Muses on post-its

In. Your. Face.

Sound familiar...

• You're heads-down working on your computer
• Got a Zoom meeting in 10 minutes
• You calendar notifies you
• Your eyes & brain have been warned

Then... back to coding, planning, writing, assembling, designing, uploading, downloading, fixing, documenting... whatever, right?

The next 20 minutes just fly by.

"Oh shit, I just missed my meeting with a new propospective client!"

Crap.

However, got a Mac? You're in luck.

In Your Face

An app that takes over your screen(s) before & right at meeting time.

• Impossible to miss
• Impossible to ignore
• Never miss a meeting again

Ah, unless you're not at your computer (like me the other day).

Know of a fix for that? Please let me know.

Whitespace

It's how you become more understood when writing.

Poor whitespace...

It's using too many words, too bundled together, creating work & confusion for readers with long paragraphs & long sentences that ramble...just like I'm doing right now with this example.

• Easy to blather on
• Hard to read
• Hard to skim & scan

Healthy whitespace...

BTW... this applies to your pages, posts... & emails.

Of course, there are exceptions. But that's how you should think of long sentences, long paragraphs & little whitespace...

As exceptions.

"Partner", Shmartner

To those who say this kind of thing on their web pages...

"We'll be your partner—because we care as much about your business as you do."

Oh really?

If sales drop like a brick—will your firm...

• Return some fees for your service?
• Help pay for their mortgage?
• Pitch in to send their kids to college?
• Deliver food to the family?

No. No. No & no.

So they're not really a partner in the business.

They just want to share in the profits—not the losses. Yet lied about it.

Great way to establish credibility & trust, right?

Not.

So don't be like that, making shallow claims. Do get real with your message.

Here's one way—by writing a story worth telling.

"Innovative?" Really?

Sometimes prospects on a virtual sales call mention—they want to be seen as "innovative."

Then I say...

"No one cares that you're innovative."

Their jaws drop. But before they hang up on me, I ask...

Know what they say then?

"You're hired."

Always question superlatives & adjectives...

• They're easy to say
• Easy to mis-understand
• Make us look like 'all the rest'
• We lose credibility—in that moment

But digging deeper into words like 'innovative', 'authentic', 'transform' & 'disrupt'—uncovers truths readers should know about your business.

• Keep ditching the jargon
• Keep readers wanting more
• Keep writing for clarity

That's how you'll stand out from the crowd.

Why not use jargon in your writing?

Because...

• It rolls off readers' eyes & brains
• It makes you look like a commodity
• It requires brain-translation
• It's lazy writing
• People attach their own meaning

About that last one...

Clients sometimes say, "But Todd, our readers understand those terms.

And I say...

If you want to pulverize readers in the gut with clarity—YOU connect the dots for them.

Because they won't. They'll just click & leave your pages instead of staying & scrolling your message.

Of course, this also applies to your emails, bios, proposals & all marketing materials.

We good? I know, I'm such a stinker.

Go forth & clarify.

3 steps for writing a better email

-> Step 1...

Write the following questions—and your answers at the top of your next email. An example...

-> Step 2...

✎ Write your email...

• Follow the same structure as above
• Keep it simple & clean
• Tell your story—'don't bury the lead'

A couple related posts here & here .

-> Step 3...

Remove everything from the top of your email from step 1—then click 'send'.

Voila, clarity created...

• More common understanding
• Might seem longer to do—but isn't
• Be recognized as a clear thinker

Write before you think
AKA... barf it out

"WTF?", you say?

Yup, just type, like this...

Writers block is a myth. if you wanna balst past it just write out anything in your head, without leaving teh keybord. just keep your fingers typing, looking at the keyboard not the screen, so your brain engages. forget about sentence structure, spelling, punctuation… just keep your fingers moving and p[ower through any blockages. do this for an articel, tech-doc, and kind of writing thingie. Even for a paragraph or three. whenever your stuck just typw. editing will come later. This is a brain excercise, not a make-it-look-just-right process. Editing comes later, but don’t mix the two. It’s never write the first time. but push stuff that’s in your head onto the page, then mnake your 4 or 5 or 6 or 7 edits…. LATER.

Okay, I'm back.

Whenever, I’m ‘stuck’, for any kind of writing… I just type. Every time, something useful appears before my writing-eyes-and-brain.

The same will happen to you, too.

Punch “writer’s block” in the gut. It’s a myth.

• Just write
• Edit later
• Never get stuck again

"Stay in the conversation"
(AKA... don't go dark)

...whether by email, texts, social or online platforms.

Meaning, don't go dark during the middle of conversations. Instead, respond promptly & thoughtfully to...

• Online conversations with others
• Proposals submitted for hire
• Questions people ask of you
• Contractors trying to keep you engaged in the project

'Going dark' these days seems endemic!

Why?

• Paeople are afraid to say 'no'
• Afraid to 'speak their true mind'
• Unaware of leaving communication loops open

Don't be 'that person'. Don't use 'busy' as an excuse. Don't hide behind these faceless mediums.

Be kind, thoughtful—& candid (if needed).

And complete those conversations, in-kind, in-time.

Don't let your communication loops dangle.

Because it's still about humans. Right?

"Whatcha want your days to look like?"

That's the most atomic question to ask & answer for oneself.

Versus, "What do you want to do or be in life?"

Why? To make choices based on the bigger picture.

I asked myself this a few years ago right before I had kids. My answers...

• See my kids off to school
• Be there when they return
• Spend the rest of the day together
• Never commute to work
• Work a flexible schedule
• Never be told what to work on
• Hire & fire my own clients
• Bike or skateboard on a sunny day
• Run a business using my mac

So then...

I gave myself permission to be a freelancing copywriter. Which is a perfect fit.

How did I accomplish this? That's for another post-it note tip.

Meanwhile... don't let the tail wag the dog.

Life's a pitch—write yours

Every business, product & service should have a pitch line.

Why? To relate with leads instantly—for your emails, intros & other marketing materials.

How? Follow the process & example below, substituting my answers for yours.

Who (who has the problem)

↪ "Too many couples..."

Problem (what's the problem)

↪ "...avoid problems that break up marriages & relationships"

Plan (your process for helping them)

↪ "I provide therapy sessions & workshops..."

Success (after working with you)

↪ "...to make relationships fun, healthy & loving again"

Putting it all together...

↪ "Too many couples avoid problems that break up marriages & relationships. I provide therapy sessions & workshops to make relationships fun, healthy & loving again."

Here's help to guide you...

• See a load of examples
• Download my free pitch guide

Less paragraphs—more lists

Yup, especially for your emails.

Why?

• They're easier to read
• Easier to write
• Easier to skim & scan
• Easier to review
• Easier on the eyes & brain
• Your points will stand out
• Makes great use of whitespace
• Readers appreciate it

Otherwise?

Readers have to find what really matters, buried in your meandering thoughts while being intimidated by a wall of words with long paragraphs and long sentences. This puts the burden on readers to pick out the main points. And they'll more likely think... "ah shit, another long-winded note from Todd."

Except... "Todd" does not do this. Neither should you.

Send project updates

Keep. It. Simple. Here's what my project updates look like:

Clients love updates: They stay informed. You look like a pro. Everyone has the same understanding. Took a minute to read—and a minute to write-ish.

"Telling a story"

Such an overused, under-understood term. I love asking people what that means—including other copywriters.

Most struggle.

So here ya go...

Telling a story, at a minimum, answers these questions...

• What's the problem?
• Who has it?
• How does it make them feel?
• How do you solve it?
• What's success look like after working with you?
• What should the reader do next?

Whether for an email response, post, pitch line, LinkedIn profile or web page.

So then...

• Write those questions out
• Answer them clearly—in plain English
• Then write your (master) piece

That's how to stop rambling—start persuading.

Dictate the process

Ever feel overwhelmed with data, ideas, or documents clients unload on you?

Probably because you're letting them dictate the process. A process you, as their consultant, should dictate.

Because you do this work—every day.

They don't.

So then...

• Have a repeatable process
• Communicate this in your sales calls
• In your proposals too
• And in your working agreement
• Remind them during the project

Just say—"trust the process"

Let them know this is good for them, because you will lead them to clarity or efficiency or success. It takes a load off as they can now follow your lead.

"Work together? Or not?"

I usually express that near the end of my web pages. It goes something like this...

Why?

• End strong...
• With a clear summary...
• Of what success could look like for them—or not

An example

An (awesome) task list

Try this structure to keep your sanity...

backlog (future tasks)
∙ book dr appointment
∙ write feature post
∙ ...

next (tasks to do soon)
∙ write code for calculator page
∙ write copy for client
∙ ...

today (complete this shit today)
∙ write this tip
∙ send client proposal
∙ ...

doing (what you're working on right now)
∙ publish client's website
∙ ...

done (recently completed)
∙ bundle figma files for dev team
∙ update project plan timeline
∙ ...

awaiting (what you're waiting on from others)
∙ for tim to complete questionnaire
∙ for sanji to pay invoice #1403
∙ ...

And my favorite, minimalist to-do app of all time? Right (damn) here.

Speed learn now to use new skills forever

Ever think about learning a new skill? Like:

• Play an instrument
• Learn graphic design
• Learn to write code

I mentioned those—because I developed & use those new abilities everyday.

How?

Commit everyday by doing & learning. Whether for 365, 90 or whatever # of days.

And don't worry about sucking. You will. And then, you won't.

And now?

• Wrote code for a full career
• Write copy for a living
• Create eye-candy for pay
• Play banjo every day for 5+ years
• Rewrote my entire website in html
• Designed it too

Tip: Don't compare yourself to others. Only compare yourself to yourself—over time, to see (& appreciate) your progress.

Stop thinking—start doing.

Offer 3 pricing alternatives

...whether on your service pages or in your proposals.

Why?

Prospects are more likely to pick one of your options vs. a 'take-it-or-leave-it' option with a single price.

And, when possible, price the 2nd option to be your most purchased package.

Here's how I present it.

How to choose a copywriter

Simple...

• Ask these questions
• Ask for plenty of examples
• Understand their process
• Ask if they have a guarantee
• Check out their testimonials
• Ask yourself, "Did I feel heard?"
• Calculate if they're worth it

Knowing all that—will help you contrast & compare while providing a solid picture of what you'll get.

Go get em!

A successful sales call

Near the start of every sales call I always ask...

They always say 'yes' & off we go. A focused & optimized sales call—that I, not them, direct. All while guiding them through my process.

Note... You do these calls often. You know what prospects (really) want. So you—'lead the way.'

No one cares what you do

Readers only care 'what they get from what you do.' So make your pages, emails, sales calls & all your words more about them—less about you.

Do this test...

Count how many times ‘we’ & ‘ours’ appear on your web pages. Probably a lot more than ‘you’ & ‘yours’.

Gots to fix that, right? Right?

By making your reader the hero—like Luke Skywalker.

And you the guide—like Yoda.

Here's how

My 5 guiding principles

I learned this exercise from Donald Miller of StoryBrand.

I'm sharing these to inspire you to ponder, then write yours.

(1) Mission statement
(what bothers me, how I address it)

Many people are overwhelmed with choices. I help them get clear in their head, so they can take their next best actions in life.

(2) Key characteristics
(3 things that define me)

be clear ∙ be real ∙ be bold

(3) Critcal actions
(3 things I will do everyday)

write ∙ listen ∙ make progress

(4) Story pitch
(why I'm on the planet)

Too many people struggle making decisions in this age of 'overload'. With so much information in the world it's hard to know what to do next in life. I help people simplify their choices, so they can make and take their next best action.

(5) Theme
(why I matter to the world)

When people experience clarity and meaning, they feel content and purpose with their lives.

My values & mission—for my business.

Coming up...

Got ideas of your own? Write me