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.