I had so much fun create these branded images for Janine, keep on scrolling because Janine has 7 quick writing tips to transform your copy!

Today you are all going to meet one of my favourite people, Janine Duff!

I met Janine way back when we were first starting off in our businesses and took B-School together. I can’t express what a joy it’s been to watch her business grow along side mine. Janine is without a doubt one of my most talented women I’ve ever had the pleasure of knowing. She sprinkles the special on ALL my copy and my business would not be where it is today without her!

I first photographed Janine back in 2012 so her website imagery was due for an upgrade that reflected not where her brand had been but where it was going. I wanted to create something that would take her website up a notch and that truly represented her brand. When we were in the planning process (my favourite) I encouraged Janine to create a board for her ‘office’ scene of all her favourite things. I love personalizing my clients photoshoots this way because it makes the space feel like their own. I love that we found a vintage typewriter from a local rental shop. The perfect little prop that made a huge difference in the final product!

I had so much fun create these branded images for Janine, keep on scrolling because Janine has 7 quick writing tips to transform your copy!

Her gorgeous branding was created by the talented Ashely of Ashley & Malone

7 Quick Writing Tips for Web Copy that Connects, Converts & Cha-Chings

1. Focus on benefits (the value of what you’re offering) vs. features (what someone actually gets).

For example, if you’re a photographer for women entrepreneurs, a feature of one of your packages might be a 60-minute style and wardrobe consultation. The benefit? You help your clients put together branded outfits that’ll help them end the “what do I wear?!” debate and make them feel wildly confident when the camera comes out. Always try to keep the spotlight on the results and transformation you provide.

2. Write conversationally, like you’re chilling with a bestie.

You don’t want your writing to sound like a high school essay. Use contractions to write like you talk (ex. “I’m” instead of “I am”). And don’t worry about sounding smart, using expert-speak or being grammatically correct all the time. Feel free to use slang and sentence fragments. They make us more relatable and help us speak to our reader instead of over them.

3. Keep the focus on your reader.

Avoid talking about yourself too much. Always be asking: “How can I relate this back to my reader?” Make sure that the word “you” appears in your copy WAY more than the words “I” or “we”.

how adorable is she?! I love her.
4. Add a pop of personality.

Your voice is a signature swirl of your interests, personality and values. When you mix these self-expressive elements into your writing, you can stand out in an otherwise crowded industry. Let’s say you’re a business coach who is obsessed with coffee. You could offer people “freshly brewed” business training when they sign up for your mailing list. If you’re into fashion, you might talk about your clients learning how to “accessorize” their business with a winning social media strategy or “strutting” their services with more confidence after working with you. If you love Beyonce’s song “Run the World”, you might find ways to integrate phrases like get on your grind, I cut my check, accept my shine, get back to business.

5. Always include a call to action.

Make it clear what action you want your reader to take. Whether that’s booking a consult with you directly through your online scheduler, signing up for your mailing list or buying your product, tell them what you want them to do next. Your reader is looking to your for direction and guidance.

6. Drop a “so bomb”.

This is the easiest way to dig to the deeper benefits of what you’re offering. For example, if you’re a mobile bridal makeup team, you could write: We come to you, so you and your bridesmaids can avoided the stress of crowded salons, sit back and relax in the comfort of your own home, and let us make you feel like a total celebrity before you say “I do”.

7. Details are QUEEN.

The more specific your writing, the more memorable it’ll be. For example, instead of dropping a generic phrase like “Does your writing sound boring?”, I chose to write “Does your writing sound drier than a British sitcom?” If you’re a wedding photographer, instead of writing “I capture your family’s most meaningful moments”, you could write “I’ll capture cheeks pressed against one another in hugs and laughter that flows freer than the bubbly”. If you want to de-snooze your writing, get more visual and descriptive.


is a Word Slinger who has helped over 200 women coaches and creatives speak their customer’s language in a voice that’s unmistakably theirs, so they can bump hearts with their people, sell without sleaze, and become more influential and profitable doing what they love. When she’s not Peggy Olson-ing it up at her keyboard, you can find her perfecting pancake recipes, getting lost in historical fiction, or hiking with her pooch. To get her FREE top 5 easy-to-customize About page hooks that turn browsers into buyers and learn more, hopskotch here: www.janineduff.com


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  • Janine Duff says:

    AW, YAY! Thank you for this amazing feature, girl. Your photos make my brand "pop" with personality and have helped me attract so many amazing women to work with. I adore you and your work and can't wait to keep growing alongside you. <3 xxo

  • Jenn says:

    I love this, thanks so much for sharing! I'm always looking for tips on how to write better copy on my blog 😮

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