Content marketing tools and training.
Well, it was bound to happen one day.
After three wonderful years of writing almost exclusively for Copyblogger, I’m finally branching off and launching my own blog.
But not for the reasons you might think.
It’s not because Brian Clark has finally put his foot down and refused to meet my extravagant demands.
It’s not because Sonia Simone is a pink-haired tyrant who rules Copyblogger with an iron fist.
No, the truth is, I see a problem:
Sure, you want comments.
And subscribers, and shares, and likes.
But you don’t really care about any of these things. You want what they will eventually lead to …
Money.
Yes, traffic is good, and so is reader engagement. But if you’re reading this, chances are you’re running a blog with the intention of marketing a business and making some money.
Now, that could be a bit distressing, because most bloggers are broke.
Well, why not?
They are the problem, right?
Here you are with a blog or a product or a charity you believe will change the world, and yet no matter how excited you are about the possibilities, no matter how much faith you have in yourself, you can’t help being worried:
You don’t know. You can’t know. And it bothers you.
Everywhere you turn these days, you hear about authenticity.
They say you’ve got to be real in order to connect with today’s social media savvy audiences and consumers.
But it’s not necessarily true.
Go out and be “real” when you’re having a bad day, and people will quickly call you out for not reacting in the “right” way.
Or, cross a line with your audience that disturbs their expectations of you, and you’ll quickly find that people didn’t want that much of the “real you” after all.
As a professional copywriter, there’s one question that tends to pop up constantly from my readers and clients … “Can you teach me to write like you?”
My knee-jerk answer is usually something like, “Um. No. There is no other like me! I reign supreme! Me! Me! Me!”
OK, I’m not really that egocentric.
But I do typically respond with something along the lines of “I’d love to teach you how, but I don’t know how I do it … I just do it.” And then I run off to a dark corner somewhere to eat sweet potato French fries like they’re going outta style.
If you’re a diligent researcher, you might think you know everything there is to possibly know about your prospect.
Deepest fears, pain points, income, business, marital status, family status. You might even know their hair and eye color.
If you’re writing to that person (and you really have those details correct), your copy will likely convert well.
What you might not know about is a secret weapon you can add into the mix that, if used correctly, can skyrocket your conversions through the roof.
