Brand Tone

Expert/Authoritative, Results-Oriented, Direct/Clear, Personable/Approachable, Passionate

Brand Values

• •Expertise & Knowledge
• •Results-Driven
• •Clarity & Understanding
• •Professionalism & Reliability
• •Integrity/Authenticity
• •Sustainable Growth

Best Practices

• •Focus on Client Results: Always frame benefits in terms of tangible outcomes for the client (e.g., more sales, higher conversion, qualified leads).
• •Be Direct and Specific: Avoid vague promises. Clearly state what you do, who it's for, and the specific results they can expect. Use strong verbs and clear language.
• •Back Up Claims with Proof: Incorporate testimonials, case studies, or specific examples of success to build credibility and reinforce expertise.
• •Maintain an Authoritative yet Approachable Voice: Share knowledge confidently, but ensure the language is accessible to the target audience. Avoid overly technical jargon unless clearly explained.
• •Inject Genuine Enthusiasm: Let your passion for helping clients succeed through effective copywriting shine through. Authenticity resonates.

Social Perception

As a Copywriter (Scott Martin Media / Coach Scott Copy): Highly regarded by clients as a skilled direct response copywriter who delivers significant results and is reliable and professional. He is seen as a trusted expert in generating revenue through copy. As a Soccer Analyst (Scott Martin Media): Recognized for his insightful tactical analysis, particularly within communities like Total Football Analysis. As a Marketing Strategist (Groundswell Origins): Perceived as an experienced marketer who champions sustainable growth and building genuine audience connections over quick fixes. Generally, the perception is of a knowledgeable and experienced professional who is passionate about his areas of expertise and dedicated to delivering value.

Copy Examples

• •Website Headline: "Stop Burning Cash on Ads. Start Generating Sales with Proven Direct Response Copy That Converts."
• •Email Subject Line (for a course): "Tired of Writing Emails That Don't Get Opened? Unlock My A-List Copy Secrets."
• •Social Media Ad (targeting coaches): "Your Coaching Program is Amazing. But Does Your Copy Show It? Let's Craft Words That Sell Your True Value & Fill Your Roster."
• •Service Page CTA: "Ready for Copy That Works As Hard As You Do? Get Your No-Obligation Quote & See the Difference Direct Response Makes."
• •Blog Post Intro: "You've poured your heart into your online business. But if your words aren't compelling action, you're leaving money on the table. Here’s the no-fluff truth about copy that actually sells..."