The
Trigpoint Framework

Great copy isn't written by getting in "the zone" and letting persuasive words flow from your fingertips. Just like climbing that 6c requires technique, strength and practice, to get copy that builds and nurtures genuine connections with your audience, you need some kind of process: The Trigpoint Framework.

This approach uses 3 beacons to pinpoint what will make your copy work: your brand personality, your customers and your product or service.

How it works

The Trigpoint Framework (inspired by the iconic pillars we all love to find on our walks, used to map out the shape of Great Britain) involves deep-delving research to get to the heart of three elements - you, your customers and what you're selling - to map out your copy in the most effective way.

Your Brand

Your brand voice, personality and values.

The words you use, the rhythm of your language, your outlook on the world.

By really getting to know you, I can make sure I write in a style that feels natural to you.

Your Customers

Pretty important individuals, right? But it's so easy to get wrapped up in what you do, that you forget to actually relate to your customers.

I'll research your customers so we know what's going on in their lives, what makes them tick and what they love (or are going to love) about your brand. < It's not always what you think.

Your Product or Service

Understanding what you do and what makes it unique.

The materials, the design, the process, the story behind it.

By getting to know your product or service inside-out, I can see what's relevant to your customers, and make it the focus of your copy.

Why it works

Your customer needs to be able to recognise themselves in your brand and your products.

Otherwise each word is a waste of pixels.

After all, you want copy that’s true to you, that connects with customers and that gets you results.