5 Ways to Use Purpose-Driven Copywriting to Engage Your Audience

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Hey there!
I’m Courtney Fanning the copywriting and brand strategy brains behind Big Picture. I use my literal master’s in selling stories to help 1:1 clients and DIY students write purpose-driven copy that sells and scales. 

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Written by Courtney
Copywriting & brand strategy brains behind Big Picture.

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Every business exists for one of two reasons (often both): 1) to solve a problem 2) to make money.

Let me be super-duper clear that I am all for making that money, honey. But too often business owners come to me hyper-focused on features and value props they *think* lead to profit when really, the key to unlocking their audience’s trust (and wallet) is purpose.

I’m not talking about saving orphans or turtles, (although, obvi, those are great reasons to exist.) You don’t need to be saving a rainforest to have a purpose.


Your purpose is simply WHY you exist. Not HOW you do it.


Ask yourself: 

Why does your solution matter?

Do you help business owners overcome something? Do you enable people to fulfill their potential? Do you exist to educate, entertain, inform, or inspire?

What are you really selling?

Time? Convenience? Opportunity? Peace-of-mind? Joy? Safety? Security?

Now, which statement below do you prefer?:

A) Jewelry handcrafted using materials sourced from U.S. suppliers for exceptional quality and ethical practices.


B) Bespoke jewelry handcrafted and designed to ignite confidence and embolden the power of the female voice.

Both brand statements are great copy, but one emphasizes features, while the other puts the spotlight on its purpose.

Your purpose (ex: confidence, empowering female voices) creates an emotional hook. It gives the audience something to connect and align themselves with.

Annnnnnd when clients and customers feel connected and aligned with you, they’re more likely to book, buy, and register for whatever you’re putting out there. Statement B is the winner here. 

IN FULL DISCLOSURE: Both statements became website copy for a client of mine, but the purpose-driven copy was placed higher up on the page so we could immediately hook and draw in our audience.

Figuring out your purpose is the first step in the brand strategy process and it influences everything from copy to brand design to messaging and brand photography!   


Here are 5 ways to use purpose-driven copywriting to engage your audience:


1) Boilerplate description:

Warp + Weft is a plastics-free textile purveyor for a more equitable and sustainable tomorrow

2) Website headlines:

Real estate investments that help keep people in their homes.

3) Value propositions:

Earn money and connect to your community.

4) Slogans and taglines (also great for ad copy):

Overcome the overwhelm.

5) Website body copy:

The CoCreative process cultivates spaces that invite us to live authentically and enjoy life’s important moments. More dinner parties, social gatherings, and family game nights? We’ll cheers to that!



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