My favourite projects might just be this kind.

New and small businesses founded by someone who believes in what they're doing, and is ready to hustle to get it out into the world.

It helps when they let me get a bit weird with their website copy, too.

Nice one, Jed.

He created the UK's first (and only) high-protein fruit juice drink, JUCED. And he brought me along for the ride.

The goal

Jed wanted JUCED to become a well-known, viable alternative to protein shakes.

Over the first 12 months, he wanted to build an engaged community of fans. Drawing them to the brand and building strong relationships was everything in these early days.

Flattery will get you everywhere

We spoke about how the JUCED website copy could contribute to that goal.

Jed wanted the site to be "sticky and interesting". Lucky for me, he was happy for me to be "outrageous" in parts. The tone was to be confident and even flirtatious. Jed gave me full permission to compliment and charm the reader, and to make them laugh along the way.

I came up with the homepage headline: You're too gorgeous for protein shakes.

This wasn't just a cheeky, flirty line. It helped to pull the reader away from the status quo (shakes) and bring them into the world of JUCED, instead. We started to establish an "us vs them" narrative.

Jed's story

I rolllll my eyes when people say "your about page shouldn't be about you!"

They're wrong. Potential customers read your about page to get a feel for a brand and the people behind it. They can see how their values align with yours, and it can help them feel a bit closer to you. Not everything has to be: Sell, sell, sell. Benefit, benefit, benefit.

Jed's story was way more unique than most, too. We spent a lot of time on this part of the copy.

I wanted to tell his story in a sensitive way while holding onto his natural humour that came through on our call. See the full about page.

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Product descriptions

Right now, there are 2 JUCED flavours available: Cloudy Apple & Raspberry, and Orange & Peach (With Ginger).

Because of who I am as a person, I like to give products their own personality. And of course, Jed was happy to get as strange and cheeky as I was.

A bit about the process

After a quick getting to know you call, I found out about Jed's budget and timelines, to make a plan that worked.

To keep things moving, we arranged a Brand Voice Workshop, where we ran through a few activities via Zoom.

The session covered:

• The JUCED differentiators
• Existing brand voices, and which parts worked/didn't work for JUCED
• The ideal JUCED customer: Their lifestyle, challenges, spending power, etc.
• Competitors, and where JUCED might sit in the market
• Details about the product (which was still in development)
• Tone of voice exercises

What Jed said...

Get yourself out there

I get it: Being the new brand in the playground is scary. Especially when your audience already has their "way" of doing things, and established businesses have already taken over.

Sometimes, you need to take a big breath and be brave enough to do something different. Find your own voice and show them EXACTLY who you are.

Email amy@thecopyhouse.uk if it's time to shout about your gorgeous idea.