If your brand were a movie, what would it be and why?
"It's a mix between Blade Runner and The Summer I Turned Pretty"
At film school, we used "tonal comps" for pretty much everything.
Because tone is hard to pin down, but so essential to understand when you're reading someone's script. What if someone's writing a tongue-in-cheek comedy but you take it dead seriously on the page? Did the writer accomplish what they set out to do? Um, no. Because the tone needs to come across.
In the wellness space, lead with your customer's dream state
When I first started copywriting, I had a lot of resistance to the idea of probing people's pain points. PAS (problem agitation solution) is a copywriting framework that works incredibly well in most copy mediums. But I had a problem with agitating the problem.
Which is part of why I immediately fell in love with writing quizzes.
Roughly 60% of women stop breastfeeding earlier than they intend to. Here's how I kept going.
When I was pregnant, I thought breastfeeding would be the most intuitive thing imaginable. My body would just know what to do, right? I always thought (seeing women breastfeed) it would be so beautiful and natural. I couldn't wait for that experience. But I had to wait a lot longer than I imagined when I was starting out.
In some ways, getting into nursing was just as hard for me as labor. Moving out resistance and into the flow. Plus, it hurt!
What kept me going when the going got excruciatingly uncomfortable?
