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Lauren Jefferson

Lauren Jefferson is the Co-Founder and CEO of FocusCopy – a full-service copywriting agency. She loves everything copy, digital marketing, and coffee!

FocusCopy Turns 6 Years Old

FocusCopy Turns 6 Years Old With 6 Lessons We Learned (And Why FocusCopy 2.0 Changes Everything)

Entrepreneurship / By / August 15, 2025

It never fails that when I start writing this blog each year, all the emotions from the past twelve months come rushing back like a perfectly timed wave. And this year? This year feels different. It feels like a transformation.

Over the last 2 months, we’ve accomplished more than the previous 10 months combined. And over the next couple of weeks, you’ll witness the rollout of FocusCopy 2.0, which excites me to no end. This version of FocusCopy feels right and exciting and all the positive adjectives you can imagine. But more than that, it feels intentional and impactful.

We have bigger but more specific goals. We restructured our offers. And we have intentionally placed strategy at the forefront of our process.  

It’s been a wild ride this summer as we approached this date – August 15, 2025. So here is our annual letter to give you a deeper understanding of what we’ve learned and what we’re doing differently going forward.

Want to see the other lessons we’ve learned over the years? 

Read Year 1 | Year 2 | Year 3 | Year 4 | Year 5

The Year 6 Mindset

There’s something about simply deciding that you’re going to do it and be successful that changes the way you approach business entirely. With Year 5 being a doozy (hurricanes, family loss, and all), I had bigger hopes for Year 6. I was pregnant with my second child, business was growing steadily, and everything felt peachy…

Until the week I delivered my son.

All of a sudden (or at least it felt that way in the postpartum fog), almost every single “guaranteed” sale disappeared faster than my morning coffee. I had to make hard decisions as a business owner – ones that I spent days and nights crying over. Sometimes, being a business owner just sucks, and that’s the honest truth.

But what came out of that season was something beautiful.

As we enter Year 6, I’m more optimistic than ever that I’m building FocusCopy to be better and greater than it’s ever been. Every single day over the last couple of months has been filled with creativity, strategic thinking, dedication, and openness to new possibilities. My mindset as I lead FocusCopy in this next era is one of intentional strategy – no more crossing fingers and hoping for the best.

6 Lessons We Learned In Our Sixth Year In Business

As we launch FocusCopy 2.0, we don’t want to forget what brought us to this point of going back to the drawing board. Here are the 6 lessons we learned in our sixth year in business that fundamentally changed how we approach everything.

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1. Just Because You Hit Year 5 Doesn’t Mean You’ve Automatically Made It (Whatever That Means)

Last year, I wrote that we officially made it. HA!

The truth is, after Year 5, there doesn’t seem to be a big milestone number to look forward to at the same level. The survival statistics stop being as relevant, and you realize that “making it” isn’t a destination – it’s a moving target that requires constant recalibration.

So while we survived until Year 5, we weren’t exactly thriving. We were comfortable, sure. But comfort breeds complacency, and complacency is the enemy of growth. This realization hit me like a ton of bricks when those “guaranteed” clients vanished overnight. I learned that sustainable success isn’t about reaching a magic number – it’s about building systems that can weather any storm.

2. Sometimes, It’s Okay To Scrap The Plan & Rebuild (And It’s Actually Liberating)

While we had been following our original business plan from the get-go, it wasn’t going to take us where we actually wanted to be. In June 2025, we opened up a fresh Google Doc and started writing a completely new plan – what would eventually become FocusCopy 2.0.

At first, I felt like this was a massive setback. I had failed to write a good enough business plan from the beginning. But when I originally wrote that plan, I was 24 – living in a tiny apartment with my husband, zero children, and dreams bigger than my experience could support.

Today, my husband and I have 2 young children, 1 large dog, 1 house, and a whole host of other responsibilities to juggle daily. Life looks completely different. I’m different (and in my honest opinion, I’m a better woman, mother, and business owner for it).

So scrapping the plan and rebuilding from the ground up didn’t feel like failure anymore – it felt natural and necessary. If you’re in this spot right now, give yourself permission to go back to the drawing board. It’s actually a whole lot of fun stepping back into that entrepreneurial zone where anything feels possible again.

3. You Need To Be More In The Weeds About What Makes A Business Profitable

I used to joke that I’m not a numbers person, and honestly, I wore that like a badge of honor. But here’s the reality check: if you’re a business owner or entrepreneur, you need to become a numbers person. And more importantly, a person who genuinely loves understanding what those numbers are telling you.

Over the last couple of months, I’ve stopped looking at vanity metrics that didn’t matter – things like social media followers, email open rates, or how many discovery calls I booked. Instead, I’ve obsessed over the number that actually determines if we have a business or an expensive hobby: our profits.

If your business is not profitable, it’s not a sustainable business. 

Ouch. 

Believe me, I’m saying this more to myself than to you. But this shift in focus changed everything about how we structure our offers, price our services, and choose which opportunities to pursue. Every decision now gets filtered through one question: “Does this make us more profitable?”

4. Be Honest & Ask For Help (Even When It Hurts Your Pride)

Earlier this spring, when every single “guaranteed” sale evaporated, I found myself upside down financially. I was embarrassed, frustrated, and borderline depressed about the whole situation. I had failed, and I felt like I had to figure it out alone.

But my sweet husband went full Hulk mode on my behalf – sending countless texts, making phone calls, and setting up meeting after meeting for me to get the help I desperately needed. I had always sat comfortably in the camp of “I’m going to nurture and be the sweet and kind people pleaser.” But that approach wasn’t getting the results we needed to survive.

Andrew’s version made me tactically aggressive, more direct, and a million times more impactful in my communication. Instead of dancing around what I needed, I started asking for it directly. Instead of hoping for results, I started asking very specific requests.

Let me tell you, the results of those honest, direct conversations are exactly what started the development of FocusCopy 2.0. Sometimes, you need someone else to fight for you until you remember how to fight for yourself.

5. Keep Your Listening Ears On & Actually Listen (Don’t Just Wait For Your Turn To Talk)

During many of those difficult but necessary conversations, I kept hearing the same feedback over and over again:

“You need to build packages, not just custom work.”

 “You’re more of a Copy Strategist than just a copywriter.”

 “Be more direct in your messaging and sales process.”

Instead of hearing that I was marketing wrong or building my business unsuccessfully (which is what my bruised ego wanted to focus on), I actually started listening to what these trusted advisors were really saying:

“There’s an extreme amount of untapped value in FocusCopy’s process – show it clearly!”

“You couldn’t have gotten to this level of expertise without experiencing the last 5-6 years of client work and market changes.”

“Be confident; you have the experience, expertise, and authority to command attention and premium pricing.”

This feedback became the foundation for everything FocusCopy 2.0 represents. Sometimes, the medicine you need comes in the form of hard truths from people who care enough about your success to tell you what you need to hear.

6. Decide Every Single Day Is A Good Day (Even The Hard Ones)

Every day isn’t going to be an easy one, and most days definitely won’t go according to plan. But I’m a true believer that if you decide it’s going to be a good day, it somehow transforms into exactly that.

This mindset shift didn’t happen overnight, and I’m not suggesting toxic positivity here. Bad things still happen. Clients still disappear overnight. Kids still get sick at the worst possible moments. But when you approach each day with the expectation that something good will come from it, even if it’s just a lesson learned or a problem solved, you start looking for those good things instead of focusing on everything going wrong.

This daily decision became the fuel that powered every late night working on FocusCopy 2.0, every difficult conversation with potential partners, and every moment of doubt about whether we were on the right track.

Year 7, Here We Come!

FocusCopy 2.0 is officially rolling out, and I’ve never been more excited about what we’re building.

FocusCopy® is the Copy Strategist that Service Providers hire when they’re ready to stop watching revenue slip away because of their weak messaging. Every touchpoint in your business either makes you money or costs you money – there’s no neutral ground. Your prospects decide within seconds whether to engage or walk away. Without strategic copy systems, you’re gambling with every email, every web page, and every conversation.

Our team of copywriting strategists embeds with your business to build the messaging infrastructure that grows your revenue consistently. We don’t simply write pretty words – we develop strategic messaging systems specifically designed to convert your ideal clients. Our embedded approach means we understand your business deeply, anticipate your needs, and create copy infrastructure that scales with your growth.

When you partner with FocusCopy, you eliminate the #1 profit killer in most businesses: inconsistent messaging.

Since 2019, we’ve proven our systems work for over 150+ clients, and the results speak for themselves. But more than the numbers, we’ve learned that successful businesses aren’t built on luck or hope – they’re built on intentional systems that work whether you’re having a good day or fighting through a challenging season.

The next few weeks are going to be filled with exciting announcements, new offers, and behind-the-scenes insights into exactly how we’re restructuring everything to serve you better.

Want to be the first to know about every change we’re making and get exclusive access to the strategies that are transforming FocusCopy 2.0? Subscribe to our Copy Roast newsletter – because this is where we’ll be sharing all the details as they unfold.

Trust me, you won’t want to miss what’s coming next.

3 Strategic Frameworks To Transform Good Content Into Converting Content

3 Strategic Frameworks To Transform Good Content Into Converting Content

Copywriting / By / August 11, 2025

Want to stop creating content that gets likes but doesn’t land clients?

Here’s the thing about content marketing: most service providers are doing it backwards.

You’re creating beautiful, valuable content that gets engagement, shares, and those sweet little heart emojis. But when it comes to actually converting readers into paying clients? Crickets.

Sound familiar?

The problem isn’t your expertise (we all know you’ve got that in spades) or your content quality (which, assuming that you’ve put a little bit of effort into it, is also solid). The problem is that you’re missing the strategic frameworks that bridge the gap between “great content” and “content that converts.”

Today, we’re fixing that. I’m sharing three proven frameworks that transform educational content into client-attracting content without sacrificing value or sounding pushy.

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Framework 1: The Authority Positioning Template

The Challenge: Your content demonstrates knowledge, but it doesn’t position you as THE expert prospects should hire.

The Solution: Strategic authority positioning that makes prospects think, “This person clearly knows what they’re talking about.”

1. Lead With A Potentially Controversial Insight

Start your content by challenging conventional wisdom in your industry. This immediately signals that you think differently and see what others miss.

Instead of “Social media marketing is important for businesses.” You may try, “Most businesses fail at social media because they’re trying to be everywhere instead of dominating one platform.”

2. Share The “Insider Knowledge”

Include details that only someone with real experience would know. These specifics separate you from surface-level content creators.

Example: “After auditing 200+ LinkedIn profiles, I’ve noticed the fatal flaw hiding in line three of most About sections…”

3. Reference Your Unique Methodology

Don’t just share tips – share your approach. Name it, claim it, and explain why it works better than the alternatives.

P.S. Remember, if you continue to act like everyone else, you’re going to fade into the background. Here is where you need to lean into your differentiators. 

For example, you may say, “This is why I developed the CLEAR Framework for my clients. Unlike generic templates, it addresses the three psychological triggers that drive B2B decision-making.”

4. Include Humble Proof

Nobody likes it when someone brags, but you need to humbly express your experience and expertise. Weave in results and credentials naturally through examples and case studies.

Instead of “I’ve helped 100+ clients…”, try, “When Sarah implemented this strategy, her consultation bookings jumped 300% in six weeks.”

Authority positioning works because prospects are looking for shortcuts to identify expertise. These signals help them quickly categorize you as “credible” rather than “generic.”

Framework 2: The Objection-Handling Formula

The Challenge: Your educational content builds trust, but it doesn’t address the concerns preventing prospects from hiring you.

The Solution: Strategically address industry-wide objections within valuable content.

1. Identify The Common Objections

What concerns do prospects have about hiring ANY service provider in your field? Price? Results? Time investment? Past bad experiences?

2. Address Objections Indirectly Through Education

Don’t tackle objections head-on (that feels salesy). Instead, educate around the objection in a way that naturally resolves the concern.

An example objection may include, “Copywriters charge too much.” But a more educational angle may sound like, “The true cost of weak messaging: How one client calculated they lost $127K in revenue before fixing their home page.”

Another example objection may be, “I tried a consultant before and it didn’t work.” Its educational angle counterpart would be, “3 red flags that your business consultant doesn’t understand service businesses (and what to look for instead).”

3. Position The Alternative

After highlighting the problem, present your approach as the natural solution without making it a sales pitch.

For example, “This is exactly why we developed our Revenue Rescue Audit – it identifies messaging gaps that are costing service providers thousands before they become six-figure problems.”

4 Include Social Proof That Addresses The Objection

Finally, use client stories that specifically counter common concerns.

For example, “Marcus was skeptical about investing in copy because he’d been burned before. But within 90 days of implementing our system, his consultation bookings tripled and his close rate jumped from 30% to 75%.”

This framework works because it resolves concerns before prospects even voice them. You’re removing friction from their decision-making process.

Framework 3: The Next-Step Navigation System

The Challenge: Your nurture sequence builds relationships but doesn’t guide prospects toward booking a consultation.

The Solution: Subtle navigation that makes the next step feel natural and valuable.

1. Create Content Clusters

Content clusters are different than content pillars (which we often refer to when scaling your content marketing). With a cluster, group your content around specific client challenges, with each piece building toward a logical conclusion that working together makes sense.

An example cluster may look like this:

  • 1. “Why your website isn’t converting (the hidden psychology problem)”
  • 2. “The messaging framework Fortune 500 companies use (and why it works for service providers)”
  • 3. “Case study: How we transformed a struggling consultant’s messaging in 30 days”

2. Use Diagnostic Language

Frame your content as assessments that help prospects understand where they stand. This is where you can explore your creative side. Think about what you would click through on an email or social media post. Remember, the most specific, the better. 

Instead of “Here are 5 copywriting tips,” try “5 signs your messaging is costing you clients (and what each one reveals about your positioning).”

3. Bridge To The Next Step Naturally

End valuable content pieces by acknowledging what you can’t cover in a single post and where they can get personalized guidance.

For example, you may include this statement in an article: “Of course, every service business is unique, and the messaging strategy that works for a management consultant won’t work for a web designer. If you want to identify which messaging gaps are specifically costing YOU clients, let’s chat.”

4. Make The CTA About Them, Not You

Position your discovery call as something they need, not something you want.

Instead of: “Book a call to learn about our services,” try “Ready to stop guessing what messaging will convert your specific audience? Let’s identify exactly where your current messaging is leaving money on the table.”

This system works because it positions your consultation as the natural next step in their learning journey, not a sales conversation.

Putting It All Together: Your Content Conversion Action Plan

Ready to transform your content strategy? Here’s your next move:

  1. Audit your last 10 pieces of content using these three frameworks. Which elements are missing?
  2. Choose one framework to implement first. I recommend starting with Authority Positioning – it has the fastest impact on how prospects perceive your expertise.
  3. Create a content cluster using all three frameworks. Plan 4-5 pieces of content that build authority, address objections, and naturally guide toward your consultation.
  4. Test and refine. Monitor which content pieces drive the most consultation bookings, then reverse-engineer what made them work.

Stop Watching Revenue Slip Away & Start Publishing Content That Converts

Here’s what I know after working with hundreds of service providers: you already have the expertise to succeed. You’re already creating valuable content. You just need the strategic frameworks to transform that good content into converting content.

The difference between service providers who struggle to fill their calendars and those who have waiting lists? It’s not better expertise or prettier graphics. It’s strategic messaging that positions them as the obvious choice, addresses prospect concerns, and guides people toward working together.

Ready to stop guessing what messaging will convert your specific audience? Let’s identify exactly where your current content strategy is leaving money on the table and create a plan to fix it.

Schedule your discovery call here because your expertise deserves messaging that converts.

Focus Your Copy On Conversation & Conversion

Get Ready To Uncover The Copy Strategy That’ll Caffeinate Your Target Audience To Take Action.
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The Complete List Of Emotional Triggers In Copywriting

Swipe File: The Complete List Of Emotional Triggers

Marketing / By / June 11, 2025

Have you ever had that moment when an advertisement pulled at your heartstrings? It created an emotional moment when you were least expecting it. 

Maybe it promised something you’ve been wanting, or maybe it warned you about missing out on something important. 

Either way, it worked. You clicked.

That’s the magic of emotional triggers in copywriting – they’re the invisible threads that connect your message to your reader’s heart, making them feel something so compelling that action becomes inevitable.

What Is An Emotional Trigger? 

But what is an emotional trigger and why should you care about them as a service provider? Think of emotional triggers as the bridge between what your prospect thinks and what they feel. They’re specific psychological motivators that tap into our deepest human needs, desires, and fears. When used thoughtfully in your copy, they transform bland, forgettable messages into powerful calls to action that resonate on a visceral level.

These triggers aren’t manipulation tactics – they’re connection points. They help you speak directly to what matters most to your audience, creating authentic relationships built on understanding and empathy. When someone reads your copy and thinks, “This person really understands me,” you’ve successfully activated an emotional trigger. And that’s when the magic starts to build. 

Why Do You Need To Know What The Emotional Trigger Is In Copywriting? 

If you’ve heard me talk or read any of my blogs before, you’ve heard me say…Every single decision we make is based on emotion – even the most logical decisions. Research shows that emotions drive our choices, and logic follows behind to justify what our hearts have already decided. Understanding emotional triggers isn’t about becoming a master manipulator – it’s about becoming a better communicator.

When you know which emotional triggers speak to your audience, you can craft messages that feel like warm conversations rather than cold sales pitches. Your copy becomes more than words on a page; it becomes a mirror that reflects your prospect’s hopes, dreams, and challenges to them with clarity and compassion.

After you master infusing emotional triggers into your marketing, remarkable results will surely follow. This includes: higher conversion rates, deeper customer loyalty, and more meaningful connections with their audience. 

But perhaps most importantly, they create experiences that leave people feeling understood and valued.

Ready for copy that energizes instead of exhausts?

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But What If My Business Isn’t Emotional At All? 

We have heard this question time and time again – especially from service providers in the “boring” markets. This includes legal and financial. But here’s what I’ve learned after years of working with businesses across every industry: every purchase is emotional, even the most logical ones.

Your fractional CFO service isn’t just about the numbers – it’s about the peace of mind that comes with organized finances. Your business law firm isn’t just about contracts and agreements – it’s about feeling secure in your business’s legal standing. 

Even in the most technical B2B environments, your target audience is making their decisions based on how those decisions make them feel. Is this a wise decision? Will I regret this decision down the line? Do I see myself working successfully with this company or person? Will it make my job easier? Will it help me avoid problems down the road? These are all emotional considerations wrapped in logical packaging.

The key is finding the emotional core within your logical offering and speaking to it with authenticity and respect.

The Complete List Of Emotional Triggers To Choose From

Each trigger works by tapping into fundamental human psychology, creating an emotional response that motivates action beyond purely rational decision-making. You may find that you’ll use a combination of emotional triggers. And that’s to be expected. After all, emotions are complex. Ever watched the Disney movie Inside Out? That’s a perfect example of how emotions dictate our everyday lives. 

Gain

Also called desire or aspiration, your gain emotional trigger focuses on what your audience stands to gain from investing in your offer. These triggers speak to our natural human drive for growth, improvement, and achievement.

Status and Prestige speaks to our desire to be recognized and respected. When you position your product as a symbol of success, you’re tapping into the deep human need to feel valued and admired. This isn’t about vanity. It’s about the genuine satisfaction that comes from achieving something meaningful.

Transformation is perhaps the most powerful trigger of all because it promises change. Before/after scenarios and personal improvement messages work because they offer hope – the possibility that things can be better than they are right now.

Achievement triggers connect with our innate desire to accomplish goals and reach milestones. They speak to the part of us that feels energized by progress and motivated by the possibility of success.

Belonging addresses one of our most fundamental needs: the desire to be part of something larger than ourselves. When you offer membership in an exclusive group or community, you’re promising connection and shared identity.

Logic

While emotions drive decisions, logic provides the comfortable justification we need to feel good about our choices. Logic-based triggers help your audience feel smart and rational about their decision to work with you.

Pain Points work by clearly identifying and thoughtfully acknowledging current struggles. When you demonstrate an understanding of your audience’s challenges, you build trust and credibility. This motivates the prospect to engage with your solution. 

Relief promises to eliminate frustration or difficulty. This trigger is incredibly powerful because it speaks to our natural desire to move away from pain and toward comfort.

Convenience appeals to our universal desire for ease and efficiency. In our busy world, anything that promises to make life easier or save time and effort has immediate appeal.

Fear 

Fear-based triggers require careful handling because they’re so powerful. When used ethically and compassionately, they can motivate positive action. When overused or manipulated, they can damage trust and relationships.

Fear of Missing Out (FOMO) leverages our anxiety about being left out or losing opportunities. Limited time offers and exclusive access create urgency that can motivate action, but they must be genuine to maintain trust.

Fear of Loss focuses on what someone might lose by not taking action. This trigger is effective because humans naturally feel loss more acutely than gain.

Fear of Regret emphasizes the emotional pain of inaction. It speaks to that voice in our heads that worries about “what if” scenarios.

Fear of Being Left Behind uses social proof to show others moving ahead, creating anxiety about falling behind competitors or peers.

Scarcity 

Scarcity triggers tap into our instinctive response to limited resources. Survival of the fittest, anyone? They work because they create a sense of urgency that can overcome hesitation and procrastination.

Time Pressure through deadlines and countdown timers creates an urgency that motivates immediate action. The key is ensuring your deadlines are real and meaningful.

Limited Availability through exclusive quantities or membership caps makes your offer feel more valuable because it’s not available to everyone.

Immediate Gratification promises instant results or quick solutions, appealing to our desire for fast satisfaction in an increasingly impatient world.

Security & Comfort Triggers

These triggers speak to our fundamental need for safety and predictability. They’re especially powerful for audiences who are risk-averse or have been burned by poor experiences in the past.

Safety promises protection from harm and risk reduction. This trigger works because it addresses our basic survival instincts.

Trust builds confidence through testimonials, guarantees, and social proof. It acknowledges that trust must be earned and provides evidence to support your claims.

Certainty offers clear outcomes and proven results, reducing the anxiety that comes with uncertainty.

Comfort emphasizes ease of use and familiar solutions, appealing to our preference for the known over the unknown.

Social Triggers

Humans are inherently social creatures, and these triggers leverage our need for connection, approval, and belonging.

Social Proof shows that others are taking action – reducing risk and increasing confidence in their decision.

Authority builds credibility through expert endorsements and credentials, appealing to our respect for expertise and experience.

Reciprocity creates a sense of obligation by giving value first, tapping into our natural desire to return favors.

Tribal Identity creates belonging by identifying shared values and characteristics with phrases like “people like us do things like this.” This is a powerful, yet underused trigger to take advantage of. 

Curiosity & Intrigue Triggers

These triggers leverage our natural desire to learn and discover new information. In our experience writing for over 150+ clients, this trigger is best paired with another one. This is because curiosity and intrigue aren’t enough to make a decision. But it’s a good starting point to get the ball rolling in that direction. 

Mystery creates information gaps that our brains feel compelled to fill.

Secrets offer exclusive knowledge that makes us feel special and informed.

Controversy challenges conventional wisdom, creating engagement through disagreement or surprise.

Pair The Right Words With Your Emotional Triggers

The magic happens when you combine these emotional triggers with carefully chosen words that amplify their impact. Your language should feel natural and conversational like you’re talking to a trusted friend over that warm cup of coffee.

Use sensory words that help people feel your message: “smooth,” “bright,” “refreshing,” and “warm.” Choose action words that create momentum: “discover,” “unlock,” “transform,” and “achieve.” And always remember that the most powerful word in copywriting is “you” – make your reader the hero of every story you tell.

Remember, the goal isn’t to manipulate but to connect. When you use emotional triggers with genuine care for your audience’s needs and desires, you create copy that doesn’t just sell – it serves. And that’s the kind of copywriting that builds businesses and changes lives.

If you’re ready to deepen the emotional buy-in your prospects have when they jump on your discovery call, schedule a virtual coffee with our team today. We’ll uncover a few quick wins as well as start building out your copy strategy. 

Focus Your Copy On Conversation & Conversion

Get Ready To Uncover The Copy Strategy That’ll Caffeinate Your Target Audience To Take Action.
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Handling Objections In Copy

The Key To Handling Objections In Copy

Copywriting / By / June 4, 2025

You watch them scroll through your sales page, nodding along. The email opens are there. Heck, they even click through on those same emails. They’re clearly interested – maybe even excited about what you’re offering.

Then…silence.

No purchase. No follow-up. They’ve vanished into the digital void, leaving you wondering what went wrong.

Here’s what actually happened…

While your prospect was reading, a quiet voice in their head was building a case against buying. 

“This sounds too good to be true.” 

“I bet there’s a catch.” 

“I don’t have time for this right now.” 

“What if it doesn’t work for me?”

These invisible objections are the silent assassins of conversion. They lurk beneath every headline, hide behind every benefit statement, and whisper doubt into every buying decision.

The businesses that consistently convert understand this fundamental truth:

Your prospect isn’t just evaluating your offer – they’re simultaneously building a defense against it. 

Copy that wins doesn’t just present benefits; it dismantles objections before they can take root.

Most businesses lose sales in the space between interest and action. But when you master the art of objection-handling in your copy, you transform that dangerous gap into your competitive advantage.

Ready to stop losing prospects to their own doubts? Let’s dive into the psychology behind objections and the proven strategies that turn resistance into revenue.

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The Psychology Behind Client Objections

Your prospect is sitting with their morning coffee, scrolling through your sales page. On the surface, they seem engaged – maybe even nodding along. But underneath that calm exterior, their brain is working overtime, running a constant risk assessment.

It’s not personal. It’s simply human nature.

Our minds are beautifully designed to protect us from making mistakes. Every time we encounter something new, our brain automatically starts asking protective questions.

What’s the catch?

Will this actually work?

Can I trust this person?

Think of objections as your prospect’s internal security system. Just like a good friend who questions whether that “too good to be true” investment opportunity is actually legitimate, your prospect’s objections are trying to keep them safe.

The most successful entrepreneurs understand this isn’t a barrier to overcome – it’s a conversation to join. When you acknowledge these natural concerns with warmth and understanding, something beautiful happens: resistance transforms into trust.

5 Universal Objections Every Business Faces

After years of working with service providers and agency owners, we’ve discovered that virtually every objection falls into one of five categories. Think of these as the “usual suspects” that show up in your prospect’s mind.

Remember, each of these objections is actually a sign of interest. A completely uninterested prospect doesn’t bother forming objections; they simply move on. When someone is mentally working through concerns, they’re already imagining a scenario where they might say yes.

1. Credibility Gap

When you do not build the trust needed to progress a buying relationship forward, the client has this thought running through their head:

I don’t trust you. 

“I don’t trust you yet” sits at the heart of most hesitation. Your prospect doesn’t know you personally, and in a world full of empty promises, they’re naturally cautious. This isn’t about you – it’s about their past experiences with disappointment.

What can you do to fix this? Add your KLT Factors into the chat. KLT stands for Know, Like, Trust. These factors are what validate your experience and scream to your prospect that you’re a good bet.  

One of our clients, Zero-G, faces this very objection…Why should they be trusted to get me into a zero gravity environment without going to space? Well, when you look at who trusts them, you get the picture.

2. Relevance Challenge

Is your offer a nice-to-have or a must-have? Regardless, you need to address the elephant in the room: relevance.

“I’m not sure I really need this” often surfaces when the problem you solve feels abstract or when your prospect has gotten used to workaround solutions. They’ve been managing without you this long, so why change now?

You need to prove to them that they cannot operate a day longer without your solution. Tell them what they are going to miss out if they don’t take you up on your offer. 

3. Value Perception Problem

When it comes to being a service provider, pricing is pretty arbitrary. Two service providers could offer the same exact service at two totally different price points. So how does the provider sell their service for the higher price point? They have communicated and convinced the prospect of its value. 

“I can’t justify the investment” rarely means they don’t have the money. More often, it means they can’t see how the value exceeds the cost, or they’re worried about making the wrong financial decision.

When it comes to this objection, there are 2 things you can do:

  • Show the ROI. What will they get in return? Is it emotional – increased confidence? Is it financial – 10x return? Is it tangible – lose 10 pounds in 4 weeks? 
  • Communicate the opportunity costs. What do they get if they do not invest?

4. Priority Placement Issue

In marketing, you are constantly competing for your prospect’s attention. But if you do not place enough emphasis on the solution and outcome, they may see your offers as a nice-to-have. 

“I don’t have time for this right now” is usually code for “this doesn’t feel urgent enough.” When everything feels like a priority, nothing actually is.

Get your prospect to see that your buying offer is the most important decision they need to make to reach their goals – whatever that goal is. 

For example, one of our clients, WiseOwl, faced a variety of challenges and objections given the problem they were tackling – school districts not being able to navigate the book ban conversation. So we flipped the script in their copy strategy. We positioned them as a technology provider that puts the parent in the driver’s seat when it comes to their child’s school reading. Regardless of where the parent sits on this topic, they feel empowered to take charge. All without taking up valuable time in school board meetings. 

5. Capability Assumption

As a copywriting strategist, we’ve been tackling this objection head-on over the last couple of years as AI has really taken the world by storm. We hear prospects say that they can plug something into ChatGPT every single week. Really, this response is the DIY objection. 

“I could probably figure this out myself” is where your prospect recognizes they have a problem but believes they can solve it without help – even when that belief costs them time, energy, and results.

The Fatal Mistake: Ignoring vs. Addressing Objections

There’s a tempting approach that many well-meaning entrepreneurs take…They ignore objections altogether, hoping that if they just focus on benefits and enthusiasm, objections will simply disappear.

It’s like trying to have a dinner conversation while pretending the elephant in the room doesn’t exist. Everyone knows it’s there, but no one wants to acknowledge it.

When your copy doesn’t address objections, your prospect is left to wrestle with their concerns alone. And here’s the thing about our minds…When left to fill in blanks, we rarely fill them with optimistic scenarios. We tend to assume the worst.

At FocusCopy, we love to use the objections to steer our copy generation. Sure, we can talk about all our results, processes, and expertise. But that’s ignoring an entire conversation going on. 

“This sounds great, but what if they don’t understand my industry? What if their process doesn’t align with my timeline? What if my clients don’t like the style?”

Without addressing these concerns, your beautiful copy becomes background noise to your prospect’s internal debate. They click away, not because they weren’t interested, but because their questions went unanswered.

For example, DigitalMarketer released an entirely new model based around AI. At first, I thought…”Oh no! Not yet another company building their business around AI.” But see how they addressed that very thought:

The businesses that consistently win understand this truth: unaddressed objections don’t disappear – they multiply.

The 3-Layer Objection Handling Framework

The most effective copy doesn’t just handle objections – it prevents them from taking root in the first place. Think of this as your three-layer approach to creating objection-resistant copy.

1.  Prevention Through Clarity 

The best objections are the ones that never form. This happens when your copy is so clear, specific, and transparent that there’s no room for confusion. Instead of saying “We help businesses grow,” you might say “We write email sequences that turn your existing subscribers into paying clients within 30 days.”

When your prospect knows exactly what to expect, when to expect it, and how it will happen, their mind has fewer blanks to fill with worry.

2. Direct Address With Compassion 

Sometimes, despite your best prevention efforts, certain objections are inevitable. The magic happens when you address them head-on with understanding and empathy.

“You might be wondering if this approach will work for your specific industry. That’s a smart question – we’d wonder the same thing. Here’s how we’ve helped businesses just like yours…”

Notice the warmth in that approach? You’re not being defensive or dismissive. You’re joining their thought process and gently guiding them toward confidence.

3. Social Proof That Speaks 

The most powerful objection-handling often comes from letting others do the talking. When a past client shares how they overcame the exact same concern your prospect is having, it carries more weight than any promise you could make.

“I was worried about the time investment,” shares Jennifer, a marketing consultant from Austin. “But the templates and systems they provided actually saved me 10 hours a week. I got my time back AND better results.”

Advanced Techniques for Objection-Proof Copy

Want to write objection-proof copy? Try these strategies. 

The Assumption Reversal. Instead of waiting for objections to surface, assume they’re already there and address them proactively. “You’re probably thinking this sounds too complicated for your current workload. Actually, it’s designed to simplify what you’re already doing.”

The Specific Solution. Vague objections require specific responses. If the concern is “What if it doesn’t work for me?” provide concrete examples of exactly how it has worked for people in similar situations.

The Timeline Reality Check. Many objections stem from unrealistic expectations about timing. Be honest about what happens when, and your prospect will trust you more, not less. “You won’t see results overnight – most clients start seeing improvements in week 3.”

The Investment Reframe. When cost is a concern, help your prospect see the investment in context. “The average client recoups this investment within their first month through improved conversion rates.”

Testing & Measuring Objection-Handling Effectiveness

The beautiful thing about addressing objections effectively is that the results are measurable. When you’re handling objections well, you’ll notice:

  • Longer time spent on your sales pages (people read more when their concerns are being addressed)
  • Higher email open and click-through rates (your audience trusts your content more)
  • Better quality conversations with prospects (they come to calls already mostly convinced)
  • Shorter sales cycles (fewer back-and-forth emails about concerns)
  • Higher conversion rates across all your marketing efforts

Pay attention to where people drop off in your sales process. Those exit points often reveal unaddressed objections that are silently killing conversions.

Your Next Step Toward Objection-Proof Copy

Every day you wait to address the objections in your copy is another day of lost opportunities. But here’s what fills us with hope: you don’t have to figure this out alone.

At FocusCopy, we’ve spent years perfecting the art of objection-handling in copy. We’ve seen how addressing concerns with warmth and understanding transforms both conversion rates and customer relationships.

We know you have questions right now. 

Maybe you’re wondering if this approach will work for your specific industry. 

Perhaps you’re concerned about the time investment or whether your current copy can be salvaged.

Those are exactly the kinds of concerns we love addressing in our strategy sessions.

Ready to transform your copy from objection-heavy to conversion-ready?

Let’s grab a virtual coffee and identify the hidden objections that might be quietly sabotaging your sales. We’ll show you exactly how to address them with the same warmth and clarity that builds lasting client relationships.

Your voice deserves to be heard without the interference of unaddressed doubts. Let’s make sure it comes through loud, clear, and irresistibly compelling. Because your prospects’ objections shouldn’t be stronger than your solutions.

Focus Your Copy On Conversation & Conversion

Get Ready To Uncover The Copy Strategy That’ll Caffeinate Your Target Audience To Take Action.
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How To Convey Professionalism & Trustworthiness Through Your Website Copy

Copywriting / By / May 28, 2025

Picture this…A potential client lands on your website at 11pm on a Tuesday night. They’re exhausted, scrolling on their phone, desperately searching for someone who can solve their problem. In those precious few seconds before they hit the back button, your website copy has 1 job: to make them feel like they’ve found exactly what they’ve been looking for.

Your words are working around the clock, even when you’re not. 

They’re having conversations with visitors, building relationships, and establishing trust before you ever hop on a discovery call. 

The question is: are they saying the right things?

As a Copy Strategist, I’ve seen too many brilliant service providers struggle with this exact challenge. You know your stuff inside and out, but when it comes to translating that expertise into compelling website copy that builds trust and fills your pipeline, it feels like you’re speaking a foreign language.

Ready for copy that energizes instead of exhausts?

Let’s Talk

The Priority: Authenticity Over Perfection

Here’s the beautiful truth about professional website copy – it doesn’t need to sound like a corporate robot wrote it. In fact, the most trustworthy websites feel refreshingly human. Your visitors aren’t looking for perfection; they’re looking for connection.

Think about the service providers you trust most…They’re the ones who speak your language, understand your challenges, and make you feel seen. Your website copy should do exactly the same thing. When you write with genuine warmth and understanding, professionalism naturally follows.

But here’s where most entrepreneurs get stuck…

You’re so close to your own business that it’s nearly impossible to see what your ideal clients actually need to hear. You’re drowning in industry knowledge while they’re looking for simple, clear solutions to their pressing problems.

So how do you get unstuck?

Speak Their Language (Not Yours)

One of the fastest ways to build trust is to demonstrate that you truly understand your audience’s world. This means stepping out of industry jargon and into the language your clients actually use when they’re lying awake at 2am worrying about their problems.

Instead of saying “We provide comprehensive solutions for operational efficiency optimization,” try “Get your time back so you can focus on what you love about your business.” The second version immediately connects with that service provider who’s drowning in tasks and desperately needs breathing room.

When your copy reflects how your clients actually think and talk about their challenges, they feel an instant sense of relief. Finally, someone gets it. That’s the moment trust begins to bloom.

This is where strategic copywriting becomes essential. It’s not just about sounding professional – it’s about creating copy that works strategically to move people through your entire customer journey with confidence and clarity.

Show, Don’t Just Tell

Anyone can claim to be professional and trustworthy. The websites that actually convey these qualities do something different. They demonstrate their expertise through helpful, specific insights rather than empty promises.

Consider sharing a brief story about a challenge you helped a client overcome, complete with the specific steps you took and the results they achieved. Or offer a genuinely useful tip that visitors can implement immediately, even if they never hire you. This approach accomplishes 2 things: 

  1. It proves you know what you’re talking about.
  2. It also shows you’re generous with your knowledge.

When you lead with value instead of sales pitches, visitors naturally begin to trust your expertise. They start thinking, “If they’re sharing this much helpful information for free, imagine what they could do if I hired them.“

The Power Of Vulnerability

Professional doesn’t mean perfect, and the most trustworthy businesses aren’t afraid to show their human side. Sharing appropriate challenges you’ve overcome or lessons you’ve learned can actually strengthen your credibility rather than weaken it.

Maybe you started your business because you experienced the same frustration your clients face. Perhaps you learned an important lesson from a project that didn’t go as planned. These authentic moments create connection and demonstrate that you understand your client’s perspective because you’ve been there too.

The key is balancing vulnerability with confidence. You’re sharing these experiences not to diminish your expertise, but to show that your solutions come from real understanding, not theoretical knowledge.

Clear Communication = Instant Credibility

Nothing undermines professionalism faster than confusing copy. When visitors can’t quickly understand what you do, how you help, or what makes you different, they’ll assume you don’t know either. This is true for overly professional, buttoned-up copy and excessively flowery copy with no business backbone.

Professional website copy is crystal clear about 3 essential elements: 

  1. What you do
  2. Who you serve
  3. The results you deliver

Your home page should reflect these touchpoints within the first few seconds of someone landing on your site – especially since the average website visitor spends less than a minute on a single page.

Use simple, conversational language that your ideal client would use in a coffee shop conversation. If your copy requires a dictionary or industry knowledge to understand, you’re making it too hard for people to say YES to working with you.

Include Social Proof That Actually Matters

Testimonials and case studies are effective trust-builders, but only when they feel genuine and specific. Generic praise like “Great service!” doesn’t carry much weight. However, a detailed story about how you helped someone overcome a specific challenge and achieve a particular result creates powerful credibility.

The most effective social proof focuses on transformation rather than just satisfaction. Instead of highlighting how happy clients were with your process, emphasize the concrete improvements in their business or life. 

Did you help them reclaim 10 hours per week? 

Increase their revenue by 30%? 

Empower them to finally feel confident about their marketing?

These specific outcomes help potential clients envision their own transformation, making your services feel less like an expense and more like an investment in their future success.

The Trust-Building Details

Small details often make the biggest difference in perceived professionalism. Simple elements like… 

  • A clear contact page
  • Professional headshots
  • Consistent formatting,
  • Error-free writing 

…all signal that you pay attention to quality in everything you do.

Your “About” page deserves special attention because it’s often the second page visitors check after your home page. This is where you can share your story in a way that builds both credibility and connection. Focus on why you do what you do, not just what you do or how long you’ve been doing it.

Infuse Consistency Across Every Touchpoint

Professionalism isn’t just about individual pages – it’s about creating a cohesive experience throughout your entire website. Your voice, tone, and messaging should feel consistent whether someone is reading your home page, blog posts, or service pages.

This consistency extends beyond just words. 

Your visual design, navigation structure, and user experience all contribute to the overall impression of professionalism. When everything works together harmoniously, visitors feel more confident about your ability to deliver quality results.

P.S. Start building consistency into your brand by nailing down the fundamentals.

The Long Game Of Trust

Building trust through website copy isn’t about tricks or hacks – it’s about consistently showing up as someone worth trusting. This means being honest about what you can and can’t do, setting realistic expectations, and always prioritizing your audience’s needs over your desire to make a sale.

Remember, every visitor to your website is a real person with real challenges, hopes, and concerns. When your copy acknowledges their humanity and speaks to their deepest needs, professionalism and trustworthiness become natural byproducts of genuine care and expertise.

Your website copy is more than marketing material – it’s the beginning of every relationship with your future clients. Make those first impressions count by showing up authentically, helpfully, and consistently. The trust you build through thoughtful, professional copy will become the foundation for lasting client relationships and a thriving business.

The best part? 

When you get this right, your website becomes your most reliable team member, building trust and nurturing relationships even while you sleep. Now that’s the kind of professionalism that truly pays off.

Ready to Transform Your Website Copy Strategy?

If you’re tired of website copy that doesn’t reflect your expertise or convert visitors into clients, you don’t have to figure this out alone. Strategic copywriting removes the overwhelm and empowers you to show up with confidence while consistently filling your pipeline.

Let’s schedule a discovery call to explore how we can overhaul your copy strategy and create website copy that builds trust, showcases your professionalism, and turns visitors into clients. Because you deserve copy that works as hard as you do.Step into the strategy café with a Discovery Call – we’ll guide the way.

Focus Your Copy On Conversation & Conversion

Get Ready To Uncover The Copy Strategy That’ll Caffeinate Your Target Audience To Take Action.
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How To Use A Marketing Filter To Simplify Your Strategy

How To Use A Marketing Filter To Simplify Your Strategy

Marketing / By / May 31, 2025

Want to cut through marketing chaos? 

More than half of small business owners feel the same. 

In fact, most small business owners aren’t 100% sure their current marketing strategy is working. And it makes sense with countless platforms to choose from to promote who you are and what you do best. 

But if marketing anxiety and stress have you chewing your nails and pulling your hair out, it’s time to use a marketing filter strategy for your business (and your sanity). 

Marketing should move your business forward, not drain your time, budget, and mental clarity. From social media and email campaigns to SEO, PPC, and influencer marketing, it’s easy to get overwhelmed – and even easier to waste resources on strategies that don’t align with your goals.

Your marketing should be intentional and align with your goals – not those of your competitors or what’s trending. This is why we’re breaking down how to filter through the noise, focus on what matters, and choose the marketing activities that actually support your business objectives. 

Get ready to simplify your decision-making and get more done with less guesswork.

Why A Marketing Filter Strategy Precedes Execution

Whether you’re aiming to generate more leads, increase conversions, or build long-term brand equity, it all starts with picking the right path forward. And one of the most common marketing missteps business owners make is jumping into SEO, social media, or paid ads simply because “everyone else is doing it.” 

Did you know that small and mid-sized businesses spend 7 times more on pay-per-click (PPC) advertising than on SEO? This is often due to competitive pressures, which can lead to unsustainable marketing expenses.

It’s tempting to look at what your competitors are up to and assume you should follow suit. But without a clear marketing filter strategy tied to your business goals, you risk spinning your wheels. Marketing activities should serve your objectives – not distract from them.

So before you dive into marketing execution, ask yourself:

Are we trying to increase revenue?

Do we need to launch a new product or service?

Are we entering a new market?

Should we build or expand brand awareness?

Each of these goals requires a different approach and different tactics to match. 

For example, if your top priority is revenue growth, your marketing filter strategy should center on lead generation, nurturing, and conversion. That means focusing on measurable activities that drive qualified traffic and sales – not simply increasing likes or impressions on social media.

By grounding your marketing in your specific business goals, you create a filter that helps you eliminate distractions and prioritize what truly matters.

Ready for copy that energizes instead of exhausts?

Let’s Talk

Your Target Audience Is The Cornerstone Of Marketing Mastery

It doesn’t matter how polished your marketing is – if you’re speaking to the wrong audience, it won’t land.

Before you pick any marketing activity, you need a crystal-clear picture of who you’re trying to reach. That means defining your ideal customer profile including demographics:

  • Age
  • Location
  • Industry
  • Job title
  • Company size

And more importantly, their psychographics:

  • Motivations
  • Pain points
  • Buying behaviors
  • Goals
  • Values

Understand both and you’ll be able to walk through their customer journey with ease. You can explore them yourself by asking questions like…

Where do they spend their time online?

What kind of content do they engage with?

What messages resonate with their challenges or goals?

Achieving this kind of clarity ensures you can create the right message at the right time to reach your goals. Because when you choose marketing channels that your audience doesn’t use – or content formats they don’t engage with – you’re not just missing the mark. You’re also wasting your budget.

Pro Tip: Talk to your customers moving forward to get this information directly from the source. A few simple interviews or a review of your website and social media analytics can uncover exactly what your audience is responding to. Data beats guesswork every time.

Audit What’s Already Working

Before launching new initiatives, mine the gold in your existing data. Every marketing decision should begin with a comprehensive audit of your current performance metrics. Identify exactly:

  • What’s driving traffic to your website
  • Which channels generate qualified leads
  • Which activities consistently convert prospects into customers

This forensic approach reveals patterns that generic marketing advice simply cannot. When you discover that LinkedIn outperforms Facebook by 300% for your B2B services or that email sequences convert at twice the rate of your paid ads, the path forward becomes clear: double down on winners and ruthlessly cut underperformers.

Tools that transform guesswork into strategic certainty include:

  • Google Analytics tracks website traffic, user behavior, and conversions to help assess marketing performance
  • CRM (Customer Relationship Management) reports provide insights into customer interactions, sales activity, and lead progress
  • UTM (Urchin Tracking Module) analyzes tagged links to measure the effectiveness of specific campaigns and traffic sources

These aren’t just reports. They’re roadmaps to your next marketing victory. Remember, the most successful businesses aren’t those with the biggest budgets, but those who systematically reinvest in proven channels while competitors chase marketing trends that may never deliver returns. Because even with a viral video or blog post, you still must be equipped with the tools to maintain your marketing and your presence to keep the momentum going.

Align Marketing Activities With Your Buyer’s Journey

Strategic marketing isn’t about isolated tactics – it’s about creating seamless pathways to purchase. Every prospect moves through distinct psychological stages before converting. This means your marketing activities must be precisely calibrated to each phase with their thought process at top of mind. For example, consider 3 vital customer mindsets and how each aligned marketing activity is tailored to FocusCopy:

1. Awareness Stage

  • Content Marketing: Trend-based blog posts address marketing pain points while positioning us as a trusted expert.
  • Social Media: Educational LinkedIn posts and newsletters (like Copy Cortado) share key industry data with branded visuals that build credibility.
  • SEO: SEO-optimized blog posts target high-volume search phrases to offer practical insights while positioning copywriting services as the next logical step.

2. Consideration Stage

  • Customer Testimonials: Client success stories highlight tangible results and show how we drive growth.
  • Email Nurturing: Automated email sequences guide prospects from challenge to solution with practical advice that fits their budget.
  • Live Webinars & Workshops: By remaining involved and present in our community, we’re better able to answer common questions about processes and digital marketing to build trust.

3. Decision Stage

  • 1:1 Discovery Calls: Personalized conversations allow us to become a strategic branding and copywriting partner while uncovering business owners’ real needs.
  • Copy Systems: Flexible frameworks give business owners a jumpstart with no added pressure – simply practical support to simplify their marketing.
  • Copy Roast: These free copywriting tips and insights allow business owners to step out of the sales spotlight while keeping them connected to copywriting services – if they ever need them.

Each marketing activity should intentionally move prospects to the next stage – creating not just visibility, but a methodical journey toward becoming a loyal customer.

Focus On Less To Get More Out Of Your Marketing

ROI isn’t just about money in versus money out. It’s also about how much time, energy, and team capacity you’re spending to get those results. Before you start a new marketing effort, ask:

  • What return are we expecting and when?
  • Do we have the time, tools, and team to do this well?
  • Will this move us closer to our goals or just keep us busy?

The best strategies start small with one or 2 core activities done really well. Once they’re working, then you scale. That’s how smart businesses build momentum while others stay stuck.

Less isn’t lazy. It’s focused. And focus wins.

Build A Simple, Prioritized Marketing Plan With Your New Marketing Filter Strategy

Strategic marketing balances ambition with logical action. Rather than overwhelming your team with overly complex initiatives, develop a streamlined prioritization approach that still has an impact while acknowledging real-world constraints.

Create a visual scorecard that evaluates potential activities based on:

  • Anticipated impact versus required effort
  • Short-term versus long-term value
  • Current team capabilities and resources

This way, you naturally surface the high-value, low-resource activities that should form your core focus, becoming your new strategic sweet spot. Then, structure your plan in progressive quarters to prevent the common trap of simultaneous implementation – where nothing receives enough focus and attention to produce results. 

Instead, each initiative builds upon previous successes, creating a marketing ecosystem where each element reinforces the others to drive growth.

Stay Focused & Stay Flexible

Marketing success isn’t about doing everything – it’s about doing the right things with consistency. You must be willing to test, measure, and pivot based on what’s working. When you stay grounded in your goals and open to change, real progress follows.Feel like your marketing’s all noise and no traction? Let’s stir up a marketing filter strategy to fix that. Schedule a Discovery Call to get started.

Focus Your Copy On Conversation & Conversion

Get Ready To Uncover The Copy Strategy That’ll Caffeinate Your Target Audience To Take Action.
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The Subtle Shift That Changes Everything In Service-Based Sales

Entrepreneurship / By / May 15, 2025

Most service-based business owners think their sales problem is about price objections, ghosting leads, or not following up.

But the real issue? They’re selling the wrong thing – or at least, they’re positioning it that way.

After working with companies of all sizes – from startups to multi-generational companies – I’ve learned one key thing. Salespeople (oftentimes the business owners themselves) all face exactly the same issues selling services. And it’s probably not what you think.

In sales, we see people try all sorts of games (or “strategies”) to boost service sales…

  • SPIF’s (Sales Performance Incentive Fund) to pay immediate extra bonuses for selling something
  • Solution selling
  • SPIN (Situation, Problem, Implication, and Need-Payoff) selling
  • Services credits
  • Service-first
  • Sell service, then product

…And plenty of other versions of these “strategies”.

They may all be designed to boost sales in the short term, but, they somehow fail, fail again, and then fail one more time. Which leaves you wondering whether you’re even using the right strategy in the first place.

But here’s the thing…We see organizations spend huge amounts of money on conferences, trade shows, giveaways, and promotions every year to sell their high-end services thinking they’ll see a huge return on their investment.

In the long term, most of these efforts turn out to cost far more than the business they generate afterward. But it doesn’t have to be this way.

Are you ready to transform your mindset and grow into a much savvier one?

When Selling Services, You’re Probably Looking At The Wrong Thing

Management and executives typically begin to wonder why expenses keep increasing while sales are not. They look at their cost of goods sold (COGS) and decide their sales team is ineffective. So they either throw another service at them to sell or they lay them off. 

But this doesn’t help either because you end up back where you were at the beginning of the sales cycle – with a new team who isn’t familiar with your process or offer.

And this continues, year after year until someone in senior management brings up the difficulties of selling to prospective clients without any tangible solutions to move forward.

So they quit their services business.

And who does this affect? 

Customers and the people who are let go are certainly affected. And while the company is still okay because they have products to sell, everyone ends up on the side of uncertainty about what to do now and how to move forward. 

It’s deflating and can be damaging for everyone involved. 

A perfect solution may not exist, but there are steps you can take to avoid falling into this cycle, again and again. 

The Solution: Focus On The Person

So what are these companies missing? 

It can’t be sales skills because they still sell products like hot-cakes. 

It must be something else. And fortunately for you, we have the answer. 

They forgot their customers are people. They aren’t just a number and a company name in a sales forecast. They have feelings, beliefs, and real pain points. 

And if you want to be successful in your sales efforts, you need to get back to the basics – starting with these 4 strategies. 

1. Ask the Right Question(s)

You may ask yourself…“Why aren’t we selling our services? And what’s wrong?”

Notice anything strange about that statement?

Surely, the question should have been “Why aren’t our customers BUYING services? What’s wrong?”

Notice the difference?

A simple word change makes all the difference. 

And when you reframe the question as “ Would it make sense to talk through how this could look in your business?”, you find that you’re focused on the person making the decision. 

Now, we can start solving the sales issue.

Let’s figure this out and explore how you can change your sales focus from selling to the customer to enabling the customer to buy from you by starting with one fundamental truth.

Customers don’t like to be sold to. They prefer to buy from. 

And those customers prefer to buy from the people and businesses they know, like, and trust.

2. Deploy Sales Tactics That Let Customers Come To Them

For now, let’s focus on solving the “customers don’t like to be sold to; they prefer to buy from” challenge.

When we sell, most sales people walk into the meeting with a preconceived idea of what they want to pitch to the customer based on an email, phone call, or short discussion. And those conversations usually look like this…

Sales: “Based on our last contact, I think we have just what you are looking for. Because we offer feature, feature, feature, and more of our own features. I know you have blah, but our services will [rehash features]. Oh, and we also offer additional services or a set of more products too.”

Customer: “That may be right for us, but we’re not quite sure. Send me a quote. Bye.”

Successful? 

Hardly. 

Yet, we see sales people all over the world try to sell services exactly this way.

Let’s change the tune and see how it looks. 

How about this…?

Sales: “Based on our last contact, it sounded like you are having issues with [specific challenge], and that you may be looking for some kind to help to fix this issue and make your life easier. Is that correct, or did I misinterpret what you said? I just want to make sure we are talking about the same thing, and I’m not wasting your time.”

See the difference?

The salesperson now gives the customer a chance to unload their issues, giving them further insight to their:

  • Priorities
  • Challenges
  • Solutions tried
  • Future expectations

And even if your salesforce has these notes already, it gives them a chance to listen and connect with their potential customer on a human-to-human basis. But at least, they will know in detail what the customer is looking for and seeking to BUY.

If the customer says, “That’s not what I meant or said.” 

Simply apologize for your misunderstanding and wasting their time but also say that should they think they need your assistance later, simply reach out to you and you’ll do your best to help him. Leave them an olive branch. Then move on to the next prospect.

P.S. You can test your sales tactics in your copywriting and vice versa. Need help constructing the conversation? Let’s schedule a virtual coffee.

3. Don’t Assume & Pitch The Next Steps In The Sales Conversation 

Making assumptions in the sales process without placing the customer first can land you in hot water when it’s time to close the conversation. This usually happens when you find yourself in either of the following situations:

  • You launch into a pitch starting with…We have this service, which I think will solve your issues because it has [features list] at a budget-conscious price of $XXXk.
  • You are upfront about your level of expertise, saying that while you may not be an expert in everything you’ve discussed, you do provide something similar to another client that helped them achieve x, y, and z. 

The second option is obviously customer centric and a winner. 

You can further make your point by writing up what you’ve understood from meeting with your prospective customer to send it and confirm that you’ve genuinely captured their wants, needs, and challenges. 

While they review that, look internally for similar past projects to tie your solutions with real experiences. Doing so can help you confirm or correct the requirements to figure out what could work best for them and your team. Then, arrange for a follow-up meeting within a week or so to keep the momentum going. 

When you’re putting together conversation notes, write your ideas with clarity by: 

  • Keeping it easy to follow with bullet points
  • Don’t offer a solution yet 
  • Restate the customer’s needs early on 
  • Review and adjust for typos and grammar

Send it to the customer and ask them to confirm your understanding of the issues and requirements provided within a day or two.

When you get confirmation from your customer, talk to your sales support and ask them how they’ve solved similar issues (if you don’t already know). You need their help. Keep in mind that they likely tried to sell the solution, not persuade the customer to buy the solution. So take everything you hear with a grain of salt. 

Next, search for any whitepapers or other sales collateral used in the past. Again you may have to paraphrase it or even develop new copy to provide to your customer, if needed.

Scour the information to ensure that it meets every requirement listed in the document. If it does, great! If it doesn’t, reengage with your internal experts to find out how the missing requirements can be met. Whether it can be met or not, it may not be a deal-breaker.

4. Push Benefits, Not Features

Your selling points are not the features that you think they need, but the benefits you offer that will solve their issues and make their life easier. This doesn’t mean eliminating a feature focus entirely. You’ll want to still keep those in your back pocket.

Then think about what you want your customer to buy and what each of those offers contain. 

Ideally, you want them to buy your mid-level package, but you have a lower level one available just in case their budget turns out to be smaller than you or your customer originally states. Of course, you need a platinum offering just in case the customer loves your solution and wants more!

Now that you have your thoughts together, your packages assembled, and your sales pitch ready (when needed), it’s time to document the process and track its success.

Whenever you reach back out to your customer, arrange a follow-up (not a sales) meeting, to discuss what you’ve found that may help them.

Assuming they accept, be prepared to walk through their requirements and how you can address them while stressing at each point how your offering will help them solve their issues. Don’t worry about having a cost-heavy conversation just yet.

Once you’ve gone through the solution or several solutions, ask them whether they think you missed anything and whether they think that your solution will work for them. This puts them in the driver’s seat and makes them feel like they are in control of the situation.

RELATED: Transform Features Into Customer Benefits In 3 Simple Steps

Rethink What You’re Really Selling

Sales is driven by numbers – often impossibly short term numbers (i.e. COGS, revenue, and resource numbers they have to report every 30, 60, or 90 days). But when you’re stuck in the numbers, it’s hard to see a solution outside of that. 

Ready to shift how you sell – without the pressure, pitching, or pretending?

Let’s talk about how we can help clarify your messaging and package your offers with new copy that resonates better with your audience. 

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How Marketing Can Prevent Feast Or Famine Fluctuations

Streamlining Operations: How Marketing Can Prevent Feast Or Famine Fluctuations

Systems / By / May 13, 2025

How do your marketing and sales teams define quality leads?

It’s a simple question that can garner a wide variety of answers. But which answer is right for your business?

Trade shows, conferences, and one-on-ones can bring plenty of business in, leading to prosperous times of “feasting”. But with everyone hyperfocused and hunkered down seeing projects through from start to finish, there isn’t typically much time built to offset the famine that could come afterward. 

Your marketing (and its consistency) can address dips in productivity – proactively. Plug your ever-changing goals into your marketing to not only prevent famine but to also help you boost conversions from your target audience to your active sales pipeline by 65%.

A Business’s Worst Enemy: Feast Or Famine

During peak season, your phones ring nonstop and the days fly by. 

But in the off-season? Crickets. 

We’ve seen it in many businesses, and it could be happening in yours if your marketing is inconsistent and unaligned with the rest of your business.

Being proactive and developing year-round marketing campaigns for your business reminds your customers of your presence while keeping them informed about your services to smooth out revenue even in “slow” months. 

However, coming to this realization isn’t where most business owners get stuck. 

Usually, a lack of systems and processes for execution is what impacts your business’s operations most. This looks like burnout, cash flow issues, and an increase in poor client experiences. And while it’s easy to chalk those problems up to sales or staffing, the real disconnect often lies in how isolated your business functions are – especially when your marketing and operations aren’t working in sync. And that looks a little something like this…

When things are going great is the time that most businesses fall behind in their marketing. And this happens for a number of reasons. You may be taking time off, revisiting your referrals, or simply focusing on other areas that need your attention.

Next comes the promise to get back on schedule when famine comes into play to avoid the same issues in the future. But it’s a reactive move that leaves your marketing inconsistent – leading to inconsistent sales and overwhelming operations. 

And the cycle continues.

Explore specific ways to build consistent marketing and create operational stability for every season your business is in before famine hits – starting with your marketing and operations.

Marketing Isn’t Just For Lead Generation – It Supports Predictable Growth

When your business’s marketing remains disconnected from the rest of your business, you create disconnects that slow growth, waste resources, and confuse customers. 

This is your sign to align your marketing and operations first and lay the groundwork for a business that runs more efficiently. 

Here’s what this looks like from the outside of your business:

Before: Marketing sets the promise for your operations to fill. If your marketing is promoting fast delivery or white-glove service, but operations can’t deliver, trust breaks and your brand suffers.

After: Your entire business is aligned with your marketing for better customer experiences. Marketing knows what operations can support (and vice versa), and your messaging is clear, more accurate, and more impactful. This diminishes or completely eliminates common phrases you might hear around the office like…

Didn’t we already create that?

Why are there two different versions of this?

I didn’t know we offered that. 

We’re targeting two completely different audiences.

Marketing is focused on brand awareness, but we need leads now.

Feel the tension?

Your marketing and sales teams may feel like two totally unique blends of people, professionals, and personalities. But teams simply work better together when they’re in sync.

If this sounds like your team members, align your marketing and operations to build a more integrated, agile business that’s primed for sustainable success.

7 Collaborative Ways To Align Your Sales & Marketing Teams

Ready to align your sales and marketing teams?

  1. At the ground level of your business, all workflows should be clearly written and accessible to everyone with well-organized documentation. This should include everything from fundamental sales processes to content production schedules. Not everyone needs full access to these documents, but all team members should at least have shared visibility.
  2. Use a shared content library to keep messaging and offers consistent across teams. Whether sharing a service-based post on social media, sending a one-pager to a prospective client, or searching for the right verbiage to use when meeting another business owner for lunch, it should all be labeled and located in your content library.
  3. In between your routine operations, both teams should meet often enough to know what’s going on with one another. Hold regular check-ins and keep communication open with weekly or bi-weekly huddles. This is an important one to keep up with as sales and marketing goals can pivot quickly and leave objectives misaligned.
  4. Sales and marketing must agree on one target audience to ensure both are speaking to the same people with the right message. This step is where many businesses feel stuck and that’s fairly normal. Whether it takes one or several meetings to nail down your audience, it’s worth doing before moving forward. 
  5. After you’ve decided on your target audience, set shared goals such as a number of qualified leads gained and conversion rates. This reminds both teams of the main objective and gives them the opportunity to show up to the next huddle with a quick progress report.
  6. Remember that progress report from before? Let sales and marketing inform each other of their progress with real data and insights. This improves transparency about certain systems while making space for all team members to contribute to tactics with a solution-focused mindset. 
  7. When marketing knows exactly what sales needs to close deals now, your campaigns can support your real-time goals. This ensures your team isn’t just creating for visibility, but driving qualified action that keeps the momentum going.

Consistency Means Systemizing Your Marketing Activities

Strategic and targeted efforts like email nurture campaigns and a search-optimized blog strategy can help you control demand – rather than being at its mercy. Here’s how that actually looks with the marketing tools you likely already have: 

  • Weekly content (blogs, emails, social) keeps your brand top of mind, nurtures leads, and reinforces your expertise. We recommend 1 blog post, 1 email, and 2–3 social posts per week.
  • Automated nurture sequences guide prospects through your sales journey with timely, relevant content. We recommend 5-7 emails delivered over 2–3 weeks per sequence, triggered by signups, downloads, or inquiries.
  • Monthly lead magnets or offers attract new leads and give warm prospects a reason to take the next step. We recommend 1 fresh offer, downloadable, or webinar per month answering your frequently asked questions or depicting a problem being solved.
  • Quarterly SEO audits and content updates keep your content discoverable and aligned with evolving search trends. We recommend reviewing and refreshing blog posts, keywords, and metadata every 3 months.
  • Consistent visibility through strategic repurposing maximizes ROI by reusing existing content across channels. We recommend repurposing 1 blog post into 3–5 content pieces monthly (social posts, emails, videos, etc.).
  • Regular performance tracking helps you know what’s working and where to optimize. We recommend reviewing metrics monthly (open rates, CTRs, traffic, conversions).

Use simple document templates or project management software to streamline reporting and share your findings with other team members. 

P.S. We use ClickUp to automate all of this…starting with our blogging schedule. And it’s cut our content production time dramatically – where we can get a whole month’s worth of blogs, newsletters, nurture campaigns, and reporting in a couple of hours. 

Take Action: Your First Step To Breaking The Cycle

There’s a lot of information here for aligning your sales and marketing to improve your growth and stability. But before diving directly into development, narrow down your needs by first asking yourself one question.

Are your current marketing efforts consistent?

Whether you’re starting from scratch or just need to tighten up a few loose ends, creating a 90-day visibility plan can help smooth out the ups and downs in your client pipeline. With a clear, consistent strategy in place, you’ll stay top of mind and attract the right clients – without scrambling during slow seasons. 

If staying consistent feels impossible with your current bandwidth, consider outsourcing your marketing (like to your trusted partners at FocusCopy) so your content keeps working for you – even when you’re focused on delivering for clients.

Consistent Messaging = Consistent Pipeline

If your sales efforts feel disconnected from your marketing, take a minute to think about whether its ebb and flow mirror your busiest and slowest seasons. Tidy up your marketing and create consistent pipelines your teams can’t wait to connect and work with.

Breaking the cycle is about embracing proactive marketing through simple, consistent actions while utilizing tools already in your kit for operational stability.

Ready to break the cycle in your business? Book a discovery call with FocusCopy.

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Get Ready To Uncover The Copy Strategy That’ll Caffeinate Your Target Audience To Take Action.
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Stretching Your Marketing Budget: How To Prioritize Efficiently

Stretching Your Marketing Budget: How To Prioritize Efficiently

Marketing / By / May 14, 2025

Entrepreneurs are stretched, exhausted, weary, and…Motivated. 

After talking to dozens of entrepreneurs over the last couple of weeks, we’ve concluded that while we navigate a particularly challenging marketing environment, there is more energy to make it happen. 

So what are businesses facing? And why is it tying up budgets?

  • Digital Saturation. Entrepreneurs are expected to maintain a presence across 7+ platforms including social media, email, website, video, podcast, search, etc. Consumers are sifting through content volume that has blown up more than 300% from what it was in 2020. AI has also leveled the playing field for small businesses, making it more difficult to stand out. 
  • Rising Acquisition Costs. Meta advertising costs increased 43% year-over-year. Google keyword costs in competitive industries are up 27% since 2023.
  • Resource Limitations. Marketing teams are expected to handle more functions than ever before, stretching their time and expertise. 68% of marketing departments report a flat or reduced marketing budget compared to previous years. And there’s a big push for immediate ROI for all marketing investments (even when it’s impossible to do so right away).
  • Economic Pressures. Inflation, interest rates, supply chain issues, and tariffs have either reduced purchasing power of existing budgets, tightened overall business spending, or increased pricing without adjusting value – ultimately causing decision makers to stall on moving forward. 
  • Technology Adoption Costs. Businesses are expected to invest more in marketing automation tools and AI to be more competitive in the marketplace. And not every business uses the same automation tools to do so. This also grows the need to find specialized talent who can also manage the increasingly complex martech stacks.

These challenges make strategic prioritization of marketing activities and budgets more critical than ever – particularly when it comes to high-impact areas like professional copywriting that directly influence conversion rates.

Marketing ROI: What It Means For You

Ever heard (or said yourself) any of the following…?

We’ve been at this for 2 weeks. Shouldn’t we see something by now?

Our competitors seem to get faster results.

Can we accelerate these results somehow?

We expect to see results in 3 months.

We need immediate wins to continue this investment.

As the term “marketing ROI” boosts in our general vernacular, many entrepreneurs feel pressured to demonstrate immediate positive returns – or feel like we’ve failed. And that’s simply not true. 

Different marketing functions and efforts have different ROI timelines. You’ll be able to measure your ROI a lot quicker on advertising versus branding, for example. 

As you look to understand your marketing ROI, there are several things you need to do:

  • Identify the KPIs you need to measure to calculate ROI
  • Measure those KPIs consistently (and don’t be afraid to adjust the strategy if something isn’t moving in a favorable direction)
  • Analyze which efforts deliver the highest returns and the quickest returns

When you do this, you make decisions more intelligently and strategically. It also forces you to focus on what works for your business rather than evaluating what everyone else is doing (which wastes time and resources if it will never work for your business in the first place). 

30-second videos, weekly podcasts, and coffee-themed newsletters (like our own) might work to boost your business. But it also might not. So it’s important to know more about the KPIs you must focus on to make your marketing work for you – not just what seems to work for everyone else.

Why You Should Prioritize Quality Over Quantity

As we look at this concept of stretching your marketing budget, we highly encourage you to prioritize quality over quantity. 

If you start with poor quality copy (regardless of how much content you produce), you’ll end up with poor communications and reduced conversion rates. What’s worse? Your business comes off as inconsistent, unclear, or even untrustworthy. In a crowded market, that can be the difference between a lead clicking to buy now versus bouncing without a second thought.

Well-crafted copy will always outperform high-volume, low-quality content. Plus, if it’s well-crafted from the get-go, it becomes so much easier to splinter and repurpose those words.

At FocusCopy, we’ve always prided ourselves in developing highly valuable blogs like this one. We do that because it’s much easier for us to scale our marketing when we start with long-form copy. From there, we’re able to splinter and repurpose every blog into at least:

  1. 1 newsletter (are you subscribed to our Copy Roast?)
  2. 2-3 new automated emails
  3. 1 nurture email for entrepreneurs
  4. 1 nurture email for agency owners
  5. 8-10 social media posts (but usually more like 15)

As a result, we engage with leads because they see us on multiple platforms and think of us first when they need copywriting.

But when you do not prioritize producing high quality copy, there are a lot of hidden costs, including:

  • Increased revisions
  • Brand damage (or even the inability to build a brand worth remembering)
  • Lost conversions
  • Increased stress
  • Frantic decision making (because you aren’t making the sales you need to)

3 Budget-Friendly High-Impact Copywriting Priorities

On a budget? Here are 3 budget-friendly copywriting priorities to explore:

  • Website Copy. Invest in your highest-traffic pages (or even the pages you want to be your highest-traffic pages) to optimize for conversion. You can also use this investment to increase traffic, build your brand, and start new relationships. 
  • Email Marketing. You’ve built your email list, but how do you keep them engaged and nurtured so that they are more likely to buy from you? Well-written email sequences can strengthen relationships, shape thinking, and increase conversions. 
  • Conversion Copy. Launching a new offer or product? Start with the right copy for your landing page. We’ll then help you transform your landing page copy into a multitude of other marketing assets. 

At FocusCopy, we equip you with the know-how to stretch the copy as far as possible – without diminishing its quality or impact. 

How To Create Your Strategic Marketing Roadmap

How do you prioritize efficiently? 

First, you need to audit your current content assets. Going back to those metrics…What assets are not performing as well as you’d like them to? What assets could be optimized?

Then, identify gaps and opportunities in your marketing. This is usually where leads fall through the cracks or where you should be able to re-acquire existing clients. 

Finally, create an ideal timeline for a phased implementation. You do not have to do everything at the same time. And if you need help figuring out these phases, we’d be happy to walk you through that process. 

How To Maximize Your Copywriting Investment

In order to maximize your copywriting investment, you need to first find a copywriter or copywriting team that understands your vision, needs, and goals. When you find the right person, it makes everything flow from there. As you work with that copywriter, it’s crucial to:

  • Put all your cards on the table (even if you don’t think it’s relevant to the copy)
  • Be direct in your communications (tell us exactly what you like or don’t like)
  • Trust that we know what we’re doing (but also, don’t be afraid to clarify or ask questions if you want to know why we make a certain decision)

From there, gather all your marketing assets, prepare yourself to dive deep into your brand, and prioritize your time to provide timely feedback. 

The FocusCopy difference doesn’t necessarily rely on the writing itself. It’s our process that sets us apart from something you can create using generated copy or copy developed by a department outside of your marketing. Our process probes your business and its pain points. Then it analyzes who you are to ensure a maximum ROI. We don’t simply understand language – we understand how people make decisions. And what motivates them to click, call, or commit.

Ready To Stretch Your Marketing Impact?

Copy that converts isn’t accidental. It’s strategic, deliberate, and crafted with you and your business in mind to resonate with your audience at precisely the right moment.

If looking at your website copy and blogs or previous newsletters and email campaigns leaves you feeling meh, you need a well-rounded copywriting strategy to better achieve your goals.

Ready to put your words to work? Schedule a discovery call with FocusCopy to create a customized copywriting strategy that fits your budget.

Focus Your Copy On Conversation & Conversion

Get Ready To Uncover The Copy Strategy That’ll Caffeinate Your Target Audience To Take Action.
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Why Inconsistency Is Your Biggest Adversary

Why Inconsistency Is Your Biggest Adversary

Systems / By / May 7, 2025

Is your Goliath yourself and your inconsistency? 

Over the last 2 years, I’ve been on a personal mission to root out my own inconsistency…In life, in marriage, in motherhood, and in business. 

And if you’ve followed me for any amount of time, you know that I love to flip the script to a more positive light. So my focus has been on how to infuse more consistency into my life. 

And that focus has turned into a belief that consistency is a severely underrated goal. 

“Long-term consistency trumps short-term intensity.” – Bruce Lee

Bruce Lee’s quote sounds simple enough, right? But what’s really essential to understand here is…

When you consistently show up in your marketing, it builds trust and momentum – whether or not it’s perfect or 100% polished. 

Mistakes happen. 

And that’s totally fine. 

The key here is to consistently (ha!) defeat your biggest enemy or adversary – inconsistency. 

What Inconsistency Indicates

Why are we calling inconsistency your biggest adversary? It’s because it indicates a whole host of other issues including: 

  • Lack of boundaries that enable clients to push you beyond what you want to do
  • Inability to make a decision and stick with it, making you appear wishy-washy
  • Misguided direction that leaves you spinning in circles and not getting anywhere meaningful (especially as it relates to your goals)

At the end of the day, inconsistency indicates that there is a sense of chaos in your life. And like you evacuate for hurricanes or take cover for tornados, people will leave or avoid you. 

3 Things That Happen To Your Business When You’re Inconsistent

It’s no secret that you’re personally affected when you’re inconsistent in your behavior or output. But you’re one person and what you do outside of your business will almost always seep into your business. So how does it impact your company?

Stress Increases For All

Overall stress increases between you, your employees, and your clients. 

Your entire team is recreating the wheel every single time because there’s no documentation. They know they are being measured on their performance. But with no rules, uncertainty (and stress) is high for everyone involved. 

Your clients don’t know what to expect from you as every time they engage with you, they have a different experience. They don’t know if they are getting what they were promised. And their confidence in you chips away. 

And finally, you’re uncertain where your leads are coming from, how to convert those leads into clients, and how to turn clients into raving fans. There is no method to the madness – only chaos. 

Trust Is Reduced Over Time

With increased stress, you often find that your employees and clients alike start to lose trust in you and in your ability to keep the business afloat and deliver on your promises. 

That lack of trust seeps into your reputation in the marketplace. Prospects start to pick up on the stink and turn to other options before you can even open your mouth. 

Remember, it’s easy to destroy your reputation. It’s also expensive and timely to rebuild it. Don’t let a lack of personal accountability dilute your offerings. 

Lower Efficiency Rates Become More Apparent

When you start to see lower efficiency or productivity rates, what you really need to read here is…Lower profitability. Lower value. And an unlikely chance of long-term survival. 

It’s an unfortunate event, but it’s a reality you need to be aware of. 

Before I made a concerted effort to be more consistent, I dealt with:

  • Major feast or famine cycles
  • Chasing and putting out client fires
  • Stressing about making payroll
  • Forgetting what rules, concessions, or agreements I made
  • Lack of consistent growth

And I don’t want that for you. 

Why Consistency Should Be Your Best Friend

Here’s your sign to make consistency your new best friend with several tools or resources to access to help you get there:

  • Implement a project management software (like ClickUp). As you implement this, create recurring tasks and automation. This will help you be more consistent. 
  • Adopt a new planner. I personally love the Full Focus Planner. This has helped me so much to be more on top of things in my business and personal life. 
  • Read Atomic Habits and FurtherFaster to learn how to stack habits and implement life principles. 

Befriend the David in the story of David and Goliath. Consistency will knock out any of the enemies coming towards you!

Infuse Consistency Into Your Brand Messaging

Now when it comes to your marketing, consistency is key to developing trust, growth, and reputation. But how do you do that if you lack documentation? You build that documentation with tried, tested, and proven tools. 

We’ve developed a process to capture your brand voice, build your brand message, and key up all your copy to resonate with your target audience. And you can find all of it inside our Fundamentals Package. 

If the idea of building your brand package alone doesn’t jive, you can now access it through Done-For-You, Done-With-You, and Do-It-Yourself options – designed to fit your pace and preferences. This means spending less time crossing out the days in your calendar without a direction for your messaging and more of it spent creating content that aligns with your brand, beliefs, and the systems you’ve built for ongoing success.

Need to develop your brand’s messaging in one easy-to-use package (finally)? Get it done with the Fundamentals Package.

Focus Your Copy On Conversation & Conversion

Get Ready To Uncover The Copy Strategy That’ll Caffeinate Your Target Audience To Take Action.
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FocusCopy® is your embedded Copy Strategist, seamlessly integrating with your team to install the messaging infrastructure that converts consistently across every touchpoint and turns routine communications into revenue-generating opportunities.

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