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Timestamps:

[01:24] What is Copywriting?

[11:44] Copywriting in Email Marketing

[21:07] Consistency & TIming in Copywriting

[30:18] The Ideal Email Structure

How to Write Words That Sell. Copywriting Secrets with Michelle Ryan

If you've ever struggled to write emails that captivate your audience and drive sales, you're not alone. Copywriting can feel like a mysterious art, but it's a skill that any business owner can master.

In episode #86 of the Master Your Business Podcast, expert guest Michelle Ryan of Ryan Virtual gives away dozens of gold nuggets about copywriting. She shares insights and strategies for emails that convert, build trust with your audience, and ultimately boost your bottom line. 

Copywriting: What It Is and Why It Matters

Copywriting is using words to persuade, inform, and ultimately sell. It's the backbone of effective marketing and can make the difference between a customer clicking "buy now" or bouncing from your page.

The Difference Between Copywriting and Content Writing

While copywriting and content writing involve the written word, their goals are distinct. Content writing focuses on educating, informing, or entertaining your audience. It's like a friendly conversation over coffee. Copywriting, on the other hand, is laser-focused on selling. It's the persuasive pitch that motivates action.

Common Copywriting Mistakes (and How to Avoid Them)

One of the most common copywriting pitfalls is neglecting the power of storytelling. Many businesses jump straight into listing features and benefits, forgetting to connect with their audience on a deeper level. 

Michelle emphasises the importance of weaving a narrative that resonates with your customers' emotions and desires. Show them how your product or service can transform their lives, not just what it does.

Another common mistake is using industry jargon or overly formal language. Remember, you're speaking to real people, not robots. Use conversational language that your audience can easily understand and relate to.

The Welcome Email: Your Secret Weapon for Conversions

“Your welcome email is the most important email you'll ever send.” - Michelle Ryan.

Your welcome email is the first impression you make on new subscribers. It sets the tone for your relationship and can significantly impact your open rates and engagement.

Why Your Welcome Email is Crucial

Michelle considers the welcome email the most important one you'll ever send. It usually has the highest open rates of any email type, making it a prime opportunity to hook your readers.

What to Include in Your Welcome Email

Your welcome email should set expectations for what your subscribers can expect from you. Will you be sharing weekly tips, behind-the-scenes glimpses, or exclusive offers? Let them know! This is also the perfect time to showcase your personality and let your brand voice shine through.

Email Content and Frequency: Finding Your Sweet Spot

When it comes to email content and frequency, there's no one-size-fits-all approach. It's about finding what works best for you and your audience.

Defining the Purpose of Your Emails

Before you start writing, determine the goal of your email. Do you want to sell a product, build community, or educate your audience? This will help you tailor your content and create a clear call to action.

Crafting Compelling Content: Storytelling and the Customer Journey

Remember Michelle's advice about storytelling? It applies here too. Use your emails to share stories that illustrate how your product or service has helped others. Take your readers on a journey that leads them to the logical conclusion that they need what you're offering.

Consistency vs. Flexibility: Finding the Right Cadence for Your Emails

The frequency with which you send emails depends on your resources and audience. Whether it's weekly, monthly, or bi-weekly, the key is consistency. Stick to a schedule that you can realistically maintain.

Timing is Everything: Experimenting with Email Delivery

Don't be afraid to experiment with different days and times to see what works best with your audience. Consider their habits and when they're most likely to be receptive to your message.

Email Dos and Don'ts: Michelle's Top Tips

To help you avoid common pitfalls and maximise your email's impact, Michelle shares her top dos and don'ts.

The Don'ts: What to Avoid in Your Emails

• Don't jump straight into selling: Warm up your audience with stories and valuable content before pitching your product or service.
• Don't be overly formal: Emails are a great place to showcase your personality and connect with your audience on a personal level.
• Don't overcommit: Be realistic about the frequency you can maintain. It's better to send fewer, high-quality emails than to burn out trying to keep up with an unrealistic schedule.

The Dos: Key Strategies for Email Success

• Provide value: Give your readers a reason to open your emails by sharing valuable tips, insights, or exclusive offers.
• Have fun with subject lines: Use catchy headlines that pique curiosity and encourage clicks.
• Ask questions and invite replies: This will open up the conversation with your audience. It will help you understand their needs and build stronger relationships.

Unsubscribes: What They Mean and How to Learn from Them

Unsubscribes are a natural part of email marketing. Instead of taking them personally, use them as an opportunity for growth.

The Importance of Quality Over Quantity

Remember, having a smaller, engaged list is better than a large, uninterested one. Unsubscribes can help you refine your audience and focus on the people genuinely interested in what you offer.

Using Unsubscribes as Valuable Feedback

Analyse your unsubscribes to identify patterns. Did a particular email prompt more unsubscribes than usual? Was there a change in content or tone that didn't resonate with your audience? Use this feedback to make adjustments and improve your future emails.

Conclusion

Mastering copywriting is an ongoing journey, but with the insights and strategies shared by Michelle Ryan, you're well on your way to creating emails that sell. Remember, it's all about connecting with your audience, providing value, and experimenting to find what works best for your unique business. So go forth and write words that make an impact!

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