Every brand has a strong purpose behind its existence. While the brand positioning outlines what your company does, who you are, and how you are different from others, it is the words that reveal the deeper layers. Certain industries lean more on images and videos to build their identity but to become more memorable and unique, a face and a personality need to be presented before the audience. Tiffanie Jackson, a poet, make-up artist, and CEO of CopyFoxx, a marketing agency, helps clients achieve all that and more with her personality-driven copywriting for self-care brands, coaches, and influencers who are ready for the next level.
Love for Words
Ever since she was little, Tiffanie has been drawn toward writing. Back then, she did not know how to convert her passion into a career and dived into corporate America and started working in content and marketing firms. After spending a decade at jobs that were not aligned with her passion, Tiffanie stumbled upon a podcast on copywriting on the internet, which eventually led her to come back to where her heart belonged. To brush up on her knowledge, Tiffanie started reading books and learned how to excel at copywriting, and then, when she lost her job at the beginning of the pandemic, she finally decided to start her own venture, CopyFoxx, in September 2020.
The transition from a corporate job to entrepreneurship was not easy for Tiffanie as it demanded a different kind of discipline level, and a raging global pandemic made it even tougher. But she powered through and finding a creative outlet in her work allowed her to progress and make great strides in the profession. At CopyFoxx, Tiffanie works with women of color, beauty brands, influencers, coaches, and other professionals who are in businesses that are personality driven. Typically, her clients tend to be in the beginning phase of setting up their web content.
A word nerd, Tiffanie’s forte lies in emails, and she leverages them to help brands and professionals build a relationship with their customers. Statistics show that email is an important place to build a community as the majority of the sales come from there. Apart from helping with the Welcome Email Sequence (followed up with weekly check-ins to continue building connections and giving value) and Email marketing, Tiffanie writes the product description, social media captions, web copies, and home pages for her clients. With beauty brands, she uses her expertise as a certified make-up artist to figure out the needs and requirements of the clients to strategize and build an identity.
Method to Magic
Being an excellent wordsmith, Tiffanie adopts a unique approach to developing a content strategy for her clients. She starts by devoting herself to learning the brand inside out and building a research-backed strategy for it to attract and connect with the audience. The core values on which she operates include equity, inclusivity, and creativity, together with results, empathy, and tenacity.
Since her clients are typically personality-oriented businesses, she believes in getting to know them first to be able to present them in an optimum manner to their audiences. A face recall value behind any brand is the major draw, and Tiffanie capitalizes on the same to give a voice to the venture. Although Tiffanie’s specialty is supercharging sales through magnetic messaging and personality-driven copy, she stresses empathy as a key in the development and marketing of services and products that improve people’s lives.
Some of the clients that Tiffanie has helped build a brand identity have been featured in various media outlets, including Cosmopolitan, Olay, and Woman’s Day. Tiffanie is of the opinion that they had a great product line, and she helped them get their products out. “Your product and service need to be up to the mark; otherwise, things will fall flat. You can have the greatest product in the world, but if no one knows about it, then it is as good as not existing. So, while marketing is also critical for the success of a brand, having an amazing product is the foundation that needs to be solid,” Tiffanie said.
Two years after starting CopyFoxx and braving a global pandemic, Tiffanie feels her biggest achievement to date has been the fact that she is still in business. The coming years look upbeat for Tiffanie with a number of projects lined up. She is currently working on an offer to build quizzes for several business owners. She believes that brands tend to have boring lead magnets on their websites. And having an interesting quiz on them can help garner more customers or at least their attention. “You would not be able to convince the customers–especially if you have a new brand–to hand you the email ID if you have boring content on the website. Everybody loves a good quiz, and it really helps in getting out the information about the brand,” Tiffanie said.
As a word of advice to women out there who are just starting their entrepreneurial journey or are feeling stuck in a rut along the way, Tiffanie feels they should be aware of their core and not pretend to be someone that others want them to be, to live a life defined by people’s definition of success. “Corporates do not want you to be yourself, however much they say that they do. So, it is important to find yourself and be one with yourself. Have fun along the way, and do not beat yourself up over unrealistic expectations. In the end, all that will matter is the journey and how you went on that path,” Tiffanie said while speaking with WomLEAD Magazine.
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