Paralegal and financial pro turned copywriter bringing boring topics to life, serving as the Resident Writing Expert for realtors, attorneys, and financial pros. Check out my emails below and enter your email address to get my freebie, "5 Ways to Make Your Copy UN-Boring"
The outcome nobody expected
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Hi Reader, Years ago, an insurance agency that offered both personal and commercial insurance hired me to write a client newsletter. The goal was simple. They wanted to stay in touch throughout the year so clients didn't feel like the only time they heard from their insurance agent was when it was time to renew a policy. That made perfect sense. We didn't spend much time reminding people that accidents happen or that they should review their policies. Instead, we showed what good insurance looked like in real life: businesses that kept moving after a loss, families whose claims went smoothly because someone was there to advocate for them, and the quiet relief that comes from knowing you're protected before you need to make the call. The newsletter did exactly what they hoped it would do. It kept the relationship warm. Then something unexpected happened. Clients who had commercial insurance started asking about homeowners and auto policies. Clients with personal insurance began reaching out about coverage for their businesses. It had never occurred to them to ask because we'd never given them a reason to think about the agency that way. I've thought about that project often over the years because I think it happens in more businesses than we realize. The people who already know and trust you usually know the part of your business they needed when they met you. They don't automatically know how your work has evolved or what else you've become known for. Unless you give them a reason to see you differently, they'll keep carrying the same story. That's one of the reasons I care so much about voice clarity. Sometimes the opportunity isn't finding new clients. Sometimes it's helping the people who already trust you see the full picture of the business you've already built. If you'd like to explore that idea on your own, the Voice Clarity Workbook is a great place to start. If you'd like a little more context about how I approach this work, you'll find it on my Make It Easy to Refer You page. And if you're ready to talk through the story people are carrying about your business—and the one you'd rather they carry instead—hit reply or book a Clarity Call. Let's find your sentence. Best, |
Judi 411 | Judi Harrington
Paralegal and financial pro turned copywriter bringing boring topics to life, serving as the Resident Writing Expert for realtors, attorneys, and financial pros. Check out my emails below and enter your email address to get my freebie, "5 Ways to Make Your Copy UN-Boring"
Dear Reader, Ask someone to describe their brand voice, and there’s a pretty good chance you’ll hear some combination of: Warm. Professional. Approachable. Well, sure. You’re surely not going to say you want to sound cold, unapproachable, and meaner than bull briar. Those words tell me how you want people to experience you. They don’t tell me what it sounds like to be in a room with you. That’s what I’m listening for. The phrase you keep coming back to. The story you tell when you’re trying...
Hi Reader, One of the challenges of running a business for a long time is that you stop noticing things. The language you use every day feels ordinary because you've been saying it for years. The problems you solve seem obvious because you've solved them hundreds of times. The questions clients ask over and over again begin to feel so familiar that it's hard to imagine someone not understanding the answer. I've come to think of that as living inside the bottle. You can't read the label from...
Dear Reader, I have a homework assignment for you. The next time you're talking with someone who knows you well—a client, a colleague, a referral partner, or a friend—ask them one question. "If someone asked what I do, what would you tell them?" Then resist the urge to interrupt. Don't clarify. Don't explain what you meant. Just listen. Their answer will tell you something interesting. Sometimes they'll describe your business exactly the way you'd hoped. More often than not, they'll reach for...