{"id":14331,"date":"2018-06-11T06:00:57","date_gmt":"2018-06-11T10:00:57","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=14331"},"modified":"2022-02-02T16:37:15","modified_gmt":"2022-02-02T16:37:15","slug":"branding","status":"publish","type":"post","link":"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/branding","title":{"rendered":"Why Branding Expert Ashlyn Carter Says ‘Niche Down’ Is the Key to Success"},"content":{"rendered":"

\"\"<\/a><\/span><\/p>\n

As the copywriter for heavy-hitting creative industry entrepreneurs like Jenna Kutcher, Katelyn James and Hilary Rushford, Ashlyn Carter knows a thing or two about effective branding and copywriting.<\/span> She left her job as a publicist, working with clients like Delta Air Lines and Chick-fil-A, to go full-time with her own business Ashlyn Writes<\/a>. Now the entrepreneur and HoneyBook<\/a> educator helps others reach their business goals by crafting their messaging and sales copy. We knew Ashlyn would be the perfect person to teach the branding portion of our Business Fundamentals for Creative Entrepreneurs<\/em><\/a> video series premiering on June 14. Here, she shares why she started her business, who should watch her class<\/a> and why “niche down” is her personal mantra.\u00a0<\/p>\n

RSVP for her class here (click “Get the Free Class” in the top right): Branding Strategies to Ignite Your Marketing<\/a>.<\/h2>\n

Why did you start your own business?<\/strong><\/p>\n

Every business starts with a problem. <\/span>Mine was that I believe getting the good messages out in a noisy world shouldn\u2019t be so hard. I was working as a publicist in corporate marketing moonlighting as a wedding calligrapher after hours, when\u2014long story short\u2014I went into partial hospitalization for generalized anxiety, depression, and an eating disorder at 27.<\/span><\/p>\n

I threw a peace sign up at the corporate offices door and started taking on calligraphy and editorial writing gigs. I was amazed how other creative small businesses didn\u2019t want to write marketing words. Wait, how were they going to make money if they couldn\u2019t sell? If they <\/span>only<\/span><\/i> ever hustled?\u00a0<\/span><\/p>\n

I started my business because I believe there\u2019s an alternative.\u00a0<\/span>I believe you can work from a place of rest, not hustle.\u00a0<\/span>By teaching creatives how to sell with their words, they\u2019re able to pull one of the strongest levers there is in marketing \u2026 and in turn, able to get a little more whitespace back.<\/span><\/p>\n

\n

I believe getting the good messages out in a noisy world shouldn\u2019t be so hard.<\/h3>\n<\/blockquote>\n

Tell us about your Branding Strategies to Ignite Your Marketing<\/em><\/a> class. What\u2019s it about? Who should watch it?\u00a0<\/strong><\/p>\n

A lot of people come to my team to have us help them craft copy for their website, and are SO excited to hear that someone out there exists that can take messaging and writing off their plate. \ud83d\ude42\u00a0<\/span>I totally get that, but here\u2019s the thing: by outsourcing messaging, some business owners are inadvertently outsourcing the psychology of sales for their business. That\u2019s something you have to understand. That\u2019s a marketing component you need to be able to understand on your own.<\/span><\/p>\n

People should watch this class<\/a> if they\u2019ve ever worried about how to stand out in a saturated market. <\/span>If they\u2019ve ever thought that their \u201cbranding\u201d is just logos and imagery.\u00a0<\/span>If the thought of talking to clients in a sales-type conversation makes them start sweating.<\/span><\/p>\n

What are you most excited about with the Business Fundamentals for Creative Entrepreneurs<\/em><\/a> series?<\/strong><\/p>\n

Honestly, the whole thing was a dream. I used to sit at my corporate desk with earbuds in, sneaking CreativeLive classes as background noise while I was filing press clips or drafting a PR report. I had no idea what kind of business I wanted to start, but I was able to afford learning and explore career options on CreativeLive\u2019s website. Now, it\u2019s my name teaching one of the classes I used to binge-watch.\u00a0<\/span>Seeing that come full-circle is crazy!<\/span><\/p>\n

RSVP for her class here (click “Get the Free Class” in the top right):\u00a0Branding Strategies to Ignite Your Marketing<\/a><\/h2>\n

You share tons of advice and lessons-learned in your class<\/a>. What\u2019s one of the most important?<\/strong><\/p>\n

It amazes me how terrified people are to niche down. I get it, I was there, but I\u2019m telling you, in the majority of businesses I watch and work with in our creative industry, it\u2019s those who go after a precise niche that really \u201cmake it.\u201d\u00a0<\/span><\/p>\n

\n

It’s those who go after a precise niche that really “make it.”<\/h3>\n<\/blockquote>\n

 <\/p>\n

In your class<\/a>, you talk about the value of having a Copy Bank. What is that and how can it help entrepreneurs craft their voice on social media and in their marketing?<\/strong><\/p>\n

In a nutshell, you need a brand messaging style guide. I call it a Copy Bank\u2014I have a whole Copy Bank Kit shop item<\/a> where I go into it, and teach students in my course<\/a> how to do it, too. When I worked for big brands\u2014the Delta Air Lines and Chick-fil-A\u2019s of the world\u2014you always have a doc that everyone can use to zero in on what the message and voice of a brand is.\u00a0<\/span>Even when you\u2019re a solopreneur, start making one. It helps you stay true\u00a0<\/span>to your brand voice when writing for your website, blogs and captions and fuels copywriting creativity by providing an endless vault of wordsmith ideas.\u00a0<\/span><\/p>\n

What\u2019s a common misconception about copywriting that you want to set the record straight on? \u00a0<\/strong><\/p>\n

That copywriting is fluffy words. Cut to the point! The words only have ONE job\u2014to get someone to take the action you want them to take. Otherwise, delete.\u00a0<\/span>Even some of our \u201cbig name\u201d clients learn this from working with us, which shows me this is something we need to keep educating on. There shouldn\u2019t be words in your emails or on your website that aren\u2019t serving a purpose.\u00a0I\u2019m a stats lover \u2026 go figure. I\u2019m a conversion copywriter, and that\u2019s what I like about copy. It\u2019s not meant to be placeholder fluff. It\u2019s meant to elicit action. My favorite projects are the ones we can really measure \u2026 I REALLY like seeing numbers after a launch, and getting to hear the income we helped drive and what lift on a project\u2019s numbers we got.<\/span><\/p>\n

What\u2019s a favorite branding project you\u2019ve recently worked on?\u00a0<\/strong><\/p>\n

I love any time we get to shift voices\u2014we did some recent work for Melyssa Griffin, who has a really different voice from, say, Beth Kirby of Local Milk, whom we were also working with at the same time. So that\u2019s fun for me\u2014it\u2019s like getting to play dress up on Halloween. <\/span><\/p>\n

\n

I love any time we get to shift voices…it’s like getting to play dress up on Halloween.\u00a0<\/h3>\n<\/blockquote>\n

What are some brands you admire for their branding and voice?<\/strong><\/p>\n

I look at a lot of SaaS companies. Basecamp is always great, and Mailchimp duh\u2014they\u2019re here in ATL. <\/span>Evo is a hair product line that makes me laugh with the copy on the bottles. Harper Wilde is a bra business that\u2019s made me giggle lately, too.<\/span><\/p>\n

How do you feel about exclamation marks and emojis in writing?<\/strong> <\/span><\/p>\n

Go for it! Typically, go easier on the exclamation points than you think, but they\u2019re all good.<\/span><\/p>\n

How did you hear about HoneyBook? What\u2019s your favorite feature?<\/strong><\/p>\n

Before I bit the bullet and invested in a CRM tool, I tried EVERYTHING, like sending PDF contracts and PayPal\u2019ing clients (whoops) and a few other popular tools. I got home from my first creative conference where I\u2019d sat across from my friends Kat Schomyer and Jenna Kutcher. They told me it was time, and I needed a tool like HoneyBook<\/a>. So, I got home, opened up my computer, pulled out my new business debit card, and spent $400 for membership.\u00a0<\/span>Since then, I\u2019ve booked more than $100K just on that tool: I\u2019d say I\u2019ve made the investment back.<\/span><\/p>\n

\n

I’ve booked more than $100K just on HoneyBook<\/a>.\u00a0<\/h3>\n<\/blockquote>\n

I like that my branding stays consistent through imagery and templates, but mostly I like that it\u2019s all in one place\u2014client records, details, and project info is in one easy spot!\u00a0<\/span>I finally found a tool that gave my clients an elevated, high-touch experience, and that was HoneyBook. I write about it a lot because a) I\u2019m slightly project-management obsessed, thanks to agency years, and b) the team is really great\u2014y\u2019all have added tons of features I emailed to recommend \u2026 and even put me on the phone with a developer one time to explain what I needed. I appreciate that!<\/span><\/p>\n

Any funny behind-the-scenes stories from filming your class<\/a>?<\/strong><\/p>\n

Oh my gosh\u2014I\u2019ve always wondered what teachers meant when they lost their voice, and low and behold \u2026 I totally had lost mine by the end. I didn\u2019t get it back \u2018til about 3 days after I\u2019d been home!<\/span><\/p>\n

Thanks for sharing, Ashlyn!<\/strong><\/p>\n

RSVP for her class here (click “Get the Free Class” in the top right):\u00a0Branding Strategies to Ignite Your Marketing<\/a><\/h2>\n","protected":false},"excerpt":{"rendered":"

As the copywriter for heavy-hitting creative industry entrepreneurs like Jenna Kutcher, Katelyn James and Hilary Rushford, Ashlyn Carter knows a thing or two about effective branding and copywriting. She left her job as a publicist, working with clients like Delta Air Lines and Chick-fil-A, to go full-time with her own business Ashlyn Writes. Now the […]<\/p>\n","protected":false},"author":225,"featured_media":14374,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-14331","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-branding"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2018\/06\/Ashlyn-featued-image.png",1200,800,false],"thumbnail":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2018\/06\/Ashlyn-featued-image-150x150.png",150,150,true],"medium":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2018\/06\/Ashlyn-featued-image-300x200.png",300,200,true],"medium_large":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2018\/06\/Ashlyn-featued-image-768x512.png",768,512,true],"large":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2018\/06\/Ashlyn-featued-image-1024x683.png",1024,683,true],"1536x1536":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2018\/06\/Ashlyn-featued-image.png",1200,800,false],"2048x2048":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2018\/06\/Ashlyn-featued-image.png",1200,800,false]},"post_excerpt_stackable_v2":"

As the copywriter for heavy-hitting creative industry entrepreneurs like Jenna Kutcher, Katelyn James and Hilary Rushford, Ashlyn Carter knows a thing or two about effective branding and copywriting. She left her job as a publicist, working with clients like Delta Air Lines and Chick-fil-A, to go full-time with her own business Ashlyn Writes. Now the entrepreneur and HoneyBook educator helps others reach their business goals by crafting their messaging and sales copy. We knew Ashlyn would be the perfect person to teach the branding portion of our Business Fundamentals for Creative Entrepreneurs video series premiering on June 14. Here, she…<\/p>\n","category_list_v2":"Marketing & branding<\/a>","author_info_v2":{"name":"Sobrina Pies","url":"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/author\/sobrinapies"},"comments_num_v2":"0 comments","yoast_head":"\nThis Branding Expert Reveals Her Branding Secrets | HoneyBook<\/title>\n<meta name=\"description\" content=\"Learn the branding and copywriting techniques that will deliver results for your business from branding expert and HoneyBook Pro Ashlyn Carter.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/branding\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"This Branding Expert Reveals Her Branding Secrets | HoneyBook\" \/>\n<meta property=\"og:description\" content=\"Learn the branding and copywriting 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