Revenue Accelerator with Lisa Pierson

In this episode of the Revenue Accelerator Podcast, we have invited Lisa Pierson. She is a consultant and a powerful copywriter who generates qualified leads and nurtures them into customers. As a conversion copywriter, her clients include entrepreneurs, industry leaders, and SMBs. Lisa provides clear, strategic copy that generates more money than other competitors. Her understanding of how to use customer research to make copy resonates with the audience she’s writing for, and is one of the many reasons why customers trust her. Today, she talks with us about understanding our clients, being noticed by people, and how to put out our content.

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 Why Lisa’s work matters 


Getting that lead to say yes to you is critical, as they may sign up for your newsletter or an event. Lisa creates copy for websites, landing pages, sales pages, emails, advertisements, and anywhere else you want your reader or prospect to read. She is driven by her insatiable curiosity about why humans behave the way they do.


In copywriting, it always comes from the person. Copy starts from the person, whether a customer or prospect. You have to consider what they need to hear to connect with you and give you validation. 

Understanding your Ideal Client 


You don't do it in a boardroom or by discussing it with your other marketing colleagues. You accomplish this by conversing with your customers. You must put yourself in the shoes of others. Just because you believe you know what your client wants does not mean you are correct. If you don't conduct that research, you're doing your readers or customers a disservice.


Surveys are significant, especially places where people can write long answers. When they have a longer answer, they’re more engaged. You need to pay attention to those long answers because they have something they want to get off their chest. If you’re the owner of your business, don’t interview your own clients. Have someone else interview your clients because they’re going to feel uncomfortable. They don’t want to say anything to offend you. They might just be trying to be nice or say things that they think you want to hear.


You need to have checkpoints along the way. When people sign up for a course, looking for that better version of their lives, many course creators miss the opportunity to have a survey question. It will lead to your customers telling you about why they took your course. The next time it comes around or if you see something you didn’t have on your curriculum that people are talking about, add it to your curriculum. Also, remember to have people look at your survey questions because you will still fall into the trap of writing them out from your point of view instead of your reader. 

Reconnecting with your Organization 


You need to have a vision, and you need to express it to your team adequately. You need to have the input, which is why you hired people. But when you’re trying to be nice and include everyone’s ideas, your message will become muddled. When there’s a muddle, there’s confusion. Having a strong vision, having it documented, and sharing it with your team is important. A good way for that to happen is to have case studies done because they’re great training materials for your employees. Having those kinds of things can help unify a team and keep things on track.

Consistency and Trust 


Consistency is really important. If you go to a website and then copy is slightly different on different pages, it often gets built that way. We’re not paying super close attention to what we’re reading, but we get those subtle cues that something’s off. When we get that subtle cue, it tells our brain that we can’t trust the person because things look different. 


We underestimate how important trust is because we all think of ourselves as trustworthy people. Many people think of themselves as trustworthy but are not. Most of us believe that we’re trustworthy and that we also do the right thing. But we know that’s not true.


Trust is really important.  You need to make sure that you are actively promoting why people can trust you. Proof, testimonials, demonstrations, case studies, all of those things are very important. No one takes out their wallets to do business with someone they don’t trust.

Putting out Content 


The difference between LinkedIn and Twitter is thinking about speaking to a child versus talking to an adult. You’re the same person and have the same values. You believe in the same things, but you’re going to say the message differently, which is okay. You don’t have to sound the same on LinkedIn as you do on Twitter or in your emails. As long as you demonstrate consistency on your message regardless of delivery, there is trust. 

Keeping Attention


With copywriting, it’s essential not to have it smooth. You need to have little snags that grab our attention and get us out of autopilot because we’re all operating on autopilot. 60% of sales are lost to people not making a decision. It’s not that they’re saying no to you. It’s because they can’t be bothered. It’s just easier to keep doing what you’re doing because it’s tough to change someone’s behavior. 


Do all your research. Identify what your clients care about and what they don’t care about. If you’re new to copy frameworks, formulas can be a great starting point. They’re good for more experienced copywriters as well. Just know what can convince people to do certain things. But remember that it’s going to be different for every audience. If they have lower awareness, starting with their problem can help to resolve that. Knowing the stage of awareness of your reader is key and a starting point for anything. 

Be Specific and Straight to the Point 


Using particular language is important for people. You need to give your readers shortcuts because you don’t want to make them think. You have to think about it as a customer service thing where you don’t want to burden them by figuring out what you’re trying to say. You need to make things as easy as possible for them to understand what you’re saying. Remember that using very specific language is important.


Remember that no matter what you’re going to do, it will work as long as you approach it with authenticity and care for your reader.

Building Relationships


If you’re building a relationship with people, they will open your emails, even if they’re not good because they like and know you. So keep their attention and keep giving them value. Know that building a long-term relationship is very important. 

Concept of Being Remembered 


In terms of being remembered, you will want to sell more and stand out. But you also do not want to offend anyone or have people unsubscribe to you. So in email, you need to try these things responsibly. People are already buying from you and are opening your emails. If you’re newer and want to stand out, say what you mean to say and stick to it. People want to feel connected to you. Once people feel like you’re a part of their identity, or they connect with you, watch out if anybody bad-mouths you. Learn to take a stand.

Resources Mentioned


Learn more about Lisa Pierson: