Toon Training

In this session, Kate will discuss all things SEO copy-related.

In this session, Kate will share her methods for project management that you can apply to your copy business.

Come along to ask Kate all about Client Management

• Pitch Examples

Imaginary job 1: Piggies

Hi, I’m Bob, I’ve started a new business washing piglets ‘Moistpiggies.com.au and I need 20 x 200-word blogs for my site to make my SEO better.
Budget: will pay for good results.
Deadline: Not given

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Imaginary job 2: Sweaty agency

Hello, it’s Jai from Trendy Agency Inc. Our client is an amazing new brand of sweat undies, that make you sweat as you train. We’re looking for a sales page, TOV, and email funnel. What’s your day rate?
Budget: Not given
Deadline: Yesterday.

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Imaginary job 3: Yoga Sue

I’m Sue, I have a Yoga studio in Manly, I’ve worked with a copywriter before but it didn’t go well. She didn’t get my mission. Looking to work with a copywriter to breathe fresh life into my website and socials. Namaste.
Budget: $200
Deadline: Not given.

In this session, Kate will answer all your money questions from her own Copywriting experience.
Covering:

• Why there is no perfect price
• How to handle ballparking
• Retainers and discounts
• The basics of Profit first
• How to overcome pricing objections
• How to know your value and overcome money mindset issue
• Rate cards and prices on your website.

And so much more.

COME WITH QUESTIONS, this is a live Q&A with no presentation, just a chance to chat about lovely furry money.

Kate tackles a lot of detrimental beliefs many copywriters have and how you can overcome them. She also provides some great tactics as to how we can improve our motivation and productivity in our business, without letting our ‘mind stuff’ get in the way.

Kate suggests keeping hobbies and interests that are just for us and have nothing to do with our business or making money – to enhance our overall happiness.

Kate shares her story of mindset and motivation…

• Kate started her copywriting business while pregnant with her son and out of sheer necessity to make money.
• She says her desperation to bring in an income gave her more motivation to put herself out there and get more done.
• Kate speaks about her lifechanging moment at ProBlogger.
• Kate also explains how she never used to believe she was good enough to be a speaker or to write a book.

Her philosophy is ‘Be More Shark’…

• Be bold and stop overthinking.
• Be bold and stop overthinking.
• Stop worrying about what people think.
• Jump in and give things a go, more often.

Kate says instead of dwelling on the worst thing that can happen – and start wondering what’s the BEST that can happen.

Most people don’t really care what you’re doing, as much you think they might.

Kate then runs through common copywriting mindset issues and how to overcome them, including:

• I am not a copywriter.
• I don’t have enough experience.
• I don’t have enough qualifications.
• I can’t charge that much.
• The client hates my work.
• I am so overwhelmed.
• Everyone is better than me.

Kate then gives her hot tips on how to improve your ‘mojo’, including:

• Stop looking for motivation – crack on regardless of how you feel.
• Just start taking action.
• Set achievable goals.
• Create a morning routine.
• Invent micro-challenges.
• Have a nice things folder.
• Mix things up.
• Don’t let setbacks stop you.
• Create rewards for succeeding.
• Create consequences for not succeeding.
• Monitor your progress.
• Be grateful.
• Drop the things you hate.
• Don’t go it alone.

Kate then chats to various members about their challenges and how they overcame them while offering her valuable insights.

Notes

:00 – Start, intro, mic and video check
:03 – Information Architecture
:05 – What is Website Architecture – Intro
:06 – Cognitive Psychology into and why it is good for architecture
:08 – IA & UX Intro
:09 – 8 Principles into – Content, Choices, Disclosures, Examples, Objects, etc
:13 – spoke more on 8 Principles (I may have that title wrong, sorry)
:16 – Front Doors, Classifications, Navigation, Scale
:18 – Front Door example
:20 – Looked at Chat Questions
:21 – Restarted presso/ YOU ARE NOT YOUR USER
:25 – Examples of KEER and structure of NAV
:26 – Main 6 Needs/ PARRRS
:28 – The Process (explained pyramid)
:31 – What IA Involves
:33 – Recamp: Basic AIM/MARR
:34 – Looked at chat/answered questions
:36 – SITE MAP
:40 – USER FLOWS
:42 – NAVIGATION
:44 – NAVIGATION RULES
:49 – checked chat and answered questions
:51 – Screaming Frog example
:52 – WIREFRAMES
:55 – How to Create SITEMAPS
1:00 – Your Homepage should show the BIG PICTURE
1:02 – WIREFRAMING TOOLS
1:03 – What to charge
1:05 – answered questions and ended training.

Email templates

00:00 Welcome and Introduction
2:00 Logo Selection
6:49 Testimonial Pages
7:39 Question: Where do you find photos to use for testimonials?
8:00 Testimonial Pages, including Google My Business reviews
15:00 Question: Tips on getting more GMB listings
17:00 Portfolio Page – What to include
20:00 Question: Using Typeform to get testimonials
21:35 Question: Best use of case study?
25:43 Question: Can you use links to people’s LinkedIn profile if you’ve written them?
26:30 Client Pages
29:00 Using PDF’s to highlight your credentials
38:00 Question: How do you showcase sales letters that are confidential?
40:37 Question: If you have to pick one (Gallery, Samples or Case Studies) which do you choose?
41:50 Question: Just starting out – focus on sample/portfolio rather than case studies?
44:00 Question: Do you put your full T&C’s on every proposal
45:56 Question: How do clients sign and return the proposal to you?
48:11 Question: Using case studies written in previous careers etc
50:00 Question: Do proposals document scare clients off?
57:48 Close

Tools: Screen grab plugin for chrome: Full Page Screen Capture. Also can print to PDF

I review two emails from members of the community.

KT explains how to write sales pages to sell our own services as copywriters and how to write copy that sells for our clients.

Tip: Most people, when they hit your site, they’re already on the road to you. They’ve searched for copywriting. They want to be reassured that the business decision they are about to make is a good one.

Kate shows two of her best performing pages:

1. Small business copywriting page

Small business + website copywriting. This became her best performing page.
She wanted to give the page some personality so gave it a James Bond theme. KT used a little bit of humour and personality throughout the page. DON”T abandon your personality, just because you are writing sales copy.

Follow a basic copywriting formula.
PAS: Problem, Agitate, Solution.

Problem – Starting out in business
Agitate – Can’t write
Solution – Kate Toon will do it. Choose me because I am experienced, affordable, lovable, organised and awesome.

Kate outlines:

• How she uses samples/case studies
• How she addresses potential concerns head on.
• The use of testimonials – artfully pick some different testimonials that address the concerns of your customers.
• Price
• Why she includes FAQs. People don’t read copy, they scan.
• Call to action.

2. Full On sales page.

Each of the pages under the Courses tab is a sales page (even the free one).

Same approach:
Problem – agitate – solution.

Who is the course for? Testimonials with pictures are powerful. If I see someone like me, I think I can do it too.

Justification – expanding it now. Why do the course? What do you get?
Break down the subject matter into chunks.

Then a call to action.

Then keep going: stacked testimonials (one line that sums up). Knowhow, approachable, money. Each testimonial serves a point. Be selective.

Kate walks us through her whole Mega Page, identifying how and why she’s used certain elements in her copy.

The site has changed over time but she has sold 500 courses through it now.

You can sign up for free and run a few projects and see how it goes.

Projects – add a project by clicking + then add team.

Once within a project you can add a task.

Within each task you can:

Assign it to a person
Assign it to a person
Give it a due date
Like it
Tag it in different colours
Set up sub-tasks

A standard flow set up for every single copywriting project that you run.

• Pre sign-up
• Copywriting
• Project sign off

Add people into projects by inputting their email address. Asana sends them an email and invites them to join the project.

When you log in you will see your list of tasks, or you can look at individual projects. If you’ve set it to allocate a task for a certain day, it will alert you when you need to do the task.

Asana enables users to have conversations about a particular project. This eliminates the need for emails. Everything to do with this particular job happens in here.

1. What to do after the initial brief:
What to do after the initial brief:Get inquiry. Raise a quote/send a brief, 50% deposit up front. Then, full briefing on Skype. Talk through every page of their website and look at competitor’s sites as a starting point

2. Creating a skeleton deck
Go through the deck and fill in any details that you can. Create the pages that you have agreed to do for the client. Then, add bullet points highlighted in yellow. As you go, put as much information as possible and put it on the right page of the copy deck.

Then, annotate the skeleton deck with questions that you have for the client to answer.
Send the skeleton deck to the client and schedule a call for very close to this time. Go through each page and ask them questions as needed.

3. The four stages of copy deck writing

Skeleton Draft.
First draft – 80% finished. The more involved and integrated you get the client, the more they will love the copy at the end.
Second draft – 99% there. But there will be typos and errors; focus on getting the content right. The polish will be done later.
Third draft goes for Proofreading
Then it is signed off and final. End of project sign off template.
You can offer an extra service to review the copy once the site is up.

4. Wireframes
These can be a lot of work. Cost it separately. You can upsell this service.
Other than the order and types of content, don’t feel that you need to worry about the UX. It is the designer’s job.

5. Sitemapping
KT recommends Slickplan for site mapping.
Additional fees for coming up with a site map.

This is an example Loom video I made for my client You can use use Loom here: Also here’s the email I sent with this video: