What does IBTL do for purpose-driven brands?
In Between the Lines (IBTL) is a copy and content studio that helps purpose-driven founders turn confusing copy into CLEAR messaging that earns trust and drives action. Using the CLEAR Messaging Method (Clarity, Legitimacy, Ethics, Accuracy, Responsibility), I translate what you do, why it matters, and how it works into simple, specific words your audience can believe and act on.
Based in Prague 
Working with purpose-driven brands across Europe.
Hi!
I’m Iusti
–
your partner in CLEAR, ethical copywriting
When you care deeply about your products, your people, and the planet, you need messaging that reflects that.
That’s where I come in.
I help purpose-driven ecommerce brands, especially those rooted in sustainability, write copy that’s clear, ethical, and built for connection.
Whether it’s:
Website pages Product descriptions & landing pages Email sequences & newsletters Checkout flows Localized UX copy
Every word deserves the same attention to detail as your products.
With the CLEAR Messaging Method, I bring alignment, accuracy, and a conscious edge to your copy, so your message resonates with the people who matter most.
if it's not CLEAR, it's not credible
With the CLEAR Messaging Method, I ensure your messaging is:
CLEAR – free from jargon and ambiguity
LEGITIMATE – backed up by genuine claims
ETHICAL – honest and transparent
ACCURATE – fact-checked and precise
RESPONSIBLE – reflects your brand’s commitment to your mission
It was a pleasure to work with Iustina, the translations were perfect and always on time.
Andrea Weiková
Global Social Media Manager, Notino
I am very happy with Iustina's services, she is extremely prompt with responses and her work is neat and concise. Thank you for being a reliable member of our team!
Zlata Žahourková
Client Success Manager at Dream.jobs
SERVICES
Signature Packs🏆
Signature Packages are designed to give purpose-driven founders everything they need for clear, consistent messaging, without the guesswork.
Each package combines strategy, copywriting, and revision support so you don’t just get words, you get a messaging foundation you can grow with. Whether you’re refreshing your website, building product pages, or refining your brand voice, these packages provide you with structure, clarity, and copy that feels authentic to you.
Popular Picks✨
Popular Picks are smaller, focused copywriting bundles designed for quick wins and targeted improvements.
These services sit between à la carte deliverables and full Signature Packages. They’re designed to solve specific problems, such as refreshing outdated website copy or refining product descriptions, while still providing the structure and guidance of the CLEAR Messaging Method.
Craving copy that connects (and converts)?
Choose the service or package that brings your brand closer to your audience—with clarity, credibility, and zero buzzwords.
DISCOVER ALL SERVICESWHO IS IT FOR?
Whether you’re running an ethical brand, scaling ecommerce, or building community-led growth, IBTL keeps your copy strategic and values-aligned. I lead every project personally, making sure your words stay clear, credible, and true to your mission.
ARE WE
A GOOD FIT?
🧩🧩
We are a good fit if.....
🧩 You care about communicating your brand’s purpose with clarity and honesty.
🧩 You see copy as an investment in trust, not just a cost.
🧩 You value collaboration and are open to constructive feedback.
🧩 You want words that connect with the right people, not everyone.
We are not a good fit if.....
❌ You value speed or quantity over quality.
❌ You want copy that sells at any cost, even if it’s vague or misleading.
❌ You expect a copywriter to just execute without collaboration.
❌ You’re looking for the cheapest option rather than the lasting impact.
Ready to Turn Confusing Copy Into CLEAR Messaging?
See how the CLEAR Messaging Method can help your brand communicate with honesty, clarity, and trust.
Start Your CLEAR Copy
[ Some Wonderful Feedback ]
I appreciate the perfect collaboration and reliability. Iustina was a copywriter for the Romanian market, and I outsourced articles for the Notino blog. Iustina adhered to the assignment and did a good job. Thank you for great 2-years cooperation. I can recommend.
Lucie Frýbortová
Social Media Manager, L'Oréal
Da caporedattore della rivista Progetto Repubblica Ceca ho avuto bisogno di servizi di traduzione di Iustina dalla lingua italiana all’inglese.
Iustina si è distinta per la puntualità e la precisione dei lavori compiuti, la cui accuratezza è stata valutata positivamente da altri nostri traduttori che hanno l’inglese come lingua madre.
Per quanto mi riguarda, posso senz’altro dire che si tratta di una traduttrice molto professionale sulla quale si può contare.
Giovanni Usai
Caporedattore, Progetto Repubblica Ceca
FAQs
What is purpose-driven ecommerce copywriting?
Purpose-driven ecommerce copywriting makes your brand’s values clear and trustworthy so customers know exactly why you matter. At IBTL, I use the CLEAR Messaging Method to turn your mission into copy that connects, builds loyalty, and drives ethical growth.
What is the CLEAR Method?
The CLEAR Messaging Method is IBTL’s framework for purpose-driven copywriting. It aligns every message to Clarity, Legitimacy, Ethics, Accuracy, and Responsibility, so your words are clear, credible, and human.
The CLEAR Messaging Method is a five-step approach I created to make copywriting transparent and trustworthy.
Clarity: simple, specific words instead of jargon.
Legitimacy: back every claim with proof.
Ethics: write with honesty, and avoid greenwashing or hype.
Accuracy: fact-check and stay precise.
Responsibility: take ownership of your words and their impact.
Together, these steps give founders confidence that their brand story is strong, ethical, and audience-ready.
Why choose a purpose-driven copywriter instead of a traditional one?
A purpose-driven copywriter helps you avoid vague claims or greenwashing by grounding your story in values, facts, and transparency. At IBTL, copy is written to build trust and attract the right audience, not just clicks.
Traditional marketing often focuses only on sales. Purpose-driven copywriting takes a different approach: it builds credibility, nurtures community, and keeps your values visible in every word. This matters because today’s customers are more selective and quick to spot empty claims.
By working with a purpose-driven copywriter, you ensure your message is aligned with your mission and creates lasting trust, rather than one-time conversions.
[ Need a DIY copywriting boost?]
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TALK COPY TO ME
Clear words. Real connection. No fluff.
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Your About Page Isn’t About You.
A short, practical guide for purpose-driven brands on how to write an About page that connects, builds trust, and reflects your true purpose.
Delivered monthly with insights and clarity tools to help your brand sound as good as the good you do.