An exciting project for a chain of barbers in Miami.
I was fortunate to work as a copywriter on an exciting project for a chain of barbers in Miami. The client wanted to improve their online presence and become a top destination for men's grooming and style.
Writing for a barber chain in Miami is more than just putting words together. It involved immersing myself in the brand and its values, understanding the local community, and connecting with the diverse clientele that walks through the doors. What made Primos so special is the family feel intertwined in every aspect of their business. I wanted to capture that feeling and sprinkle it into their web copy.
Create a tone and voice that would appeal to the brand's customers.
The process of writing starts with a thorough research on the barbershop's history, culture and mission. This helps me create a tone and voice that would appeal to the brand's customers. The research also included a detailed analysis of the target audience's demographics, psychographics and buying behaviour. With this information, I can create content that not only engages but also inspires, informs and entertains.
I then extensively researched the latest trends in men's grooming and fashion. After analysing the data, I created a comprehensive list of blog post topics that would resonate with Primo's target audience. I like to involve the client at this stage, ensuring they are happy with the topics I have brainstormed.
Let the fun begin
After completing my research, it's time to create compelling content that can take various forms, such as social media posts, blog articles, product descriptions, and more. During the writing process, I like to consider how I can ensure this content stands out. Ensuring it reflects the brand's values and personality in a manner that appeals to customers and remains unforgettable.
Danny, the owner of Primos Barber Shop made clear to me on the discovery call with Primos that keeping up with the local culture and trends was essential. We wanted to capture Miami's essence and translate its vibrant nature, exciting nightlife, beautiful beaches, and diverse culture. I created content that reflected the city's energy and diversity, making connecting with the local community easier and attracting new customers.
Success
I created informative, engaging, and SEO-friendly blog posts to increase website traffic for Primos Barber Shop.
One of the most successful blog posts that I wrote was about men's hairstyles for the summer season. I added vivid pictures of different hairstyles and provided helpful tips on how to style them. The post was widely shared on the client's social media pages and received positive feedback from their followers.
Another successful blog post was '7 timeless hairstyles for men'. I included detailed information about various hairstyles and provided practical styling tips. This post received a lot of engagement and helped establish the client as an authority on men's styling.
"Wish we would have found Elspeth sooner... Working with her has been a pleasure. Polite, attentive and, best of all - punctual. Elspeth has become part of our team. Her attention to detail and genuine interest in understanding our culture, values and needs are evident in each piece she writes for us. Her ideas and suggestions have helped us create meaningful content for our site, and we are seeing results."
Conclusion
By diving deep into the brand, conducting thorough research, and creating engaging, informative, and exciting content, I helped Primos connect with its customers while building a solid bond with the community.
Overall, my work as a copywriter for the chain of barbers in Miami was instrumental in enhancing their online presence and cementing their position as a go-to destination for men's grooming and style.
I am proud to have contributed to their success and look forward to the opportunity to work on similar exciting projects in the future.
