Writers: How to Move from Making a Living to Driving Revenue
Rainmaker. FM. This podcast is brought to you by copy blogger dot com words that work build your online thority with powerfully effective content marketing get superior content marketing education, so you can build a remarkable online presence head offered a copy blogger dot com to learn more, that's copy blogger dot com. There. It is great to see you again. Welcome back to copy blogger FM, the content marketing podcast, copy builder FM is about emerging content marketing trends. Interesting disasters and enduring best practices with UK shnell rent. My name is Sonia, some I'm a co founder and the chief content officer for copy blogger media, and I share more writing as well as a complete additional archived podcasts at remarkable dash communication dot com. So I gave a talk last week and one of the things that I was talking about was the distinction between professional writers and conversion or ROI writers, that professional writers right to make a living and conversion writers right to generate revenue and actually kinda thought that was interesting idea. So I thought I'd unpack just a little bit today. So a professional writer is just anybody who gets paid to write. You know, so that would include novelists and screenwriters and certainly lots of blog writers and all kinds of other professional writers. A conversion writer is somebody who's writing to generate revenue. So they're not ready necessarily, like I read some words, you send me a paycheck and I buy groceries, but I write words we put those words out into the world and we hope that they generate revenue. And if they don't we test, tweaking adjust until they do. So if you are writing for a living, but that living is not that amazing. It may be the thinking of yourself more as a conversion writer, and putting your episodes in some different places could make a really significant difference in higher seem professionally and also how you get paid professionally, and that could be, you know, for those of you are on a team like a marketing team or your writer inside an organization certainly for freelance writers, a lot of freelance writers, don't see themselves this way. And I really affects the kind of rates that you. Charge and it's even you know, significant factor for people writing for their own thing, where you have a side hustle, or you have a full-time business. You're the chief, you know, most important marketer for your predator service, the things we're gonna talk about today are just a little bit of a tip of the iceberg of things that you can do to generate more revenue with your work and not just necessarily create a paycheck for for today. So I talked before about thinking of writing as soft skill, I think, is really undervaluing. It writing is how money is made on the internet. Very little money gets made online, without a piece of writing critics series of transformations, but as a writer that has to be your intention, if you're gonna make it work that intention of generating real business results with the words that you put together because it doesn't happen all by itself, and a phrase that I've used on. This podcast. And I use it a lot on the copy blogger plug is a conversion content. Marketer, a content. Marketer, you're creating things that are interesting that people want to pay attention to, but you're also conversion oriented writer, who's thinking about the customer journey and thinking about moving people through to purchase. So there are some content, you know, gurus or teachers who try to tell you not to so with your early content, and I think that's probably a mistake. I think if you are creating content, you should sell something with it, but typically in the early days of your relationship with an with your audience. It may not be the product or service, there other things that we sell the content before we get to the point of starting to make an offer. So as a conversion or it had content marketer. There are a lot of things you can do before you start talking product or service to basically. Smooth that journey. Ford he needed to be thinking about things like what to people need to believe in order to move forward with his transaction. How do they need to change their thinking in order to move forward and make the purchase content can do a lot of different things to make a transaction more likely and to convert higher percentage of your audience tear products and services? So I'm just going to talk about three today, the just kind of gets us rolling content builds relationships. It can move a prospect through stages of awareness, and it can segment your audience, so that you can deliver them more relevant messages. So let me kind of unpack each of those so that they make sense. Relationship building is the easiest one, I think most of us think that this is the job of content is to build the relationship with the audience so that they will kindly on us when there is something to sell people do get to know. Your company when you create content. They learn about your values they learn about what goes into making your product or your service, and why it's valuable and they learn about your the way that you do things the way that you think is the best way to solve their problems content is kinda unsurpassed for delivering feeling of safety and feeling safe is a necessary pre requisite to going forward with some behavior that might make you a little nervous like making a purchase, people do not buy when they do not feel safe. And that's even more true for certain kinds of businesses that help people, you know, where they're vulnerable so businesses that help people with their health, or their relationships or finances. When people feel vulnerable, they really have to feel safe and order to move forward with you and content is really brilliant for helping people have that feeling a safety. It demonstrates that the organization cares about their prospects. Wellbeing. It very often will provide some early wins without the person having to pay. So let a times content will move people a little ways toward their goals for free with advice. And, you know, tips and techniques, these kinds of things that can help people start to move in the direction, they want and contact can also show, how other people have successfully moved forward and how they've benefited from that. And these are things like customer, success stories in case studies in the same general vein of safety. When you have a relationship with your audience with content you can typically afford to be a little bit more transparent and a little bit more of sort of Dudley do right about your data and privacy policies, you can comply with those really strict data privacy laws. You don't have to try them playing games with that, because you have the relationship you don't just have that single shot to make the sale, and I'll give you an example. It's somewhat surprising. To me that into dozen. Nineteen people are still sometimes opposing things like requiring a confirmation of Ogden for Email, the person signs up for your Email list. And then they have to click something in their Email walks to say, yeah, I it's really man, I really would like to move forward. I think opposing that is, is generally mistake, the more scrupulous you are about people's privacy, the more scrupulous, you are about making sure that you have earned the right to communicate with them, the higher degree of safety, that prospect feels and that helps conversions. So when you're just super transparent, and scrupulous that comes through, and people feel less nervous about doing business with you and about, you know, giving you something sensitive like a credit card number. I also wanna talk about his in content in your sales cycle in your whole customer journey. The whole thing, you know, from beginning to end where people sort of find you. Maybe they find plug posed that you promoted on Facebook and their journey all the way through to learning about your product your solution. You're, you know, benefits, your features and then onto making the purchase and then even beyond that to referring there. Friends to making a repeat purchase. So this is the customer journey. This is the whole road that they follow to get to you and content can facilitate transformations at every step along that path. So we think about content as top of the funnel exercise to get of people to pay attention to our company, and then they opt in for more sales material, but you can get a lot of mileage out of using content to guide people through all of those stages of awareness. So that's the second thing. We'll talk about today is the prospect stages of awareness, as they move closer and closer to making that purchase and I recorded a whole podcast on this. So if you point your browser to copy blogger dot FM, you can find this episode, and I will link to that, once you can find it is Louie, and the stages of awareness are just moving people through from things like they don't even know they have a problem. You know, then they learn more and more over time. They learn about the, the problem. Solution your specific product and how you solve it and then all the things they need to know to move forward and content again, can educate them at hold their hand at every step along that path. That's a very respected proven copywriting path to make purchases. Specially purchase for something that's beyond a no brainer. Like a new T shirt is very common for content creators. Let's say bloggers podcasters video channel on publishers to have people who are at many different stages of awareness in your audience. If people are just beginning to kind of think about this problem or opportunity. And then you have people who've done at Totta legwork already, and they're just finalizing their buying decision. So commonly, it's smart to if you have this kind of general audience, we certainly do a copy blogger, you know, put on your editorial calendar, a good mix of content that speaks to people at the different places. They are today. And then, even better sequences of content they can opt into that will help guide them through that education process so they can move forward with all the information. And again, there's an earlier podcast episode in that really kind of walks through that whole stages of awareness process. It's a really smart, and useful way to think about your audience, and think about what they need to know when they need to know it, and then the final thing tuck about today, because it is so powerful and again, we're scratching the surface, there, lots of things content can do, but one of the things that's lovely that it can do its consignment, your audience for relevance. For more relevant information about their specific problem and their specific where that they want to solve it. So this is where you have blood content. Again, YouTube videos, you know, Email messages podcast up Assode 's if person clicks, a particular like to a piece of content they click a link to. So content that addresses a specific solution or a specific problem. You now know that that person has an interest in that problem. And, and in that solution you could start to send them relevant messages about that without bugging, the entire rest of your list was been, it's not relevant to them. So if you were, you know, content website is about beverages in oh, you write a blog post about green tea, it would be great to tag people clicked through to that blog post. Let's say from your, your blog posts by Email subscription. Everybody clicks, the green tea post, you know, they have an interesting green tea. And that's when you wanna send those people, maybe a really nice bundle of interesting green tea options that they might you know, one explore the decaffeinated coffee, people are not gonna want to get, you know, a coupon for your triple calf, you know, extra caffeinated product. Right. You can segment by what's relevant to that person. And you know what's relevant based on what they've clicked through to what they found. Interesting. Obviously, this requires a couple of tactical things you have to have a good robust platform. It lets you take people based on clicks and then send them relevant sequences, and I would also really advise look at your headlines for the kind of campaign, and make sure it's very clear, and you wanna do that anyway, you wanna make it absolutely crystal clear, what benefit people will get from clicking on the link and that way, when you tag them, you know, you're taking based on a real interest. It's not a good practice in any event to ever be deceptive with the headline, but of course, it would also mess up your analytics because you'd be segmenting on the wrong thing. So all of these are different ways you can use content again, to support the entire customer journey. And so often what we think of is selling happens, the very end of the journey. Right. When they're ready to make the purchase when they're ready to add cart when they're ready to complete the transaction. But Why's sales people know that. Selling is about relationships first and foremost, it is about relationships and trust always, and that selling happens over a long period of time. And realistically, there's only so much urgency and scarcity any of us can muster to push people. It's really actually a lot smarter for most of us to nurture that prospect through the entire journey to give them content that helps them make key decisions that move them closer to us at the various points in their journey. And then when it's time, yeah, absolutely go ahead and give them a little incentive help, make it easy to say, yes, but don't aglet that entire journey that leads up to that sale, and before I sign off for the day, a pro tip for anybody who wants to be a conversion writer and not just somebody who gets paid to put words together every piece of content needs a call to action. So every piece of. You create should have something or asking people to do, and those calls to action always depend on the stage of awareness. So you don't ask somebody to buy a product. If they're still kind of figuring out what their problem is instead, you would have a call to action to find out more about different ways they could solve that problem. And of course, the wonderful thing about digital organizations, is that clicks can be measured, and we can look at these clicks can start to say, you know, in my customer, journey, I'm getting really, really great response here. But they seem to be falling off at this stage of the journey. You can create content that helps build that bridge, and helps make it feel safe and comfortable to move forward all the way through all of your content is persuasion copy, or at least it certainly could be so go forth. Get some more persuasion is revenue generation endear content. If you feel some mood, you can. You can swing by copy blogger done FM, and let me know how it's going, I would be just tickled to your comments, and see what you're doing with this stuff. Thank you. Take care. Catchy next time.