I was always taught that the most effective marketing happens when the buyer and the seller win. What that means in the real world is that the seller writes copy to provide an undeniable value in their product or service to their prospective buyer. Then the buyer wants to pay the price to acquire the product or service.
But what happens when the world, or your business, turns upside down and everything you are doing is no longer working? Or maybe you never needed to market before and now you do? Or maybe there is a crisis outside your control and you need to pivot because your old way is no longer working?
The world is seeing a massive shift in how consumers perceive marketing these days. Think beer company ads with massive crowds in bars or travel companies promoting trips to Italy, China or Spain or, well, anywhere right now?
Marcella Allison has been writing copy for decades and helps businesses craft copy when times are stable and when they are not so stable. She also mentors other women to help them hone their craft.
I sit down with Marcella in this interview to discuss the art of copywriting. Marcella also shares three questions you can ask yourself to craft your message and a framework for all your marketing copy that helps you define your customer, their needs and your needs.
We also have a discussion about why it is important for women to join a group to lift their careers (Yup, she even shares the data to prove this.)
By the end of this episode I dare you to say I can’t write copy. If you do, reach out to Marcella or myself and let us help you.
As a copywriter, she currently works with some of the top direct-response companies in the industry. Her clients include The Motley Fool, BottomLine, Inc., Advanced Bionutritionals, Money Map Press, Metabolic Living and more. Her copy has generated over $100 million in sales for financial trading services, alternative health supplements, and information products.
As a mentor and copy chief, she leads Money Map Press‘s proprietary training program for in-house and freelance copywriters. She also mentors over 600 women in the Titanides.
In 2018, Marcella was awarded Copywriter of the Year by American Writers and Artists Inc. for her outstanding performance record and impact on the copywriting industry. She’s a featured speaker at industry events including AWAI’s Copywriting Success Bootcamp, Copy Chief LIVE, and The Copywriter Club In Real Life.
Marcella is the co-author of, Why Didn’t Anyone Tell Me This Sh*t Before? a collection of wit and wisdom from women in business. As the founder of the Titanides she is dedicated to building a new arena, where dynamic, creative women co-mentor, elevate, and support each other on the journey to success.
She also has a brand new course that is launching that helps women to build their authentic authority with a leading high-level executive coach and therapist, Dr. Cristy Lopez.