THE LEXICON LIBRARY
Where brand messaging
is an anthology
a series featuring one unforgettable protagonist.
Lexicon's favorite genre? That's easy - it's romance.
Especially the timeless love story between an ideal client and the business that will make their life better. You'll find a service on our shelf for each stage of your relationship with your client.
The result? One gloriously consistent brand story in a voice that is unmistakably yours.
HERE'S THE SUMMARY:
Customers crave consistency.
Disjointed messaging leads to a
disengaged reader.
LINE
LINE
LINE
noun, def.
A curated system of copywriting services that capture, develop, and exhibit your brand personality to the world.
The creation of a verbal Brand Identity informed by your differentiators, values, and how you want to make people feel.
To grow a relationship with your audience over time through engaging and strategic content marketing.
A piece of persuasive storytelling that makes your client feel informed, understood, and motivated to act.
How your brand expresses and exemplifies its values privately in one-to-one or one-to-few interactions.
noun, def.
A curated system of copywriting services that capture, develop, and exhibit your brand personality to the world.
The creation of a Brand Identity informed by your differentiators, values, and how you want to make people feel.
To grow a relationship with your audience over time through engaging and strategic content marketing.
A piece of persuasive storytelling that makes your client feel informed, understood, and motivated to act.
How your brand expresses and exemplifies its values privately in one-to-one or one-to-few interactions.
Brand Strategy
Make no mistake – your brand IS unique. You’ve built it with care, imbued it with your favorite attributes, and tailored it to an audience you feel compelled to serve. At this point, it’s basically a person.
And wrapping words around all that? Unsurprisingly, that's a tricky business. But it's an important one. Without a clearly articulated understanding of your brand, it stays imprisoned in your head and never emerges into your messaging.
This is a service designed to give you language, direction, and clarity. By the time we're done, your brand will walk away with a well-established back story, clear motivation, a distinct personality, and an intentional way of navigating the world. (Cue the makeover montage.)
Not to pick favorites, but Vol 1. is definitely Lexicon Copy's favorite offer. In fact, it’s so essential that it’s included in all major services.
Brand Personality
Brand Manifesto
Tagline
Defining Values
Brand Positioning
Brand Perception
Ideal Buyer Psychology
Content Pillars & Objectives
PROLOGUE | HOMEWORK
Check your inbox. You'll find a digital workbook waiting for you -- set aside about 30 minutes to complete it.
Once you submit your answers, you'll see the option to book your kick off call.
CHAPTER 1 | KICK OFF INTERVIEW
Join me on a 90 minute video call. Be prepared to feel like you're on a talk show, a speed date, and in a brand therapy session -- all at the same time.
CHAPTER 2 | DRAFTING & REVISIONS
In a week (or less!) you'll receive your Brand Character Synopsis. It's a downloadable smart document, that you can read over and give feedback on. You can also request a round of revisions, if you like.
CHAPTER 3 | COMPLETION
Receive the final draft of your Brand Character Synopsis. If you've opted for additional Slack support, it starts now.
EPILOGUE | EXPERIENCE REVIEW & CHECK IN
Check your inbox. An experience review will be waiting for you so that can give your honest feedback on our time together.
But we're not through just yet: expect to hear from me in a few months' time so that you can fill me in on how things are going!
SLACK
SUPPORT
1 month post delivery Slack support, $300
COMPETITOR
ANALYSIS
Analysis of up to 3 competitors, $300
DO I NEED THIS?
That depends. Before investing in strategy, every business should know who it is, who it serves, and how it serves them. If you're still figuring those things out, I recommend you wait on strategy. However, if you have your answers to those questions then the answer is yes: you do. Every developing brand needs the direction and clarity of brand strategy in order to achieve forward momentum.
ONCE I HAVE MY STRATEGY, WHAT DO I DO WITH IT?
Short answer? Use it! Some clients are planning to return for custom copy at a later date, but want to get started with strategy now to spread out their investments. Clients with a team can use their strategy to keep everyone aligned on their brand identity. Others are about to DIY a project like content or copy, but need some professional direction to get the ball rolling. Whatever your plans are, consider adding on Slack Support so that I stay close by and can help you implement them.
ARE THERE SERVICES THAT DON'T INCLUDE BRAND STRATEGY?
Nurture Copy and Product Suite Copy do not include brand strategy. However, both have brand strategy as a pre-requisite. So if you're eyeing either of those services, this is the place to start.
WHAT IF I ALREADY DID BRAND STRATEGY SOMEWHERE ELSE?
That's great! I'd love to take a look at it. -Whatever you have will absolutely be informative to our process. My strategy is specifically tailored to writing, so it’s probably different than what’s provided to you by a designer or strategist. And even if your strategy was given to you by a copywriter, please keep in mind that your brand (like the character it is) has probably grown and changed since that research was done.
DEFYING GENRE BY
An unbelievably thorough understanding of their clients' psychographics, ethics, and market. Their insights infuse every single touchpoint with art-informed intentional strategy. The result? Unique every time.
THE INDUSTRY STANDARD
Brand Studios are often known for their signature style, which aligned businesses seek out. This lets them thrive as artists, but can mean their creativity is limited by their own humanity, instead of being inspired by the humanity of their clients.
Cerebral
Challenging
Intentional
THE RESULTS
A crystal clear understanding of their brand, the ability to confidently present their brand in content, and some unexpected insights on the type of business they want to build.
Content Marketing
"Show up consistently on socials." "The only thing you own is your email list." "Google won’t find you without a blog."
We hear this a lot as entrepreneurs. And it's true that your ideal client is out there waiting to hear from you. But creating content may feel more like an obligation than a conversation, especially if you have an uncomfortable suspicion that you’re being tuned out.
This service is all about making your content count. It gives you a schedule to stay on track, content pillars for structure, a brand personality that can’t be ignored, and strategy to keep you perfectly in sync on all your chosen platforms.
Once you’re saying all the right things in all the right ways, it’s only a matter of time before your ideal client finds and starts to fall for you.
KICK OFF | $1,000 [ONE TIME]
Vol. 1: Brand Strategy
IG Profile Audit
Hashtag Research
Content Calendar in ClickUp
MONTHLY | $1,200
Bi-Weekly Blog or Email
Monthly 1:1 Strategy Session
Choice of: Wireframed Captions/ Carousels OR 12-post Instasite
PROLOGUE | HOMEWORK
Check your inbox. You'll find a digital workbook waiting for you -- set aside about 30 minutes to complete it.
Once you hit submit, you'll see the option to book your kick off interview.
[Frequency: just once]
PROLOGUE | KICK OFF INTERVIEW
Join me on a 90 minute video call. Be prepared to feel like you're on a talk show, a speed date, and in a brand therapy session -- all at the same time.
[Frequency: just once]
PROLOGUE | BRAND CHARACTER SYNOPSIS
In a week (or less!) you'll receive this downloadable smart document to read over and give feedback on. You can also request a round of revisions, if you like.
[Frequency: just once]
CHAPTER 1 | FEEDBACK & PLANNING
We will schedule a 60 minute meeting to talk feedback and analytics for the past month, and goals for the upcoming month. I will take our feedback and craft content prompts for the month. When they're done, you'll access them in ClickUp.
[Frequency: every month] [Duration: 1 week]
CHAPTER 2 | CONTRIBUTION
Take a week to respond thoughtfully to the prompts, being as structured or as messy as you'd like. Once you're done, you'll use ClickUp to let me know.
[Frequency: every month] [Duration: 1 week]
CHAPTER 3 | EDIT & EXPAND
I will use a week to edit and expand on your contribution, turning your freeform thoughts into engaging content. You'll have the option to read what I've written in advance, and to request edits.
[Frequency: every month] [Duration: 1 week]
CHAPTER 4 | GRAPHICS & POSTING
Use the week to create your graphics, or to have them created for you. Once they're done, upload your content to a scheduler so it's ready to be released.
[Frequency: every month] [Duration: 1 week]
EPILOGUE | THE END...?
At the end of 3 months, we'll check in. If you want to continue working together, you can renew our service and keep working together. This is the right time to add or remove a channel, if you like.
If you've gotten what you need, and feel confident handling content on your own (or delegating it!) you're also free to let our service end.
SEO FOR
BLOGGING
Keyword research & optimization for blog content, $500
IG Highlight
Copy
Wireframed copy for an IG Highlight. $50/highlight
HOW MUCH TIME WILL I NEED TO INVEST?
This is a done-with-you service, so a time commitment is involved. You should budget about 6 hours a month, longer if you're creating your own graphics.
DO YOU PROVIDE GRAPHICS?
Unfortunately, my Canva subscription does not make me a designer. But static posts and carousels come wireframed to make graphic creation a cinch.
WHAT ABOUT VIDEO CONTENT?
While video content isn't specifically included, your content calendar will indicate which posts should be short-form video. Also, almost any post we create can be reimagined for a video platform like TikTok.
IS THIS A LONG-TERM SERVICE?
Maybe! It certainly works well long-term. However, it's also great for creating static foundational content, OR for people who want a training-wheels approach to content marketing before taking over themselves, or passing it to their team.
CAN WE TRY THIS SERVICE FOR A MONTH?
Content marketing is a marathon, not a sprint. You'll need at least 90 days to see whether this service is sustainable for your workload and to track its performance.
WHAT COMES FIRST: WEB COPY OR CONTENT MARKETING?
One investment enhances the other. Content marketing warms up audiences and drives traffic. Your website is what turns that warm traffic into a sale, booking, or inquiry form. And while content can miss the mark without causing much damage, a poor site will almost always lose you the sale.
DEFYING GENRE BY
Maria is the queen of distilling her client's individual spark and then expressing it in a well-told visual story - and she'll pull inspiration from everything from Pixar to Beyonce to do it. MGR has mastered the art of cinematic subliminal storytelling.
THE INDUSTRY STANDARD
Creating brands that stay in their lane and conform to people's expectations. A CEO with a laptop. A course creator with a cup of coffee. In order to appear professional, many attempts at branding just end up looking and feeling generic.
Grounded
Open-hearted
Edgy
THE RESULTS
Maria saw a marked improvement in her analytics once she started posting strategic content. Not only did clients find her content more valuable, they were also more likely to share what they were learning.
Custom Web Copy
If marketing is the "butterflies" phase of your brand's relationship with your audience, then your website is handing them a house key. And from the moment they step into your digital foyer, the right client should feel right at home. If clients drop in but don’t linger, browse but don’t book, or can’t find you at all? Then it's time to make some changes.
This service uses (surprise!) brand strategy to outline - among other things - your competition and audience's potential hesitations. Next, we use first-person research to get to know your ideal client very well. Finally we call on the dynamic duo of storytelling and client journey mapping to make sure your visitor feels like they belong, never gets lost, and has all the details they need to be comfortable taking your relationship to the next level.
Plus the delivery -- an airtight wireframe that designers adore -- isn't half bad either.
Vol 1: Brand Strategy
Competitor Analysis
[2] Former client interviews
Slack Support
Live Copy Review Call
Custom Web Copy:
Home | About | FAQ | Contact
[2] Rounds of revisions per page
Designer-friendly Wireframe
SEO Research
PROLOGUE | HOMEWORK
Check your inbox. You'll find a digital workbook waiting for you -- set aside about 30 minutes to complete it.
Once you hit submit, you'll see the option to book your kick off interview.
CHAPTER 1 | KICK OFF INTERVIEW
Join me on a 90 minute video call. Be prepared to feel like you're on a talk show, a speed date, and in a brand therapy session -- all at the same time.
CHAPTER 2 | BRAND CHARACTER SYNOPSIS
In a week (or less!) you'll receive this downloadable smart document to read over and give feedback on. You can also request a round of revisions, if you like.
CHAPTER 3 | DRAFTING & INTERVIEWS
I'll reach out to the clients you've provided and interview them about their experience with your business.
Using their feedback, your Brand Character Synopsis, and the information from our kick off interview, I'll create a wireframed draft of your copy.
CHAPTER 4 | DRAFT REVIEW & REPORT CARD
When your draft is ready, you'll get a link so that you can give it a thorough readthrough.
You'll also receive a report card, where you'll give me your first impressions and some initial feedback.
CHAPTER 5 | LIVE COPY REVIEW CALL
In this 60 minute review call, we'll go through your site copy in detail so you can ask questions and request revisions in real time. If we're working with a web designer, they'll be included too!
CHAPTER 6 | REVISIONS AND COMPLETION
I'll let you know once your requested revisions are complete. Take a look at your copy and let me know how they feel.
If we need to, we'll do another round of changes. If we don't -- that's it! The copy is all yours.
EPILOGUE | EXPERIENCE REVIEW & CHECK IN
Check your inbox. An experience review will be waiting for you so that can give your honest feedback on our time together.
But we're not through just yet: expect to hear from me in a few months' time so that you can fill me in on how things are going!
ADDITIONAL
PAGE
(e.g. FAQ or Pricing), $700
FOUNDATIONAL
BLOGS
4 blogs to launch with your site, $1,000
SALES
PAGE
Adding a long-form Sales page to a site, $1,000
WELCOME
SEQUENCE
4-6 email sequence for new subscribers, $1,000
INVESTMENT
GUIDE
Standalone pricing guide. Max 5 pages, $1,500
ONBOARDING
SEQUENCE
See Vol 4 for details, $1,000.
HOW MUCH TIME WILL I NEED TO INVEST?
You should be prepared to spend about 8-10 hours of dedicated time on this, but not all at once. That estimate includes time for you to do your prep work and review drafts, our kick-off call, our review call.
I DON'T HAVE A WEB DESIGNER. DO I NEED ONE?
Custom copy is only as good as its implementation. Whether you've already chosen a designer or are planning to work with one in the future, your copy should be implemented by a professional. I cultivate a referral network of extremely talented designers and am always happy to share. If a custom design is outside of your budget and you're considering a professionally created template, we'll need to chose one together to make sure it's optimized for conversion and not just very pretty.
I HAVE A WEB DESIGNER. CAN YOU WORK WITH THEM?
Emphatically, yes. Not only does your web copy come wireframed with a designer in mind, but I will make myself available to your designer directly for questions. They're even invited to your live review call.
WHAT SHOULD I DO FIRST: WEB COPY OR CONTENT MARKETING?
That depends! Content marketing warms up audiences and drives traffic. Your website is what turns that warm traffic into a sale, booking, or inquiry form. If you do not have a website, you need one. One investment enhances the other.
And while content can miss the mark without causing too much damage, a poor site will almost always lose you the sale.
DEFYING GENRE BY
Pairing a world-class service experience with a casual, friendly, and inclusive brand personality. Taking an empathetic approach to travel, so as to provide a personalized luxury itinerary that is emotionally significant for each traveler.
THE INDUSTRY STANDARD
Luxury travel clubs are notoriously aloof. They trade heavily in influencer marketing and tend to lean into scarcity. This culture can make first-time members feel out of their depths and (literally) out of the club.
Simple
Passionate
Trustworthy
THE RESULTS
Customers took notice, and Tory Ellers' founder walked away feeling more connected to her messaging and mission than ever before.
Nurture Copy
By now you’ve learned that your brand experience starts long before a client arrives on your website and ends… well, never.
As long as your brand is speaking, your clients are listening. Clients also notice when your brand voice changes drastically after they've clicked "Checkout." At best, it feels like a good book dropped off mid-story. At worst, it can feel like you only see them as a number.
What you have in front of you is a wonderful opportunity to deepen your relationship with your clients, transforming them from buyers, to referrers, and then ambassadors.
The copy written for the services in Vol. 4 is tailored in tone to be extremely personal. Nurture copy is the part of your messaging that only you and your customer gets to see. It allows you to connect with them, educate them, and support them -- all while using the unique brand voice they've already come to know and love.
BOOKING
ONBOARDING
EDUCATION
I'M A NEW CLIENT. CAN I START WITH THIS SERVICE?
Certainly! Especially if you already have a website or other conversion path that you're happy with. If you're deciding between investments, I would recommend starting with Vol. 3. And of course, Brand Strategy is a prerequisite.
WHY IS BRAND STRATEGY REQUIRED?
Brand Strategy allows us to cement our understanding of the customer we're speaking to, and the voice we should use to talk to them. In a service that's all about getting personal, it really is essential.
I'M A GRAPHIC DESIGNER, CAN YOU HELP?
I would love to. Nurture copy and intentional design are an instantly winning combo. In fact, I even have a collaborator's page. Go ahead and reach out to me there. I'm looking forward to it!
I WANT SOMETHING I DON'T SEE LISTED HERE.
That's okay! This is my only service with "suggested" deliverables because I want to make sure we're creating something that serves your clients. So if you'd like to talk about creating copy for a different part of your client (or even staff!) experience, I'm all ears.
I WANT THIS SERVICE, BUT I'M NOT SURE WHAT TO REQUEST. DO YOU HAVE ANY SUGGESTIONS?
You bet. Review the suggested options and select the one that feels most aligned with what you think your clients might need. Then, on our discovery call, let me know you're trying to find the best way to use this service. I feel confident that we can come up with something.
DEFYING GENRE BY
Signature souvenirs that bring together hobbyists and all lovers of the great outdoors. Their products reflect the humor and passion of an entire united community, and since most pieces are customizable, customers can literally see themselves in their purchases.
THE INDUSTRY STANDARD
A set suite of products that appeal to a certain demographic of clients, or a particular season or theme.
Sarcastic
Unsentimental
Freaking funny
The Results
Jodi's confidence in her brand skyrocketed right alongside her open rate. She even netted cross-sales -- from an automated email!
remarkably
We believe in the power of travel to transform lives, rebuild connections, and broaden perspectives.
WE'RE JUST HELPING YOU WRITE IT.
We believe in the power of travel to transform lives, rebuild connections, and broaden perspectives.
excellence
trust
CUSTOM COPY PROJECTS
COOKBOOK
Infusing your signature recipes with a tasty pinch of storytelling.
BOOK JACKET
Captivating potential readers with jacket copy that's impossible to leave on the shelf.
USER EXPERIENCE
Building user ease by adding a distinctly human voice to a digital experience.
USER INTERFACE
Elevating a program from functional to signature through custom user touchpoints.
MOBILE APPLICATION
Engaging microcopy for apps that feel more like a person than program.
BOARD GAME
Immersing your player in a tabletop universe from the moment that they pick up the box.
PRODUCT DESIGN
Putting your brand voice into the palm of your customers' hand.
BOOKING INTERFACE
Walking your client through a clear and intuitive booking experience, one word at a time.
Designing something special?
Tell me more. I'd love to be your wordsmith.
