✏️Big Picture Copywriting | Conversion Copywriting That Stays Human

Every time I open Threads these days, I want to vomit. I loved Threads in its early days because it felt like a space where business owners could drop the pretense and share their honest inner monologue. It was refreshing! It was a space vehemently opposed to guru teachings. (Remember the backlash when an online famous marketer posted “X ways business owners can use Threads to blah, blah, blah” two seconds after it launched, and people were like, "give us our peace" ?) I didn’t even mind the...

I’ve been fairly open about how running a business made me realize I have a serious scarcity mindset when it comes to money. Growing up with and around a lot of financial trauma will do that to you. What’s wild is that the more successful my business is, the more scared I am that I could lose it all. Maybe it was the move abroad, or the fact that my husband’s job is a target under our current administration, but my financial anxiety really came to a head this year. Then I met Luisa Alberto....

Let me spill the tea on Jessica's recent launch stats for her Relationship Rhythms online course: Sales Page Conversion Rate: 15.85% Email Sequence Stats: ⤵⤵⤵ To put this in perspective, Reader, the industry standard is 2-3% conversion. 💅 But before you start hunting for my secret sauce or the perfect power word combo that made this happen, let me save you some time. It wasn't magic. It wasn't some bro-y funnel hack. It was pure, unglamorous prep work. Jessica made my job ridiculously easy...

I’m sitting at my dining room table Googling campsites in the French Alps, when I feel that familiar panic in the pit of my stomach. How am I going to manage to take off the entire month of August without risking my financial stability? I have two kids, a mortgage, bills, and attend between 200-300 kids’ birthday parties a year.* Also, a lot of fear around money. But I have an even bigger fear around feeling trapped. Not being able to make professional decisions. Not being able to learn...

Last July, my family said goodbye to New England and boarded a flight to the OG England, where we've spent the last year living the Oxford academia dream while my husband completes his sabbatical research. Setting aside the perks of a year of gluttinous travel, I got two things very, very wrong about life abroad. 1️⃣ I grossly underestimated the exhaustion of working across time zones. (At one point, I was stretched across 13 of them.) 2️⃣ This would not be a slower year in my business.Silly...

"Make more 💰 with your words" makes me want to hurl. It's not because I think my approach to copywriting isn't compelling. It's not because I don't think my writing results in sales. (It does.) It's not even because I think the real reason copy fails to convert is that most business owners aren't driving enough people to their websites or email lists for the copy to have a fighting chance to do its job. (A.K.A. You're not doing enough marketing.) It's because…I. don't. care. if you make more...

Tell me if you can relate, Reader, but when it comes to trends, I'm always late to the party. I'm super skeptical of whatever's hot now. I'm also a social creature who wants to fit in. I remember being in middle school and coveting my pair of white low-top Converse tennis shoes and low-rise bell-bottom jeans—yet feeling embarrassed to show up at school in my new cool-kid uniform. (For context, it was the mid-90s and the fashion at the time was circling back to the 70s groovy flower-power...

Hey Reader, One of the cool things about living in another country for a year is the exposure to other cultures and languages. My daughters are one of the few in their classrooms who don’t speak another language at home. Over the years, Big Picture has worked with quite a few multilingual founders and teams—my copy has even been translated into Italian and Spanish. (So cool!) I love working with multilingual founders, and it's taught me something unexpected that has changed how I extract and...

Hey Reader—this one's for service providers, businesses who hire them, or business owners with questions on how not to regret hiring someone in the future. Something interesting is happening in the online business/contractor/freelance space and I don't think anyone's clocked it yet. For biz dev purposes (that's "business development" to you), I low-key stalk decision-makers on LinkedIn and look at their job postings on the regular. I've started to notice a curious phrase pop up. At first, I...