FEATURED COPYWRITING PROJECT: KAY x BEE WEDDING PHOTOGRAPHY
After discovering my copywriting services on Instagram (thank you Instagram stories!), the Ashleys knew we'd be a perfect fit for their upcoming copywriting projects. To prepare for a significant price increase in their market, we created a fully custom copywriting and ghostwriting project around their 2018 business growth goals.
Their mission? To hire a copywriter (ahem, me!) who understood their vibe and could create new, optimized copy to book higher-priced wedding photography packages, allowing them to be more selective about the couples they capture. Oh, and to get more work-life balance back. #beenthere
The result? Only one month after we revamped their copy, the Ashleys booked out for 2018 weddings! If that's not a win, I don't know what is. Not only was it one of my most successful projects, but it was also one of my most enjoyable. Take a peek at the customized wedding photography copywriting project below.
phase 01 / SERVICES PAGE COPYWRITING
To improve website conversions, we began with optimizing and rewriting their Services page. Since the Ashleys love photographing adventurous couples, we made sure to weave relevant language around adventuring into every facet of their website copy. Some of my favorite features include the KB bride characteristics click-through slideshow and the personality-packed excerpts outlining what they offer. See the gallery below for a peek into the page.
Phase 02 / PRICING GUIDE COPYWRITING
In addition to the Services page, we also wanted to create a special pricing guide for website visitors who wanted more information about their wedding photography services. Instead of leading with the package specifics, we highlighted their unique KB experience and created additional copy to introduce the Ashleys. We also walked leads through the process of becoming a KB bride so they knew what to expect when booking their wedding date and meeting with the Ashleys to plan their wedding.
It doesn't hurt that Jenna of White and Salt did a KILLER job with the design and KayxBee had stunning photography to bring the whole pricing guide to life. These kind of collaborations are my favorite and are the reason why I work almost exclusively with designers and photographers. Click here to view the full size PDF guide for easy viewing. (Please note that their prices and packages were taken out of this guide for privacy, thank you.)
PHASE 03 / NURTURE EMAIL SEQUENCE COPYWRITING
Then we created a nurture email sequence to stay in front of incoming leads and convert them into KB brides for the 2018 season. After creating a five email sequence outline, I began to ghostwrite the email content to highlight the Ashleys, their unique wedding photography experience, and give extra wedding planning resources to help brides reduce stress before their big day. For a sneak peek into the sales funnel, contact me.
PHASE 04 / BRIDE GUIDE COPYWRITING
To finish our custom copywriting project, I collaborated with the Ashleys and their designer to create a stunning 50+ page wedding planning guide for all KB brides. Blending their youthful voice with their decade of photography experience made this one of my favorite PDF guides I've ever created. Getting to make pop culture references didn't hurt either. For a sneak peek into the bride guide, contact me.