Hi I'm Laurelle, and I'm misstyped.
I mean literally. My middle name is misspelled on my birth certificate. I’m a marketing guru, copy perfectionist, and business owner with a typo in my name. “Dawm” instead of “Dawn”.
Yeah, take that one in.
Turns out, that’s been the whole thesis the entire time. The “imperfect” thing is what makes it stick. It’s about building a narrative at the core of who and what you are, and finding that humanized angle.
How did I get here?
I started as a freelance marketer and copywriter in 2016 with really no idea what I was doing and somehow landed big blog clients anyway. Then a Swedish startup hired me as their native English copywriter, and that’s where everything started making sense.
Then I got made redundant. And then again 2 years later at another job. And then a third time the year after that. The Covid years were rough.
But through those redundancies new opportunities came and I found myself in paid media where I uncovered my superpower of conversion yielding script writing, creative direction, and analysing what backend data means for creative iteration.
Across a decade of writing for women audiences, agency-side and in-house, the same pattern kept showing up: most brands still talk to women like a polished version of a man.
Same hooks. Same frameworks. Same proof points. Slap a softer color palette on top, add a gendered age-call-out hook, and call it “for her.” Girl, that’s not strategy that’s a costume.
And it shows in the numbers. Women are 80% of every audience (we’re the buyers, the researchers, the gift-givers, the gatekeepers), but the creative speaking to us is built off playbooks that were never written by the men at the table 20 years ago. And in 2026 most brands ranging in size from 2-500 people are still following the same playbook – producing ads that look great in the brief but don’t speak to feminine buyers on a deeper psychological level.
misstyped is the antidote.
Before I started misstyped I went down a rabbit hole at 2am one night, as one does, and dove into who actually wrote the rules of digital advertising.
Ogilvy. Caples. Schwartz. Bernbach. Halbert. Kennedy. Kern. Brunson. Deiss. Marshall. The pre-digital legends, the guys behind the first banner ad, the paid search pioneers, the funnel architects. Almost all men. Women thought leaders in this space didn’t really show up until show up Joanna Wiebe on conversion copywriting in 2011. By that point the foundational frameworks were already built and women were inheriting them, not authoring them.
The playbook on how to do ads, built mostly by men, was also primarily tested on supplements, finance, and info products, then applied to selling to women without anyone going back to question whether the underlying psychology still worked.
Of course there are plenty of brands and businesses out there targeting men, or just don’t mind either way with their gender neutral offer because a sale is a sale, who cares who’s buying? And I get it, I’ve been in this space for years and I have no problem with those approaches, but what we’re missing out on in addition to our traditional strategies, is a more refined underlying psychology to really resonate with the #1 largest buyer demographic.
**steps off soapbox.
misstyped is a method built around how women actually decide, shop, and trust. The angle, the format, the rhythm, the tone, the post-click experience. All of it gets considered before the first line gets written. Pulled from ten years of watching what converts, from the psychology research that’s been quietly sitting in books like Mary Lou Quinlan’s Just Ask a Woman since 2003, and from the patterns I’ve tested across thousands of ads.
It’s not a “feminine touch” you slap on at the end. It’s the entire foundation.
And once you understand the foundation, plug-and-play and watch how your transformed ads, also transform you Return On Ad Spend and conversion rate.
Because when she feels seen, she converts.
Want to talk?
If you’re sitting with creative that’s “fine” but not converting, or you want to get more intentional with your ads and strategy to fit your exact audience then let’s chat. You’ll be talking to me directly. No sales rep, no qualifying form, no pitch deck waiting on the other side.
