Lacy Boggs joins Kira and Rob to talk about creating a distinctive brand voice for her own business as well as her clients, what kinds of projects she takes on (and how she prices them), the impact creating courses and other content has had on her business and the advice she would give to just-starting-out Lacy about copywriting and building a business. Lacy is an expert content creator. This episode is jammed full of great advice and helpful tips that other writers should pay close attention to.

Click the play button below, or scroll down for a full transcript.

The people and stuff we mentioned on the show:

Sponsor: AirStory

Sarah Ancalmo

Tara Gentile

Beth Hayden

Sally Hogshead and How to Fascinate

Lacy’s About Page

Lacy’s Website

Lacy's Facebook page

Lacy’s Library

Kira’s website

Rob’s website

The Copywriter Club Facebook Group

Intro: Content (for now)

Outro: Gravity

Full Transcript:

Rob: The Copywriter Club Podcast is sponsored by Airstory, the writing platform for professional writers who want to get more done in half the time. Learn more at Airstory.co/club.

Kira: What if you could hang out with really talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work? That’s what Rob and I try to do every week at The Copywriter Club Podcast.

Rob: You’re invited to join the club for episode 16 as we chat with copywriter and secret agency, Lacy Boggs, about telling a good story, creating a unique brand voice for her business, being an authority and her secrets for improving her own writing skills.

Hey, Kira, Lacy.

Kira: Hey.

Lacy: Hey!

Kira: Hey, Rob. Hey, Lacy. Thanks for being here, Lacy.

Lacy: Yeah, I do love being introduced as a secret agent. That’s pretty fun.

Rob: You are a secret agent, or at least that’s what we’d be lead to believe on your own website.

Lacy: That’s right. That’s right.

Rob: In fact, that’s sort of my first question for you. You’ve got such a unique brand voice. It comes out so clearly on your website. Tell us a little bit about that.

Lacy: Sure, yeah. That was an interesting process I went through about two years ago now. I worked with Sarah Ancalmo of Public Persona for that and she was a client of mine first and then I told her, “Yeah, I need you.” Then I worked with her to get my branding down. It was a really interesting process. I have so much respect for her because she is ... She goes really in depth, you know?

It’s a really interesting process to go through, but while we were going through what she calls privé which is the first part of her process, this idea kept coming up that I was going undercover or that I was pretending to be other people. I have a degree in film. I love film noir. I love fiction and reading mysteries and stuff. It evolved from there that ... I remember asking her, “Is this weird? Can I do this? Is this too over the top?” We didn’t want to be kitschy with it, but at the same time it was so much fun. It felt so good. It felt real. It felt like where I was supposed to be.

Anyway, it was an interesting process to get there.

Kira: How has your brand changed your business and even your life? I know we chatted about this a bit and I’ve worked with Sarah as well and just the impact that a new brand can make. Even on the way that you style your hair, right?

Lacy: Yeah.

Kira: It just changes everything. Can you share any numbers, business numbers, or just any changes in your person life?

Lacy: Yeah. One thing that Sarah says during the process is that you’re branding yourself for the business you want to have in five years, not the business you have right now. It’s very forward-looking. Part of the process was for me to define who would be my ideal customer if I were thinking bigger. This was two years ago, but five years out, who do I want to be working with? What do I want to be doing?