Welcome to toth shop trends, your monthly pulse on three big ideas we’re thinking about when it comes to copywriting, communications, storytelling, and brand strategy.
THIS MONTH’S WHY:
why your website deserves a refresh
Your website is your BIGGEST BUSINESS CARD.
It’s YOUR corner of the Internet that says, “Hello, I’m a real business creating value & we can do XYZ for you and here’s why that will make your life or work better, easier, faster.” Like a physical business card - remember those? - your website needs updating from time to time. Brands evolve – your website should evolve, too.
It’s February, and you’ve started to get into the groove of 2025 - set your business goals and created your content calendar. Take that momentum and direct your energy toward your website. This month set aside time to review your website (aka your online business card) & identify opportunities to kick things up a notch.
Look at your site and ask yourself:
When was this written? There’s no golden rule about the best time to update your website. The only ‘rule’ to keep in mind is that things change. What worked five years ago, or even one year ago, won’t necessarily still be relevant. Your business, your industry, and current trends evolve, and it’s important to reflect that in your brand’s online presence.
Are my core messaging pieces – including our service offerings & pricing – still accurate? If the answer is ‘yes’, that’s great - you have a lens to use as you review the rest of your copy. If the answer is ‘no’, that’s also great. Now you have a starting point.
Is my messaging consistent EVERYWHERE on the website? Look at everything from the homepage to the contact page. It should all unwaveringly be written in your brand’s voice and tone. If not, it’s time to change that.
Am I showing and telling people what my brand does? This is our not-so-subtle push to look for storytelling opportunities. Your website probably has a sales page listing all the features of your product or the different packages of your services. Now, show your audience what you do with testimonials, case studies to include a human touch.
Fun fact: toth shop’s current website is the result of a major overhaul that was completed last October where we asked ourselves those same questions. Check it out.
THIS MONTH’S DATA:
the results of ten years of storytelling
toth shop turns 10 (t-e-n) years old on February 13th! 🎉🥳 For 10 years now, we have helped companies, C-suite leaders, and emerging brands articulate their value to the world consistently, identify storytelling gold nuggets that resonate with humans, and create compelling brand-building assets.
Here’s some fun fact toth shop data over the last 10 years:
375+ clients around the world
100+ creative partners around the world
10,000+ pages of content created
247% growth in the last FIVE years alone
We’ll be celebrating our ten year anniversary all month long on LinkedIn - follow along.
THIS MONTH’S REMINDER:
is your personal bio ready to go?
How you choose to talk about yourself and your story is powerful - own it.
One of the best ways to do that is with a well-crafted bio. This can be a powerful and versatile tool that comes in handy many times throughout your career.
We often see people shrink away from the opportunity to write about themselves. It’s the universal dread that follows the question, “So, what do you?” It’s why ‘update bio’ keeps getting pushed further and further down on the to-do list.
Well, we challenge you to change that this month & revisit how you talk about yourself.
Need a little inspo? Think outside the box with these team bios from Vessel Creative.
THIS MONTH’S TACTICAL MOVE:
build a brand messaging book
If your brand is a character in a play, then your brand messaging book is the script it follows. It’s what you share with outside agencies and new hires who need to know not only what your brand says but how you say it.
Here are the must-haves that you’ll find covered in toth shop’s brand messaging book (& in the books we help clients develop):
Who you’re speaking to (aka your audience)
North Start pieces (mission, vision, values)
Key messages & hero or tag lines (re: your company’s version of Just Do It)
Breakdown of voice & tone (are you witty & warm? Or polished & professional?)
bonus challenge: Go the extra mile and add in channel-specific guidelines into your brand messaging book. This keeps your voice consistent across all touchpoints - social media, website, email, etc.
THIS MONTH’S QUICK HITS:
plan storytelling opportunities in q1
FEATURED ON THE TOTH SHOP BLOG: There’s a big game on Sunday - with a big superstar in attendance to cheer on her boyfriend. 🏈🫶If you need help working a T.Swift reference into your content, toth shop’s Steph Nagl has you covered: “baby, just say ‘yes’: how to perfectly time a taylor swift reference in your writing”
A GOOD READ THIS < HEART-FILLED > MONTH: Just One Heart by Charlotte-based cardiologist Dr. Jonathan Fisher (released just last year) is a deep and heartfelt exploration of the mind-heart connection, blending science, wisdom, and personal experience. He guides us toward a life of greater peace, purpose, and connection - within ourselves and with others. It’s more than a book; it’s an invitation to slow down, listen, and live with an open heart. (I’m proud to serve on the Charlotte Center board with Jonathan & share both his story AND his book. - meg)
UPCOMING STORY OPPORTUNITIES: February is Black History Month, and it's an opportunity to share stories from your own business & industry that highlight the contributions & accomplishments of Black Americans. AND - Women’s History Month is right around the corner (aka March). Start prepping your ideas to celebrate all the amazing women in your life. Need inspo? Check out toth shop’s wise words from wise women series.
A RECENT TOTH SHOP CASE STUDY: When your online presence no longer accurately represents who you are & what you offer - it’s time for a change. When Wild Child realized this, we helped them re-haul their website with a complete rewrite. Check out the results.
KIND WORDS:
"toth shop gave words to my story, vision, and values as a business owner. The process was so enjoyable, professional, organized, well managed... I could go on and on. Overall, I highly recommend the toth shop team and their work.”
- Stuart Allen, Founder, Stuart Allen Designs
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