✏️Big Picture Copywriting | Conversion Copywriting That Stays Human

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...

I’ll be honest with you, Reader. I don’t have the mental capacity to digest long form content right now. Do you? That’s my State of the Union. 🫠 So, rather than telling you how the other day I took myself clothes shopping and discovered every store I went into had a self-checkout, including a self-service security tag remover, thus leading to the realization that 100 people must have lost their job thanks to this technology… …and then trying to connect this to brand messaging and copywriting...

Last week, I put my pencil down and stepped away from my keyboard for a glorious mid-winter holiday. (sans kids!) The destination? Oh, you know, it's just the place I’ve been dreaming about visiting ever since I was nine years old and positively obsessed with mummies, pyramids, and maybe-it-was-an-ancient-curse-maybe-it-was-malaria lore… Egypt, baby. What a trip! It usually takes an entire week to pull my brain out of work mode, but the chaos of Cairo snapped me out of it. Instead of thinking...

Camping in the UK and Europe is a remarkably different experience than the Spartan camping experience I’m used to in the States. For the equivalent of $25-50 a day, you can stay in a lovely campsite with a pool, a bar, a cafe, a convenience shop, clean toilets, warm showers, and sometimes even little kitchenettes. This past summer, my family took a 15-day camping trip down the southwest coast of France. It was bliss. 🥐 Every morning my husband would unzip our tent (albeit at an ungodly hour)...