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Copywriting for Crafters

Lesson 6 of 15

Stick to the Selling Points


Copywriting for Crafters

Lesson 6 of 15

Stick to the Selling Points


Lesson Info

Stick to the Selling Points

We're going to cover two important topics next. We're looking at what the customer wants from you and what their what they're hoping to hear from you when you write to them and what's holding them back and stopping them from buying so there's one thing that you must dio before you write any copy and that, and that is you want to identify who you're speaking to, and we're going to call that the ideal customer today, marketers and people who write online business call this ideal customer all types of things. Um, I call it from my blood. I call it a dream client, um, people caught a customer profile, an avatar, and just so that, you know, we're talking about all the same thing. Any time you hear that kind of language, it all means the same thing we're calling it an ideal customer today, and what it is is a fictional description of a single person that you're going to be writing to that one rep person represents, ah, larger your entire customer base, they represent that entire customer bas...

e, that one person is going to carry similar traits, hobbies and interests that your buyer has and all of your customer base we'll sort of have that in common, give or take remember that if you're marking marketing to everyone, you might as well be marketing to nobody on dh the same thing goes for how you right? And when you write copy, if you're writing to everyone, you might as well be writing to nobody, it won't listen. It won't connect with anybody, it won't hit them and connect, and we'll just go over everybody's head, and they won't be listening. I like for my clients to and you all today to imagine that if you could tell the whole world, I say this, because I know that marketing can be hard, and I know it can feel like it's, very difficult to reach your ideal customers, but I like for you to imagine that if you could tell the entire world about your product right now, and then separate the interested people from the non interested people, you would never be able to keep up with the demand from that sea of interested people now by yourself, anyway, there's a lot of people out there I love that idea gives me so much hope in business, there's always people out there, they're out there, and that is who were writing tio, your ideal customer, and this is a very personal exercise. This is actually the first time I really gotten into it with people, because I like to normally give some prompts it's, something that you will do on your own remember that you're going to be very familiar with some customers and not so much with others. Sometimes people are finding you for the first time today after you said your business online, you will warm up a stranger and you can cut straight to the point with old friends. The same thing goes for copyrighting and content marketing. This is a profile, meaning that this person doesn't necessarily exist, but the profile can be based on actual customers. I have some clients that I'm so proud to work for. In fact, the majority of my clients past president future I've been just blown away that I get to work with the creatives that I've gotten to work with. They make me smile, so I think about the people that I'm really proud of. I think of them individually and then look at their attributes and add that to my my ideal customers profile in that person is representing my ideal customer base, and I'm looking for more people like them. When I write, when we write to the ideal customer, it does not exclude other shoppers. I'm saying this for the I'm saying this because this is a lot, this is the way the conversation goes and I looked over a counter because I thought the tack room. Might have this every time I read a blogger about finding the ideal customer always in the comment section we have to we start to have conversations about I'll say to someone who sells our print well art prints will your customer your ideal customers? I would imagine that she is somebody who is decorating her new home and looking to fill a wall the different spaces in her home and your art speaks to her so when you write speak to her and inevitably when I give that advice people always come back and say, well if I am just speaking to her then men can't buy my art professional and interior designers can't buy my art just remember that when we do this ideal customer exercise when we're writing to a specific customer base it does not exclude anyone but it does make a specific customer feel a deep sense of belonging when you create that deep sense of belonging in your business it built and attracts loyalty like you've never seen before and loyalty like that draws more people nobody will feel like they're excluded. Nobody will feel like you're not talking to them but you will just have a very warm and personal conversation going with an ideal customer and it's just like if somebody if you were having a party and an old friend walked into the room everybody saw that warm personal exchange everybody would feel more comfortable everybody would feel like that's the kind of love that goes on between these relationships and that's what we can create online with writing without this feeling, you leave everybody feeling like prospects. There are as many things to learn about your ideal customer are as there are to learn about your best friend, your spouse, your partner there, complex people that that's a complex profile, and you want to continue to learn about them because the more you know, the better your relationship will be with your entire customer base. So right now I'm gonna walk you through a few prompts, even if you've already done this exercise or you have an ideal customer in mind, please have a pen and paper handy and so that you can record any new ideas or insights as I walk you through a few of these problems for those of you at home, please use these these prompts and give us an idea in the chat room of who your ideal customer is and let us know who that person is as well. So when you're looking at your ideal customer, you want to answer who is the perfect fit for my product that's really what we're looking for, and you can be slightly generic when you start with this, like, is this person, male or female? I usually use she for the ideal customers, so in these exercises a lot of she's or shoppers so that's what I always fall there on dh generically, what age range does your ideal customer fall into? Is she eighteen twenty four, twenty five thirty two, which thirty three to forty which age range that that comes along with the marketing research of yesteryear like the demographics that's, demographic based marketing research and before we were once a mass market where they only read the only way to reach your potential customer was to take out of radio ad or a tv ad or a newspaper ad you really were you were really talking to a large group of people and it wasn't as personal as it can be today, so again, we're still kind of using that base we're looking at is your customer married or single didn't have children or not? And then we get to get a little bit more personal because that is the power of online business we're going to look at what is her personal style? It does she like boho, sporty, athletic? Is she preppy? She very girly and frilly is he masculine? Is he's? Is he athletic? Is he preppy? How does your ideal customer dress what's what's your ideal customers? Favorite place to shop? Are they j crew, old navy um how did your ideal that customer decorate their home in other words, what's their aesthetic like are they drawn toe bold and modern? Are they drawing to a lot of patterns or a lot of simple colors? Are they soft and in feminine or are they masculine and industrial? What does your customer what's your aesthetic like? What are your ideal customers favorite forms of having fun and this is my favorite because these really provide great marketing hacks later on it really makes it easy to find your ideal customer online. So first one what is your ideal customer watching on tv and let me give you a great example of how I used this information about my ideal customer for my at sea shop online I'll show you how I use this information to create a marketing hack and allowed me to connect I love the real housewives of anywhere in this country on bravo tv I love them all in every city so I was in the early days of my etc store which is called the energy shop I was watching the real housewives of new jersey and this is very early in the beginning and an entire season off new jersey um what created a story line based on a business that sells a product very similar to mine which instantly creates a trend for my product they were beating it was beaded bracelets there were energy related on dh that that really ties into how I sell I haven't got into that yet, but I work with the gem stones I'm studied in crystals and metaphysics so with every bracelet I fell I attached the meeting of that gemstone to the bracelet well somebody what somebody on the real housewives of new jersey really loved toe wear bracelets like that and had them stacked up and down her arm and she was the most popular character on the show so everybody was going after these bracelets and again this was in the earlier days and I was really getting the feel for this so back then you could create a facebook advertisement none of this is relevant, you know this is not gonna work, so I'm telling you know, but facebook advertisements were relatively new. Facebook was a lot cleaner, there wasn't all these distractions that there are today. Now people have tuned out the ads because we know where their we know where they exist and we know what they're about back then it was very new and a lot of businesses were not online advertising and I could get a click for twenty cents I could get twenty cents a click, so what I did was I created this advertisement around real housewives of new jersey fans they have a page on facebook and aiken target everybody that likes real housewives of new jersey on facebook and I said, do you love that mean characters bracelet? That was the headline, and then I put a picture of my bracelets and I say I offer more affordable option on my shop. It was a click to my shop those ads would generate six hundred dollars a day they would cost me ten dollars, with twenty cents a click and generate routinely generates six hundred dollars a day, so that's how powerful it can be for when when you when you know where your products are hanging out, especially if they start to there's a tv show, a magazine or anything big mainstream that you can tap into who likes them on facebook, it's a great marketing hack you're reaching, I like to do it also with magazines, there's some bigger brands that advertise on magazines, I can reach that same audience because they've already done the marketing research I can reach that same audience by targeting and add to all the people that like a specific magazine. And then I'm advertising right next to these big, huge brand competitors for a lot less of the rate that it took them to take out a magazine, and so you're also looking at that's that's a hack, so please use that use that and use it everywhere, but you're also looking at what movies is she watching? And you're also thinking think about does she prefer to go out to the movie theater, or she does she want to watch all her movies at home? Your ideal customer? Are they extroverts out about love to be out at night or their home body and really prefer to just be home where it's cozy and comfortable? What is she reading again? This really helps with with targeting your customers later on with marketing what books what's your favorite book? What magazines she subscribing to just like I said, be subscribe to every magazine that your customer might be subscribed to, because with every issue, you're going to find new insight on how to reach them and get more customers that way, where does she hang out online? And this isn't about every profile that she has. This is about where does she go the most? Because we probably all have profiles everywhere I might have a linked in profile. I never go there, but I routinely go to pinterest and facebook, so if I'm your ideal customer, you're really going to connect with me on pinterest on facebook. Not every single place that I might have a profile. This is gonna be where you start to speak to your customers the most, and I like tio, I always a sign for the people that I work with pick to pick to where you're really where that are really relevant? We're going to get to that but one step further with this for your ideal customer exercise. If your customer is on instagram, what is she sharing? What are her pictures up, which is her feed look like? Did you notice that if you're on instagram, people kind of have a color scheme or like everything looks the same? I noticed that even about mine without even trying tio, everything looks the same on my instagram feed, so there's a color scheme and there's an aesthetic there that you can learn from these sort of back out of the pictures of them selves and look at it all as a big picture and if it's on pinterest if your customers on pinterest you are one lucky duck because when they're on pinterest where where she's pinning what she's pinning what she's doing on there is easy research it's azizi as it gets so you can even make a mood board about your customer pinning all the things that that person like and you can watch the other boards it populates below and follow that go down that rabbit hole you can, you can watch who starts following that board, then go check out their profile and look through the other things that they're interested in, so you're really really getting to know this person as you keep clicking around

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.  


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.


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

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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.