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The framework you need to make it easy

Stories from Home January 2022 (Large)-32

Remember the story of the Three Little Pigs? And the message that if you want your house to stand strong, you’d better build it with the right materials? It made sense, right? 

And what do you need if you want to build a house even the Big Bad Wolf can’t blow down? Deep, solid foundations and a fool-hardy frame for you to shape your house into a home that can withstand the storm and be a space you can thrive in. 

The lesson we learned from that classic tale isn’t just relevant with engineering and construction, the same principle applies when it comes to writing about your business, creating offers and refining your strategy. 

First you need firm foundations (your values, vision and key messages), next you need to create your framework - often referred to as pillars and in this case, we call them your story pillars. 

Your story pillars underpin everything you say, write and do.

They’re the themes you go back to time and again when you’re telling people what you do, what your business is about and why they need what you’re offering. And they’re important because they ensure your messages are packed with purpose and aligned with your strategy.

The importance of story pillars came up a lot in last month’s Copy Edit Club and many of our members who were struggling with theirs left with clarity and the accountability to get their pillars firmed up ready to use in their copywriting and content creation this month. 

The fact is, once you’ve nailed your pillars, everything becomes clearer and so much easier: from the offers you should create to what you’re sharing on social media.  

As well as helping you get clear on your messaging and helping your audience get to know, like and trust you and your business, you can use your pillars to generate ideas when you’re feeling stuck or as a reminder to share details about an element of your business or offer you’ve maybe not talked about for a while.  

Our pillars

We have six pillars based on our values and vision, helping us connect with where we’re heading every time we post: 

⚡️Home (home life, family + motherhood)

⚡️ Foundations (the building blocks of writing copy + having a soulfgully aligned business)

⚡️ Friendship (at the core of our business, one of our superpowers + our approach to working with clients) 

⚡️ Freedom + flow (what we value for ourselves + what we help others create in their lives + their business) 

⚡️ Creativity + play (in all things because it doesn’t have to be hard, it gets to be fun)

⚡️ Stories (in all their power with connection + vulnerability)

If you’re struggling with your content ideas, grab a pen and revisit your foundations to establish the pillars that matter. And if that’s leaving you puzzled, take a look at Finding your Foundations

Ready? Here are some ideas to get you started: 

➡️ Look again at your values - not the values you think your business should have but the ones that are actually important to you.  

➡️ Look at the copy you’ve written recently and highlight words that stand out, which resonate? Can you narrow them down to pick out the ones that matter the most?    

➡️ Do you have your own unique framework you use? Think about the journey you take people on when they work/ or buy from you. What steps do you take them through and what’s the outcome?  

➡️ List all of this content and highlight the words/themes that stand out. See if you can narrow the words down to 5 or 6. How do these feel? Can you put them in an order that flows? 

➡️ When you’ve got your pillars clear in your head, add them to your Story Bag or Content Planner then, whenever you get a pillar-related idea, you can drop it in ready for when you want to write or create. 

Not only will you never be short of what to say or share again, it’ll help make sure you’re covering a mix of your pillars in your messaging. 

Have fun and if you get stuck, you know where we are. The doors are still open to join The Copy Edit Club ready for reviews and edits this month. You never know, it could be the best £77 you’ve ever spent. 

With love,

Laura + Becca


SFH Autumn (Socials + Websize)-72

We're Laura & Becca

PRs, copy coaches, mates, mamas and story obsessives. Between us we've got four kids, three dogs and two husbands. We know first hand how life is a big old juggle and we're here for the ride with you. Running a business (and a family) is hard work but we believe writing about it doesn't need to be. We're here to show you how. We're also here for the thrifty finds, adventure and cocktails.

Becca'sfavourite things

Poolsuite FM

Sunshine vibes and poolside tunes to get me through these long winter days. Download the app to listen on your phone, or mac and and enjoy the preloaded playlists. Pass me a margarita!


Gabrielle Bernstein

I discovered Gabrielle Bernstein last summer, inhaling her book The Universe has got your back while on holiday in France. Since then I've literally read her entire repertoire. I can't get enough of her positivity and make picking an affirmation card the first task of my day.


Laura'sfavourite things

Marie Forleo

I discovered Marie Forleo at the end of 2019 and devoured her book Everything is Figureoutable in a day. I love her New Jersey no nonsense approach to problem solving and how she's all about the fun. Because we all need more of that.



Mountains, I love 'em. I love looking at them, hiking them and the endless possibilities they hold. Our favourite place to explore in the UK is the Lake District, whenever we have a spare weekend or day, we throw the tent in the car and head to the hills.


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