Ok ok, I know I say I write copy for service based businesses but this is what I mean about not having to ONLY work for your ideal client. Also, I LOVED working with Emma, founder of Wild Ember Weddings so a little detour from my usual client-base was a must.
The Client
Wild Ember Weddings is an e-commerce brand that make personalised wedding decor. Emma reached out to me on Instagram because she was selling her products entirely through Etsy (Who would take up to 25% of her profits!). Obviously that kind of margin is outrageous, and when you’re putting so much time into ensuring an amazing quality product, you should be getting the benefits from it. So it was crucial that she have her own website to remove some of the overheads and make her business more sustainable long-term.
The Deliverables
We landed on creating copy for the home and about pages and a product description framework that Emma could replicate across the whole product range.
The Target Audience
The target audience for the site was engaged couples with a wedding budget of £15k–£30k. The biggest problem was the competition. Wild Ember Weddings’ competitor was Etsy, Amazon, and every cheap alternative that’s always one click away. So before the writing started, the question was: why would someone pay more to buy from this person specifically?
The audience decided everything. Couples spending £15k–£30k on their wedding don’t want their day cheapened by the decor. Every choice they make is about building the perfect day and more importantly, memories that last. So instead of describing products as "items," the copy repositioned them as keepsakes that outlast the wedding itself, rather than decorations headed for a bin bag after.
The fact that everything was handmade became proof of quality. The personal touch, checking in with clients, obsessing over the details, was framed as something no marketplace seller could offer. And the tone was written to feel warm and considered, because that's what people want when they're spending money on something that matters this much to them.
Want the words that take your ideal client from “maybe” to “please take my money?”