Every writer knows the hardest person to write for is yourself. Having someone to bounce ideas with is essential for nailing your copy—so when Amy Lipner, my friend and Copywriter Accelerator colleague, mentioned she was working on her site relaunch, I was happy to offer 100 lines for her.

A little background. Amy is a lawyer-turned-copywriter with a great big soft spot for good companies. We’re talking B-Corp, community-minded, give-back-to-those-around-you, all-around-do-gooders that make the world go ’round. She sent me a draft of her new copy, and I pulled ideas from there as well as our discussions over the last few weeks.

From there, I wrote 80 lines and sent them to her for review. She highlighted the ones she liked, X’d out the ones she didn’t, and I created another 20 based on her direction.

Normally, I scramble the lines when I’m done for fresh perspective, but today I’ll leave them as is so you can see how our process worked. A little behind-the-scenes action.

Here are 101 lines for Amy. Bold lines chosen by her:

1 Copy for a better world
2 Copy that’s not afraid to fight
3 Copy that fights for your cause
4 Mission-driven copy
5 Powerful copy that drives people to act
6 Do-Gooder Copywriting
7 Copy that fights like you
8 Damn powerful copy
9 Copywriting that fights for the little guy
10 Copy that backs up your action
11 Good copy for good businesses
12 Writing toward a better tomorrow
13 Bleeding heart copy
14 Altruistic copy for good businesses
15 Make your words take a stand
16 Words that fight as hard as you do
17 Make your copy fight for what you believe
18 Copy that backs your beliefs
19 Hold your ground copywriting for altruistic businesses
20 Passionate copy for businesses with a mission
21 Copy that backs up your action
22 Copy that drives your mission forward
23 Writing the story of your mission
24 How to write your mission with passion
25 Copy that connects with your supporters
26 Inspiring copy that connects & drives your mission
27 Tell the story behind your mission
28 F*ck weak goals. You go big.
29 Turn your words into action
30 The writer who believes in your cause as much as you do
31 Copy that fights for your cause
32 Powerful copy that emboldens the little guy
33 Emboldened copy that fights
34 Fighting words
35 Impassioned copy for a bigger cause
36 Copy that drives action
37 Fundraising & mission-driven business copy
38 Good copy, Good business, Good money
39 Helping good businesses make money through words
40 For mission-driven businesses with a voice for good
41 For good businesses tired of being unheard
42 The loud & proud copywriting megaphone for good businesses
43 The ex-lawyer turned mission-driven copywriter
44 The altruistic ex-lawyer copywriter
45 Mission critical copy
46 Where good copy makes people act
47 Copy that makes the crowds walk with you
48 Words that inspire the passionate crowds behind you
49 Where little voices make big changes
50 Copy for change
51 Copy for better good business
52 Words with purpose
53 Altruistic words for damn important businesses
54 Words that fought in a courtroom now support you
55 The copywriting key to reaching your goal
56 The right words for big change
57 Well-crafted words for inspiring change
58 Smart writing for altruistic businesses
59 The business writer for inspiring change
60 Inspire change with your words
61 Words that help you change the world
62 Get the messages you need to change the world
63 The great writer for good business
64 The ex-lawyer who found her passion helping people
65 Your cause. Your business. Our copy.
66 You’ve got a cause worth fighting for. Let’s tell the world.
67 Altruistic copy for your big goals
68 You want to change the world. Here are the words to do it.
69 Where good businesses get great copy
70 Where good businesses get the words they need to fight great
71 Copy & marketing direction from an ex-lawyer turned do-gooder
72 Grab a pen. The world isn’t going to change itself.
73 All the copy you need to change the world
74 Get the words to make the cause
75 Mission-driven mission statements
76 Where great copy incites change
77 Words as powerful as your cause
78 Slinging words for justice & good
79 Copy that cares as much as you
80 Cause-driven copy for good businesses
81 The Robin Hood of Copywriters
82 Bleeding heart copy that fights for your cause
83 Helping causes convert
84 Your source for bleeding heart copy
85 A sister in arms for good cause copy
86 Good cause copywritng that fights
87 Smart copy for good causes
88 Copy that moves your cause
89 Moving your mission forward, one word at a time
90 Where missions get put into motion
91 Crafting the words that move your mission
92 Where your big dream hit the page
93 Making pages that move for big-hearted missions
94 Get the words that move your cause
95 Words that make your good business great
96 The writer for mission-based motion
97 Copy that rallies yours troops
98 Your mission’s rally cry writer
99 The rally cry writer for mission-based businesses
100 Propelling copy for good causes
101 Copy that pulls up your good business by its bootstraps

Overall: I realize this isn’t the most interesting list for you to read, but I really enjoyed writing it. Rather telling you how I think I did, here’s the response from Amy:

Justin,

 

First of all – THANK YOU! It was really fun reading through these and also watching my personal brand (or whatever you call it) translated by someone else. Not surprisingly, I’ve never had anyone write something in my own voice. It’s a weird level of abstraction and actually gave me insight into the experience of being a client with a personal brand. There is something extra tricky about nailing a person’s voice, especially when they are capable of writing halfway decent sentences.

 

With all of that out of the way, here are my thoughts. Hopefully some of this will be helpful when thinking about benefits to other writers

 

  • I’ll go through the list and remark on specific headlines I liked + why. Hopefully that will be helpful.
  • What’s great about this list is that I’ll be able to pull from it for other page headlines as well. There are plenty of spots in my existing copy (processes page, about page, etc) where I could definitely punch things up and this is a handy list to be able to pull from as I finish this webpage revamp. It is a document I will be using time + time again.
  • Your list brought to my attention a larger set of words to be considering + playing with. It was tinder for my creative spark. And it will be extra helpful when I’m in a creative drought finishing up the page.
  • I mentioned this, but I liked the last 20 headlines in particular because they had more motion + movement. And, ha(!) alliteration.

Suggestions

  • Some headlines, especially with the word fight, just isn’t language or tone I use. On the flipside, some headlines were too fluffy/aspirational/emotional. I wonder if other writers have such strong reactions to words (I imagine so). You may save yourself some time by sussing out what words or phrases should be avoided at the outset. Or midway.
  • It may be helpful to ask exactly how the headline is going to be used. I don’t think this was an issue here, but it may help situate your thinking. I am working with a client on a headline for a page that is buried in the website – but is necessary nonetheless.

Let me know if I can help in any other way. I am on a few deadlines this week, but hope to finish up my webpage next week. I’ll keep you posted on how the headlines get used!

Lessons:

  • Looking back, I should have sent the list for her review after 50. Then I could’ve strengthened the back half even more
  • Her feedback on the word “fight” was especially interesting, because every time I wrote it, it felt wrong. So trust your gut, people.
  • It was great to work with someone on the project. It was more like a partnership rather than flying solo as usual
  • Super motivating to know the lines may be used, as opposed to posting into the void
  • The list is repetitive, but seeing all your options is essential for getting your message just right.

I’ll be adding this service to my site as soon as I nail down the process. Contact me if you want to be in beta-test phase!

Time: I didn’t time today but it went fast. I’d say 45-55 minutes, plus breaks awaiting feedback.