Copywriting: An Experiential Approach

1. Copywriting: An Experiential Approach How to write Badass copy that will inspire and promote brand loyalty from your ideal clients

2. Introduction • Who is your favorite comedian? • What makes them so funny? • They say what’s already on your mind – you just didn’t know it. George Carlin - "Stuff” • Our ideal clients are already having thoughts/feelings they don’t think anyone else understands. • Our job is to show them that WE understand them better than anyone else.

3. Objectives • “Copywriting is super important for my practice.” • “I can be a great copywriter!” • “I know what my ideal client thinks/how they feel.” • “I know where to find more information about my ideal client.” • “I know The 3 C’s of Copywriting.” • “I can write a service page in 10 minutes.” “This shit is SO EASY!”

4. What is copywriting? • Words on your website, emails, blog posts, and any other marketing materials • Forms connection between you and prospective clients • Communicates your value • Makes or breaks a therapist’s website • People need the very thing you have, and it’s YOUR JOB to let them know you can help them

5. “But I’m not a good writer” • “Just do it.” –Nike • “Think different.” –Apple • “Because you’re worth it.” –L’Oreal • “It’s finger lickin’ good.” –KFC • “I’m lovin’ it.” –McDonald’s

6. Testimonial “I always thought I wasn’t a strong writer, so copywriting scared me. Turns out, I’m actually pretty good at it because I realized it’s just like speaking one on one with my clients. I get to be myself and realand that is what people respond to and appreciate.” Lara Davis, PsyD Winter Park, Fl

7. Laura’s 3 C’s of Copywriting 1 Your copywriting must be CLEAR

8. Clear Copywriting • Know your audience • Who EXACTLY are you talking to? (Hint: It’s not “anyone looking for a therapist”) • Grad school vs. real life

9. Clear Copywriting

10. Clear Copywriting

11. Clear Copywriting

12. Clear Copywriting

13. Niche & Ideal Client

14. My boy Seth said it best… “Our goal isn't to touch everyone, our goal is to touch someone. To change someone, just one person. If you get good at that, do 5, then do 100. But stop worrying about everyone because everyone doesn't matter.” -Seth Godin

15. When you speak to everyone… you speak to no one. Who EXACTLY are you talking to?

16. Niche vs. Ideal Client • Niche • Focus is on the External • Presenting problem • Diagnosis • Treatment modality • Infidelity, grief/loss, self-esteem, trauma, etc. • ADHD, Depression, PTSD, SUDS, etc. • EFT, DBT, Play Therapy, ERPT, EMDR , Somatic Experiencing, CBT, etc.

17. Niche vs. Ideal Client • Ideal Client • Focus is on the Internal • Beliefs/values • Personality & affect • Worldview • Religious/spiritual, morals, political views, etc. • Outgoing, shy, humorous, calm, TypeA, etc. • Culture, SES, upbringing, birth order, etc.

18. Niche vs. Ideal Client Your ideal client = Your niche, BUT Your niche ≠ Your ideal client

19. Exercise: Knowing your ideal client • Describe what they do for a living. Why did they choose this career path? If they’re in school, what are their career aspirations? • How do they spend their free time? • What is their relationship with social media? • Has this person told anyone else that they’re coming to therapy? Who might they have told? • What is a huge fear this person has that they haven’t shared with anyone else? • Why are they coming to therapy now (rather than putting it off)? • If their closest friend asked them what they were hoping to get out of therapy, what would this person say (Hint: Use their words here)? • Is there anything else you want to add about them – their hopes, dreams, fears, or secrets – that might help you further understand them on a deep level?

20. Ideal Client • What do you and your ideal client have in common? How can you relate to what they’re going through? SURPRISE!!! In many ways, you ARE know your ideal client because you have a shared experience.

21. Laura’s 3 C’s of Copywriting 2. Your copywriting must be COMPELLING

22. Compelling Copy • Emotionally evocative • Tell a story; paint a picture • Take risks • Know them better than they know themselves • Understand their hopes, dreams, and fears • What they want vs. what they need

23. Compelling Copy How? • Amazon book reviews • Reddit/Quora/ niche-specific online forums • Facebook groups • Former client charts • Current clients (notebook next to therapy chair)

24. Example Niche: Perinatal mood disorders Ideal client: Mother in her mid-late 30s • has no clue WTF is happening to her body and her mind • Decided to be a SAMH and is feeling lost, hopeless, and overwhelmed with multiple children at home • Highly motivated, wants to enjoy being a mom again

25. Amazon…

26. Reddit…

27. Reddit…

28. Example What have we found so far? • Need to discuss importance of relationship after baby • “Facts and action” – not just “random advice” • So much guilt • Feeling like they’ve “abandoned” their other child • The smallest thing can set off hours of tears • Feel better afterwards until hit with another “wave”

29. Example “Being a new mom is so hard. You feel overwhelmed with everything that has to get done, and you wish you could have a break.”

30. Example “You already knew how hard those first few months with a newborn would be, but this time seems different. You feel guilty every time you’re alone with your new baby because don’t want your other child to feel abandoned. You often get hit with these waves of emotion, and it’s like the smallest thing can set you off on a crying spell for hours. You wish your partner could understand…”

31. Compelling Copy • Experiential exercise: 10-15 minutes • Search online (Amazon, Reddit, online forums, Facebook groups, etc.) for 5-7 key words/phrases your ideal client uses to describe their problem. What did you find?

32. Compelling Copy A few things to note: • Emotionally evocative vs. “extreme” language • NO QUESTIONS • Invites the reader to say “no” and disconnect • Lazy • NO Psychobabble

33. Compelling Copy NOT Compelling: • Supportive • Empathetic • Non-judgmental • Client-centered • Solution-focused • Confidential • Safe place • Encouraging • Listening Ear • Evidence-based • Emotional dysregulation • Attachment-based • Marital Distress • Interactional Patterns

34. Compelling Copy How we think • Relationship distress • Trauma symptoms • Difficulty dealing with life transitions • Emotional dysregulation • Coping skill development How our clients think • I feel like we’re roommates • I can’t sleep • How do I put my life back together after getting divorced? • I couldn’t handle it and lost it • My child has major meltdowns

35. Laura’s 3 C’s of Copywriting 1. Your copywriting must be CLEAR 2. Your copywriting must be COMPELLING 3. Your copywriting must be CONVERSATIONAL

36. Conversational Copy “How can I sound like myself while still being professional?” • Consider your brand – shout out to Kate & Katie from PPS! • People connect to authenticity • Authenticity vs. Self-disclosure • “Professional” is subjective and possibly irrelevant to your ideal client

37. Conversational Copy • “I have writer’s block!”

38. Conversational Copy • Solution: Write how you speak • No such thing as “speaker’s block” • What would you say to a client who was sitting right in front of you? • Think of actual things you say in session • Stories • “Sprinkles” • Spiels • Things you’re already saying in session to help clients understand concepts

39. Conversational Copy • My faves: • Driving with voice recorder • Shower – AquaNotes • Instrumental music (my favorite Pandora station – Chillstep Echoes) • 1 glass of wine (or 2…but no more )

40. Conversational Copy • Authenticity • Make it easy to read • Not too choppy • Use contractions • You don’t have to follow grammatical rules AS LONG AS it flows • First person language (NEVER refer to yourself in the third person)

41. Conversational Copy Version 1 “Dr. Jane Smith has been working with children, adolescents, and families for 10 years. Her passion is bringing families together and helping them learn better ways to communicate with each other.” Version 2 “As the parent of a stressed-out teen, you often feel like you’re walking on eggshells. It feels like the smallest thing sets them off, and you’re left feeling frustrated and helpless.”

42. Conversational Copy “Bee yourself!”

43. Badass Copywriting Large Text Block Short Text Blocks

44. BadassCopywriting • Highlight important words & phrases • Italicize, bold, & underline for impact • Emphasize statements by making them their own paragraphs • Use headers, spacers, and images to break up pages • Images serve as subtle cues for your ideal client

45. Wrapping Up • “Copywriting is super important for my practice.” • “I can be a great copywriter!” • “I know what my ideal client thinks/how they feel.” • “I know where to find more information about my ideal client.” • “I know the 3 C’s of Copywriting.” • “I can write a service page in 10 minutes.” “This shit is SO EASY!”

46. Q&A

47. THANK YOU! Come play with us! • www.YourBadassTherapyPractice.com • www.Facebook.com/YourBadassTherapyPractice • Youtube.com – search Your Badass Therapy Practice • courses.YourBadassTherapyPractice.com • YBTP – Next Cohort in JULY 2019! • Coupon Code: NTTP for $100 off enrollment!

48. GIVEAWAY TIME!!! Now go forth and be Badass!