The Copywriter Club Podcast – Episode #426: The Way to Better Content with Heather Parady

Release Date: December 17, 2024

Hosts: Kira Hug and Rob Marsh
Guest: Heather Parady, Content Strategist and Former Therapist

1. Introduction and Guest Background

Rob Marsh opens the episode by introducing Heather Parady, a content strategist known for her unique approach to creating engaging and thoughtful video content. Heather shares her unconventional journey from being a mental health therapist to diving into the world of media and personal development.

Heather Parady [02:33]:

"I was a therapist. I went to school to sit in rooms with people and hear their problems and sort it out... I really just fell into the world of personal development and the online space about 10 years ago."

Heather discusses her transition during a pivotal moment in her life when she was pregnant with her first daughter. Torn between returning to therapy work and building an online presence, she chose the latter, embarking on a multifaceted path that included podcast editing, photography, and eventually focusing on video content.

Heather Parady [04:50]:

"I did everything and anything. What I didn't know then is skill stacking, how valuable that was, because now I know a little bit about all the little nuances of online business."

2. Mental Aspects of Marketing

Heather brings a unique perspective to content creation by integrating her background in therapy and psychology. Rob highlights how this mental side differentiates her from typical content creators.

Rob Marsh [05:00]:

"Can we talk just a little bit about that? Because what you bring to this as a therapist makes your voice different..."

Heather emphasizes the importance of authenticity and vulnerability in content, encouraging creators to showcase their humanity rather than striving for perfection.

Heather Parady [05:36]:

"People aren't looking for highly produced stuff. They're looking for honest content. Honest, honest, honest."

She addresses common fears among creators, such as the spotlight effect—the illusion that everyone is watching and judging—and reassures that most people are too consumed with their own lives to scrutinize every detail.

Heather Parady [07:37]:

"We have this spotlight effect. We all think that we have the spotlight on us... it's very hard to get people to pay attention."

3. Content Creation Approach

Heather delves into her methodical yet creative approach to content creation, blending spontaneity with structure. She introduces the concept of "creative restriction" as a pivotal strategy that transformed her content's effectiveness.

Heather Parady [12:31]:

"I decided to add creative restriction to my videos... I'm going to sit in this chair and I'm not going to get up until one of these things work."

This approach helped her overcome the paralysis of endless possibilities by limiting her creative process, which in turn fostered greater creativity and productivity.

4. Overcoming Content Creation Challenges

Heather discusses the internal struggles creators face, such as maintaining consistency while ensuring content integrity. She emphasizes the importance of aligning content with personal convictions and adding unique value rather than merely replicating existing ideas.

Heather Parady [17:23]:

"Sometimes you'll get an idea, and that's for three months from now, and it's not for tomorrow. And letting things breathe has been challenging for me."

She also touches on the dilemma of balancing the pressure to produce content with the desire to create meaningful and impactful work.

5. Video Strategy: Hooks and Takeaways

Heather shares her unique approach to crafting video content, focusing on starting with the takeaway rather than the hook. She draws inspiration from screenwriting principles, aiming to distill her message into a single, compelling sentence that captures the essence of her video.

Heather Parady [19:18]:

"I start backwards. I don't start with the hook. I start with the takeaway."

By prioritizing the core message, she ensures that her hooks are directly tied to the content's main point, making the videos both engaging and informative.

Heather Parady [21:56]:

"Lady Gaga tripped and fell and this is what happened."

This technique ensures immediate engagement, crucial in platforms with short attention spans like Instagram and TikTok.

6. Balancing Consistency and Content Integrity

Heather reflects on the tension between maintaining a consistent posting schedule and ensuring that each piece of content aligns with her values and beliefs. She acknowledges the difficulty in gauging whether content genuinely adds value or is merely produced to fill a quota.

Heather Parady [17:39]:

"There's something that I'm adding to the conversation here as opposed to regurgitating content that's already out there."

Rob concurs, recognizing the challenge creators face in balancing the need for consistent output with the desire to produce meaningful work.

7. Coping with Negative Feedback

Heather discusses her strategy for handling criticism and negative feedback, advocating for transparency and self-awareness. She maintains an "untestimonials" page on her website, showcasing honest feedback, both positive and negative, to humanize her brand and build trust with her audience.

Heather Parady [42:07]:

"If you look at the light in the dark, they're pointing to the shadow, the dark side to my personality and my skill set... Some folks love that energy. They love that I mispronounce words."

This approach not only demonstrates resilience but also turns criticism into an opportunity for growth and connection.

8. Business Philosophy and Future Plans

Heather outlines her shift from running a fractional CEO agency to focusing entirely on content creation, consulting, and coaching. She emphasizes her belief in providing value through content, trusting that this approach will organically attract clients and opportunities.

Heather Parady [37:53]:

"When we show up as creators, more full, more alive, more convicted... people are going to ask, how can I hire you."

She highlights the importance of separating content from direct business goals, allowing her content to be an authentic reflection of her expertise and personality without the immediate pressure to convert viewers into clients.

9. Final Advice

In concluding the discussion, Heather offers actionable advice for aspiring content creators. She underscores the significance of enjoying the creative process and managing one's energy effectively to resonate with the audience.

Heather Parady [49:28]:

"Have intentional fun as much as you can with it and ask yourself, how can I make this fun? How can I breathe life into this."

Rob appreciates Heather's insights, particularly her focus on authentic engagement and energy management, recognizing them as pivotal elements in successful content creation.

Notable Quotes

• Heather Parady [05:36]:

  "People aren't looking for highly produced stuff. They're looking for honest content."

• Heather Parady [12:31]:

  "I decided to add creative restriction to my videos... I'm going to sit in this chair and I'm not going to get up until one of these things work."

• Heather Parady [19:18]:

  "I start backwards. I don't start with the hook. I start with the takeaway."

• Heather Parady [42:07]:

  "If you look at the light in the dark, they're pointing to the shadow, the dark side to my personality and my skill set."

• Heather Parady [49:28]:

  "Have intentional fun as much as you can with it and ask yourself, how can I make this fun?"

Conclusion

Heather Parady's insightful approach to content creation, grounded in authenticity and strategic thinking, offers valuable lessons for copywriters and creators alike. By prioritizing honest engagement, strategic creativity, and personal energy management, Heather exemplifies how to produce impactful content that resonates deeply with audiences.

Listeners are encouraged to explore Heather’s multifaceted content across her platforms, including Instagram, YouTube, and her website heatherparity.com, to gain further inspiration and practical strategies for enhancing their own content creation efforts.

Connect with Heather Parady:

• Website: heatherparady.com
• Email: Heather@HeatherParity.com
• Social Media: Instagram, YouTube, Facebook, TikTok

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