(I'm assuming you know all too well what it feels like to agonize over what's relevant, what's not, and what the frick to say on your site, or you prob wouldn't be here right now.)
Sorry to be so blunt, but someone had to say it... no one wants to read a collection of stuffy surface-level paragraphs or a boring run-down of your resume. They want to know what makes you YOU, so they can determine whether or not you’d be a good match for a potential creative collaboration.
Your About page is where you can truly let your readers in, because it’s where you lay the foundation for the soon-to-be love story between you and your future clients or customers.
And because I'd never draft an 'About' page that begins with professional credentials—that's like sitting down at the bar and listing out all of your accomplishments on a first date—we're gonna start with some personal stuff.
I'm a chocolate addict with zero intent on seeking recovery, an extrovert who never learned *not* to talk to strangers, & an absolute hoe for italics.
I'm also a toddler mom, an aspiring Cape Cod summer resident with a penchant for Elin Hilderbrand novels, and the friend that sends 12-minute audio message monologues multiple times in a row without waiting for a reply.
My journal pages are full of audacious goals, my Notes app is full of half-written newsletters and copy concepts, my TikTok feed is full of the Savannah Bananas and cowboys (thank you, God), and my head is perpetually full of the freaking Mickey Mouse Clubhouse theme song because, like I said, toddler mom.
I love anything recommended by Reese Witherspoon, I watch MasterClass like it's a TV show, I've decided that playing tennis is not just my hobby but my primary personality trait, and I'm the type of person that approaches strangers struggling to get the perfect selfie to offer to take the picture for them.
Does that feel like enough personal information for now? Perf—let's move on.
I graduated with a degree in basically everything but Marketing—scroll to "U" in the Glossary for details—and somehow have managed to work in more industries than most, with experience in the legal field, retail, banking, secondary education, wedding planning, and hospitality. The one thing all of my roles have had in common was (you guessed it!) copy and content writing.
My writing experience dates back to basically forever ago, with my first piece being an exceptional literary creation: the tragic story of how a toaster and a landline phone fell in love, but were destined to a life apart due to the permanence of their places in the kitchen. (Don't worry - it had a happy ending: an earthquake caused the phone to fall off the wall and romantically skid across the floor over to the toaster.)
If you don't consider the Great Kitchen Appliance Romance to be a testament to my vast writing talents, well... I guess I don't blame you. But my mom thought it was a good story, and that's all I need. Allow me the chance to give you a bit more supporting information, though, would ya?
a linkedin-esque moment
I probably should have led with this, huh? Oh, well—better late than never. Let me set the scene for you.
You have a wicked awesome offering that you're so excited to tell the world about. Buuuut you have no idea where to start. Like, at all.
You're pretty sure you know who your target audience is, but you don't really know how to get their attention. And you've just remembered that you hate writing about yourself as much as you hate folding the laundry.
...which is why "write website copy" and "fix About page" and "set up email welcome sequence" and "launch online course" have all been sitting on your to-do list for as long as your clean laundry has been sitting in your dryer.
(Confession: as I'm writing this, my own clean laundry has been sitting in my dryer for three days. It will continue to sit there for at least one more. Maybe two, depending on how long it takes me to finish my website copy.)
Now, while I can't motivate you to cross your chores off of that list, I *can* ensure you that handing over those other tasks to me is the best possible plan if you want them to actually a) get DONE, and b) get done RIGHT.
And, to be clear, by "right" I mean backed by strategy, research, and extensive knowledge of copywriting, marketing, and, ultimately, how to inspire your audience to take your desired action & click, buy, subscribe, or sign up.
GOOD FOR THE PLOT
Naming your business has to be one of the most ridiculously nerve-wracking, overwhelming, I-really-can't-F-this-up decisions ever. That choice becomes everything to you: from your site's URL to your brand's complete identity.
So, naturally, I did what I always do—made a split-second decision, in the middle of a casual conversation, and ran with it. My best decisions always happen like this.
(Others decisions include: moving to Quebec without knowing how to hold a conversation in French, getting all of my tattoos, becoming a copywriter in general... you get the point.)
THE BTS OF BTL
Several summers ago, I was sitting on Cold Storage Beach (horrible name, great place) with my two best friends, chatting about what all nostalgic millennials chat about: the good ole college days.
The specific topic of the convo was college majors, and how many I had (3.5), and how none of them are relevant to my decision to become a freelance marketer.
turn the page
"I know," I laughed, shifting in my practically-falling-apart beach chair. "I literally spent tens of thousands of dollars to learn how to read between the lines," I said, referencing my formal education in Philosophy.
Then it hit me.
Between The Lines. That's good.
turn the page
"Hold up," I continued. "That's a good business name." Hannah and Jayme nodded in agreement, giving me all the validation I needed, and I bought the domain right there in the sand with the last 10% of my phone battery.
The rest is history.
read it again
(But I'm also down to write a kick-ass sales page, help you have the most successful online course launch ever, build your email marketing operation from the ground up in just four days flat, or mentor you as you navigate the tricky task of managing freelance life without burning out.)
I believe that we're never done learning. No matter how "expert-level" you may be, how experienced you are, or how much praise you receive for your work, you should always continue learning. Both making time for continuing my own education in the marketing field and making accessible educational resources for my community are important elements of keeping my business true to its roots (like the self-taught queen I am.
Approaching my client relationships with empathy is exponentially important to me as a business owner, because no one can control what happens in their day-to-day life, as much as they may try. (Worldwide Pandemilovato, anyone?) And, to be completely honest, I'm just one sick toddler away from a shifted deadline, so I always make sure I give my clients the same respect, flexibility, and courtesy that I believe we all deserve.
In my mind, every single project is an opportunity to strive for excellence. No matter how big or small my copy project is, I treat it like it's going to make or break my portfolio—because that's the level of dedication, effort, and expertise you deserve when you're spending thousands of dollars on a professional copywriting service. You're paying top-dollar money, so I do my absolute best to ensure you get top-dollar results.
Audio messages. My preferred method of communication. They’re usually as long as a podcast episode, because I somehow always have a lot to say. See “L” for details.
Bean water. Some people may refer to this beverage as “coffee.” Either way, I don’t drink it, and I don't think I ever will. I don't even like coffee-flavored ice cream.
Coastal Grandmother. How I describe my wardrobe, my home decor style, my idea of how to spend a peaceful afternoon, and my dreams for my future.
Dream client. Anyone who is nice to me, values great copywriting, and can afford it. Or, at least, that's what I jokingly say when asked who my favorite people to work with are. ;)
Excessive. The size of my vintage ad collection, the amount of knowledge I have about useless topics, and the number of times I've listened to the Stick Season album.
Five in the morning. The time my Hatch alarm clock begins glowing with its purple sunrise light, because there's no better time of day than the hours between five and eight in the morning.
High school. The stage of life where I began to dream about being an important person with a home office who spent hours on hours typing at their glamorous desktop computer. (It's slightly less glamorous than I imagined, but a whole lot cooler.)
Iguanodon. My favorite dinosaur, in case you also have a 3-year-old who is obsessed with the scientific names of dinosaurs, who may be curious about my choice. (And if they ask, my second favorite is the Brachiosaurus.)
Just one more minute. The lie I tell myself while scrolling on TikTok as I click 'ignore time limit' for probably the third time in a row.
Go away, Scrooge. My response to "ya can't listen to Christmas music, it's November 1."
Kick in the ass. That thing I need in order to get my butt back on my Peloton after choosing the couch instead too many days in a row.
My pleasure. What I say when someone asks me to turn on my pop punk playlist.
No way. What I say when someone asks me to turn off my pop punk playlist.
Open Book. A nicer, less problematic synonym for "Over Sharer," which is what I actually am, to a fault.
Long-winded. Some people are “long story short” people, some people are “long story long” people. I know you already know which one I am. (Don’t worry, though—when it comes to copywriting, I specialize in the direct and the succinct. Professional Me is great at that. Personal Me? Yeah…both her friends & her own mother secretly will her to shut up and get to the point whenever she tells a story.)
Personality tests. I try to be into them, but often forget they exist until someone asks me my results. So, if you’re the type of person who asks: I’m an Enneagram 3w2, and an ENTJ-T on the Myers Briggs.
Questions. The best way to get what you want. If you don’t ask, the answer is always ‘no.’ I’m a very shoot-your-shot type of person. That’s how I ended up here, writing for you. (BTL started with a couple successful cold emails, because #extrovert.)
Rats’ nest. What my hair looks like most of the time. Especially when I talk on my Instagram stories. (Several people have told me that they literally hired me because of my bad hair days. Something about authenticity I suppose. Honestly, not mad about it.)
Star signs. That thing I wish I knew more about. However, what I do know is that both my sun and moon are in Capricorn, and I'm a Virgo rising, which... makes perfect sense.
Twenty-four. The number of characters in my computer password, because I'm dramatic.
University of Hartford. Where I graduated magna cum laude with 3 Bachelor’s Degrees in Political Science, Sociology, and Criminal Justice and 2 minors in Philosophy and Paralegal Studies—officially making me the biggest nerd ever.
Very disappointing. My dad's response to "how do you feel about Sara having so many tattoos?" (Sorry, Dad. 23 and counting.)
Woo. The nickname of my son, who often makes appearances on my social media, because I’m not above using my child for cuteness-related engagement.
X out. What people will do when your website sucks. Luckily for you, I specialize in websites that don’t. (Click here to inquire about collaborating on your next copy project!)
Your inbox. The place we can (virtually) hang out every Tuesday, if you subscribe to my weekly newsletter. If you like marketing tips and book recs, you'll love the Tuesday TOC.
Zero. The amount of times I regretted putting this much personal information on the Internet.
I feel that—I'm a podcast girlie myself, especially when I'm trying to get into the work mindset on my way home from daycare drop-off. Check out this roundup of all of my podcast interviews about copywriting below!
BROWSE 'EM ALL
Imperfect Action hosted by Steph Taylor
Full of Joy hosted by Franceska Boerman
Duo On Air hosted by Duo Collective
Small Biz Ahead hosted by The Hartford
- ALETHEA TYLER, COPYWRITER
"It is the ultimate comfort to be able to message you and be like: 'how the hell do I navigate this/write this/do this?' Thanks to you, I've accomplished so much more than I thought I'd be able to, and I've gotten way more clear on how to run my business. (And I feel about a bajillion times more certain that I can actually be successful and make a living doing it.)"
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Specifically: how I can help you write it, market it, and use it to build better, more meaningful connections with your ideal clients and customers.
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