In this episode of the Revenue Accelerator Podcast, we have invited Lisa Pierson. She is a consultant and a powerful copywriter who generates qualified leads and nurtures them into customers. As a conversion copywriter, her clients include entrepreneurs, industry leaders, and SMBs. Lisa provides clear, strategic copy that generates more money than other competitors. Her understanding of how to use customer research to make copy resonates with the audience she’s writing for, and is one of the many reasons why customers trust her. Today, she talks with us about understanding our clients, being noticed by people, and how to put out our content.
Why Lisa’s work matters
[0:59]
Getting that lead to say yes to you is critical, as they may sign up for your newsletter or an event. Lisa creates copy for websites, landing pages, sales pages, emails, advertisements, and anywhere else you want your reader or prospect to read. She is driven by her insatiable curiosity about why humans behave the way they do.
Understanding your Ideal Client
[3:08]
You don't do it in a boardroom or by discussing it with your other marketing colleagues. You accomplish this by conversing with your customers. You must put yourself in the shoes of others. Just because you believe you know what your client wants does not mean you are correct. If you don't conduct that research, you're doing your readers or customers a disservice.
Consistency and Trust
[13:48]
Consistency is really important. If you go to a website and then copy is slightly different on different pages, it often gets built that way. We’re not paying super close attention to what we’re reading, but we get those subtle cues that something’s off. When we get that subtle cue, it tells our brain that we can’t trust the person because things look different.
[15:03]
We underestimate how important trust is because we all think of ourselves as trustworthy people. Many people think of themselves as trustworthy but are not. Most of us believe that we’re trustworthy and that we also do the right thing. But we know that’s not true.
Keeping Attention
[20:30]
With copywriting, it’s essential not to have it smooth. You need to have little snags that grab our attention and get us out of autopilot because we’re all operating on autopilot. 60% of sales are lost to people not making a decision. It’s not that they’re saying no to you. It’s because they can’t be bothered. It’s just easier to keep doing what you’re doing because it’s tough to change someone’s behavior.
Building Relationships
[26:48]
If you’re building a relationship with people, they will open your emails, even if they’re not good because they like and know you. So keep their attention and keep giving them value. Know that building a long-term relationship is very important.
Learn more about Lisa Pierson:
LinkedIn: https://www.linkedin.com/in/piersonlisa/
Website: http://www.theconversioncopywriter.com/
Twitter: https://twitter.com/piersonlisaj
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