It’s strategic. 

I’m a copywriter. I sell words. Not pretty sales pages. 

And regardless of what you sell – you sell words too. 

So, the rest of this page is about getting those words right.

For the record, this isn't lazy.

No matter who writes them.

*oooh suspense*

See what I did there? I changed the inflection of the voice in YOUR head.

Thrice.

You didn’t read the big & bold, or italicized line the same way you read all the lines prior. 

Because of the added character → * 

And the formatting.

How long do you think you’ve been reading now? 

This is going by pretty quick for a sales page, right?

Because of how I’m pacing it. 

These sentences are short. Staccato - for my fellow musicians.

And ALLLLLLL of this matters. A lot. 

(Yes, even down to the 7th L. I counted. And now you’re tempted to.)

→ Now, watch read this. ←

Suppose I were to elongate my sentences, punctuate with commas rather than periods… and incorporate ellipses to indicate pause… a moment to catch your breath…

It’s human nature, you know, to subconsciously mimic the voices we are surrounded by most often. To some, the subtle mimicry might be flattering. To others…

It reveals an underlying truth: you’ve yet to discover your most valuable asset - your own voice.

And wouldn’t you agree, it’s a shame to see such bright, ambitious entrepreneurs continue about their business, marveling at the works of their peers, borrowing a line or two where it suits them without compunction? *

(Compunction means doing something without guilt, btw. Good word, huh?)

Phew!

I’d hate to be in the Bridgerton writer’s room all day. That shit is exhausting. 

Where am I going with this? 

Somewhere.

Everything in blue has a readability score of Grade 0. 

Everything in green comes in at Grade 10.


“Belong on the same sales page, those voices do not.” - Yoda

Introducing................

(Wow, look at all that suspense!) 


Character Shoes! 

A brand personality + voice guide to help any writer ever get into character and write a mile in your shoes! 

Sold. I want.

I think I’ve proven my point, %FIRSTNAME%.

...Oh, I'm aware this is not an email, and will not autofill your name. I just wanted you to know I was thinking about you specifically.

*insert no shit statement about how saturated “tHe SpAcE” is*

Sometimes it feels like if you aren’t objectifying your brand with a blazer and tasteful underboob, or posting 30 days of reels you won’t get noticed.

Strong copy gets noticed.

Strong voices get heard. (Read? Heard? Read?)

And strong just means you sound like you all the time. Even if you aren’t the one writing.

A Character Shoes Brand Voice Guide ensures it.






(Yes, even if you’re a Party of 1)


1. Because words aren’t going away. 

2. Because messaging + voice congruency across platforms expedites trust and dramatically decreases client acquisition time.
(Flexing those "Post Graduate" grade words to show how serious this is...)

I could honestly stop there, but I won’t because I’m me: 

3. You’ll start picking up on your own little nuances, so your writing only gets better and more “you” over time.
4. Copywriters show favoritism to clients who already know their voice.
5. They show extra favoritism to clients who have a voice style guide.
6. You can finally outsource IG engagement to keep the algorithm happy without wasting your life away on the app that gives you nothing - and I mean, NOTHING, in return.




7. You can outsource a helluva lot more than IG engagement and allocate more time for stress management. 🙃
8. And when you do, you won’t have to worry about anyone getting your voice wrong. (Read between the lines here, no editing required!)
9. Because this is a grows-with-you document that makes everyone’s biggest time suck SCALABLE. 

I say “timesuck,” you say “content!”











A Brand Personality + Voice Guide is an exact analysis of your brand personality, the words you use, and how you use them. 

I study your writing, document it, make guidelines & templates for it, and hand it over. 

Clone your copy. Get money.

See? 



Here are a number of reasons why you need a brand voice guide for your brand:


Timesuck! 


Content!


Timesuck! 


Content!




Pay close attention to this one...

My favorite part of the puzzle -- defining your humor. And by that, I don't just mean ha-ha humor, but humor as in your tone, mood & state of mind. Are you witty? Confident? One bad hair day away from your villain era? 

Humor

Do you write like this? Or do you have a flair for the flowery, and prefer typing until your fingers run out of breath? In other word - tempo. What's the rhythm of your writing? 

The way I like to think of it is -- what would you say to tip off someone that you're in danger!? Dark? Yes, but it's easier to start with things you'd never say vs things you always say. I figure out those words, and expressions too though. P.S. I'd *never* refer to myself as a "boss babe." That'd be one of my tip offs that something ain't right! 

Words

w

The science of stepping into your shoes

Tempo

t

h

analyze my voice!

get a guide!

  • Franchise Restaurant Owner
  • Costumer 
  • Pediatric Nurse 
  • Solo Excursion Travel Coach
  • Mindset Coach/Podcaster 
  • Love, Sex & Relationship Coach
  • Wedding Photographer
  • Diaper Bag Brand
  • OBM
  • EFT Practitioner 
  • Registered Dietitian
  • Business Coach 

Hiiii, I'm Katie Pannell

This old pic? 
Just me in *iconic* shoes...



I was an advertising intern by day, a PR student by night and an off-brand party princess by weekend. It was a lucrative gig to say the least. Well worth the wig-ache.

Little did I know, a simple school assignment would be the catalyst for my major plot twist. We'd been tasked with creating a PR/marketing plan for a business, and I had *just* the one in mind. The one that if well-executed would result in more bookings and more moolah in my pocket. *insert villainous laugh*

Peep my shoe closet...

  • Perfume Brand
  • Graphic Designer
  • Copywriter
  • Travel Blogger/Influencer
  • Hormone Coach
  • CBD Brand
  • Princess Party Brand
  • Linens Brand
  • Accountant
... Just to name a few. 

All *very* different shoes voices. Shocker. ;) 

Beauty & The Brand Voice - an untraditional tale 

Look mom, I have a badge for my ability to sound like strangers! 

I made my plan and pitched it to the Queen -- my boss.

*skips a few chapters that TOTALLY justify changing my major from musical theatre to PR* 

And then, with the passion of William Walla---Mel Gibson yelling "FREEDOM", I ripped off my wig for the last time and started my own copywriting business. 

I still get to step into character shoes... but without the wigs. So that's nice.

I've morphed into 50+ shades of business owners because voice *is* measurable. That, aaaand a background in theatre helps. Here's a summary of that story:

words I didn't write! WOW!

- Jake Anderson, Podcast Marketing Radio

Before hiring Katie, I checked out her website and for the first time I actually read the entire sales page (trust me, that never happens. Even with some of the so called "greatest copywriters." Her style was exactly what I was looking for, and she delivered it all above expectation!

Copy with personality, something that people WANT to read.

Choose the Character Shoe size that's *just* right!

$750

NEEEEED THIS GUIDE.

$1750

gotta have it.

$4000

TRAIN MY TEAM!

essential Voice guide

Fun sized for small, dainty feet entrepreneurs

elaborate Voice guide

For established entrepreneurs outsourcing their writing to contractors & team members

extensive Voice guide
+ 30-day new writer Training

For big-deal brands with multiple writers needing a little "character-arch" support.

  • Birds eye view of your brand 
    personality & voice type
  • Word bank of your most used words & expressions
  • Key messages + content themes
  • Voice analysis: word choice, tempo, tone, and humor type
  • Style choices & formatting: the little things -- Oxford commas, emoji/gif choice, etc.
BONUS: 
  • DIY Templates for your brand mission, vision, values, voice of customer data, program names + descriptions & more!
  • Birds eye view of your brand 
    personality & voice type
  • Brand promise, vision, values templates
  • Brand backstory & bios
  • Audience insights: voice of customer data, what motivates them to buy, objections, etc.
  • Signature offer details & descriptions
  • Word bank of your most used words, expressions, stories, & segues
  • Key messages + content themes
  • Naming conventions
  • Super deep voice analysis: word choice, tempo, tone, & humor type 
  • Style choices & formatting: it's the little things -- Oxford commas, emoji choice, etc.
  • Custom video walk-through of your voice guide & necessary tools to check copy for consistency
BONUS: 
  • Sample competitor content
    re-written in your voice
  • Oh Sh*t Kit templates for navigating awkward conversations
  • Birds eye view of your brand 
  • personality & voice type
  • Brand promise, vision, values templates
  • Brand backstory & bios
  • Audience insights: voice of customer data, what motivates them to buy, objections, etc.
  • Signature offer details & descriptions
  • Word bank of your most used words, expressions, stories, & segues
  • Key messages + content themes
  • Naming conventions
  • Super deep voice analysis: word choice, tempo, tone, & humor type 
  • Style choices & formatting: it's the little things -- Oxford commas, emoji choice, etc.
  • Custom video walk-through of your voice guide & necessary tools to check copy for consistency
  • Sample competitor content
  • re-written in your voice
  • Oh Sh*t Kit templates for navigating awkward conversations

    T R A I N I N G  P R O G R A M
  • New writer training & personalized feedback on all brand messaging for 30 days
  • Writer's rubric to triple check everything fits the brand prior to publishing
  • Resource guide with tips and tools for maintaining your brand character

I knew that "man's hack" line would getcha. Start here. 
First comes love, then comes an application, then we'll chit chat about which size Character Shoes guide you'll need.

Okay, I want one. what now?

You're on the wrong page if you're looking for someone to talk you out of it. They're *the* only way to make your writing scalable without YOU writing. It's man's hack to an extra set of hands...

...i'm just trying to decide if i need one...

Okay, we're going here. Lean in close. Closer. Closer. 

*whispers* It's just that other copywriters think they can just mimic their client's voices intuitively, and I knew that was flirting with disaster. So, I invested my hard-earned doll-hairs ($$$$) into THE creme de la creme voice workshop. I showed up to class, studied hard, didn't cry, and got to pick this prize from the treasure box! ;) 

What does the brand voice badge mean?

Depending on which tier you choose, and the amount of content I need to absorb, internalize and analyze -- errr--- 3-4 weeks? Your writer will get GIDDY looking at this thing though so it's worth the wait.

I'm hiring a new writer asap, how long does this take?

10+ points for knowing what you want! Do you always know what you want to eat for dinner too? If so, I'm mystified. Please share. 

About your voice, yes -- we can work on shifting your "sound."
It's a little bit of a different process so book a call here and we can talk details.

Can we create a new voice from scratch? 
I want to be *insert adjective here*--ier.

The really important parts...

Yurp. Payments can be split 50/50 or 3 ways.

Do you offer payment plans?