I’ll never forget the first time I didn’t get an A on a paper.
It’s kind of embarrassing to admit that it meant that much to me at the time, but I thought I was a really good writer. I’d aced all my high school English classes and gotten a perfect score on the composition section of the ACT, so I figured the writing assignments in college would be a piece of cake.
Except I wasn’t in high school anymore. For the first two years, I went to a small private college that was known for its tough professors, especially in the English department. It turned out I didn’t know nearly as much as I thought I did about writing.
I was in a whole new ball game, and the stakes were raised instantly. For the most part, I rose to the challenge, stepped it up a notch, and kept right on going.
Except for this one class - British Literary Classics. It was the most difficult class I’ve ever taken. I just could not seem to catch on to what the professor wanted, and it wasn’t for lack of trying. When I got my first paper back and saw the big fat C on the front, I almost had a heart attack.
Yes, I was a pretty embarrassingly nerdy young woman who wanted A’s all the way. That C was just not okay with me, but I felt completely lost as to what I should be doing differently. I marched myself right into the professor’s office with my paper in hand and addressed it straight on.
“I’m not happy with my grade. Please tell me what I can do differently next time to do better. It’s my goal to get an A, and I really want to learn.”
I was in that professor’s office several times over the course of the semester. I also joined a study group, and my papers improved as the class progressed. Although I didn’t get an A, I knew I had done my very best. I was proud of my B and of the improvement I had made.
The truth was, even though I was an excellent writer by high school standards, I hadn’t mastered high-level college writing that required in-depth analysis of centuries-old literary classics.
Content Copy ISN’T The Same
Something similar happens with copywriters. Many start off writing websites, product descriptions, and blogs. It’s easy to assume that it’s a simple transition over to writing sales copy, but even for someone who’s a good writer in general, that’s not necessarily true.
Sales copy is a COMPLETELY different animal. The truth is, a person can be an excellent writer and still not have mastered sales conversion copywriting. Expert sales conversion writers must become skilled at much more than the technical aspects of writing. They must become experts in what I call the “Core 4”.
What are the “Core 4”?
The “Core 4” are a set of unique and necessary skills good writers must add to their repertoire in order to become experts at sales conversion copy.
Being skilled in the “Core 4” enables a sales copywriter to quickly dial in on exactly who the client serves, identify areas that are working and areas that aren’t, and create a front-to-back plan to reach the right people with the right message at the right time. Here are the “Core 4””
The sales copy you write can only be as good as the research you’ve done beforehand. A sales conversion copywriter must:
Sales conversion copywriters must understand strategy and be able to think strategically about not only the words they write but how, where, and when they appear. What pieces of information does the target audience need to see first? Would certain information go over better in an email or a paid ad? How soon is too soon to pitch the sale? Strategy is a game-changer.
Data analysis is a very underdeveloped skill among copywriters, but it’s so important. Being able to read campaign data and paid traffic analytics helps sales copywriters identify what’s working and what’s not so they can test and optimize campaigns for best results.
In order to reach audiences where they are and invite them along on a journey to purchase, sales copywriters need to understand how people think and how that affects the decisions they make. If they can’t put themselves in the target audience’s shoes, they’ll have a hard time writing sales copy that converts.
The “Core 4” goes above and beyond the writing techniques most sales conversion copy trainings teach, and that’s not okay. Just being a good writer is not enough to write sales copy that converts, and most programs and courses out there are falling short.
… except one.
Introducing Written Results Academy
Written Results Academy is the only online training platform that uses the “Core 4” PLUS technical writing skills, business development, mindset, client acquisition, workflow, and more. This program teaches copywriters how to become experts at sales conversion copy so they can get the kind of results that attract high-level clients who will pay high-ticket rates.
Want to learn more about Written Results Academy? On November 27-30, Written Results Academy is opening its doors for a limited-time VIP launch. The VIP Waitlist officially goes live on Thursday, November 19. I’ll be revealing exciting news about massive savings and amazing bonuses and exclusive content at that time!
Because you’re a faithful blog reader, I’m going to let you sneak in early. To get an advanced view of the VIP Waitlist and launch details, visit www.christanichols.com/vip-waitlist and sign up for access to exclusive savings on enrollment plus bonuses and extra content.
“Are you sure she’s the best?” the client asked my friend in a private message.
I’d been writing sales copy for about a year when a friend of mine that I’d written for recommended me to a well-known name in digital marketing. Things went well on the discovery call … or so I thought. Later that day, I got a message from my friend.
“Christa, you need to raise your rates. Like, now.”
“What do you mean?”
“I mean the person you talked to earlier today that I recommended you to - he called me right after he got off the discovery call. He wanted to make sure you really were the best because the price you quoted him was so low. ‘How can she be the best if she’s so cheap?’”
Yikes. Pricing was a sticking point for me. I had a hard time knowing what I should charge, even though I had proven results for clients. In that moment though, I realized that I was giving prospective clients an inaccurate impression of what I could do by pricing myself too low.
That day I doubled my rates and never looked back. How could I expect my clients to value my services if I didn’t set that standard? No wonder I’d been feeling so stuck!
The truth is, people tend to value something more if they paid a premium for it. In Dan Ariely’s book, Predictably Irrational, he describes several studies that showed people consistently reported getting better results from a product they’d paid more for … even if it was the EXACT same product, just at different prices.1
More Expensive = More Results?
So what am I saying then? You should charge more just so people will see you as an expert? Um, no. Not at all. In fact, please PLEASE do not do that.
In fact, I’m saying the opposite. Pricing should be a reflection of the proven RESULTS you get for clients. You cannot raise your prices then expect the level of your results to rise to meet it. It doesn’t work like that. Results should ALWAYS come first.
Pricing higher just to be perceived as an expert is a dangerous, slippery slope, and not just for the person raising their rates. Rates without the results to back them up impacts the whole industry negatively.
Fixing What’s Broken
Linda* had paid thousands to have a copywriter create her sales page copy. When the writer returned the finished project, she was not impressed. It didn’t flow well, and she didn’t feel it sounded authentic. Because she’d paid thousands for it, she assumed the copywriter knew what they were doing and ran the campaigns anyway. After all, she told herself, I’m not the copy expert - they are.
The campaign was a dismal failure. Linda had invested so much time, energy, and money in her sales page, and it didn’t even work. She ended up having to have it rewritten, which is how I met her, and she was now wary and mistrusting of copywriters in general. She’d been let down by someone she assumed was an expert and not eager to trust again.
I’ve seen this over and over again. I can’t tell you how many campaigns I’ve been brought in to fix, and in every one the client feels a sense of disappointment and mistrust. I work really hard to help rebuild that trust because I know one bad experience shouldn’t ruin it for the whole industry.
Let Your Results Determine Your Rates
So when SHOULD you raise your rates then? When the results you can get for clients can back it up. When your words can make people money, it’s worth it to them. It becomes less of a Linda situation and more of my situation with the client who thought I was too cheap.
My rule of thumb is raise your level of results, THEN raise your rates.
Better results come from putting in the hard work on the foundations - research, strategy, data analysis, and sales psychology - before you ever write a word. Only then can you create sales copy that meets audiences where they are and brings them willingly to the Buy Now button.
So how did it work out for me when I doubled my prices in a day? It was one of the best decisions I’ve ever made in my business. I discovered that because I could back up my prices with results, charging higher rates attracted a higher quality of clients. I was no longer taking any and every client that came my way just to make a buck.
That meant I had more time to spend providing high quality work - which got even better results - because I wasn’t stressed or overbooked. If someone couldn’t afford my services, that was okay. They just weren’t a good fit. I’m not for everyone, and neither are you.
More from Christa Nichols
I wish price was always an indicator of expertise, but unfortunately, it’s not. There are copywriters out there whose rates aren’t supported by their results, and that’s not okay with me. Results first, then rates, okay?
Want to learn more about how to raise your results so you can raise your rates? Written Results Academy is a complete online learning platform for sales copywriters. It dives deep into the four foundations I mentioned above and provides copywriters with all the tools, strategies, and frameworks they need to write the kind of sales copy that moves audiences and gets REAL results - and it opens soon! Click here to get on the waitlist to be the first to know when doors are open.
*Name has been changed.
1Ariely, Dan. Predictably Irrational: the Hidden Forces That Shape Our Decisions. Harper Perennial, 2010.
It was a pretty low moment for me.
I’d just had two discovery calls with clients I really wanted to work with. They were both in my niche, I loved their offers and they were well-known and would be great to add to my network.
It seemed like the calls had gone really well, but all I heard was crickets. So I waited … and waited … and waited.
When a couple weeks went by and I didn’t hear anything from either one, I said to my coach, “What am I even doing? Maybe I don’t have a clue. Maybe I’m not as good at this as I think I am. Nobody wants to work with me!”
I know, I know. The drama.
I convinced myself that I’d just gotten lucky up to that point with the clients I’d landed, and now the luck had run out. I was in a client dry spell, and I decided there just weren’t enough clients out there for everyone.
The Client Drought
The client drought is a tough beast to defeat, mainly because the battle you’re fighting isn’t with the industries you write for. It’s also not with your competition. If you feel like you’re in a wrestling match with clients, trying to convince them you’re the best for the job, you’re grappling with the wrong foe.
The real opponent you’re facing when it comes to the client drought is yourself.
Yep. Hate to break it to you, but you are your own worst enemy when it comes to those dry spells. In this article, I’m going to let you in on three common misconceptions about client acquisition and what you need to do instead to get over the client drought and back into the game.
Misconception #1: Copywriting clients are really hard to FIND.
Mind if I ask you a question?
Who needs a copywriter? Think about that for a minute. Is there a certain type of business or industry that has the corner on the market? Do they earn a certain amount of revenue? Sell a certain kind of product or service?
What picture are you painting in your mind about who needs your services?
Let me blow that up for you right now. Copywriting clients AREN’T hard to find. They’re literally everywhere. Anyone who has anything they’re trying to sell is someone who needs copy. Any product. Any service. Any industry.
If you’re having trouble finding clients, it’s not that there aren’t any clients out there to be had. You’re either dealing with one of two problems.
Misconception #2: Nobody wants to work with me.
This one is probably the most dangerous misconception of all, but guess what? It’s the one that we actually have the MOST control over doing something about! Why? Because this one is 100% you vs. you.
Once you begin thinking things like “nobody wants to work with me”, “I must not be a very good copywriter” or “maybe I don’t really know what I’m doing”, it can become a slippery downward spiral - one that can be really hard to pull yourself out of.
Think about it this way. If YOU don’t believe in yourself and what your services can do for clients, why would they? Confidence matters, and if you’re not feeling confident, it’s going to come out in your ability to land clients. So what can you do about it?
Well, first you have to settle the question about your abilities once and for all. Answer these three questions:
If you can answer yes to all three of those questions, then I challenge you to go to your whiteboard or grab a piece of paper and write these three statements down, keeping them in front of you while you work:
You need to believe these things about yourself before others will. If you have trouble with this (and we’ve ALL been there before!) find a friend or family member who will be your cheerleader and believe it FOR you until you believe it for yourself.
That’s what I did. I could honestly say that I had a lot of happy clients who were getting great results because of the copy I’d written for them. The problem was, I didn’t believe it, and it was showing in how I communicated on discovery calls.
When I went crying to my coach, she spotted the problem right away, and she and my husband became those cheerleaders for me until I could believe it for myself.
Now it’s a different matter altogether if you can’t answer yes to the three questions above. If what you’re dealing with isn’t a confidence issue, but a competence issue, then my advice for you is to keep honing your skills. Invest in yourself and your learning. Write write write write write.
There’s absolutely no shame in taking an honest look at your skills and recognizing that there’s room for improvement. We all started somewhere, and the only way to become an expert is to keep going! There’s no replacement for doing the hard work to hone your expertise if you’re not quite there yet.
Misconception #3: Landing clients is the only important thing in a business.
We’re going to veer off in a bit of a different direction for this one, so hang with me.
When I went through a client dry spell, I convinced myself that because I hadn’t immediately landed those two clients I really wanted, it meant I wasn’t a good copywriter. I let that one circumstance define my worth as a professional, and it was affecting every area of my business.
Is landing clients essential for a service provider like a copywriter? Yes, of course. But is it the ONLY thing we do inside our businesses? Not by a long shot!
Up to this point in my business (and this still holds true since then), I had closed around 80 percent of sales calls. Did I suddenly become bad at them overnight? No. There was something else going on, and I needed to look deeper into my business to find it.
The truth is, if we put all our focus on closing sales calls, other areas of our businesses might be getting the short end of the stick. I’m definitely not saying to stop prospecting - never stop prospecting - but it’s important to look at your business as a whole when you realize you’re going through a client dry spell. There may be something going on beneath the surface.
This was what had happened to me. I had put all my self-worth in my ability to close the clients I wanted and was ignoring other things I needed to be paying attention to in my business.
Like the program I was building.
I’d been meaning to create an online course for months, but I never had the time. I was fully booked with client work, so I just kept putting it off and putting it off. When I took a step back to really look at what was going on inside my business, I realized that it was actually a blessing in disguise that I didn’t have more clients on top of everything else.
I finally had the time to focus on my course, and that wouldn’t have happened had I onboarded two more clients right then. NOT closing those clients gave me the time I needed to finish and launch the course, opening up another stream of revenue inside my business, and freeing up more of my time.
Is it possible that NOT closing a client could be a blessing in disguise for you? Is there something else inside your business right now that needs your time and attention that would allow you to grow and scale more than another client would?
Bringing It All Together
Looking in the right places, working on your confidence, and checking under the hood of your business are three things that can help you break out of a client drought and start seeing the potential clients - and potential in your business - everywhere!
As for me, I decided that instead of moaning and groaning and worrying that people thought I was a crappy copywriter, I’d believe what my clients and results told me and keep pressing on. While I waited to hear back, I invested the time in building my program, which I was able to launch successfully and became a huge piece of something that’s coming very soon that I’m really excited about (see below!).
And you know what? Both those clients I really, really wanted to work with? It’s not that I had somehow come up short or wasn’t a good fit for them. It was simply a time frame issue - as in their time frame was not the same as mine, which happens all the time. I ended up working with both of them a few weeks later, and we had a great experience working together.
More from Christa Nichols
If you’re looking for a place where you can hone in your copywriting skills, develop research frameworks, and learn how to strategize, read the data and become a target audience mind readers, come check out Written Results Academy.
Written Results Academy is the only online program for sales copywriters that goes beyond writing words to teach the research methods, sales psychology, campaign strategy, data and analytics, mindset and business development you need to write the kind of sales copy that stands out and attracts high-ticket clients.
Doors open soon. To be the first to know, visit https://www.christanichols.com/wait-list.
I grew up in a rural Iowa farming community in the middle of nowhere. There was one school from kindergarten through 12th grade, and my high school graduating class had 31 students. When people asked us what we wanted to be when we grew up, we said things like teachers, farmers and nurses.
I’d never have guessed I’d be a high-ticket sales copywriter today. In fact, I wouldn’t have even known what that meant. You can believe me when I say I didn’t go looking to become a sales copywriter. Sales copywriting kind of found me.
Do You Have To Be A Unicorn?
Many aspiring copywriters look at those who are several steps (or more) ahead of them in their copywriting businesses and think that only a lucky select few ever reach that elusive and coveted high-ticket sales copywriter status. They think there’s some kind of secret club that only special copywriting unicorns get let into. To be honest, I used to think that too. That, and all kinds of other lies, like …
I can’t charge THAT. No one would pay that much to have me write for them.
I’m a nobody. I’ll never be able to attract high-level clients.
Why would anybody ever take me seriously? I don’t even have a marketing degree.
Thankfully, as it turns out, I was wrong. Yes, I’m just a small-town Iowa farm wife with no marketing degree, no fancy advertising budget, and no network or reputation … but I still managed to build a sales copywriting business that has brought in multi-six figures a year from year one while raising two teenagers.
In other words, if I can do it, you can too.
The First Rule of Copywriter’s Club
In the movie Fight Club, Brad Pitt’s character stands in front of a group of repressed businessmen and says, “The first rule of Fight Club is: You do not talk about Fight Club.” Does the copywriting industry ever feel like that to you - like there’s some kind of secret club with insider knowledge that nobody talks about?
Yes, there are exclusive memberships and mentorships out there, but that’s not really the key to becoming the kind of sales copywriter who attracts high-quality clients and high-ticket rates. Do I believe in the power of a good network? For sure! But being part of a network is just one step on a copywriter’s journey to success - and it’s not even the most important one.
The truth is, there is no “club”. Every single industry out there is in need of sales copywriters, and as long as you can write words that sell, you’ll never go hungry - and that’s the key. The “secret” to achieving high-ticket sales copywriter status isn’t really a secret at all. It’s just the ability to get results for clients.
Behind-the-Scenes of Results
There’s so much more to getting results with sales copy than just words on a page. And maybe that’s where some of the secrecy and mystery surrounding the greats in direct response marketing comes from. Because everybody talks about the hooks and angles and calls to action … but nobody really talks about what goes on behind the scenes BEFORE you ever write a word.
There are four foundational skills that need to go into every step of the sales copywriting process:
Miss one of these skills, and you’ll have incomplete messaging, leaving places for your clients’ customers and clients to fall right out of the funnel, email or ad.
When you have good systems and processes for research, strategy, data analysis and sales psychology, you’ll be able to quickly dial in on exactly who the client serves, identify areas that are working and areas that aren’t, and create a front-to-back plan to reach the right people with the right message at the right time. Let’s break down each skill set a bit.
I don’t know if anyone has ever told you this before, but the sales copy you write can only be as good as the research you’ve done beforehand. Russell Brunson says it so well in his book Traffic Secrets, “The first step in this process is to become obsessed with your dream customer. Companies that become obsessed with their products will eventually fail” (pg. 15).
This concept is a tough one for our clients to remember sometimes. They spend countless hours (and dollars) developing products and offers that are amazing. It can be easy for them to forget the people they’re trying to serve.
It’s our job to bring those dream clients and customers to the forefront of our clients’ sales copy by:
Strategy? I’m not a strategist. That’s somebody else’s job.
If that’s what you’re thinking right now, technically you’re right. Often strategy falls under the umbrella of a campaign or marketing manager or paid traffic specialist, not the sales copywriter. You want to become an expert sales conversion copywriter though, right?
If you want to be good at sales conversion copy, you have to be able to think strategically about not only the words you write but how, where, and when they appear. What pieces of information does the target audience need to see first? Would certain information go over better in an email or a paid ad? How soon is too soon to pitch the sale?
When you understand strategy and can incorporate it into how you approach writing projects, you immediately become immensely valuable to your clients. It’s a game-changer not only in terms of building trust with the client but your ability to get results for them.
Data analysis is a very underdeveloped skill among copywriters. I’ve even been known to joke, “I’m a writer. I don’t math.” But it’s not true. I math, and I math hard when it comes to reading campaign data.
Being able to read campaign data and paid traffic analytics helps you identify what’s working and what’s not so you can test and optimize campaigns for best results. This definitely gives you an edge over less experienced copywriters who don’t understand analytics.
In order to reach audiences where they are and invite them along on a journey to purchase, you have to understand how people think and how that affects the decisions they make. If you can’t put yourself in the target audience’s shoes, you’ll have a hard time writing sales copy that converts.
There are certain strategies and tactics you can use as a sales copywriter to ethically break through objections and lead them to the solution they’ve been looking for. I’ll be sharing more about these strategies and tactics here soon, so stay tuned.
This Could Be You!
The great thing about sales copywriting is the more you do it, the better you’ll get. And when you understand the foundations behind sales copy that convert, you can put those foundations to work to get great results for your clients. Sales copywriters who get consistent results for clients attract a higher caliber of clients and can charge higher rates.
So stick with it. Don’t think that just because you haven’t “made it” yet, you never will. The truth is, in this instance YOU are your own worst enemy, because if you think you can’t, then you’re right. But if you think you CAN … well you’re right on that one too. Invest in learning the four foundations, keep writing and keep close track of the results you get for clients so you can confidently promote yourself to prospects.
More From Christa Nichols
You could go searching tips on researching target audiences, sales copy strategy, reading data and analytics, and sales psychology. There’s plenty of information out there if you have the time and know where to look.
OR you could cut to the chase and come straight to the only online training program for sales copywriters that dives deep below the surface to cover everything sales copywriters need to uplevel their skills, land high-level clients, and charge premium rates - Written Results Academy. Want a sneak peek? You can CLICK HERE to get on the waiting list and be notified now when it goes live.
My husband loves working on old trucks. There are several in our machine shed right now that are in various stages of rebuild.
To be honest, I don’t know much about fixing up old trucks … or new trucks … or even remote control cars, but I do know there are certain things a truck has to have in order to run well.
An engine, for one. A gas tank, transmission, battery and steering column to name a few more.
In fact, there are hundreds, even thousands of parts that have to work together to get the truck in tip-top shape.
Come to think of it, the offers we write for are a lot like that too. Copy is just one part of the equation, and yet it’s often the first thing blamed if a campaign doesn’t perform as expected.
It’s not always the copy’s fault.
In this article I’m going to break this lie down and show you how to respectfully stand behind your copy with confidence.
An Early Lesson
I learned really early on as a sales copywriter that it’s really easy to blame the copy when campaigns don’t go well. After all, copy is one of the first things target audiences are exposed to in ads, funnels and email. It only makes sense that if sales aren’t happening, it’s all the copy’s fault ... right?
WRONG. Totally, completely wrong.
Assuming it’s the copy every time a campaign doesn’t perform is a big mistake for several reasons. I’m going to break those reasons down, but first let me give you a parallel that I think helps clear this up.
Let’s say my husband brings home a new project truck - a 1977 Chevy Silverado.
“The owner said it runs!” he exclaims. “Let’s hop in and take it for a spin!”
He pours some gas in the tank, climbs behind the wheel and turns the key to the ignition with the anticipation of a kid at Christmas.
“I don’t understand. The owner said it was fine - that all it needed was gas. Why isn’t it working? This is stupid. There must be something wrong with the gas. I’m never using this kind of gas again!”
Yeah, he’d never say that.
He knows there are so many other things that also have to be in good working order. Yes, that 1977 Chevy Silverado needs gas to run … but that’s just ONE piece of the puzzle.
When the Chevy doesn’t start, he dives under the hood and does a thorough inspection to see if he can spot any existing or potential issues that might be causing the problem.
The same thing applies in marketing campaigns. There are so many factors that go into creating campaigns that produce ROI. If even one of them is off, it can skew the results for the whole campaign.
There are certain things that need to be in place before the copy is ever written and certain things that need to be done well after the copy is written in order to get best results. When you know what those things are and how they work together with the copy, you can quickly identify where the breakdown is occurring.
Let’s take a closer look.
Before Copy Is Written
So much of what we copywriters do depends on what goes on before we ever enter the scene, including target market research, exploring brand voice, offer creation, and audience building and engagement.
When a campaign doesn’t work as planned, ask these questions first:
Campaigns that get the best results have a well-defined and researched avatar, a consistent, relatable brand voice, an irresistible offer the target audience wants, and a company or face of the company that’s actively engaged with the audience and building their list.
After Copy Is Written
A lot goes on in campaigns after the copy is submitted too, including traffic and targeting, sales funnel optimization, email integrations, sales processes and client/customer service. If everything checks out with the “befores”, ask these questions:
Putting It All Together
Knowing how all the pieces of a campaign work together gives you a roadmap to help walk the client through if they’re questioning your copy or discouraged about how their campaigns are performing. It’s not helping the client at all to allow them to blame the copy without first exploring the campaign as a whole.
This roadmap is also really helpful for you, too. If there is a problem with the copy, you can walk through this roadmap yourself to identify where the breakdown for you occurred. Did you not capture the client voice well or create a CTA that was confusing or unclear? Regroup and do better next time.
More From Christa Nichols
Did you find this article helpful? There’s more where that came from! Written Results Academy, a full-scale training platform for sales copywriters, is launching this November.
Written Results Academy delivers the high-level sales copy education needed to land dream clients, charge what you’re worth, and get consistent results for clients over and over again. Click here to join the waitlist and learn more about Written Results Academy.
We see their brightly-colored ads and we wince. It’s hard not to. When something is portrayed as “fail-proof”, “plug-and-play” and “proven to convert”, that’s attractive. And when it only costs $7 or $17 or $27, it’s pretty darned irresistible.
Yes, I’m talking about the massive number of swipe file and template offers being advertised in the market right now.
Now before you get triggered, I’m not saying templates and swipe files are bad. I’m also not saying they don’t work. This article isn’t a bashfest on tiny offers and tripwires. It’s not a down-with-all-scripts diatribe.
Swipe files and templates are huge time and energy savers for people who don’t have the time and energy to put into writing their own copy or the budget to hire a copywriter to do it for them. They can be great resources for people in the beginning stages of their businesses. All the love. 💗 That said, if you sell templates, scripts or swipe files, this article probably isn’t for you.
The Truth About The Lie
Who is this article for then? It’s for all the copywriters out there who die a little inside every time they see all the templates, scripts and swipe file offers in the marketplace. I see you, and I know what you’re thinking right now.
“How can a copywriter like me compete with that?”
You can’t - but not for the reason you think. You’ve sold yourself on the lie that you’re in competition with scripts, templates and swipes, but the real truth is you’re NOT.
I’ll say it again: You can’t compete with scripts, templates and swipe files because they are NOT your competition.
“Why would someone want to hire me if they can just buy a swipe file for less than the cost of a pizza?”
I’ve heard variations of this type of thinking from copywriters time and time again, and it always makes me sad. There are two problems with this kind of thinking. One problem has to do with what’s going on in the market, and one has to do with what’s going on inside the copywriter. Let’s break it down.
Barking Up The Wrong Tree
There’s an old saying people use to express the idea that someone is looking for something in the wrong place.
You’re barking up the wrong tree.
My dog does this.
We have a family of squirrels who live in our yard. Our hunting dog loves nothing more than to watch this family of squirrels chase each other around. He dreams of the day he would catch one, but he never has.
He’ll sneak quietly up to the front door and wait for us to let him out. As soon as the squirrels see him, they make a beeline for the big pine tree in the front yard. Hot on their heels, he chases them and watches in frustration as they climb up the trunk. He could sit all day at the base of the tree and bark at them, but what he doesn’t realize is they’ve already climbed across the branches to the next tree in the yard, and the next.
He’s looking for the right squirrels, but he’s barking up the wrong tree.
If you think that the same people who purchase templates, scripts and swipe files are your ideal clients, you’re barking up the wrong tree. You’re looking for clients in the wrong place.
People who buy scripts, templates and swipes aren’t your ideal clients. They most likely don’t have the budget to hire a copywriter. That’s why they’re all over the $7-$27 offers, and that’s 100% totally fine. That’s what those offers are there for - to serve people who need them.
Stop trying to compete with those offers, because the truth is they’re NOT your competition. When you see these offers in the marketplace, just smile and keep doing your thing. What you offer is a completely different service for a completely different type of target market. Own it!
Hold Your Head Up
The second problem I see with this type of thinking tells me there’s a deeper internal issue going on - a confidence one.
Copywriting can be a tough industry to break into. Sales conversion copywriting is even tougher. When you’re first starting out, it can be hard to find clients, prove your worth and work your way up to high-ticket rates.
When you’re looking for any and all client opportunities, seeing tiny offers pop up that seem to offer the same results your copy does can be a real blow to the old self-esteem. You start thinking things like:
“Why would somebody pay me hundreds or thousands of dollars when they can just Mad Libs it with a fill-in-the-blank template?”
“Who’s going to hire out their Facebook ad copy when you can swipe someone else’s for $17?”
“Are copywriters even a thing anymore? Just wait until the A.I. robots take over - then I’ll really be out of a job.”
Yeah, that kind of thinking is a slippery slope to nowhere … and it’s all total lies! Copywriters provide personalized, research-based, sales psychology-driven services that help clients dial in deep on their target markets to get optimized results.
And there are millions of clients out there who understand that high-ticket sales copywriting is worth its weight in gold. They’re looking for highly-skilled professionals they can put faith and trust in, and do you know what type of copywriters will catch their eye first?
The ones who can hold their heads high with confidence in the value of their services and can back up their work with real client results.
You’re NOT in competition with the swipe files, templates and script offers in the marketplace today. In fact, maybe someday you’ll be the one selling your own versions. When you stop looking for clients in the wrong places, you’ll see that high ticket clients are everywhere. They’re waiting for you to show up.
More From Christa Nichols
Results are the key to being able to land high-ticket, well-paying clients. Wondering what it really takes to get consistent results for your clients, day in and day out? Something exciting is coming in November 2020 for copywriters who want expert-level training on sales copy that converts! To learn more, click here.
Oooh! Oooh! I also have a FREE Facebook community for copywriters who want high-level tips and strategies called The Confident Copywriter. Come join me there to catch up on all the latest in the sales copy world, including live monthly sales copy trainings with me, expert interviews, pop-up copy reviews and more! Join The Confident Copywriter.
I’m just going to run down the stairs real quick and put this laundry away. I thought to myself.
It was late evening, and the sun had long since set. It was dark in the basement, but instead of turning on the stairway light like a sane person would do, I decided to grab the laundry basket and walk down the stairs in the dark. Why turn the light on when I’d just have to turn it off again, right?
Famous last words.
Our basement stairs aren’t enclosed. The left side butts up against the wall, but the right side is open to the living room. As I neared the bottom few steps, already thinking about what I was going to do after I put my laundry away, a big hand reached out and grabbed my ankle.
Cue freakout. I swear I lost years off my life. I shrieked loudly, and it’s a miracle I didn’t throw the whole laundry basket up in the air, scattering clothes in every direction.
My husband had been crouched down to the side of the stairs, waiting in the dark for me to get close enough to scare. He immediately burst out laughing while dodging my attempts to fake slap him into tomorrow.
It’s true. I admit it. I am the best victim ever if you want to get a good jump scare out of somebody. All you have to do is catch me when I’m not paying attention to my surroundings, which, since my brain is always ruminating on words of some kind, is often.
Jump scares aren’t the only things that make my blood run cold, however.
As a sales copywriter, there are five statements that create an instant sense of foreboding and dread in me. This article reveals what the five super scary sentences are and gives you some effective strategies on how to deal with them without giving in to fear.
Scary Statement 1: “I need it by the end of the day.”
The conversation with a client or prospect is going great. You’re excited about their project and can’t wait to get started. Then they drop the bomb.
“We’re scheduled to start running ads tomorrow, so we’re going to need it ASAP.”
Instantly, your brain starts furiously trying to figure out how you can make it happen. Maybe if you move that project to tomorrow and put off writing your own content (again) …
It’s easy to fall into the trap of allowing your desire to please a client override what you know is reasonably possible. Believe me, I’ve totally been guilty of dropping everything and rerouting my whole day’s workflow just to make it happen. It always exponentially adds to the stress of my day, and that is a dead indicator that it’s not always worth it.
When I catch myself being tempted to fall into unreasonable client-pleasing responses, I ask myself one question: Who is the boss of my business?
Oooooh, yeah that puts things right back into perspective, doesn’t it? Am I running my business, or am I allowing my desire to please my clients run it for me?
I serve at a high level and will bend over backwards for a client - but it’s not fair for me to do it at the expense of my other clients, time with my family or my own health. To help myself avoid doing this, I have put a couple things in place as hard and fast rules in my business.
First, I have set minimum turnaround times for my main services. Having a go-to answer at the ready when clients ask what’s possible in terms of turnaround is a lifesaver. If it’s the rules of your business, it’s the rules of your business.
Second, I have a separate rate sheet for rush requests. Are there times I can accommodate a last-minute request? Yes, but I don’t want it to happen all the time. I also want to set the standard that just as I respect and honor my clients’ time, I’d like them to do the same for me.
Having different rates for rush projects allows me to present a shorter timeline as an option while still respecting my time and my other clients’ projects. I can choose to pull it out if my workflow has the space to accommodate a rush request, and the client then has the choice to pay the rush rate or adjust their timeline.
If I’m okay with either option they choose, then it’s a win-win. And I do love a good client/service provider win-win!
Scary Statement 2: “I think everyone is going to want to buy my offer.”
Ever heard that one before? Most sales copywriters have, and it’s one of the scariest things to hear coming from a client’s mouth. Why?
Because it’s 100% not true. Unless you sell toilet paper, your target audience is NOT, nor will it ever be, “everyone”. Clients who think everyone wants their offer aren’t as ready to make their offer public as they think they are.
Knowing exactly who the target audience is, what they want, and how the offer helps solve a problem is the most important first step to successful campaigns. Most of the research phase time I allocate for each project is spent going all super-spy on the target audience.
Not knowing enough about the target audience eventually turns campaigns into nightmares. Campaigns won’t perform as well when there’s no clear target … and the sales copywriter tends to end up on the wrong side of the blame when things aren’t converting.
So how do you navigate this scary situation?
I walk the client through a framework that takes them through a deep dive on their ideal clients and customers. This framework helps the client look past their offer to the people behind it. I offer this as a separate service because it’s very time-intensive, but it’s worth it because they end up with campaigns that speak directly to their ideal buyers instead of the general public.
If a client doesn’t want (or have the budget) to go through this framework, then I set some very clear, reasonable expectations for what I can do and how their campaigns may perform before I ever write a word.
Scary Statement 3: “If you take this lower price now, I’ll have a lot more work for you down the road.”
I understand operating within budgets, I really do. I use hard and fast budgets with my own marketing campaigns too. It’s not fair, however, to expect someone else to completely change their pricing structure based on the promise of something that may never materialize in the future.
There’s also another problem lurking beneath the surface. Once you agree to a lower rate with a client, it’s very hard to get them back up to your regular rates. If you’re going to engage in price negotiations, be sure you’d be happy with that rate long term.
My best advice here is to proceed with caution ONLY IF this is a client you really want to work with. Sometimes an arrangement like this can be worth it in exchange for experience writing in a niche you’d like to break into or a testimonial.
Never make the decision to work with someone based on the “promise” of future work. If it doesn’t work out, you may resent the time that could have been spent on a client who believes in your worth and pays your rates happily.
Scary Statement 4: “Hey, somebody just stole your copy!”
As unethical as it may be, there are people out there who have no hesitation about copying and pasting someone else’s copy and using it for themselves. Unfortunately, good sales copywriters experience this far too often.
I once wrote a piece of copy for a large influencer’s Facebook ads. The ads converted really well. So well, in fact, that a year later I did a double take when I saw the exact copy, word-for-word, attached to someone else’s ads.
I sent a message to the not-my-client-using-my-client’s-copy. I wanted to give them the benefit of the doubt. Maybe they’d hired someone to help with their ads or copy and were unaware their service provider was stealing copy from others.
I never got a response, but I stopped seeing the ads and assumed it was taken care of. A few months went by, and they popped up again. This time, I contacted the client, and they took it from there.
It’s not okay to copy and paste other people’s copy. If this happens to you, my best advice is to go directly to the source of the copy with an open mind and ask them about it. Give them the benefit of the doubt until proven otherwise.
At the end of the day, as creepy as it is to have someone else copying your stuff, it’s kind of a back-handed compliment.
Scary Statement 5: “The copy isn’t working.”
This one is the ultimate horrorfest. You pour your heart and soul into your client’s project, and when the data starts pouring in, it doesn’t convert.
Before you panic and accept all the blame, there could be other factors affecting the campaign’s results. Don’t make massive changes to the copy until you’ve answered the following questions:
The most important thing to remember is the data doesn’t lie. As the ads strategist for the landing page conversion rate and the ad click through rate. These two stats tell you a lot about where a breakdown might be occurring.
The truth is, there are many factors sales copywriters don’t have control over within a campaign. The copy is just one (although a very important one) piece of the pie. It’s important to think about how you’d respond in these situations BEFORE they actually occur. Having a plan to deal with these scary statements ahead of time means you can calmly handle whatever comes.
More from Christa Nichols
I’ve been working on something that’s going to be transformational for sales copywriters for over a year now, and the VIP launch is coming this November. Click here to get on the waitlist to find out more.
So you want to be a copywriter. The question is, what kind?
What do you mean, Christa? A copywriter is a copywriter … right?
Well, not quite. When it comes to copywriting, there are two main paths: content and conversion. There’s also a third path, brand copywriting, but for the purpose of this article, we’re going to limit the discussion to content and conversion since those are the two most outward-facing.
Although both content and conversion copy fall under the umbrella of copywriting, there are some pretty big differences between them. Let me give you an illustration that shows what I mean and why it’s important for businesses to have both.
This morning I’m headed outside to feed the critters on our funny farm. I stop at the closet and pull out my old barn jacket. It’s perfect for chilly fall mornings and durable enough to handle climbing fences and fending off goats. It’s definitely my go-to for day-to-day life around the farm.
Last weekend I had a photoshoot for my new website. We had some outdoor photos planned, so before I left the house to meet the photographer, I again stopped at the closet to grab a coat. This time, though, I didn’t reach for the old barn jacket. I reached for the dressy, red tweed peacoat. It’s consistent with my brand colors and makes an attractive, professional statement.
Were they both coats? Yes.
Did they both accomplish the same purpose? No.
They would not have performed as well had I swapped them and used the red tweed for chores and the barn jacket for the photoshoot. I needed both coats, but for different reasons, just like a business needs both content and conversion copy, but for different reasons.
What is Content Copy?
Content copy can be compared to the old barn jacket, and I mean that in the best possible way. Content copy is absolutely vital to a business’s day-to-day branding and online presence. Content copy includes pieces like:
Anything that is perennial and present online that helps inform and educate the public about the business can be considered content copy. Entertaining content that nurtures and educates the target audience can also be considered content copy as long as it’s not asking the audience to take action, which leads us to …
What is Conversion Copy?
Conversion copy (also referred to as sales copy or direct response copy) can be compared to the red tweed jacket. It has a very specific purpose - to get the target audience to perform an action.
Conversion copy isn’t only about sales, it’s about any action that leads to a sale too. The action might be to watch a video, opt in to an email list, sign up for a webinar or make a purchase. You’ll see conversion copy in:
Content and conversion copy are both words written about a business, but like the coats, they serve very different purposes. It’s no surprise then that content and conversion copywriting require a different set of skills.
Benefits of Being a Sales Copywriter
Although brand, content and conversion copy all have an important role to play in a business, I’m a sales conversion copywriter through and through. Besides my own blog articles (like this one), direct response copy is the only kind of copy I write.
Although I love writing of all kinds and have even been known to write short stories and song lyrics, I knew conversion copywriting was the right career fit for me for several reasons:
Challenges of Being a Sales Copywriter
Does that mean sales copywriting is easy? No way! There’s a lot that goes on behind the scenes when it comes to writing high-level sales copy that converts, including tons of research, sales psychology, data analysis, strategy and even mindset work. It’s also more high-pressure than content copywriting, and you have to be careful to set reasonable expectations with your clients.
I can’t tell you how many copywriters I talk to who say, “I could never be a sales copywriter. It’s too much pressure. I just don’t think I’m cut out for it.”
On the other side of the coin, I also can’t tell you how many clients I’ve written for who have said, “I hired a copywriter before, and the copy didn’t do very well. Is it my offer? Is it the copy? I’m not sure how to tell.”
Both situations are tough ones, but they’re not unsurmountable. First, how to write sales conversion copy is a skill that can be learned. With the right training and resources, a copywriter can hone their sales conversion writing skills and start getting consistent results for their clients.
Second, with the right questions in hand, business owners and entrepreneurs can identify high-level copywriters on the discovery call and avoid the pain of paying for copy that doesn’t convert.
More from Christa Nichols
I’m on a mission to help both copywriters and business owners by training a new breed of high-level sales copywriters. Written Results Academy, my online training platform for sales copywriters is launching soon. Want to be the first to know when doors open? Join the waitlist now at https://www.christanichols.com/waitlist.
Once upon a time, there was a skinny little Iowa farm girl who loved to read and write stories. Most of them lived in her head and never made it onto paper, but they became part of how she thought and the way she saw the world.
When she saw people, she saw their stories and she felt their feelings. She discovered this made her a good communicator. As she grew up, she became the person people came to for advice when they weren’t sure what to say or how to respond in different situations. This made her feel useful and appreciated, and she never saw it as her way to invest in and give to the people around her.
But she never saw it as something she could build a business around. That little farm girl, of course, was me. And I didn’t discover how to put my innate gifts and talents to work inside a business until I was 38 years old.
You might say I’m a late bloomer, but I truly believe everything I had done in my professional life had brought me to this calling at the right place and the right time for me. All the same, when I think about how many years I spent in a job that didn’t fulfill me and only tapped into a small fraction of my passions, it makes me a bit sad.
I don’t want that for you, dear reader.
There may be someone out there reading this right now who is wondering if a person really can earn a full-time income as a writer. They might be questioning whether or not they have what it takes, and if success can come to more than just a few lucky ones.
You can. You do. It does.
If a stay-at-home Iowa mom with a part-time business as a graphic designer can make a stark pivot at almost 40 years old and grow a new business that generates multiple six figures in revenue in the first year, anything is possible.
It turns out, the exact skills I had made me a natural at writing direct response sales copy - the kind of copywriting that calls people to take a specific action, like make a purchase.
Was it an easy transition for me? Nope. I had to learn a whole new set of skills, build a network, change the whole structure of my working environment, break down what I believed was possible, and take a chance on myself.
It was worth it. All the tears, frustration, fears, long (LONG) hours and uncertainty was 100% worth everything I experienced on the journey, and I’m just getting started.
If this resonates - if the idea of earning a full-time income as a sales conversion copywriter makes your heartbeat a little bit faster and your brain shift into overdrive - then you’re going to love the rest of this article.
Keep reading to learn the 9 tell-tale clues you might be a good fit for the sales copywriter life.
Clue 1: You Love to Write
This one kind of goes without saying,but you can’t be a sales copywriter if you don’t like to write. You’ll never enjoy spending hours a day on a client’s copy if you dread having to put words together. If writing is something you enjoy and look forward to doing, then you might just have a hidden sales copywriter in there somewhere!
Clue 2: You Can Put Yourself in Other People’s Shoes
When you’re a sales copywriter, you don’t write for the client.
“Ummmm, I thought that was the whole point, Christa.”
Stick with me. You’re writing on BEHALF of the client, yes, but the people you’re writing FOR is the client’s target audience. In order to be a good sales copywriter, you have to be able to see things from other people’s point of view and put it into words in a way that connects with them.
Empaths, or hypersensitive people who experience a high level of compassion, consideration and understanding towards others, make great sales copywriters. I’ve found that being a sales copywriter helps channel that quality into purpose.
Clue 3: You Don’t Mind Research
The most important thing a sales copywriter can do is know the target audience like the back of their hand. How can you write for an audience you don’t know? That means you have to be willing to dive into the data and research that will give you a good understanding of who they are and what they want. Without knowing those things, you can’t create copy that reaches out and connects with them the way it needs to in order to sell.
Clue 4: You Ask a Lot of Questions
This one goes hand-in-hand with Clue 3. In order to be a good researcher, you have to know the right questions to ask, and you can’t be afraid to ask. There is no assumption. Assuming is bad. You know what they say, when you assume … well, it’s true. Ask all the questions!
Clue 5: You Take Feedback Well
As a sales copywriter, you have to work closely with the client and the client’s team. That means a good number of people may be putting their eyes on your copy and weighing in with feedback. It really helps if you don’t take it personally and take it all in stride. In other words, you can’t get so married to your copy that you’re not willing to listen to what someone else has to say about it.
On the other hand it’s important to know when to concede and when to stand firm. As you gain more experience and get better at reading the target audience, you’ll get a feel for what’s going to work and what’s not. You’ll be able to absorb the feedback and stand up to it when you need to - and sometimes you’ll need to.
Clue 6: You Like Learning New Things
As someone who writes for a variety of different clients with unique offers, I learn a lot of things about a lot of things. I usually have 8-10 clients with open projects at any given time, and their offers might range from a course on money management to menopause products and supplements.
So yeah, I know a lot of random information on a lot of random topics, and I think it’s fun. I’m open to learning about different industries, businesses and offers.
Clue 7: You’re a Chameleon
When it comes to sales conversion copy, it’s important for the client’s or brand’s voice to shine through. After all, that’s what has attracted the target audience in the first place. So … how good are you at impersonations?
If you find it easy to slip into someone else’s way of communicating and let that come out in the way you write, you may just have a future in sales copywriting.
Clue 8: You Like Fishing
Sales copy begins with a hook every time. There has to be something present that grabs audience attention and pulls them in to keep them reading. If you’re great at commanding attention (and maybe even a little dramatic), you’ll be able to come up with all kinds of creative hooks to try. Winner winner chicken dinner!
Clue 9: You’re a Critical Thinker
I always say that a sales copywriter has to be part mind reader, part storyteller and part lawyer. You have to be able to address pain points and objections in the copy before they even come up. You also have to be able to defend your client’s position by coming at offer promotion from all angles.
Just because YOU understand the value of the offer doesn’t mean the target audience does. If you enjoy brainstorming audience reactions, past experiences and thought patterns, sales copywriting could be right up your alley.
So … How Did You Do?
Is there a hidden sales copywriter inside you? If reading this article made you feel like someone opened up your brain and looked inside to read your mind, then you might just be an amazing sales copywriter in the making!
Want to learn more about what it really takes to write sales copy that converts consistently and gets big results for clients? Click here to learn more information about Written Results Academy, the only online training platform for sales copywriters that addresses writing plus sales strategy, psychology, data and analytics, mindset and business building.
Whether you’re trying to avoid the roundabout at the corner of Cedar Avenue or the long string of stop lights on 5th, a good shortcut can save you time and energy that could be spent elsewhere.
When it comes to writing sales copy that converts, however, there are certain things you can’t shortcut - not if you want to get the best possible results for your clients.
This article is going to break down the three things a copywriter should never take a shortcut on and why, then give you some ideas on what to do instead.
Shortcut 1: Skimping on Target Market Research
The number one thing a sales copywriter absolutely cannot take a shortcut on is target market research. You may know who you’re writing FOR, but if you don’t know who you’re writing TO, you might as well put down the laptop and back away slowly.
I walked out to the mailbox the other day and found the usual stack of flyers and junk mail. There was an unmarked business-sized envelope too - obviously a form letter of some kind, as it wasn’t hand stamped or addressed. Just for fun, I ripped it open.
As I unfolded the letter inside, I had to laugh. It was a letter from one of those student loan forgiveness programs. “Your Student Loan May Be Eligible For The Federal Government’s New Student Loan Forgiveness Program” read the headline.
That’s great … except that I don’t have any student loans and never have. One eye roll and a flip of the wrist later, the letter sat at the bottom of my trash can, never to be seen again.
I’m sure that somewhere out there, some marketing company purchased a mailing list and decided that using a blanket approach with the student loan offer letter might pay off enough to make it worth the stamp.
But you’ll get much better results for your clients if you get to know their target audience like close friends and write sales copy that talks directly to them. They’ll feel heard and understood, which builds trust between them and your clients’ offers.
Every minute spent researching the target market is WORTH IT.
Shortcut 2: Ignoring Brand Voice
“I’ve written for an offer like this before, so I’ll just use what worked for the other guy.”
No. Just no.
Most copywriters have a niche. It would be impossible to master writing for every industry under the sun. Nobody has that kind of time, right?
But just because you’ve written for dentists before doesn’t mean that what worked for one dentist will work for another, even if the target market for both dentists are middle class working parents of kids ages 5-10. Why?
Because every client has their own unique personality and brand voice that plays a part in attracting the right kind of people to their offers. If you fail to bring that personality and brand voice into their sales copy, you’re not only doing them a disservice, you’re cheating their target market out of the opportunity to get to know them on a more personal level.
The LAST thing any entrepreneur or business owner wants is to be seen as “just another”.
She’s “just another” female empowerment coach.
He’s “just another” digital marketing agency owner.
It’s “just another” sales funnel building platform.
See what I mean? “Just anothers” don’t create die-hard followers and raving fans. Brand personalities do. Make sure you’re taking the time to dig deep on what makes them and the way they communicate unique.
Shortcut 3: Neglecting Nurturing
Ever been hit up in the mall by the people selling things from those kiosks? I have, and it’s always such a pleasant experience.
“Hey, your hands are dry. You need this hand cream!”
“You look like you could use a good pair of sunglasses.”
“Want to try Proactiv?”
I mean talk about going straight in for the kill. Nothing makes me want to avoid eye contact and walk fast while looking busy like cold sales. And I don’t think I’m the only one.
Unfortunately, sometimes that’s what our clients try to do, isn’t it? They’ve developed an amazing offer. They may have even tested it on a beta audience, and it got results. They’re sure it’s going to be a hit, and they’re ready to blitz the market with it.
Then … nothing. Crickets.
“Why isn’t it selling?” they wonder. “I thought people would love it! Something must be wrong with my ads/sales copy/funnel. FIX IT!”
The thing is, it’s not that easy. If everything else is optimized, integrated and dialed in, yet the audience is just seeing something for the first time, the client is not going to get the best results they could because the target market isn’t ready.
They just feel sold to.
In a few cases here and there, an offer will hit a cold market that’s really ready and get some results. But a warm, nurtured audience always gets better and cheaper results. Always.
It’s so important to “take the temperature” of the target audience and give your client an honest assessment of how ready they are to buy. Only then can you make sure you’re preparing the right messaging at the right time to get the audience warmed up and ready to buy.
Doing the Background Work
So much of sales copywriting takes place before a word is even written. Target market and brand research are absolutely essential parts of what we do. Although it’s tempting to want to skimp out research by grabbing templates or just relying on what worked last time, don’t. It’s not worth it. Not only would you be selling the client short of their results, but you’d be selling yourself short on being able to write to your best ability.
More from Christa Nichols
Want my best resource for target audience research? Grab my FREE Target Market Mastery guide HERE. This fillable PDF download contains a framework you can fill out again and again for each client’s target audience so you can dial in on exactly who they are, what they want and how to communicate the offer to them clearly and compellingly.
Hi, I'm Christa, an Iowa-based messaging expert specializing in targeted messaging, copywriting, and ghostwriting services. I have one handsome hubby who's my partner in crime (not literally) and two great kids who keep us busy (Track and field! Volleyball! Basketball! All the sports!) Using words to help people promote what they love is my favorite!