write podcast episode 41

The Write Podcast, Episode 41: How Businesses Can Set Up Profitable Facebook Ads with Amanda Bond (The Ad Strategist)


For episode 41 of The Write Podcast, I’m getting into a conversation with one heckuva smart marketer, Amanda Bond of The Ad Strategist. In fact, she’s known as “the slayer of Facebook ad B.S.” And nothing could be truer. Amanda is a straight-shooting ad strategist and consultant who tells it like it is. She also moonlights as a HubSpot Academy instructor and a Facebook correspondent for the Social Media Examiner News Show.

In this interview I did with her, she shared an amazing amount of expertise and practical advice on how to make sure your Facebook ads are profitable. Newbies and beginners (and pretty much anyone doing Facebook ads period), this is for you.

Listen to @TheAdStrategist share her #FacebookAd knowledge and drop value bombs in E41 of the @writepodcast, hosted by @JuliaEMcCoy 🔥 Click To Tweet

write podcast episode 41

The Write Podcast, Episode 41: How Businesses Can Set Up Profitable Facebook Ads with Amanda Bond (The Ad Strategist)

  • 4:05 – How Do You Build a Facebook Ad Strategy if You’re Just Starting Out? Amanda shares some ground-level steps for building your Facebook Ads strategy. The first question to ask yourself: Are you truly ready for Facebook ads?
  • 8:00 – Nailing Your Sales Process is Essential Before You Can Dig into Facebook Ads. We discuss why your sales and business processes need to be solidly in place LONG before you get started with ads and funneling in more sales. This helps with burnout, too!
  • 14:17 – The 3 Phases of Facebook Advertising. Amanda walks us through the process of warming up leads to get them ready to say “yes” to you. It involves 3 phases: Connect, commit, and close.
  • 15:29 – Phase 1: Connect. For the “connect” phase, the only goal is to get your name out there. That means branding ads with no calls-to-action.
  • 16:02 – Phase 2: Commit. The second phase is what’s being taught in the marketplace right now from beginning to end. (Hint: It should NOT be the only thing you’re doing.)
  • 19:30 – Phase 3: Close. The final phase helps your customers get over their reservations and make a purchase. These ads build on the information you gave them in phases 1 and 2.
  • 21:50 – What Are Recent Changes to Facebook Ads to Keep in Mind? According to research from The Ad Strategist, CPMs (the cost to deliver 1,000 ad impressions) are rising fast on Facebook. (It costs up to 3x more than it did in 2016!) Amanda tells us just how much costs have risen and what to do about it.
  • 25:45 – Case Study: How to Be “the Most Trusted Advisor.” Amanda talks about how her business successfully sold a digital product mainly through listening to the ideal audience’s needs and positioning themselves as their “most trusted advisor.”

Favorite Quotes to Tweet

“The foundational thing I always want people to know is you’re maybe not ready to run Facebook ads yet – and that’s okay.” @TheAdStrategist on @writepodcast Click To Tweet

“If we don’t have a sales process in place, if we don’t know how to turn attention into customers, ads are only going to amplify what’s broken in the business.” @TheAdStrategist on @writepodcast Click To Tweet

“How many times do we try and be the best at everything we do in our business, when being the best is going to take a lot more time and effort than actually allowing somebody who IS the best to take over?” @TheAdStrategist on… Click To Tweet

“Ads are touted as that magic bullet in so many places. We have to slow down and we have to build strong foundations to be in this for the long haul.” @TheAdStrategist on @writepodcast Click To Tweet

“Are ads bringing in customers? If the answer is no, STOP.” @TheAdStrategist on @writepodcast Click To Tweet

“Value first, service first. Give a crap about your audience and intimately know what they need, and then create your products and services as a solution to those needs.” @TheAdStrategist on @writepodcast Click To Tweet

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The Write Podcast, Episode 40: Jay Baer on Talk Triggers & How to Build Effective Word-of-Mouth Marketing

Did you know? 83% of Americans say that a word-of-mouth recommendation from a friend or family member makes them more likely to purchase that product or service.

Today, for Episode 40 (already!!), I’m honored to have the amazing Jay Baer as my guest on The Write Podcast.

Jay’s brand-new book, Talk Triggers, co-written with Daniel Lemin, came out on October 2, 2018 – less than one week ago! We recorded this episode a day before his book came out.

My own copy is already in my hands, complete with an alpaca (listen for a funny discussion at the beginning about the difference between an alpaca vs. llama, complete with sound effects), cookies, and headband. (I did an unboxing video of the book and giveaway items that you can watch here.)

The book is awesome, and I was so excited to chat with Jay and get more inside details. He has tons of sage advice from years in the marketing space.

Jay is the founder of Convince & Convert, a Hall of Fame Keynote Speaker, and the best-selling author of 6 books, including The Now Revolution, Hug Your Haters, and Youtility: Why Smart Marketing Is About Help and Hype. He’s well-qualified to speak (and write!) on today’s topic.

Without further ado, here are the episode show notes. Listen carefully for lots of gems – Jay is incredibly quotable!

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The Write Podcast, E40: Jay Baer on Talk Triggers & How to Build Effective Word-of-Mouth Marketing

1:38 – Talking the Cover of Talk Triggers (Llama or Alpaca)? Before we dig into today’s topic, Jay clears up some confusion about the cover of his new book.

4:42 – Why Is Word-of-Mouth So Effective? According to the 2018 Word-of-Mouth Report, 83% of Americans are more likely to purchase a product or service if it earned a word-of-mouth recommendation from one of their friends or family members. Jay and I talk about this stat and the basic reason why word-of-mouth works so well.

8:05 – What’s the Difference Between a Talk Trigger and a USP (Unique Selling Proposition)? A talk trigger is something you do differently that gets people talking about your brand. It may be unexpected or surprising. Jay discusses how this concept is similar to but fundamentally different from a USP. (A great talk trigger example: Cheesecake Factory menus.)

10:03 – How Do You Start a Conversation Around Your Brand? Nobody has a word-of-mouth strategy. So how do you get people talking about you? According to Jay, the answer may lie between the expected and the unexpected.

12:09 – Should “Going Viral” Be One of Your Business Goals? Watch out – this is a trick question. Jay tells us why going viral could be positive or negative.

15:35 – How to Build Connections with Customers. Jay makes some great points here about how marketers rarely get insights from customers anymore. Instead, they rely on data. To create connections and nurture brand loyalty, you have to go to the source and find out what customers are expecting from you – then you can surprise them.

19:35 – Fans vs. Advocates. Jay comes up with a fantastic, off-the-cuff differentiator between fans and advocates. Hint: You definitely want brand advocates on your side.

22:52 – It’s Hard to Turn Fans into Advocates. Enter Talk Triggers. Jay gives a few great examples of how talk triggers can turn passive fans into active advocates for your brand.

Favorite Quotes to Tweet

“Word-of-mouth has always been important since the first caveman sold a rock to another caveman, and the third caveman was like, ‘Dude, this guy has the best rocks.’” @jaybaer via @writepodcast Click To Tweet “Now, in this developed economy, we have so many choices and everything moves so quickly that somebody giving us a tip makes such a difference.” @jaybaer via @writepodcast Click To Tweet “As the variety of options increases, the persuasive notion of word-of-mouth increases accordingly.” @jaybaer via @writepodcast Click To Tweet “A talk trigger is a story people tell each other in a bar. A unique selling proposition is a bullet point people discuss in a boardroom.” @jaybaer via @writepodcast Click To Tweet “Nobody has a word-of-mouth strategy despite the fact that word-of-mouth influences between 50-91% of all purchases.” @jaybaer via @writepodcast Click To Tweet “Understand that same is lame. In business, we tend to play follow the leader. We say, ‘Who’s really good at xyz in our industry? Let’s mimic them, that’s safe” – but that doesn’t create conversations.” @jaybaer via @writepodcast Click To Tweet “Understand what your customers expect, and then do something they definitely don’t expect. That difference becomes your talk trigger.” @jaybaer via @writepodcast Click To Tweet “Going viral is not the same as a word-of-mouth strategy. Going viral is buying a lottery ticket. It’s a recipe of hope.” @jaybaer via @writepodcast Click To Tweet “Today, most marketers are surrounded by data but starved for insights – and it’s partially because we don’t talk to customers.” @jaybaer via @writepodcast Click To Tweet “Would you rather have fans than not have fans? Of course. But that’s only true because we assume that some percentage of fans will become advocates, or will give us money, or both.” @jaybaer via @writepodcast Click To Tweet

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The Write Podcast, Episode 39: Henneke Duistermaat on How to Improve Your Copywriting Skills Even if You’re a Non-Native Writer

Henneke Duistermaat is one of my all-time favorite bloggers (Enchanting Marketing). She writes copy with incredible clarity and is pretty much the queen of engaging copywriting. What’s even more mind-blowing is her story. Her native tongue is Dutch, not English: yet she’s risen to such a level with awesome blogging skills that Brian Clark has said about her, “…you should follow Henneke’s every word.” Plus, she didn’t start her online career till she was in her early forties!

Henneke is an inspirational legend – and after months of “bugging” her through a few tweets and emails, she finally said yes to coming on my show, which I will be forever grateful for! 😅I normally don’t “bug” guests, but in Henneke’s case, I had to. I love her copywriting skills way too much.

Bonus: she recently launched some mugs that I’m a big fan of! Here’s me with my Henrietta mug (which you can grab on her site!):

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In today’s episode, Henneke shares a little of her story, some critical tips for non-native writers on how to overcome the common fears associated with “But I’m not a native English writer!”, how she completely overcame those odds (and tips so you can, too, if you’re in that spot!), and, last but not least, a few awesome tips to help you write with more clarity and engage your audience successfully.

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The Write Podcast, E39: Henneke Duistermaat on How to Improve Your Copywriting Skills Even if You’re a Non-Native Writer Show Notes

2:36 – Henneke’s Story: From Corporate Marketer to Enchanting Copywriter. Henneke got her first taste of writing while working in marketing. Even though she enjoyed it and was a natural, she still didn’t think of herself as a writer for a long time.

6:06 – Henneke’s Writing Tips for Non-Native Speakers. Initially, Henneke had her work checked by native English speakers. She would pay attention to their corrections and apply that knowledge to her future work. She also recommends reading lots and lots of books in English, plus tons of other great tips.

12:12 – The Advantages of Being a Non-Native Speaker. Henneke shares some wise advice, including the advantages of writing in English when it’s not your first language.

14:05 – The Story Behind Henneke’s Illustrated Alter-Ego, Henrietta. You may be familiar with the little purple-haired cartoon character that appears in Henneke’s blogs. Henrietta appeared after Henneke took a drawing class, and is her solution for interesting imagery in her blog posts vs. boring stock photos. Henneke shares her process for adding those illustrative elements to her writing.

16:35 – Henneke’s Writing Process. Listen in to hear how Henneke writes a blog post, from rough draft to completed, edited final product with illustrations.

19:26 – Breaking Up the Writing Process. One of Henneke’s biggest tips for writing is to break up the work over several days. The reason? Your mind comes up with creative ideas while you’re not laser-focused on one task. That means your best ideas may come to you while you’re taking a walk, doing chores, or even sleeping.

22:35 – Why You Should Write When You’re Groggy. Henneke is a proponent of writing even when you’re not feeling your best (like if you’re groggy or have a bad cold). She says it shuts up your inner critic! She also says you need to find your own rhythm as a writer.

25:30 – Henneke’s Top 2 Tips for Writing Clearly – Henneke is known for her clear writing style. Listen in to hear her top tips for achieving this in your own work.

Favorite Quotes to Tweet

“I think we should remember that native speakers don’t write flawless English, either. Everyone has their own quirks and everybody makes mistakes.” @HennekeD via @writepodcast Click To Tweet “Don’t be afraid that your grammar is necessarily worse than that of native speakers. If you’re concerned, work with a language coach, a good proofreader or an editor. Get some feedback.” @HennekeD via @writepodcast Click To Tweet “Another thing about non-native speakers: sometimes it’s an advantage. We can be a little bit more creative sometimes with language. We’re less stuck.” @HennekeD via @writepodcast Click To Tweet “It’s good if (your writing is) simple because sometimes people write too academically. They use too many difficult words. They write to impress rather than to explain their ideas.” @HennekeD via @writepodcast Click To Tweet “There are two different ways of thinking – a very focused and concentrated mode, which is what you usually do with writing. But there’s also a more creative and diffused kind of thinking where you come up with new ideas.” @HennekeD via… Click To Tweet “Sometimes I read my headline options in the evening and I’m not happy with them. But at night when we sleep, the mind still processes ideas. So I can wake up in the morning and I think of a new headline.” @HennekeD via @writepodcast Click To Tweet “I think clarity starts with having (a few questions) really clear in your mind: ‘What is this blog post about and what am I going to teach my readers with it? How will it make them feel once they’ve learned this?’” @HennekeD via… Click To Tweet

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The Write Podcast, Episode 38: Jeff Goins on How to Develop Real, Everyday Writing Habits

Jeff Goins is a writing legend.

How, you might ask? Well, you can tell by one glance at his blog, which is full of compelling posts and aptly titled Goins, Writer. Or, you can have a conversation with him like I did, and see the obvious: writing is in his blood – he’s been writing since he was a kid, and has written for hundreds of publications. (He even wrote sad poetry and sappy songs with a band as a teenager.)

He’s also the best-selling author of five books for writers and creatives, including The Art of Work and Real Artists Don’t Starve. His books have made multiple bestseller lists, including The Wall Street Journal, USA Today, Publishers Weekly, and the Washington Post. He’s guest published for Business Insider, Fast Company, and The New York Observer, to name a few. On his blog, he shares practical advice on the writing life and creative work.

It was an incredible honor to have him on my show and record this brand new episode for you all!

For this episode of the podcast, I’m picking his brain and finding out how he does it all. In return, he hands out solid advice and tips for any writer, content writer, or marketer. Ready? You’ll enjoy this one – promise!

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The Write Podcast, E38: Jeff Goins on How to Develop Real, Everyday Writing Habits

 

  • 1:40 – Jeff’s Story. How Did He Get into Writing? Like many of us, Jeff channeled his teen angst into sad poems, which eventually morphed into songs he created with his high school band, Decaf. Also like many of us, Jeff has always been drawn to writing instinctually.
  • 4:45 – Jeff Shares His Productivity Secrets. Jeff publishes prolifically – along with 5 bestselling books, he puts out at least one article and one podcast per week. How does he stay on top of it all? One word: Commitment.
  • 9:45 – The Universal Writer “Process.” – Jeff doesn’t really like the concept of a writer’s “process.” Instead, he says we all have the same goal in the end: To move someone.
  • 12:00 – How to Reach Your Writing/Content Goals. How do you move people with your writing? Jeff explains why it’s a worthy goal, and how it relates to marketing.
  • 14:30 – What Does It Take to Move People? Jeff tells us how you reach the goal of moving people. First steps: Be emotional, be clear.
  • 15:10 – The Science of Writing. If the art of writing is moving people, the science of writing is how you get there. Jeff explains how he uses the “3-bucket system” to break down his writing tasks and eliminate blocks.
  • 16:22 – The 3-Bucket System. The system Jeff uses to stay organized in his creation process has three “buckets.” For example, bucket 1 is the idea bucket. It’s the ideation process, which is ongoing. Put all your writing ideas into this bucket.
  • 18:20 – How Do You Help Your Clients Understand the Writing Process? Jeff has news for you: You don’t. (I love this part!)
  • 22:10 – Jeff’s Advice for New Writers. Jeff shares a few nuggets of wisdom for anybody jumping into the professional writing waters for the first time.

Favorite Quotes to Tweet

“Typing is easy. Putting words on a page is easy. Writing is HARD.” @JeffGoins via @writepodcast Click To Tweet “With writing, I realized the only variable I had 100% control over was my own effort. The thing those 9 failed blogs all had in common? I quit all of them.” @JeffGoins via @writepodcast Click To Tweet “I think that's true of all creative work: If you can't first do it for yourself, don't bother doing it for somebody else.” @JeffGoins via @writepodcast Click To Tweet “I think ‘content’ is a very flaccid word. What does that mean, ‘content?’ It's writing, it's communication.” @JeffGoins via @writepodcast Click To Tweet “You can get somebody to take action, but before they will move, you will have to move them.” @JeffGoins via @writepodcast Click To Tweet “That's the art: I want to create something that somehow mysteriously connects with someone on the other side of the world.” @JeffGoins via @writepodcast Click To Tweet

Links Mentioned

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The Write Podcast, E37: Building a Content Marketing Empire and the 10% vs 10x Framework with Garrett Moon of CoSchedule

Today on The Write Podcast, the CEO of CoSchedule, Garrett Moon, joins me to talk about how he’s grown a massive content marketing empire with CoSchedule, and a framework for prioritizing opportunities that equal major business growth: he calls this the 10% versus 10x framework.

I’ve long been an avid reader, listener, and subscriber to CoSchedule. Their brand is close to my own heart, and their incredible success proves that they know content marketing. Currently, CoSchedule is the fastest-growing startup in North Dakota and the #1 scheduling tool for marketers. This marketing calendar software also has an impressive 8,000 customers and 225,000 blog subscribers, and they even host their own Academy with training courses, as well as a podcast, the Actionable Marketing Podcast.

(I’ve been honored to have been a guest on their podcast, as well as on a recent live CoSchedule webinar.)

There are so many great insights shared during this episode.

Sit down and listen to our chat, and be prepared to learn!

(P.S. Quick sidenote. My apologies for the former inconveniences with the Spreaker audio stream above. We figured out how to turn off those annoying ads that played right away. Whew! So sorry again that was happening – I wasn’t aware till a few episodes ago.)

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The Write Podcast, E37: Building a Content Marketing Empire with Garrett Moon of CoSchedule

  • 2:37 – The Story Behind CoSchedule. Garrett talks about how CoSchedule started. He and his co-founder were marketers who essentially “fell out of love” with the widespread tools they were using to plan and publish their content. There had to be a better way to pull all the various pieces together.
  • 5:38 – What Is the 10x vs. 10% Rule? (Hint: It’s A Major Growth Factor for CoSchedule). Garrett explains the framework they use at CoSchedule that helps them decide which content marketing projects are worth the time and effort.
  • 7:00 – Which Projects Fall into the 10% Category? Every action you take for your business can be categorized as either 10% or 10x. 10% projects increase your growth, but only incrementally. They’re good ideas, but take time to show results. There’s no huge impact once you implement them.
  • 7:48 – The 10x Category (The Big Guns). In contrast to 10% projects, 10x opportunities are ones that explode your growth. Garrett gives us an example: 10% opportunities may net you 100 clicks, while 10x opportunities will get 10x those results – 1,000 clicks.
  • 8:30 – Doing a Few Things with Great Results vs. Doing a Lot of Things with Lackluster Results. We discuss how having your hands in too many pots can add up to 10% results in everything. If you scale back, you will be able to put more time and effort into fewer things with BETTER results.
  • 10:07 – The 10x Marketing Formula. Garrett’s book dives into this topic in far more detail. Check out the “Links Mentioned” section to find where you can snag your copy (I highly recommend Garrett’s book).
  • 10:53 – How JOMO (“Joy of Missing Out”) Ties In. #JOMO strikes again! Trying to do “100 things 10% good” can hurt your business. FOMO (“Fear of Missing Out”) can fuel this. Instead, try the antithesis to FOMO and embrace JOMO, and only shoot for what will rocket you to 10x growth.
  • 11:42 – Sometimes, a 10x Opportunity for Others Is a 10% Idea for You. Garrett talks about why CoSchedule decided not to jump on the video bandwagon a few years ago – a 10x opportunity for plenty of others, but not for them as a company.
  • 13:47 – The Framework for “Competition-Free” Content: Look, Research, Strategize. The content you publish is competing with other content. The marketing sea is a crowded place. To stand out and produce content that stands alone, Garrett talks about the three things you need to do (look, research, and strategize) and how that framework worked for CoSchedule.
  • 23:10 – Two Content Traps (The Traffic Trap and Promotional Trap) and How to Avoid Them by Focusing on a Content Core. Garrett talks about two common content pitfalls: Getting traffic that engages but doesn’t convert, and focusing too much on self-promotion, plus how to avoid both.
  • 26:10 – The Traffic Trap: How Do You Fix Blogs That Bring in Traffic, but Not Sales? Often, rewriting old content that falls into the traffic trap is a good way to refocus the traffic you may be getting from SEO into your sales funnel.
  • 29:06 – How to Buy The 10x Marketing Formula. Garrett’s book is available on Amazon, and you can read the first chapter on the CoSchedule website. Check “Links Mentioned” to find all the resources to buy this essential marketing read.

Favorite Quotes to Tweet

'The 10% vs. 10x framework is a way to look at what types of projects and ideas you should take action on, versus the projects and ideas you leave on the backburner.' @garrett_moon of @coschedule Click To Tweet 'In that start-up phase, if you're not producing results with the work you're doing, you're doing yourself a disservice. Your time is too limited and the risks are too high to be working on things that don't maximize your growth.'… Click To Tweet '10x opportunities are the types that could potentially multiply your results by 10 times. For instance, 100 clicks become 1,000 clicks.' @garrett_moon of @coschedule Click To Tweet 'The challenge is to figure out how to de-prioritize those 10% items and put as much energy and effort as you can into those 10x opportunities.' @garrett_moon of @coschedule Click To Tweet

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The Write Podcast, E36: An Outsourcing Story Narrated by Julia & Josh McCoy

Today, my husband joins me for the first time ever on the Write Podcast.

Today we’re covering a topic that’s huge in the content marketing industry: outsourcing your content!

In this episode, I’m talking to you, content creators and writers! Be inspired as I share why and how you should stick to your guns about the quality you provide and the rates you set as an expert.

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I’m also talking to you, agencies and marketers. Learn how to work with content writers for better success.

But first, we’re eavesdropping on a sales call with a marketer who is a bit clueless about both… and I was able to convince my husband to play the marketer’s role.

Josh McCoy joins in as Marketer “Cowboy Joe,” and I’m playing myself.

You’ve got to listen in on this one. ?

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The Write Podcast, E36: An Outsourcing Story Narrated by Julia & Josh McCoy Show Notes

  • 0:01 – An Outsourcing Story. Listen in to hear a sales call to Express Writers from Joe, a marketer who wants masses of SEO content at bargain bin rates.
  • 2:53 – Why the Outsourcing Story Is Nothing New. Even though content marketing and content creation have come a long, long way since Express Writers first launched, we STILL get clients who want cut-throat rates for their content – and then get burned when they settle for bargain quality.
  • 4:37 – Setting Rock-Bottom Rates Sets an Unsustainable Standard in the Content Creation Industry. Many of EW’s competitors set extremely low rates for content writing. But, to create truly great, quality content that gets results, you need to aim higher.
  • 5:23 – Content Writers: Never Compromise on Quality and Rates! To set better standards in the industry, ones we can all benefit from, we need to stop accepting low rates and compromising our content writing just to make a quick dime.
  • 6:21 – How We’ve Changed at Express Writers to Refocus on Quality. We used to give in and give discounts to clients just to get the sale. I explain why that’s not our policy anymore and how it ties into refusing to compromise. This includes not compromising on the time and creativity it takes to create high-quality, amazing content.
  • 9:10 – Clients: 3 Pitfalls to Avoid When Outsourcing Your Writing and Content Creation. There are three mistakes it’s really easy to make when you need to outsource your content writing. The first one: Going in without a strategy, i.e. not knowing what types of content you need, not defining your brand voice, and not knowing your audience.
  • 10:53 – Content Creation Is One of the Top Outsourced Activities in the Industry, According to CMI. The stigma around outsourcing your content writing is continually shrinking. I talk about why that’s happening and why it’s so great for content writers.

Quotes to Tweet

Because we have competitors that charge very low, this sets an expectation. Marketers see that price, and they think, 'oh, that's the going rate' when that reflects very low quality. @JuliaEMcCoy Click To Tweet The day we all as writers agree to never compromise, is the day this question will stop coming our way: 'Hey, can you go low for high-volume orders?' @JuliaEMcCoy Click To Tweet Whenever we turn a client away, it comes from a place of ‘This is our expertise, this is our knowledge, this is what we know, this is what we're good at.’ We stand there, and don't bat an eye. @JuliaEMcCoy Click To Tweet 'If you have the skills and expertise... you can stand on your knowledge and not give in to that client. You won't feel like a salesperson who is just after their money, whenever you ask for that big number.' @JuliaEMcCoy Click To Tweet 'In this industry of content creation, the best deal really doesn't mean the best content.' @JuliaEMccoy Click To Tweet

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The Write Podcast, E35: Empathy in Content Marketing with Jason Schemmel (Why & How it’s Crucial to Your Online Success)

Hello, listeners!

Welcome to episode 35 of The Write Podcast!

Today I’m talking to Jason Schemmel, a self-described “professional dork” who has been in the content marketing industry for 6 years.

He’s a social media manager at HarperCollins and works with brands online building content strategies. He’s a content marketing geek, has co-hosted a panel at Content Marketing World, and is the host of a podcast, GSDChat (he’s leaving it to you to figure out what the acronym “GSD” means).

For this episode, we’re talking about a crucial component of ANY successful business or content marketing endeavor – empathy with your audience and customers.

What form does empathy take in marketing, and why should you cultivate it for better results? Find out in my fun, informative chat with Jason.

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The Write Podcast, E35: Empathy in Content Marketing with Jason Schemmel (Why & How it’s Crucial to Your Online Success) Show Notes

  • 2:05 – Jason’s Podcast, GSDChat. Jason talks a bit about his podcast and what it covers. He usually hosts industry guests who talk about the ups – and the downs – of working in content.
  • 3:57 – Today’s Topic: How Does Empathy Play into Content Marketing? We’re seeing a lot more empathy in marketing these days, with content marketing at the forefront. Jason says that empathetic marketing that resonates with you is the stuff that makes you pause to take a closer look.
  • 5:35 – Examples of Empathetic Marketing. Jason gives an example of how Joe Pulizzi, the founder of Content Marketing Institute, grew to his current success level because he listened to his audience and understood their wants and needs.
  • 8:31 – You Are Not Your Audience. Jason describes a big mistake many business owners and marketers make: Thinking you know what your audience needs and tailoring your marketing to that thinking. Here’s the thing – you are not your audience.
  • 9:47 – How to Listen to Your Audience at Every Stage of Your Business. I give an example of how we listen to customers at Express Writers using the live chat feature on our site. We get ideas for EVERYTHING from this, from what products to roll out/tweak to what topics we should write about on the Write Blog.
  • 11:49 – How Do You Integrate Empathy into Your Content Marketing on a Long-Term Basis? Jason shares tips for being more empathetic in your marketing. Tip number one: Do an audit of your company (and yourself) to gauge the effectiveness of what you’re already publishing and what your audience is saying about it.
  • 15:13 – Just Starting Out? Initial Steps for Researching Your Audience. Jason recommends initial steps for understanding your audience so you can reach them with empathy. Use Google Trends, Twitter, LinkedIn, and more to do your research. Dive into Facebook groups and Twitter chats that deal with topics in your industry niche.
  • 19:05 – Empathy and Generosity Go Hand-in-Hand in Content Marketing. Much of content marketing involves giving away valuable information for free. We discuss how that ties into the empathy factor, and how you eventually benefit.
  • 21:45 – The Hidden Benefits of Empathy in Content Marketing. We go further into how having empathy in the field comes back to you positively – tenfold. One example: That client you didn’t get, the one you gave some free advice to, turns around and refers you to someone else because you built trust with them.

Quotes to Tweet

'When you're starting something from scratch... You get tunnel vision of 'This is what it should be because it makes sense to me.' @JasonSchemmel Click To Tweet 'Not everyone that uses your product or service thinks the way you do. That's where empathy really comes in. Take yourself out of your own shoes and into the situation of the people you're trying to reach.' @JasonSchemmel Click To Tweet 'The better you can understand your entire core audience that you're trying to reach, the better your messaging will be, the more well-received it will be, and you'll see a lot more results from it.' @JasonSchemmel Click To Tweet 'Active listening is an essential part of business success. It's like it is in the classroom: If one person has enough courage to ask the question, odds are, 75% of the room is thinking the same question.' @JasonSchemmel Click To Tweet 'Let your network work for you.' ? @JasonSchemmel Click To Tweet 'If you can get behind a message, a purpose, a mission, and you really start hitting home with that, and you find an audience that aligns with that mission, you'll be okay.' @JasonSchemmel Click To Tweet

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E34 write podcast episodic content chris strub

​The Write Podcast, E34: Episodic Content for Better Storytelling, Engagement and Online Results with Chris Strub

How do you create content to make sure people are going to want to come back the next week? Today, I’m bringing in Chris Strub as we talk about how to create episodic content – which is content created in episodes for your audience. Creating content in this format can seriously boost your storytelling power, engagement, and your brand results.

Chris is a writer, keynote speaker, and a live streaming instructor. In fact, he is the first person to livestream on Snapchat in all 50 U.S. states. A millennial who knows his way around social media, Chris is truly leading the space in road trip marketing – a unique path that combines both storytelling and marketing – bringing in the best of both worlds.

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This topic is especially relevant because it’s harder than ever to capture attention online with so much crowded content. Ready to stand out from the rest of the crowd? Then listen in and be ready take home some actionable insights!

E34 write podcast episodic content chris strub

The Write Podcast, E34: Episodic Content for Better Storytelling, Engagement and Online Results with Chris Strub Show Notes

  • 03:00 – The Concept Behind Episodic Content. Chris defines episodic content as creating content where you “think like a fan.” Think about the pattern of content you want to create over an extended basis rather than getting caught up in creating viral content. It’s not about creating the best, but thinking about how you can make the next one better again and again.
  • 05:40 – How to Create Episodic Content. Chris outlines a plan on creating content on a daily basis. How do you create a piece that would make people want to come back for that next piece (regardless of format)? Consistency is key.
  • 07:45 – Draw Out the Big Picture First. Identify to your audience what the big picture is. Get them hooked into the big picture – that simple idea. Stories come later. In marketing, what do people identify your brand for? Then how can you branch off from there and create content that fits within that broader scope?
  • 09:02 – From 50 States, 100 Days Guy to the Road Trip Marketing Guy. Chris explains the different ways you can define road trip marketing.
  • 10:40 – Tips for Creating New Content. Chris shares some strategies for creating new content. How do you overcome content fatigue? Hint: Consistency does not equal frequency.
  • 14:00 – Simple is Everything. Your message has to be simple enough that you can actually write it on the back of a business card.
  • 15:05 – Frequency versus Consistency. A lot of people buy frequency on Facebook ads, for example, but most people aren’t seeing your content. What you can’t replace is your consistency. Instead of creating 50 things a week, create one thing a week and re-market that to your audience throughout the week.
  • 17:55 – The Real Struggle in Content Marketing Strategy. Chris explains that the real struggle in content marketing strategy and where you should put your focus is on sitting down and reexamining what that game plan is over the course of a certain period of time. Take the time to take a step back.
  • 19:45 – Batching Content Together. Chris talks about creating pieces in advance and identifying a theme to it so you can easily plug and play episodically with long term strategy in mind.
  • 23:20 – What’s Next for Chris? Check out the Social Media Strategies Summit in Chicago where Chris will be speaking at. Or catch him in Atlanta in May at the Social Shake-Up Show, and more!
  • 24:05 – Chris’ Big Picture. Chris has written two books about his cross-country adventures, and he’s hoping to find a company or multiple companies and do it again! His goal is to be the next generation’s greatest storyteller through his books, his adventures, and working with brands. Think BIG!

Quotes to Tweet

'Too often in social media, we get caught up with trying to create a piece of content that's going to go viral...what's much more valuable is develop a pattern and establish a consistent theme.' @chrisstrub Click To Tweet 'When you're thinking episodically, you really want your audience to want to come back for that next piece.' @chrisstrub Click To Tweet 'When you can identify to your audience what the big picture is, that's really what they really want to know.' @chrisstrub Click To Tweet 'We get caught up in the hyper speed of our newsfeed and we see so many people creating so much that we think we need to accelerate and create more and more.' @chrisstrub Click To Tweet 'Look at what really matters. What drives you? What's your why? What is it on an ongoing basis that makes you want to keep coming back?' @chrisstrub Click To Tweet 'Your message needs to be so simple that you can write it down on the back of the business card.' @chrisstrub Click To Tweet 'Use the tools intelligently to make sure that you're very best thing is getting in front of the people that you want to consume it.' @chrisstrub Click To Tweet 'You can piece together what your plan is by understanding what success looks like in a certain period of time.' @chrisstrub Click To Tweet 'For me, the goal now is to be our generation's greatest storyteller - that includes more books, more adventures, working with more brands.' @chrisstrub Click To Tweet

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​The Write Podcast, E33: Copyrighting in Content Marketing - Knowing the Legal Side with Richard Chapo

​The Write Podcast, E33: Copyrighting in Content Marketing – Knowing the Legal Side with Richard Chapo

As content creators, we regularly cite sources and use elements in our content we probably didn’t create – images, audio, video, and more.

Are you sourcing and crediting these pieces in your content responsibly? Or, are you unwittingly committing copyright infringement?

That’s our hot topic of discussion in episode 33 of The Write Podcast. I sit down and chat with Richard Chapo, a veteran internet lawyer with over 24 years of experience, who got started at the very beginning of the internet explosion. He has knowledge of everything from DMCA compliance to fair use and licensing.

I asked my Facebook group, Profitable Content Strategists & Marketers, for questions for Richard, and boy did they deliver. This is a meaty episode with lots of practical advice and information, so make sure to tune in and grab a pen and paper – you’re going to want to remember these lessons!

​The Write Podcast, E33: Copyrighting in Content Marketing - Knowing the Legal Side with Richard Chapo

The Write Podcast, E33: Copyrighting in Content Marketing – Knowing the Legal Side with Richard Chapo Episode Show Notes

  • 2:30 – How Richard Became an Internet Lawyer. Richard began his career as a litigation lawyer for wrongful death cases in the late 1980s. As he says, that got old quickly. Eventually, he got involved with doing legal work for an old colleague who had started an internet company. Today he represents small businesses and protects their interests online.
  • 5:23 – The Proper Way to Credit Sources in Your Content and the Basics of Copyright. Copyright laws don’t translate well to the web. A lot of it is new territory, especially for fresh platforms coming onto the scene (think Instagram and Snapchat). How do you credit the content you use in YOUR content? Richard breaks down the basics.
  • 8:40 – Examples of Exceptions to Copyright, Including Creative Commons Licenses. There are exceptions to copyright where you CAN use someone else’s creative work (blog posts, images, videos, audio recordings, etc.) in your content. Richard gives us some good examples.
  • 11:00 – How Can You Avoid Copyright Issues? You can easily avoid getting entangled in legal issues pertaining to copyright infringement. The first way? Make your own content!
  • 14:10 – Even If You Purchase Content, Should You Still Credit the Creator? Sometimes purchasing content isn’t clear-cut. If you buy an image from Shutterstock, for example, do you still need to credit the creator when you use it in your content? Richard explains.
  • 15:50 – Richard Debunks a Myth About Linking to Content You Reuse (Attribution). Even if you link back to the source of the content you reuse, it’s not always enough.
  • 18:25 – Google Images: Dangerous Territory for Copyright Issues. Richard explains why using Google Images can be a trap, and why you just shouldn’t use an image if you can’t find the license or terms of use. (Not worth it!)
  • 19:51 – The Case for Creating Your Own Content. The value of creating your own content is huge, not just for you, but also for your audience. And, these days, it’s easier than ever. We delve into why this holds true, and why it’s partially about being real.
  • 25:34 – What is Fair Use, and Why Is It Important? The concept of fair use details exemptions to copyright law. Richard gives a rundown of why, when, and where fair use is an acceptable defense for copyright infringement.
  • 32:52 – What Should You Do if Someone Steals Your Content? Richard runs through the options available to you if you find out that someone has stolen your content word-for-word. The first one: Contact the person and ask them to take it down or provide proper attribution. The second one: Submit a DMCA take-down notice.
  • 37:00 – Sometimes Legal Action Isn’t Always the Right Approach. Sometimes you run into a situation where your fans are unintentionally using your content without permission. Richard explains how you can swing this to your advantage without getting full-on legal.

Quotes to Tweet

'Copyright law was written hundreds of years ago well before the internet appeared – it does not translate well to the web.' @richardachapo Click To Tweet 'Can you take that copyrighted image, publish it on your site, and then link back to the original site (a concept called attribution as a defense to copyright infringement)? No. No, no, no, no, no.' @richardachapo Click To Tweet 'People get sued on this all the time. Attribution – linking back to that original source – is not a defense to copyright infringement. It is a defense claim of plagiarism.' @richardachapo Click To Tweet 'Most people who commit copyright infringement are not evil black-hatters, they're just somebody who didn't realize there was an issue.' @richardachapo Click To Tweet 'Look at who's stealing your content and ask yourself what they're really trying to do. In some cases, they're fans.' @richardachapo Click To Tweet

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Guillaume Decugis write podcast e32

​The Write Podcast, E32: Using Content Intelligence, the Future of Content, & Machine Robots with Guillaume Decugis

In 2018, just creating basic online content has become a robot’s job. Billions of articles are written by AI. But content marketing, which drives people to action and creates relationships, is another story. This can only get accomplished with a human touch.

This is what Guillaume Decugis and I discuss along with other topics, including the launch of a new content intelligence tool, Hawkeye (which I am loving!), in today’s value-packed episode. If you’re a content creator, marketer, freelancer, or basically do anything in online content, you’re going to NEED to catch this episode.

Guillaume is also the founder of Scoop.it, and an old friend of mine in the industry (we go way back – check out another Write Podcast episode featuring his insights, episode 9).

Listen in right now to hear us talk about these of-the-moment topics and more for episode 32!

Guillaume Decugis write podcast e32

Episode Show Notes

  • 1:23 – What happened to the Write Podcast? What I’ve been up to for 3 months: Creating a free, on-demand Masterclass for the Profitable Content Strategy and Marketing course!
  • 4:53 – About Guillaume. My guest for today’s episode is a Stanford-educated engineer turned content marketer. He founded Scoop.it, which is a top platform for sharing and curating content. He just launched Hawkeye late last year, a tool for discovering and researching content trends.
  • 6:00 – Content Helps Create Relationships. Guillaume and I first connected through content, and he says that aspect is one of the main reasons he loves it. Content helps you build those integral industry and audience relationships!
  • 6:44 – Defining Content Intelligence. Content intelligence is a new topic for many content marketers. Guillaume explains what it is and why we need it right now.
  • 9:24 – Content Intelligence as a KPI. How can we use competitive intelligence as a KPI for overall marketing success? Guillaume discusses how curating content (looking at what your competitors are doing) actually helps marketers get better at creating content.
  • 12:50 – Which Tools Can You Use for Content Intelligence? Content intelligence can be hard to do without a good tool. We talk about how Hawkeye is built just for making web monitoring in your industry easier (plus the inspiration behind Hawkeye).
  • 18:18 – How Topic Research is Streamlined with Content Intelligence Tools Like Hawkeye. You can only process so much information as a human. A tool can sift through thousands of pieces of content, find meaningful topics and trends, and tell you who is writing about them, which ones are popular, and which angles have been covered – which helps you avoid “me, too” content.
  • 21:17 – Steps for Better Topic Research. Guillaume lists two steps for topic research with a tool like Hawkeye. The first one: Look for topics that haven’t been covered much, but will still appeal to your audience.
  • 23:40 – Don’t Forget the Other Factors for Great Content. Smart topic research is a huge boon, but don’t forget to have the other pieces in place, like quality writing. On the other hand, great writing alone is not enough for your content marketing to succeed – you need the entire package.
  • 26:00 – Robots Can’t Replace Smart Content Marketers. Smart content marketers will use data and intelligence to empower their writing and content creation — they won’t fear content robots, because content robots can’t be creative. I talk more about this topic and A.I. content writers in a few articles I wrote for Content Marketing Institute.
  • 30:40 – It All Circles Back to Relationships. Robots can’t nurture relationships – they can only create content for content’s sake. Content marketing can build real rapport and trust between people. This is HUGE.
  • 31:41 – How Can We Sign Up for Hawkeye? Beta testing is still happening for Hawkeye, which you can sign up for at Hawkeye.ai. If you’re part of a marketing team, you can get set up, too.

Favorite Quotes to Tweet

'We define content intelligence as a technology that provides data and insights on content to increase results from marketing.' @gdecugis Click To Tweet 'Even though content is fundamentally creative, it needs to be driven by objectives. There's a need to get more data and more insights to guide that creative process. That's what content intelligence is.' @gdecugis Click To Tweet 'We're not the only ones creating content. If we were, if we had the monopoly of attention from our audience, maybe we could get away with producing whatever we want.' @gdecugis Click To Tweet 'Curation informs creation. The more you curate content, the better you get at creating.' @gdecugis Click To Tweet 'Who wants to read the 73rd piece on how to do this, this, and that? You're not going to have traction with that because your content will sound like 'me, too' content.' @gdecugis Click To Tweet 'There's a lot of data out there. A.I. is the way to make sense of it and be empowered by it.' @gdecugis Click To Tweet

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