Hi friends,
This week, I’m saying goodbye to a few clients I’ve been working for over a year. The reason being that I’m shifting my business to some bigger, more exciting projects (more on that soon). So I wouldn’t be able to give them my full attention any more, and that’s not fair. Either I’m 100% in or out.
Taking stock of everything that’s going on and then deliberately deciding what should get your full attention is liberating. I believe it’s worth doing that at least every 3 months.
Now, here’s what I want to share with you this week:
My Latest Article
It was just one innocent email from a business I’ve been a customer for more than a year… but it really pissed me off. And made me question my loyalty. I noticed that many companies don’t even realize how some of their actions are hurting their business more than helping it. Gotta read the article if you want to find out what happened.
Your Actionable Copywriting Tip
Features vs. Benefits vs. Outcomes
Don’t focus on the features of your product, talk about the benefits. That’s old news. But, did you know that there’s something beyond benefits? Something your audience wants even more? That’s outcomes. They are a more tangible version of a benefit. They can be measured and brought to life. Let’s look at an example from an online guitar course:
Feature: 10 lessons on chords and chord changes
Benefit: Being able to change chords quickly, so the guitar play sounds more musical
Outcome: Actually playing a full song from beginning to end
Often it’s really hard to figure out a tangible outcome, but that alone can separate you from your competition.
Tool of the Week: Otter
You know that a business has “made it” when their brand name becomes a verb. That’s what happened with Otter. When I want to automatically transcribe a Zoom meeting or conversation, I’m ottering it. No more scribbling notes that I can’t decipher anyways afterward. Every word that was said is captured. So …damn… useful.
Quote of the Week
“People who say it cannot be done should not interrupt those who are doing it!”
George Bernard Shaw
Thanks for reading! Thoughts or feedback? I’d love to hear from you!
Hugs,
Julia
