try to do too much in too little time. And in the midst of change, your capacity is limited – you simply can’t give your normal effort. Between managing a transition and running a business, these moments can become overwhelming very quickly. Understanding the signs of burnout (exhaustion, cynicism, inadequate planning) and stepping away from your work before it reaches that point can help prevent you wanting to totally throw in the towel on this whole business ownership thing.

For me, I planned to take the week following Christmas off to re-set. It ended up being longer than planned because of the constant sickness – but that week off was necessary. I looked forward to it. It helped me finish the year strong so that I could anticipate a fresh start in January.

And while that fresh start is really happening now, 3 months later than planned, I’m coming back to my normal rhythms with a new excitement for what our business can be – before and after baby.

If you need a break, take it. You can only push through for so long. Whether it’s a few days, a whole week, or a month, give yourself a break. You’ll be surprised by how much you missed it while you were away. Or, you’ll realize you need to do something different. Either way, the clarity is valuable!

Looking Back on the Big Picture – Refining the System Now That You’re Here

Sometimes the everyday grind can keep us from seeing the bigger picture. Today, as I was writing this post, I realized how helpful it was to reflect on the last few months. Don’t minimize this part of the process! You’ll be surprised with how much you learn – and proud of how much you’ve been able to accomplish in spite of navigating change.

Assessing Achievements – Reflecting On Growth

Take some time to celebrate the victories that got you to where you are today. Doing so offers perspective into what brought you joy, inspires healthier habits, and provides motivation to continue moving forward.

For me, a few wins are simple: I lived through my first trimester. I took on the projects that I could, and said “no” to projects I knew wouldn’t be right for me. I pinpointed some pain points within my business that would help reduce stress overall.

Did we hit the financial goals I had set for Q1? Nope. Not even close.

But this season became a “maintenance” season out of pure necessity. It wasn’t a growth season, and I’ve learned to be okay with that. Maybe that’s the case for you.

Or, maybe you come out of the change even stronger than before with new processes that revolutionize your bottom line. If that’s you, that’s freaking awesome. I hope that for all of us!

Implementing New Practices – Crafting Solutions For Future Challenges

Again, take stock of what you've been able to do (or not) through the change, and decide what stays and what goes. How do you want to navigate the next change when it inevitably comes?

From this season, I’ve been able to identify at least 3 things I’m going to keep doing with our business on a routine basis.

1. Automations - In this season, I was forced to find automation in our CRM and PM system that will help put mundane tasks on repeat so that my VA and I never need to touch them. They’ve changed our game – and Bethany and I are both glad they exist!
2. Monthly/Quarterly reviews of SOP documentation - If we consistently keep a finger on the pulse of our processes, we can keep improving them and make a better plan for when change does happen. Right now, Monthly feels like a good rhythm. But in a couple months, that will be overkill and I’ll switch to quarterly. I’m super grateful for Lauren and the team at Systems to Scale for building these SOPs for us!
3. Tracking time and progress using Sunsama - I’ve never been able to keep track of my time in an excel spreadsheet. And planning my workload in a PM system always felt like throwing a dart while blindfolded (How long will this take me? How should I spend my time if I’m done early? What is actually a priority?) Enter: Sunsama. Now, I’m able to plan my days and weeks, track my time more accurately, and make adjustments to my workload when change happens.

Enjoy the Ride – Nurturing Both Your Business and Yourself Through Life's Unexpected Changes

Although change can sometimes seem overwhelming, shifting perspectives can turn any roadblock into an opportunity. So far, this year hasn’t turned out at all as I thought it would. But in a lot of ways, it was exactly what we needed as a team.

So, whether you're growing a family, caring for a loved one, or venturing off on another path entirely, remember — there are good things in the process. Being mindful and responsive to the transitions that happen in life, rather than trying to resist them, will help you nurture both your business and yourself, leaving you positioned for success no matter what comes your way.

You’ve got this! ♥️

Part 5 of the StoryBrand Framework

People assume that doing the work is hard. Calling the place is hard, working with someone will be complicated, scheduling an appointment sounds too-quickly-committed, etc. They often wonder,

“What’s going to happen after I schedule a call?”

“How is working with you going to make my life easier?”

“Getting an increase in leads seems complicated, I don’t know how you’ll make it easy.”

The list goes on and on. How do you relieve the tension? By removing all of the friction to working with you – AKA, the next part of the StoryBrand Framework, the Plan.

Wait a sec. 😅 What’s the StoryBrand Framework?

The StoryBrand Framework is a proven marketing framework built around the 7 elements of story - Identity Transformation, Hero, Problem, Guide, Plan, Success, or Failure. Essentially, it takes your brand’s message and frames it in a story-like format, so that your customers connect deeper with your brand, right from the start.

The ~ Perfect ~ Plan.

If you’ve ever watched any kind of TV show or movie, then you’ve watched it play out: The hero (a weak character) has a problem, and meets a guide (someone who can help them). Then, that guide shows them the way to success. How do they succeed? By following some kind of plan.

A lot of times, our clients have a 6-step process to working with them, and they think that all of the steps are important – but none of them are listed on their site.

So essentially, there’s a couple of things that may be happening here:

1. They aren’t telling their customers what it’s like to work with them at all, so the customers that DO come through the virtual door are walking into the process seemingly in the dark.
2. They are overcomplicating the process by giving the full 6-steps on the website or on sales calls and overwhelming potential customers with every step in the process.

And truth be told, neither option is actually helping the hero reach their desired success.

While every step may feel important, they aren’t. When our clients sort through the important information and just give the steps that are necessary, it ends in easier sales processes and ultimately, more leads.

Don’t believe that your customer actually needs a plan? Let’s take a look at the ~ unbreakable ~ Kimmy Schmidt.

The Plan in Action ~ Kimmy Schmidt.

I love Unbreakable Kimmy Schmidt. It’s Tina Fey at her most Tina Fey. It’s the perfect mix of dark humor and incredibly light-hearted comedy. It’s ridiculous and hilarious all at the same time.

If you don’t know Kimmy Schmidt, it’s about a 30-year-old kidnapping victim who’s been locked in a doomsday bunker for fifteen years. (As I said, the premise is dark, but the show is anything but.) After being found and saved, she moves to New York City to try and start a new life and live like a normal human. You know, one that hasn’t spent the last 15 years in a doomsday bunker thinking that the world had ended.

Here’s where the plan comes in: As any normal adult would know, you have to have a job and proof of income in order to be approved for a place to live. Of course, Kimmy has neither. Her crazy landlord tells her to come back with a job and the place is hers.

So, here’s Kimmy’s plan:

1. Get a job
2. Get an apartment
3. Get to live a normal life

With the help of her landlord, intensely dramatic roommate, and filthy rich boss, she begins to learn how the world works outside of a bunker and starts to live her “normal” life.

So, What Does This Mean for YOU?

For Kimmy, her plan was a simple 3-step process plan, with the ultimate goal of getting to just live a normal life. Simple, yet significant. But for businesses (like yours), there are three different types of plans that might work:

Purchase Plan - “How do I buy this thing?”

For example, ours is:

Step 1 - Schedule a call.

Step 2 - We’ll write your words.

Step 3 - Get more leads than you can handle.

Process Plan - “How do I achieve this result?”

Example for a landscape designer:

Step 1 - Share your ideal landscape vision with us.

Step 2 - We’ll design your dream yard.

Step 3 - Reveal your favorite new outdoor space.

Agreements - "What agreements can this business make with me?”

This is a little different than other plans because it’s not necessarily a step-by-step order of things. It’s a list of promises you’re making with your clients/customers so that it’s easier to make the decision to do business with you.

Such as:

• A Money-Back Guarantee
• Free 2-Day Shipping
• 90-Day Support Included with Every Purchase
• Guaranteed ROI

Whatever plan you use, or if you use all three, plans are in place to help relieve the friction for your ideal customers so that working with you is a no-brainer.

How to Build YOUR Plan

Here’s a few thought-starters to help you build out the perfect plan for your business.

• Think about your purchase process. List all of the steps to doing business with you. Then, limit the steps to just the MOST IMPORTANT ones that your client needs to know upfront. This should be limited to 3-steps, 4 at the ABSOLUTE most.
• Think about the actual process of work after they hire you. What happens after they sign the contract? What are the most important things your client needs to know about your process? What are the steps that get them to their ideal result? Again, limit to 3-4 steps.
• What are your brand promises? What agreements can you make with your customers that make deciding to go with you an easy one?  

Set them up for success, and you’ll succeed too.

When you understand that you’re the guide - not the hero - and that you get to help set your customer up for success with a plan, you end up succeeding too. Not just because you made a sale, but because you got to help someone transform their life. And personally, what’s better than that?

Need some guidance on how to build a plan that compels your customer to take the first step? Schedule a call with our messaging strategist. And may you never ~ever~ forget the words of Titus Andromedon – “You’re pretty and tough like a diamond. Or beef jerky in a ball gown.” (Unbreakable Kimmy Schmidt, Season 1, Ep. 1) ✨

Part 4 of the StoryBrand Framework

Let’s be honest, most brands are too quick to make themselves the hero. It’s easy to say “my product/service will solve all of your problems” and act like the “savior” that your customers have been looking for.

But here’s the thing – that’s not how people think. 🚫

People aren't looking for a hero to save them. In their minds, they are the hero of their own story, but oftentimes, they need a guide to help them win the day (aka your brand).

Even if you’ve got a product or service that solves their problem, your customers don’t need you to be the hero for them. They need you to help them become the hero, but how the heck do you communicate that? By getting super clear with the next part of the StoryBrand Framework – the Guide.
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Wait a sec. 😅 What’s the StoryBrand Framework?

The StoryBrand Framework is a proven marketing framework built around the 7 elements of story - Identity Transformation, Hero, Problem, Guide, Plan, Success, or Failure. Essentially, it takes your brand’s message and frames it in a story-like format, so that your customers connect deeper with your brand, right from the start (kind of like getting hooked to a show like Ted Lasso).

Where Your Brand Comes In ~ The Guide.

If you’ve ever watched any kind of TV show or movie, then you’ve watched it play out: The hero (a weak character) has a problem, and meets a guide (someone who can help them). Then, that guide shows them the way to success.

It’s the Yoda to Luke Skywalker. The Haymitch to Katniss. The Gandalf to Frodo. Dumbledore to Harry Potter. You get it. (I mean who would want to be whiney Luke Skywalker when they can be wise Yoda, anyway?)

So when it comes to your marketing, you have to play that strong character who is going to lead your customer (the hero) to success.

But you don’t do that by telling your customer how strong you are. You do it by showing them. And you do that by demonstrating that you understand the problem they’re facing and are competent to help them solve it.

In other words, you need to show empathy and authority.

• Empathy - I understand your problem, I understand where you’ve been, I’ve been there, too.
• Authority - I can get you out. I can solve this. I am competent to solve your problem.

When you enter into your marketing with empathy first, you automatically position yourself as a guide – you’re not placing yourself as the hero because you recognize that this story isn’t about you, it’s about them.

Empathy makes people way more likely to listen to what you have to say because it resonates with them. Then, when you add in authority, it’s like you’re saying “hey, I know you’re feeling stuck. I’ve been there. But I know a way out.” When you do this, you earn the opportunity to sell them.

The Guide in Action ~ Ted Lasso.

When we think of a guide, we think of Ted Lasso. He’s the unlikely leader and relentlessly optimistic coach of AFC Richmond.

Ted is an American Football coach turned first-time coach of a British Football club. While he’s certainly the protagonist in the story (and doesn’t totally understand the sport he’s been hired to coach), it doesn’t make him any less of a guide to the team he leads.

• He uses curiosity to understand the game, the team, and the culture that he’s been thrown into – and gains the respect of his team.
• He uses empathy to break through the rough outer shells of Roy Kent and Jamie Tartt to help them play their best and become better people.
• He meets Rebecca where she’s at and shows her loads of compassion in the midst of her divorce – even after she admits she was using Ted to run the team into the ground.

Ted brings out the best in his team, encouraging them to transform their lives and become better humans, on and off the pitch.

As a guide, he gets to participate in the transformation of the people he leads, and that’s what makes him so effective. That’s what we, as brands, get to do for our customers.

So, What Does This Mean for YOU?

Just as Ted leads AFC Richmond to transformation in the show, you want to lead your customer to transformation as well. In order to do that, you have to use empathy and authority.

How to Show Up as the Guide

Here's a few thought-starters to help you position yourself as the guide.

1. Show your customer that you care about the problem they’re facing. When you demonstrate your understanding of their problem, you show empathy. Empathetic brands = human brands! Incorporate “we understand…” statements into your messaging and copy, especially on your About Page.
2. Show that you’re competent to solve your customer’s problem. You can easily do this by leaning in on these five things:
   1. Testimonials - This one is the most important!
   2. # of clients served
   3. Awards
   4. Years in business
   5. Case studies

When They Win, You Do Too.

When you understand that you’re the guide - not the hero - and that you get to help your customer win the day, you win too. Not just because you made a sale, but because you got to help someone transform their life. And personally, what’s better than that?

Need some guidance on how to reach your hero in your marketing strategy? Schedule a call with our messaging strategist and see how you can write a brand message that invites your customers into a compelling story. ✨

Part 3 of the StoryBrand Framework

Problems – we’ve all got them, we all face them, and we all want them solved. As consumers, when we go on the hunt to purchase a product or find a service, oftentimes we’re searching the internet because we have a problem that needs solving.

A broken AC in the middle of summer. Skincare issues we’ve been battling for years. Clothing for our brand new, fancy job. Marketing services to help our small business, etc.

You name it, someone out there solves it.

But as businesses and brands, we tend to fall into the bad habit of talking about what we do rather than the problem we help solve. We talk about our amazing customer service, how our skincare line is nontoxic, or how our marketing services produce amazing results for our clients.

Here’s the honest truth – your customer doesn’t care about what you do. They care about solving their problems.

If you have a product or service-based business, reframing your marketing materials (website, emails, and socials) to address how you help your audience solve their problems is game-changing. How do you do it? By using the third part of the StoryBrand Framework – the Problem.

Wait a sec. 😅 What’s the StoryBrand Framework?

The StoryBrand Framework is a proven marketing framework built around the 7 elements of story - Identity Transformation, Hero, Problem, Guide, Plan, Success, or Failure. Essentially, it takes your brand’s message and frames it in a story-like format, so that your customers connect deeper with your brand, right from the start (kind of like getting hooked to a show, like The Office).

The Problem Fuels the Purchase.

When it comes to your marketing, leading with the problem helps break down barriers. It not only demonstrates that you actually understand the problem people are facing, but it also helps fuel their buying decisions.

The problem they're facing is a pain point for them that they need solved – it’s the very REASON why people are searching for you, so you should be talking about it all over the place.

Plus, when you talk about their problem, your audience starts to feel understood and cared for, making it easier for them to trust you with their time and money.

Customers LOVE it when their problem is repeated back to them, and in today’s world, that goes a LONG, long way.
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The Problem in Action ~ Jan from The Office.

Need an example of the problem? Let’s take a look at Jan from The Office.
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Ahhh, Jan. People love Jan. They’re here for her chaotic energy and constant self-sabotaging. Throughout the show, Jan went from being totally sane to spiraling to completely losing it (now that my friends, is some character development lol).

The thing about Jan is she has problems. She’s a classic career woman in an unhealthy work environment. She’s looking for love and picks the wrong person. She’s got crippling self-esteem issues, and as her psychiatrist puts it, has “self-destructive tendencies.”

So what do alllll of these problems have to do with your brand?

They are out in the open because Jan talks about them.

Now, I’m not telling you to air out your dirty laundry. I’m telling you to talk about your client’s problems. Talk about their roadblocks, about what’s stopping them from getting what they want. And then, don’t stop talking about their problems.

Because ultimately, the solution to their problem is what you’re selling. Your product is a solution to a pain point, so act and talk about it like it is.

So, What Does This Mean for YOU?

Just as Jan has 99 problems, so does your customer. But your business really only solves one of those problems. So, it’s important to narrow down what your audience is facing into a singular problem – that way you can tell a clear, cohesive story that really hits home.

The problem is what’s stopping them from solving things on their own. And that one problem has three important parts: external, internal, and philosophical.

• External: what is physically stopping them from getting to what they want?
• Internal: how the external problem makes them feel. This is where buying decisions are made. People can have a problem all day long but until they feel something about it, they won’t take action. That’s why speaking to their feelings is incredibly important.
• Philosophical: why is this problem just wrong? Why should it be easier than what they are feeling? What’s the injustice that shouldn’t be happening?

Breaking down one problem into three different parts helps you “drive straight” with your marketing materials, because like I mentioned earlier, it’s so easy to lose sight of the problem and simply talk about what you do.

Here’s an example of what I mean by breaking down one problem:

Problem: My AC is broken in the middle of summer.

• External: My AC is broken, and it’s 105° outside. I don’t know how to fix it.
• Internal: I’m feeling frustrated and heat exhausted. I just want it fixed.
• Philosophical: I shouldn’t have to suffer in a hot house all day. Thankfully, “AC Fixers” can help me.

3 Questions to Find Your Customer’s Problem.

Now, it’s your turn to discover what problem your customer is facing, how it makes them feel, and why it’s just plain wrong that they have to face it in the first place.

What physical problem do you solve? What pain point are you helping your clients avoid?

1. a. What is actually standing in their way? Make it a real, physical thing. TIP: don’t make “lack of knowledge” the problem UNLESS you sell a course that will teach them to gain the knowledge. Tap into the real problem.
2. b. Don’t make your competitors their problem. It villanizes them – and makes you look bad.
3. c. Speak to their real-life problems!

How does that problem make them feel?

1. a. TIP: use actual, real feeling words. Remember: people make buying decisions off of feelings. You can go a long time with a problem, but until it actually impacts the way you feel, you won’t take action. Speak to the feeling they have when they’ve reached the end of their rope with this problem.

What’s the injustice here? Why is it wrong that they feel this way? Why shouldn’t they be experiencing this?

1. a. The philosophical problem should move the story forward. It should reassure your audience that you understand the problem and you KNOW a better way because you have one.
2. b. TIP: A thought starter for this might be “You shouldn’t have to ___.” Or “We think it’s just plain wrong that ____.” Or “There ought to be _____.”

Once you’ve got your answers, you’re ready to pivot your marketing strategy into a compelling story that hits home to your customers and builds trust for them to buy.

The Most Important Talking Point.

Here’s the truth – if you skip the problem, you miss out on the most important talking point: what your customer is actually feeling and the entire reason they are talking to you in the first place. However, when you address the problem they’re facing, not only do they feel heard and understood, but you also invite them into a story where they are the hero, and you’re the guide that helps them solve the problem.

Need some guidance on how to implement the problem into your marketing strategy? Schedule a call with our messaging strategist and see how you can write a brand message that invites your customers into a compelling story. ✨

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Part 2 of the StoryBrand Framework

Let’s be honest, most brands are too quick to make themselves the hero. It’s easy to say “my product/service will solve all of your problems” and act like the “savior” that your customers have been looking for.

But here’s the thing – that’s not how people think. 🚫

People aren't looking for a hero to save them. In their minds, they are the hero of their own story, but oftentimes, they need a guide to help them win the day (aka your brand).

Even if you’ve got a product or service that solves their problem, your customers don’t need you to be the hero for them. They need you to help them become the hero, but how the heck do you communicate that? By getting super clear with the second part of the StoryBrand Framework – the Hero.
‍

Wait a sec. 😅 What’s the StoryBrand Framework?

The StoryBrand Framework is a proven marketing framework built around the 7 elements of story - Identity Transformation, Hero, Problem, Guide, Plan, Success, or Failure. Essentially, it takes your brand’s message and frames it in a story-like format, so that your customers connect deeper with your brand, right from the start (kind of like getting hooked to a show like Superstore).

Where Your Story Starts ~ The Hero.

If you’ve ever watched any kind of TV show or movie, then you know that every single character always starts out weaker than they are by the end. The entire storyline is about the main character going through a transformation – from rags to riches, lonely to loved, lost to found, etc.

Why?

Because we love to see transformation happen. (This is why it’s the first part of the StoryBrand Framework).

So, here’s the deal – your customers want their lives to be transformed. They want to be the hero of their own story with that #MainCharacterEnergy. 🔥

But when someone else comes into their story and plays it up like, “We’ve been in business since the 1980s when my dad…” that business is telling THEIR story, not the story of the hero.

Donald Miller, the CEO and founder of StoryBrand, teaches that a story doesn’t start until a character wants something.

The hero (your customer) wants to be guided to success in whatever problem they’re facing. They want to experience transformation. They want to win the day.

So, once you understand what your hero wants and position your marketing with their wants in mind, then things start to click.

The Hero in Action ~ Amy from Superstore.

Need an example of a hero? Let’s take a look at Amy from Superstore. (SPOILERS!)
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At the beginning of the show, Amy is stuck in the same job that she’s been in for ten years. She’s climbed up to Floor Supervisor, but she didn’t believe that she was capable of anything more.

She’s a teen mom in an unhappy marriage, who believes that “life is as good as it’s going to get.” Aka, she’s a super “weak” main character who is due for an identity transformation.

Now, imagine if Glenn (the store manager) or someone else came into Amy’s life and told her “I can solve all of your problems for you!” Do you think she’d respond? Would you?

Probably not.

Amy wanted to figure things out on her own, so instead of needing a savior, she needed a guide to help her find her way (We’ll dive into part 4 of the framework, the Guide, very soon).

However, by the end of the show, Amy has become the store manager, is headed up to corporate, found real love, and believes that she truly is capable of “more.”

She’s become the hero. She’s won the day. And it all began with her wanting more out of life (even if she wouldn’t admit it).

So, What Does This Mean for YOU?

Just as Amy is a weak character at the beginning of Superstore, your customer is a weak character at the beginning of their own story. They want transformation. They’re looking for a way out of how they’re feeling or help with the problem they’re facing.

As brands, we need to respond to the things that our customers/hero wants. If we don’t, then we’ll never have the opportunity to help them win the day.

Two Questions to Ask About Your Hero.

If the writers of Superstore didn’t define what Amy wanted in the first few episodes, then there would have been no story. The show wouldn’t have been about anything at all. Don’t let this be your marketing efforts.

Reach your hero by asking these two questions:

1. What do your customers want or desire? Pair this down to a single thing and then focus on that. Customer personas are great and all, but what they really want matters most.
2. How does your business help them fulfill this? Remember, this story isn’t about you. It’s about your customer. You’re just there to help them win the day, not save it for them.

Once you’ve got your answers, you’re ready to pivot your marketing strategy into a compelling story that sells.

When They Win, You Do Too.

When you understand that you’re the guide - not the hero - and that you get to help your customer win the day, you win too. Not just because you made a sale, but because you got to help someone transform their life. And personally, what’s better than that?

Need some guidance on how to reach your hero in your marketing strategy? Schedule a call with our messaging strategist and see how you can write a brand message that invites your customers into a compelling story. ✨

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Part 1 of the StoryBrand Framework

Humans love stories. We run on them.

We eat them up like the bacon-wrapped shrimp at your last dinner party. We make assumptions and tell our own stories when things don’t make sense.

We just freaking love stories.

So when we can harness that power to pull people in and apply it to marketing, it’s magic.

How can you make story work for your brand?

In this blog series, we’re going to break down the seven parts of the StoryBrand Framework and give you guidance on how to start using it to supercharge your marketing.

We’ll use some of our favorite TV shows and characters, and give you examples of the framework in action so that you can see it first-hand to make it work for you.
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Everyone loves a good transformation story. From rags to riches, bad to good, weak to strong, lonely to loved, failure to success –  you name it. We ALL love a good transformation.

But what does transformation have to do with your business? Everything.

If you’ve got a product or service that solves someone’s problem, then you’ve got a story to invite your customers into. How do you tell the right story? By starting with the first part of the StoryBrand Framework – Identity Transformation.

Hold Up. ✋ What is the StoryBrand Framework?

The StoryBrand Framework is a proven marketing framework built around the 7 elements of story - Identity Transformation, Hero, Problem, Guide, Plan, Success, or Failure. Essentially, it takes your brand’s message and frames it in a story-like format, so that your customers connect deeper with your brand, right from the start.

Think of it like getting hooked to a movie or TV show, just seconds in (Schitt’s Creek, anyone?). The second your customer goes to your website, hears about your product or service, or sees a post from you on social media, they should get hooked, and the StoryBrand Framework helps that happen.

Okay, now back to the good stuff.

The Essential Piece to Your Brand ~ Identity Transformation.

The first part of the StoryBrand Framework is Identity Transformation - the essential building block that acts as the light at the end of the tunnel for your customer.

• It answers the questions: “where do we take our customers?” and “who do we help our customers become?”
• It’s a filter to tell the right story to the right people who are looking for the kind of transformation you offer.
• It gives you direction on where your customer’s story is headed, and how you help them win the day.

Taking the time to identify the transformation your customers go through after they work with your brand is ESSENTIAL because, if YOU don’t know where you guide them in the end, THEY won’t know why they should work with you in the first place.

Plus, if a character in a story doesn’t transform by the end, we tend to get bored, annoyed, or check out altogether before the second episode has a chance to begin.

Identity Transformation in Action ~ Schitt’s Creek.

Okay, so we know this part of the framework can sound “woo-woo,” like: “what does all that actually mean??” So, we’re going to give you an example of what identity transformation looks like in an actual story. Let’s take a look at Schitt’s Creek — a Felty Co. favorite. 💛

(SPOILERS BELOW, so if you haven’t binged it yet, go watch. We won’t be offended.)

The Rose Family.
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From the very beginning of the show, the Rose family had a clear transformation ahead of them – rags back to riches, OR rags to something entirely new.

They’re a filthy rich family who loses everything after their business partner steals all of their money. The government comes in, takes everything, and leaves them with the one thing that isn’t worth much: a town they own called Schitt’s Creek.

They’re stuck in Schitt’s Creek with empty bank accounts, no home, and all they have left is their ownership of the run-down town… BUT they want to get out of their situation, both financially and physically. So, what do they do? That’s the plot of the entire show.

Now, if you’ve seen the whole series, then you’ll know exactly how they transform in the end. They end up redeeming a dying motel business and growing it into a franchise. They also grow closer as a family, and each of the family members transform in their own significant ways, too.

• Johnny goes from feeling lost, stuck, betrayed, and defeated to confident, compassionate, and running a successful motel business.
• Moira starts out as self-centered, anxious, and hopeless, but by the end becomes maternal, supportive, and finds real connections in places she didn’t expect.
• David feels stuck, lonely, unsupported, anxious, and selfish at the beginning, but by the last episode of the series, he’s in a happy and healthy relationship, running his own successful business, and feels like he finally belongs somewhere.
• Alexis transforms from being self-centered, boy-crazy, and insecure to self-less, strong, running her own PR agency, making friends, and ultimately chooses to let go of the best relationship she’s ever had because their futures didn’t align.

So, What Does This Mean for YOU?

Let’s be real, if all of the characters in Schitt’s Creek stayed the same, no one would have binged the show. Why? It’s not natural to want to stay the same. We desire progression. We want transformation. And when it comes to your customer, they want transformation too.

They don’t want to stay where they are. They want to transform their life, and your brand is the guide to help them along the way.

Donald Miller, the CEO and founder of StoryBrand, teaches that “when you participate in the identity transformation of your customers, you win.” Because when you tell a story that resonates with your customers, you’re more likely to create raving fans of your brand.

How to Uncover Your Customers’ Identity Transformation

So, now that you know what the first part of the StoryBrand Framework is and have seen it in action, it’s time for you to start implementing it into your brand’s message. Here are three places to look to uncover your customer’s identity transformation.

• Review your testimonials. Testimonials are a great way to see how your business is impacting the lives of existing customers. So, take a deep dive into them, but specifically focus on the ones that talk about where they were before they found you, and where they are now because of you.

• Identify what makes you different than your competitors. If you have clear differentiators from other businesses in your industry, then play that into who your audience actually wants to become.
  1. For example, if you do something “faster,” then your identity transformation might be time-related for your customers. If you have better customer service, then your identity transformation might be service-related.

• Evaluate your brand’s values. People don’t just want transformation. They also want to connect with brands and people. So, use your brand values as a part of your customer’s identity transformation.
  1. For example, if your business values organization, then your customer might want that to be a part of who they become - organized. If your business values boldness, and part of your customer’s want is to be bold, include that in their transformation.

Let This Transform 💛

At the end of the day, having an identity transformation defined for your customer not only gives you a roadmap to where you’re taking them, but it also helps invite them into a story where THEY win the day.

But keep in mind, this part of the framework is allowed to transform with your business and your customer base. It’s not set in stone, even if it is the foundation of your brand's story. So, if it needs to change, let it! Come back to it regularly. It’s okay!

Need some guidance on how to utilize your customer’s identity transformation in your marketing? Schedule a call with our messaging strategist and see how you can write a brand message that invites your customers into a compelling story. ✨

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Let’s be real – nailing down your brand’s voice is tough. It’s so much easier to find a business that you love and just *copy* how they sound, especially online. But truth be told, that’s not helping you grow your business or stand out from the crowd. All people start to hear is the teacher from the Peanuts and searching for your brand is about as easy as looking for Waldo (aka, it isn’t).

When you sound just like everyone else, a few things happen:

• Your customers won’t remember you the next time they want to purchase.
• Your audience won’t engage with your content online.
• You’ll fade into the depths of the internet faster than you think you can swim.

But hey, you’re not destined for doom if you’ve got a generic brand voice. All it needs is a little ✨ spice ✨ of personality. How do you find that?

Keep reading for our top tips on how to discover your brand’s personality from the perspective of a story-based marketing marketing framework.

Which one are YOU?

Before we can dive into *discovery mode*, we’ve first got to establish which kind of brand persona you are. When we can step back and evaluate what kind of business owner we’ve been in creating our brand’s voice, we get a clearer picture of how we need to grow.

So, which brand persona are you, when it comes to your business’s brand voice?

• Persona #1 - The Individualist. You write like yourself, but you don’t necessarily sound like your business’s target audience. So, there’s a disconnect. None of your marketing efforts are resonating with your audience. Engagement is low on your social media. And frankly, you’re out of ideas on how to connect.

• Persona #2 - The Copycat. You’ve clung on to the expert in your business’s industry that’s killing it. You make every effort to sound just like them in everything you do. But, just like the Individualist, nothing you’re doing is resonating. It seems like you’re just rolling with the trends, hoping one day you’ll figure it out.

• Persona #3 - The Synergizer. You just don’t know how to add authentic personality to your brand’s voice. So, you use buzzwords like “synergy,” even though you have no idea what it actually means. You hope that the words you’re choosing will stick like homemade pasta on a wall, but you’re just not clicking with your target audience. Nothing you say feels like your business, but you’re at a loss for new words.

• Persona #4 - The Inspiration. You’re resonating with your audience because you’ve got personality. Lightbulbs are going off for your customers, simply because they’re understanding what you offer by the way you’re saying it. Sales are increasing. Engagement is through the roof. You feel like you’re soaring because you’re finally showing up as YOU, and people love it.

Regardless of which “persona” you are, there’s no shame. We’ve been there. We’ve done that. And because we get it, we know that there’s hope in reviving your brand’s voice. As we said, all it needs is a little bit of ✨ spice ✨, and the best way to do that is by discovering your brand’s personality.

What is Brand Personality?

Like a person, your personality is made up of many different things to create a unique you: your experiences, your family, your friends, your traits, and so much more. It’s what makes you, you.

Brand personality is the exact same, only for your business. It’s all of the traits that make up your brand’s identity.

These traits can range from how you want people to feel when they think about your brand to your brand’s look, mission, core values, and core message. All of these things make up WHO your brand is (aka, its personality).

PRO TIP: Show your brand's personality through images!

3 Ways to Discover Your Brand’s Personality

Now that we know which persona you are and what brand personality is, it’s time to figure out how to add that personality into your brand without sounding like everyone else. 👏

1. Poll your audience.

Who are they? What do they like? What do they care about? What celebrities do they follow? What are they reading/watching? Which social media platforms are they using? Building a full picture of your target audience will help you clarify who you’re talking to so that you can build a brand personality based on the things that are important to THEM.

2. Identify your top 3-5 traits.

Out of the information you gathered from your audience, what traits of theirs ring true to you? Identify 3-5 similarities your business holds WITH your target audience and run like the wind with them. Write out an explanation about why this trait is important to you, your business, and your audience. Then, you’ll not only have a personality that’s true to your business, but you’ll also resonate deeper with your target audience (hello, more engagement!).

3. Filter the heck out of your content.

Once you’ve identified your brand’s personality in 3-5 traits, use it as a filter for everything. Does your website header represent the personality you just identified? Are you showing up as that “person” on social media? Is it clear who your brand is in your messaging? If not, adjust where you need and start showing up as the kickass business you are.

Don’t Fall into Pressure. Add that Personality!

At the end of the day, we know it’s so much easier to *copy* the business next to you that’s growing rapidly online. However, they’re not YOU or your business. They don’t offer what you and your business bring to the table. Only you do.

So, don’t fall into the pressure of sounding like everyone else. Add that personality into your business! It’s not only going to help you speak directly to your people, but it’s also going to help you solve your customer’s problem in a more meaningful way.

Need some help with finding your brand’s personality? Schedule a discovery call today with our messaging strategist. ✨

We all know those brands who are killing it with their messaging. They’re resonating with people, creating content that makes an impact, and writing jingles that get stuck in everyone’s head (“nationwide is on your side”). Did you just sing that one in your head? Yeah, us too.

Big brands like Nationwide have figured out the secret to standing out from the crowd –  by adding personality into their copy.

When it comes to marketing your business, the words you use should bring it to life – not drag it down into the depths of the internet. One of the best ways to help your business stand out from the crowd is by adding personality into your copy (AKA, having a super clear brand voice and owning it everywhere you show up).

We’re big fans of learning by example, so we wanted to share how the major players are showing up with personality everywhere online and IRL.

Apple:

Apple has always been known for its creative, confident tone. From their "I'm a Mac" ads to their product launches, everything is presented with the same voice. Short sentences and easy-to-read headers make Apple’s personality stand out in the simplest of ways.

But how they are using their voice on different platforms really is what sets them apart.

When you see one of their ads, like their 911 Apple Watch Ad Series, you clearly know it’s Apple just minutes in.

Looking deeper at the 911 ad from a StoryBrand perspective, we see Apple playing the Guide in such a strong way. And playing the guide here in these real-life moments of customers needing help adds layers upon layers of empathy.

Empathy is a good place to start adding personality into your copy because it's where you can be real. You can be yourself and say "hey look, I know that this problem is big -- but we can solve it together." And you can say it in a way that ONLY YOU (or your brand) would.

By framing themselves as the Guide, Apple has identified a clear brand voice and has chosen to own it everywhere they show up. They add personality into their copy by humanizing their products through empathy, keeping sentences short, and communicating in a clean, confident, simple way – kinda like their products.
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Disneyland:

Disneyland is one of those brands that does a fantastic job at adding personality into everything they do, not just copy. From the way they designed the park to be an entire experience - from smells, characters, food, etc. – down to calling their employees cast members, Disneyland is one of those brands that really takes personality to the next level. Even their Instagram sparks a little bit of magic with every post.

One thing that’s evident in Disneyland’s copy is just how deeply they care about their guest experience. It’s clearly a conviction for them, as it shines through in the content they create and the words they write.

From a story perspective, Disneyland injects personality by using aspirational identity: you want to be a kid again. You want to experience something magical. You want your life to feel like a dreamy adventure! And at Disneyland, they make that possible from the marketing to the actual guest experience.

Disneyland not only adds their unique magical personality into their copy, but into their entire guest experience as well. As soon as you encounter a Disneyland ad, you know it.

Tushy:

Tushy is a brand that sells a bidet attachment for your toilet. Doesn’t sound like the most interesting thing to market, right? Well, Tushy is one of our favorite brands because of how they play off of bathroom humor to make something as uncomfortable as a bidet approachable to customers.

By adding personality into their copy through humor, Tushy plays into the fact that bidets are awkward and that people feel that way, and it’s just so stinkin’ good.

From a Storybrand perspective, Tushy leans into the problem to pull out their personality. And since the problem is that everybody poops, things can start to feel real awkward, real fast. Luckily, Tushy knows that and uses it to their advantage. By breaking the ice with bathroom humor and loads of posterior puns, it makes the entire experience more enjoyable -- purchasing a Tushy AND using it.

The best part about Tushy’s copy is that through their hilarious personality, they make jokes out of something no one would talk about before, which humanizes the entire experience.
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You don’t have to be a big brand to reach a big audience.

At the end of the day, brands like Apple, Disneyland, and Tushy are reaching a big audience because of their distinct personalities, but that doesn’t mean your business can’t get in on the fun too.

If you feel like your business is fading into the depths of the internet, not reaching an audience, and sounding like everyone else… know that it's okay. It’s hard to do all the marketing from the inside, so getting some outside perspective can help.

If you’d like to figure out ways that you can add personality into your business’s copy, schedule a call with our copywriter and we’ll get you reaching your ideal audience in no time.

It's no secret that showing up online is HARD. The constantly-changing trends. Figuring out what to post or say. Doing so every 2-3 days... it's exhausting work, especially when you've got your own business to run, family to feed, and better things to do. Right?

The idea of showing up online already feels like a weight on the shoulders... but showing up as yourself? No thanks. Forget it. Figuring out how to do that will only take longer.

What if we told you that showing up as yourself online could be simple?

You don't need an elaborate social media plan, with professional photography and rebranding to start being yourself online. You might not even need new messaging. You just need some guidance, and with these four quick tips, you'll be back over on Instagram in no time.
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How to Show Up As Yourself Online
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1. Share images of yourself or your business, not stock photos.

Okay, this one might seem obvious but we're serious about this - don't use stock photos! People love to see what other people are doing online, so share more images of you or your smiling customers interacting with your product. When you do this, your business will seem more genuine, human, and real to your audience.

If you want to share more images of yourself or your business but don't have professional photos, that's okay! Grab your phone and start capturing what you can.

You don't need a fancy camera, professional photographer, studio, or special lighting to get more photos. Use what you've got and go with it, even if it feels silly or "small-scale." At the end of the day, it doesn't matter HOW you got the content, but that you're showing up as yourself online.

(P.S. Don't believe you can take photos with your phone and still look great online? We'll let you in on a little secret - all of Felty Co.'s images have been taken on an iPhone!)
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2. Create content you enjoy, even if it's not trending.

One of the best ways to be yourself is to share the kind of content YOU enjoy, not what's trending. We've all been down the TikTok rabbit hole, and we've all seen the different social media trends as they come and go... but just because something's trending doesn't mean you need to create it. If the trend doesn't feel like you or your business, keep scrolling. There's no use in creating something that you don't enjoy.

So, what do you enjoy creating or seeing when it comes to social media? Do you like Instagram stories, polls, or photo posts? Maybe you love reels and TikToks? Great! Whatever it is that you enjoy, create more of that. Not only will your business end up shining through, but you'll have a much easier time showing up online.
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3. Don't dance to reels if you don't want to dance!

This one goes in hand with the last tip, but it's so true - if you don't want to dance in your next reel, don't dance! Do what makes you feel like YOU.

We know there's a lot of pressure around reels, TikToks, and videos. IG Gurus dance in their reels with their trending sounds, telling you what you should be doing next to get the most engagement. Now, there's nothing wrong with their advice. Oftentimes, it's pretty helpful when navigating the algorithm. But, if you don't want to dance, film a video, or teach on IGTV, then don't. Create what you want to create and what feels most like your business. People won't get to know the real you or your business if you're not staying true to yourself.
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4. Clearly define your brand voice, and own it!

Your brand voice should carry through everything you do. Just like you wouldn't use a different logo for each platform, you wouldn't use a completely different voice on each platform, either. You want a consistent voice throughout every space where your business shows up.

A brand voice is the tone, style, and personality that comes through in all aspects of your company. It's not only what you say, but how you say it. Your brand voice should reflect who you are, what you stand for, and what makes you different from competitors.

A quick way to nail down how your brand voice should sound is by asking:

• If your brand was a celebrity, who would it be? What would they say when talking about my brand?
• What are your core values? These act as a filter for everything you say (and create).
• Describe your brand as ____ but not ____. (i.e., sarcastic but not rude, empathetic but not incompetent, funny but not silly, etc.)  This helps give boundaries to what your brand says, and what it doesn't.
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The World Needs What You've Got.

When it comes to showing up as yourself online, we know that it's not as easy as it sounds. Four simple tips don't create a strategy for you, clear your calendar, or erase the fear. But, we do hope that these tips ease your mind when you think about what to post next. We hope that they take some of the pressure off, because the world needs what you have to offer.

If you're still feeling overwhelmed by social media and want some help, check out our newest service, Steady Social - where we'll get you started with a bullet-proof social strategy right off the bat. Within a month, you'll have 150 posts scheduled and ready to go for the entire year! 👏

Stop stressing about your social media. Instead, be present with your business – focusing more of your time on the things you do best!

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