We recently connected with Isobel Griffin and have shared our conversation below.

Alright, Isobel thanks for taking the time to share your stories and insights with us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

A lot of marketing is all about ‘conversions’ and doing everything possible to sell. People will throw out big promises, pressure their audience, and do whatever it takes to get an inquiry. But that’s not my focus.

I’m all about writing feel-good copy that gets people genuinely excited to work with you. Of course, the goal is to sell, but not to everyone. We want to speak to the people who share your values, like your vibe, and need or want what you’re offering. Instead of using pushy tactics that make people panic-buy, I lean into actual sales psychology—like storytelling, humour, loss aversion, and understanding how people make decisions—to make your messaging land in a way that feels good for you and your clients.

And something else I’m proud of is how we do things differently at In Tandem Studios.

Typically, businesses hire a copywriter and designer separately, which usually means extra emails, messy communication, and websites that feel disconnected. Samara (designer) and I (copywriter) built In Tandem so you can get both copy and design done together, in one spot, by two experts who actually talk to each other. It’s simpler, smoother, and honestly, just makes the whole website process way easier and way more fun for everyone involved.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’ve always been obsessed with writing, research, and figuring out how to explain things in a way that clicks for people. I started out in academia, studying human-whale interactions, but I wanted more creativity, more freedom, and work that felt like me. That’s when I realized the skills I loved—digging into the details, making complex ideas easy to understand, and showing why something actually matters—were exactly what good marketing is all about.

Now, through Isobel Griffin Creative, I write website copy for service providers who want to sell without feeling sleazy, cheesy, or gimmicky. A lot of business owners either don’t know what to say or overthink every word. Others end up with websites that feel stiff, robotic, or way too focused on “selling” instead of connecting.

I fix that through done-for-you website copy where we overhaul your entire messaging, or website audits where you get detailed feedback and next steps to refresh your copy yourself. I’ve also paired up with long-time biz pal (and amazing designer) Samara to launch a one-stop studio where business owners can get professional web design and copy together, without the back-and-forth of hiring separate people.

The best part? When a client emails me a month after launching to say how confident they feel talking to their audience, and that they’ve had so many perfect-fit clients book with them.

What’s worked well for you in terms of a source for new clients?

In the beginning, all my clients came from friends, friends of friends, and connections. I wasn’t out there aggressively marketing myself on every platform or buying ads, but I told people what I was doing, and before I knew it, someone knew someone who needed website copy.

From there, past client referrals took over as my biggest source of new work. Nothing beats a happy client bragging to their biz pals. When someone’s genuinely excited about their new website copy, they want to tell people about it. And because their friends already trust them, those referrals come in feeling way more confident and ready to book.

Honestly, I wouldn’t have it any other way. Referrals tend to bring in more of the right clients—because if I clicked with someone, chances are I’ll click with the people they send my way too.

What do you find most rewarding about being a creative?

Surprising myself with what I can do!

Being a solopreneur means constantly stretching your skills—one day you’re a copywriter, the next you’re a graphic designer, bookkeeper, marketing strategist, campaign creator, or even a product developer. Of course, you can (and should) outsource when you can to avoid burnout, but there’s something really rewarding about seeing just how much you can figure out on your own.

Contact Info:

• Website: https://isobelgriffin.com/
• Instagram: https://www.instagram.com/isobel.griffin
• Linkedin: https://www.linkedin.com/in/isobel-griffin-586b0b77/

Image Credits

Mollie Laura
Kristen Buchholtz