Break through the AI sameness and build a brand people pay attention to
Customer-Centered Copywriting + Email Marketing for beauty, lifestyle, and wellness brands building a brand that feels human and transcends trends.
You’re doing everything you can* to get more eyeballs on your brand
*hello trade shows, press releases, and influencer collabs
…but what do you do to hold attention and drive action?
think building community, driving sales, and creating a loyal fan-base
In a sea of AI marketing and product overwhelm, consumers have a deep craving for authenticity and connection. But if your messaging sounds the same as everyone else's, your target customer will gloss over you and move on to something that speaks directly to them.
All that effort gone to waste!
Connect with your customer through hyperspecific messaging that translates into copy that connects and converts, and an email strategy that feels personal and intentional
Every stage of your business needs a different level of support with website copy and email marketing.
I offer three ways to work together, depending on what you need right now. Whether you’re building your messaging foundation, looking to run a focused sales-driving project, or ready for ongoing email support, there’s a package for you.
Brand Foundational Projects
How do you build a brand that breaks through the AI slop?
With a rock-solid foundation built around your customer, niche, and story.
A foundational project is about building the core messaging that shapes every customer touchpoint.
Beyond trends or seasonal campaigns, this work defines the essence of your brand and ensures it’s expressed with crystal clarity in the two places that drive the most action: your website and your email.
We begin with research and messaging strategy: what you want to say
Then we move into copywriting: how it should be said
The result is a cohesive, conversion-ready foundation that positions you as a category leader and gives every future campaign something strong to stand on (why I call it a foundation!).
Messaging + Website Copywriting
Complete Messaging Strategy and Website Copywriting to connect with your target audience and drive action.
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Website Copy that clearly communicates what your brand offers, how you do it differently, and who it’s for. We start with messaging (what we need to communicate) and deep research into your audience, competitors, and brand story, then translate that insight into hyper-specific, conversion-driven copy.
Your website becomes the anchor for your brand, turning traffic from social, press, and retail interest into clarity, credibility, and action. It highlights your key point of difference, positions your hero product as a must-have, and makes it immediately clear who your brand is for.
Best for brands that:
Are rebranding and want to re-introduce themselves with a stronger and more refined presence
Are entering a new market and need to connect with a new audience
Are pre-launch and want to get it right from day one
Went to market quickly with DIY and AI support, and are ready for something tailored to their business and audience
Timeline: 5 - 7 weeks
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→ 90-minute strategy session to uncover your story, define your customer persona, and plan your website
→ In-depth market research that uncovers your place in the market
→ Customer survey to learn what your audience really thinks about you
→ Brand Messaging Guide breaking down your story, voice, and personality so you know what to say and the best way to say it ($1800 value)
→ Complete website copy optimized for conversions
→ Up to 2 rounds of revisions
→ Layout recommendations so you can envision your new copy on your website
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Starting at $4,000.00 US / $4,800.00 CA
(cost will vary depending on the number of website pages needed)
Klaviyo Email Automations
Strategic Klaviyo email automations designed to reach your customers at the right moment with the right message.
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Automated flows often generate 40–50% of total email revenue by responding to real customer behavior. Instead of one-off campaigns, they guide subscribers through each stage of the customer journey with messaging that builds trust, addresses objections, and removes friction to purchase.
We start with your audience, your data, and your goals, then develop a lifecycle strategy unique to your business. From there, we write and design on-brand emails that say exactly what your customer needs to hear, and implement everything directly in Klaviyo.
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→ Email Lifecycle strategy based on your business and customer patterns to reach people with a personalized message that drives action
→ Opt-in pop-up that gets website visitors signing up for your emails
→ 5 email flows: Welcome, Post Purchase, Abandoned Cart, Browse Abandonment, and Winback
→ Discount code set-up
→ Complete service: strategy, copy, design, and implementation in Klaviyo
*Option to add on SMS at an additional cost
Timeline: 4 to 6 weeks
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$2,599.00 US / $3,099.00 CA
VIP Day
A focused one-day intensive (well, 8 hours) to move one key project forward. You’re my only client for a full workday, and you get something ready to implement by the end of our time together.
Best for serious action takers!
There are times in business when you need to move fast but with precision. A VIP Day is for those moments. You get me, my industry expertise, and years of marketing experience on your business, getting a project to the finish line.
Ideal for: launch preparation, expecting a spike in website traffic from PR, or close-to-done copy that needs a final, expert pass.
We build from what you already have: your research, drafts, surveys, and existing assets. Together, we clarify and refine the strategy, then I take care of the copywriting so you’re left with finished work you can use immediately.
This is a collaborative working day with space for quick feedback, focused on delivering something complete and actionable.
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Best for businesses that want to:
Improve clarity and conversion across their website for more sales
Use email more strategically to support customer-lifetime-value and revenue
Move from “almost there” copy to finished, on-brand messaging
Strengthen product positioning without starting from scratch, so it becomes the next holy grail
Make progress quickly with expert guidance
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Website Copy Revamp
A focused refinement of your existing website copy. We improve clarity, flow, and readability, strengthen your positioning, and bring more of your brand voice forward, erasing any AI telltale signs. This option works from the copy you already have.
Hero Product Sales Page
We identify your product’s core benefit and key point of difference, then write a clear, focused sales page that communicates what the product is, what it does, and who it’s for. Ultimately, making it a no-brainer add-to-cart. This is perfect to complement product-specific ad campaigns!
Lifecycle Email Marketing Strategy
A strategic roadmap outlining which lifecycle emails you should be sending, when to send them, and what each email should communicate. Writing and scheduling are handled by your team.
One full-service Email Flow (up to 5 emails)
Once complete email flow planned, written, designed, and implemented in Klaviyo.
If you have a project you need completed quickly and don’t see it listed here, we can discuss whether it’s a fit for a VIP Day.Includes:
→ One VIP Day deliverable of your choice (from the options above)→ Two strategy calls (strategy and revisions)
→ Loom walkthrough with guidance and next steps
→ Email support for two weeks after delivery
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$899.00 US / $1079.00 CA *introductory rate until Spring 2026
Email Marketing Retainer
Ongoing email marketing support to keep your audience engaged, informed, and buying.
This is an ongoing partnership where I step in as your email communications strategist, translating your ideas, products, and priorities into thoughtful campaigns that support revenue without relying on constant promotions (because you don’t want to train your customers to only buy when there’s a sale!)
We focus on consistency, on-brand storytelling, and strategic segmentation. Together, we plan what to send, when to send it, and why, so your emails are always intentional and aligned with your business goals. This results in emails people actually open and engage with.
This is ideal for brands that want email to work steadily in the background and not just appear for launches or sales.
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→ You’re discounting often because you don’t know what else to say
→ Your emails feel reactive instead of strategic
→ You want stronger customer loyalty, not just one-time buyers
→ You’re scaling and need systems that generate revenue consistently
→ You’re relying too heavily on social media or paid ads for sales, and want to own your audience
→ Serve multiple customer types and need messaging that speaks to each of them strategically
→ Are tired of scrambling for ideas or sending emails just to “stay consistent.”
→ Your list is growing, but it’s not converting
→ You feel like you’re “leaving money on the table” after someone buys
I can keep going! Email is truly one of your best sources of consistent revenue.
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I offer two options depending on your stage of business, goals, and list size
Basic: 2 email campaigns/month (4 emails) plus sale and promo support
Best for brands with a list under 2000 profiles
Best for brands new to market, or just transitioning from DIYing to working with an expert
Advanced: 4 email campaigns/month (8 emails/month) plus sale and promo support
Best for brands with 2000+ active profiles
Best for brands hitting monthly 5-figures
Best for brands with more than one audience
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Basic package: $599 US $899 CA per month
Advanced package: $1299 US $1599 CA per month
Option to add on SMS marketing for an additional cost.
A minimum of a 3-month commitment is required so we can make some serious moves!
Not sure what package is best for you?
I’m happy to help you find the best package for your business (or we can create a custom one for you). Book a 1-on-1 call with me and let’s find the best way I can support your business.
I couldn’t be happier that I trusted Michelle with my brand copywriting.
She went above and beyond with her research, time, and presentation to make sure she fully understood my brand, product, and customer. She delivered an incredible brand package that has been so useful and beyond anything I could have ever come up with on my own.
Michelle’s timelines and updates were accurate, so I never felt left in the dark or worried about how the workflow was going.
Because her copywriting was exactly what I was envisioning for my brand, I even booked extra services with her so I can ensure the polished, seamless voice carries throughout every aspect of my business.
Megan Carte, CEO and founder of CarteHaus
10+ Years of industry experience working with beauty, wellness, and lifestyle brands
75+ brands and founders helped
Strategy built around your customer journey to make every touchpoint with your brand meaningful
Messaging rooted in storytelling, customer-first thinking, and clear positioning
Work directly with Michelle one-on-one without getting lost in an agency
Fully custom strategy and messaging that sharpens and amplifies what makes you different
Limited availability. I only work with a handful of clients at a time to ensure your business gets the attention, care and detail it deserves.
What makes working with MC Copywriting different?
Ready to get the tailored support your brand deserves?
The making of hyper-specific, trend-proof marketing
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Research
I start by digging into your audience, brand, and competition. The goal: pinpoint your unique edge and figure out how to communicate it.
This phase includes an in-depth questionnaire, customer. and competition overview, and an interview with stakeholders.
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Messaging
Next, I get clear on what to say. By connecting your story, your customer, and your positioning, I create messaging that’s always unique, hyper-specific to your business, and can connect to your customer at the right stage in their journey through your brand.
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Copywriting
Then, I get clear on how to express your messaging so I can bring your voice to life. Using conversion-focused copy, your website and/or emails will drive clicks, sales, and engagement while speaking directly to your customer.
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Implementation
Finally, I take it to the finish line. For emails, that means design and Klaviyo setup so everything looks on-brand and polished. For other copy, you get it in a format that’s ready to use, easy for your team to run with.
Michelle made me fall in love with my brand again
Having worked with many freelancers over the years, I can only say that Michelle is worth her money. Not only is she a fantastic copywriter, she understands the beauty world well.
She helped me find clarity and honed in on my messaging and my target customer. Her process is seamless and highly supportive. She over-delivered in all areas and, made me fall in love with my brand again.
Gunilla Eisenberg, Founder of ISA ALEX Skincare
Michelle really went in-depth with my brand and all it stands for
She figured out the key moments and created a story around it that sounds amazing and blends together with my brand. Right on point with everything.
Not only did she work on our copy, but she also made some valuable recommendations. As the founder, this helps me so much on a personal level to narrow down the niche and express it the way it truly should be.
We are very fortunate to have found her
Maya Aleksic, Founder of Tarli Cosmetics
Michelle takes your brand and levels it up.
She sees your areas of potential strength and really builds your voice around them. You may think you have a brand voice, but you haven’t discovered your actual brand voice until Michelle helps you find it.
She is an amazing copywriter and helped define our brand values and mission statement as well as a personal statement. These are very helpful to refer to when working with another brand, being interviewed on a podcast, or pitching to someone you’ve never met.
12/10 would recommend to anyone needing some copywriting help.
Courtney Martin, Founder of Moody Mound
Michelle is simply superb at what she does
In addition to having a wonderful, pleasant energy, she truly understands the beauty industry and the key details to make a website more engaging, and in alignment with what you want to achieve.
She goes above and beyond in coming up with recommendations and ideas to further enhance the website visitor's experience. I look forward to working with her again.
Kalpana Semple, Founder of KAIA Skin
Michelle truly understood our brand before she dove into the project.
Michelle made us feel like she was on our team right away. She is so genuine and explains her process thoroughly and professionally. I love the amount of facetime we had before the copy was delivered. I felt like she truly understood our brand before she dove into the project. The way the content is delivered is also beautiful, which never hurts!
Jen Davis, CEO of Nurst
Wins, wins, wins!
Got questions? I have answers
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Absolutely! I work with all kinds of beauty businesses.
I have experience working with nurse aestheticians, medi-spas and injectable clinics. Do you have a project in mind? Let’s talk. -
I usually book a 1-2 months in advance, so get your application in as soon as you can! Keep in mind that website copywriting projects can take up to 5 weeks to complete. So, if you want shiny new copy ready for the holiday season, book for summer.
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I want to make my services as accessible as possible while still offering tremendous value. So, I do offer cash-flow-friendly payment plans.
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I LOVE working with agencies and designers. If you have a client in the beauty industry and want to give them copy backed by years of industry expertise, let’s talk.
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Please reach out to michellecarringtoncopy@gmail.com and let’s talk.
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Foundational Projects are best if you need clarity on your brand’s positioning and want your most important customer touchpoints done exceptionally well. This includes things like website copywriting and email marketing flow setup (the places your customers interact with most often).
A VIP Day is a focused, one-off project. Perfect for polishing existing copy, completing a campaign, or creating a strategic launch plan.
Still unsure? Book a discovery call and we’ll figure out the best fit for your business.