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HPR 46 | Persuasive Copy

Heartrepreneur® Radio | Episode 46 | How To Write Persuasive Copy with Andy O’Bryan

HPR 46 | Persuasive Copy

 

There are a lot of copywriters who just go in and crank out copy without doing their homework. What Andy O’Bryan, founder of Audio Motivation, does is persuasive copy where get his clients on a deep dive phone call and record it. He asks them pointed probing questions about themselves, their target, and what their goals and their missions are. That way, Andy says it’s nice to be able to write in a way that people will feel they’re hearing directly from the person that he’s writing for instead of some hired gun. Learn how you can write better copy for yourself from Andy instead of having to hire an expensive copywriter.

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How To Write Persuasive Copy with Andy O’Bryan

I’m going to introduce someone that I’m really proud and honored to call my friend. I’ve known him for a pretty long time here and he has actually written some of the best copy for several of my companies and he’s also done work for many of my clients who rave about him. I just know you’re going to fall in love with him. His name is Andy O’Bryan. He writes persuasive copy. He also developed product funnels for coaches, for speakers, for authors, and for heart-centered entrepreneurs. He is a Heartrepreneur. He’s also the Founder of Audio Motivation and that is one of the top podcasts in the iTunes self-help section. I highly recommend that you also subscribe to Audio Motivation. Andy, welcome.

Thank you so much. It’s such an honor to be here with you. I appreciate you. Thank you.

What’s the difference between somebody copying and Andy’s copy? What should you say is the difference?

What I always do when I write for anyone is to really get deep into the target audience and there are a lot of copywriters who just go in and crank out copy and without doing their homework. What I do is I get my clients on a really deep dive phone call and we record it. I ask them pointed probing questions about them and their target and what their goals are and their mission. That way I can write in a way that people will actually feel like they’re hearing directly from the person that I’m writing for instead of some hired gun. It’s nice to be able to do that.

I think that’s why it’s so effective because you’re able to actually understand and to speak in their voice. I think that really makes the big difference. Now talk to me a little about this because this has been coming up not just for me in my business, but many of my clients. It seems like the big buzzword today in anything to do with marketing is funnels. What’s your definition of a funnel? What is your feeling about a funnel and is this something that we need to be considering and looking at our businesses?

A funnel spoon feeds the content and desire for the prospect to keep rolling along in the process of what they're trying to do for people. Click To Tweet

It has evolved over the years and now it’s become just all over the place and for good reason because most people are seeing an uptake in their profits because they are doing things in a way that takes the reader or the website visitor toward the prospect by the hand and walks them through a process that results in a sale, but it doesn’t jump right into asking for a sale. What I perceive a funnel is that it spoon feeds the content and the desire for them to keep with them, for the prospect to actually keep rolling along in the process of what they’re trying to do for people. Let me give you an example. What I see as a funnel is when you give someone a freebie, like a report or just something to get their email address or whatever, and then you just keep dripping content in a way that is not too in your face, but in a way that is actually going to give them more things they can use.

You build up that trust level. Then people are going to want to open your emails. They’re going to want to follow you. They’re going to want to talk about you in social media. As that funnel progresses you walk them down a nice, logical, elegant path toward a bigger product or a membership site even, that will give you the chance to expand your reach and your vision and really get the people who you should have in your circle instead of just anybody. Most people who do funnels want to be all things to all people and instead the funnel forces the issue and gets people only into your ideal framework. You only get ideal clients because those people are reading your content and they’re following you in Facebook, and they’re getting into your sphere of influence.That’s the way I see a funnel. You drip content and then you maybe do a webinar or a workshop, something to give them as much content as possible so they’ll want more from you. It’s that desire for more that really can bring in a lot of sales, if that makes sense.

HPR 46 | Persuasive Copy
Persuasive Copy: What it comes down to is developing trust and giving people a sense that that person really understands what they’re going through.

It does make sense. It’s a different spin than what we’ve heard from some people in the past. One of the reasons I resonate with you so much is that you’re talking about value, you’re talking about content, you’re talking about education and really getting people engaged and then wanting more and them having a desire for more and the way you’re dripping it is to keep adding value to people.

For example, I have a series of videos that I just put out that gives people tips on how to write their own copy without being too salesy or in your face or hypey because it just seems like there’s a lot of greed online and everybody wants to sell. You see these Facebook ads but really what it comes down to is developing trust and giving people a sense. “That person really understands what I’m going through. I really want to follow them more.” I think I’ll see what is next from them.There’s something to be said for standing out in front of a crowd because the market is just so saturated right now. If you are willing to do your homework and give people what they truly want instead of just piling on things that everybody else is doing, it really developed into something that could really work for you in terms of a funnel.

I really believe that there is a lot of greed out there online and offline. People are at the point now where they’re hard selling, which is so opposite to what we do as Heartrepreneurs.I do think we want to be different. We want to stand out, we want to focus on what are the things people need, what are the results they need, what are the outcomes, how can I really and sincerely help them, and then how can I be adding value to them and building a relationship with them. At some point they may raise their hands and they may want to have some of my products or services, but even if they don’t, I’m always creating value in the world.

Terri, you and I knew each other before social media. Our jobs were a little harder back then, but now it seems like there are so many ways that you can interact with your target audience and really you can speak to them through their challenges and what they’re going through, their struggles. You can walk a mile in their shoes just by reading some of their feedback for what you’re giving them in social media and it’s just such a nice way to build relationships now that we didn’t have before.

It’s interesting because I’ll talk to younger people and I’ll say, “You have no idea how easy you have it nowadays.” We could not reach this many people. My social media networks, if I add up all the groups and everything, it’s millions and millions of people and my email list is in millions. It’s just a world of difference. Now you mentioned something intriguing and I want to make sure I get this. You said that you have a new video series. Tell us about that program, it sounds exciting.

It’s called Heart Centered Persuasion and it’s a series of two minute or two and a half minute video snippets of basically me just sitting at my desk and talking into the camera about all these different tips on how to write better copy for yourself instead of having to hire an expensive copywriter. If you’re struggling with various things like how to create urgency without being pushy or how to tell your story the right way without talking about yourself too much, how to make it compelling, how to use action words so people can feel like they’re moving forward with you in a way that they feel good about. Even things like how to get yourself in the mood to write various things like that. How to pre-sell people before they sign up for a free call with you? All of these I put together in a series of videos and are free. You can just go to,HeartCenteredPersuasion.com and sign up for those and I will give you every day or two a new video. That’s what I’m up to here.

It's that desire for more that can bring in a lot of sales. Click To Tweet

First of all, it’s perfect for Heartrepreneur. Second of all, I think it would really help everyone who is the listener to have access to this because most of us really don’t know how to write copy. We don’t know what to say and how to say it and we don’t know the right words. The fact that it’s free blows my mind. I always talk to you about the best domain names tell you exactly what the benefit is. The benefit is that you’re going to learn heart centered persuasion. Don’t forget that,HeartCenteredPersuasion.com and it’s free. Any final words of wisdom for anyone who is struggling right now with their business? Anything that you can say to them that we can leave them with a positive message from you?

I’ve been through the ringer in my professional life and what I did was I never gave up. I just stuck to it. I persisted. You’re going to have peaks and valleys and as long as you just keep your eyes on the end result and just never give up. You can have times when you feel dejected and bummed out about how things are going, but just let that pass, live with it, be in that moment but then move past it. I’m a big believer in mindfulness and meditation. If you practice those things on a daily basis and practice self-love. I got into that just in the last several months and it’s just amazing. It will work wonders if you just practice the art of loving yourself before anybody else.

I always say to people, be in the moment and business is cyclical. We’re all going to have our ups and downs. I’ve been in business about 40 years and there have been times that things are just rolling it easy and effortless and there are times that it’s like, “What the heck?” That’s just business and that’s life, it’s chaotic. If you’re mindful, if you’re in the moment and I can’t agree more, self-love was probably the biggest lesson that I’ve had in my life and it’s been a game changer for me. What wise words of wisdom. I’m going to recommend that folks go over to iTunes in the self-help section and subscribe to Audio Motivation. 100% go over to HeartCenteredPersuation.com Get free help from someone that I consider one of the top copywriters and funnel creators, Andy O’Bryan. Andy, thank you so much for joining us here at Heartrepreneur Radio.

Thank you so much, Terri. It’s just wonderful to be with you as usual.

For our audience, please make sure you do subscribe because I’ve got some amazing folks coming up and I don’t want you to miss any episodes. We love when you give us a five star rating and we also love when you share the show on social media. Let’s see you give a shout out out there as true Heartrepreneur passing it forward.

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Andy O’Bryan

HPR 46 | Persuasive CopyI’ve been writing copy since 1985 when I was working at a local radio station as a Midnight to 6am disc jockey. If a sales person gave me some copy to write for a new client, I’d throw on some long song (like that 14-minute In-a-Gadda-Da-Vida ditty by Iron Butterfly), duck into the production room, bang out the 30-second script and get back to the studio as the song was fading out.

That was long before the Internet came along, and since those radio days I’ve written copy for literally thousands of websites, sales letters, optin pages, webinar promos, along with hundreds of direct mail pieces, press releases, email promotions, you name it.

For the past decade I’ve been focusing on writing websites and various marketing collateral for entrepreneurs who make a difference in people’s lives: coaches, speakers, authors and basically anyone who wants to sell their services without being slimy and over-hyped about it.

Oh sure, I can write a mean sales letter. In fact, I’ve written thousands of those too, with some terrific success stories and sales stats to back them up.

But there’s a way to write them that can bring you sales and still allow you to sleep at night.

It’s all about generating emotion, telling your story and empathizing with the needs of your target audience.

I have a knack for doing that. Call it a gift, an intuitive nature, or just an obsession with researching the pain points of your niche. I take that, combine it with your unique voice and mission, throw in some well placed verbs and adjectives, and what comes out is something my clients love.

I say this not to brag, but to let you know that if you’re looking for a heart-centered copywriter who can write in your voice, so you can focus on what you do best, then let’s talk. I hope we can get to know each other better.

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