Ready for a Masterclass in Badass? [updated] As in badass freelance copywriter… The Copyhackers 10X Freelance Copywriter course rocked my socks this past year. After decades as a self-employed writer, I wasn’t all that sure there was much left to learn. Damn… was I wrong. Joanna Wiebe, the original conversion copywriter, offers the best copywriting instruction courses around. With 10xFC, she goes beyond teaching how to write copy and moves into helping copywriters build profitable businesses. I signed up for the first release of the course in 2018. The course is phenomenal, but the community Joanna and Amy Posner built was even better. Joanna’s courses attract a high caliber of student and in the case of 10XFC, this meant the Slack channels were filled with solid advice from other copywriters. 10X Freelance Copywriter is back… this time with a bit of a twist. The course will still drip out over time as it did in the 2018 class, but instead… Read More »Ready for a Master Class in Badass? Updated
Evaluate your engagement across channels to find new opportunities and put efforts where you get the greatest rewards
The first step to attracting engaged, qualified leads – I’m talking people flocking to your social media feeds, piling on in the comments of your articles, and swarming the stage at your next live speaking engagement – the first step to this level of engagement is to figure out what you’re doing right and on which channels you already have an established community. But, an engaged following is more important than a large following, so we’ll look at community quality as well.
Your copy is written, your lead magnet is published, and your marketing strategy is ready to go… All done, right? Nope, not at all. Once all assets are in place and your funnel is fully operational, it’s time to watch conversion rates at every stage of your lead’s journey. Now, it’s time listen… really listen to our prospects and customers. We often think of feedback loops with software products or services that are built out and improved over time. But, feedback loops are important for marketing assets and funnels as well. It takes traffic and time to get statistically significant data, but listening to your buyers and prospective buyers will help you confirm your’re on the right path. Or, it will prevent you from going too far down the wrong path.
Your opportunity for success is diminished dramatically if your audience consists of only friends and family. Any copy project — but especially one implemented for lead acquisition — requires a wide audience to attract leads. And, consistent messaging across all platforms is critical to the success of your efforts. Depending on the project, a messaging and amplification strategy is included to coordinate messaging for consistency across all platforms from social media, to blogging, to social ads.
Validating your messaging and copy before it’s released out into the wild, can save you huge headaches in the form of tanking conversion rates and confused customers. Full A/B and multi-variant testing can be complicated and expensive. It’s understandable that a lot of my clients don’t want to go to the expense or take the time to validate their copy. An important element of the ACTIVATE™ Framework is copy validation. Headlines, cross heads, hero sections, opt-ins, and other major elements of each page are tested using services like 5-Second Test and a private network of professional copywriters.
Identify gaps you can fill in the market to delight your ideal buyer and provide them what they need
Finding gaps in the market where features and messaging are not fulfilling or communicating your ideal buyer’s wants or needs is key to setting yourself apart from the competition. The clearest way to identify these gaps is to complete: brand, offer, and content audits for your company competitor analysis prospect and customer research Gaps in the market are like big ol’ flashing neon signs that read, “Opportunity Ahead!” Filling gaps often doesn’t include shipping new features or creating a new offer. Sometimes, all you have to do is change the way you communicate features, benefits, and the outcomes your buyers can expect. With the ACTIVATE™ Framework, we gather and analyze data that will identify these gaps before we ever write a single word.
You don’t know what your buyers want or need unless you ask them. That seems kinda obvious, doesn’t it? It is and you would be amazed at the businesses that completely ignore this step. The owners, founders, CMOs… they think it’s too much trouble or that it’s too intrusive. They worry they will make their buyer’s angry. I’ve never had a customer or buyer get angry because I was asking them questions that were obviously geared toward making their experience better. Not once, and I can count how long I’ve been doing this in decades… not just years. Your buyers want to hear from you. Your loyal buyers want you to stay in business. Your brand evangelists want to feel like they play a part in your success. You need to feed this beast! With the ACTIVATE™ Framework, we set up automated surveys — sometimes with only one question — that nurture your audience of buyers. We interview customers and… Read More »Research your ideal buyer to know what they need and desire
Researching your competitors is one of the most valuable steps you can take to address the needs of your buyers. You see, rarely do we find any one company in a market doing everything right. Look at your competitors collectively and you often find gaps in the market. You find where your buyers’ needs are not being met. By anyone. Then, you fill that gap. This may sound more like market research and not voice of customer or copywriting research. And, it is to a certain degree. But, this same type of research is valuable in finding where the messaging is falling short as well. Messaging around features, benefits, and outcomes that aren’t being highlighted when perhaps they should be. Outdated messaging that no longer matches what is important to your buyers will also stand out. Your product features might not have changed, but your buyers’ needs or their perceptions of their needs may have changed. We all know listening… Read More »Research what your competitors are doing and determine how they are falling short?
The first step to attracting throngs of engaged, qualified leads – I’m talking people flocking to your social media feeds, piling on in the comments of your articles, and swarming the stage at your next live speaking engagement – the first step to the clamoring crowds is to figure out what you’re doing right and on which channels you already have raving fans. Reviewing the user journey on your website is important, but user experience across all platforms should be reviewed before starting or changing your lead acquisition strategy. Before we write the first word of copy, publish the first lead magnet or buy your first ad we will gather as much data as possible including: information about your audience analytics for the traffic on your site social media audience and engagement the type and topics of existing content keywords and phrases you rank for search trends for keywords in your industry Typically, customer and competitor data is good for… Read More »Audit: You’ve Got to Know Where You Are to Know How Far You are From Your Goal