In this week’s episode of the She’s Got Content podcast, host Melissa Brown interviews Sarah Whitbread, a web copy and brand voice specialist from the UK. Sarah shares tips on crafting an unforgettable online presence and being confident in your authenticity through her three C’s of courageous web copy.
We discuss the importance of having a strong brand voice, understanding who you are through your values and goals, and the benefits of working with a copywriting expert to create effective web copy.
Tune in to learn how you can create an uncopyable online presence with your web copy so you can attract your just-right clients.
Don’t Miss Inside This Episode:
- Discover the three C’s to crafting courageous web copy so you can create your own uncopyable online presence that converts ideal clients.
- Find out what’s the one most important variable that you must get clear on first or any piece of your copy will miss its mark.
- How imposter syndrome might show up when you’re thinking about writing copy and what you can do about it.
- Hear how Sarah weaves pop culture into web copy to help her clients have a truly uncopyable website.
Links and products mentioned in today’s episode:
Sarah’s free Stand Up and Sell Out Swipe files are a web copy mini-masterclass.
Rachel Luna’s book, Permission to Offend; The Compassionate Guide for Living Unfiltered and Unafraid
About Sarah Whitbread:
Sarah Whitbread, Webcopy, UX and Brand Voice Specialist, is devoted to helping you craft an unforgettable online presence—so you truly have the confidence to stand up, and show the world who you are.
Sarah knows a sensational site will give you the courage to unleash your uniqueness—and liberate your life’s work. Her secret? Fearless, unapologetic webcopy that captures your voice in a way no one else can.
Sarah honed her craft under copy giants Alex Cattoni, Laura Belgray and Stefan Georgi. She’s an English graduate from Goldsmiths, University of London and has a First Class in Graphic Media from UCA. Before finding her calling as a copywriter, she worked for over a decade in the creative industry as a graphic designer and illustrator—but now it’s her words that paint an irresistible picture for her clients.
When not bringing your uncopyable message to light, you can spot this Renaissance woman flouncing around castles in the UK’s glorious Garden of England, or throwing colors on a canvas in her studio.
Sarah’s Website
Check out Sarah’s beautiful website at SarahCopy.com. You, too, can have a gorgeous website with copy that speaks to your ideal audience — just like Sarah. Keep the 3 C’s in mind when you’re creating your web copy!
Connect With Sarah on Social
Connect with Sarah on LinkedIn
Connect with Sarah on Instagram
About Your Host
Melissa Brown, MD – Coach, Author, Speaker, Teacher, and Podcast Host.
After leaving medical practice in 2009, Melissa discovered the online world and never looked back! After coach certification, she began a healthy lifestyle coaching practice online and quickly fell in love with blogging, writing, and content marketing.
Melissa believes that coaches have the power to change the world. Unfortunately, too many coaches get discouraged by the amount of content they need to create for marketing their business and this can lead to overwhelm and giving up on their dreams. There’s such a ripple effect when a dream dies, so Melissa is on a mission to help coaches and solopreneurs overcome the overwhelm when it comes to content creation so they keep those dreams alive.
Your content can impact massive amounts of people and positively change the world. You’ve got content in there inside you; let’s get it out into the world.
Check out these social media sites:
She’s Got Content Facebook group:
Get your FREE Never Run Out of Content Ideas Tool Kit/Workbook
Thanks for listening!
Thanks so much for listening to this podcast. It means the world to me to have you here on this journey! If you got value from this episode, please share it on social media, and recommend it to your business besties.
Please leave feedback or questions about this episode in the comment section below.
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Transcript
I've just found that the web copy project, in itself, it's just
Speaker:a really beautiful way to help someone get super
Speaker:clear on who they are and what they want. And that is,
Speaker:ultimately, I think, what we're all about. And really,
Speaker:the fact is, once you're clear on that, then anything, anything is possible,
Speaker:anything can happen. It's a springboard for greater
Speaker:visibility, for working with the right people,
Speaker:for attracting the right people to you.
Speaker:It positions you as an authority. When I work
Speaker:with someone, I really look at the stories that make them unique,
Speaker:the language they use, the words they use, and then
Speaker:it's a balance for me between that and their
Speaker:ideal clients.
Speaker:Hello there, content creators. You're listening to The
Speaker:She's Got Content Podcast, where it's all about creating content
Speaker:for your coaching business. I'm your host,
Speaker:Dr. Melissa Brown, and I'm here every week to help you get your
Speaker:content out of your head, out of your heart, and out
Speaker:there into the world, where that information and your services
Speaker:can impact the most people.
Speaker:Get ready to take notes today and then take action.
Speaker:Content creators, let's dive in with today's episode
Speaker:because you've got content to get out there. Welcome back
Speaker:to another episode of The She's Got Content podcast.
Speaker:I'm your host, Melissa Brown. Hey,
Speaker:content creators, have I got a special episode for you today.
Speaker:Sarah Whitbread, web copy and brand voice specialist,
Speaker:is in the room all the way from across the pond in the lovely
Speaker:UK countryside. I guarantee you will love
Speaker:listening to Sarah's calm, soothing voice with her lovely British
Speaker:accent. During today's show, Sarah is devoted to
Speaker:helping you craft an unforgettable online presence so
Speaker:you truly have the confidence to stand up and show the world who you
Speaker:are. How does she do that? What's her secret to helping you unleash
Speaker:your uncopyable uniqueness and get your message out there
Speaker:to make a huge impact, fearless, unapologetic web
Speaker:copy that captures your voice in a way no one
Speaker:else can? Listen in as Sarah teaches you her
Speaker:three C's of courageous web copy. Welcome to the She's
Speaker:Got Content Podcast. Sarah hi. Lovely to be here.
Speaker:Melissa. Oh, I could just listen to you talk all day.
Speaker:Let's just jump right into it. Sarah, I know you describe yourself as
Speaker:a Renaissance woman, and you've had a crazy ride on this road
Speaker:to becoming a copywriter. Tell us some more about that. Tell us
Speaker:about your journey. Yeah, to say
Speaker:a crazy road actually is a bit of an understatement, although I think
Speaker:it's probably quite typical of a lot of us entrepreneurs. My first
Speaker:degree was in English, and I worked in various different fields,
Speaker:so I've worked in publishing journalism bookselling
Speaker:when my son was very young. He's 21 now, which is hard
Speaker:to believe. I don't believe that. No, I'm very lucky.
Speaker:He's. Yeah. Fantastic young man. Absolutely wonderful.
Speaker:For the last decade, I was a graphic designer. I did a
Speaker:little bit of freelancing and then in house, and that was really when
Speaker:my love for design began to disappear and
Speaker:it just wasn't creative enough for me anymore.
Speaker:And I really missed writing. I think writing is well,
Speaker:poppy, as I discovered, is absolutely my life's
Speaker:calling, really. It's what I always should have been doing. When the Pandemic
Speaker:hit, it was a good opportunity to take a step back and I made a
Speaker:transition and started writing copy and working for various
Speaker:fantastic women all across the world,
Speaker:entrepreneurs, business owners, really exciting. And it just opened
Speaker:my world right up. So it's interesting, there's so many
Speaker:people who pivoted or started a business during
Speaker:the Pandemic. So this was really your segue into
Speaker:it? Yeah, absolutely. And it's funny because when I was designing,
Speaker:I was always the person asked to write the captions for social
Speaker:media posts or banners or anything we
Speaker:were producing. And then I started to think,
Speaker:hang on, I could actually make a living out of this
Speaker:and learn the craft of copy as opposed to winging it,
Speaker:which I really was at the time. Obviously, when the Pandemic hit, that was when
Speaker:I really started looking into it. And yeah, I studied under some really
Speaker:fantastic people. Theresa Corcoran, for example, who, obviously we
Speaker:both know. And Alex Catoni.
Speaker:Laura Bell Gray. Stefan, Georgia.
Speaker:I'm not a person who does things by half. Yeah, it sounds like you
Speaker:jumped right in there. Yeah, I really learned from
Speaker:all the greats. Absolutely. And from
Speaker:that, really, I discovered that web copy was my thing. That's exactly what
Speaker:I really gravitated towards and loved. And having
Speaker:a website is such an important thing, especially for the coaches
Speaker:that are listening today. So I'm excited to hear more
Speaker:about that. But first, around the
Speaker:time that you started to make this pivot, I know
Speaker:that you got really sick. Can you tell us about that?
Speaker:Yeah, that's right, yeah, crazy time. And I
Speaker:look back now and it's quite hard to believe, really, but so, September 2021,
Speaker:I was feeling really unwell. It was a Saturday,
Speaker:nothing particularly unusual happening, and had
Speaker:tremendous chest pains and I
Speaker:was rushed to hospital. They did a bunch of tests and
Speaker:they told me at that time, it's absolutely impossible, it can't be your heart.
Speaker:You're relatively young. I'm in my nearly officially
Speaker:mid 40s, so I came home, obviously got on with my
Speaker:life and just put it down to bizarre experience.
Speaker:And then the same thing happened in December.
Speaker:It could almost be comical if it wasn't quite so serious.
Speaker:So I was at my parents house wrapping Christmas present
Speaker:for my boyfriend, which happened to be a pizza oven, which was
Speaker:obviously extremely heavy, and I carried it to the car without
Speaker:realizing, obviously I shouldn't have been doing this, and then bang, it hit me.
Speaker:And that time the paramedics caught it on the ECG
Speaker:and I went into hospital and spent Christmas in hospital,
Speaker:actually. And it's so scary. Yeah,
Speaker:really frightening. And the upshot is
Speaker:that now I'm in the care of an incredible team
Speaker:at Guys Hospital. They have saved my life. I'm absolutely convinced of
Speaker:that. And so the professor, as I
Speaker:call him, gave me a call on New Year's Day and said,
Speaker:I've looked at your results, I've looked at your MRI scans,
Speaker:and I think you have a pretty rare autoimmune condition, which I won't go into
Speaker:now. But essentially my heart was extremely inflamed.
Speaker:It was really terrifying time.
Speaker:So a lot of recuperation, a lot of resting.
Speaker:Really very scary. But it has I would say it's
Speaker:changed my outlook on everything. Absolutely.
Speaker:And having started or made this transition to working
Speaker:online, where you can work for yourself and make your own hours and
Speaker:really just do your own thing, but probably has really impacted,
Speaker:you can take better care of yourself if you're not in the
Speaker:grind of the corporate world any longer.
Speaker:It was almost like the universe or someone was telling
Speaker:you that you needed to make that transition, and then this happened.
Speaker:Boom. So I'm so glad that right now you're healthy.
Speaker:Touch wood that all things are fine in that
Speaker:department, so hopefully they continue. That's scary.
Speaker:Thanks. Yeah, absolutely. It really
Speaker:did transform everything about the way I work
Speaker:with clients, the way I look at the work we do as entrepreneurs,
Speaker:and really on a practical level
Speaker:as well. I was able to keep working, so I just literally worked from my
Speaker:bed for sort of six months, which was liberating and
Speaker:terrifying all at the same time. But to keep independence is
Speaker:super important. I think that story,
Speaker:that's unique to. You, and I've never heard anyone tell that type of a
Speaker:story. And how is it that you can pull
Speaker:out those unique things about your clients?
Speaker:How do you do that? Because I know that's, like, your thing is you
Speaker:find how to make your clients web copy
Speaker:stand out, be unique, and nobody can copy
Speaker:them. Yeah. So really, I think number one is the designer
Speaker:in me means that I look at web copy as an holistic whole.
Speaker:So I look at the way the words and the images work together.
Speaker:That's very much a UX part as well, in terms of user
Speaker:experience. So I look at absolutely everything because it really doesn't
Speaker:matter how effective the words are if the design doesn't work and vice
Speaker:versa, it really has to work in tandem.
Speaker:That's a really nice point. That's because you've got the right words,
Speaker:but it's so hard to maneuver and move around on a website.
Speaker:The design is the best word that comes to mind is a
Speaker:mess because we've all seen those types of websites.
Speaker:It's not effective. Your journey through all these different
Speaker:things has really brought you here and made you so unique. I'm sorry to
Speaker:interrupt. Keep going. Thank you. But yeah. I've just found
Speaker:that the web copy project, in itself, it's just a really beautiful
Speaker:way to help someone get super clear
Speaker:on who they are and what they want. And that is, ultimately, I think,
Speaker:what we're all about. And really, the fact is, once you're clear on
Speaker:that, then anything is possible. Anything can
Speaker:happen. It's a springboard for greater visibility,
Speaker:for working with the right people,
Speaker:for attracting the right people to you.
Speaker:And also, like a cloak of it's almost
Speaker:like a confidence. It positions you as an authority. Yeah.
Speaker:When I work with someone, I think I've digressed to come
Speaker:back to your question, but I think when I work with someone, I really look
Speaker:at the stories that make them unique, much like the story
Speaker:I just told you, but the stories that make them unique, the language
Speaker:they use, the words they use. And then it's a balance
Speaker:for me between that and their ideal clients.
Speaker:I think Mackenzie mentioned on her podcast. With you,
Speaker:mackenzie Armstrong, yeah. Episode 20. She talked about Pinterest.
Speaker:Pinterest, that's right. Yes. Yeah. And she also talked
Speaker:about getting that kind of ideal client language and appealing
Speaker:to people so that really someone is flicking through your web copy,
Speaker:or whatever copy it might be, for that matter, but your web copy. And they
Speaker:see themselves and they think, this person understands me.
Speaker:So that's how I do it. Because the exciting thing about web copy I
Speaker:found, and that I've realized, is that it's an internal conversation
Speaker:when you think about it, a website that really works. You're on there
Speaker:and you're scrolling and you don't even think about it, but it holds your interest
Speaker:and it's an internal dialogue. That's my A to achieve
Speaker:that, it. Is so important to know who you're talking
Speaker:to, because if you don't know who it is that you're trying to attract
Speaker:or speak to in any kind of copy, whether it's web copy,
Speaker:email, social media, it's not going to land where you want
Speaker:it to land. So that's a really important point that you just brought up about
Speaker:knowing who it is that you're speaking to. Yeah, absolutely.
Speaker:And I think so much of that as well is about finding your niche,
Speaker:really dialing down. I know we've talked about this before,
Speaker:Melissa, but just really pulling back and thinking,
Speaker:who do I want to serve and who is right for me?
Speaker:And there are more than enough clients to go around. This is the thing
Speaker:I don't think. People realize more than enough to go around.
Speaker:Absolutely, yes. There's a lot of people in this world.
Speaker:We talked about why web copy is important,
Speaker:and you have a three C steps
Speaker:to courageous web copy for the coaches
Speaker:here. So let's talk a little bit about that, the three C's. And I'm talking
Speaker:C's like the letter C, not the
Speaker:ocean, the sea. So let's talk about
Speaker:the three C's. Yeah. Not the beautiful ocean. That I love swimming in,
Speaker:actually, frequently. Although I must say
Speaker:it's the English Channel here. Okay, my three
Speaker:C's. The first one is clear. So fundamentally,
Speaker:this means if you're not clear on what you do, you can't expect
Speaker:your clients to be. You need to be crystal
Speaker:clear on who you are and what you want to achieve,
Speaker:who you're talking to, all of those things. And that means your copy
Speaker:needs it really does need to strike that balance between sounding like
Speaker:you and appealing to this ideal client.
Speaker:And I found the more becoming clear is just this incredible
Speaker:springboard for everything else.
Speaker:Confident. That's number two. So what
Speaker:are your ambitions? What podcast do you want to be on? I go
Speaker:through this with all of my clients. So who are your dream collaborators?
Speaker:Because everything is absolutely possible
Speaker:if we think of web copy as it's your stake in the ground.
Speaker:It's where you stand up and you show the world who you are.
Speaker:The first thing that somebody does when
Speaker:they meet you at a party or they're interested in collaborating
Speaker:with you or whatever you do, the first thing they do is Google you.
Speaker:Go to your website if you have one. This is it. It needs to position
Speaker:you as an authority. And my last is converting.
Speaker:And we did touch on this because obviously it doesn't matter how good your
Speaker:copy is, without the right user experience,
Speaker:it isn't going to convert, it isn't going to work for you.
Speaker:Yeah, so there we have it. Clear, confident, and converting.
Speaker:Sarah, these are really important things, these three C's, and I
Speaker:want to just unpack them for a minute, okay? Sure, go ahead.
Speaker:I want to just hone in here on number one, being clear.
Speaker:You talked about really knowing who you are as an entrepreneur,
Speaker:who you are as a website owner. And that's
Speaker:a little different than what a lot of coaches
Speaker:and our listeners may have been told, because they're told,
Speaker:go out and find out who your ideal client is. And that's important.
Speaker:You do need to know that. But they leave out the piece about
Speaker:themselves. It's like you can't be uniquely you or
Speaker:authentic you. You have to really focus on the ideal
Speaker:client, or at least many are taught that.
Speaker:So your approach is somewhat unique, finding out
Speaker:about your clients and what makes them unique, because that's going to make
Speaker:the world of difference in the copy. So tell us about
Speaker:that. How do you really get into the heads of your
Speaker:clients, who they are?
Speaker:Yeah, this is a really great point. So I
Speaker:think you just take a moment, if you're listening to this, and think about
Speaker:who are the brands you really admire, what do you love
Speaker:about them, why do you buy from them, why do
Speaker:you follow them on social media, all of these things.
Speaker:And it's because they have a very strong brand voice and it
Speaker:could be a brand voice for a product, or it could be that person,
Speaker:that individual, the entrepreneur or business of any description.
Speaker:And so when I'm working with somebody, we go really deep
Speaker:into what makes them tick. So it's really more
Speaker:than just the words that I would pull from them
Speaker:to use and splash all over their copy and their messaging
Speaker:that we would use together. It's about
Speaker:what legacy they want to leave behind at the core,
Speaker:at their very core. Who are they, their values,
Speaker:their hobbies? Never really been fond of the word hobbies. I'm not sure why,
Speaker:but their hobbies, their interests, their everything.
Speaker:And that's not to say that you need to let it all
Speaker:hang out. That's not to say you have to give everything of yourself
Speaker:away online. You absolutely don't. But I think the fundamental
Speaker:thing is you need to be true to yourself and you need to
Speaker:be absolutely clear on what you want your service to achieve.
Speaker:And the thing is, if you're not clear, we can work together.
Speaker:And in that process, it will come together for you. Because I
Speaker:think writing copy when you're writing for yourself, I absolutely
Speaker:cannot stand writing my own copy. It's so difficult.
Speaker:It's so incredibly difficult. But I think when you
Speaker:have somebody who can really pull that out of you, that's really
Speaker:important. That is a really good point, because when you're so
Speaker:in the weeds with your own stuff, if you will,
Speaker:it's really hard to write that copy. It is. People do
Speaker:it, but you're a copywriter. And even you say that
Speaker:it's not that easy to do it for yourself. It's so much easier to be
Speaker:looking at someone and being able to ask
Speaker:the questions, reflect off of them what they're saying,
Speaker:and then use that to create this unique,
Speaker:uncopyable website. Nobody else has
Speaker:the same exact values,
Speaker:hobbies, interest stories I'm
Speaker:sure you probably pull in. Also, what are the words that
Speaker:they use? Exactly. Or phrases
Speaker:and those sorts of things make that person unique.
Speaker:But it also makes the web copy totally unique.
Speaker:Exactly. I would also say it might sound trivial,
Speaker:but it is also things like pop culture references,
Speaker:what you watch on TV, what music you listen
Speaker:to, everything. All of those things. Just giving
Speaker:an element of being of a human side. Oh,
Speaker:that is so interesting because just in
Speaker:the last few days, I've been involved in this challenge, three day challenge
Speaker:online, and the hostess is obsessed
Speaker:with Backstreet Boys. It's like her thing.
Speaker:It's all about the Backstreet Boys and Backstreet Boy.
Speaker:Trivia. It really makes her unique.
Speaker:Nobody can copy that. Oh, how funny. Yeah.
Speaker:My mom actually, she loved the Backstreet Boys. I wouldn't say she was
Speaker:an obsessive. My mom has fantastic taste in music. Yeah, the Backstreet
Speaker:Boys, 20 years ago. It makes me think of
Speaker:her. But this is the thing, and it's exactly that. That's why we're
Speaker:having this conversation because if you're flicking, you're scrolling
Speaker:through somebody's site and you see these references,
Speaker:it may or may not repel somebody. But I think we're
Speaker:so caught in the fear of saying the right thing. We're so caught in
Speaker:the fear of projecting the right image of what we should be and how we
Speaker:should show up, especially as women.
Speaker:I think these crazy kind of entrepreneurial
Speaker:shoulds there are going to be people that really
Speaker:resonate with your words. So it's just important to stand up and say
Speaker:who you are. And I think that really is fundamentally about being clear on your
Speaker:message. That goes back to being unapologetic.
Speaker:I can't please everybody. You want to attract the people
Speaker:who are meant to work with you. There will
Speaker:be people that you repel. There may be people that absolutely hate the
Speaker:Backstreet Boys and they are probably not on this lady's
Speaker:challenge, but that's really where being
Speaker:authentic is important and it matters. It really
Speaker:matters. So being clear about who you are, being clear about
Speaker:who you're trying to attract, what you're trying to do,
Speaker:and what is it that Marisa Corcoran always says?
Speaker:The best copy can't fix a muddied message.
Speaker:Yeah, absolutely. So being really clear with
Speaker:that message about who you are, who you're trying to attract and what you're trying
Speaker:to do is so important. And when you were talking about the
Speaker:second C, being confident, you said something about collaborations.
Speaker:The big thing nowadays is being collaborative collaboration,
Speaker:not competition. And when you're really confident with your web
Speaker:copy, I think that really attracts other collaborators
Speaker:too. Right? Yeah, absolutely.
Speaker:You're quite right about that. And I think this really comes back to,
Speaker:again, having the right words just to appeal to those people
Speaker:that you really want to work with and not being afraid, as we said,
Speaker:to repel the people that you don't, essentially.
Speaker:Exactly, yes. And when we're talking about confidence,
Speaker:also, one of the things that I think a lot of
Speaker:people, entrepreneurs, online, business owners,
Speaker:struggle with is impostor syndrome and being
Speaker:afraid to put out there really their authentic self.
Speaker:What I'm hearing you say is, it is so important to really know who
Speaker:you are, be clear, number one, and then just be confident and
Speaker:stand in your authenticity. And that confidence will
Speaker:actually help you with the number three C, the converting
Speaker:C. So how does that talk to us
Speaker:about this kind of aspect? Do you
Speaker:sometimes get pushback from some of your clients who you
Speaker:might think that there's really something so unique and great
Speaker:that's going to be attractive, but they may push back on
Speaker:things like, I don't want to be seen as an imposter here.
Speaker:You know what I'm saying? I don't know if I explain that.
Speaker:Yeah, I understand. And I think it's funny, actually,
Speaker:because last year at some point, I was listening to Michelle
Speaker:Obama's podcast and she was talking about suffering
Speaker:from impostor syndrome for decades,
Speaker:even now. And I found it really shocking. And then
Speaker:I thought, why? Why am I finding this so surprising?
Speaker:Because the fact is, I think, as women, so many of us find ourselves thinking,
Speaker:making excuses, just thinking, we can't do this.
Speaker:I'm not learned enough in this field, or I'm not experienced enough
Speaker:or I'm not good enough or I'm whatever it might be.
Speaker:And I think especially when it comes to coaches
Speaker:and your audience, it's more important than ever,
Speaker:I think, to walk your talk and to present
Speaker:yourself in the way that your ideal clients would.
Speaker:And that's all part of the conversion. That's where
Speaker:the confidence leads to the conversion as well,
Speaker:because it is all about yeah, I do have pushback,
Speaker:and I have had pushback from clients, for sure.
Speaker:And much of it is about explaining,
Speaker:asking people, really to step outside their comfort zone
Speaker:and challenge themselves in what they think they can achieve.
Speaker:And I do think the attitude that I have with this has come
Speaker:largely from obviously don't need to go back over it again,
Speaker:but being quite so unwell 18 months
Speaker:ago, this feeling of, if time runs out, what are you
Speaker:leaving behind? And for coaches,
Speaker:especially, I think it's very important that they think that they realize that
Speaker:this is what their audience needs from them. They need this authenticity.
Speaker:I think that answers to your question. No, that's a very good point.
Speaker:I love that example with the Michelle Obama interview. I got to
Speaker:go listen to her, not interview her podcast. It's so good,
Speaker:honestly. Yeah, it is great. She's such a likable,
Speaker:relatable person. Yeah. Love her. Yeah, she's fantastic.
Speaker:If Michelle Obama can have those doubts and those fears
Speaker:creep in of who am I to do this? Or who
Speaker:am I to say this? It's a mind shift that
Speaker:we, especially women, just need to say,
Speaker:okay, this is normal to feel this way. I'm doing it anyway.
Speaker:Just put it out there. And a lot of times, I think people
Speaker:think women especially, again, confidence will come
Speaker:later. I'll put it out there later when I'm confident.
Speaker:But it's the other way around. Put that confident shit out there now
Speaker:and live up to it. Own it. Own it.
Speaker:Yeah. Absolutely.
Speaker:Unapologetic. Rachel Luna has her book, permission to
Speaker:offend it's. Okay, if you think I can't put this out there
Speaker:because it's going to offend someone,
Speaker:read that book, and I'll put that in the show notes because
Speaker:I think that is a game changer book. Okay? So let's segue
Speaker:into converting. So why don't you
Speaker:just in case somebody doesn't understand what that word means,
Speaker:just give us a down and dirty definition of converting.
Speaker:Down and dirty. Okay. Yeah.
Speaker:When my sons were young, I was a bookseller for a number of years,
Speaker:and our conversion rate essentially was
Speaker:the number of people that came through the door and bought
Speaker:a book as opposed to just having a lovely browse.
Speaker:Honestly, I love browsing in the bookshop. Oh, me too. And leaving.
Speaker:And that's really about conversion. It's the number of people that come to your
Speaker:site having a poke around all the different pages
Speaker:and get a feel for you and leave, opposed to the ones who
Speaker:come back repeatedly or sign up for
Speaker:your freebie or your service or whatever it might be.
Speaker:The ones that actually buy into what you have to sell.
Speaker:If your web copy is clear, you know
Speaker:your message, you know who you are, who you're trying to attract and what you
Speaker:want them to do, and you're confident in that. Web copy,
Speaker:then conversions or having people show up,
Speaker:click something, sign up for your lead magnet is really the
Speaker:object. You want somebody to do something, not just,
Speaker:oh, that's nice, and then click away. Yeah, absolutely.
Speaker:Because the fascinating thing is that it can take somebody.
Speaker:This is something I do find with clients, actually,
Speaker:and I think entrepreneurs, business owners in general, because when
Speaker:you spend so much time creating something,
Speaker:creating a piece of content, creating a lead magnet
Speaker:or your product, whatever it might be on any scale,
Speaker:as soon as we put ourselves out there, we then want and expect it
Speaker:to convert. And it can take somebody.
Speaker:I'm trying to remember the statistic now, but it could be something like,
Speaker:on average, 38 touch points, 38 separate
Speaker:visits to your site, to your social media, to your Facebook
Speaker:page, your Instagram page, one of your emails,
Speaker:anything before they actually then purchase from
Speaker:you, which is crazy when you think about it. In this day
Speaker:yeah. In this day and age of everything being so instant.
Speaker:We're talking about days, weeks, months of building a
Speaker:relationship with somebody. Yeah. So it's funny,
Speaker:I almost like to think of it as if you put your house on the
Speaker:market so somebody comes around,
Speaker:you want people to come in, look at every single room
Speaker:browse, decide that they absolutely love it, that they've fallen
Speaker:in love with it, and then they walk away with it. And I almost feel
Speaker:that's how your website should be has
Speaker:multiple pages, multiple facets, perhaps, but they're
Speaker:all engaging and they all, as a whole, add up to something that make
Speaker:your ideal client want to buy from you. All in love with you. Yeah.
Speaker:You swept them off their feet, essentially. I love that.
Speaker:So, yeah, if you're selling a house, you want them to
Speaker:come in, they want to look around.
Speaker:You don't want them to look around and say, no, not for me, I'm out
Speaker:of here, and not even look at the whole place. Oh,
Speaker:that's a beautiful analogy. All right, so the three C's.
Speaker:I just think this is really so beautiful, and I think
Speaker:that our listeners, the coaches here, are just going to
Speaker:love this. So the three C's of being clear,
Speaker:confident, and converting you want to think of those three
Speaker:things when you're writing your web copy. Sarah, this has just been
Speaker:so great. I know people are going to want to know more
Speaker:from you. Where can they find you? How can they connect deeper
Speaker:with you? So, number one, Melissa,
Speaker:I would say, because I don't know about you, but I absolutely love a juicy
Speaker:swipe file. They always seem slightly naughty
Speaker:to me, as if you're peeking behind the curtain. I love that.
Speaker:But essentially, a swipe file is one of the best ways
Speaker:to grab instant inspiration for your business.
Speaker:And my stand up and sell out swipe files are a
Speaker:web copy mini masterclass, and they're jammed, packed full of before
Speaker:and afters, so you can see a website before
Speaker:I collaborated and after. And you can pick that up
Speaker:at www.sarahcopy.com.
Speaker:Swipe. Beautiful.
Speaker:Thank you. I have a copy of this, and I have to
Speaker:tell you, it is so juicy.
Speaker:It's great. So everybody's going to want to run over there
Speaker:to Saracopy.com Swipe. I will put that in the
Speaker:show notes so you'll be able to get over to Sarah's website and
Speaker:grab that. And what social
Speaker:media are you? Yeah, I'm on LinkedIn,
Speaker:so you can find me. Sarah Whitbread. I'm on LinkedIn
Speaker:and also Instagram as well. Okay.
Speaker:Yeah. All right, great. I will put those links as well
Speaker:into the show. Thank you. Okay.
Speaker:Thank you so much, Sarah. It has been a pleasure to have you
Speaker:here, and I just can't wait to hear all
Speaker:the great feedback because I know that there's going to be a lot of
Speaker:comments about this episode because you just gave us a
Speaker:whole ton of great information.
Speaker:Thank you. I absolutely loved it. Melissa, I absolutely love
Speaker:the work that you do. I think you're fantastic. So thank you so much
Speaker:for having me. All right, thanks so much.
Speaker:And thank you so much, listeners, for being here another week.
Speaker:And until next week, make sure that you're getting your copy
Speaker:out there because you've got a message and you've got copy to get out
Speaker:there. Bye bye. Thank you for tuning in to
Speaker:this episode of the She's Got Content podcast.
Speaker:I hope you got at least one nugget to take action on this week.
Speaker:If you got value from today's episode, I would be so grateful.
Speaker:When you leave a five star rating wherever you listen to podcast,
Speaker:it only takes a second and it really helps me get my message out to
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Speaker:going. If you're listening on Apple podcast and leave
Speaker:a review of the show, it would really make my day. And you just might
Speaker:receive a shout out on the show as my content creator of the week
Speaker:when I read out your review. And last but never least,
Speaker:if you want an endless supply of just right ideas for content you
Speaker:can write about for your blog. Post your emails, your videos,
Speaker:podcast, episodes, all the content things. Then you want
Speaker:to head over to my website@cheescocontent.com
Speaker:content and pick up your free workbook. Never run out of content ideas.
Speaker:Look for that link in the Show Notes today along with the other links
Speaker:mentioned in today's episode. Until next time,
Speaker:content creators. You've got an audience waiting to hear from you and you've got content
Speaker:to share with them. Stop being the best kept secret and make