One of the most important investments you can make in your business is learning how to write copy that converts. Copy is the written part of all marketing, advertising, and promotional materials and before your outsource to a copywriter, it’s important to understand the basics of copywriting so you know what to look for when hiring the right writer for your team. AND, before you focus on conversion, you must focus on people and building relationships. That’s where many get stuck.  Using the term “Conversion” can feel cold and the cold hard truth is, it’s a vital part of your sustainable business. I am delighted to be interviewed by Anna Runyan of  Classy Career Girl Podcast. Interview on Classy Career Girl Podast During this interview we discuss how you can apply the simple “Challenge. Solution. Invitation.” framework […]

Are you curious about how you can flip the script to create website content and strategy that works? You are not alone and that’s exactly why I share how it’s totally possible to focus on PASSION points instead of pain points to get better results. Dr. Dolores Fazzino and I met at a magical retreat in Mount Shasta  (just about a month after my two surgeries). It was clear that our paths were meant to cross. Turns out she works with cancer patients to help them navigate the maze of medical confusion that we’re faced with after cancer diagnosis. Her business Concierge Surgical Coaching is something I wish I would have known about before my surgery. Fast-forward to when Dr. Dolores reached out about her website. You see, like most people, Dolores invested a lot of time […]

I’m delighted to partner with JEDI Women’s Business Center (Jefferson Economic Development Institute)  in conjunction with the Small Business Administration to bring you this FREE training to help you write better marketing content. When you watch, you’ll discover: Examples of how to flip the script to focus on PASSION points to paint a picture of possibility Ways to apply the “Challenge. Solution. Invitation.™” framework for better results How to showcase your value proposition so you’re the natural choice to do business with Plus, 7 key areas that require your attention when crafting your message and creating your plan. Often, as entrepreneurs and business owners, we are so busy making our magic and marketing our magic that we don’t carve out time to work ON our business not just IN our business. Do yourself a favor and carve out 1 hour to flip the script […]

A:  Why isn’t my landing page converting? This is a common question. The answer can be applied to landing pages, sales pages, social media posts and more. Here’s what happened and how I responded. I was asked to weigh in on a landing page (web page designed to get people to sign up for email messages) that wasn’t getting any conversions.  At first glance I noticed immediately that: there was no headline (this is the #1 most read part of all copy) there was no qualifying information about the person who created the landing page (as in — who are you and why should I listen to you – credibility) it wasn’t really clear why the offer was being made (clarity is crucial) it didn’t spell out how it would benefit a person when the opted in (value proposition was missing) there was not a compelling reason why a […]

You may have noticed that I’m on a kick about legacy. What I haven’t shared is WHY… As we roll into the holidays, legacy is on my mind, family is on my mind, those less fortunate are on my mind AND I’m fired up to make a bigger impact so I can help more people. That’s where legacy comes into play. But WHY… I believe that we are each called forth to do great healing work in the world via our respective gifts. And although many of us may not see ourselves as working in the healing modalities, the truth is when you are making a true difference, you are helping, and healing. One of the reasons I’m fired up about legacy is that not everyone out there is on the same page. I’d like to see […]

Q: How important is storytelling in copy for advertising and marketing? A: Storytelling is crucial. Purchasing decisions are made based on emotions (this could be need, want or connection — doesn’t matter – it’s the emotion behind the purchase that drives everything). People do business with people they know, like and trust. They buy products that make them feel good about the purchase. Storytelling helps build connection. Here’s more food for thought on storytelling via the Inc Magazine article This is Your Brain on Good Storytelling  by Jessica Stillman. What really POPS for me from this article is the mention of empathy — I teach that this is VITAL piece of gaining trust and creating your marketing messages and it’s a two way street. No more poking at pain points and agitating. It’s important to engage people in a […]

Pain points or passion points? THAT is the question… Here’s a question for YOU (especially if you’re in business for yourself or responsible for marketing anything)… Do YOU know what MOTIVATES your ideal clients? Not what their ‘pain points’ are — what they really want — what are their PASSION points? I’m asking because I want to hear from you (seriously, leave a response in the reply section and let me know after you read the rest of this). I’m going to share something with you that made me take pause (WARNING there’s a four letter word in this exchange but it didn’t come from me). Some time ago I posted a status update on Facebook that said: “STOP focusing on PAIN POINTS (unlearn what you’ve learned) focus on PASSION POINTS” I was intrigued by the responses I received […]

Are you ready to succeed in The Collaboration Economy? When I first started my journey into online marketing it was a brand new world for me. That was over 11 years ago. What I learned is that all the mentors, copywriters, marketers and “gurus” were teaching the same problem agitate and solve approach to copywriting and creating marketing messages. Perhaps you experienced that, too? This antiquated approach seemed manipulative and poking at pain points turned me off. I was quiet about it. I watched. I listened. I learned. I learned that many people were also turned off by that technique. I’ve been teaching a softer approach for years and helping hundreds upon hundreds of clients get better results. When clients came to me they were confused, frustrated and burnt out. They didn’t understand why their copy wasn’t […]

In the ever evolving landscape 0f business and marketing, it’s important to BE the media. This means you can no longer solely rely on traditional media outlets to share your message (although, depending on your strategy, they should be a part of your mix). The foundation of profitability begins with building relationships and business growth with content. Today you must become your own brand evangelist and create buzz yourself.  This starts with solid content (otherwise know as copy – this is the heart of your marketing message) and a clear strategy to reach your goals.  Phoebe Chongchua is no stranger to media and the influence it can create. She’s the host of The Brand Journalism Advantage radio show on iTunes and it was my pleasure to be interviewed by her.  Phoebe knows her stuff and I think […]

What if I told you I’m NOT a copywriter? You might think… “Lisa, that’s crazy talk. You’ve named a new copywriting and marketing formula, “Challenge. Solution, Invitation.™” that actually VOICES what everyone has been feeling about standard, manipulative formulas.You’ve been featured in Inc. Magazine and #1 bestselling books about this — are you nuts?!” OR — you may have actually worked with me and You might think… “Yes, I can see that because although we were working on web copy, you provided mentoring, consulting and ideas that made me even more money and got me real results.” Either way, there is truth to the statement that I am not a copywriter. The truth is, with over two decades of experience, I’m a mentor, coach (although for some reason I don’t love that title), consultant, strategist, PR pro and […]