EP346: Stop the Scroll with Better Headlines and Hooks with Reese Spykerman


Have you curated aesthetic photos of your jewelry products online but aren’t making the sale that you expected? Maybe you’re missing out on a very powerful tool. It is a tool that is often overlooked but can bring in consistent sales at one glance. 

I’m talking about Copywriting.

As a jewelry business owner, knowing how to entice your audience by writing better headlines and hooks is important. Great copywriting can make undecided people to finally check out their carts and buy your jewelry with excitement. Not sure where to start?

Reese Spykerman is your girl.

Reese has a strong writing background, she took up Journalism at the University of Missouri. She is a marketing unicorn who harnessed the potent combination of great copywriting and optimized web design to create websites that persuade people visually.

I’ve spoken with her in this previous episode about improving website conversions.

And today, we will dig into the art and science of copywriting.

Download the show notes here

What is Copywriting?

Copywriting is using words to communicate with your customers. A great copy may take any form, from TV commercial scripts and billboards to Facebook captions or Instagram stories— it’s all about telling an engaging story to persuade people to support your brand. Through copywriting, people move from undecided to being willing to spend money on your products.

Headline: The Queen Copy That Rules Them All 

Headline is one of the core pieces of copy that stops readers from whatever they’re doing and makes them read or listen to the rest of your content. The idea is to grab attention so you can tell how your product can benefit them. Use a captivating headline in your website, captions, and emails to talk to your dream customers and pique their curiosity.

A Formula For Easier Headline Writing

Don’t worry, you don’t have to be the sharpest wordsmith to create attention-grabbing headlines. Reese shares a framework that works even if you’re a non-writer. This formula also helps alleviate writer’s block. And she calls it “Step Into You”. This formula works because people buy jewelry because of desire. Reflecting back these desires to them in one sentence taps into their emotion and helps them identify with your brand.

Here it goes:

Become the [insert Persona] + [insert Aspirations]


Become the Lady Gaga with Your Versatile Fashion

Become the Most Graceful Woman at Your 25th Highschool Reunion

Become THAT Bitch and Own It Every F*cking Day 

Now, copywriting isn’t as hard as you first thought it was, right? You can brainstorm and create different headlines based on your product. Just let ideas in and don’t edit yourself.

Writing headlines is just among the fun exercises that you can play with and use for your business. Join the Flourish & Thrive Academy and Momentum where we help independent jewelry designers like you learn to thrive in today’s complex industry.

xo, Tracy

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