Case Study: Copywriting that gets more of the clientele you want
“Do it. Do not pass Go. Do not collect $200. Write a check to Autumn and get going.”
Betsy Emery | Owner and Operator, Emery Designs | Gloversville, New York
OVERVIEW
Betsy Emery is one of my business role models. She launched Emery Designs, a full-service digital marketing agency, in 2003 and lost no time in becoming the marketing authority in her neck of the woods. Betsy’s upstate New York agency offers graphic and web design services, content marketing, search engine optimization, social media support, and even commercial photography and video. She takes a white glove approach to marketing, meeting regularly with clients across a wide range of industries to stay current on their business goals, marketing objectives, and professional landscape.
OVERVIEW
Betsy Emery is one of my business role models. She launched Emery Designs, a full-service digital marketing agency, in 2003 and lost no time in becoming the marketing authority in her neck of the woods. Betsy’s upstate New York agency offers graphic and web design services, content marketing, search engine optimization, social media support, and even commercial photography and video. She takes a white glove approach to marketing, meeting regularly with clients across a wide range of industries to stay current on their business goals, marketing objectives, and professional landscape.
EMERY DESIGNS PORTFOLIO
EMERY DESIGNS PORTFOLIO
Betsy’s agency provides regular marketing support to a wide range of small- to mid-sized organizations in upstate New York. Click any of the icons to visit the Emery Designs online portfolio and see other enterprises the business supports.
Betsy’s agency provides regular marketing support to a wide range of small- to mid-sized organizations in upstate New York. Click any of the icons to visit the Emery Designs online portfolio and see other enterprises the business supports.
CHALLENGE
Naturally, Betsy’s personalized approach and marketing expertise have netted Emery Designs a large client base. More clients mean more (and more diverse) copy requirements for Betsy’s Content Machine. Though Betsy is a talented marketing copywriter, continuing to develop all the marketing copy for her clients would have taken a toll on other areas of her business (not to mention her free time).
She was faced with the predicament that all successful entrepreneurs eventually face: success without support doesn’t feel a whole lot like success. It feels a lot more like stress. In order to continue offering her clients the unparalleled support she was known for, Betsy herself needed regular support from a writer who already understood content marketing and search engine optimization.
She needed a professional partner she could trust to care about the content (and her clients) as much as she did. Betsy also needed someone who would be able to write engaging content for diverse businesses and audiences without much guidance or feedback. Essentially, when it came to her Content Machine, she needed to be able to set it and forget it.
SOLUTION
When Betsy got in touch with me in 2020, she was specifically looking for help with blog posts for her clients. We collaborated to develop a monthly package that met her budget requirements and ensured each of her clients have fresh content consistently.
Betsy and her clients map out content direction together during their meetings, and I use their notes to craft relevant, engaging content tailored to their target audiences.
As a result of our partnership, Betsy says her clients are “doing better in the search engines and getting more of the clientele that they actually want.” Plus, she isn’t killing herself or torturing them to create regular, engaging content.