Sheral DeVaughn is a word assassin in the Copywriting and Content Creation industry. She spent 15 years as a top-rated on-air radio personality, converting listeners to sales for the broadcasting company as well as advertisers and sponsors. She took those same verbal and writing skills into the Wine & Spirits industry, where she spent another 10+ years writing product descriptions, brand histories, sales sheets, and marketing/educational materials. She is the Owner/Founder of C3 Specialties, a Creative Copy Content service. She helped launch Ava Dean Beauty, the beauty brand co-owned by AJ McLean of the Backstreet Boys, providing website content and strategic email marketing content. She collaborates on projects with and for SB PACE, a high-energy boutique Business Coaching and Consulting firm producing online coaching academies and seminars, business podcasts, and Amazon best-selling books designed to empower small businesses. Her motto is, "Every brand has a story to tell. It's my job to write it, so their voice is heard."
Founder Sheral DeVaughn
What is C3 Specialties, and why did you start it?
C3 Specialties is a Custom Copywriting and Creative Content Service. We specialize in writing copy for small businesses. We focus on website copy and email campaigns for new businesses, social media content, and blogs.
I have a background in on-air radio and commercial production. I also have a wine and spirit sales/education background. Having a business that blended the things I loved most from those two worlds was a huge motivator.
When the pandemic hit, I seized the opportunity to work from home. I wanted to help out a few friends who were struggling with connecting to customers online. It didn't take long to see there was a need for copywriting that could tell a brand story and connect with customers in a personal way.
The biggest motivation for launching the business came from people who told me I "couldn't." Dreams were silly. Girls weren't supposed to be business owners...find a nice man and have some kids. I channeled that frustration and drove harder. It drove me here.
If I can help a client get heard, appreciated, and succeed, it validates everything I ever fought for too.
I don't want anyone to feel the way I did. Their business dreams and aspirations are valid. Their voices are important. I want to be a megaphone for small businesses owners.
What do you do when you aren't writing?
I'm currently living in the Kansas City area but grew up in Minnesota. My family lives in the Black Hills of South Dakota. I was born with a natural love of the outdoors: water, wooded areas, and mountains are a must. The Ozarks are as close to mountains as I get here in Missouri, but we have plenty of the rest. I spend all my free time on the water. I am an endurance kayak racer, training to do the MR 340... 340 miles in 85 hours or less on the Missouri River. When I'm not on the water, I'm spending time with my husband, two daughters, and son-in-law. I love to cook and bbq for them. We are big animal lovers, so we spend a lot of time at zoos and dog parks. I'm a Certified Specialist of Wine and working on my Certified Bourbon Professional designation. I find the whole winemaking and distillation process fascinating. The agriculture, chemistry, flavor profiles, history, regional cultures, and pairings..all of it! It's science, history, magic, and artistry all wrapped into a single glass. I love to learn, and it provides endless discovery opportunities.
What do you do for your clients?
C3 Specialties is all about customized and creative copy content. We tell brand stories in the voice of the client. Stories sell. We take your voice and deliver it in a conversational style that connects and converts. Websites, blogs, emails, even online profiles. It needs to be seamless, consistent and designed to attract your ideal customers.
We spend hours getting to know our clients and their brand inside and out so we can deliver their messages accurately and consistently. We don't put our voice or "spin" on the copy we create. That's important if you want to connect with your customers. They need to get to know YOU and your brand. They can't do that if we add our voice.
Who should hire/work with you?
Small business owners who don't have the time or don't feel comfortable writing copy consistently. When they hire us, they get that time back to focus on other important parts of their business.
Businesses that are well established but need to freshen up their image or messaging. We can provide a fresh perspective designed to attract more customer traffic.
We love collaborating with marketing agencies and SEO writers! We take keywords, phrases, and marketing strategies and integrate them into conversational and creative content. We work as a silent partner for each company.
We also love working with new and aspiring entrepreneurs. We research the industry and the specific clients they are looking to attract. Then we design a website language that connects. We create value and sales emails that drive traffic and create interest. We start a "conversation" with your customers that makes them want to get to know your business better.
What makes you different from others in your industry?
I'm not a niche writer. A lot of times, businesses think they need to have a copywriter who focuses on their industry alone. That means you're getting the same "McCopy" messaging that everyone else in your industry has. You aren't the same as everyone else. You shouldn't get the same copy. Your content should be as unique as your brand.
I come with an outsider's approach and perspective. When I did morning show radio, you had to talk to a variety of people and connect if you wanted top ratings. I did that consistently by telling great stories. I knew how to relate to people with different backgrounds and created brand loyalty. I did the same thing when I wrote commercials.
That theme carried over into wine and spirits education and sales. People that knew nothing of certain brands or varietals became avid fans. They were drawn in by the story.
Every brand has that great story to tell. What makes us different is we find that story thread and write it so that your customers feel loyalty. It becomes an intimate friendship. They FEEL who you are. They FEEL what your brand core values are. People buy based on feelings. We write to tap into those feelings.
What is important to keep in mind when looking for a copywriter?
When hiring a copywriter, you need to find someone who takes the time to listen and asks a lot of questions. Copywriting isn't something you can knock out after a 10-minute call with a client. Quality copywriters take time... a lot of time... getting to know you, your brand, your industry, and your target customers. They make sure they know what your exact end goal is before they write a single word.
You want a copywriter who is available and reliable. While you can't expect them to be there for you 24/7 for reviews and changes, you need one who is flexible. Your hours and deadlines aren't always within a 9 to 5 workday. Will they accommodate your time zone? How about weekends? Can they deliver a quick turnaround? Do they lay out what the process and schedule look like when you work with them?
Finally, are they passionate and capable of writing in your voice instead of their own? After all, it's your story. A good copywriter leaves their ego at the door and adapts to your language and style. They don't need to put their own personal "spin" on your copy.
Who is your dream client? Where do you see yourself in 10 years?
I would love to write for a winery or a bourbon distillery. Elijah Craig and Rabbit Hole would be my picks for bourbon. Elijah Craig has such a rich history. There are so many facets to explore with the storytelling. Rabbit Hole is so much fun because they don't follow the pack of other distillers. They dare to be different. That appeals to me on so many levels. It would be a treat for me to write their story on a daily basis and make customers more aware of them.
The winery I would love to represent is Elena Walch. Three generations of women at the helm of an Italian winery, modernizing and changing the landscape of winemaking in Alto Adige. Plus, the wines are stunning. It would make my heart sing to be able to share their passionate tale. Strong and fearless. That's a story people can get behind.
In 10 years? I'd like to be able to look at the long list of clients I've helped on their way to creating success. The copy written for them would read like a book of entrepreneurs and small businesses that dared to make a difference.
