Imperfect, Action-Led Growth
Imperfectly Co., Product Launch
Nothing about the relationship between Imperfectly Co. and Local Type is typical.
Imperfectly Co.’s owner and creative mind, Meghan, and I attended the same dance classes some 15 years ago, and between dance and church share many mutual friends.
We stayed in touch on and off after working together at a small coffee shop by celebrating with each other when we became mothers and when we started our businesses.
At some point, too far back in our IG chat history to tell, she asked me (or maybe all her friends on stories) if we thought people would actually like and BUY the clay earrings, she had started making for herself.
YES! Honestly, I don’t remember word-for-word what I said, but I loved her earrings and knew I wouldn’t be the only one. As it turns out, I was one of the first orders (if not the first) she fulfilled. I’m not being humble. I’m 100% bragging.
Today, Meghan has honed her craft to create modern and unique polymer clay earrings, which she sells online and wholesale to local businesses across the U.S.
When Meghan contacted me about Local Type services, I was thrilled to support her business in a new way. Let’s get into it.
What she needed:
Meghan was in the process of writing a “how to wholesale” guide for small, handmade businesses. She wanted to pack as much of the skills and knowledge she learned the hard way into a downloadable guide for makers who needed to expand their business to include wholesale and consignment.
She needed someone to edit her guide for missing or repetitive elements (content editor) and, of course, spelling, grammar and style (copy editor).
Plus, she wanted to launch the guide well and introduce it to the makers who found her Instagram account in droves (pulled in by her talent and design eye).
What we did about it:
Meghan did the hard work of putting her experience and wisdom on the page. After that, she handed it to a few fellow makers to review, too. Once they asked questions and poked holes, Meghan and I gave it a good shake-up, like throwing the grain into the wind and watching the chaff separate.
From there, I got to work drafting a sales page and a 5-email launch campaign to spread the word. Until this point, Meghan’s social media platforms and email messaging spoke only to end-consumers of her jewelry business. Now we needed to speak to other makers in her industry or in adjacent creative fields.
Content + Copy Editing
While you can’t see the final wholesale guide (unless you purchase it), I have received Meghan’s permission to share a small snippet of what’s inside.
Oh, and I’m no designer, but I created a Canva-made PDF mockup of how I envisioned the sales page as I was writing it because user experience (UX) is always on my mind.
5-email launch campaign
We used these emails to accomplish a few goals. We needed to identify makers and segment them from her general email list. We needed to check the temperature of potential leads based on their interest in the wholesale guide. We needed to explain who the guide was for and why Meghan created it to begin with.
For a side-by-side comparison, here’s the official launch email copy Meghan received from me so you can compare it to how she used design elements from her designer (Studio Aray) to enhance her message in Flodesk.
What she said:
Meghan received the edited draft back in the final days of Jan 2021, and this was her reaction via IG message:
“Reading through the edited version now and I’m screammmmmingggg. You’re amazing. Talk soon!!”
By March 19, 2021, Meghan said she made back her investment after working with a copywriter (hi!), a graphic designer and a photographer.
Today, she continues to share the Imperfectly Perfect Guide to Wholesale for Handmade Businesses on social media and in email marketing. You can find the guide, shop jewelry and learn more about Meghan’s business at imperfectlyco.com.
If you have a new offer on the horizon for your business and you’d like a local copywriter to help you strategize and write your launch copy, let me know!
