Podcast appearances and mentions of lisa rothstein

Ever wondered how visual storytelling can revolutionize your business meetings? In this episode of The Business Ownership Podcast I interviewed Lisa Rothstein. Lisa Rothstein worked as a copywriter and helmed creative teams at famed Madison Avenue ad agencies Y&R, Lowe, and Ogilvy.Created the “Wait'll We Get Our Hanes on You” campaign that reinvented the underwear category and doubled sales year over year. Worked in Paris for over a decade on international brand campaigns for IBM and Unilever running in 17 countries. Had her first cartoon published in The New Yorker Magazine in 2018, achieving a childhood dream. Led brand storytelling and visual storytelling workshops at Bayer, Merck, Rheem and innovation conferences nationwide. Over two decades, Lisa is generating stories for the world's biggest brands (and more recently, cartoons for the world's best magazine).Discover how visual storytelling can transform your business communication. Check this out!Drawing Out Your Genius Website: https://drawingoutyourgenius.com/Lisa Rothstein on LinkedIn: https://www.linkedin.com/in/hirelisarothstein/Book a call with Michelle: https://go.appointmentcore.com/book/IcFD4cGJoin our Facebook group for business owners to get help or help other business owners!The Business Ownership Group - Secrets to Scaling: https://www.facebook.com/groups/businessownershipsecretstoscalingLooking to scale your business? Get free gifts here to help you on your way: https://www.awarenessstrategies.com/ 

On this episode of The DEB Show, Erin Brown, Hot Red Carpet; Lowry Olafson, PowerSongs; and Lisa Rothstein, Drawing Out Your Genius, join host Debra Eckerling to talk about Creativity.   Erin, Lowry, and Lisa, who have all creatively taken creativity to a whole new level, share their backstories and thoughts on creativity, tips for being more creative, and so much more.   The message: Creativity is up to you. If you don't create it, it's never going to happen!

With union membership down to 10.3 percent of the American workforce—or 14 million workers—and 59 million workers who are independent contractors (aka ‘freelancers' or ‘gig workers') who are not unionized, unions and their allies in state and federal government are attacking the “gig economy.”What began in California as a law called ‘AB5' to push a concept called the ABC Test—which has had catastrophic consequences on tens of thousands of people—has expanded nationally into the currently-stalled PRO-Act and, now, the National Labor Relations Board is looking to implement the ABC Test to define what constitutes an independent contractor vs. an “employee” for the purpose of unionization.On this episode of Labor Relations Radio, host Peter List discussed the ramifications of the ABC Test with two individuals on the front lines in the battle to try to stop it.Kim Kavin and Lisa Rothstein are both freelancers—one in New Jersey, the other in California—who, along with others, have been leading a grassroots effort to raise awareness to the ABC Test.Kim is one of the leaders of FightForFreelancers USA, and Lisa has been involved with Freelancers Against AB5 since the beginning.LinksThe ABC TestUnder the ABC test, a worker will be deemed to have been “suffered or permitted to work,” and thus, an employee for wage order purposes, unless the putative employer proves:(A) that the worker is free from the control and direction of the hiring entity in connection with the performance of the work, both under the contract for the performance of the work and in fact;(B) that the worker performs work that is outside the usual course of the hiring entity's business; and(C) that the worker is customarily engaged in an independently established trade, occupation, or business of the same nature as the work performed.Fight For Freelancers USAFight For Freelancers Files Amicus Brief with National Labor Relations BoardFreelancers Against AB5—AB5 Personal StoriesCalifornia Supreme Court Dramatically Reshapes California Worker Classification LawsCalifornia Supreme Court Rules Dynamex ABC Test is RetroactiveNLRB Invites Briefs Regarding Independent Contractor StandardBureau of Labor Statistics — Union Membership Summary

With union membership down to 10.3 percent of the American workforce—or 14 million workers—and 59 million workers who are independent contractors (aka ‘freelancers’ or ‘gig workers’) who are not unionized, unions and their allies in state and federal government are attacking the “gig economy.”What began in California as a law called ‘AB5’ to push a concept called the ABC Test—which has had catastrophic consequences on tens of thousands of people—has expanded nationally into the currently-stalled PRO-Act and, now, the National Labor Relations Board is looking to implement the ABC Test to define what constitutes an independent contractor vs. an “employee” for the purpose of unionization.On this episode of Labor Relations Radio, host Peter List discussed the ramifications of the ABC Test with two individuals on the front lines in the battle to try to stop it.Kim Kavin and Lisa Rothstein are both freelancers—one in New Jersey, the other in California—who, along with others, have been leading a grassroots effort to raise awareness to the ABC Test.Kim is one of the leaders of FightForFreelancers USA, and Lisa has been involved with Freelancers Against AB5 since the beginning.LinksThe ABC TestUnder the ABC test, a worker will be deemed to have been “suffered or permitted to work,” and thus, an employee for wage order purposes, unless the putative employer proves:(A) that the worker is free from the control and direction of the hiring entity in connection with the performance of the work, both under the contract for the performance of the work and in fact;(B) that the worker performs work that is outside the usual course of the hiring entity’s business; and(C) that the worker is customarily engaged in an independently established trade, occupation, or business of the same nature as the work performed.Fight For Freelancers USAFight For Freelancers Files Amicus Brief with National Labor Relations BoardFreelancers Against AB5—AB5 Personal StoriesCalifornia Supreme Court Dramatically Reshapes California Worker Classification LawsCalifornia Supreme Court Rules Dynamex ABC Test is RetroactiveNLRB Invites Briefs Regarding Independent Contractor StandardBureau of Labor Statistics — Union Membership Summary Get full access to LaborUnionNews.com's News Digest at laborunionnews.substack.com/subscribe

INDEPENDENT CONTRACTOR ROUNDTABLE!! My Guests: Kim Kavin, Karen Anderson, Gail Gordon, & Lisa Rothstein. BRIEF OF AMICI CURAE (filed today 2/10/2022): https://fightforfreelancersusa.files.wordpress.com/2022/02/fight-for-freelancers-nlrb-amicus-brief.pdf Kim Kavin links below: Website: https://fightforfreelancersusa.com Facebook group Fight For Freelancers USA: https://facebook.com/groups/275432857... Fight For Freelancers USA on Twitter: https://twitter.com/Freelancers_USA Twitter: https://twitter.com/thekimkavin Karen Anderson links below: Facebook group Freelancers against AB5: https://www.facebook.com/groups/FreelancersAgainstAB5 AB5 Horror Headlines: https://rolls.bublup.com/Anderson/AB5articles AB5 Personal Stories: https://rolls.bublup.com/Anderson/AB5-Personal-Stories/outline Professions Harmed by AB5: https://rolls.bublup.com/Anderson/Professions-Harmed-by-AB5 Gail Gordon, Non-profit, Opera Company: Website: https://www.numiopera.org Lisa Rothstein (Freelance Cartoonist): Website: http://lisarothstein.com .:: BECOME A PATREON MEMBER AND HELP SUPPORT OUR CREATIVE CONTENT ::. https://www.patreon.com/RideshareRodeo .:: Sponsored by Middleton Technologies (MAXYMO, DUH, Amazon FLEX) ::. Website: https://middletontech.com/our-app.html YouTube: https://www.youtube.com/c/MiddletonTe... Twitter: https://twitter.com/Middleton_Tech SEE Y'ALL NEXT WEEK!

Uber Lyft Drivers & Gig Economy Workers Weekly News:     This week I am very happy to have Lisa Rothstein on the podcast.   Lisa is a California Freelancer who is very involved in the anti-AB5 movement.   For those not familiar with California AB5, well you better get familiar fast, because it is now being pushed to go national.   Next week, the house will vote on the PROact, which would END Independent Contractor, Self-employed, Gig workers, Freelancers way of making a living.   59 Million people in the United States are I.C.'s and Self-employed.   If you are one of this 30%+ of the U.S. workforce, you do NOT want to miss this episode! Mask up y'all~   *REMEMBER: we are NOT out of this yet!!!* Rideshare Rodeo Podcast is presented by UberLyftDrivers.com

Författaren bakom Hitchcocks succéfilmer Fåglarna och Rebecca är en mästare på att skildra det obehagliga starkt och realistiskt. Ludvig Josephson slår ett slag för Daphne du Maurier. ESSÄ: Detta är en text där skribenten reflekterar över ett ämne eller ett verk. Åsikter som uttrycks är skribentens egna. Ursprungligen publiceras 25/5 2017. Det är något drömlikt och tablåaktigt med Daphne du Mauriers skildringar av lyckliga tillfällen, av någorlunda normalitet och vardagstrivsel då katastrofen ännu inte inträffat. De liknar snarare idéer om lycka, normalitet och trivsel. Allteftersom det hos du Maurier ständigt lurande obehaget tränger sig på blir ljuden, bilderna och till och med dofterna mer påtagliga, inlevelsen starkare och stilen personligare. Modernista förlag har gett ut två böcker med äldre översättningar av du Mauriers verk: Fåglarna och andra noveller samt romanen Rebecca från 1938. Och det finns alla skäl att än en gång upptäcka den engelska författaren och dramatikern, som levde 1907 till 1989 och gärna lät sig inspireras av den trakt i Cornwall där hon bodde stora delar av sitt liv. I novellen Äppelträdet blir en nyligen pensionerad tjänsteman änkling, då hustrun efter en kort tids sjukdom avlidit. Äktenskapet har varit olyckligt. Utan att någonsin gräla eller höja rösten har hustrun ideligen låtit maken förstå hur mycket hon vantrivs med tillvaron. De mest triviala vardagsbestyr har blivit till bördor som bokstavligen böjt och krökt henne. Onödiga och självpåtagna uppgifter, städmanier, inköpsrundor och andra plikter har utförts med ständigt antydda förebråelser mot maken och alla hans försök att avlasta hustrun har bestämt avvisats med ännu mer skuldbeläggande. När hustrun dör kommer maken snart över det. Pensionerad från sitt kontorsslaveri och med ordnad ekonomi ska han nu ägna sig åt att äta ute, gå på bio och göra en ordentlig semesterresa i det efter Andra Världskriget nu någorlunda återuppbyggda Europa. Men det dröjer inte länge innan han lägger märke till att ett av äppelträden i trädgården faktiskt påminner om den avlidna hustrun. Det avviker från de andra friska träden med sin knotighet och brist på frukt. Och istället för att njuta av tillvaron så som han tänkt, ger sig änklingen in i en allt mer besatt kamp mot äppelträdet som inte lämnar honom någon som helst ro. Och, än en gång, det är något ytligt och klichéartat i skildringarna av hur änklingen turistar i Italien och vågar sig på att bjuda upp unga flickor till dans på en piazza. Interiörerna från det lokala värdshuset, med sitt trivsamma småprat och lugna fryntlighet känns mer som hämtat från en turistbroschyr än en verklig upplevelse. Medan den utförliga beskrivningen av hur hustrun, medan hon ännu är i livet, nästan driver honom från vettet med sina ständiga demonstrativa gäspningar är nästan obscen i sin realism och tydlighet. Som om allt det vackra och roliga i livet ligger oåtkomligt som i ett sånt där påskägg med titthål. Mera ett önsketänkande än något verkligt. Föraningen, obehaget, den brutala fasan är det verkliga, då varenda detalj plötsligt blir synlig och minsta ljud hörbart. Lukterna blir kväljande och sticker i näsan. Paradoxalt nog är det ofta när händelseförloppet hos Daphne du Maurier övergår i det orimliga eller rent hallucinatoriska, som den där känslan av verklighet börjar inträda. I novellen Titta inte nu möter vi det gifta paret som försöker få lite andrum från sorgen efter ett förlorat barn med en semester i Venedig. De solbelysta piazzorna och de pittoreska kanalerna med sina gondoler flimrar distanserat, som om det bländande ljuset skymmer detaljseendet. Först när det skymmer och paret går vilse blir staden synlig och påtaglig. Mycket av händelserna kommer att kretsa kring en syn som mannen får, ett varsel som det ska visa sig. Illusionen är så verklig i sin detaljrikedom att den förleder mannen att ställa till med en ordentlig oreda, där han drar in polis, hotellpersonal och ett par excentriska gamla tvillingsystrar. I den avslutande berättelsen, titelnovellen Fåglarna, går vi från de oroande aningarna och förebuden rakt in i den slutliga katastrofen. Och här är den inte privat och personlig, även om vi följer händelseförloppet genom den heroiskt kämpande familjen Hocken. Nu är det hela samhället och kanske resten av världen som drabbas, då fåglar av alla sorter gemensamt bestämt sig för att invadera hus och hem och attackera allt i sin väg. Från det första olycksbådande knackandet av en näbb på familjen Hockens sovrumsfönster skenar händelseförloppet mot undantagstillstånd och samhällskollaps. Annars trivsamma småfågelarter som kvittrar anspråkslöst i häckar och på åkrar, rasslar nu i flaxande pickande drivor över takets tegelpannor och svärmar in genom fönster och rökgångar i kollektivt ursinne. Liken efter starar och gärdsmygar som störtat in väggar och fönsterrutor ligger travade ända in i familjens förstuga. Och tolkningsmöjligheterna står nästan på kö. Det mer än antyds att de invaderande fågelsvärmarna kan uppfattas som en effekt av såväl rubbningar i det arktiska klimatet som av det hotande tredje världskriget. Precis som Fåglarna blev även romanen Rebecca förlaga till en av Hitchcocks mest kända filmer. Här är det inte bara olyckorna och mardrömmarna som gör berättelsen alltmer synlig och tydlig allteftersom de hopar sig. Själva huvudpersonen Rebecca, som vi aldrig möter men som är ständigt närvarande, är till en början osynlig just genom att alla som känt henne, med den demoniska hushållerskan fru Danvers i spetsen, prisar och lovsjunger henne så till den grad att läsaren inte får något som helst grepp om vem hon kan ha varit. Sikten grumlas ännu mer av den änklingens alla tvångsmässiga tabun kring den döda, som han också tvingar på sin nyblivna flickhustru. Nya tabun byggs kring de gamla och Rebecca blir än mer otydlig, tills hon mera är en idé än en tidigare levande person. Först när sanningen om hennes verkliga karaktär uppenbaras får vi syn på människan bakom legenden. Hon får plötsligt ett utseende och en personlighet. På samma sätt som det idylliska slottet Manderley med sina ägor får någon sorts påtaglighet först när dimman tätnar och trädgården bara tillfälligt lyses upp i skenet från nödraketerna från det grundstötta skeppet i havsviken, den kväll som är början till slutet för alla de lögner och illusioner som försänkt godset i ett slags tvingande halvslummer. Att läsa du Maurier är lite som att ställa sig frågan Om du och jag bytte sinnen med varandra, skulle vi känna igen världen då? Vistas vi i samma verklighet? Kan vi lita på våra intryck? Det enda rimliga sättet att förhålla sig till den tanken utan att bli galen, är att till slut, som kvinnan i novellen De blå linserna, ödmjukt böja sig för att det är så här världen ser ut för mig. Oavsett hur den upplevs av alla andra får man finna sig tillrätta i sin egen illusion, acceptera den och leva i den så gott det går.  För vad var egentligen en illusion? Så som världen såg ut innan en oförutsedd händelse, eller så som den efter denna händelse plötsligt framstår? Ludvig Josephson, producent på Sveriges radio Litteratur Daphne du Maurier: Fåglarna och andra noveller. Översättning Gerd Lilliehöök, Lisa Rothstein och Gösta Sellin. Förord av Johan Theorin. Modernista förlag, 2017. Rebecca. Översättning Dagny Henschen och Hilda Holmberg. Förord Mattias Fyhr. Modernista förlag, 2017.

Lisa Rothstein is a cartoonist for the New Yorker Magazine and the Chief Creative Officer for Drawing Out Your Genius. She joins us on this episode to discuss the power of drawings and visualization in communicating ideas. We take a deep dive into how the human brain is wired to process visual information, her top tips for leaders communicating an organizational vision, and how to keep listeners engaged when communicating in the virtual space.

Visit www.EAInterviews.com/LisaRothstein for episode specific show notes & www.EAInterviews.com for complete show notes of every podcast episode. On today's episode, we learn how: The vital importance of copywriting and the importance imagery plays to your companies brand with the award-winning copywriter, cartoonist, speaker, and trainer Lisa Rothstein

Have you ever been telling a story and your words failed you? And I don't mean that you didn’t have a word for what you’re thinking or feeling. Oh, no. You thought of the best word you could possibly think of. Still, it wasn't enough to express exactly what you wanted to communicate, or your audience wasn't understanding the message. Maybe you should have drawn it out. It turns out that doodling lines and shapes make an even more meaningful and unforgettable story.  If you're like me, you probably think you don't have the chops to draw. Or, you're probably thinking, "How can shapes and stick figures add relevance to the words I’m saying? Or writing?" Fortunately, my guest this week, Lisa Rothstein, is a published New Yorker cartoonist and a featured author and illustrator in several best-selling books. She's an award-winning ad agency copywriter and creative director best known for the famous “Just Wait’ll We Get Our Hanes on You” campaign that changed America’s favorite underwear brand. Currently, she's co-author of the blog and upcoming book, The DaVinci Dilemma: How Multi-Talented People Can Get More Done And Get More Joy Out Of Life. She uses unique methods like cartooning to help corporations and entrepreneurs see their ideal clients, products, mission and brand stories in new and unforgettable ways. Today, she's guiding our hands to doodle with confidence.  Lisa will help you discover a unique way of telling and expressing your story. Consider this a new option and means of expression. This way, we are able to explore different styles and techniques that can help us capture the most meaningful stories of our lives.  Bottom line? It really doesn't matter if you're good at drawing. Words or pictures alone aren't as meaningful, so get out there and start doodling to help your audience truly understand your stories. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event.

Lisa Rothstein has extensively worked as a copywriter and in advertising on two continents. This has been invaluable in pitching her scripts to Hollywood and as a freelance copywriter & marketing consultant in the US and other parts of the world. She helps clients hone their strategy and their brand messages. She is currently co-authoring a book called DaVinchi Dilemma, addressing the challenge of distraction caused by having too many talents and ideas. #PeakPerformers, Lisa shares her story-telling technique on #TheEntrepYou today! Click To Tweet Show  Notes: If you are at a friend or relative's house for dinner and you find a dead insect in your salad, what would you do? I think that I would make it go away or disappear into my napkin and pretend nothing had happened. Depending on the relative or friend I might pick the insect out of my salad and pretend to make it talk and say, "I'm really glad you've invited me to dinner, I hope I didn't eat too much." I like to be creative with what I find. What is Copy Writing? First of all, it has nothing to do with Copyright which you hear about in the legal profession. Copy Writing has to do with writing the kind of text and content that sells your products and services. It is a little different from content writing as all copy is content but not all content is copy. For example, a blog is content but not copy; a podcast is content but not copy. Parts of the content where we may offer or sell something is considered copy. Copy is the parts of the texts and content that you use to make an offer or that you use to invite people to sign up for something leading to a sale. There are different types of copy writing. Most copy writing has to do with direct marketing. The kind of thing where you would put on a website, in an email, or on a landing page. This is a different to what you'd see on TV. Some persons make the mistake of thinking that you have to be witty and grab attention the same way a TV commercial does. How important it is to nail that copy to ensure our message is received in the way it was intended? It is essential and super important. At a networking event, you have a chance to explain yourself but your copy is sitting on the internet or in a letter that you sent. You're not there to help them along to figure things out. They have to get it, to understand what you're selling or what you're trying to sell them, what you're trying to do, why it is important without any help from you. That may make you feel there is a lot of pressure on you to get it right. You don't have to be a genius. Writing in a more authentic way like you would talk is way more effective in business than to come up with just do it or some form of clever tag line. The more problems you're solving for your customers, talk about those things that you already know how to do. But a lot of people don't want to believe it's that simple.  Just record yourself talk your copy. Approach it as though you're talking to a real person because you're talking to a real person. Write as though you're talking to one person. You should hire a Copy Writer only when you know your business and you know who your ideal client is. The importance of story-telling in copy writing? It's always been a terrific tool to used. There are a few different types of stories that you can tell. It is great because people have always loved stories. They go wild for stories as they help to create connection. When you tell stories about yourself in your copy, it connects you with your client and it gives you credibility. You can also tell stories about your clients and how they've transformed and have success stories. If you don't have any of that you can use parables and fables to make a point similar to in the bible. The idea is that a story has a beginning, middle and end. It's good to look into your business for stories that demonstrate a point that you're trying to make across Facebook, videos, etc.

Lisa Rothstein e: lisa@lisarothstein.com w: lisarothstein.com T: davincidiva FB: yourcreativeconsultantLisa created the “Wait’ll We Get Our Hanes on You” campaign” and talks about why she left corporate to her own business. She talks about why business owners need to learn to write their own marketing copy. She also speaks to what small business owners should focus on to get their message out and how all of this relates to building a brand.

Having IBS symptoms shouldn’t prevent us from eating sensational food that is packed with nutrition and is also low in FODMAPs; in fact our guest for this week, Lisa Rothstein, who is also an IBS sufferer, creates tasty low FODMAP recipes that are enjoyable for the whole family, not just for those suffering from digestive issues.  To read the show-notes for this episode, please visit: www.lowfodmapdiets.com/10

Welcome to this edition of the Real Fast Results podcast!  Today, you are going to learn something that's vital to your business, and that is the ability to actually use words to persuade people to do what you want them to do.  That, in the business, is called sales copy.  A very special guest is joining us today, and she is actually going to share how to go about writing sales copy that sells.  The really cool thing from your standpoint is that this will be presented to you as though you were a complete newbie in order to make sure that each aspect of this is made clear.  Please welcome Lisa Rothstein to the show... Even if you think that you can't write anything, you're going to be able to learn how to write sales copy to sell your information products or courses.  You may have flunked high school English class, but you'll still find that you are able to do this. Benefits of Writing Your Own Sales Copy Here's a great question to start with: "What are the benefits of actually putting time/effort/energy into this?" A lot of people want to just outsource their copy to a copywriter like me.  I have written copy professionally for years and years, both in the advertising industry, business and in the digital marketing space.  There's a time for that, but if you don't know how to write your own copy, it sometimes means that you don't really even understand your own business. A lot of times people will come to me and ask me to write some sales copy or a sales page for them, and they won't have their target market figured out and a lot of other elements of their business figured out.  They just expect someone else to figure their business out for them.  It's kind of a diagnostic tool to see how well you're selling and why it's good and beneficial to people. I've also taught people to write their own sales copy to the point where they end up seeing the value of what they have to offer, way more than they did before.  That's because when they have to write out all those bullet points telling people why it's great, it makes them go, "Wow!  This is pretty awesome.  I'm going to double the price of the product."  If they hadn't of written it themselves, I don't think they would have had that experience. Obviously, the big benefit of knowing how to write better sales copy is that you will sell more of your stuff.  But, there's also a lot of other ancillary benefits.  For instance, the confidence you have in what you're offering is so exponential when you have crafted the message yourself.  When someone asks you about it, you'll be able to talk about it because you have a grounding in what you're selling.  That's why I'm so passionate about helping people learn how to do this themselves. I often tell people to write their sales pages before they even decide what to put into the product because as they're doing that they'll say, "Hey, you know what would be really cool?  I should put this bonus in here because it feels like it would fit right here..."  In other words, it gives them the idea to put it into the product.  So, it's a symbiotic relationship. It's not a separate process, and that's why, I think, some people delegate too early. The other big reason to write your own copy is that, even though a professional might have a little better way with words, but they could also just dial up a little of what you've done yourself.  So, you could give them a really good first draft of what you want to say in a clear way, they could do so much better of a job.  Plus, it's still your ideas and your work, whereas if you just hand it off you advocate.  I don't like that.  I don't think it's a good idea for people to do in business.  I thoroughly agree with that. 3 Reason Why People Feel Writing Sales Copy Is Hard Before I get to the five steps I'm going to tell you about for the actual page itself, I want to share three reasons why people think this is so hard.  A lot of people are probably thinking, "Yeah, yeah, yeah, but I couldn't write my way out of a paper bag. I can't do this.  I've sat down and tried, and I just can't."  There are three reasons why this is hard, okay? It's Difficult to be Objective About Yourself - The #1 reason why it's hard is because it's difficult to be objective about yourself.  I'm sure that many of the people out there could turn into their best friend or colleague and figure out ways to talk about that person's product, but when it comes to selling yourself, whether you are a coach, or a consultant, and so on, it's hard to see the forest through the trees.  Also, especially if you're a woman, you don't like to brag, so there can be some resistance going on.  That's one reason.  Being objective is tough. There Is No Sales Copy Secret- The second reason is that there are a lot of copyrighting gurus out there, and I really don't count myself as one of them, but they'll tell you that there are all these secrets. Maybe there's this secret handshake or this secret world that you have to know about in order to write great copy, or maybe that you have to be a really amazing writer and only certain people with the talent to do this can do it. That's absolutely not true.  We've already talked about that.  It's really not true. While there are some people that enjoy it and are skilled at it, there's a big difference between writing this kind of copy that we do in the digital marketing space and the kind of Madmen "creative" stuff that I used to do in the advertising business.  That's a whole different animal you don't need. You shouldn't be doing that kind of clever, slick stuff in our space anyway.  So, all the secret stuff, what I'm going to teach you today is really going to blast that out of the water. The Challenge of the Blank Page - The third thing is the challenge of the blank page, which is true for everyone, professional writers included.  That blank screen paralyses everyone.  You don't know where to start or how to start.  What I'm going to teach you now is going to help you with all of those things.  It's going to help you with your objectivity.  It's going to help you realize that there really are no secrets because if you do these five things that you're about to be taught, you're really 99% of the way there, to having really great sales copy.  This will also help you with the "blank page" phenomenon because it will give you five different ways to get started.  Starting is the hardest part. 5 Steps to Writing Great Sales Copy I actually learned four of these five steps on the first week on the job in the ad business.  I came out of college, and I didn't know what I was doing, and all of these old men, with their pipes and their bow ties, were there, and you know, I was totally intimidated.  But, my boss took me to the side and gave me this piece of advice, that I've been using ever since all these years.  He said, "Lisa, there's really only four steps to writing great copy."  Now, that was advertising, so I added a fifth step. You're not going to understand them right now, but you will when I go through them.  The five steps are: "Oh dear!" "Good News" "Here's Why" "That's Right" "But wait...There's More!" I'm going to teach you this, but learning is remembering.  The fact of the matter is, you see this every single day.  It's just like any other kind of structure.  Like, if someone teaches you structure and then you go to the movies and you say, "Oh my gosh!  There's Act II...And there's the inciting incident."  You learn the structure and then you see it everywhere.  So, whenever you watch an infomercial, you'll see this.  Next time you're up at 3:00 in the morning, turn on the television, and you will see this in action.  You may not want to be as blatant as they are in your work, but it's what's underneath even the most elegant sales copy that you'll see.  It's in the framework. Step 1 "Oh Dear!" The first expletive, "Oh dear," is where you'll state the problem.  You've got a ring around the collar, and you have tried soaking and scrubbing.  This works for both Madison Avenue and digital marketing.  Basically, this is where you explore why the reader's life sucks right now without your solution.  One of the things that I like to do with my own clients that you can do too, which it helps to do it with a partner, is to actually pretend to be your ideal client and sit with someone else and pretend that person is your therapist. So, you're their client, and you come to them with a problem, and they're like, "Okay, what seems to be the problem?"  You might say something like, "Well, I'm 40 and I haven't had a date in years.  I'm afraid that I'm never going to meet anybody.  I'm afraid that I'm always going to be alone and my biological clock is ticking, so I'm not going to be able to have any kids.  And, every time I go on a cruise, I have to go as a single person, and every time I go visit my family for Christmas or Thanksgiving, everyone asks me, 'So, when are you going to settle down,' and it's just horrible and I hate it." The more you talk about the problem, the more you'll express all of that stuff, and the more that will feed your ideas.  When you go to write your copy, your ideas will flow more easily, and you'll end up saying something like, "Are you worried that you'll be single forever?  Do you hate going to family functions because people are always asking about when you're going to meet someone?  Do you feel like a third wheel with your friends, and when you go on vacation, do you have to be all alone?  Are you concerned that it's going to be this way forever and you're just going to die alone and never have any kids?" You can put the ideas you've had during your role playing right into your sales copy, and the readers of that copy are going to be like, "Oh my God!  How do they know I feel this way?"  So, really try to sit down and explore all the reasons why the person would need to use your product.  Think about every area of a person's life when you are thinking about how their problem affects them.  How does it affect their health?  How does it affect their career?  How does it affect their financial situation?  You know, all of these sorts of things.  Just brainstorm and download all of this misery, and then you pick and choose the juiciest ones to put into your sales copy. It's about illuminating, expanding upon, and explaining how that problem is affecting the life of your prospect, and in an emotional way.  Sometimes you have to be talking for a while before you actually hit the emotion.  Something that has happened to me and some of my clients is that they go through this practice and actually start crying.  They are so closely identifying with that person, and they're like, "Oh, it's so terrible that she's never going to meet anyone, and she'll never have kids, and she'll always wonder what life could have been like if she had been able to find a partner."  That's just one example, of course. The problem is that a lot of writers, and a lot of writing teachers, will tell you to say what keeps them (your prospect) up at night.  That has become so cliché and intellectually based in people's minds that people really can't reach any kind of depth that way anymore.  This process helps you to get into the emotional space a little bit better.  People justify with logic, but they buy on emotion.  So, if you can connect with them emotionally, and you can articulate to them even better than they could even explain it themselves, what the problem is, why it is a problem, and what it feels to have it, they are going to believe that you have the solution.  It's just a psychological reflex for people to subconsciously think, "I believe that you have the answer because you've been able to explain the problem so well, so clearly, and so emotionally." The most important thing to remember, when you're writing any kind of work, but especially sales copy, is that the creative process is to brainstorm everything.  Don't write; just get it all out there.  What options would you have.  It's like smearing the paint onto the pallet, if you were a painter, and then saying, "I'm going to take a little bit of the red that I squeezed out, and a little bit of blue that I squeezed out, and dab it onto the picture."  You're not going to use it all, but until it's all out there, you don't know what you have to work with.  Often, people go straight into the writing, and then they wonder why it's flat and paralyzed.  You aren't writing at first, you're just squeezing the paint onto the board.  That's it. Step 2 "Good News" Now you've gone wait deep into the problem, and why it sucks to be them, and all the effects it's going to have on their life.  "Well, guess what?  You've got this problem.  Well, good news!  There's a solution! Introducing my brand new, handy-dandy whatever it is...That is going to solve all those problems."  Now you might want to paint an opposite picture by imagining when you have this problem solved, imagining what it's going to be like when you bring the love of your life to Thanksgiving dinner and everyone loves him, and you plan your vacations together, and there are all of these memories that you get to share.  I'm just making stuff up, and you don't necessarily have to go into all of this detail. You've stirred the pot in your "Oh Dear" section to the point where people really want to believe that you have the solution that they need, so they are just waiting for you to prove to them that what you have to offer works.  They want to believe you.  This leads into Step #3, which is "Here's why". Step 3 "Here's Why" This is where a lot of people mistakenly start.  "Here's why it works.  Here's how it works.  Here's why I know what I'm talking about...Because I went through the same thing too, and here's my story.  Here's why you can believe me...Because it worked for all these other people who are going to give you their testimonials right here.  Here's another reason you can believe me...Because I'm going to give you a money-back guarantee.  Here's the process.  Here's all you're going to get." You might offer to give your prospects 8,000 hours of MP3s, and workbooks, and workshops, and live events, etc.  A lot of people start with that.  Nobody wants a workbook.  Nobody wants a DVD.  But, when you tell them, "You've got this horrible problem that I understand better than anyone, and I've got the solution to solve it," you'll have their attention.  Then, you simply go on to tell the reader why it's going to work.  You're going to have all of this proof that what you have worked for other people, and it's kind of like calling for witnesses at a trial if you're a lawyer.  I like to use analogies because I think that it helps a lot. So, you know, here's the character witness, and here's the glove that doesn't fit.  It's like the demonstrations, when you see the guy driving his truck over the flashlight and it doesn't break.  Before and after pictures are often used in this capacity if you're selling a weight loss product, or a fitness product, or something like that.  They'll show a before and after, and that's part of the proof.  You hear about social proof a lot, but there's all kinds of other proof.  "Here's why this is important, and here's why my process is kosher.  Just look at all the statistics out there that show that you're more likely to be shot by a terrorist than to find a mate after the age of 40."  You know, I didn't make that statistic up, but I call it in as part of the evidence that I am presenting in my case. You don't necessarily have to do all of these things in this exact order, but you could do worse than to do them in this order.  Watch an infomercial and you'll see that.  Even if you watch television commercials that are 30 seconds long.  When you're doing the brainstorming section of your sales page, and you realize that you don't have a whole lot in the section, that means you really need to go out and get some more facts and evidence to bolster my case.  Where can I go back to my clients to get testimonials?  Where can I call in a statistic?  Where can I strengthen my guarantee and show why my process works? Where can I pull in my own story to prove that I've been through this myself.  A lot of people will create products where they have solved a problem for themselves, and now they are bringing their system or intellectual property out to the world.  This is where you might start to talk about your story and how you were in the same place they were, and that's why you can talk about it now, saying something to the degree of, "I discover this process, and lo and behold, it worked.  Then, I tried it with my clients and it worked for them.  Now I'm bringing it to you."  That's part of the "here's why" section.  People are going to start to believe what you're saying because there is some credibility there. Step 4 "That's Right" You've told them that you understand the problem, and you may have made them feel a little horrible, but also hopeful because you may have the solution they're looking for.  At this point, you've proven to them that your solution is probably going to work.  So, you have now reached Step 4, which is kind of a recap.  You'll essentially say, "That's right.  You're going to solve this problem that's been bothering you forever, that you thought was insoluble, and you're going to have this amazing solution instead.  You're going to get all of this stuff, that I talked about in the previous section and all of these reasons why it's going to work." Now you're starting to talk a little about components and more about the actual physical stuff they are going to get and how they are going to be delivered.  The idea here is that your prospect will be thinking, "Well, how much is this going to cost me.  It sounds so great that I'm afraid it's going to be too expensive."  That's why you'll sometimes see the value of each individual item listed out for a total value of a bazillion dollars, but you only have to pay $197, or something like that.  I'm exaggerating to make a point, but you've seen this on infomercials 100 times over.  Usually, in regular advertising, that's where it starts. I wrote an ad a long, long time ago.  It was a TV commercial that did very, very well.  This was way back in the day, before there was liquid dishwashing detergent to put into your dishwasher; there was only powder.  So, one of my commercials launched the first liquid that went into dishwashers.  In this case, it was like, "Oh no!  Your dishwasher powder didn't dissolve and your dishes aren't clean.  Good news!  We have this great new Palmolive automatic dishwasher detergent that's going to solve that problem.  Here's why it works.  It's a liquid, so it dissolves and doesn't leave powder all over your dishes.  That's right.  You'll never have this problem again." I mean, that's pretty much how it went, but in the visual people are throwing out their dishes and throwing them against the wall because they were so mad that their dishes weren't clean.  It was the 80's, so it was a little bit cheesy, but the idea is that this is still the same structure.  At this point, in the traditional advertising world, you would stop.  If you're in the infomercial or digital marketing world, you're going to move on to Step 5, which is "But wait...There's More!" Step 5 "But wait...There's More!" This is where you would throw in all of the bonuses.  It's where the infomercial will say, "But wait!  We'll double your offer.  We'll give you two of the things you didn't even know you needed one of five minutes ago.  We're going to give you two of them, just pay more shipping and handling."  Obviously, we are in the digital space, so if you have an info product, you'll offer bonuses.  The best bonuses in this space are things that help people consume the product and/or that add value to the product.  It should be something relevant. A lot of times I will tell my clients that they have given way too much value in their products and that they should take something out of there and make it a bonus.  Put it on a little velvet pillow, and now it's like, "Oh, and now you'll get my amazing spreadsheet that's going to help you to keep track of your progress."  Anyway, the point is that you were including that before, but by offering it separately you can make your offer seem even more valuable and irresistible.  The best thing is that if it's a digital download, it doesn't cost anything to deliver, but it's super-valuable to your prospect.  So, there's this other extra thing, and sometimes people will buy it just for the bonus. When I take people who can't write sales copy through what we just did I ask, "How many people thing they can write their own sales page now?"  Pretty much, the whole room raises their hand, whereas in the beginning I'll ask, "How many people think it's impossible to write copy," and pretty much the same people raised their hand.  Once you get into the details, you may have to scratch your head a little to find the right words, but you probably don't have a problem with writing but a problem with clarity.  Now that you know what these five things are, as long as you just do: "Oh dear!" "Good News" "Here's Why" "That's Right" "But wait...There's More!" Then, you just fill in all of the blanks.  You'd have the basis of a pretty good first draft after doing this.  In fact, it would be better than most people's and even better than some copywriters.  And, how much more will you feel connected to what you're selling once you have actually done this? The "Here's Why" section is probably where you would put your bullet points.  I haven't gone into all of the features, and benefits, and stuff like that.  I'm bringing out a course soon that talks about that.  There's lots of people who talk about features and benefits, but I mean, all of that stuff fits into this process.  It's going to make you feel much more confident about what you've got.  That's why so many of my clients raise the price of their products after they do this.  They may not have had that kind of confidence before, and they were just hoping that someone else would figure out why this thing was good and how to say it, you know?  It's better if you do it, at least in the first draft. Testimonials When you're actually creating your page, after you've basically collected all of this material, if you have enough testimonials a great thing that you can do is dot them around and use them to break up the page visually.  Also, you might put a testimonial right after a bullet point when you have a testimonial that illustrates that point.  For example, if you said something in a bullet point that let people know your product will increase their income, you can follow that with a testimonial where someone says that they had an increase in sales.  This essentially tells the reader, "I'm not just saying this, look what he has to say." It's a luxury to have testimonials that boaster your product's track record, but even if it doesn't have that kind or track record yet, there are still ways that you could go about borrowing credibility or get folks to say nice things that will allow your reader to connect the dots and figure out you're someone they should be listening to.  I work with people on that too, because some folks are just getting started, and they are like, "But, I don't have testimonials."  There are things that you can use instead.  They may not be as valuable, so you should always be collecting that kind of proof, anywhere you can find it. One thing that you can do is use beta testers to try out your products.  No one has to know if they paid for it or not.  They got results, and that's what matters.  As far as the reader is concerned, it's none of their business.  So, that's awesome. Where To Place the Guarantee I like to put it near the order form, or near where you are going to be asking for the sale. Because, at this point they want to click "Add to Cart," but maybe they're scared.  People always ask, "What if someone asks for their money back, and they just want to take my product and use it."  You know what?  That's the cost of doing business, and the number of people who are going to be made to feel safe enough to do business with you without knowing you far outweighs the two or three bad apples who are going be thieves.  So, I always tell people not to worry about that. There is a way that you can go about taking a person off of your list if they refund too much.  For example, if a person refunds three times, you might take them off of the list and you send them an email that says something like, "We're obviously not the company for you, so we've taken you off of our list.  If you do buy something else from us, you will not ever be refunded again."  That's how you can handle that, but there's no reason to advertise this. You may have to deal with this once or twice a year, if that.  It's a really tiny percentage of people that you might have to do this with. I would put it in more than once.  I'd put it any place where I thought people would need to be reassured.  The guarantee is there to make people comfortable enough to press "Buy Now".  It's not there because you just really want to give people their money back.  Obviously, you will if they ask you to, but the idea is this as a risk reversal.  Also, you need to believe in your own stuff to say, "You know what?  If you buy this and you use it, you should be really happy, so why wouldn't I offer you a guarantee?" I know some people who never offer a guarantee, and that's their policy.  I think that since we are talking about writing sales copy that works, guarantees work.  That's why people put them there.  So, most people won't come back, and if they are legitimate "refunders" like, "I've tried it, and it's not for me," then I don't want their money.  Neither should you. Actually, I've had to refund a couple of things that really weren't what I thought they were, and the people were super-cool about refunding it.  I went on social media and said, "Oh my God!  These people were so awesome.  You know, I asked for a refund, and they said 'no problem'.  They just gave it to me."  They probably got more mileage out of me saying how great they were that it was worth way more than the sale would have been to them. Connecting With Lisa If you go to LisaRothstein.com/RealFastCopy, I'm going to give you guys a downloadable cheat sheet that will help you fill in the blanks on these sorts of things.  This will make it even easier for you, and I use it with my own clients.  It's really fun and easy to fill in, and it's something that you can keep with you and use it as a place to kind of capture all of your ideas for your next sales page.  You can use it over and over again.  I really hope that you enjoy that.  You can find me on social media too.  I spend a lot of time on Facebook, and of course, my website is LisaRothstein.com. Resources Lisa's Free Sale's Copy Brainstorming Kit Real Fast Results Community If you are diggin’ on this stuff and really love what we’re doing here at Real Fast Results, would you please do me a favor? Head on over to iTunes, and make sure that you subscribe to this show, download it, and rate & review it. That would be an awesome thing. Of course, we also want to know your results. Please share those results with us at http://www.realfastresults.com/results. As always, go make results happen!

What should we do if have so many talents or interests, especially while deciding the kind of business to start? Lisa Rothstein shares. How to Find Clarity When You Have So Many Interests Difficulties You Might Encounter Starting Your Own Biz Mistakes People Make While Branding Themselves Should we turn every passion into profit? Taking Entrepreneurial Leap at 40 Book: Overcoming Procrastination for Multi-Talented People: How to keep too many ideas keep you from getting things DONE For Full Transcripts of this show and More Resources http://relaunchshow.com/385 972-885-8384

If you feel like you've had a long and winding journey that isn't what you expected it to be, Lisa Rothstein wants you to know that it's OK! During our interview she shares how early street performing and her years working around the globe as an advertising executive have created her entrepreneurial path.

Ely interviews Madison Avenue copywriter and Creative Director turned Entrepreneur Consultant Rockstar Lisa Rothstein as they discuss the power of copywriting The post DYM 057 – Lisa Rothstein: Magic 5-Step Copywriting Formula that Sells Anything appeared first on Driving Your Marketing.