What is that #1 skill that draws people in and encourages them to sign up for your services? Having pretty posts may grab their attention but powerful copywriting will bring in the conversion. Tune in as Kinsey discusses the power of copywriting, how it is different than content creation and what you can do to make the shift between the two.
Do not miss these highlights:
02:42 – When it comes to bridging the gap between you and your ideal client, the #1 skill you must master in the online space is Copywriting
04:15 – The difference between content creation and copywriting really is the sales language
05:14 – Why copywriting and knowing how to communicate to your dream client is so important
07:32 – The biggest and most beneficial thing you could do for yourself is to shift from a content creator to a proficient copywriter
08:28 – You can create clients on demand by learning copywriting skills
09:22 – Copywriting is persuading the right reader
10:37 – It was the copyright, it was the content that created curiosity and drove your clients to convert
13:49 – How to know the language of your dream client
16:58 – It is not about where you decide to grow your audience, what matters is being a good steward of your message
About the Host
Kinsey Machos, Marketing Strategist, is also a recovering people pleaser, self-sabotager, and corporate hustler. She helps entrepreneurs create and execute magnetic marketing and build expert brands so that they can get known, seen and heard online.
She believes that creating a business that’s 100% in alignment with SELF is one of the most important things that we can do as women — because there’s an inner magic that we all have if we commit to an infinite pursuit of discovering (and re-discovering) that.
As a wife and a mom of three, family takes priority. And having a business that’s ran AROUND her lifestyle is a daily intention of hers.
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Welcome to Captivate and Close. I'm Kinsey Machos, business consultant and marketing strategist. And I'm going to show you how to attract and enroll high paying clients using my break through online marketing strategies, all without having to rely on complicated funnels, disingenuous clickbait or spammy sales tactics. These are the messaging marketing and selling secrets that virtually no one is talking about. So let's dive in.Kinsey Machos:
Hey, friends, welcome back to another episode of Captivate and Close. It's so good to be here with you this morning. So afternoon this evening, whenever you are plugging in right now. Currently, it is the afternoon for me, and I am looking out my window. It is great because the sun is out. But it's cold and windy and all the things you guys I am so ready for spring. But we are in a season of our business of our company that is really in I would call it push season. I think push is sort of like a trigger word, though, that could probably be misinterpreted for hustle. But we're really accelerating our learning curve in a new offer a 10k content collective right, we introduced a new offer this year. And we are taking our business to new heights. And this is a season where we are like so dialed in, we're preparing for summer. So summer is really more of like a down time for us as parents and you know, with kiddos. So we're I am like jamming out you guys. We're like rocking and rolling. It's so much fun. I finally feel like I'm coming out of hibernation, and oh my gosh, so many good things. But one of the things right now that we've been doing is we've been putting out a lot of content. I've always put out a lot of content. But even just within the last month or so the amount of content that we have put out there is incredible. And one of the core things that we teach right is content that converts but one of the things that is really important to understand is content in relation to getting results in your business.Kinsey Machos:
Okay, and when it comes to bridging the gap between you and your ideal client, you are getting clients, you're scaling your business, you're getting known as the expert, you are building your audience or whatever that looks like the number one skill you must master in the online space is copywriting. Now notice how first of all I did not say content creation. I am talking about specifically copy writing. Now I love the way that Jim Edwards defines copywriting he says sales copywriting is anything intended to persuade the right reader viewer or listener to take a specific action. Now Jim Edwards is the author of copywriting secrets. It's a beast of a book but but do yourself a favor and at least be in with me in this content in this training right now, because this is so so vitally important. And I'm thankful that I was able to catch on to this earlier in my business, but nobody really taught me copywriting or content creation in this context, okay, really took it upon myself to do a lot of studying around copywriting, how it plays into your business, etc. And so I'm saving you a lot of heartache for one, I'm saving you a lot of money a lot of time. Okay.Kinsey Machos:
Now again, the difference between content creation, and copywriting really is sort of this sales language. Now the first thing that people think about is like, Oh, I don't want to just I don't always want to sell, like I want to give value. I don't want to oversell right, I don't want to be spammy. But if you look at the definition, right anything intended to persuade the right reader viewer or listener to take a specific action. Now if you go back to our episode in how to command an audience, it's about getting them to take action. An action doesn't just mean join your program or service. This also means how do you influence somebody how do you persuade somebody to write keep reading? How do you persuade them to join your free group? How do you persuade them to download your free resource, right? And so and the better that you can command your audience and get them to take action with you, that's when we see results. But the tactics are in the copywriting. How you communicate to your audience to your dream clients, okay?Kinsey Machos:
And why this is so important is because first of all, the online space is very saturated. We know this, we can feel it right. And ever since 2012, we've seen even a an increased influx of new people coming to this space, which is so cool, right? It's very lucrative, and we're so thankful for the opportunity we have as coaches, consultants, service based entrepreneurs, to have a greater reach, make a bigger impact, and also create a lifestyle that we desire to have with the flexibility in the choices. But with that influx, comes right, increased attention span or decreased attention span. And one of the hottest commodities right now is attention. And if you think about attention, right, this is where we get into, are you capturing your person's attention and then holding it, all of which require effective communication skills, right, which boils down to copywriting. And so it's not just about selling through your content? It's how do you pull people in? How do you capture their attention? How do you hold it? And then how do you build that know, like, and trust so that they join your program, product or service. And so many people overlook this concept, right? Because now there's so many ways to do business you can. And there's so many vehicles within that, right, a website, a funnel, you have all these different social media platforms, you have different ways to launch, you have email marketing, you have social media content, you have text, SMS, right? There's all these different variations. But if you look at the commonality between anything in everything, and the the big gap standing in between you and your potential dream client, right, it's the language, it's the communication, all of which are the copywriting. It's the copywriting.Kinsey Machos:
Okay, and so first of all, the biggest and most beneficial thing you could do for yourself is to shift from a content creator, right? Like, I'm going to sit down and create content to a proficient copywriter. Because when you build that skill of persuasion, and really speaking to the right reader, viewer, or listener, that is when we start to pull people in and convert at a higher rate. The other thing is, too is this is truly the difference between right inspiring your audience versus getting your, your audience to take action. And so if you're getting a lot of comments, or feedback, or even, you're getting a lot of engagement, but it's not leading to conversions, this is 100 per that, this is 100% of the thing that you need to look at is your copywriting. Right? Is it creating the demand and desire for your offer? And the truth is, you guys when you learn this skill, you can create clients on demand.Kinsey Machos:
You literally if you know how to speak your client's language and you know how to shift their attention, right? And you know how to pull them in. And you know exactly what to say and how to say in order to create that conversion. You're it's you're unstoppable. The problem is, so many people get stuck in the tactics of content, right, like which hashtags to use. And you know what time to post how many times a day to post and like all these things that don't really matter? Because those things won't do you any good if the content right if the copywriting isn't good, it doesn't convert. So copywriting right, really, and I love how Jim Edwards says this, it's persuading the right reader. So this is really allowing you to see I am not meant my message is not meant for everybody. My offer is not meant for everybody. I want to speak to the right reader viewer or listener. And when we do that, we worry less about what's going to get the most likes what's going to get the most shares what's gonna get the most engagement to what is my ideal client need to hear, think and feel today, and how can I build that trust with her in order to get her to take Next steps with me in copywriting is that Artemis in science that does that consistently through how your marketing strategy.Kinsey Machos:
Now, this is so fun because I realized the power of this when first of all, I launched my first coaching program with three social media posts, right, which again, there was, it was nothing. There was nothing shiny and special about my graphics. It was on Facebook, right? So it wasn't like a real I know that everybody thinks they need reels these days to be successful. There was no hashtags involved, I don't even know that you can use hashtags on Facebook. It was the copyright, it was the content that spoke to my person, right and pulled them in, created that curiosity and then drove them to convert. And I know this because I, when I want to create when I want to get a client, like I know how to create a post online, right, I know how to create content that's going to get them to convert and same things goes for your launch methods, right? This is the same thing, the copywriting, within write your emails, even the trainings you deliver throughout that launch. Are you persuading, are you pre framing your offer? Are you really speaking to the right person that's going to inspire that action. But what I what we commonly see within this as well, is prematurely delegating this out, okay? A lot of you are like, I just want to bypass social media, I just want to delegate it out. So I'm going to hire a VA to do it for me. But that is the worst possible thing you could do for you as a business owner, especially if you're under seven figures, if you are making anywhere between like anything below seven figures a year, you're giving away your biggest asset of your business, to someone that doesn't know your your potential voice doesn't really know the depths of your dream client that may not know the offer, like you know, it, always you have to know that this is not just set it and forget it type of thing. The evolution in your messaging in your offer and how you know, your dream client is massive, right, we still are learning so much about the person that we serve. And part of that requires you to test it requires you to put things out it requires you to monitor and track what's resonating, what's not resonating, what are the things that are coming up what's preventing our people from converting.Kinsey Machos:
And, and when you put things out in the market responds to you, there's so much opportunity there. But if you try to delegate all of this, you lose all of your power. And so yes, you can delegate parts of social media, like maybe they can do your posting, like the actual posting, right, they can do the engagement piece, they can create graphics for you. But when it comes to your copywriting and your content, you should be doing this, this is your voice, this is your message. And you have to be committed to learning your dream client in a way that it you get obsessed with it, you should become obsessed with your copywriting in a way that you know, like this is it. And so I really want to encourage you that if you are considering delegating this out, don't do this. But also if you are creating in silo, that's not going to serve you as well. So what this means is, you're just sort of guessing, without being open to what your market is trying to tell you. And this looks and feels like again, putting things out allowing it to flop and then doing it again, it means listening to what your audience is saying it means speaking the language of your dream client. And if you don't know the language of your dream client, that is the research you need to do. And that research comes in. Yes, asking questions, right, having conversations with your potential clients, asking them what are their thoughts, feelings, actions in relation to how you can help them, but also means putting things out and be like, Oh, that resonated, something's there? Or on the opposite of that, oh, that flopped, right? What can I learn from this? And so if you're just trying, if you're just sitting in your office, right, just putting things out there guessing and not allowing the data in the responses or committee, really allowing yourself to be a student of your dream client. That's not gonna serve you.Kinsey Machos:
Copywriting again, is about not just learning, right? Be becoming obsessed with learning about your dream client, but it's also creating that demand and desire for you for your offer. And so if you're just putting things out and giving value in regards to pictures of your cat, or hacks, tips, tricks that That's cool. But is that ultimately going to get them to take action? Is that going to persuade them to move closer to you. So if you are not committed to mastering this skill, you guys, people are much, much, much less less qualified, then you are going to make way more money, they're going to be the ones that are getting your dream clients to listen to them. Because it's not about how good you are at something. It's not about how great of a health coach you are a life coach, right? How great of a website designer you are, it's about how well you communicate to your person. Notice it's not about how well you talk about your expertise, right? It's about how well you communicate to your person in a way that they hear you and see you. And this really is copyright right in a way that they take action. And so I really, really want you to start focusing on right, how do I become a better copywriter? Not how do I just sit down and create content? But how do I speak to the person I need to? How do I persuade them to think feel or do something different in order to bring them closer to me in my offer? What are the words I need to use? How do I keep them engaged in my content? Right? And how do I create that opportunity for them to be like, oh, I need them. I know she can solve my problem and I'm ready to hire her. If you don't master this skill, everything will be hard. Because it's not just even about your your content online. It's about the headlines on your opt ins. It's about, again, your launch trainings, it's about your video, your live video, it all stems down to the communication, how you reach your people in what you're saying to pull them in closer to you. In 10k content collective This is the core of what we teach you. Because again, it is not about where you decide to grow your audience. Whether it's Instagram, or Facebook or Tik Tok like i It does not matter. What matters is are you being a good steward of your message? Are you reaching the people that need you the most? And are you communicating in a way that they are going to take action with you. This is the core of what we teach you. And it all stems from getting clear on who you help, how you help them in the problem that you solve. We teach you really the core elements of high converting copywriting, we get into the basics, but we also give you advanced strategies. We also have monthly collectives where we take our highest converting copy. And we show you how to use it for your own niche in addition to really dissecting it so you can see how it works.Kinsey Machos:
Again, it's an art and a science, but we have a proven method that not just allows you to become a better copywriter, but allows you to really show up online with that magnetic factor, right? Just drawing people in because you don't need to be chasing people. You do not need to be chasing people, especially unqualified leads, right? That copyright really brings those people in, right? And now they're going to be in your ecosystem. And now we get to really convert them right where that is where the rubber hits the road. It's the cash, it's the impact. So if you aren't already in 10k content collected, why not? Come join us? If you go to Kinsey MCE comm forward slash 10k, one 0k You can join us now and you guys, we are so certain in our method that if you don't make your money back, we'll give it back to you. It's that simple. So I hope this was inspirational for you, I hope you're gonna take action, right. And if we think about inspire versus action, I hope that you will at least do something with this. Right? Whether that's really shifting the way that you think about copywriting so that when you sit down to create your content, you're really thinking about that persuasion factor, right and really inspiring action, not just inspiring words, and how to really gain that expertise so that you can stand out in the noise. Because it's not about how fancy your website is. It's not about how many reels you do. It's about the context within that, and that is your copywriting. I hope you enjoyed this. And I will see you guys next time.