Warning, the information that you are about to read could literally result in more profit in 2018.
I met Ashlyn while she and I were speaking at the Creative at Heart conference last year. As she walked on stage to speak, a very big and well known wedding photographer (I won't name names!) leaned over to me and said - "This girl is the real deal and is a copywriting genius. Everyone is working with her, including me!"
Um. I'm listening!
At this point you are using SC Stockshop images to make your website look fabulous and you're using Social Squares to crush it at social media, but something is missing.
You've got the show stopping images but are the WORDS that you are using (on Instagram, Facebook, your blog, your website) leading to SALES?
I've brought Ashlyn in for this months Educator Spotlight to school us on how to choose and use our words strategically as business owners.
Image clarity, composition, editing? Check. You have hex codes and gorgeous images, but ... do you have a mood board for your words? Do you know what to put next to your images so you can make sales happen? Here's how to get started corralling those words!
1. Never write without gathering your toolbox—starting with your brand messaging.
Here’s the thing I tell my students and clients: you can’t tell people what you do if you don’t know how to say it yourself.
Think about Fixer Upper: Chip takes the house down to the studs before they get cranking on shiplap city. When you write on the fly, you’re likely slapping up words and not paying attention to the message at stake—not to mention the sales goals you need to hit to be a profitable business.
TIP: Have your own demo day. Pour a fresh cuppa coffee, sit down, and pull your brand down to the studs by gathering (or writing out for the first time!) the following. This will help you be more thoughtful with your copy.
The unique selling proposition (I call this your “onlyness factor”) of your brand AND your offer
Word bank or brand voice statements
Your message and sales goals
2. Guide your reader through with copy.
One of the biggest mistakes I see on websites is messaging that doesn’t guide your readers through an experience.
You slip into hostess mode when someone waltzes into to your website. Ever had a dinner party and needed to direct someone to your guest bathroom? Or needed to communicate that the big screen TV and friends are gathered out on the back porch, and it’s right-this-way? It’s important to start with the end in mind, and direct your reader.
TIP: Write your website in a tool like Google Docs—not your website platform. Write “GOAL:” at the top of each Google Doc page. After you’ve verbalized what you want visitors to do on each page of the website, write an outline for your first draft.
3. Pool what you like.
“There’s no such thing as great writing. Only rewriting.” With online businesses, know/like/trust is the name of the game! What does this mean? You need to encourage readers to hear YOU through your copy. The more they “hear” you, the more likely they are to trust ya.
TIP: One of my favorite things to do when I write a website—or even rewrite my own!—is to grab markers, white paper, stacks of books and magazines, and a laptop. Pick out some favorite books, magazines, and websites (ahem—NOT in your industry!) and look for fun phrases and words. Write them all over sheets of white paper, making a word collage, and head back to your initial drafts. Start cutting-and-pasting words and phrases into your rough copy. It’s a work-in-progress, but it will help you get on the right footing!
The internet changes on a daily basis, but it’s our job to learn how to write copy for our businesses that connects and converts, so we can reach our ideal clients online. Have fun with it, share your story, and couple your brand imagery with words that further your relationship both on and offline.
Want to dig into the words that define your brand’s online persona? Take the quiz, and get swipeable copy bank of your own fabulous word style!
With this transaction Buyer acknowledges that the purchase comes with a non-exclusive limited use license so that the Purchaser may use the image for personal or professional use in the normal course of Purchaser's business.
Purchaser may crop the image and overlay the image with text or pdfs of product designs as fits Purchaser's needs, but Purchaser may not otherwise alter, edit or manipulate the image.
Shay Cochrane remains the sole and exclusive owner and holder of the copyright in the image and the Purchaser may not sell, lease, loan, transfer, assign, or give away the image or a derivative thereof or otherwise allow a third-party to use the image in any way.
The Purchaser may not use SC Stockshop images to promote styling related workshops, webinars, classes, how-to-style blog posts or newsletters, or any styling related training.
These images have been designed to become a part of your branding just like a logo or font choice.
As an entrepreneur yourself, you know how frustrating and discouraging it can be when people misuse, steal, giveaway or alter your work. With that in mind, please don't change the colors or move the props around - it just doesn't look as good (and infringes on the usage terms)!
Feel free to crop the image any way that you want and overlay it with text or designs to help you to promote your brand and sell more products!
By purchasing the image you are agreeing not to give the image (or a part of the image) away to anyone else in ANY way even if you turned it into a beautiful free e-book cover, or snazzy desktop screen savor.
It would also be just plain wrong to re-sell the image in any form such as turning it into an art print or including it in a website or other template design.
Lastly, using an SC Stockshop image to sell your styling course, webinar or other styling related training is sort of false advertising. Show them the styling that YOU have done so that they know exactly what they are in for and can get excited! This is not meant to scare you.
If you have any questions or concerns about the legal use of our images please don't hesitate to shoot us an e-mail! We don't bite!