Marketing Trumps Product [Like It Or Not]
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"I'm self-employed - I have actual work to get done!" was my huffy thought while waiting in the courtroom for jury duty this morning. I was trying unsuccessfully to connect to their WIFI and then my phone hotspot. Nothing was working so no work was getting done.
Finally I exchange a frustrated glance with the woman sitting next to me, both of us wondering if we'll be called to serve on a jury for days or even weeks. We start talking.
"What do you do?"
"What do YOU do?"
I made a mental note to work on my elevator pitch. I find myself falling back on "web design" as the easiest way to explain to people I assume have no connection or experience with what I do.
This was the assumption I made about this friendly over-70 year old woman. You know what they say about assumptions: "They make an ass out of you and me."
(BTW - if you also need to give your own value proposition (aka elevator pitch) a refresh, get my FREE Elevator Pitch - Headline Formula)
Turns out she had a fascinating career working for one of the top advertising agencies in San Francisco during the 70s - and yes, she was one of the few women.
She described it as "Just like Mad Men!” - Executives swilled drinks from bars in their offices. Guys snorted lines of cocaine off their art boards. And perhaps the most scandalous by modern American standards: "Everyone smoked!" 🚬
Then she asked me my thoughts on AI and mentioned she had a copywriter friend who was concerned about losing business. I said I'm a near daily user not because I want to but because it's a muscle I know I have to build. 💪🏻
I know copywriting agencies and freelancers rely on it heavily. They have to in order to be competitive.
I'm a recovering perfectionist - especially when it comes to writing. No one would ever accuse me of being a speedy wordsmith.
I do have evidence that slow and steady works. Blog posts I wrote years ago still get thousands of page views every month. I suspect there are few instances where 100% AI copy could pull that off.
But still. I'm currently slogging through a webinar as part of my sales funnel, and its just taking way. too. long.
I know I need to change my ways when it comes to my all-or-nothing approach. Maybe you can relate?
If you can, I'm currently listening to an Amy Porterfield podcast about exactly this. She makes some good points.
Us small business owners wear all the hats. 👒🎩 It's part of why I love it. No two days are ever the same.
But still. I know I need to better focus my own activity on what's really going to move the needle.
A big step for me was outsourcing social media. Let's just say, short form content isn't my strength.
Another step is improving my AI skillset. The secret sauce is still all me, but it’s great for getting you past that initial “staring at a blank page” stage. 🖥️
For many of you, website copy and conversion optimization is not your strength. You are AHHmazing at your business, there's no doubt.
But the truth is, no matter what business you're in, you're always in the business of sales.
Attracting and converting your audience into paying clients is a core part of the gig, and the business that's best at it, wins.
It's unfortunate truism that marketing usually trumps product.
Artificial Intelligence - in whatever form - has taken a seat at the table and planted its elbows on top. It's not going anywhere.
Plus, automation tools from email subscriber popups to Help chatbots allow us to connect with our audience without lifting a finger.
These tools allow business owners to scale at a much faster rate than ever before. It also means a static business card type website won't cut it anymore.
Your strongest competition has a site that's responsive and automated; able to deliver what your ideal clients want 24-7, all in the background.
So if you know your website isn't bringing in the leads it could AND you want more time and resources to focus on your own zone of genius, consider working with me:
WEB COPY
For expert step-by-step guidance on how to craft copy that converts website visitors into paying clients, I created Words That Sell, my brand messaging and website copywriting template system.
Nail your brand messaging, SEO keywords, and website copy so you can attract qualified leads, engage their attention, and turn them into clients and customers.
Includes full prompt formulas with examples for EVERY heading, subheading, body paragraph, and call to action on your 5 main web pages.
WEBSITE DESIGN
For expert step-by-step guidance on how to create a website that turns browsers into buyers, consider Website Leads Lab, my digital course + strategic Squarespace templates.
Tough love time: That pretty page is pointless if it doesn’t have eyeballs viewing it and a strategy to get those eyeballs to take action.
Without a website-marketing system crafted to attract leads, hook their attention, and get them to take the critical next step toward working with you or making a purchase, you’re pretty much sunk.
The good news is that simple works best, and that's where Website Leads Lab comes in:
A done-for-you Squarespace template built on research-backed strategy to convert browsers into buyers. Paste in your content and drag and drop. Zero code. Zero plug-ins.
The Website Leads Lab digital course that takes you step by step through everything to build and launch your site: SEO keyword research to marketing analytics.
These resources save you from losing sales and profits to your competition, and give you more time to focus on what you do best.
And yes, I do show you how to use AI to accelerate your process in both. 💪🏻
P.S. After an hour and a half, the entire lot of us was dismissed from jury duty, so I crossed the street to a coffee shop and wrote this email. Case closed.
