Your words make an impact, especially when it comes to establishing your authority in your industry. In this episode, Ashlyn Carter joins us to share how she quickly claimed her own authority as a copywriter in the creative services industry and how professionals have to maintain that authority once it is established. Listen in as she shares how you can establish your authority through copy, specifically when it comes to launching a new service or product.
Claiming Your Authority in the Industry
Ashlyn left the corporate world where she worked with fortune 500 companies nearly seven years ago. While it’s only been seven years, for most of that time, Ashlyn has been known as an establish authority figure in the copywriting space—someone we all know, like, and trust. She saw a need in the creative industry that she wanted to fill—a visible and established copywriter.
At the time, there weren’t too many creative business owners who understood what copywriting was, let alone, what it could offer to their business. This lit Ashlyn up to educate the creative industry on copywriters.
In addition to establishing her credibility through education, she was creating relationships that were leading to referrals for her. Those grassroots referrals offered her even more opportunity to establish herself as the authority in the industry.
Lastly, due to her PR background, Ashlyn knew how to pitch herself well. She had not qualms with getting denied from those pitches, so she kept doing them.
Maintaining Your Authority Over Time
Once you’ve established our authority, we often think that we’ll remain in that position, but that’s not true. We have to maintain our authority, brand, and name in the industry that we once established. Whether you’re seeing new names enter the space, life changes are pulling you away from your work, or you’re simply just needing to refocus your efforts on your brand, maintaining that authority does that work.
Before you make the efforts to do that, you first need to re-establish your own definition of success and the lifestyle you want to have for yourself. While you want to be profitable, what does that mean in regards to your lifestyle?
Using Copy Establish Your Authority When You Launch
When it comes time to launch your products or services, make sure you’re implementing the following into your copy and your plan to establish your authority:
Address objections early on and prime your audience to launch by helping them overcome disbeliefs through your copy
Sell with emotion you your copy
Utilize the tools that are available to you and everyone (yes, like AI)
As you’re creating your copy and implementing these authority building concepts, there are a few other things that will help in keeping the attention of your audience, while also better converting them.
Writing in Copy Blocks
One of the easiest ways to better communicate through your copy is with copy blocks. Bury the lengths of your sentences by creating that space. Most of our online audiences aren’t actually reading the copy that we write—by formatting your copy in blocks and even other format features that align with how you would speak, you’ll better keep the attention of your reader.
Sell the Concept
Rather than selling the offer, sell the concept—this could be the intellectual thing or the transformation. Your offer is just the vehicle to get them there. So focus on the concept on your sales pages.
Consider Any & Every Stage of the Customer Journey
It’s so easy to start writing your sales page copy for offers from the top and working your way down. The same goes for writing sales emails and workflows, as if a customer were going to read every single email. You have to consider if a user were to come to your landing page or enter any of your marketing efforts at any point, how have you communicated with them in that one message?
Start with what you know to be true, in regards to the offer and features. Back up and write for emotion, then add voice. After that, you can do your copy editing.
Unpopular Opinion on Using Copy to Establish Your Authority
Ready for Ashlyn’s hot take and unpopular opinion on using copy to establish your authority? She thinks that you don’t have to hire it out at first to be impactful. You as the business owner have the knowledge and power to communicate your offerings.