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Copywriting for Crafters

Lesson 9 of 15

The Marketing Umbrella


Copywriting for Crafters

Lesson 9 of 15

The Marketing Umbrella


Lesson Info

The Marketing Umbrella

So I showed you how the product listing pertains here ideal customer and then we looked at the industry conversion eight rate, which was two to three percent and I know that leaves some creatives in the dark, so let's say that after today you have your ideal customer and you have perfect the most effective copyrighting what if you don't know how to get all those ideal customers to your website because that's the conundrum for sure whenever you're online in business and you're really struggling to connect. So as I said, we've been zoomed in on the product listening and we're going to back out of that we're gonna look at it what the customer is thinking and doing and to me it feels a little like coming up for fresh air because we're going to see how this all applies to your business. So when we do that, we're also going to look at how copyrighting plays a role in your marketing and intertwines with the broader content side of things. So how does your content marketing funnel down into yo...

ur copyrighting? So here we go with the marketing system and this is my favorite and the sales funnel now remember and studying the marketing system and sales funnel we're also going to be touching back on how your ideal customer wants to be approached and wants to be addressed in a way that feels comfortable for you both remember that you meet different people in different situations every day and you're going to be very familiar with some and not so familiar with others where you would warm up a stranger you could cut straight to the point with an old friend and so we're again going to apply that to the content marketing and I'm going to show you how that works. How you get customers to your product listing is as equally important as the product listing itself, so who wants to know how to get more customers to their web site? More importantly, who wants to learn how to get ideal customers people who are ready to pay you and buy your product to your stuff to your storefront with a system that leaves them eager to buy everybody? Everybody said yet so that's why I think marketing is such exciting stuff and why I just like over over he'll head over heels in love with it so again, marketing is my specialty I won't help you not only right to your ideal customer identify your ideal customer but reached them so that all your hard work and all of your efforts pay off and it will feel totally worth it notice I say reach your ideal customers not find not get because that's how people get more sales find more customers know we want tio reach them and so what? I'm going to d'oh because I'm going to start with an overview, a big picture of what the martin, what marketing is and the marketing system what that means and then going to narrow it down and apply it to the sales funnel, and I'm going to show you how copyrighting and content marketing play a role throughout and then at the end I'm going to leave you with some powerful resource is so that you can write with more meaning in the meantime, before we get to my sit six step guide to effective marketing at the core of any marketing system is always this reach your potential customers connect with your potential customers, capture their attention and convert them to actual customers online. Your writing plays a huge role in this marketing formula. Whatever you write online lives there, it's living there right now like a web and it will continue to reach, connect, capture and convert the one thing you must do before building a marking system is the same thing that you must do before any copy reading. You need to know your ideal customer and what it is they need from you. It will help everything that you write have a more evergreen appeal, meaning it can live there and always be welcoming for you no matter what you're doing or where you're at, so marketing is thrown around as sort of a general term and it confuses and overwhelms makers. And again, this is my specialty. I love to break it down and show you what it means when done well, your marketing system can be simple, effective and automated. This is what I call a marketing umbrella. Marketing is made up of six tasks, and when you look at it like this, it eases confusion. And it helps you to understand what these tests are and what it means to do them. This is a marketing's job, so you have an online business, you have to market it to reach other customers. When you say that. What you mean is, once you set up a marketing system, it's, this is it's job. Your marketing should always do these six things. So I'm going to briefly cover the marking system and how it pertains to copy reading on because I'm going to go over this information with the time and I want to get to the sails. Funnel. I want you to know that this is part of a block siri's it's, just a free article on my website it's called thie ultimate guide to marketing for creatives. It's not only free it's like a starter article it's over two thousand words I write volumes of marketing hacks to back this up. This kind of material this is I love it I could talk about it all day so this is all covered in depth on my block so if anybody has any extra questions or wants to learn more about it, you can search ultimate guide to marketing for creativity creatives or use that web address right there so a good marketing system covers everything under this umbrella all the time number one is identifying who your potential customers are we've done that today we did a great great work with thie ideal customer exercise number two is the actual act of reaching those customers, so reaching is the most often looked again when we talk about this online in online business articles and things like that we often say find or get but as creative we make a product, we build a business around that product and we forget that it's also our job to reach for and try to find customers for that product and I think it's where a lot of people get stalled or stuck so if I asked you where you're reaching for your customers and I ask this to creative's all the time, what happens is they say, well, I'm on facebook, instagram, pinterest twitter. Then they go and they list all of the social media as well I have a block but this task is not complete unless you not only reach but successfully connect somewhere with those customers so when we say we're on facebook facebook is not an effective marketing platform for your business unless you're getting likes and comments and engagement and feeling like when you're there people are listening to you and you're having that connect mint connection if you say instagram because you post a lot of pictures and lets people are liking that commenting and really connecting with you in graham is not your platform so again I hit it on this earlier I always tell my clients to look for two platforms where they really feel like they're reaching in connecting so wherever you feel the most potential for that pick those two and really nurture those teo and really continue to reach and connect don't try to be everywhere but be where your ideal customer is and being where people where you feel that response and then build that response so number three is engaging with your potential customers and that means connecting with them just as we discussed in a more meaningful way so reaching engaging number four is establishing trust so just like in any other relationship in life trust happens over time as you continue to engage interest on appeal with another person so that comes with reaching engaging chest is a thing that you have to build and and we all know that as customers ourselves that you really like to get to know brandon build on trust number five is converting and that means your potential customers become actual paying customers, and that typically happens on an effective marketing system always includes ways and opportunities to convert through copyrighting and product listings or email marketing that has a more direct ask involved finally, number six is following up with a customer because email marketing and repeat business is the key to a very successful online business. You want your email marketing and you want teo follow up with those customers and keep them through your sales final, which we'll talk about in a minute, but sales are never ah one off deal they're always the beginning of a relationship and that's what? I've always looked at it online since I started business, so this is your sixth step plan to an effective marketing system, and I know I breathed over it, I that's why I put the site on here because this class is about copy reading, but I want to give you quick example of what that looks like using my blogged marketing creativity. So what I do is I've identified my ideal clients I call them dream clients, I know what she looks like. I know her approach to business. I know what our attitude is like about business I reach and connect with my clients on facebook and pinterest my pinterest my pinterest is probably my main want my pinchers has over twenty thousand followers it's a solid place where I can connect and I know all my ideal customers air come are hanging out because their creative business, too, and we creative, typically use pinterest a lot. Facebook is also the a huge source of engagement wasn't always until I figured how figured out, how to use it and the the group that I have, um, creative entrepreneurs by marketing, creativity, that's what I said, I didn't used to have a lot of engagement on facebook, but when I started using those tactics and those strategies, my engagement went up by seven hundred percent, so now I understood how to use it and I'm using it better. So that was identifying reaching my block is written to engage my ideal customers because it's answering all their needs and it also helps establish trust. I read a lot of long articles, I'm always talking about their pains and their problems. Email is another great way to establish trust, and we'll look at that in the sales funnel the earlier you can get people on your email list, the better it is for your business and through email that's where the majority of my conversion happens through through both through both my marketing create to the the informational blogged and my products on etc I might, my etc shop does well because I have a list, I maintain it. I'm market to that list. And if I want a lot of sales, I have a marketing campaign that goes with email. I never rely on etc for my traffic.

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.