Marketing psychology tweak that'll make your copy immediately stronger - Shiny New Clients!

Summary

Podcast Summary: "Marketing Psychology Tweak That'll Make Your Copy Immediately Stronger"

Podcast Information:

Title: Shiny New Clients!
Host/Author: Jenna Warriner
Episode: Marketing psychology tweak that'll make your copy immediately stronger
Release Date: October 14, 2024

Introduction

In the October 14, 2024 episode of Shiny New Clients! titled "Marketing Psychology Tweak That'll Make Your Copy Immediately Stronger," host Jenna Warriner delves into a fundamental psychological principle that can significantly enhance marketing copy, sales pitches, and overall communication. Aimed at service-based business owners—from coaches to stylists and wedding planners—Jenna provides actionable insights to help listeners attract and retain more clients through improved marketing strategies.

1. Identifying the Core Marketing Skill

Jenna begins by addressing a common request from her community: the desire for a "marketing brain." Many small business owners feel that marketing is a foreign language, making it challenging to create content that attracts clients effectively.

Jenna Warriner [00:58]: "One of the responses was, I just wish you could give me a marketing brain because I feel like marketing is such a foreign concept. It's a foreign language to me."

2. Introducing the Psychological Tweak

Jenna promises to spend less than ten minutes discussing a specific marketing psychology tweak designed to make writing and sales pitches immediately stronger. She emphasizes that this tweak is not a tactic or trick but a fundamental mindset shift that can permeate all aspects of marketing and communication.

Jenna Warriner [01:20]: "I'm going to tell you a marketing psychology tweak to make in your marketing that will make your writing immediately stronger, Will make your sales pitches immediately stronger."

3. The Principle of Mutual Benefit

At the heart of Jenna's advice is the principle that whenever you ask someone to do something, you must offer them something in return. This could be in the form of benefits, value, or a compelling reason that aligns with their interests.

Jenna Warriner [01:54]: "If you want someone to do something, you need to tell them why it benefits them to do it."

4. Illustrative Examples

To clarify her point, Jenna provides several relatable examples:

Personal Request Scenario: Borrowing a Car

She uses the metaphor of asking to borrow someone's car to highlight the importance of justifying requests with benefits to the other party.

Jenna Warriner [01:53]: "If I ask you to loan me your car... Why would I do that? This sounds like a big risk and why would I do that for her without getting anything in return?"
Press Release Pitfall

Drawing from her experience as a publicist, Jenna explains how many entrepreneurs make the mistake of focusing solely on their achievements in press releases without addressing why their appearance or product matters to the audience.

Jenna Warriner [04:19]: "You need to tell them why their viewers are going to benefit from having you on the show, you have to tell them what's in it for them."
Copywriting Insight

Jenna recounts feedback from a business coach regarding her own copywriting. The coach pointed out that despite Jenna knowing the importance of addressing the reader's benefits, her writing was overly self-focused.

Jenna Warriner [05:36]: "I talked about myself for too long or my product for too long before I closed the gap and told the reader why this matters to them."
Social Media Post Evolution

She shares an example from her Instagram, showing how her past posts were self-centered and how she has since shifted to making her content about the reader's needs and desires.

Jenna Warriner [07:02]: "Do you want more views? Do you want more engagement? Then you need to come to the class that I'm teaching."

5. Practical Applications

Jenna emphasizes that this psychological tweak should be applied early in all forms of communication—whether it's a press release, marketing copy, social media post, or sales pitch. By promptly addressing the reader's benefits, marketers can retain attention and motivate action.

Jenna Warriner [06:05]: "Early in your piece of copywriting, your piece of marketing, your social media post, you need to tell the viewer why this matters to them."

6. Final Thoughts and Encouragement

Concluding the episode, Jenna reinforces the importance of shifting from a self-centered approach to one that prioritizes the audience's needs. She encourages listeners to implement this tweak to see a noticeable improvement in their ability to attract and convert clients.

Jenna Warriner [08:15]: "I want to be the one giving to you. All of this spicy writing psychology. I hope this helps you. I hope that this is that one tweak that your writing needs in order to get so many more clients from your content."

Conclusion

Jenna Warriner's episode on Shiny New Clients! offers invaluable insights into the psychological underpinnings of effective marketing. By focusing on the benefits to the audience and addressing the "what's in it for them," business owners can craft more compelling copy and enhance their overall marketing strategies. This episode serves as a reminder that successful marketing is not just about showcasing oneself or one's products, but about connecting with and fulfilling the needs of the audience.

Transcript

A (0:00)

Welcome to Shiny New Clients, the marketing podcast that helps you attract shiny new clients to your business. We'll talk about social media, what makes people buy, how to go viral, and marketing psychology all in 20 minutes or less. Whether you're a coach, a stylist, or a wedding planner, if you've got a service based business to sell, this is the show you need to fill your calendar. I'm Jenna Warner, your new marketing coach and this is Shiny New New clients on threads.

B (0:34)

I recently asked my community to tell me what skill they believe that they need in order to become better marketers in order to get more clients from their content. If I could give you one skill, what do you need to improve your content to get more views on it, to get more clients actually coming through the door? I'm not talking about tactics, I'm not talking about tricks. I was really curious to know what.

C (0:58)

Skills small business owners feel that is.

B (1:01)

The next thing that they just wish that they had. And one of the responses was, I just wish you could give me a marketing brain. The response says, give me marketing brain because I feel like marketing is such a foreign concept. It's a foreign language to me. So allow me to spend less than.

C (1:18)

10 minutes here with you today to.

B (1:20)

Work on that marketing brain of yours. I'm going to tell you a marketing psychology tweak to make in your marketing that will make your writing immediately stronger, Will make your sales pitches immediately stronger. If you ever write a press release, will make your press release immediately stronger. This is one of those things where.

C (1:36)

It is a mindset, it is an.

B (1:37)

Approach, and once you start using it, it exists everywhere. I also want to mention I know the sound quality on this episode isn't the best, and I apologize for that. It's not the worst, but it isn't the best. And my other episodes are better.

C (1:50)

So if you're new here, it gets better.

B (1:53)

I'm sorry.

C (1:54)

If you want someone to do something, you need to give them something in return. If you want someone to do something, you need to tell them why it benefits them to do it. If I ask you to, let's say if I ask you to loan me your car, and I mean this for real, like, I'm me, you're you. I say, can I borrow your car? You have all these thoughts that go through your head, like, who is this girl? Can she drive? For the record, I'm a horrible driver. You probably shouldn't loan me your car, but can she drive? Why would I do this? This sounds like a big risk and why Would I do that for her without getting anything in return? Like now I owe you. If you say yes and you do, loan me your car. Thank you. Thank you very much. Hope I'm going somewhere fun. You're doing that out of the kindness of your heart, right? We hear this expression, out of the kindness of your heart. It is a one way street. So if you want someone to do something and you don't give them a reason why they benefit from it, you don't tell them what's in it for them, then you are relying on them being motivated by some internal factor. You're relying on them doing you a favor. You're relying on them being in a good mood that day when you asked. And that doesn't make for a sound strategy. Especially when we transition this into a business conversation. This comes up in life, this comes up in business, in the day to day daily activities of running a business and managing a team. This comes up in copywriting again and again and again and in marketing and in social media. And it also comes up a lot in PR and publicity. I don't know if you know this, but I used to be a publicist. So I've read and written a lot of press releases. I wasn't a publicist for a very long time, but I did it enough to see a very common mistake that folks make in their press releases. So let's say you wanted to get on breakfast television in your town, in your city, right? You would write a press release that has all the reasons why they should put you on their show. And the mistake that folks make is they turn this press release into a list of reasons why they're amazing and how much they matter, but they neglect to close the gap on why they matter to the viewers of the breakfast show. You need to tell them why you matter to them, what they get out of the deal. Usually when entrepreneurs are sending out press releases, they're sending them because you, maybe you launched in a book or maybe you have some sort of event coming up and you want the promotion, right? You're reaching out to them because you want to get on their show because you want to look like the shit and you want promotion from, for that book or event or your business or whatever. So what you want out of the deal is very clear. There's no secrets there. The producers reading that press release are like, okay, great, you're great, but there's lots of great people who cares, right? So you need to close that gap and tell them why their viewers are going to benefit from Having you on the show, you have to tell them what's in it for them. Here's how this comes around to your copywriting. So copywriting, meaning any words you write to promote your business. I mean, I know this. I like, inherently know this information. And still, just a few years ago, I submitted some of my copywriting to a business coach, and the first thing that she wrote back was, do you know about the rule? The what? What's in it for them? Rule about copywriting and how you need to make everything. I'm like, yes, I know. Of course I know. I literally teach. But I think we all need these reminders every once in a while. And she was right. In the piece of copy that I had submitted to her, I talked about myself for too long or my product for too long before I closed the gap and told the reader why this matters to them. But if you wait too long, you've lost the reader's attention, right? So early in your piece of copywriting, your piece of marketing, your social media post, you need to tell the viewer why this matters to them, why you're talking about them, and why they should stop freaking and scrolling. Here's another example, and I just actually posted about this on my Instagram at Jenna's page. I'll link it in the show notes if you. If we're not already buddies over there. And I just posted about this because I found an old piece of copy that I had written. It was the caption on an Instagram post that was promoting a class that I was teaching, a social media class. And this is like, oh, my goodness. This is like seven years ago, eight years ago, something like that. So the way that the caption started was like, oh, hi, I'm teaching another class at. Blah, blah, blah, blah, blah. See how that's about me? Like, that's so about me. And instead, now I know. Now you know. We would start this post by making it about the viewer. Do you want more views? Do you want more engagement? Then you need to come to the class that I'm teaching. Something like that, you know, we want to start it with what the person wants. Make it about the reader. Tell. Tell them what's in it for them. Because otherwise, when they start reading this post that's all about me, something in their brain is going to perceive that they're doing me a favor. And I want to be the one doing you a favor. I want to be the one giving to you. Oh, all of this spicy writing psychology. I hope this helps you. I hope that this is that one tweak that your writing need in order to get so many more clients from your content. Because we know that. That is why we are here. We are here for you to be getting more clients from your content and more clients from your marketing. That's all from me. I'll see you in the next one.