Michelle Carrington, a former makeup artist turned copywriting expert, discusses how copy can make or break a beauty brand’s success. Michelle and Aggie talk about common mistakes brands make, the ethical shift happening in marketing, and why indie beauty brands are leading the way. They explore how copywriting shapes customer experience, the importance of niche marketing, and debunk the myths about what it takes to stand out in today’s crowded market. Michelle shares advice on crafting messaging that sells without selling out.

Chapters

• 00:00:00 - A New Era of Consumer Power
• 00:01:05 - First Impressions Matter
• 00:01:11 - Michelle Carrington Enters the Scene
• 00:01:58 - The Creative Shift: Makeup to Messaging
• 00:06:35 - How Words Shape Experience
• 00:09:17 - Avoid These Costly Messaging Pitfalls
• 00:14:00 - Finding Your True Brand Voice
• 00:27:23 - Why Niche Marketing is Non-Negotiable
• 00:33:02 - Marketing with a Conscience
• 00:34:13 - Permission, Please: The Power of Consent
• 00:36:16 - Navigating Ethical Marketing
• 00:38:35 - Shifting the Focus to Positive Impact
• 00:41:10 - Indie Beauty Brands on the Rise
• 00:44:08 - Uncovering Copywriting Myths
• 00:49:20 - The Art of Attention-Grabbing Headlines
• 00:51:07 - What Big Brands Can Teach Us
• 00:54:54 - Bloom Beauty’s Transformation: A Case Study
• 00:59:42 - Copywriting that Drives Results
• 01:03:26 - Wrapping Up: Final Takeaways

Links and Resources

• Michelle Carrington
• Michelle on Instagram
• Michelle’s LinkTree
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• 5 Days to Growing Your Iconic Beauty Brand (and Having Your Most Profitable Holiday Season Ever)

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