Episode 514: Your Website Copy and Brand Voice Messaging Makeover with Megan Kachigan
Here's a truth that might surprise you: one simple tweak to your brand messaging could transform casual browsers into loyal, high-paying customers who come back season after season. But here's the catch – it's not about having the perfect product photos or the most beautiful website design. It's about understanding the real reason people buy jewelry and knowing how to communicate that in your brand messaging.
In this episode, I'm thrilled to dive deep with copywriting expert Megan Kachigan into the psychology of why people actually buy from you. If you've been struggling to get consistent sales or your website isn't converting as well as you'd like, you're going to love Megan's practical approach and her free website copy audit that helps pinpoint exactly what's holding your brand back.
In this episode, you’ll learn:
- [1:49] The power of emotional drivers in jewelry sales and why features alone don't sell
- [7:20] How to conduct effective market research to understand your ideal client
- [9:37] Essential website copy elements that convert browsers into buyers
- [17:41] Smart ways to use AI in your copywriting (and when to avoid it)
- [21:55] Practical tips for telling your brand story authentically
The Power of Emotional Connection in Brand Messaging
One of the biggest lessons I've learned in my jewelry business journey is that people don't buy jewelry because it's “handmade” or “lightweight” – they buy because of how it makes them feel. Whether it's confidence, style, remembrance, or love, your brand messaging needs to tap into these emotional connections.
The challenge? When you're selling online, your words need to do all the heavy lifting that your in-person charm would normally handle. That's why getting your website copy right is absolutely crucial for your success. If you're looking for ongoing support with your copy, check out Megan's Copy Critique Club, where you can get regular feedback and improvements for your brand messaging.
Your Website Copy Transformation Strategy
Here are the game-changing insights from our conversation with Megan (and you can hear even more on her podcast, Copywriting For Coaches):
- Start With Your Customer's Voice: The most powerful copy comes straight from your customers' mouths. Pay attention to the exact words they use when they're excited about your work – that's your copy goldmine.
- Make Your First Impression Count: When someone lands on your website, you have seconds to make them feel like they're in exactly the right place. Your above-the-fold content needs to instantly connect with your ideal customer.
- Tell Your Story Strategically: Your About page isn't just your biography – it's a chance to share the parts of your journey that will resonate with your dream clients and create lasting connections.
- Use AI Wisely: While AI can be a helpful tool for brainstorming and organization, your final copy needs that human touch that makes your brand unique and trustworthy.
Remember, your brand messaging is the bridge between your beautiful jewelry and the people who will cherish it – when you get it right, everything else becomes easier.
Your feedback helps us create better content for jewelry designers just like you. If you're enjoying the podcast, please take a moment to leave a review on Apple Podcasts. Your 5-star ratings help us reach more creative entrepreneurs and continue delivering valuable content each week.
xo, Tracy
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Links in this episode:
Follow @megankachigan on Instagram!
Megan's Free Website Copy Audit
Megan's Copywriting For Coaches Podcast
Save Your Spot: Jewelry Brand Makeover Masterclass
Buy My Book: The Desired Brand Effect