Digital Marketing

How to Get Started Copywriting for Digital Marketing and Sales Funnels

How to Get Started Copywriting for Digital Marketing and Sales Funnels

Copywriting is the single most important skill you can learn if you’re looking to get into digital marketing and sales funnel creation.

Time and time again I’ve seen “ugly” and poorly-designed landing pages convert because the copy is just so good.

Copywriting can also be one of the most intimidating things to learn, but it doesn’t have to be!

In this episode, I share my top tips for getting started as a copywriter for digital marketing and sales funnels.

Be sure to comment below or over on Facebook if you have questions about getting started as a copywriter.

 

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Video Transcript:

Hey, Julie here, today I want to talk about copywriting 101. If you’re looking to get into digital

marketing or funnels, you know that copy is the single most important skill that you can learn and it’s also sometimes one of the most intimidating.

My recommendation is if you want to get started with copy that you first look up a bunch of long-form sales letters in all different kinds of industries. So pick some from real estate, from making money online, from health and from various topics and once you get those sales letters, your job is to rewrite the sales letter. So put it in something simple like a Google Doc.

Copy all the text and then your job is to rewrite the sales letter. But do it for something completely random. Maybe change it to selling pens or selling shoes. Think of something really really random and kind of difficult to sell and rewrite the entire sales letter using the same form structure and words and try to sell your object.

Secondly, when you’re starting out with copywriting, you don’t have to start from scratch. I recommend that you start to gather a bunch of swipe files. So you look up things like in your junk mail when the mail comes. Grab the headlines. Grab the things that catch your eye and catch your attention. The same thing goes for ads on Facebook or sales letters other funnels that you’re in.

Anytime you see something that you like go ahead and create a resource pile because I find that when I’m writing sales copy, I often go back to the same emails the same subject lines and just tweak them.

And here’s a cool little tip: if you’re writing in the let’s just say you’re selling a real estate course. Sometimes I deliberately look for sales letters in a completely different industry because I

find that there’s some fun connections.

So let’s say I go and look up one of my sales letters in the health niche and it’s like how to lose 20 pounds in 30 days. I take that headline, I take out the parts about it that our health-related and I try to rewrite it for real estate. And this can create some fun play-on-words and help you think about ways to say things that you might not have said in the first place.

The next thing is when it comes time to actually describe your product there are three things you want to focus on. Most amateur copywriters focus on one or two but there are actually three.

 

  1. You want to describe the features. So whatever it is you’re selling, is it what is it? Is it a book? Is it a course? Is it a program? so outline what those actual things are. The deliverables that they receive when they buy. that’s step one.
  2. The second step is to talk about the benefits. What are the ultimate results and goals of whatever it is they’re buying? What are they going to get out of it? What is the payoff? Make sure you describe that.
  3. Most people stop at features versus benefits but there’s actually a third step. And the third step is meaning. And that is writing about why those benefits matter. So if you’re talking about doing a real estate course the features might be eight modules workbooks some video lessons. Maybe a call the benefits might be that they can get their real estate business up in 30 days or less. It might mean they can get more leads. They can close their first deal… Those are the benefits. The results. But why is that meaningful to a real estate agent? Maybe it’s meaningful because they want to take a family vacation or because they want to help put their kid through college.

So describing features, benefits, and meaning make your copy that much more powerful.

Finally, don’t forget the two most important things in copy which are scarcity in urgency. So whether it’s a limitation of time a limitation of quantity or a limitation on price, you want to try to hit at least one if not all three of those different types of urgency and scarcity. People need a reason to act so give them one. So whether it’s the price goes up, the bonuses expire, enrollment goes away or there’s only 10 or 15 people allowed, try to find the urgency and scarcity and make it believable.

I know the best conversations happen after the camera stops rolling, so if you have a question about getting started as a copywriter leave a comment below and for more videos like this you can go to Juliechenell.com.

 

How to Know if You Have a Profitable Sales Funnel

How to Know if You Have a Profitable Sales Funnel

We’re going to do a little math and figure out the Average Cart Value of someone in your sales funnel to determine if the entire funnel is profitable.

To begin, you want at least 100 people (1000 or more would be better!) to go through your sales funnel, so you have some data to work with. It’s tough upfront to spend money for testing, but it’s necessary to get the data you need in the long run.

Watch this week’s episode to analyze your numbers, figure out if your sales funnel is profitable, and get tips to raise the lifetime value of the entire process.

If you find your funnel isn’t as profitable as you’d like, check out what to do if your sales funnel is broken.

 

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Video Transcript:

Hi, Julie here, today I want to talk about how to make the numbers work in your sales funnel.

We’re gonna do a little math today and we’re going to look at how you can figure out if your sales funnel is going to be profitable.

All right so don’t be scared. We’re going to do a little math and what we’re going to do is we’re going to figure out the average cart value of your funnel. So in order to do this, you’re going to need to have a little bit of traffic first. So you have to mentally prepare for spending some money even without the, the funnel being optimized. So prepare for that.

So we want to send a hundred people through your funnel and get some statistics. It would

be better if you could send a thousand but not everybody has the budget to get a thousand people through a funnel.

So let’s pretend that you are selling a $15 ebook on the Thank You page then you have an order bump for an additional $7 and that’s like some extra resources and meal plans… Let’s say we’re in the health industry.

And then on the one-time offer upsell you have a $47 course that’s fifteen plus seven plus forty-seven which means if somebody buys everything in your funnel they’re going to spend $69.

Now if they just buy the book and the course and they don’t take that little extra order bump, they’re gonna spend $62.

And some people might not buy the order bump or the OTO. They’re just going to buy the book and that would be $15.

So you have three different options.

So what you do is you send a hundred people through your funnel and then you take how many purchases there are. You add them up and create an average. So for this purpose of this example let’s say that out of a hundred people who went through your funnel you had five buyers two of them spent the full 69 two of them just spent fifteen and one person spent sixty-two so that equals two hundred and thirty dollars. That’s how much you made off of a hundred people.

If we divide that by the five purchasers your average cart value is forty-six dollars.

This means that the most you could possibly spend to acquire a customer on this funnel would be forty-six dollars and then you would break even.

Now if you’re looking at me and saying “that’s the only funnel I have” then you’re gonna have to spend actually quite a bit less to acquire a customer in order to make money on just one funnel.

This is why funnel stacking is so important because you can get people to buy again and again and on different funnels. The idea is, is if you use one funnel to get your leads for free, then you can make money on them in all the other funnels.

So if you have a funnel and your average cart value is forty-six and it’s costing you forty-six dollars to get the customer this just means that you have to create a better lifetime value process.

Create more funnels. Get them to buy more, to consume more, to pay more.

Then you’re making money and you’re getting your leads for free. But if this is your only funnel and this is all you’ve got, then what you need to do is you need to make sure that you’re getting traffic and leads for less than forty-six dollars so that you can scale.

The best conversations happen after the camera stops rolling so if this was helpful or you have any questions about how to figure out how much money you can spend in your funnel, leave a comment below and for more videos like this you can go to Juliechenell.com.

Life Changing Proposals

Life Changing Proposals

I just returned from San Diego this past week – for the 2 Comma Club X Coaching live event.

It was incredible.

The amount of training and value packed into 36 hours was definitely at “fire hose” level, but without the overwhelm since we did it in sequential steps and milestones.

I got to meet some amazing people, and a few of them came up to me and…said some things that I wasn’t expecting. 

There were three people in particular. They all had taken my course Proposal Secrets – which is a course on how to get paid to write proposals. And even though I know it’s an incredible course with one of the fastest ROI’s I’ve ever seen, I still wasn’t prepared for this…

Guy #1 – 

He told me that he ALREADY has made over $10,000,000 in his agency/coaching business. He has a 2CCX award actually. But he took Proposal Secrets, followed the course, and closed 10% of the room on Intensives after one of his live events.

I don’t know about you – but I hope I’m still learning and growing – even after hitting $10M. He said he was so grateful for the course and how it massively shifted the way he does business.

I was floored.

Proposal Secrets helped explode a business already doing $10 million.

Guy #2 – 

This guy was invited to a live event with 10 of his ideal clients. Originally he planned to pitch a $10k funnel build, but after asking me about it (and taking Proposal Secrets), he decided to sell intensives instead.

7 out of 10 people took the offer. A 70% close rate.

But the best part? He said he’s offered 5 of the 7 their high ticket proposals, and they all said YES – for a HECK of a lot more than if he’d sold a package right from stage.

Guy #3 – 

He came up to me at the event and said, “What would you like me to do? Your Proposal Secrets has literally changed my entire life and business.” He said it’s helped him charge double, create solid proposals, and just generally make his customers HAPPIER.​


​If you have a freelance business or digital marketing agency, Proposal Secrets will change your business. I have SO many screenshot testimonials of people who’ve made their money back hours after buying. You can see some of them below.

Inside the course, there is:

  • A discovery call script that’s gold – you don’t even need to be good at sales.
  • ​Real life report examples.
  • A downloadable share funnel to build your intensive funnel.
  • Strategies for how and why you deliver the proposal and when (little details I learned from doing it over and over again).
  • A la carte pricing help
  • Swipe files for reporting and emails

So…here’s the plan.

Proposal Secrets probably needs to get a little more expensive.

I have an unconditional guarantee that if you can’t make your money back in 3-5 discovery calls, I’ll refund you.

For the first time in the HISTORY of course building, I have a 0% refund rate.

ZERO.

I’m selling Proposal Secrets for $497 and it’s making people $100k or more within days.

There are two lunatics reading this post right now…

  1. ​ME. For not realizing the value of this course sooner (and raising the price)
  2. YOU. For not investing in it if you’re a freelancer or agency.

I’m closing the cart on Proposal Secrets in just 96 hours.

I’m going to be raising the price and redoing the funnel, so if you don’t have it yet – this is your chance.

These are just a FEW of the testimonials I’ve received.

 

 

 

How to Choose a Facebook Ad Objective

How to Choose a Facebook Ad Objective

When you’re first setting up a new FB Ad campaign, you’re asked what kind of ad objective you’d like to use. There are so many choices, it’s easy to see how some people get confused really fast.

Should I use…
– Video View?
– Engagement?
– Traffic?
– Conversion?
– Something else?

In this episode, I explain the types of objectives I use over and over again, and how I decide which one to use in different situations.

 

 

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Video Transcript:

Hey, this is Julie today I want to talk about what kind of ad objective do I use.

Now I know when you go to set up ads, Facebook asks you what kind of objective do you want and there’s a lot of confusion around which ones you should use.

Now full disclaimer I don’t use them all, therefore I don’t really know them all very well but there are some that I use over and over and over again. And I want to explain what those are and how I use them.

So the first is the video view. Now I like to use the video view when I’m running ads to Facebook Lives or videos and I really just want people to start to get to know me. Increase visibility. Feel like they’re getting to know my brand. And this is really good for people who are newer to Facebook ads because the ad cost tends to be a little bit less.

Facebook typically likes it when you run ads where you’re not asking people to go off the platform so they can consume the content right on the platform.

So video views is really powerful also because you can use it once you’ve run a video view ad. You can use the audience who viewed the video, you can use them as a custom audience.

And the reason why that’s so cool is that then this custom audience can be an audience that you can use to show them a different ad. An ad that requires a little bit more commitment.

Maybe they have to put their email address in. Maybe they’re making a sale. So the video view is great for custom audiences.

Number two is the engagement. The engagement objective I love to use when I’m doing a messenger bot ad campaign. So most of you know that when you comment on an ad if you have a messenger bot, what’s going to happen is the bots going to fire and send a

private message and then it will start a sequence.

When you do an ad for engagement you’re asking Facebook to show the ad to people who like to like share and comment. One of the best things I’ve ever done with engagement was when I created this cool little grammar quiz for one of my clients and basically, we put a paragraph of text. And we asked people to guess how many grammar mistakes there were in the comments below.

And when they did, messenger bot fired and invited them to a workshop on how to become a proofreader. That ad campaign made a lot of money and the ad spread rapidly because people love to do guessing games.

So when you’re doing an engagement ad, think about creating an ad that really encourages them to comment.

The good news is that you can also create a custom audience based on people who engage on your page. So this is for BOTS campaigns and custom audiences.

I’m almost running off the page… Okay, so those two the next one that I use all the time is traffic.

This is the first objective where you’re actually encouraging people to go off of Facebook and onto a different platform. Usually to your landing page or website… something like that.

So the traffic objective can be used for all types of ads this is probably I would say the most popular one. It’s really just getting people to click and go off so if you have a video ad carousel at any kind of ad, traffic is just going off of Facebook and landing somewhere else.

So it’s great for local ads but really all kinds of ads. So this is like the really popular one but this is the first time that you’re sending people off of Facebook.

The next type of ad that I use a lot is the conversion ad. Now the conversion ad is often the most expensive. It’s not just asking people to go off of Facebook, you’re usually also asking them to do something: Put their email address in or buy something.

Okay so this is really the most expensive it’s also the most trackable. So like what I mean by that is you can really see exactly how much you’re spending and then how much you’re making.

So the conversion ad uses the Facebook pixel and you install the pixel on your site and you install it on certain pages and your funnel or on your website and when people land on those pages, the pixel sends the information back to Facebook and says they made a sale.

So a really good example of this is if you’re sending people to a checkout page and then they order it. On the confirmation page is the pixel and that information goes back and says hey you just made a sale. So you can see very easily ooh I spent $10 and I made a $20 sale.

So conversion ads are the most traffic trackable. They use the Facebook pixel. And these are also very popular for lead generation and for sales. The reason why is because when you do a conversion, this is the next thing I wanted to explain, what kind of ad objective do I use when you choose the conversion.

When you go to set up the ad, Facebook is going to ask you what kind of conversion, okay, because there’s lots of different kinds.

So it’s gonna ask you what kind of conversion.

So oftentimes you’re gonna choose something like “Lead” “Add to Cart” or “Purchase” so that’s you know that this one is a little bit more complicated. So in terms of expense, it tends to be cheapest to most expensive in this order.

And the final thing that I want to say about this which is really powerful is if you have a particular ad campaign, if you set up that on your page as a post… so you create a Facebook live or a video or some sort of post, you can actually go into the ads manager and you can set up a video view version and engagement version a traffic and a conversion.

You can set up four different ads and use the same post for all four different ads and that creates this like cumulative effect on the ad so that you’re getting the most bang for your buck.

 

When to Pivot Your Business or When to Stay the Course

When to Pivot Your Business

There usually comes a time when we all think about whether to pivot what we’re working on in our business or stick with it. In fact, this episode was inspired by a woman who asked me this in a recent email.

I’d first like to make the distinction of whether you’re selling services or a course.

For a lot of services, there’s a proven market that people will buy these services every day and service providers are making good money. In this episode, find out what I recommend you do to make sure you’re one of those service providers.

If you’re trying to sell a course, figure out whether there are any other courses similar to yours. If there are, are they making any money? Use the tips from this episode to decide whether to keep with it or go back to the drawing board.

What’s one thing you just can’t figure out whether you should keep trying or pivot? Let me know in the comments below!

 

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Video Transcript:

Hey there, I’m Julie and today I’m talking about when to pivot or when to stay the course.

I had a message in my inbox this morning from a woman who said, “Julie I’ve been trying so hard to make this work and I just don’t know when is the right time to give up and move on to

something else or when I should stick with it.”

I thought about it for a while and I decided that was a really good question and here’s the answer that I came up with.

So the first distinction I want to make is are you trying to sell a course or are you trying to sell a service?

Let’s focus on the services.

First, let’s say you’re trying to sell social media management, copywriting, web design,

funnels, ads. The market has already shown you that people buy this stuff. People are selling it everyday making lots of money. And there is a high demand.

Now yes the market is saturated but a lot of markets are saturated so you can’t use that as an excuse. So if you’re trying to sell something and it’s not selling but there are lots of other people selling it, then chances are something’s wrong with your messaging in your angle.

In those cases, I would say do not give up. Keep changing your messaging in your angle until you sell it. And the goal with service providers mainly is you want to try to sell it one to one first.

You go to Joe. You ask Joe. Joe says yes. Joe buys your service. Don’t try to just run Facebook ads right out of the gate. It’s not gonna work. You sell one to one. Then you go into groups or networks business after-hours. And then you go to the masses and you can do funnels and ads.

The market has already proven that people will pay for this so it’s a matter of you sticking with it, changing your message again and again and again until you get it right. And until someone buys.

If you’re selling a course on I don’t know… pumpkin candle-making and nobody’s buying it, the first question I’m going to ask is are there any other pumpkin candle-making courses out there?

And if there aren’t, are there any other candle-making courses out there? And if there are, are they making any money?

If there’s a market out there and people are making money then chances are your angle is wrong or something’s wrong with your marketing. But if there’s nothing else out there and you’ve tried to sell this it may just mean that people don’t care.

And I know that’s really hard to hear but it’s so much easier to be in business in a hot market than to try to create a brand new market. And so in that case, I would say if you are really gung-ho on selling a pumpkin candle-making course, see if you can sell it to one person.

Then try to sell it to five, and then if you get that far congratulations because I don’t really think there’s a market for it, but if you get that far that’s awesome.

And then you can keep going.

But if you can’t even get one person to buy it. Your mom or your dad or your sister or your brother if even they won’t buy, it maybe you need to go back to the drawing board.

So as a general rule of thumb, look at the market see if the market is already selling something similar. If they are, it’s a good sign. It means that you just have to keep adjusting your messaging and maybe adjust your marketing tactics.

If there isn’t really a market, try to sell it to your neighbor or your mom and if you can’t then go back to the drawing board.

If this has been helpful, I know the best conversations happen after the camera stops scrolling let me know in the comments below what’s one thing that you keep banging your head against the wall on and you’re not sure whether you should keep trying or you should pin it. And for all the other videos and strategies that I put out, you can go to Juliechenell.com and see them there.

 

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