Category: The Marketing Moxie Show

Episode #60 – Crafting Customer Proof That Sells For You

Post author By Maggie Patterson
Post date March 17, 2015

Too often when it comes to preparing copy for our site customer proof is an afterthought. It’s not just about having some testimonials and calling it good, but crafting customer proof that sells for you. Well done customer proof can help do the heavy lifting as people decide whether or not to buy from you.

Items Discussed in this Episode:

How do customer proof and copywriting go together?
Think of customer proof as storytelling, not just having a bunch of quotes on your site
The problem with negative social proof is and how to avoid it
How to strategically place the different kinds of customer proof on your site: small quotes, case studies, client interviews, etc.
Don’t shy away from sharing your customer stories on social media, publicly showing your connection to your clients is a good idea
How to actually go about collecting customer proof and how to do it in a timely fashion
Some pointers on how to actually present the information from your clients in a way that speaks to a result potential clients can achieve by working with you

Tips for Creating the Content Once You Have the Customer Proof:

Always tell the story that speaks to the result. Every quote, every case study, etc. should speak to the actual impact and outcome the client got from working with you. You want a ‘before’ and ‘after’ feel.
Check your tone. Always make sure your tone is on point with your audience and actually sounds like your client would.
Keep it short, especially with your quotes. Less is actually more.
When you’re actually writing your customer proof, look at the rest of your content to figure out where you want to actually place them. You want the quote to fit in with everything else on the page.
Make sure when you interview a client that you have a plan in place to get specifically what you need.
Don’t let customer proof be an afterthought. Social proof is so powerful that really great social proof is more motivating to buyers than a discount.

Top 3 Takeaways for this Episode:

When it comes to customer proof, always think about the storytelling and ‘before’ and ‘after’ effect for the client.
Be very intentional and intelligent about how you will be using the social proof. How you’re going to write it should be dictated by the form and the medium you’re going to use to present it.
Don’t let your case studies be something you scramble to get. Ask your customers and create time on your calendar to get the feedback. This is gold in your business!

[Tweet “Don’t let customer proof be an afterthought. Craft customer proof that sells. New episode from @magspatterson”]

Links for this Episode:

Link to Free Marketing Moxie Facebook Group

Feisty Friday The Marketing Moxie Show

Episode #59 – Hello, Google. There Are No Shortcuts.

Post author By Maggie Patterson
Post date March 13, 2015

Feisty Friday and today I’m sharing what I consider a cardinal sin of asking questions in a group setting. Asking basics that you could easily Google doesn’t cast you in the best light, so ask Google first, then your community, next.

Items Discussed in this Episode:

Going to a community to ask a google-answerable question time after time is a waste of time (and makes you look bad).
To be a good citizen of an online community, you need to make sure your question is helpful to others, not just all about you.
If you use Google to teach yourself how to do something and don’t just have surface knowledge, you can just use that for your clients in the future.
“Google first, community second!”

[Tweet “Don’t be this person in your online communities #feistyfriday with @magspatterson”]

Links for this Episode:

Link to Free Marketing Moxie Facebook Group

content marketing strategy The Marketing Moxie Show

Episode #58 – The Inside Scoop on About Pages

Post author By Maggie Patterson
Post date March 11, 2015
2 Comments on Episode #58 – The Inside Scoop on About Pages

About pages are one of the most important pages on our websites, but too often they entirely miss the point. This episode breaks down about page must-haves, how to hook your visitors and invite them into your business and outlines everything you need to avoid.

Items Discussed in this Episode:

We all have an about page, and it is a really critical page! Besides the home page, it’s probably the most popular one on your site, so you don’t want to botch it.
Leading by talking about you on your about page is doing a major disservice to your readers, and may turn them off.
It’s not all about you, it’s all about ‘them’, meaning your audience and their needs.
The number one thing to have in your about page to ensure you connect with your reader.
Take some time to think about the kind of people you want to be attracting (and who you don’t want to work with).
Bragging is actually necessary on your about page, so you’re going to need to find a way to make it work for you, even if it feels icky.
How to nail your Call to Action for your about page to invite them to explore further.
About page cardinal sins that you need to be aware of.

Top 3 Takeaways for this Episode:

Make sure your about page has a strong hook and doesn’t read like a boring resume of your work or your life story.
Brag on your about page without crossing the line.
Welcome isn’t a good opening line. Boring. You can do better.

[Tweet “Time for an about page refresh! Get these tips from @magspatterson #marketingmoxie”]

Links for this Episode:

Blog Post on the Hero’s Journey

Link to Free Marketing Moxie Facebook Group

Feisty Friday The Marketing Moxie Show

Episode 57 – ME Marketing: It’s Not All About You

Post author By Maggie Patterson
Post date March 6, 2015
1 Comment on Episode 57 – ME Marketing: It’s Not All About You

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.

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

[Tweet “News Flash! Personal brand doesn’t mean it’s all about you. Cut out the ME marketing @magspatterson”]

Links for this Episode:

Get the Storytelling Shortcut (Free Guide)

Link to Free Marketing Moxie Facebook Group

content marketing strategy The Marketing Moxie Show

Episode #56 – Copywriting for Conversions with Jen Havice

Post author By Maggie Patterson
Post date March 3, 2015
2 Comments on Episode #56 – Copywriting for Conversions with Jen Havice

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 copywriting for conversion and all the need to knows.

Items Discussed in this Episode:

Learn Jen’s #1 conversion killer.
How 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 harder you make it for them to take action.
Some basic conversion tips 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:

You need to make sure with any page of website copy, that you have a clear goal for the page.
What does your customer need to make the decision to buy? What will make them feel comfortable, what will reduce friction, etc.
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

marketing strategy The Marketing Moxie Show

Episode #55 – Attracting the Right Clients with Yasmine Khater

Post author By Maggie Patterson
Post date February 24, 2015
1 Comment on Episode #55 – Attracting the Right Clients with Yasmine Khater

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.

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.

[Tweet “Business is a work in progress says guest @yasminekhater #marketingmoxie #podcast”]

Top 3 Takeaways for this Episode:

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!
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.
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

content marketing strategy The Marketing Moxie Show

Episode #54 – B2B Doesn’t Mean Boring with Jessica Mehring

Post author By Maggie Patterson
Post date February 17, 2015

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.

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

[Tweet “B2B copy doesn’t need to be boring says @HorizonPeak”]

Top 3 Takeaways for this Episode:

Before people will buy from you, they need to see the value they will get.
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.
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

content marketing strategy The Marketing Moxie Show

Episode #53 – Copy for Your Next Launch with Courtney Johnston

Post author By Maggie Patterson
Post date February 10, 2015
1 Comment on Episode #53 – Copy for Your Next Launch with Courtney Johnston

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. Nail the copy for your next launch with everything we cover in this episode.

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”]

Top 3 Takeaways for this Episode:

Have a launch plan. Figure out ALL of the pieces of copy you need well in advance so you can be smart and strategic.
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.
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

Rule Breakers Club

Link to Free Marketing Moxie Facebook Group

content marketing strategy The Marketing Moxie Show

Episode #52 – Nailing the Why for Your Copy with Nikki Groom

Post author By Maggie Patterson
Post date February 3, 2015
1 Comment on Episode #52 – Nailing the Why for Your Copy with Nikki Groom

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 you with nailing the why for your copy and how you don’t need to find your voice, you just need to use the one you already have to be effective.

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:

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.
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.
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

content marketing strategy The Marketing Moxie Show

Episode 51 – Why You Need a Content Strategy

Post author By Maggie Patterson
Post date January 27, 2015

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 why you need a content strategy – the #1 thing you need before you write a single word!

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:

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.
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?
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.
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.
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

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