WEBVTT
00:00:35.350 --> 00:00:41.030
Welcome to Amplify Your Authority, the podcast where innovative marketing meets heart-centered entrepreneurship.
00:00:41.190 --> 00:00:47.590
Join Marissa Shadrick, an award-winning international speaker, Ray Edwards certified copywriter, and personal brand expert.
00:00:47.750 --> 00:00:53.990
You'll gain insights into the external strategies for business growth and how to navigate the internal journey of entrepreneurship.
00:00:54.150 --> 00:00:58.230
Now get ready to amplify your authority in a competitive digital world.
00:00:58.310 --> 00:01:01.189
And now is your host, Marissa Shadrick.
00:01:01.510 --> 00:01:03.590
Hello and welcome everyone.
00:01:03.750 --> 00:01:13.510
Once a month, we do a copy segment, and I am also joined by Kathy Farrah, email strategist.
00:01:13.750 --> 00:01:16.069
She is a convert kit email strategist.
00:01:16.150 --> 00:01:17.830
Hi Kathy, how are you?
00:01:18.150 --> 00:01:19.990
Great, how are you, Marissa?
00:01:20.230 --> 00:01:21.030
I'm doing well.
00:01:21.270 --> 00:01:24.310
So you want to tell everybody a little bit about what you do?
00:01:25.030 --> 00:01:35.830
Yes, so I am a Convert Kit email strategist, and I help businesses with their welcome, promo, and re-engagement sequences.
00:01:36.150 --> 00:01:36.710
Awesome.
00:01:36.950 --> 00:01:38.150
So needed, right?
00:01:38.710 --> 00:01:42.469
So needed, because your email list is your greatest asset.
00:01:42.949 --> 00:01:45.430
So that is something you've got to take care of it.
00:01:45.509 --> 00:01:46.710
You got to keep it clean.
00:01:46.789 --> 00:01:49.430
You got to, you know, engage with your audience.
00:01:49.670 --> 00:01:52.150
And Kathy is wonderful at that.
00:01:52.310 --> 00:02:02.069
So if you guys ever have any questions about email strategy and email campaigns, Kathy is your gal, even if your list is cold or dead.
00:02:03.110 --> 00:02:03.590
Dead.
00:02:03.909 --> 00:02:04.229
Yes.
00:02:04.629 --> 00:02:11.430
That is my specialty is re-engaging your email list because that's really the start of everything.
00:02:11.590 --> 00:02:22.550
And it makes such a big difference when you re-engage proactively, seek out those inactive subscribers and try to get them back and cleaning your list.
00:02:22.710 --> 00:02:27.509
Doing that even on a regular basis is helpful in your opens.
00:02:28.069 --> 00:02:29.189
Yeah, absolutely.
00:02:29.430 --> 00:02:32.310
And copywriting is a big piece of that, even in email.
00:02:32.789 --> 00:02:33.110
Absolutely.
00:02:33.509 --> 00:02:37.189
In opt-ins and sales pages, on websites.
00:02:37.509 --> 00:02:43.990
Basically, everywhere that you read something online, the text that's written is copy.
00:02:44.150 --> 00:02:45.669
It's not copyright.
00:02:45.829 --> 00:02:52.389
It's not a legal thing to protect your assets, it's copywriting, which is really a science and a skill.
00:02:52.549 --> 00:02:53.909
But you can learn the skill.
00:02:53.990 --> 00:02:55.990
So it's not something that's so foreign.
00:02:56.069 --> 00:02:56.629
You can learn.
00:02:56.710 --> 00:03:06.629
And I always tell people if you don't know anything about copy at all and you want to be more engaging, just tell more stories because stories naturally are very engaging.
00:03:06.710 --> 00:03:09.590
And so wherever possible, just tell more stories.
00:03:09.669 --> 00:03:11.189
And then the rest you can learn.
00:03:11.269 --> 00:03:12.469
It's a skill that you learn.
00:03:12.549 --> 00:03:16.469
It just takes a little bit of time, but I think anyone can learn that, right, Kathy?
00:03:16.949 --> 00:03:17.509
Absolutely.
00:03:17.590 --> 00:03:18.629
It just takes practice.
00:03:18.710 --> 00:03:25.109
I think that's the key is working at it a little bit and honing it, you know, over time.
00:03:25.430 --> 00:03:25.909
Yeah.
00:03:26.150 --> 00:03:28.789
Well, I've got some notes here because I always do.
00:03:28.870 --> 00:03:30.789
I always pre-prepare.
00:03:32.069 --> 00:03:40.710
So we're going to talk today about uh an interesting topic that comes up a lot is benefits and benefits versus features.
00:03:41.030 --> 00:03:45.990
Because oftentimes people can mix the two up and they're very, very different.
00:03:46.150 --> 00:03:47.430
They're not the same.
00:03:47.829 --> 00:03:55.829
So you can combine some elements and features that expresses benefit, but they're very distinct, separate things.
00:03:55.990 --> 00:03:59.189
And so I think it's important to understand the difference.
00:03:59.349 --> 00:04:07.189
Now, in direct response copy, just to give you a little bit of context, everyone that's listening, it's typically different than regular writing.
00:04:07.430 --> 00:04:10.229
Direct response is very persuasive.
00:04:10.469 --> 00:04:12.629
We're trying to lead them to something.
00:04:12.870 --> 00:04:19.590
So we're considering what do we want them to think, what do we want them to believe, what do we want them to feel, and then what do we want them to do?
00:04:19.750 --> 00:04:21.990
So it's very different than just writing.
00:04:22.150 --> 00:04:25.670
And when you're blogging and you're writing articles, that's great.
00:04:25.829 --> 00:04:26.949
That's great content.
00:04:27.030 --> 00:04:29.829
It's very informative, it's very educational.
00:04:30.069 --> 00:04:34.389
But copywriting goes a little further, wouldn't you agree, Kathy?
00:04:34.949 --> 00:04:35.670
Absolutely.
00:04:35.829 --> 00:04:43.670
You're really trying to draw them to who your audience is to action, taking some sort of action at the end of the process.
00:04:43.910 --> 00:04:48.550
And that isn't always true of blog writing and and other types of writing.
00:04:48.710 --> 00:04:53.829
So that that's what makes it a little more unique is trying to get them to take those next steps.
00:04:54.069 --> 00:04:54.469
Yeah.
00:04:54.709 --> 00:04:57.670
And and that's why it's so important to understand audience, right?
00:04:57.829 --> 00:05:01.509
All of those things that we do ahead of time, right?
00:05:01.750 --> 00:05:07.589
To even figure out our value proposition or sales proposition, all of that is so important to do that.
00:05:07.829 --> 00:05:15.909
And also keep your finger on the pulse and continue to understand your market because that's going to really affect how you communicate when it's copywriting.
00:05:16.069 --> 00:05:18.870
Now, there's nothing wrong with blogs, there's nothing wrong with articles.
00:05:19.110 --> 00:05:24.550
That creates some reciprocity, that creates that credibility in your market.
00:05:25.110 --> 00:05:28.069
You understand your market, and so all of that is good.
00:05:28.230 --> 00:05:32.629
But copywriting to for direct response is a little bit different.
00:05:32.870 --> 00:05:35.829
And we're actually talking about that with these opt-ins.
00:05:36.230 --> 00:05:47.750
It is a form of direct response because we're hoping that they will see something on the internet that resonates with them and that they want to click and download for that's free.
00:05:47.909 --> 00:05:50.230
It's not any cost whatsoever.
00:05:50.469 --> 00:05:55.189
And then they can become part of our ecosystem where that's your area, Kathy.
00:05:55.589 --> 00:05:55.750
Right.
00:05:55.909 --> 00:06:00.550
They become inside your email list, and then you take it from there and you nurture them.
00:06:00.790 --> 00:06:05.269
So I just wanted to kind of create that context there for people to understand it.
00:06:05.350 --> 00:06:11.189
There is a difference because some people think, well, I know how to write, I'm a really good writer, but it's it's very, very different.
00:06:11.509 --> 00:06:21.350
So um benefits, you want to lead off, I mean, what I mean, uh, you've read copy, you've seen copy on the internet, you write copy.
00:06:21.509 --> 00:06:24.709
Um, what would you say, like for an introduction?
00:06:24.870 --> 00:06:29.589
Like what does benefit do that maybe features doesn't?
00:06:30.870 --> 00:06:44.790
So the way I was looking at benefits is it's really tapping into the emotion of your audience versus a feature that's really describing something more tangible about your product or service.
00:06:44.949 --> 00:06:53.110
Um, immediately what I started to think of was my neighbor who drives very expensive sports cars.
00:06:53.350 --> 00:06:57.269
And he's got a young family, wife, and a few children.
00:06:57.509 --> 00:07:01.350
Those sports cars, he's not purchasing them based off of logic.
00:07:01.509 --> 00:07:05.269
He's it's a two-seater, beautiful, sporty car.
00:07:05.509 --> 00:07:07.189
He's buying it for the emotion.
00:07:07.350 --> 00:07:09.110
Something else is driving that.
00:07:09.269 --> 00:07:15.670
And I think that's, you know, kind of the part of where you look at um benefits versus features.
00:07:15.829 --> 00:07:21.029
He's not saying the car has four seats, um, lots of room.
00:07:21.189 --> 00:07:27.829
It's more of looking at how do I look, how do I feel, what does it present from an emotional standpoint?
00:07:27.909 --> 00:07:28.069
Yeah.
00:07:28.310 --> 00:07:33.029
And that's kind of the difference versus benefits versus a feature.
00:07:33.350 --> 00:07:43.269
Yeah, that's interesting that you point that out because that's a great example of a benefit that's not tangible because it's not really tangible.
00:07:43.430 --> 00:07:47.509
It's more about, and and there is a benefit for self-identity.
00:07:47.750 --> 00:08:03.909
Like um, I gave an example on a podcast about uh dishware, and just when people want to appear like a great parent, or people want a status, or people want to be a great wife, that's also a benefit.
00:08:04.069 --> 00:08:13.269
If something that they see is gonna help them achieve that, that's kind of a form uh of uh benefit even amongst friends.
00:08:13.509 --> 00:08:25.110
Like if you have um a beautiful decorated home, a living room, there could be a benefit there because we want our neighbors or our friends to come over and say, Oh, this house is so beautiful, right?
00:08:25.509 --> 00:08:27.990
So there's benefits like crazy.
00:08:28.149 --> 00:08:33.350
We have to get into what you said, into kind of the emotional benefit.
00:08:33.509 --> 00:08:36.470
And so it's more than features.
00:08:36.629 --> 00:08:45.190
So can you give me some examples of features so they can kind of wrap their brain around what features are, and then we can kind of knock that out of the way and go deeper with benefits?
00:08:45.509 --> 00:08:57.430
Okay, so the way I'm I'm I've actually got a pen beside me, and the way I'm sort of seeing it as a feature would be that it's something I could use to write with, you know, it's clickable.
00:08:57.750 --> 00:09:06.870
Um, it may be, you know, something I could erase it or not, you know, that it's uh it's not gonna rub onto the paper or something, you know, like that.
00:09:07.110 --> 00:09:15.029
So um it's it's more of really, if you think about it, almost the more boring part of a product generally, right?
00:09:15.429 --> 00:09:15.669
Specs.
00:09:16.070 --> 00:09:17.269
You know, the specs about it.
00:09:18.070 --> 00:09:27.750
And now you may need to know some of that that information if you're trying to do something more particular, but that's when you're getting into the logic part, when you're buying something.
00:09:27.990 --> 00:09:32.070
It's not what initially drives you to the product.
00:09:32.309 --> 00:09:39.110
You know, it's it's more of the benefits or the emotions of what you're gaining from it that I need something to write with.
00:09:39.429 --> 00:09:39.750
Yeah.
00:09:39.990 --> 00:09:44.870
And like on Amazon, for example, you go into Amazon, you're looking for something, right?
00:09:45.110 --> 00:09:52.870
And when you get to something, you know, obviously you look at the price, but then below it tells more about the specific product.
00:09:53.110 --> 00:09:59.669
It tells you, like if you're looking for a coffee maker, it'll tell you how many cups it can make and it gives you all the details.
00:09:59.830 --> 00:10:01.189
Those are the features.
00:10:01.429 --> 00:10:20.149
So, in a case of a coach, a consultant, a service provider, features if you have courses, features would be the modules, features would be maybe that you have built-in templates, features would be all of those things that help deliver the content.
00:10:20.629 --> 00:10:31.750
But the benefits is that that satisfaction that you get, whether it's tangible or intangible, it might help you get to something faster.
00:10:31.909 --> 00:10:33.350
It might save you time.
00:10:33.669 --> 00:10:43.110
That's a tangible, but the intangible is where it gets a little tricky for a lot of coaches who maybe they're in the personal development space.
00:10:43.350 --> 00:10:51.669
How do you you can't really make a benefit sound tangible when it's related to peace or personal development, right?
00:10:51.830 --> 00:10:55.110
Or or even courage or confidence.
00:10:55.350 --> 00:11:00.389
You really have to kind of build out that benefit so they understand that benefit because it has value.
00:11:00.470 --> 00:11:02.710
It has just as much value as anything else.
00:11:02.950 --> 00:11:12.389
But there's a difference between a tangible benefit, like gain 20 hours more a week from this productivity tool, right?
00:11:12.789 --> 00:11:15.590
Or those benefits are tangible.
00:11:15.750 --> 00:11:19.029
You can see the end result, you can measure it, you can see it.
00:11:19.189 --> 00:11:24.950
But the intangibles, you got to put a little bit more effort into that to kind of explain.
00:11:25.029 --> 00:11:25.750
What would you agree?
00:11:25.830 --> 00:11:26.789
I was trying to explain the difference.
00:11:27.189 --> 00:11:27.429
Absolutely.
00:11:27.590 --> 00:11:28.789
No, you did a great job.
00:11:28.950 --> 00:11:36.230
I think that explains it so clearly because that that's one of the things the way I think is more logically.
00:11:36.389 --> 00:11:45.110
So it is a little tricky when you're trying to think about it in a more emotional standpoint, you know, when you're looking, especially when you're talking about services.
00:11:45.429 --> 00:12:09.429
And since a lot of us are online entrepreneurs and we're dealing with services and especially coaches that are doing something, that there is benefits, but it is hard sometimes to be able to translate that into how somebody may be feeling, getting tapping into your audience's emotions and what they're needing to solve, what problems they're solving.
00:12:09.669 --> 00:12:15.429
And it's interesting because even tangibles can have emotional benefits.
00:12:15.669 --> 00:12:20.070
And I'll give you a recent example because you can see everything is bare in the back, right?
00:12:20.149 --> 00:12:22.470
I've been packing, I've been busy, a lot of things.
00:12:22.549 --> 00:12:30.070
I'm gonna go get my teeth cleaned here this afternoon, trying to get all those last minute things done before we go cross country to Tennessee, right?
00:12:30.470 --> 00:12:44.149
And I needed to somehow, you know, end or just terminate all the business connections, the LLC in California, because I'm going to start it up in Tennessee.
00:12:44.309 --> 00:12:50.789
So I wanted to make sure that I had the correct forms and I went on the website, couldn't find it.
00:12:50.950 --> 00:12:52.149
I was talking to my CPA.
00:12:52.230 --> 00:12:53.509
She goes, Oh, that's easy to find.
00:12:53.669 --> 00:12:54.950
She goes, Oh, I can't find it.
00:12:55.110 --> 00:12:57.830
I can't find those to dissolve the LLC, right?
00:12:58.070 --> 00:13:06.230
And so it was frustrating me because I know it's just a simple form with a couple of check boxes and my signature and done.
00:13:06.389 --> 00:13:07.830
And I couldn't get it done.
00:13:07.990 --> 00:13:15.509
And it was a week, it went to two weeks, and I finally contact an attorney that I know and I said, This is my situation.
00:13:15.669 --> 00:13:18.789
I want to dissolve the LLC in California.
00:13:18.950 --> 00:13:20.470
I can't find the form.
00:13:20.629 --> 00:13:22.629
And she goes, That's easy to do.
00:13:22.710 --> 00:13:29.350
And if there is no form, I can create a form and submit it so that you don't have any legal obligation.
00:13:29.590 --> 00:13:33.830
I know this piece of paper would take me 30 seconds to fill out in mail.
00:13:34.149 --> 00:13:35.830
And she said, I'll do it for you.
00:13:35.909 --> 00:13:38.950
And I said, I'm happy to pay for you for it for your time.
00:13:39.110 --> 00:13:40.309
She goes, It'll be$300.
00:13:40.710 --> 00:13:41.909
And I said, Done deal.
00:13:42.470 --> 00:13:48.950
And so I am paying not for the piece of paper, not for her to mail it.
00:13:49.110 --> 00:13:58.549
I am paying for peace of mind and for uh speed and she already reduced stress and reduce stress, all of that.
00:13:58.710 --> 00:14:00.070
That's what I'm paying for.
00:14:00.309 --> 00:14:10.309
And$300 is a deal as far as I'm concerned for the peace of mind where I'm I'm swimming in boxes and checklists and everything else.
00:14:10.629 --> 00:14:14.070
I am happy to pay her$300 to get me the form.
00:14:14.230 --> 00:14:15.269
She already sent it to me.
00:14:15.350 --> 00:14:20.389
I already signed it, I already mailed it to her because I had to you know snail mail it to her.
00:14:20.549 --> 00:14:21.830
But see the difference?
00:14:22.629 --> 00:14:30.389
The tangible is the form, but I paid for and was willing to pay to have that peace of mind, to have it done.
00:14:31.029 --> 00:14:32.149
So you see the difference?
00:14:32.389 --> 00:14:35.830
And I think everyone can relate to your experience of moving.
00:14:35.990 --> 00:14:48.710
Like as you're describing that, the the way the feelings of uh it's getting closer to the time we need to move, all of this needs to be wrapped up, you know, that sort of sense as you were describing the relief.
00:14:48.870 --> 00:14:51.590
I could just I can feel that difference.
00:14:51.669 --> 00:14:55.350
It's relatable to what you know others are going through.
00:14:55.429 --> 00:15:01.909
And if you could paint that picture for your clients, that's a fantastic like you get that emotion, right?
00:15:02.070 --> 00:15:04.870
That's that's the interesting part as you were describing that story.
00:15:05.029 --> 00:15:07.990
I was like, ooh, yeah, that's how your copy should sound.
00:15:08.309 --> 00:15:29.669
Yeah, because it was like night and day, because I was stressing because I didn't want to leave and then leave it unresolved and spend more hours searching for it and then forget about it and six months, a year later, two years later, get something from California saying you owe taxes, you know, for these past years or pay$2,000 penalty, right?
00:15:29.830 --> 00:15:41.509
And so that's why we have to really understand our audience to really dig, dig, dig deep and see what that benefit is, even if it's a tangible, but especially if it's an intangible benefit.
00:15:41.750 --> 00:15:44.149
So um, so hopefully that story helps.
00:15:44.230 --> 00:15:48.070
That is like fresh off the press because that just recently happened to me.
00:15:49.029 --> 00:15:49.909
I think so.
00:15:50.070 --> 00:15:52.389
I think that was a powerful story.
00:15:52.710 --> 00:15:57.269
So, anyway, it has to be very customer-centric, focused, and specific.
00:15:57.429 --> 00:16:01.830
So, in this case of my piece of paper, it was very specific.
00:16:01.990 --> 00:16:05.669
I needed an exit strategy for this state with the LLC.
00:16:05.750 --> 00:16:07.189
It was very, very specific.
00:16:07.350 --> 00:16:09.750
And so, and there was definitely a benefit.
00:16:09.830 --> 00:16:12.549
And the speed that she did it in was also great.
00:16:12.870 --> 00:16:14.549
And also complexity.
00:16:14.950 --> 00:16:24.309
Yeah, and I was gonna say something else that sort of highlights too is how important it is to kind of stay tapped into what your audience needs as they evolve.
00:16:24.549 --> 00:16:30.309
You're not always gonna be in a state of where you're moving, you know, you're not always gonna be feeling that sense.
00:16:30.389 --> 00:16:34.070
So, how to keep paying attention to your audience and stay in touch.
00:16:34.230 --> 00:16:50.070
What works today in copy may not work tomorrow that you have to kind of keep tweaking and adjusting to be able to have that same reaction for what's happening currently for your subscriber base or your you know customer base?
00:16:50.389 --> 00:16:59.750
What are some of the, like in your own business for campaigns or maybe old list, cold list, what how does that make people feel?
00:16:59.909 --> 00:17:02.629
Let's see if we could just kind of give an example with what you do.
00:17:02.789 --> 00:17:08.390
How does it make people feel when they talk to you and you go, well, when's the last time you emailed them?
00:17:08.789 --> 00:17:09.029
Yeah.
00:17:09.269 --> 00:17:22.390
Now that, yeah, I was gonna say that is I've had different reactions from like pain point of worried, for instance, if it's been a while since they've emailed them, like they've just life has happened and it's been a while.
00:17:22.549 --> 00:17:27.430
They're panicked at the fact that they're gonna send an email and everyone's gonna unsubscribe.
00:17:27.990 --> 00:17:31.430
You know, that they're nobody wants to hear what they have to say anymore.
00:17:31.670 --> 00:17:36.150
I might as well just delete everyone and start from scratch.
00:17:36.390 --> 00:17:36.630
Yeah.
00:17:36.870 --> 00:17:39.990
And my immediate reaction to that is no, no, no.
00:17:40.230 --> 00:17:44.310
Let's see, let's see if we can re-engage because you just never know.
00:17:44.390 --> 00:17:50.390
It's so hard to build our email list and to have to have that audience there.
00:17:50.550 --> 00:18:03.990
It's it's a much easier process to attempt to try to re-engage them and reactivate them to get them to take an action again than just to, and I think that's the fear.
00:18:04.070 --> 00:18:09.910
A lot of times it's fear, it's insecurity that you know, clients are feeling about that.
00:18:10.150 --> 00:18:20.710
Then the other side of it, insecurity of, you know, cleaning, like, oh, you know, seeing those numbers decrease, removing, having to remove people.
00:18:20.870 --> 00:18:47.110
Once you've come to that, you know, point to where you've attempted to re-engage them, you've tried to bring them back onto your, you know, back into your uh community, you know, now having to remove people, it's a it's a mindset shift for a lot of people because you're seeing numbers that maybe, you know, you're used to a larger number there, and now you're seeing those numbers drop, that's that can be stressful um for people.
00:18:47.590 --> 00:18:50.310
But when you start to look at the negatives, right?
00:18:50.710 --> 00:18:55.430
The you know, the side effects of it, I think, is kind of how you have to try to balance that out.
00:18:55.750 --> 00:19:01.110
So you have people that are fearful, they worry.
00:19:01.750 --> 00:19:05.830
And I'm sure there's probably a little guilt that they haven't communicated.
00:19:06.230 --> 00:19:07.990
I haven't emailed in a while, right?
00:19:08.150 --> 00:19:09.990
Like, should I tell them why?
00:19:10.230 --> 00:19:16.310
Like, that's hard for some people not to want to tell them why they haven't been on the list.
00:19:16.470 --> 00:19:21.430
I'm like, no, that's not, you don't really need to say, Oh, by the way, here's my list of reasons why.
00:19:21.670 --> 00:19:24.550
Right, you know, that in so many emails.
00:19:24.950 --> 00:19:27.350
Yeah, you're probably not doing anything, right?
00:19:27.510 --> 00:19:29.190
Because as a result, they're not sure.
00:19:29.670 --> 00:19:30.230
Right, right.
00:19:30.390 --> 00:19:31.110
They're frozen.
00:19:31.270 --> 00:19:32.310
How do I now?
00:19:32.470 --> 00:19:33.430
What do I do now?
00:19:33.590 --> 00:19:39.030
And not realizing that sometimes it's just as simple as start emailing, start getting back.
00:19:39.110 --> 00:19:40.710
And you may have people unsubscribe.
00:19:40.790 --> 00:19:57.110
I think the big thing is that mindset shift about unsubscribes, like really helping people to look at that is it's, you know, because I've seen a lot of pain responses of I had I put this email out and I had all these people unsubscribe.
00:19:57.270 --> 00:20:02.630
And that's like, oh, you know, this loss of like, you know, this person's no longer there.
00:20:02.950 --> 00:20:07.110
But the reality is, is it may not be the right connection.
00:20:07.590 --> 00:20:19.030
So wouldn't you rather have people that are engaged and want to be part of your community and want to see what you have to say than people that aren't really that interested?
00:20:19.270 --> 00:20:28.870
It's just better to let people move along and as one of my coaches says, just bless and release and you know, go along to the people that really want to see it.
00:20:29.510 --> 00:20:43.990
So the alternative to the guilt and the fear and the worry, you give them hope, you give them relief that some of these people in their email lists is it's salvageable, it's not that the end of the world.
00:20:44.230 --> 00:20:52.710
We we have a process, and not only do you give them hope, but then you give them a step to take action and start feeling good about what they're doing.
00:20:52.870 --> 00:20:55.910
But see how we're turning that into a benefit?
00:20:56.390 --> 00:20:58.710
We're not even talking about features, how she does it.
00:20:58.790 --> 00:21:04.230
We're just turning it into a benefit, and that's what people often want to buy.
00:21:04.310 --> 00:21:14.150
That's why in copy, if you have a sales page, it's all emotional because people make a decision based on emotion, but it needs to be justified with logic.
00:21:14.310 --> 00:21:24.470
And so everything we're talking about is all about the emotional part of it, flipping that and letting them know that it's not too late, that this is common.
00:21:24.630 --> 00:21:25.750
Many people do this.
00:21:25.830 --> 00:21:31.670
And so assuring them that there is a process to help them re-engage.
00:21:31.750 --> 00:21:35.350
And so you give them a sense of hope and all of a sudden a sense of relief.
00:21:35.510 --> 00:21:39.510
You're removing them from pain, you're moving them toward pleasure, and da-da.
00:21:39.910 --> 00:21:40.630
That's how we do it.
00:21:41.270 --> 00:21:42.070
Yeah, exactly.
00:21:42.230 --> 00:21:53.990
And then you start to see your open rates go up because now it's the people that want to get your emails, you know, your deliverabilities increase because now people are opening, you know.
00:21:54.150 --> 00:22:02.710
Um, and then you start to see increased sales as a result too, because now you got more people, you're you know, people are more actively engaged.
00:22:03.030 --> 00:22:04.150
Yeah, for sure.
00:22:04.310 --> 00:22:10.630
So it when you're reviewing your copy, look at your benefits and see if you slipped into features because that happens.
00:22:11.110 --> 00:22:21.270
See if you slipped into features, you know, the mechanism, the way they're going to be able to get that transformation and getting away from the emotional benefit.
00:22:21.590 --> 00:22:29.350
Because the emotional benefit is really what's going to help uh get that click or get that buy is that emotional benefit.
00:22:29.750 --> 00:22:34.390
So it's so and I think that helps to have somebody that kind of can see it.
00:22:34.950 --> 00:22:42.550
You know, from an outside perspective, because I know for myself, I'm busy doing the details behind the scenes.
00:22:42.710 --> 00:22:48.310
I'm trying to do all the work, the how-to, the automations, things like that.
00:22:48.550 --> 00:22:59.270
So when you're in that space, that headspace of going into all the details, it's sometimes great to have, you know, a friend be able to look at that and say, does that click with you?
00:22:59.350 --> 00:23:01.590
Or is this just boring tech stuff?
00:23:01.750 --> 00:23:06.630
You know, like is this, you know, does this really, you know, sound the way I'm intending?
00:23:06.870 --> 00:23:08.390
Do you see the benefits?
00:23:08.790 --> 00:23:11.910
Then they find out that you can do it for them and they go, done deal.
00:23:12.230 --> 00:23:12.630
Great.
00:23:13.510 --> 00:23:16.790
You do it, you do it for me, so I don't have to worry about it anymore.
00:23:16.870 --> 00:23:18.870
And yeah, I'm a happy camper, right?
00:23:19.030 --> 00:23:21.270
So anyway, that's awesome.
00:23:21.350 --> 00:23:26.390
So hopefully you understand a little bit more about benefits because this is really gonna help a lot.
00:23:26.550 --> 00:23:30.150
The benefits and then incorporate bullets that we talked about before.
00:23:30.310 --> 00:23:31.670
Um, that's very helpful.
00:23:31.830 --> 00:23:39.670
We do have a landing page that we're going to critique, and so let me uh segue into that.
00:23:39.910 --> 00:23:44.070
And Patricia submitted uh, it is actually a quiz.
00:23:44.230 --> 00:23:45.990
So let me share my screen.
00:23:46.150 --> 00:23:53.350
What we're seeing for those that maybe are not watching on YouTube once we do the post-production or not watching it live on LinkedIn.
00:23:53.430 --> 00:23:58.310
Uh, we have a heading that says, What's your business brand voice?
00:23:58.550 --> 00:24:02.310
Then we have a full-length image of a woman looking down.
00:24:02.390 --> 00:24:27.590
It looks like she's looking down at a laptop, and she may be at a restaurant or a coffee shop, yeah, looking down at her laptop, and then below it we've got some copy, and the copy is all centered, and so all of it is centered, it's one line after the other, and it says, Do you know how your prospect perceives your brand tone and voice?
00:24:28.150 --> 00:24:33.990
Does it get it um does it does it gel with their needs and personality?
00:24:34.230 --> 00:24:36.390
Will they love you or be turned off?
00:24:37.190 --> 00:24:53.590
Gain exciting customer insights and better understand how you want to show up in your marketing, plus boost your profits by learning to create personal, meaningful connections with your audience.
00:24:54.230 --> 00:24:56.230
Your next step starts now, friend.
00:24:56.470 --> 00:25:01.590
PS Please choose the best answer that fits you because you're unique.
00:25:01.750 --> 00:25:02.790
Take the quiz.
00:25:03.030 --> 00:25:15.190
So this is um it sounds like in the copy below, it sounds that it's going to help them make create this assessment and they'll get some results.
00:25:15.270 --> 00:25:20.230
It sounds like they're gonna get some result to understand how they want to show up in their marketing.
00:25:20.390 --> 00:25:23.030
So it sounds like a little bit about marketing.
00:25:23.430 --> 00:25:35.110
It sounds like she's gonna share something that's gonna help uh boost profit also, uh, and learn how to create personal, meaningful connections with the audience.
00:25:35.270 --> 00:25:41.270
So I'm not sure if that means, you know, more clicks for you know, growing an email list or what.
00:25:41.430 --> 00:25:43.990
So, what do you think, Kathy, as we're looking at this?
00:25:44.150 --> 00:25:45.430
First of all, I love quizzes.
00:25:45.510 --> 00:25:46.870
I think a quiz is a great idea.
00:25:47.430 --> 00:25:47.750
Yeah.
00:25:48.070 --> 00:25:53.830
Quizzes are probably your more advanced um lead magnet to try.
00:25:53.990 --> 00:26:01.430
Um, and it because it can become something that you get a lot a higher conversion rate than, you know, PDFs.
00:26:01.590 --> 00:26:06.150
Um, so from that standpoint, I think it's a great um start.
00:26:06.550 --> 00:26:17.030
Now, whether or not, you know, it depends on who your target audience here is and in understanding the value of brand voice.
00:26:17.430 --> 00:26:33.510
Do they understand the value if you're uh not a copywriter or you know, if you're just looking at that um without having some additional information, I think is um what I'm wondering there.
00:26:33.670 --> 00:26:35.510
Now from go ahead.
00:26:35.910 --> 00:26:39.270
Yeah, no, I I also like the the quiz.
00:26:39.430 --> 00:26:41.270
I like the brevity of it.
00:26:41.350 --> 00:26:52.630
It's very clean, uh, nice clean white background, um, nice size font that she has for the headline, and a nice uh bright green button.
00:26:52.790 --> 00:26:53.670
Take the quiz.
00:26:53.830 --> 00:26:57.110
So it's very simple, it's very to the point, and there's nothing wrong with that.
00:26:57.190 --> 00:27:01.990
It's very good to have it that way, have a headline and then have a little description with a button.
00:27:02.070 --> 00:27:03.430
So that's well done.
00:27:03.590 --> 00:27:04.870
And it's a nice photo.
00:27:04.950 --> 00:27:05.830
It's a nice photo.
00:27:06.070 --> 00:27:09.990
So what do you um suggest, Kathy, for well?
00:27:10.070 --> 00:27:13.910
Let's start from the beginning and go down and just start with the headline.
00:27:16.230 --> 00:27:38.310
Um, you know, my thought is would there be a benefit of adding um something that kind of like attention, you know, who her target audience is, like maybe something that helps to identify or help somebody self-identify who this quiz might resonate the most with?
00:27:38.550 --> 00:27:51.190
Like if there's something that maybe gave you an idea that this was, you know, understanding your brand voice for websites, you know, what your website copy um or something that indicates that might be helpful.
00:27:51.350 --> 00:27:53.670
I you know, I definitely think the font size is good.
00:27:53.910 --> 00:27:54.150
Yeah.
00:27:54.390 --> 00:27:54.630
Yeah.
00:27:54.790 --> 00:27:55.910
A little specificity.
00:27:56.070 --> 00:27:56.390
Okay.
00:27:56.550 --> 00:28:00.470
And the headline too, what's your business brand voice?
00:28:00.950 --> 00:28:04.550
The headline is the most important piece of your copy.
00:28:04.710 --> 00:28:10.470
And that's that's why sometimes we have a headline and a subhead, because sometimes we can't say everything in the headline.
00:28:10.950 --> 00:28:19.030
But in this case, you know, if she wants to keep what's your business brand voice, I would have like a subheadline that unpacks that a little bit.
00:28:19.350 --> 00:28:24.150
Because, first of all, the question that people are going to have is like, why do I want to know?
00:28:24.310 --> 00:28:28.470
What's the what's the outcome if I do or don't know my brand voice?
00:28:28.630 --> 00:28:29.990
Is there a consequence to that?
00:28:30.150 --> 00:28:37.350
Or how is that relevant to you know, these offers that I'm putting out, these PDFs that I'm putting out or my website?
00:28:37.510 --> 00:28:38.710
Does it really matter?
00:28:38.950 --> 00:29:01.830
Now, if if we're focusing on the copywriting of the brand, or if we're focusing on messaging, your messaging, um, it can even be more specific because I'm not quite sure when she says brand voice, we have to be careful not to assume that they know what that means, the brand voice.
00:29:02.310 --> 00:29:05.190
So, you know, we need to unpack that a little bit.
00:29:05.350 --> 00:29:06.390
What do you think, Kathy?
00:29:07.430 --> 00:29:09.110
Yeah, I I agree with you.
00:29:09.270 --> 00:29:39.030
I think if you're coming from a perspective of uh reaching out to someone that might be unaware of your um brand, if they're at that part of the process, um, or you know, or don't understand what the problem may be with not identifying your brand voice at this stage, those type, those types of things, it just depends on where her ideal audience at what stage of the process they are in the customer awareness journey.
00:29:39.430 --> 00:29:40.150
Good point.
00:29:40.390 --> 00:29:57.510
Um, so I think if, you know, and and that we don't know uh with this, if there's somebody that is more solution aware and have maybe is a little further along down the, you know, the journey, then maybe this might click a little differently.
00:29:57.830 --> 00:29:59.830
So I think that would be good to know.
00:29:59.990 --> 00:30:05.750
It depends on who she's specifically trying to reach with the quiz.
00:30:06.310 --> 00:30:14.310
Her question uh to us was is it compelling enough and is there enough uh what's in it for me to get people to take it?
00:30:14.470 --> 00:30:33.350
So I think your point is if it's a it's established business and they're just trying to resonate with their audience and they're saying you know, under half mil and they've got everything clicking along, they want to tighten some things with engagement, um, you know, they'd probably understand that the brand voice.
00:30:33.430 --> 00:30:37.830
But again, you know, what's your business brand voice?
00:30:37.990 --> 00:30:45.910
It needs to tell me, am I is it something that I want to move toward pleasure or remove, run away from pain?
00:30:46.070 --> 00:30:47.830
So, what's the outcome of knowing that?
00:30:47.910 --> 00:30:50.790
So, again, a subhead might help unpack that.
00:30:50.870 --> 00:30:51.910
She wanted to keep that.
00:30:52.070 --> 00:30:54.150
Now, what about the text below the image?
00:30:54.310 --> 00:31:00.870
We've got one, two, three, four, five, six lines that are all centered under just under each other.
00:31:01.030 --> 00:31:03.590
So um, what do you think about that?
00:31:03.830 --> 00:31:09.430
Um, I think it, you know, might benefit from having some more white space.
00:31:09.670 --> 00:31:13.190
Um, maybe the font being a little bit larger again.
00:31:13.430 --> 00:31:15.830
I tend to look at that type of thing.
00:31:15.990 --> 00:31:29.990
Um, you know, just from my eyes standpoint, you know, anyone that knows me knows it's that's something that is important for me to see white space so that I can kind of see that very quickly.
00:31:30.150 --> 00:31:34.790
It would make it to where it's maybe possibly a little bit more skimmable.
00:31:35.030 --> 00:31:41.750
Um, if you could break up some of those points uh potentially in sort of bullets.
00:31:42.310 --> 00:31:45.030
Yeah, I was trying to see if um she was on.
00:31:45.190 --> 00:31:48.470
I was trying to see if I can see the the chat.
00:31:48.710 --> 00:31:52.230
Um, it looks like the chat is working.
00:31:52.390 --> 00:31:58.870
Um is there a way, Kathy, that you can jump on LinkedIn and another tab and see I can take a look.
00:31:59.750 --> 00:32:02.470
I can't see anything on here.
00:32:03.270 --> 00:32:05.910
So again, I'm looking for the chat.
00:32:06.230 --> 00:32:07.350
Let me take a look real quick.
00:32:07.750 --> 00:32:15.670
I agree with you while Kathy's trying to open up another tab and see because I think there's there's um there's some people commenting on there, but I can't tell.
00:32:15.750 --> 00:32:17.030
I see a number six.
00:32:17.270 --> 00:32:27.910
But in this area, in this area where below the photo, um, I think I agree with Kathy that she says it should needs to be more white space.
00:32:27.990 --> 00:32:34.390
And of course, the one way we can get some great white space is what I've said I love, which is bullets.
00:32:34.950 --> 00:32:44.070
Bullets are wonderful for something like this to be able to really help it stand out as to the benefit of them taking this quiz.
00:32:44.390 --> 00:32:45.750
So there's a lot there.
00:32:45.910 --> 00:32:56.070
So I'm trying to still figure out is this going to help me um boost my profit by by these meaningful connections?
00:32:56.150 --> 00:32:57.030
How is that going to do that?
00:32:57.110 --> 00:33:01.270
Is that direct response from the brand to client?
00:33:01.750 --> 00:33:09.670
Or is it is it going to be growing the email list or it's, you know, is it market research?
00:33:09.830 --> 00:33:13.430
It says, is it the value proposition, understanding the customer?
00:33:13.510 --> 00:33:17.910
Because it says gain an exciting customer insights.
00:33:18.070 --> 00:33:22.070
So how are how am I going to do that if I do this quiz and better understand?
00:33:22.150 --> 00:33:24.710
Is she going to give me questions to ask my market?
00:33:25.030 --> 00:33:29.910
I'm not quite sure what the outcome is of this particular um quiz.
00:33:30.070 --> 00:33:31.750
And so that's important for people.
00:33:31.990 --> 00:33:40.710
If she wants it to be irresistible, it needs to have an outcome to say you're going to discover all these things because at the end of the day, this is what it's going to help you do.
00:33:40.950 --> 00:33:41.430
Boom.
00:33:41.590 --> 00:33:42.710
What is the outcome?
00:33:42.950 --> 00:33:44.550
And so is it profit?
00:33:44.710 --> 00:33:46.390
Is it more downloads?
00:33:46.550 --> 00:33:47.590
Is it more clicks?
00:33:47.750 --> 00:33:49.510
Is it grow email list?
00:33:49.670 --> 00:33:50.550
What is that outcome?
00:33:50.630 --> 00:33:54.470
And the and then people will say, okay, that's the what in it, what's in it for me.
00:33:54.630 --> 00:34:05.270
Okay, if I do this assessment, I'm going to see where the gap is because I want more clicks, or I want more people on my email list, or I want more customers from this copy that I'm doing.
00:34:05.510 --> 00:34:11.190
So the brand, again, is it the messaging that you mean by voice?
00:34:11.349 --> 00:34:12.869
I'm not, I'm not certain.
00:34:13.110 --> 00:34:15.349
Kathy, were you able to able to pull it?
00:34:15.510 --> 00:34:16.630
No, I didn't see.
00:34:16.949 --> 00:34:19.349
Yeah, I wasn't able to see it myself.
00:34:19.750 --> 00:34:24.469
What I did, and I didn't let Kathy know about this because I did it right before we went live.
00:34:24.710 --> 00:34:27.030
We we don't usually do rewrites.
00:34:27.190 --> 00:34:35.750
Um, what I did was I I took what I saw here and I tried to um just create a scenario of copy.
00:34:36.150 --> 00:34:38.949
And see, there's a lot of questions that we don't know.
00:34:39.190 --> 00:34:45.430
So it really helps to ask questions with the person, the author of the copy, to be able to dial it in.
00:34:45.590 --> 00:34:50.630
But I wanted to give you an example to help direct her.
00:34:50.710 --> 00:34:55.110
Because I feel like just by saying, Oh, you should have bullets and you should have this is not really helping her.
00:34:55.349 --> 00:34:58.230
And so I want to help her kind of move forward.
00:34:58.470 --> 00:35:03.190
So on a on one of these notepads, I put in some ideas here.
00:35:03.510 --> 00:35:06.230
Is your brand voice truly resonating with your audience?
00:35:06.470 --> 00:35:12.230
Again, brand voice um messaging people kind of understand.
00:35:12.470 --> 00:35:22.390
So even with this, um, I'm almost tempted to say, and again, if we could ask some questions, we'd be able to dial this in.
00:35:23.190 --> 00:35:27.990
But um, messaging, that's so important, uh, resonating with your audience.
00:35:28.150 --> 00:35:37.030
I would even take the voice out, and then here I added voice here to unpack what I mean by the messaging.
00:35:37.430 --> 00:35:41.750
So what I did was, is your brand messaging resonating with your audience?
00:35:42.950 --> 00:35:46.070
And you can even add this.
00:35:46.230 --> 00:35:48.309
Um, let's see, let me think about this.
00:35:48.470 --> 00:35:51.110
Is your brand messaging resonating with your audience?
00:35:52.789 --> 00:36:02.390
Or you can even put or and put the pain if it's not resonating with your audience, what could it be potentially doing?
00:36:03.110 --> 00:36:09.829
Is it or is it falling flat, or is it, you know, is it causing a total disconnect or with some kind of pain?
00:36:09.990 --> 00:36:24.230
So you could also put an or in there, or you could create a subhead that explains it's either moving toward success or it's moving toward failure, and create a subhead there.
00:36:24.309 --> 00:36:27.910
So all of a sudden, the what's in it for me, oh gosh, I gotta know.
00:36:27.990 --> 00:36:30.550
Am I moving towards success or am I moving towards failure?
00:36:30.710 --> 00:36:32.390
And then why take this quiz?
00:36:32.550 --> 00:36:34.150
We got to give them a reason to take it.
00:36:34.230 --> 00:36:34.550
Yes.
00:36:34.789 --> 00:36:39.349
So it sounded like um she was talking about perceived alignment.
00:36:39.590 --> 00:36:41.829
So this could be something that could be in caps.
00:36:42.070 --> 00:36:50.150
It sounded like she was talking about engagement and connection, and it sounded like she was talking about, you know, will they love or hate you?
00:36:50.309 --> 00:36:53.750
It sounded like she was talking about affinity or apathy.
00:36:53.990 --> 00:36:57.590
So, you know, I kind of took some words and reworded it.
00:36:57.750 --> 00:37:03.030
And then the description really is depends on what's in enclosed in it.
00:37:03.190 --> 00:37:04.390
I just took a guess.
00:37:04.550 --> 00:37:17.110
Find out how well your brand, brand's voice aligns with your audience needs and expectations, uh, engagement and connection, discover your brand's ability to connect, build trust, and convert leads into customers.
00:37:17.269 --> 00:37:18.630
I'm guessing, I'm not sure.
00:37:18.950 --> 00:37:23.510
I took from what I saw, and I'm guessing that this might be, but it might not be.
00:37:23.590 --> 00:37:25.269
I might have totally missed the mark.
00:37:25.590 --> 00:37:33.030
Affinity or apathy, gain insights into emotional triggers because it really is about the emotional connection, right?
00:37:33.269 --> 00:37:39.030
Emotional triggers that can turn passive prospects into loyal advocates.
00:37:39.269 --> 00:37:45.670
Now we're seeing the contrast from passive prospect to loyal advocates, right?
00:37:45.829 --> 00:37:49.030
Convert leads into customers, right?
00:37:49.190 --> 00:37:52.550
Audience, are you meeting audience needs and expectations?
00:37:52.710 --> 00:37:55.670
Now we're seeing those benefits that we want, right?
00:37:55.910 --> 00:38:04.309
And so if you had something like this, I think it would be a little bit more appealing for them to say, Well, I want that, you know, I'm gonna go ahead and take the quiz.
00:38:04.470 --> 00:38:05.590
So what do you think, Kathy?
00:38:05.829 --> 00:38:07.349
I did this on the fly on notebook.
00:38:07.590 --> 00:38:10.710
Yeah, I think this is good because I started thinking about it.
00:38:10.950 --> 00:38:31.670
The, you know, for your general um customer base, if you're not familiar with brand voice and what that means, somebody like say an Amy Porterfield or somebody that does, you know, if you're talking to marketing people, they may understand that terminology, but your, you know, online entrepreneurs may not.
00:38:32.150 --> 00:38:46.150
Um, so I like the the way you've described this because now this kind of clicks with a broader audience from that standpoint, you know, gives them a little bit more clarity, but it also helps to define what you're trying to accomplish for them.
00:38:46.390 --> 00:38:46.550
Right.
00:38:46.630 --> 00:38:55.110
And I would suggest here uh also some kind of uh sub subheadline, um subheading in here.
00:38:55.269 --> 00:38:57.510
I would suggest that too, to unpack it even further.
00:38:57.590 --> 00:39:15.110
And that's why you see headlines with subheads, because a headline kind of catches, grabs their attention, and the subhead says everything that the headline couldn't say and unpacks it a little bit more to give it more context, and then answer the question because they're gonna be thinking, why should I take this quiz?
00:39:15.430 --> 00:39:16.230
We'll put it on there.
00:39:16.309 --> 00:39:17.269
Why take this quiz?
00:39:17.430 --> 00:39:18.150
Question mark.
00:39:18.390 --> 00:39:30.309
And then you would bull, I can't bold in in this uh notepad, but you can bold certain things because chances are they're not gonna read everything, they're glancing and with bullets, which everybody knows I love bullets.
00:39:30.550 --> 00:39:31.750
Somebody commented to Kathy.
00:39:32.150 --> 00:39:35.990
I know Marissa loves bullets and I do love bullets because they're easy to read.
00:39:36.230 --> 00:39:37.110
They're easy to read.
00:39:37.510 --> 00:39:42.869
So um hopefully, you know, as you watch this, you can take a screenshot of this and kind of see.
00:39:42.950 --> 00:39:49.110
But I was totally guessing as far as you know what she was trying to really offer on the other end.
00:39:49.269 --> 00:39:50.630
So I didn't take the quiz.
00:39:50.710 --> 00:39:54.470
We were just looking at the opt-in, but I love the idea of a quiz.
00:39:54.630 --> 00:40:04.710
Um, I think this could be very helpful for people to have a little bit more of an understanding of their communication, at least bring more awareness, right?
00:40:05.110 --> 00:40:07.349
So I think that would be really, really helpful.
00:40:07.510 --> 00:40:08.869
So um, I don't know.
00:40:09.030 --> 00:40:11.430
Any other any other comments on that, Kathy?
00:40:11.590 --> 00:40:16.470
It was that was kind of a difficult one because, you know, a quiz, we don't have everything up front.
00:40:16.550 --> 00:40:19.110
They're going through this journey of self-discovery.
00:40:19.269 --> 00:40:22.630
And so I wasn't quite sure what the outcome was going to be.
00:40:23.110 --> 00:40:29.590
Well, and I think it also is a good example of, you know, someone that does their business all the time.
00:40:29.910 --> 00:40:41.030
Sometimes it makes perfect sense to you when you're in it and you're doing it every day, but it isn't as clear when you've got it, you know, which is why it's so helpful to have kind of that outside perspective.
00:40:41.190 --> 00:41:02.150
So I think this was a good exercise to be able to have have someone that has no information take a look and see how it resonates for you, because then it kind of brings some insights and enlightens you on, you know, oh, okay, that I thought I was explaining this in a particular way, but you're in it all the time.
00:41:02.309 --> 00:41:06.230
It's not, it doesn't, the same wording doesn't always make sense to everybody.
00:41:06.550 --> 00:41:22.470
We went a little longer today, but I'm I'm hoping this is gonna help everyone because, you know, when you're looking at any kind of lesson or training or anything, even a podcast or listening, you should be thinking, how can I apply this in my own business?
00:41:22.630 --> 00:41:22.869
Yes.
00:41:23.030 --> 00:41:25.750
Because then your brain is searching for solutions.
00:41:25.990 --> 00:41:32.630
So even if it doesn't completely apply to what you're doing right now, if you think, how does this apply to what I'm doing right now?
00:41:32.789 --> 00:41:35.829
Your brain is going to be searching for those solutions.
00:41:36.070 --> 00:41:37.670
And so that's gonna help you also.
00:41:37.750 --> 00:41:50.789
And that's why we spent a little bit more time on this one because the benefits I sincerely, I mean, I will tell you that sincerely, it is so important to dial in benefits because people make an emotional decision.
00:41:50.869 --> 00:41:52.710
It's an emotional decision when they buy.
00:41:52.869 --> 00:41:55.670
It really is, but they do justify with logic.
00:41:55.910 --> 00:41:58.309
So it's really important to dial in those benefits.
00:41:58.390 --> 00:42:07.110
And it's not easy, like Kathy said, when we're writing our own stuff, we I mean, when I write my stuff, I break every rule, I forget everything that I've learned.
00:42:07.269 --> 00:42:11.990
Yeah, I was just gonna say, I just like I'm going, Marissa, what are you thinking?
00:42:12.150 --> 00:42:13.590
You know, you know better than that.
00:42:13.750 --> 00:42:15.269
I'm just trying to write it out.
00:42:15.430 --> 00:42:23.110
And so uh, you know, just because we've gone through this training and stuff and I'm certified and everything doesn't mean we don't make mistakes, make mistakes.
00:42:23.590 --> 00:42:24.869
So the magic is in the editing.
00:42:26.390 --> 00:42:27.670
Magic is in the edits.
00:42:27.829 --> 00:42:28.710
Yes, for sure.
00:42:29.030 --> 00:42:34.070
Yes, and having outside perspectives, I think that is, you know, very helpful.
00:42:34.230 --> 00:42:39.990
I love having other people look at, you know, what I've put together to see if it makes nearly as much sense.
00:42:40.390 --> 00:42:41.750
And here's a little tip.
00:42:41.910 --> 00:42:46.950
And this was a tip I just recorded my month, uh, my monthly, what do I call it?
00:42:47.030 --> 00:42:50.309
My monthly brief, um, since I'm going to be out of town for next week.
00:42:50.470 --> 00:43:06.230
But one of the things I put in there is if you're not sure and you're not sure how to explain your business, the benefits and those type of things, just get together with some colleagues, get together with some people on a Zoom call and just say, This is what I want to offer.
00:43:06.470 --> 00:43:18.309
Ask me questions about it and record it and look at the transcript of the questions they're asking you because chances are you're gonna say, Oh, I never thought of that.
00:43:18.470 --> 00:43:19.349
I never thought of that.
00:43:19.430 --> 00:43:22.230
I need to put that in my copy, and that will help.
00:43:22.470 --> 00:43:24.789
I was gonna say, I love that technique.
00:43:25.030 --> 00:43:35.190
We just recently did that, and I I just think that's such a great way of doing it because not only that, it just sort of tests you on the fly of again, you're in it all the time.
00:43:35.349 --> 00:43:37.990
You know, does it make as much sense to somebody else?
00:43:38.070 --> 00:43:40.070
And can you explain it in an easy way?
00:43:40.230 --> 00:43:40.470
Yeah.
00:43:40.710 --> 00:43:42.230
I do that in my mastermind.
00:43:42.390 --> 00:43:50.070
We have spotlights, but then we have reverse spotlights where if they're not sure they don't have a question, we ask them questions about their business.
00:43:50.230 --> 00:43:53.670
And it usually does bring to light some wonderful things.
00:43:53.829 --> 00:43:59.670
So so uh Kathy, do you have anything going on lately that we can um share with the audience?
00:43:59.910 --> 00:44:02.869
Anything that they can uh download or anything coming up?
00:44:03.349 --> 00:44:09.269
Uh okay, so I am working on and I will have soon.
00:44:09.430 --> 00:44:27.110
I'm in the I've been uh in the midst of it, but I um am creating a new free guide um to help with building your reengagement emails to activate those inactive subscribers using.
00:44:27.269 --> 00:44:34.390
I've built out the AI prompts for both ChatGPT and Gemini to use where you can.
00:44:34.869 --> 00:44:53.750
Just plug in the information about your business, but I've got the prompts completely written out and have the scripts that you could either use the done for you templates or you can kind of plug in details in the prompt and get uh re-engagement emails generated for you in seconds.
00:44:54.070 --> 00:44:57.670
So I'm working on it, I am almost there.
00:44:57.910 --> 00:45:01.110
I'm I'm just doing opt-ins and things like that.
00:45:01.190 --> 00:45:07.269
But how about if people connect with you on LinkedIn and just you know DM you and say, I want it when it's ready?
00:45:07.349 --> 00:45:12.070
Because I talk about removing complexity and saving time and a quick win.
00:45:12.230 --> 00:45:13.750
Oh my gosh, way to go, girl.
00:45:13.829 --> 00:45:14.309
That's awesome.
00:45:15.110 --> 00:45:16.470
I'm very excited about it.
00:45:16.630 --> 00:45:19.590
I've definitely been in the weeds with it, but I I'm very close.
00:45:19.670 --> 00:45:20.470
I'm almost there.
00:45:20.550 --> 00:45:22.309
I just need to do a few more edits.
00:45:22.390 --> 00:45:43.110
But um, but I'm excited about offering that because I think, again, that whole idea of re-engaging your audience, if you're seeing low open rates, if you're hearing that your, you know, emails are ending up in the junk folder, spam folders, you know, that type of thing, re-engaging those inactive subscribers will make a huge difference.
00:45:43.349 --> 00:45:43.750
Mm-hmm.
00:45:43.990 --> 00:45:44.390
For sure.
00:45:44.550 --> 00:45:44.950
For sure.
00:45:45.110 --> 00:45:45.910
Well, that's awesome.
00:45:46.070 --> 00:45:48.630
Does that sound like a good way to connect with you through LinkedIn?
00:45:48.789 --> 00:45:49.590
Or do you have another way?
00:45:50.070 --> 00:45:56.390
So, yeah, send me a message and as soon as it's ready, I will get everything, you know, send it to you.
00:45:56.550 --> 00:46:00.550
I'm gonna post it also on LinkedIn when it's ready to roll.
00:46:00.630 --> 00:46:02.070
So I'm I'm getting there.
00:46:02.230 --> 00:46:03.910
It's almost, it's almost set.
00:46:04.070 --> 00:46:05.430
Oh, I'm sure it's gonna be beautiful.
00:46:05.510 --> 00:46:06.789
I mean, I want that resource.
00:46:06.869 --> 00:46:13.110
I'm sure that's gonna be fantastic because Kathy doesn't do junk work, she does great work, and so I'm sure it's gonna be wonderful.
00:46:13.269 --> 00:46:14.470
So that's a great resource.
00:46:14.630 --> 00:46:20.070
So if you guys want that, connect with her, connect with her and DM her and let her know you want it.
00:46:20.150 --> 00:46:21.829
So as soon as it's available, it's free, right?
00:46:21.910 --> 00:46:22.710
It's a free resource.
00:46:23.030 --> 00:46:24.070
Absolutely, it's free.
00:46:24.230 --> 00:46:31.110
And then as I go through it, I'm gonna record some videos as well, just kind of talking about how to use the prompts.
00:46:31.349 --> 00:46:33.750
And um so yes, I'm on that.
00:46:33.829 --> 00:46:40.950
And then I'm even gonna share the re-engagement automation for the future for anyone that uses Convert Kit.
00:46:41.030 --> 00:46:45.590
So I'll have that little extra thing as part of my welcome emails.
00:46:45.829 --> 00:46:48.070
So this is what you call a teaser, folks.
00:46:48.309 --> 00:46:53.829
Teaser teaser to create anticipation because you want to grab this resource.
00:46:54.070 --> 00:46:56.869
So, in any event, I do want to thank Patricia.
00:46:57.030 --> 00:47:00.390
Thank you so much for allowing us to review your quiz.
00:47:00.550 --> 00:47:02.789
I think a quiz is a great way to go.
00:47:03.030 --> 00:47:04.550
I just gave those suggestions.
00:47:04.710 --> 00:47:10.950
If we would have been able to ask some questions, uh it would have helped us dial it in a little bit more, but I want you to succeed.
00:47:11.110 --> 00:47:18.630
So I kind of went a little extra mile there, and I figured the listeners and the people viewing on YouTube be able to get something out of it as well.
00:47:18.869 --> 00:47:23.670
So uh thank you, Patricia, for trusting us and allowing us to take a look at it.
00:47:23.829 --> 00:47:25.269
So I appreciate it so much.
00:47:25.510 --> 00:47:27.990
Kathy, any last words before we say goodbye?
00:47:28.309 --> 00:47:29.190
No, thank you.
00:47:29.349 --> 00:47:33.510
I always love these, I'm enjoying the whole monthly experience.
00:47:33.829 --> 00:47:35.030
Yeah, it'll be great.
00:47:35.190 --> 00:47:36.390
So, everyone, take care.
00:47:36.550 --> 00:47:39.910
The next time I tune in with Kathy, I will be in Tennessee.
00:47:40.390 --> 00:47:41.430
Yeah, there you go.
00:47:42.309 --> 00:47:45.590
If you live in Tennessee, reach out on LinkedIn, let me know.
00:47:45.750 --> 00:47:48.789
I would love to have a cup of coffee with fellow Tennessee people.
00:47:48.950 --> 00:47:49.829
So let me know.
00:47:49.910 --> 00:47:51.990
I'm gonna be just south of Nashville.
00:47:52.150 --> 00:47:58.710
So thank you everyone for tuning in and let us know if you have a copy that you'd like critique.
00:47:58.869 --> 00:48:05.110
You can go to Marissa Shadrick.com forward slash listen and you'll get all the details in an email.
00:48:05.349 --> 00:48:08.070
All the details are there on how to submit the copy.
00:48:08.150 --> 00:48:09.430
So be sure to do that.
00:48:09.750 --> 00:48:10.070
All righty.
00:48:10.630 --> 00:48:11.269
Take care, everyone.
00:48:11.430 --> 00:48:11.590
Bye.
00:48:11.910 --> 00:48:12.230
Bye bye.
00:00:35.350 --> 00:00:41.030
Welcome to Amplify Your Authority, the podcast where innovative marketing meets heart-centered entrepreneurship.
00:00:41.190 --> 00:00:47.590
Join Marissa Shadrick, an award-winning international speaker, Ray Edwards certified copywriter, and personal brand expert.
00:00:47.750 --> 00:00:53.990
You'll gain insights into the external strategies for business growth and how to navigate the internal journey of entrepreneurship.
00:00:54.150 --> 00:00:58.230
Now get ready to amplify your authority in a competitive digital world.
00:00:58.310 --> 00:01:01.189
And now is your host, Marissa Shadrick.
00:01:01.510 --> 00:01:03.590
Hello and welcome everyone.
00:01:03.750 --> 00:01:13.510
Once a month, we do a copy segment, and I am also joined by Kathy Farrah, email strategist.
00:01:13.750 --> 00:01:16.069
She is a convert kit email strategist.
00:01:16.150 --> 00:01:17.830
Hi Kathy, how are you?
00:01:18.150 --> 00:01:19.990
Great, how are you, Marissa?
00:01:20.230 --> 00:01:21.030
I'm doing well.
00:01:21.270 --> 00:01:24.310
So you want to tell everybody a little bit about what you do?
00:01:25.030 --> 00:01:35.830
Yes, so I am a Convert Kit email strategist, and I help businesses with their welcome, promo, and re-engagement sequences.
00:01:36.150 --> 00:01:36.710
Awesome.
00:01:36.950 --> 00:01:38.150
So needed, right?
00:01:38.710 --> 00:01:42.469
So needed, because your email list is your greatest asset.
00:01:42.949 --> 00:01:45.430
So that is something you've got to take care of it.
00:01:45.509 --> 00:01:46.710
You got to keep it clean.
00:01:46.789 --> 00:01:49.430
You got to, you know, engage with your audience.
00:01:49.670 --> 00:01:52.150
And Kathy is wonderful at that.
00:01:52.310 --> 00:02:02.069
So if you guys ever have any questions about email strategy and email campaigns, Kathy is your gal, even if your list is cold or dead.
00:02:03.110 --> 00:02:03.590
Dead.
00:02:03.909 --> 00:02:04.229
Yes.
00:02:04.629 --> 00:02:11.430
That is my specialty is re-engaging your email list because that's really the start of everything.
00:02:11.590 --> 00:02:22.550
And it makes such a big difference when you re-engage proactively, seek out those inactive subscribers and try to get them back and cleaning your list.
00:02:22.710 --> 00:02:27.509
Doing that even on a regular basis is helpful in your opens.
00:02:28.069 --> 00:02:29.189
Yeah, absolutely.
00:02:29.430 --> 00:02:32.310
And copywriting is a big piece of that, even in email.
00:02:32.789 --> 00:02:33.110
Absolutely.
00:02:33.509 --> 00:02:37.189
In opt-ins and sales pages, on websites.
00:02:37.509 --> 00:02:43.990
Basically, everywhere that you read something online, the text that's written is copy.
00:02:44.150 --> 00:02:45.669
It's not copyright.
00:02:45.829 --> 00:02:52.389
It's not a legal thing to protect your assets, it's copywriting, which is really a science and a skill.
00:02:52.549 --> 00:02:53.909
But you can learn the skill.
00:02:53.990 --> 00:02:55.990
So it's not something that's so foreign.
00:02:56.069 --> 00:02:56.629
You can learn.
00:02:56.710 --> 00:03:06.629
And I always tell people if you don't know anything about copy at all and you want to be more engaging, just tell more stories because stories naturally are very engaging.
00:03:06.710 --> 00:03:09.590
And so wherever possible, just tell more stories.
00:03:09.669 --> 00:03:11.189
And then the rest you can learn.
00:03:11.269 --> 00:03:12.469
It's a skill that you learn.
00:03:12.549 --> 00:03:16.469
It just takes a little bit of time, but I think anyone can learn that, right, Kathy?
00:03:16.949 --> 00:03:17.509
Absolutely.
00:03:17.590 --> 00:03:18.629
It just takes practice.
00:03:18.710 --> 00:03:25.109
I think that's the key is working at it a little bit and honing it, you know, over time.
00:03:25.430 --> 00:03:25.909
Yeah.
00:03:26.150 --> 00:03:28.789
Well, I've got some notes here because I always do.
00:03:28.870 --> 00:03:30.789
I always pre-prepare.
00:03:32.069 --> 00:03:40.710
So we're going to talk today about uh an interesting topic that comes up a lot is benefits and benefits versus features.
00:03:41.030 --> 00:03:45.990
Because oftentimes people can mix the two up and they're very, very different.
00:03:46.150 --> 00:03:47.430
They're not the same.
00:03:47.829 --> 00:03:55.829
So you can combine some elements and features that expresses benefit, but they're very distinct, separate things.
00:03:55.990 --> 00:03:59.189
And so I think it's important to understand the difference.
00:03:59.349 --> 00:04:07.189
Now, in direct response copy, just to give you a little bit of context, everyone that's listening, it's typically different than regular writing.
00:04:07.430 --> 00:04:10.229
Direct response is very persuasive.
00:04:10.469 --> 00:04:12.629
We're trying to lead them to something.
00:04:12.870 --> 00:04:19.590
So we're considering what do we want them to think, what do we want them to believe, what do we want them to feel, and then what do we want them to do?
00:04:19.750 --> 00:04:21.990
So it's very different than just writing.
00:04:22.150 --> 00:04:25.670
And when you're blogging and you're writing articles, that's great.
00:04:25.829 --> 00:04:26.949
That's great content.
00:04:27.030 --> 00:04:29.829
It's very informative, it's very educational.
00:04:30.069 --> 00:04:34.389
But copywriting goes a little further, wouldn't you agree, Kathy?
00:04:34.949 --> 00:04:35.670
Absolutely.
00:04:35.829 --> 00:04:43.670
You're really trying to draw them to who your audience is to action, taking some sort of action at the end of the process.
00:04:43.910 --> 00:04:48.550
And that isn't always true of blog writing and and other types of writing.
00:04:48.710 --> 00:04:53.829
So that that's what makes it a little more unique is trying to get them to take those next steps.
00:04:54.069 --> 00:04:54.469
Yeah.
00:04:54.709 --> 00:04:57.670
And and that's why it's so important to understand audience, right?
00:04:57.829 --> 00:05:01.509
All of those things that we do ahead of time, right?
00:05:01.750 --> 00:05:07.589
To even figure out our value proposition or sales proposition, all of that is so important to do that.
00:05:07.829 --> 00:05:15.909
And also keep your finger on the pulse and continue to understand your market because that's going to really affect how you communicate when it's copywriting.
00:05:16.069 --> 00:05:18.870
Now, there's nothing wrong with blogs, there's nothing wrong with articles.
00:05:19.110 --> 00:05:24.550
That creates some reciprocity, that creates that credibility in your market.
00:05:25.110 --> 00:05:28.069
You understand your market, and so all of that is good.
00:05:28.230 --> 00:05:32.629
But copywriting to for direct response is a little bit different.
00:05:32.870 --> 00:05:35.829
And we're actually talking about that with these opt-ins.
00:05:36.230 --> 00:05:47.750
It is a form of direct response because we're hoping that they will see something on the internet that resonates with them and that they want to click and download for that's free.
00:05:47.909 --> 00:05:50.230
It's not any cost whatsoever.
00:05:50.469 --> 00:05:55.189
And then they can become part of our ecosystem where that's your area, Kathy.
00:05:55.589 --> 00:05:55.750
Right.
00:05:55.909 --> 00:06:00.550
They become inside your email list, and then you take it from there and you nurture them.
00:06:00.790 --> 00:06:05.269
So I just wanted to kind of create that context there for people to understand it.
00:06:05.350 --> 00:06:11.189
There is a difference because some people think, well, I know how to write, I'm a really good writer, but it's it's very, very different.
00:06:11.509 --> 00:06:21.350
So um benefits, you want to lead off, I mean, what I mean, uh, you've read copy, you've seen copy on the internet, you write copy.
00:06:21.509 --> 00:06:24.709
Um, what would you say, like for an introduction?
00:06:24.870 --> 00:06:29.589
Like what does benefit do that maybe features doesn't?
00:06:30.870 --> 00:06:44.790
So the way I was looking at benefits is it's really tapping into the emotion of your audience versus a feature that's really describing something more tangible about your product or service.
00:06:44.949 --> 00:06:53.110
Um, immediately what I started to think of was my neighbor who drives very expensive sports cars.
00:06:53.350 --> 00:06:57.269
And he's got a young family, wife, and a few children.
00:06:57.509 --> 00:07:01.350
Those sports cars, he's not purchasing them based off of logic.
00:07:01.509 --> 00:07:05.269
He's it's a two-seater, beautiful, sporty car.
00:07:05.509 --> 00:07:07.189
He's buying it for the emotion.
00:07:07.350 --> 00:07:09.110
Something else is driving that.
00:07:09.269 --> 00:07:15.670
And I think that's, you know, kind of the part of where you look at um benefits versus features.
00:07:15.829 --> 00:07:21.029
He's not saying the car has four seats, um, lots of room.
00:07:21.189 --> 00:07:27.829
It's more of looking at how do I look, how do I feel, what does it present from an emotional standpoint?
00:07:27.909 --> 00:07:28.069
Yeah.
00:07:28.310 --> 00:07:33.029
And that's kind of the difference versus benefits versus a feature.
00:07:33.350 --> 00:07:43.269
Yeah, that's interesting that you point that out because that's a great example of a benefit that's not tangible because it's not really tangible.
00:07:43.430 --> 00:07:47.509
It's more about, and and there is a benefit for self-identity.
00:07:47.750 --> 00:08:03.909
Like um, I gave an example on a podcast about uh dishware, and just when people want to appear like a great parent, or people want a status, or people want to be a great wife, that's also a benefit.
00:08:04.069 --> 00:08:13.269
If something that they see is gonna help them achieve that, that's kind of a form uh of uh benefit even amongst friends.
00:08:13.509 --> 00:08:25.110
Like if you have um a beautiful decorated home, a living room, there could be a benefit there because we want our neighbors or our friends to come over and say, Oh, this house is so beautiful, right?
00:08:25.509 --> 00:08:27.990
So there's benefits like crazy.
00:08:28.149 --> 00:08:33.350
We have to get into what you said, into kind of the emotional benefit.
00:08:33.509 --> 00:08:36.470
And so it's more than features.
00:08:36.629 --> 00:08:45.190
So can you give me some examples of features so they can kind of wrap their brain around what features are, and then we can kind of knock that out of the way and go deeper with benefits?
00:08:45.509 --> 00:08:57.430
Okay, so the way I'm I'm I've actually got a pen beside me, and the way I'm sort of seeing it as a feature would be that it's something I could use to write with, you know, it's clickable.
00:08:57.750 --> 00:09:06.870
Um, it may be, you know, something I could erase it or not, you know, that it's uh it's not gonna rub onto the paper or something, you know, like that.
00:09:07.110 --> 00:09:15.029
So um it's it's more of really, if you think about it, almost the more boring part of a product generally, right?
00:09:15.429 --> 00:09:15.669
Specs.
00:09:16.070 --> 00:09:17.269
You know, the specs about it.
00:09:18.070 --> 00:09:27.750
And now you may need to know some of that that information if you're trying to do something more particular, but that's when you're getting into the logic part, when you're buying something.
00:09:27.990 --> 00:09:32.070
It's not what initially drives you to the product.
00:09:32.309 --> 00:09:39.110
You know, it's it's more of the benefits or the emotions of what you're gaining from it that I need something to write with.
00:09:39.429 --> 00:09:39.750
Yeah.
00:09:39.990 --> 00:09:44.870
And like on Amazon, for example, you go into Amazon, you're looking for something, right?
00:09:45.110 --> 00:09:52.870
And when you get to something, you know, obviously you look at the price, but then below it tells more about the specific product.
00:09:53.110 --> 00:09:59.669
It tells you, like if you're looking for a coffee maker, it'll tell you how many cups it can make and it gives you all the details.
00:09:59.830 --> 00:10:01.189
Those are the features.
00:10:01.429 --> 00:10:20.149
So, in a case of a coach, a consultant, a service provider, features if you have courses, features would be the modules, features would be maybe that you have built-in templates, features would be all of those things that help deliver the content.
00:10:20.629 --> 00:10:31.750
But the benefits is that that satisfaction that you get, whether it's tangible or intangible, it might help you get to something faster.
00:10:31.909 --> 00:10:33.350
It might save you time.
00:10:33.669 --> 00:10:43.110
That's a tangible, but the intangible is where it gets a little tricky for a lot of coaches who maybe they're in the personal development space.
00:10:43.350 --> 00:10:51.669
How do you you can't really make a benefit sound tangible when it's related to peace or personal development, right?
00:10:51.830 --> 00:10:55.110
Or or even courage or confidence.
00:10:55.350 --> 00:11:00.389
You really have to kind of build out that benefit so they understand that benefit because it has value.
00:11:00.470 --> 00:11:02.710
It has just as much value as anything else.
00:11:02.950 --> 00:11:12.389
But there's a difference between a tangible benefit, like gain 20 hours more a week from this productivity tool, right?
00:11:12.789 --> 00:11:15.590
Or those benefits are tangible.
00:11:15.750 --> 00:11:19.029
You can see the end result, you can measure it, you can see it.
00:11:19.189 --> 00:11:24.950
But the intangibles, you got to put a little bit more effort into that to kind of explain.
00:11:25.029 --> 00:11:25.750
What would you agree?
00:11:25.830 --> 00:11:26.789
I was trying to explain the difference.
00:11:27.189 --> 00:11:27.429
Absolutely.
00:11:27.590 --> 00:11:28.789
No, you did a great job.
00:11:28.950 --> 00:11:36.230
I think that explains it so clearly because that that's one of the things the way I think is more logically.
00:11:36.389 --> 00:11:45.110
So it is a little tricky when you're trying to think about it in a more emotional standpoint, you know, when you're looking, especially when you're talking about services.
00:11:45.429 --> 00:12:09.429
And since a lot of us are online entrepreneurs and we're dealing with services and especially coaches that are doing something, that there is benefits, but it is hard sometimes to be able to translate that into how somebody may be feeling, getting tapping into your audience's emotions and what they're needing to solve, what problems they're solving.
00:12:09.669 --> 00:12:15.429
And it's interesting because even tangibles can have emotional benefits.
00:12:15.669 --> 00:12:20.070
And I'll give you a recent example because you can see everything is bare in the back, right?
00:12:20.149 --> 00:12:22.470
I've been packing, I've been busy, a lot of things.
00:12:22.549 --> 00:12:30.070
I'm gonna go get my teeth cleaned here this afternoon, trying to get all those last minute things done before we go cross country to Tennessee, right?
00:12:30.470 --> 00:12:44.149
And I needed to somehow, you know, end or just terminate all the business connections, the LLC in California, because I'm going to start it up in Tennessee.
00:12:44.309 --> 00:12:50.789
So I wanted to make sure that I had the correct forms and I went on the website, couldn't find it.
00:12:50.950 --> 00:12:52.149
I was talking to my CPA.
00:12:52.230 --> 00:12:53.509
She goes, Oh, that's easy to find.
00:12:53.669 --> 00:12:54.950
She goes, Oh, I can't find it.
00:12:55.110 --> 00:12:57.830
I can't find those to dissolve the LLC, right?
00:12:58.070 --> 00:13:06.230
And so it was frustrating me because I know it's just a simple form with a couple of check boxes and my signature and done.
00:13:06.389 --> 00:13:07.830
And I couldn't get it done.
00:13:07.990 --> 00:13:15.509
And it was a week, it went to two weeks, and I finally contact an attorney that I know and I said, This is my situation.
00:13:15.669 --> 00:13:18.789
I want to dissolve the LLC in California.
00:13:18.950 --> 00:13:20.470
I can't find the form.
00:13:20.629 --> 00:13:22.629
And she goes, That's easy to do.
00:13:22.710 --> 00:13:29.350
And if there is no form, I can create a form and submit it so that you don't have any legal obligation.
00:13:29.590 --> 00:13:33.830
I know this piece of paper would take me 30 seconds to fill out in mail.
00:13:34.149 --> 00:13:35.830
And she said, I'll do it for you.
00:13:35.909 --> 00:13:38.950
And I said, I'm happy to pay for you for it for your time.
00:13:39.110 --> 00:13:40.309
She goes, It'll be$300.
00:13:40.710 --> 00:13:41.909
And I said, Done deal.
00:13:42.470 --> 00:13:48.950
And so I am paying not for the piece of paper, not for her to mail it.
00:13:49.110 --> 00:13:58.549
I am paying for peace of mind and for uh speed and she already reduced stress and reduce stress, all of that.
00:13:58.710 --> 00:14:00.070
That's what I'm paying for.
00:14:00.309 --> 00:14:10.309
And$300 is a deal as far as I'm concerned for the peace of mind where I'm I'm swimming in boxes and checklists and everything else.
00:14:10.629 --> 00:14:14.070
I am happy to pay her$300 to get me the form.
00:14:14.230 --> 00:14:15.269
She already sent it to me.
00:14:15.350 --> 00:14:20.389
I already signed it, I already mailed it to her because I had to you know snail mail it to her.
00:14:20.549 --> 00:14:21.830
But see the difference?
00:14:22.629 --> 00:14:30.389
The tangible is the form, but I paid for and was willing to pay to have that peace of mind, to have it done.
00:14:31.029 --> 00:14:32.149
So you see the difference?
00:14:32.389 --> 00:14:35.830
And I think everyone can relate to your experience of moving.
00:14:35.990 --> 00:14:48.710
Like as you're describing that, the the way the feelings of uh it's getting closer to the time we need to move, all of this needs to be wrapped up, you know, that sort of sense as you were describing the relief.
00:14:48.870 --> 00:14:51.590
I could just I can feel that difference.
00:14:51.669 --> 00:14:55.350
It's relatable to what you know others are going through.
00:14:55.429 --> 00:15:01.909
And if you could paint that picture for your clients, that's a fantastic like you get that emotion, right?
00:15:02.070 --> 00:15:04.870
That's that's the interesting part as you were describing that story.
00:15:05.029 --> 00:15:07.990
I was like, ooh, yeah, that's how your copy should sound.
00:15:08.309 --> 00:15:29.669
Yeah, because it was like night and day, because I was stressing because I didn't want to leave and then leave it unresolved and spend more hours searching for it and then forget about it and six months, a year later, two years later, get something from California saying you owe taxes, you know, for these past years or pay$2,000 penalty, right?
00:15:29.830 --> 00:15:41.509
And so that's why we have to really understand our audience to really dig, dig, dig deep and see what that benefit is, even if it's a tangible, but especially if it's an intangible benefit.
00:15:41.750 --> 00:15:44.149
So um, so hopefully that story helps.
00:15:44.230 --> 00:15:48.070
That is like fresh off the press because that just recently happened to me.
00:15:49.029 --> 00:15:49.909
I think so.
00:15:50.070 --> 00:15:52.389
I think that was a powerful story.
00:15:52.710 --> 00:15:57.269
So, anyway, it has to be very customer-centric, focused, and specific.
00:15:57.429 --> 00:16:01.830
So, in this case of my piece of paper, it was very specific.
00:16:01.990 --> 00:16:05.669
I needed an exit strategy for this state with the LLC.
00:16:05.750 --> 00:16:07.189
It was very, very specific.
00:16:07.350 --> 00:16:09.750
And so, and there was definitely a benefit.
00:16:09.830 --> 00:16:12.549
And the speed that she did it in was also great.
00:16:12.870 --> 00:16:14.549
And also complexity.
00:16:14.950 --> 00:16:24.309
Yeah, and I was gonna say something else that sort of highlights too is how important it is to kind of stay tapped into what your audience needs as they evolve.
00:16:24.549 --> 00:16:30.309
You're not always gonna be in a state of where you're moving, you know, you're not always gonna be feeling that sense.
00:16:30.389 --> 00:16:34.070
So, how to keep paying attention to your audience and stay in touch.
00:16:34.230 --> 00:16:50.070
What works today in copy may not work tomorrow that you have to kind of keep tweaking and adjusting to be able to have that same reaction for what's happening currently for your subscriber base or your you know customer base?
00:16:50.389 --> 00:16:59.750
What are some of the, like in your own business for campaigns or maybe old list, cold list, what how does that make people feel?
00:16:59.909 --> 00:17:02.629
Let's see if we could just kind of give an example with what you do.
00:17:02.789 --> 00:17:08.390
How does it make people feel when they talk to you and you go, well, when's the last time you emailed them?
00:17:08.789 --> 00:17:09.029
Yeah.
00:17:09.269 --> 00:17:22.390
Now that, yeah, I was gonna say that is I've had different reactions from like pain point of worried, for instance, if it's been a while since they've emailed them, like they've just life has happened and it's been a while.
00:17:22.549 --> 00:17:27.430
They're panicked at the fact that they're gonna send an email and everyone's gonna unsubscribe.
00:17:27.990 --> 00:17:31.430
You know, that they're nobody wants to hear what they have to say anymore.
00:17:31.670 --> 00:17:36.150
I might as well just delete everyone and start from scratch.
00:17:36.390 --> 00:17:36.630
Yeah.
00:17:36.870 --> 00:17:39.990
And my immediate reaction to that is no, no, no.
00:17:40.230 --> 00:17:44.310
Let's see, let's see if we can re-engage because you just never know.
00:17:44.390 --> 00:17:50.390
It's so hard to build our email list and to have to have that audience there.
00:17:50.550 --> 00:18:03.990
It's it's a much easier process to attempt to try to re-engage them and reactivate them to get them to take an action again than just to, and I think that's the fear.
00:18:04.070 --> 00:18:09.910
A lot of times it's fear, it's insecurity that you know, clients are feeling about that.
00:18:10.150 --> 00:18:20.710
Then the other side of it, insecurity of, you know, cleaning, like, oh, you know, seeing those numbers decrease, removing, having to remove people.
00:18:20.870 --> 00:18:47.110
Once you've come to that, you know, point to where you've attempted to re-engage them, you've tried to bring them back onto your, you know, back into your uh community, you know, now having to remove people, it's a it's a mindset shift for a lot of people because you're seeing numbers that maybe, you know, you're used to a larger number there, and now you're seeing those numbers drop, that's that can be stressful um for people.
00:18:47.590 --> 00:18:50.310
But when you start to look at the negatives, right?
00:18:50.710 --> 00:18:55.430
The you know, the side effects of it, I think, is kind of how you have to try to balance that out.
00:18:55.750 --> 00:19:01.110
So you have people that are fearful, they worry.
00:19:01.750 --> 00:19:05.830
And I'm sure there's probably a little guilt that they haven't communicated.
00:19:06.230 --> 00:19:07.990
I haven't emailed in a while, right?
00:19:08.150 --> 00:19:09.990
Like, should I tell them why?
00:19:10.230 --> 00:19:16.310
Like, that's hard for some people not to want to tell them why they haven't been on the list.
00:19:16.470 --> 00:19:21.430
I'm like, no, that's not, you don't really need to say, Oh, by the way, here's my list of reasons why.
00:19:21.670 --> 00:19:24.550
Right, you know, that in so many emails.
00:19:24.950 --> 00:19:27.350
Yeah, you're probably not doing anything, right?
00:19:27.510 --> 00:19:29.190
Because as a result, they're not sure.
00:19:29.670 --> 00:19:30.230
Right, right.
00:19:30.390 --> 00:19:31.110
They're frozen.
00:19:31.270 --> 00:19:32.310
How do I now?
00:19:32.470 --> 00:19:33.430
What do I do now?
00:19:33.590 --> 00:19:39.030
And not realizing that sometimes it's just as simple as start emailing, start getting back.
00:19:39.110 --> 00:19:40.710
And you may have people unsubscribe.
00:19:40.790 --> 00:19:57.110
I think the big thing is that mindset shift about unsubscribes, like really helping people to look at that is it's, you know, because I've seen a lot of pain responses of I had I put this email out and I had all these people unsubscribe.
00:19:57.270 --> 00:20:02.630
And that's like, oh, you know, this loss of like, you know, this person's no longer there.
00:20:02.950 --> 00:20:07.110
But the reality is, is it may not be the right connection.
00:20:07.590 --> 00:20:19.030
So wouldn't you rather have people that are engaged and want to be part of your community and want to see what you have to say than people that aren't really that interested?
00:20:19.270 --> 00:20:28.870
It's just better to let people move along and as one of my coaches says, just bless and release and you know, go along to the people that really want to see it.
00:20:29.510 --> 00:20:43.990
So the alternative to the guilt and the fear and the worry, you give them hope, you give them relief that some of these people in their email lists is it's salvageable, it's not that the end of the world.
00:20:44.230 --> 00:20:52.710
We we have a process, and not only do you give them hope, but then you give them a step to take action and start feeling good about what they're doing.
00:20:52.870 --> 00:20:55.910
But see how we're turning that into a benefit?
00:20:56.390 --> 00:20:58.710
We're not even talking about features, how she does it.
00:20:58.790 --> 00:21:04.230
We're just turning it into a benefit, and that's what people often want to buy.
00:21:04.310 --> 00:21:14.150
That's why in copy, if you have a sales page, it's all emotional because people make a decision based on emotion, but it needs to be justified with logic.
00:21:14.310 --> 00:21:24.470
And so everything we're talking about is all about the emotional part of it, flipping that and letting them know that it's not too late, that this is common.
00:21:24.630 --> 00:21:25.750
Many people do this.
00:21:25.830 --> 00:21:31.670
And so assuring them that there is a process to help them re-engage.
00:21:31.750 --> 00:21:35.350
And so you give them a sense of hope and all of a sudden a sense of relief.
00:21:35.510 --> 00:21:39.510
You're removing them from pain, you're moving them toward pleasure, and da-da.
00:21:39.910 --> 00:21:40.630
That's how we do it.
00:21:41.270 --> 00:21:42.070
Yeah, exactly.
00:21:42.230 --> 00:21:53.990
And then you start to see your open rates go up because now it's the people that want to get your emails, you know, your deliverabilities increase because now people are opening, you know.
00:21:54.150 --> 00:22:02.710
Um, and then you start to see increased sales as a result too, because now you got more people, you're you know, people are more actively engaged.
00:22:03.030 --> 00:22:04.150
Yeah, for sure.
00:22:04.310 --> 00:22:10.630
So it when you're reviewing your copy, look at your benefits and see if you slipped into features because that happens.
00:22:11.110 --> 00:22:21.270
See if you slipped into features, you know, the mechanism, the way they're going to be able to get that transformation and getting away from the emotional benefit.
00:22:21.590 --> 00:22:29.350
Because the emotional benefit is really what's going to help uh get that click or get that buy is that emotional benefit.
00:22:29.750 --> 00:22:34.390
So it's so and I think that helps to have somebody that kind of can see it.
00:22:34.950 --> 00:22:42.550
You know, from an outside perspective, because I know for myself, I'm busy doing the details behind the scenes.
00:22:42.710 --> 00:22:48.310
I'm trying to do all the work, the how-to, the automations, things like that.
00:22:48.550 --> 00:22:59.270
So when you're in that space, that headspace of going into all the details, it's sometimes great to have, you know, a friend be able to look at that and say, does that click with you?
00:22:59.350 --> 00:23:01.590
Or is this just boring tech stuff?
00:23:01.750 --> 00:23:06.630
You know, like is this, you know, does this really, you know, sound the way I'm intending?
00:23:06.870 --> 00:23:08.390
Do you see the benefits?
00:23:08.790 --> 00:23:11.910
Then they find out that you can do it for them and they go, done deal.
00:23:12.230 --> 00:23:12.630
Great.
00:23:13.510 --> 00:23:16.790
You do it, you do it for me, so I don't have to worry about it anymore.
00:23:16.870 --> 00:23:18.870
And yeah, I'm a happy camper, right?
00:23:19.030 --> 00:23:21.270
So anyway, that's awesome.
00:23:21.350 --> 00:23:26.390
So hopefully you understand a little bit more about benefits because this is really gonna help a lot.
00:23:26.550 --> 00:23:30.150
The benefits and then incorporate bullets that we talked about before.
00:23:30.310 --> 00:23:31.670
Um, that's very helpful.
00:23:31.830 --> 00:23:39.670
We do have a landing page that we're going to critique, and so let me uh segue into that.
00:23:39.910 --> 00:23:44.070
And Patricia submitted uh, it is actually a quiz.
00:23:44.230 --> 00:23:45.990
So let me share my screen.
00:23:46.150 --> 00:23:53.350
What we're seeing for those that maybe are not watching on YouTube once we do the post-production or not watching it live on LinkedIn.
00:23:53.430 --> 00:23:58.310
Uh, we have a heading that says, What's your business brand voice?
00:23:58.550 --> 00:24:02.310
Then we have a full-length image of a woman looking down.
00:24:02.390 --> 00:24:27.590
It looks like she's looking down at a laptop, and she may be at a restaurant or a coffee shop, yeah, looking down at her laptop, and then below it we've got some copy, and the copy is all centered, and so all of it is centered, it's one line after the other, and it says, Do you know how your prospect perceives your brand tone and voice?
00:24:28.150 --> 00:24:33.990
Does it get it um does it does it gel with their needs and personality?
00:24:34.230 --> 00:24:36.390
Will they love you or be turned off?
00:24:37.190 --> 00:24:53.590
Gain exciting customer insights and better understand how you want to show up in your marketing, plus boost your profits by learning to create personal, meaningful connections with your audience.
00:24:54.230 --> 00:24:56.230
Your next step starts now, friend.
00:24:56.470 --> 00:25:01.590
PS Please choose the best answer that fits you because you're unique.
00:25:01.750 --> 00:25:02.790
Take the quiz.
00:25:03.030 --> 00:25:15.190
So this is um it sounds like in the copy below, it sounds that it's going to help them make create this assessment and they'll get some results.
00:25:15.270 --> 00:25:20.230
It sounds like they're gonna get some result to understand how they want to show up in their marketing.
00:25:20.390 --> 00:25:23.030
So it sounds like a little bit about marketing.
00:25:23.430 --> 00:25:35.110
It sounds like she's gonna share something that's gonna help uh boost profit also, uh, and learn how to create personal, meaningful connections with the audience.
00:25:35.270 --> 00:25:41.270
So I'm not sure if that means, you know, more clicks for you know, growing an email list or what.
00:25:41.430 --> 00:25:43.990
So, what do you think, Kathy, as we're looking at this?
00:25:44.150 --> 00:25:45.430
First of all, I love quizzes.
00:25:45.510 --> 00:25:46.870
I think a quiz is a great idea.
00:25:47.430 --> 00:25:47.750
Yeah.
00:25:48.070 --> 00:25:53.830
Quizzes are probably your more advanced um lead magnet to try.
00:25:53.990 --> 00:26:01.430
Um, and it because it can become something that you get a lot a higher conversion rate than, you know, PDFs.
00:26:01.590 --> 00:26:06.150
Um, so from that standpoint, I think it's a great um start.
00:26:06.550 --> 00:26:17.030
Now, whether or not, you know, it depends on who your target audience here is and in understanding the value of brand voice.
00:26:17.430 --> 00:26:33.510
Do they understand the value if you're uh not a copywriter or you know, if you're just looking at that um without having some additional information, I think is um what I'm wondering there.
00:26:33.670 --> 00:26:35.510
Now from go ahead.
00:26:35.910 --> 00:26:39.270
Yeah, no, I I also like the the quiz.
00:26:39.430 --> 00:26:41.270
I like the brevity of it.
00:26:41.350 --> 00:26:52.630
It's very clean, uh, nice clean white background, um, nice size font that she has for the headline, and a nice uh bright green button.
00:26:52.790 --> 00:26:53.670
Take the quiz.
00:26:53.830 --> 00:26:57.110
So it's very simple, it's very to the point, and there's nothing wrong with that.
00:26:57.190 --> 00:27:01.990
It's very good to have it that way, have a headline and then have a little description with a button.
00:27:02.070 --> 00:27:03.430
So that's well done.
00:27:03.590 --> 00:27:04.870
And it's a nice photo.
00:27:04.950 --> 00:27:05.830
It's a nice photo.
00:27:06.070 --> 00:27:09.990
So what do you um suggest, Kathy, for well?
00:27:10.070 --> 00:27:13.910
Let's start from the beginning and go down and just start with the headline.
00:27:16.230 --> 00:27:38.310
Um, you know, my thought is would there be a benefit of adding um something that kind of like attention, you know, who her target audience is, like maybe something that helps to identify or help somebody self-identify who this quiz might resonate the most with?
00:27:38.550 --> 00:27:51.190
Like if there's something that maybe gave you an idea that this was, you know, understanding your brand voice for websites, you know, what your website copy um or something that indicates that might be helpful.
00:27:51.350 --> 00:27:53.670
I you know, I definitely think the font size is good.
00:27:53.910 --> 00:27:54.150
Yeah.
00:27:54.390 --> 00:27:54.630
Yeah.
00:27:54.790 --> 00:27:55.910
A little specificity.
00:27:56.070 --> 00:27:56.390
Okay.
00:27:56.550 --> 00:28:00.470
And the headline too, what's your business brand voice?
00:28:00.950 --> 00:28:04.550
The headline is the most important piece of your copy.
00:28:04.710 --> 00:28:10.470
And that's that's why sometimes we have a headline and a subhead, because sometimes we can't say everything in the headline.
00:28:10.950 --> 00:28:19.030
But in this case, you know, if she wants to keep what's your business brand voice, I would have like a subheadline that unpacks that a little bit.
00:28:19.350 --> 00:28:24.150
Because, first of all, the question that people are going to have is like, why do I want to know?
00:28:24.310 --> 00:28:28.470
What's the what's the outcome if I do or don't know my brand voice?
00:28:28.630 --> 00:28:29.990
Is there a consequence to that?
00:28:30.150 --> 00:28:37.350
Or how is that relevant to you know, these offers that I'm putting out, these PDFs that I'm putting out or my website?
00:28:37.510 --> 00:28:38.710
Does it really matter?
00:28:38.950 --> 00:29:01.830
Now, if if we're focusing on the copywriting of the brand, or if we're focusing on messaging, your messaging, um, it can even be more specific because I'm not quite sure when she says brand voice, we have to be careful not to assume that they know what that means, the brand voice.
00:29:02.310 --> 00:29:05.190
So, you know, we need to unpack that a little bit.
00:29:05.350 --> 00:29:06.390
What do you think, Kathy?
00:29:07.430 --> 00:29:09.110
Yeah, I I agree with you.
00:29:09.270 --> 00:29:39.030
I think if you're coming from a perspective of uh reaching out to someone that might be unaware of your um brand, if they're at that part of the process, um, or you know, or don't understand what the problem may be with not identifying your brand voice at this stage, those type, those types of things, it just depends on where her ideal audience at what stage of the process they are in the customer awareness journey.
00:29:39.430 --> 00:29:40.150
Good point.
00:29:40.390 --> 00:29:57.510
Um, so I think if, you know, and and that we don't know uh with this, if there's somebody that is more solution aware and have maybe is a little further along down the, you know, the journey, then maybe this might click a little differently.
00:29:57.830 --> 00:29:59.830
So I think that would be good to know.
00:29:59.990 --> 00:30:05.750
It depends on who she's specifically trying to reach with the quiz.
00:30:06.310 --> 00:30:14.310
Her question uh to us was is it compelling enough and is there enough uh what's in it for me to get people to take it?
00:30:14.470 --> 00:30:33.350
So I think your point is if it's a it's established business and they're just trying to resonate with their audience and they're saying you know, under half mil and they've got everything clicking along, they want to tighten some things with engagement, um, you know, they'd probably understand that the brand voice.
00:30:33.430 --> 00:30:37.830
But again, you know, what's your business brand voice?
00:30:37.990 --> 00:30:45.910
It needs to tell me, am I is it something that I want to move toward pleasure or remove, run away from pain?
00:30:46.070 --> 00:30:47.830
So, what's the outcome of knowing that?
00:30:47.910 --> 00:30:50.790
So, again, a subhead might help unpack that.
00:30:50.870 --> 00:30:51.910
She wanted to keep that.
00:30:52.070 --> 00:30:54.150
Now, what about the text below the image?
00:30:54.310 --> 00:31:00.870
We've got one, two, three, four, five, six lines that are all centered under just under each other.
00:31:01.030 --> 00:31:03.590
So um, what do you think about that?
00:31:03.830 --> 00:31:09.430
Um, I think it, you know, might benefit from having some more white space.
00:31:09.670 --> 00:31:13.190
Um, maybe the font being a little bit larger again.
00:31:13.430 --> 00:31:15.830
I tend to look at that type of thing.
00:31:15.990 --> 00:31:29.990
Um, you know, just from my eyes standpoint, you know, anyone that knows me knows it's that's something that is important for me to see white space so that I can kind of see that very quickly.
00:31:30.150 --> 00:31:34.790
It would make it to where it's maybe possibly a little bit more skimmable.
00:31:35.030 --> 00:31:41.750
Um, if you could break up some of those points uh potentially in sort of bullets.
00:31:42.310 --> 00:31:45.030
Yeah, I was trying to see if um she was on.
00:31:45.190 --> 00:31:48.470
I was trying to see if I can see the the chat.
00:31:48.710 --> 00:31:52.230
Um, it looks like the chat is working.
00:31:52.390 --> 00:31:58.870
Um is there a way, Kathy, that you can jump on LinkedIn and another tab and see I can take a look.
00:31:59.750 --> 00:32:02.470
I can't see anything on here.
00:32:03.270 --> 00:32:05.910
So again, I'm looking for the chat.
00:32:06.230 --> 00:32:07.350
Let me take a look real quick.
00:32:07.750 --> 00:32:15.670
I agree with you while Kathy's trying to open up another tab and see because I think there's there's um there's some people commenting on there, but I can't tell.
00:32:15.750 --> 00:32:17.030
I see a number six.
00:32:17.270 --> 00:32:27.910
But in this area, in this area where below the photo, um, I think I agree with Kathy that she says it should needs to be more white space.
00:32:27.990 --> 00:32:34.390
And of course, the one way we can get some great white space is what I've said I love, which is bullets.
00:32:34.950 --> 00:32:44.070
Bullets are wonderful for something like this to be able to really help it stand out as to the benefit of them taking this quiz.
00:32:44.390 --> 00:32:45.750
So there's a lot there.
00:32:45.910 --> 00:32:56.070
So I'm trying to still figure out is this going to help me um boost my profit by by these meaningful connections?
00:32:56.150 --> 00:32:57.030
How is that going to do that?
00:32:57.110 --> 00:33:01.270
Is that direct response from the brand to client?
00:33:01.750 --> 00:33:09.670
Or is it is it going to be growing the email list or it's, you know, is it market research?
00:33:09.830 --> 00:33:13.430
It says, is it the value proposition, understanding the customer?
00:33:13.510 --> 00:33:17.910
Because it says gain an exciting customer insights.
00:33:18.070 --> 00:33:22.070
So how are how am I going to do that if I do this quiz and better understand?
00:33:22.150 --> 00:33:24.710
Is she going to give me questions to ask my market?
00:33:25.030 --> 00:33:29.910
I'm not quite sure what the outcome is of this particular um quiz.
00:33:30.070 --> 00:33:31.750
And so that's important for people.
00:33:31.990 --> 00:33:40.710
If she wants it to be irresistible, it needs to have an outcome to say you're going to discover all these things because at the end of the day, this is what it's going to help you do.
00:33:40.950 --> 00:33:41.430
Boom.
00:33:41.590 --> 00:33:42.710
What is the outcome?
00:33:42.950 --> 00:33:44.550
And so is it profit?
00:33:44.710 --> 00:33:46.390
Is it more downloads?
00:33:46.550 --> 00:33:47.590
Is it more clicks?
00:33:47.750 --> 00:33:49.510
Is it grow email list?
00:33:49.670 --> 00:33:50.550
What is that outcome?
00:33:50.630 --> 00:33:54.470
And the and then people will say, okay, that's the what in it, what's in it for me.
00:33:54.630 --> 00:34:05.270
Okay, if I do this assessment, I'm going to see where the gap is because I want more clicks, or I want more people on my email list, or I want more customers from this copy that I'm doing.
00:34:05.510 --> 00:34:11.190
So the brand, again, is it the messaging that you mean by voice?
00:34:11.349 --> 00:34:12.869
I'm not, I'm not certain.
00:34:13.110 --> 00:34:15.349
Kathy, were you able to able to pull it?
00:34:15.510 --> 00:34:16.630
No, I didn't see.
00:34:16.949 --> 00:34:19.349
Yeah, I wasn't able to see it myself.
00:34:19.750 --> 00:34:24.469
What I did, and I didn't let Kathy know about this because I did it right before we went live.
00:34:24.710 --> 00:34:27.030
We we don't usually do rewrites.
00:34:27.190 --> 00:34:35.750
Um, what I did was I I took what I saw here and I tried to um just create a scenario of copy.
00:34:36.150 --> 00:34:38.949
And see, there's a lot of questions that we don't know.
00:34:39.190 --> 00:34:45.430
So it really helps to ask questions with the person, the author of the copy, to be able to dial it in.
00:34:45.590 --> 00:34:50.630
But I wanted to give you an example to help direct her.
00:34:50.710 --> 00:34:55.110
Because I feel like just by saying, Oh, you should have bullets and you should have this is not really helping her.
00:34:55.349 --> 00:34:58.230
And so I want to help her kind of move forward.
00:34:58.470 --> 00:35:03.190
So on a on one of these notepads, I put in some ideas here.
00:35:03.510 --> 00:35:06.230
Is your brand voice truly resonating with your audience?
00:35:06.470 --> 00:35:12.230
Again, brand voice um messaging people kind of understand.
00:35:12.470 --> 00:35:22.390
So even with this, um, I'm almost tempted to say, and again, if we could ask some questions, we'd be able to dial this in.
00:35:23.190 --> 00:35:27.990
But um, messaging, that's so important, uh, resonating with your audience.
00:35:28.150 --> 00:35:37.030
I would even take the voice out, and then here I added voice here to unpack what I mean by the messaging.
00:35:37.430 --> 00:35:41.750
So what I did was, is your brand messaging resonating with your audience?
00:35:42.950 --> 00:35:46.070
And you can even add this.
00:35:46.230 --> 00:35:48.309
Um, let's see, let me think about this.
00:35:48.470 --> 00:35:51.110
Is your brand messaging resonating with your audience?
00:35:52.789 --> 00:36:02.390
Or you can even put or and put the pain if it's not resonating with your audience, what could it be potentially doing?
00:36:03.110 --> 00:36:09.829
Is it or is it falling flat, or is it, you know, is it causing a total disconnect or with some kind of pain?
00:36:09.990 --> 00:36:24.230
So you could also put an or in there, or you could create a subhead that explains it's either moving toward success or it's moving toward failure, and create a subhead there.
00:36:24.309 --> 00:36:27.910
So all of a sudden, the what's in it for me, oh gosh, I gotta know.
00:36:27.990 --> 00:36:30.550
Am I moving towards success or am I moving towards failure?
00:36:30.710 --> 00:36:32.390
And then why take this quiz?
00:36:32.550 --> 00:36:34.150
We got to give them a reason to take it.
00:36:34.230 --> 00:36:34.550
Yes.
00:36:34.789 --> 00:36:39.349
So it sounded like um she was talking about perceived alignment.
00:36:39.590 --> 00:36:41.829
So this could be something that could be in caps.
00:36:42.070 --> 00:36:50.150
It sounded like she was talking about engagement and connection, and it sounded like she was talking about, you know, will they love or hate you?
00:36:50.309 --> 00:36:53.750
It sounded like she was talking about affinity or apathy.
00:36:53.990 --> 00:36:57.590
So, you know, I kind of took some words and reworded it.
00:36:57.750 --> 00:37:03.030
And then the description really is depends on what's in enclosed in it.
00:37:03.190 --> 00:37:04.390
I just took a guess.
00:37:04.550 --> 00:37:17.110
Find out how well your brand, brand's voice aligns with your audience needs and expectations, uh, engagement and connection, discover your brand's ability to connect, build trust, and convert leads into customers.
00:37:17.269 --> 00:37:18.630
I'm guessing, I'm not sure.
00:37:18.950 --> 00:37:23.510
I took from what I saw, and I'm guessing that this might be, but it might not be.
00:37:23.590 --> 00:37:25.269
I might have totally missed the mark.
00:37:25.590 --> 00:37:33.030
Affinity or apathy, gain insights into emotional triggers because it really is about the emotional connection, right?
00:37:33.269 --> 00:37:39.030
Emotional triggers that can turn passive prospects into loyal advocates.
00:37:39.269 --> 00:37:45.670
Now we're seeing the contrast from passive prospect to loyal advocates, right?
00:37:45.829 --> 00:37:49.030
Convert leads into customers, right?
00:37:49.190 --> 00:37:52.550
Audience, are you meeting audience needs and expectations?
00:37:52.710 --> 00:37:55.670
Now we're seeing those benefits that we want, right?
00:37:55.910 --> 00:38:04.309
And so if you had something like this, I think it would be a little bit more appealing for them to say, Well, I want that, you know, I'm gonna go ahead and take the quiz.
00:38:04.470 --> 00:38:05.590
So what do you think, Kathy?
00:38:05.829 --> 00:38:07.349
I did this on the fly on notebook.
00:38:07.590 --> 00:38:10.710
Yeah, I think this is good because I started thinking about it.
00:38:10.950 --> 00:38:31.670
The, you know, for your general um customer base, if you're not familiar with brand voice and what that means, somebody like say an Amy Porterfield or somebody that does, you know, if you're talking to marketing people, they may understand that terminology, but your, you know, online entrepreneurs may not.
00:38:32.150 --> 00:38:46.150
Um, so I like the the way you've described this because now this kind of clicks with a broader audience from that standpoint, you know, gives them a little bit more clarity, but it also helps to define what you're trying to accomplish for them.
00:38:46.390 --> 00:38:46.550
Right.
00:38:46.630 --> 00:38:55.110
And I would suggest here uh also some kind of uh sub subheadline, um subheading in here.
00:38:55.269 --> 00:38:57.510
I would suggest that too, to unpack it even further.
00:38:57.590 --> 00:39:15.110
And that's why you see headlines with subheads, because a headline kind of catches, grabs their attention, and the subhead says everything that the headline couldn't say and unpacks it a little bit more to give it more context, and then answer the question because they're gonna be thinking, why should I take this quiz?
00:39:15.430 --> 00:39:16.230
We'll put it on there.
00:39:16.309 --> 00:39:17.269
Why take this quiz?
00:39:17.430 --> 00:39:18.150
Question mark.
00:39:18.390 --> 00:39:30.309
And then you would bull, I can't bold in in this uh notepad, but you can bold certain things because chances are they're not gonna read everything, they're glancing and with bullets, which everybody knows I love bullets.
00:39:30.550 --> 00:39:31.750
Somebody commented to Kathy.
00:39:32.150 --> 00:39:35.990
I know Marissa loves bullets and I do love bullets because they're easy to read.
00:39:36.230 --> 00:39:37.110
They're easy to read.
00:39:37.510 --> 00:39:42.869
So um hopefully, you know, as you watch this, you can take a screenshot of this and kind of see.
00:39:42.950 --> 00:39:49.110
But I was totally guessing as far as you know what she was trying to really offer on the other end.
00:39:49.269 --> 00:39:50.630
So I didn't take the quiz.
00:39:50.710 --> 00:39:54.470
We were just looking at the opt-in, but I love the idea of a quiz.
00:39:54.630 --> 00:40:04.710
Um, I think this could be very helpful for people to have a little bit more of an understanding of their communication, at least bring more awareness, right?
00:40:05.110 --> 00:40:07.349
So I think that would be really, really helpful.
00:40:07.510 --> 00:40:08.869
So um, I don't know.
00:40:09.030 --> 00:40:11.430
Any other any other comments on that, Kathy?
00:40:11.590 --> 00:40:16.470
It was that was kind of a difficult one because, you know, a quiz, we don't have everything up front.
00:40:16.550 --> 00:40:19.110
They're going through this journey of self-discovery.
00:40:19.269 --> 00:40:22.630
And so I wasn't quite sure what the outcome was going to be.
00:40:23.110 --> 00:40:29.590
Well, and I think it also is a good example of, you know, someone that does their business all the time.
00:40:29.910 --> 00:40:41.030
Sometimes it makes perfect sense to you when you're in it and you're doing it every day, but it isn't as clear when you've got it, you know, which is why it's so helpful to have kind of that outside perspective.
00:40:41.190 --> 00:41:02.150
So I think this was a good exercise to be able to have have someone that has no information take a look and see how it resonates for you, because then it kind of brings some insights and enlightens you on, you know, oh, okay, that I thought I was explaining this in a particular way, but you're in it all the time.
00:41:02.309 --> 00:41:06.230
It's not, it doesn't, the same wording doesn't always make sense to everybody.
00:41:06.550 --> 00:41:22.470
We went a little longer today, but I'm I'm hoping this is gonna help everyone because, you know, when you're looking at any kind of lesson or training or anything, even a podcast or listening, you should be thinking, how can I apply this in my own business?
00:41:22.630 --> 00:41:22.869
Yes.
00:41:23.030 --> 00:41:25.750
Because then your brain is searching for solutions.
00:41:25.990 --> 00:41:32.630
So even if it doesn't completely apply to what you're doing right now, if you think, how does this apply to what I'm doing right now?
00:41:32.789 --> 00:41:35.829
Your brain is going to be searching for those solutions.
00:41:36.070 --> 00:41:37.670
And so that's gonna help you also.
00:41:37.750 --> 00:41:50.789
And that's why we spent a little bit more time on this one because the benefits I sincerely, I mean, I will tell you that sincerely, it is so important to dial in benefits because people make an emotional decision.
00:41:50.869 --> 00:41:52.710
It's an emotional decision when they buy.
00:41:52.869 --> 00:41:55.670
It really is, but they do justify with logic.
00:41:55.910 --> 00:41:58.309
So it's really important to dial in those benefits.
00:41:58.390 --> 00:42:07.110
And it's not easy, like Kathy said, when we're writing our own stuff, we I mean, when I write my stuff, I break every rule, I forget everything that I've learned.
00:42:07.269 --> 00:42:11.990
Yeah, I was just gonna say, I just like I'm going, Marissa, what are you thinking?
00:42:12.150 --> 00:42:13.590
You know, you know better than that.
00:42:13.750 --> 00:42:15.269
I'm just trying to write it out.
00:42:15.430 --> 00:42:23.110
And so uh, you know, just because we've gone through this training and stuff and I'm certified and everything doesn't mean we don't make mistakes, make mistakes.
00:42:23.590 --> 00:42:24.869
So the magic is in the editing.
00:42:26.390 --> 00:42:27.670
Magic is in the edits.
00:42:27.829 --> 00:42:28.710
Yes, for sure.
00:42:29.030 --> 00:42:34.070
Yes, and having outside perspectives, I think that is, you know, very helpful.
00:42:34.230 --> 00:42:39.990
I love having other people look at, you know, what I've put together to see if it makes nearly as much sense.
00:42:40.390 --> 00:42:41.750
And here's a little tip.
00:42:41.910 --> 00:42:46.950
And this was a tip I just recorded my month, uh, my monthly, what do I call it?
00:42:47.030 --> 00:42:50.309
My monthly brief, um, since I'm going to be out of town for next week.
00:42:50.470 --> 00:43:06.230
But one of the things I put in there is if you're not sure and you're not sure how to explain your business, the benefits and those type of things, just get together with some colleagues, get together with some people on a Zoom call and just say, This is what I want to offer.
00:43:06.470 --> 00:43:18.309
Ask me questions about it and record it and look at the transcript of the questions they're asking you because chances are you're gonna say, Oh, I never thought of that.
00:43:18.470 --> 00:43:19.349
I never thought of that.
00:43:19.430 --> 00:43:22.230
I need to put that in my copy, and that will help.
00:43:22.470 --> 00:43:24.789
I was gonna say, I love that technique.
00:43:25.030 --> 00:43:35.190
We just recently did that, and I I just think that's such a great way of doing it because not only that, it just sort of tests you on the fly of again, you're in it all the time.
00:43:35.349 --> 00:43:37.990
You know, does it make as much sense to somebody else?
00:43:38.070 --> 00:43:40.070
And can you explain it in an easy way?
00:43:40.230 --> 00:43:40.470
Yeah.
00:43:40.710 --> 00:43:42.230
I do that in my mastermind.
00:43:42.390 --> 00:43:50.070
We have spotlights, but then we have reverse spotlights where if they're not sure they don't have a question, we ask them questions about their business.
00:43:50.230 --> 00:43:53.670
And it usually does bring to light some wonderful things.
00:43:53.829 --> 00:43:59.670
So so uh Kathy, do you have anything going on lately that we can um share with the audience?
00:43:59.910 --> 00:44:02.869
Anything that they can uh download or anything coming up?
00:44:03.349 --> 00:44:09.269
Uh okay, so I am working on and I will have soon.
00:44:09.430 --> 00:44:27.110
I'm in the I've been uh in the midst of it, but I um am creating a new free guide um to help with building your reengagement emails to activate those inactive subscribers using.
00:44:27.269 --> 00:44:34.390
I've built out the AI prompts for both ChatGPT and Gemini to use where you can.
00:44:34.869 --> 00:44:53.750
Just plug in the information about your business, but I've got the prompts completely written out and have the scripts that you could either use the done for you templates or you can kind of plug in details in the prompt and get uh re-engagement emails generated for you in seconds.
00:44:54.070 --> 00:44:57.670
So I'm working on it, I am almost there.
00:44:57.910 --> 00:45:01.110
I'm I'm just doing opt-ins and things like that.
00:45:01.190 --> 00:45:07.269
But how about if people connect with you on LinkedIn and just you know DM you and say, I want it when it's ready?
00:45:07.349 --> 00:45:12.070
Because I talk about removing complexity and saving time and a quick win.
00:45:12.230 --> 00:45:13.750
Oh my gosh, way to go, girl.
00:45:13.829 --> 00:45:14.309
That's awesome.
00:45:15.110 --> 00:45:16.470
I'm very excited about it.
00:45:16.630 --> 00:45:19.590
I've definitely been in the weeds with it, but I I'm very close.
00:45:19.670 --> 00:45:20.470
I'm almost there.
00:45:20.550 --> 00:45:22.309
I just need to do a few more edits.
00:45:22.390 --> 00:45:43.110
But um, but I'm excited about offering that because I think, again, that whole idea of re-engaging your audience, if you're seeing low open rates, if you're hearing that your, you know, emails are ending up in the junk folder, spam folders, you know, that type of thing, re-engaging those inactive subscribers will make a huge difference.
00:45:43.349 --> 00:45:43.750
Mm-hmm.
00:45:43.990 --> 00:45:44.390
For sure.
00:45:44.550 --> 00:45:44.950
For sure.
00:45:45.110 --> 00:45:45.910
Well, that's awesome.
00:45:46.070 --> 00:45:48.630
Does that sound like a good way to connect with you through LinkedIn?
00:45:48.789 --> 00:45:49.590
Or do you have another way?
00:45:50.070 --> 00:45:56.390
So, yeah, send me a message and as soon as it's ready, I will get everything, you know, send it to you.
00:45:56.550 --> 00:46:00.550
I'm gonna post it also on LinkedIn when it's ready to roll.
00:46:00.630 --> 00:46:02.070
So I'm I'm getting there.
00:46:02.230 --> 00:46:03.910
It's almost, it's almost set.
00:46:04.070 --> 00:46:05.430
Oh, I'm sure it's gonna be beautiful.
00:46:05.510 --> 00:46:06.789
I mean, I want that resource.
00:46:06.869 --> 00:46:13.110
I'm sure that's gonna be fantastic because Kathy doesn't do junk work, she does great work, and so I'm sure it's gonna be wonderful.
00:46:13.269 --> 00:46:14.470
So that's a great resource.
00:46:14.630 --> 00:46:20.070
So if you guys want that, connect with her, connect with her and DM her and let her know you want it.
00:46:20.150 --> 00:46:21.829
So as soon as it's available, it's free, right?
00:46:21.910 --> 00:46:22.710
It's a free resource.
00:46:23.030 --> 00:46:24.070
Absolutely, it's free.
00:46:24.230 --> 00:46:31.110
And then as I go through it, I'm gonna record some videos as well, just kind of talking about how to use the prompts.
00:46:31.349 --> 00:46:33.750
And um so yes, I'm on that.
00:46:33.829 --> 00:46:40.950
And then I'm even gonna share the re-engagement automation for the future for anyone that uses Convert Kit.
00:46:41.030 --> 00:46:45.590
So I'll have that little extra thing as part of my welcome emails.
00:46:45.829 --> 00:46:48.070
So this is what you call a teaser, folks.
00:46:48.309 --> 00:46:53.829
Teaser teaser to create anticipation because you want to grab this resource.
00:46:54.070 --> 00:46:56.869
So, in any event, I do want to thank Patricia.
00:46:57.030 --> 00:47:00.390
Thank you so much for allowing us to review your quiz.
00:47:00.550 --> 00:47:02.789
I think a quiz is a great way to go.
00:47:03.030 --> 00:47:04.550
I just gave those suggestions.
00:47:04.710 --> 00:47:10.950
If we would have been able to ask some questions, uh it would have helped us dial it in a little bit more, but I want you to succeed.
00:47:11.110 --> 00:47:18.630
So I kind of went a little extra mile there, and I figured the listeners and the people viewing on YouTube be able to get something out of it as well.
00:47:18.869 --> 00:47:23.670
So uh thank you, Patricia, for trusting us and allowing us to take a look at it.
00:47:23.829 --> 00:47:25.269
So I appreciate it so much.
00:47:25.510 --> 00:47:27.990
Kathy, any last words before we say goodbye?
00:47:28.309 --> 00:47:29.190
No, thank you.
00:47:29.349 --> 00:47:33.510
I always love these, I'm enjoying the whole monthly experience.
00:47:33.829 --> 00:47:35.030
Yeah, it'll be great.
00:47:35.190 --> 00:47:36.390
So, everyone, take care.
00:47:36.550 --> 00:47:39.910
The next time I tune in with Kathy, I will be in Tennessee.
00:47:40.390 --> 00:47:41.430
Yeah, there you go.
00:47:42.309 --> 00:47:45.590
If you live in Tennessee, reach out on LinkedIn, let me know.
00:47:45.750 --> 00:47:48.789
I would love to have a cup of coffee with fellow Tennessee people.
00:47:48.950 --> 00:47:49.829
So let me know.
00:47:49.910 --> 00:47:51.990
I'm gonna be just south of Nashville.
00:47:52.150 --> 00:47:58.710
So thank you everyone for tuning in and let us know if you have a copy that you'd like critique.
00:47:58.869 --> 00:48:05.110
You can go to Marissa Shadrick.com forward slash listen and you'll get all the details in an email.
00:48:05.349 --> 00:48:08.070
All the details are there on how to submit the copy.
00:48:08.150 --> 00:48:09.430
So be sure to do that.
00:48:09.750 --> 00:48:10.070
All righty.
00:48:10.630 --> 00:48:11.269
Take care, everyone.
00:48:11.430 --> 00:48:11.590
Bye.
00:48:11.910 --> 00:48:12.230
Bye bye.
