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Write Better Copy: the money-maker in business

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Typing on a laptop
Every single word you write should have a clear purpose for your business

Here’s how a lot of people feel when they know they have to sit down and write copy:

Snow White running from danger

Snow White is terrified of writing copy

But, when done well…this is what copy can do for you…

Snow White clapping

Snow White used good copy and became rich

Think different.

Open happiness.

Because you’re worth it.

Melts in your mouth, not in your hand.

Just do it.

Just words? I don’t think so.

These slogans are glorious pieces of golden copy. And they have made a lot of people incredibly wealthy.

The biggest money-maker in business is better copy

Think about your business. Think about the time, the sweat, the tears, the work, the missed moments with your partner, your kids, your dog…so that you can build something that sustains your life.

…and then ask yourself if you’ve ever thought any of these thoughts:

My copy sounds like a term paper 

I have blank page syndrome

I’m struggling to find my authentic voice without sounding too corporate

Writing my own copy takes up SO MUCH TIME

It’s so articulate in my head but seems impossible to put into words

I don’t know what the power words are

I have no idea if the copy I write is remotely along the right lines

Yeeeeeeaaaah, I hear you. And I also know WHY you feel that way. You’re missing a key ingredient in your copywriting process. When you have it – the copy writes itself.

What is this key ingredient?

It’s the conversion process.

It’s the journey that moves people to say YES. Using data.

What does that mean? It means that the copy you write is based on science, not a stab in the dark. It’s based on research, not on a whim. It’s based on heatmaps and analytics and best practices, not on a feeling. And that means conversion. And that means more £££s for your business.

3 Steps to Writing Better Copy

Now, obviously, it’s more complicated than this. It’s not just one, two, three, and, BAM! you’re done. Each step requires time, effort, brainpower, and total commitment. That’s why conversion copywriters charge the big bucks. Because they’re not sitting at their desks, meditating, with candles lit, waiting for inspo to hit them.

They are doing research. They are mining for data. They. Are. SCIENCING.

That’s what conversion copywriters are. They’re mini-scientists. Looking at human behaviour. Establishing purchasing trends. Figuring out why people make the buying the choices that they make. So that they can write better copy. And make you oodles more money.

When they have the data they need about an ideal client, they can make magic.

Here’s what you need to do if you want to make like a conversion copywriter and write better copy.

1. Research & Discovery

Analysis. Competitor research. Voice of customer data. Surveys. Heat maps. Click trackers. Your conversion copywriter is gathering intelligence. Like an investigator. Like a PI. You’re Steve Arnott-ing your way through every piece of evidence you can find. And there’s a very important reason for this:

You connect with your audience. Show them that you get them. You share their doubts, frustrations, desires and dreams.  You deepen that connection with them because they can see that you get them. You develop trust, the key ingredient to a sales success story.

2. Writing

Once you have all the juiciness that your research has unearthed, it’s time to start writing. This requires time. It requires that you sift through everything you’ve found and identify the patterns, the recurring messages, the power words people have used, the pain points, desires, beliefs, objections, objectives, dreams, needs, fears, and regrets of your customer or prospect.

As the patterns emerge, the most prevalent information becomes apparent, and you start to create a hierarchy of messaging. You don’t deviate from this. This is your copy bible. This is what you will use to craft a message that shows the reader that you see them, you understand them, and you can help them. This is where the conversion takes place. You’re moving people from point A to point B(uyer).

3. Optimising

Copy is never really finished. It’s a living, growing beast of wonder that is pretty insatiable and is always looking to be improved. Once your copy is written, are you monitoring its performance? Are you A/B testing? Are you tracking the analytics?

Every piece of copy you write (or your copywriter writes) needs to be optimised. You have to see what is resonating and what isn’t. What is converting and what isn’t. What is working and what isn’t. That’s when you can make changes, tweaks, edits, and informed choices about the copy that’s on your website, landing page, emails, and sales pages. It’s the final piece of the copy puzzle – and every conversion copywriter worth their salt should be insisting on it. Because that’s how you write better copy.

From Fear to FABULOUS

Conversion copywriting is a no-brainer: through a very carefully tailored approach, you educate and inspire your audience. You empower them to take steps to choose themselves and change their lives. Conversion is the next logical step for them.

The purpose of conversion copywriting is to move your prospect to say ‘Yes.’ We do this through data-driven storytelling, formulas, and proven persuasion techniques.

It’s not just random writing, hoping something will land. It’s a strategy that makes money.

Every single word you write has a purpose. Every single sentence engages the reader, making them think ‘Is this person inside my head?’ and creates magic.

But it’s NOT magic. It’s a specific blend of impactful storytelling, and data.

It’s filled with high tension, drama, climax, and the final resolution, the ingredients of every good story. And your fairytale ending? Get your mission, message, and product or service out into the world. And raking in them dollah billz.

Snow White high fives her mates

Snow White high fives her fans because she used conversion copy

Ashleigh is a Copyhackers-trained conversion copywriter who helps ambitious business owners attract their ideal clients and generate wealth with words. She's also a speaker, a feminist, and dog mom. She lives in London and works with incredible businesses all over the world.

Business

The Häagen-Dazs Rose Project announces 50 nominees

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Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project
Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project

Earlier this year, on International Women’s Day 2023, Häagen-Dazs launched ‘The Rose Project’, a global initiative with a $100,000 (USD) bursary grant inviting nominations to recognise unsung trailblazing women in honour of the brand’s female co-founder Rose Mattus. Yesterday, 23 November, on what would have been Rose Mattus’ birthday, Häagen-Dazs announced the top 50 #WomenWhoDontHoldBack nominees being shortlisted for their achievements and its five globally accomplished Häagen-Dazs Rose Project judges.

Over 2,500 applications were received for The Häagen-Dazs Rose Project putting forward pioneering efforts and societal contributions made by women across the globe. From these, 50 talented and inspirational women have been shortlisted and will be put forward to win one of five monetary grants of $20,000 (USD), which will be announced on International Women’s Day 2024, to continue their exceptional work, unleash their potential or give to a cause they are passionate about. The top 50 shortlist includes women from 17 countries hailing from across Europe, Asia, Africa & Middle East, Australia and the Americas.

The all-female judging panel from across the world has been handpicked for the final selection stage of The Häagen-Dazs Rose Project includes. UK-based author, broadcaster and philanthropist Katie Piper, fashion entrepreneur and advocate for women’s fertility issues, Velda Tan from Singapore and Spanish entrepreneur and creative director Inés Arroyo, are amongst the judges.

“International Women’s Day 2023 marked the launch of The Häagen-Dazs Rose Project to honour the legacy of our co-founder, Rose Mattus, and create a fund platform to provide opportunities to women across all fields around the world who are truly deserving of support and recognition. We were thrilled to receive thousands of nominations across countries and our #WomenWhoDontHoldBack Top 50 shortlist is a compelling and diverse mosaic of trailblazing female narratives that moved us and serve as an inspiration to women everywhere”, says Aurélie Lory, Häagen-Dazs spokesperson.

To find out more about the story of each entrepreneur shortlisted for The Häagen-Dazs Rose Project, visit: https://iwd.haagen-dazs.global/en/.

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47% of women feel their workplace is not combatting inequality

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Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 at the Altice Arena in Lisbon, Portugal
Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 | Photo: Eóin Noonan/Web Summit

The proportion of women who feel that their workplace is not taking appropriate measures to combat gender inequality has nearly doubled in a year, a new survey has revealed.

Web Summit, the world’s largest technology event taking place in Lisbon this week, has released its third annual State of Gender Equity in Tech report, which is based on a survey distributed among its women in tech community.

76.1 percent of respondents feel empowered to pursue and/or hold a leadership position; fewer respondents (41.8 %) feel the need to choose between family and career when compared to 2022 (50.4 %); and there is at least one woman in a senior management position in 80.4 percent of respondents’ companies, a similar proportion to last year (81.3%).

The survey found that 70.5 percent of respondents feel pressure to prove their worth compared to male counterparts, while 77.2 percent feel they need to work harder to prove themselves because of their gender.

Over three quarters of respondents (76.1 %) feel empowered to pursue and/or hold a leadership position. And almost half of respondents think that their workplace is not taking appropriate measures to combat gender inequality, increasing from 26 percent in 2022 to 47
percent in 2023.

“While it is encouraging to see progress in some areas, such as those feeling the need to choose between their family and career, there are also some deeply concerning trends within this report. Seeing an increase in those who report having experienced sexism in the workplace in the last year is disheartening in 2023. We hope that this kind of research can breed some positives, and that it will push workplaces – and women within these workplaces – to broach these topics and make progress in these areas,” said Carolyn Quinlan, VP of community at Web Summit.

Last year, 42 percent of attendees at Web Summit were women and 33 percent of speakers were women. In 2023 these numbers have slightly improved with 43 percent of attendees and 38 percent of speakers on stage being women this year.

The women in tech programme at this year’s Web Summit is at capacity, and the women in tech programme at Web Summit Rio 2023 reached capacity in record time.

The WebSummit 2023 is running from November 13th to 16th in Lisbon, Portugal.

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Krispy Kreme to give away free donuts on World Kindness Day

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A box of Krispy Kreme donuts opened and with donuts inside
The company, founded in 1937, is giving away 60,000 free doughnuts around the world today | Photo: Clément Proust

American multinational doughnut company and coffeehouse chain, Krispy Kreme, is celebrating “World Kindness Day” today by distributing free donuts in the US and the UK.

The chain is giving away a box of a dozen glazed donuts for free with no purchase necessary. But only the first 500 guests that visit each participating Krispy Kreme US stores on “World Kindness Day”, Monday November 13th, will be able to get a free box of donuts.

Krispy Kreme often gives away free or discounted donuts to generate buzz on special occasions. The company, founded in 1937, traditionally gives out free donuts to customers on National Donut Day, celebrated on the first Friday of June of each year. And in July, a dozen of glazed donuts were sold for 86 cents to celebrate its 86th birthday.

Thousands of free donuts are also expected to be given away today across Krispy Kreme stores in the United Kingdom, with customers being encouraged to ask for the World Kindness Day offer. No purchase necessary.

The company, which operates in over 30 countries around the world, said it wants the brand associated with World Kindness Day to make “meaningful connections” with customers.

“World Kindness Day is an opportunity to make a positive difference by being generous,” Dave Skena, Krispy Kreme’s global chief brand officer, said in a release. “Simple gestures of caring and thanks, including sharing a sweet treat, is a great way to do that.”

Krispy Kreme said that it’s considering expanding a limited partnership it has with McDonald’s to sell more of its donuts at the latter’s location.

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