Once a Guide, Always a Guide
I want to take a few moments to share my copywriting journey, what I’ve learned, and most of all, how my mixture of experiences and skills benefit your magically unique and awesome outdoor brand. Because what you’re creating is nothing short of pure magic!
Also, it’s gonna get a little self-indulgent in here. But stick with me.
My former work life was in retail—almost 20 years of managing, buying, and collaborating in bike, ski, and apparel stores. I really enjoyed it (mostly), and damn, I was great at it!
During that time, I became not only a massive gear junkie, always sniffing out the best outdoor products (and pro deals), but I became a guide.
No, not trekking through the Andes or taking groups on kayaking trips to Hosmer Lake, but by leading my customers to their dream bike, ski jacket, XC setup, and their outdoor ambitions, whatever they may be.
Side note: I spent two summers working for Trek America, taking folks from around the world on seven to 64-day camping road trips all over the US. So yeah, I love to show, share, and get outside. And yep, that’s me smiling in the blurry, dated picture above in Moab, Utah, looking and feeling like a bad-ass tour guide.
Flash forward to today, to a different calling: copywriting.
When I started three years ago - sponsored partly by COVID, becoming a 40-year-old, and needing a career change - it was completely new and different. And super challenging at times.
But I realize now how much I undeniably love what I do and who I’m becoming (confident, creative, and self-trusting). I also value all the similarities copywriting and retail share.
Because I’m still a guide. With every client, every audience, and with everything I write.
How?
I position, invite, and guide my customers and clients into a story and make them the hero of their own story. This process helps them overcome their challenges and creates trust and connection.
Five years ago, my guide lifestyle was in a shop having face-to-face conversations with a new rider, our hero, about a Juliana Furtado. Now, it’s in my home office on the computer having a conversation with my client’s audience, our hero, about a Cervelo C3 or Farm to Table restaurant in Bend, Oregon.
Location and how I interact may have changed, but my guide fundamentals still exist, and they’re stronger than ever.
Here’s what I learned from retail about being a guide and how I implement these lessons as a copywriter.
Here’s how I help you guide your customers on a journey of becoming the hero.
Lead with empathy
I constantly put myself in your boots to better understand your (and your audience’s) feelings and experiences without judgment, but with acceptance and respect. Empathy allows for a great framework to address goals and objectives and guide you to the right solution that meets your unique needs. And according to my CliftonStrengths assessment, my numero uno is empathy. So yeah, it goes into everything I do, think, and feel.
Ask questions
Then ask a few more. What don’t you love about your current bike? (pain points) What’s your favorite role as a marketing director? (positivity) Where do you want your business to be a year from now? (goals) Asking the relevant stuff gets to the nuts and bolts of your needs and expectations, creates connection, and gives me the vital info I need to plan and execute your heroic ambitions.
Talk less, listen more
Who doesn’t want to tell their extraordinary story and be heard? Listening, researching, and echoing your story builds trust, connection, understanding, and a purpose-driven conversation.
Tell a benefit-rich story
29" x 2.5 wheels, RockShox Super Deluxe Select+ 230x62.5 rear shock, Carbon frame. Say what now? How about this instead; Elevate your reputation. Built for big gravity rides and DH parks, this bike’s big wheels, beefy travel, and rugged carbon frame deliver high-level confidence for unrelenting successful days on the trail. Benefits are tangible and relatable. They paint a more enticing picture of how a product will solve problems and make you or your custies feel like a legend.
Save the scripted spiel
You’re creating something magical, doing all the hard work, and it’s up to me to help tell your unique story to your eager audience. So, instead of the same canned messaging or process, I want to get to know you, your business, goals, audience, and needs so I can help you shine and thrive. Aka, be a hero!
Collaboration, baby
Tour guiding, retail, and copywriting, it’s all about being in the business of relationships. Heck, I'd be out of a job if I didn’t know how to do this. Collaborating solves problems, creates relevant and authentic content and connections, and builds sturdy long-term relationships. It’s what I do; honestly, it’s my favorite part of my job.
What you see is what you get
I'm a terrible liar, my gut churns if I try to BS my way through something, and I wear my ambitions, insecurities, zest, sassiness, love of the outdoors, cats, and beer, and the desire to do hard things on my sleeve. As a business owner and copywriter, I work hard, I'm honest, thrive on deadlines, relish in challenges, give and expect timely communication, and set boundaries. I give you more time and bring tremendous value and experience to your business.
