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Do you constantly see people going live online and using video to make sales in their business? Well, as an introvert, you don’t have to do that. Your words are so powerful, and even more so as an introvert, because when you can help your leads understand the offer that you have in front of them, the faster you can help them move along your sales process. Not only that, but your words help build that know, like, and trust factor relationship with your audience. So when it comes to making sales, your words, your copy, and what people read truly make those sales for you.
Our guest on the podcast today is Samantha Burmeister. She is the founder and lead copywriter at Nomad Copy Agency. Every business they write for at Nomad Copy receives custom copy to help them turn their sales process into a hands-off, high-conversion experience.
Samantha has worked on dozens of online service provider launches, many of which earn the client six figures (or more!). Ultimately, her goal is to empower the entrepreneurs she works with to sell more, simply – so that they can focus on delivering & designing the life of their dreams.
Before going out on her own, Samantha sold multi $100,000 bespoke IT research to Fortune 1000 companies. Before that, she even sold premium financial products to individuals. Premium level sales were her expertise at this point. During her corporate career, she also kept a travel blog. So when she realized that it was time to start her own business, she began looking at what skills she had that she also loved doing. It was obvious that she loved sales, just not for larger companies. She loved writing, too.
It took several months before she could really explain what she did. Then, when speaking to someone, she told them about her sales writing, and they asked if she was a copywriter, to which she told them yes. Soon after, she Googled what a copywriter was and realized that she was indeed a copywriter. She found out that a copywriter is a type of virtual assistant who works on an hourly basis. So it was a legitimate career and needed skill. She began taking a couple of copywriting courses, honed in on her brand, and has been operating as Nomad Copy Agency for the past two years.
Are you worried about turning people away from your business? If, for example, you have a high-ticket item or offer, and you are more comfortable with getting your leads on calls, then your copy can help repel the wrong people away from your business and have more high-quality with more highly qualified leads. You are not turning away leads but turning the people away that aren’t a great fit for your business. This is especially good for introverted entrepreneurs who despise getting on discovery calls and want to have conversations with those who would be the best fit. This could allow you to avoid these kinds of calls if you don’t have to do them and focus more on having clear copy and flushed-out packages so people can vet themselves.
Even going outside the scope of copy, Samantha has seen many people do a great job leading people to webinars to have more of that one-to-many sales call. So many great ideas can help make your copy do the work on your behalf and minimize the face-to-face interactions you have with people.
There are two factors that will help you with writing that high-converting sales copy as an introvert.
Simplicity is huge across the board. This means simple language or less language. There are people writing emails 1000 words long, and nobody opens their emails every morning, excited for a 10-minute read. Your email aims to get people over to your landing page. Reframe and simplify your thoughts around this process. You also want to simplify the names of your offers instead of naming them like a craft brewery names their beer. As Samantha says, you don’t want to call your offer, the stealing kitten’s offer, or the baddest group program. It should be something simple like one-on-one coaching or the content guide. You don’t have to create a trademarkable name because confused people don’t buy. You want to keep it super simple across the board by telling people why they should want your offer and what they’re getting out of your offer; it’s one of Samantha’s cardinal rules for writing copy.
The other big tip is to focus on the transformation. The ‘what’ that you provide is important. The details are important, too, but the ultimate promise is what people care about. For example, if you walk away with a vetted marketing plan for 2023, then you know exactly what you are getting for your marketing plan. They won’t have to spend any more time on their marketing in 2023 other than the plan they now have in place. That’s the transformation. The goal isn’t for people to buy the marketing day intensive from you; instead, the goal is for them to have all of their marketing planned out.
What is repeatedly being focused on is that people will get a full day with you and get a workbook, recordings, and so on. That’s all of the ‘what’ that your offer includes, but that will not matter because the vetted marketing plan will save them so much time and effort and ultimately earn them more money next year. They will have time to focus on whatever is important to them.
Samantha has come across a lot recently that people don’t think they have funnels. They will usually immediately follow that up with, “oh, but I have a freebie,” and from there, that ultimately is a funnel, just not a super sophisticated funnel that leads people to where you want them to go.
She also recommends starting from the bottom and using the marketing plan example from earlier; the marketer ultimately wants people in their $3,000 VIP day, so you have to backtrack the process. You can’t just give away one part of the VIP day that includes the workbook for free. Instead, focus on what people need in the step before their marketing VIP day and meet them where they are. Funnels aren’t a numbers game, so the more specific you are, the better qualified your leads will be. Then, when you continue figuring out the steps they need to take to get to the $3,000 offer, you will have the entire multi-step funnel that leads towards your high-ticket item.
The types of people that Samantha works with as a copywriter are those who are past their initial startup phase in their business, have done their own copy, have been able to really scale their business, and are now needing to take that next step to uplevel their copy and need their online presence to match their unique services and what they do. These leads also know that this next level won’t be possible without getting that premium level sales copy. These leads also understand that this next level won’t be possible without getting that premium level sales copy. Most of these kinds of people don’t just have a list to go by that tells them when they need to improve their copy, but it will click for them that if they want to get to that next level, then they will also need to put some work into their copy – whether that be their website copy, sales copy, or their email copy, to help sell for them.
Many people know they need help with sales but aren’t necessarily aware that a copywriter could be the solution to getting what they need. So Samantha wanted it to be super specific for the people who eventually work with her by having some sort of opt-in or freebie that gets people ready to work with her. But, again, this goes back to the funnel portion about figuring out the steps people need to take before working with you.
Samantha’s freebie for her leads is that she audits their opt-ins. The lead will send over their name, email, and the link for the opt-in. Then she is able to typically opt-in to their freebie on Monday’s and on Friday’s she has a full audited opt-in for them based on their email subject lines, the email copy, how it’s laid out, and how they can then increase their subscription rate and decrease their unsubscribe rates from their emails to hopefully have a better pool of clients to sell to in the next stage of the funnel.
Samantha has given some quality tips and insights on how to make more sales with your copy and the words you use. Your words are powerful, especially as an introvert, so make sure to bring more simplicity and transformation to your copy. If you want to connect with Samantha, be sure to use the resources below to follow her on social media, get more tips for your copy, and have her audit your sales copy by signing up for her freebie.
[1:41] How Samantha’s formal sales career led her to become a copywriter
[3:52] The typical client that Samantha works with at Nomad Copy Agency
[5:37] Repelling the wrong people away from your business with your copy
[10:56] How to write high-converting sales copy as an introvert
[17:01] Getting high-quality leads into the top of your funnel
[19:49] When to hire a copywriter for your business and Samantha’s amazing freebie offer
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