✏️Big Picture Copywriting | Conversion Copywriting That Stays Human

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)...

Every 30 seconds it’s the same refrain. “Too close.” 30 seconds later… “Too close.” 30 seconds later… “FOR F–K SAKE, STAY TO THE RIGHT OR YOU’LL GET US ALL KILLED!” This pattern repeats, every 30 seconds, over the next 15 miles. 🥹 We moved (temporarily) to England three months ago but my brain refuses to switch driving modes. I start out fine. I’m laser-focused on staying in my lane. But the moment my brain switches to auto-pilot… “TOO CLOSE!!!” I naturally gravitate toward the left. It’s as...

There I was on a Thursday night, doing the thing I *knew* I shouldn’t be doing, but continued doing anyway. I sipped my evening cup of chamomile tea, scrolled through Threads, and suddenly stopped on this post: This is Fran from The Passion Collective, a Client Experience Architect and Dubsado + Notion whiz. As I scrolled through the responses, it got me thinking: When you outsource, you get someone's collective experiences and skills, not just the *thing* you are hiring for. I’m an elder...

Dearest gentle reader, I’m comin’ in hot on a Monday. 🔥 Some things happened last week that made me want to go full Lady Whistledown on this newsletter. But I’m a measured lady, so I delayed writing this email and enjoyed my weekend instead, hoping to return to my desk this morning feeling like my normal, cheery self. Unfortunately, between BBQs, ballet lessons, and packing for our move to the UK, I stewed, tried breathing out the bad energy, and stewed some more. It’s Monday. I’m still...

Raise your hand if you’ve ever been personally victimized by Regina George online business culture. Hands down, the hardest part of running my business is ignoring the siren call of “more”. More revenue. More subscribers. Big launches. Hire contractors. Hire a team. Take on more clients. Enroll more. Increase conversion rates. Create more downloads. More freebies. More content. More podcasts. More speaking gigs. More partnerships. I’ve always felt like something is wrong with me because deep...