Yes. The organisers, delegates, and speakers at ADHD WA’s annual conference are my homies.
And I can’t wait to roll with them this weekend.
I’ll be facilitating the panel diskush on Saturday afternoon—will you be there?
https://www.adhdwa.org/services/2023-conference/
All you need to write conversion copy
(AKA. Copy that makes people jump off their wallets)
Take some time to think about:
💥 who you are
💥 what you do
💥 what you stand for
💥 the benefits of your product or services
We all know that there are scientifically based reasons why people buy. Here are some of ‘em:
⏰ save time
💰 save money
😎 impress others
🏡 protect family
🤕 avoid pain
🧻 scarcity
Make a list of the things that you do/sell and work out how they BENEFIT your ideal client — and then sell the benefits of your thing instead of the thing itself.
What’s your best benefit?
If you’re losing email subscribers— don’t cry!
Remember:
💥 you’re there to serve your engaged subscribers
💥 the one that got away probably wasn’t going to buy from you anyway
💥 it’s more cost-effective to have a smaller (but keener!) email list
Just focus on providing quality content that your people want and don’t fret about the people who are not for you.
Oh, and get in touch if you need a hand making your emails a bit more tantalising 🍭
🎧 Time-blocking, shame, and running a business with ADHD
Meet co-host Martha Barnard-Rae: copywriter and neurodivergent business owner. Owning her own business means Martha has the freedom to hack her ADHD brain to make the best of the dopamine she’s got on offer.
Will time blocking be the tool that eliminates distraction and makes Martha a whole new person? (Spoiler alert: probably not). Find out how she manages ADHD shame, toes the line on distraction, and whether giving up her life-long resistance to structure pays off.
Here’s what went down:
🍭 How Martha uses Asana for time blocking
🍭 What a typical day looks like juggling ALL THE THINGS
🍭 How distraction works in ADHD
🍭 Executive dysfunction and shame
🍭 How Martha deals with variation to her schedule
🍭 The importance of self-compassion
🍭 How HyperFocus Weeks work best for Martha’s brain (and her clients)
🍭 Why Martha quit teaching to become a copywriter—and what she loves about it
🍭 Why Martha would probably have starved to death if not for her partner
🍭 Find out Martha’s Tweak of the Week
Link in bio to listen, chickens x
Wombats awayyyyy!
Feedback like this just makes my day.
If you’re thinking of a website re-design, don’t overlook the power of conversion copywriting. And remember:
High-converting copy doesn’t happen by accident. It’s strategic. Planned. It takes your customers on a journey. And it’s closer than you think.
Sparkly, SEO optimised copy that speaks your ideal clients’ language is an essential part of the website design process. Personality-laden is what makes makes your website sing—not only that, it:
🍭 Attracts and hooks your ideal clients
🍭 Delights them with clear UX
🍭 Communicates your unique values
🍭 Get them eating out of your hand (and adding-to-cart!)
And if you jump on the Word Candy train, you can get your brand new words in just a week 😍
Link in bio to book, as always x
I’m calling it. The robots aren’t coming for us. 🤖
I’m talking about ChatGPT—an AI model that engages in conversational interaction. It was designed to generate human-like writing based on a given prompt.
In my industry, people are either freaking the hell out or loudly proclaiming its limitations.
I’m a professional writer (squeeeee! That phrase still makes me giddy) and I am not worried that ChatGPT is going to put me out of a job. In fact, I use it regularly as a research tool. And one thing I’ve learned is this: ChatGPT is all about the prompts.
Like anything in life, the way you ask matters. And if you ask the right way, it can be an incredibly powerful tool for any kind of writing—even email marketing.
ChatGPT is not—I repeat—NOT a copy and paste situation.
The actual writing is very 🥱 meh 🥱 and unnatural. But ChatGTP is an amazing starting point for those days when you need to write a thing and are maybe feeling a bit out of your depth.
I’d love to know: have you tried ChatGPT—or another AI content tool? How did you go?
How Understanding Yourself Makes You a Better Business Owner with Martha Barnard-Rae
I've been listening to The Copywriter Club podcast since way back so chatting with Kira and Rob was a BIG MOMENT.
We got into lots of stuff:
🍭 How I ended up in a small town outside the world's most isolated city
🍭 How I found a mentor who became a business partner
🍭 Why my business partnership ended and how we stayed friends
🍭 How I stumbled into my ADHD diagnosis and how it's affected my work
🍭 How the TEDx thing came about
🍭 How I manage my time (this week 🙃)
🍭 Why self-compassion is my word of the year for 2023
Click the link below to listen to the full episode, chickens x
🔗 https://thecopywriterclub.com/understanding-yourself-martha-barnard-rae/
After a deep dive into the data, my most popular email subject line of 2022 was 🥁🥁🥁🥁
👉🏻 Here's how often I fake it 👈🏻
Which basically tells me that you’re all a bunch of pervs.
But there are other reasons why this subject line was a winner—things like
💥 Intrigue: innuendo piques our curiosity (we’re only human)
💥 Storytelling: it feels like you’re going to miss out on a corker if you scroll past
💥 Not too long: at 26 characters, it’s not going to get truncated by most platforms
🪝 The bait n’switch
In the body of the email was the classic bait n’switch. Instead of giving you TMI about my sex life, I shared an amusing story that ended with a supportive message.
There’s nothing wrong with the bait n’switch if you use it well. For example, I would advise against a Save 50% on your next order! Subject line if that’s…well…a lie.
You can’t be like LOL jk when your subscriber opens the email. Because that means you’re an untrustworthy jerk and nobody wants to associate with an untrustworthy jerk.
Here's how to level-up your subject lines:
1️⃣ Identify the purpose or intention of the email—this is the basis of the subject line
2️⃣ Know your audience—if your subscribers are suckers for a discount, use one to entice them
3️⃣ Give it several cracks—jot down at least five to get your brain firing
4️⃣ A/B test—try out two different subject lines each week see what your people are into
5️⃣ Do some research—if you’ve never written a subject line, there are stacks of resources that can help
Emails not your thing? Hand them over to me.
I’ll develop your email conversion strategy. I’ll write the copy. And I’ll do it all in a single week. Skip the waitlist and finally tick emails off your to-do list. All in a hyper-focused week.
Head to the link below to apply.
🔗 https://www.wordcandy.com.au/hyperfocus-email-copywriting-services
I'm sure you've seen content like this.
Every sentence sitting all by itself on a single line.
One sentence after another.
Did you know this writing style actually has a name?
I didn't either.
But it does.
Broetry.
Broetry is very popular on LinkedIn and it's got a formula. So how do you tell a decent post from a broem? Look for these features:
😎 A click-bait style 'hook
😎 A definitely made up anecdote
😎 An emotionally charged story that paints the subject in a flattering light
😎Short, one-line sentences with a break after every line
😎 A cliched life lesson or quasi-inspirational thought for the reader, think — ‘The mother of those baby ducks I rescued from the storm drain was the manager of a Fortune 500 company. Now she’s my boss and I'm rich AS WELL AS heroic 😉
This type of content has been a thing for a few years now. And it became so ubiquitous that a communications manager at Facebook once referred to it as a ‘monstrous form of LinkedIn corporate essay-poetry’.
And for a while, it was effective.
Because it was different.
But now it's annoying.
And everyone has moved on.
Annoying your ideal clients is bad for business.
As an entrepreneur, I know better.
I don't settle for annoying my clients.
I chase what could be, instead.
If you're writing your own content, here are a few fool-proof ways to reduce the broetry factor:
💥 Tell genuinely interesting stories
💥 Make it a 1-2 punch by connecting your story to a lesson
💥 Vary the length of your sentences and paragraphs
💥 Adopt a conversational style that invites a response
It's not as easy (or cheesy) as writing broetry, but it's a lot more likely to pay off in the long run.
Can’t be bothered? Outsource it! Check out my website copywriting and blog packages below and get flush with non-cringey content. You'll find the link in my bio.
🔗 https://www.wordcandy.com.au/copywriting-services
