How To Write Copy That Sells With Jenny Roth
Copy is a word that’s not new to anyone in the online business world. However, it’s also one of the trickiest things to get right.
How do you write copy that makes readers take action?
How do you write copy that sells?
You’re in the right place because my guest is a launch & website copywriter for group coaching and mastermind programs. Jenny Roth started her business after hearing from countless coaches who wanted words that sell and welcome their new clients with open arms. She stepped in to fill this gap in the industry by creating joyful, converting copy that also leaves your audience excited and confident to work with you!
You know I always like to start with a definition so, what is copy?
Copy is any words that you use to talk about Your work. So anything you use to any words you use to connect with your clients, whether that's an Instagram caption, your website, emails, client communication, sales pages etc
Copy is any words with the intent to connect your business to the clients who can benefit from your offer and services.
What is the process to help entrepreneurs understand the voice and vision of their company?
1.Market research: Market research is just fancy talk for listening to what people are saying.
This is a combination of phone interviews with past clients, current clients or surveys.
So, what you're trying to do is figure out why people chose you and why they came to you out of all their options and what prompted them to say yes, and what benefits they've experienced from working with you and what they would say if they were recommending your name to others, you really want to find out what alternatives people were considering before they worked with you.
Knowing your audience really well will help you speak to them because copywriting is nothing if not a walk in your client's shoes.
2. Get really clear on your offer: Get very clear about your process and the heart behind your work. What do you include in your offer that others leave out, and why does that benefit your clients? What do you leave out of your offer on purpose because it helps your clients that other people include?
And once you really know that person, copy is just a conversation that you're having with them to help them make the best buying decision possible.
I loved that Jenny shared her thoughts on pain point marketing
“I just want you and listeners to know how common it is to dislike pain point marketing because it feels very doom and gloom, but addressing pain points in your copy is important. It's not like you have to, like, dig the knife, but you do have to start the story of where your clients are so that they know they're a fit.”
Ideas for pain point marketing
Think about three things that they've tried to do in the past to see success that haven't worked and then present your solution.
Think about three myths they think that are going to get them from A to B, but aren't actually working and how your solution will.
You've got to write your copy like it is going to change somebody's life because that's how it will come across to have that confidence behind it.
How do we make sure that we get our personality into our copy?
I will set a timer for like 15 minutes and I will let myself write. I allow myself to get my ideas out first and then I will come back in and edit and add the hook, the catchy headline at the top and all of those things so my best piece of advice there really is to allow yourself to write first, edit later.
“The main rule in copywriting is the rule of one. We're always writing to one person. We have one main idea and one call to action with everything. So if you're not sure who that one person is, who is your best client? The client you want to work with the most, like your best case scenario, we're going to write to that person.”
Here are Jenny’s tips for someone trying to be their own copywriter:
Taking time to really have those foundational elements in place of knowing your offer, knowing your ideal client really, really well doing the free writing thing, making sure you're giving yourself space to create, ideas, topics, and then giving yourself space to write.
Get support from a coach, hire a copywriter or have somebody who can read over your things and help you.
There’s a myth out there that you can create a month's worth of content in an hour. Honestly, I believe writing content takes time. So just start with what you can do in the time that you can, that you do have and know that that's enough.
Repurposing. Just repurpose.
Document when in doubt; just document. I think that’s another pressure thing is you think like every time you sit down to write, you have to write a beautiful TED talk with mind-blowing information. But if you're creating content, sometimes you can just document what you're learning, what you're doing, how things are going, a client experience, things like that.
My tips for Copy Writing:
I save emails that you are really inspiring to me and I ask myself how I can use that to inspire my next piece of work.
Brain-dumping a bunch of subject lines and then going back in and filling out what the actual content is.
Resources Mentioned In The Episode
Grab your copy of Jenny’s The Little Black Book of Email Subject Lines that’ll get you an open rate of 40% or higher.
Your Next Steps
Need advice on going from overwhelmed to under control? Schedule a free 30-minute consultation call with Chelsey so that you can create a booked-out business without burnout.
Connect with Jenny Roth
Website: https://jennyrothcopywriting.com/
Instagram: @jennyrothcopywriting
Email: hello@jennyrothcopywriting.com
Connect with Chelsey Newymyer
Website: https://chelseynewmyer.com/
Instagram: @chelseyncoaching
