B2B Marketing & Copywriting: Recent Episodes
Linda Melone
"How can we increase conversions?" From signing up for a free trial to booking a meeting and making a sale -- it all hinges on converting your readers. In this podcast I speak with marketing experts – and provide my own copywriting tips along the way – on how to boost conversions from ads, video, social media, LinkedIn, branding, email marketing and much more.
In my podcast interview with Jason Vana, an expert in LinkedIn and brand strategy, he dives into the importance of defining and implementing an effective brand strategy. We have a lively discussion about brands within the health and fitness industry, specifically the concept of brand differentiation through examples like Planet Fitness. He also tells the crucial steps health and fitness brands need to cultivate for a consistent brand experience across all touchpoints.
Connect with Jason:
https://www.linkedin.com/in/jasonvana/
Visit his website: https://shft.agency/
For weekly exclusive tips, sign up for my Copy Conversion newsletter: https://thecopyworx.com/newsletter/
Find me on all my socials: https://linktr.ee/lindamelone
Mark Evans, founder of Marketing Spark, discusses the critical importance of brand positioning. He tells how it defines a company's identity, audience, value, and uniqueness and serves as the foundation for effective messaging and marketing strategies. He also dives into the impact of AI on content marketing–and concerns regarding potential misuse. Additionally, Mark elaborates on the role of fractional Chief Marketing Officers (CMOs) and the importance of engaged consultants who prioritize a company's success.
For exclusive tips on high-impact messaging, be sure to sign up for Linda's weekly newsletter, delivered hot off the press each Thursday: https://thecopyworx.com/newsletter/
And follow on all her other channels: https://linktr.ee/lindamelone
Find Mark Evans here: https://www.linkedin.com/in/markev/
Time stamps:
Importance of Brand Positioning (00:01:30)
Defining Brand Positioning (00:02:55)
The Value of Brand Positioning in Marketing (00:04:28)
Common Pitfalls in Brand Positioning (00:05:48)
Impact of Poor Brand Positioning (00:07:40)
Consequences of Weak Brand Positioning (00:10:16)
Importance of Niche Marketing Strategy (00:12:36)
AI's Impact on Content Marketing (00:14:54)
Human vs. AI in Content Creation (00:16:11)
Leveraging AI Tools (00:19:10)
Navigating the AI Landscape (00:21:14)
Concerns About AI Misuse (00:24:10)
The Role of Fractional CMOs (00:25:15)
Differences Between Fractional CMOs and Strategic Advisors (00:28:43)
Finding the Right Consultant (00:32:25)
In this insightful podcast episode, Billy Broas, founder of Linchpin Media, LLC, shares his ironic journey from beer brewing to marketing. He introduces his signature messaging approach, 'Five Light Bulbs,' which emphasizes understanding your customer's status quo. He digs into the downsides of conventional content marketing advice and the advantages for a more argument-driven approach that prioritizes clear positions and core messages. You'll want to listen to the entire, riveting interview!
This podcast is powered by Leadfeeder: Know who’s coming to your website, convert more leads and get a FREE trial at www.Leadfeeder.com/try
Sign up for my free weekly newsletter for exclusive copywriting and marketing strategies and tips: https://thecopyworx.com/newsletter/
For all my socials: https://linktr.ee/lindamelone
Follow Billy:
https://fivelightbulbs.com/
https://billybroas.com/
https://simplemarketingbook.com/
https://www.linkedin.com/in/billybroas
https://x.com/billybroas
Time stamps:
Billy's Beer Judging Experience (00:01:31)
Transition from Beer Judging to Marketing (00:04:03)
The Importance of Big Ideas in Marketing (00:12:20)
Billy's Messaging Framework (00:14:09)
Understanding Problem Agitation Solution (00:16:49)
Five Lightbulbs Framework Introduction (00:17:19)
Core Messaging Development (00:18:09)
Application in Marketing Funnels (00:19:32)
Simplicity vs. Complexity in Marketing (00:20:43)
Messaging vs. Copywriting in Marketing Contexts (00:22:20)
Value Proposition and Core Message (00:23:31)
Common Marketing Mistakes (00:25:01)
Core Messaging as Argumentation (00:26:13)
Understanding Client Misconceptions (00:32:11)
Creating a Core Message (00:33:12)
Argumentation-Based Content Marketing (00:33:54)
In today’s episode where we’re diving into the best copywriting advice ever—straight from the legends themselves. The ads and copy may be from years gone by, but the strategies still work today. We’ll be covering timeless tips from the likes of John Caples, Eugene Schwartz, Joseph Sugarman, and more.
And to make it extra relevant, I’ll show you how their wisdom can help you crush it in the world of fitness and health marketing. Whether you’re writing for a fitness product, health supplement, or wellness program, these insights will help you write copy that converts.
This podcast is powered by Leadfeeder: Know who’s coming to your website, convert more leads and get a FREE trial at www.Leadfeeder.com/try
Sign up for my free weekly newsletter for exclusive copywriting and marketing strategies and tips: https://thecopyworx.com/newsletter/
For all my socials: https://linktr.ee/lindamelone
Time stamps:
John Caples: The Power of Simplicity (00:01:14)
Eugene Schwartz: Focusing Existing Desires (00:03:28)
David Ogilvy: Research-Driven Copywriting (00:05:35)
Joseph Sugarman: Creating Emotional Flow (00:08:56)
Claude Hopkins: The Science of Advertising (00:10:54)
Gary Halbert: The Offer is King (00:12:58)
Robert Collier: Speaking the Reader's Language (00:14:56)
Conclusion and Key Takeaways (00:16:20)
As a guest on Cory Falter's InnSync show, I dig into the role of conversion optimization for hospitality vendors. The same rules and tips apply to any business striving for better conversions. I start with the principles of persuasive web copy and the importance of the problem-agitate-solution framework in establishing trust. We also get into practical tips improving website design, including optimizing the hero section, rethinking button language --and incorporating video testimonials to verify social proof.
Follow Cory here: https://www.linkedin.com/in/coryfalter/
Connect with me on all my socials here: https://linktr.ee/lindamelone
Copy not converting? When no one's reading your emails, clicking on your opt-in, or signing up for your free trial, it's time to rethink your approach. In today's episode, I dig into 14 reasons why your copy may not be connecting with your audience. From being "too nice," skimping on research or using the wrong voice in your copy, finding and fixing the problem can make all the difference. And it's usually a simple solution. Be sure to check out the YouTube version for illustrations of all 14 points.
This podcast is powered by Leadfeeder:
Know who’s coming to your website, convert more leads and get a FREE trial at www.Leadfeeder.com/try
Sign up for my free weekly newsletter for exclusive copywriting and marketing strategies and tips: https://thecopyworx.com/newsletter/
For all my socials: https://linktr.ee/lindamelone
Question: Why would you ever write copy to agitate someone? Answer: To let the website visitor/reader know you not only know they're in pain, but you know how it feels. How? By crafting specific, detailed, empathic, copy only someone who understands their predicament would know. This builds trust. People who trust you are more likely to believe you have the solution for them. In this episode, I dig into how to find the intel behind agitation copy as part of the PAS (problem-agitation-solution) copywriting formula, how to use it and real life examples.
Is your homepage headline driving conversions... or sending visitors packing? Starting your homepage with the solution or pain point is a hot debate. Pain /problem -agitation-solution (PAS)- a popular copywriting formula - says to lead with pain. But could reminding your visitor why they landed on your page backfire? In this solo episode, I dig into the pros and cons of each approach. Why do some SaaS companies thrive with solution-first headlines while others hit home by digging into the problem? Through real-world examples and a healthy dose of A/B testing insights, you'll learn which approach might be the winning ticket your homepage needs.
Want more essential copywriting tips like this? Be sure to sign up for my weekly newsletter, delivered fresh off the press every Thursday morning: https://thecopyworx.com/newsletter/
In this episode, I’m a guest on the Death to Vanilla Podcast hosted by Steve Burkhart. I get into the contrast between various types of copywriting specialties, including SEO and conversion copywriting. I also discuss crafting compelling headlines and hero sections, understanding market sophistication, and catering to diverse reader behaviors. The conversation also touches on finding the right clients and the balance between being grammatically correct and conversational tone in copywriting.
For exclusive tips on high-impact messaging, be sure to sign up for my weekly newsletter, delivered hot off the press each Thursday: https://thecopyworx.com/newsletter/
Check out Steve Burkhart's podcast here: https://podcasters.spotify.com/pod/show/death-to-vanilla/episodes/Market-Sophistication-Determines-Strategy-with-Linda-Melone--Steven-Burkhart-e1tpu7c/a-a9788k9
Is being authentic becoming a marketing strategy of the past? As a copywriter, what do you do when your client wants you to use misleading, unethical content in your content? As a fellow copywriter and marketing strategist who's experienced more than her share of such situations, Stacy Eleczko spills the tea of these and other awkward situations. She also provides practical advice on maintaining ethical standards in copywriting and highlights the significance of intention and the use of genuine testimonials.
Connect with Stacy at https://www.stacyeleczko.com/
LinkedIn: https://www.linkedin.com/in/copybystacy/
Check out Linda's website at https://thecopyworx.com/
Marketing is never more important than when the economy is in a downward spiral. Unfortunately, it's often the first department cut. The solution isn't to cut marketing, but to change your approach. In this week's episode, I speak with Ryan Farber, Principal of Idea Spark Marketing, about marketing strategies to help optimize your efforts. He talks about vital strategies like adjusting pricing, emphasizing value propositions, and leveraging loyalty programs. Ryan also shares his career journey, the significance of digital presence, and actionable tips for optimizing your SEO and social media. Tune in for valuable insights and practical advice you can apply to your own campaign.
For weekly tips on high-impact messaging, be sure to sign up for Linda's newsletter: https://thecopyworx.com/newsletter/
Websites are a must-have to establish credibility in any business, particularly health and wellness. Social media isn't enough. In this episode with Whitney Bateson, MPH, RD, a digital strategist, Whitney talks about how websites are a hub for business credibility and why social media alone isn't enough. She gets into common design mistakes, and the importance of continuously evolving and updating your site.
For exclusive tips on high-impact messaging, be sure to sign up for my weekly newsletter, delivered hot off the press each Thursday: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas: https://thecopyworx.com/15-high-converting-copywriting-formulas/
Video content has never been more important than now, but not many people on LinkedIn are using it effectively. In this episode with Anthony Leung, founder of Mean Write Hook, he shares the importance of using video to show authenticity, use storytelling, and capture engagement. Anthony dives into the challenges with LinkedIn engagement, the impact of AI on content creation, client collaboration, cross-platform content strategy, engaging B2B CEOs, and tips for better video content. Let's go...
Copywriting for traditional services and businesses is challenging. Nailing down unique value propositions, doing competitor research, and capturing the right voice are one thing. It's even tougher when the business you're writing for is unfamiliar or has a negative reputation among your target audience. You need to shift your approach. In this episode, I chat with Lindsay Redifer, a fellow conversion copywriter and founder of Red Thread Marketing. She shares her experiences writing for a clinical hypnosis client and a fair trade essential oils business. Tune in to discover her approach and learn how she anticipated and overcame objections in her copy.
Connect with me: https://linktr.ee/lindamelone
For exclusive tips on high-impact messaging, be sure to sign up for my weekly newsletter, delivered hot off the press each Thursday: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas: https://thecopyworx.com/15-high-converting-copywriting-formulas/
Connect with Lindsay:
https://www.linkedin.com/in/lindsay-redifer-copywriter/
Better Marketing on Medium.com
Misleading ads, manipulative persuasion tactics, and other less-than-ethical copywriting practices may lead to quick sales, but they come at a high cost. In this episode, I talk about deceptive marketing strategies and the long-term damage they inflict on your brand. Even calls to action (CTAs) can turn against you when used this one way. Integrity is everything whether you're growing a B2B business or personal brand. Check out the episode on YouTube to follow along with visuals.
For exclusive tips on high-impact messaging, be sure to sign up for my weekly newsletter, delivered hot off the press each Thursday: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas: https://thecopyworx.com/15-high-converting-copywriting-formulas/
In this episode, I speak with Mike Phillips, founder of Marketing Muscle Online. Mike shares insights on the parallels between fitness and business, with a focus on consistency and small, achievable goals. We discuss the challenges of gaining traction on social media, the concept of "creator motion" as a marketing strategy, and the importance of providing value upfront. You'll walk away with practical advice for building a personal brand and engaging effectively with an audience.
Find Mike here:
https://MarketingMuscle.Online
On LinkedIn: https://www.linkedin.com/in/marketing-muscle/ YouTube: https://www.youtube.com/@marketing_muscle
THE GYM Community https://Join.MarketingMuscle.Online
The Creator Performance Index: https://Data.MarketingMuscle.Online
Copywriting for health, wellness and fitness brands takes empathy and emotional intelligence. Making the reader feel worse about themselves isn't the way to go if you want to gain the reader's trust. In this solo episode I talk about how to navigate the sensitive fields of health, wellness and fitness when using the PAS (problem-agitation-solution) copywriting formula and when AIDA (attention-interest-desire-action) may be more effective.
Connect with me on LinkedIn:
For weekly tips on high-impact messaging, be sure to sign up for Linda's newsletter: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas: https://thecopyworx.com/15-high-converting-copywriting-formulas/
In this episode, I'm a guest on David Watson's podcast. It's a longer episode than usual and packed full of my tips and advice on my approach to conversion copywriting. You'll hear about the biggest copywriting mistakes I see in B2B, my personal journey from content writing to copywriting (spoiler alert: it wasn't easy), the importance of understanding and researching your audience, and proven strategies for effective copywriting. Give it a listen!
💼 Transition from Content Writing to Copywriting (15:00 -
25:00)
Linda discusses her journey from content writing to copywriting.
Challenges faced during the transition.
📊 Importance of Knowing Your Audience (25:00 -
35:00)
Discussion on the significance of understanding the audience in marketing.
Examples from Linda's experience in fitness and health industries.
🎥 Role of Video in Marketing (35:00 -
45:00)
Debate on the effectiveness of video versus text in marketing.
Linda shares insights on where video can be beneficial.
🤖 Impact of AI on Copywriting (45:00 -
55:00)
Discussion on the use of AI tools like ChatGPT in copywriting.
Linda's experience and perspective on AI's limitations.
📈 Effective Copywriting Strategies (55:00 -
1:05:00)
Linda shares strategies for effective copywriting.
Importance of clear value propositions and customer quotes.
📚 Research and Preparation in Copywriting (1:05:00 -
1:15:00)
Linda explains her research process for copywriting projects.
Emphasis on the importance of customer interviews and analytics.
📝 Challenges in Copywriting for Ads (1:15:00 -
1:25:00)
Discussion on the challenges of writing effective ads, especially for platforms like Facebook.
Examples of restrictions and strategies to overcome them.
💡 Future of Marketing and Copywriting (1:25:00 -
1:35:00)
Speculation on the future trends in marketing and copywriting.
Impact of social media and changing consumer behaviors.
🚀 Advice for Aspiring Copywriters (1:35:00 -
1:45:00)
Linda provides advice for those looking to get into copywriting.
Emphasis on the importance of research and understanding the audience.
🔍 Case Studies and Examples (1:45:00 -
1:55:00)
Linda shares examples of successful copywriting campaigns.
Discussion on the importance of memorable and clear messaging.
More than 50% of gym members quit within 6 months of signing up. It's no surprise. Gyms can be intimidating, especially if you're a newbie. And not everyone can afford a personal trainer. But what if you could get support, personalization and motivation via AI? In this episode with Alantheus (a.k.a. Alan) Thompson, CEO of GroeFit.io, he tells how the GroeFit gym member management software powered by computer vision technology is changing the fitness landscape. Listen in as Alan describes how this new technology uses data tracking to develop a personalized and engaging gym experience in first of its kind platform.
Connect with Alan here:
LinkedIn: https://www.linkedin.com/in/alantheus
Website: https://www.linkedin.com/company/groefit
Follow Linda: https://linktr.ee/lindamelone
For weekly tips on high-impact messaging, be sure to sign up for Linda's Copy Conversion newsletter: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out Linda's ebook, 15 High Converting Copywriting Formulas: https://thecopyworx.com/15-high-conve...
Time stamps:
Computer Vision Technology in Gyms (00:00:00)
What is Computer Vision and How It Works (00:05:11)
Member Engagement and Onboarding (00:05:58)
Gamification Using Computer Vision Technology in Gyms (00:10:57)
Limitations of Computer Vision in Rock Climbing Gyms (00:13:19)
Impact of Advancing AI Technology to Various Industries (00:14:15)
Ethical Considerations of Computer Vision (00:17:41)
Potential Market Adoption of Computer Vision (00:18:39)
Implementation and Adoption Challenges of Computer Vision Tech (00:20:46)
Challenges of Implementing Computer Vision in Gyms (00:22:58)
The Potential of Computer Vision for Gym Members (00:24:03)
Future Adoption of AI and Personalization (00:26:46)
Wealth Inequality's Impact on the Fitness Industry (00:27:56)
As marketers and copywriters in the wellness field, we talk a lot about the importance of building trust with your messaging. And it's never more important than within the health space. In this episode, Monica H. San Miguel, CEO of HueTrition, discusses the nuances of marketing in the health and nutrition space. She talks about the emotional aspects of food, the significance of sustainable health habits, and the art of crafting relatable content for consumers. We also touch on the challenges of lifestyle changes and the necessity for authenticity in health marketing.
Crafting copy that accurately represents your brand's voice can be daunting, particularly when bringing on a new copywriter. It's where Justin Blackman can help. He's the brand voice virtuoso who's mastered the art and science of defining a brand's unique identity. This episode highlights his approach to crafting a voice that's unmistakably you, spanning vocabulary, tone, and rhythm. He dishes out strategies for crafting writing that's both genuine and engaging across B2B sectors, including fitness and health marketing.
Find Justin here: https://prettyflycopy.com/
In this episode Jane Serra, creator and host of the Women in B2B Marketing podcast, tackles the challenge of attracting diverse guests to podcasts. She provides insights into the ever evolving landscape of B2B marketing, particularly in fitness and wellness, shares strategies for leading marketing teams and highlights the rise of video-first formats. We get a bit into broader issues as well, including gender imbalances in public speaking and navigating humor in marketing. Jane provides tips for mindful guest curation and how diversity can enrich content quality for your audience.
In this podcast episode, I speak candidly with Nadine Heir, founder of Write Wiser, as she shares her journey from agency copywriting to becoming a solopreneur. We discuss the challenges of agency versus freelance skills and client communication nuances. Nadine also talks about the cultural distrust towards agencies, the value of transparency, and offers advice for emerging copywriters to build their portfolios. Let's dig in.
For weekly tips on high-impact messaging, be sure to sign up for Linda's newsletter:
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas.
In my guest appearance on Jane Serra's Women in B2B Marketing Podcast, I'm in the hot seat. I talk about how to use copywriting frameworks effectively, creating customer-centric copy, the importance of clear calls to action and yes, the impact of AI on copywriting. And that's just the tip of the iceberg. You'll hear some of my best actionable tips you can use right away.
In this episode, I speak with Mike G. Hansen, Venture Partner and Strategic Advisor in the Health, Fitness & Technology industry, on future trends in the fitness and wellness B2B space. He tells how the shift is towards holistic well-being driven by consumer preferences for feeling good from the inside out. Mike also gets into the integration of science and exercise innovations, changing the way we approach fitness and wellness. He also provides actionable advice for businesses looking to get ahead of the curve in the forever evolving fitness industry.
Follow Mike on LinkedIn: www.Linkedin.com/in/MikeGHansen
Or on his website: www.MikeGHansen.com
This episode is powered by Planable.io.
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Follow Linda HERE.
For weekly tips on high-impact messaging, be sure to sign up for Linda's Copy Conversion newsletter.
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas
Time stamps:
Consumer-Driven Wellness (00:05:32)
Social Integration in Wellness (00:09:16)
Educational Component in Holistic Treatments (00:12:58)
Holistic Treatments in Gyms (00:14:38)
Segmenting the Market for Wellness Offerings (00:16:36)
Experiential Fitness Trends (00:18:33)
Virtual Reality (VR) and Sensory Immersion Experiences (00:19:35)
AI Integration in Fitness (00:24:09)
Sustaining Fitness Routines with Motivation and Goal Setting (00:31:09)
Staying Updated with Industry Trends (00:33:05)
As a Business Growth Mentor and copywriting coach, Amy Posner knows the copywriting business like few others in the field. I met Amy years ago, before I became a copywriter. I was running an online fitness business and needed a conversion copywriter. Or so I thought. Amy told me my business wasn't ready for one (we talk about why in the interview). So I'm thrilled to feature her in this week's episode. We talk about copywriting niches and specialization, the importance of delivering value efficiently, client communication, and more... including how a portfolio may work against you.
This episode is powered by Planable.io and Sessions.us:
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Visit Amy's website: https://amyposner.com
Connect with her on LinkedIn: https://www.linkedin.com/in/amyposnerbusinessgrowthmentor/
Follow Linda HERE.
For weekly tips on high-impact messaging, be sure to sign up for Linda's Copy Conversion newsletter.
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas
Time stamps:
Niching Down in Copywriting (00:01:12)
Transitioning From Being a Generalist Copywriter to Niching Down (00:06:10)
The Impact of Niche Specialization (00:10:23)
Adapting Writing Pocesss Based on Client Needs (00:16:06)
The Research Process (00:17:27)
How to Communicate With Clients (00:18:32)
Understanding Client Communication Style Preferences (00:20:00)
Building Client Trust (00:21:35)
Transitioning to New Niches (00:26:26)
Portfolio Vs. Expertise (00:30:12)
Navigating Portfolio Challenges (00:33:24)
If you've been a copywriter for more than a week, you know not every copywriting assignment is an exciting adventure. Some industries are easier than others to find interesting and compelling stories and copy. Others require abit of digging to find the gems within the niche. In this episode, I speak with Dana Herra, President of Herra Communications, about ways to find the gold in those seemingly "dull" niches... and turn them around to engage and connect with a wide audience.
This episode is powered by Planable.io and Sessions.us:
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Subscribe to Dana's weekly newsletter on Substack:
Connect with Dana on LinkedIn: www.linkedin.com/in/danaherra
And check out her services: https://danaherra.com
Follow Linda HERE.
For weekly tips on high-impact messaging, be sure to sign up for Linda's Copy Conversion newsletter.
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas
Time stamps:
Why is B2B Marketing Boring (00:01:39)
Transitioning from Journalism to Content Marketing (00:03:04)
Finding the Interesting Angle in Supposedly Boring Industries (00:09:10)
Challenges in Implementing Innovative Ideas in B2B Marketing (00:18:21)
The Importance of Visual Mockups (00:19:42)
Utilizing Customer Interviews for Effective Marketing Strategies (00:20:53)
Humanizing Interactions in Business to Build Trust (00:23:47)
Overcoming Fear of Creativity in B2B Marketing (00:31:52)
The Potential Risk of Ignoring Change (00:32:55)
Tips for B2B Companies Embracing Change (00:34:00)
Adopting Creativity in Marketing (00:36:10)
If your branding and marketing isn't aligned, you have a serious problem, says Lindsey Laughlin, Vice President & Marketing Strategist, Gravity Group. And it's a problem she sees all too often. In this episode, Lindsey emphasizes the balance between marketing and branding and ways to achieve it. She also discusses the impact of storytelling on building brand recognition and warns against prioritizing short-term gains over brand consistency.
This episode is powered by Planable.io and Sessions.us:
--> Head over to Planable.io and sign up for free (don’t forget to use the discount code mentioned in the show)!"
--> Instantly upgrade your video calls: Sign up for your trial Sessions FREE here.
For weekly tips on high-impact messaging, be sure to sign up for Linda's Copy Conversion newsletter.
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas
Follow Lindsey on LinkedIn HERE.
Time stamps:
Aligning Branding and Marketing for Success (00:01:16)
Defining Branding (00:07:43)
Importance of Brand Experience and Consistency (00:11:52)
Empathy in Marketing (00:17:19)
The Cost of Misaligned Marketing (00:18:59)
Strategic Product Promotion and Building Brand (00:20:01)
Emotional Impact of Marketing Storytelling (00:23:30)
Understanding Customer Behavior (00:28:00)
Balancing Branding and Marketing Efforts (00:30:21)
Impact of Departmental Silos on Marketing Efforts (00:32:33)
Branding Essential for Every Business (00:33:29)
Starting a new role as VP of Marketing for WellnessLiving, Nadia Milani knew she needed a solid strategy to 'prove herself' in 90 days. In this impactful interview, Nadia tells how she crafted 30-60-90 day blueprint for her new role - plus the ways effective leadership, quick wins, and fostering trust all played major roles. This episode is a goldmine for anyone looking to refine their leadership skills, strategically navigate career transitions, or simply seeking inspiration to lead with authenticity and purpose.
Follow Nadia on LinkedIn
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For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas
Time stamps:
Transitioning to Wellness Tech (00:02:03)
Discovering WellnessLiving (00:05:06)
Navigating WellnessLiving's Market Position (00:08:05)
The Importance of Building Relationships in Business (00:15:04)
Leadership Challenges and Vulnerability (00:22:26)
Cultivating High Performance and Trust (00:24:20)**
Mission-Driven Leadership Dynamics (00:26:11)
Crafting Strategy and Vision (00:27:01)
Leadership Balance and Challenges (00:29:35)
Impact of early wins (00:30:15)
Navigating Corporate Environments and Leadership (00:31:18)
After three years hosting this podcast, I felt it was time for a change. So I niched down within the B2B space a bit more. Here's what I did, why I did it... and what you can expect in future episodes (hint: I think you'll like it).
For weekly tips on high-impact messaging, be sure to sign up for Linda's newsletter.
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas
How do you write copy that sells? That was the big question in my guest appearance on Leanne Dow-Weimer's podcast, Markigy. I tell about my transition from a subject matter expert to a career in copywriting. We also get into the distinction between content writing and copywriting and the critical role of conversion copywriting in marketing.
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Time stamps:
Differentiating Content Writing vs. Copywriting (00:01:12)
The Challenges in Transitioning from Content Writing to Copywriting (00:04:04)
The impact of a large-scale writing project on realizing the need for a different writing approach (00:07:53)
Overcoming Learning Curve and Challenges of Reaching Target Audience (00:18:42)
Finding the Right Audience (00:19:47)
Explaining the Essential Role of Copywriting in Every Business (00:20:34)
Effectiveness of Long-Form Sales Pages (00:21:54)
Customer-Centric Approach in Copywriting (00:24:03)
Addressing Challenges and Risks in Content Writing and Copywriting (00:31:09)
AI's Impact on the Future of Marketing (00:33:52)
Importance of Unique Value Proposition (00:37:07)
Role of Value Proposition in Marketing (00:38:07)
Significance of Value Proposition in Businesses (00:39:20)
Value Proposition as Core of Copywriting (00:40:06)
Understanding your customers' challenges takes research to fully understand how you can help them. But B2B companies often fall short on the best approaches. In this episode, Adam Costa, co-founder of FunnelCandy.com, shares how he's advised more than 140 companies–including Amazon, Dropbox and WIRED–on creating research strategies to understand their website visitors. And how to use this intel to increase conversions. Adam highlights the effectiveness of user testing, email surveys, and website analytics tools in gathering customer feedback. We also dive into addressing objections in copywriting and the power of long-form sales pages.
Follow Adam on LinkedIn: https://www.linkedin.com/in/adam-costa-/
Check out Funnel Candy's free 7-week course https://funnelcandy.com/
For weekly tips on high-impact messaging, be sure to sign up for Linda's newsletter: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas: https://thecopyworx.com/15-high-converting-copywriting-formulas/
Time stamps:
The Journey of Funnel Candy (00:05:48)
The Importance of Research in Business (00:08:39)
User Testing and Email Surveys (00:11:10)
Obtaining Insights through Website Polls and Hotjar (00:15:03)
Benefits and Costs of User Testing (00:16:41)
Importance of User Experience Insights (00:18:25)
Understanding User Behavior Using Website Surveys and Heatmaps (00:20:00)
Call to Value and Long Form Sales Pages (00:25:08)
Driving Actions through CTAs and User Engagement (00:27:34)
Feedback Mechanisms and Copywriting (00:30:16)
Research-Based Copywriting (00:31:38)
Validating Copy through Customer Insights (00:33:18)
Now that AI is poking its head into every marketing space, humanizing your content has never been so crucial. People still have a literal leg up on creating copy for one main reason: emotions. AI doesn't feel things. And since we make decisions based on emotions, human copywriters and content creators have the advantage–if they know how to use it. In this episode, I speak with Jodie Chapman, Global Marketing Manager at Anitox, about the role of AI in content creation and its effects on humanizing content. We explore the balance between efficiency and maintaining authenticity, emphasizing the importance of connection and storytelling in resonating with audiences.
Connect with Jodie on LinkedIn: https://www.linkedin.com/in/jodie-j-chapman/
For weekly tips on high-impact messaging, be sure to sign up for Linda's newsletter: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out "15 High Converting Copywriting Formulas: eBook: https://thecopyworx.com/15-high-converting-copywriting-formulas/
Time stamps:
The Impact of AI on Humanizing Content (00:00:00)
The Limitations of AI in Emotional Connection (00:03:02)
The Role of Influencers and Thought Leadership (00:13:59)
The Authenticity of AI-generated Influencers (00:16:48)
Creating Resonating Content (00:19:19)
Maximizing Content Efforts (00:25:24)
Improving Content Creation Using AI Tools (00:30:27)
Writing for financial clients is both challenging and lucrative, says Kyle Robert Bell, freelance FinTech copywriter at Bell Copywriting, Inc. And it's not easy to break into this niche. In this insightful interview, Kyle tells how he landed his first FinTech copywriting client, lessons he learned along the way, and advice he gives to others who want to break into this copywriting specialty.
Follow Kyle on LinkedIn:
https://linkedin.com/in/bellcopywriting
Email: kyle.bell@bellcopywriting.com
For weekly tips on high-impact messaging, be sure to sign up for Linda's newsletter: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas: https://thecopyworx.com/15-high-converting-copywriting-formulas/
Time stamps:
Transitioning to Fintech Copywriting (00:06:43)
Landing the First Fintech Client (00:09:01)
Mission and Purpose of Fintech Companies (00:11:37)
Navigating Legalities in Fintech Copywriting (00:13:44)
Challenges of Creativity in Fintech Copywriting (00:16:02)
Adapting to Fintech Industry Changes and Trends (00:22:43)
Outreach and Client Acquisition (00:26:35)
Tips on How to Break into Fintech Copywriting (00:31:00)
Crafting engaging, captivating and interesting copy for a B2B audience requires taking a B2C approach, says Nick Capozzi, CEO and Co-founder of SpliceVideo. And it's often overlooked, missed or undervalued. In this eye-opening episode, Nick reveals the power of storytelling in winning over prospects and customers alike. He also tells how to find and create stories, and ways to use them in your marketing.
Follow Nick on LinkedIn: https://www.linkedin.com/in/nick-capozzi/
For weekly tips on high-impact messaging, be sure to sign up for my newsletter: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my eBook: https://thecopyworx.com/15-high-converting-copywriting-formulas/
Time stamps:
The B2B content for a B2C lens (00:02:06)
The importance of storytelling in B2B marketing (00:03:27)
Humanizing B2B through storytelling (00:05:17)
Incorporating emotion and vulnerability in storytelling (00:06:13)
Balancing authenticity and emotional storytelling (00:09:38)
Personal stories as a differentiation strategy (00:13:35)
Measuring Success of Storytelling Videos (00:20:01)
Repurposing Content on Social Media (00:22:47)
Future of Social Media and AI (00:29:16)
Value propositions set the stage for all your copy and messaging. It's top of the stream for everything that flows down from it and sets you apart from the competition.
Your value prop answers the question: "Why should I hire you over everyone else?"
In my guest appearance on the Marketers On a Mission podcast with host, Christian Klepp, I divulge the 5 key aspects of a value proposition and much more.
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Time stamps:
Christian's Experience with Languages and Cultural Diversity (00:00:01)
Challenges of Learning Languages (00:01:28)
Identifying the Root Causes of Boring B2B Content (00:04:49)
Making B2B Content More Engaging (00:11:58)
Building Trust in B2B and the Importance of Valuable Content (00:15:29)
Common Mistakes on Corporate Websites (00:17:27)
Adding Human Elements to Brands (00:18:14)
Differentiating Brand Storytelling Approach for Brand Corporations (00:19:34)
Using Humor and Balancing the Element in B2B Marketing (00:23:22)
The Importance of Customer-Centric Storytelling (00:28:10)
Auditing and Finding New Angles for Storytelling (00:30:51)
Extracting Customer Insights for Storytelling (00:32:22)
Podcasts are more than a way to broadcast your message to your audience. They're a relationship management tool that can also attract sponsors and keep listeners hooked.
In this episode, I speak with Eric Melchor, founder of the Innovators Can Laugh B2B Podcast Community. He tells why authenticity and personality shine through in podcasting, how to attract sponsors–and the scoop on monetization. Specifically, can you make a living off of podcast sponsors?
Whether you're just starting or looking to boost your podcast's revenue, you'll find lots of knowledge bombs in this episode.
Connect with Eric: https://www.linkedin.com/in/ericmelchor/
Please leave a review (it helps me out a ton!) on your favorite platform or here: https://tinyurl.com/yc44yxx9
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B2B content is notoriously known for being "boring to boring." It doesn't have to be that way. In this episode with Christian Klepp, Co-Founder/Director of Client Engagement for Einblick.co, he tells why boring content is rampant in B2B and how to create more engaging content. He explains how to turn blah marketing content into captivating narratives. He also shares actionable tips for crafting engaging B2B narratives.
Connect with Christian here:
Website: https://www.einblick.co/
LinkedIn profile: https://www.linkedin.com/in/christian-klepp-einblickconsulting
Podcast: https://www.einblick.co/podcasts
For weekly tips on high-impact messaging, be sure to sign up for my newsletter: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my eBook: https://thecopyworx.com/15-high-converting-copywriting-formulas/
Regardless of how you feel about sales, if you're in business you're selling, says Chad Lauer, president of Lauer Media Company and host of the Lauer Power Podcast. In this episode Chad shares invaluable tips for those who shy away from traditional selling. He offers practical advice on finding comfortable pitching methods, from casual lunches to LinkedIn networking. He tells the power of consistent outreach and structured processes in transforming the way introverts and sales-averse individuals approach and succeed in the world of sales.
Connect with Chad on LinkedIn: https://www.linkedin.com/in/chad-lauer-82b4a538/
And check out his podcast, the Lauer Power Podcast
Time stamps:
Impact of Personal Experiences on Perspective (00:02:42)
Sales and Personal Identity (00:10:25)
Chad's Journey Into Sales (00:11:15)
Sales as a Service (SaaS) and Its Benefits (00:15:04)
Outbound Sales System (00:16:08)
Explaining the Concept of Sales as a Service (00:17:03)
Effective Outreach Strategies (00:18:09)
Persistence in Sales (00:22:16)
Impact of Timing on Sales (00:26:42)
Positive Perception of Sales (00:28:36)
Building a Strong Sales Process (00:30:39)
Consistent Outreach and Sales System (00:31:30)
Please leave a review: https://tinyurl.com/yc44yxx9
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The B2B Marketing & Copywriting podcast reached 100 episodes! It's been two years in the making. Lots of fun, great guests, and priceless marketing and copywriting advice. In this special episode, I highlight 6 of the most downloaded episodes.
And I asked each of the guests two questions:
What was most exciting or surprising about the previous year (2023) and
What ONE bit of advice would they give to other marketers and / or copywriters?
Here are links to the original episodes:
Hannah Szabo on Creating Powerful Conversations on LinkedIn to Engage and Grow:
https://podcasts.apple.com/us/podcast/creating-powerful-conversations-on-linkedin-to-engage/id1614152949?i=1000621509947Yes
Sam Dunning Optimizing SEO for B2B Growth:
https://podcasts.apple.com/us/podcast/optimizing-seo-for-b2b-growth/id1614152949?i=1000615898761
Nancy Harhut on Using Behavioral Science to Motivate Your Audience:
https://podcasts.apple.com/us/podcast/behavioral-science-motivate-your-audience-to-take-action/id1614152949?i=1000603925615
Diana Kelly Levey on Copywriting Resilience:
https://podcasts.apple.com/us/podcast/copywriting-resilience-thriving-amidst-uncertainty/id1614152949?i=1000639117795
Robert Bostick on Using Humor to Build Trust:
https://podcasts.apple.com/us/podcast/using-humor-to-boost-trust-engagement/id1614152949?i=1000624549944
Jesus McDonald on Website Strategies that Turn Clicks Into Conversions:
https://podcasts.apple.com/us/podcast/website-strategies-that-turn-clicks-into-conversions/id1614152949?i=1000625256409
My solo podcast on using Psychographics for More Persuasive Copy:
https://podcasts.apple.com/us/podcast/how-to-use-psychographics-for-more-persuasive-copy/id1614152949?i=1000634062506
Marketing is not a guessing game... at least not if you want people to take action, buy, or hire your services. In this episode with Leanna Dow-Weimer, a customer-centric marketer and host of the Markigy podcast, Leanne tells why data-driven marketing is the only way to go.
She highlights the role of context and psychological needs to create effective marketing strategies and sheds light on the "why" behind customer behavior. She tells how to set up experiments correctly and even divulges how to find conversational "gems" in customer interviews. Let's dive in!
Are you a visual learner?
Check out this episode (and subscribe!) on my YouTube channel: YouTube channel: https://www.youtube.com/channel/UCS
Find and connect with Leanne:
https://www.linkedin.com/in/leannedow/
markigy.com
https://www.youtube.com/@Markigy/featured
Sign up for my newsletter: https://thecopyworx.com/newsletter/
For proven copywriting formulas that can't miss, check out my eBook: https://thecopyworx.com/15-high-converting-copywriting-formulas/
Timestamps:
Science and Customer Centric Marketing (00:09:29)
Behavioral Psychology and Marketing (00:11:50)
Customer-Centric Marketing vs. Other Approaches (00:14:27)
The long game vs short game (00:17:32)
Customer-centric marketing example (00:17:43)
Using social media for customer research (00:19:53)
Balancing humor in marketing (00:23:04)
Finding gems in customer responses (00:24:36)
Actionable tips for customer-centric marketing (00:28:15)
Building relationships for customer-centric conversion (00:31:38)
How can you get quality leads and business from LinkedIn? Hint: It's nothing to do with your number of followers. In this episode I speak with Alex Boyd, founder of RevenueZen. He shares his personal journey of transforming LinkedIn into a business journal and how it propelled him to attract valuable clients. From crafting compelling narratives to finding the perfect balance between authenticity and promotion, he digs into the art and science behind converting with LinkedIn posts. You'll find actionable advice and real-world insights to help kick start your LinkedIn strategy.
Follow Alex on LinkedIn: linkedin.com/in/alexcboyd
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Time Stamps
Realizing the potential of LinkedIn (00:02:28)
Finding the right balance on LinkedIn (00:05:54)
The importance of personalization in connection requests (00:08:11)
The significance of CEOs showing up on LinkedIn (00:12:47)
The algorithm and engagement (00:16:15)
Lack of engagement and content performance (00:17:54)
The changing dynamics of post engagement (00:18:57)
The Story is More Important than the Words (00:24:04)
The Intellectual and Spiritual Work of Figuring Out Why People Should Care (00:25:03)
The Need for Patience and Message Market Fit (00:25:13)
Whether you're starting new or bouncing back from time away, marketing yourself consistently is crucial for steady work. In this episode, I speak with Diana Kelly Levey, CEO of DKL Content Services, Inc. I worked with Diana years ago when she was an editor at Prevention and Muscle & Fitness magazine. She tells how she maintains a six-figure salary working an average of only 15 hours a week, how she stays top-of-mind with editors, clients, and prospects and the tools she couldn't do without. Tune in for all the inside scoop.
This episode is sponsored by: LeadFeeder
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Connect with Diana here:
https://www.linkedin.com/in/dianakellylevey/
https://www.instagram.com/dianakellyleveyfreelance/
https://twitter.com/dianakelly
Time stamps:
Transitioning from Print Publishing to Freelancing (00:03:07)
Working from 40 to 15 Hours a Week and Earning a Six-Figure Income (00:06:37)
Productivity Techniques and Strategies (00:09:14)
Marketing and Client Acquisition (00:12:14)
Securing Podcast Sponsors and the Importance of Niche and Collaboration (00:15:13)
Outreach Strategies in Finding Editors and Clients (00:16:02)
Using LinkedIn for Networking and Lead Generation (00:17:20)
Using Notion for Projects and Process Management (00:21:46)
The Benefits of Using Shield for Content (00:23:16)
LinkedIn as a Professional Platform (00:26:23)
Copywriting for E-commerce (00:29:12)
Staying Up-to-Date with Industry Trends (00:30:10)
Exploring Copywriting Opportunities (00:31:40)
AI remains one of the hottest topics among marketers and copywriters–and for good reason. In this episode, I speak with Mark Savant, Founder Mark Savant Media & Podcast Services and host of After Hours Entrepreneur podcast. He describes his journey into AI and its application in podcasting and copywriting. Mark shares how AI helped him save a ton of time and eventually start his own podcast production agency. And he touches on the potential pitfalls and misuse of AI. Join the discussion.
You can find and follow Mark here:
WEBSITE: https://www.marksavantmedia.com/
PODCAST: http://www.afterhoursentrepreneur.com/
PUBLIC EMAIL: contact@marksavantmedia.com
https://afterhoursentrepreneurmastermind.com/
https://www.instagram.com/marksavantmedia/
https://www.linkedin.com/in/mark-savant-ba777145/
https://twitter.com/marksavantmedia
https://www.youtube.com/channel/UC2ePGMF5jsWze1sc0Gftf4w
Company URL
https://Www.marksavantmedia.com
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Check out our Sponser, LeadFeeder HERE.
Time stamps:
First Experience in Using AI in Copywriting (00:02:39)
The Power of Podcasting and Content Creation with AI (00:07:59)
The Importance of Using AI in Content Creation (00:11:11)
The Need for Consistency in Online Presence (00:12:55)
Choosing the Right Social Media Platforms (00:14:13)
Using AI for Content Creation and Idea Generation (00:20:58)
Using Custom GPT in Business (00:27:02)
Website visitors don't read. They skim. In fact, only 16% read word-by-word. Nearly 80% scan, looking for the information they need. This scanning behavior typically follows two distinct patterns: the F and the Z. Intrigued? Tune into this episode where I dive deep into how you can craft your copy to resonate with these unique reading patterns. Discover strategies to help your visitors find exactly what they're looking for, both quickly and effortlessly.
Check out the YouTube version for helpful images: https://youtu.be/o1ZcSCgdL5M
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments that move the needle: https://thecopyworx.com/newsletter/
Time Stamps:
Eye Tracking and Reading Patterns (00:00:01)
F Pattern Design Examples (00:02:28)
Z Pattern Design Examples (00:03:45)
Eye tracking studies and scannable text (00:09:46)
Improving copy conversions (00:09:46)
What makes a newsletter popular and engaging? And how do you craft persuasive copy that stands out without being sleazy? In this episode, Adriana Tica, strategist, writer, trend forecaster and entrepreneur, explores these topics and more. She also divulges the significance of creating a mailing list and why it’s an invaluable asset in the social media realm.
Find Adriana on LinkedIn
Sign up for her newsletter: https://www.adrianatica.com/newsletter/
Catch up with her on X / Twitter: https://twitter.com/adriana_tica
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Check out our sponsor, LeadFeeder HERE.
Time stamps:
Why Adriana Started Her Newsletter (00:03:05)
Focusing on Writing About Long-term Growth vs Latest Fads (00:04:29)
Bro Marketing and Ethical Business Practices (00:05:39)
Tackling Comparison and FOMO (00:08:36)
Unmasking Unethical Marketing (00:09:30)
Gathering Ideas for Newsletters (00:11:29)
Exposing Clickbait in Marketing (00:16:32)
Building Trust and Pre-Qualifying Clients (00:17:39)
Gamechanger: Lead Feeder as a Lead Generation Tool (00:19:01)
Creating a thriving online community on LinkedIn takes more than announcing your company's latest award or posting a link to your blog. A lot more. You need a strategy and a plan. In this podcast episode with Michael Scott Overholt, PhD, he unpacks his best secrets for crafting compelling messages, shares tips on posting effectively, and includes his LinkedIn planning practice.
Find Michael on LinkedIn: https://www.linkedin.com/in/michael-scott-overholt-phd/
Visit his website at: https://www.anabasisllc.com/
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Time stamps:
Building a Community on LinkedIn (00:01:17)
From Classics to Connections (00:03:16)
Building Relationships on LinkedIn (00:08:54)
Creating Communities on LinkedIn (00:10:01)
Posting Personal Content on Sundays (00:14:49)
The Networking Side of LinkedIn (00:16:52)
Collaborating and Building Relationships with Competitors (00:17:51)
Injecting Personality Into Content (00:19:24)
The Three Pillars of Building Community on LinkedIn (00:28:00)
Organizing and Using Systems (00:30:33)
Using Tools for Writing Efficiency (00:32:17)
Burnout doesn't play favorites—it can sneak up on anyone, from the corner office to the creative studio. This episode features Laura Nguyen, a once tireless professional who found herself clocking 75-hour weeks, only to end up with a prescription for rest from her doctor. It was the jolt she needed to reevaluate everything.
Join us as Laura spills the details on how she turned a health scare into a recipe for balance. She’s not just bouncing back. She’s on a mission to pass on her hard-won wisdom, helping others to ease their workloads and embrace the joy of living. Listen in to hear her transformative tale and the life-changing strategies you can use, too. Tune in and learn how to swap the endless hustle for a life that's truly fulfilling.
Join 1,500 other copywriting and marketing peeps!
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Follow Laura on LinkedIn: https://www.linkedin.com/in/lauran546/
Laura's company: https://lauranguyen.co
Demographics tell only part of the story when you're writing for your target audience. Income, marital status, place of residence, etc. create a broad picture of your audience. But it's not fine-tuned enough to truly speak to your ideal customer. Understanding your customer's values, beliefs, interests, and lifestyle allows you to craft personalized content that doesn't just speak to them — it speaks about them. Here's how to use psychographics to get a much clearer picture of who you're speaking to so they know you 'get' them.
Note: I gave an outdated email address at the end of this episode. The correct address is Linda@TheCopyWorx.com
Time stamps:
Psychographics vs. Demographics (00:00:01)
Crafting Personalized Content (00:02:16)
Addressing Pain Points (00:03:34)
The importance of understanding customers' interests and lifestyle (00:09:33)
Incorporating psychographic characteristics into marketing (00:10:36)
Using emotional intelligence to gauge customers' openness (00:11:51) ***
Join 1,500 other copywriting and marketing peeps!
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Most B2B businesses don't know their value propositions -- or at least don't feature it on their homepage, says Anthony Pierri, co-founder of Fletch PMM, a product marketing consultancy focused on early stage founders. Fact is, it's a crucial part of attracting your ideal customers. In this eye-opening episode, Anthony tells how he helps early stage founders find their most compelling value propositions, ways to niche down for greatest impact, and translating all of it to a clear homepage.
Connect with Anthony on LinkedIn: https://www.linkedin.com/in/anthonypierri/
Visit Fletch PMM: https://fletchpmm.com
The importance of niching down (00:01:13)
DifferentiatingFletch PMM from other agencies (00:03:16)
The importance of specific positioning (00:08:02)
The success of niche targeting (00:09:02)
Overcoming fear of niching down (00:10:29)
The importance of targeting a specific audience (00:14:54)
The danger of comparing oneself to others (00:16:31)
The power of specificity in copywriting (00:18:48)
The process of writing website copy (00:22:18)
The timeline and process of working on the homepage (00:22:49)
The duration and steps involved in the copywriting process (00:23:39)
Frameworks make the marketing game work, according to Tas Bober, founder of Delphinium Solutions. And she proves it with her strategies for using frameworks in both her business and personal life. She also shares tips on marketing efficiency, AI, landing pages, copywriting, and the importance of organic LinkedIn growth. Tune in to hear all the great value…
Follow Tas on LinkedIn: https://www.linkedin.com/in/tasbober/
Check out her company website: https://delphiniumsolutions.com/
TIMESTAMPS:
Evolution of website framework [00:08:52]
Creating a system for sourcing people [00:09:40].
Using Google Sheets for flexibility and accessibility [00:11:17]
The importance of human intervention in using AI [00:17:03]
The limitations of AI in copywriting [00:18:21]
The value of providing upfront value in marketing [00:24:27]
The importance of trust and sharing information [00:25:31]
Quick conversion wins on landing pages [00:26:22]
The significance of delivering what users want [00:30:11]
Join 1,500 other copywriting and marketing peeps!
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
In this episode, I'm a guest on the B2B Power Hour podcast hosted by Morgan Smith. I break down what makes great content and copy. I also talk about the difference between copy and content, a question I get often. I break down my favorite frameworks for creating social content and touch on the psychological drivers of great copy. Oh, and there’s also a PRO tip about creating buttons that convert.
You can find Morgan's podcast here: https://b2bpowerhour.com/podcast/
Follow him on LinkedIn: https://www.linkedin.com/in/morganjsmith/
Join 1,500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
The difference between copy and content [00:01:17]
Linda explains the distinction between copy and content, emphasizing that copy is intended to inspire action, while content is meant to entertain or inform.
Blurred line between copy and content on LinkedIn [00:02:17]
The conversation explores the overlap between copy and content on LinkedIn, discussing how posts on the platform can include both elements.
Creating engaging content on LinkedIn [00:07:37]
Linda shares the key ingredients of a good LinkedIn post, highlighting the importance of a captivating headline and opening sentence to grab readers' attention.
The importance of sentence variation [00:08:36]
Linda discusses the importance of breaking up copy with shorter sentences and varying sentence length for better engagement.
Creating attention-grabbing headlines [00:09:46]
Linda shares tips for writing headlines that grab people's attention, including using controversial statements or surprising facts.
Appropriate calls to action on content [00:15:07]
The discussion revolves around the appropriateness of different calls to action on content, such as asking for engagement, following, or signing up for a newsletter.
The value proposition and customer understanding [00:18:35]
Discussion on the importance of having a solid value proposition and understanding customers' needs and challenges.
Using data and tracking results [00:20:21]
The importance of using data to inform content strategy and tracking the performance of marketing efforts.
Copywriting based on reader's level of awareness [00:22:36]
Explanation of how conversion copywriting takes into account the reader's level of awareness and tailors the messaging accordingly.
The different levels of attention [00:24:40]
Explains how to capture attention with headlines and guide readers through different levels of decision making.
Mapping copy to buying journey [00:25:38]
Discusses how to balance different levels of awareness and create copy that resonates with pain aware and product aware users.
Problem agitation and solution framework [00:31:45]
Introduces the problem agitation and solution framework as a preferred method for building sales pages and engaging readers.
The AIDA Framework [00:32:40]
Linda discusses the AIDA framework (Attention, Interest, Desire, Action) and its effectiveness in creating engaging LinkedIn posts.
Creating Effective Calls to Action [00:33:20]
Linda and the host discuss the best types of calls to action on a sales page, including direct language and verbs that evoke curiosity or value.
The Importance of Not Being Boring [00:40:13]
Linda emphasizes the importance of writing conversationally, incorporating personal stories, and using humor to make content and copy more interesting and engaging.
The importance of a killer headline [00:40:54]
Linda discusses the significance of spending time on creating a compelling headline for copy or content.
Starting in the middle of the piece [00:41:14]
Linda shares her technique of starting with a section she is excited to write and then later working on the headline.
The value of waiting to create a podcast title [00:42:14]
Linda explains how she waits until the end of an interview to come up with a title that captures the selling point.
In this episode, I speak with Kevin Rapp, founder and Chief Creative Officer, Kevin Rapp Consulting. He tells how he went from motion designer to leading a video team at a hot startup. We chat about everything from why shorter YouTube videos are winning to the real deal about using video in B2B. We’ll also get into how the journey with a brand isn't a straight line anymore—it's more like a treasure map with multiple touchpoints. Listen in...
Connect with Kevin:
Company URL: https://kevin-rapp.com
LinkedIn: https://www.linkedin.com/in/kevin-rapp-consulting/
Misconceptions about the creative profession [00:01:16] Discussion on the biggest misconceptions people have about the creative profession.
Defining creative and its role [00:03:03] Exploration of how creative is defined and its role in conveying intangible concepts through various mediums.
Kevin's journey in the creative field [00:05:13] Kevin's background in video production and his transition to working with tech companies and startups in branding and strategy.
The limitations and constraints that inspire creativity [00:10:07] The speakers discuss how limitations and constraints in a marketing objective inspire creativity and push the brand forward.
The changing landscape of video marketing [00:11:54] Kevin talks about how video marketing has drastically changed over the years, from laying off broadcast commercials to beta tape to the fragmented user journey of today.
Creating a modular and holistic content experience [00:13:38] We discuss the shift from focusing on one hero piece of content to conveying the brand story in smaller, bite-sized chunks across various platforms and formats.
The distinction between theory and practice [00:18:15] Discussion on the difference between blanket advice and practical steps in implementing advice.
The importance of video in shaping a brand [00:21:14] Exploration of how video is becoming a dominant form of communication and its role in defining a brand's identity.
The effectiveness and purpose of videos on websites [00:25:54] Debate on whether videos on websites should be integral to the user experience or used as a mere tactic.
The importance of concise and focused video content [00:28:15] We chat aboutthe common problem of trying to include too much messaging in one video. Kevin recommends being tight and concise with video content.
Creating a systemized and modular set of video content [00:29:45] Kevin suggests investing in a systemized and modular set of content, breaking down longer videos into smaller components to create different videos for different stages of the sales and marketing funnel.
Avoiding decision fatigue with video calls to action [00:30:41] We discuss the negative impact of including too many calls to action in a video, leading to decision fatigue and inaction from viewers.
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Who can resist the intrigue of an odd, bumpy package among the usual pile of bills and junk mail? The simple answer is, not many—including your potential clients. In my podcast chat with Jeremy Blubaugh, the go-to expert for making outreach more personalized, we dive into the power of standing out in both digital and physical mailboxes. He shares how to capture attention and secure meetings with your dream clients. And how custom-tailored outreach can turn curiosity into conversion.
Visit the Coinflip website at: https://www.coinflipmarketing.com
Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/coinflipmarketing/
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I spoke on a live audio event panel recently on creating a personal brand on LinkedIn. I provided tips on how to weave an authentic story on LinkedIn without over-sharing or being unprofessional, how to find your value proposition, how to tailor your LinkedIn posts to cover more than one objective... and lots more. Check it out...
TIME STAMPS:
Creating a Brand Voice on LinkedIn [00:00:02] Tips on defining brand pillars, consistency, and audience awareness to create a personal brand on LinkedIn.
Weaving an Authentic Narrative on LinkedIn [00:02:23] Guidance on sharing personal experiences, highlighting growth, setting professional boundaries, and showcasing expertise on LinkedIn.
Tailoring LinkedIn Posts for Multiple Objectives [00:06:09] Strategies for planning content that serves networking, thought leadership, and job searching objectives, using hashtags, and experimenting with different formats.
Creating an authentic narrative on LinkedIn [00:11:58] Tips on linking personal stories to professional outcomes and showcasing challenges overcome.
Tailoring LinkedIn posts for multiple objectives [00:11:58] Using content buckets to ensure posts serve more than one objective.
Improving your LinkedIn profile [00:11:58] Identifying areas for improvement by focusing on clarity, consistency, and compelling value.
Join 1,500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Defining demand generation has always been a challenge, says Janelle Amos, Founder and Chief Strategist at Elevate Growth. In this episode, Janelle talks about how this realization helped her shift her business focus to better help her clients. She stresses the importance of clear messaging and communication to land long term clients.
Connect with Janelle here:
LinkedIn: https://www.linkedin.com/in/janelleamos/
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Thinking like a marketer can be detrimental to engagement, says Scott Murray, content marketer, communication craftsman and Sparketing coach. Scott suggests marketers should think less like marketers and more like consumers when creating content. In this episode, he explains that every aspect of what we do communicates a message to consumers, and their brains quickly interpret these messages. He advocates for a focus on value-driven, human-centered marketing that resonates with the audience's needs. Scott also highlights the significance of changing terminology to foster a more conversational approach and avoid alienating potential customers. Let's get into it...
Connect with Scott here:
ScottMurrayOnline.com
LinkedIn: https://www.linkedin.com/in/scmurray/
Buy "The Most Amazing Marketing Book Ever" HERE
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Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Should we, as copywriters, use AI -- Or are we sabotaging our own efforts? In my guest appearance on Sam Dunning's podcast, The Business Growth Show, we dive deep into this topic. What are the pros and cons of using AI? When should we NOT use it for creating copy? And what are the best ways to use it for research? I answer these and other AI focused questions with Sam... give it a listen!
Sam's podcast link: https://www.businessgrowth.marketing/ai-for-copywriting-hell-yes-or-not-on-my-dying-grave
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
In this encore interview with Jesus McDonald, CEO and founder of JRM Web Marketing, we talk all things website strategy. Jesus shares his insights into the value of performing a website audit, how to know if your marketing efforts are working, and why he's completely revamping his company's pricing page. In addition, discover how to know if your website is in need of a redesign... or not.
Find Jesus on LinkedIn: https://www.linkedin.com/in/jesus-mcdonald/
JRM Web Marketing: https://jrmwebmarketing.com/
For exclusive tips on crafting high-converting copy, be sure to sign up for Linda's weekly newsletter: https://thecopyworx.com/newsletter/
Why so serious? B2B businesses often shy away from using humor. But research shows making people laugh and smile creates trust and engagement. So why not use it? Learn from HumorPoint.com's CEO, Robert Quick Bostick, how to incorporate jokes, puns, and cartoons to build trust, elevate presentations and sales.
Company URL: https://www.humorpoint.com
The Perfect Cartoon: http://www.perfectcartoon.com/?lang=en&db=production&q=copywriting
Connect with Robert on LinkedIn: https://www.linkedin.com/in/robertquickbostick/
Join 1500 other copywriting and marketing peeps...
Sign up for my Conversion Copywriting newsletter for weekly "ah ha!" moments: https://thecopyworx.com/newsletter/
Marketing speak can wreck your conversions. We can find these overused words and phrases on nearly every B2B website. And AI loves them, which only adds to the yawn-worthy, meaningless, white noise. In this solo episode, I review the top 20 marketing words to ditch, what to say instead, and how to create copy that stands above the noise.
(PDFs to appear here shortly)
Competing on price is a race to the bottom. No one wins. As a marketer or entrepreneur, you want to reach prospects who see the value in your offer and are willing to pay whatever it takes. In this interview with Dominique Fraser, CEO of Groupe Sublim Inc., she shares tips on ways to grow your business faster by offering premium packages.
Find Dominique here: https://www.dominiquefraser.com
Sign up for Linda's newsletter here for more conversion copywriting tips: https://thecopyworx.com/newsletter/
Customer support is often an afterthought. And the trend of replacing live support with AI often backfires. Quality, readily available customer support makes all the difference between happy clients… and ones who leave 1-star reviews. In my interview with Kendall Kunz, CEO and founder of Forms On Fire, he tells how his company became known for its superior support and what other B2B companies can do to improve theirs.
Connect with Kendall:
LinkedIn: https://www.linkedin.com/in/meetkendall/
Forms On Fire: https://www.formsonfire.com
Sailing With My Brother: https://sailingwithmybrother.com/
Sign up for Linda's newsletter here for more conversion copywriting tips: https://thecopyworx.com/newsletter/
Leaving comments on LinkedIn posts is an undervalued way to connect and engage. (Hint: "Great post!" doesn't cut it.) Leaving insightful remarks on others' posts can be more powerful than posting itself. In this fun episode, I speak with Hannah Szabo, Head of Operations @ Digital Brand Kit, who's unofficially known as the Queen Of Commenting. She dives into ways to use commenting to show your unique personality and perspective, common mistakes people make -- and a few tips for us copywriters specifically. Let's get into it!
Hannah also graciously created a special PDF of her best tips, so no need to take copious notes:
Click here to grab your copy: https://dl.orangedox.com/stopsuckycomments
Connect with Hannah on LinkedIn here: https://www.linkedin.com/in/hannah-szabo/
Sign up for Linda's newsletter here for more conversion copywriting tips: https://thecopyworx.com/newsletter/
Your website should make it easy for your B2B prospects to take action. If they're confused, or if your messaging isn't on point or they can't navigate quickly to the information they need... you'll lose them. In my interview with Milan Savov, founder and CEO of Smartclick Agency, he talks about the most relevant pages every website needs, how to determine the number of pages your business needs, and how to craft the buyer's journey.
Find Milan here:
LinkedIn: https://www.linkedin.com/in/savovmilan/
Email: milan@smartclick.mk
Website: https://smartclick.agency/
Sign up for Linda's newsletter here for more conversion copywriting tips: https://thecopyworx.com/newsletter/
In this mini solo podcast, I dig into the push and pull copywriting strategy. You'll hear how the two work together, which one works best for your needs... and the one over 70% of people prefer. Give it a listen...
Sign up for Linda's newsletter here for more conversion copywriting tips: https://thecopyworx.com/newsletter/
In my interview with Nichole Williamson, chief brand officer at Zilker Media, she digs into: why LinkedIn is becoming the best platform for personal branding, the importance of humanizing content to drive authentic thought leadership, and the best strategies to drive personal thought leadership while elevating brand awareness for the company. Lots to unpack, so let's get into it...
"Visual experiences (websites, marketing, social) radically impact our psyches - our emotions, actions, reactions, understanding and actions - WAY more than we consciously realize," says Kate Newnham, Founder & CEO of Up Designs, a visual marketing and website design business. But what is visual marketing, exactly, and why does it work? In this episode, Kate answers these questions and more.
With a 15-year background as a Fortune 500 marketer, she's worked with high-level clients including Microsoft, Intel and Warner Bros. Listen in as she shares her best tips for creating an impact with visual marketing.
Creating clickable B2B content is an art and a science. In this episode, I talk with A. Lee Judge, CEO of Content Monsta on how to create content that's a mix of both to get ahead of your competitors. Lee talks about crafting content so it resonates with your target audience and responds to their real needs. He also tells how to turn objections into content, the unique value of podcasts... and a whole lot more. Tune in for the entire, fun, conversation...
Connect with Lee:
LinkedIn: https://linkedin.com/in/aleejudge
ContentMonsta: https://ContentMonsta.com
Personal website: https://ALeeJudge.com
Sign up for Linda's newsletter here for more conversion copywriting tips: https://thecopyworx.com/newsletter/
"SEO is most definitely not dead," says Sam Dunning, co-owner of the UK-based Web Choice. "Although Google is changing the way it's presenting information to readers." In this episode, I speak with Sam about these changes, the impact of AI on search, and the importance of SEO for B2B companies.
He also provides great info about using SEO to drive high-intent bottom of funnel buyers as well as ways to optimize top-of-the-funnel. Plus, he offers amazing free ways to scale SEO – and when SEO is not a good idea. Give it a listen...
And be sure to check out Sam's podcast, Business Growth Marketing: https://www.businessgrowth.marketing/
And find him on Linkedin: https://www.linkedin.com/in/samdunning/
Sign up for Linda's newsletter here for more conversion copywriting tips: https://thecopyworx.com/newsletter/
A compelling brand story can boost conversions up to 55%.
That's a powerful argument for honing your storytelling skills. In this solo episode, I talk about why storytelling is engaging:
- The role of psychological factors such as emotions, self-identity, and trust
- How brain processing contributes to the influence of brand storytelling on consumer behavior
- Why emotional connections created through brand storytelling lead to memorable experiences that lead to increased purchases
- Brand storytelling inspires people to share and generates positive word-of-mouth
- The role of copywriting in creating a powerful brand story
- Plus, real-life examples of brands with outstanding stories, such as Patagonia, Ben & Jerry's, Airbnb, Warby Parker, and TOMS.
Lastly, you'll discover practical tips for creating powerful brand storytelling that makes a brand unique.
People pleasing, burnout and codependency can all impact your ability to function as a marketer, manager -- or copywriter. ln this episode, I speak with Jahmaal Marshall, counselor/consultant and CEO of Listen then Speak, LLC. Jahmaal helps coaches and managers tackle these issues at the root. We discuss:
- When would someone in marketing seek counseling services?
- What are some issues your clients face?
- How do we go beyond branding and communication and enjoy the revenue we make?
- What makes you different from other coaches?
We'll also touch on narcissism... so be sure to tune in!
Find Jahmaal here:
LinkedIn: https://www.linkedin.com/in/jahmaalmarshall/
Website: https://listenthenspeak.com/
Listen then Speak podcast: https://open.spotify.com/show/1ZKBCtjVuob0vx4UqeAF8r?si=4d655508b61f4e0f,
Linda's interview with Jahmaal on YouTube: https://youtu.be/yo9EQwaFzC8
Sign up for Linda's Conversion Copywriting newsletter: https://thecopyworx.com/newsletter/
If your messaging isn't clear, you may as well write in wingdings. It will have the same impact. Problem is, writing with clarity isn't easy to do. It's not just about using easy-to-understand words, although that's part of it. In this mini podcast, I provide four simple ways to ensure your copy passes the clarity test. It can mean the difference between capturing the attention of 4% of people... or 93%. Check it out.
Sign up for the Conversion Copywriting newsletter: https://thecopyworx.com/newsletter/
In this podcast interview, Deanna Shimoto, CEO of GrowthMode Marketing, discusses B2B buying in a changing world. She shares insights on how to create a demand generation engine, including the two pillars of strategy and content. She also dives into the concept of cornerstone and cobblestone content and how to get content out to the right audience.
Cold outreach gets a bad rep. Done right, cold outreach attracts your ideal customer in a way that builds trust and lets them know you understand their challenges. And they are, therefore, happy to do business with you. Done wrong, you burn bridges that can never be repaired. In this episode, Andrew Bolis, Fractional CMO & B2B Growth Advisor, tells how to turn cold outreach prospects into warm leads and, ultimately, paying clients.
The way you frame your copy influences how people perceive and respond to your words. So you clearly want to frame your copy in a way that attracts your ideal customer. Providing the best frame is most likely to inspire them to take action. In this solo podcast episode, I talk about the five most effective framing tactics with real-life examples. These include: emotional framing, positive framing, social proof framing and fear framing. Give it a listen.
Lead generation is both an art and a science. In my interview with Tom Shapiro, CEO of Stratabeat, a B2B marketing agency focused on organic growth, Tom shares how he used creativity to help generate a 7,000% traffic gain for one of his clients. He also predicts where he thinks B2B content is heading in the future, how copywriters can improve their content performance, how to use analytics in your marketing... and lots more.
Developing content for demand generation in the B2B space is fraught with challenges. Yet, a strong content strategy is a crucial part of a B2B marketing strategies. In my interview with Paul Slack, CEO of Vende Digital, he describes these challenges, why content marketing is so important for B2Bs in 2023, and how the B2B buyer preferences have changed. Plus, what are the best steps to begin a content strategy? Tune in to find out.
Capturing the attention of an audience has never been more challenging. Knowing what to say and how to say it makes all the difference between engaging an audience... and not. In this episode, I speak with Karen Nicholas, Communications Manager of Social and Digital Engagement for TreeHouse Foods. She shares her best tips for creating memorable engagement that not only captivates an audience but holds their attention all the way through your message.
Stopping the scroll isn't easy to do on social networks. But it's necessary if you want people to read what you post. In my podcast interview with Steve Watt, market insights director at Seismic, Steve talks about the necessary steps you need to take to rise above the noise and grab people's attention. Give it a listen...
Copywriting is often misunderstood. Some misbeliefs can prevent you from getting the most out of your copy... or from trusting it enough to test or use it. In this episode, I talk about the 5 misconceptions I hear most... and the truth behind them.
Why do we take action when we know "everyone else" is doing something? What effect do rhyming words have on our decision making? Do stories really have more impact than straight forward facts? In my interview with Nancy Harhut, chief creative director at HBT Marketing, and author of "Using Behavioral Science in Marketing," she talks about why these tactics work... and provides plenty of cool examples.
News flash: Email is not dead, contrary to popular belief. In fact, it remains the most effective way to capture your audience's attention. And $42 ROI for every dollar you spend on email marketing is another major incentive to use this channel. In this short episode, I divulge 7 ways to create emails that grab attention and hold it. Let's go...
In a world where demand gen gets all the attention, lead gen is often brushed aside. But done right, lead gen remains a powerful marketing tool. In my interview with Kristen Hoffman, sr. account executive at Netline, she defines lead gen (hint: it's not what you think it is), talks about the type of data you can glean from it... and how content syndication fits in.
Copywriting and content writing are often lumped together in B2B marketing. But they're vastly different... and equally important. In my interview with Jess Cook, Head of Content at LASSO, Jess and I banter about the differences between the two, whether someone can be both a copywriter AND a content writer, tips for inspiration... and lots more.
The debate runs deep over the role of ChatGPT in the marketing world. Some marketers see it as an easy way to create reams of content with little effort. But at what price? Should writers/copywriters fear being replaced with AI –or is Chat simply another tool in their toolbox? In my interview with bestselling author and founder of RockStar Consulting, David J.P. Fisher (aka D. Fish), we hash out the pros, cons, and various viewpoints and opinions of ChatGPT's role in content and copywriting.
Communication skills matter. Whether you're giving a presentation to a client or speaking on stage, it takes know-how to engage and capture attention. In this podcast interview with Brenden Kumarasamy, executive coach, and founder of MasterTalk, Brenden tells how you can master your own communication skills. He talks about how he became an expert public speaker, the biggest challenges people face speaking in public, why we struggle with it so much, along with tips to present better online.
After interviewing nearly 2,000 people in his career, Ryan Paul Gibson is an interviewing master. His years in journalism - and now as the founder of Content Lift - enable him to navigate nearly any situation. As my first returning guest (Ryan was also my first podcast guest), he spills the beans on how to handle people who don't recall details, those who give one-word answers, and even how to deal with combative subjects... and a lot more.
For more info and to contact Linda go to The Copy Worx.
Empathy is the ability to understand and share the feelings of another person. Without it, you have little chance of your customer trusting you. Why would they when you don’t understand them? In my interview with Steve Gilman, president of Gravity Group and brand strategist, Steve talks about how he weaves his interesting background of improv, storytelling, and directing plays into an empathic marketing approach - why it works and how to do it.
Creating a brand strategy is an essential part of running a viable business. Without it, you leave your brand up to the random perceptions of the general public. And that's almost never a good thing. In this interview with Steph Egger, senior strategist at SHFT Agency, Steph talks about how to strategically build brand perception, ways to measure brand efforts and how to know when you're ready for a brand strategy.
Every B2B company knows they need content to attract and engage their ideal customers. Lots of content. But throwing everything online without strategizing could do more harm to your brand than good. In this interview with John Egan, owner of Jayhawk Media LLC and author of The Stripped-Down Guide to Content Marketing, John dives into current trends in content, steps brands can take to improve their content marketing initiatives and more.
Digital marketing during Q4 is scary enough. Throw in a recession and it's enough to frighten the most seasoned marketer. The key: avoiding common knee-jerk reactions that only make things worse. In my interview with Chris Roche, CEO and founder of Catalyst Consulting, he talks about the pitfalls B2B companies must avoid to get through. From demand rules you must follow to the pros and cons of YouTube marketing, he covers it all in this eye-opening interview.
In a world where we're bombarded with ads and messaging shouting "buy me!", around every corner, real connections matter more than ever. In this week's podcast, I speak with Laura Templeton, Chief Instigator @ 30 Second Success and author of the book by the same name. In this interview, she talks about the importance of networking, the best way to connect on LinkedIn... and lots more. Check it out...
A brand is more than the sum of its parts. It's a tapestry woven together from people's perceptions, influence - and so much more. In this interview with Vin Eze, Brand Identity Designer, he defines branding, common misconceptions about brands and how to build a great brand. Tune in!
Creating TikTok ads that attract your target audience doesn't happen by accident. It takes strategy and planning... and experience. In today's episode, I speak with Sven Muchow, founder of Muchow Marketing, about what makes TikTok ads different from Facebook ads, what are the most common mistakes brands make on TikTok, and strategies that have worked best for his clients. Just hit play...
We applaud hustle culture. But working crazy hours, forgoing a social life and neglecting your health can have serious consequences over time. In this interview with Valincia Bennett, business strategist and founder of Savvy Method, she talks about signs of overwhelm and burnout, how to avoid both, and what to do if you find yourself in the thick of it all. Give it a listen...
Creating a demand gen strategy takes many parts working together over time. Content and copy play a huge role. In this interview, I speak with Nicole Gates, global director of demand generation at Varonis, about the most common misconceptions about demand gen, how copy and content fit in, - and steps to get started.
"So what's the difference between content and copy? Can you show how you'd rewrite content to turn it into copy?" I get these questions often and wanted to address them here with an example. In this episode, I review the difference between copy and content. Then I give a real life example, which is more clearly seen in a screenshare in this YouTube video version of this podcast.
Relationships in business go beyond gathering reams of network connections and wishing people happy birthday when LinkedIn sends you a reminder. As in any relationship, it's about building trust. In this interview with Mike Grinberg, CEO of Proofpoint Marketing, Mike talks about treating relationships as a journey, ways to overcome skepticism, the 5 micro-decision points of awareness in every relationship... and more. Check it out.
Stacey Kelly knows video. A former MTV producer, she translates the skills she learned from directing and creating videos over the years to producing video for social platforms like LinkedIn and YouTube. Stacey specializes in videos that best tell your brand story, your solution, and effective YouTube/LinkedIn marketing strategies. Tune in to discover how to generate more leads and more traffic.
Consistently creating content that resonates with your audience can be a challenge. In this episode, Brooklin Nash, Co-Founder of BeamContent.co, talks about what he looks for in marketing tools, content mistakes he made early on and how to consistently produce content that grabs attention.
We're visual creatures. So it makes sense that capturing the attention of your ideal customer requires landing pages and ads with a strong visual appeal. In my interview with graphic designer Jane Kisnica, she talks about common mistakes in marketing graphics - with special tips on LinkedIn banners. We geek out over fonts and a bit of color psychology. She explains why Facebook uses blue and how red may work against your messaging. Jump right in!
Emotional intelligence (EQ) is more important than IQ, according to much research. Defined as "the ability to manage your own emotions in positive ways to relieve stress, communicate effectively, empathize with others, overcome challenges and defuse conflict," EQ is a characteristic highly valued by companies like Meta. The ability to tap into and understand other people enables you to create bonds with them. Bonds create trust. Trust earns you relationships - and business. In today's episode, I speak with Phil Johnson, EQ expert, executive coach and founder of the Master of Business Leadership, Inc. about how emotions drive decisions, keys to authentic listening and how Apple uses EQ to gain trust. Tune in!
Jason Vana is no stranger to creating LinkedIn posts that get people talking. It's also what endears him to his audience... and lands him business. As a branding expert and founder and Head of Content at SHFT Agency, Jason's success speaks for itself. In this episode, Jason talks about how to be seen as an expert on LinkedIn, the pros and cons of vulnerability on social, ways to improve your LinkedIn engagement and more. This episode is a bit longer than most but worth every minute!
Chris Bogue is best known on LinkedIn for his hilarious short ("mercilessly short," as his bio boasts) videos. He draws from his background in sketch comedy to create memorable content that stops the scroll. In our interview, Chris talk about ways he finds compelling content, how failure can help you connect with your audience and his unique system for never starting from a blank page. Check it out!
Ranking high in Google searches is more than adding a bunch of keywords on your website. A lot more. In my interview with Sam Dunning, co-owner at WEB CHOICE, Sam unpacks the best ways to integrate SEO into your website for inbound leads, best and worst SEO practices and much more. Jump in for all the best advice from a top expert.
In addition to my own podcast, I’m often a guest on other shows.
Since I focus on interviewing marketing experts on my show, I get to share copywriting tips on their show, which is exactly what I did on Sam Dunning’s podcast, the Business Growth Show.
He’s an SEO and website expert and will be on my show here in the near future.
In the meantime, check out my guest appearance where he peppered me with the following great questions:
👉 Is copy really that important to actually get people to convert?
👉 How important is copy compared to design e.g. on a website?
👉 Biggest B2B website copy mistakes
👉 How to write copy that converts ideal clients: step-by-step
Podcasting for B2B seems like a natural fit. Yet, it's not so easy to get the most out of it. In this interview with Syya Yasotornrat, founder of Innovation Media Enterprises, Syya talks about how to get more reach for your podcast, common mistakes B2B companies make with their podcasts and strategies for creating a legacy.
The storytelling format for B2B is surprisingly not much different from stories you remember as a kid. Creating a memorable message is key. In today's episode, I speak with Seth Erickson, Chief Mischief Maker of Storify Agency (did you know "storify" is an actual word?) about why the brain loves a good story and how to make it work for B2B marketing. He's also the author of How To Hack Humans: Storytelling for Startups. Check it out...
Most of us don't have a team of people to help us repurpose content to a zillion platforms like Gary Vaynerchuk. Yet, it's possible to get your content out to a wide audience even if you're a solopreneur. In this episode, I speak with Stephen G. Pope, CEO of SGP Labs about doing just that. He covers a variety of related topics (this episode runs a bit longer than usual, but it's worth it!), including why "likes" don't matter and how to decide whose advice to listen to... and what to ignore. Tune in!
In today's episode I interview Morgan Smith, managing partner at Aligd and co-host of the B2B Power Hour. He tells all about social selling - what it is, how it's different from content creation, why "likes" don't matter... and pre-requisites for social selling effectively.
Did you hear the one about the woman on TikTok who's also a LinkedIn marketer? That would my guest this week, Emily DiBrito Brady. Emily is creative content lead at Sweet Fish. Her B2B TikTok videos and hilarious LinkedIn posts demonstrate smart ways humor can boost your marketing reach. She clearly shows B2B does not need to be boring. In this episode Emily talks about the benefits of using humor, ways to find funny inspiration, and how to get started.
Creating videos can be daunting when you're not sure where or how to start. In this episode, I speak with Steven Burkhart, founder of Burkhart Creative Agency, a content marketing agency based in Phoenix, Arizona. He talks about creating video content around a framework he's developed and gives a tips on ways to distribute your video content. You'll want to take notes for this one.
Social proof has never been more important for B2B businesses than now. In this episode, Cory Falter, principal at Lure Agency, talks about strategies to ensure you make the most out of what others say about you. He tells why you must listen to the bad and the ugly along with the good... and how even negative reviews can enhance your reputation.
Creating a strong value proposition is essential for effective messaging and targeted copy. In this episode, Matthew Holman of QPilot tells how he helped create a solid value proposition that stood out among all others. He includes why you can't rush the process and the importance of finding your niche. In the end, a single word was the differentiating factor setting QPilot apart from their competitors.
Your brand is your reputation. Building a superior and memorable personal and professional brand takes know-how. I speak with Nick Bennett, director of evangelism & customer marketing at Alyce, for actionable tips to get your brand front and center. Do personal stories have a place in a company brand? How should small businesses navigate the branding waters to be heard? All this and more...
In this episode I talk with Ryan R. Sullivan, CEO and founder of PodcastPrinciples.com. Ryan defines "content demand," how it differs from demand gen and lead gen... and how to do it. He also dives into his expertise, podcasting. What's most important, audio or video? Where should you invest your money? He includes specific recommendations for both.
In this episode, I speak with social media strategist Daniel Kading (www.DanielKading.com) about ways to use LinkedIn content that grabs views on TikTok. Warning: There's a lot to unpack. He gives expert advice on the do's, don'ts and common mistakes to avoid... and much more. Whether you're already on TikTok or need motivation go get started... you'll want to listen in!
Copywriting is often seen as a soft skill. Being able to write a coherent sentence is not enough to write B2B copy that inspires action. Or revenue. In this episode I discuss this topic, one that went viral on my LinkedIn feed... Why copywriting ISN'T a soft skill, what it takes to create copy that converts -- and what may happen if you toss out any old thing without considering these three, key tactics.
As a content writer for hundreds of magazines and, now a copywriter and marketing pro, I've learned a thing or two about interviewing. In this short episode, I provide 5 tips you can use right away. Whether you're interviewing a customer, potential buyer, or simply someone you'd like to quote for a blog, they will work for you. Check 'em out...
Your website is your 24/7 salesperson. It greets visitors and conducts transactions even if when you're sleeping or otherwise living life. A slow website or one that lacks functionality is enough to make buyers bounce off. In today's episode, I speak with Jesus McDonald, CEO and founder of JRM Web Marketing. He talks about the most about common mistakes and issues he sees on websites that cost businesses money. And you often won't know about them... until it's too late. Check it out.
Buyers and website visitors all have unique ways of evaluating a site. Some skim. Others look for stats and figures. Still others seek out images of people to judge whether they can relate to this product or service. Each type will visit your site at one time or another. The copy on your site must accommodate all of them. Here's how to ensure each type of decision maker finds what they need.
In this episode I am interviewed by Jesus McDonald, CEO of JRM Web Marketing. Jesus and I worked together on his website redesign, where I rewrote the copy for his entire website. We dig into my process, deep insights into customer interviews and a whole lot more.
Copywriting formulas give structure to your copy. They also save you from staring at a blinking cursor for hours. The AIDA (attention-interest-desire-action) formula is one of the most effective and easy to use. In this episode, I break down when and how to use AIDA in your copy. I also include a variation to use when your buyers or prospects land on your page from an ad.
The topic of demand gen and lead gen can be found throughout LinkedIn on a daily basis. Clearly, they're important issues for marketers. But what's the difference - and what's best for B2B? In today's episode, I speak with Janelle Amos, founder of Elevate Growth, to unravel the ins and outs of the demand gen landscape. She uncovers why demand gen is where B2B needs to be. And more.
Data is behind all solid copy. Finding the right research and flushing out the most important data is a must for knowing your buyers. In this episode I speak with Jessie Lizak, Head of Marketing for BDEX, Inc., 5000. She talks about how to mine for data, what to look for, and what to do with it to create a targeted content strategy.
Structuring copy for your website, email or even social post isn't always easy. Using a proven copywriting formula helps. In this episode, I break down one of the most well-known formulas: PAS. You'll discover how this problem-agitation-solution sequence works for so many situations.
I speak with Alexander Ferenczi, chief problem solver & ads strategist at Advocaczi, an independent digital advertising shop in Miami, Florida. Alex gives an expert insider view on the most common ad mistakes B2B and B2C companies make. He also dives into how to test for social ads... and what it really takes to move the needle. Listen in for tons of value and actionable steps to get the most out of your ad campaigns.
Interviewing your buyers and potential buyers isn't about opening Zoom and asking random questions. It takes strategy and intent. In today's episode I speak with Ryan Gibson, founder of ContentLift.io. A former news reporter and journalist, Ryan shares his tactics for asking the right questions–including what NOT to do–to gather the most helpful intel for your marketing efforts.
Most people don't get past a headline. In fact, 80% read the headline and never read the content. So as a B2B marketer, how will you ever capture your buyer's attention? Here are the steps I use spark curiosity and keep people reading. Includes 2 examples that won headline awards.
In this episode, I'm interviewed by Kap Chatfield, CEO of Rveal Media on his podcast called B2B podcasting. We talk about why solid copywriting is an essential part of any marketing strategy. I also a focus on how to write copy that converts, including tips on finding your value proposition... and much more.
Conversion copywriting is often lumped into other types of copywriting, particularly direct response. In this introductory episode, I define the differences, explain Stages of Awareness and how they influence decision making. I also give a rundown of how I pivoted from content writing to conversion copywriting.