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I think words are one of the most powerful things that we have as humans because they give us so much potential. We can do things like inspire people, encourage people, connect. We can tear people down, we can hurt people. You know, the, the saying sticks and stones may break my bones, but words may never hurt me was one of the most untrue things that I had ever heard as a child. And while I do believe that what other people think of you is none of your business, words carry great value, especially when it comes to building an online business. Now, what I want you to know about words today is that your words will actually help you convert. Today's episode is all about conversion copywriting secrets for teachers. So stick around. You don't want to miss it. All right, so today I'm pulling back the curtain. I'm trying to get down and dirty with you guys with some, some tips and tricks that we've never shared before that are more than just the basics that you're looking for. Last week, if you missed that episode, we talked all about webinars, which is one of my absolute favorite things to chat about. And so today I wanted to talk about copywriting. Things that you can do in your emails. If you've generated an email list that can help you get started psychologically by writing things that help people move their brains back and forth, but also conversationally. How you can just have a conversation conversation with your readers. Now, if you're thinking to yourself, kasey, I've got an email list, but it's really small or Casey, I would love to grow my email list so that I could really implement some of the strategies that I'm going to learn today. I've got something brand spanking new for you. But it's today only. So if you're listening to this episode on Wednesday, July 23, 2025, 24 hours only, we are pre selling our brand new program called the Teacher Email Engine. We've already created the first two modules. Well, we've already created all five modules, dripping those out throughout the end of August and today only you can get that program for $100 off. All you have to do is head on over to Casey morris.com Christmas for our Christmas in July sale. Again, 24 hours only. The teacher email engine program that will help you generate your very own email list that has created for us a multimillion dollar company. And it's the first time we are teaching those secrets step by step. To take today only, it's a hundred dollars off. You can go to Casey morris.com Christmas and we are also selling our membership today only for a significant amount off for the annual membership. So Casey morris.com Christmas okay, let's get into it. So I want to pull back the curtain today to give you more of the psychological side of how we write copy. And whenever I say copy I just mean words. So that could be in your email, that could be on a landing page, on a sales page, on a website, it could be with your podcast, it could be writing captions for Instagram or for YouTube, it could be writing product descriptions. What I want to teach you today are techniques that have turned my little teacher side hustle of selling my lesson plans into a multi seven figure business. And I hope that you can take what you need, leave what you don't today just to help you be a better copy writer. Although I was an English teacher back in the day, I taught 8th grade English and language arts before I left the classroom. I want you to know, and this is basically what I told my students is that copywriting or just writing in general? It doesn't have to be fancy, it doesn't have to be grammatically correct when you own your own business, which is the best part. But it just needs to feel authentic. It isn't writing perfect paragraphs. Now I would teach my kids to write it messy, write it sloppy, write it in text message form to begin with. Then we'll put it in beautiful paragraphs. But for you as an adult, all that's out the window. You don't have to do that anymore. You can just have a conversation with people. Of course, using proper punctuation and all that is important because it makes you look sophisticated. But what really matters, the heart of making conversions, meaning making sales from your writing, is crafting words that speak directly to your audience's heart and inspire action. So we're going to talk about the secret psychological triggers behind high converting copy. We're also going to talk about my conversational writing formula. We do this for emails, landing pages and captions. And then finally we're going to talk about real world teacher examples of copy that converts like crazy. So let's turn these words into magic. I had my first conversion, quote, unquote wake up call when I sold more than just a $3 or a $5 product on teachers pay teachers. My first conversion wake up call was the first time I sol for more than that. It was $19 and all I did was write a simple email. It was nothing fancy. There were no cute text or pretty pictures. It was just me and my Keyboard. And I was brutally honest about where I was in my life as a teacher and what I had done to make my life a whole lot less chaotic. In turn, my students were scoring really high on standardized testing. I had gotten interviewed by the Georgia Department of Education, and I took all the tips and tricks and I made this product an interactive notebook bundle for middle school. And I decided to sell it and just said, here are all of the lessons that I've created over the last two years and you can just stop stress crying during your planning periods and let me help you. I was super honest and I was super vulnerable. I talked about drinking wine every night and being so stressed before I had really gathered in a plan and trying to turn in my lesson plans and not knowing what tomorrow held. But like figuring out this one system of how to teach interactive notebooks on different topics every single day and making sure my students did it in a non chaotic way and everyone had a rule and everyone had a job, everything felt easier. And what happened was, is that using that type of language converted better than any perfectly polished email I had ever sent before. Because connection converts your audience. They don't want perfect, they want relatable. They want real, they want honest. And so anytime you try to get into your formal teacher voice on Instagram or an email, I think teachers automatically tune you out. They're like, okay, you're just like everyone else. So let's talk about exactly how you can craft conversion focused copy that feels authentic. Like you and you and your teacher friend are just having coffee. This is what we like to call the psychology of a conversion. So I loved psychology in college. How many of you thought you were going to just be a psychology major after your first psychology class? Was that just me? I was obsessed with it. I think that so many people get like into it because it's just how our brain works. And this is not psychology one on one, but it is kind of the same thing. We're going to call Today's lesson Copywriting 101. And so your audience, who is probably teachers, parents or students, more than likely you're speaking to teachers, but also parents, has drawn a really big pool lately. They have specific psychological needs. Teachers in general crave validation. Some of us like myself more than others. And they want to know I'm not alone. They want to know, wow, they live a life just like I do. And I go home to talk to my husband or my wife about my day and they don't understand because they're not a teacher. I But you writing an email Dear Abby style. Think back to how Dear Abby used to write a newspaper column. Does this tell my age back in the day? Think about writing something like that where you validate the teacher and let them know they aren't alone. They also desire to feel a little bit of a relief. Teachers are thinking, I just need a break. So me talking about drinking wine and watching trashy reality television, it gave that teacher a much needed okay. She's validating me because she's stressed, she's overwhelmed. And here I am watching trashy reality television. Maybe I'm just eating dinner, but now I feel like I have a little bit of relief knowing that I'm not alone. And then teachers also seek hope. They truly have a heart of service and they believe that there's a better way, even if they haven't found it yet, even if they're miserable in their job. I will tell you that every teacher I speak with says still believes in education. And great copywriting taps directly into these emotional triggers. So I want to share with you our Go to CEO teacher formula for conversational copy. This is how you have a conversation by typing with people. It's problem into empathy into solution into transformation. So let's quickly unpack this real quick. Problem is clearly identify the struggle. Maybe the teacher is overwhelmed, overworked, underpaid, exhausted, stressed, Crying in the bathroom. What's the issue? Crying in their car? Maybe it's not even anything that dramatic. Maybe it's classroom management. Maybe it's trying to get all the kids to sit on the rug. Maybe it's getting them to walk in a line. But what is the problem? Identify that first and then identify empathy. Remember, empathy is you feeling what other people have felt before and then being empathetic about it. Meaning something like, I've been exactly where you are too. The next step is solution. Here is where you offer your product or your resource, such as lesson plans or templates to relieve them of what they're going through. And then finally, it's the transformation. Here's where you paint a picture of life after your solution comes around. So imagine your weekends feeling like they belong to you again. So a quick recap. Problem. Identify the struggle. Empathy. Let them know you've been where they've been. Solution Offer your product or resource and transformation. Paint the transformation or the picture of the life after the solution. So here's an example of an email opener. I'm going to say this email is to Jessica. Hey Jessica, ever find yourself stress crying in your car before school starts? Trust me, I've been there too. But imagine if you could just wave goodbye to Sunday night anxiety. I want you to know that I've created a ready made lesson plan that's your key to finally reclaiming your weekends so we can start Monday off stress free. It's a simple framework. It speaks directly to your audience's heart and it moves them into action. I would tell you this was the bare minimum basic type of email that we would send, but you get the idea. So let's talk about teacher tested conversion techniques. I want to share three copywriting hacks that I think that every CEO teacher needs. The first is that you have to speak their language, which for the most part, all of you that are listening are teachers. So you already get this part. You're going to use phrases for your audience instead of saying, like, increase your productivity. That's too formal. You might say, let's stop grading until midnight. Finally. That's the difference between speaking like an educator and speaking just like a teacher to their friend. The next teacher tested conversion technique is to tell a story. You want to tell yours, but you also want to make sure that you tell theirs. So we've real teacher experiences into your copy. For example, I was stress eating granola bars in my classroom closet at lunch. Or Sarah messaged me and said, your lesson plans. They gave me my weekends back. Because stories like that, they build instant trust. Because I don't know about you, but I used to put black construction paper over my window of my classroom and when people walked by, it appeared like the light was off and no one was in there. But that was just because they couldn't see in my classroom. And then I had a blanket. This is awful. And a pillow in my closet and I would put it underneath my desk and I would create like a little safe space during my planning period. So if I wasn't outside walking on the track, when we weren't in collaboration, I was in my teacher office underneath my desk, minding my business. Because I knew that if I went out and about, I was going to get caught up in drama and gossip. And I just was. I had a mission to create an online business and I wanted to spend every single moment when I wasn't working on it, thinking about it, manifesting it, praying on it, and dreaming about what my life could look like. And so I like to share stories like that that hopefully that allows you to trust me. And you're like, wow, since the beginning, she's really thought about creating a business and serving other people. All right. And then finally, step three in the teacher tested conversion techniques is you have to sell a feeling that people receive. Nobody cares about the features. I talk about this a lot in our new program, the Teacher Email Engine. But stories sell, not stuff. People don't care that you have all of these lessons inside of your brand new program. I could have told you that the first module in the Teacher Email engine looked like this and the second module looked like that. But instead I chose to teach you guys everything that I know about emails and creating a list and getting emails to convert. Maybe it's a $19 product for us, maybe it's a 300, $400 product. But being able to share the feeling of what my life looks like now, being able to go to to the Cape this weekend with my family and living a life as a single mom virtually stress free when it comes to finances, that's a feeling. Those aren't the features in our program. And so teachers aren't buying PDFs and videos, they're buying relief, they're buying experiences, they're buying freedom, they're buying joy. So for example, you don't want to say inside of this program you get 10 worksheets and three videos or five modules with five lessons each. Instead, maybe you say something like let's work on making Monday a beautiful Monday by these done for you lessons. Something that gives them instant relief. And when you master the selling of a feeling, your conversions skyrocket. So let's talk about landing pages and captions that convert. Landing pages and captions share one common goal. It's to clearly communicate your offer and invite immediate action. So here's a quick recipe for conversion focused landing pages as well as captions on any social media. You want a headline that addresses their immediate struggle. Clearly something like are you a teacher looking to actually enjoy your weekends? Question mark. And then the body copy could connect emotionally and then clarify with a solution. If you're tired of lesson plating until midnight and you'd rather just watch trashy reality television, you can use our pre made units to give you your evenings back. Then you also need a CTA or a call to action. You want to make it specific, urgent and personal. Something like I'm ready to reclaim my Sundays. Captions should follow the same structure, just make it a little bit more personable and related to whatever video type you've got on the way. So open with empathy, briefly state your offer and then clearly give them a call to action. So a caption could say stop stressing your Sundays away are done for you lessons give your evenings back. Ready to reclaim your weekend? DM me freedom. Now that's a very basic generic form. I would highly encourage you to nurture your audience before you tried to post anything remotely close to that. But it's an idea for something that you can use. So I want to tackle before we get off air some quick copywriting FAQs or frequently asked questions. And it's does copywriting always sound salesy? Absolutely not. Again, I'm going to try to have a conversation and be as authentic as possible, but also recognize that I have something to offer you and I'm going to tell you about it, but I'm going to show you first how it can change your life. Before I'm just like, buy my thing now. How do you know specifically if your copy is converting? You should do test every which way possible. We do AB testing. So if we have a landing page, we have two versions of that landing page with different variations of copy and we see which one converts the best, which one sells the most or which one gets the most leads with Facebook ads. And after about seven days, which is about as long as we'll go for testing for, we figure out which one worked the best. And if neither one of them worked, we knew that it was a problem on our side and we need to tweak the messaging. Same thing goes for Instagram. If you post a bunch of posts within a week that don't perform, do less of that and go back to whatever did really well for you and do more of that. Can you use templates or swipe files for your emails? Absolutely. If it ain't broke, don't fix it. I once heard Brendan Bouchard talk about how he coached Tony Robbins. And Tony Robbins said, hey, I want you to help us on our if you're not familiar, Tony Robbins is one of the most renowned speakers of all time. And Brendan Bouchard is the author of the book High Performance Habits. Now they're friends, but Brendan Burchard is a brilliant mind when it comes to the business world. And so Tony Robbins flew him in and said, I need help with some of our copywriting for a specific show or whatever they had going on. And so Brendan went to the back and went through all of it and he came back and he basically just gave him his top three performing Facebook ads. And he said, what are you doing? Like, I already created those. And they did really well. And Brendan said something to the sort of now this is like a third person story, but if it ain't broke, don't fix it. And why would you try to recreate it if they've already done really well? So with that said, we have templates and swipe files in our new teacher email engine program. Just a quick reminder, it's $100 off today only if you go to Casey morris.com Christmas. And remember, inside of the CEO Teacher membership, we have a vault of done for you conversion, copywriting, swipe files as well. And that annual membership is also available today only. That can help you tweak and speak directly to your audience's heart, but also teach you how to build a teacher business that lasts. You can go to Casey morris.com Christmas we hope to see you there. Remember, friends, words create worlds and I want you to build yours today. Thanks so much for listening. As always, remember, your best is yet to come and I'll see you right back here next Wednesday.