On this week's episode, I speak with Rachael Pilcher, the Founder, B2B, and SaaS Conversion Copywriter and Growth Strategist at Mighty Fine Copy in New Zealand. Rachael shares how to bring to light your company’s personality, how insurance companies and insurance commercials became interesting, and also her framework called SNACKS for creating great converting copy. Episode Highlights:Rachael articulates what Mighty Fine Copy is and does. How did Rachael make the transition from a legal PA to copywriting? What hands-on experience taught Rachael niche marketing and branding?How far has she come in copywriting? The Copywriter Club group on Facebook opened her eyes to the bigger money she could make as a copywriter. What did she learn during her rebranding process at Mighty Fine Copy?If your brand isn’t ‘funny’ how can you still stand out?Did she ever go against her own recommendations during rebranding? What are the fine points of Rachael Pilcher’s personality that need to be represented on the page? Has she had to turn any clients down for them not being a good fit? What tips or optimizations does Rachael have for B2B SaaS businesses to help their users care about their words? Are companies trying to cast too big of a net in terms of their marketing efforts? What is the relationship between copy and design? Did she think about design first or copy first when working on her website? Is it more of a challenge for a company looking for a serious tone? What is her process for getting up to speed with a client’s needs? What is her SNACKS framework?Rachael Pilcher applies SNACKS to a mock example. How long should a company wait to revamp their copy? Rachael states her opinion on keywords for traffic. What does it take to identify a company’s personality and bring it to life? What if a company’s founder has a terrible personality? What are some ways to incorporate a brand story into the copy? What is the brand story behind Mighty Fine Copy?Does that copy she writes for clients feel like books she has written? Has she come across a company that has changed her copy for the worst? How can something boring like insurance be made interesting with marketing? Video and YouTube channels have been great for showing a company’s personality. There is still a great need for great copy. What tips does she have for copywriters? Are great copywriters born that way? How many words does she think she may have written for other companies? How many words does she typically put into a conversion copywriting project? 3 Key Points:Copy and design should come together, be cohesive, and draw your eye.SNACKS stands for Strategy, Niche, Asking, Knowledge, and Sales. It is better to focus on good copy than being keyword-driven to force traffic.