Podcasts about web copy

Do you ever find yourself wondering if SEO is important for button copy? Let me skip to the helpful part: yes. SEO plays a role in just about every single piece of copy and buttons are no exception. If nothing else, including keywords in your CTAs makes them pop more—makes them more fun to read—and therefore makes more people want to click on them! This is a short-n-sassy one, so press play & let's get this show on the road!With this episode you'll be able to:Uncover the hidden benefits of focusing on SEO with your calls-to-action.Discover the most basic way to include more keywords in button copy.Learn which CTAs are the most overused.Don't forget you can submit your question! And yes, I really am going to give you an answer in an upcoming podcast. Oh, and be sure to say hi on Instagram!Mentioned resources:5-min keyword research tutorialSEO Basics ChecklistThanks for joining me on The Basic B podcast! Help me reach more service providers like you by following the show & leaving a rating or review on Apple & Spotify!Get SEO to work for you—with the DFY SEO Packet from SEO copywriter, Brittany Herzberg. More details here!Find me on: Instagram, YouTube, Threads, & LinkedIn I regularly mention:Styled Stock SocietyLegal templates (use code: BASICB for $50 off)GAB w/ CeliBrain.fmLeah BryantBuzzsproutHelloAudioBook of the Mo. ClubHoneyBookHotJar(*affiliate links included, so I might make a lil money when you click—but I only recommend people, products, & programs I use & love)

Here's what to expect on the podcast:What does an excellent website copy do?How does a website help entrepreneurs' businesses grow and succeed?In web copywriting, what's the first area you should focus on?What is a swipe file, and how does it work?And much more! About Sarah:Sarah Whitbread, Webcopy and Brand Voice Specialist is devoted to helping you craft an unforgettable online presence—so you truly have the courage to stand up and show the world who you are.  Sarah knows a sensational site has the power to call in clients who know your worth and sell out your services. Her secret? Fearless, unapologetic website copy that captures your voice in a way no one else can. Sarah honed her craft under copy giants Alex Cattoni, Laura Belgray, and Stefan Georgi. She's an English graduate from Goldsmiths, University of London, and has a First Class in Graphic Media from UCA. Before finding her true calling as a copywriter, she worked for over a decade in the creative industry as a graphic designer and illustrator—but now it's her words that paint an irresistible picture for her clients. When not bringing your uncopyable message to light, you can spot this Renaissance woman flouncing around castles In the UK's glorious Garden of England or throwing colors on a canvas in her studio. Connect with Sarah Whitbread!Website: https://www.sarahcopy.com/LinkedIn: https://www.linkedin.com/in/sarahwhitbread/Instagram: https://www.instagram.com/sarahcopy_uk/Get Your Free Swipe Files: https://www.sarahcopy.com/swipe Connect with Candice Snyder!Website: https://hairhealthvitality.com/passion-purpose-and-possibilities/Facebook: https://www.facebook.com/candice.snyderInstagram: https://www.instagram.com/candicesny17/LinkedIn: https://www.linkedin.com/in/candicesnyder/ICAN Institute: https://vl729.isrefer.com/go/mindandbody/PassionPurpose22/Shop For A Cause With Gifts That Give Back to Nonprofits: https://thekindnesscause.com/

In this episode, Elias has a chat with direct marketing consultant John Caprani. He shares tips on how to be successful in writing web copy, especially in B2B. Topics we cover: How to use proven frameworks: AIDA and PAS How to touch on the emotional state of prospects, rather than sharing specs and benefits Examples of companies that have successfully used these frameworks Selling to people without them knowing they are in the sales process LinkedIn John: https://www.linkedin.com/in/johncaprani  ** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at e.crum@marketingguys.nl

In today's digital world, having a website that truly reflects your brand is more crucial than ever. In this insightful episode, Emily Wagner of Better Together Studio joins me to delve deep into the importance of a well-crafted web presence. We chat about the essential website components that service providers and e-commerce businesses need to succeed and how the right balance of design and functionality can captivate potential clients. One often overlooked aspect is the power of an authentic and engaging About Me page. Emily points out that this can be the secret ingredient that converts a passing lurker into a committed customer. We also dive into the magic of testimonials, which can add credibility and help build trust in your brand. So, if you're ready to level up your digital presence, take advantage of this valuable conversation with Emily Wagner as she shares her expertise on transforming your website into a trust-building powerhouse.Here is what to expect from this episode:The importance of a website and how your website is a reflection of your brand.Emily shares the most important components of a website for service providers and e-commerce providersThe importance of an About Me page.How to build trust with your web presenceAbout Emily Wagner Emily is a web designer and copywriter with over ten years of experience who believes in empowering business owners to operate their websites at whatever level they're comfortable with. Her goal is to have each of her clients walk away from their projects well-educated and confident to make updates, process orders, and do anything else they need to do. While she has worked with service providers and eCommerce companies, she's recently pivoted to focus exclusively on building Shopify eCommerce sites because she loves watching online stores go from zero sales to skyrocketing to the next level and beyond. Resources:Homepage ResourceEmily's Website Audit5 Tips for Writing An Awesome About Me Page Connect with Emily:Website: https://bettertogetherstudio.co    Connect with Shelly:OVERCOME OVERWHELM AND TAKE BACK YOUR LIFEWebsite: https://coaching.shellyniehaus.com/Facebook: https://www.facebook.com/groups/educated.empowered.inspiredInstagram: https://www.instagram.com/shellyniehaus/LinkedIn: https://www.linkedin.com/in/shelly-niehaus-7680652/Youtube: https://www.youtube.com/@shellyniehauscoaching Free Resources:Make Your FB Profile Profitable - https://shellyniehaus.ck.page/fbprofile The Business Power Hour - https://shellyniehaus.ck.page/businesspowerhourEmail Quickstart Guide - https://shellyniehaus.ck.page/emailguideWeekly Women Entrepreneurs In Prayer Call - https://shellyniehaus.ck.page/prayercall Connect with Shelly Niehaus:Website: https://coaching.shellyniehaus.com/Facebook: https://www.facebook.com/groups/educated.empowered.inspiredInstagram: https://www.instagram.com/shellyniehaus/LinkedIn: https://www.linkedin.com/in/shelly-niehaus-7680652/Youtube: https://www.youtube.com/@shellyniehauscoaching

You've probably heard of the Six-Figure Academy before, but we've taken it even further and developed new courses inside the Academy which I'll tell you about in this episode. I'm showing you how to do less and make more money. In today's episode, we're going to focus on web copy and I'll give you a taste of what you'll get inside the academy. We have a SPECIAL DISCOUNT offer for you, this week only, I'm giving you access to my Six Figure Academy for just $997! (that's $2,000 off!) Go to davemoreno.ca/6fa/CODE: SUPERDEAL

Your online audience are a tough crowd. They are “!“ So how on earth do you write copy for the web to engage an audience like that who also have a short attention span? Writing Web Content There are so many different angles to web writing. Writing Web content can take many forms but all of it needs to engage your online readers and target audience. For Search engine optimization you need the perfect page titles and Meta descriptions, for blog posts you need the perfect intro paragraph that gets to the point and hooks the reader in. But that is just the start of your challenge. If your reader does engage and read, you also need to make a compelling enough case for them to act upon what they read.  Most marketers struggle with writing for the web because it's different than other forms of writing. You have to consider your audience, what they want, and how to deliver that in a way that's effortless for them to consume. Web Writing - The Perfect Web Page In this episode Kim Arnold delivers something of a Writing for the Web masterclass to equip you with exactly what you need  when creating content. Packed full of tips and super useful writing frameworks and tools anyone can use to communicate more effectively, this is an episode you really do not want to miss. For full  episode notes and links visit

In this Spotlight Session we talk with Ken Moskowitz, Founder & Chief Creative Officer of Ad Zombies

How confident are you with your website's Services or Work With Me page? Are your offers or products all listed on one page? Are you using secondary services pages? How many spots in your top navigation bar are being taken by your offers?Writing your services page might seem easy if you know your offers well, but there are a LOT of decisions that go into determining how to visually offer your products and services, in addition to how to shape the messaging to move your leads through a decision-making process.In this episode, we'll talk about the different ways you can present your offers and products to your website viewers, as well as what needs to go on the page (and how to present it!) to make conversions. _______________________________________________________________________________________And, there's a special TIME SENSITIVE bonus for the early listeners of the Talk Copy to Me podcast: complimentary website reviews! Share your name, email, and address, and I'll respond within a week with actionable and personalized suggestions that you can implement right away. Next episode will be the very last time I offer this, so jump on the opportunity while you can!_______________________________________________________________________________________Here's exactly what was discussed on the show:The 3.5 most common ways to position your services or work with me page/pages. Wait, what? 3.5? Option number 3 had two similar ways to approach it, so it isn't quite 3 and isn't quite 4. Bear with me hereHow to determine which of these 3.5 approaches to services pages is best for your businessWhat information needs to be on your services page(s)? (This part is pretty meaty, and you don't want to miss it!)Should prices be listed on your services page? If so, how? If not, why? What other ways can pricing be shared?The similarities and differences between services pages and sales pagesWhy your lead magnet (usually) doesn't go on your services page(s)It's important that design and copy play together nicely when you share your offersHow to review a services page once you've determine you have everything you need on the page.Here are the websites that were referenced as examples on this episode: http://erinollila.com https://kristaspencecoaching.comhttps://christiansencoaching.comhttp://geneva-jones.comhttps://thepodwizegroup.comhttps://drjennifernash.com_______________________________________________________________________________________Stay in touch with Erin Ollila, SEO website copywriter:Book a Copy Coaching Power Hour if you need help figuring out how to write your services or work with me page — https://erinollila.com/copy-coachingLearn more about Erin's done-for-you website copy services if you want to skip the work and hire a professional copywriter to do it for you https://erinollila.com/website-copyReach out Erin on Instagram  — http://instagram.com/erinollilaFind her on Facebook — http://facebook.com/erinollilacreativeConnect 

Imagine this, someone new finds your website, whether it's a blog that they found when they were searching on Google for something that they needed, maybe they were referred to your site by one of their family or friends. Or maybe they saw your social media content, and they decided they wanted to learn more about you. And now that they have their curiosity is piqued. So where do you think the most natural place for them to go on your website would be? If you guess the about page, you're right.When people have decided that they're interested in learning more about you, as a business owner, or what your business offers, they're going to find their way to your about page. Here you have the opportunity to give your audience insight into who you are, what your business is all about, and why they should stick around and potentially even hire you or buy a product that you're offering. Is your about page up to par? Yes? No? Maybe? Either way, this episode is a must listen.And, there's a special bonus for the early listeners of the Talk Copy to Me podcast: complimentary website reviews! Share your name, email, and address with me at bit.ly/tctmreview and I'll respond within a week with actionable and personalized suggestions that you can implement right away.Learn more about website writer and host of the Talk Copy to Me podcast, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal. Erin's work can be found all over the internet and in print, and includes interviews, ghostwriting, copywriting, and creative nonfiction.Wondering how you can work with Erin to get your About page in purrrrrr-fect shape?Book a Copy Coaching Power Hour and we'll adjust your about page together (and more!) Learn more about Erin's done-for-you website copy services for a complete rebrand. Reach out on InstagramFind her on FacebookConnect on LinkedIn

Is copy more important than design for our SaaS businesses? In this episode, we talk to Ekaterina Howard, a conversion copywriter and strategist. You'll learn about common SaaS copywriting crimes, how to be consistent with your messaging, how to research for the voice of the customer, how to utilize long-form content, and more.Visit our website for the detailed episode recap with key learnings.ekaterinahoward.com — Ekaterina's consulting websiteFinding the Right Message — a book by Jennifer HaviceThe Mom Test — a book by Rob FitzpatrickHannah Shamji's YouTube channel — customer survey teardownsCoda — a great example of homepage copyHow ClickGUARD got a 16% lift in conversions and identified its best-fit offer12 Tips on Voice of the Customer for SaaS from Ferdinand GoetzenFollow Ekaterina on YouTube, Twitter, and LinkedInThanks for listening! If you found the episode useful, please spread the word about the show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — the best tool for sending onboarding emails and segmenting your SaaS users. To follow the best practices, download our free printable email planning worksheets at userlist.com/worksheets.

Today we have another episode of Better Done Than Perfect. Listen in as we talk with Ekaterina Howard, a conversion copywriter and strategist. You'll learn about common SaaS copywriting crimes, how to be consistent with your messaging, how to research for the voice of the customer, how to utilize long-form content, and more.Please head over to the episode page for the detailed recap and key takeaways.Show notesekaterinahoward.com — Ekaterina's consulting websiteFinding the Right Message — a book by Jennifer HaviceThe Mom Test — a book by Rob FitzpatrickHannah Shamji's YouTube channel — customer survey teardownsCoda — a great example of homepage copyHow ClickGUARD got a 16% lift in conversions and identified its best-fit offer12 Tips on Voice of the Customer for SaaS from Ferdinand GoetzenFollow Ekaterina on YouTube, Twitter, and LinkedInSponsorThis show is brought to you by Userlist — the best tool for sending onboarding emails and segmenting your SaaS users. To follow the best practices, download our free printable email planning worksheets at userlist.com/worksheets.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

In this WYW Case Study episode, I bring in CEO of HR Gurus, and WYW Alumni, Emily Jaksch to speak to how she has turned a "dry" industry of HR, into something people want to read, how she found that "spark" for her brand and biz again, and how she has been able to x3 her results with the new website. Doors to WYW is officially OPEN today until November 17. Join WYW here wordfettigroup.com/wordfettiyourwords2021 For more about Emily, follow her on @emilyjakschofficial and make sure you tag us too @anitasiek and @wordfetti

Sean interviews expert copywriter Lorri Yurkowski on the right strategies and approach to write your website text in a way that will appeal to your best customers. Learn more about Lorri at https://www.lorriyurkowski.com/.  If you have a small business in Canada, get listed for free in the fastest growing website directory of the country: https://websites.ca/   Music from https://filmmusic.io "Loopster" by Kevin MacLeod (https://incompetech.com) License: CC BY (http://creativecommons.org/licenses/by/4.0/)

“My main passion, above all else, is training people to sell their brand and product. It is an important thing that is severely lacking, especially in the digital marketing space. COVID-19 has pushed the terms of selling things online and getting used to being in front of people and having a system in place to understand the general process.” — Julio Chavez

Emma Givens is a copywriter and writing coach for personal development entrepreneurs who have a message to share with the world and want to grow their business. She helps them make their writing better and get their content strategy to do the work for them. That's how they can easily establish themselves as experts in their fields, grow their audience, make more sales, and spend more time doing the work that matters most.In this episode, Emma shares her strategies to get better at tuning in to what you really want in your life and being brave to take action if what you want goes against what we have always been taught as the correct path one should take. She shares her journey of starting her business. And she also shares tips on getting started in copywriting if that is something that might interest you!! Book Emma recommended in the episode: "Web Copy that Sells" https://www.amazon.ca/gp/aw/d/B00BFZ81E6/ref=ya_aw_dod_pi?ie=UTF8&psc=1Connect with Emma:Website: https://intrepidemma.com/Freebie just for us: https://intrepidemma.com/dobetterInstagram: https://www.instagram.com/intrepidemma/Pinterest: https://www.pinterest.ca/intrepidemma/_created/Please reach out to me to connect and let me know your thoughts on this episode!Website: https://www.accountabilibuddyforhire.com/Instagram: https://www.instagram.com/accountabilibuddyforhire/Facebook: https://www.facebook.com/AccountabilibuddyForHireFacebook Group: https://www.facebook.com/groups/prettysurewecandobetter/Email: accbilibuddyforhire@gmail.com

Words are powerful. And when they are powerfully and intentionally written on a website words can also help you get great clients. Rewriting your web copy is an action you take now if your business is slow (or even if it’s not slow). If you want to attract ideal clients to you from simply changing […]

Welcome to Season 2 of the SOS Podcast with Sonja Rasula! Get ready for an amazing episode, as Sonja goes in depth about story telling on your website and social media. Salima Visram is an already much accomplished entrepreneur. Founder of luxury vegan fashion brand, SAMARA, Salima was able to reach $1.3 million in sales in her first two years! What Salima struggles with though is becoming more of the face of the brand and telling her story through social media and her website. Make sure you stay tuned for Sonja's Top Takeaways at the end of the episode! NEW! Watch as Sonja critiques our guest’s website and social media by heading to YouTube where you can see what Sonja references on the podcast. Want more help and inspiration from Sonja? Make sure to follow her @sonjarasula on Instagram and Twitter! Exclusive Offer - Help your business get to the next level with Constant Contact's easy-to-use email templates, social media tools, website builder, real-time reporting, and more. Take advantage of this special SOS offer, click here to save 30% off your first three months!

Everyone wants their website to  look awesome, with interesting pictures and cool animation. Unfortunately, none of that matters if the words don't tell your story. Why?  Because while it may be impressive, people don't come for this great scrolling animation across your homepage. They come for information.  In this episode we share tips on planning and writing the all important web copy.

This week we dive into what makes the difference between writing copy for the web and writing six figure web copy. It may not sound that different but there is a HUGE difference that shows up in your profits and ease of attracting the right customers. Plus I share how you can get my help in writing your copy and all the other aspects of the foundations for a six figure business. Don't miss this.

“Together we can turn words into Cold Hard Cash”. Finance, business and travel writer, Sarah Li Cain joins the podcast today. Sarah is the host of the “Beyond The Dollar” Podcast and founder of “Sarah Li Cain Writes”. Sarah understands how to create compelling content in the form of Articles, Blog posts and Web Copy. She’ unique in that she understands how to connect with readers and turn them into fans, which turns them into customers. Sarah can help you achieve your goals by using the correct voicing for your brand, regardless of what vibe your looking to portray. Sarah prides her self on being easy to work with, telling great jokes and being fun to be around and her client list is huge. She’s worked with some top companies in the online space, including; Bankrate, Lending Tree, Word Press, Quicken Loans and other finance giants.   Sarah’s journey into Entrepreneurship started shortly after moving to the U.S from Canada and having a baby. While working too many hours at her full time job and raising a child, she realized there had to be a way to work less hours and still maximize her income. She began using her self taught financial education and writing skills to find freelance work. After building up her experience and client list, she was eventually able to triple her income in one year, all while writing from home.   In this episode you’ll hear Sarah’s experience immigrating to the U.S, building credit without being able to get a credit card, why millennial’s need to stop basing their self-worth on their credit score, the do’s and don’t’s of starting a side hustle, and the importance of batching tasks and time blocking.     Key Takeaway: If you can afford it, you need to invest a little bit of money in your side hustle. In the beginning it shows that you’re taking your gig seriously and trusting that you're willing to see your idea through.     Highlights: Self teaching Financial Literacy Building credit from scratch by becoming an authorized user on her husbands card What are secured credit cards? Breaking down the Taboo’s around money conversations The danger of “I should” Millennial’s putting their credit score on their Tinder profiles Tying your self worth to something external The emotional connection between buying and renting Cold calling to get leads Using tools like Fiverr to outsource some of your side hustle tasks Batching and time blocking Reasons for and against freelancing Investing money in your idea     Paychecks & Balances Website: https://paychecksandbalances.com/ Patreon: https://www.patreon.com/paybalances Instagram: https://www.instagram.com/paybalances/ Facebook: https://www.facebook.com/paychecksandbalances Twitter: https://twitter.com/paybalances?lang=en    Sarah Li Cain Websites : https://www.sarahlicainwrites.com/ https://beyondthedollar.co/ Instagram: https://www.instagram.com/beyondthedollar/ Podcast: https://podcasts.apple.com/podcast/beyond-the-dollar/id1349434733?=mt2 Facebook: http://facebook.com/beyondthedollar Twitter: https://twitter.com/beyonddollarpod                  

The purpose of today's episode is to give you a good idea of what Level 10 Clients can expect when working with our team to create a brand new website. Rich interviews Level 10 Senior Copywriter Nick Nordstrom who is going to walk us through the whole process. Chat with Rich about your Website and Marketing!

Carnext.comSee Don Seidenberg's workFree UX Writing Course 

Every website tries to convince users of something and most rely on copy to do so. Yet most companies refuse to invest in it. https://boagworld.com/content-strategy/7-way-great-copywriter-crafts-compelling-web-copy/

Many of today’s startups have either time or money, rarely both. That leaves the minimal staff to handle important tasks that are usually completed by a dedicated (educated) team. How does the CEO of a lean startup write compelling sales copy on his own? Joanna Wiebe created Copyhackers to ensure that startups have a place to learn how to communicate with their audience. Joanna Wiebe is the founder of Copy Hackers; an online resource dedicated to teaching startups how to write compelling web copy. Joanna left a position as a corporate copywriter to pursue her love of helping startups. In addition to informational products for startups the site offers certification courses for copywriters. Joanna loves the hunger of startups and is committed to growing her resource into a multi-million dollar business.   Episode Highlights: What were Joanna’s first thoughts about the title of “copywriter”? How did Joanna’s education in Humanities influence her teaching? When should a startup begin considering copy? The emotional “journey” of a/b testing How does Joanna keep her skills sharp? What does Copyhackers future look like?   Resources: CopyHackers CopyHackers for Hire Airstory Contact Joanna with questions and feedback at: joanna@copyhackers.com. Follow Joanna on Twitter Thanks for listening!  (**include Marylou’s contact info, iTunes review link, website, etc.)  

An insightful WordPress roundtable discussion on what are the thing you need to understand connected to the clear difference between what works connected to web-copy and how in someways it clearly very different to print world.   Read the full article and get bonus content on the WP-Tonic website: https://www.wp-tonic.com/podcast/109-wordpress-difference-effective-web-copy-print-copy/   ====================   WP-Tonic is not only a WordPress maintenance and support service, but we publish a twice weekly WordPress podcast where we talk with some of the brightest minds in WordPress development, web design, business, and online marketing.

Lara Sadowski with First Prize Writing joins host Joe Moss to discuss web content, copywriting and business communications including how you can use Twitter, Facebook, blogging and other social media platforms to grow your business. Lara Sadowski/First Prize Writing First Prize Writing specializes in copywriting and business communications for individuals and companies. A few of the […] The post Business Communications and Social Media: Lara Sadowski with First Prize Writing appeared first on Business RadioX ®.

One of the most important skills you can develop is the skill of writing persuasive copy. Copy that sells products and services. There is a formula for writing such copy, and in today's episode, I will share it. You can start using it today.. Announcements: If you enjoy the podcast, I would consider it a great favor if you subscribe (and leave a review) in iTunes. This helps new people discover the show. A big thanks to Camilla-NoMoreHamsterWheel, and DayneDad,  for giving us a review on iTunes in the last last week. I'm speaking at the Platform Conference in November. Register using this link, and as you check out enter the promo code RAY to save $100 on your ticket. Tip Of The Week  Split-test your life. In direct response marketing, we  test different elements of our marketing, honing on on the most effective variation. This process allows you to be constantly improve the outcomes you are achieving. It occurred to me that I could do the same in my personal life. Here are some routines and habits I am split testing in my own life: Doing my quiet time/”hour of power” each morning first vs. doing my most important work task first each morning. Exercising in the early morning hours vs. exercising in the afternoons. Recording my podcasts weekly vs. recording them 6 weeks in advance Caffeine intake vs. no caffeine intake. Naps each day vs. no  naps each day. The possibilities are endless. What can you split test in your personal life? Spiritual Foundations If you are feeling overwhelmed, stressed, overworked, and anxious – there is rest and peace for you. The Lord wants you to enter into His rest. Now, in the Kingom, everything is upside down. He who wants to be lifted up must bow down, those who want to rule must serve. and those would wish to be first must be last. To achieve God's rest does not mean that we are inactive. It means we understand that while we may labor with God, the outcome is up to Him, not to us. It is in vain that you rise up early     and go late to rest, eating the bread of anxious toil;     for he gives to his beloved sleep. Psalm 127:2 So go ahead, and do what needs to be done – but rest. And when you have done all you can do, then stand. Leave the outcome to God. Feature Segment: How to Write Web Copy That Sells Here is the formula for writing web copy that sells your products and services. First: why it's necessary. People don't take any action initially. They don't know you, like you, or trust you. Copy fills in the gap. Why it's so long. We need to answer all the objections ahead of time. Better for us to raise and answer all the questions first. It's time for a new paradigm. To Sell More, P.A.S.T.O.R. Your Customers A Five-Part Framework For Better Sales Copy If you want to sell more of your products and services, or even simply sell more people on your ideas, you must learn the basics of the art of copywriting. But what is copywriting, really? One of my favorite definitions was given by a man named John E. Kennedy, back in 1904. Kennedy defined advertising (and copywriting) as: “salesmanship in print.” If you can write effective sales copy, you can literally write your own paycheck. There really should be no such thing as a “broke copywriter”. By definition, good copywriters can create money out of thin air. So why does copy so often fail? Copywriting Fails When You Ignore Universal Principles There are universal psychological triggers that help you sell more effectively. The problem is, the field of copywriting is strewn with misleading, manipulative, and even in some cases malicious techniques. You can hardly “swing a cat” without hitting a copywriter who has a “formula” for writing copy. Most of these formulas are actually quite good.  Many however, are based on tricks of manipulation and psychology that are more than a bit morally wonky. The framework I’m going to share with you today, though, is intentionally based on universal principles that are focused on doing good, and helping people make decisions that are in their own best interest. To Sell More, P.A.S.T.O.R. Your Customers Most people associate the term “pastor” with the preacher at church. While this is certainly true in most cases, the original meaning of the word “pastor” was actually “to shepherd”. And what does the shepherd do? He or she cares for, feeds, and protects the flock. Now, before we go any further, I should address the habit that some marketers have of referring to their customers as their “herd”. It seems to paint an unflattering picture. This kind of imagery is not what I am invoking here. The actual role of a shepherd is a loving, caring, and protective one. In fact, Jesus, who called himself the “good Shepherd”, actually laid down his life for his flock. I am not suggesting any religious overtones for your copy: what I am suggesting is that you adopt the same loving, caring, and protective role as you write copy for your prospects and customers. And, as you might’ve guessed, P.A.S.T.O.R. is also an acronym for the major sections of your copy. Here is the explanation: “P” is for PROBLEM You must begin by identifying  the problem that you are solving. The simplest, most effective way to do this is to describe the problem in great detail. It’s a psychological principle: the more accurately you can describe your reader’s problem in terms they relate to, the more they instinctively feel that you must have an answer to that problem. Use the reader’s own language, the very words and phrases they use to describe the problem they want to solve. For instance, if you are writing about fitness and weight loss, you might begin by describing their current situation this way: “You've tried every fad diet that’s come along. You’ve started and stopped a dozen different exercise programs, perhaps joined several different gyms, but the truth is you just can’t seem to take the weight off (or keep it off.) Perhaps you’re even feeling a little disgusted with yourself and your inability to control your eating and your weight. You feel like no matter what you try, it’s not going to work.” Remember, you’re not judging their behavior, rather you are describing their experience as it currently is. This means you have to understand their experience as it currently is. You have to know your audience and what they are thinking. As the great copywriting legend Robert Collier said, you have to “join the conversation that is already taking place in the reader’s mind.” “A” is for AMPLIFY The next step is to amplify the consequences of not solving the problem. This is really the key to making sales, and it is probably the most neglected step in the process. What will motivate people to buy your product, invest in your service, or accept your idea is usually not the beautiful outcome framed in a positive light. It is rather, realizing the cost of not attaining that outcome. In other words: what is it costing them to not solve this problem? When I’m writing copy about a business improvement program, for instance, I may have the reader walk through a simple exercise like this:  “Write down your average monthly income over the last 12 months. Then write down what you want your average monthly income to be. Let’s say that your average income is $5000 per month, and your goal is actually to make $15,000 per month in your business. That means the “gap” between where you are and where you want to be is $10,000 per month. You’re paying a cost of $10,000 every month you don’t solve this problem.” “S” is for STORY and SOLUTION  Once you have described the problem, and amplified the consequences of not solving it, it’s time to share the story of how the problem can be solved. This will be different depending on your situation. It might be the story of how you yourself finally solved this persistent problem. It might be the story of how you helped a client or customer discover the solution on their own. It does need to be more than simply a description of what the solution is: telling the story of Bob, the frustrated business owner who was on the edge of bankruptcy, whose family had lost faith in him, and who, out of desperation tried one last idea that saved his business… is infinitely more powerful than simply saying, “One day, Bob figured out the answer.” It should go without saying, but I will say it just in case: the story must absolutely be true. Don’t make these things up. And if you’re thinking, “But what if there is no story?” I would suggest you just haven’t looked closely enough. There is always a story to tell. “T” is for TRANSFORMATION and TESTIMONY The next key step in writing your copy is to remember that whatever you’re selling, whether it’s a home study program, a book, a seminar, your consulting services… anything at all… what people are buying is not the “stuff”, it’s the transformation. When people buy the P90X workout program, they did not wake up one morning and say to themselves, “I sure hope today somebody tries to sell me a bunch of DVDs and a wall chart.”  Those things (the DVD’s, charts, etc) are the “stuff”. What buyers of P90X are actually purchasing is that lean, healthy, youthful physique they want for themselves. The transformation. It’s also important that you offer testimony, real-life stories of people who have made the transformation that you are teaching, and who have done so successfully. Study the most successful infomercials, and you'll discover that they consist of about 70% testimonials. And while most of us will not be writing infomercials, it’s important to remember there are three questions people are asking when you sell them coaching, consulting, or instruction about anything. The questions are: Has this person been able to do what they are describing for themselves? Has this person been able to teach other people to achieve the results they are describing? Will this person be able to teach me how to achieve these results? “O” is for OFFER So far, you have defined the problem, clarified the cost of not solving it, told the story of the solution, and helped your reader visualize the transformation through testimonials from others just like themselves. Now is the time to describe exactly what you are offering for sale. This is the section of your copy where you lay out your offer. You can even create a subheading for the section called something clever like, “Here’s Exactly What You Get”. Make certain that you focus 80% of your copy on the transformation itself. You do have to talk about the deliverables (the class schedule, the DVDs, etc.), but that should only occupy about 20% of your copy in this section. Just remember that as you describe the deliverables in the offer section, you must keep tying them back to the transformation and benefits your buyers will receive.  So instead of simply writing that the buyer will receive “8 DVDs, each containing a 45 minute workout session”, you might instead write that they will receive “8 DVDs that each contain a body-sculpting, fat-burning transformational work out that will help you craft the lean muscle you really want.” “R” is for RESPONSE This is one of the areas where copy tends to often be the weakest: the response request. We are asking the customer to buy. At this point, you should not be shy about making this request. You should tell the customer exactly what to do in order to get your program, your consulting, your book, etc. You should remind them why it’s important o do so. I often write copy similar to this: “You're at the point of decision. You can either continue down the path of least resistance, the path you have already been traveling, or you can choose the road less traveled. The path of least resistance will probably result in you getting the same outcomes you’ve always received. But if you want something different to happen, if you want to change the direction of your health (or your relationships, or your finances, etc.) you’re going to have to do something different. Make a new choice, and pursue your new outcome.” And then I will write very specific, directive copy telling them exactly what to do next: “Click the button below, fill out the order form, and we will immediately ship your entire package to you. It will contain everything you need to get started.” Some people shy away from strong language like this, but the fact is, if you truly believe that you have a solution that will solve a problem for people, why on earth would you not be as direct as possible in telling them how to get that solution? In fact, aren’t you doing them a disservice by not making the strongest case possible? My suggestion is that you use this framework to write or rewrite your sales copy. The key to making this approach to writing sales copy successful is the having the mindset of being a “pastor”. If you apply the principles of being a shepherd to your readers, and you follow the sequence of the P.A.S.T.O.R formula, my prediction is you will experience more sales, more profits, and more happy customers… more often.  What To Do Now Steps you can take to put this week's episode content to work for you: Split-test elements of your daily life and habits. Sign up for the free webinar training on how to write a book in 30 days or less. Run your sales copy through the P.A.S.T.O.R. framework. Get The Transcript Click here to get the transcript. Transcripts provided by SuccessTranscripts – a great solution if you need your podcast, sermon, speech, or other audio transcribed. Question: What one action will you take from today's podcast that will move you toward the success you seek? Click here to leave your comments.

Sally Ormond is a freelance copywriter who helps businesses by producing copy that people want to read and also makes them want to buy. She does this by offering a whole range of copywriting services that include… SEO copywriting, web copy, brochures, emails, newsletters, blogs, reports, white papers, articles, case studies, press releases, scripts and more! Using these methods she is able to help businesses sell much more than they would otherwise In this interview I ask Sally for tips on how we can write in a more persuasive way as well going deep into the specific mediums such as web copy, press releases, newsletters, etc.

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