Copywriting Secrets to Convert with Jess Jordana Paxson
Feb 14, 2023When I started my business, I honestly didn't even know what copywriting was. I immediately jumped to the context of the legal jargon, trademarks, etc. Then I realized that copywriting is the fundamental art and science behind the way everything is worded. Nothing is really by accident when we're talking about a successful business owner and how they're deploying copywriting on their websites, their pages, their social media, and in anything they do.
I think that it's so powerful. I wanted to have a true expert join me to unpack this a bit. Enter, Jess Jordana Paxson! Jess Jordana is a copywriter (a.k.a. heart translator) who helps creative business owners turn their passion into words people actually "get." She runs Jess, XO, a copywriting agency for creative entrepreneurs and is the founder of The Promptlate® Shop. She's worked with everyone from solopreneurs to organizations like The Rising Tide Society, The GUIDE Culture, CEO School, and The Social Bungalow.
We're unpacking the different dimensions of business where copywriting comes into play, talking about holistically how we can use it better in our businesses, and what it's really designed for so you can find someone to work with who will align with your vision and work with you to be able to express your voice accurately through copy.
"We can pull magic out of things that already exist, but we can't make it something your people want when it's not what they actually want."
In this episode, you will learn the following:
1. The power of consistency in copywriting to build trust and credibility with your audience.
2. How to write copy that can be consumed by a second grader and avoid making your audience feel overwhelmed.
3. Use the "rule of one" to hone in on one idea, one person, and one outcome with your copy.
What you'll hear in this episode:
- The blessing and the curse of the freedom of the online business.
- The importance of clarity of what action you want to provoke.
- The importance of consistency over credibility.
- Why you need to write like your ideal client.
- The importance of having a human element in your copywriting.
Here are some brief snippets from this episode:
[00:08:25]
Don't write your own copy. Learning how to put your value into words for the right people is an essential skill for every business owner.
[00:11:55]
What do business owners have to bring to the table to be successful with a good copywriter? The biggest thing is bringing an intense knowledge of your audience. Also a decidedness on what they're writing for. And the clarity of what action you want it to provoke.
[00:15:07]
Most people's copy is too complex in that they are trying to get across multiple arguments. It should really be focused on one idea, one person that you're talking to, and one outcome. Sometimes all you need is enough good copy to get people to keep reading.
[00:19:30]
The biggest thing that sticks out to me is consistent copy. Consistency builds trust. No matter what the profession, you need to be building trust with your client.
[00:22:45]
The first tip to elevating your voice is to talk like yourself in words. Be mindful of the words that your ideal client is using as well as how you're using them. Find a balance between conversational and how you deliver your value.
[00:27:34]
Go on Yelp, go on Google reviews, and find the worst reviews about them. Find the one-star reviews where they're ripping them to shreds. Part of our copy's job is to set expectations and even boundaries around what they can expect. A mindset that feels fulfilling has nothing to do with crafting copy.
[00:32:42]
Part of the process is feedback. It's not just about what's on the front-facing part of your website. How are you extending those values of that message throughout every piece of your process?
[00:39:02]
Chat GPT can strengthen Copywriter's workflows and make us faster, more efficient, and more effective. But I don't think it's going to replace the strategic and clarity part that Copywriters bring to the table. We still need people who have command over the medium to get the most out of those tools.
Related episodes:
170. How to Utilize Influencer Marketing Effectively with Ali Grant
198. Selling Pain Points and Not Problems
Resources:
Connect with Jess on IG @jessjordana
Check her website for more information on her services https://jessicajordana.com/
Click on the link to get access to the 3-Part Video Series created by Jess https://jessicajordana.com/writersblock
Find everything you need at www.keepwhatyouearn.com! https://www.keepwhatyouearn.com/
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The information contained in this podcast is intended for educational purposes only and is not individual tax advice. Please consult a qualified professional before implementing anything you learn.
