It's probably been a long time coming, Reader,

Probably. I never would have stuck with one thing forever anyway. Who does?

And as much as I love copywriting and the world of content (and as much as I'm not done with it yet), when I look years into the future, I've always known I'd be doing something else.

It's also because Incredibble - the content and copywriting agency - was built on WOM and referrals. And by me!

Take me out of the business for a few months/years to have a kiddo and you come back to a verrrry different business. One that hasn't - understandably - grown during that time.

Throw economic and political uncertainty, AI and, as it was described to me last night, a 'trust recession' into the mix, and WOM and referrals won't keep you afloat. You need something more.

From a market POV, I'm seeing lots of people looking for freelance copywriters at the moment. Posts galore on LinkedIn. And I'm so tempted to raise my hand.

But that's not what Incredibble is or was. It's a team of copywriters. It's not me writing. It's me leading. And I feel the market is wanting independent copywriters right now. Not teams.

And then there's client demand. Something I can't deny.

Our best, most successful engagement to date has been embedding one of our team (a marketer) into a business, three days a week for 10 months and counting.

And it's not a one-off situation.

Increasingly, our projects look like Incredibbles working super-closely with our clients, giving them one point of contact and pulling on our wider agency resource as required.

AND - and this is the big one - new clients aren't buying Incredibble. Existing clients, previous clients, people who already know, like and trust us, are continuing to buy from Incredibble.

So what have I got to lose by repositioning and launching a new service to people who haven't yet bought from us?

Incredibble still exists. I write for my long-standing clients. My team writes for them too. We'll continue to do so.

But new business is firmly focused on Embedibble.

Thanks for reading. A wise person told me the guts 'n' all parts of this journey are worth documenting.

Has it resonated? Helped?

Tell me if you want more of this.

If so, up next: where should I spend my last marketing dollars as I go all-in on promoting my new service?

How to work with Incredibble in 2025

Need bandwidth but don't have hiring budget? Try Embedibble.

Hit reply to chat with Helen

Enjoying No More Lorem Ipsum?
​​Read the previous editions.​

Know someone who'd enjoy No More Lorem Ipsum?​
​Tell them to subscribe​