I hear a lot of marketers talk about the importance of great copywriting. It's true--great copy is an essential part of creating content, branding, and marketing.
But let's back up a minute.
If you are building a brand, you need clear messaging before you start shopping for a copywriter or content creator.
Messaging and copywriting are not the same. Yes, messaging informs copywritten content, but it also informs video and image-based content--in other words, all creative content.
Messaging includes verbal and nonverbal communication. Some people call it storytelling. Authentic messaging asks you to stop performing and get real.
Copywriting is only as clear (and compelling) as the messaging it originates from.
Your messaging is only as strong as your brand. And your brand is most effective when you allow it to be a vehicle for your vision. But first, you have to know which parts of your personal story, experience, and expertise will connect with the right people in the right way.
If you think you need to find a copywriter and you haven't done enough work around your messaging, you may be setting yourself up for throwing more spaghetti against the content wall.
As a personal brand, you have to know exactly what you want to communicate, including how it solves a problem--or incites passion--in your people. If we are truly in a "business to human" world (B2H) we need to consider the humanity of the end user.
Messaging is personal; only you can discover what it means for you and your brand.
But you don't have to figure it out by yourself. In fact, you need skillful observation from someone who knows how to recognize:
a) what's unique about your story (i.e. how you are different than others)
b) what's unique about the value you bring
c) what's interesting/compelling about the way you communicate
When your messaging is authentic it pulls people in through its well-executed content. Enter the copywriter, the graphic designer and other creators who will use your messaging to build and share compelling content.
Or, maybe you are your own content creator, which is great because you have that first hand connection with your process and will know better how to delegate later!
At the core of effective messaging is the freedom to express yourself and the willingness to lead.
This authority cannot be outsourced. Whenever you read an amazing social post from a thought leader or personal brand, I guarantee you they did just hand that task over to a copywriter. Not without first dialing in that message and running it through quality control. This is especially important if you are a service-based brand selling intangibles like confidence, peace of mind, success, etc..
In a scroll-driven digital world, connection does not happen easily, or by accident. It is part of a content marketing strategy. That strategy can feel good and invite you to show up in ways you enjoy. Not phony, cheesy, or overly promotional.
There is something magnetic about what you offer or create. It can be challenging to see this in yourself because we all have blind spots. We take our story and skills for granted.
Some of us (not saying who ;-)) start out not even wanting to share our story because we don't see how it fits into our branding or bottom line. It does.
Story is essential for personal brands. It must connect, build trust, and then refocus on the value.
I help you uncover and activate your messaging so you can confidently go forth with building your brand.
I also help you create the STRUCTURE to ensure that happens.
Without structure, there is no traction.
Without authenticity, nothing meaningful lands with your ideal audience.
I use an integrative approach that includes mindset and "toolset". It takes both to build a personal brand and make the impact (and income) you dream about.
Are you spinning your wheels and not getting much traction?
Have you been thinking (perhaps overthinking) about?
If this is you, and you are finally ready to let go of doubt, confusion, and fear, you're in the right place.
When doubt, confusion, and fear dominate decision-making it's an uphill climb to success. Sure, you expect there to be challenges and work, but you also expect to make progress!
Dare to believe in possibility!
Over the years, I've worked with, and watched, dozens of business owners struggle. And it has nothing to do with any lack of skill or talent. They struggle with things like: messaging, wearing all the hats, focus, boundaries, technology, and finding ideal clients.
In the past, these struggles caused me to fail to launch. I know these challenges all too well.
These nasty, unresolved challenges leave creative entrepreneurs doubting themselves and feeling deflated. And all of this affects their bottom line and doesn't give them a sense of accomplishment in their chosen path.
What you can do about endless struggle:
I created a NEW goal-setting system called Flourish by Design. I invite you to check it out and see if this added structure helps you make progress on your path. Find it on the home page here.
I write because I dream of a world where people are flowing in perfect harmony with their creative objectives. No one is blocked. And no one is comparing themselves to the expert over there who has put in their 10, 000+ hours.