Tag: pipeline

Power-Packed Positioning

Transcript

Alright. Let’s see. I have my training all lined up.

I wonder if the time change threw people off.

Ah, yeah. That’s this is actually because my calendars aren’t synced with the No. I have a I have trouble with, tying in my the CSP calendar on my iPhone.

Oh, so Yeah.

I can if I have to go into Google Calendars to see it. So sometimes I miss CSP events.

Oh, that’s unfortunate. Oh, I did not I don’t know why that happens. It should sync across calendars.

So, okay, Nicole’s here as well. We’re about three minutes in. Hello.

We’re just waiting to see if a couple more people join in our usuals. I think Abby is there usually, and, Jessica’s there as well. So we’ll just wait another minute or so. Otherwise, I was telling Carolyn she can have the privilege of a personal training.

Love that.

Alright. Let’s see. Yeah. So we’re at eight. Yeah. We’re, like, four minutes past. I think we can go ahead and start.

And if anyone wants to join in, then, yay, they can. Catch up.

Cool. Alright.

I’m gonna share screen, and we are going to talk about amplifying positioning.

So here’s the thing.

Positioning is key to our businesses. We all know it, and you all just had a great session apparently with Kira. I know I haven’t had a chance to watch the replay, but I’m sure it would have been great. So my goal here is to just kind of build on that and help you amplify your positioning. So here’s what we’re gonna be talking about, creating your own definition of positioning, the worksheets you have.

I would love for you to actually fill it out and share it with me in Slack talking about how are you gonna go ahead and amplify a positioning because it’s so, so important, especially as, you know, everything feels noisier and more crowded. So I would love for you to go ahead, create your own definition of positioning, understand why amplification is necessary. It’s not just enough to say, oh, this is what I wanna be known for.

What comes after is so so much more important. And then, of course, we look at three key strategies for I have examples of how you can actually use them for, like, just kind of holding yourself accountable in terms of what would you do next month, what would you do in the next week, what would you do on an ongoing basis. And then, of course, like I said, create your short term and long term application plan. So the examples would help you do that. Okay. We’ve had Jessica joining in as well. Hey, Jessica.

We are just getting started with amplifying your positioning.

So positioning is all about like I said, it’s getting noisier. So this is what helps you create a distinct space in your prospect’s mind, especially to distinguish yourself from others who may be in the same space. We may all be writing copy for pretty much all same kind of businesses. We may all be work SaaS copywriters, then how is a company supposed to choose you over others? Or if, like me, you write for creative entrepreneurs and course creators, coaches, and consultants, then how do you stand out?

Amplify your positioning is what helps you do that. It helps you not just develop, but also magnify and intensify your positioning. So when you amplify your positioning, you amplify your reach, you amplify your reach, you amplify your impact, when you amplify your impact, you amplify your income. It’s what I have seen over the last more than a decade of building this business is that anytime I wanted to be known for something, once I get clear on that, which is what all of you would have or have already been working on. Once you get clear on what you’ve been wanna known for, then it’s your job to just amplify it.

Speaking from personal experience because we started as oh, so I started as a mom blogger. Our business then started as a social media management company, and then I you know, we pivoted into copywriting and launch strategy and sales strategy. So every time, whether it was I was when when I was starting as a mom blogger or we started the business or we, you know, pivoted into copywriting, every time. Once I got clear on my positioning, I made it my job to be really, really well known for it, and that is what has helped us to build this business to this level.

So super important. I’m gonna, like, quickly touch after this on the mistakes that most people make with their positioning that I see a lot of service providers make, and it really breaks my heart. But most importantly, what I if there is one thing that you take away from this session, it is that your positioning is tied to everything that you do to market your business.

It is not a separate entity. It is not something that, oh, my you know, it’s my brand identity. Yes. That’s part of your positioning.

Your positioning is a part of how you show up to market your business.

With that, what are the mistakes you wanna avoid?

First up, thinking that your positioning is just talking about your positioning is just limited to your website copy. So you’ve got, like, a great tagline. You’ve got great about page.

Yeah. Or thinking that only your logo or brand identity make up your positioning, it’s a part of that. The the photos you use, the colors you have, all of that is a part of your positioning.

It’s not the only thing.

And then finally, inconsistency and confusion with your message and authority. If you wanna be well known for something, you have to be super clear about what that is, and you need to be consistent in sharing it.

Quick note on consistency. Consistency does not mean does not mean perfection. Consistency is not the same as perfecting it.

You may show up consistently, and it may not be it may still be raw. You know? The way you show up may still not be very edited. You may have videos that could be more polished. Sure.

And that will happen, and that shouldn’t let you stop you from being consistent when it comes to sharing what you wanna be known for.

So don’t please don’t let a, you know, a desire for perfection hold you back.

I have I why am I so passionate about it? Because I’ve done that. I wanted everything to be perfect before I, you know, started talking about it. And I realized that the only person who’s actually getting impacted by that is is me, and that’s not in a good way because I’m just holding myself back from sharing what I know, sharing what I wanna be known for, sharing, you know, what sharing our positioning, waiting for it to be perfect.

So, yeah, be very clear and be very consistent, but don’t let perfection hold you back from amplifying your position.

So what’s part of your positioning then?

A lot. Your story. And not just your origin story, but also your growth story is part of your positioning.

I share our story so often with some of you who may have you know, like, people who followed us for years, you may feel like, oh, I’ve heard this one before.

Sure. But you will always have people who have no idea about how you got started or how you’ve grown or why you do what you do. So your story is a part of your positioning, and you should share it often. Your process is a part of your positioning, one hundred percent. If you have proprietary processes that you use in your business or to get your clients the results that they they get, that is part of your positioning. Be known for it.

Your background, your brand identity, of course, is a part of your positioning. Your thought leadership, you know, like yours those high points of view, your authority content you share, your packages, your products, your offers, they’re all part of your positioning, your specializations, your skills, your strategic partnerships, the people you decide to network with, collaborate with, you will be known, again, by what you offer, who you connect with, because you will be talking about what sets you apart. You will be talking about what makes you you in all of these places, in all of these ways.

So all of this is part of your positioning.

Make no mistake.

Not talking about this is going to be a you know, I hesitate to say this, but I probably need to because when you overlook talking about things like your your process or your packages or your background or your story, you’re actually putting yourself at a disadvantage.

And you’re probably blending in way more than, you know you’re blending in with everybody else who may be doing the same thing.

So if you wanna stand out, you need to start owning who you are, what you do, how you do it, who you work for, who you connect with, collaborate with as a part of your positioning. And, yeah, I’m going to be seeing positioning a lot in this, but that’s, like, pretty much the the creating.

So yeah.

Okay.

Let’s talk about amplifying, yeah, your positioning.

So first things, you wanna amplify your authority. Like, super, super important.

Get comfortable with amplifying your authority.

I like to call these value shots. You can call them whatever you want to, but point is you wanna start amplifying your authority by using digestible pieces of content that create a standard position for you. Some of you may already be doing this. You know, the podcast that you’re pitching or the podcast that you’ve started or the blog post that you’ve written or the guides or the guest post or the talks. The point is you need to start thinking about how can you give your audience tools and techniques that share your expertise, but in many cases, also prepare them to work with you.

Think about these value shots as what does your audience need to know or do or believe before they’re ready to work with you. So I’ll give you an example because so I write a lot about, you know, oh, you need to like, for instance, offer optimization is a big part of my process. Right? I would often talk about what makes for a good offer. I would often talk about, you know, what you need to sell an offer, what mistakes people are making with their offers.

Why? Because I need people to be ready with a good offer before they come to work with us.

I need people to have the foundation of a great offer in place so I can then optimize it. I’m not in the business of creating the offer from scratch. It does not help me if they come to me with an offer that’s missing crucial pieces because then we waste a lot of time, and then then they they’re not even gonna get the results that I can, you know, help them get. So I make it my job to help them have those foundational pieces in place.

So the for you, you share these these value shots, like, call them because they’re an easy way for you to build a stronger connection with your audience and a great way for you to build expertise and authority as well.

So how can you establish yourself as a distinct, unignorable voice in your niche?

Share spiky points of view.

If you disagree with something, if you have, like, a contrarian thought that goes against your industry, think out loud.

If you have an inspiring backstory like I was telling you, like, tell it to everyone everywhere.

If you’ve tested strategies out, The whole nurtured for newsletter nurtured for sales newsletter thing, like, was something that I tested out with clients.

I’ve since gone on to talk about it on podcast. I’ve, you know, have pitched events to talk about it.

I have, like, people booking us out for them months in advance.

So it’s not like newsletter is nothing new, but the fact that you can use it to also sell makes it that much, you know, more attractive to my audience. Once I tested it out with a couple of clients, I knew I was onto something, and that meant I’m going to talk about it everywhere in as many ways as possible.

So what I would love for you to do is think about how are you gonna amplify your authority over the next month. Is it sometimes it can feel like, look. Oh, you know, if I say next week, you may not feel right enough, but I would love for you, whether you, you know, the three of you here or, you know, if you’re watching the recording, think about it. Like, think about how are you gonna amplify your authority over the next month and share it with me in Slack.

You know? Are you gonna pitch a talk? Are you gonna write a guide style post? Are you gonna share those safety points of view on social? Are you gonna reach out to a podcast that you’ve been wanting to be on?

Just pick one thing. It’s you know, and start that.

What are you gonna share? How are you gonna do that? And where are you gonna share it?

Okay. This one is, again, something that I personally had to get very comfortable with because of several reasons. One, introvert. Two, have been raised.

Eldest daughter was raised to not, you know, talk a lot about what and, you know, not come across as feeling, like being braggy or arrogant. I was always an overachiever.

So, you know, it was yeah. Anyways, I had a lot of work to do around this, but amplify your awesome publicly and oh, sharing your results. Know that when you’re running a business, you need to do it. It’s just part of just owning who you are.

It’s part of your positioning. It’s a business decision. And the best way to be known for what you do is to share when you do it and share it twice when you do it well. So which is why I talk a lot about the kind of projects I’m working on.

I talk a lot about the results our clients are getting. I it’s taken me a while to get really comfortable with it.

There are people who are naturally comfortable with it, and I think that’s amazing. But if you’re not, know that it’s okay to take baby steps towards it. But please get used to talk amplifying. You’re awesome. Talk about your process. Let clients see how you differentiate yourself from everybody else.

And here’s the thing. It is so much easier for clients to make a decision when they see the kind of, you know, work you do. It is so much easier for them to see you as an expert when they can see others like them who trusted you, worked with you, had a great experience with you.

I include testimonials and proposals, in-depth testimonials with photos. I include social proof even when I’m working with a client.

I make it a point to talk about the kind of like, share a similar client experience or a case study.

So or, you you know, other credible markers. Like, instance, if I’m, you know, on a podcast that I know a client would enjoy, I will send it to them.

Or an event that I’m speaking at, I will let them know about it. I’d ask them if they’d like to attend. So point is think about, again, this whole session, I want you to start thinking about how are you going to amplify all of this positioning that you’re working so hard on.

And for this one, I wanted to you to think about what how can you amplify your awesome in the next week? So what results, social proof, credibility markers, accomplishments can you share in the next week? Where will you share them, and how will you share them? So, again, gently accountable to this. I would love for you to share with me in Slack.

I’ll share tag me, like, let me know. Okay. Perna, I’m gonna be sharing a video testimonial, an endorsement from a mentor, a podcast appearance, any video to me is processed up over there next week or any one of the above. I’ll I’ll share these on Instagram and LinkedIn.

The testimonial could be a reel. The mentor endorsement will go on LinkedIn. The podcast will go on both. This is an example, but you get the drift.

So get comfortable.

I would love for you to do this. I would love for you to when you share it, tag me so I can, like, publicly cheer you on as well.

We need to get super, super comfortable with amplifying our awesome. I feel like so many of us hesitate in doing so because we don’t wanna feel like we’re bragging or we don’t wanna, you know, take up too much space. Whatever be the reason, we need to think of this as a business decision and just move forward with it.

Next up, amplifying your presence.

Show up more often.

Easier said than done, but, trust me, you can do it.

Pick your platforms and show up. Similar to amplifying your awesome, amplifying your presence is often linked to like, we tend to worry a lot. Like, at least I’ve and for all of these things, I’m speaking from personal experience because I’ve, like, literally been there. And, again, you may not be feeling this way, which is great for you.

I think that’s amazing. But if you are, know that you’re not the only one. You it’s natural to be like, oh, but how? How do I do this?

Or what if I get rejected?

What if no one shows up?

Very valid fears.

But a fear of showing up is nothing but an inner gremlin urging you to keep playing small, insisting that you stay hidden.

That is what, at least, I realized. And, you we have Kirsty who does mindset, so she would be able to speak more of this. But once I realized that this is just you know, it’s I can easily flip this. I can easily reframe it. This is just, like I said, an inner gremlin holding me back, and I’m not gonna let that happen.

Because what if I get rejected? But what if someone says yes?

What if no one shows up? But what if someone does? So it’s really easy to do that, but it’s super important again, in this case, for you to pick your platforms and pick and then show up there consistently because that makes you comfortable. Consistency does has this other great advantage.

The more you show up on a particular platform, whether that’s a stage or a or a social platform or going on podcast or writing blog posts.

The more you do something, the more comfortable you get. The more comfortable you get, the more confident you are. The more confident you are, the more impact, the greater results. You know? So it’s just it’s kind of a ripple effect, and the best part, it doesn’t even take a ton of time.

So, again, feel feel feel less when you’re standing out. Like, reframing it would really, really help. So this is more of an ongoing thing. You will always come up against like, for instance, when I decided I wanted to start speaking on stages, my greatest fear was like, what if I mess up?

But then what if I don’t? What if I nail it out of you know, crush it? And for me to do that, what do I need to make it happen? How can I make it happen?

So think about where you may be playing small when it comes to positioning.

Be honest with yourself.

What stories are you telling yourself about your authority, your credibility, you know, your results? Whatever it is that you feel like, oh, it’s not quote, unquote, good enough.

Are those stories true? Are they a fact?

If yes, then how can we change that stories? Because stories are just that. They’re stories. They can be changed.

And if not, then how can you reframe them? How can you move past that?

It’s this is more of a mental step when it comes to amplifying your positioning, but trust me, it’s sounds cliche, but it’s a game changer. Once you start doing this, it becomes so much easier for you to make those big asks that help you amplify your positioning and be known for who you are. Like, if you wanna be unafraid, you wanna feel confident, you wanna feel brave making those big asks, you need to start by addressing what’s going on inside when it comes to showing up in a big way.

So really spend some time thinking, well, this is this is like an ongoing step.

And if any of you are in this place where you feel that you’re playing small when it comes to your positioning, feel free to, again, like I said, tag me in Slack.

And we can chat about it there.

But this is a huge, huge step for you to start showing up in a big way on those big stages and be absolutely unafraid when it comes to owning who you are and what you wanna be known for.

Your positioning at the end of the day is your point of difference. I absolutely love it when clients tell me why they, you know, wanna work with me because every single time, it comes down to my positioning, and it shows me that it’s working.

So people may rip off your packages. They may copy your content, your updates. It’s happened with us many, many times over. It will continue to happen. Honestly, unless, of course, it’s like a word by word copy and someone’s, like, plagiarizing a copy. I’m, like, not gonna send a cease and desist for someone I see is copying a package that we’ve created or is writing an update that’s similar to ours. I mean, that’s not a worthwhile use of my time or our team’s time.

But because of what I know is they cannot copy as our unique positioning.

And our positioning, again, it’s not permanent. Right? It will evolve.

Your positioning will set you apart. And if you continue to amplify it, people will recognize you instead of recognizing your competition. It just works works that way. We have so many people telling emailing us, telling us, oh, you know, I saw so and so, you know, using your branding, like, you know, the food and coffee branding.

Did you know that? Yes. I do. Does it bother me? No. I mean, I don’t own the food and coffee, you know, connection.

A lot of people can make that connection, but I love it that they people think of us when it comes to food and coffee coming together. So that’s just a very small example, but there are so many other cases. Point is your positioning is your point of difference. Once you start amplifying it, it becomes that much easier for you to be recognized and known for a particular point of view, for known for a particular expertise, known for a particular skill set.

So go forth and follow positioning.

Alright.

Time for q and a for the position related questions or copy reviews.

Hi, Heather.

I have a position oh, hello.

Yeah. I have a position question. Can you hear me okay? Sorry. I’m in the car.

Sure. No.

No. Can you hear me?

We can.

Go ahead. So this is kind of it feels like a silly question, but it’s actually a real question.

I mean, obviously, we need to do the work of defining our positioning.

But do you ever find that, do people have success with hiring or partnering with the hype person?

Reason I ask is I hate promoting myself. I’m really, really terrible at it, but I’m really great at promoting other people.

And because I think it’s hard to sell yourself, sometimes.

And so I was just curious if you’ve ever seen people, like, I don’t know. You know, maybe they’re a little bit timid about being, amplifying their own positioning. Their position assuming their positioning is clear, but maybe they have trouble amplifying their own and maybe they have their assistant, like, you know, write their authority. I don’t know. Like Yes. Under someone.

Yeah. Okay.

Absolutely.

So many people, like, way back in the day, when we were starting out, like, I would’ve we when we were starting out, we did not have a budget to hire. But point is, like, if we had the budget to hire, I would have wanted to speak to at least, if not, hire full time, like, speak to someone who was, like, quote, unquote, positioning, amplification, or high person, like you said. You know? I would, I can and there that is exactly why so many people do also work with ghostwriters when it comes to their social content or when it comes to their, you know, their blog posts and all of those. So, yes, I think, that is definitely an an option.

An option.

Okay. Cool.

Thank you.

You’re welcome. Any other questions?

Ask you okay.

Yeah. Can I pose, I’m I’m struggling a bit with the positioning?

So, basically, I it’s been a huge evolution since CSP started in November. I think you probably heard in some call me discuss the seasonal sale holiday sale opportunity.

And I I think that, of course, is still a pretty blue ocean all that. However, what I’ve really come to realize is is that there’s there’s it seems to be a difference between what people are looking for, which for me is email strategy, email copywriting, executing, even management, that kind of thing. And then the like, for example, I was on a call two days ago, and it was with a audit client.

And they, we were just kinda talking about a lot of things. But, basically, it was like, oh, you could do our whole seasonal Father’s Day for them is a really big one, and they haven’t planned it yet. And they were like, oh, you could, like, do the entire campaign? And I said yes. And she goes, well, this it was just a bad time for the clients in terms of their seasonality, so their this is their low. So she was kinda trying to figure out budget and what we could move forward with since I delivered the audit.

And while she wanted to move forward with email as well and the retainer style and everything Joe’s teaching, it she has to be careful with her budget. And so I just kind of what I’ve what I kind of am struggling with is while the blue ocean seems to be there with seasonal and holiday sales and being able to be that person, I so much of what I wanna also deliver is email marketing, and that’s what people are coming to me for.

And, ultimately, I’d like to create an email marketing agency. And, of course, seasonal sales can be a part of that for sure.

Mhmm. There could also be a campaign package with that. But what I’m struggling with is people don’t seem to be seeking out a seasonal sale strategist, an expert on that.

They are definitely coming to me through email. So I’m struggling even on a basic level with, okay, my homepage.

How should I position myself on my homepage? What should I prioritize? I initially did change it to all real focused on seasonal and holiday sales. But it’s it something isn’t work isn’t feeling right, and it’s keeping. And that is the block for me with moving forward with doing all the work of authority building and all that because I’m just sitting there going, but what should I leave with, and do how should I bring in the other one?

And you know what I mean? Is this making sense, or am I just rambling?

No. No. It is.

It is making sense. And it this, okay. So, yeah, I completely agree that, you know, seasonal sales is a huge flow, an opportunity. Like, for for me and the course creator market, the newsletters and the flash sale sequences, all those are really great, but those are not the ones that I lead with because I know that’s, you know, something that our clients, they when they see the opportunity, they go, yeah. Okay. That makes total sense.

But that’s not who they’re looking for.

They’re looking for either a launch copywriter or an evergreen funnel copywriter. How do I position myself over there? So I focus on ROI. I talk about ROI focus. I may change that to something else later, but every conversation I have with a a client and the process that I walked them through shows them the ROI of every step. Like, even the research phase, what’s the return on investment for them?

Why would they like, because for a lot of clients, they’re like, oh, but that’s onboarding. You would you know, that’s your your thing.

No. It’s not. You know? It gives you clarity on who you should be talking to, how you should be talking, but we already know that. Okay. But then why aren’t your launches converting? We’re obviously missing something.

And Mhmm. Then I walk them through what my report messaging recommendations report looks like, etcetera, etcetera. Anyways, point is there may be a case for you to position yourself as an email marketing strategist who specializes in or an email marketing copywriter or an, you know, whatever you wanna call yourself who specializes in uncovering hidden sales or businesses.

Seasonal sales can be a part of that. But, also, a win back sequence could be a part of it. You know, welcome sequence could be a part of it. So point is maybe you need to use your seasonal sales as, of course, an authority builder.

You, you know, you definitely wanna start talking about it because not enough people are talking about it.

But you may also wanna think about, is there a way for you to look at how you approach businesses as a whole, how you approach email marketing as a whole and kind of lead with that instead.

Not to confuse any further, but I feel like if you’re seeing that people aren’t really looking for a seasonal sales strategist, maybe a case for broadening it. It could just be that you’re not talking about it often enough. You know? So it could that could totally be the case that, you know, you’re not showing up on stages often enough and, you know, just drilling home the point that, you know, seasonal sales are a huge missed opportunity for most businesses.

Yeah.

So you need to kinda look at both the things and make a decision there. Like, have you been giving it your hundred percent as far as yes. As far as your positioning goes, or have you been, you know, like, half heartedly, kind of saying, yes. I do this, but then also talking about a million other things. Because a lot, you know, a lot of this is about being really brutally honest with this brutally honest with yourself.

Okay. Okay. Yeah. Mhmm.

Sorry about that.

That’s a really valid point.

I have a question, Jessica. Have you considered positioning yourself as the email strategist who turns discounted customers into full paying customers?

Well yeah. So broadening out to that, because that was where seasonal and holiday kind of led me was just this idea of, either how do you turn people who came into your, you know, your ecosystem via a fifty percent off Black Friday deal? How do you turn them into someone who will come back and buy it full price?

That’s definitely an angle which then I, you know, I think you and I spoke about the, the ditch the discount. So I I am leaning in with that. I think that’s just, it’s easy to for me, I just there’s a disconnect with it. I wish I I just need, like, a I don’t know if I need, like, some sort of chart to make it clear to me, but I’m always sitting there going, okay. I can have Ditch the Discount as a newsletter and a podcast and make and I can go into all sorts of things related to the phrase ditch the discount. You know? Mhmm.

But when it comes to my, okay. So, like, what’s in the hero section of my home page? And then what what is that messaging hierarchy?

That has always been a struggle for me when I don’t have one clear, like, this is how I wanna someone to find me and then start investigating me and then to start potentially working you know, like, the whole customer journey, that for me has been very difficult to figure out what that looks like.

And and, yeah, I’m doing this because I’m imagining, like, a a a upside down pyramid or something. You know?

Visual.

So, yeah, that’s what I’m kinda struggling with.

See, I feel like answer your question, Caroline. Sorry. Go ahead. No. No. I feel like, saying that you can turn you can help turn discount customers, for lack of a better word, price, to full paying customers and increase the lifetime value.

I was yeah.

That messaging would really resonate. And then as a part of that, as Perna mentioned, you could you could highlight seasonal sales as one aspect of it, but there’s so many ways that people come in discounted. I mean, you go to a website and they give you a pop up, sign up, and get ten percent off. I mean, or I see something on Instagram and it’s sale for whatever, temporary sale may not be seasonal, but, you know, for a week, there’s a discount, so then I might sign up.

But I may never shop there again.

Mhmm. Mhmm.

I feel like that’s it feels like it would be a problem, a big enough problem. I feel I suspect that retailers are thinking about this.

I don’t know. It just to me, it seems like it would resonate if you were to just talk about returning discounted customers into full paying ones and increasing lifetime value of that.

So if you so if you were putting on it, like, so, obviously, I’ve been focusing a lot on ecommerce, and not that that couldn’t change.

But my point is if you were a business owner, let’s say, ecommerce, and you saw that I was, like, the person who was focused on turning discount buyers into, you know, full price customers or loyal customer or whatever you wanna say. If you saw that, I guess my question is, would you expect that what my primary solution for you would be, like, to go with CSP and what Joe’s teaching in the intensive, a standardized project that is an email program audit. Would that connect for you? Because that, to me, I I’m, like, not seeing that as the, oh, here’s the solution matched with the problem.

I think you would have to front that you tackle this problem via email.

Okay. That you know, and just talk about how impactful email can be to create loyal to create a loyal customer base and how you’re leaving money on the table if you’re not implementing correctly.

Yeah. Got it. Okay. No. I see. Thank you.

I would also add to that is, like, yes, definitely make a connection with email. But I almost feel like there’s a case here for you to consider.

Would would positioning yourself as the ecom email copywriter who helps businesses or companies increase customer lifetime value be, you know, a clearer value prop for them because that’s something they understand.

And how you help them do that is then through through seasonal sales.

My only disconnect and, again, this is not to, again, confuse any further. My only disconnect here is if you’re talking about ditching the discount and then you’re selling them on seasonal sales, are you saying you would not be telling them to discount their products then?

No. So, yeah, so what we did discuss this, Joe and I, in another call, and it was like, ditch the discount doesn’t necessarily mean never discount. It just means ditch your reliance on the discount as your primary way of selling your products.

Okay. And then how does seasonal sales fit in?

Well, so and then and then well, one, that’s my question is, does it?

That that’s kind of been that’s the, like, funny part about CSP is it was like, yes, seasonal sales. But then as I dove into it more, it was like, oh, there this reliance on discounting all the time is really a problem and the philosophy. But so I mean, in so this client that I was talking to, yes, their, Black Friday and all of that, the holidays are a huge time for them. And so, of course, like everybody, they lean on discounting at that time, and it’s almost weird if you don’t.

Right? However, it’s a very male, audience, and so Father’s Day for them is a huge seasonal sale. However, it is not. They don’t have to lead with a discount.

They lead with more of bundling and that kind of stuff with maybe free shipping or something Yeah. That they don’t have discount.

Okay.

So does that answer?

Yeah. Yeah. Yeah. It does. I just feel and, Jessica, you need to do a lot more, educating your audience.

Like, then the amplifying your party part needs to be one that you need to go all in on because like us and, you know, and we are people like, again, your audio your customers are gonna have the same questions. And then that’s your job to clear up those questions in as many ways as possible, in as many places as possible. And then I think so, yeah, the positioning’s great. It’s just that you need to think about, okay, how am I going to start talking more often about it?

Okay.

I think I’m just gonna have to get over the fact that people my website is always an evolution anyway, and I’m not for perfection on it. And I know that, like, now I mean, it’s always been Yeah. Sometimes, and I’m not great. But I just think where I’m, like, every time I feel like I wanna iterate on it or change it up, I’m sitting there just going, what?

Well, like I said, where should I start at the top? I don’t Oh. Yeah.

So think about yeah.

Start at the top. Like, literally, start at the top. Think about it like, okay. Someone comes to your website. What’s the first thing you want them to know? So, hey. You’re on this page because you want more sales and you want more sales without having to lean on discounts all the time.

And I’m the email copywriter who’ll show you how to do that.

So maybe just start there. Like, keep it simple. But point is, will will this require more, you know, more education?

Absolutely.

Okay.

Do you see that as a problem, or is that just it’s that’s always.

Because it sometimes seems that when I look at no?

Okay. No. It’s not a problem. Okay. I’ll I’ll have like, for instance, in our case.

Right? So everyone’s the launch copywriter. Everyone’s like, oh, yeah. I can you know?

I started differentiating myself by talking about the fact that I’m not an order taker. I would wanna look at why do you need a sales page. Maybe you don’t need a sales page. Maybe you need something else.

Right? Mhmm. And now now there are a lot of copywriters who talk about it, a lot of them who’ve been through ready to sell, who, you know, have made proper optimization a part of their process. Being the strategist is part of the rest.

That’s the whole goal there.

But when I started talking about, you know, looking at all your courses before I write for the course you’re hiring me for, clients didn’t know why. Like, the other copywriters I’ve worked with would either just write the sales page they hired them to write or would write the email sequence. Literally, every testimonial I had from everyone, from Pat Quinn to, like, the, you know, crafters that I wrote for, the gardeners or everyone talked about the fact that they loved that I would go deep into their business.

Was it it wasn’t something that they even knew they needed.

But once they got it, it was like, oh my gosh. This is amazing.

So it’s not a problem. It’s just something that and you like I said, like, you will need to really, really talk about it every opportunity you get. So yeah. It will it is it hotter?

Maybe.

But then is it better?

Generally, when things are hard, it’s, you know, it’s great to do them because that means the rest of the competition is not doing it.

So Yeah. At least that’s how I would approach it. Yeah.

No. Thank you. That I I you just gave me a a extremely valuable coaching session. I can’t believe I just got that. Thank you so much.

And thank you so much.

You are the same thing. Awesome. Cool. Great. Any other questions? Any copy review requests? Nope.

All good.

I wish I did.

I’m not preparing any copy.

That’s okay. Don’t worry about it. Don’t worry about it. Cool. Alright. I would honestly, like, for at least Nicole, I know you’re you’re part of CSP, but I’m part of Copy Hacker’s team.

But, again, for the three of you, if you like, I would love to hear how you’re gonna be applying your positioning over the next week and the next month. Seriously, like, tag me in in Slack. Let me know. I feel like all of you need to be shining brighter, when it comes to different status.

So yeah.

Thank you so much, Perna.

You’re welcome. Thanks so much. See you all in Stockton. Thanks. Bye. Bye. Bye. Bye.

Worksheet

The Power-Packed Positioning Plan