About Abby
Abby Wilson is a D.C. based business copywriter, web designer, and developer.
She started Tailor Framed because of her frustration with many B2B business websites currently online that lacked a clear strategy to increase conversions.
She was first introduced to coding in college. With her research background, she decided to combine her experience with problem-solving and her knowledge of how to build and design websites to generate solutions for business problems.
What are the biggest marketing mistakes you see?
- Businesses aren’t investing in copywriting.
- If your copy could be on a competitor’s website, it isn’t good. It should uniquely apply to your business.
- Your copy should be a major part of your brand.
- There needs to be a clear path to purchase that includes macro and micro conversions. There should be major call-to-actions, but also smaller ones to get them in the door.
Where should I start? What's the biggest bang for my buck?
- Figure out your brand!
- Who are you as a company?
- Who are your customers? Create customer profiles.
- What does the buyer journey look like?
- Once you have this, then you can start working on the design and copy of your site.
What does your copywriting process look like?
- First focus on the brand — Create a brand messaging framework. Create customer profiles. Discuss your brand voice and primary message. Make sure your message is clear and addresses a core desire of your customer.
- Talk to your customers! Conduct interviews or send out surveys. Use your customer’s words in your copy. Talk like they talk.
- “Copy is not written. Copy is assembled.”
The role of podcasts in marketing
- Podcast listeners are super loyal. It’s a great way to build brand loyalty and a voice.
- The longer your podcast goes the larger your fan base will build.
- Podcasts can be a great lead generation tool. Interview your ideal client and build relationships with potential customers.
Creating trust through copy
- Once again, interview your customers and weave their words into your copy. If you sound like them, they’ll trust you more.
- Social proof helps create trust: Use testimonials, case studies, logos of companies you’ve worked with, and numbers and statistics, any way you can prove results.
Creating relationships online
- When you connect with someone on social media, have real genuine conversations that don’t involve selling.
- Find people that can help you with specific problems and create a network within a network.
- Have a clear brand strategy and stay consistent to your brand. Your customers will trust you more as they see the consistency of your brand.
- You need people to “join” your brand.
What is the current state of the copywriting industry?
- There is a lot of the demand especially as content marketing becomes more important.
- There are many subspecialties in the copywriting industry too.
- Copywriters that charge per word are positioning themselves as a commodity. It’s a race to the bottom on pricing. Instead, position yourself as someone that understands brand strategy and can achieve concrete results.
What should you look for in a copywriter?
- Definitely look at their portfolio.
- Get to know their process.
- Ask them what kind of research they do before they write.
- Ask them how they can incorporate your current brand strategy or help you develop a better brand strategy.
- Ask them: what is the goal of the copy?
- Have a clear vision going into the process so that you can give the copywriter a clear direction.
Would you change anything about your journey?
- No. Every part of my journey has happened for a reason. Both the good and bad.
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