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Copywriting for Crafters

Lesson 5 of 15

Content Marketing vs Copywriting


Copywriting for Crafters

Lesson 5 of 15

Content Marketing vs Copywriting


Lesson Info

Content Marketing vs Copywriting

Next, let's define copyrighting and look at the difference between it and content marketing. So, again, remember we had said that writing always falls within two categories um, it's either copyrighting or content marketing. I'm going to cover both of these in detail today, but I want to give you a brief overview so that you'll know the difference between between the two here at the early part, any time that you read online with the intention of reaching your customer anytime of any type of business communication. Even if it's a caption for your instagram post and it's business related, you're doing one of the other one, one or the other, you're either content, marketing or copyrighting both should be done with an end result in mine, and I'm going to break it all down into great detail. But for now to this to distinguish the two content marketing is conversational and casual, it is used to reach on engage with potential customers. It is based on their interests. If you share something o...

n facebook, instagram, twitter, anytime it's business the customer that's a form of content marketing your block is also an important form of content marketing. If you blogged, it should be informational and relevant, and later I'm going to show you how to really make your content marketing count. And matter to your customers again so you get that feeling of I connect and they're listening and they're buying and just feel like they're giving their businesses giving back which is something I know we all crave copyrighting is also conversational but it request a specific action from the reader and the action is typically profit profitable to your business and in our in most cases for us it's either subscribe to my email us so I can stay in communications with you or buy the product now so let's just dive in right there copyrighting is a sales conversation and it includes a direct request and it's often more persuasive than content marketing it is still casual it is very personal and it gives a welcoming feeling it's an invitation to a cozier scene it's an invitation for you to come in and get comfortable and browsing shop and do what a buyer wants to dio most most sellers are not well rehearsed in this type of rating that's why we have those surprising mistakes and that's okay that's what we're here to cover today in copyrighting it's especially important to identify who you're talking teo and how to approach them copyrighting means that the text you use helps to advertise your product it is going to be direct, persuasive and influential your buyer comes to your product listing or sales page because they want to buy the copyrighting served the customer by selling so often we have a hard time I know that creative's have a hard time feeling like they're cold selling what's been made with a warm heart that's something I say all the time copy copyrighting you actually serve your customer by selling to them they came to the product listening because they have something to buy is your job to sell it to them? Copyright writing encourages the sale or specific action again for us that means buyer subscribe it is always written with business or a business oriented and result in mind it's not about what should I say to the buyer which should I say to my customer rather it's always about what do I need my buyer to dio what do I need my potential customer to d'oh it's written from that angle it's entirely about do I want the buyer to sign up for my newsletter? Do I want them to check out now? Good copyrighting describes the product by joining the customer in their mental dressing room. It addresses all of their questions and concerns and when britain well copyrighting will personally address that specific readers needs making them feel as though you're speaking right to them it makes the reader feel hard and understood finally it will show your expertise and position you as the go to authority in your field that's very important you're going end strong with a brand statement so I have a quick question about the shelling expertise because let me went over my example listing and you mentioned shop talk and saying that kind of way over their heads to me that was showing you know that, you know, I know how to print high quality prints that will last a long time on, you know, good paper with good thanks to me that was showing expertise. So how would you differentiate? Sort of yeah, it's a great question, because it's going to be a differentiation where you did that in your listening was a part was the part where you should have been joining where you are going to join your customer in there buying process it's different when you put in, and the other thing is too I love this point. I love that you ask this question because sellers feel like if I explain why I'm the expert, if I show them that I used the best materials and everything else like that, then they will think that I am the go to authority. But it's actually that's actually not the case, it overwhelms them. It makes them feel like they don't understand enough to buy your product, and so instead of talking about the product in an expertise manner, you're going to meet the customer where they're at they're a beginner, there are non expert you're going to meet them there and then you're going to end your product listening with a statement a brand strong statement that will show off your expertise I know this about you because I've already written yours so I think you're gonna like it yeah just a comment about that but what I thought was so interesting is the way that you just described verbally what you what your intention is with those expertise was so different and understandable versus what the things are themselves for somebody who doesn't know so I thought that was that yeah my attention good job canada that's true that's right that's exactly right but this class includes a specific formula that's going to show you how to show your expertise in a way that your customer can digest and we're going to follow that to master your copy reading copyrighting is a personal exchange with a specific person so I have consulted very smart and very successful creative who and I coach them through beginning an email lists and everything like that and I always subscribed I subscribe to all my clients email list because I need to follow along and know what they're doing and I catch them ready emails that begin like this dear email subscriber so what oh bloggers write like this sometimes to write dear reader or you know dear right in ways that are not like very specific or things like that it's a common state but but take note, it would be equivalent to me calling you audience member when I know your name is daisy, or me calling you moderator when I know your name is kennedy and you're talking to me and asking me questions today on creative live or like me checking out and calling the store clerk store clark, it is so impersonal that it's almost offensive you would be offended if somebody spoke to you like that. It makes the person you're speaking to feel like, is that all that you think that I am? And I love creatives? I am one again, I know it's hard to cold cell what's been made with a warm heart were not called selling here, but marketing strategy and persuasive writing and the things that we're going to talk today talk about today, even if it might not fit well, it actually helps your customer feel more. It creates a more personal exchange when you fail to address the customer, personally tow understand their needs and why they're coming to you as a seller. This is how you leave them feeling they feel like you didn't take the time to know them. You think they feel like you think everybody is just a product and somebody else that you want to sell your product to, and that makes them feel like this more over failing to learn how to sell to your customer failing to learn copyrighting leads your offer feeling generic and almost passive aggressive like have you ever followed somebody? Maybe like on twitter facebook where they just post links to their it's almost passive aggressive like are you selling to me or like what what's going on right now? So copyrighting addresses their needs and it's not as much about sales as it is about relationships, so the general vice for cut for content marketing is too right toe one I'm sure you've all heard that advice I hear that if I saw like right as if you're talking to one customer and that I did that customer is typically your ideal customer, but I think that device might be a little bit generic because the best conversations are genuine and interested in the other party imagine I issued you a coaching a son in where you had to go out today and you had to be out all day long and you had to have a sales conversation with everybody you met and you really had to go do things you had to go shopping by yourself and talk to strangers you had to go grab a coffee you could have lunch with a close friend, but for every person you met today you had to sell something you had to try to sell them something if you're anything like me and I'm an introvert it's not necessarily comfortable but it's a doable I would think ok well when I go to the target I will have a sample in my purse I'll notice hard jewelry I'll say you want to try this and then I'll hand her business card and you know I work it out it wouldn't be a comfortable exercise but I would work it out you would think how you were going to approach each person that you had to approach but what if I layered on that generic advice and I told you had to speak to everyone as if they were one person I don't know about you but I would quit based on how that would make me how that would make people feel if I just walked around giving a rehearsed elevator pitch and it would make everybody I encountered that day feel like a prospect and that's never how I want people that I work with or who buy for me to feel so how you approach your customers is equally as important as who you're approaching. We just remember that your content marketing and your copyrighting is meeting different people in different situations every day it's doing it right now while you're sitting here because it lives online you're going to be very familiar with some and not so much with others just like if you were having lunch with a friend and you had to sell tar. You might cut straight to the point and be like, hey, do you have any friends this holiday season you think might like this here's the product you could do that cause you're comfortable and familiar? The same thing is going to go for your copy reading in your content, marketing next up. I want to show you how to fix mistakes that we've covered today. I want to help you better identify the buyer and that air speak to their specific needs. I want to help me understand what your product does for people, what it adds to the life, what it means to them and how to add purpose and start producing results with your writing online it's not only about who you're talking to, but how you're approaching them and why you're approaching them and why they should listen to you. I have a formula to make everything you say online matter more and help you connect in more meaningful ways and it's not only going to improve your sales, but it's also going to increase your growth and reach online.

Class Description

You built your online store, now it’s time to do the fine-tuning that gets people to buy! In Copywriting for Crafters you’ll learn wordsmithing tricks and techniques that lead customers to check-out. 

Lisa Jacobs is an experienced Etsy® seller and dedicated creative consultant. In this class, she’ll help you write the words that reach customers and motivate them to make a purchase. You’ll learn how to: 

  • Develop a copywriting template 
  • Critique your own work 
  • Avoid common copy mistakes 

Lisa will help you guide customers through the buyer's journey. She’ll tell you exactly what to include in product descriptions and what to leave out. She’ll also reveal the common errors that cause product listings to fail and she’ll help you ensure that yours always stand-out. 

Use the words that get results. Join Lisa Jacobs in Copywriting for Crafters and increase your sales by sending the right message, at the right time.  



This course is so helpful and well worth the money. It's broken into sections making it easy to do in parts and so easy to follow Lisa Jacobs. Lisa explains it so effectively making it so easy to learn and a pleasure to listen to. There are great questions from actual Etsy sellers and a complete workbook to fall back on. Great course and highly recommend it. Many thanks Lisa Angela

Bundle Wade

Without being intimidating, Lisa Jacobs is powerful and articulate in her delivery. Her dedication, expertise and warmth are evident in each session. Throughout the course, Lisa reminds us that our customers—both potential and current—are flesh-and-bone people. Therefore, the content and copy writing on our websites must show the same careful attention we would exhibit in face to face interactions. In my opinion, some of the most salient course features are: the explanation of the distinction between content and copy writing, the marketing umbrella and its application, and of course, useful tips and real-life examples on how to write good, attractive content and item descriptions. Overall, this was my favorite class from the "Increase Your Holiday Sales Seminar." I happily recommend it without hesitation to creative business owners offering products or services.

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I'm already on the next to the last segment. Having just purchased this class last night. Thanks to the referral by Dan Safkow of "Making it on Etsy". As I mentioned to him today- "Lisa's Creative Lab class is GOLD. Best $ I've spent all year- AND last year". ~So, I'm treaking all of my online shop's listings. Yay! I'm also glad to learn about (and take advantage) of the amazing resource for folks like me, and the crowd I run with --> CREATIVElive in general.