Where (creative) brands take off
(Welcome to Latitude Lane)
Where (creative) brands take off
(Welcome to Latitude Lane)
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Conversational, high-converting websites written
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Years as a professional copywriter, 6 years as a business owner
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Times I’ve annoyed my partner + friends, analyzing copy in the wild
Did you hear? Creative copy and sales copy had a messy breakup sometime in the 2010's…
…Something about too many conversational headlines, not enough “make $100K while sippin’ margs on a beach” claims or something? I dunno, I wasn’t there. Turns out, they were just on a break. But Latitude has brought them back together, and now they’re better than ever. Phew!
There's a fine line between boring and "buy now." And if you ask me, it's infusing the subtle art of creative messaging into your brand.
And no, that doesn't mean losing clarity in the process. Because hear me out:
If you know the 74837 “rules” of writing clear, high-converting copy, you finally have space to play outside the “I help" formulas, the “just imagine..." plug-n-play sales page copy templates, and the “stop staring at the blinking cursor" industry clichés.
And after a graduating with a marketing degree, working as a senior copywriter at a brand agency, and an eye-opening stint in advertising—I'd like to think I know the rules by now. (Thank gawd). Which is fucking fantastic because that means I never have to write a boring line ever again.
MEET YOUR NEW COpYWRITER, HOLLIE
Latitude's creative copywriting process:
Writing concept-first copy with my proprietary framework, The Fine Line Method. Let's dig into it, shall we?
[01] The Idea
Brand messaging is about good storytelling. And all good stories start with a fresh angle. That's why I follow a "concept-first" approach that changes the way people see your brand, because no amount of clever wording can save a boring idea.
[02] The Line
I'll turn that creative idea for your brand's positioning into copy lines that feel fresh, specific, and different enough to make people pay attention. (No more "I help...[benefit] so they can..." snoozefests)
[03] The Sell
Where the big idea, unexpected lines, and high-converting design meet so people read it and think yep, I’m in.
(What's)
noun
Latitude Lane
In a Name?
Geography enthusiasts will tell you latitude lines run parallel around the Earth. I’ll tell you they also run through your copy—subtlely holding it all together. The kind of headlines, taglines, and subject lines that seem effortless, even when they're very much not.
[Creative Latitude] // The freedom, flexibility, or autonomy to explore and express ideas in imaginative, unconventional ways, without strict constraints. It’s the ability to push boundaries, take risks, and think outside the box, or better yet, throw the box away entirely.
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still here?
Meet Hollie
(after hours)
I am wholeheartedly obsessed with The Blue Jays and will never miss a game
Gossip #1
I’ve listened to all 450+ episodes of The Blindboy Podcast and it's the highlight of my Wednesday mornings. Truly one of the best creative minds out there.
Gossip #2
My boyfriend and I collect Criterion movies and have a goal making our own closet someday
Gossip #3
I love copywriting, but I’m also currently writing my first fiction book and loving the process!
