There are a million copywriters on the internet, but there is exactly one Victorian-era Steve Irwin copywriter.
Guess which one is easier to forget!
I sit down with Kalyl Kadri, brand director and theater-kid-in-chief behind Words Hurt Copy, to talk all things concept brands and themed brand worlds. We spend a significant amount of time discussing what a concept brand even is, who it’s good for, the benefits of having one, and how to start building one if you’re interested.
Buuut we also go fully off the rails (as expected) and talk about a bunch of other stuff, like performance, authenticity, and why every single thing we do online is a show, whether we admit it or not.
TOPICS & TANGENTS
— The three things every good theme needs to do
— Why "Lavender Latte" is not a valid copywriting service name
— How one of Kal’s clients turned a festival theme into a fully immersive brand world
— The marketing funnel is dead, and world-building is replacing it
— The most bullshit discourse on Threads right now
— The body snatch test
— Why founders won't click your funnel links, but they will wander around your world
— Kal’s hope that Rebecca Black will one day see his Instagram Stories
POINT OF THE STORY
Social media is the biggest stage that has ever existed, and you're already on it whether you like it or not. So put on a show worth watching — pick a theme that feels like the missing piece of your brand puzzle, build a world around it, and give people somewhere worth belonging to.
Love you, mean it. 🖤
KALYL LINKS
— Follow Kalyl on Instagram and Threads
— Check out his website
— Subscribe to his newsletter
— Check out his offer, Sales Page Revival
— Kalyl’s walkout songs: song 1 + song 2
BTL LINKS
— Use code "MILLIONAIRE" for $100 off my website copywriting course, Site Series Sprint.
— Join the Point of the Story community on Slack.
— Leave feedback or episode requests in our Suggestions Box.
— To stay up to date with all things Point of the Story, follow on Instagram and Substack.
— Follow me on Instagram, Threads, and Substack.
— Subscribe to my newsletter Tuesday Table of Contents for one marketing tip, once a week.
— Check out my website betweenthelinescopy.com.
OTHER LINKS
— Ceels Lockley (Kal’s client with the festival brand)
— Newsletter that Kal loves: Lexicon Copy, Oinopo Studio, Extremely Secret Email Club
This episode was edited by Adrienne Cruz.
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