How to use your copywriting to connect with your audience

This week we have a very exciting interview with the lovely Kira Hug, who is the co-founder of The Copywriter Club and the co-host of The Copywriter Club Podcast! We are going to be talking all about copywriting, particularly focusing on how to get the balance between the right kind of copywriting whilst still being authentic.KEY TAKEAWAYS COVERED IN THE PODCASTFinding your voice/identity. Look at your brand – Personality, Values and Advantage.Be honest about your personality, embrace your quirks!Your values (What you care about, what you fight for/against, what you stand for) will reflect in your messaging.Think about your advantage, what is your superpower? Everyone has one, so you need to identify yours!Check out what your competitors are doing – Understand how you fit into the space.Stand out from the crowd by talking about your quirks, they are what makes you, you!Being honest will help to build trust in your community and with your audience, as well as building rapport.You don’t have to be perfect, to be successful.People connect with you for lots of different reasons – give them different sides of you to relate to.Tell a story using chatty language in your emails – this can be the first paragraph or two to show a little bit of who you are and build that connection.Oversharing – there is a fine line! Decide what is important to you and if it is important for people to know more? Set those boundaries for yourself.Aim to build a community of people who do want to know more about you.Make sure you send a mixture of emails talking about you and about your audience and their problems.It is important to put yourself out there and let people know more about you because your audience needs to identify with you. You are allowing them to see what they want in their life, in you.Your audience get to know your brand personality through you sharing more of who you are, and they can then relate to your brand on a deeper level.Every time you share something, it should feel a little uncomfortable!Check in with your customers/clients – have a conversation while providing some value.It is important to know where you are in your sale cycle to see how much personality you should share.Show your customers/clients that you can relate to them and you do understand.Use your first sentence to really grab your reader’s attention – this could be a piece of who you are or something they can relate to.Signing off your emails – Best opportunity to showcase your personality. Keep it fresh and fun!Add your friends to your email list to keep that friendly tone.Your copywriting is one of the most important parts of your marketing, if you don’t have the skills, invest in a copywriter!There are lots of different levels of copywriters out there, with different skill levels and price points.THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…Authenticity is key. Many of us are in crowded markets, so our personality is the only thing that can really stand out. If you are putting yourself out there and being authentic, you are going to attract people that you like, and they like you! Remember, if someone doesn’t like you, that’s cool, there are plenty of other products and services they can go and buy instead!HIGHLIGHTS YOU SIMPLY CAN'T MISSAn Introduction to Kira Hug – 03:40Being Authentic – 09:03Embracing your quirks – 14:02The “Perfect” online space – 16:32Connecting with your audience via copywriting – 19:25Oversharing! – 23:33Putting yourself out there – 26:26How to get started with sharing more! – 32:20Converting your customers – 40:08Using a copywriter for your content – 50:50Transcript below Hello and welcome to this week's episode of the podcast. This week we have an interview, and I was really excited about this one because, basically, one thing that I tell you I am not very good at is copywriting. It doesn't thrill me very much. However, one thing I am really keen on is an authentic voice. So how to get that balance between the right kind of copywriting and still be authentic, can be really, really tricky. Which is why I had Kira Hug come on to the podcast and talk about this. So let me explain who Kira is, so Kira is the co-founder of The Copywriter Club, and the co-host of The Copywriter Club podcast. She's also a conversion copywriter specialist, and has a proven driven launch copy.So, basically, she's worked with the likes of James Wedmore and [Ritmore Reddy 00:01:25] and helped them write their copy for their launches. And as you know, I have been in some of James's programmes, and therefore, very possibly, read what Kira wrote. She helps small business owners package their weird, following her signature Weird Trifecta Framework. So what I really liked about her is that she talks about you talking in your authentic voice and showing your personality. So often, when you can think about a copywriter, it can sometimes sound and feel a little bit ... almost too perfect, or just like it's been copy written. And one thing that she embraces, is she works with people to help them find their weird, to help them find the thing that makes them different.So in this episode, we talk about what makes you different and unique. And one thing that's really interesting, that I can't wait for you to listen to, is she talks about the good and the bad, and how the bad could be used for good. Sounds weird but promise it all makes sense. And then she talks about how we connect with our audience through those things, through showing our personality. The other thing Kira talks about, which is really helpful, is to get that confidence when sharing about us.Now, obviously you're going to share what you're comfortable with, so she's not going to sit there and say, "You have to do this and a have to do that." However, as business owners, and as lots of you listening are solopreneurs, you are your business. So getting comfortable with showing who you are is really, really important. So, that's really helpful as well. I found it really interesting. Like I said, I am not a copywriter. It's not something I'm brilliant at. But one thing I am really passionate about is that authenticity. So, anyway, give it a listen. Let me know what you think, tag us in, I can't wait to hear what you think. So, here we go, here is Kira. An Introduction to Kira Hug So I am really excited today to welcome to the podcast the very lovely Kira Hug. Kira, welcome!Hey, Teresa. Thank you for having me.No problem. Not at all. It's really good to have you here. So, Kira, in case my audience don't know you and they've not heard of you before, tell me a bit about how you got to do what you're doing today, because it's a really fascinating subject and I'm really excited to dive in, but just tell us how you got to do what you do today.Okay, all right. Today, I write personality-driven copy that converts. How did I get into that? I came from a marketing background, so I had worked at various startups and nonprofits, running their marketing team, promoting memberships, promoting events, and writing a lot of copy, plus doing a lot of other things. And secretly trying to start this side hustle, like many of us do, and pursuing all the interests. I started a blog about being tall, because I'm tall and I thought that could be something that stuck. But there are only so many things you can say about being tall. During that time, I got married and so I hated the wedding process. And so I started a podcast and a blog called Bridal Rebellion, and that was like a side hobby/possible business that I turned into a service and had offerings. But these ideas didn't really have the legs along the way, but it was still fun and allowed me to tap into this online world back in 2008.And so, along the way, as I was working these marketing jobs, writing copy for my colleagues and even writing copy for people who were kind of contractors working with my startup, I had one of my friends say to me, "Why are you doing all these side hustle jobs that don't actually pay money? Why don't you just write copy? Because you're a copywriter." And she had already hired me to write her website copy, other colleagues had have hired me to write their website copy, but it's like I couldn't see it because I was just in it, until she came to me and said, "You're a copywriter, this is your business. You're making money. Do it."And so from there, it was like that was the light bulb moment and I just went all in. I still continued to work at this marketing startup and kind of just eased out, I didn't take the leap, necessarily. I took a couple of months to scale down and then rev up the copywriting business that just continued to take off. And that was back in 2015, when I started, and then I went full time in April of 2016. And then, ever since then, it's just been growing that business, working on various launches, but all of it has been grounded in, "How can we write copy that reflects your personality and it stands out?" And even since then, I started a second business which is The Copywriter Club, where I get to work with other copywriters and help them embrace their personality and build businesses. So I kind of have these two different worlds that overlap, but allow me to just really kind of allow people to be more of who they are and show that in their business.That's awesome. I have to ask a question, though, because you said it. You said you wrote a