Writing vs Copywriting

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When writing is selling, writing is copy. When writing isn’t selling, writing isn’t copy. Period.

So be careful when you hire someone to write “copy” for you, and make sure you are getting “copy” and not prose.

Because there are many people out there, hustling to make ends meet and they will tell you they can write your copy for you. And some can.

But not many.

So these are things to look out for when you buy “copy”:

  1. Are the right emotions present in the words you’re reading?

    If there is no emotion, then you don’t even have good writing on your hands. 

    If there is emotion, but it’s not the emotion that your ideal client is looking for, then you aren’t going to make any money off of it.

  2. Are the right elements present in the copy?

    Elements you need to make sure are in the copy: Doubt-crushing arguments, the pain they feel with their current struggle, the relief they need to feel in order to know this is the right solution for them, details about the delivery.

    If you don’t have these elements, you’re likely not going to make money or get the email.
     

  3. What if the elements are in the wrong order?

    There’s a mental flow to copy that takes the reader on a journey. And while you can dance around them, if they are completely jacked? You’re screwed.

    What I do when I write sales copy is present the headline (duh), then a supporting blurb, then dive into pains, then dive into solutions, then I give the deets of the owner (solidifying WHY they are the only choice), and then complete journey by revisiting the pains and struggles and benefits and give the details.

    Now, that’s too much for, say, an opt-in, but this is the trip my readers go on right before they say yes to my clients.
     

  4. Is your copy written in a voice that elicits trust?

    That means weak, doubt-inducing words have to be avoided when necessary.

    If your copy has “if”, “maybe”, “perhaps”, “could”, “can”, “might”, etc in it, your readers are not reading that you are an expert that is to be trusted.

    And making money? Well...will be hard.
     

  5. Does your copy snap your brain out of Snooze?

    There are ways to say things that keep the brain at attention and there are ways to say those same things that literally put the brain to “sleep”. What happens is when we read words we’ve read over and over again (like buzz words and phrases) our brains say, “Stop reading here, we have already read this and know it...NEXT!”.

    Not a joke. Take that for a test drive and see if your brain doesn’t shut down after reading “transformation”, “change your life forever”, and crap like that. So make sure your copy is not written in ways that put the brain to sleep.
     

  6. Does your copy have character?

    Following #5, this is the best way to avoid that problem. Because if you’re throwing yourself or your writer has thrown your character (assuming you’re slightly entertaining and not the least bit vanilla), your copy should shine.

    That personality also allows further bonding with the reader, helping to nurture the trust you need to make money from your copy...or to get that coveted email address.
     

  7. Is your copy wordy and doesn’t hold attention?

Wordy copy that doesn’t hold attention is copy that won’t be read. You cannot take long, meandering routes to your point. Copy that’s good is concise and makes powerful points with fewer words.

It lets the emotion do the selling for it.

So, regardless of WHO wrote your “copy”, whether it was you, your VA who, ahem, said she could write “copy”, or a writer you hired because they said they knew how to write copy, hell, even if it was a copywriter!, you have to make sure these elements and components are present, otherwise the writing isn’t copy that sells, it’s writing that distracts.

I write your legend- But you have to live it

When clients come to me and tell me what they do, I can tell right away whether or not they understand the depth of what they do.

I take the info they give me - I research their work and their results and fill in the gaps with the underlying emotion behind it.

So when I work with people, they walk away with words that express who they really are. The kick is that they didn’t see it before.

Let’s face it: We are all works in progress. We’re all doing and growing and learning and changing. This is life. Life is growing through change.

So when I write copy, I write for your past and your future.

It’s up to you to live up to what you read in your copy.

When you do, you make room for higher profits, higher end clients, and a life on lock.

So you want to build a legend? This is where you start.

Anatomy of Legend-Making

  1. Start off with an idea that has potential to stand out. (Hint: That’s not life coach, transformation coach, or business coach - think higher and deeper.)

  2. Be willing to push yourself way outside of your comfort zone to make it work.

  3. The self awareness to know your truest capabilities.

  4. The courage to do it - even if it might be wrong.

  5. The strength to do what you need to do every day - even when you don’t fucking feel like it.

  6. Display copy that pushes you to do it.

Creating your legend starts in your chest, behind your sternum. Let me in. Let me show you (and the world) what you are capable of.

Then go live it.

Nike doesn’t sell sneaks

“Just do it” has NOTHING to do with sneakers.

It’s obvious.

There’s no mention of their superior arch support for feet that pronate.

There’s no mention of their slip resistant bottoms for all types of running surfaces.

Harley doesn’t advertise their superior...well, brand. They say, “Ride like you stole it”.

It’s the EMOTION that sells.

Not the padded seating or the tie-them-and-stay shoelaces.

You don’t sell your product as a feature to getting the riding or running experience you want the clients to feel.

You lovingly wrap them in the potential they’ll realize when they throw their legs over or tie on your shoes.

It’s emotion.

It’s always emotion.

And if it’s hard for you to write that emotion, you need to put your marketing and copy in the hands of someone (anyone...I don’t give a fuck who) to do it for you.

Because they don’t care HOW they get there. They just want to know how it’s going to feel.

And how they want to feel? Is on fire.

What is that going to mean for YOUR reader?

It means the end of struggle, whether it is in the form of reaching status (or feeling like it) or wanting to get in shape, you need to know what their specific struggles are because yours are different from mine.

It means painting the picture of life AFTER your product or service.

Will they have the body they want?
Will they feel good out of the bed in the morning because they put in the work?
Will they feel like a boss in their shiny new Bentley?

What are they going to become when they’ve worked with you?

Answer these questions - in their entirety, like, sit for half an hour and FORCE yourself to think of all the ways that their lives will change because of you. Then, use those answers to drive the emotion that you are looking for them to feel when they work with you (or buy your products, if you are a product-based).

Note: Sometimes, pain drives sales. Sometimes pleasure. In the coaching industry, pleasure, desire, longing, sex, money are the best sellers.

And THOSE should be what drives your copy, not the number of sessions via Zoom, or how you can use email to stay connected during crisis times, etc. They definitely should be mentioned. But they are tools, features, and they have their places.

But they are NOT selling points.

There. If you have questions, hit me.

Otherwise, if you struggle with this, I am your solution. Period. I don’t write copy. I write emotion. And it’s that emotion that makes you money.

Copy that Fuels Funnels that Build Relationships (+ makes you more money)

She lands on your site. She’s AMAZED at your work. (Mostly at the copy you’ve so proudly displayed that so emotionally expresses what you do (ahem).) So she opts in to your list. And she’s actually looking forward to your emails because your freebie is THE solution she was looking for.

BUUUUUT.

You sent her the opt-in that delivered the goods. But what did she get after that?

Nothing. Until next week when she the blanket list email goes out. And it’s pitching a massive program, so she’s done. She’s not going to stay around for the rest of what you have to say.

So how do you use copy to keep her from taking your freebie and running away?

By showing her how important SHE is.

By showing her how her life will be when she’s done working with you through content that speaks to the solutions she’s looking for.

And yes, you get to throw a light offer in, but hold off until the third rendezvous or so.

So, send her the thingy she opted into your list for.

Then send her another solution-based email (not a dissertation because she’s reading on her phone and won’t try to read a long email. Promise.) written with copy that sings to her soul.

After that, you could choose another tie-in solution that will lead to an offer tomorrow. Oh, and yes...I’m talking daily sends, not weekly.

And now, you get to finally make some money! Send her a special offer written in copy that leads to another solution she’s been waiting for that ties into your brand and your freebie AND your big sell at the end of all this. :)

Send her a few more value emails...all relevant to her and to your brand.

Then, send her your story. By now, she’s really gotten to like you because you’re sending such fantastically written email copy that is soooo about HER that she wants to know a bit about you.

That’s when you hook her.

You tell her your story (again...not the unabridged version) and tie it to how it helps her.

Because tomorrow? You’re going to sell her on either a) a call to get on the line to discuss what she needs or b) your big package.

Of course, there are a ton of funnel maps out there. You can Google any one of them and put them into play.

But, this format is copy that builds relationships.

It builds connection.

It builds a foundation for more.

But. Only if your email copy is worth reading.

Because  you can send all of this awesome ALLLLL day long, but if your subject line copy sucks, she won’t even open them.

Or if your email copy fails to deliver the info in an engaging way, she’ll stop reading, even if she does open.

So. Check yo’self. Go to your funnel, your nurture sequence, your open rate data, your sales data and see what is working and what needs to be fixed. Your answers are there.

And if you don’t have the answers you want, grab the Black Diamond Funnel package for a $300 discount right now.

Build relationships. Build your bank account. With emotionally-charged, revenue-driven copy.

Is Your Site Doing the ONE Thing You Need It To Do?

Stale and disconnected or fresh and emotion-packed for a SOULFUL connection?

It’s up to you.

Copy that feels new, that is energized by emotion is copy that shows off the real you. You know, the you that doesn’t freeze up and not know what to say once you sit behind your keyboard? Yeah, that you.

It connects people to your business because it allows them to feel your why, so they feel connected to your mission. So they are more inclined to become customers.

Your website is your storefront and your employees. It shouldn’t “explain” who you are and what you do. It should graphically and boldly paint an indelible mural about your business, one they can’t take their eyes off of.

The first brushstroke, the first word, on your site sets the tone for the entire piece.

Your copy is the masterpiece that sends people on down the line of the web to the next business they are looking for...or it completely arrests them and holds their breath hostage.

And when they do get their breath back, they keep reading...begging for more of that.

That soul-deep connection is what they have been searching for. It aligns them to your mission and leaves them flipping the pages of your site to see what else you have to offer them.

Calls to Contracts

Another powerful motivator in getting the yes is that people know up front who you are, what you stand for and how you get them what they need.

They book calls with you, but they already know they want to work with you because your copy and your site told them exactly what they needed to know. They only want the call so they can confirm their suspicions.

And the human mind looks for the similarities. So if the emotion that drips across your site has already set them up to FEEL you, they get on the call ready to accept that feeling. (The psychology behind this is our minds don’t want to be wrong, so we look for reasons to be right!)

If your copy is on-point, you get to close more calls with yes’s without even selling.

Without even SELLING.

Your site does it for you.

No more sweating over whether or not you’re answering their questions in ways that will make them want to work with you. No more sweating over being the salesman of your company. No more sweating over whether or not you’re instilling confidence in your ability to deliver results.

Your site does it for you.

All they want to do when they come to you? Is to know that you’re real and that all they felt when they read the site is what they feel on the phone with you.

Period.

That’s why it’s UBER important that your site stay fresh and up-to-date and EMOTION-DRIVEN for results.

That’s why it’s UBER important to stay on top of the words they read.

That’s why I write Black Diamond Copy.

And this is how you do it:

  • Draw them in with the magic of your essence shamelessly tattooed on your Home page.

  • Wrap your arms around them with an enthralling About page that pulls them through your story.

  • Show off all the ways you can help them with a Work with Me that sends them reeling and looking for more info.

  • And get the “yes” with a Sales page that touches their pleasures as deeply as it touches their pain, so they want and need you before they get on the call with you.

You have such powerful gifts. Put them on the page to create a SOUL-FILLED connection they won’t want to turn away from.

Go forth and bleed for them. Build your Legend.

The ROI of Good Copy vs. Emotional Copy

First let’s define a couple of things:
Copy - the art of selling via words. Thus making everything you write copy because your ultimate goal is to drive an action. Even if you’re just hanging out and talking about booze and bikes. Or whatever normal people talk about.

ROI - Return on Investment, but I know you knew that. Whatever money you put into your biz, you want to know the ROI of it. But. Guess what? Not all returns are monetary. Some are in the form of connections or followers or growth.

Disclaimer: ROI of copy needs many strategic conditions to be put in place. When we talk ROI today, it’s going to be in concept, not specifics, to express a point.

Couple = two. Let’s get started.  

  1. Good copy tells.

    “You will not believe your eyes when you can finally fit into that bikini on the beach this summer! Super slim helps you stop cravings, keeps your energy up, and burns calories.

    Get your 30 day supply here.”

    Blah. Boring. Overdone.

    Will it make money? Likely. Because there are still people out there who are at that breaking point and who want to fit into that bikini so bad, they’ll invest in anything to make it happen.

    Will it make as much money as it did 10 years ago? No. Because the market is flooded enough that there are a bajillion more options out there for people to choose from. And more factors now come into play: authority, credibility, “do you smell like a scam artist” are all more important now than they were when this kind of marketing hit the net.

    So. Can you make money on shitty copy? Yes. And on good copy. Can you make better money on better copy? Read on…
     

  2. Emotional copy sells.

    “Don’t spend another year hiding under your tee shirt while the kids play in the ocean without you because you just aren’t comfortable on the beach in that two piece that you wore three years ago.

    It’s time. This time is different because you have Super Slim to curb that 3pm breakdown snacking that negates all your morning success, to help you dig up the motivation to step on the treadmill before you sit down to work, and to help you burn up the calories when you do take it.

    This is your year. Super Slim will help you make it happen.”

    Will this make money? At least double (approx) what the last made (assuming marketing tactics are a control in this experiment).

WHY?

Because emotion is what people need. Emotion digs beyond the superficial. Emotion speaks to the soul.

And if you sell anything, you need your products to speak to the souls of your would-be customers. Especially if you’re in an online service space because you now have approximately 900X the competition that was once online. And you have to rely on your ability to connect to the heart of the people you want most to work with.

Without the emotion, you’re leaving a roadblock between your ask and their yes.

How to speak to their emotions

By understanding their desires and their fears beyond the superficial, you give yourself the advantage of whispering into their souls.

That’s where their WHY comes in. And the majority of my client questionnaire questions asks that WHY. The WHY is the lead into everything they truly want.

They want a BMW over a 4Runner? WHY? They want to shop a Neiman Marcus over Saks? WHY? They would rather spend their Friday nights around a campfire with 2 of their closest friends that at a bar in Ibiza? WHY?

The psychographics that guides each and every one of your prospect’s decisions are the things that also lead you to writing the copy that guides them to the YES!

So. Know their WHY. Write emotional copy. Make more money. WHY? Because emotion is what drives higher sales.

And if you’re focused on your clients and don’t have time or the inclination to dig deep enough to write that emotion, I am happy to do it for you with the Black Diamond Copy promo - more than doubling your ROI on this particular package.

Grab four pages of copy (Home, About, Services, and a SALES PAGE) for the OBSCENE (and limited time) price of $699. WHY? Because I want you to win. And this is a powerful way to do it.

Copywriting as a Pillar of the Creative

In a market as crowded as yours, the 7,987,692 businesses all have ONE shot at making a difference. That shot is the Creative.  

If you can nail the Creative, you can elevate your brand above the standards of your competition and your industry.  

Because the Creative is the means to the attention. How many ads do you overlook in your Facebook feed because they either a) don’t apply to you or b) they DO apply, but it feels tired and stale?? Think about that for a sec.  

And since you know that to be truth, you already know that allowing yourself to run ads that are standard or substandard is basically throwing your money away.

What is the Creative?? 

The Creative is the visual and the text of an ad campaign. Copywriting is half the Creative. Design is the other half.  

So, slapping “Make more money, working less” on an ad with a smiling coach or internet marketer on it, is lazy Creative.  

Copywriting has to be given its due. You don’t run ads half-cocked. You let them bake and ruminate until fully developed. Only you need to make that “fully developed” period last no longer than 1 hour.

Speed.  

Agility.  

Copywriting that explains and enhances the visual.

That’s winning at the Creative.

Now. How do you write the copy that helps the Creative win? 

  1. You know who your copywriting has to appeal to.

    Are your buyers mostly male or female?
    What stage of life are they in?
    Where do they live?
    What’s their income?

    We use the demographics only for a basis for copywriting. The real fun comes with the next question.
     

  2. You UNDERSTAND said buyer.

    Not just the demo, but the psychographics. How they think, how they feel, what they long for, what they struggle with.

    Copywriting is based in emotion because emotion sells. And that is your sole goal. So ask the hard questions:

    What does your buyer like to do for fun? WHY?
    What dreams light them up? WHY?
    What struggles do they face every single day? WHY?
    What music do they love? WHY?
    (See a pattern here??)
    What’s their clothing style? WHY?
    What would they drive if money was no option? WHY?

    Copywriting based on emotion is copywriting that is based on the WHY. Why do they do the things they do? THAT’S how you sell to them.
     

  3. You know what your product solves.

    Know every struggle that your product solves...in the eyes of your customer...not just in the way that YOU know. So, know what users have to say about your product and list them all.

    Then cross that with the people who are your ideal customers to come up with 3-5 different headlines that speak to the things people have said about your product and what you know about the people who buy it.
     

  4. You don’t settle for the same trite statements that you see spewed every day.

    Triteness is lazy copywriting.

    THIS is the place where you get to unleash your inhibitions and allow your mind and your heart to speak to those you want buying yo’ stuff.

    THIS is the creative of the Creative.

    Avoid buzzwords like “more money” and “better work/life balance” and “feel like a kid again”.

    Avoid jargon that only people in your industry will understand.

    Write in specifics. THAT’S copywriting that hits home.
     

  5. You have a BUDGET for the Creative.

    Spending $5 won’t get you many results...not even with Facebook. It will get you SOME, but not enough to convert.

    So, allot a sizable enough budget that will.
     

  6. You hire a team that can serve up the Creative if you can’t do it yourself.

    I hired Dani because I knew I couldn’t pull off the design aspect of the Creative like I should. And because of that, our traffic is growing and so are our conversions.

    Likewise, if you don’t have the copywriting down or you don’t have the design portion of the Creative, put together a team that will elevate your business with you.

Copywriting and design are the Creative that you need to stand out in your industry. Take them as seriously.

Copy That Removes Barriers From Coaching Sites

It was black. Slinky. And oh so sexy. It beckoned your hips. You knew that dress would accentuate all the right parts of you. The debate in your mind was lost before it was ever started.

So you popped it into your cart. Ready!

But by like the 30th second of the ordering process, you were already pissed off because 1) you were trying to type on the phone and the site didn’t pre-populate the fucking fields for you because that would be too much trouble and 2) what the fuck does your mother’s maiden name have to do with your purchase?

SO. If you’re me? You said “Fuck this” and went to Amazon.

If you’re patient, then you likely went ahead with the order.

But what if your clients and customers are me? What if we’re landing on your site, reading your copy and thinking, “fuck this, I don’t need to read about yet another life coach who is still charging $9,000 per hour for shit that sounds exactly like the other shit I’ve read on 10 sites this morning, alone.

“Yeah, thanks.”

X. (<---that’s the site closing...did you get it??)

Copy removes barriers when done well. It sets them up to say yes before they even know all the details.

I shit you not.

I get people who read a headline and are like, BAM! I’m in!

Then I get people who read every word because they couldn’t NOT read each one.

WHY?

Because copy written to the soul, from the soul, removes barriers that prevent people from saying “Nah, not now, bruh.”

The soul knows.

It understands the person who needs you most. It understands what fears the prospect might have about buying from you. It understands what that potential client LONGS to hear.

It can remove the barriers that are the doubts if you use it right.

Now.

Soulful copy still needs culling.

This is permission to write from your soul, but also to edit like a fucking ruthless boss on a Monday morning after the festival of all festivals who is not ready for your hungover bullshit.

Because powerful, soulfully written words need to speak with authority. Not dictator-style wording.

More like, “I’ve been doing this for 900 years and gotten life-changing results for all my clients”-style wording.

How? How do you cut out pieces of your heart???

By remembering that the more you linger in a space, the more you endanger your chances of a yes.

Copy should be concise. Keep the really, really important parts by remembering that every single word has a purpose and should lead straight to the yes.

So assess each line and ask, “Am I straying too far away from the headline and closing the loop?”

Editing is really the polishing on the gem that your heart sputters out to you. And it’s super important that you don’t let your romantic idea of standing and pouring it all out to your ideal client prevent you from making sales.

Tell them all about the struggles the two of you are going to end together and how beautiful their lives are going to be when your sessions are over and how you’ve worked with this one and that one and this is what happened and this is how happy they are now.

All these things matter in their minds.

Because if you can’t paint these pictures for them, you’ve not removed the wall and all the barriers that are automatically up in their minds about buying from anybody...especially coaches, since they’ve likely been burned a gazillion times by shitty people.

Your goal: Write from the heart to remove the barriers that are their own doubts and cynicism, edit like a fucking boss and make sure you hit all their pains and pleasure points. All of them.

 Any questions? Hit me! <3

10 Steps to Attracting the People You Actually WANT on your Client Roster

The other day, I asked how I could help some magnificent chicks in Nathalie Guerin’s Manifesting Group.

More than one said, “How do I find the road-map to the women who are ready to invest in themselves?”

Did you get that?

READY. TO. INVEST. IN. THEMSELVES.

It’s the coach’s dream, right? Have the women they WANT to work with knocking down their doors. But the question is wrong. You don’t go looking for women ready to invest in themselves. You ask how the fuck can I show up like a BOSSso these women feel they need me.

That’s what you should ask. You don’t go looking for people. That said, you DO show up where they are, but you’re the hunted, not the hunter. Dig?

So how do you become the hunted?

I TOOK A LOOK AT HER SITE.

It was full-on DIY. And I get it. I lived there, too. Money’s tight when you’re starting out, so you don’t have a Tech VA or a Director of Magic helping you do shit. BUT, the longer you’re willing to stay and play in that space, the longer you’ll stay small.

It wasn’t until I invested in a team that the game changed for the better. The more I invested, the more I made. Simple business finance 101.

Anyway, IF you have to DIY, then here’s what I told her, take these answers and run with them:

1. If you want women who are ready to invest, your site needs to reflect it. (Because investing in yourself means you’re expecting them to pay top dollar, so you want a site that appeals to those women.) That may mean at least paying for a premium theme, even if you’re going to chuck hours making look pro. Because 2010 on WP is NOT gangsta and does not say, “Yo! I get results!”

2. Have a clear, specific message on your Home Page, instead of leading with questions you HOPE are the questions your ideal clients may be asking themselves prior to reading. In other words, “Is this you: Are you tired of chasing kids down because they didn’t follow your directions the first time they were given? Are you nauseous when you see the pile of laundry that needs to be put away?” You should already KNOW that’s what these women are looking for. So you lead with AUTHORITY and say, “They listened. The first time. The laundry? Isn’t piled in chairs across the house waiting to be put away. And you? You’re on schedule to have your uninterrupted bubble bath. No, the kids aren’t at grandma’s. They’re home. But thanks to the new system you’ve mastered, bliss abounds.” Anyway, you get the idea.

3. Use language that isn’t what everyone is reading on everyone else’s sites. (i.e., scrap transformation, life, coach, etc LOL) Trigger words should trigger interest and pique their brains to continue reading, not trigger it to shut down (which is what words like coach, transformation, etc do). Words that our brains are overly exposed to cause the brain to stop reading. Buzz words? Trigger reading in the beginning, but once it’s been used a few million times, the eyes start to glaze over and the back button is the next thing they look for. Keep your language fresh.

4. Inject your personality into your site. People buy from people they like. You have to be willing to stand out and stand above the noise if you want people to notice you, to gravitate toward you. And if you have a hard time doing that? Your profits will suffer. Hire a copywriter. Make sure they get you. Make sure they understand you and your vibe. A good copywriter can put nice words on your site. A great one can make you think you wrote it yourself.

5. Show up daily in social media to help and demonstrate your prowess in your niche. THIS IS A FUCKING MUST. If you are not out there, shaking babies and kissing hands, you are losing. Period. But posting in groups has to be done WELL in order for it to work. SO many people think, “Hey! I showed up! I posted about my offer. They saw me.” And think that’s all they have to do. WRONG. You have to show up and be helpful. You have to get out there to MEET people, not pimp yo’ shit.

6. Ask for referrals. No shit. Ask your past clients if they know anyone who needs your services. If you can, give them an incentive. Mine get a free edit on a sales page (usually $699) if they send me someone who books one of my two top sellers. What can you offer them for sending you money?

7. Talk about your work. People hate this shit. And I don’t know if it’s because they’re shy, they don’t know their fucking industry like they should, or they just don’t want to win. But if you don’t swallow your goddamn insecurities about sharing what you do, you won’t make anything. Those women you’re looking for won’t even know you exist.

8. Try new groups, but don’t be surprised that they don’t work. Groups are dying. Well, maybe that’s not right. Maybe they’re not. But the way they’re being used is killing them. Groups arose out of Facebook’s algorithm to limit who saw people’s biz page posts in an attempt to garner more ad money (really, you can’t blame them). And in the beginning, groups were a place where people went and networked and really connected. But most people misuse them and simply self-promote. They’re not really there to help people and guess what? People can tell. Your shit gets passed right by and no one even likes, much less comments on them. Notice that? Change the way you use groups and change your results. Try new groups. Try groups that don’t allow self-promotion. It’s a longer game, but fuck it doesn’t get any longer than content marketing.

9. Step into new arenas. Be a guest on podcasts. Create your own. Create a feature on your blog or YouTube channel where you connect with other entrepreneurs. Write for some big publications. No, not HuffPo. Get featured on your local news. Go do some philanthropy work.

10. Develop your IT factor, the thing that makes you somebody that people truly love when you show up. This is the KEY to making ALLLLLL of this shit happen. You have an innate magnetism. Develop it. USE IT. Because when you do, you’ve mastered the Art of Sass and you’ve stepped into who you were truly born to be. And guess what? People LOOOVE that shit. Time to leave your shell behind.

And as a bonus, the last step is: Invest in yourself. Because if you want people to invest in you, you have to invest, as well. 

 

They Won’t Respond Without This in Your Copy

The reason they don’t respond to your posts and your blogs is because you don’t give them a reason to.

WHY is a Universal question that has to be evident in EVERYTHING.

It’s WHY that’s passion.

It’s WHY that sparks movement in your needles.

It’s WHY that moves their souls to action.

WHY should they read your post if they don’t see intrigue, fire, and THEIR WHY in your words?

Day in and day out in social, people are passing your posts by. The market is saturated with people screaming their messages. And yours doesn’t look any different. So they roll on past without a clue that you really are the money coach, success coach, or transformation coach they need.

WHY?

Because they don’t see WHY you are different.

They don’t see WHY your solutions are better than the next.

They don’t see THEIR WHY riddled in your words.

How do you make the WHY work for you?

You make their WHY, YOUR WHY.

People read what I write and are like, WTF? How do you do that?

It’s because I understand their WHY and it goes front and center. My words, the blood on the pages, are not my blood. I mean, it is my blood, but it’s your blood I bled for you.

You have to look deep into their souls to give them what they are missing. You have to see past the dollar signs you want crowding your inbox. You have to look beyond your own WHY to show them the reflection they long to see staring back at them.

I’ve always said “Excellent copy makes the reader feel like THEY wrote it.” It’s not just blown up words that have no WHY behind them.

EVERYTHING HAS TO BE FUELED BY WHY.

Because that WHY allows you to expose their deepest fears and their highest goals.

People don’t buy because you SAID you’re the best at what you do. They buy because they feel the emotion behind the words. Emotion comes from empathy, compassion, and FIRE.

Don’t sell them a new life.

Sell them on a life that allows them more time to see the world with their kids. Sell them on being the go-to in their industry. Sell them on calendars that are booked until next year, so that not another day is spent in regret because they didn’t have the time to see that little league game Josh wanted them to be there for.

People buy on emotion.

And WHY is one of the most powerful emotions you can bleed.

Understand them. Feel their pain and their desires, as well as you feel your own. Know them as well as you know your spouse or your kids.

When you understand them the way I do, writing to them becomes second nature. It’s the spark that grows into fire that consumes them. It’s what makes their fires for more, burn out of control.

And when that fire is out of control they line up for you. You get that waiting list you’re working for. You build that business that pushes you to the next level of business. They come at you with money in hand, ready…without a doubt, without a fight in their hearts.

They need you. They need you to walk them out of their darkness. They need you to be the you, that you know you are, so you can help them become who they know they can and want to be.

The Result of the WHY.

When they see the change that you make easy they don’t question your ability to work miracles with them.

They don’t question if Coach So-and-So is better than you are.

They don’t wonder if they are investing in the right coach for their business.

THEIR WHY CONSUMES THEM. BLEED IT FOR THEM AND THEY’LL RESPOND.

Want to make them feel what you know they have to feel? Hit me. Let’s talk about how we can create a Diamond Evolution for you that will set your gem apart from the rest of the Net, creating the backlog of clients you want in your pipeline.

Copy Isn't Enough

Copy is words. Words that are meant to sell.

But most people stop at the “words” part. They sit down to type up their website and put exactly what they do, who they do it for, and how…without any emotion, whatsoever…on their pages.

I see this all the time.

“Sue Bee, Life Coach.”

“Are you tired of feeling lost and without direction in your life? Are you ready to see a change for the better?” 

“Then, you’re ready for Sue Bee Life Coaching. I work with high-achieving entrepreneur women who are ready to have it all. I help clients from all over the world who are ready to sit at the head of the table and lead their companies to greatness.”

I’m not kidding.

This format does two things:

  1. Wreaks of DIY bullshit. Those “clients all over the world” equal one in the UK and one in Canada.
  2. Fails to tap even an ounce of emotion that could convert to even one sale.

Therefore, is likely the work of someone who isn’t a pro at what she does. Or maybe she is, but she’s DIY’ing everything in hopes to pull in a client or two to help pay for a new site.

Don’t get me wrong. It’s not wrong to do ANYTHING to get started. But it is. LOL

What I mean is she’s investing time she should be PERFECTING HER CRAFT in things she shouldn’t ever have to focus on.

COPY ISN’T TELLING FACTS. COPY ISN’T THAT EASY.

Well, exceptional copy…the kind of copy that pulls in thousands and thousands of dollars isn’t.

Exceptional, profitable, competition-crushing copy is copy that is pulled from one place: The heart.

When it comes from the heart (mine or yours), the emotion is UNDENIABLE. Connections are never formed over cold keys or stale pixels. Connections are formed over blood. Pure and simple.

It’s the difference between:

“You are a woman who gets what she wants and isn’t content to sit back and watch the world go by.” (OMG the cliches! – remind me to tell you about Brain Shut-Down one day.)

and

“Because what I see is when I look at you is a bold woman who gets what she wants without question, who flirts with adventure on the daily, whose life is filled with luxury and love (and champagne-flavored kisses), who enraptures the world around her (and returns the love in kind), who stares unblinkingly at her fears and who gets swept the fuck up in her desires and dreams.” (Copy written for a past client…I really should tell you how I was able to write this…note for another post.)

Now. Let’s take a vote. Which one made you FEEL something?

Right.

They are both copy. But one is COPY WITH FIRE.

That fire is what made you take notice. That fire is what hooks people in the heart when they read it. It’s what makes them say, “Yes! Yes! Yes!” in their best “When Harry Met Sally” diner scene voice.

You see, that last one was written from a place of understanding. Okay. FINE. I’ll tell the damn story now.

That piece was written while I was dolled up in my heels, makeup straight from Vogue, and Britney Spears playing in my ear. Shut up. I role play when I write…what? It fucking works, doesn’t it??

I digress (I say this way too much…stay on topic, doof).

Anyway, I dug DEEP for that – for ALL the copy that went to that client. And she loved it.

My ability to take the time to dig deep allowed her to focus on what she needed to focus on. So I took care of the heavy lifting.

BECAUSE WRITING COPY FOR EMOTION? ISN’T FAST. IT ISN’T EASY.

BUT IT IS 1,000,000% NECESSARY.

IF YOU WANT SALES.

IF you want sales, copy isn’t enough. You need emotion. Deep, raw, emotion…lit with a flaming Harley-Davidson Zippo.

 

Hit me. I’ll make your dreams of having copy that competes with the Marie Forleo’s and Derek Halpern’s of your industry a reality.

Why Your $5000 Packages Aren't Selling

Selling $5000 packages requires a little more finesse than throwing them up anywhere on your site. You can’t list a $5000 package with your Services Page with little more than fodder at the top telling them they need you. That package needs a home of its own. It’s a big motherfucker. It needs a space big enough to claim its rights.

You’re asking people to give you their monthly salary in order for some knowledge you have locked away in the hidden spaces of your mind.

And you want to box it in on a little space not bigger than a few social blurbs.

It doesn’t work.

You can’t expect them to be convinced in that little box of text (usually sans any proof, as well).

Speaking of convincing, this is a side note for you: Your job is never to convince someone that they need your services, you’re convincing them that you are the ONLY choice for said services, which they already know they need. Dig?

Back to this other shit.

Give me $1799 to write you a new website that make them need only you for what you do.

There. Were you convinced?

Try this:

Give me $1799 to create words that set your sales on fire, make them adore you, and that make you the ONLY choice in your industry.

Because without the right words, their hearts could be turned away, instead of turned on.

That? Means your profits could go into the negatives. For real. Words mean money, when said and read right.

Now. Here’s the button. Pay me $1799 to make a difference in your bank account.

No? Still not convinced?

Of course you’re not. You’re not stupid. You know you work hard for your money. You know that I need to show you that powerful, edgy copy is the way to slip and slide your way into their hearts, but you also want to know your friends have tried it and they like it.

You also want to know people have gotten results from it.

You also want to know that your $1799 will earn you waaaaaaay more than that.

That’s why a package that’s $500 or more needs its own fucking home. Period. End of story.

You want to skimp? Skimp where your NAME and YOUR BRAND are not at risk. Skimp where the results don’t directly affect your bottom line.

Skimp where your customers are NOT involved.

Take the extra time and effort you need to take to create a drool-worthy page that makes them throw their hands in the air and sing “Glory, glory, halleluja”.

Here’s the fucking how:

  1. UNDERSTAND their biggest pain and (or) benefit to working with you and use the fuck out of that shit for your headline. But don’t give it all away in the beginning. They’re willing to work for it, make them...with love. Use a headline that calls out the benefit or pain (I prefer one, but I won’t tell you which), YET is based in intrigue so they NEED to read that next line. See how that works? You have to learn to tease them.

  2. Create body copy that literally slices their heart with a thousand tiny cuts. If you know their pain and suffering, this is the fucking EASY part. (I will NOT divulge how many times I’ve danced around to music I HATE to get me in their brains. So when I say “easy”, I don’t mean easy, easy LOL) Remind them of the reasons they’re looking for this service in the first place. And do it with love. Because the real pain? Is coming next.

  3. Pour fucking MORTON’S in those wounds you re-opened. Yeah, I’m sadistic like that. And it works. You reminded them of WHY they were there, NOW...remind them of how much that pain hurts by really digging into their flesh with their longings. (I know, I know...it’s a hard job, I’m glad I love it.)


  4. Hand them the goddamn band-aid. YOUR brand of band-aid. Because if they’re on your site, SOMETHING brought them there. SOMETHING made them think, “Fuck yeah, I want to work with her/him/donuts”. This is where you get to reveal your magic. This is where you get to say, “I’m the ONLY motherfucker who is going to save you, now pay me” - Only with less “fuck you”.

  5. Remind them all their friends are doing it, they’re buying your brand of band-aid. Remind them that they would be so wise as to listen because… Pepper your copy with testimonials in the places it makes sense to see words of praise from your loyal buyers.

  6. Fucking TELL THEM WHAT TO DO. You want them to sign up? Fucking ASK. You want them to book a Discovery Call? Fucking ASK. You want them to buy? WTF? We’re talking $5K!! That shit ain’t going to happen without a Discovery Call. Duh.


There you go. Knock this fucking shit out of the park and set up a sales page that SELLS your $5000 package. Or, if it’s too hard, let me take that weight off your delicate shoulders.

The Foundation of Your Greatest Work Starts Here

Lost in Facebook again. Sitting down to work, without doing the prep is exactly how shit gets fucked up. Whether it’s product design, package customization, or client meetings, if you don’t do the prep work beforehand, you’ve lost.

Either time, money, or traction. Or all three.

Because your brain isn’t ready, it takes time to dig in and find your sweet spot. So naturally you gravitate toward the things that you shouldn’t, like Facebook, email, and checking prices on massages.

Skipping the Pain

When a client comes to me and says, “I need a sales page” or “I need copy for my website”, they’re telling me two things: I haven’t been getting results and I need help.

So, I listen to the goals they have for their project. I listen to what they say about the work they’ve done and what they want to do for other people, then I think. And the flow is kicked off.

Because so many times, we want to skip the hard part. We want to put words on the page and say we’re done. And if you’re lucky, or freakishly over-qualified, you are.

But in most cases, it takes time. It takes reading, reading, and reading. It takes looking at patterns and analyzing them. It takes study. Before you ever pick up a pen to bleed a word or craft a growth strategy.

I’ve contributed copy to 5- and 6- figure launches. I’ve penned I have NO idea how many words (one day I want to calculate that) that people proudly display on their sites, I’ve taken syllables and turned them into currency.

But not without the pain of prep work.

We like to rush, but we don’t like the results of rushing.

So, if you have a project in front of you (and you have 9.876M other tasks to complete simultaneously) you have to decide what’s going to get your attention. Because if you don’t put 100% of YOU into the prep work? You’re not going to get 1000% return on your effort.

How to Create Flow

Walk up to your project with your goal in mind. Know EXACTLY what you want to accomplish. (I, for example, recently penned Facebook posts for a client who requested I write words that will bring $10K clients, so I started with that in mind: “I want $10K women to see these words and need what’s at the end of them.”)

Then, ask yourself, HOW. How will you bring in those high-end clients with the work you’re doing? What do those clients think of themselves? What do they struggle with? What do they want MOST from this life that you can give them?

Here’s the rub: What you think the answer is? Is rarely the answer. It’s a stepping stone to it. But you’ll never uncover what it truly is...without prep work.

Learn EVERYTHING. Leave nothing uncovered when it comes to yourself and the people you want to work with. Read what your clients write on Facebook. I’m not talking light reading. I’m talking “I’m going to fucking fail this exam if I don’t soak this shit up” kind of reading.

Watch their Youtube channel. Scour their Pinterest pins. Look for dots you can connect.

Then step waaaay away from them. Because THOSE are the sneaky bitches that YOU don’t want to see. You have to dig deeper.

What comes naturally to your mind, is rarely the key to doing the hocus pocus and making words become money.

You want creative? You HAVE to do the prep work.

Research, unearth, connect, disconnect, reconnect, pen.

Then edit, edit, edit.

Then edit some more.

Then question yourself. Question your results. Question your sanity. Scream, cry, evolve.

And publish.

Cash in. Because you did the prep work.

And if you don’t want or CAN’T because you need to do everything else, hit me. I LOVE the pain of bleeding over clients’ goals. And I LOVE the results they get from it.

Your Voice Pisses Me Off

Your voice pisses me off.Rockstar singing girl voice Because it’s not YOU. You are full of fire and personality, or you wouldn’t be an entrepreneur. You have pizzazz and style. You have thoughts, ideas, dreams...so why are you hiding behind STERILE copy, snooze-worthy Facebook posts or common words that don’t fit you OR the brand you know you could be.

Ball-Buster women are hiding their true voice because not everybody “gets” them, not everybody reacts well to them.

Fuck them.

Little Miss Sunshines are hiding their glorious giddiness for the same reason: Because not everybody LIKES a Little Miss Sunshine.

Fuck them.

What if Ben & Jerry had said, “Let’s contain our idiotic ideas because not everyone will ‘get’ our jokes?” Think about that for a sec.

What if Express had said, “Let’s just tone down our lux so everyone will like our brand”? You’d be buying at Dillard’s.

What if Victoria’s Secret had said, “Let’s just not spread half naked woman across our windows and the pages of our catalog”? Would you still buy from them?

No. You buy Ben & Jerry’s, not only because that shit is pure sin in a cup, but because they paint their personality all over what they create. You buy Express because you deserve to feel luxurious, even on a casual day. You buy Victoria’s Secret because you want to feel sexy.

And what makes you feel these things? Their brands. Their marketing. Their messages. Which are chock FULL of personality and WOW.

So why are you stifling yours? Because you want to appease to no-matter-fucks who aren’t going to buy from you anyway?

Because you don’t know how?

Because you want everyone to like you?

Your branding, your marketing IS your voice, with YOUR attitude (regardless if you’re balls-to-the-wall or sun on a cloudy day), with YOUR take on the world, whispers secretly into the hearts of the customers who want to throw their money at you.

It speaks utterances of love and passion that only YOUR voice can.

You want them to love you? Be YOU. Use YOUR voice. Let the souls who need you and your products find you. And stop trying to please them all.

The entrepreneur who doesn’t whittle away at the masses, doesn’t find massive success.

How to Find Your Voice

To find your brand and your message...your voice...you need to artfully chip away at your preconceptions about what’s acceptable and what isn’t. Because everything is acceptable. You are you. Find it in your words.

Write a letter to your best friend. Read it, out loud, back to yourself. And listen for the inflections in your tones.

Never write copy as though you’re writing for a business. You write it as if you’re writing for a lover.

Write shit drafts. And edit the fuck out of them.

Let a friend or family member who knows you read your words and see if they rep you.

Practice. Practice. Practice. Or let me take the ten-ton mountain off your head.

Don’t be shy, use YOUR voice...it’s a gorgeous one.

Products and Services Descriptions DON'Ts

Deception necklace | Badass'D Biz+Ink This necklace at RebelCircus.com screamed for me.

Even though I'm not much of an online shopper because I like to check things out before buying...plus there's the instant gratification thing, right?

But, I HAD to have it! So order, I did...even on mobile. OMG That's an annoying process. Anyway, after days of waiting impatiently for the postman to bring my prezzie, it finally arrived!!

I ran to the kitchen with the package, singing as I cut open the box. Yarr!! I took out the necklace and said, "What the hell is this?" OMG Do you KNOW how disappointing that is???

I bet you do! How many times have you bought something online, then wanted to kick the person that wrote the description when it arrived and it wasn't at all what you wanted??

It wasn't your fault. You're innocent, I tell ya! It's the site's fault. They should have taken better care to write up product descriptions that will make you want it AND give you an accurate idea of what you're getting. It's easy! Mostly.

Products and Services Descriptions Matter

Each product/service description is an opportunity to tell a story, to make a buyer FEEL how their lives will change because of it. In the case of the necklace above, there was very little in the way of description (like one line with no specifications mentioned), so technically, I shouldn't have bought it, but the image sold me. The image made me feel, even the one liner was good. But had it been done right, they wouldn't have had to refund my moula because I wasn't the right buyer for the product. (I loved it, but it was as big as my head!)

Are Your Customers Feeling It

When your prospects see your offering, are they seeing a nondescript write ups like this:

Editorial Calendar Services, $125: 25 blog topics

Or this:

Blog Content Master Plan, $125: Don't skip another week of blogging and let the blank screen win again. Sit down each week and add your expertise to the topics already laid out for you so you can concentrate on the rest of your life. So you can HAVE a life. 25 topics laid out by category so you simply rotate categories to have new content ideas each week for 4 months (plus a bonus topic) and earn your title as content marketing master.

They're both accurate, but see the difference? The second description related back to the suffering that often comes with creating blog content and gave you an easy way out. You could feel the relief in the "so you can HAVE a life" sentence, making that $125 sooo worth the spend. Not the competitor's above which simply states "25 blogging topics".

Which one would you spend on?

The Lesson

Create drool-worthy products and services descriptions by crafting ones that make them NEED what you're offering. Don't leave anything to chance. Oh, and don't dream up stuff that doesn't apply to what you're offering. That's most important. Draw accurate pictures for your prospects, they'll adore you for it.

What's the best product description you've seen? One that made you click "buy" as soon as you read it??

Kick ass this week!

Tania Dakka |Badass'D Biz+Ink

 

 

 

PS If you'd like to make your blogging easier with this Blog Content Master Plan, fill out the contact form below and I'll be in touch within 24 hours so you can take your life back and still grow your blog!

[contact-form-7 id="2400" title="Contact form 1_copy"]

Why Badass is Sexy on You (+ Your Business)

Chad Gray | Tania Dakka Bikers, babes, and bad attitudes. That's what people said they thought of when they heard the term “badass”.

Nope. That’s not it, at all.

Badass is confidence. It’s authority. It’s the emotion, the connection, that your users feel when they land on your site because they can tell you know your stuff.

Doesn't matter if you drive a Honda or a Camaro. Whether you wear White Stag or Prada. Or even whether you listen to Justin Beiber or HELLYEAH (Okay, it DOES matter if you listen to Justin Beiber!).

It’s about an attitude that creates a tantalizing experience for people so they consider doing business with you.

That’s what Badass’d is.

Making people fall in love with what you do and how you'll finally be able to end their struggles with losing weight, learning to run a business, or whatever's keeping them up at night is Badass'd.

It's also about the ability to make them feel, build bridges, and close the gaping divide that stands between them and their less stressful lives.

So, if you’re wondering whether or not your business needs badassery amidst it’s pages, the answer is: Without a doubt.

Without Badassery in your Business

Your reader's been looking for the right coach for weeks. She’s frustrated and tired of the wannabes that slap guru behind their name and call themselves leaders. They could no more help her find her way out of a one way tunnel with a train headed their way at the other end than help her finally conquer her fears.

And she’s tired of looking.

Then, lo and behold, someone happened to RT one of your tweets and it caught her attention. And like a good boy, your recent tweaks to your Twitter profile nailed the intrigue factor for her. (I'm so proud of you!! ;) )

Let the stalking begin!

Now, she’s tracked you to your site. Oh my. Your profile sounded so much livelier than this. Your tone is flat. Your words don’t resonate with her fears. She’s lost and confused. You really can’t help her like she thought.

Oh well. Click.

Gone is one more potential client. One more person you could have helped out of the darkness.

What IF...

What if you had actually badass’d your site? What if you either did it yourself, or outsourced it to a copywriter, and had your authority and your voice put out there in a way that actually SPOKE to her? In a way that made her feeeeeeel her fears could actually be conquered?

Cue the squiggly remembering lines that used to be on TV - and if you’re not old enough to remember...well, ask your mama, she’ll explain it. ;)

Imagine Stalker landed on your site and the first words she read were the words she’d been longing to hear. Words that didn’t sound JUST like every other guru/coach/wannabe celebrity on the net. What if your site were graffitied with personality and confidence? What if you peppered your business with the authority that you actually are?

Think Stalker would click away then?

My guess is that she’d hurry to subscribe to your email list. Then, she’d be off to follow you all over social media. Not because you made her an empty promise, but because she felt the echo of that promise, that bridge you built, in her soul.

So, your assignment right now is to either sign up to get a handy PDF that’ll help you DIY your copy or find someone who can badass it for you. Because your words are not just pixels on the screen. They’re the lifeblood of your biz.

Thanks for reading! Have an MASSIVE week! Tania

PS?

If you’re not on the email list yet, you’re missing weekly-ish actionable tips that are helping businesses grow. (Plus you’ll be privy to a handsome 30% discount on Badass’d services that only subscribers get to cash in on! ;) <3 )

Get More Followers on Social Media (Without a Fiverr account!)

Marilyn | Tania DakkaYou’re at the mall, Chick comes up and says hi. Your mouth says hi, but your eyes and mind are somewhere else: They’re checking out the hottie red lipstick and black mini dress she’s wearing. Immediately, you begin either validating her or dismissing her as some tramp who should be sitting on the corner of 5th and Main. Don't tell me you didn't. ;) Her black dress and red lips caught your attention and made you want to talk more. Made you need to talk more. You wanted to find out why she dressed for cocktails just to go shopping for watches at a makeshift kiosk in the middle of the afternoon. You’re curious.

The red lips did their job. They got your attention. They piqued your curiosity because that’s what they were for.

Just like your social media profiles. They're there to pique the curiosity of the people you interact with.

If you’re hanging out on Twitter, you’ve got a 140 characters to be those red lips, but then, your bio has to be the black cocktail dress in the mall at 2pm in only 160 characters. Because if you’re out shopping in your sweats (which I know you would NEVER do anyway, right??), no one’s going to need to start a convo with you.

Get me?

Jazz things up a bit. Make them wonder about you. Make them say, “YES! I need more!” if you want them to follow you.

Sexify those bios and kickstart the relationships you’re trying to build online.

And, if you’re using social media right, it’s a very powerful tool for your biz. 96.8983% of the clients I work with came from social media. I’ve never attempted direct mail or advertising. They’ve all come from Google+, Twitter, and Facebook.

Why? Because my social copy, my profiles, were their intros to me and what I do.

Magnetize

People who like to throw up exactly who they are and what they do for their social copy, thinking “I’ll be short and to the point” get hit or miss results. They might reel in a few new followers, but they don’t often snag the true fans. The ones that matter.

And if you’re not attracting that kind of follower, you’re wasting *gasp!!* time. And time is what?? You know it. ;)

Your social profile is your biz's magnet. Once they find you interesting (which they’ll only do if you hit that profile right), the next place they’ll go is where? Your home base. Your website. Your headquarters. Target acquired! ;)

But that’s a-whole-nother ball game we’ll talk about another time. Right now, you need and want as many people as possible huddling around you on social so you can bring them into your fold. And you’re only going to do that with social profiles that scream “AWESOME!”

Get More from Your Social Media Profile

Make your social profile about what they want/need. Lead off with a hint of what they are looking for, then add the sprinkles of uniqueness that is you. Because without the “extra”, you’re all biz and all B-O-R-I-N-G.

Get me?

Lesson this week: Do NOT ignore your social copy. It’s muy importante. As important as leathers to bikes or Chad Gray to HELLYEAH. And if you have a hard time tooting your horn, it’s okay. I love telling people how amazing you are. ;)

Now, your assignment (and you have no choice but to accept it!): Make a list of all your active social networks and visit each profile. Juice them up. Refresh them. Make them black cocktail dresses at the mall at 2pm.

When you’re done, come by and leave a link to your best one and let’s get to know each other!

PS I’ve got a little formula tucked into this week’s email, so if you’re not on the list, you’re missing all the action! Every post published is accompanied by an actionable email that’ll help you ace the topic at hand. ;) Just click “Get Badass’d” at the top of the page and you’re in!

Thanks for hanging with me this week! I soo appreciate your time! Don't forget to leave those links to your social profile so we can get to know each other better!

Bras, Right Hooks, and Taglines

Tania Dakka | Bras + Right Hooks + TaglinesLoads of convos I’m approached with revolve around taglines. People actually freak out over not having the right words up there in lights. Well, that’s not entirely a bad thing. I mean, you want to get those words right, but you don’t have to sweat bullets over them. Why? Because you can change them as often as you change your socks. Okay, I hope you’re changing your socks more often...that’s just gross.

But the point is, the words you use are not your biz name, they're the supporting bra for it. And if you’ve ever had on a good bra (guys, just go with me here) that moves ‘em up and heads ‘em out, then you know how well they work. But, throw on your grandma’s old-fashioned Playtex bra and you just don’t get that added attention.

Okay, weird bra analogy aside. Your tagline is one of the best ways to put your best and most powerful benefits out there – FAST.

And for you guys, you can think of them as your right hook. Land it well and visitors become your readers/subscribers/members, etc.

Important Little Words

While you shouldn’t need to breathe into a brown paper bag because you don’t know what to use for your tagline, you should try to nail something that’s going to tell your prospects exactly what you do and why they want, no, NEED to work with you.

Because if they land on your page and the tagline doesn’t resonate with them, what will they do? BOUNCE. Right. And we can’t have that because you’re awesome and working with you is going to change their lives. :)

So focus. Come up with a few variations and try them all for a while to see which ones work best for your biz.

How to Develop Your Powerful Tagline

That’s the fun part. I LOOOOVE playing with taglines. And the keys to good ones = articulate + fun.

Entice your visitors right away by taking the words that describe your biz and play with them until you get something super short and catchy, but clear. Then, you can juice it up by using power words to pull the readers in.

For example:

Badass’d Biz+Ink: Razor through your competition” tells my entrepreneurs they can kill their competition to become numero uno in their industry. And who doesn’t want to be number one? Short. Concise. Articulate. Boom.

Coca-Cola: Drink Coca-Cola” was Coke’s first tagline in 1886. It was straight forward and clear. You knew right away what you were supposed to do. This tagline wouldn’t cut it today, but they’re last one is far more poignant: “Enjoy the Coke side of life”. The implication is that Coke is different, and pleasurable. Pleasure’s good. :)

Networlding Publishing: Books and more that make the world better” is another tagline that’s concise and explains exactly who should consider publishing with this company. Fiction writers need not apply. Get me?

So now you have an idea of the importance of your tagline (but, keep calm. No sweating bullets!) and how to generate one that works for you! And if you’re on the email list, I’ll be sharing a few actionable tips that’ll help you write yours.

But if you’re not on the email list, jump on because every time there’s a blog post published here, there’s an email that includes the juicy action stuff that corresponds with it – you know, the stuff you can use right now to change your biz.

Just click “Get Badass’d” at the top of the page, enter your email, and you’ll never miss any of the action tips that are delivered.

Thanks for reading! I totally appreciate your time – and if you found this helpful, I’d love it if you’d share it with your networks! Thanks and have a kick-ass rest of your week! m/

T <3

The Easy Way to Write to Benefits

Badass'd Biz+Ink | Tania DakkaIn Marketing Sins 101, we took a look at what looks good on the page. And what looks good to us as the writer isn’t always what looks good to the reader. The reader wants to read words which turn them on emotionally. Then, they become connected to what they’re reading and who wrote it. For example, if you’ll recall, one Harley ad simply told us that it was locked up, but it did run. Didn’t turn me (or any other Harley shopper) on. If you go back and look at it, I think you’ll agree.

However, a separate ad went into the logistics of how easy clutches make rides more comfortable, and handle bars that reach back to meet the rider’s fists makes them not want to end the journey. THAT, my friend, was selling through benefits.

Benefits vs. Features

The first ad was a feature ad. It simply TOLD me what the deal was with the bike. ZERO emotion stirred in me, so I didn’t need to inquire about it.

And the sad thing is, most websites do this. Either because they don’t really know what their ideal client is suffering from or because they don’t know how to write to the emotions that appeal to the people who are looking for them.

They end up with flat words thrown across the page and no one wants to click on the “buy” buttons or they don’t even stay to read all the way down to them. I don’t know any businesses that can afford to spend their online real estate that way.

Your entire website is your on-call salesman and each word has to serve a purpose – to drive connection. The reader has to feel the whys in staying to read, book, or buy from you. And you do that by writing to the benefits your prospect is looking for.

How to Pull Out the Benefits

Take a look at your ideal client. I know you’re tired of me beating that horse, but there’s little that you can do (successfully) if you’re not working with that one person in your mind.

What's he looking for? What's he struggling with? What problem will your product solve? What emotions is he struggling with? What words does he use to describe his problem and the feelings it brings up? Relate all you’re saying to how his life is going to be better when he works with you or buys what you're selling. (Tweet-worthy?)

For example: My ideal clients have a hard time tooting their own horns. They’re ace at what they do, but they aren’t comfortable bragging about themselves. So they end up with half-baked copy that doesn’t quell their potential clients' fears.

If I were writing about the features of using my service, it might look like this:

Want to book more clients?

Use ink from Badass'd Biz+Ink and you'll start selling more because clients will see that you do know what you're talking about. Let me toot your horn for you and do more business.

That puke-y copy isn't written to any specific problem. It doesn't address any whys. And it's all feature. BLECH!!

BUT, I'd actually write something like this:

Prospects are looking for you and your gifts. They truly are, but the fact is they aren’t booking with you because they’re afraid. You’ve followed all the rules you’ve read on Copyblogger and done it exactly as they say, but you’re not getting responses to your website like you thought you would.

The problem isn’t what you do or your approach. It’s the lack of authority on your site. Clients need to feel they can trust you before they’ll click. They need to believe you’re truly an industry authority . Once they feel that credibility in your words, they’ll click the Order Now button. With ink from Badass’d Biz+Ink, you’ll finally rest your head at night knowing you’ve got clients waiting to work with you the next day because your site puts their fears to rest, too.

See how the benefits came out in that? I didn’t just say, “I’ll get you results”. Get me? My client will get to rest their head at night because they'll finally be seen as an industry authority. Whew! That's what they've been waiting for! :D

Now, you know the trick. Go and do it. :) You got this! :) And if you have to make changes, come back and leave your link and let me see your handiwork! (Oh, and if you'd like a more in-depth guide, this'll help – it's FREE! :) )

Tell me in the comments, does  your site address the benefits for your reader?

5 Marketing Sins You Cannot Afford to Make

Marketing

If you’re promoting and selling your products or services, it follows that you need to do that in the best possible light.

Yet people don’t.

They throw up half-assed images, product descriptions, and websites that drive yawns instead of clicks, and then expect people to buy.

Romance in Marketing

People need to be enticed, encouraged, and romanced to dig into your goods. They need to fall in love with what you do. And you can’t always get them there on the first date. It takes finesse, charm and charisma.

You convey all of that in your site, images and words used to expose people to your products.

And if you’re committing the following 5 marketing sins, you’re not cultivating any love for your work. S0 let’s dance, shall we?

Marketing Sins 101

1. Bad images

Marketing Sin 1

Let’s talk about photography. Now, you have a a product you want to display on, let’s say, Cycletrader.com. You snap a pic with your smartphone. It’s all good, right? In many cases that’s enough. You don’t need to buy fancy equipment if you don’t sell lots of products. But, if you’re going to use that smartphone, be smart about it. Geez. Do NOT, I repeat, do NOT upload a blurry, out of focus shot I can’t see clearly. Because if I can’t see it well, I’m certainly not going to waste my time inquiring about it.

 

2. Ill-written copy

Words which are not targeted for your readers, not well-crafted for selling your products are not going to do that. Words that are just thrown on to the page without thought of how they’ll appeal to the reader are just words. Just writing. And they don’t usually move your goods well. Take a look:

Marketing Sin 2

 

 

 

Were you inspired? Nah. Methinks not. Now. Try this:

Marketing Sin 2a

 

 

 

 

Even if you’re not a rider, this might spark some curious in you about experiencing the thunder that is Harley. There was an even more amazing bike description that I shared on Facebook last week, but that listing has since disappeared. So here’s my post:

Marketing Sin 2b

 

 

 

 

 

 

 

 

 

 

If there’s one thing I can say, since I started shopping for my own Harley, most of these true connoisseurs know how to turn a rider on. They know what makes riding a Harley special and they show it off, make you drool.

When you write about your products are you showing them off? Are you using the words your customers use? Are you making them feel emotions of hope, desire, happiness, fear, sadness, etc? Are you making your goods irresistible to the people who want products like yours? If not, you’re committing Marketing Sin #2. Remedy that right now.

3. Aged Design

If you ever wanted to turn a reader off, then you should make sure you’re committing Marketing Sin #3 - an aged site design. Nothing screams “loser” like a design from 2000 (or before!). And with that word comes the connotation of being cheap and untrustworthy. Those two qualities are high sellers in the online world. Not!

Don’t commit this sin:

Marketing Sin 3

 

 

 

 

 

 

 

That’s the home page! Yep. Sorry, dude. That isn’t the way to market your biz. You have to woo your visitors visually, wow them, make them fall in love with you before you try to sell them.

Here’s a winner:

Marketing Sin 3a

 

 

 

 

 

 

 

 

“Take the ride of a lifetime to the party of a lifetime.” Damn. Did you feel that? They struck an emotion. Ride, freedom. Party, good time. Who wouldn’t want to? Even if you’re not a rider, you can relate to the excitement of letting go and getting out from under responsibility for a while, yes? That’s the ticket. And all that emotion packed into a modern full-width layout slider that reeks of edgy and catches your eye. Not that old-fashion design that has everything in its own slot on the page with boxes and lines everywhere.

Peeling back emotion coupled with modern visuals is what makes you want to nose around the site a bit and check things out. Not just: “Here! This is what I want to sell you!”

Get me?

Get your design up to date and put your best face forward. Literally. After all, that’s what people judge you on. Your face. Put up a killer design and stick your mug right in the middle of it because if they can see your eyes, they’ll be more apt to trust you, assuming you don’t remind them of Leisure Suit Larry. ;)

With the amazing themes out there, you can pull off an ace site without having to buy custom design (you can invest in that later ;) ). Are we good on this whole Marketing Sin #3? Good. Let’s move on. :D

4. Lack of exposure

Dude, did you go through all that trouble to build your products, but then drop the ball on telling people about it? Marketing Sin #4: Keeping your own work a secret.

When I say promotion, I don’t mean tasteless self-promotion running through your streams of social media. There are sooo many ways to promote your work without being sleazy.

  • Blog about it - indirectly
  • Share it in social media (tastefully)
  • Run promotional contests - think outside the box
  • Email marketing - again, indirectly & tastefully

5. Lack of self-confidence

If you have little confidence in rocking your clients'/customers' worlds, they have no reason to think you will. You have to be proud of your skills and know you’re the right dude/dudette for the job or that your products are as killer as you are. And you might very well be proud of the work  you know how to do, but do the words on your site convey that? If no, you’re the only one who knows your capabilities. Committing this sin of being weak and wishy washy in your copy and shares,  loses sales. People need to read your confidence on your site so you lay to rest any question about whether or not you are an authority in your industry. Get me?

Do NOT commit this sin if you want to ramp up your sales.

Those are your 5 marketing sins. How many are you guilty of? Don’t be shy. I’m here to help - so if you have questions...you know what to do :) Drop them in the comments. Oh, and I’d be forever grateful if you’d share this little bit of info with your social circles. :) Much obliged. Congrats!! You made it to the end :) For that, I am beholden!

Have an amazing week...now go forth and kick ass!

<3 T