If you’ve got a small business that needs to make a big impression, you want the best writing and design available.
For many people, that means hiring someone else to do it for you.
But if you’re short on cash, that means YOU get the privilege and honor of crafting your messages.
That’s where this course comes in. It’s meant to take you through the process — one day at a time — of unpacking what’s truly important to YOUR ideal customers, and then serving that up in a way that will connect with them on that level where need and desire live.
You can’t “make” anyone buy anything. (Nor would you want to.)
You can only share what you’ve got to offer to the right people at the right time. From your heart.
How long will this take? If you’re like most folks, a couple of months. Maybe longer! Although, if you’re totally focused and have nothing else to do, you could probably whiz through the exercises in just a few weeks.
But anything worthwhile takes a little bit of time. And you can’t rush things like inspiration.
So take a deep breath, commit to the process and let’s see what ingredients you’ll need to create website copy that connects you to your right people.
Writing Your Web Copy
It's time to get down to business! Each "static" page of your website will need copy that speaks to your Ideal Client. In this lesson, we'll cover each of the basic pages you'll need: Your About Page Your Products & Services Page Your Home Page Your Contact Page But...
Content: Assignment #7 Make it Shareable
Make it Easy for Your Ideas to Spread Today's lesson is not just about your copy. It's about how to get that copy shared and out to the world. One of the biggest mistakes people make with their web content, is not making it easily shareable. You've gone to the trouble...
Content: Assignment #6 Write a Mouth-Watering Headline
Get Them to Read What's Next The whole point of writing any sentence is...to get your reader to read the next one! Yep. It's that simple. (Not necessarily easy, but simple, yes.) Your headline or title is the first thing anyone ever reads. So make sure it does its...
Content: Assignment #5 Format Your Blog Post
Now for a little formatting. We're going to make that blog post or article scannable. Remember when I said people don't read? They really don't. Unless they decide it's worth their time. And how do they do that? They scan. First, they read the headline. Is it...
Content: Assignment #3 Write a Second Draft
Let's take another look at your writing. What's Your Point? When my son was in high school, he signed up for an advanced English class and quickly found that his writing wasn't quite up to snuff. His papers were regularly bringing in Cs, where before his grades never...
Content: Assignment #4 Inspire Your Reader to Take Action
You may write some fabulous stuff. But if your reader never takes action -- never attempts to put your advice into practice -- then you're not going to get very far as an authority. You need your readers to take your advice if you ever want to have testimonials about...
Content: Assignment #2 Write a First Draft
Your first draft will always suck. Most of us have written a thing or two by the time we're old enough to start our own business. So I'm not going to give you remedial writing lessons. In fact, I'd really like it if you'd forget most of what you learned in school! I...
Content: Assignment #1 Brainstorm Topics
Your Ideal Client Has Questions...You Have Answers What we're looking for here are the types of questions that your ideal customer is asking online about what you have to offer. What is she searching for? What terms is she using to find answers? If you are a house...
Writing Your Content
Content Demonstrates your Authority Before we move forward, let's recap what we've done so far... You began with the Website Starter Recipe and answered five important questions: What is my ideal customer's biggest problem or burning desire? Why hasn't she been able...
Web Copy: Assignment #7 Where Do They Go Next?
Do Your Visitors Get Lost? Or Have You Pointed the Way? It's happened just the way you imagined. A potential customer has searched for an answer to her question and found YOU. She's clicked the link in the search results that lead directly to your website. (In this...
Web Copy: Assignment #6 Your Home Page
We've tackled the foundational bits of your website (your Contact, About and Products/Services pages), now it's time to work on the design. Why do we tackle design after we've addressed the architecture and the foundational copy? Because it takes this much time to get...
Web Copy: Assignment #5 Your Contact Page
Your Contact page shouldn't be overlooked as a place to add a little pizzaz and personality. After all, if you want to actually SELL something, you want people to contact you, right? Lots of folks who do business online feel like they can hide behind the anonymity of...
Web Copy: Assignment #4 Your Products/Services Page ~ Part 2
Once you know what the benefits are from doing business with you AND you know what your ideal customer is truly worried about (remember: what's their biggest challenge or burning desire?), you are fully equipped to outline your Products/Services page. Depending on how...
Web Copy: Assignment #3 Your Products/Services Page ~ Part 1
What is that you're selling? Most of us are offering either a product or a service; sometimes both. But how are you describing them? Guess what? It's time to nail down the benefits of doing business with you. Here's what you need to do... Assignment: On a piece of...
Web Copy: Assignment #2 Your About Page
Your About Page Your website or blog needs an About page. Surprised? You shouldn't be. If you want to do business online (and make money at it), you're going to have to give people the opportunity to know, like and trust you. And most folks are accustomed now to...
Web Copy: Assignment #1 Your Site’s Architecture
Your Site's Architecture You've already seen how to use the starter ingredients in a live, networking situation (Review Lesson 3). Now let's look at how to serve up these messages in other ways. The whole reason you signed up for this course was so that you could rock...
Write Your Customer a Letter
Write Your Customer a Letter Trust me on this one -- you need to do this! Not only will it help you practice talking directly to your prospects in a heartfelt way, it's a great first draft for any sales pages you may need in the future. Assignment: Write a letter...
Assignment #5: Using your Ingredients in Everyday Life
Imagine for a moment that you're at a party. In walks a business acquaintance named Roberta, a personal development coach. Roberta's an expert at conversations that get to the heart of how she helps folks. She's approached by a third woman, who we don't know. Let's...
Assignment #4: Embellishing on Your Starter Recipe Answers
To Review...the last 3 steps had you finding your own particular marketing ingredients: My customer’s # 1 problem/desire Why they haven't been able to solve/attain it Picture of the world for them when I solve it Why I'm uniquely suited to make that happen for them...
Assignment #3: Complete Your Starter Recipe
Ingredient 2 of the Starter Recipe: Why hasn't the Problem been Solved? Or the Desire Fulfilled? Extending the doctor metaphor, this is where you further identify the history of the problem, predicament, or pain that your target market has experienced up to now. What...
Assignment #2 :: Your First Ingredient
The challenge of crafting every marketing message (copy AND content) you'll ever need has been distilled here into five simple questions. These questions make the task of writing copy as easy as baking bread – and tasty, too. Each step in the recipe takes the form of...
Assignment #1: Answer these questions
Take out a sheet (or 2) of paper and answer the following questions: What is the product or service I'm selling? What is it made of? (these are its features) Why was it developed? (what problems does it solve? These are the benefits) Where did it originate? When was...
Your Starter Recipe
Many German bakers (the great original sourdough masters) make new bread starters from scratch every six months or so to keep them fresh. You may not be a German baker, and you’ve probably already created your website and other marketing materials, but it wouldn’t...
Create Your Client Persona
Your Ideal Customer Assignment: Create a Persona and Character Sketch for your Ideal Customer Just as a novelist will write 3 to 5 pages of back story on each main character before she begins writing, you should write a character sketch for your ideal client. That...
Get Your Workbook
The content of this course has been gathered into a downloadable PDF for your convenience. Right click on the title to save to your device >> Baked With Love Enjoy! p.s. - Once you've completed this course, you're eligible for ONE FREE review of any copy or content of...
People love top 10 lists – it’s simple and digestible, and TheChicagoTraveler.com does a good job of this.