Stand Out with Copywriting Rooted in the One Thing No One Else Can Claim:
And Watch it Boost Your Conversions and Sales.
Boss lady. That’s who they know you as. You have a soul-centered, revolutionary business that’s changing the world. You’ve fought and won countless battles against the stereotypes, the nay-sayers, and especially your own dark demons.
And now you’re ready to become an authority in your industry.
And that means setting yourself apart by changing the way you speak about yourself. There is something about you that makes you different from anyone else doing what you do – from anyone else who has ever existed, for that matter. It’s about time you let go of the message everyone else is using and find your own voice.
Discover what makes you stand out.
Attract your dream clients and customers.
Make the money and impact you were born to make.
Let me help you make it happen.
It catches you every time. I was sitting there at my desk ready to kill this next project by the end of the day. My mind was prepped and my heart was ready, but there was this cloud of anxiety billowing around my head.
It swept into the crevices of my mind and seeped. “Am I going to get the outcome I want?” “Wait, am I even that good at this?” “Who do you think you are?” “Even if I do get the results I want, what will be my next step and can I handle it?” And on and on and on.
Even when you have all the intention to create something magnificent, you end up on Netflix or Facebook going down the endless road known as the Newsfeed.
You might be familiar with this. If you’re not, then you’re one lucky duck. But for the rest of us, if you don’t keep these kinds of thoughts in check, your creative ability will become paralyzed.
Steven Pressfield calls this phenomenon “The War of Art.” It springs up especially for anyone with creative pursuits, from artists to entrepreneurs. It’s common, but something I know you don’t want to get in the way of your success. Let me tell you how I deal with it.
Fight the Fear, Distraction, and Procrastination
I have a weapon to fight the fear, distraction, and procrastination. It’s really a rather simple method that doles out an epic punch. Quite frankly, it’s something you want to keep in your arsenal of creative rituals to keep you in the flow (I definitely have a lot of tools in my toolbox!).
The Cruxes in Your Process
Before we get into this weapon against fear, let’s talk about the crux points in your process. They are critical points in your process that need to be dealt with in order for you to reach the end of the creative process.
Cruxes are things that deadlock you into unproductivity and procrastination. They show up as negative thoughts, checking your email one more time, and even difficulty in assembling your creative material (like a canvas and paint, a computer, even just getting a spot to do your work). It’s when you hit these cruxes that you find yourself watching TV or working on something that isn’t critical.
You might have one, two, or TEN cruxes. Either way, you have to start identifying and dealing with each one, no matter how long it takes. That is, if you really want a smooth creative process and you want to be a master at your craft.
For me, my biggest crux is right before I need to take action to begin the creative process. As soon as I start, it’s peachy keen. But starting is the hardest part for me. Here’s my way to calm the beast and get to work.
Killing the Cruxes in Your Creative Process
1. I’m a big fan of monitoring what you do now before you take an action to change. So, take notice of how you spend your time. Spend a few days keeping track of how you behave during your day and while you work. Keep these notes in a notebook. When in the process do you falter? What’s the point right before you stop working and find yourself on Facebook? What thoughts are keeping you from moving forward?
2. Identify the critical moments where you push important work away to do something else. Do you open your laptop, but don’t even get to the part of opening up a blank document. Do you get to that part, but find yourself looking for inspiration elsewhere and get lost?
3. Now, it’s time for the battle plan. Try to work on only one habit at a time. Doing them all at once can be overwhelming and leave you with no progress on anything. Create a series of rituals right before you begin work. Try to aim to replace it near the moment you’d usually get distracted. Do this series every time to make the pattern automatic. It must have at least 2 rituals.
Here’s an example. When I want to write, I open my laptop and turn it on. I open my browser and go directly to Google Drive – no checking email for me! I open nothing else. I open my writing document. Then, I set a kettle of water on the stove. I get my mind prepped to write by saying things like, “DO IT AND LET IT GO” to help me clear my mind of my worries. I come to the computer with a cup of tea and begin writing. I usually set a time for 30-60 minutes and just write. Commit to writing for that period of time and not stopping. And when the buzzer goes off, I move on to my next to-do item.
This patterned system keeps me productive. I say “do it and let it go.” to tap into my genius and be at peace with the results and know I can only affect the actual work that gets done. It took me time to find the right patterns, but once you do, you win the war of art.
What will you come up with?
There’s a difference between thinking you’re something and actually doing that something.
You gotta walk the talk. Even if it’s hard.
The trick is to make it a habit.
So, are you going to master your craft?
Or be an amateur for another year?
I’m sure you have a bunch of things you’ve been meaning to do.
Workout regularly (just started doing this!).
Start writing more.
Cook your own meals.
Join an art class.
But you probably haven’t gotten around to doing it have you…have you?
There are people in your audience that are in the same boat about your products and services. They WANT to get the help to reach their goal, but there’s no urgent need for it right now.
These people are NOT your dream clients or customers, because they have no compelling reason to take action. Yet, many entrepreneurs try to market to these people. They try to brainwash people into buying their products or services, spending time and energy convincing them. A big no-no.
You want to be talking to people who are yearning to buy from you (aka dream clients and customers). They just can’t wait to reach their goal by working with you that they’re about to pop out of their skin!
So, that means you do need to use “convincing” language.
Here’s what to do instead:
Understand when your product or service becomes relevant to your DREAM client or customer
What NEED do they need to have to inspire them to buy?
Sales isn’t about brainwashing people to buy your product. It’s about offering you product in the most appealing way to people who are already peaked to buy the product or service.
So, what NEED does a potential customer need to have…
…to get health coaching?
…to get website design?
…to buy a blogging course?
It usually takes an event close to home that makes you change.
Maybe for health coaching, it’s frequent sickness, a family member getting sick, or a new diagnosis.
Maybe for website design, it’s reaching the peak of your business and you’re ready to take on the next stage.
Maybe for a blogging course, it’s just having finished up setting up your website, maybe you’ve had a website for a while but there’s no traction.
It’s important to offer your product or service in the most appealing way to people who are already peaked to buy the product or service. Those are the people you should be talking to when you’re writing copy.
Now that you know they have the need for your product or service, what’s the next step?
The key to is to answer the questions that come up after they <em>already</em> know they need the type of product or service you offer. They want to take action, they just are figuring out who they want to go with.
What are the questions that come up? For health coaching, questions that come up might include is it effective and when will I see results? For website design, how well can you translate my idea, will it be similar to other site or unique? For a blogging course, what results can you promise, is it going to be hard, when will I see results?
Now, answer those questions in the copy.
Don’t try to convince them that it’s worth it to buy your service or product. You already know it’s worth it and so does your dream client or customers. All you need to do is show the value in what you’re offering.
Health Coaching: it’s effective, immediate results or signs of improvement.
Website Design: Unique creative design, aligned to brand.
Blogging course: increase your readers, simplicity of the course.
All you have to do is answer those questions and address those concerns in the copy. And BAM, you attract peaked dream clients and customer to your offer and win them over!
So, if you weren’t wasting time trying to convince people that your work is worth it, what would you say to the people who already get it?
That’s where the magic is.
Can you get on that level?
Are you running your business in silence? Behind closed doors? Curtains drawn?
What I mean is – Are you the only point of contact where a potential client can go to truly understand your work? If so, that’s a big no-no. Because that means if you aren’t working it, no one and nothing else is either! So, you always have to be ON. But that’s not why you became an entrepreneur, you wanted freedom. Right? That’s why you should put a few elements into play that work as hard as you do – without you even having to be there…
You’re more than “WHAT” you do
You might have a website site, but the content mutes your vision. It only scratches the surface of what you’re all about. You know your vision goes deeper, yet you run your business as if it’s okay to keep it quiet (HINT: IT’S NOT OKAY!).
I want you to take a second and think of the last few experts you hired or courses you bought… How many of them did you buy immediately? Zero to a few. How many of them did you spend time following online before you took an action? Until you felt a strong connection to them and their offering, I’m sure.
Now, how do you expect people to hire you if the core meaning of what you do is a secret? (HINT: THEY WON’T)
The Entrepreneur’s Journey is a Hero’s Journey
By definition, entrepreneurs put themselves through lot. For us, it’s more about the experience than anything else. To be able to say – NO – to just be able to know that we set out for our dreams turns our blood into liquid gold.
I’m sure you’ve fought through obstacles, doubts, and the ever-present, always shifting naysayer who pops up.
But you understand. You understand your passion and your journey. And why you need to see it through.
But there’s a disconnect, isn’t there?
The passion in your heart is strong, but translating that passion can sometimes be tricky.
But it shouldn’t be. You have a love so great for what you do, but maybe you can’t put it into words. And that’s a HUGE problem. Your website can be a 24/7 sales rep either working for you or against you. How’s anyone supposed to begin to understand the power of YOU doing YOUR work if you don’t know how to get the message out there in a clear, concise way?
Trick question. No one’s going to understand.
Because when people don’t understand something, they dismiss it and eventually forget it. And no, they don’t dig deeper to really discover you and take the time to figure you out like you think they will. Because they have dinner to make, a good friend to catch up with, or even that Youtube video of dogs who are afraid of the house cat.
That’s why you need to make that passion center stage in all of the messaging that you do. That means, clear language in conversation, speeches, videos, and of course – my expertise – the written word. Each realm of communication has its own approach. But there’s one thing that can work throughout that will really move and inspire people. It’s your story.
Your Personal Story Can Game-Change Your Biz in TWO Major Ways
There’s power in your personal story and getting clear on it means understanding the driving forces in your life. I’m not talking just people, but beliefs. There’s a really great quote from Simon Sinek that goes like this:
“People don’t buy what you do, they buy WHY you do it.” – Simon Sinek, Author of Start With Why
People are attracted to people who believe what they believe. Which brings me to my first point: When you’re able to clearly express yourself, people can truly (and finally) listen. That means they have a chance to connect to you, instead of dismissing you. They’ll connect to your WHY. Then guess what happens? The people who resonate with your message get curious about you and give you a chance to earn their trust. That begins a powerful journey that can led to sales for you and a dramatic positive change in their life with your work.
But what’s even more powerful is what I personally experienced when I first got clear and what I continue to experience as I gain more clarity. And that leads me to the second point to why your personal story can be a HUGE game-changer in your business: Clarity leads to confidence.
I personally believe that clarity is the first step to a breakthrough of any kind. It’s not magic, it’s just the way the world works. The more clarity you have around something, the closer you get to it.
When you’re clear about your message, you become confident. And a confident entrepreneur is hard to stop.
If you choose to work on your message, you attract the people who will get you and YOU will have a bulletproof confidence in the real power of your work. I see a lot of entrepreneurs who are NOT clear and consequently are NOT confident in their work. They are embarrassed to step up and don’t offer services when they know they can help, they’re afraid to ask for the sale, and they’re afraid to own their genius because they might offend somebody. Ultimately, they think their work isn’t as important as it truly can be.
And that’s what kills business.
But when you’re confident, your KNOW your value. You aren’t afraid to offer your solutions, not afraid to ask for the sale, and definitely not afraid of offending anyone. You become an unstoppable force of momentum in your business.
So, do you plan on continuing to silently kill your business.
Or are you ready to wield your story and speak your truth?
The choice is up to you.
And if you’re ready to use the power of your personal story, apply for a FREE session with me here.
You can feel the weight of a watch when you put it on in the morning. But in a matter of an hour or less, you forget that it’s there.
That’s exactly what it’s like with our limiting beliefs about life, money, love, and relationships.
Eventually, we may forget we have these beliefs, but they’re always there. And they have the power to jeopardize your future.
Recently, I confronted some of my money memories.
Everyone has money stories. They are incidents or events relating to money that becomes the definition of your relationship with money. It’s the stuff that happened in the past that affects how we deal with our money today.
I knew I had to let these stories go to make way for more money in my life.
Here’s what I did: You write it all out. (I had 116 memories) Every money memory you have that left you feeling angry, resentful, or ashamed. Then, cross out each one saying “I forgive you. I’m sorry. And I love you.” I added the extra step of burning the list. Just to make the release final (plus it was super fun). This little exercise lets you confront those beliefs and let ‘em go. It’s what us crazy entrepreneurs do to make way for more money.
It was pretty cool and by the end of it, you do feel a huge sense of relief. And definitely feel WAY lighter.
(My family definitely freaked out because of the burning smell.)
Try out this exercise for anything you feel you need to forgive in your life and let go of. It doesn’t have to be money – it can be about your friendships, relationships, family, love, career, even your own self-worth.
Let it go.
Or let it control you.
It’s on you.
Have you ever tried to explain your favorite show to someone who’s never heard of it before?
“It’s about a human-looking alien in a flying phone box who travels through space and time.”
Look in the mirror. That’s the face people might give you when you talk or write about what you do.
The message you have is powerful, but if you don’t know how to share it, few people will care and even less will want to buy from you.
The problems is you might explain what you do as if everyone already knows what the hell is going on. You might even act like the knowledge you’ve spent years to build is common sense, when it’s anything BUT (exactly why it took you YEARS to learn it all).
When you speak with the words only experts in your industry understand, it’ll go over your dream client’s’ heads. And that’s no way to draw them to you. You may as well be speaking Mandarin.
The journey of a 1000 miles does NOT begin with your 1000th step. The process of your work does NOT begin at step 10. Stop. Go back to step 1 because that’s likely where your dream client is. Remember where you started and dumb it down for them.
Let me show you a fun way to do this…
Kidnapping A Child Can Help You Own Your Message*
If you really want to own your message, it’s time to break it down to the basics.
The easiest way to do that is to find a child of around the age of 8-10 years old (please don’t actually kidnap a child, borrow with permission). Explain what you do to them until they understand.
It might take a bit of time to explain it, but the words you use that click with that 8 year old are the ones you should be using on your website and with your clients. I’m not saying your clients are dumb, but no one wants to get help with the language of Nietzsche. I recommend recording it with your phone or taking notes while you’re talking to your borrowed child (again, with permission and a parent).
So tell me, who’s the 8 year old you’re going to borrow for this little experiment? What do you expect from this experience? Let me know in the comments.*Please don’t actually kidnap a child. Borrow with permission while the parents are there.
I’m sure you’ve set huge goals for yourself for 2015. BIG, beautiful, magical goals. But if you aren’t breaking them down into bite-size chunks, you’re setting yourself up for failure.
Most of us write down our goals on a piece of paper and then have no clue how to act on them. Whether it’s losing weight, getting fit, making more money, or changing your lifestyle, you need to have an action plan.
Create an Action Plan Around Your Goals
The first thing is to know which ONE goal is the one that’s really going to change your life the MOST. Some people call it a trigger goal or a push goal. It’s the thing that’s going to allow you to accomplish a lot of your other goals. For most people, that’s a financial goal. Once you have money, you’re able to travel more or buy your dream car – which might be other goals on your list.
The second thing is to START! Dabble in it so it doesn’t seem impossible to you. Maybe you want to start yoga. Pull up a video online RIGHT NOW and try a single move. Maybe a headstand against a wall – working on this one myself.
The third thing is to break your goals into phases. I like to call them DARES. Because it makes it more exciting and challenges you, instead of intimidating you. Now that you have a taste from starting, structure your achievement of the full goal.
Daring has been such a thrilling element for me in my life. I always tell my friends, “Be careful what you dare me to do, I’ll probably do it.” Most don’t expect me to actually do the dare, but once I’m challenged it’s hard to stop me! I’ve made scenes in public, plopped a wig from a mannequin at Forever 21 and posed for a pic. It was a big, pink afro wig too. I’ve even jumped off cliffs into the ocean. See, isn’t it more fun to think of it this way?
It’s up to you how you want to break down your goals. I recommend starting at the BARE minimum and segmenting your growth on a monthly basis.
Here’s what I mean. So, maybe you want to exercise more, like me (I LOVE Blogilates). Start off by daring yourself to work out for 30 minutes, 3x a week. Once you’re able to do that for a month, dare yourself to increase the time to 1 hr, 3x a week. Once you’re able to do that for a month, dare yourself to increase it to 1 hr, 4x a week. By increasing your momentum in a manageable way like this, it prevents you from quitting and backtracking as much as you would if you tried to workout for 1 hour every day starting NOW.
Slow and steady wins. Stay true to your commitment and don’t advance too quickly, even if you think you’re ready.
I use the iPhone app “Way of Life” to organize habits I want to implement daily – so try it out if you need help keeping track!
Today, the first of the new year, is a great day to grab a pen and paper and begin breaking your goals down into little dares.
I dare ya.
Let me know in the comments below how you’ve broken your BIG goal into bite-size dares.
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