Not many people write copy that comes from a place of authenticity, transparency, and love. Andy O’Bryan is one of those rare people who places his emphasis on heart-centered persuasion. Andy is a direct-response copywriter who specializes in writing websites and dramatically boosting website conversion rates. He has worked with over 2500 clients over the past fifteen years and helps entrepreneurs who make a difference in people’s lives, especially coaches, speakers, and authors.
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Heart-Centered Persuasion with Andy O’Bryan
This is a special episode and let me tell you why. The person that I’ve asked to be on the show is someone that I consider a friend, a colleague, and literally the go-to person on writing heart-centered copy like a Heartrepreneur would. His name is Andy O’Bryan. He’s a direct response copywriter and he specializes in writing websites and various marketing collateral. I will tell you that he has been the brains behind lots of copy and several of my businesses.
He helps entrepreneurs who make a difference in people’s lives, especially coaches, speakers, and authors. Andy places his emphasis on heart-centered persuasions. You can tell it’s why I dig him so much. He writes his words in place of authenticity, transparency, and love, and I can 100% verify that. He’s worked with more than 2,500 clients over the past fifteen years and I’m honored and proud to say that I’m one of them. Welcome to Heartrepreneur Radio, Andy.
Thanks so much, Terri. Thanks for that wonderful introduction.
It’s all true and it really is. One of my goals for the next six months is to connect all of my Heartrepreneur community with my Heartrepreneur resources, the folks that are my go-to people and logically, I want my folks to connect with you because I don’t know a lot of people that write copy the way you write that match literally the way that I would speak to my audience, it’s that I’m not a professional copywriter. It’s like, “How would I authentically say it?”and you can figure out how to write that copy. I want to ask what guided you into copywriting in the first place?
First of all, it’s nice to be here again with you and it was an evolution. I spent twelve years in corporate marketing and it was so lacking in heart, it was cold and clinical. It was for cable TV, there’s not a lot of heart involved in that industry. Finally, after moving my way up the ladder, I’d had enough and I decided to try to make a go of it on my own. I had been writing before that, since the mid ‘80s. It was a nice logical progression and the coaching industry jumped out at me because it seemed like the antithesis of corporate marketing. It was more down to earth and helping individuals. There’s business coaching, but the whole concept of helping entrepreneurs try and make a go of it against all odds, that rang true to me. I harnessed my writing ability and combined it with that target audience and it took off.
I’m always interested in how people got led down the path and follow the path when I think it’s cool. I feel like we have to answer a question for the listeners before we go on, because I’ve heard this question before. They asked me what does it mean to be a copywriter that’s direct response. I’ve had two clients ask me that over time. You and I both know what that means. Why don’t we educate the audience about that?
It means you write in order to generate some type of activity on the part of the reader. In this case, I take direct response to me writing sales copy, as much as I don’t like the word sales, it does play into the fact that you’re persuading someone to take some type of action, whether that be an email you’re persuading them to click a link. If it’s a website, you’re persuading them to do various things there. If it’s social media, same thing. Direct responses, you’re trying to bring in some response and that’s why it’s important to have a professional help you with it because most people are experts in other areas. It’s not always their forte. Even if they’re good writers, it’s hard to write to get people to take action.
Years and years ago, I went through Dr. Joe Vitale’s writing courses for copywriters and hypnotic writing. I know I did a lot of other things and then I realized that that’s not my forte. I can write books, I can write blogs, I write articles. I’m not used to writing in a way where someone is going to directly respond and yet at the same time, I wanted to make sure that when I send out, whether it be an email or any a message, that it sounds me and it’s my voice and it’s coming from the place of me speaking authentically. I couldn’t find a lot of people initially that could write in any way, shape or form that sounded like me or sounded it was open, authentic, an integrity, and transparent. How did you come to this path where you write that copy that not only capture someone’s voice, but it is heart-centered? How did that come to be? That’s what makes you stand out, Andy.
I went through all the things that I’m writing about. I personally have done most of the journeys that people are on, whether it’s coaches, speakers, authors, holistic trainers, holistic professionals. I’ve been there and so I am able to write to the pain to tap into what people are struggling with and going through in their lives. When you can write that way for a client and drill down deep into the pain points that people are going through, without being too much of a downer, then you can talk about the pleasure points a lot easier.
I’ve been able to draw on a combination of my ability to write this stuff, but also my own personal challenges and struggles through being an entrepreneur and the ups and downs and we can all relate to that. As entrepreneurs, I’m able to go in and pull that out. As they’re reading the copy, they’re nodding their heads and saying, “This person gets me. They understand what I’m going through.” If that makes sense, I’m able to feel their pain when I write to that pain because I’ve been through myself.
That is what makes, in my viewpoint, your writing distinct and different. Everything that you’ve ever written for the two different businesses you’ve worked with, with me have come from an understanding of what I want to say, of what my core values and beliefs are matched with what my prospective client family members need to hear in a way that they can receive it.
It allows the reader, prospect, to go to a website, to an email, to social media and feel what you’re talking about. It’s almost you’re reaching through the internet to take them by the hand or put your arm around them and let them know that they’re not alone. That’s a powerful thing.
What if an audience is resonating and saying, “I want to make a difference in people’s lives. That’s what I do. That’s the industry I’m in.” Maybe they’re a coach, maybe they’re a speaker, author, trainer, whatever, they are making a difference in people’s businesses or their lives. What’s the starting place? Do they have to know what messaging they want or do they just contact you? What does that look like?
It’s Heart Centered Persuasion. I have a video series that people can subscribe to. Go to HeartCenteredPersuasion.com and I’ll show you in this video series exactly what steps to take to write your own copy. If you want to work with me, you can do that too. If you’d rather try and do it yourself because you know your market and you feel you can give it a shot, then I would recommend you watch these videos. I will take you through a lot of the different steps involved to writing that way because heart-centered writing is totally different from your standard writing for internet marketing or whatever. It’s different. You have to go at it a certain way because you don’t want to come across sales-y or in-your-face because it’s a turnoff. You want to get people to take action in a way that feels right to you and to them.
That’s cool because there might be some people who are like, “I want to learn this. I want to try it, I want to write, I want to do it.”If other people want to hire you and engage you, what does that look like? How do they get to do that?
The video series is in HeartCenteredPersuasion.com. If somebody wants to work with me, they can go to my website, AndyOBryan.com. They can go there and check out what I’m all about. I have a blog there and a podcast and you’re featured on the podcast as one of the folks on there. It’s a great site. If you want to book me directly, go to BookAndy.AcuityScheduling.com and you can go there and open up my scheduler. Just all kinds of ways you can learn and work with me.
Andy has quite a lot of resources and a valuable podcast. If you’re enjoying Heartrepreneur Radio, I know for sure you will enjoy his podcast. The final thing that I want to say for the listeners is any time that you’re going to write copy or you’re going to hire someone to write copy, you want it to line up with Heatrepreneurial copy, which is heart-centered. I don’t know of anyone, and I’m being flat out honest, who writes heart-centered copy. I know someone who claims to write it and I’ve read their copy and it doesn’t feel transparent and authentic.
I don’t usually do this for guests, but I’m doing this because I know Andy really well. I know his work and I also know it’s made a difference in my businesses, so I’m highly endorsing and recommending that if you want heart-centered copy that aligns with the way you want to speak to clients in a Heartrepreneurial fashion, I’m advocating you to go over to HeartCenteredPersuasion.com. Also connect with AndyOBryan.com. Andy, any quick words of wisdom that you want to leave us with?
Thanks so much for that recommendation, Terri and I love what you’re doing. We’ve known each other a long time and you knock it out of the park all the time, so thanks for doing that. I would say to people, write from what you’re all about. Don’t compromise with your writing on your website or in any of your emails or anything. It’s only as good as your weakest sentence and just focus on the reader, your prospect, and the people who you want to work with the most, and really think at it. Even practice mindfulness about it. That’s a good way to start. If you get stuck, let me know.
Thank you again for being here and being a guest and for our audience. Look through the archives of the show and you will find a show with Andy that was done, just as valuable. Don’t forget to share the show. I love when you review the show or give five-star reviews. It really helps our show. Most of all, I’m going to recommend that you subscribe to the show on iTunes, so you don’t miss any shows because you could have missed an introduction to Andy O’Bryan, which there is no affiliate relationship. Finally, I have a gift for you as an audience, which is a totally free course that is called GetHotPayingClients.com. You can sign up for to receive it on Messenger or by email. It is completely free. I thank you for being here on Heartrepreneur Radio. We’ll see you next time at Heartrepreneur Radio.
- Andy O’Bryan
- Dr. Joe Vitale
- Heart Centered Persuasion
- show with Andy – previous episode
About Andy O’Bryan
I’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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