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Low-key want me on your marketing team? I’ll pop in your email once a week with a marketing tip!
It’s no secret that a brand’s messaging is probably the most important vehicle for the relationships it builds with its audience. The way you communicate the heart of what you do dictates how you connect, relate, and engage with your people.
But, when your messaging lacks specificity and your content just isn’t resonating with your ideal audience — it’s time for a revamp. Allea Grummert, email marketing strategist and owner of Duett, came to me for this very thing.
Allea was stepping on to new stages (literally!), appearing as a guest on a ton of new podcasts, and being recognized by industry leaders like ConvertKit. And, she knew that her services were rock-solid sellers (with a long list of client successes to boot), with a hyper clear picture of her ideal client — so, she knew it was time for a brand message that really reflected the level of her expertise and spoke directly to her ideal audience.
Allea’s business, Duett, specializes in email marketing strategy, copywriting, and (!) automations for bloggers and content creators. But like so many of the brands I work with, communicating the heart of their message was somewhat of a struggle. On top of that, between managing a team, client work, and speaking engagements Allea had no time to dedicate to a whole overhaul in addition to her new rebrand and website!
She knew her content and messaging felt flat on her current site, did nothing for her SEO, and lacked a focused conversion strategy, and needed help turning it around. She also spent quite a bit of time on the regular hopping on discovery calls with unqualified leads, so she needed copy that also helped weed out individuals who weren’t quite ready for her services just yet. Even more challenging was the need to transition from a personality-driven brand – built around Allea’s unique voice – to a consistent brand message with brand voice copywriting appealing to her refined target audience.
“I needed someone to help me organize all of my thoughts, but more importantly I needed someone NOT ME to create a flow of content that makes sense on a website,” Allea remarked. She added, “While I could DIY it, now (with a new site) was not the time for me to try — it would have taken too much effort/energy/time and I just needed to know that the structure of the copy/site was set up by a professional.”
Our goal was simple — craft a brand messaging strategy, alongside an SEO and content overhaul, that truly resonated and related to her people — bloggers and content creators!
This wasn’t just about generalized brand messaging — it was about speaking the language of bloggers, addressing their unique challenges, and offering tangible solutions. Our shared goal was to craft content that resonated with Duett’s ideal audience.
What I LOVED about working with Allea was that I met my match when it comes to audience research obsession. Allea loves learning about her people — the actions they take, the results they see, the reasons they relate to her content, and so much more.
Her team had years of audience survey data, voice of customer research reports, client surveys, and testimonials to literally sink myself into. I was in research heaven!
“Oh man, it is RICH with SEO copy and the VoC data I gathered from client interviews and questionnaires. It speaks so clearly to who I want to attract and work with, so if these words get me ranking and showing up in front of the right people on Google, it’ll surely speak to them when they click through and read the site.”
From the surveys and case studies to testimonials and more, I found so many golden nuggets of insights I was able to weave into her brand. I started to understand the bigger picture of a blogger’s universe — their fears, objections, wins, goals, and the language they comfortably resonate with when it comes to connecting with their audience. This research phase was pivotal in shaping the brand’s new messaging.
Duett’s new brand messaging is an extension of Allea’s core values and personality traits, so this was an incredibly fun project to dig into. Three main focuses we highlighted were:
The refreshed messaging spoke to several main paint points — pain points we identified during the audience research phase. Her audience and previous clients were feeling:
The messaging took a few sharp turns. Specifically, the tone and messaging shifted to focus on:
Now, Duett’s value proposition is redefined with promises of expert guidance, bespoke email sequences, and strategies to help their clients forge deeper, more meaningful subscriber connections.
“Having the clarity of who we are, who we serve, and what they’ll miss out on if they don’t work with us — was super helpful to the overall copywriting process… It reads more like me and how I want people to feel (at ease, comfortable, that I’m approachable) when they’re on my site. I’ve had friends and family attest to that too — that the site feels like how you would if you met me.”
With a deep understanding of the bloggers’ persona, Duett’s brand message was designed to be a go-to industry resource for:
Duett’s transformation wasn’t just about a fresh coat of paint; it was about building a bridge of trust and understanding between the brand and the blogger community. The newfound brand voice, tone, and strategic messaging ensure that every interaction resonates with purpose and passion, reflecting the very essence of what Duett stands for (and wants to support more of) in the blogging world.
The mission for Duett’s SEO was simple — draw bloggers, food bloggers, and content creators, and engage them in meaningful ways. By focusing on specific keywords, from “email marketing for bloggers” to “food blogger email marketing,” my goal is for Duett to really stand out in this niche space.
Allea’s content strategy featured a mix of pillar articles, supporting pieces, and optimized content, rolled out methodically over the months. We began with a cornerstone piece of content, The Ultimate Kick-Start Guide to Email Marketing for Bloggers.
A cornerstone piece of content is your brand’s stage to shine, to show off expertise, and to pull readers into your world. It’s more than just a post:
I always, always, always tell clients that copywriting, brand messaging, SEO (especially), and marketing are long-term games. Yes, you’ll likely see some immediate rewards, but more often than not the rewards compound over a period of time. However, Duett saw some crazy cool results right out of the gate!
Quarter 2, only a few months after the site went live, saw a staggering 1303% increase in organic search traffic compared to Quarter 1 of 2023,which honestly made my eyeballs nearly fall out of their sockets! To be honest, I had to double check those numbers a couple of times just to make dang sure I wasn’t going crazy!
To be honest, I had to double check those numbers a couple of times just to make dang sure I wasn’t going crazy!
This doesn’t sound as sexy as a 1.3k% jump in search traffic, but if you’re a business owner you will absolutely be swooning when you hear that Allea has yet to receive an unqualified lead from her site. What?! This means that her copy does its JOB in speaking directly to her ideal audience, showing them how to self-vet, and laying out all the information needed to make an informed decision about choosing to partner with Duett. Yes!
By understanding Allea’s audience, leveraging data, and being adaptable, Duett now features a brand that bloggers can truly resonate with, clearly see how their team can support them, and feel comfortable reaching out to book a discovery call. And if there’s one takeaway for businesses from this, it’s this: know your audience, speak their language, and build relationships by clearly communicating this on your website.
“Kaylan helped me get my big ideas in order for my new website in ways that I didn’t have the capacity (or skill) to. She took all of my audience research, my goals and my brand voice, and was able to organize it into ways I never would have imagined. My new website copy feels so true to my brand and is layered with voice of customer language that is undeniably clear about who we serve and want to attract as clients!” – Allea
I’m a trained conversion copywriter and experienced brand building with a knack for brand messaging, organic content marketing, writing copy that actually does something for your marketing, and reading every mystery novel Agatha Christie ever wrote (not the psycho mysteries, the kind where the butler did it).
I know your brand message doesn’t begin and end with a blog post; it starts the moment a human discovers you, deepens at every touchpoint through their buyer journey, and hopefully it never ends. My job is simple — map literally all of it out and write it up for you. No biggie.
But, I didn’t get a degree in creative writing for nothing, and from my experience in news reporting I took one major thing — stories connect us and make us more human. That’s why I spend 80% of my process digging in to find the part of your story that connects with the story your ideal client wants to tell. I find that story, and I tell it. I tell it through your marketing and your content so that when your ideal client discovers you, they step into a relationship that never ends.
And by genuine I mean it mirrors your core values, resonates with actual real-life humans, and features a brand voice that is unmistakably YOU — no imitations, no facades. Download my most comprehensive resource yet, the Brand Messaging Blueprint, designed to help small businesses create guidelines for communication that fosters trust and builds lasting relationships, rather than just transactional interactions.
Photography by rachael houser
Brand & Web Design by Karlie Svebakken
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With extensive experience in brand building, content strategy, PR and marketing, I help entrepreneurs take their biggest pain points and create actionable plans to turn them into growth. Book your 90-Minute Breakthrough Session Today!
I’m Kaylan, of Bushel & Bunch, and as a brand messaging strategist, organic marketing expert, and conversion copywriter I specialize in helping businesses build brands that make authentic relationships, optimize conversion quality, and build sustainable growth.