But not just any kind of discipline. Let me tell you how I came to this, then let’s break down how to take that discipline and turn it into a daily habit that you don’t need discipline to keep doing.

I teach fitness classes at a local studio and recently, I was talking to a student who’s been building back her strength after an extended period off. She said, “I just need more discipline. I want to train myself not to take a modification so I can get stronger.”

She was talking about how she doesn’t want to use a lighter weightload because she feels like that’s taking an easy way out. So instead, she thought if she just muscles through it, she’ll eventually get stronger.

We’ve been sold that since elementary school. Butt in chair. Eyes on chalkboard. Ears alert. Even when it’s a strain, physically or emotionally. So it’s no wonder that we grow up and we think discipline looks like pure repetition, stuffing down how you actually feel and whether you actually can do that.

What literally is “discipline” to do something?

The denotation of “discipline” is “the practice of training people to obey rules or a code of behavior, using punishment to correct disobedience.”

How many times have you struggled to do something, yet called yourself lazy because you wanted to take a break? How many times have you struggled to lift something and called yourself weak?

And even after struggling to do something that was way past your abilities, you forced yourself to keep struggling. Keep striving. Beating yourself up the whole way, saying, “I just need more discipline. If only I stuck with it, I wouldn’t feel like this.”

We’ve been conditioned (again, since childhood) to accept that castigation. Look at that definition again. It ends with “…using punishment to correct disobedience.” Physical punishment. Mental punishment. It’s all punishment.

Think of the words we use when we’re doing something hard. We say “Oh it’s punishing work, but it makes us stronger” as a way to justify it.

Does punishment ever work? Spoiler…nah.

It’s one thing to “muscle through” a triceps kickback for a minute at a weightload that’s too heavy for you. You can trick yourself into doing massive damage by lifting something that’s too heavy for you.

Yet we call that “getting stronger” in the name of not looking weak in front of others. That’s so understandable to want to avoid (because, y’know, showing emotion or struggle has been packaged as “less than” in this country).

After a bit more chatting, I shared that that’s the opposite of what I believe makes you stronger. I don’t believe that it’s forcing ourselves to do something unsafe for our bodies and minds in the name of “strength” and “keeping up with everyone else”.

It’s knowing when to say, “This weight is throwing off my form and I’m learning bad habits to compensate.”

What does discipline to create actually look like?

To me, discipline is the act of showing up and doing what we can manage now until that becomes easy, then increasing the intensity. It’s in that stair-step up that we find growth and strength and new gains. And, like most things, when we take a step back and actually do it correctly, that’s when we see sustainable growth.

It’s being mindful of where our limits are and, within those boundaries, building trust with your body and mind that you can keep showing up. Even if it would be easier to fake it ‘til you make it, discipline is about doing what you know will lead to growth.

That’s discipline. Training your mind and body to keep showing up and doing the reps so you can get where you want to be (not to fake being strong for a minute or two at a time).

And it works with everything, not just lifting weights, though that’s such a visceral example we all understand. So how do you take this strength / discipline analogy and apply it to creating content for your business?

Writer’s block is laziness.

I saw Alton Brown talk the other night and during a Q+A session, someone posed the question, “How do you stay focused to complete a piece under a deadline when you have writer’s block?”

Brown went on to share that he believes writer’s block is an excuse. Writing is a skill you hone and you do so with repetition. It’s the butt in chair part of discipline. It’s putting in the reps of those triceps extensions (at a weight you can manage!) so you can build up that muscle and that strength.

He said something that was, possibly for him, a throw-away in the middle of a sentence that was impactful. He said, “You sit down and write. It’s pipe fitting. Your job is to write so you write.”

That pipe fitting comment stuck out to me. It’s a process. You don’t just write a book one day. The writing is the “fun” part (actually, being done is the fun part, but…y’know, for the sake of example). The other parts allow you to have fun. Finding the right pieces, grinding them to size, checking to see if they fit, re-sizing something…

It’s not just about sitting down and writing. It’s about setting yourself up to do the thing so you can write. It’s the discipline to show up and trust that you’ve got something that other people want to experience. It turns into a habit. A thing you do.

Turning discipline into a habit.

We’ve probably all read Atomic Habits (or listened to some Tim Ferris episodes) so you don’t need me regurgitating a bunch of “this worked for me so it has to work for you or else you’re lazy and deserve everything bad because you can’t discipline yourself to wake up at 5am” bullshit.

The best thing my coach ever said to me was to be the person who. Here’s an easy example. I rarely have to force myself to take my dog for a walk. I know it’s good for them, mentally and physically. It’s bonding time for us. And if I don’t, things get torn up in the house. I’m just a person who walks their dog, no decision-making necessary.

That’s the same when creating a habit. Become the person who…writes every day, who sends an email to their list every week, who responds thoughtfully to other people’s content they worked hard on.

Here’s what helps me stay in the practice of being a person who so I don’t have to rely on discipline to muscle through the hard stuff.

Look for the joy.

It’s one thing to sit down and force yourself to do it. That sounds a lot like punishment. And idk about you, but I don’t do well when I’m forced to do something. I will drag my feet so hard, they’ll hit the center of the Earth before my butt makes it in the chair.

But when I set myself up to find joy in the process, it’s different. I guess you could say it’s “romanticising” it, but are we still saying that? As in, taking pleasure in the things that feel good about the practice so you look forward to it. The candles, the coffee, the blankets.

Focus on the small wins.

Like at the gym, you go because you start to feel different in your body, more confident and capable. Then you feel good, more flexible and with better sleep. Then you feel strong. Then you feel like you WANT to keep going so you can keep feeling those things. Eventually, you’re just a person who goes to the gym.

Same goes with your content creation and writing practice. Little things add up that feel good and unlock that dopamine. Letting those snowball will help you want to be here, in this writing practice, until it becomes a thing you just do.

Create what you wish you had five years ago.

I believe we’re all here in entrepreneurship, especially us service providers and coaches, to create the things we wish we had five years ago. And I believe if we’re making offers and creating content that specifically speaks to that (and finding joy and focusing on small wins), this part is a no-brainer.

Make a list of what you wish you had when you started, or three years ago, or whatever time-frame and get hyper specific solving those problems. You’ll want to dig into it because you want to help people like you not struggle if they don’t have to.

So there it is. Beating writer’s block isn’t about putting your butt in the chair. I can get more done in two hours with focused intention versus eight hours of forcing myself to sit in my office. The trick is having the right kind of discipline to get started and letting the habit take over from there. Content creation, writing, just about anything can get run through these filters for an easier experience.

The post How Discipline Can Help You Unleash Your Creativity appeared first on Angelica Ross.

In this post, I’m breaking down where my client’s messaging went wrong and three simple messaging shifts to fix it so you don’t have to make the same mistakes and you can fill your offers with dreamy clients the first time!

Where the wheels fell off the (messaging) bus

First, let me tell you more about this fantastic client of mine. She’s an energy worker, an EFT expert, and an amazing counselor who works with women to usher them through grief so they can feel the wholeness of self-assuredness and self-confidence once more.

She has a signature group program that helps women identify, process, and overcome toxic cycles so they can re-discover their purpose, find their voice, and commit to lasting change.

To fill this latest round of her group program, she busted her ass selling it. She did the work on herself to get into the right mindset. She sought out experts to fill in gaps in her knowledge. And she did the marketing—sent the emails, gave presentations in other coaches’ communities, posted on Facebook.

And she filled this last round…with people who exhaust her. Now, she’s in a spot where she’s realizing that these people aren’t ready for her program…yet.

Of course, she’s a brilliant practitioner, so she has the skills to update how she fulfills this program to help them. There’s no question they’re in well-trained hands having an amazing experience.

The problem is…they aren’t going to have the fullest, most-life-changing experience. Because they’re not fully aligned and calibrated to who the right person for this offer is.

(And they also take a bigger chunk of my client’s energy so she has to take longer to recharge after a call.)

Now, before we get into it…she didn’t do anything wrong. In fact, everything around this offer seemed solid. Listen…we all have been there.

• We’ve taken the client because we needed the cash.

• We’ve said yes to on a sales call and immediately pulled a Homer Simpson when we disconnected.

• We’ve updated our contracts the second a project wrapped based on the experience we’re determined never to have again.

On the flip side, we’ve also all worked with people who are a perfect match.

• They experience big shifts.

• They tell you that you underpromised and overdelivered.

• They sing your praises to everyone…and even get a little pushy when they tell their business friends “NO, I’M TELLING YOU…WORK WITH HER.”

We love those people. So how do you get from one to the other?

The best way to sell your offer without giving in, people pleasing, or selling your soul just to make enough to put some gas in your car

The difference I spotted between what sells an offer and what sells an offer with the dreamiest, most aligned clients possible (aka: where’s the disconnect between what my client was selling and what her audience picked up)?

She was questioning every step. That questioning wastes so much time. That also naturally calls in clients who felt that questioning. They weren’t committed…because she wasn’t committed.

When you try to people-please and be everything for everyone… your message (and, by extension, the work you do, programs you offer, space you hold) becomes diluted.

It’s like a watered down drink that you paid $15 for that, just to add insult to injury, comes in the wrong glass. The whole experience is meh at best and a total disaster at worst.

But when you approach things with directness and clearly spell out who your program is for, the reason someone needs to join, and how they’re going to feel on the other side, you naturally weave in stories that repel people who aren’t meant to be around you and draw closer the ones who are.

It’s a perfectly balanced red-orange Negroni served in the chicest cut-crystal rocks glass (with one large cube of the clearest ice you ever did see, obviously).

How we’re shifting my client’s messaging to move from booking out an offer to booking out an offer with dreamy clients

Along with questioning every step, my client had to double- and triple-down on her message…knowing it was amazing and having the confidence to say that, clearly articulating her unique selling proposition, and understanding her audience. And that’s where her work is now.

So here’s what we’re updating:

Messaging Shift #1: Word choice

She’s getting super-specific. No more “are you ready to feel excited and free!” because…respectfully…what even does that mean? So, we’re diving deep into understanding her audience.

To understand where her audience is before working with her so we can describe the struggle potential clients are feeling, we’re looking at her intake forms. What are people actually looking to gain as a result of working with her? Why are they seeking that help now?

Messaging Shift #2: Articulating the outcome (or transformation)

This means clearly detailing what’s in it for them. Because here’s the thing, when people can’t tell why they should move…they’re not gonna. Having a moment of “here’s exactly what’s in it for you to do this RIGHT NOW” is a powerful motivator. 

The first place we’re looking is in her testimonials. What have people said about why they came to her? What have they received as a result of working with her?

Messaging Shift #3: Adding urgency to a “luxury” offer

Right now, she’s writing a sound healing workshop sales page, which, depending on the person reading, can be a bit of a luxury. And sometimes, it takes a while for someone to “get it” because they’re not seeing the connection between this “would be nice to do some day” activity and how it directly helps them (hello, messaging shift #2!), especially when there are more urgent things to spend money on.

The way to add a feeling of urgency to something that’s a “treat yo’self when you have the funds” kind of offer (instead of a necessity, like a mortgage payment) is to clearly articulate what sucks now and show someone how they’re gonna continue sitting in this feeling.

All three of these messaging shifts mean clearly knowing her audience and what they fear, but most importantly what they deeply desire their life to look like.

That’s going to nail down the messaging and how she presents her offers. And like…not in a gross way that’s trying to manipulate people by saying what they want to hear. By using actual examples of past clients, she can stand in her integrity and share exactly how she’s helped someone.

My client is an ongoing copywriting coaching client and she’s crushing it. I’ve seen so much improvement in the quality of her copy and also the speed at which she moves on ideas. She’s confident in what she’s saying and to whom and with the clarity she has around her messaging and audience, it makes writing her marketing copy move much faster. No more second-guessing herself!

Clarity and a-has around messaging shifts start with a Magnetic Messaging VIP Day.

In just 4 hours together, you’ll have clarity on these three shifts for your business, too.

We’ll dive into where your magic lies and how you share that with the world so you can confidently step up to the stage and say what you’re REALLY here to say and draw in the most-aligned clients that give you full body tingles and you’re so excited to work with.

It gives you practical messaging tools, yes. You’ll nail down your tagline, mission statement, audience avatar, positioning strategy, marketing suite, and tools to replicate this for every offer you create.

But most importantly, it gives you an unshakable belief in the power of what you do. So you can build a brand that’s grounded, rooted in the assuredness that you’re the best at what you do.

This is your invitation to dig into what makes you different and find the determination to say it, over and over, with your full chest so the people who are meant to be impacted by your work can find you.

Learn more about a Magnetic Messaging VIP Day right here!

The post 3 Messaging Shifts To Fill Your Programs With Amazing Clients Without Slimy Sales Tactics appeared first on Angelica Ross.

So if you’re like…shoot I think I’ve been using the wrong thing all this time, here’s a clear (ultimate) guide between copy, content, and my favorite magical third concept, relationship copywriting!

What is Content?

In short… Content nurtures.

This type shows off your brand story, your values, the transformations you provide, what you stand for in your business, who you support, your personality, your vibe.

It uses a lot of storytelling.

A quick note on storytelling…I think people have been using “storytelling” as the big buzzword lately because it’s so important to share connective pieces of your story. Things that make people go “me too!”

And that is important… But you can’t just be a storyteller. Just like you can’t just hit people with the sales stick over and over.

Speaking of hitting people with the sales stick…

What is Copy?

Copy always thinks about the conversion.

There’s always a goal attached to it, whether it is a monetary goal, (like enrolling in a program) or an action goal (like new email list subscribers).

You need copy to support your business because without customers, you don’t have a business, you have an expensive hobby. You need to tell people how to hire you / work with you / give you money in exchange for your expertise. And you do that by using goal-focused content, AKA copy.

Okay, so what if you want to blend the two? After all, copy and content are not mutually exclusive. And a skilled copywriter (that can be you when you claim your message, values, mission, transformation and blend it with a sales-focus that lets people know why and how they can work with you.

Blend Both for Relationship Copywriting

Good copy can and should use elements of storytelling to evoke emotions and guide someone to completing a conversion. This is what I call relationship copywriting.

You’re creating a connection and you are producing that piece with a goal in mind (sales, signups, etc).

Content creates connections. Copy sells. Good copy does both.

Blending both of them is a fine balance between knowing what your audience needs to hear so they’re connected to you and so they want whatever result your offer, service, or product promises them.

This takes some introspection to discover what makes them take notice and say, “Yes, same, me too, that sounds perfect!”

It also takes some skills in being persuasive enough to tell them why they need to join with you in purchasing matrimony.

How to Put in the Work to Make This Possible

1 – Think about what you want to be known for. Make that front and center when you’re writing your copy. After all, yes you need to write for SEO, but a human needs to be able to read it and feel something when they come across your content. Feelings are what sell.

2 – Infuse that into everything you create.

3 – Practice. Practice makes perfect! It’s the best way to clarify your ideas. The more you write it, the more you finesse and refine it. Then, the more you feel it and can truly make it yours.

If you want a space to learn these skills of strategy and copywriting, plus have a safe space to get messy and practice, Copy Magic is for you!

Copy Magic is my group coaching program that will help you confidently show up in your marketing so you can draw clients and opportunities to you like magic! It blends group coaching with practical skills-based knowledge and time to actually do the work to give you an experience that’s supportive, spacious, and sustainable. Infuse your marketing with Copy Magic for messages that connect and copywriting that is so effective!

Learn more here or DM me on Instagram @heyangelicaross to talk about Copy Magic so you’re confident about your message when you share it to the world!

The post Copy vs. Content: Understand the Essential Variations for Effective Communication appeared first on Angelica Ross.

I also always give a disclaimer when I write it for clients to send out (like if they’re doing an affiliate launch and providing swipe copy so their affiliates can easily promote it). What’s that disclaimer? It has to not suck.

Kidding, kind of. We’ll get to that in a sec! Let’s talk about all things swipe — what makes it bad, why your swipe copy isn’t working, and a copywriter approved way to use it successfully in your business.

So what makes swipe copy “bad”?

Let’s go back to this idea of “bad swipe copy.” Because, to be fair, I am painting with a broad brush. It isn’t all bad. After all, I’ve written swipe copy for clients to use and I like to think it’s pretty stinkin’ good!

But a hallmark across the board that…let’s say “less-than-ideal swipe copy” has in common is that it is incredibly generic. It’s boring, dull, and devoid of any personality.

On the flip side, there can be too much personality. By that, I mean copy that was written by someone for someone specifically and it sounds exactly like them. For example, 

So, okay, you may be sitting there saying, “Um, let me get this straight. You’re saying swipe copy can suck because it’s too impersonal, but also has too much personality?” I understand that’s a bit of a mind-meld.

Bottom line: bad swipe copy isn’t you!

Why is your swipe copy not working?

If you…

Don’t have sales when you use swipe copy…

Feel like you’re totally disconnected from what you’re selling…

Have this feeling that you’re being sleazy, cheesy, and/or obviously “sales-y” when you use it…

…You may be using bad swipe copy.

(And this is where we leave Jeff Foxworthy territory.)

I get it, sometimes you just need to use something so you grab the affiliate packet, copy/paste, and forget about it. But let’s try not to do that! You need to know how to make swipe copy work for you!

A copywriter approved way to use it successfully in your business…

Remember that disclaimer I mentioned? Here’s where it comes back! Here’s also where you learn a copywriter-approved way to make swipe copy not terrible.

After all, nothing is worse than getting 10 of the same emails from an affiliate launch where they all used the same swipe copy. And that means it’s not going to speak to your audience in words they need to hear. They’ll be like “This is weird…I don’t buy it. I’m ignoring it.” They may also say, “This doesn’t sound like my favorite entrepreneur is writing me an email. I call BS. Something is off and doesn’t feel genuine. Next!”

Please don’t be that person! Your business is amazing and impactful. If you’re using swipe copy, it’s probably because you’re part of something that you’re really excited about, like that affiliate launch or a summit or something that you do want to tell your people about.

So, all this to say, if you’re going to use swipe copy, you have to learn how to make it your own.

Just a few tweaks will take it from “this sounds generic and there’s already 10 of the same thing in my customers’ inboxes” to impactful, connective, and inviting for people.

A simple way to do this is to add in your personality. After all, let someone else do the hard work of making sure the dates, features, and links are correct. That just means you have more time to add in that special sauce for your people so it does what it’s supposed to do: convert!

Another way is to know how to craft a message. This is especially true if you got garbage copy but you still need to know how to sell that thing you’re promoting! You need clarity of what your people need to hear to say yes to you.

At the end of the day, even if you “aren’t a writer,” you still have to know how to communicate for your business! Knowing how to be so clear in your voice and values that you can easily talk about what you’re promoting is a skill you can learn.

But you can’t truly, effectively customize swipe copy (or even craft original copy) until you have this clarity. You need what I call the 3 Ds: Desire, Direction, Details. Desire taps into what you want to say. Direction helps you move toward what your customers and clients need to hear. Details allow you to pull it all together with confidence and clarity so you can share your message and make an impact.

Okay so all this to say, I do think swipes and templates have a time and a place…and you also have to know how to work with it. Just a few tweaks will take it from “this sounds generic and there’s already 10 of the same thing in my customers’ inboxes” to jam packed with personality (and someone else did the hard work of writing the lion’s share of it).

If this sounds like something you NEED, DM me on Instagram or contact me here to be the first to know about the 3D Method course (just type “3D” in your message and I’ll know what to do!)

The post A Copywriter-Approved Way to Use Swipe Copy in Your Business appeared first on Angelica Ross.

Working with a copywriter can almost feel like a, “Do I really need to?” type of deal. And yes, yes you need to. I’m not biased, I truly believe that.

Sometimes, we’re so close to the product (ahem, our businesses) that we can’t talk about it objectively. When that happens, hiring a copywriter is crucial. They understand your business and also are able to write about it locally, clearly, and strategically.

How many times have you tried to write your about page and thought, “I want to tell people all of the things! It’s all important!” (Along with being a kickass storyteller, I’m also a mind reader. Kidding. I say that because even I have thought that, too.) A copywriter will help you sift through and select the best story to tell based on your goals.

When you begin working with someone in your business, especially with a copywriter, here are a few things to consider. Hopefully, it’ll help to have answers to questions you didn’t even know you had. Then, you can jump into interviews and chats with copywriters and have an idea of the work they’re capable of doing for you.

First, what is a copywriter and how can a copywriter help you?

Unlike copyright lawyers, we can have fun with words! (I’m totally talking out of my ass. It’s very possible that lawyers enjoy writing in legal circles as they do.)

Okay, seriously. A copywriter will craft your copy, typically for your marketing and advertising. Depending on their skill sets, they may be better suited to product and sales pages or copy that nurtures your audience.

Either way, the main goal is to draw people to you and have them convert on an action, whether it’s buying something from you, following you, signing up for your email list, and so on.

A copywriter is your business’s best friend.

A copywriter, especially one focused on nurturing and heart-centered words, is invested in your business and success without feeling the everyday pressure of being in your business.

Whereas you may feel the pressure to get the sales and do the things, so you want to tell everyone all the stuff, a copywriter knows how to sift through that. We can strategically help you craft a story that sets up the action, delivers conflict to your audience, and shows how you’re the person to resolve it with them.

Consistency is king, strategy is queen.

My colleague Tori Mistick says that of Instagram and it applies to copy as well. Strategy must be part of your copy. It’s the only way to ensure your words will have the effect you intended. So instead of writing something and hoping it’ll strike a chord with your audience and make them to the thing you hope they’ll do, you know they’ll be empowered to take the next steps you set forth from the beginning.

It’s like how lawyers only ask questions they know the answers to and are almost playing a game of chess in the courtroom. With writing, you can map out where you want your reader to go before you even start typing out a sentence. That way, you know that everything you write will support that end goal.

If you struggle with that, hire a copywriter. That’s why we are here.

Strategy. Consistency. We’ve done this before and are zoomed out enough from your business that we can get a more holistic picture of your desires and goals and how to get your readers there, too.

What you need to know about working with a copywriter.

It isn’t scary or a hard process. These tips will help you find a copywriter and go into the conversation with questions that you may not have thought of to ask. The more specific you can be when looking for a copywriter, the better your chances are that you’ll find the right person to write for you.

Not all copywriters are the same.

Yes, we all write. That’s about where the similarities end. We all have our own flavors, though a good writer can (and should) use your tone and phrasing. We’re writing for your business after all, not ours!

There are also different types of copywriters. There are conversion copywriters (though as Margo Aaron and I think, all writers should be writing for conversions, AKA a goal, so conversion copywriting is redundant.)

There are storytellers, like me, who love digging into blogs and content that nurtures your audience. There are folks who are great at writing sales pages, like Christine Blubaugh. There are others who specialize in social media content. Some copywriters only work on website pages. Others only ghost write blogs (but Kayla Hollatz is a great example of a gal who does both).

When you’re considering working with a copywriter, ask what their speciality is and what kind of writing they really dig. If you’re looking for someone to write a sales page for you, find a copywriter who specializes in that.

It’s an investment, so hire someone who’s going to give you copy that lasts longer than your next bag of Oreos.

Be prepared to be (a little) mean.

If you feel uncomfortable giving your copywriter directions, you’ll find yourself with copy you aren’t pleased with.

You’ve gotta be able to note when and where you want something punched up or changed. There’s nothing worse than accepting a job you aren’t happy with when you easily could have done something to receive the words you wanted in the first place!

Okay, so don’t rip your copywriter apart (we’re sensitive artists and those words are our babies!) but be prepared to give constructive, direct feedback on the drafts you’re given.

You’re going to have a lot of opinions and preferences, especially if you’re hiring a copywriter to help you with your daily copy, as in storytelling for blogs, emails, and social media. Will they write the exact words you’d use? Probably not. But they’ll be close.

The job here is to find the balance between your ideas and words that sell. It’s important that you realize that your feedback drives the soul of the engine, so you have to be direct, open, and honest as soon as possible so we can edit before we go too far down the river.

Otherwise, you’ll probably have to pay for extra revisions since the copywriter will have to start over if you don’t tell us in time what changes you’d like.

How personal can you go?

I don’t mean you only have to hire folks who are your friends. (That can be a downright horrible choice on the level of gluing meat to a dress for a fancy awards show.) But you have to get on well with your copywriter.

Talk to this person. Find out if you even like them.

We (us copywriters) all have some version of this on our websites: “I write copy for [chosen audience] that connects, turns visitors into fans, and fans into customers.”

Awesome. We’re all in the business of making you money through writing. So how do you choose your copywriter?

Read through their content. See if their opinions, voice, personality, etc align with yours. Find copy they’ve written for others. Does it flow and fit them (in other words: can you tell it was written by someone else or does it seem genuinely theirs?) Then, schedule some calls with the folks on your shortlist.

Talk to them and see how well you get along with them. It doesn’t matter if they work for $10 an hour (cue Michael Scott yelling, “NO! GOD! NOOOOO!” because that’s horrible and a conversation for another day.) If you don’t get along with them, don’t hire them! The writing will feel awkward and stilted.

Hiring a copywriter is a big step. You’re placing your trust in someone else and it’s a significant amount of trust since these words will help sell your business. Do your research, find someone you like and who you think can represent your brand well, and dig in.

What questions do you have about working with a copywriter? Have you worked with a copywriter before? Do you have tips about the experience? Share in the comments below!

Original post published June 20, 2017, has been updated with: better copy (I wrote it so I can say that) and new graphics.

The post Working with a Copywriter: What You Need to Know appeared first on Angelica Ross.

I’m not saying you should hand over the reigns of your writing. (Nor am I saying not to.) Everyone should know how to clearly communicate a point. It’s a skill everyone needs.

You have to tell your accountant exactly what you need him to do, after all!

Even if you don’t think you’re a good writer, there is a way for you to become a better writer. At the very least, communicate better with your audience. Because, after all, your words have to connect and convert.

Are you ready for this tip? It’s really hard. I don’t know if you can handle it. Okay, here goes…

Clear writing is clear thinking.

I know, it’s super technical and requires a lot of work. (Please note the sarcasm.)

More seriously, it really is that easy to be a good communicator.

A lot of people think that for writing to be good, it has to be full of fancy words, gerunds, and clauses. That is the furthest thing from the truth. It makes your argument weaker and your point harder to understand.

In fact, I’ve had many writing classes where the goal wasn’t to get to a certain page count, it was to clearly and effectively argue a point.

When you know exactly what you want to say (ie: thinking clearly) you have a better chance at being a writer that evokes emotions with your writing.

And to evoke emotion, your writing must have a clearly defined path.

Think Clearly

The first step is to think clearly.

If your ideas are muddled and you aren’t sure of what you’re trying to say, or you don’t have a point, your readers will be even more confused. They aren’t in your head, after all. They’re going to have a snowball’s chance in hell of figuring out what you really mean.

Make it easy for them by knowing exactly what the point is before you start writing.

Create a Compelling Plan

Once you’ve figured out your goal, define what your purpose is. Make a compelling argument to get you from the beginning of your story to the action you want your audience to take.

You can do this by crafting a compelling outline. Do you need to outline an Instagram caption like you’re writing a paper for AP English? Hell, no.

And you still need to give your writing a purpose (even if the purpose is that you’re just sharing…you gotta know where you’re going).

Take that defined purpose and think through the steps of how you’ll get from Point A (your head) to Point B (the conversion, or action you want your audience to take).

Communicate Directly

Finally, use your words.

(Lawd, I can’t tell you how many times my mom told me this. It’s right up there with, “I”m not a mindreader.”)

It pissed me off when I was a kid… and it get why she was saying it.

If you don’t use your words and directly state what you want, no one is going to be able to read your mind and know what you want from them.

They’ll just scroll away.

***

By clearly articulating what you want to say, you can take down a barrier between you and your audience, be it writing for someone to read, a script for someone to hear, or an infographic for someone to skim and get the gist of what you’re saying.

It all starts with organized thinking.

One of my tips in My Billie Design’s roundup of 20+ Copywriting Tips and Tricks from 8 Copywriting Experts is this:

When all else fails, be direct. Hiding behind flowery words that meander around the point will leave your visitors confused instead of empowered to take action.

That’s essentially what this entire post could boil down to. If you want your website’s visitors or your social media followers to take action, be direct and tell them what you want them to do. Remove the confusion and lead your audience directly to where you want them to be.

So, what are you doing to do to be a more effective writer? Think clearly. Create a compelling plan. Communicate directly.

Class dismissed.

Thanks to Inc and their post that inspired this one.

Original post published March 5, 2018, has been updated with: better copy (I wrote it so I can say that) and new graphics.

The post Be a Better Writer With This One Technique appeared first on Angelica Ross.

And what makes me heart-eyes-emoji in love with what I do is telling stories.

That’s exactly what daily copy does.

It tells a story, whether you’re sharing information about the particular ingredient in your teas and why you chose to include that in the blend or you’re asking a question.

It all is in service of letting people know who you are and what you’re all about via the method of storytelling.

What does daily copy actually do?

I believe daily copy entertains, informs, and connects.

It can sell…and that’s an ancillary benefit.

What you’re doing with daily copy is nurturing your people and showing off what you’re all about.

Don’t get it twisted, daily copy doesn’t have to be “daily.” But it has that “everyday” feel to it. It isn’t an “occasion.” It isn’t copy for a big launch or website reno.

(I wrote that specifically because I can hear your mouse hitting X to shut me down. “HA I don’t have time to write and post daily! Buh-bye!”)

“Alright, why do I need to be doing it?”

Well, there are a few reasons why you need to be sharing your story online.

First, there’s connection. Storytelling allows you to form instant relationships.

People have got to feel connected to you and know something about you if they’re going to work with you.

When you drop a bit of a story into things, you can tap into your voice and form relationships from shared experiences (“You know that dream where….”) or unique “huuuh?” moments that make people want to learn more (“When I lived in Greece and a gypsy told me I’d lose a toe, I never thought…”)

Indirectly, you’ll be giving people reasons why they should they trust you (hell, let’s start with why they should like you.)

If people want to hire you and spend time being coached by you, there has to be a connection. You can start to build that relationship when you share daily copy about yourself.

You can also answer their questions like:

Do you have what they want? Can you teach them how to get it?

Who is this chick and why do I care?

Does this person make me feel something and do I want to get a beer with her?

All of these answers will come when you write about your story and share your journey.

Second, your words have to be compelling.

How do you know if something is compelling? You try out a few ways of doing it. Test to see what works.

When you write everyday copy, you can learn what stories resonate and, more importantly, which ways of writing strike your audience.

Then, you can do more of that!

This is all about having a really low-risk way of finding out what’s going to impact your audience. You’re keeping it fresh for the new people who find your Instagram feed and keeping it entertaining for the folks who have been around for a while.

Third, there’s the practical side. Writing is a muscle you have to build up.

I do not believe that some people are bad writers and some are good.

Okay, yes, I believe that some are more talented and suited to writing than others, but so are some people who are more talented and suited to being…I don’t know…a stunt double.

Doesn’t mean you can’t learn how to light yourself on fire, fling yourself off a building, and land relatively unscathed, it just means others are a little more predisposed to wanting to set themselves ablaze for fun and money.

In terms of writing, some are naturally better at it. But we can all practice and be relatively decent at it.

When you write frequently, you’re working that muscle.

Writing daily copy allows you to practice the skill. You have one story and you have to be able to tell it 57 different ways.

In the words of my business coach, Eryn, Celine Dion has to sing “My Heart Will Go On” whenever she performs, so she has to LOVE that song.

Sure, it may be a drag some days over others, but she’s gotta do it. It’s expected.

Same thing for you when you’re writing marketing copy for yourself. You have to find something you can write about ad nauseum and in myriad ways to keep it fresh and fun for you and your readers.

Daily copy is a great way to practice the skills and find new ways to talk about yourself online.

Convinced? Here’s a way to generate a ton of daily copy that connects.

Today is your lucky day! The Copy That Connects subscription will help you do allllll of this. You’ll get a set of prompts delivered to you monthly that aim to entertain (both you as you’re writing and your audience – because if your content is boring, who gives a flying twig).

The biggest benefits? You’ll save time, make money, and increase your confidence. (Oh hello, yes ma’am.)

Your copy will be consistent, un-sucky, and start conversations with your people that will lead to relationships (and sales).

AND then there’s the non-boring, exclusive Facebook group. You’ll have direct support from me and a gang of gals who put their bullshit belief that they aren’t creative and have no time to write aside.

Together, we can workshop parts of your copy and build your writing muscle (because it’s a practice and being good at it takes time)

There will be video tutorials, monthly Q & A sessions, random bits of entertainment and writing tips, and more inside this guided experience.

Sign up here to get access to a vault (a treasure trove, really) of prompts that will get you confidently writing and quickly connecting with your audience right now.

The post What is Daily Copy (And Why You Need To Do It) appeared first on Angelica Ross.

But if you don’t know what your big, overarching “Why” reason it, it’s hard to make a consistent and cohesive message that your audience will connect with.

In a recent post, I wrote this about finding your Why…

I talk about finding your Why a lot. It’s the basis of everything I write for myself and my clients. It starts the conversation when I’m helping someone to plan their content.

Simon Sinek breaks down this concept of Why in Start With Why.

He looks at this as a top-down cone moving from Why at the top to How in the middle and What at the base of the cone.

Your Why is your purpose, cause, belief behind what you do. It’s not about making money, it’s about why you do what you do, why you exist as a business.

You need to have a reason and overall driving message, a mission, both for yourself so you know what direction to take and also for your audience. Give your customers something to get behind!

Conveying your why in everything you write will show your beliefs; your audience will then be able to place themselves in your message. They will “get” your company and want to back it because they see their beliefs (and themselves) in your message.

It also shows that you’re trustworthy, you get “it” and them. Your audience is seen and feels heard and comfortable with you because you speak their language and you’re sharing with them something they want. It goes back to that idea of being able to see themselves in you.

When you provide that belief mirror, their strengths and values are reflected back on them. Who wouldn’t want to stick in the orbit of someone who’s like, “Yeah she gets me and what I’m struggling with. She’s probably been there, too. I want to feel more of what she makes me feel!”

Conveying Your Why

Consistency is key here as with most things. It makes your audience see your trustworthiness. Always focus on the same message. It solidifies your authoritative status to build trust in you.

What’s the Point?

Always write with your Why center stage. Have a goal. It gives your writing direction and ensures it provides value to your readers, even if that value is forming a greater connection.

Use Your Pillars

Think of the categories of content you share. These are your pillars and are the things you can talk about forever. They can always connect to a story to show your values.

Use these pillars to tie it all together and bridge the gap. Show your audience what you value by telling stories using these categories. Then, everything is consistent and always has an undercurrent of helpfulness, inspiration, aspiration, and so on when you impart your Why into everything you share.

Look at Feedback and Testimonials

Look at your feedback and testimonials. What are your customers saying they value? If they align with your values, great! You’re on the right track.

Perhaps your messaging needs some tweaking. To make your customers “get it,” are there any strings you can follow to find the language your customer uses? That way, you can impart your Why in their words.

Overall…

Before doing anything, THINK. Ask yourself is it: Truthful, Helpful, Inspiring/Informative, Necessary, Kind?

If it is, and said in your words, it’s worth a share. If it isn’t, don’t share it. It’ll confuse the message and muddy your Why (both for yourself and your customers).

The post How to Convey Your Why to Your Audience appeared first on Angelica Ross.

It’s important to write in a tone that’s unique to you. The voice is just as much a part of your brand and distinguishing features as the colors and fonts you use. When you have a voice that’s yours, people will read an Instagram caption and say, “Oh yeah, I can see her saying that.”

Not only does it help your brand, it gives you consistency which in turn gives authority.

Think about some people with a very specific voice. For example, Marie Forleo can get a little Jersey. It would bey very weird if Danielle Laporte went into that voice. She’s a little softer, sometimes with an edge, but generally a kind, soothing writer and speaker.

Yes, these are big names in the coaching/help world, and even if you’re a small business, you need a consistent, authentic voice, too. It’s hard to write naturally like you talk. Or is it?

Here are two of my most favorite ways to nail your brand voice and tone. They’re ridiculously easy. So easy you may be thinking, “Why didn’t I think of that already?”

Usually it’s the simple things that make the biggest impact.

Talk It Out

It can seem overwhelming when you sit down to write something. You don’t know who you’re talking to, especially if it’s going to social media where literally the world could be reading it.

If you can’t picture your client avatar (or just kinda don’t give a shit about that…) direct your words to a friend. Write like you’re talking to a trusted girlfriend and explain your product in real language as if you’re talking to a specific person in your circle.

You wouldn’t give her a stiff sales pitch if you just discovered this amazing product. No!

Instead, you’d go into why it’s so amazing (the benefits it gives you) and how it’s changed your life/made breakfast prep easier/automated your laundry/whatever. Product features and service package specifics would be secondary, maybe you wouldn’t even bother mentioning that at all.

So how do you get into that voice of naturally talking to a friend instead of trying too hard?

Record yourself speaking what you want to share. Transcribe and edit it and there is your post.

Alternatively, employ a friend to do this. (I find it helps to bribe your friends. Chips and guac will usually do it.) Have them call you out when you start to sound like politician instead of yourself.

Practice Makes Perfect

Yes, this is ridiculously like, duhhh. Really, you will not get better at something if you don’t try!

Start a blog. Do morning pages. Just start. You can’t find your voice if you never write anything. Don’t let fear stop you from getting your words out.

Worst case scenario, you can start over. And that really isn’t that much of a worst case scenario after all. (Just don’t get caught in that loop of scrapping everything you write because “OMG it all sucks and I can’t do this and this is dumb okay bye.”

How have you found your voice? What techniques did you use to hone in on your language and word choice?

Original post published February 4, 2019, has been updated with: new title and images.

The post Find Your Voice in Two Steps and Nail Your Copy appeared first on Angelica Ross.

I’m not saying I invented the concept, just saying that great minds think alike!

If you also haven’t read anything from Simon Sinek, he breaks down this concept of Why in Start With Why.

He looks at this as a top-down cone moving from Why at the top to How in the middle and What at the base of the cone.

Your Why is your purpose, cause, belief behind what you do. It’s not about making money, it’s about why you do what you do, why you exist as a business.

Makes sense. You need something propelling the action if you want to move forward. A nebulous idea that no one else can sense really won’t be that rallying cry you want behind your brand.

Now, what if you don’t know why you do something? Or it’s muddied and your audience isn’t getting it.

Truth time: it took me a long time to get to the point of knowing my why. I had a vague idea, but I never really wanted to own a business. I was content, for the most part, to help people with social media on the side, and let someone else deal with healthcare and taxes. Turns out, that isn’t a very good why either.

Who knew.

The point is, I didn’t have a strong why, so I floated around for a while doing this gig on the side. And that was good enough. But I have a feeling that “good enough” won’t cut it for you when this is your source of income and your livelihood, amirite?

**insert hair flip emoji here because you know, yes, iamrite**

Your why has to be clear for your audience to see you as the expert. If you aren’t clear on the direction of your business and focus of your content, your audience will be confused as well.

Case in point: mine was, too. I didn’t tell people what I did because I didn’t know how to articulate it for myself. So it stayed a side gig.

Spoiler alert: I figured it out, obviously, and moved from “doing social media on the side” to owning my own copywriting business.

Basically, I figured my shit out. And now it’s time for you to figure our shit out, too, in order to grow. To have people rally around you and “get” what you’re all about without you even having to say it, you have to exude your why. And it starts with you getting it.

So how do you find your why if you don’t know where to start?

Remember, your why is your driving force. It’s the basis of everything you write, everything that your brand stands for, to present a cohesive, consistent message to your audience that will turn them into customers, fans, and megaphones for your business.

Think about your audience.

This seems like a bit of a “duhhhhh” thing, but seriously. Think about your audience. Why are you interested in helping them?

You can ask yourself:

• What do they not have that you do?
• Why do you want to help them find it or fill in that hole for them?
• Why are you invested in their success?
• Where are they now that you were five years ago and what helped you get from that point to where you are now?

What’s the intention behind you starting your business?

I have a funny feeling you didn’t just wake up and say, “I’m going to risk a shitton of money, time, and chocolate and start my own business.” I mean, if you did, kudos to you. Enjoy that trust fund! (I’m kidding.)

My point is: I bet you didn’t just go into your business on a whim. It likely took time and care to think through what you had to offer. This is a great place to find a Why because you had to communicate that why to yourself, and possibly family members and friends, investors, and so on, when you started your business.

Ask yourself:

• Where were you 5 years ago?
• Have you changed?
• What’s been your mission through that change process?
• What’s the deeper meaning behind it all? For example: do you want to help them go from SAHM to running a successful Etsy shop OR do you want others to find their joy and support their families by doing what makes them happy, because when their kids see a strong female role model doing what fulfills them, that’ll impact them and spread to the next generation and so on.

Look at your feedback and testimonials.

If you’re really stuck and just cannot figure out why what you do is so important and, more importantly, the words to communicate that, look at your testimonials.

Your customers will tell you a) the problem they had that you solved for them and b) the marketing words they use so you can attract and communicate to more customers like them.

What strings can you follow to get language your customer uses and impart your why in their language?

When you’ve figured out Why you do what you do, you can show up in big and consistent ways for your audience. Your writing will be on-brand and on message. You’ll then be able to reach your customers and articulate how you can help them and why their lives will be better for having your product or service in a way that they can get behind and share with others, too.

Not only that, you’ll then be able to have a guiding post to measure all your decisions against. You can ask yourself, “Does this fit with my why” and if it doesn’t, don’t do it.

In case you haven’t noticed, this one simple word, Why, is a pretty big deal.

The post How to Find Your Big Why appeared first on Angelica Ross.