Word Tonic Social Media

Word Tonic is a global copywriting community and learning platform founded by Gen-Z copywriter Carolyn McMurray. Word Tonic strives to educate and empower young people interested in a writing career, and connect Gen-Z copywriters with like-minded peers in the industry.

TOV: Loud, bratty, a little bit of a hot mess, unapologetically weird, conversational, swearing welcome

As part of my internship with Word Tonic, I was asked to take a real hate comment about Word Tonic and flip it into a high-performing Instagram post that turns negativity into intrigue.

The target audience is existing Word Tonic Instagram followers, people who already know what copywriting is and who Word Tonic is. These are people who are already warmed up to the idea of Word Tonic, but aren't fully converted into customers yet.

I chose to create a post in response to a comment comparing Word Tonic to Andrew Tate's "Hustler's University." Andrew Tate has built his platform within the man-o-sphere through promoting misogynistic views to his audience, so I wanted to leverage the hate comment to showcase the fact that Word Tonic was founded by a woman and predominately led by women. 

Carolyn also recently spoke at a SheSays Brighton event for International Women's Day, and so I thought pulling in a reference to that event would be both timely and topical to the post content.

To combine this with Word Tonic's signature scroll-stopping chaos, I decided to theme the post around Word Tonic "wanting" Andrew Tate...so that the women of Word Tonic could maim him with their copywriting skills.

A 6-slide carousel post for the Word Tonic Instagram

Slide 1: "Word Tonic wants Andrew Tate's D*CK"

Slide 2: "SO WE CAN TWIST IT OFF!!! Assuming he doesn't DIE of a heart attack first..."

Slide 3: "from seeing THIS many women...in leadership roles."

Slide 4: "It would probably make his wee-wee feel small (it is). And he'd call our founder a degreeless slut (she is)."

Slide 5: "And yet she's doing better than any of his 'Hustler University' graduates..."

Slide 6: "All the badass bitches of Word Tonic could describe 26 different ways for Andrew Tate to twist his own d*ck off...and make it sound soooo good, he'd want to do it. No need to get our hands dirty. That's the power of good copywriting."

As part of my Word Tonic internship, I was also tasked with creating an Instagram post for a content pillar of my choosing, with no assigned brief. I have always been a fan of the "weirdly inspiring" content on the Word Tonic Instagram, and so I wanted to create a post that provided hope and inspiration for young copywriters at the beginning of their career journey.

I wanted to play around with the word "tonic." A tonic is a substance, usually a liquid, that invigorates, refreshes, and restores bodily well-being. I liked the idea of presenting the Word Tonic community as a restorative community that would provide relief to anxious, uncertain, and weary copywriters struggling to get their foot in the door. 

The challenge was figuring out how to combine the concept of a restorative tonic with the Word Tonic community in an unexpected way and that aligned with Word Tonic's weird, unhinged, chaotic TOV. I decided to approach the project through the lens of plants. As a certified plant parent and copywriter, I am familiar with both worlds to find the unexpected connection between them. Plants also rely on liquids to survive, providing me with an avenue to bring in the "tonic" wordplay.

A 7-slide carousel post for the Word Tonic Instagram

Slide 1: "Plants can teach you to be a better copywriter"

Slide 2: "Just run butt ass naked into the forest and whisper daddy oak give me your seed (of knowledge) and this guy'll show up"

Slide 3: "Ok don't actually do that. You'll just get twigs n dirt on your bum (and probably some weird looks). But you can learn something about copywriting from plants."

Slide 4: "It takes two things to be a good plant parent: 1) consistency 2) patience"

Slide 5: "The same is true for growing as a copywriter. Consistently show up for yourself every day. Taking small steps to nurture your writing career. Doing one brief, watching one masterclass, sending one LinkedIn invite. And having the patience to know that, with time, you'll blossom into the writing career of your dreams."

Slide 6: "But plants don't grow on their own. Somebody has to water them."

Slide 7: "So drink up bitch. Your soil's looking a lil dry ;)"