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"
Your voice is a business asset
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Hi Reader, Most professional copy sounds like it survived a committee and lost its will to live. Safe writing is forgettable writing—and forgettable writing is expensive. A few ways to surface voice without going off the rails: Choose verbs that move. “Provide” does nothing. “Build, cut, deliver, earn” do the work. Say the sharp thing cleanly. One crisp line beats four polite paragraphs. Keep the reader in the room. “You” outperforms “our clients.” Always. Leave a fingerprint. A phrase you’re known for is a brand asset. Use it. Voice isn’t a vibe. It’s a system you can document and repeat. It’s also why agencies like Alchemy Three bring me in when the message needs to sound like a real human and still hold up strategically. If you want a voice guide you can hand to your team—and copy that actually sounds like you—I do this every day. Work with me: judi411.com Best, P.S. By now, you’ve probably noticed a theme. I’m working on brevity. My emails will be short, sweet, and to the point. I’m already tall, a tad salty, and occasionally verbose. Two out of three I can’t fix, so I’m focusing on the third. |
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"
Hi Reader, A recent client came to me with a familiar line: “My website doesn’t sound like me—and it isn’t converting.” The copy had been stitched together from templates and AI drafts. Efficient? Sure. Effective? No. What we did: Interview, not intake. I asked for stories, not bullet points. Positioning first. Who they are for—and who they aren’t. Voice map. Phrases they actually say, verbs with teeth, zero filler. Page surgery. Clear headlines, scannable proof, concrete offers. Results:...
Hi Reader, Maybe you thought I was being quiet. But no. We just had an operational hiccup — or as we prefer to call it over here at Judi 411 Enterprises… a plot twist. And we love us some of those. Three emails (Feb 3, 10, and 12) didn’t go out. But since we ain’t saving lives over here, this too shall pass. And instead of backtracking, we move forward — strategically. The one email I most wanted you to see was this: I’m now officially listed as a content writer with Alchemy Three Marketing...
Hi Reader, Here we are — the end of January. If 2025 was the Year of the Snake, I think I shed at least six layers: old habits, old goals, a business plan that didn’t make it past Groundhog Day. Now that the dust (and scales) have settled, what’s left is something real. Something human. I’ve spent the past year helping business owners rewrite copy that looked fine on the surface but didn’t feel like them. And if I’ve learned anything, it’s this: people don’t connect with polish. They connect...