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Badass Copywriting to Attract Your Favorite Clients

Laura Long, MS, LMFT/SYour BADASS® Therapy Practice

Introduction

ü Who is your favorite comedian?ü What makes them so funny?ü They say what’s already on your mind – you just didn’t know it.

George Carlin - "Stuff”

ü Our ideal clients are already having thoughts/feelings they don’t think anyone else understands.

ü Our job is to show them that WE understand them better than anyone else.

What is copywriting?üContent on your website, emails, blog posts,

and any other marketing materialsü Forms connection between you and

prospective clientsüCommunicates your valueüMakes or breaks a therapist’s websiteüPeople need the very thing you have, and it’s

YOUR JOB to let them know you can help them

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“But I’m not a good writer.”

“I always thought I wasn’t a strong writer, so copywriting

scared me. Turns out, I’m actually pretty good at it

because I realized it’s just like speaking one on one with my clients. I get to be myself and real and that is what people respond to and appreciate.”

Lara Davis, PsyDWinter Park, Fl

Laura’s 3 C’s of Copywriting

1. Your copywriting must be CLEAR

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Clear Copywriting

ü Know your audienceü Who EXACTLY are you talking to?

(Hint: It’s not “anyone looking for a therapist”)

ü Grad school vs. real life

Clear Copywriting

Clear Copywriting

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Clear Copywriting

Clear Copywriting

Niche & Ideal Client

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Niche vs. Ideal Client

Ø Presenting problem, diagnosis, treatment modality, etc.Niche: Focus is on the External

Ideal Client: Focus is on the InternalØ Beliefs, values, personality, worldview, etc.

Your ideal client = Your niche, BUT

Your niche ≠ Your ideal client

Clear Copywriting

Ø Ideal Client Exercise(Oops! It was left out of the Killin’ It Camp Notebook…)

Go here to download:www.YourBadassTherapyPractice.com/worksheet

“Our goal isn't to touch everyone, our goal is to touch someone. To change someone, just

one person. If you get good at that, do 5, then do 100. But stop worrying about

everyone because everyone doesn't matter.”

-Seth Godin

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When you speak to everyone…you speak to no one.

Who EXACTLY are you talking to?

Laura’s 3 C’s of Copywriting

2. Your copywriting must be COMPELLING

Compelling Copy

üEmotionally evocativeüTell a story; paint a picture

üTake risksüKnow them better than they know themselves

üUnderstand their hopes, dreams, and fearsüWhat they want vs. what they need

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Compelling Copy

How?ü Former client chartsüAmazon book reviewsüReddit/Quora/ niche-specific online forumsü Facebook groupsüCurrent clients (notebook next to therapy chair)

Example

Niche: Perinatal mood disordersIdeal client: Mother in her mid-late 30s

Øhas no clue WTF is happening to her body and her mind

ØDecided to be a SAMH and is feeling lost, hopeless, and overwhelmed with multiple children at home

ØHighly motivated, wants to enjoy being a mom again

Amazon…

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Reddit…

Reddit…

Example

What have we found so far?üNeed to discuss importance of relationship after

babyü “Facts and action” – not just “random advice”üSo much guiltü Feeling like they’ve “abandoned” their other childüThe smallest thing can set off hours of tearsü Feel better afterwards until hit with another

“wave”

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Example

“Being a new mom is so hard. You feel overwhelmed with everything that has to get done, and you wish you could have a break.”

Example

“You already knew how hard those first few months with a newborn would be, but this time

seems different. You feel guilty every time you’re alone with your new baby because don’t want your other child to feel abandoned. You often get hit with these waves of emotion, and it’s like the smallest thing can set you off on a crying spell for hours. You wish your partner

could understand…”

Compelling CopyA few things to note:üEmotionally evocative vs. “extreme” languageüNO QUESTIONS

üForces the reader to decide yes or noüLazy copywriting

üNO Psychobabble

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Compelling CopyNOT Compelling:üSupportiveüEmpatheticüNon-judgmentalüClient-centeredüSolution-focusedüConfidentialüSafe placeüEncouraging

ü Listening EarüEvidence-basedüEmotional

dysregulationüAttachment-basedüMarital Distressü Interactional Patterns

Compelling CopyHow we thinkü Relationship distressü Trauma symptoms

ü Difficulty dealing with life transitions

ü Emotional dysregulation

ü Coping skill development

How our clients thinkü I feel like we’re roommatesü I have this heavy feeling in

my chestü How do I put my life back

together after divorce?ü I couldn’t handle it and

freaked outü My child has major

meltdowns

Laura’s 3 C’s of Copywriting

1. Your copywriting must be CLEAR2. Your copywriting must be COMPELLING

3. Your copywriting must be CONVERSATIONAL

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Conversational Copy

“How can I sound like myself while still being professional?”

üPeople connect to authenticityüAuthenticity vs. Self-disclosure

ü “Professional” is subjective and may be irrelevantto your ideal client

Conversational Copy

ü“I have writer’s block!”

Conversational Copy

üSolution: Write how you speaküNo such thing as “speaker’s block”üWhat would you say to a client who was

sitting right in front of you?üThink of actual things you say in session

üStoriesü “Sprinkles”

üSpielsüThings you’re already saying in session to help clients

understand concepts

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Conversational Copy

üMy faves:üDriving/walking with voice recorderüShower – AquaNotesüInstrumental music (my favorite Pandora

station – Chillstep Echoes)ü1 glass of wine (or 2…but no more )

Conversational Copy

üAuthenticityüMake it easy to readüNot too choppyüUse contractions (how we speak!)üYou don’t have to follow grammatical rules AS

LONG AS it flowsüFirst person language (NEVER refer to yourself

in the third person)

Conversational Copy

Version 1Dr. Jane Smith has been working with children, adolescents, and families for 10 years. Her passion is helping families learn better ways to communicate with each other.

Version 2As the parent of astressed-out teen, youoften feel like you’rewalking on eggshells. Itfeels like the smallestthing sets them off, andyou’re left feelingfrustrated andhelpless.

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Conversational Copy

“Bee yourself!”

Badass Copywriting

Large Text Block Short Text Blocks

Badass Copywriting– Highlight important words & phrases

• Italicize, bold, & underline for impact

• Emphasize statements by making them their own paragraphs

– Use headers, spacers, and images to break up pages

– Images serve as subtle cues for your ideal client

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Quiz Time!

1. Your copywriting must be CLEAR2. Your copywriting must be COMPELLING

3. Your copywriting must be CONVERSATIONAL

Pop-Up Session Today

Me and Jessica (YBTP Coach) will be helping YOU with your copywriting!Ø When: TODAY 1:30pm-3pm (drop-in)Ø Where: Main level back fireplace

Ø Bring your computer Ø Get help filling out the Ideal Client ExerciseØ Brainstorm ideas for service pagesØ Ask for feedback on a draft pageØ Let’s help you get clear on your niche/ideal client

Join the BADASS® Tribe!Ø To access today’s slides:

www.YourBadassTherapyPractice.com/kic

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Join the BADASS® Tribe!ØTo access today’s slides:

YourBadassTherapyPractice.com/kic

ØYou can also find me here:YourBadassTherapyPractice.com

Facebook.com/YourBadassTherapyPractice

Youtube: Your Badass Therapy Practice

BADASS® Copy QueenCopywriting Mini-Course NOW AVAILABLE!

courses.YourBadassTherapyPractice.com - $197Killin’ It Camp attendees: ONLY $97 with coupon code KIC

Coupon code good until 10/23 at 11:55pm EST

Q&A

Now go forth and be Badass!