Hello and welcome to the Women Conquer Business Show.

I'm Jen McFarland, joined by Shelley Carney.

We are your go-to small business marketing show covering breaking marketing news that affects you cool apps we found, and a deep dive into a marketing topic with a site of motivation and inspir.

We'll also talk a little about our own entrepreneurial journeys as well.

Are you ready?

Let's get started.

Welcome to Women Conquer Business.

Everybody.

about 20 minutes ago I had not combed my hair, so welcome.

We're running a little

late.

That's cutting a over

here.

That's okay.

Today we're gonna talk about how to write persuasive copy without feeling I.

Writing persuasive copy is one of the most important skills you can have in business.

It allows you to influence people, guide them, and get them to take action.

However, it can be difficult to master, especially when you get all the feels.

I get all the feels sometimes when you get all the feels and run in.

Wanna run and take a hot shower after you write something, which is icky, right?

So this, we're gonna talk about all the best ways to write persuasive copy without feeling icky.

we'll help you write some better, more persuasive copy, to create some powerful newsletters maybe for your email marketing, maybe some social media posts that are more engaging.

This is not.

Sales necessarily, because I have a pretty bright line between sales and marketing, but this is one of the areas where it blurs is, when you're marketing things, you're persuading people to join something, attend an event, or move into a different way.

It's interesting because in large companies, sales and marketing are separate as small businesses, they tend to get blurred a lot.

I think it is important to I've been attending a session with Nikki Rosh, she's the sales maven.

She talks strictly about sales and I've been taking her masterclass and there are sometimes where she blurs into marketing, but we're both very much we don't do.

The other person's stuff.

We're not experts in those fields.

So so you know, when I talk about myself getting the feels, I'm really good at writing a copy for other people.

I can write persuasive copy for other people.

I myself sometimes struggle with writing it about myself, and that's why a lot of times I'll hire somebody to help me write persuasive copy.

In some cases, I think, Shelley, you write your own stuff, right?

Is that.

Yeah, I do.

And, and you get, and, and you get better over time.

Cuz I've been doing it for years and now when I do a show, I automatically start inserting, oh, and by the way, I do this and call me here and do that.

And you gotta throw in some CTAs.

I throw in, what I do?

I make sure everybody is aware of what my offers are.

So the more you do it, the more integrated it becomes into everything you.

Sure.

And I'm a natural teacher, so it's, that's where I start from.

And then there's not a lot of calls to action in education necessarily.

But speaking of a call to action, if you haven't subscribed to the Women Conquer Business Show, either on YouTube or on your favorite podcasting platform, please do that helps us reach out to you more often, and get to know you.

So please do.

What else is going on, Shelley?

Sounds like you've been exercising maybe.

Oh,

I always tend to do this around, November, but I'm a little late this year.

It's December and I'm weighed myself and I'm like, okay, it's time to cut out the sugars and start getting serious about eating healthy and getting back to exercise.

I Gave up exercise last year when I was having all those health issues and now that they are behind me, it's time to, so I got back into exercise this week too because healthy diet and exercise leads to weight loss and being fit.

I maybe overdid it because.

The lightest weights that I have are 10 pounds, and I did my, did 10 pounds on some exercises that I haven't done in over a year, and it was so much.

And now my arm is I hate you.

And like, why Amy?

So luckily on Friday, I'm gonna do my float and lay there in some Epsom salts for an hour and hopefully that's going to help take some of the soreness away.

Look Jeep, Jeep girl, Jodi's here.

Hey, hey,

thanks for joining.

We appreciate you joining

us.

And I'm gonna be with everybody else.

I've been going to the gym, but I'm gonna be there when it's super crowded after New Year.

I'm not gonna worry about it at this point.

It's too, too close to the Christmas holidays.

Well,

my husband asked me, what do you want for Christmas?

And I said, I wanna lose weight.

And he's well, I can't do anything about that.

And I'm like, yeah, it's on me.

I guess I can.

Self, the Christmas present of losing weight.

So that's why I decided to do it.

So what I've been up to is, so Liz and I got together again this weekend.

We recorded three episodes and turned out to be a three parter, three episodes of female crime fighters.

I think last week I mentioned that we were gonna work on a podcast side project for fun and nothing has been released.

We're still collecting names and ideas, and then we did.

Three episodes about the closer and major crimes, which I am addicted to with my mom and then my friend Jeanie.

I mean, there's a lot of my buds are listening to it and watching it.

but now we've got a whole list of, I think the next episode we're gonna record is Anita Van Buren, who is a personal favorite.

She's the lieutenant from the Original Law and Order.

And, and then we have some other people, DCI Tenson, and.

Yeah, we've got all, we've got a huge list.

Everybody I talk to gives me another name, so we'll give you two adding

list

cause you gave me Wednesday and she Hulk.

And then, we've got so many things going on.

So that's been super fun.

it was awesome.

Liz came over with their mom and their 10 year old Beagle and.

Oh great.

So we had a little doggy play date and then Liz and I we kept talking and talking.

Cuz what we're doing is we're cutting off episodes like a half hour.

Mm-hmm.

so that's why it's three.

Cuz we kept talking about this topic, and then we, so it's interesting.

It's a super fun thing.

So that's what I've been up to.

Yeah.

Podcasting is fun.

Especially when it's friends having a chat and you

record it.

Yeah.

Yeah.

And that's totally what it is.

Liz and I had That's right.

Seen each other forever and we were like, we should do this.

So, yeah.

so more on that later if it ever comes out, we'll share it.

So it will, but it's like we wanna get like some things in the can before we Yeah.

Start doing it.

Yeah.

Are you ready for some marketing breaking news?

Let's do it.

Let's do it.

Okay.

So I saw somebody commented on this last night and said, ha ha ha, Marco Rubio wants to ban TikTok, and, and I was wow.

Not gonna happen, but it is bipartisan legislation that would ban TikTok in the us.

The thing that I found more interesting though, however, is that TikTok has already been banned by about nine states already, which I hadn't realized because

in my, I'm not sure how do they do that though?

How do they ban it?

An estate?

I don't

know.

I don't know if they're blocking it, like using IP addresses or something like that.

Hmm.

but, oh, they abandoned on state devices, so they're starting to ban it.

So like, government people can't use it.

That's what it is.

I see.

But, a lot of people have work phones and things like that, like mm-hmm.

so it, it's, it's getting some traction Now.

We've talked about TikTok off and on for a long time, and while it, all of this, this China banning it thing, it's very fascinating to me because, It's not like the app is owned by the Chinese government.

they have US investors So it, it's complicated, it's a geopolitical thing that's happening, but it is something to watch.

So, and this is, this is.

the kiss and cousin to what's going on with Twitter.

We know Facebook is in decline.

An interesting thing about TikTok though is that they've plateaued, like in their number of people downloading the app.

So there's a lot going on with social media right now.

But we know that Twitter has its problems.

We know that Facebook has, is in decline if your, customers are under 50 or some of them are under 40, even So, It tells you again and again, don't put all of your eggs in the social media basket like you have to have marketing that's diverse and you have to use.

If you're using social media, yes, pick one or two platforms, but don't do only.

social media marketing.

You have to have an email newsletter.

You have to have some other ways that you're, networking or how you're meeting people.

you have to do a vast number of things.

It doesn't have to be complicated, and it doesn't have to be tons, but you have to diversify how you're marketing your business in order to safeguard yourself against something like this, which, honestly, this was a, we've been covering this for a while, but like this was a little unexpected that all of a.

There's legislation from, a senator about this that may or may not pass.

So again, and this is something I talk about in all my marketing classes, don't put all your eggs in, one one basket, because you never know what can happen.

And also have spaces that you own yourself.

So this, this reinforces the, having a website, not social media.

So, getting off my soapbox there about that.

Well, what stands out to me?

every year there's some social media site that is like, oh, we only, and maybe it's, it, it's not all of a sudden.

TikTok has been around for a while, but, it seems like everybody last year was, I gotta get on TikTok because that's the thing.

And then they commercialize, it's.

So much, and then it tapers off.

People get bored with it.

It's like, oh, it used to be fun.

And now it's a bunch of commercials, like Instagram has become like that, And that's fading.

And Facebook is really fading because of, they, their trickery that they used with marketers saying, build your business page and then boost.

It and give us money to, to send it out to people.

And then, oh, now they like your page.

So they're gonna see more things.

Oh, wait a minute.

We wanna charge you now for showing that to people.

And this, this constant, trickery that they try to do on the marketers and the people who are trying to build their small business.

online through social media as an awareness, factor in the top of the funnel, and then bring them in.

And then Facebook at one time it was an entire funnel.

Yep.

And then they said, oh, they're gonna charge you and nickel and dime you to death.

And so people are like, well, let's find something else.

And so they're starting to go other places to go other places.

And now with TikTok, a lot of people.

Bo, to me, and you, you, we tried it.

We were bored.

We're like, enough of his enough, let's put it away.

And, and haven't gone back to it.

Now, Toby, he's been on it for over a year, a year and a half, two years, loving it.

And I'm like, he had it last night.

He was going through it, and I'm like, eh, it's, I don't, I don't get, I don't see it.

It's, it's not for me.

It's a waste of time.

Yeah.

I mean, I have to get off of there.

And I was on a, A platform where I was making videos all the time like that and I got burned out on it cuz it was hard to do.

Mm-hmm.

I could probably do TikTok and love it.

but I'm on so many places at this point, I'm ugh, all of this, it's so funny because you're talking about this and you're talking about the ads and everything.

One of the reasons I knew Clubhouse was never gonna take off is cuz there was no way for them to make money.

They didn't have ads.

Yeah, they didn't have anything.

So you have to have ads.

They have to charge things.

And this is why I say you have to diversify because they can change the playing field at any point.

So you do have to.

make sure how you engage that you're engaging in places, but then you also have spaces that you own.

Yeah.

Because they can change it overnight.

And that's really what we've seen, in a lot of places.

Yeah.

So no, the good news is if TikTok goes away, something else will immediately take its place that it'll be like it.

So I'm not worried.

and I didn't invest all my time and effort into TikTok to begin with because it was the flash and the pan thing that the, ele, the millennials and the Gen Z were 11 on.

And I'm like, I'm not, that's not my age group, that's not my target

demographic.

It might not go away.

Like, here's the.

Like this might push them to sell or put all their servers somewhere else.

I mean, I'm, I, I, I don't think TikTok is going away.

I'm gonna say, I'll, I'll say this and then when I'm wrong, we can replay the video like a hundred times share it or something.

I, I don't think that that's gonna happen.

No.

Obviously Jen's advice is the best advice is, do get your people on your email list.

Yes.

Number one effort.

Yes.

Yeah.

And Toby and Toby's, totally right.

if you're not paying for the product, you are the product eventually that affects the user's perception of the platform.

That's totally correct.

And that's the case of anything that's free.

Yeah.

Yeah.

I mean, and even if you're paying for it, Yeah.

there's, there's different things.

So, so Toby's a hundred percent right.

And bear that in mind.

Anything you're using that you're not paying for or that you don't own.

and that's the case.

So, yeah.

Are you ready?

Are you re are you ready?

Ready, training.

Ready for training.

Move into training.

Let's

power up.

So, this topic was my idea and then this morning I texted Shelley and I said, I don't even know what we're gonna say, And it was because I got hung up on the, without feeling icky part.

Mm-hmm.

certainly.

there's a lot of ways that you can be persuasive and influence.

what we're really talking about is influence.

And I will say that when I'm in my one of genius, I, I think I, I am persuasive and influence people because I, I do a lot of research.

I really think things through, a little later on the show, we're gonna do tweak of the week.

I can be persuasive about these things because I've used the tools.

I really like them, and then I share them.

and I think that that's the case in a, with a lot of things.

I think that we have areas where we can be very persuasive and we know, and part of the reason for that is we know that it's a win-win.

We're going into it.

We know that it's a win-win, and I think that where we get the feel sometimes around sales copy and things like that is we get a little nervous because we start doing the, well, what if, what if, what if?

What if, what if?

What if?

I think that when we look at our products and the things that we're marketing, sometimes we have to realize what the, what if you have to ask yourself is, what if I don't help more people?

What are they losing out on if they don't attend my event?

What are they missing out on?

How is it a win for them?

And I think that sometimes you have to look at things from that perspective.

because your intention is that you wanna help the right people with the right things at the right time.

Yeah.

I think part of my issue, is when I'm writing, using superlatives and hyperbole and this is the best ever and top 10 tips and, giving it that, this is incredible, amazing, blah, blah, blah.

And, and you have to say, but is it really, Is it good, good isn't gonna attract people's attention.

They're not gonna click on it, they're not gonna get excited about it.

They're not gonna start dreaming of their out.

how outcomes and how amazing life is, which is part of the persuasive process, is to get them involved in it by using that powerful language.

like when we, when you use the headline analyzer, it's going to tell you use more powerful, more feeling words.

You don't get people excited, so they'll click.

Absolutely.

So that can be tough

sometimes.

And this is an example, right?

Like, so I think that we had, I'm clicking on the wrong window.

I think that when we started writing, we had booster business with product bundles, that I think that's what it is on.

Yeah, and then I worked through it until, it's like product bundle campaigns, how to grow your list, the remarkably easy way, and it scores an 87% on there.

But then it's like, well, is that, is that the easiest?

Is that the easiest way?

I mean, you can really second guess yourself.

And I think that really what we're talking about is when you go to write persuasive copy.

it's really about, do you have social proof?

Do you have testimonials about what you're doing?

add that, you know that you're building up that, that no like and trust factor with people.

They're learning about you.

They're talking, they're hearing what it is that you have to say on an ongoing basis.

I think persuasive copy becomes much easier when you are engaging.

With your customers on an ongoing basis.

Mm-hmm.

because then it's like you're delivering it to them.

Like here, here's the offer.

And you don't have to feel icky about it.

But that said, there are a lot of frameworks that you can be using to really help you talk through things and it will help you understand how to bring people in.

One of the tools that I like for that is type.

And, oh, what do you have?

What is, what does Chief Girl Jodi say?

I always start with, I wanted to reach out to you.

I found people love when you say it in your email message.

Yeah.

Hmm.

Yeah, totally.

Totally.

And there are a lot of different ways that you can, that you can do this.

One of the things that I like to do is I like to use frameworks.

I like to look at how is it that I can engage people?

What are things that I like, What is it that is persuasive to me, and then I try to emulate it.

This is one of the ways that you can start teaching yourself.

Copy, how to write sales copy.

I am f like I said, I am fantastic at writing sales copy for other people, That's why sometimes I hire somebody to do it for me because it's, it's helpful when you can ha when you can explain what it is that you do and then have somebody else write some of the copy for you.

because it keeps me out of it where I'm like, well, but is it always, to your point that you made earlier, like is it always the best?

Like you can second guess yourself, right?

Yeah.

And so one of the ways that you can get around that, like for example, I have, I have a framework for my newsletter when I write a newsletter and I use, I use timeshare sometimes, and then I worked.

I think I've mentioned her before, Elizabeth Case, and we wrote out like a framework, like this is how, this is how your newsletter is gonna be.

Like you're gonna start off with something funny because if you've heard me talk for a while, I get, I like dad jokes, I like to share something funny.

Then it's like talking about, something that's going on in marketing or, sharing something of value and then it usually ends with, so, An offer or upcoming events or something like that.

And that's typically like the framework.

when we have podcast episodes, the podcast episode gets slotted in.

That's how you start to make your writing quicker and easier.

And then when you're using a framework, then writing something about what's coming up and being persuasive about that, it almost becomes something that you're not thinking about because it's part of.

Framework or this pattern that you've used, and sometimes that can be an easier way.

That's something that has worked for me.

It's worked for some of my clients as well, where it's like, let's set you up with something that you can plug and play and get things in there.

And I think that you do that too, don't you, Shelley?

Yeah.

You don't.

when you talk about sales copy, being persuasive, it isn't your sales page.

It isn't your website.

It's everything you do and scripts for, your videos, formats for your podcast.

As you said, it's everything, is structured in a way that it.

Persuading people to know, like, trust, take an action.

Mm-hmm.

Yeah.

Yeah.

And I think the reason why people think, like, again, I think the reason why some people think I'm so persuasive is passion.

Like, and, and that's one of the ways that you can.

Really convey what, what matters about what matters to you and hopefully what matters to you is also something that you're engaged with in your business.

And that's one of the ways that you can really talk about and build that no like and trust factor on social media.

You build that credibility because you have like spent so much time talking about it, on social media when you start talking about things like straight up marketing like.

when you're engaging or when you're writing your emails or when you're writing your social media posts, it's like, how can I position myself as an expert?

Well, at the same time, engaging other people to take some sort of action, like, what is it?

And, and so it's not even always sales copy, it's sometimes like, how do I get people to listen to the podcast that's free, like to get to know me?

Or how do I get people to think?

something in a different way because that raises people's awareness, how can I get them to engage with me and think about it?

It's also, it's, it's all of these things.

So when we think about being persuasive, it's really also about like, how do I change a perspective?

How do I create a shift?

like, did we create a shift among the people watching today when we talked about.

How fleeting social media can be.

Hmm.

Did we create that shift?

Have we been persuasive enough?

The people who are maybe putting all of their eggs in social media basket are now thinking, wow, maybe I do need a website or maybe I need to update my website so it has the most information.

Yeah.

Right.

I mean, and that sometimes is the first.

In a process that ultimately somebody's like, oh yeah, I really wanna do a live stream.

I should talk to Shelley.

Oh, I really need to look at my marketing and see if I really am thinking too much about social media.

Like, maybe I should talk to Jen.

and, and so that's how these things happen.

Sometimes you need to see examples to help you understand and frame.

How being persuaded looks We all read copy on a sales page and we're like, oh, maybe I should buy it.

We also know what turns us off from that.

Yeah.

And it, it's, and I think it's that being turned off by certain things that can sometimes really hang us up.

I know what hangs me up.

I'm like, I don't wanna be a icky bro, marketer, Mm-hmm.

So like I get hung up on some things.

Mm-hmm.

Yeah, people are trying to push, push, push.

And then it's like, Nope, you pushed me away.

That's enough.

I've heard enough.

I'm, I, you've given me a lot to think about.

We

also have to have multiple touchpoints, like you have to have, and, and that's where it really comes into, like, what's that customer journey?

A lot of people haven't thought about that, and that's one of the ways.

that push, push, push is too hard.

It's like if you haven't thought about all of the stops along the train, from where somebody meets you for the first time to where they engage with you as a client and you haven't thought of all the different ways that you could talk to them and meet with them, and you're hitting on sales and sales and sales, well, you're not really providing value All you're doing is saying, buy from me.

Buy from me.

Marketing is a conversation.

I've said that so many times, and you're building a relationship with somebody through marketing and it should feel and look very natural, but you do have to engage in some sort of persuasion at some point.

Mm-hmm.

otherwise you're making good buds.

Yeah.

You're hanging out in the friend lane.

So it's, it's really, but it, it does mean that if to think about who your customers your customers, because it can take a lot of touch points, but then you also have to realize that at some point they have to come over, they have to leave the friend.

Yeah, well make an offer.

Essentially.

Some people have a lot of clarity on what their problem is and, that they are ready to solve it, and they're looking for the right solution.

And then other people don't have that clarity, so they take longer because they have to listen for a while and then begin to understand that.

Now, TikTok is not your answer, your answer.

Getting an email list going.

they, they have to gain clarity.

Yeah.

And that takes time.

That takes those touch points, that takes them, becoming a part of your world and seeing that these are the right answers for them.

Yeah.

And I, I don't have it up, but we've talked about this in another context on earlier shows when we talked about skyscraper posts, whenever we've brought up the content.

A lot of times people think about a sales funnel but people who are looking for different types of information, they are coming at different points in the funnel.

That's why it takes time to persuade somebody when we're talking about copy, like when you write, how-to post.

They're coming in at the informational level.

That's different than somebody who's looking at your testimonials.

That's making a buying decision.

Mm-hmm.

that's, that's down in the conversion part of your content funnel.

That's why it's important to have all these different pieces in there where you're getting people from that more generic, how-to level down into, like I said, like a buying decision.

So we'll put some links to those shows in the show notes, because I have a slide.

clearly talks about the content funnel.

That's the mistake a lot of people make when they go to make social media copy or email newsletter copy, is they're not honoring the fact that everybody's in a different place on the funnel when they're engaging with your copy.

Mm-hmm.

Well, I wanna, I wanna get into this a little bit about the, the icky feelings and the salesy, and I don't wanna be salesy, I don't wanna be slimy, I wanna, well, sales is service.

When we look at sales as service, that I am providing a solution to your problem.

I'm not trying to take advantage of you.

I'm not saying you have a problem that you don't.

I want both of us to be in a winning situation.

Come out at the end feeling good about our relationship.

so when you go into it like that with, I want to win and I want you to win too, I want us both to do business together in a very ethical manner.

And when you come at it with that intent, then you're much less likely to feel like, well, I'm making stuff up and saying how great I am when I'm not really, you have to move into the focus on the customer instead of focusing on yourself, when you focus on the customer and how can I help them get to where they want to be?

then you can see that sales is service.

Oh my gosh.

I love that.

That

was awesome.

words of wisdom.

Boom.

We

know it.

dinging,

becau and you cannot touch any buttons after what happened last week with the no,

no buttons,

but no, I mean, that's, that's totally it.

When you stop centering yourself before you write your copy and you're really thinking about your customers, that's, that's.

Right there.

Look, we've all been slimed.

Yeah.

And, and it's so funny that I still get all the feels because, I mean, I'm a marketer that immediately turns off like, I don't even know, like 75% of people So like, then I have my own like uphill battle to go through.

They've done holes on, it, it's like used car salesman, marketer, like in terms of who makes 'em feel icky.

Mm-hmm.

So, which is hilarious to me cuz I don't wanna feel.

So it, it's weird.

People already think that.

but I think that you really hit it when you said, think about your customer first.

Think about what it is that, that passion you have for helping them, how you've helped people in the past.

What can you share with them that is, whether it's not social proof or little bits.

it's like a breadcrumb.

You're leaving people a trail that they can ultimately come to engage with you.

That's how you, that's how you take off the.

you focus on service, like you said that that's what it is.

Yeah.

That's

it.

Yeah.

I would like to go over the principles of persuasion according to the book, influenced by Robert Kini, very quickly so that people know a little bit.

specifics about what they're writing and, and why they're doing it.

the first one is reciprocation, and that's what we're doing right now.

We're offering you value, we're, giving you hints and close on how to improve your marketing and, how to, S make your, make your business safer by taking your customers off social media and putting them into your email list.

We're giving you that value so that you feel like I would like to pay them back in some way.

I'm gonna subscribe.

I'm gonna share their content.

I'm going to, reach out and get some of those freebies that they've been offering me for the past 10 weeks.

I am going to take some action to repay the value that they gave.

Mm-hmm.

The second one is commitment and consistency.

Commitment is.

helping them to come to a decision.

And once they make that decision, then they're going to wanna ify it.

now a lot of times decisions are made emotionally, I wanna feel good about myself, so I'm gonna do this thing, and then I do this thing.

And then people ask me, why did you do that thing?

And now I have to ify it, So I have to say, well, it, it made good business sense, and here's why.

And then consistency.

The small commitments, right?

Start off with, please show, please show up to our live stream and, and, and we would love to see you in the chat room.

And then, they do that.

And then they please go ahead and download this, this freebie.

And they do that.

And the next step is, how about this lo low priced entry point.

Wouldn't that, wouldn't you like that?

it's yes, yes, yes, yes, yes, yes.

Until they get to, your core offer.

that's the consistency.

You keep asking and they keep saying yes in small ways.

Social proof, testimonials, this is really good.

Jen is awesome.

I've worked with her on, several different projects.

She's always giving more value than she receives.

She can't, you can't outgive Jen.

there's my testimonial and it's all true.

It is all true.

Let me tell you.

That is all true.

So when I say that about Jen, Then you might hear it and say, oh, well Jen, it must be awesome.

Then if Shelley says, so, especially if you think highly of me, you feel like, sure, I'm a consistent person.

I, I always tell the truth to you.

I give it to you straight.

so you're like, Jen must be good.

Yeah.

So those testimonials really can't pay off.

Can we pause there for a second?

Yeah.

The thing about testimonials is if you have like, Praise page on your website.

Everybody knows that all the good stuff is gonna be there.

Put that on ev.

Put a testimonial on every page on your website.

Use those testimonials at, they can go in your newsletter, they can go in social media.

Think of those as ways that you can highlight somebody that you've worked with.

And it is, it, it, it, it's good.

Like you can use these things to build credibility with people.

without it being all about yourself and, and it really can help you.

You can also ask for testimonials in your newsletter.

You can also ask for testimonials in all these different places.

Do it get, get that social proof because people trust testimonials as much as a recommendation from a friend.

Yeah, they're very, very persuasive.

Yeah.

And if you look at, some Amazon testimonials, re reviews and that sort of thing, you'll see that there's a mix.

Some love it, some not so much.

and some will say, well, I had this problem, but then their customer service came in.

And fixed everything and you feel really good about that.

So seeing that mix of reviews can help as well to know that they're authentic and they're real, Absolutely.

Yeah.

the next one is no, like trust.

that's the touch points.

We talked about that.

You have to find us, then you get to know us, then you begin to trust us, and then you're gonna buy from us.

the next one is authority.

Important people agree.

every time we bring in research or articles that, cement and underscore everything that we talk about, we can point to that authority and say, see, we're not leading you astray.

We were right.

this is good information we're giving you.

So pointing to that authority figure that agrees with you, can raise you up in other people's estimation.

Then, scarcity and fomo got act now because this price won't last forever.

when I did my one week Black Friday, special, it was like, oh, this is, this is coming up.

And the last day and the last, oh, it's, it's over now.

And.

So people are like, oh, I gotta get it.

And so many people buy on the last day because of Yeah.

Fear of missing

out.

I, I will dip in here on scarcity and fomo, and I will say that it works if it's true.

Yeah.

You can't do the thing where it's like resetting every 24 hours as like a fake fo.

Yeah, it works if it's true.

So don't overuse it and don't use it as a slick tactic.

Mm-hmm.

it works.

If it's a hundred percent, like this is really gonna end

in, yeah, I can only handle five clients a month and once I hit five, I can't handle anymore, so I can't sign you up.

So you gotta be one of the first five.

Be one of the first.

That is absolutely true, right?

Because if I'm doing done for you services and I only have so many, a month, then that is a scarcity.

That's true.

It's true.

Yeah.

Yeah.

So shortcuts to decision making, that's what all of this is leading to.

You are helping people make a decision.

You are giving them the information they need to latch onto to say, yes, this is right for me, or no, it's not.

in a confused prospect never buys.

So make sure you're offering a lot of clarity as to why you offer what you offer, how it can help people and what their outcomes are going.

Absolutely.

Yeah.

So if you enjoyed today's lesson, and you are interested in getting your content going on a consistent basis, I highly encourage you to get Shelley's content framework.

So that you can schedule consistent content and get it out there week after week.

Shelley has been great at helping us get the Women Conquer Business Show back and happening again week after week.

for, for a year, for almost an year.

We are so proud.

So, be sure to check that out.

The proof is in the pudding.

We've been doing it following the framework.

Ah, haven.

Did we follow it?

seems we followed it for a year.

absolutely we do.

So, yeah.

Yeah.

Absolutely.

That's what keeps us on track.

Even when, even when we're both late showing up and we're like, we got 10 minutes, let's get this going.

And we, we started on time, didn't we?

Yeah, we did we get, we do it.

Our framework works, but also what works.

If you wanna understand your marketing better, see where you're at, know where you're going and how to get there, go to Jen's free marketing, self-assessment, and I'm gonna put that in the chat box.

And it's also in the, scroll it.

Send fox.com/wcb.

take that self-assessment, see where you're at, see what help you need and where you need to improve.

Whoop, yeah.

Are we, are we ready for some tweaks of the week?

Tweak it,

girl.

Okay.

So, this week we're gonna talk about Hello Audio.

This is something that I, so what I've been working on in the background, I'm not ready to show it yet.

Shelley really wanted me to talk about Learn Worlds today because it looks super cool.

It looks super cool, and I'm, I'm building out courses and things, community cause I'm building a Women Conquer business community.

And one of the tools that I have added because I realized that my audio courses were too hard to get to, and I wanted it easier not only for me to record and and get it on there, but I also wanted it to be easier for people to get to it.

And so I'm using a tool called Hello Audio.

I learned about this via member.

because Member Vault was using it for their private podcast.

And I was like, oh my God, this is so easy for me to get their private podcast.

How are they doing this?

So it, it really is like, I can set up a folder and and it can even be like Zoom calls or whatever.

You can connect your oom to it.

You can connect.

A Dropbox or, a, a Google Drive, and drop it in there and it'll make audio outta it, So it's pretty fancy.

It's pretty neat.

It is not very expensive.

So if you have like, audio courses or any sort of audio content that you wanna share, Oh, why is the billing not showing up?

Okay.

it is, for one private course or one private feed.

So then you could have as many lessons, as many audio lessons on there as you wanted within one feed.

it comes out to, I think it's $17 a month is what I'm paying, cuz it's on a monthly, or $14 a month.

I think that's like $170 a year.

if you do that So monthly, I'm using it.

What I have over here, I had to open a separate window cuz it would do this.

So the way it looks is I have, women conquer business audio courses that's separate from the Women Conquer Business Show.

this is gonna be part of the membership.

and I have some courses in here.

there's a universal link that will show a QR code to people and they can subscribe.

and it also, the way that, the reason that this is so easy, is because it goes into the podcast player that you're already using, and that's what I loved about this when I tried to do this before I had to do it.

and then people had to download a separate app.

And then like, if they're not opening the app, they don't know if there's anything extra, any new episodes or anything like that.

this connects to Apple Podcasts, Google Podcasts.

podcast addict, if you're on an Android.

it also does Spotify and so I have open, here is the Spotify page for Women Conquer Business audio courses.

And you'll notice here that there's a little padlock, which is like, I can't play it unless I am a member of it.

and then you click get Access and and it'll take you, I don't know where it takes you Oh yeah.

I can connect my account.

and, and it works that way, for people who are in the membership.

Like this would be included.

I think I have like a, a payment page or something connected through Hello Audio, but the real intention is, to have people who are in the membership.

Then this is like an extra, so if you like to create audio and you, but you haven't figured out a way to do a private podcast, this is the easiest way that I have found.

And I have tried lots of other places, and not had maybe the most success.

So I will say that I like Hello Audio.

It's super.

And if you're interested in this, definitely give it a shot and we'll put that in the show flow, in the show notes.

it's Hello Audio fm.

All right.

Hello Audio

fm.

Did you know about that one, Shelley?

I

did not.

Or news to me.

It's a new breaking news for Shelley

breaking news, and it's both.

It's awesome.

Very good.

Yeah.

there have been, courses that I've taken that I wished I could listen to while I was going for a walk because, I don't wanna have to sit, plop myself down in front of the computer and watch a course, And that's all I'm doing.

I feel like couldn't I couldn't I do this while I'm walking and then I could listen to it and, and, and, and more than once and I wouldn't be sitting in front of my computer forever doing nothing else, which I hate to do.

And then, and then I don't end up doing the

course, especially now that you're working out Yeah.

Don't remind me do.

Anyway.

Yes.

Are you ready?

Hello Audio.

Let's do you some inspirational stuff.

Now, this is not too far from our training today cuz I grabbed a bunch of cool quotes.

I love quotes.

but these fit in with our training today.

Aristotle said character may almost be called the most effective means of persuasion.

Abraham Lincoln said, if you wish to win a man over to your ideas, first, make him your friend.

Hmm.

Dean Rusk said one of the best ways to persuade others is with your ears by listening to them.

Oh, yeah.

And Blaze Pascal said, people are usually more convinced by reasons they discovered themselves than by those found out by others.

So asking questions and listen.

to the answers and to the language being used is your best marketing tool, And, it's gonna make you a, a better coach, consultant, and business

person.

I totally agree with you.

Yeah.

When, when you said the best way to persuade others is with your ears by listening to them.

I will say that this is my, probably my biggest persuasive tip is related to that when I.

Proposals.

I don't have a one size fits all proposal for people.

Mm-hmm.

I really make it tailored and I can't tell you how many contracts I have gotten because everybody I was up against had some cookie cutter thing and mine was like, well, when we talked you mentioned this, this, this, this.

Yeah.

and then the feedback I get is I felt like I was really hurt and that was really important to me.

Mm-hmm.

So making sure that you.

listening and responding is, is one of the biggest things that you can do.

And this is not for business, but this is for your relationships as well.

That's life.

Do you wanna improve any relationship?

Asking good questions, open-ended questions, and allowing the other person to explore their feelings with you in, in a safe space is, is the best way to build a relationship.

Absolutely.

Yeah.

So before we sign off for the week, I wanna say, thank you so much for listening.

If you have any questions or comments or software you want us to talk about, you can email us at hello women conquer biz.com and we'll do our best to get it into the show.

We've gotten a lot of really great tips and we've talked about some things that have come from email.

and, yeah, I would love to hear what everybody thinks.

And thank you so much, for watching and for those of you in your ears, thank you for listening.

Thank you for joining the Women Conquer Business Podcast, posted by Shelley Carney and Jen McFarland.

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