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THE OFFICIAL BLOG OF LEXICON COPY CO. & ZOIE CALLIHAN

A collection of essays where the marketing is ethical, the business is balanced, the words are well-crafted and brand identity is king.

Lexicon Copy co
Brand Storytelling
for wordsmiths
business & marketing
guest essays
Brand Personality
E-Commerce
Brand Strategy
Copywriting
Nurture Copy
Content Creation
10/25/2024
WHAT IT MEANS TO HAVE A BRAND PERSONA THAT "CUTS THROUGH THE NOISE."
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Copywriters love to promise that your brand will "Cut through the noise." It's a nice promise, but here's how you can actually achieve it.
Lexicon Copy Co.
9/27/2024
WRITING A FUNCTIONAL BRAND VOICE GUIDE
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Let's be honest: most brand voice guides are afterthoughts in a bigger brand guideline document. Here's how to write (and understand) a brand voice guide that's functional, not ornamental.

All things great are wound up with all things little.

L.M. MONTGOMERY

There are no dull products, only dull brands.

MARTY NEUMEIER

I can’t write five words but that I change seven.

DOROTHY PARKER

A business that makes nothing but money is a poor business.

HENRY FORD

For what it's worth, it's never too late to be whoever you want to be.

F. SCOTT FITZGERALD

Business & Marketing
9/20/2024
YOUR BRAND POSITIONING STATEMENT NEEDS TO PULL ITS WEIGHT
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If you can't articulate your positioning, sooner or later, you won't have a business to position. Your brand positioning statement doesn't have to be revolutionary, but it does need to be written very carefully.
Business & Marketing
9/5/2024
USING ARCHETYPES IN MARKETING TO AVOID DISASTER AND ATTRACT AN AUDIENCE
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When you understand brand archetypes, you unlock a criminally easy way to steer clear of marketing disasters and to put your brand miles away from your competition. But don't take my word for it.
Brand Story Telling
8/28/2024
HOW TO TAILOR YOUR BRAND MESSAGING TO YOUR BUYER PSYCHOLOGY
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Your buyer psychology is the antidote to every piece of bad marketing advice you've ever received. Learn how to parse it out and apply it to your messaging to build high-converting relationships with your audience.
Brand Story Telling
8/21/2024
5 BRAND MANIFESTO EXAMPLES FOR ARTISTIC, CREATIVE, OR POWERFUL BRANDS.
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Your brand manifesto is like a mission statement that your clients *actually* want to read. Here are 5 frameworks you can use to draft one that is powerful, artistic, creative, or motivating: whichever fits your brand persona best.
Every great brand story starts with a main character
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Business & Marketing
8/15/2024
A DEFINITION OF A MISSION STATEMENT AND VISION STATEMENT (THAT'S ACTUALLY USEFUL)
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How to translate the concept of mission, vision, and your core values from nauseatingly corporate buzzwords into tools that are actually helpful for running your business.
Business & Marketing
6/23/2023
HOW PROTECTING CONSUMER CHOICE BUILDS BRAND LOYALTY
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How to build a loyal client base by treating your customers like the adults they are.
Brand Story Telling
6/23/2023
YOUR BRAND'S IDENTITY IS NOT YOUR IDENTITY
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How and why to put some much-needed personal space between you and your brand, and why your copy shouldn't sound like you.
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Business & Marketing
6/23/2023
HOW TO PICK A COPYWRITING SERVICE THAT SUPPORTS YOUR STORY
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Matching your brand to the service that achieves your goals, instead of just ticking a box on your to-do list.
Brand Story Telling
6/23/2023
WHY YOUR BRAND SHOULD BE THE PROTAGONIST
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It's a fact: dynamic characters attract loyal audiences.
Lexicon Copy Co.
6/23/2023
WHO YOU CAN WORK WITH AND RESOURCES YOU CAN TRUST
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Let's say that Lexicon Copy Co. just isn't working out for you. If not me, then... who?
Brand Story Telling
6/23/2023
WRITING A BRAND STORY WITHOUT PLOT HOLES
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Customers notice when there's gaps in your brand story. Here's how all the pieces of your messaging work together to tell one story and create a consistent brand experience.