I love writing distinctive copy for all my clients. But this one is interesting. No one reading the descriptions, blog posts, or client contact emails, invoices, or first order welcomes would ever suspect I am the voice behind the sultry, flirty, almost-but-not-quite-over-the-edge spokes…person.

By day, mild-mannered mom of three, wife of 30+ years (wait, how long???), mostly fun-loving prairie gal.

But oh- (Yes! Oh!)  behind the keyboard, with a gentle nudge of encouragement from my lead Partner/Muse, I tap into a wickedly sexy persona who drips invitations, describes stories that dabble on the edge of almost shocking, and invites all the Darlings of this brand to unite and enjoy. Responsibly, of course.

Ladies, honestly, why wouldn’t you consider wearing something that just might make you feel More. (Wink. Wink.) And Gentlemen, although we’ve never met (or perhaps we have?), why not finally make your next special occasion gift sparkle with just a Bit of Bedazzle wrapped in Romance. And really, why wait? In fact, Darling, I remember, once, not so long ago, on a beach, not that far away when I was swept up by a Special Someone gifting me the perfect….well, I’m sure I’ve told you that story, at least once. Or was it twice?

My marketing team lead, tasked with looking after the decidedly more boring aspects of message alignment, moving business forward, keeping the client on message…Yes, basically, herding cats, has the tougher job. I get to stretch my writing wings and become everyone’s best friend, tribal icon, and storytelling beach babe. No sunscreen required. And no. Tan lines are not an issue…

So why, as I have all this fun creating screen play quality copy, designed to make readers smile (take that AI!) as they order once, and order again, (multiple orders are always encouraged!) did I react this way?

It was first an email, missed calls both ways, and a couple of texts. From my cat wrangling editor and the main client liaison. “Call me.”

And yup. I knew it. I was ready. Instantly. “Call me.” We all know what that actually means. Faster than my sweating, tanned-up alter ego could down an icy blended drink on a sweltering day at the beach, I knew.

They hated my Sexy, Fun, Possibly Botoxed-up (but who ever really knows?), Confident and Empowered Ultimate Voice of the Brand.

The client must not like the direction. They don’t like the voice we created. I’m obviously writing it too much over the top. Or maybe with not quite enough fun. Or enough focus on branding. The brandable chunks must not be hitting the mark. Maybe it’s too salesy? For sure, yup, get ready. They want someone else. Makes sense. Who was I to think I could nail this kind of voice…

We connected. And turns out. Hmmmm. I wasn’t expecting this.

The toughest gal on the client team – an almost decision maker, definitely influencer, and potential road blocker – is really enjoying the copy. It makes her laugh.

And the call from my Marketing Team Leader was to make sure I knew. Which of course sparked all kinds of new ideas for the next bits and a Fireworks Cross-Continent Celebration with a virtual high five between the two of us that – Yes! The ship is taking its time, but it is turning. We are indeed doing great things for this client’s marketing and beyond. And my almost slu…I mean, sultry voice is doing the stuff it’s supposed to!!

But hang on.  I was so sure and ready, poised actually, for the exact opposite. Even though, man, I love my part in writing (righting?) this ship.

So, a bit of wisdom – tell the people – especially the creative types on your team – that they are doing well. Tell them when they are not, but honestly… they will always, just a bit, expect that. We are all ready and expecting the “Be just a little better” conversation.

I try to remember this….but still, because of the big picture stuff, it is easy to forget. Applause is to be shared. As Christina shared with me. That is why she is a stellar Team Lead, Strategist, and Pretty Little Kitty Wrangler.

So, Darlings, gather round just one itsee bitsee second more. Don’t worry, I don’t bite. I mean, not usually. There was that one time, but honestly, it didn’t seem like a problem. I’m sure I’ve told you that story…no? Well, we might need something a bit stronger than tea if you want all the details.

Maybe, for today, I’ll leave with a simple mantra to take with you to pool parties, beaches, and even, dare I say, your own typewriter. Or a computer, if you prefer battery-operated.

Expect what you do for your clients to be done exactly as it should. Do it with intention (yes, exactly!) and meaning (how else?) and joy (otherwise, why waste the effort, Gorgeous?) and let it simmer. It takes time. Allow things to percolate.

And stop imagining the worst. Whether you are the cat wrangler or are being wrangled (now there’s a visual worth sharing) always expect the best, share the truth, and most especially celebrate the inevitable connection between a unique creative style, a strategy first process, and the fun of turning ships in the direction they need to go.

Remember, no matter your position, done with connection and team support – lead, creative, and beyond – the fun is just beginning.

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