June wordy round-up
Thoughts worth thinking, stuff worth reading
Brain pick ‘n’ mix coming up. Aside from working on a complex messaging project for a marketing insight B2B, I’ve been listening, reading and trendwatching for all things copy psychology-related.
In this post -
Trendwatching: bookshelf wealth
Beauty copywriting
Taglines for midlife solopreneur women
A pop psychology book worth reading
Some excellent screentime for writers
Trendwatching: bookshelf wealth
The Shelfie has evolved. Not without controversy. Goodbye succulents, hello paperbacks.
This is interesting from Canvas8. The social media trend for posting full, even cluttered, bookshelves now stands accused of reinforcing “the idea of books as status symbols associated with class and materialism.”
It’s not for everyone, but I consider groaning bookshelves to be an interior design plus, not a gimmick. Piles of books are the only type of mess I appreciate. And I LOVE browsing other people’s bookshelves.
What do you think? Is bookshelf wealth just surface-level intellectualism? Status signalling? What psychology lies behind sharing our bookshelves?
Beauty copywriters, look away now
This episode of the Nymphet Alumni podcast (Sephora Dysmorphia) was an enlightening look at messaging from skincare and make-up brands. If I tell you it featured beauty industry critic Jessica DeFino, you’ll understand. As for copywriters in that industry, the presenters had notes for you!
“I think people are just getting really exhausted with copywriting and the bullshit-iness of it.” Burn! Worth a listen. You’ll hear more about fake waitlists and celebrity endorsements.
If you find beauty brands’ messaging exhausting (especially if you’re a midlife woman who they’re squeezing for profit with dubious menopause-reversing claims), come sit by me. Or get enraged over this BS about whether your neck is ageing faster than your face.
Three new taglines for midlife solopreneurs
Speaking of midlifers, I just worked with three amazing solopreneur women on their brand taglines.
Janette Hurles is a certified coach who (among other things) runs amazing retreats in Spain. Here’s what I came up with for her.
Next up was the sparkling Sarah Gilbert, who works with purpose-driven businesses on their digital marketing.
And this is for Beth Kirk, who works with women who are unsure about marketing their business effectively on LinkedIn.
Spot the red thread for all three taglines? Yep, they’re all client-focused. That’s my number one tip if you’re struggling to sum up your business in one line. Keep it simple and client/buyer-focused.
Why do I love working with midlife women like these three? All of them have years of business and life experience, making them smart, focused and spirited. Thanks Beth, Sarah and Janette for trusting me with your messaging.
📚 📺 Reading, watching, recommending
READING: I’m a sucker for popular psychology. You too? And Dr Tara Swart kept popping up as a guest on lots of different podcasts, so I ordered her book, The Source. Dr Swart talks about the science behind fully woo and woo-ish concepts (from manifesting to visualisation). It’s all down to neuroplasticity (because even adult brains can change and grow). If you’re woo-sceptic (I am too), prepare to be inspired.
WATCHING: Hacks (Amazon) tells the story of two ambitious women: a Las Vegas comedian who engages a writer in her 20s to co-create new material. At first I thought it was one of those Odd Couple comedies like Grace and Frankie (I wrote about The Wunza Plot here). As the story unfolds, the affinity between the generations becomes clear. It’s won Emmys. Excellent viewing.
What are you watching or reading? Feel free to share your own recommendations for future posts.
I’m Sue Moore, B2B Copywriter and Psy-copy® Strategist. I fix words using copy psychology, so you can engage and persuade buyers human-to-human.
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