2. Getting Your Words Right—Angie Schultz—Certified Story Brand Copywriter

Angie Schultz is a StoryBrand certified copywriter.  Having previously worked together, Wesley and Angie have realized the importance of having a clear strategy in place in order for the media you produce to actually have an impact. Just having good video or media content doesn’t necessarily translate to sales. Video just for video sake isn’t good enough, it needs to be part of a larger sales funnel. Bottom line is if it doesn’t convert into new donors or new sales, you may need to work on your media strategy more. It’s really natural for organizations to talk about themselves about all the great things they do, and it seems that people are naturally going to follow you into that journey.  But really, our brains aren’t going to take the time to  process a message unless we realize how it adds value to our lives. Good media needs to be entertaining or it needs to solve a problem. You need to be able to paint a picture of what success looks like if you want people to partner with you. Companies spend a lot of money on marketing, but a lack of strategy can make that a waste of money. The StoryBrand Grunt test is : In 5 seconds, visitors to your website should be able to answer these 3 questions : What do you offer? How does it add value to my life? How do I get it? Pose the video title as a question so customers purchase based on what they’re feeling internally. ie. I mow my lawn because I want to impress my neighbor. It’s tough internally to see areas of improvement on your content because you’re so close and connected to it.  Sometimes it’s good to get a fresh set of eyes on your website or work and give you an evaluation. Basic sales funnel - capture an email through a lead magnet then follow up with intentional sales campaign until they’re ready to take action Be aware of baby boomers and generation X,Y,Z - you may have to cater your marketing differently for each generation. Ex baby boomers may not feel as comfortable putting their credit card into online as a millennial would. You can reach Angie Schultz at www.angieschultz.com.