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Copper Penny Marketing Blog
Helping modern social sellers build engaged email lists and leverage automation, so they can stand out and increase their authority and influence. Email marketing provides a unique advantage because it accelerates the customer journey and buying process without requiring social sellers to spend more time in their business!
As a personality brand you likely need to master both content writing and copywriting unless you outsource your marketing and social media management. Ask yourself this question first and foremost… What is my purpose for writing? Content Writing If your goal is to deliver value... and you want to inform, entertain, provide value, and get people to spend time with you and your brand then Content Writing is your jam. Content writing takes many forms from quick tips to long form storytelling. It comes in many packages including blogs (this is content writing), social media posts, articles, emails, newsletters, and e-books. SEO is a key component of content writing because it enables your content to be found. It is why I’ve included a blog on my website. This doesn’t mean you have to be an SEO expert. I’m a big proponent of focusing on your zone of genius and outsourcing/getting help with the rest, so you can stay in your lane. Strategy is important and I highly recommend producing content that is Evergreen. It is possible to repurpose content on multiple platforms, and I highly encourage you to do so. Copywriting The difference between good copywriting and great copywriting is... the latter takes the SELLING out of SOLD. Pun intended. The goal of copywriting is to persuade someone to take action. If done well it leaves the person wandering how in the world this person violated my head space. Their next steps are clear and it leaves people more afraid of missing out on what you have to offer than about the cost of working with you or buying your course. It can be short or long form. It's no secret that today many of the most successful brands are storytellers. This is because storytelling brings a human dimension to the customer journey that accelerates know, like, and trust. Empathy plays an important role here and is woven into the art of persuasion. Unlike content writing, copywriting only requires a basic understanding of SEO. The ads you see online, in magazines, and on television are all examples of copywriting. It's imperative to focus on one call to action per landing page or email. When people are faced with too many decisions it creates noise and confuses the reader. This can most certainly inhibit the decision making process. Make your call to action clear and concise. The chart below is great for a quick reference:
The Key To Be Seen And Heard Despite All the Noise
How To Turn Your Idea Into Content!
It’s true, like 100% in the bag, all joking aside and it may be difficult to hear... Your business, the one you spent your very livelihood building, well, it’s NOT about you. Stop spending countless hours on activities geared towards selling yourself to your ideal client. If you want new clients... If you want to book out your coaching calendar... you’ve got to meet your clients where they’re at and craft messaging that speaks to their soul. And to do this you have to have a very vivid, detailed picture of who your ideal client is. I’m not talking surface level here. You need to know what keeps them up at night. What fears do they have that maybe they have not yet fully realized. And as a result of this, what are they thinking, feeling, and doing that continues to keep them stuck. When you bring light to this, then and only then, can they possibly receive what you have to offer. If DONE well your marketing will leave them wondering how in the h*** you violated their headspace. If you're having difficulty landing clients (outside of targeting the wrong audience) it’s likely because of one of 3 core reasons. ✔️ They don’t believe in your product/service. ✔️ They don’t believe in YOU. ✔️ They don’t believe in themselves. Here’s a few things you can do differently, starting today, that will help... Instead of outlining what services you provide and how great they are, speak to the client's pain. Show them what’s possible instead of telling them. Stories are the number one way to do this. It’s a topic so important I couldn’t begin to cover it, and do it justice here. In saying, I highly recommend purchasing Donald Miller’s, Building a Story Brand. Remember. Be open and honest about who you are and always, always lead with authenticity. It’s never a good idea to make unrealistic promises you can’t keep. Yet, it’s possible to show people what’s possible through the use of testimonials and case studies. Ask questions.. Ask about their concerns, fears, and what is holding them back. And then speak to these things. People NEED to be the hero of their own stories. So coaching is often about listening to a person’s problem and ensuring they are able to buy into their own vision. They must know transformation is possible. By focusing on these activities you will engage your potential client, build trust, and an open line of communication. There is no playbook! You’ve got to know what the person on the other end is thinking to be able to meet them where they are and help them in their journey. I leave you with one line. GO DEEPER.
