Clients from Content A Personal Brand And Copywriting Expert Reveals How To Smash Through The Noise Juggernaut Style
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Aug 30, 2023 Hillary Weiss Presswood, creative director and positioning strategist, shares insights on building a statement piece brand and writing powerful headlines. She also discusses the importance of personal branding and creating targeted copy. Additionally, visual branding for non-visual courses is explored.
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Use Feedback To Find Your Edge
- Do study patterns in your work: note recurring compliments, client questions, and the clients you love serving.
- Use that feedback as data to surface your natural, brandable strengths instead of guessing them.
Specificity Beats Generic Copy
- Weak copy is usually too generic; specificity grabs attention and feels like someone read the reader's diary.
- 'Take the elevator one floor down' by detailing the daily experience of the client's pain and the emotional payoff of the result.
Change One Word For Better Headlines
- Do write a baseline headline then swap one strong word to electrify it (the 'change one word' trick).
- Amplify or exaggerate that swapped word to create distinct, attention-grabbing headlines.