Episode 087: Show Notes
Today we are joined by Tara Bosler of T. Bosler Writing. She is a copywriter, y’all, for creatives just like you. We are super excited for you to learn from Tara and we want you to have your ears perked up because there’s a funny noise in this audio that we are not going to cut out and we want you to try to guess what it is before she tells us. Because to me, it doesn’t sound anything like what it actually is. Suspenseful!
Inside this episode, we are talking about how to be authentic in your writing and how to use your conversations with not only your friends, but also your clients, as intel to use on the things that you spit out into the world. We are talking about whether or not it’s okay to be grammatically incorrect and we get into some details about how to hire a copywriter. We know this sounds simple, but Tara breaks it down to make it even better for you inside your business. We can’t wait for you to jump in and start writing some copy, and we are super excited for you to listen to this episode!
Being Authentic In Your Writing Style
Tara is a real anti-template copywriter gal — so many of the opt-ins we see are templates, and if we Google something, we just get a million templates.We’re kind of inundated with them. Now, she’s not saying templates are inherently evil, because she doesn’t believe that. But she thinks that it is really easy to misuse them. If all you’re doing is filling in the blanks of a template, that’s what it’s going to sound like. A template can be a great starting point, it can be a great guideline, but it’s not going to resonate with anybody. You need to make sure your voice is in there because you cannot use the template to create your voice.
Getting the Words Out
Tara shares with us one exercise that she calls the “Brand Language Word Bank”. You go through all of your foundational copy and you can kind of free write it, it doesn’t need to be super perfect. Write out things like your mission statement, your manifesto statement, your elevator pitch, and your ideal client profile. You don’t have to start at the beginning, which sounds counterintuitive, but just start writing somewhere, simply just to get something down even if it’s not all super perfect,. Write all of that out and then what happens is that themes emerge. Empowerment, freedom, expression, creativity. Those become themes from there. Those are going to be your anchor words and they should always come up in your copy. But then brainstorm on those words so that you have things to pull from any time.
Thinking About Your End Goal First
When it comes to writing your copy, you have to think about the end goal first. So thinking about what the purpose is or what the call to action is should always be the driving force and the catalyst for everything that you write. Whatever that call to action is should always be at the end. However, keep in mind that the call to action always has to be the first thing on your mind when you are writing something because otherwise, you are just journaling. Which is fine, but put it in your journal. Don’t write a web page or an email with no call to action and no purpose. Because that’s meant for your diary or for an email to your mom. That’s it. Otherwise, there needs to be a call to action.
Reviewing Your Copy Objectively
According to Tara, your copy and post writing should always be thought out. So, writing it, stepping away from it, and then coming back to it after sleeping on it is really helpful. Another important point of objectivity is to have intentional groups of friends and masterminds where you can connect with people outside of your industry to pass things back and forth to get their input and a fresh pair of eyes on your work. Next, you need to make friends with people that should be considered your competitors. Too often we are like, “that is a competitor”, when what they actually can be is a friend, because there’s plenty of business around for everyone. Tara suggests making friends with people that are in your field and if you are nice to them, they will help you. They have probably been around the block a few times, so a little bit of insight from your competition can be a great stepping stone.
The Different Stages of Needing and Hiring a Copywriter
There are lots of stages in making the decision to hire a copywriter. Some people really struggle to find their unique voice, so they need a lot of help. Then there are people that really just need help with one specific project. Interestingly enough, that tends to be an about page or something specific like that. It could be that they need help to create their brand language. Then there are people that don’t want to do any of their own writing.
Tara finds that it is less about skill and talent and it’s much more about, “Are you ready to let this part go?” Because that is what outsourcing is all about. Initially, you have a trial period where you see what their portfolio looks like and what kinds of work they do, which may or may not work for you. So understand the stage you are in, learn to delegate and let go of the things that take up time you could be investing some place else.
Things to Ask a Writer Before Hiring Them
Tara actually has a checklist for the things that you should ask a writer before you go and hire them. This list consists of handy things, such as, “What’s your process? What’s your workflow?” Tara also explains that it sort of doesn’t matter what the answers to those questions are, but a good writer should definitely have an answer. Next, Tara is very intentional about doing video chats. You don’t know them, you don’t know their voice, you don’t know their brand, you don’t know their business and so understanding what that workflow looks like, what the timelines look like and why should all be hashed out in a good, solid, purposeful, intentional conversation that flows for both businesses, making sure that both businesses have the same kinds of priorities. Simply put, you want to know their authentic voice.
- Why templates suck and everyone should start writing the way they truly are. [0:04:44.5]
- Exercises and strategies to get the words out, and simply write something down. [0:16:19.1]
- Thinking about your end goal first, and the importance of being completely clear on your call to action. [0:20:10.1]
- How to review your copy objectively through other sources of feedback, without a third party editor. [0:24:27.1]
- The different stages of needing and hiring a copywriter for your business, and how to let go. [0:29:26.0]
- Things to ask a writer before hiring them, to ensure that they understand your authentic voice. [0:37:28.1]
- Do a self-audit.
- Create the brand language word bank.
- Measure it against or using it to build your copy.
- Niche down and figure out how to be you.