Not that long ago, Marina Barayeva-host of Marketing for Creatives-interviewed me on her podcast.
With more than 80 episodes, Marina has interviewed some of the best marketers in business including Dr. Michael Hudson, Liz Pineda, Mike Kim, Pia Silva, and Dorie Clark... just to name a few.
So you can imagine the honor I felt to have my episode air on her podcast's first birthday!
Listen to my interview as I share tips and insights for writing product launch copy.
You are certain to discover the copywriting secrets that can help you sell more when you launch your products.
Get my free checklist for your next product launch to guide you through what you need to do when.
(Hint: It's Not About You)
Just like a scuba diver who struggles to enjoy the results of a well-planned dive, my clients sometimes struggle to hit the mark with their copywriting and marketing strategies.
When challenges happen with diving, I go to someone who knows more than me to get them to evaluate what is going on so I can fix the problem.
Likewise, my clients ask me to do things like reviewing their email copy and webinar content to determine what may need to change.
Just last week someone asked me to help them understand why people weren’t taking action on the things they had carefully written and invested time in creating.
They were confident that what they produced was what their prospect clients needed.
But the proof was in the pudding.
Only a handful of people seemed to engage with the email campaign and even less were watching the webinar to the end.
Out of the small group of active participants, only three purchased the product.
My client wanted to know what was wrong and how to make it more effective.
When I reviewed all the materials, I saw some key things that were wrong immediately.
But in my gut, I wasn’t sure my client wanted me to tell them the truth.
(Sometimes the truth is hard for people to swallow.)
As I prepped for the feedback meeting, I reflected on the sage advice my mentor Ray Edwards offered regarding having difficult conversations.
When the time was right, I was ready to share Ray’s thoughtful approach, “I’m embarrassed to ask this, but may I have permission to share something awkward with you?”
Tapping Into Human Psychology
The trick to writing copy that your audience wants to read is knowing what is important to them.
Many business owners think they know what their prospective clients want and need. But do they really?
Define Your Ideal Customer. It is critical to know who your prospective client is, what they want, like, and need.
If you get a handle on what keeps them up at night and use their own language — I guarantee they will listen.
Don’t just rely on your gut instinct or what you think you know.
Start by writing out everything you think you know. Then put that aside and do some market research. Conduct interviews. Do surveys. Dig around until you really understand what makes them tick. Then use and apply what you’ve learned to what you create, write, and offer.
It’s Not About You. This is hard for me to say, but your copy is guaranteed to be more effective when you take the focus off you and put it on your customer. While it is wonderful to tell everyone how awesome you and your products or services are. The only thing people care about is themselves.
Make sure that what you write, create, and offer shines the light on your customer. We live in a me-focused society. You know that. I know that. So make everything you do about them.
When you make them the focus, they are sure to stop what they are doing and listen.
As Burger King likes to say, “Have it your way.” Notice they didn’t say, “Have it our way.” Or “eat our awesome burgers our way.” No, they focus on the customer getting what they want.
You should do likewise.
Focus On Their Problems. Everyone has problems that they need and want to be solved. Don’t believe me? Just ask them.
In fact, if you listen to your ideal customers long enough, they give you a laundry list of all the things that bother and keep them up at night.
If you really want to draw your prospects into your world and let them know how you can help them—you need to put your finger on the exact spot that bugs them.
Don’t just touch on it. Poke them right where it hurts. Make sure you push on that pain until they cry, “uncle.”
Then talk to them about what they aspire to achieve on the other side of the problem. And crank up the volume. Amplify their desire and dream so loudly they can imagine a life where the problem is solved.
Once you get them to this point, they are certain to listen to how you can help them. THIS is when you can share your solution that helps their pain dissolve and their aspiration become a reality.
How You Can Apply This
When was the last time you evaluated what you create, write, and offer?
Do you know if your target audience is actively engaged?
Are your words hitting the mark?
Let me encourage you to take the key points shared here and apply them to your business.
Take time to define your ideal customer.
Find every place you’ve focused on yourself and flip it, so you’re focusing on your customer. Write as much as you can about your customers’ problems, pains, and aspirations.
When you do these things, I promise your ideal customer will start to notice what you’re offering.
Want a free analysis of your email campaign or sales page? Book a free 45-minute conversation with me today. Just fill out this form, book a time, and we’ll talk. It’s that simple.
When you run a copywriting and marketing service-based business, you are dependent on the Internet like a scuba diver depends on the consistent flow of oxygen from their tank and regulator.
When there is a kink in the hose, your tank runs low, or your regulator doesn’t work right in scuba diving - it is noticeable.
In fact, you can experience a bit of panic as you try to figure out how to regain the constant flow of oxygen into your lungs.
Similarly, when you’re accustomed to connecting with your clients, friends, and family electronically, having access to the Internet becomes synonymous with breathing.
Using Work to Avoid Facing The Last Pilgrimage
When my husband and I drove to the mountains to spend Thanksgiving with my parents, I didn’t want to go.
I must confess that I mentally fought this journey every step of the way.
You see we were not just going to spend a family holiday together; we were going to pack up a lifetime of memories so the house could be sold.
The only real blessing I could see was that mom and dad were able to visit our family mountain home one more time. (Since we nearly lost dad many times over this past year, I did not take this moment-in-time for granted.)
The only way I resolved that I’d make it through this last pilgrimage was to pour myself into client project work and avoid facing reality.
But God had other plans...
The Reality of Living Without Connectivity
Upon arrival, I discovered that downed power lines and remote mountain access made connecting to the Internet and my cell phone nearly impossible.
If I leaned out over the porch deck while holding my cell phone high in the air and contorting my body in usual positions, I could possibly get a trickle of “Internet Juice” to maybe download the headings of emails and texts.
But that was all I could get. I couldn’t read what the emails or text messages said.
And this acrobatic twist of my body didn’t always work.
After spending 2.5 hours on the phone with Frontier - mom and dad’s WiFi provider - I learned that the only solution was for me to make the 15+ minute drive into “town” in the hopes of getting a stronger signal.
But even standing in the Walmart parking lot didn’t bear the fruit of connectivity my mind craved.
Finally, I "gave up the ghost" and realized that I had to live life for several days without connectivity.
Quality Time, Reclaiming Memories, and Voices from the Past
Without work that I could use to shield myself from facing the fact that this 20+ year chapter was coming to a close, I dove into spending quality time with my parents while sorting through and packing up the belongings of a lifetime.
This experience unleashed emotions deep inside me that I typically keep repressed.
I found myself randomly leaking (my term for crying) over the simplest of things.
As I went through pages of scrapbooks found in my great grandmother’s hope chest, I read her words that she wrote about going out on a date with my grandfather for the first time.
I uncovered hidden treasures where she recounted falling in love with him and wondering if he felt the same.
I found genealogy notes tracing my family back to 1792 in South Carolina.
I read letters my great-grandmother and grandmother wrote to me when I was a baby - telling me how much they loved me.
I uncovered - yet again - documentation about the long line of deep Christ followers in my family.
In my grandmother’s Bible, I found devotions she’d written as she expounded upon Bible verses that spoke to her.
The list of hidden treasures I found was immense and more than I can recount in one sitting.
As I found meaningful photos from long ago, I’d take them to where daddy sat and we went through them together one by one.
Laughter, tears, and questions about where a picture was taken or who the people were in historic photos generated many stories and much conversation between mom, dad, Robert, and me.
The time we had together was more than precious, and I do not take it for granted.
Thank goodness I did not have an Internet to connect to or WiFi to help me escape unpacking the past and moving forward to a new chapter in our family history.
Lessons from Unplugging Unexpectedly
Here are some takeaways you may want to consider doing:
I now see how important it is to focus on the special things in life that you cannot find online.
If you ever get the chance to experience life unplugged - I highly recommend it.
In fact, I think this is something I need to schedule time to do on a regular basis.
Remember when your vision was just an idea? It probably seems like a long time ago.
Now you’ve invested your time to create a viable offering that solves problems for others in a very unique way.
Your brand is poised for success and on the runway for high growth. But how do you spread the word and connect with your customers?
You’ve tried writing your own blog posts, emails, and website copy—but the words don’t flow.
Let’s face it, you’re an expert about your business, but not the best at writing copy.
You need a copywriter who can help you build brand awareness and open the top of your sales funnel.
Let’s look at why you need to hire a copywriter:
You’re Too Busy.
You are focused on keeping the various aspects of your business going. You’re a visionary who likes to create and move onto the next thing. Writing adds one more task to your already full plate.
Imagine all that you could accomplish if you delegated copywriting to a professional.
You’re Too Close to Your Solution.
You’ve created everything about your product offerings. You know it forwards and backwards. But you’re so close to it that you have a difficult time summarizing the finer points in easy-to-understand sound bites.
Imagine having a reliable copywriter who can create compelling content that connects with your audience in a way they understand.
You’re Focused On the Wrong Thing.
You love having conversations about your business and why your product is awesome. In fact, you'll tell anyone that listens. But you don’t understand why people tend to glaze over mid-convo. As Dale Carnegie said "People aren't interested in you. They're interested in themselves." You need a well-trained copywriter to help you deliver valuable content that speaks to your customers needs and wants.
Imagine your sense of relief when you allow a copywriter to help you address your customers problems and aspirations.
You Have Good Intentions, But…
You keep putting the copywriting tasks on your plate, but they keep getting pushed to the bottom. You know they need to get done, but something always manages to take priority.
Imagine how productive you’ll feel when you allow your copywriter to take the writing albatross off your plate.
You Need to Stand Out From the Crowd.
Your message is good, but it sounds like everyone else. You need to make sure your offering is uniquely positioned, so the right customers are drawn to you.
Imagine hiring a copywriter knows what makes your brand different because she has researched your competitor offerings and customer needs.
You Need to Hire a Copywriter.
Your business success depends on your brand’s ability to connect with your customers.
Increase your brand awareness and bottom line by hiring a copywriter that produces results.
I’ve spent years turning high-level vision into actionable soundbites by clarifying messages and creating value-added content for business owners and entrepreneurs.
I can do it for you, too.
Stop staring at the page waiting for words to appear magically. Schedule a discovery call with me today.
Here’s what to do next:
I look forward to connecting with you.
Have You Read Any of These?
Entrepreneur James Altucher once said, “Read every book, blog, website, whatever, about what you want to be an expert in.”
When I dove into full-time copywriting and marketing, books became some of my best friends. They spoke to me in ways others could not. Books are constant companions when there is no one on the other end of the phone to call. They are a click away on my iPad when I travel and while I stand in line to buy my bottled water.
Here are some of my favorites. Whether you’re looking for a fresh source of inspiration or education, you’ll want to check these out. There are tons of great titles out there, but these have been really meaningful to me.
Book 1: How to Write Copy That Sells by Ray Edwards
Writing copy that sells without seeming “salesy” can be tough, but is an essential business skill. How To Write Copy That Sells is a step-by-step guide to writing fast, easy-to-read, effective copy. Inside, you'll find copywriting techniques for email marketing, web sites, social media, sales pages, ads, and direct mail.
Two of my favorite insights from Ray’s book are:
“Email marketing is not dead. Email is still the number one way to get things sold on the Internet. Email works because it is personal. Used properly, email can multiply your business results.”
“Bullet points are crucial to the success of your online sales copy. They are one of the most under-used, yet most powerful persuasion weapons in your copywriting arsenal.”
I highly recommend Ray’s book. It took my writing to a different dimension. You can get it on Amazon. Here’s the link.
Book 2: Launch by Jeff Walker
"Launch" will build your business---fast. Whether you’ve already got a business or you’re itching to start one, this is a recipe for getting more traction.
One of my favorite quotes from Jeff’s book is “There’s an old adage among direct marketing copywriters that if you have a hardware store and you’re selling drills, you’re not really selling drills—you’re selling “holes in wood.” People want to buy an end result. It doesn’t matter what you’re selling. People aren’t so interested in the actual tool. The tool is just a means to get that result. And that’s what you want to sell them.”
While Jeff’s book focuses on launching a product, it is ultimately about copywriting. You can find it on Amazon. Here’s the link.
Book 3: Building a StoryBrand by Donald Miller
Donald Miller’s StoryBrand process is a revolutionary method for connecting with customers. It provides the ultimate competitive advantage, revealing the secret for helping customers understand the compelling benefits of using your products, ideas, or services.
Two of my favorite quotes from this book are:
“Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.”
“Brands that realize their customers are human, filled with emotion, driven to transform, and in need of help truly do more than sell products; they change people.
At its core, StoryBrand is about clarifying your message and writing copy that gets results. Get your copy of StoryBrand on Amazon. Here’s the link.
What are some of your favorites? I’d love to hear them — especially if you’re in a season of transition. Leave a comment below!