Speaker 1: [inaudible]

Speaker 2: Hustlers my name. Oh my gosh. I don't know why, but when I just said hustlers, I thought of that, um, that ridiculous movie about strippers, I think it was from like 2018, 2019. I don't know. And I just pictured all of you like sitting there like strippers anyways. I digress. Still not good. Edit it out, keeping it in. I think it's funny. Hey hustlers. My name is Kelsey foreman most and I'm the founder of magic words. Copywriting. I am a copywriting and marketing expert and educator, and I'm also a mental health advocate. And the reason I always let people know that is because writing great copy comes from really understanding who you are, really understanding what you want, what you want to serve the world with how you can help the people around you. So I come at copywriting, not from a place of data and analytics and conversions and technical jargon and numbers and stuff.

Speaker 2: I come at copywriting from a place of connection, because copy is the closest thing that you're going to get to sitting down with your ideal customer and having a cup of coffee with her. One-on-one that's what great copy does. Great copy creates connection. It turns words on the page into dollars in the bank, just like magic. That's one of my company's named magic words, copywriting that, and I have a deep love of Harry Potter. So I am here today to teach you some actionable tips that you can take away and immediately implement in your website, your email and your social media copy to improve it and to help a reader understand the action you want them to take. By the time they're finished reading what you've written copywriting is kind of the redheaded stepchild of the marketing world, which is stupid because it's so stinking valuable.

Speaker 2: How valuable I will tell you businesses that invest in copywriting actually see three times the traffic, the conversions, and the profits of businesses that don't. So put that in context for a second. Take what you made last year and triple it take what you made on that last launch. Times it by three sounds pretty great, right? And this is just from changing your words. This is just from changing how you communicate. I love copywriting because it's based in psychology. It's based on how the human brain makes decisions. Not on some algorithm. That's going to change that on some platform that's going to update it's based on human connection. And I love, love, love that you are here to learn about it. So a tiny bit about me and my teaching style. I love real-world examples and I love actionable tips. So I hope you get a lot out of this. Um, definitely. Um, talk with me afterwards. I'll have be having a Q and a session, but also you can find me anytime on my website, Kelsey foremost.com or on Instagram at Kelsey dot rights. So with that, let's get into the three CS of copywriting that can triple your profits.

Speaker 3: All right. So we already talked about how copywriting can actually triple your profits, your traffic and your conversions. So this presentation is going to center on three essential copywriting skills that anybody can learn. You do not have to be a good writer in order to triple those results, no matter what business you're in. So first we got to start with the ultimate basics. What is copy? And it's totally okay. If you were wondering this, that is why I am here. Copy is anywhere you have words that represent you or your business. That means your website, your emails, your social media posts, um, words you put in captions on Pinterest, literally anywhere that you are communicating with words, who you are and what you do, that is your copy. Okay. So if that's copy, then what is copy writing? It's more than just writing words for your business.

Speaker 3: Copywriting is the art and science of using words to convince a reader to take action. So that is the biggest key element to understanding copywriting is that what you're doing is you are helping people make a decision to take an action that you want them to take. That action could be as small as signing up for your email list, or it could be as big as joining a five figure coaching program. Whatever it is, copywriting tricks are like little magic tricks, little psychological magic tricks that you are peppering through your writing in order to help someone make a decision. So this is the three CS of copywriting. So I talked about three basic skills that I'm going to share with you guys that are going to help triple your results immediately just by changing your words, the three CS are clarity, connection and conversion. And what I'm going to do is I'm going to dive a little bit deeper into each one of these three CS to help you take some actionable tips away so that you can go and immediately edit the copy on your website or the copy in your email sequence, whatever it is, you can take these tips and do those edits and instantly see results.

Speaker 4: So first we're

Speaker 3: Going to talk about clarity. Clarity is so underrated, but if no one understands what it is you're offering, no one is going to buy from you. And one of the biggest things, one of the biggest mistakes I see entrepreneurs make in terms of clarity is they are afraid of saying too much, or they're afraid that they aren't explaining it enough. So on one end of the spectrum, we've got the people who are like the Uber minimalists, who just don't know what to say. So they slap up something on a website and it's just, you know, it's not very informative. It's not clear who you are. It's not clear what you're offering. And then on the other end of the spectrum, we've got the verbal vomiters. And if you're a verbal amateur, the, you are my people.

Speaker 4: These are the people who

Speaker 3: Overexplain. They are just verbal vomiting onto the page. They keep talking because they don't feel heard, right? So I'm going to help you clarify who you are and what you offer so that people immediately land on your site and understand what it is you're offering. I also want to note that you want to be clear over clever every single time. This happens a lot. When clients ask me about naming their businesses, or maybe naming a course, they want to make it fun or, or punny, um, or they spell a word differently. I really, really, um, encourage you to, to keep it as clear as possible when you are writing, um, names of things and especially headlines. Couple of reasons for that one reason is that 80% of readers, 80% only skim the headlines and sub-headlines of websites, emails, articles, blog, posts, everything. They are only skimming the headlines.

Speaker 3: And then maybe they'll go back and decide if they want to read the rest of what you've got on the page. But that's super important to notice. Um, if your headlines aren't clear and taking the reader through a story, then you are losing those people immediately. It doesn't matter how great the rest of your copy is. The other reason I want to stress clear over clever in the headlines is, um, for SEO purposes for search engine optimization, pepper, those key words into your headlines, and that is going to make you pop up and rank higher in SEO. Okay? So remember I talked about how I was going to help you verbal vomiters. This is my favorite favorite trick. It's the highlighter trick. And it's AKA how to cut everything you don't need. What you're going to do is first realize that writing and editing are two very different things, too often.

Speaker 3: People try to edit while they write, and then we just make ourselves crazy. And then we feel like crap about ourselves. And I don't love that journey for you as David Rose would say, holler, if you know what I'm talking about. So what we're going to do is we are first going to put on our writer hat, and we are not going to judge ourselves. And we are going to verbal vomit as much as we freaking want verbal vomit all over that keyboard, right? Everything that comes to your head with who you are, what you're offering, describing your different services, describing your customer's journey, her pain points, why she's coming to you. And then at the end, what you're going to do is you're not going to sensor it yet. You're going to print it out. Then you are going to take a highlighter and pretend like you're in school and highlight just the most important points, just like you would in a textbook when you were in school, right?

Speaker 3: Just the things you want to remember, look back at the copy that you highlighted and transcribe that everything that you did not highlight gets cut. It goes away. This is such a simple trick, and it is such an effective one. You will immediately see where you are. Overexplaining where you are explaining things twice. Um, it really helps you see, okay, this is the most important thing that I want to tell my reader. Okay. So that is the big trick with clarity C you don't have to be a big old fancy writer to have a highlighter, right? Okay. So clarity is our first C. We're going to move on to our second C of copywriting, which is connection. And this is my favorite one, but it starts with something that might feel a little borderline depressing at first. And that is that there is only one question in your reader's mind, doesn't matter what business you're in.

Speaker 3: Doesn't matter. What you're writing about. There is only one question in our mind at any given time, and that is what's in it for me, womp womp. I know that sounds just again, borderline depressing, but it's true. When we land on a website, we make a split second decision of whether or not there is something of value to us. And that's the only reason we keep reading. Right? So when you're writing your website or you are writing an email or a subject line, have this question in your mind, okay. So if I'm writing a website and I'm thinking about my reader, thinking what's in it, for me, that changes how I speak. I'm telling them what's in it for them, instead of just telling them what I offer, does that make sense? And this all comes under the umbrella of a marketing thing that we all know, right?

Speaker 3: Which is, it's not about us. It's about the ideal customer. And another way I like to think about this is inviting your reader into your story versus telling your story. And what I mean by that is you are, if you are vulnerable and opening up and or if you are speaking in such a way, writing in such a way that helps the reader envision themselves in the story that is going to create connection. If you are writing from a place of, this is me, and this is my story, nobody cares because they don't see that what's in it for me. Right? So an easy way to tap into this is to address pain points, anticipate frequently asked questions in the copy, and especially, especially, especially include testimonials. So what I mean here is, as you're writing actually address the pain point that the person is coming to your website with, are you a life coach who specializes in relationships, maybe you lead with something like, feel like your relationship is in trouble, feeling disconnected from your spouse.

Speaker 3: I can help you are inviting them into the story. They can see themselves because they're probably coming to your site because they feel disconnected from their spouse. And they're worried about their relationship. Yeah. Anticipating frequently asked questions. This is another favorite thing of mine. Every business owner has the questions that they get asked a million and a half times. Right. And they feel like they're repeating themselves over and over and over take those frequently asked questions and actually pepper them in to the copy on your site. I especially love doing this on my services page or on sales pages. Um, like for example, a frequently asked question might be, uh, do you offer free consultations? And or what does it cost to work with you? You can actually bake that into your copy and anticipate that question by saying, I offer free consultations, free 15 minute consultations.

Speaker 3: Um, and you can do that by clicking here to book. And if you want to see my pricing model, you can click on this link to go to a services page, whatever it is, you're essentially answering the question before they can ask it, make sense. And then finally testimonials are an excellent way to communicate connection because we can all talk about how great we are all day long. It doesn't hit the same way as when somebody else talks about how great we are. We listen differently. We, especially after the year of 2020, when we were all on our screens, all of the time, um, our, uh, reliance on online reviews, spiked. And so people are actually actively looking for reviews and testimonials per every single thing, whether it's a sweater you see on an influencer or a five figure coaching program, people want to see that other people had good results, which brings me to the most valuable trick that I'm putting in this entire presentation today.

Speaker 3: And that is to mine reviews. What you're doing is literally taking the words out of your ideal customer's mouth. So what do I mean by mine reviews? When I say mine, I mean like, you know, the seven dwarves with their pickax getting gold nuggets, you are going into both your own reviews and the reviews of your competition. Look up someone who offers something similar to what you offer and read the reviews on her site, negative and positive. And what you're going to do is you're going to start to notice that there are key words and phrases that keep popping up in all of those testimonials. And what you're going to do is you're literally going to copy and paste those exact key phrases and put them into your own copy. You're not quoting them. You're like, it's not in quotes. You are actually putting the phrase that people use into your copy as though you are speaking.

Speaker 3: So for example, um, I use this in my own business. I have a lot of testimonials where people say, I feel like I can finally do this. Um, I feel like I'm not just staring at a blinking cursor was another thing that I heard a lot in my students, in my signature course. And so I took that phrase no longer staring at a blinking cursor. And I put that into my sales page and it converts because it connects, I've literally taken the words out of my customer's mouth. It's such a great trick. Do it. You're going to love it. It's it truly will transform the way that you write. But I also want you to write how you talk. I talked about this all the time. Um, and this has to do with connection because nobody connects with a walking LinkedIn profile. Nobody connects with a faceless company, by the way, if you're a solo preneur, please use I not, we please don't please don't use the royalty.

Speaker 3: We make it sound like you have this giant company. Actually, no, we want to connect with humans. We want to connect one-on-one even, you can look at people like, um, like Marie Forleo or Amy Porterfield or Jenna Kutcher, and notice that all of them use I, and all of them have a pretty darn casual way of writing. They are writing how they talk and it makes us feel like they're real human beings and we're connected to them. So long-winded way of saying, please don't sound like a thesaurus, please. Don't put a bunch of Uber professional terms on your website because you think it makes you sound fancy, stop fancying up your writing. People want to pay you more. If they think you're a real human being, who's going to help them. Right. They want to be friends with you and they want to invest in you.

Speaker 3: You not some again, buttoned up like resume. Okay. Write how you talk. Okay. Thanks. All right. The third C, we are in the home stretch. We are talking about conversions. So what a conversion means is you set up a goal and then the reader completes that goal. You have converted them. So first things first, we have to set those goals. We have to set goals for our copy. And what that means is any time you're sitting down to write something, think about the end goal. What is the action you want your reader to take? By the time they're finished reading what you've written. If it's a website, if it's a web page, if it's an email, what action are you driving that reader to take? It could be click to the next page. It could be subscribed to an email list. All of those are calls to action, right?

Speaker 3: And that's my next point. Your copy at any given time, if someone's scrolling on a website should have a call to action, clear and visible and ready for them. It's gonna feel like you're doing it too much at first, but I promise you, you are not put call to action buttons, freaking everywhere. People love being told what to do. And if I could humbly recommend a call to action to put into PR, um, put into practice, yes, it would be to drive to your email list. There is a misconception, um, that the job of your website is to make sales. None. The job of your website is to drive to your email list. So why is that? Because sales are made in the inbox human beings, it's been said, um, human beings need to be exposed to something and average average of seven times before we say yes, it is so much easier to get someone to open seven emails to show up in their inbox, seven times than it is to drive them to a website seven times, it would be so hard to get somebody to visit your website seven times, but seven emails, hundred percent doable.

Speaker 3: So that's why I always recommend when in doubt, drive to your email list and how do you do that with opt-ins. We know what opt-ins are right there, freebies that you offer in exchange for someone's email address. Now what I will say, one of the biggest mistakes I see is people creating opt-ins that aren't directly related to their paid offers. I made this mistake myself multiple times. This is super common. Don't freak out if you're like, Oh, that, uh, that checklist has absolutely nothing to do with the course that I offer. Make sure that your opt in it can be simple, but make sure that it's related to your paid offer. Make sure it's set somebody up to want to pay you for your services. I like to, um, give the example that your opt in is a really effing, delicious appetizer. And your paid offer is the main entree that you like paid to show up to eat, right? Like you don't just come to a restaurant to have an appetizer and leave and come to a restaurant to eat a really nice meal. So the opt-in delicious appetizer that leaves you wanting more paid offer, big hearty, delicious entree meal.

Speaker 5: Now I'm hungry. So

Speaker 3: More with feelings. Remember sales happen in the inbox, conversions happen in the inbox, your social media, your website, um, wherever you're sharing content. Even if you're a guest on a podcast, I highly, highly, highly recommend that you create an opt-in. You absolutely love that's related to your paid offer. And you drive people to your email list with that. Opt-in cool.

Speaker 5: Woo. We did it. Okay. Last thing,

Speaker 3: Just going to do a real quick review, real quick review of what we talked about. We want your copy to be clear over clever, no more verbal vomiting. Editing is your friend editing and writing are two different things. Don't judge yourself. While you write clear over clever, you want your copy to invite your reader into your story. You want her to be able to see herself in the story. You also want all your copy to answer your reader's question. What's in it for me have that, literally write it down on a little post-it note and put it on your desk. What's in it for me. If you start coming from that place of telling people, what's in it, for them, everything is going to change. Your copy should match how you talk. It shouldn't be a shock when somebody meets you or watches you want to live or hears you on a podcast.

Speaker 3: Um, what you sound like it should be like, Oh yeah, I know her. I remember her. It shouldn't sound like some weird robot version of you. And it also shouldn't sound like an alternate character. Just write how you talk. Finally, all your copy should drive a reader towards a desired action, because remember the definition of copywriting, it's the art and science of using words to get a reader, to take a desired action. So set those goals, know what the desired action is that you want them to complete by the end of their time reading so that you can drive your reader towards that action. And I think that the action should be driving to your email list, but you know, you do you all right, guys, that's it for me. I'm Kelsey foremost, I'm the founder of magic words. Copywriting. You can find tons, more copywriting tips, freebies, and also information about my signature course, which actually technically the cart closed on February 1st.

Speaker 3: However, I have created a code just for the side hustlers to, um, self-employed summit. I will be sharing that with Shannon. You can still enroll, um, as a member of this summit with that code. So when you go, if you decide that copy class sounds like something you'd like to do, and I highly, highly, highly recommend you do it. Um, it is a signature course that teaches you everything you need to know about writing your own. Copy that converts in a way that is super, super easy to understand and implement. We don't get into technology and analytics and jargon and all that. We just do actionable tips and real life examples. Um, so you can find more information about that on my website, and Shannon can share the code with you so that you can actually access the course. If you decide it's right for you, you can also come and hang out with me on Instagram.

Speaker 3: That's my favorite place to be at Kelsey dot rights. W R I T E S. And I am so, so grateful that Shannon had me come and give this presentation with y'all today. So if you have any questions, I'll be doing the Q and a session. Um, copywriting truly is your best kept secret, no matter what business you're in. Great Cockney turns words on the page into dollars in the bank, just like magic. So I hope to see you in copy class. And at the very least I'll see you in our Q and a thanks a lot.