How to Get the Best Results From Your Marketing Content and Copywriting

INTRO: After generating over a million dollars in sales and selling one of her businesses with a single email, your host Kathryn Thompson takes an unconventional approach to marketing and sales. So if you're ready to tap into a more powerful way to be seen, heard, and a sought after entrepreneur in your industry, without having to spend endless hours marketing your business and chasing clients, you're in the right place.

Be The Sought After Entrepreneur Podcast is here to help you ditch the cookie cutter, one size fits all approach to marketing and use your unique energy to effortlessly attract the most aligned clients. When you do this. You can spend less time marketing your business and more time doing your soul work and enjoying the richness of your life.

Welcome to Be The Sought After Entrepreneur Podcast. And here's your host, Kathryn Thompson.

Hey, hey, super stoked that you're tuning in this week's episode. I cannot wait to dive in today's [00:01:00] topic because I want to share with you what I actually mean by optimizing your marketing and sales content and copy and What it actually looks like in your business and how I actually approach it within Spellbound when I'm working with my clients and what to really avoid if you want to ensure that when you optimize what you're doing, you know, the impact of it.

Now, I am somebody who is very, very intuitive and definitely follows my gut and my inspiration. And somebody recently asked me, they're like, If you're so intuitive and follow this, like, inspiration and just kind of have this innate knowing of where to go and how to go there, so to speak, then how can you equally be in the data and in the numbers and in the tracking and all of that?

And my response to that question is very, very simple, is that it, to me, it's a balance. There isn't a one. or an other sort of perspective. I don't ever really approach my life in [00:02:00] that way. In my opinion, in order to really know what's working, we have to have the data. Yes, we can intuitively feel it.

Absolutely. But having that data there. To really assess what's working, what isn't working, to me is vital, not only for the success and to get really epic results, I say that in a little bit of a sarcastic tone, but to be efficient. I don't want to do work for the sake of doing work. This is a pure ManiGen thing.

Like, there's nothing that kills my soul at every level than just aimlessly doing work. That, to me, is soul sucking. And I know, hands down now, I never did before. I could never really figure it out. But, if I was just doing work for the sake of doing work, because I was getting a paycheck, or somebody told me to do it, AKA corporate.

I always felt excited at first. I was like, [00:03:00] Oh yeah, this is, this will be the job because I'm excited and yada, yada. And then I get into it. And months go by and we're kind of aimlessly doing work with no real purpose, or we're doing work because that's how it's always been done. Or there's A bunch of other directives coming down that are dictating the way in which we do the work, which would make things in my opinion, really inefficient, um, like having really long staff meetings that didn't really go anywhere that we just sort of talked and there was no real focus at the end of the meeting of, okay, what are we doing now?

And like, where are we actually going or what is the purpose of the meeting in the first place? I'm sure if you've been in corporate, you can probably resonate with this or that we're working on this project that. That really, in my opinion, could take a month, but ends up taking three years, or we're filling out, you know, paperwork for something that really didn't need it in the first place, and at the end of the day is just [00:04:00] creating one more paperwork, but more work for people when it doesn't have to be.

These are just some of the examples of why. I never really thrived in corporate because there was a lot of, in my opinion, inefficiencies and we could do things a lot quicker and we could cut out a hell of a lot more steps. Hello, Manny Jin. Now fast forward to now where I actually know that about myself and even more so know that Everything I do has to be done with this sort of intention and purpose, and if I'm just doing something for the sake of it, that's going to really, really drain my energy and really drain what I do and my life force in all ways.

And so, one The thing that is really important to me is to really understand the data and the metrics and not from a masculine controlling perspective, but from more from an efficiency perspective in saying that I can look at a process I can look at what people are doing and I [00:05:00] can spot very, very almost instantaneously where the inefficiencies are.

And why companies have energy leaks, whether that's staffing and, and human leaks, right? People doing the, a bunch of people in a position that are kind of all doing the same thing, that you could probably have one person in that role and that would be sufficient. Not utilizing the people on your team to the capacity that they are, which is an energy leak, right?

Because you've got these people on your team that could bring so much more value to your business, and you don't recognize it, you don't see it. Very inefficient or financial inefficiencies, right? So then you're spending all this money, maybe on tech. You see this a lot in online business world, like investing in all these little tech platforms that in reality, there's one out there that would do the one thing that you're paying 10 for, but you just didn't really realize it.

These are just some examples of why for me, the data and [00:06:00] understanding the marketing side of things is really important to me. and why leading with my intuition and instinct comes first and foremost, but having the data and the practicality and the groundedness is also really important. The other big piece of this is that I love to move really quickly and when I'm not moving quickly, it's really hard for me.

It's really hard. I get there's this like mundaneness or this boredness that comes in and I start to feel really disconnected when I'm not like, let's just move, let's just get it out there. Let's just test, let's just tweak and test and move really quickly in that. And so that's the other big reason of it because I don't spend a lot of time trying to finesse copy and content and trying to finesse every sentence to be perfect or every line to be perfect or I, I, I can't stay stuck in that, uh, because oftentimes your audience is going to really [00:07:00] speak the truth of what it is you're putting out there.

And that I can sit and meddle behind the scenes and try to perfect everything. But in reality, I'd rather get feedback because the feedback then allows me to, to make the tweaks and shifts I need to make very, very quickly, like instantaneously. right? So I would rather spend the effort and the time getting maybe something that's not as perfect out into the world, so that therefore I can optimize it.

And by optimize it, I mean improve it. And the way in which I improve it is I look at the data to see what needs improving. And I want to walk you through exactly how I do that with my Spellbound clients so that you can get a perspective of the way in which I'm looking at the marketing copy and content.

So let's just say we have a traditional funnel that is an opt in page to something, whether it's an ebook, a free hypnosis, a meditation, a workshop. Whether it's live or evergreen, it doesn't matter, but we've got this funnel, and let's [00:08:00] just say this funnel, we're running ads to it. So we've got ads that run to an opt in page that then give people some type of freebie on the back end.

Let's just say it is, uh, Evergreen Workshops, they can opt in, it's an on demand training, and they get to watch this training, and then, Behind the training, there's a sequence of emails that go out to nurture the audience to potentially pitch a sale of some sort. That, to me, is the entire funnel, right? So it's, it's not just the opt in page that we're looking at, it's not just the masterclass we're looking at, it's not just the emails we're looking at, we're looking at the entire sequence.

And the data that I look at In order to assess what needs optimizing, and optimizing just means improving, to get better results, I look at data that will tell me that. So for the ads, for instance, if there's a hundred [00:09:00] people that are clicking on that ad, but only One or two people opting in. I almost know instantaneously that it's the opt in page that needs to be optimized.

And the reason why is because if you're getting a hundred people clicking on an ad, we know the ads performing, we know people are clicking on it, so they're taking action, but we're losing them when we, when they land on the opt in page. So I look at opt in page conversion, anything below 30 percent to me needs optimization.

And. What will cause a page not to be like to have high conversion is about 75 percent of it is going to be the copy and 25 percent is going to be the design and an opt in page, in my opinion, needs to be written and designed for direct response. And that is a [00:10:00] skill that direct response copywriters bring to the table.

I'm not going to go into what that is on this episode, I just wanted to break out the funnel for you and how I look at the data and what data I'm actually looking at and how I know what tweaks to make. And when. So that's one example. If you get a hundred clicks onto your ad and only two people are opting in, you have a very low conversion rate on your opt-in page.

So we know the copy on that Opt-in page needs optimization. Now, one of the biggest mistakes I'll see. and I shared this on last week's episode, was how we make things, we create content and copy oftentimes in the micro. So we're writing the page without thinking about any of the other bits and how it all fits together.

And that's one of the biggest mistakes I see when I see somebody's ads performing really, really [00:11:00] well in terms of people clicking on it and their opt in page doesn't. And I'll go look at the copy on the Ads and then I'll look at the opt-in page copy. And the opt-in page copy is not in alignment with the ad copy.

And so by in alignment, I mean the ad is like advertising. Let's just say click here to learn how to, um, rewires of a conscious thought. To bust through your limiting beliefs in X days with this on demand free training, and then when you land on the opt in page, it doesn't even really talk about subconscious blocks.

It talks about reaching your highest potential. That has to be in alignment. The language that you're using in your ads has to be almost identical to the language that you're using on your opt in page. Who you're speaking to, why you're speaking to them, what they're going to get, because if they go from the ad of like subconscious mindset, and that's the thing that hooked them in, that got them to take action, [00:12:00] and then they go to the opt in page and you're talking about reaching your highest potential, and you don't even really talk about busting through subconscious blocks, they're going to get there and go.

But I want the subconscious block thing, and that's not what this is, obviously, and so then they bounce. Or, I often will see a design flaw, right, where there's a ton of text above the fold, and the opt in form, you have to scroll a really long time to even get to the opt in form. The opt in form and that button needs to be above the fold, and by above the fold, I mean when they land on that page, that's the first thing they see.

Copy that gets them to So that's one area that I look at when I'm looking at the data. And then from there, if we're getting people opting in, let's just say we have a ton of people clicking on the ads. We've got a 30 to 40 to 50 percent conversion rate on your opt in page, but we're not really [00:13:00] seeing people then take the next step, which is either book a call or buy your thing.

then the data that I'll often look at is I'll look at, are people actually watching the training in the first place? Because you can get a lot of people through your funnel and opting in, but if they don't actually sit and watch the training and they don't actually even get to the pitch where you position the offer and you invite them to book a call, then it doesn't matter.

They've missed it, right? So they're not actually going to book the call in the first place because they actually never got there in the video. And usually within the first three minutes of a video, I can tell whether people are going to stick around and watch the video. And there's a weigh in method that I teach within Spellbound to ensure that that happens, that people sit and watch that first three minutes.

So then therefore, they are intrigued to continue to stay. Because again, we want to think about this as a customer buying journey. that just because somebody opted in, just because someone clicked on your ad doesn't mean [00:14:00] they're going to opt in. Just because somebody opted in doesn't mean they're going to pay attention and watch your video or even digest your freebie, whether it's an ebook or hypnosis or whatever.

Everywhere along that customer buying journey, we've got to create content that further entices them to engage and to pay attention, which This happens through that ecosystem, right? The follow up email sequence that you write and send will play a factor in how people come back to watch the video. Do you have a strategy where you can reach out and DM the people to check in to see if they've watched it?

That's a beautiful way to connect with people. Is to connect on that way of like, hey, did you get a chance to watch it? That's a beautiful way to do it because lots of times people opt in and then they forget they opted in or they got busy or they clicked on it and then they're like, oh, wow, this video that, um, I'm have to watch is 35 minutes and I don't have 35 minutes right now.

So then they go away and they forget about [00:15:00] it or they. Say all come back to it and then they you know, they don't because they get sidetracked. There's lots of reasons It's not because they're like, oh man, this is shitty It's just there's lots of reasons why people can get sidetracked in the moment Or they don't know what they're opting into per se like they don't know the commitment that's being asked of them So that's the next piece of Um, optimization I'll look at is, are people watching the video and if they're not watching it, is there a different way we can present this?

Can we still present the video, but can we present it in a different way that would be maybe more enticing for different people? Like just a straight audio instead of having people to have to sit and watch a presentation? Or can we create a printable downloadable, you know, so that that's there as well so that they can then print it and read it?

Can we speak to the different, you know, ways in which people want to digest content? That's how I would look at optimizing a [00:16:00] video, um, if the play rate of it wasn't great. Now, most people will watch 20 25 percent of the video, and if they're not even watching that, then, then it's the video or the on demand training that needs to be optimized and the way in which we position it.

But If people are opting in, you've positioned it well enough to get people to opt in, it's a matter now of is the video too long for my audience? Do I need to deliver it in a different method that will, you know, entice them to sit down and listen to it? And then, if people aren't buying or booking calls or whatnot, then I look at the email sequence.

And the email sequence is probably one of the last places I'll look, to be honest with you. Especially when you're creating a funnel, because in my opinion, we've got a Get people to come through the funnel. Like, if we're not getting enough people to even come through the funnel, like, if you're getting one person every 10 or 15 days, I mean, that's really not enough people to go through your [00:17:00] experience to then turn around and buy, right?

So, to me, the goal, anytime you're building any type of customer buying journey, the goal initially, if it's new, Is to have attract people into your world, attract people into opting in what you're doing, and then once you have enough people through, whether that 60 or 70 people is kind of an aim within Spellbound, I often have people look at, I'll say, once you hit 60 or 70 people through your experience, then I'll start to really look at the sales side of things because you have enough people moving through, um, in order to start to experience, That, the sales side of things of it.

But the emails are really the last thing I'll look at in terms of optimization, because like I said, we need enough people through to then also open the emails, right? And the things that I look for in emails is open rate, which then tells me. If people are opening it at 40 percent or greater, which to me is the measurement I'm looking at, I want a 40 [00:18:00] percent open rate, especially on something that people are opting into because they've raised their hands to get a specific thing.

Um, then I look at the open rate of that. And then I also look at click through rate. So like, who's clicking through and what are they clicking through to? And when they click through to the thing, whether it's a sales page or a book a call, like why aren't they then booking the call or why aren't they then, you know, buying the thing, so to speak, right?

So then you can look at all of the data. And the data that I'm looking at for open rates is 40 percent or greater. The data I'm looking for to indicate what needs optimizing for a click through is 2 percent or greater. So if, if you're even getting a 2 percent click through rate, then we have to, the, the content within the email needs optimization.

And if people are clicking through at a great rate, but they're not buying, but they're landing on a sales page and not buying, then we need to optimize the sales page or we need to optimize, um, the call booking form if, if it is a calendar, [00:19:00] that sort of thing. So. Those are, that's how I look at the funnel from a big picture when anybody comes to me within Spellbound, I'm looking at it from that perspective and I'm going, okay, what needs tweaking?

Now, you might be thinking, well, what do you tweak first and, and how do you tweak everything? And it's kind of like baking a pie, you know, you would follow this recipe to put the pie together and to bake it and let's say you put it in the oven and you cooked it and then you took a taste of it and you're like, oh, it's okay, but I feel like it's missing something.

You wouldn't then go to your cupboard and start to add in all these things that you think it's missing, right? You would take one ingredient and change it to make sure that you're not changing the whole essence of the pie Because then you would never really know was it the cinnamon that I added that made the difference or was it the vanilla?

Or was it and you would never really know and then you couldn't replicate that Recipe. The same is for your funnel. So for me, I don't go in and change the opt in page if [00:20:00] the conversion rate's low at the same time as I change all the ads, as the same time I would change the emails because then I would never really know what really made the impact.

Was it the ads that drove more people through that then got more open rates or was it the way in which I changed? You know, the masterclass by offering just an audio and a downloadable, you would just never know. And, and again, I'm all about efficiencies and I want to know exactly what's working, what isn't working.

So therefore I don't do work for the sake of doing work. And so if it's a new funnel, my brain goes to, I want to get enough people through my funnel. I want to attract enough people into my world. And once I get enough people into my world. And I've optimized the front end of the funnel, in my opinion, the ads and the opt in page and the masterclass or whatever it is that I'm offering.

Then I can start to really look into how to do the emails. So my funnel has been running for about a year. My selling the [00:21:00] invisible training has been running for about a year and I have not touched my emails at all. Granted, The tweaks and optimizations that I've made within what I do have performed really, really well.

So, again, the emails are something that I would look now to sort of optimize. Can I send 8 emails instead of 14? There's 14 in there right now. Do I need 14? I don't know because I haven't actually looked at it yet. So this is me being fully transparent with how I approach my business, but also how I look at my clients within Spellbound.

I, I don't, I'm not doing things within my business that I would, Ask other people to do in a lot of ways, right? So I'm very much walking my talk and that is how I approach it. And now it might feel like you might be listening to some being like, Oh man, this feels so like rigid or structured or very heady.

And it is very heady. It is very, um, analytical, right? It's, it's very much that analytical perspective of what we're [00:22:00] doing. However. Everything that I've done in my business, creating Selling the Invisible, creating Spellbound, came all from intuition and instinct, the way I designed it, the way I created it.

The way in which I recorded the masterclass, I didn't follow a script. I didn't really think about it. I just put it together in a way that felt really good for me and felt good for me in a way that I wanted to share. And then when I recorded the masterclass again, didn't follow a script, just talked the same way I just show up and talk on the podcast, right?

Which is all my intuition, but also The depth of knowledge and wisdom I carry because I've been doing it for so long that it's not fake, right? I'm not having, I can't fake it because it's, it's within me. It's innate. It's what I know. And I'm not saying that people that are scripted are fake. I'm just saying that like, if you know, you're the topic you want to talk about.

And you're going to approach it from a non [00:23:00] judgmental place. I'm talking about you being non judgmental to yourself. And you're just going to share authentically. The words will just naturally flow. So everything that the essence of what I've created spellbound, my lower ticket offers, the offer architect, the alchemy of attraction, all of those came very intuitively and instinctually.

And I created it from that perspective, but I've also created space in my business to optimize it because I don't like to sit on things for too long, meaning I don't want to sit here and just perfect it, right? Like, sit here and perfect the copy and content. When I wrote the sales page for the Offer Architect and the Alchemy of Attraction, like, I just did it in a.

I think they were done in like a day. My assistant said to me, I can't believe you pulled that off so quickly. And I was like, well, I just wrote it. And yes, at some point, I'm sure it needs to be improved and optimized and all that. But I can't do that unless I get it out into the world because that's what optimization is.

It's [00:24:00] feedback from your audience and it's feedback with them either not acting or taking action or anything. Um, That will tell you what's working and what isn't working. And so I'd rather, from my own intuition, know what I want to put out into the world and put it out in a really messy, quick way, to then be able to tweak and change it based on the feedback and based on the data that's being presented.

So it's It's a combination of the two. It's a balance. There's no, there's no, um, all or nothing. There's no doing just this, just intuition, just inspiration. It's a combination of the two. And in my opinion, that's what we need in business. We need the balance between the feminine and the masculine and whenever people fight that, that to me is an identity.

thing that has to happen within you, right? If, if you're fighting the structure and you're fighting the masculine side [00:25:00] of business that in my opinion needs to be here simultaneously with the feminine, the intuition, the instinct, then it's an identity thing. Then we've got to get to the root of why we're fighting that so hard.

What is it about the masculine? What beliefs do we carry about it that are telling us that that's too rigid, that's too structured, that's too whatever. Um, To me, we need both. We need the groundedness in our business. We need the structure, or at least that's my opinion. Again, I come from a perspective. I don't just want to do work for the sake of doing work.

It's never been my thing. It drains me so energetically. It depletes my soul on every freaking level. Um, and I have. an innate wiring that I need things to be efficient and I need them to be efficient because I am a, that's how I'm designed. I can't do steps for the sake of doing steps and things that take longer or added steps that we've put in there for whatever reason [00:26:00] feels very draining to me in a lot of ways.

And so how can we do it in the most streamlined way? And how can we do it in a really quick way is kind of how I move through, through life and through the world. And so I'd rather get an opt in page created, designed out there into the world with messy act, like copy on there. And Have people look at it and, and go through it.

It's funny because, you know, a lot of times I'll talk to business owners and I've supported again, like hundreds of them and the, the ads that perform the best and the opt in pages that perform the best and all of that are usually the ones that are like. I don't want to say basic, but are just like, I just shot a video sitting in my living room.

Like the ad that performs the best for me is literally me talking to the camera, sitting on the couch in my living room. And there's, I don't even think I have texts. Like, I don't even think I have the captions over it. I think it's just me talking, um, or a static post, right. That I just created quickly in [00:27:00] Canva.

Um, and other. As you can tell guys, I am not as pig headed. So I will just do what we're doing today. I'm going to show you a bunch of things for that. Y'all heard the buzz when I announced the book points, mind jammed with how amazing this new project was. also not an adoption book. I'm only talking about the new books currently out.

There's a tremendous amount of delay in customer encounter. ad specialists who have been doing ads forever. Um, people that just teach in ads and, and, and they'll often tell me that the stuff that's overproduced, the stuff that's like, you know, looks like it's been done in a cinema, graphic design professional, and not to downgrade graphic designers or anything like that, but it was just like, those are the ones that perform.

least best because, you know, I read a book a long time ago and I've shared this before and it's called Instant Appeal and the woman that wrote it did a ton of academic [00:28:00] research around what naturally draws people towards other people and what builds trust. Almost subconsciously. And it's, it's one of the things is flaws, flaws in imperfections and flaws.

People tend to trust those people more than somebody who has a perfectly curated, perfect captions, all of that, because it's not as authentic because we're not. We are humans and we're imperfect and that we're going to have typos and our design might be off center slightly and we're not perfect beings and to come across as perfect in our copy and our content and our visuals then portrays this image that there's something that we're hiding or that people can't really relate to us because they're like, well, I'm not that person and that person seems to have it all together.

And I'm just like this hot mess over here doing my thing, you know? So. That is like scientifically proven and she's done a ton of [00:29:00] academic research on it. I'm, I'm, I'm thinking it's a she and now I'm, I'm second guessing the author of the book. I read so many different books, but, um, I think the book is called Instant Appeal and it's all around, like, what naturally builds that trust, that know, like, and trust.

With people, and she did a whole case study, and I think I've shared this before. She did a whole case study on a guy that was on trial. I want to say for like murder or something and whether or not the jury would trust him over others. And they she did a bunch of studies and the jury was more likely to trust somebody who was.

you know, maybe a little chunkier or had glasses on or had messy hair and you'll see that in court, right? You'll see that with a lot of defendants when they come into court that the pictures that have been shown maybe before online, they've got like makeup and their hair done and they look all prim and proper and then they get into a courtroom and they've got.

you know, a braid in the back of their hair. Their hair is very sort of basic and natural. They have no [00:30:00] makeup on. They're wearing like very basic clothing, nothing flashy, like black pants and a black top or something like that. You'll see that. And that's why defense lawyers get them to dress and look that way because They look like everybody else.

They look like the jury, right? And so there's this natural appeal that people are drawn to you or able to trust you, or it creates that innate trust without you having to say a word, because usually a defendant on a murder trial is not really talking. Sometimes they'll get on stand, but that's usually not a strategy that they'll take.

Sometimes they will. but oftentimes it's like, we're not putting you on the stand because if you talk, then therefore they'll be able to maybe get a better sense of whether or not you're telling the truth or not. Um, and so it goes straight by body language and, and look right. And how you're looking and how you're dressed.

And the more imperfect you look, the more [00:31:00] likely someone's going to trust you because it's authentic because we are imperfect beings. So with that, I'm going to leave you. That is how I look at optimization and why I always leave room for optimization and why optimization, in my opinion, making things better, improving things is a vital process in your marketing content and copy.

And if you're looking at your content and copy on the front end of needing to be perfect and on point and creating epic and rapid results from the get go. You're likely going to stay stuck in this sort of spinning because you're never really going to get a sense of what's working and not working in the first place.

Because once you optimize the funnel, like once you get that conversion rate on the landing page to get to a certain place and you, you optimize it, it's working tickety boo and you don't even really have to touch it. But if you're constantly meddling with it and never really getting it out there or not even really knowing what to tweak and what not to [00:32:00] tweak or not even knowing how to assess the performance in the first place.

You're gonna might have the perspective that it's not working and that it's not performing and then you go and change and tweak and Throw something out all together. I just had a conversation with a client about this Well, maybe this opt in isn't the right opt in and I'm looking at the data. I'm like your data is phenomenal We just have to refine it now We just have to spend a moment here to optimize and refine it and this will take off more than it already is.

We're already seeing an epic return on, on the work. But again, it comes back to that perspective and it comes back to the identity of the human that is running the business and the way in which we look at it. And our perspective will dictate how we perceive our reality. And if we're constantly looking at our reality of like, it's not good enough, it's not working.

Or the fix it mentality. I need to fix it needs to be better. We're going to stay stuck in that overthinking and we're going to stay stuck in mediocre results in a lot of ways, or [00:33:00] we're going to stay stuck in hiring people in our business and then never really recognizing or understanding. Either the results or the value that they bring to the business and the performance that they bring, or you'll never really get the best performance out of them because you never really give them a chance to perform and to perform well.

And I've seen that happen a lot, especially in like the multiple, um, seven figure business. Like when you're starting to really hire high level team members in your business, there's a whole identity shift that has to happen as a leader to be able to onboard these higher level, um, employees into your business.

And in order for them to perform right. And to, to actually bring what they bring to the table to get results in your business, you have to understand the results. One, that you want them to. Be The Sought After Entrepreneur Podcast, enable them to be able to optimize. You have to give [00:34:00] them space and create space, um, to optimize because to me, I'd rather do one thing really, really, really freaking well than try to do a hundred things mediocre.

That to me is just energy leak, financial, time, all of it. So. That is exactly how I walk my clients through it. I look at that entire funnel. I want to look at it all. And then I identify what needs tweaking. And 9 times out of 10, when you're building out a new customer journey, 9 times out of 10, it's either going to be the front end content, whether it's an ad.

or social media content and the opt in page that need refining first. So if you're not getting enough opt ins, but there's people clicking on it and landing on the page and viewing it, it's going to be the opt in page. But if you don't even get people clicking on the ad or clicking on the social media organic content to even view the page, then it's the front end content.

So it'd be the ad visuals, the caption, it [00:35:00] might be the targeting of the ads. And if it's organic content, then it's the content you're putting out organically. So the social media posts you shared, or the story post you created, or however it is that you're promoting it organically, it's the angle in which you're communicating it that is likely the thing impacting why people aren't even clicking.

So. The angle, the hook that one captures people's attention, which is really, really important. And then the call to action, the thing that's going to get them to click the link to that is all copy. So if you listen to last week's episode, this is what I'm talking about is copy your hook and that CTA is copy.

It's the thing that's asking people to take action. And it's the thing that's asking them to go to the opt in page. The opt in page is copy, right? The webinar is content. A webinar is the thing that's going to build the know, like, and trust. An e book is going to build the know, like, and trust, because somebody's going to download your e book and [00:36:00] go, This is all fluff, or there's a ton of value here.

If I'm getting this much value in a freebie, then I can't imagine what it would be like to work with this person. Right? So that's the content. So there's content and copy interlaced all along, and it's the copy and the content that you want to refine, obviously. And so it's that front end content and copy at the beginning of that funnel, in my opinion, that would need tweaking if people weren't clicking or opting in or taking action.

And that usually comes down to, like I said, the positioning of the, of the freebie in the first place. So it's, it's positioning it. It's the hook that's going to get people in. Um, and inside. Both of my new lower ticket offers, the Offer Architect and the Alchemy of Attraction, I boiled down the 20 enrollment igniters that I help people come up with basically to use to get people like have that demand for what it is that you're [00:37:00] doing and that everybody will have a different unique sort of angler hook that will draw them naturally in, especially if you're selling the invisible and you've got these nuanced ways of supporting people.

So. With that, I'm going to leave ya, and I hope you're having a fab day, and I hope this has been super helpful, and be sure to subscribe to the show so you don't miss the next episode. Cheers! Thanks for listening. We'll see you right back here next time. You can also find us on social media at Creatively Owned and online at creativelyowned.

com. Until next time, keep showing up as your authentic self.