Lauren Jefferson - FocusCopy®

Transform Features Into Customer Benefits In 3 Simple Steps

Copywriting / By Lauren Jefferson / April 19, 2021 June 1, 2021

What is it about your business that offers value to your buyers or investors?

Are the customer benefits of your business special compared to competitors?

Chances are, you already know the answer to these questions. But you may not be getting the message across on all platforms in the best way possible. One of the best methods you can use is asking yourself these questions, then asking, “so what?”

Then ask, “so what?” again.

Read on and look at how you can transform features into benefits in 3 simple steps.

Using The “So What” Effect To Transform Features Into Benefits

It may be clear to you why your business helps others. But, is it transparent for customers? Are the benefits readily apparent to someone who is seeing or hearing about your company for the first time?

Next, get in the minds of your customers and figure out why they should care about you. Ask yourself, “so what?” when it comes to what your business has to offer. You can get in the minds of your customers and figure out why they should care. It may sound harsh, but when it comes to people spending their money, they want to know that whatever they’re purchasing will solve a problem they already have.

Now that we’ve broken down the ‘so what effect,’ we can move onto the 3 things you can do to turn your business’ features into customer benefits.

1. Define Your Features And Omit Any Complications

When outlining your company’s features, it’s helpful to put yourself in your customers’ shoes. For example, instead of listing out everything you feel makes you unique, consider whether it may confuse your audience.

You want to avoid making your customers feel overwhelmed and confused at what you have to say. Define only the features that make your business stand out.

Next, strip away anything that makes your message too cluttered. Clear up mixed messages by doing the following:

Cap Off Common Features

Can a common feature be a benefit?

Let’s go over features versus benefits for a quick second. A feature is something your business or product has or can offer. A benefit is the resulting feeling or outcome a customer experiences when they use your service.

Now let’s place features and benefits into the perspective of a potential customer. If your business has something widely offered and can be found anywhere else, there is no use in listing these typical features. They won’t stand out or convince your customer to make a purchase.

Gain Attention With Distinct Branding And An Incredible Offer

Here’s your chance to rise above your competitors. Once you’ve defined what makes your business special and stripped away standard features, you have a moment to truly shine. With a unique brand voice and a more distinct message, you can count on customers remembering who you are and why they should choose you over the competition.

Delete Information That’s Too Detailed Or Complex

When looking at your company’s copy, your audience should easily understand what you have to offer without too many of the extras. Keep it simple. List features that benefit your consumers and not just you as a company. If it can’t offer value to your customers somehow, it probably shouldn’t show up at all.

2. Find Out Why It Matters (And What Makes It So Special)

Here’s where you need to break it down for customers with a straightforward explanation why your business is the better option.

It is essential to understand that you don’t need to bash or put down other businesses to come out on top. Spread the word about your business by showing off the positives in a way that keeps you on the high road.

You can use customer testimonials to show off what you do best. Create marketing campaigns and videos that reflect your personality in a fun and informative way. You can also strategize email marketing or other outlets to answer some frequently asked questions (FAQ) and set the focus on your business as a solution.

Remember when we talked about asking yourself, “so what?”

Here’s your chance to use the answers you came up with and decide whether or not it adds value to your customer’s life. Does it solve their problem? If not, it may be time to rethink and adjust until you find an answer that works.

3. Redefine Your Message To Highlight Your Customer Benefits

Now, you’ve defined your features and figured out why they matter to your customer. From here, you have everything you need to construct copy built around transforming these same features into benefits.

It helps to have an experienced group of copywriters to research, plan, and write the content you need in your voice and tone. A good copywriter will begin with an audit on your assets and pinpoint what could use some sprucing up. They will equally make a note of content that works well and infuse it into new copy.

Your copy will quickly take on a clear and more refined meaning with a few revisions and edits.

Finally, you can pose a question to your audience that ties up your refreshed messaging in a neat package. Think along the lines of…

Could You Use Snore-Free Nights?
Does Your Credit Card Offer Cash Back?

An intriguing question will cause your audience to think of an issue they want to solve or consider an easier solution to a problem they didn’t realize they had.

Once you’ve got your customer base hooked, you will be more successful at reeling them in and closing the sale.

Compelling Copy Leads To Conversions

Here’s the truth… Your business could offer the top choice on the market in whatever industry you’re in. However, weak or vague writing across your website, print assets, email marketing efforts, and so on destroy your credibility and force customers to go elsewhere – resulting in diminished sales.

Make sure your message is well written, professional, and executed consistently. Use a copywriting team that knows about creating copy that converts potential customers into a loyal following.

Does your business need a bit of a marketing boost through concise copywriting? Contact us today to have a chat about what your business needs to define your brand messaging.

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How to Focus Your Marketing Message For Meaningful Client Partnerships

Copywriting / By Lauren Jefferson / April 5, 2021 June 1, 2021

As experts in the marketing industry, we’re reflecting on a few older marketing messages and sales techniques that have faded away over the years.

For instance, cold-calling and door-knocking are not only used less today, but they are known for being a little too… in your face.

Sales styles aren’t the only thing that has seen a transformation.

After years of pitching to potential clients in a way that can be pushy and overbearing, businesses everywhere have stopped to think, “is this what my clients want?”

Spoiler alert: No!

Our point here? Stop focusing on your offer. Aim more toward the transformation clients see when using your product or service. Whether you use in-person sales tactics or conduct your business online, the way you speak should have notes of empathy and understanding.

Are you still stuck in your old sales ways, but looking for ways to shake it up?

Read on and find out why you should focus your marketing message for meaningful client partnerships using what is commonly called the “before and after grid” effect.

Build A Relationship Based On Trust

Now, let’s make something crystal clear. Forcing a client to buy something by making them feel uncomfortable or pressured rarely works out long-term. And while you may have made the sale, it probably didn’t leave any positive lasting impression on your client or convince them that their friends need to use you.

The key to creating lasting client relationships involves trust – cue the salesmen jokes about being dishonest. But seriously, it doesn’t have to be this way if you start your interactions with just a pinch of understanding.

Here are a couple of tips to start building a relationship based on trust:

Keep the focus on the client and ask about their life
Show your authentic self and don’t be afraid to show off your quirks
Give value without expectation of anything in return

The Problem With The Old-School Approach

We’ll go ahead and set the scene with a made-up scenario. Keep in mind: this hypothetical situation can apply to in-person and online interactions.

Say someone is looking for a blender because they’d like to start living a healthier lifestyle and make more smoothies. They’re looking for something simple, easy to clean, and light enough to move from counter to cabinet.

You may begin your marketing message pitch with the highest-quality (and most expensive) blender you have in stock. But it’s probably best that you don’t immediately get into its milkshake and ice cream blending features. Why? Because that’s not what the customer is looking for.

It also won’t help to describe the thirteen mix settings if your potential customer is genuinely only interested in one or two. Instead of purchasing the expensive blender, they might be put off by your marketing message because they don’t feel like they’re being heard or understood.

After feeling the heat to make a purchase, they are likely to book it and buy their blender somewhere else.

How to Focus Your Marketing Message For Meaningful Client Partnerships

Let’s imagine we’re facing the same scenario. However, we’ll approach our potential client with a fresh perspective and new marketing message this time.

Now, you take the time to ask them what they are looking for and why they need it. While your prospective customer speaks (or fills out an online form), you’ll use those amazing active listening skills of yours to come up with a solution that meets their needs and isn’t misleading.

While you’re selling your blender, use this opportunity to repeat their problem back to them in a few ways.

Then, you can simultaneously contrast with resulting solutions when they buy your blender. Give them a few options and communicate that they are the ones in control.

Not only will your customer feel heard, but they’ll also feel they can trust you without the sense of being pushed to make a decision right away.

Engage Your Potential Customer

Aside from your sales copy and the way you speak, you want to do as much as you can to engage your customers. A few other ways you can connect with your client base includes:

Offer Honest And Excellent Customer Service

Clients remember an exceptional experience as much as they can recall a bad one. And with 9 out of every 10 shoppers referring to online customer reviews before they buy, that’s a huge deal! Don’t hold back and go the extra mile for your clients.

That’s exactly why we post reviews on our website here.

Absorb And Value Feedback

Your public relations and marketing team can define your brand and get your messaging right where you need it to be. In some cases, they may even be able to monitor your reviews. But clients will only see your business differently if you consider their feedback (especially if it’s negative) and recognize areas where you can improve.

Be Human

Finally, connect with your customers on a human level. Remember our blog covering H2H marketing? It’s right here if you need a refresher. Clients who you’ve made a real connection with are more likely to remember you later on and recommend you to others.

Each of these sales tactics will keep your customer base close enough to reel them in, make a purchase, and turn to you for their future needs.

Create A Unique Selling Proposition To Refine Your Marketing Message

On top of the different ways you can engage with your clients, you should also figure out how to get your unique selling proposition across. This is also known as a USP.

If you aren’t familiar with this term, there’s no need to worry. A USP represents what makes your business special. You know what sets you apart from the rest and why your product or service is unmatched. But you need to be able to use that information!

There are several ways you can refine what your USP should be. For example, you can target:

How your product is made
Special certifications or accolades you have in your industry
Whether your product is biodegradable, environmentally friendly, organic, or natural

Using any one of these differentiators should point out a stark difference between you and your competitors.

A few examples of USP copy are:

30 Days With Better Sleep Or Your Money Back
Keeps Water Ice Cold For 48 Hours
Softer Sheets With Every Single Wash
The Only FDA-Approved Artificial Sweetener Out There

The goal of the final round-up of ideas is to create copy that solves the problem quickly, point out why you’re different, and make it snappy.

Have A Winning Brand Voice Guide

There’s a lot that goes behind your messaging in hopes of establishing meaningful relationships with prospects.

But you can come out on top when you have the tools you need to remain consistent and strong in your messaging.

We use our time to create Brand Voice Guides that lays out your client’s problems and how you can solve them. By doing this before we start on any major projects, we understand exactly who you are and what you offer.

Each one comes with a before and after grid. Here, we meticulously define what your customers go through before, during, and after they’ve gone through the purchasing process. It shows us the issue they have and how your business can solve it.Interested in your own Brand Voice Guide but don’t have the time to write one yourself? Contact us today so we can get started on building your brand the best way we know how.

Ready To Start Focusing Your Marketing Message For Meaningful Client Partnerships?

If you want to say good-bye to outdated sales tactics and focus on high-converting copy, let’s have a conversation.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

10 Questions Your Company Website Should Answer To Convert

Copywriting / By Lauren Jefferson / March 16, 2021 June 1, 2021

Do you feel your company website is written well enough to hold someone’s attention for longer than 5.59 seconds?

That’s how long it takes for most people to look at a website’s written content.

It’s not that long, is it?

But the good news is that it is possible to make your website copy short, clear, and attention-grabbing enough as long as you address these 10 questions your company website should answer.

What Are The 10 Questions Your Company Website Should Answer?

After visiting your company’s website, every single customer should know the answers to the following with ease of navigation throughout your site.

1. Who Are You?

Now, something you should understand straight right away is that Who You Are is different from your About Us.

Confused?

Don’t be!

This just means that you don’t need to explain the entire story behind your business right away on your home page.

But you should let people know who you are on the home page.

This section should explain who you are clearly and concisely.

For example, “We’re Moon Co., and we sell the softest eco-friendly 100% bamboo bedding to households everywhere.”

Now, this is a made-up company, but you get the point.

It’s short, immediately tells you what their product or service is, and states who the company is.

Your description doesn’t have to follow the example above exactly, but it helps to have a solid idea of who you are and what you can offer.

2. What Is Your Value?

Here is your chance to stop and think about what makes you special and what it is that you have to offer the world. Maybe you provide comprehensive dental services to patients in your area. But what else?

Perhaps you’ve studied newer treatments and specialize in traditional and modern braces for teens. Maybe you even take a wide range of insurance providers or are one of the only offices to operate during evening or weekend hours to better assist your patients.

There are a few things that could add value to your business. You just want to make sure you include it in your company website copy and on your home page so that it’s easy for visitors to locate.

3. How Will You Solve Your Customer’s Problem?

This is your chance to ask your audience questions on your home page about something you offer that they might not be getting already.

We can use our imaginary dental office and ask, “Does your dental office set their schedule around you? Are you tired of being left in the dark about treatment costs and fees (even though you have insurance)? Don’t you wish you could see your dentist after 5 pm or on the weekends? Now, you can…”

You’ve not only addressed someone’s possible concerns, but you’ve also brought up solutions to problems they might not have known they had. Questions like these can set you apart from the competition and put you on top.

4. What Do Others Have To Say About You?

We live in a time where testimonials and online reviews hold a ton of weight. According to a 2020 Local Consumer Review Survey conducted by Bright Local, “82% of consumers read reviews for local businesses.”

Testimonials and reviews make up your “online reputation”. Your online reputation depends not only on what others have to say about you but also on how you respond to negative reviews. Clients are more likely to change their negative review to a positive one or delete their negative review altogether if you handle it with kindness and professionalism.

Make sure your testimonials and reviews (especially positive ones) are shown on your company website in a prominent location.

5. Can Your Customer Contact You Easily?

Contact information for your business should be at the bottom or top of every website page. This way, no matter what area of your website your customers are looking at, they know where you are and how to reach you immediately.

Leave the guesswork up to the customer… They may just bounce from your page and look elsewhere for what they need.

6. How Much Does Your Product / Service Cost?

Whether you offer one product, several, a single service, or packages, your company website is a place you should be transparent about regarding how much you charge.

Now, there are always exceptions to this rule. But if a customer has to search for too long or jump through hoops to find out the answer for themselves, they may just turn to a competitor.

For example, you’ll notice we don’t have prices on our site for copywriting and content writing services. That’s because it’s impossible for us to give an accurate price for any given deliverable when we don’t know what the client wants. Our call to action is to book a discovery call with us… So we can learn what you need and provide a price!

If that’s you, say it.

That sets the client’s expectations.

7. Is There A Place On Your Company Website Where Can Someone Can Purchase Or Get Started?

Call to action (CTA) buttons should be throughout your website and definitely on your home page.

These are the buttons that say things like “Shop Now” or “Schedule A Consultation”. They are essential and should be easy to use by anyone. Again, make it simple, and don’t leave your audience confused.

Here are a couple of examples where you can include CTAs:

8. Can Your Customer Find Out More About You?

The section of your page that talks about you or your company should tell a story. Whether you have a long-standing history with your industry, a heartfelt beginning, or an inspiring anecdote, this is your chance to tell it to the world.

People love connecting with people, and people are more likely to buy something from you if they feel a genuine connection. Take the time to paint a picture of you or your business on this page, and you are more likely to see results.

9. Who Do You Serve?

Don’t be afraid to call out your customer. But let them know they are not alone or that you have the solution.

You can do this with a lighthearted joke:

“Is your snoring the reason your partner needs more coffee in the morning? If you are a heavy snorer with trouble breathing at night…”

You can also be more empathetic and ask:

“Is your snoring ruining your quality of sleep? If you are a heavy snorer, have trouble breathing at night, are overweight, or oversleep…”

These are some ways to call out your customers and make them feel seen, understood, and heard. Our goal when writing copy is for our readers to feel vulnerable. We need to communicate their needs and pain points effectively.

Another benefit of calling out who you serve is to qualify clients before they engage with your company. For example, if you say you want to work with mom-preneurs, then any other person who is not an mom-preneurs will move on their merry way.

That’s good!

10. Will Your Customer’s Information And Payment Be Secure On Your Company Website?

Customers want to know that their credit or debit card information, name, email, and anything else will be secure in your hands. By assuring your customers that their payment and data are protected, you build on your relationship and further establish trust.

This may sound simple but can make a big difference to your business and its value, especially if you operate as an eCommerce website.

Are You Ready To Start Writing?

If you’re ready to start writing, there’s no better time than today.

But maybe copywriting is not your calling…

It’s ours, so don’t even sweat it!

We hope this information helped you think more about what kind of copy you’re presenting to your audience. The best part is, these questions aren’t tricky or difficult. They’re questions you already know the answers to.

It may take a little magic to put them into words that flow and capture the attention of your current or potential customers. Need some help? Contact us today for your copywriting or content writing needs.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

Prioritizing Your Laundry List of Marketing To-Dos

Marketing / By Lauren Jefferson / March 9, 2021 June 1, 2021

As an entrepreneur, many things are pulling your attention – growing your team, serving your clients, keeping your books in order, and so on.

But what about your marketing?

You’re told to write a blog, send an email newsletter, create SEO content, post on social media, create video content, learn all the algorithms, paid advertising, speaking engagements, and the list doesn’t stop there.

But through the noise, do you feel like marketing experts think about you and your capacity (brainwidth) as a small business owner?

Here are some things you can do to start prioritizing marketing tasks.

Get Organized And Start Prioritizing Marketing Tasks

A great place to start is by making your dream list. Come on, let’s brainstorm together!

Ask yourself, what is your all-the-bells-and-whistles checklist? You know, the whole laundry list of marketing ideas you’ve ever wanted to implement. If you’re stuck or need some suggestions, you can:

Review your website copy. Does it still fit you and your company’s vision? Find a copywriter who can spice it up.
Are you getting any traffic? Use a writer who knows SEO to help.
Do you have social media followers? Work on a social media strategy that can boost sales for your business.

Now look at your list and ask, what is your more sensible barebones checklist?

This checklist is what you need to begin and get going on building your marketing strategy.

Whether you’re running the show or you have a team of helpful employees, there are some small things you can do to be productive and get organized.

ClickUp is an online task management tool that you can use to plugin projects you need to get done, set deadlines, assign tasks to staff, and so much more. Because it’s such a user-friendly system, prioritizing your laundry list of marketing to-dos is that much easier.

A Breakdown Of Marketing Strategies

Let’s talk about several marketing strategies you may have seen over time. Let’s determine if it’s something that you want to focus on and use for your business.

Blogging

If you don’t have an SEO strategy or you don’t have a lot of website traffic, blogging could be a useful channel. With blogs, you can kick up your ranking through SEO best-practices. Doing so gives your prime audience helpful information and a sneak peek into your industry.

Lead Magnets

Your traffic rate is reasonable, but you don’t have a substantial email list of current and potential customers interested in your services. Lead magnets can get you into your customers’ minds to find out what their pain points are and what’s important to them in a solution.

Call-To-Action

It’s okay to put your customers on the spot. Ask them for their email or create other ways to encourage them to take an action on your page. Use phrases like:

Subscribe
Sign Up
Learn More
View Pricing
Order Now

Landing Page

A useful landing page is an engaging and easy-to-read snapshot of your business and its services. It helps to lead a viewer to click and take them to the next step. Whether the page leads them to a phone number, email address, or order form – you want your customer to take action here.

Cheat Sheet Or Guide

Post a simple cheat sheet or guide informing others of your business model or the way you produce a product. This is a quick way to get them to understand more of what you do. Again, you want them to take action and reach out to you.

Video Or Audio

Think of a video or audio bite as a more modern version of a cheat sheet. Not only can you show off a bit of your personality here, but you’re also giving your audience a way to interact. By doing so, they are more likely to make an action on your page and seek your services.

Quiz

There’s nothing like a fun quiz to get an audience engaged and interested in signing up for future emails (check out this fantastic example here). Quizzes are an interactive way to get your audience to question themselves and realize they may need your help. Whether you want to lead them to make a purchase or sign up for your emails to reveal their answers, you really can’t go wrong with a winning quiz.

Email Marketing

Some lively and informative email marketing can help you turn your traffic into leads and eventually into buyers. A good email marketing strategy keeps subscribers in-the-know and consistently aware of your brand.

Social Media

It’s okay to start small with social media. You don’t want to overwhelm yourself with the idea of posting on all outlets every day. It’s better to create a stable community of advocates and promoters for your business little by little.

Paid Advertising

Paid ads can kickstart awareness of your business. This can help grow your following, traffic, regular subscribers, etc. It pays to invest in yourself.

What Are Your Marketing Priorities?

Keep in mind that you can do it without feeling like you need to do it all.

For this upcoming quarter, make a list of 3 things you’re going to do well. It could even be cross-sections of a topic (i.e. send one newsletter a week instead of full email marketing campaigns). Then determine whether it genuinely looks doable to you.

If you know the direction you would like to go in, but you’re struggling with writer’s block, take a look at our blog 11 Tips on How To Overcome Your Writer’s Block.

Check Us Out & Check Off Your Marketing To-Do List

We’ve listed some insights into what you should really focus on between all of the agencies, consultants, and experts so you don’t skip the important stuff. Make reasonable requests for yourself. Can you put out one email a month? One blog a month? What about one social media post a week?

As a small business owner, it’s important to be true to yourself, your capabilities, and your budget.

Need some help with your prioritizing marketing tasks or creating content? Give us a shout, and we’ll get you where you want to be – operating in a timeframe that works for you.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

Why You Need A Small Business Crisis Communications Plan

Entrepreneurship / By Lauren Jefferson / February 22, 2021 April 3, 2023

You wouldn’t believe it now with blue skies and 70ºF weather, but just one week ago, Texas was covered with snow and ice.

Not only did this arctic blast cause everything to freeze, it resulted in catastrophic power outages, frozen (and burst) water pipes, and less than stellar cell service.

All of our remote team either lost power for at least 24 hours and had very unreliable water. By Thursday, only 40% of our team had reliable Internet access – which is critical for our business.

We don’t state this for pity, but this type of event happens all the time around the world.

Now that we’ve defrosted, we’re here to share what we did (and wish we would have done) in regards to our small business crisis communications plan. You too can be prepared for the next crisis – whatever that might be!

Why You Need A Small Business Crisis Communications Plan

You can’t control the crisis – whether it’s a natural disaster, local emergency, or personal crisis. It may happen completely unexpectedly or you’ll have a couple days heads up. In our case, we had a couple days to prepare. While we prepped by acquiring enough food and water for a couple days, we didn’t anticipate losing power or cell service for several days.

Instead of thinking on the fly, read on to discover 4 reasons why you need a small business crisis communications plan.

It Shows You Are Proactive

Your clients want to know that you’re looking out for their best interests. That means seeing what is coming at them! They too may be stressed about the upcoming storm or emergency, or they may be oblivious to what’s going on in the world.

Give them one variable they can control by controlling it for them. Send communications to display your proactive approach. They’ll not only appreciate that, but they’ll begin to associate proactiveness with your brand.

It Communicates Why You’ve Ghosted Them

There’s nothing like losing power and not being able to get in contact with your clients or the people you were supposed to meet with that day. Instead of being in that position, give them an explanation ahead of time if you cannot attend the meeting. They are much more willing to be forgiving if they know what’s going on.

Don’t be the person that stands them up!

P.S. If you don’t have cell signal, you can say “no” on the calendar event and put a short note. That seemed to work when text or email wouldn’t. When you regain signal, then send them an email to reschedule and apologize for your absence.

It Preps Them For The Worst Case Scenario

Just in case your entire electrical grid shuts down, you’ve already done the work to prepare your clients on the worst case scenario – not being able to deliver or communicate with them.

It Helps You Identify Who You Need To Contact

When you have a plan, you are less likely to forget anyone you need to contact. Those individuals may include:

Clients
Vendors
Employees
Community
Management

What You Need To Include In Your Small Business Crisis Communications Plan

So while there are some emergencies that you cannot anticipate (i.e. volcano eruptions, earthquakes, tsunamis, etc.), there are others that you absolutely know are coming. Days ahead of the winter storm Texas experienced last week, meteorologists tried their best to let everyone know it was coming.

We stocked up on food and water, wrapped our pipes, and got all our blankets out. While we thought we had prepared, we didn’t anticipate widespread power outages.

Client Alert

This is something that we personally failed to do with our clients before the storm rolled in (and something we’re mitigating for next time). But alert your clients of what to expect over the next couple of days. That may include what to expect, what you’re doing to be prepared, next steps, and well wishes.

If we were to do it all over again, we would have sent out the email below between Friday and Sunday – before the storms rolled in Sunday evening. This allows them to expect that our company is going dark during the crisis.

Dear Valued Clients,

Over the next few days, our remote team in Texas is hunkering down for the “winter storm of the century”. While we don’t know what that actually entails, we fully anticipate our response time will be delayed (due to us being frozen, of course). If the storm results in a worst case scenario – i.e. power outages – we will update you on your revised deliverable schedule.

If you do have an emergency or need to get in contact with me, please text me at (XXX) XXX-XXXX. Our connectivity may be limited with potential power outages. I will do my best to respond as I am able to.

Thank you for your understanding and patience during this storm.

Stay warm and safe out there!

If things aren’t as bad as the weather reports said it was going to be, then you can come in and surprise them!

AutoResponders To Personal Emails

The next thing you need to consider putting in your small business crisis communications plan is an autoresponder. Have your entire team set their out of office notifications to indicate the same message that was sent out to all of your client base.

Here is what I sent out:

Thank you so much for your email!

Due to the extreme weather in Houston and the rolling black-outs, our response time may be delayed. Thank you for your patience as we wait to get back online.

If you need immediate assistance, please text me at (XXX) XXX-XXXX. Otherwise, I will respond to your email as soon as possible.

Stay warm!

Client Warnings

After losing power and cell service for 22 hours, I got antsy. I knew we were fast approaching deadlines and I could do nothing about it. So the very next day when I got power back (at 3am), I rattled off several client emails warning them that this may happen again.

Dear Valued Clients,

You may have seen it on the news or be experiencing it for yourself, but the winter storm impacting Texas (and especially Houston) has greatly impacted our team’s ability to work on your deliverables and be in contact with you. Our entire team has either had no power or unreliable power over the last 48+ hours. We appreciate your understanding and patience as we navigate this unusual occurrence.

Once we are out of this storm, I’ll provide an update on your deliverables.

If you do have an emergency or need to get in contact with me, please text me at (XXX) XXX-XXXX. Our connectivity is limited, so I will do my best to respond as I am able to.

Stay warm and safe out there!

Start Preparing Your Small Business Communications Plan Today

While this is not an exhaustive list or may not address the crisis you anticipate undergoing, we do hope this was helpful to put into your communications arsenal. Send us a note if you have any questions or comments at info@focuscopy.com.

Until next time… Enjoy this beautiful weather!

Launching Our New FocusCopy Logo

Entrepreneurship / By Lauren Jefferson / February 8, 2021 June 1, 2021

From our humble yet strikingly motivated start in 2019, FocusCopy has evolved greatly over the last 18 months. And we couldn’t be more excited!

Read on for the big reveal of our FocusCopy logo. But stay to chat with us as we brag (just a little) and talk about how COVID-19 has impacted our clients.

What You (And We) Have Been Waiting For: The New FocusCopy Logo

Before going into depth behind our new logo and color scheme’s meaning, we’d like to set the stage. One of the most common things we hear from our strategic partners is, “I have no time to write” or “I hate writing.” As copywriters who love our craft, don’t worry; we don’t take this personally. We understand that you have more important things to do. This is where the foundation of our design takes root.

The new FocusCopy logo is a more accurate representation of who we are… Modern, powerful, and versatile.

Happy To Be Here

We’ve grown so much as a company. We continue to meet with clients who are all looking for the same thing – quality copywriting that adds value to their business.

As the pandemic hit, people have scrambled to make sure they can still give their customer base the services they deserve. We are no different.

Part of our structure revolves around time. For our clients, time is something that they often wish they had more of – or endless amounts of. By stepping in and taking some of the responsibilities off of their plate, we can help them concentrate more on what matters most… Their big picture. This type of focus is critical, especially during a time where nothing is certain.

We have assisted clients in:

Pivoting their businesses away from having conversations about filing bankruptcy to hiring people onto their teams because they’ve grown so much
Creating consistency in our clients’ blog and email schedules (including over 107 blogs just in 2020)
Improving the readability of communications assets and increasing SEO ranking of their blogs
Connecting with others to create meaningful networking efforts

Are You Looking For More From Your Marketing Efforts?

Don’t waste another second of your valuable time feeling unheard and overwhelmed. We’ll work with you to understand your voice and stay loyal to your business. If you know you need copywriting help, contact us today.

Say Good-Bye to B2B vs B2C Marketing. Say Hello to a New Marketing Paradigm!

Copywriting / By Lauren Jefferson / January 25, 2021 June 1, 2021

Recently, a student at the Wolff Center for Entrepreneurship asked me…

“How do you move a mechanical mentor relationship into a personal mentor relationship?”

My answer was simple…. Be human.

You see… People want to connect with other people. That’s how we were designed. We weren’t designed to be isolated and unconnected.

The same goes in our business environment. We look at our clients as businesses or consumers. But in the end, every client you deal with is human.

That’s why I want to say good-bye to the terms B2B vs B2C marketing!

It’s time to welcome in this new term H2H.

Say Hello to H2H: The New Marketing Paradigm

In business writing, we’re often told to write from a business point of view to another business or a consumer. And while that’s dandy, it takes the personal touch out of the relationship.

And copywriting is basically building a relationship between you (i.e. the writer) and your reader (i.e. your prospect)!

When I meet with entrepreneurs every day, their “why” and purpose for why their business exists isn’t to make money (although that’s part of the motivation). The purpose is so much deeper than that, and may include:

Creating full conversion campaigns so that you can take care of your sick family member
Designing jewelry that female entrepreneurs can feel confident wearing because you didn’t have that sense of confidence when you were younger
Documenting client’s processes because you know what’s it’s like when the founder of the company dies and left no documentation
Advising clients on their finances because you came from an impoverished country
Coaching spouses who co-own a business because you battled with your own spouse to get on the same page

This list goes on and on… And those are examples from just this past month!

B2B vs B2C Marketing

Business to business or B2B marketing is in the name itself. It’s businesses marketing their services to other businesses with the hope of solving their client’s problems, or at least making themselves appear more desirable.

The marketing style that most people are familiar with is typically business to consumer. Ads sporting a B2C style look similar to catchy fast food billboards, quippy sparkling water ads, or even eye-catching electronic commercials. While they all may fall under different industries, they all have one thing in common in that they are designed for you – the likely consumer.

Take a look at this chart below to compare key differences between both marketing strategies:

B2B	B2C
Targets Other Businesses	Targets Consumers
Has Fewer Customers	Has a Larger Number of Customers
Effort is Often Put into Speaking to a Smaller Group(s)	Effort is Put into Speaking to a Wide Variety of People
Have High-Value Orders	Have Lower-Value Orders
Decisions to Buy Take Longer	Decisions to Buy Can Be Immediate
Produce Longer Lasting Relationships	Produce Shorter Term Relationships

While this chart may not apply to every single business out there, it’s the typical pattern that we see when comparing B2B vs B2C marketing.

Why There’s Room for Change to H2H

The problem companies are running into with these two channels of marketing is that at the end of it all, there is a human behind the curtain making the important decisions. And unless you have robots for employees, there is a natural desire for copywriters to want to connect on a human-to-human basis with their audience.

Let’s put it this way… Customers can only hear the same auto reply responses and receive the same corporate-structured interactions so many times before they start to become frustrated with your intentions. And you may not even know it!

Consider if you were your own customer…

Do you think your business would be tackling the true pain points of your buyer in a meaningful way?

If not, there are a few things you can do to shake up the copy so that it relays a more relatable message.

Changing Your B2B Copy

The idea behind bringing up your potential customers’ pain points is to offer them a tangible solution. For businesses, pain points may look like this:

“I’m tired of using the management software I have because I feel it takes away from everyone’s productivity.”

Instead of responding or advertising something that immediately talks about your own business, think about why their problem may be frustrating to them. The reasons could include they:

Want their employees to feel productive and valuable
Would like to reduce the stress their employees feel using a malfunctioning software system
Would like to use a software that offers real-time human interaction when there are problems
Want to buy from a company they can trust because they’ve been burned before

If you truly feel that your business can give them what they’re looking for based on their pain points, feel free to tell them that rather than burying your value in the copy.

Changing Your B2C Copy

For consumers, pain points may look like this:

“I’m bored of my morning beverage, and I’m looking for new coffee blends to try that aren’t Starbucks.”

Again instead of diving into your own business right away, reflect on the customer’s feelings and attempt to get to the root of the issue.

They’re bored! Maybe their morning cup of coffee gives them the jolt they need to get through the day, no matter what that looks like
Deep down, they may feel guilty by not supporting local brands
They might also want to buy from a supplier who they can connect with
They may want to consider eco-friendly and ethical businesses to buy from

It’s important to connect to the human who is having these problems, acknowledge their concerns, and then offer solutions if you have them.

Be honest. Nobody enjoys being swindled.

Let’s Chat About Your Copy

As a business owner, do me a favor, take a step back and ask yourself these 2 questions.

“How am I connecting with my clients? Is it working?”

If the answer you came up with is unclear or you’ve come to realize it isn’t working for you, then it may be time to turn to the experts. There’s nothing wrong with needing help writing for your business. In fact, we’re happy to do it! Contact us, and we’ll work together at connecting with your clients in the new way to write — the H2H way.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words

5 Benefits for Writing Business Blog Posts (And How To Start Publishing)

Copywriting / By Lauren Jefferson / January 18, 2021 February 19, 2024

Blogging is certainly not dead – especially when it comes to B2B blogging. Some 700 million blog posts are published each month on WordPress alone.

Today’s web users can hop online and find a blog on pretty much any topic you can imagine.

Searching for a step-by-step guide on how to perform an oil change? There’s a blog for that.

What about finding the perfect chocolate cake recipe? Yep, there’s a blog for that, too.

More often than not, the blogs with sufficient information may eventually lead you to an expert within the field of what you’re searching for.

This is excellent news for businesses – boasting numerous benefits for writing business blog posts.

5 Benefits for Writing Business Blog Posts

We could go on for hours listing the benefits for writing business blog posts, but we picked these 5 benefits because they directly impact your bottom line. At FocusCopy, we would never recommend anything that doesn’t produce sales or makes your company more efficient (and thereby more profitable).

1. Blog Posts Provide Social Media and Email Content

You want to keep your audience engaged, right? If you’re like us, you’ve been subject to opening a marketing email only to hit close as soon as you scan it (even if you get that far). One way to positively use the blogs you’ve written is to include them in your marketing emails paired with a catchy headline or phrase to draw your audience in. By doing so, you keep readers engaged with relevant content to your business, boost your click rate, and improve website traffic…. Ultimately generating more qualified leads for your business (paired with a few other things).

Plus, with so many tools available like MailChimp, Campaign Monitor, and so on, you can use these platforms to help monitor your email marketing performance, making it easy to see which emails featuring your blogs tend to outshine one another. You can then plan and strategize additional content to work better for you and your business in the future.

In line with sharing blogs to your email efforts, you can pad your social media calendar with shareable posts featuring your blog. All it takes is a simple graphic, engaging copy, and a link to your blog to quickly get better engagement on your social media platforms. With almost half of the world’s population using social media, you really can’t go wrong by creating some buzz around your blog posts using Facebook, Instagram, LinkedIn, and other social-sharing software.

2. Blog Posts Boost Search Engine Optimization

According to OptinMonster, “Companies who blog get 97% more links to their websites.” That statistic alone should be convincing enough to start blogging.

The bottom line is that more traffic to your website means more potential sales. Writing a blog and sharing its content any way you can help build the number of visitors who end up on your site. As you consistently continue producing relevant content written with SEO in mind, you’ll see your SEO performance build and improve over time.

Chances are, someone who conducts a search on Google looking for a how-to on best business practices during COVID will likely run into a few high-ranking blogs covering this topic. As a result, the business blogs that appear on the first or second page are likely to see improved engagement and viewers on their website.

As long as you have an individual or team member regularly creating, publishing content, and monitoring your results, there is no reason your SEO and, in turn, your business shouldn’t see some improved engagement.

Case Study: Publish Consistently Now

As a new business, we consistently published weekly blogs from August 2019 to April 2020. This was a critical step to start building the SEO snowball.

Then between April 2020 and September 2020, our blogging became a little more inconsistent because… Well, we were too busy writing for our clients. Yet, our traffic was still growing.

In October 2020, our blogging became non-existent through the remainder of 2020. We were simply too busy to even schedule posts on social media! All our focus was on our client’s copy and their marketing.

Yet, our traffic grew and grew. This is the power of publishing business blog posts. This is what we refer to as the SEO snowball effect.

“The best time to plant a tree was 20 years ago. The second best time is now.”
Chinese Proverb

3. Blog Posts Educate Your Target Audience

There is a ton of information out there online. But you’re the one who knows your business best, so who better to talk about it than yourself? People want to know accurate and readable information that will help them. Don’t be afraid to give your blogs everything you’ve got and go into as much detail as you can in an organized format that flows with ease.

A simple benefit you can add to your blogs includes graphics, videos, and photography to help users visualize the discussion topic. It’s not entirely necessary, but for businesses who offer intricate services or products, these elements can break down some more technical content in a digestible way.

(P.S. We’re experts in capturing your brand voice, learning your story, and communicating it with SEO and your target audience in mind. Want to learn how we make your blog production easier? Schedule a call with co-founder Lauren Jefferson today.)

4. Blogs Posts Position You As a Brand Authority

As the expert, you want to let others know that they can turn to you for the information they need now or might need in the future. With each blog post, you build brand authority for yourself and become a reliable resource for your audience to turn to.

One way of serving as a brand authority lies in sharing information backed by reliable resources, data, or reports. You can also rely on the professionals around you to get the latest industry updates and material to improve your content. Finally, you can answer some FAQs in depth through blogs that are both requested and informative. Each of these factors sets the tone for your blog and provides a safe space for others to turn to when they need trustworthy information.

5. Blog Posts Create More Opportunities to Sell

If you have your sales process down, blog writing may be the solution you need to pour more leads into your funnel. You see, the more content you produce backed by appropriate facts and figures, the more people will be geared towards your website and brand. As users get to know your brand better and become more familiar with who you are, the more likely they are to use your product or service.

According to Hubspot, “Marketers who prioritized blogging received 13X more ROI than companies that did not in 2019.” Hubspot’s findings make blogging one of the most useful marketing tools out there on top of creating other inviting digital content.

How to Start Writing Blog Posts for Business

If you’re tired of being left behind in a digital world, get started today on setting up a blog for your business with just a few quick steps.

Figure Out What You’re Going To Write About

Where do you start? Understandably, you may have a lot to say but don’t know where to begin. Whether you use your smartphone, laptop, or pen and paper, you should kick off your blogging venture by jotting down your best blog ideas. Some components to think about include:

Timeliness. Is what you want to write about pertinent to right now?
Substance. Is there enough to talk about when discussing a specific topic?
Benefits. Will your blog be able to highlight something that your business has to offer to help its readers?
Content. Is the content being discussed relevant to your business?

If you’ve answered “No,” to any of these questions, it may be time to discuss more openly with your team about what would work when it comes to blogging for your business.

(Need help thinking of potential topics? FocusCopy is here to help! Contact us today to learn how we make this process easier for you.)

Decide How Frequently You’re Going to Write Blog Posts

Some websites will tell you you should blog twice a week, once a week, or once a month. Depending on your business, you may want to post more or less. If you don’t have the bandwidth to start posting numerous times a day, work on getting your posts written and provide yourself with a bank of blogs you can rely on when you’re ready to start publishing.

“Blogging frequency has a direct and significant impact on lead generation.”
SEO.co

We take a little different approach when it comes to choosing frequency. At FocusCopy, we want to see consistency in your marketing. If that’s every week, go for it! But if you can only manage one blog a month, that’s great. Start building that rhythm so you can produce more content down the line.

Determine Who Is Writing Your Blog Posts

I you are considering starting a blog, think no more. Get your blog up and running with a content writer who knows the ins and outs of blogging, wordplay, and adapting to your company’s work model, style, voice, tone, and attitude.

We get it! You may not have the time for blogging. Lucky for you, we’re the experts you need in that department. FocusCopy offers content writing for your business – bringing your brand to center stage for the audience you crave.

The Beginner’s Guide To Creating Swipe Files For Copywriting

Copywriting / By Lauren Jefferson / January 11, 2021 June 1, 2021

Who said writing high-converting copy has to be hard?

Probably someone without a swipe file!

If you’re stuck in a creative block trying to write compelling and high-converting copy for your business, it’s time to learn about the shortcut you’ve been missing. Stop trying to reinvent the wheel and stand on the shoulders of giants instead.

Here’s the secret… The most successful copywriters get on-demand inspiration from the best that’s already out there by creating swipe files for their business.

What is a Swipe File?

A swipe file is a folder full of examples of copy that:

You love
Made you buy
You want to emulate in your business’s copy

The purpose of having a swipe file is to have examples to refer to when your creativity well is dry. For instance, many visual artists use an inspiration or mood board to help guide their creative process. It’s a collage of visual ideas to help guide them along as they work. Referring to a mood board can help creatives:

Plan more clearly
Save time and energy
Keep inspiration high
Remind them of the end-goal

Swipe files are the mood boards of copywriting, and they come with similar benefits.

The Most Important Rule of Swipe Files

The first and most important thing to know about using swipe files is that they are a collection of examples to work from – NOT copied. You should never plagiarize what someone else has created. Not only is plagiarism unethical, but your website could potentially be flagged for its unoriginal content.

Swipe files are a resource to learn from and to improve your skills. Many of the best artists, athletes, and business leaders learned from previous ‘greats’ to improve themselves and their chance to surpass them. Simply trying to pass others’ work off as their own wouldn’t have helped them at all. The concept is the same when it comes to swipe files.

Why Businesses Need Swipe Files

If your business isn’t using swipe files, you may be at a disadvantage. Not only will it take you more time to write, but your writing probably won’t reach its full potential for conversion and engagement.

Keeping regularly updated swipe files helps businesses:

Stay in the loop about the latest copywriting strategies
Bypass testing by using copywriting that is already proven to work
Produce copy that is attention-catching rather than stale and dated

The Beginner’s Guide To Creating Swipe Files For Copywriting

If you’re ready to start refilling your creative well and get to writing better copy more quickly, here is what you need to know about establishing and maintaining creative swipe files.

Understand What Types of Copy You Need

If you’re trying to build a car, looking up cake recipes won’t do you any good. In writing, if you’re trying to create copy for your website homepage, looking up examples of email newsletters can only get you so far — no matter how amazing the copy might be. In this case, if you are unsure where to start, it may help to understand that there are two kinds of copy, each trying to accomplish a different goal.

Homepage copy will be short and sweet above the fold (i.e., it speaks to either new or existing clients and will probably direct visitors to your primary services). In contrast, newsletter copy can be longer and is often used to speak to existing clients. It typically encourages your audience to engage with your latest content. Now that you know how to pinpoint your business’s goals and decipher what types of copy you need, it’s easier to get going.

Here are a few types of swipe files you might need:

Landing page and website design
Email marketing and subject lines
Headlines
Sales copywriting
Digital marketing

To get the most out of your swipe files, include examples that:

Are within a similar industry. You’ll learn about what pain points are identified for your particular audience to use in your writing.
Have a similar goal. Are you trying to get email newsletter sign-ups? Find some copy that made you eager to enroll in a newsletter recently!

Identify and Read Copy That You Love

Once you determine what type of copy you need and find some examples you love, the next step is to dig in and read!

While you’re reading, keep an eye out for things like:

Catchy or attention-grabbing copy
Callouts to a problem and solution
How the audience is addressed
Placement and value of call-to-action buttons
Ways the copy focuses on the client
How it describes benefits and features
Word count, sentence structure, and reading ease
Style, format, and fonts

And these are just a few!

Pinpoint Why You Love That Copy

After you’ve given it a critical read, pinpoint what it is about the copy that you love. Ask yourself, what stood out?

Create some notes below a screenshot of the copy in your swipe file so that you can refer back to it later or share it with your copywriting team. You can also make notes about what you would change or improve. Many businesses even use swipe files when developing their brand voice. This way, they have tangible examples and inspiration to guide them.

Organize It and Tag It

Creating swipe files works best for your business when you can quickly pull up examples when you need them. The purpose is to save you time, not waste it frustratingly searching through files trying to find that one example you love.

The key here is to make sure your files are organized. Put all of your swipe files in one storage location. Then, use tags on each file to indicate what that file contains. You can tag each file with the type of copy and the industry. By following this method, you can easily pull up the swipe file examples you need according to your current goal.

Here are some organization platforms that have tagging features:

Experiment With Your Swipe File

Creating swipe files will help you get creative with your copy, and we all know that getting creative means being open to experimenting!

You might not be used to writing in a specific style or using a particular copywriting technique. But there’s no better time than the present to try it out and see where it takes you and your writing.

After all, your audience is bombarded with so much content each day. You’ll have to do something new and creative to capture their attention. Don’t be afraid to get outside of your comfort zone and discover a new approach to your writing.

If you’re ready to start thinking outside of the box, subscribe to our weekly email newsletter where you’ll find plenty of refreshing, catchy, and creative copy to keep you inspired!

Creating Swipe Files
Swipe files are a resource to learn from and to improve your skills; however, you should know that they are a collection of examples to work from – NOT copied.

Tackle The Lies Imposter Syndrome Tells You

Copywriting / By Lauren Jefferson / September 28, 2020 July 22, 2022

Why don’t you write more value-added content for your audience?

It’s not because you don’t know how to write in a specific format.

And it’s definitely not because you don’t have the knowledge. After all, there are plenty of resources out there for you to use and learn from – including a bunch from FocusCopy!

The reason why many people – maybe you – tend to get stuck when writing content is because they are battling a little thing called… Imposter syndrome.

Imposter syndrome is when a person doubts their accomplishments and skills, and as a result, becomes afraid that they aren’t good enough.

This is one of the most common roadblocks that prevents entrepreneurs from being consistent (especially in their content production). They fall into thinking they are not smart enough to be an expert in their story and become frozen with fear of being inadequate or being called out as a fake.

I’m a young copywriter, have only been in the business for just over a year, and are working with 30+ year old businesses. By all means, it would be easy for me to see myself as an imposter – except that I know my skills and what results my skills they can provide my clients.

We all experience imposter syndrome at one point or another in our careers. But if you want to succeed as an entrepreneur, face it head on and defeat it before it defeats you!

Practical Methods to Defeat Imposter Syndrome

Here are some practical methods to defeat imposter syndrome, so you can start regaining your confidence to write more content consistently.

1. Identify What the Lie is

The first step to overcoming imposter syndrome is to identify what the lie is. What is the lie circling your thoughts that is holding you back and making you feel like an imposter?

These can be thoughts like…

“I’m not the best [insert your profession].”
“Who am I to say I’m an expert? I’m not an expert.”

Figure out what you’re telling yourself, and write it down.

2. Figure Out If That’s Truth

Once you’ve identified those imposter thoughts, interrogate them! Figure out if there is any truth in them.

For example, my lie could be… “I am not really a copywriting expert.”

Yes, there are thousands of copywriters around the world. However, I’ve been studying copywriting for 5 years, digital marketing for 6 years, business for 7 years, and have loved writing since I was in elementary school. I also know that my clients are pleased with my work and my team’s work. In client meetings, I’m able to give advice without struggling to find words to say.

There will always be people in your field that are “better” than you; however, your experience is yours. No other person can buy your experience and use it as theirs – it’s yours and yours alone. That’s what makes you an expert.

Ask yourself:

Do you have clients that are paying you right now?
Are you working hard to improve your skills?
What does your client expect from you, and are you meeting those expectations?

The truth is, most of the time, your clients don’t need you to know everything. They just need someone to listen and give them a solution.

Look for examples of how you have done that in the past and how you continue to put in the work to improve those skills for the future. Then you’ll have the evidence you need to know that you’re not an imposter.

3. Preach To Yourself The Truth

Now that you’ve unveiled the truth behind those pesky imposter syndrome lies, you’ll have to make sure that you don’t forget it.

Write it down on a post-in note, and stick it to your computer monitor.

Recite it to yourself every morning and every time those lies sneak into your mind.

Ask your colleagues, friends, or family to remind you of the truth.

Over time, you won’t need that post-it note; your success will reinforce that you are not an imposter. You are the real deal.

Tackle The Lies Imposter Syndrome Tells You

So now that you practically know how to defeat imposter syndrome, it’s time to tackle the lies imposter syndrome tells you.

Other People Have Had More Success.

Yes, other people may have had more success than you. But you don’t know the number of failures they worked through to get their success. You cannot compare your story to another person’s story.

Instead of comparing successes, compare your personal and professional growth. Where were you a year, 5 years, 10 years ago? Have you grown?

Truth: Our success comes from our ability to overcome our failures.

Think about Thomas Edison, the inventor of the light bulb… Few people consider Thomas Edison to be a failure. But when asked how he felt about his lightbulb tests failing 1000 times, he simply retorted “I didn’t fail 1,000 times. The lightbulb was simply an invention with 1,000 steps”. He didn’t consider test failures as a reflection on him and his work, simply as steps to the final solution that worked.

Do People Really Want To Hear What I’m Saying?

One of our clients built an incredible digital course in the health and wellness arena this year. There are many other courses in her specific arena, yes. But I kept reminding her that her background is so unique and she has a message she needs to share with the world.

Truth: Someone wants and needs to hear your story; no one else can copy your stories.

There are 7 billion people in this world!! Not everyone is gonna click, but SOMEONE will. YOUR approach to it and the knowledge you bring is completely different and unique!

What If Something Bad Happens?

Something bad will happen. Already in 2020, we’ve experienced (and are still experiencing) a pandemic, a social revolution, and a hurricane season that’s ravaged many communities.

In all these “bad things”, you may also respond wrongly. You’re going to respond poorly at something. No one is perfect. And as long as you release those perfectionist tendencies, you’re going to break free of your imposter syndrome.

When those moments happen, are you willing to own up to your mistakes and right your path forward?

Truth: Bad things are gonna happen, but it’s how you respond that’s going to make an impact.

People don’t necessarily want to see people who have it all put together. They are tired of the put-togetherness social media paints for them. They want to see the carpal tunnel from writing too much, bags under eyes, owning to up mistakes, and messy buns. That stuff is inevitable and REAL. For even more tips, check out my blog post on how to ease anxiety during content production.