THE EMAIL GROWTH SHOW EPISODE 152
Are you struggling to write authentic email copy that truly feels like you? In this episode of The Email Growth Show, I sit down with Marisa Corcoran, copy expert and creator of The Copy Confidence Society, to dive into the secrets of crafting authentic, personality-filled copy that magnetically attracts your dream clients.
Click play to listen to the episode in full:
Today we covered:
- Why Copy is Essential for Your Business: Marisa explains that copy is everywhere – from emails to social media posts and even the words you speak. It’s not just about writing; it’s about connecting and communicating your unique message. Whether you’re tweaking your website or sending a sales email, knowing what to say and how to say it is a crucial skill for any business owner.
- Personalising Your Copy: Marisa shares her tips for creating a “word closet” and an “accessories closet” – two techniques to infuse your personality into your writing. These help you identify your go-to words, phrases, and personal touches that make your copy unmistakably yours – and will help you write authentic email copy. From your favourite cookies to the little phrases you use daily, these elements help your audience connect with you on a personal level, increasing the trust they have in you & your business!
- Overcoming Imposter Syndrome and Getting Specific: One of the biggest barriers to great copy is a lack of clarity. Marisa emphasises the importance of specificity in your messaging.
Instead of being a generalist, be the specialist your audience is seeking.
She shares examples of how narrowing your focus can help you stand out, connect deeply, and build trust with your audience. - Lastly, How To Using Copy to Build Relationships: Great copy isn’t just about selling; it’s about building a relationship with your readers. Marisa and I discuss how authentic email copy can be a game-changer for your business, creating connections that go beyond just numbers on your email list.
Feeling inspired to revamp your copy & write more authentic email copy?
Start by creating your word and accessories closet, and don’t be afraid to let your true personality shine through.
Where to learn & connect with Marisa:
- Leave Em’ Wanting More Masterclass: CLICK HERE (*affiliate link)
- Take Your Email From “Maybe Later” to “Must Read Now” in Seconds with the 50+ scroll-stopping subject lines: https://marisacorcoran.com/subjectlines
- Marisa’s Website: https://marisacorcoran.com
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Full Transcript:
Marisa [00:00:00]:
You have to know what to say and how to say it, and that’s your copy and your messaging. So you’re using it all the time. If you’re out there and you’re listening, likely today, you had to write an email or look at a social post or, you know, when you’re thinking about tweaking your website or your sales page, like, that’s all copy or even what we’re doing right now, talking about what you do is also copy. So it’s a skill that you desperately need.
Kylie Kelly [00:00:25]:
Are you a female business owner frustrated with battling the algorithm and looking for growth strategies that don’t involve awkwardly pointing or dancing online or throwing cash at paid ads? Welcome to The Email Growth Show. I’m your host, Kylie Kelly, visibility and email marketing strategist. I grew my email list from 0 to almost 10,000 subscribers in less than 2 years, and the same is possible for you too. Are you ready to build your email list and start making more money in your online business? Let’s head into today’s episode. Hello and welcome back to The Email Growth Show. I’m so excited that you are here. And today, I have a very special guest that I want to introduce you to. Now if you’re ready to discover what to say and how to say it to magnetically attract your dream clients, then this interview with Marisa Cochrane is for you.
Kylie Kelly [00:01:16]:
So who exactly is Marisa? In addition to writing the words that get landing pages converting at 60% or higher and crafting personality filled emails, Marissa helps coaches and creators craft their uncopyable message inside her signature program, the Copy Confident Society. She’s also the creator of the wildly popular summit, the Copy Chat, which has raised over a $120,000 for organizations like Soul Fire Farm, the Headstrong Project and Sage USA. I was so excited to interview Marisa, so excited in fact, that we did this interview early Saturday morning so that the time zone difference worked, which is not something I would do for everyone. So if you’ve been feeling like you don’t even know where to start when it comes to the copy for your business, when it comes to your emails, when it comes to your website, when it comes to the words that you say, you’re going to be really excited to tune into this episode. Marisa and I talked all about what copy actually is, when we might have a copy or a messaging problem, how to actually add personality and flair into our emails so that they stand out from the crowd. There is so much value in this episode. I know you are going to absolutely love it. So grab your coffee, get comfy, and let’s welcome Marissa to the podcast.
Marisa [00:02:27]:
Hi, Kylie. I’m so excited to be here. I know we were talking about this before we hit record, but you and I have been kind of going back and forth on Voxer. So it’s so nice to, like, see your face and, like, say hello. So this is a this is a real treat and I’m excited to be here with you and with your listeners.
Kylie Kelly [00:02:43]:
Oh, it’s so exciting. I feel like it’s almost in person. It’s like most of my clients being in America and my friends. This is as close as we get to in person, so it is nice. Nice to see you.
Marisa [00:02:52]:
I know. I know. But it’s, like, it’s also my dream. I’m sure you hear this from everybody, like, to come to Australia. Like and every time I hear you, I talk to you on Voxer. I’m like, I gotta get to Australia. Like, I gotta so we gotta come to you to Australia.
Kylie Kelly [00:03:05]:
Oh my gosh. I love that. It is it is in the middle of nowhere. It feels like a long way away, but it is worth it. It’s worth it.
Marisa [00:03:10]:
Like, it’s worth it. Yeah. And I don’t like to fly. So for me to say it’s worth it, it’s worth it. I don’t do well and no. No. No. It’s not for me.
Marisa [00:03:17]:
I mean, I fly all the time, but it never gets better.
Kylie Kelly [00:03:21]:
Yeah. Alright. Well, let’s jump in it to all things copy. Firstly, before we get started with, like, the questions that I wanna ask you. Yeah. Why did you get into copy? Tell us and the listeners if they’re not familiar with you. Like, why copy?
Marisa [00:03:33]:
Yeah. So I was an actor. So I’m gonna say something that’s like really shocking. And then I promise I’ll bring it around to you. So I used to carry a human spine in a suitcase. It’s not a real suitcase. Don’t worry. I when I when I was an actor, I got my MFA in acting, from Harvard University.
Marisa [00:03:54]:
And I went back to New York City, and when I wasn’t auditioning, I daylighted as a as a sales ambassador for a chiropractic center in Manhattan. So I could waltz like a science class skeleton into, like, high end companies like JPMorgan, Deutsche Bank, Equinox, and I could roll out with a hand full of new clients later. And my close rate with them was quite high. So I remember talking to my boss, like, why was I so great at this? And, like, yes, I believed in those noninvasive remedies, but I also applied my actor skills. That’s what I realized is that I was really kind of onto something that when I was speaking to them, I was kind of applying everything that you learn as an actor. And at the same time, I had a really good friend of mine, Diana, who was in the parenting space. This was, like, 2013. So the online world was a little bit of, like, the Wild West.
Marisa [00:04:41]:
I mean, it still is. But I remember her being like, she was in this mastermind and people needed help with their writing. And the way she heard me kind of talk about what I was doing at the chiropractic center, she’s like, I feel like the same thing could apply when you’re when you’re writing. And I was like, okay. So I kind of failed forward, you know. I got jobs through Di, through people in the mastermind that she was in and wrote copy and some things I hit out of the park and some things I didn’t do that well. And I started growing my clientele that way. And I realized that everything that makes you a compelling actor on stage is the same thing that you can do for your business.
Marisa [00:05:13]:
And we can apply that when we’re talking about our work and what we do because that’s still copy how we talk about it. And I realized I had this knack for being able to put it down onto paper as well, and that’s kind of how it grew. And from there, I grew my my client base, my private clients. And my private clients were getting those things like the, you know, the 6 figure launches that people talk about in their opt in pages were converting at 50% or higher. And why was that? And I realized it was like this actor’s guide, and I knew that I kind of had something to say that could be really helpful for business owners. And now here we are all these years later inside of our signature community, the Copy Confidence Society, we’ve helped over 800 business owners and we’ve launched the society coming up on our 12th time. So it’s just really wild. Gosh.
Kylie Kelly [00:05:55]:
I love that. And I love that I don’t know. The best stories and the best journeys always start with just saying yes to something that you’re not sure about. Right? Like just saying, yeah. Yeah. Sure. I’ll give that a go. And then look where it’s led.
Kylie Kelly [00:06:05]:
I love that so much.
Marisa [00:06:06]:
Yeah. Just being like, okay. Yeah. Let let me see because I needed more flexibility with my with my acting and I was, you know, making some good money at the doctor’s office. But I was like, oh, yeah, let me try this. And then realizing, like, I could apply that and just kept going and kept going. Yeah. For sure.
Kylie Kelly [00:06:21]:
Yeah. I love that that was back in 22,013, which feels like a lifetime ago. Right?
Marisa [00:06:26]:
Oh my god. It’s wild. People, how long have you been doing? Like, I’ve been writing for 11 years. And then slowly around, like, 2016, 2017, I wasn’t doing anything but writing. I had no other side jobs. And then I actually let go of acting and then turn all my attention to then growing the copy confidence society, which has been running since 2019. So it’s just it’s wild. Yeah.
Kylie Kelly [00:06:48]:
Andrea Wien You must see a lot as well, especially in the online space. Right? It’s still something that I feel like as business owners, we start our business and it’s one of those skill sets we don’t really think we need or we don’t think about until we then go to sell something, or we build an audience and have to talk to them. So it’s still something that is so needed. Right? Do you still see that need as high as it was back then, like now? How do you see that?
Marisa [00:07:09]:
Oh my gosh. Always. I always say, like, copy is like water. You just took a sip of water. Coffee is like water for your business. Like, you are always going to need it. You know, and I and I talk about, like, you know, your business has 3 basic needs. Right? You have to sell in a way that feels good.
Marisa [00:07:24]:
If you don’t have buyers, you don’t have a business. And you have to know the second basic need is you have to know how to call in the right people to sell to. We know this is audience growth or lead generation. And in order to make 1 and 2 happen, you have to know what to say and how to say it. And that’s your copy and your messaging. So you’re using it all the time. If you’re out there and you’re listening, it’s likely today, you had to write an email or look at a social post or, you know, when you’re thinking about tweaking your website or your sales page, like, that’s all copy or even what we’re doing right now, talking about what you do is also copy. So it’s a skill that you desperately need.
Marisa [00:07:58]:
And when I entered the copy space, what I realized was there was a lot of great trainings, but they were geared towards copywriters. So if you were a business owner, it was a little bit like, oof, this is intense. So there’s a lot. So one of the things that I really have tried to do inside of the Copy Confidence Society is to really break it down step by step in a doable way that like a business owner where copy isn’t your, you know, your skill set that you can you can do this because you you’re gonna need it inside of inside of your business.
Kylie Kelly [00:08:25]:
And I’ve never really thought about copy as being the spoken word and being everything. But you’re so right. It is. Right? It’s the way we communicate about what we do, who we help and our businesses in general. So I love that so much. So we’re talking about email specifically today, but I feel like everything we’re gonna talk about, you’ll be able like the listeners will be able to translate into their sales copy, their websites, their social media, if they’re on social, all the things. For somebody that’s like, where do I even get started? How do I write good compelling copy? What would you say to them? What’s like the number one thing that they have to know first?
Marisa [00:08:56]:
Yeah. So we have to remember that people make purchasing decisions based on 2 things. 1 is what you’re selling, something that I want or I need. So that’s actually your messaging. One of the biggest things that I talk to people about is, like, I can give you all the copy tips in the world, but the best copy cannot fix a muddied message. So if you’re out there and you’re listening and you’re like, oh, I’ve tried the plug and plays or the certain copy templates and it hasn’t worked for you, it’s not because you’re not great at what you do or the person that sold it to you isn’t great at what they do. It’s because your messaging it’s it’s it’s likely that you don’t have a copy problem, that you have a messaging problem. So the very first thing you want to make sure is what I’m selling, something that is clear and specific for people.
Marisa [00:09:35]:
When I talk about what I do, does it make people be like, oh my gosh, Kylie, I need this or I know somebody who needs this. Or is there like this, I can’t do whatever. Like, this is like the one eyebrow, I can’t do it. Like the one eyebrow raise of I can’t do it. It’s my Botox, you know. But the one eyebrow raise of confusion, you know. So we have to make sure that what when you’re talking about what you do, that messaging in your copy is clear and specific. I’ll give you an example.
Marisa [00:09:59]:
We had, somebody who came into the society and they were a health coach. So, of course, you could help people do a variety of things. And that that’s compelling. There’s people who who need that. But how is she really gonna truly stand out, like, in her copy, in her emails, in the sales pages, in having people refer her? So when she kind of walked herself through what we talk about this, like, around this messaging, she realized that where she really could help people was to help people uncover what to eat and when to eat it to break through to their migraine free life to really focus in on even more so on hormonal headaches. So you feel like the specificity there. Now, then we’re gonna say it’s easy to write because it can often be a maddening process. But it becomes quite simple because it’s so clear how she can support people.
Marisa [00:10:42]:
So really opens you up when you’re that specific. You know, you don’t have control if they’ll buy from you, but that people will remember you, rave about you, and refer you. So the first thing is you wanna look at when people ask you what you do. Is it clear? Is it specific? Could you go one more layer of specificity? Because that’s gonna make your copy stand out. That’s the difference between saying, I help you live, you know, your best life. Well, I could say I help people live their best life because if you put great copy out into the world and you call in more of your clients, you’re gonna live your best life. So what does best life look like for your person? We have to, like, translate that first because that’s gonna help the copy stand out. So that’s a number 1.
Kylie Kelly [00:11:17]:
Oh my goodness. I love that. And and for all those listening that are in the real saturated niches. Right? Like all the coaches. I feel like the online space is very noisy. That’s an amazing place to start, like you said, to stand out and actually be really clear on what you do and how you help. And paint that picture for the person reading or the person listening to you so that they can identify with that straight away. And I can also imagine Marisa as well, like when they hear that, and like your example with the hormone free headaches or the hormonal headaches, if you’re somebody that suffers from a hormonal headache, you’d be like, oh my gosh, this is my person.
Kylie Kelly [00:11:50]:
Whereas if it was just a health coach, you’re like, oh, do I need a health coach? I don’t know. I feel alright. Such a difference.
Marisa [00:11:55]:
Exactly. It’s such a difference because we have to remember, you wanna be a specialist in a sea of generalists. We are constantly seeking out specialists. You know, if I if I use myself as an example, I think I’ve shared this with you, Kylie. So 2 years ago, I had breast cancer. I am now 2 years breast cancer free, which is amazing. And I’ll never forget talking to a friend of mine, to Selena Su. And we were I was at the first conference I’d gone to after my cancer, after everything.
Marisa [00:12:21]:
And she was like, how are you feeling? And I’m like, I’m feeling good. I just like I just I’m like, what do I do now? Like, my doctors are like, yeah, maybe you should avoid soy, but that’s it. Best of luck. And I’m like, I’m 38 years old. Like, what the heck? You know? And she was like, I know somebody who supports people after cancer. Do you want their information? And I was like, yes. And that’s my coach to this day, Dion, who helped me feel healthy and feel empowered with, like, my choices I was making when I was eating. Like, I’m a person who takes, like, vitamins now, which if you knew me is, like, wild.
Marisa [00:12:54]:
It’s like I remember when I first worked with Diana, I’m like, okay, I’m not taking all these things. So don’t think that I’m doing that. And now I do these things, you know? So it’s like because I could see she was that specialist in a sea of generalists. I didn’t need just like a I needed somebody who understood what I had just gone through. For me, it wasn’t, like, health coach for a weight loss or for an autoimmune disease or for it was for somebody after cancer. I needed that. And so I happily paid the investment to Dion, and I continued to invest in it because it was so specific.
Kylie Kelly [00:13:23]:
Yeah. Of course. And I guess for somebody that’s listening, I mean, just thinking back to my own history, you know, when I’m struggling in a sales period or when sales are slow, people aren’t buying. I think that’s probably the first place to look. Right? Well, is what I’m saying clear? Do they identify and know that they need it so they don’t hesitate to invest? Obviously, there’s always going to be objections and things we have to overcome on sales page. That’s a whole other conversation. Right? But I think as long as they can identify the need that they have for it, because we’re being clear. Yeah.
Kylie Kelly [00:13:49]:
That makes so much sense.
Marisa [00:13:50]:
And I think that people, Kylie, think that like, oh gosh, this takes a long time or it’s gonna take me months to figure this out or years to figure this out. It’s like, no. It’s usually right under the surface. It’s usually something that perhaps you struggled with and now you’re on the other side of, or something that you’ve always had a knack for. In this society, I noticed if people are kind of committed to becoming that special assistant chief generals, it doesn’t take long to find out what it is. It’s usually lurking somewhere right there. It’s just that we have to trust to kind of put it out there and see what happens and kind of take that leap into more specificity.
Kylie Kelly [00:14:21]:
Yeah. And not be afraid to because sometimes I think that whole imposter syndrome, like, Oh, I don’t feel like I’m an expert. That comes up a lot in the circles that I run-in, right, or within my membership. And it’s like, well, again, having the confidence to try and to say like, no, this is what I’m going to do and this is how I’m going to help people and be clear about it is so powerful. And almost getting out of our own way a little bit as well. Zoe (2seven forty four):
Marisa [00:14:41]:
For sure. It’s a big piece of it.
Kylie Kelly [00:14:43]:
Okay. So number 1, messaging. When we’re writing emails, you are like the queen of personalization or like adding little flares of like token little things. I remember I saw an Instagram story once where you were explaining to come up with your signature things that you talk about. Maybe it’s a latte or the red lipstick, or like you had a way of injecting personality. Can you share that with us when we’re thinking about copy? Andrea Morby (2seven
Marisa [00:15:04]:
zero four): Yeah. It’s 2 parts. So the first part is you want to create what’s called your word closet. So right now, if somebody was to say to you, hey, Kylie. Like, you know, you’re gonna do a photo shoot or something. Okay. And the photographer might ask you, okay. I’d love to know, like, what your go to kind of colors are.
Marisa [00:15:18]:
Like, you’re gonna go in your closet and you’re gonna look and you’re like, oh, I wear a lot of red or I wear a lot of you know, I always joke like I’m not a cat person, but I have a lot of like leopard print, like, cat print things. And I’m like, this is, you know, that’s like in my closet. Right? So in the same way that we have your go to kind of colors, prints, things that you wear, we actually have the same thing for our words. So you wanna think about what are, like, the go to words and phrases that you say. So the way that you’re gonna uncover this is to, like, look at text messages with, like, close people in your life, how you talk to them, things that you use if you’re emailing, you know, friends of yours, your partner, people that you love, that you’re we’re gonna start to see the words or things that you use over and over again. If you have kids or kids in your life and they repeat things to you, it’s often because it’s what you say to them all the time. So a great example of this is our online curriculum specialist, Cassie, who helped me go through the society to make sure that it was, like, doable for all the learning styles. When she practice this for herself, she noticed that her son always said to her, shut the front door because that’s what she always says.
Marisa [00:16:20]:
So now, that can be so now, if you when you join her email list, instead of it being like, hi, Kylie. I’m so glad you’re here. Now, it says, shut the front door. Kylie. So glad you found your way here. You feel the difference? It’s just like this little bit. So the things from your word closet so for me, I always say jazzed. So instead of, like so the first pass of something might feel like, okay, you’re using words like awesome or amazing.
Marisa [00:16:41]:
But then you could take your word closet and go back to it. And And like, okay, what would I say instead of what’s my version of awesome or amazing? It’s jazzed. I say jazzed a lot. So I’m gonna replace that with jazzed or I tend to say epic a lot. Right? So that’s for my word closet. So you wanna have some of those go to phrases that you can insert in the copy that make it sound more like you. And then at the same time, you want to create what’s called your accessories closet. So this is where you can make a list right now.
Marisa [00:17:05]:
Don’t think how you’ll use it. You’re gonna make a list of, like, your favorite things. Right? Favorite cookie, favorite go to beverage that you drink, favorite TV show, things like that that can just help you get specific. And then, you get to kind of take normal cliched statements and sub in from your accessories closet. So for example, let’s say in an email, I’m like, yeah. The doors to the Copy Confident Society are open. And you’re like, oh, Marissa, that sounds cool. But how do I know, like, it’s right for me? The next line, someone might say, oh, hold my beer.
Marisa [00:17:37]:
Let me show you all the results from the program. So instead of saying hold my beer, which is like cliched and we’re used to hearing that, I would say hold my Earl Grey tea with, with a splash of half and half because here come the wins. Or and when you come to my email list, instead of saying, hi, Kylie. I’m so excited that you’re here. It says, holy white chocolate covered Oreos at Christmas. Those are my favorite. You can usually get them at Christmas. Kylie, I’m so jazzed you’re here.
Marisa [00:18:03]:
So now we have, like, a bit from my accessories closet and a bit from my word closet, and we instantly just add more personality to that copy. Because we just talked about the 2 ways people make purchasing decisions. 1 is what is what you’re selling something that I want or I need. We just talked about your messaging. And number 2, are you the person that I wanna do it with? Do I get a sense of your voice, your vibe, your personality? And these little things, these are the things that people likely respond back to you and say, oh, my gosh. I drink Earl Grey tea too. Or, oh, my gosh. I was obsessed with or white chocolate covered Oreos as a kid.
Marisa [00:18:33]:
I didn’t know anybody else was eating them. You know, these, like, little moments that create connection with your readers.
Kylie Kelly [00:18:40]:
Gosh. I love that. And then how much easier is it when we go to write copy again? Because we have those lists to pull from. We’re not sitting there. Because how hard is it to think on the spot? Like, what am I gonna say here? Or how do I add my own personality here? Or how do I make this sound more fun? But if you have that list to just draw from, it would save so much time when you’re writing again.
Marisa [00:18:58]:
Yep. Totally. So one of my friends, Autumn Tompkins, is like an incredible editor, like, one of the best copy editors that, like, exist. She talks about when she was on the copy chat, she talked about, like, you know, even things like, oh, flying by the seat of my pants. Like, okay, look down and what are you wearing? So I’d be like, oh, for me, it might be like, you know, flying by the seat of my, like, you know, like, cut off denim shorts. And now it just has this added. It’s like a bit more use. So whenever I was like looking at the cliched statements, how can we sub something from your your word closet I mean, your accessories closet into that and, like, combine that a bit with your word closet.
Kylie Kelly [00:19:31]:
I think as well, Marisa, that I can imagine using those tips and hints as well in a template just to make it more your own, to make it sound more like you as well.
Marisa [00:19:39]:
Oh, that’s what’s that will really make the template come alive. So if you’re using a template and you this is also great for AI. Okay? So think about, like, if AI spits out and it gets you about 80% of the way there and then you’re looking at the copy and you’re like, this works, but, oh my gosh, this is so generic. So AI doesn’t know what your favorite cookie is. So you go through now and just add those little pieces and then you’re done and dusted and ready to send it out. So especially if you’re using AI, your word closet and your accessories closet can really be a beautiful match together. So let AI give you that kind of that pass that maybe feels a little bit generic, but it cut the writing time down and then, boom, let’s add in these specific points that can help it sound like you.
Kylie Kelly [00:20:17]:
I love that. So you’re okay with AI? Let’s have a chat about that quickly as well.
Marisa [00:20:20]:
I am okay with AI. So let me say this. I’m a writer. That’s what I do. Right? That’s what I’ve been doing for 11 years. And before that, I did have a creative writing background. Right? I was I was an artist. I love to write.
Marisa [00:20:30]:
I’m never not. The idea that, like, I wouldn’t write my weekly emails, no. If it all went away like the end of the world tomorrow, just leave me with my laptop and my email list. Like, hopefully, in the end of the world, all my readers are still somehow still there and I could still write to them from, like, my bunker. I love to write so that’s not changing for me And I think it’s such a beautiful way that we express ourselves and I worry about us getting away from that, especially in business when right now, more than ever, and even that sounds so cliched but it’s so true, like, people need that relatability. They need more touch points. People have been, like, so burned and that’s no one’s fault. It’s just the way that it is.
Marisa [00:21:06]:
It’s like they need to feel that connection. So if we get further and further away from that, for me, I’m I’m gonna keep that in because that relationships and the connections is huge for me. But I also understand that for some people and we talk about in the society, we’ve had people who come in and they’re like, oh my gosh, it used to take me, like, over an hour to, like or over a week to, like, write an email and now I’ve got it down to, like, a half hour. So we definitely have that. We help people cut that writing time in half. But I also know that, like, you don’t love writing as much. So, okay, let’s use AI in a way that can get you started and get you there and then add in those pieces that are specific. But it can’t take away from, you know, it doesn’t know your stories.
Marisa [00:21:44]:
It doesn’t know your own vulnerability. Like, it it just can’t do that, at least not yet, you know. And and the way that I do encourage people to use it in the society mostly is to really help with, like, research. Like, if you have all your ICA language, you’ve done the interviews and it’s like, okay, how do I categorize these? Okay. Let’s have ChatGPT show you, okay, here’s the themes. Here’s what I’m seeing. Like, for that, I think it can be really helpful. But one of the things in the society that I’m really encouraging is that you are to me, I find especially, which a lot of people might disagree with me, but I feel like copywriting is yes, it’s it’s business, but it’s also a creative process.
Marisa [00:22:20]:
And I think it can be a really beautiful and transformative process that ricochets into all areas of your business when you’re able to really write about who you are and talk about who you are. It just it has so many benefits into other areas of your business. So I’m not giving it up. But we do also have ways to support people to use AI in a way that’s helpful. But am I using it personally? No. I thought.
Kylie Kelly [00:22:46]:
I love that clarification. Thank you. I’m similar. So I I guess from a creative background of photography. Right? I I love writing because it’s a bit of a creative outlet for me. But I definitely come across a lot of people that are the opposite that hate writing. And one little thing that I heard recently was like, well, if you don’t like writing, record yourself. Like, jump into a Zoom room or a Loom or whatever.
Kylie Kelly [00:23:05]:
Record a little something that you wanna share with your audience. Record yourself talking, get the transcript, and then turn that into an email. Like that way, it’s like a shortcut. Right? You’re not sitting there looking at a blinking cursor. And I thought that was a great idea. And then I like to use AI to brainstorm or when I have all these ideas in my head, I’m like, how do I prioritize it? Or which one is the best one? Or what could this look like if I put it into a masterclass? Or just to get my thoughts in a bit more of a logical way and then using that to to springboard. So I love I think AI is really powerful for that, but I don’t think it can replace us or our voice or anything like that.
Marisa [00:23:39]:
No. Like the human experience. And I think the way that I am encouraging people to connect, like, in the online space, it’s just you just can’t replace it. You can’t replace that vulnerability, that emotional connection that you can create with people. Um-mm. So how can we use it to help, like you said, springboard or cut the creation time in half while still keeping that connection with you and your your readers.
Kylie Kelly [00:24:04]:
And I do think I agree that, like, the online space is so noisy and everyone, like you said, that they’ve had some have had bad experiences, some have had great experiences. You know, there’s so much out there where we are just craving connection. We are craving the real and the authentic. And there’s just so much power in being that person that’s vulnerable. It’s connecting with your audience. It’s growing actually a relationship. Right? Not just a number, but creating relationships like that. And we need to do that.
Kylie Kelly [00:24:31]:
We need to be the ones behind that pen doing that with people. Like nothing else can do that. So, I love that. Okay. So for anyone that is like, okay, these have been great tips. Great. Is there any last advice that you could give our listeners that could just help them? What’s the first next step they could take to make their copy better in their emails?
Marisa [00:24:50]:
Andrea Wien The first step you could take to make your copy better in your emails is even if you just look at the next email you’re gonna send out. Maybe it’s already written or maybe, you know, you already have something that’s queued and ready to go. Just look at that from what we talked about today and say, okay, could I add an opener that is a bit like from that word closet or that accessories closet? Are there 2 to 3 points in here where I could sub out one of those generic words with something that maybe I say a bit more or be able to just, like, add those tops of personality in? That’s, like, going to be massive. And the other thing I would tell people is to make sure that when you’re giving people something to do in your email, you’re not overwhelming them. Sometimes I see, like, too many calls to actions and it can be, like, really overwhelming for people. So, like, what is the one thing you need them to do? Are you looking at that particular email that you want them to hit reply? Is this for engagement? Are you looking to get them to click over maybe to a longer like a blog or the sales page. Like, what I always have people at the top of the email be like, what do I want the reader to do? So when I was an actor, you’d get on stage and you’d have to say, like, okay, what do I want to get from this other actor on stage? What do I want them to do? It’s the same sentence. Like, what do you want the reader to do and how do you want them to feel? So I always have people put at the top of their email.
Marisa [00:26:07]:
So once you’re gonna go through and view your word closet, also think about like, okay, can I add a more, like, specific call to action here so that they overwhelm people?
Kylie Kelly [00:26:16]:
I love that. What about the buttons? The call to action buttons that always say click here. What do you put on those?
Marisa [00:26:21]:
Yeah. It’s it’s great. So I do think we need some things, and I know to us it seems like, ugh, but people sometimes need things spelled out. So I’m not against, like, a super clear button, like click here. Sometimes what I’ll do is I’ll put, like, if I need to, anything I’ll put, like, tap it or, like, I’ll put, like, schmack, like, s c, like, schmack it for more info or something. So I’ll try to make that even a bit more fun. Or sometimes I’ll say, like, hey, wanna grab your spot for the master class? Do it. And the do it is like a, you know, hyperlinked or it’s the button.
Marisa [00:26:52]:
So there’s ways that we can still make it super clear and make it a bit fun, but we don’t wanna take away from the clarity of it because sometimes you’ll you’ll be surprised people will be like, oh, well, where was the thing designed? I I didn’t see it. If we make it, like, too clever, people miss it or can’t see it.
Kylie Kelly [00:27:06]:
Yeah. Oh, my goodness. Some great stuff, Marissa. Thank you so much for coming on and just sharing it so much with us. I’ve loved this conversation.
Marisa [00:27:12]:
Yeah. This is great. Thank you so much for having me, Kylie.
Kylie Kelly [00:27:15]:
Before I let you go, can you tell us a little bit about the Copy Confidence Society?
Marisa [00:27:18]:
Yeah. So the Copy Confidence Society is our signature course and community where we help you what we talked about today, how do we help you create what I call your uncopyable message and the personality filled copy that dazzles so that you can magnetically attract those dream clients. That’s what we do inside of the Copy Confidence Society. And we support you to create that messaging or revisit it or tweak it and then use that to put into your pieces of copy. So we support you with your website, with what you need for the emails and content creation that we touched on here, your word closet, all that stuff. We also have a whole sales module. How do we apply this to your sales pages, your launch emails, all of that, so that you really are kind of armed and ready for those copy pieces that you need. Because if you think about it, anything that you’re doing right now, any strategy that you’re in, any coaching program that you’re in, whatever you’re learning there requires compelling copy.
Marisa [00:28:08]:
So it’s why I love it to be like a companion piece to things that, you know, people are already involved in, because then, you know, the copy that you’re going to need to support that we can help you get that done and dusted inside of the society. And that’s, that’s what we do.
Kylie Kelly [00:28:21]:
Yeah. Amazing. And where can people go to learn more? I know it opens a few times throughout the year, right? So depending on when they’re listening.
Marisa [00:28:27]:
Yeah. We always kick the doors open with when it’s open live with a special copy masterclass called the leave a morning more masterclass, the 3 part framework to whip up irresistible copy with creativity and chutzpah. And so we touch a little bit more in-depth on the stuff that we talked about today around how do you create that messaging a little bit more on the personality piece. So I always tell people to come to that class if it’s live. It’s not prerecorded. It’s live with me. I always say it’s like Broadway. There’s like three dates and times to choose from.
Marisa [00:28:52]:
So they can get an idea of what life is like inside of the society. And whether you choose to join the society or not, I know there’ll be some actionable tips you can walk away and use. So if you’re listening to this and it’s during the time, I say come to the class, pick one of the times. You know, you can find that at, you know, barista corkerin.comforward/masterclass. And then if you want to know more about the Copy Confidence Society, you can check that out at the copy confidence society.com. Talk about clear, thecopyconfidence society, dot com.
Kylie Kelly [00:29:17]:
Amazing. Well, we’ll put all the links in the show notes. I’ll be in the next class. I cannot wait and I just really appreciate you. Thank you so much for sharing so much with us.
Marisa [00:29:25]:
Thank you, Kylie. It was so great to speak to you. Thank you.
Kylie Kelly [00:29:28]:
Thank you so much for tuning in to this episode of the Email Growth Show. I hope you found valuable insights into the next steps you can take to grow your email list and boost your business without relying on social media or paid ads. If you enjoyed this episode, please take a moment to rate and review the show and share it with others. Your episode, please take a moment to rate and review the show and share it with others. Your feedback helps me reach more female entrepreneurs just like you, who are ready to say goodbye to social media and leverage email marketing to grow their business and make a bigger impact. Thank you so much for listening and I’ll see you in the next episode.
