Write better marketing content by focusing on your customers’ problems and using their words.
Key steps for better copy
Good marketing copy sounds like your customers talking, not like a corporate brochure.
I get this question almost daily from service business owners who are stretched thin.
Here’s the reality: AI can help you create content faster, but it can’t understand YOUR specific clients, their pain points, or the unique way you solve their problems.
AI writes for everyone.
Professional copywriters write for YOUR ideal client.
When you use generic AI content without personalization:
Being a boutique firm isn’t a limitation—it’s a superpower. Whether you’re a specialized recruiter, business consultant, technology expert, home inspector or other, your focused expertise creates massive value.
Here’s what makes boutique specialists stand out:
Speed & Adaptability
► You pivot faster than larger competitors
► You implement changes without bureaucratic layers
► You respond to market shifts in real time
► Your solutions are customized, not commoditized
Copywriting Success for Your Service-Based Business
“This year, I’ll improve my marketing and gain more ideal clients.” Sounds familiar? While it’s a worthy goal, where’s the strategy?
Here’s what typically happens: We start with good intentions, but client work takes priority. Deadlines approach. Blog posts sit unfinished. LinkedIn updates don’t happen. Your website remains outdated. A goal without a strategy and action plan leads to the same outcomes—or worse.
I know. It’s an uncomfortable truth. But we can change all that.
You didn’t build your business to stare at a blank page.
You built it to serve clients… to solve problems… to make an impact.
Signs you’re spending too much time on marketing content:
And here’s the worst one…
Give yourself permission to stop wasting time on marketing content and focus on what you do best. Read More
Fun fact: 55% of visitors spend less than 15 seconds on a website.
Scary fact: Most decide whether to stay or go in just 3 seconds.
Your potential clients are making snap judgments about your service based on your words. What story do the viewers hear?
In those first critical moments, your website must answer these quick questions—emphasis on the “quick” part:
The difference between “click/goodbye” and “tell me more” isn’t just what you say—it’s also how you say it. Read More
Is your website working as hard as you do?
You’re brilliant at serving your clients. But while you’re pouring hours into crafting “good enough” website copy, potential clients are clicking away to your competitors who instantly communicate their value.
Let’s talk about the real cost of DIY website copy:
🙁 4-5 hours spent writing (and rewriting) each page
☹ Countless evenings second-guessing your message
😮 Potential clients lost to more compelling competitors
😵 The opportunity cost of time away from serving clients
😠 The nagging feeling that your words don’t match your expertise
It doesn’t need to be this way. Read More
As I watch the Minnesota landscape transform into a canvas of reds and golds, I’m reminded of an important lesson for those of us who are content creators: the power of embracing change.
Fall isn’t just a season; it’s a mindset. It’s about letting go of the old to make way for the new. And yes, that adaptive philosophy is important for the success of our content strategies.
Here’s how we can adopt the “fall mindset” in our content creation: Read More
Embracing Change
As the crisp autumn air sweeps across Minnesota, bringing with it a kaleidoscope of reds, golds, and oranges, we’re reminded of the ever-changing nature of our world. Just as the seasons shift, our approach to content marketing must also evolve and adapt. We believe this season of transformation offers the perfect opportunity to reassess and reinvigorate your content strategy.
The Fall Effect
There’s something magical about fall in Minnesota. The North Star State comes alive with vibrant colors, the scent of apple cider, and the crunch of leaves underfoot. This sensory experience doesn’t just mark the changing of seasons—it represents a shift in mindset, a return to coziness, reflection, and preparation for the months ahead. Read More
Content is king, and for service-based businesses, determining which type of content to create can be a challenge. Our recent poll shed some 
light on this, revealing fascinating insights into what professionals believe works best for showcasing their services.
The Poll Results
Our LinkedIn poll asked service professionals to identify the most effective content type for their business. The results were:
At first glance, it seems that social proof is the clear winner. But dig deeper, and you’ll find that each content type plays a crucial role in a well-rounded marketing strategy. Read More
