The Power of the Written Word with Copywriter Expert Lauren Zink | Episode 44

The Power of the Written Word with Copywriter Expert Lauren Zink

If you want to build your own biz empire, you need to become the QUEEN of this marketing strategy first: understanding the power of the written word!

And if you’re surprised by that answer, you’re not alone because SO many online business owners overlook how essential writing powerful copy really is. And that’s why this week on the #PrettyAwkward Entrepreneur Podcast, I’m teaming up with copywriting queen Lauren Zink to talk about why you need powerful copy and how to write it! And guys. The tips Lauren shares today are the golden nuggets people LEGIT pay for, so get out some pen and paper and prepare to take notes.

But before we dive on in, let me introduce myself. My name is Megan Yelaney, and I have built two six-figure businesses and one multi-six-figure business by fully embracing my authentic self and not trying to hide the quirks that make me, ME.

So if you’re a female entrepreneur looking to learn, grow your business strategies and mindset, and scale your biz to multiple six figures while having fun doing it…you’re in the right place, girl! Because I made this podcast exactly for YOU!

And today, we’re talking ALL about how writing powerful copy can help you build the epic biz of your dreams…

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The Power of the Written Word: Lauren’s Story

First things first, I wanted to give Lauren the opportunity to share how she got into copywriting in the first place. And it’s kinda a funny story since she almost fell into copywriting by accident. After walking out of a legit nightmare of a job (listen to the podcast for Lauren’s epic first-hand recount!), Lauren decided to use her English degree and work as an ebook editor.

Because ebooks are sooo many entrepreneur’s lead magnet and the way they show off their expertise, Lauren ended up editing a lot of their books. Then they liked her work so much they’d ask her to write it for them…and before she knew it, she was writing blog posts and social media posts and Web sites. So she changed the focus of her biz based on what her audience really wanted (and would pay waaay more money for): copywriting.

The Power of the Written Word: Why copy is essential to ANY business

So let’s start by defining what the heck copy even is. Basically, any time you’re using words to get people to take action – whether it’s sharing your content, commenting on a post or buying your shiz – you’re creating “copy.” Now, we often think about copy only as what’s written on a sales page. But you’re actually using copy when you speak about your latest launch in your videos on your social media or write sales e-mails or create your entire website.

So copy’s REALLY freakin’ important because if your sales copy doesn’t:

• Explain what you do
• Explain why you or your service is important to the person who’s reading it
• Inspire potential clients to take action or experience some kind of emotional response…

…people aren’t going to buy from you!

The #Prettyawkward Entrepreneur Podcast

This podcast was created with YOU in mind.  The female entrepreneur looking to learn, and grow your business strategies and mindset, to get your business off the ground and scale to multiple six figures and have fun doing it.  To inspire and empower you to take the required action you’ve been putting off to create products and make sales.

Each week we will be covering topics that will help you start, grow and scale your business.  Some topics that you can expect to be covered include:

• The top mistakes online entrepreneurs make when signing clients
• Strategies to grow your instagram engagement and connect
• How to break through mindset blocks that are keeping you stuck in your business

I can’t wait to hear about what you learn, what makes you laugh, and what tips allow you to grow your business and brand as your authentic self.
Stay #prettyawkward.

The Power of the Written Word: To write incredible copy, you NEED to know who your audience is and what they care about

Step 1 to writing incredible copy? Just knowing your audience and knowing what’s going to inspire them to take action because everyone is different and will respond to different triggers!

According to Lauren, there are three main kinds of “people” that will form your audience:

1. Heads, or people who are really logical, love structure and numbers and data. You need to talk to those people in a more direct way, like by talking about the miles per gallon if you’re selling a car.
2. Hearts, or people who have strong emotions. They make decisions based on how they feel, and you need to tell really strong, meaningful stories to sell to those people.
3. Hell yes, or the rebellious people who really like the idea of leaving a legacy or making an impact.

And if you’re reading that list wondering, “How the heck do I know who MY audience is?”, Lauren’s got your back. She’s noticed that personal brands tend to attract people who are similar to ourselves. So maybe you can recognize yourself in all three categories, but there will be one that’s just a little bit louder than the rest, and that’s likely what your audience resonates with too.

But to find out for sure who your peeps really are, Lauren recommends:

• Doing research calls with some of the people who follow you. On it, ask them a series of questions about what it is you do and about who they are and what drives them and what inspires them.
• Doing a survey of responses, which won’t give you as much meaningful info as conversations but it’s still decent data.
• Doing opt-in quizzes. Hella fun to build and super helpful in giving you insight into who your followers actually are!

The Power of the Written Word: Your ideal clients for different programs may look different, but they have the same major vibes

Now one important note about ideal clients: your ideal client might look different for each program or product you’re selling in terms of their pain points and pleasure points. But who they really are in terms of their dreams and desires and inner soul beliefs…they’re the same. So you don’t have eight different clients. You just have clients that are at different levels in their own personal or biz journey.

The Power of the Written Word: When you’re able to outsource copy, a good copywriting is WORTH the mula

Now, this point is for all those ladies who have the means to hire a copywriter but haven’t because they keep thinking, “Well, my stuff has to sound like me…so I have to write it.”

Because I can honestly say that outsourcing my copy is the BEST investment I have made for my own biz. And it’s important to remember that, yeah, you’re the only you in the world so a copywriter won’t write everything excatly like you might. But people are trained to do this well…so they may even be able to speak to your audience in a way you can’t imagine yourself.

Plus, a good copywriter will have a solid method for capturing your voice. (And if you’re a copywriter and want to steal Lauren’s awesome method, be sure to tune in to the full podcast). Most likely, there will be time built-in for revisons…and the longer you work with someone, the more easily they can capture your voice. And in the long-term, working with a copywriter is going to save you soooo much time and effort.

Because even though a lot of people think that copywriters just write words for others, they’re really your brand partners. They’re your creative directors and messaging strategists and funnel strategists. And when you’re making important business, they can be a freakin’ ammmazing sounding board because they know so much about your brand and your audience.

And don’t even get me started on how awesome it is to be able to repurpose copy that you KNOW is 1000% solid…

The Power of the Written Word: To write powerful copy, you also need to hone into your brand voice…including your brand icons

Here’s another important definition for ya: your brand voice, or what makes you uniquely you and what makes people read or see your stuff and think, “Oh, yep, that’s *insert your gorgeous name here*.”

And so your brand voice is a really, really powerful way to show people who you are and to attract people that you actually frickin like to your business. And the more open and real you can be with who you are, the more you’ll attract your ideal clients and the people who gel with who YOU are.

Because Lauren is legit one of the MOST giving people I know, she also shared this lesson that she teaches her private clients: the importance of brand icons. What the heck of those? Basically, repeated audio, visual or word cues that show up over and over and over in your social media posts, in your sales pages, in your content, in your livestreams. And these icons may not always be related to your business. For example, one of Meghan’s brand icons is the phrase, “Pretty Awkward” but another one is singing or musical theatre. Because brand icons reflect who YOU are, even more than what your biz is.

So Lauren and I are challenging you guys to think about what some of your own brand icons might be. Then start integrating some of these hobbies or hashtags or emojis or whatever makes you YOU into your social media posts.

And here’s another pro-tip: if you need help brainstorming, ask your friends or family or your followers to share five words they think of when they think of you!

Check out the good stuff!

 

Launch Like a lady boss

Three Rock- Solid, Step – By- Step Plans for Confidently Launching Your Programs And Cashing In Big Time

Client Attraction University

Your 12-Week Fast Track For Getting More Clients
Who Love Ya, Pay Ya, And Keep Coming Back For More
(Um, FINALLY!)

#PrettyAwkward Business Posse

Connect, grow, and scale your business to 6-Figures. Awkwardly.

The Power of the Written Word: Final Tips

Like I said earlier, this episode is just sooo full of knowledge and I’m seriously encouraging you guys to actually implement some of these tips ASAP. After all, people usually pay Lauren for the nuggets of wisdom she just shared on here, so take advantage – especially if you have more time on your hands during quarantine than usual!

Being more intentional about my copy is 100% one of the things that majorly catapulted my business last year, so I can’t wait to hear how implementing Lauren’s tips transforms your biz too. And until you DM me or FB message me to talk about just that, I’ll end out little chat by saying stay safe, stay healthy and stay #PrettyAwkward.

THANK YOU SO MUCH FOR LISTENING!

Thank you so much for taking the time to check out the #PrettyAwkward Entrepreneur Podcast. I would LOVE to have the opportunity to connect with you, check out my #prettyawkward Female Entrepreneurs Create Impactful Passive Income free group on Facebook!

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