TEll TEll Process

DotConnect worked under the radar for a number of years while they grew their team and strategically curated a stellar client base. When they were ready to scale, founder Dominique Farnan decided she was ready to create a bold web presence.

However the team's initial attempts did not do justice to their uniqueness or how valued they were by their clients.

Enter Tell Tell Copywriting.

What we did..

• ‍Copy Audit: We reviewed their previous site copy, the tone of their top competitors, and the market in general and figured out that DotConnect created high-performing teams but didn't have that high-performing copy to match.
• Interviews: We did a deep dive with the founder, interviewed team members, and spoke with valued clients. Everyone described the DotConnect team in the same way--as hustlers, as hungry, as gritty, authentic people. We were able to identify that DotConnect's enterprising personality was appreciated by people in their target audience--the AirBnBers, the start-ups, those wild tech positions that need amazing talent.
• Competitor Analysis: Industry research confirmed there was an opportunity to stand out from the competition by positioning the brand as forthright go-getters willing to go the extra mile.
• Strategy: Based on our research, interviews and understanding of the target audience, we created a manifesto and defined a voice and tone that set DotConnect apart from the bland, white-bread copy on competitors' sites.
• Voice & Tone Guidelines: In general, we don't believe in creating edgy copy simply for the sake of being edgy. But in this case, the DotConnect team walks their talk, so we crafted a no-bullshit voice and tone to match their hungry, go-getter approach.
  

The Result...

The single, powerful proclamation of the manifesto ultimately flowed through to their web copy, guided their hiring and onboarding process, and was used to inspire branded T-shirts, biz cards and identity products that unified DotConnect as a team.

With a refreshed focus on their vision, the team was reinvigorated, united and could create a more consistent experience for their clients.

(Pssst. And they got new candidate leads who cited their differentiated web copy as the main reason they reached out.)

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