We have this awesome client. She was one of MarketSmiths’ very first customers, and remains one of our favorites.
In addition to being great friends with MarketSmiths founder Jean Tang, the two have watched each other’s businesses grow. Ours, into a fleet of fulltime writers; hers, into a celebrated line of botanical skincare products.
Here’s what we loved, and continue to love, about working with her: from the get go, we were in partnership. Instead of worrying about defining the brand for the next ten years, she invited us to create an authentic voice for her company as it was—while leaving the future wide open.
Startups often think that copy builds a framework you can’t budge. They often think that branding happens outside of the company and remains static, like putting on one hat versus another.
In reality, while brand shapes copy, copy has the potential to shape a brand—and transform it over time. Writing illuminates insights—not only by illustrating what you do, but by actually clarifying your objectives.
Refreshing content is just as important for startups and small businesses as it is for established companies, if not more so. Copywriters (or you, if you’re writing your own content) rarely get it right the first time—not because they didn’t capture the spirit and structure of your business, but because those things are still in flux.
Our best-served clients understand that—and see us not simply as pens for hire, but as business partners, collaborators, and valuable sources of perspective.