From the first moment I laid eyes on Lianna Patch’s LinkedIn profile, I knew I wanted to feature her here.
“Does LinkedIn make you want to gouge out your eyes with a participation trophy?” her profile banner reads. “Hey, me too. How ‘bout you go to punchlinecopy.com instead?”
And then, in very small print, “TYPE IT IN, COWARD” with about eleven exclamation marks.
And I guess that sets up just about everything you need to know about Lianna, which is exactly the point.
As the owner of a conversion copywriting agency, her job is to get the message across in a way that’s quick and memorable, and always, funny. She specializes in comedy writing, and specifically, in helping SaaS and ecomm founders write stuff people genuinely love reading.
In addition to the hands-on client work, she also coaches, speaks at conferences around the country, builds great copy- and storytelling-related products (like The Punchup Deck, of which I am a buyer), and is just generally hilarious.
She’s one of those rare guests whose own marketing materials say it better than I ever could. Case in point, her LinkedIn headline 👇
So without further ado, here’s Lianna…
1. Okay, tell us about your business! What's the backstory? And how did you get your first customer.
Somehow, improbably, I run a conversion copywriting “micro-agency” (aka It Just Me). At www.punchlinecopy.com, I specialize in funny copy that converts for online stores and SaaS.
In 2015, I had been writing and editing for about seven years already when I joined Joanna Wiebe's first Copywriter Mastermind. At the time, I was getting into improv and stand-up comedy in my hometown of New Orleans, and loving it. (My entry into standup consisted of attending one open mic night, thinking, "Wow, these people aren't very good," and deciding to sign up the following week. This was not my most charitable thought of all time.)
The problem was that I felt like I had to put on Ye Olde Business Maske whenever I was doing my client work, which was mostly publications editing at the time. I bemoaned this Jekyll/Hyde sitch to Joanna, and she suggested just ✨combining✨ my two interests. Best decision ever.
One of my old website photos. Look at that carefree little sprite who really liked to day-drink.
As far as I can recall, my first funny copy client was an online pop culture mag that for some reason allowed me to write a snarky column about cute things I found on Etsy. It was called Fashion Friday. That was the first time I realized I could actually have fun writing professionally, and people seemed to really like the column.
I occasionally received feedback from the Etsy sellers whose work I spotlighted. This ranged from appreciation and free stuff to "I hate you, take this down."
2. What’s one unconventional decision you made early in your business that you believe set you apart from competitors, and how do you think it shaped your trajectory?
Not sure how unconventional this was, but I decided to emphasize the benefits of humor psychology and sociology to prove to potential clients that humor could work for them. This was my way of translating the research-backed approach of direct-response and conversion copywriting into the humor realm.
I presume being able to point to hundreds of years of research earned me a bit more trust than potential competitors who relied just on the “Have a personality, it’s good for you” angle. (Though that remains true!!)
Photo by Alicia Leigh Photography, probably taken right after making a dick joke.
3. What’s one book most people have never even heard of that you think is worth reading. (DIG DEEP - we’re looking for the books you’ll never see on the NYT list)
Burning Chrome by William Gibson (known as the father of cyberpunk). My all-time fave sci-fi book. Lots of unbelievably imaginative, evocative short stories that make me mad at Gibson for hoarding all the ideas.
4. What’s one belief about entrepreneurship you held when you started that you’ve completely abandoned, and what made you change your mind?
Hustle Culture™ would have us believe that the bigger the business, the more people it employs, and the more revenue it brings in (regardless of actual profit margin), the more successful it is.
But as entrepreneurs, isn’t the whole point to define your own definition of success?? I felt a lot of pressure to build an agency. But I knew I hated managing people (and also, I am very bad at it and have zero desire to grow those skills). So I've stuck to my solo guns and been happier and more profitable for it.
5. What’s one purchase of less than $1,000 that’s made the biggest impact on your happiness, health, or wealth?
I'm a member of an online Buddhist sangha with a handful of amazing women. Our discussions are the most impactful 90 minutes of my week. (Do I cry basically every week? SURE DO!)
My best friend John knows me so well.
7. If you were to recommend one under-the-radar Austin spot to another founder for brainstorming or unwinding, where would it be and why?
I am a terminally uncool hermit who leaves my house only under intense duress. I doubt I know of anywhere that thousands of other people have not already discovered, catalogued, and promoted. With that in mind, I do enjoy going to Armadillo Den for a late-afternoon frozen Painkiller and email wrap-up sesh.
