The older your kids get, the faster time seems to fly.
Preschool to 3rd grade is a leisurely stroll, but once they hit 7th grade it's like they've got one foot on a banana peel and the other on their Senior Year!
One day this mom will blink and ALL of her kids will be grown.
That's why we are document the NOW (as Edna Mode would say;).
It may seem sad to let them go, but watching my kids tackle adulthood and parenthood has been one of the most fulfilling parts of my life.
Parenting is not only about raising good kids, it's about raising damn fine adults....
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What makes Allison's marketing stand out to me is her CEX-y (!) Writing Superpower: How she also takes the opportunity to show who she is. How the work gets done. What she's like to work with.
And (IMPORTANTLY!) She tells you why now.
Allison's product is great. Her work is gorgeous.
Allison makes Muggles magically morph into supermodels.
But her marketing is what makes her product matter.
(I bolded that ^^ because it's important!)
Let's break down what Allison is actually saying in those two captions.
- Who she sells to: You're a mom? "I'm a mom, too!" she says. Family is everything to her. And to you.
- Neutering objections: What might make someone *NOT* book her? Price? Maybe... she's not JCPenney Portraits. But she's worth it. She gets shots JCPenney can't.
(That's why some of Allison's behind-the-scenes photo show Allison shooting families while she's literally lying on the floor—her body as contorted as a ballpark pretzel. Send chiropractor.)
- Neutering objections 2: Your photo shoot will be painless. Zero awkward. Fun! Because Allison is funny! EDNA MODE, dahling!
- Why should you book now: Because life moves fast. Blink and your kids are grown. Banana peels are real. She knows this. She's lived it.
- Group hug: Don't worry. The best chaos is yet to come.
Yes, we're talking Instagram captions here.
But the approach applies to anything.
Landing pages. Newsletters. Email marketing copy. TikTok script. Sales letter. A B2B musical. Animated puppet show.
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Your content is a long game. It's slow marketing.
Content gives you a way to show up... to continually engage.
But the REAL CEX-y happens when you also use it as a way to delight your audience (and yourself). Show who you are. Answer why now—in the context of your customer.
Because someday... they will pick up the phone and book an appointment. Maybe it'll take weeks. Or maybe it'll take years. (Like 4.)
Because someday... they will find themselves speaking at an event in your city. And they will reach out again to you on Instagram Messenger: "The next time I'm near you I'm coming in for a photo."
And maybe that photo turns into new branding/headshot photos. Maybe you'll spend 3 hours together laughing and shooting an insane 700 photos. Maybe you'll realize you both like certain music, certain authors, and office supplies. Maybe you actually ARE soul sisters!
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When you meet face-to-face with people you only knew online, it can feel a little like a "preunion," as my friend Scott Monty puts it. Like you've known each other forever but never met.
That's how it felt when I walked into Allison's studio last week... so familiar and foreign at once. A little out-of-body weird to realize that we were actually in the same room.
(And I met her husband! And saw her photographs! Her books! The free candy everywhere! All the work that I only knew through my phone! So close I could touch it!)
I felt like I was meeting a Kardashian.
The photo shoot was glorious. We blasted music. We danced. She had me screaming all my awkward out. The final photos will be back in a few weeks. (I'll share them when they are.)
Which is all to say...
Useful x Inspired x Empathy means you
Show don't tell.
Write your face off.
Answer WHY NOW.
And then... let your audience see how much they need you.