March 4, 2020
It’s time to DEBUNK A MYTH that’s floating around the entrepreneurial world:
I’m just not creative.
I’m not a writer.
It’s not in my zone of genius, so I need to just pay someone to do it.
Now, hear me out: I’m a professional copywriter. I wholeheartedly believe that you’ll get the biggest return on your investment from hiring a pro at the right time in your business.
But, I also wholeheartedly believe that you can’t skip over writing copy and content in your beginning stages of business because it feels unnatural to you.
Great copy is simply echoing back what real people in your audience are struggling with, stuck on. It’s taking the time to see where they want to go and align your solution as a path to help them get there.
Abraham Lincoln once said, “Give me six hours to chop down a tree, and I’ll spend the first four sharpening the axe.”
If consistently converting your dream people into paying customers + clients is “chopping down the tree,” the solution isn’t finding CREATIVE ways to chop it down.
The solution is following the tried-and-true way. There’s no need to reinvent the wheel.
Writing copy and content that connects is the axe. Finding the copy and content that connects is the sharpening.
Ya with me?
So, today, I want to chat with you about 5 Practices to Combat a Lack of Creativity in Writing, so you can consistently create copy and content that connects and converts like crazy.
Don’t believe me? Just watch. (And put on some Bruno pump-up-songs while you’re at it.)
Alright, this right here is the #1 SECRET to writing copy and content that actually connects.
Ya know what’s not the secret? Filling out an Ideal Client Avatar exercise with imaginary details like what time they go to the Farmer’s Market with their reusable bags in Austin on a Saturday.
The only way to really get inside people’s heads is to get inside a real human’s head, a.k.a. You’ve gotta talk to someone who fits what you think your ideal client is. This could be a past client, a potential client, or even just a friend who exemplifies the qualities of the people you want to serve.
Here’s a line of copy I wrote for my client’s launch that totally applies here: Only a strategy crafted to speak to ONE can scale to THOUSANDS.
Start with the one. Ask them questions. Go deeper. Take notes. And then repeat the heck outta those notes in everything you do. Adjust accordingly. Rinse. Do it again.
One of the biggest issues I see with struggling businesses is that they haven’t taken the time to prove their offer.
As business world junkies, we listen to podcasts, read books, take courses, and we come up with “perfect offers” that were created in a total vacuum.
It is absolutely necessary to test an offer with real people before you go ALL IN on it.
So, be sure that you get proof that your offer works with real people who you’re actually trying to serve before you go any further. That proof is gonna be gold in your copy creation, and it’ll totally boost your confidence that you’re putting forth a message that will WORK.
Your value is not “brand photography.” Your value is not “brand design.”
Your value = what you do + how you do it differently
It’s even better with a little sprinkle of what you help people accomplish with what you do.
Stop stating your value as your industry and wondering why nothing’s connecting. Deal?
Oh, and guess where the best place is to find that value angle (a.k.a. How you do what you do differently)? REAL PEOPLE! Yep.
If you’re spending time staring at a blank page when you go to write a new website page, a weekly newsletter, or an Instagram caption (or worse—staring at the blanks in your new website template), go read this post!
Just like most things in your business, you should create a system for your writing.
If you’ve never heard of a Brand Messaging Guide, I wrote about it in depth in this month’s Rising Tide Guide!
Essentially, think: Brand mood board, but with words. Make sense?
This will help you combat the confusion when it comes to hangups like:
Wait, what’s my brand voice?
How can I make this sound less like a robot?
What’s my on-brand-angle for this new topic?
What are my core values?
What’s my singular business mission and value proposition?
It’s basically magic in a Google Doc.
So, tell me: Have you fallen victim to saying that creativity is what’s holding you back from showing up consistently or crafting copy that converts?
Consider this your friendly push to kick that excuse to the curb and choose focus over fear. Which of these are you planning to implement first?
iced-coffee-obsessed, saved-by-grace, allergic-to-small talk, and one of the biggest dreamers you’ll ever meet.
It’s the very first solution of its kind to help you take #alltheideas inside your head and turn them into website copy that connects, converts, and doesn’t sound like literally everyone else’s.
You’ve gotta capture, connect, and convert—FAST. No big deal, right?
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