Today on Mastering eCommerce Marketing, Eitan Koter sits down with Alice Brown, the founder of Seventh Wave Stories. Alice is a messaging strategist and copywriter who made a unique leap from 12 years of coaching surf and ski to helping brands communicate in a way that actually connects with people.
In this episode, Alice shares how her coaching background helped her understand emotional blocks and human motivation, skills she now uses to craft marketing messages that feel real, not robotic. She talks about why brand messaging often falls flat and how to fix it using real customer language, not guesswork.
They also go over Alice’s three-part checklist for uncovering strong brand messages: looking at what’s stopping customers, understanding what drives them deep down, and how they want to be seen in the world. It’s simple, clear, and helps you write better copy across websites, emails, and ads.
If you’ve ever struggled to explain what your brand is about or just want your messaging to sound more human, this one’s for you.
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Guest: Alice Brown, Founder, Messaging Consultant + Senior Copywriter at Seventh Wave Stories
Watch the full Youtube video here:
Takeaways:
- Alice’s journey from surf coaching to marketing is unique.
- Outdoor experiences provide clarity and inspiration.
- Community and networking are vital for self-employed individuals.
- Understanding customer hesitations is key to effective messaging.
- The ‘big idea’ is a powerful concept in marketing.
- Emotional connections drive customer decisions.
- Customer interviews reveal valuable insights for messaging.
- The three-step framework focuses on obstacles, motivations, and worldviews.
- Measuring success in messaging requires clear KPIs.
- Seventh Wave Stories emphasizes storytelling in brand messaging.
Chapters:
00:00 Introduction to Alice Brown and Her Journey
02:53 The Importance of Outdoor Experiences and Community
06:02 Transitioning from Coaching to Marketing
08:46 Understanding Customer Obstacles and Hesitations
12:02 The Concept of the Big Idea in Marketing
14:55 Balancing Emotion with Product Details
17:55 The Three-Step Framework for Messaging
20:55 Exploring Customer Worldviews
24:07 Finding and Validating the Big Idea
27:12 Measuring Success in Messaging
29:58 Seventh Wave Stories: Services and Philosophy
