About Abby

Abby Wilson is a D.C. based business copywriter, web designer, and developer. 

She started Tailor Framed because of her frustration with many B2B business websites currently online that lacked a clear strategy to increase conversions.

She was first introduced to coding in college. With her research background, she decided to combine her experience with problem-solving and her knowledge of how to build and design websites to generate solutions for business problems. 

What are the biggest marketing mistakes you see?

• Businesses aren’t investing in copywriting.
• If your copy could be on a competitor’s website, it isn’t good. It should uniquely apply to your business.
• Your copy should be a major part of your brand. 
• There needs to be a clear path to purchase that includes macro and micro conversions. There should be major call-to-actions, but also smaller ones to get them in the door. 

Where should I start? What's the biggest bang for my buck?

• Figure out your brand!
• Who are you as a company?
• Who are your customers? Create customer profiles.
• What does the buyer journey look like? 
• Once you have this, then you can start working on the design and copy of your site. 

What does your copywriting process look like?

• First focus on the brand — Create a brand messaging framework. Create customer profiles. Discuss your brand voice and primary message. Make sure your message is clear and addresses a core desire of your customer.
• Talk to your customers! Conduct interviews or send out surveys. Use your customer’s words in your copy. Talk like they talk.
• “Copy is not written. Copy is assembled.”

The role of podcasts in marketing

• Podcast listeners are super loyal. It’s a great way to build brand loyalty and a voice.
• The longer your podcast goes the larger your fan base will build.
• Podcasts can be a great lead generation tool. Interview your ideal client and build relationships with potential customers. 

Creating trust through copy

• Once again, interview your customers and weave their words into your copy. If you sound like them, they’ll trust you more. 
• Social proof helps create trust: Use testimonials, case studies, logos of companies you’ve worked with, and numbers and statistics, any way you can prove results. 

Creating relationships online

• When you connect with someone on social media, have real genuine conversations that don’t involve selling. 
• Find people that can help you with specific problems and create a network within a network.
• Have a clear brand strategy and stay consistent to your brand. Your customers will trust you more as they see the consistency of your brand. 
• You need people to “join” your brand. 

What is the current state of the copywriting industry?

• There is a lot of the demand especially as content marketing becomes more important. 
• There are many subspecialties in the copywriting industry too. 
• Copywriters that charge per word are positioning themselves as a commodity. It’s a race to the bottom on pricing. Instead, position yourself as someone that understands brand strategy and can achieve concrete results. 

What should you look for in a copywriter?

• Definitely look at their portfolio.
• Get to know their process.
• Ask them what kind of research they do before they write.
• Ask them how they can incorporate your current brand strategy or help you develop a better brand strategy.
• Ask them: what is the goal of the copy?
• Have a clear vision going into the process so that you can give the copywriter a clear direction.

Would you change anything about your journey?

• No. Every part of my journey has happened for a reason. Both the good and bad. 

Follow Abby:

• Tailor Framed: Turn Your Website Into a Sales Machine
• LinkedIn

Follow Jacob

• LinkedIn

Follow JMH Media:

• JMH Media: Building Brand Loyalty and Trust
• LinkedIn
• Facebook
• Instagram

Listen & Subscribe

• Apple Podcasts
• Google Podcasts
• Spotify
• YouTube
• Podchaser
• Overcast
• Amazon Music

We’d love to hear from you!

Have some feedback about the show? Feel free to reach out to us at [email protected] You can also rate us in Apple Podcasts or your favorite app to help more people discover the show!