Mother Nature, you've wowed me again.
21.07.2025 16:13
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Mother Nature, you've wowed me again.
Sigh. They still deserve those tomatoes because they only cared about part of the story.
🍅🍅🍅 To your former manager. Curious to know what they thought was worthwhile instead of actually listening to customers.
This especially applies to creatives who have lost/are losing business because of AI. Remember that there are clients out there who still value (and will pay for!) authenticity and critical thinking in the work that we do.
Still getting the hang of dog petting etiquette in Germany.
My neighbor probably thinks I'm insane now with how much I was gushing over his adorable puppy.
Congrats! It's also cool that you had BB there to support you on your journey.
Why do your customers do what they do?
Well, you can guess.
Or you can talk to them and do the research to understand their thinking and see all of those moments, big and small, that led them to you.
Just in case anyone needs to hear this today.
When you face a fear once, you can face it again and again.
Don't wait for the perfect time, place, or situation to do the thing.
Everyone needs a good venting session every once in a while, even during a customer or client interview.
Most of the time, it leads to nuggets I can use in the client's future messaging. So, no complaints here.
When I do copy audits, I provide written and video suggestions so clients understand the rationale behind the recommendations. Then, we have a live debrief so they can ask questions.
A lot of times, this leads to "aha" moments happen because we're working through their thoughts in real-time.
So, what are copy audits, and why do they matter in business?
In a nutshell, audits evaluate existing text (e.g., headlines, body copy, CTAs, etc.) in a marketing piece (e.g., websites, landing pages, etc).
It finds the holes stopping people from taking the next step and helps plug them up.
Just finished watching season 1 of Arcane. Wow, I've been missing out!
That fight between Powder/Jinx and Ekko was *chef's kiss* visually.
Definitely. Highlighting those negatives doesn't equal weakness. It shows humanity. No one and nothing is perfect. Plus, a lot of buyers find it refreshing when companies can take a balanced stance on their products.
It's wild how so many companies are trying to shove AI down people's throats without showing how it actually improves their lives.
Yep. My mom is all about YouTube. I think she's on her way to becoming a master chef because of it.
It's normal to want to put a positive spin on how you talk about your products and avoid highlighting any negatives.
But this can lead to messaging that doesn't feel authentic, and too safe.
Remember, it's okay to repel the wrong buyers to attract the right ones.
It's also fine to talk about who you serve and who you don't. What your product does and what it doesn't do.
You can do it without tearing down or taking away from your brand.
And you can also do it without alienating the people you're trying to reach.
"Can you explain how [self-focused thing they said] relates to your customer?" tends to act as a reset button on that line of thought, so they're centering the buyer instead of themselves.
Yeah, it's a problem I've seen a few times where founders/owners want to take up more space in the buyer's story than the buyer themselves. When I interview founders, and this happens, I ask questions to get them to think more critically about how what they said relates back to their customers.
Definitely, and doing this type of introspection involves a level of self-awareness that, for some, can be difficult to tap into. Once you do, though, you can spot those red flags from a mile away.
So, you're right. Knowledge (about yourself) is power.
Periodically auditing your sales and marketing copy is going to help you do two things:
1) Catch any brand inconsistencies. (You'd be surprised at how easily it can happen!)
2) Highlight issues with your messaging. (e.g., Does it encourage an ongoing conversation/relationship? If not, why?)
100% Arman. It's unfortunate that so many businesses miss this.
Much like a romantic relationship, the more you take customers for granted, the more likely they are to end up resenting you.
And once resentment sets in, the relationship is kaput.
So, how do you prevent this from happening? Talking to them and listening to what they say without judgment.
So, we've decided to watch all of the Friday the 13th films again, because why not?
We're 3 movies in, and I forgot that the 2nd and 3rd films use recaps as fillers to explain the complex story of a death elemental with a bloodlust for (mostly) horny teens.
Silence makes some people feel uncomfortable.
But I use it when interviewing clients and their customers to help them work through the questions I ask.
It's wild (in a good way) the information you can get about people's experiences when you just let the silence hang there.
As a Friday palette cleanser, here's a word from Shatner.
After seeing this, maybe you'll also wonder if this mountain might need to file a restraining order against him. ⛰️👀
Sneaky. Sneaky. It's not just with email. This is happening with some apps, too, where they're deemphasizing certain actions like "send" or "okay." At first, I thought it was just bad design for one app, but it seems to be spreading.
Obligatory intro post. :)
- I'm Teni, and I live in Hamburg, DE 🇩🇪🇺🇸
- I work as a messaging strategist and copywriter
- I created a quiz for biz owners to see what their messaging foundation is (ivlv.me/W4hi8)
- Oh, and I love good/bad movies, autobiographies, and quality spices 🥣