Marketing Moxie: Online Marketing I Branding I Promotion I Copywriting I Conversions I Traffic

It’s the first episode of what I’m calling Feisty Friday where I tackle a trend, issue or question and break it down into practical, actionable steps.  This first one is addressing the focus of personal brands meaning let me talk about ME all the time, make marketing all about ME, and holy crackers, I really don’t give a flying anything about what you’re saying. You sound like Charlie Brown’s teacher and you’re missing the point. To make marketing meaningful, you need to make it about your community and your customers. Show notes with key points and links for this episode available at www.maggiepatterson.com/episode57.

Items Discussed in this Episode:

  • The focus of marketing has seemed to switch to being all about ‘me’
  • What this comes down to is a case of bad storytelling
  • The main question that should be answered in your story should be ‘what’s in it for me?’
  • There is a simple fix, and I’ll explain it here
  • There are many ways to make small changes in your story to help your marketing

Links for this Episode:

Get the Storytelling Shortcut (Free Guide)

Link to Free Marketing Moxie Facebook Group

Direct download: Marketing_Moxie_FF1.mp3
Category:general -- posted at: 2:00am EDT

The term conversions is thrown around all the time with copy, but what does that mean and how can you create copy that actually converts? My friend Jen Havice joins us today to shed some light on conversion copywriting and all the need to knows. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode56.

Items Discussed in this Episode:

  • According to Jen, what is the number one conversion killer?
  • When someone lands on your page, you’ve only got a couple of seconds to grab their interest, so pay attention to how you’re grabbing it
  • Jen explains what ‘value conversion’ is, and why it’s not as scary as you think
  • Making sure your message doesn’t get lost in your design can be tricky, but it’s necessary to make sure each page of your site has a goal
  • The more decisions you’re asking the client to make, the faster they will leave your site
  • What are some conversion basics you need to know, even if you have a small site
  • Jen’s absolute best trick for creating copy that converts
  • Pay attention to your buttons and if what they say are affecting your conversion

Top 3 Takeaways for this Episode:

  1. You need to make sure with any page of website copy, that you have a clear goal for the page.
  2. What does your customer need to make the decision to buy? What will make them feel comfortable, what will reduce friction, etc.
  3. Understanding conversion and the numbers behind your website is not just for big sites. Understanding the structure and copy of your page and whether they are connected or not can make or break your conversion.

[Tweet "Talking conversions with @jenhavice and why using the word submit is a bad idea. @magspatterson hosts"]

Links for this Episode:

Make Mention Media

Jen’s Conversion Copy Review Service

Marketing Moxie Episode 55

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie57.mp3
Category:general -- posted at: 2:00am EDT

The copywriting series continues and I’ve invited Yasmine Khater to talk about attracting clients and figuring out your services on today’s show. While it may not be copy, this is one of the things that I find easily trips people up when it’s time to get your website ready. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode55.

Items Discussed in this Episode:

  • How do we go about finding the right clients for you? There is no magic formula, but there’s ways to save time doing it.
  • Yasmine explains how to go from having a client who is interested to a converted sale.
  • Focus on understanding what your client really wants and who they are is key to turning an interested client into a sale.
  • Dig deeper into yourself and what you like to do, along with what you are good at as you figure out your services.
  • Yasmine points out the things we need to keep in the back of our minds when we’re communicating with our clients as far as sales psychology goes.
  • Why being more focused can get you more money in the door right now.
  • What is ‘messaging breakdown’ and how can you fix it.

Top 3 Takeaways for this Episode:

  1. Before you create the offer, you really need to understand the customer. Just having the copy and all the launch elements doesn’t mean you’re selling something that is actually needed. People buy based on an emotional reaction. Do your homework up front to save you pain and frustration later!
  2. Create a plan for content that makes sense and serves your business model. Think about you can create a really cohesive set of content that makes sense.
  3. If pushing through fear is causing you to spin out, then you need to really examine where the root of your fear comes from. Working on your emotions to not feel that fear can be hugely beneficial to your business.

Links for this Episode:

Yasmine Khater

Yasmine’s Free 10 Day Earn 5K Bootcamp : www.bit.ly/5kbootcamp

Link to Free Marketing Moxie Facebook Group

Direct download: MMoxie_55.mp3
Category:general -- posted at: 2:00am EDT

Good old business-to-business  copy can be so boring as we travel through the world of features and industry jargon. But it doesn’t have to be this way! Jessica Mehring of Horizon Peak Consulting is one of the absolute best B2B copywriters I know, and she’s sharing how to make B2B copy more exciting and engaging in this interview. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode54.

Items Discussed in this Episode:

  • Jessica explains why B2B copy can be so boring and how to not fall into that trap
  • The biggest mistake to avoid making in B2B copy
  • What kind of things can we learn from B2B copy?
  • Jessica’s favorite ways to figure out what the value is for customers in your business
  • What is ‘iteration’ and why is it important for your copy?
  • What content marketing really is and how it works
  • Jessica gives us the list of books she’s reading now and why
  • How you can bring the elements of fiction writing into your copy

Top 3 Takeaways for this Episode:

  1. Before people will buy from you, they need to see the value they will get.
  2. Do your research! Find out from your market how they receive content and what questions they need answered in that content, and give it to them.
  3. If you want to write copy that’s not boring, start reading. Books, magazines, blog posts. Take note of headlines, story structure and more.

Links for this Episode:

Horizon Peak Consulting

Link to Free Marketing Moxie Facebook Group

Direct download: MM_Ep54.mp3
Category:general -- posted at: 2:00am EDT

If you’re launching anything in 2015, you’ll want to listen to this episode where our guest Courtney Johnston walks us through the must-have elements of our launch copy - most of which is so easy to overlook, including all those must-send emails. Show notes with key points, takeaways and links for this episode available at www.maggiepatterson.com/episode53.

Items Discussed in this Episode:

  • Courtney explains what we should do to plan in advance for our launch copy and not do it all at the last minute
  • The three pieces of launch copy you must nail no matter how complicated or simple your launch
  • Why your ‘cart closing’ email may be the most important one you write
  • Courtney’s best tips for getting your message clear before your launch
  • It’s okay to name a specific goal or result your client will achieve by using your program
  • The most effective and important types of emails you should have covered off during your launch

[Tweet "Launching? @courtRJ has your copy covered in this episode"]

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Top 3 Takeaways for this Episode:

  1. Have a launch plan. Figure out ALL of the pieces of copy you need well in advance so you can be smart and strategic.
  2. Understand that communicating with your list is critical during a launch and that you’ll have 7 different types of emails going to them during this time.
  3. Be very clear on the outcome of result of what you’re offering. That’s the #1 thing people want to know.

Links for this Episode:

Courtney’s Launch Copy Planning Kit

Rulebreakersclub.com

Link to Free Marketing Moxie Facebook Group

Direct download: MM53.mp3
Category:general -- posted at: 2:00am EDT

You’re sitting down to write...and you’re having a hard time figuring out what to say, or even why you’re saying it. Which is where our guest Nikki Groom comes in. Today we’re talking about helping figure out your why so your copy actually works and how you don’t need to find your voice, you just need to use the one you already have to be effective. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode52.

Items Discussed in this Episode:

  • Nikki discusses how she helps people create the ‘why’ in what they do
  • You can’t know your ‘why’ if you don’t know your ‘who’
  • The ‘why’ doesn’t have to solve a life changing event, it can be something small that makes a difference in someone’s day
  • Nikki explains how we can use our voice to infuse into our copy, but not overdo it
  • Nikki shares some of her best editing tips
  • Nikki and I discuss how to use storytelling in the right way and not let it go off the rails.
  • How to not get stuck in your own head when it comes time for writing

[Tweet "You don’t need to find your voice. Use the one you have says @nikkigroom"]

Top 3 Takeaways for this Episode:

  1. Creating the ‘why’ in your business can be tricky, but it is essential for copywriting. You’re looking for why your business is needed by your audience, not why you do it for yourself. Once you learn to write like this, it will flow naturally.
  2. Make sure you’re using your voice in your copy. You don’t want to mimic someone else or the ideal version of yourself, you need to be you. Then it’s easy to be consistent through your blog, about page, social media, on phone calls, etc.
  3. Powerful stories can be impactful. No one wants to see the ‘perfect’ you all the time. On the other hand, be cautious to use when it’s appropriate.

Links for this Episode:

Nikki Groom

Link to Free Marketing Moxie Facebook Group

Direct download: MM52.mp3
Category:general -- posted at: 2:00am EDT

This week we’re kicking off a new series all focused on copywriting on the show. Because, let’s face it, writing copy is unavoidable in your business! I’ve got an all-star line up of copy pros to share the inside scoop on everything from B2B to launch copy and more. Today we’re kicking off by talking about content strategy - the #1 thing you need before you write a single word! Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode51.

Items Discussed in this Episode:

  • Whether you hire a copywriter or not, whether you’re a good writer or not, every one of us has to deal with writing in our business
  • I break down what content strategy is, and what it’s not
  • The questions you should ask yourself to drive your content strategy to be useful to your audience
    The warning signs that say you need a content strategy
  • No matter what, your content has to serve a purpose
    The 5 essential elements of a content strategy

The 5 Essential Elements of A Content Strategy:

  1. You need to understand your customer and your customer’s journey. You need to know more than the basics, you need to understand how they get from finding your business all the way to the purchase.
  2. Getting clear on your mission and values. Do you actually know what the master plan is for your business 5 or 10 years down the road?
  3. How do you communicate? What is your tone and manner? Don’t rip off someone else’s tone, be yourself. How do you want your customers to feel when they’re interacting with your brand? Also think about your writing style.
  4. Prioritization and presentation of information. People need to be told what to do when they get to your website. Too many options leads to the choice paradox. Get really clear on how you present information and get consistent with it.
  5. What is the workflow and the schedule? How do you create content, what are the steps involved, and who is involved in each step? Think about your content schedule so you can be consistent and make your audience comfortable.

Links for this Episode:

The Why Behind the Buy Episode with Brittany Becher

Link to Free Marketing Moxie Facebook Group

Direct download: MM51.mp3
Category:general -- posted at: 2:00am EDT

This week is a milestone episode! We’ve hit the mark of 50 shows, so I’m sharing my favorite moments, shows, and lessons with you. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode50

Items Discussed in this Episode:

  • My top lessons I’ve learned about myself from podcasting:
    - Who knew I would have an inner block for explicit language?
    - How being a writer translated to podcasting
    - Things that surprised me about audio, and the unique relationships you develop with your listeners
  • My top lessons I’ve learned from guests on my show:
    - Natalie Eckdahl s lessons from 100 episodes
    - Val Geisler’s take on follow through with your customers
    - Makenna Johnstone and her solid advice for doing it your way and not following the ‘shoulds’
    - Zsofi Koller on everything you need to know about working with a web designer
    - Jessica Kupferman’s ridiculously fun interview about online dating and online business
  • My top lessons I’ve learned about podcasting:
    - I’ve joined the secret club and I love it because it’s all kinds of geeky
    - How surprisingly low-tech podcasting has turned out to be, and how I use my ‘secret weapons’
    - I love interviewing, and I love being interviewed
  • The absolute best thing about podcasting: the fans. You guys are awesome!
  • What’s coming up next on the show and the new series that will follow

Links for this Episode:

Nathalie Eckdahl's Episode

Val Geisler's Episode

Makenna Johnston's Episode

Zsofi Koller's Episode

Jessica Kupferman's Episode

Link to Free Marketing Moxie Facebook Group

Direct download: MM50.mp3
Category:general -- posted at: 2:00am EDT

Branding may be a big old buzz word and so many people aren’t sure what it really means. Jeremy Miller, author of Sticky Branding joins the show to talk about what exactly sticky branding is and how to make it work for our business so we can stand out. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode49.

Items Discussed in this Episode:

  • Jeremy defines what is a ‘sticky brand’ and lists some top brands that are considered ‘sticky brands’ and how they became that way
  • What is ‘tilting the odds’ and how can you apply it to your business?
  • Why being a ‘generalist’ can work against you
  • How Jeremy and his family re-branded their business to a specific niche to make it more successful
  • How to consistently show up in the discussion and being a part of the dialogue for your brand, but not become overwhelmed by trying to be everywhere at once
  • Why ‘busy work’ will be the death of your business
  • Jeremy’s favorite principle of his 12.5 and why it’s the foundation of building a brand

Top Takeaways for this Episode:

  1. Do you have a ‘sticky brand’? Look at your brand critically and ask yourself these questions:
    Would people refer me again and again?
    Am I the top choice?
    Am I remarkable?
  2. Learn how to ‘tilt the odds’. This means finding your competitive advantage. Avoid being a generalist. Find the niche or market that is your sweet spot where you can be the master to go to.
  3. Work on having simple clarity. If you can’t explain in 10 words or less what you do and how you do it, there’s a big problem.This is one of the hardest things to do that I’m still working on too!

Links for this Episode:

Sticky Branding Book

Link to Free Marketing Moxie Facebook Group

Direct download: MM49.mp3
Category:general -- posted at: 2:00am EDT

Are you stuck in a rut when it comes to your marketing or does it feel like what you’re doing doesn’t connect? When we’re always ordering the same thing off the “menu” week in, week out, we’re missing prime opportunities to reach new people and holding ourselves back from growth.  Which is why I’ve created the #moxiechallenge for you - which I’ll run periodically in 2015 to help push you out of the comfort zone. And don’t worry, I’ll be playing right along with you. Show notes with key points, takeaways, and links for this episode available at www.maggiepatterson.com/episode48.

Items Discussed in this Episode:

  • Why do we keep doing the same things if they don’t connect with our audience or work very well when it comes to marketing?
  • Why I want to stop playing it safe, and what this has to do with turkey sandwiches
  • Why trying new things and experimenting is necessary in 2015
  • My ‘sandbox’ concept for my business this year
  • My 5 ideas for my #moxiechallenge to you

Top 5 Ideas for your #moxiechallenge:

  1. LinkedIn Publishing: Why not use the community you’ve already built on LinkedIn to share your content? (Resource blog post on LinkedIn publishing)
  2. About Page: It shouldn’t be about you, it should be about your audience. About pages need TLC, they are probably one of the most visited pages on your site. (About page resource.)
  3. Storytelling: Write 3 stories connected to your business. Storytelling is what humanizes us and makes us memorable. (Resource: Blog post on storytelling)
  4. Guest Posting: Give guest posting a try. It may not generate mega traffic to your site, but putting yourself out there creates credibility for you. (Resource: Pitching Quick Start Guide)
  5. Interview One of Your Clients: Talk to them about the work you did together and how it impacted their business. (Resource: Voice of Customer Blog Post)

So, what’s it going to be? How will you get your #moxie on for the #moxiechallenge? Share with me on Twitter (@magspatterson) or in the The Playground group on Facebook.


Links for this Episode:

The Cellar Club

Free Pitching Quick Start Guide

Slideshare

Link to Free Marketing Moxie Facebook Group

Direct download: MM48.mp3
Category:general -- posted at: 2:00am EDT