The Copywriter Club Podcast – Episode #417: Partners Who Send You Clients with Dana Owens
Release Date: October 15, 2024
Hosts: Kira Hug and Rob Marsh
Guest: Dana Owens, Case Study Copywriter
Description: Ideas and habits worth stealing from top copywriters.
Introduction
In Episode #417 of The Copywriter Club Podcast, hosts Rob Marsh and Kira Hug delve into the strategic importance of building partnerships that generate client leads. Their guest, Dana Owens, a specialist in crafting compelling case studies, shares her journey from journalism to becoming a sought-after copywriter. The episode focuses on how Dana discovered her niche, the significance of case studies in sales enablement, and actionable strategies for copywriters to enhance their business through strategic partnerships.
Dana Owens' Journey to Copywriting
Dana Owens' entry into the copywriting world was serendipitous. She credits The Copywriter Club Podcast for inspiring her career change.
Dana Owens [03:03]: "I actually learned that copywriting was a real thing from the Copywriter Club podcast... that's when I realized copywriting could be like a real career and a real business."
Dana's initial foray into the professional world was through journalism, where she worked as a police reporter for a local Michigan newspaper. Her dissatisfaction with reporting negative news led her to explore other avenues, eventually transitioning to creative writing in advertising.
Dana Owens [03:51]: "I realized I did not like journalism because basically... all I was doing was reporting on bad news. And so I wanted to report on only good news."
Her early roles in journalism and advertising laid the foundational skills necessary for a successful career in copywriting, particularly in translating complex technical information into accessible content.
Transition from Side Gig to Professional Copywriting
After several years in journalism and advertising, Dana sought a change that would allow her to balance her professional aspirations with family life. An old boss reached out, offering her part-time copywriting projects that aligned perfectly with her desire to rediscover writing while managing her responsibilities as a stay-at-home mom.
Dana Owens [10:37]: "He was looking for a part-time copywriter to help him out... this little invitation just feels kind of meant to be."
This opportunity marked the beginning of Dana's dedicated journey into copywriting, eventually leading her to take on larger projects and specialize in case studies.
Discovering the Niche: Case Studies
Dana's specialization in case studies emerged from her work with a coaching company struggling to differentiate itself in a saturated market. She realized that focusing on showcasing client results could effectively position the company against competitors.
Dana Owens [23:55]: "Results sell. That is exactly it. It was like this eureka moment for me... we need to lead with our results."
This realization propelled Dana to concentrate on creating result-driven case studies, which not only added value to her clients but also defined her unique position in the copywriting industry.
Creating Compelling Case Studies
Dana emphasizes that effective case studies should be customer-centric, showcasing the client's journey and tangible results. She outlines a strategic approach to developing case studies that serve as powerful sales enablement tools.
Dana Owens [32:34]: "Look for the wins, look for client quotes or client feedback about the experience they've had with the company... identify the story arc."
Key steps in creating compelling case studies include:
- Conducting in-depth interviews with clients to gather authentic insights.
- Structuring the story to highlight challenges, solutions, and outcomes.
- Ensuring the case study is visually engaging and easily consumable.
Common Mistakes in Case Studies
Dana identifies several pitfalls that companies often encounter when developing case studies:
- In-House Creation: Companies attempt to create case studies internally, leading to biased and less impactful narratives.
- Poor Formatting: Case studies presented as dense blocks of text or unengaging PDFs fail to capture attention.
- Limited Utilization: Treating case studies solely as website content rather than integrating them into the sales process decreases their effectiveness.
Dana Owens [38:43]: "When you have an outside person... you are bringing a neutral third party... are able to tell the case study from the vantage point of the customer instead of the company."
Integrating Case Studies into Sales Processes
Beyond creation, Dana highlights the importance of strategically embedding case studies within the sales funnel to address buyer hesitations and facilitate conversions.
Dana Owens [42:11]: "Let's map out even just one of your sales processes... implement case studies to remove that hesitation."
By collaborating with sales consultants and understanding the sales journey, Dana ensures that case studies are effectively utilized to support and enhance the sales strategy.
Pricing Case Study Services
Dana shares her insights on valuing and pricing case study services, emphasizing the importance of experience and the strategic value they provide to clients.
Dana Owens [55:37]: "A really solid rate for a case study... I now easily charge $2,500 to $3,500 for full story case studies."
She advises copywriters to start with competitive rates as they build their expertise and gradually increase their pricing as their skills and demand grow.
Resources Offered by Dana Owens
To assist fellow copywriters in mastering case study creation, Dana offers a digital workbook that guides users through her process of crafting effective one-page case studies.
Dana Owens [58:40]: "It's my whole process, but it goes through interactive worksheets and teaches you how to write your own one-page case study."
Available on her website, nextlevelcopy.com, the workbook provides actionable steps and templates, making it an invaluable resource for copywriters aiming to specialize in case studies.
Conclusion and Key Takeaways
Dana Owens' expertise underscores the critical role of strategic partnerships and specialized skills in advancing a copywriting career. By focusing on case studies, Dana has carved out a niche that not only differentiates her services but also provides substantial value to her clients' sales processes.
Key Takeaways:
- Strategic Partnerships: Collaborating with complementary service providers can significantly boost client leads and business growth.
- Specialization: Finding and honing a niche, such as case study writing, can position copywriters as experts and increase demand for their services.
- Customer-Centric Approach: Effective case studies should center on client experiences and tangible results to resonate with prospects.
- Integration into Sales: Embedding case studies within the sales funnel enhances their role as powerful sales enablement tools.
- Continuous Learning: Utilizing resources like Dana's workbook can help copywriters develop and refine their case study creation skills.
For more insights and resources, visit Dana Owens at nextlevelcopy.com or connect with her on LinkedIn (@nextlevelcopy).
Additional Resources:
- Free Report: How to Find Clients – Discover over 20 strategies to attract ideal clients and avoid common pitfalls. Download Here
- Dana Owens' Workbook: Write Your Own Case Study – An interactive guide to mastering case study creation. Visit nextlevelcopy.com
This summary provides an overview of the key discussions and insights shared in Episode #417 of The Copywriter Club Podcast. For a comprehensive understanding, listening to the full episode is recommended.