#163: Get Your Audience From "Don't Care" to "Buy Now" With Better Copy

Jul 3, 2024

Discover how businesses can transition their audience from 'I don't care' to 'buy now' by focusing on customer-centric marketing. Learn key insights from a StoryBrand Certified Guide on writing effective marketing copy that resonates with customers. Explore the importance of crafting emotionally resonant messaging and avoiding the common mistake of leading with your own story.

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ANECDOTE

Recruiting Copy That Speaks To Skilled Trades

Jessie describes rewriting recruiting copy for a large HVAC/plumbing company to speak directly to skilled tradespeople's frustrations and hopes.
The copy meets candidates where they are and leads with their internal concerns instead of listing benefits.

ADVICE

Combine SEO With Story-Led Copy

You don't have to choose between SEO and clear, converting copy; use StoryBrand to make searchable pages that convert.
Then craft content that both ranks and communicates a clear story to visitors.

ADVICE

Create One Clear Umbrella BrandScript

Simplify your message into one umbrella BrandScript that focuses on audience needs and clarifies why they should care.
Use that clarity to ensure consistent messaging across teams, regions, and channels.

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Too many businesses, whether large or small, established or new, make the mistake of leading with their own story. In other words, they're trying to tell their audience all about what makes their business so great — and then they're confused when their audience reacts with a shrug and says, "I don't care." How can businesses reach new customers when "I don't care" is the prevailing mindset?

StoryBrand and Marketing Made Simple help you answer that question. On the podcast today, hosts Dr. J.J. Peterson and April Sunshine Hawkins are continuing their series of discussions with veteran StoryBrand Certified Guides. Today's guest is Jessie Congleton, certified since 2016, and she helps us with key insights into what customers want to read in your marketing copy. What should you consider about your audience before you start writing? What should you lead with in your copy? What is the biggest mistake companies (of all sizes) make when writing marketing copy? With answers to these questions and more, Jessie illuminates how to write marketing that makes customers care.

Contact StoryBrand Certified Guide Jessie Congleton directly at MarketingMadeSimple.com/JessieCongleton.

Jessie has also appeared on the Marketing Made Simple podcast twice before. Listen to her past episodes:

#8: Save Your Customers from Failure - https://podcasts.apple.com/us/podcast/save-your-customers-from-failure/id1569923210?i=1000531685005

#70: How Do I Make My Copy Clear, But Not Boring? - https://podcasts.apple.com/us/podcast/how-do-i-make-my-copy-clear-but-not-boring/id1569923210?i=1000583138137

Needing to clarify your message so more customers engage? Register for our upcoming StoryBrand Marketing Workshop July 23-24, 2024 at StoryBrand.com/Workshop. In this virtual workshop you will learn directly from Donald Miller and Dr. J.J. Peterson how to create a clear message and walk away with a 5-part marketing plan to help boost revenue and grow your business. Register now at StoryBrand.com/Workshop.

CLARIFY YOUR MARKETING AND CREATE YOUR FREE BRANDSCRIPT: Storybrand.com/sb7

TURN YOUR WEBSITE INTO A SALES MACHINE WITH THE ULTIMATE WEBSITE TEMPLATE: BusinessMadeSimple.com/Website

HIRE A STORYBRAND CERTIFIED GUIDE TO HELP CREATE THE MARKETING AND MESSAGING YOUR BUSINESS NEEDS TO GROW: MarketingMadeSimple.com

HELP US DELIVER EVEN MORE VALUE EACH WEEK BY COMPLETING OUR HERO MAKER SURVEY: StoryBrand.com/Survey

STORYBRAND INSTAGRAM: instagram.com/StoryBrand