by Erica | Sep 28, 2013 | Inspiration, Mind
I think one of the biggest obstacles I face as an entrepreneur – especially as a writer-entrepreneur – is the fear that everything I could possibly say, all the value I could possibly give, has already been said or done (or, specifically, written) before.
This idea paralyzes me. It stops me from creating for this blog. It stops me from reaching out to new, potential clients. It stops me from doing my best work for the clients I already have, when dirty thoughts like, “Well, this other copywriter would surely know how to say this better than I can and so I must be a really fucking shitty writer!” sneak all up in my brain uninvited.
Frankly? Feeling like it’s all been done before really fucking sucks.
It sucks because I’ve been an online entrepreneur and writer since I was 10 years old. It sucks because I ran my first e-zine at that same age, and knew right then and there I wanted to leverage the Internet somehow to make money (this was in like 1997 or so, mind you). It sucks because when I sat behind my big old grey box wearing my jellies shoes and slap bracelets and created those cutesy little online magazines in 5th grade, my favorite part was writing the ads I posted across different AOL message boards (the Style Channel, anyone?) (BTW, AOL message board ads of 1997 are the online sales pages of today. Truth.)
It sucks because I can’t really imagine myself doing anything other than writing. (And trust me guys, I’ve tried. And it’s all been in vain.) It sucks because – as much as I absolutely adore the Internet & the freedom & wondrous ideas & experiences & friendships & information it’s given me – if I didn’t spend so much time on the Internet, I would probably still feel at least somewhat original. (I actually wrote a blog post on my blog about whether you can really be unique on the net….back in 2010.)
But when you have an entire world wide web of information (and, mostly, writing) at your manicured fingertips? It’s easy to feel like you are really nothing but an imposter. A fake. A total rip-off of someone else.
How many of you have come up with what you thought was the absolute perfect idea for a blog post, or a super-sweet new service…only to do a quick Google search& stumble upon 3-10 others exactly like it?
I know it’s happened to more than one of us.
And it doesn’t feel good. It feels fucking terrible.
We creative types like to think we’re original.
And smaht. (Yes, smaht. Just like my Nana on Martha’s Vineyard would say.)
And different. And wise. And just plain…awesome.
So finding out that in fact, most of what we want to say or produce has indeed already been said or produced before?
It stings. It hurts our little creative hearts.
But there is indeed a silver lining to this sob story. And that’s this:
Nobody’s ever said it (or done it) like you before.
This simple little mindset shift can do miraculous things for your business. And your self esteem.
For real though. How many of us have only ever loved one human? Or one movie? Or one song?
The same applies to people in business. We like different people, things, experiences for different reasons.
And, if it makes you feel better (’cause all that up there sounds way too woo-woo), science agrees. Studies say people have to hear new information multiple times before it truly sticks.
Like, you could be speaking to someone who has heard the same idea a thousand times before. Likely, you will. But if you’re talking about a subject in a fresh way (which you will be, because you’re talking about it your way), you could say something that finally makes them go, “OMG, I finally fucking get it, dear Watson!”
Now, you don’t want to rob that person of what could be a life-changing moment of clarity, do you?
Exactly.
I know it’s not going to be easy.
I know you’re still going to encounter people and experiences and ideas and go, “Damn it, I thought I invented that!” but you have to remember that THAT’S OKAY.
Because you’re you. And you can only do things your way.
And the world – or, at least, that one person who just doesn’t quite get your thing (yet) – NEEDS your way.
And because Edith Wharton would be very proud.
by Erica | Sep 23, 2013 | Business Design, Copylicious, MoneyMoneyMoney
[Over the next few weeks I’ll be sharing some of my insider intel with a little series I like to call, “The 4 C’s of Crushworthy Copy.” (Yes, I realize crushworthy is not actually a word. No, I don’t care. Yes, I’ll eventually tell you why.) Today we are covering the first (and arguably most important) C: Clarity. Dig on in, sisters!]
I know you’ve heard it before and you’ll hear it again:
If you want to sell something, you need CLARITY.
It’s become a total buzzword in the online community and honestly – it should be. But like, WTF is it really? What does it mean to have clarity around your business, your brand, your offerings, your target market? Fear not, sisterfriends. Check out my handy-dandy guide to copy clarity below.
Clarity is knowing WHAT YOU SELL, WHO YOU SELL IT TO and (here’s the biggie!) WHY THE EFF YOU’RE SELLING IT.
…But how the hell do you figure this stuff out, you ask? Especially if you’re a total noob?
Here’s a quick look at how you can figure all this totes essential business groundwork stuff out:
Your What.
What it means:
♥ Knowing the features and benefits of your product/service (and the difference between the two)
FEATURES: A feature is a tangible. It’s like saying, “When you purchase my Overnight Celebrity copywriting package, you get one sexy sales page…” The sexy sales page is a feature.
BENEFITS: On the other hand, a benefit is what the sexy sales page is really doing for you. When you think about what you’re selling, you gotta take a step back and look at things a little more objectively. You’re not just selling life coaching to women going through a career change. You’re selling confidence. I’m not just selling words on a page. I’m selling you time. I’m selling you peace of mind. I’m selling you the ability to make more money. You see?
A QUICK GUIDE TO FINDING & COMMUNICATING YOUR BENEFITS:
// Ask yourself What kind of experience your clients will have while working with you. What feelings will you give them during your time together?
// Ask yourself what your client’s life will look like AFTER working with you. How will they be changed? Will they be closer to their ideal lifestyle?
// Include the answers to above questions on your sales page. Paint a picture with words about how amazing, fabulous & transformed your clients will be after they work with you. (Because, obvs, they will be.)
Your Who.
(and I don’t mean the band, although they kinda rock, too.)
What it means:
♥ Knowing YOUR IDEAL CLIENT. Here’s a quick way to nail down your target market. You really only need to ask yourself two questions:
Sunday afternoon: Is she sipping chai tea lazily at the kitchen table? Is she out carpeing her diem hiking a mountain somewhere? Is she making PB&J sandwiches (and cutting off the crusts) for two kids, in between fixing herself a delicious (mostly) organic salad?
And what about Monday morning? Is she curling her hair while checking her e-mail on her iPhone, prepping to hop in her silver BMW and drive across town? Is she doing yoga to the sunrise? Is she dead asleep until at least noon?
It’s crazy how much this stuff tells us about people, right?
ACTION STEP: If you’ve never done this exercise before – DO IT. Seriously. In a notebook. NOW. 🙂
and finally…Your Why.
What it means:
♥ Knowing YOURSELF & WHAT MOTIVATES YOU TO DO WHAT YOU DO. This should actually probably be first, because without a “why” – you really don’t have a business.
Your why is simply the big reason – the true motivation – behind all that you do in your business. If you’re not 100% on your why, it’s likely nothing in your business feels right.
A QUICK GUIDE TO DISCOVERING YOUR WHY:
// Ask yourself what LIGHTS YOU UP about the work you do.
// Ask yourself what your TRUE MISSION is.
// Make your “remember this shit when I wanna quit list” (I got so much clarity from this!)
// Ask yourself what you want people to say about you at your funeral. (Morbid, but useful.)
// Put it all together & voila!
BUT PLEASE. IF YOU READ ONE THING OFF THIS LIST & ACTUALLY TAKE IT TO HEART, REMEMBER THIS ::
Clarity does NOT come from a drawing board. It comes from experience.
Clarity comes from just going out there & doin’ the damn thing.
Over & over & over.
You can start at the drawing board and you should. But your path to clarity should NOT stop there. And believe it or not, this is good news! It frees you up to just DO things, and not worry about whether they’re perfect.
So if you’re hung up on the one of the above areas? The best advice I can give you is to put down the MacBook, switch off the iPhone & just DO SOMETHING.
Launch the program. Publish the e-book. Shoot off the pitch letter.
Taking consistent action – even when you feel like you have no fucking clue what you’re doing – is the only way you’ll ever reach that beautiful place known as…CLARITY. (Cue angels singing.)
Check back next week to find out about the next “C” of Crushworthy Copy! And in the meantime, why not sign up for my list over there to the right (and grab my NEW, FREE MANIFESTO!) so you never miss a beat? (Or, you know, a blog post.)
by Erica | Sep 12, 2013 | Business Design, Inspiration
Many of you know I’m a total pop culture junkie. I worked as a celebrity gossip reporter for almost two years, and in that time, I learned more about celebrities than most will in a lifetime. (I’m also a master Twitter stalker, if you ever need a hookup.)
Even though I no longer spend my days penning pieces about Khloe Kardashian’s latest wardrobe malfunction (you wouldn’t believe how many times that girl’s accidentally flashed a nipple) or Ian Somerhalder’s attempts to save the planet, I’m still obsessed with all things pop.
That said…I HAVE to talk about Miley Cyrus.
I’d honestly been avoiding the conversation for weeks. But given that it’s been weeks and people are STILL talking about her, I feel Miley deserves a little (more) limelight right on this here blog.
But not because I want to make fun of her.
Because I want to praise her.
Hear me out.
People are still shaken up about Miley Cyrus’ shocking VMA performance (which really, wasn’t much more outrageous than Gaga’s infamous meat dress or Kanye stealing the mic from a sweet little Tay Tay Swift, but who am I to judge?)
And now, one thing’s for sure: People love to hate Miley Cyrus.
But there’s a catch. It’s working for her. BIG TIME.
Miley’s new song “Wrecking Ball” is number one on iTunes, and her earlier-released track “We Can’t Stop” is holding steady at number ten.
And did I mention her VMA performance brought in 300k tweets per minute?
Now that’s attention.
So, what lessons can we glean from the former Disney darling?
1. Timing is everything.
Miley released her video for “Wrecking Ball” the same day she got all kinds of cozy with Robin Thicke on stage. And “Wrecking Ball” isn’t just any video – it’s a vid that features the 20-year-old stark nekkid. Not exactly child’s play!
In addition, Miley’s MTV documentary will debut in early October & it’s said to give her fans an “inside look” at life as Smiley. AND the sassy starlet is (conveniently) cooking up a new album “Bangerz” & just released a track list via Twitter.
Now, imagine if she would have waited two or three months to release the doc or promote her album? People may have forgotten. We’re a culture that moves on quickly, to the next “shocking” or “crazy” fad. Miley’s team clearly knows how important it is to strike while the iron’s hot.
2. Know your target audience – and SCREW the rest.
She knows who her music is for, and she’s not worried about what people who WOULD NEVER HAVE BOUGHT HER ALBUM ANYWAY think about her. Easy peasy.
I mean, Miley surely got oodles of attention after her VMA fiasco – and not all of it was positive. Suburban moms ’round the country couldn’t believe that the former Disney star had traded in her country roots and long brown locks for a spiked short cut and, um, twerking.
Here’s the thing, though: Miley doesn’t give a f*ck – and the people her music is made for ALSO don’t give a f*ck. She was clearly trying to show the world she’s no longer a Disney princess, and do you think she cares if she’s pissing off some 40-year-old woman from Nebraska? Nope. Not at all. Said 40-year-old woman is NOT Miley’s target audience.
And while she may have lost a few younger fans (thanks to their mothers banning Miley from their households), the truth is, the people who LIKED Miley’s performance (and they are out there) are HER people. And even people who were appalled by the VMA performance? You best believe they’ll still check out her new album, just to see if they can find anything else to hate on.
3. Create a revolution.
In Miley’s new MTV doc ad, she asks her fans to join her “movement.” She’s not only creating an ideal audience (by vetting out all the peeps who don’t get her new look and act), she’s also asking them to rally around her as she spreads her message of – well, I’m not exactly sure but I think it’s something about NOT GIVING A F*CK – ’round the world.
This isn’t just about Miley. This is about everybody owning who they are and NOT GIVING A F*CK. She’s made it clear this “movement” is for everyone. And any movement rallied around self acceptance is A-OKAY in my book.
Every brand needs a revolution. Every brand needs a foundation on which to stand. The “new” Miley has created her foundation – and it looks pretty darn solid from here.
4. Don’t apologize for who you are.
When questioned about her performance, Miley told reporters she’s just “really f*cked up”. Not exactly the most flattering thing to say about yourself, but she’s OWNING who she is in a huge way. And therefore, she’s attracting other people who own their innate craziness, too. (And let’s be honest: Who isn’t a little cray cray nowadays?)
In other interviews, Miley has openly admitted that while she “wants people to love her music,” she really DOESN’T CARE what they think of her. She just loves music and believes that because she puts so much good energy into it, she’s not doing a damn thing wrong. Intention is everything!
5. Haters beget lovers.
If you don’t have at least a couple people who can’t stand you, you’re not putting yourself out there enough. Miley is a prime example: Her antics have garnered her haters abound.
The catch? Her song sales have only escalated as a result.
You Turn!
What do you think of Miley Cyrus? Is she a marketing genius or just a crazy 20-something? Spill in the comments!
P.S. I now have a few “Quickie” options – easy ways for you to work with me at a lower price point. I’ve noticed a lot of people just need a little help here or there – a tagline idea, or a second pair of eyes to spot GSP (grammar, spelling, punctuation) errors. Well, ask and you shall receive, ladyloves! Here you can peep my two new “one-off” services, Namestorm and the Money Makin’ Makeover.
by Erica | Sep 10, 2013 | Business Design, Copylicious, MoneyMoneyMoney
1. CLEAR trumps CLEVER. Always & forever, amen.
2. SHOW, don’t TELL.
Painting a picture with words (and specifics) is far more compelling. But only do it if you can do it in a way that’s CLEAR. (See #1)
3. VERBS are where it’s at.
If a sentence is boring your pants off, change the verb. (Example: If a sentence is boring your pants off, DITCH the verb. Case closed.)
4. Idioms.
There’s an entire online dictionary dedicated to them. Use ’em.
5. The people on the other side of your sales pages are ACTUAL PEOPLE.
6. …But that doesn’t make them immune to basic marketing & sales psychology.
(See: Influence – the only book I actually read in grad school)
7. The P.S. is the most read part of any sales letter/page.
8. People want TANGIBLES.
Even if your service involves something people can’t SEE (like a chakra cleanse or a coaching session that teaches how to amp up your libido), you’ve gotta somehow tell your readers EXACTLY what they’re getting – both logistically (a 90-minute coaching session) and as a result (a higher sex drive, more energy in the bedroom, and a bonus pair of peek-a-boo panties [or whatever])
9. Your brand voice and your voice voice DON’T have to be the same.
But they should be similar. I’m pretty much an open book (see: my previous post) but I also have a slightly different style depending on who I’m writing for and in which medium.
10. It’s NOT that serious.
In fact, most people like to laugh. I absolutely agree that your sales page’s main purpose is TO SELL, not ENTERTAIN. But I also know that I am FAR MORE LIKELY to remember a FUNNY person than a SERIOUS one. Chew on that.
by Erica | Sep 7, 2013 | Business Design, Copylicious
Truth: I’m an adult child of an alcoholic.
A grandchild of an alcoholic.
I’m also an ex-girlfriend, ex-fiance & ex-BFF of alcoholics.
Needless to say, I know a lot about codependency. Clearly it runs pretty deep in my blood. I spent a lot of years just thinking I was a bat shit crazy, overly emotional lunatic (and well, part of that may still be true). Honestly, I had no clue that my life & family were dysfunctional. But when I started to learn about codependency, wow. It was like all my issues finally made sense.
I wasn’t crazy. I was codependent.
Since codependents grow up in dysfunction, they (like all good, adaptable humans) develop habits that allow them to survive (read: stay sane) in an otherwise insane environment. It becomes a style of relating to oneself, and to others.
Codependents become caretakers; people who get a buzz from helping others – to the point of detriment to themselves.
Codependents find it hard to have real, true intimate relationships. Truth be told, we’re terrified of intimacy, but we’ll do anything we can to stay in relationships, even if they’re terrible for us. (Case in point: I once stayed the night with a semi-boyfriend after he told me I had a face only a mother could love, and suggested I wear a paper bag over my head next time we did it. I kid you not. In retrospect it both makes me laugh hysterically & want to puke at the same time.)
Codependents get their sense of self worth from the outside. From praise. From being “needed.” From helping. From being the one who is always there, always available. The one who will do anything for you at the drop of a fedora.
That stuff makes us feel important. Treasured. Alive.
Sadly though, outside of others, most codependents have no clue who they are. And we know it, too. We feel it at our core. When you’re deep in the throes of codependency, there’s an air of emptiness in your heart that nobody who hasn’t experienced it can truly fathom.
Codependents literally feel worthless & invisible if we don’t have someone to be codependent on, or the person we are codependent on moves on. I’d equate the feeling to losing a limb, or maybe worse. (I wouldn’t know. At the time of this post, I still currently have all of my appendages.)
By now you’re probably wondering WTF this has to do with business.
Well, my theory is that it’s not only possible to be codependent in our personal lives. Codependency can easily creep into our work as well.
….Especially if the work we do involves helping others (and whose work doesn’t?)
It’s not just crazy codependents like me who can find themselves tied up in codependent business relationships, or behaving in codependent ways.
For example:
+ Do you ever feel like you’re working IN your business ALL THE TIME, neglecting working ON your business? (Translation: You’re spending more time on clients projects – making their dreams come true – than on your own)
+ Are you addicted to praise? Do you feel high-as-a-kite if your blog post is well-received, and down in the dumps if you’re criticized (even if it’s constructive)?
+ Do you get a rush when you’re helping clients, but quickly forget as soon as the moment passes, searching listlessly for someone else who you can help? Like, can you seriously NOT HANDLE BEING WITHOUT CLIENTS for a day, or a week? Does it make you freak out if there’s not a constant stream of prospects flowing through your inbox?
+ And perhaps most importantly: Are you pouring way more love (not to mention time & money) into your mutual projects than your clients are? And is it making you resentful?
While it’s important to always strive to do your best – it is NOT your responsibility to help people who don’t truly want help. (Thank you for that one, Al-Anon.)
We can’t blame other people if WE’RE showing up more than they are. Sometimes other people think they’re ready to make changes, or get clear on things, or move forward…but when push comes to shove, they’re just NOT.
YOU can’t do anything about it.
The only thing you CAN – and SHOULD – do, is TAKE CARE OF YOUR BUSINESS FIRST.
(And I mean that on both a personal and profesh level.)
Now.
I only share because I don’t think you have to be a tried-and-true, life long codependent like me to have some of these issues crop up.
What works in real relationships AND IN BUSINESS is INTERDEPENDENT relationships. Interdependence is, simply, reciprocity. It means there’s a natural flow and balance to the relationship in question. It means everybody holds up their end of the bargain. It means both partners keep their side of the street clean – deal with their own ish, on their own time – so they can come together & create beautiful things together.
Or, in relation to business, healthy interdependence means you’re NOT lavishing on everybody else and neglecting yourself.
I know better than most that if you keep tending to everybody else’s garden & ignore your own, you’ll NEVER feel like you’re “doing it right,” no matter HOW many others you’re helping on the daily.
You need to feed, water & occasionally send your biz to the beauty shop BEFORE you can even think about supporting someone else. Putting your own biz at the bottom of your To-Do list is a recipe for disaster. (And word on the street is, that ish is NOT very palatable.)
You know how airline stewardesses tell you you MUST (in very serious voices) secure your own oxygen mask BEFORE helping others? Yes. It’s like that. You’re NOT gonna function at your best in your biz if you’re gasping for air all the time.
Next time you’re feeling burnt out, realize you haven’t showered in three days or simply feel like something is “BLAH” – I encourage you to take a step back & examine your OWN business.
Be honest.
Have you been tending to it?
If not, no biggie.
“Recovering” from relationship codependency is just a matter of learning to love & accept ourselves, no matter what. It also means investigating our dark spots & illuminating ’em.
….And usually it includes lots of mani-pedis, Swedish massages & totally frivolous trips to Forever 21.
Believe it or not, recovery from business codependency can be fun. (And it’s definitely cathartic.) Because it’s all about returning your attention to yourself.
Here are a few things you can do to “recover” from business codependency:
1. Take a freakin’ break.
Sometimes that’s all we really need. Codependency in business is surely linked to at least a little bit of codependency/self-care issues IRL. So please. Stop. Get up. Back away from the Internet. Go climb a mountain or see a friend or do absolutely nothing but watch trashy reality TV. Do whatever it is that makes you feel good, and replenishes your soul.
2. Update your website & social media to keep your branding cohesive across all channels.
Believe it or not, I’ve learned it’s not the big things that make us feel awesome. It’s the details that make us feel polished & put-together. I know you’ve been planning to link your Twitter & Facebook updates for weeks, so DO IT. Seriously. Now.
3. Post some of your own, unique content to your blog or Facebook page.
Your content is important. Just as important as the stuff you create for clients.
4. Clean up your systems.
Take 15 minutes to do the pesky back-ends things have been piling up all week/month/year. Getting them off your plate will feel amazing, and free up lots of space in your already cramped brain.
I’ll review a page of your copy for FREE. You know, the one you’ve been afraid to look at or really dig into because you know it’s just all over the freakin’ place.
6. Re-evaluate how you spend your time – and who you spend it with.
A huge part of recovering from codependency is learning to squeeze in time for ourselves. Actually, it’s more about making time for ourselves the non-negotiable, and “time for other people” worked in AROUND that. We’re also encouraged to weed out the negative, energy-suckers – both activities AND people. In biz terms, this means taking a SERIOUS look at how you spend your days, and structuring them around YOUR BUSINESS first. Not client work. Not tinkering away on Facebook. NOPE. Work on the stuff that’s gonna bring in the bacon first – your OWN business.
7. Create boundaries.
Boundaries are another MAJOR area most codependents struggle with. You need ’em in your business, too. Decide exactly what you will and won’t tolerate. Decide exactly when you will and won’t respond to client emails. Then, let people know – and stick to them. That last part is key. Boundaries aren’t real unless they’re enforced.
Can you think of any other ways to quit the codependency habit in your business? Share them in the comments!
Here’s to taking care of business (better)!
copywriter for lady rebelles, trendy tastemakers + spiritual sellers.
