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Are your messages “fierce” enough?

April 29, 2019
rashimktgbiz17
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When I hear someone say,

“People aren’t reading emails anymore.”

or

“Copy is too salesy.”

I quietly think to myself…

“Well yeah. No one’s reading emails anymore because 99% of them are total 
crap.”

Here’s the thing…

If you’re reading something and you can tell it’s “copy”, it’s shitty copy.

In other words, damn good copy is so seamless, conversational and natural, that you literally can’t tell you are being sold to.

And the reason you can’t tell is because you are so engaged and intrigued by the tone, story, messaging, you’re actually enjoying reading it…

Can you imagine that?

Really powerful copy doesn’t SELL to you, or at you.

Instead, as you’re reading, you get a sense that YOUR needs are front and center.

Every word is written for you, in your interest (not the business’s). It’s a joy and an experience to read.

You’re learning while you read.

You’re smiling while you read.

You’re nodding your head while you read.

Think of the people you decide to keep in your inbox.

What is it that keeps you tuned in?

Chances are, they offer you a valuable experience. They make you laugh, stir you up, make you think.

Isn’t that a beautiful goal to aim for with YOUR messages?

I know, we’re all busy and writing isn’t always easy. (Who has the time to wax poetic on a Tuesday?)

But, here’s what else I know (and plan to practice in my business)…

If you can’t crank out an email on the day you typically mail, it’s okay. Sit with it, refuel the tank, and come out with something truly potent–even if it’s a little off schedule.

Because a fierce message is what will turn heads, and get a response.

Resonance and potency will take you further than anything else.

Rashi

The Netflix show that taught me my “secret sauce”…

April 29, 2019
rashimktgbiz17
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I’ve recently fallen in love with Salt, Fat, Acid, Heat—a 4-part Netflix series hosted by Samin Nosrat, a chef and food writer.

This is no. ordinary. cooking show.

There are no recipes to follow.

Instead, Samin aims to teach us how the 4 elements–salt, fat, acid, and heat—are essential to whipping up a well-rounded, satisfying meal.

Over the course of 4 episodes, we learn all the ways salt brings food to life, whether you’re boiling rice or tenderizing meat.

Then, you learn about the surprising ingredients that bring acidic touches into food. (Like milk!)

It’s a mesmerizing adventure that takes you to Italy, Japan, Mexico, then back to Samin’s home in Berkeley, California.

I haven’t stopped thinking about the show.

Because it’s a perfect lesson for creating a compelling and EFFECTIVE model for your area of expertise.

Samin isn’t giving us recipes to follow.

She gets that a list of instructions puts ZERO emphasis on building our instincts as chefs.

Instead, Samin reveals the fundamentals of a perfect meal, why each element exists, how it fits into the big picture, and how to put it into action with focused, practical tips.

The entire time, she’s empowering us to use our senses—smell, sight, touch, and of course taste, to see if things are working.

She wants us to build our intuition, and confidence around cooking.

What if you could do the same thing Samin has done for cooking, for YOUR clients and customers…

What if you could create a breakthrough system, model, framework, that was so valuable and timeless, it would go down on the books as one of the smartest, well-designed models EVER in your industry…

What I’m saying is… what’s YOUR Salt, Fat, Acid, Heat?

What are the four pillars of your product, service, that make it so exceptional?

Try not to get bogged down in PROCESS here.

Stick to fundamental principles.

I could stuff all my emails with little one-off copywriting tips, but honestly, I don’t think that’s the most helpful, valuable advice I have to give around your messaging.

I’d rather teach you the fundamentals of what drives persuasion, attention, and intrigue.

Because tips are a dime a dozen.

If I can help you “get” what irresistible messaging is all about, that’s a lifelong skill that will help you build loyal audiences for ANY business you start.

So, today, take a moment… expand your thinking around your model, process, signature framework…

What tweaks can you make that would help your clients/customers BUILD BETTER INSTINCTS around the work they do?

How can they think smarter about your topic?

If they were stuck on a deserted island, what would you put in their backpack so they could survive and save themselves?

Have fun with it!

And seriously, if you have Netflix, just watch one episode of Salt, Fat, Acid, Heat. Samin’s passion for cooking is infectious!

Xoxo

Rashi

What is Customer-Centric Conversion Strategy?

July 12, 2017
rashimktgbiz17
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A lot of people these days are aching for a “new way of marketing”.

While the hard-core direct response style has always worked well, readers like you, me—and the audiences we serve—can spot those messages in a heartbeat.

Like the countdown timer that gets us in a panic. “Only 9 minutes left to buy? I gotta grab it now!”

Or the irresistible headlines on videos.“You’ll never believe what happens after these fisherman save this whale (shocking!)!”

We know we’re getting duped, but we click anyway. Sometimes the end of the whale video really does surprise me. Other times, it’s total hype.

Because it’s still so effective, direct response marketing will never go out of style. It triggers us in deep ways that we can’t fully rationalize or control.

And because we’re all more aware of this type of messaging, we’ve seen a new era that emphasizes authenticity.

Most of us know this is a good shift. But as we grow more numb to online messages these days, even authenticity is getting a little cliché.

(I don’t know about you, but if I see one more guru in a motorcycle jacket acting too cool for the heart-centered gurus, I’m going to die.)

I’m not saying don’t tell your story.

TELL YOUR STORY.

Share your angle. Those who are rocking it in their businesses are doing that. It’s a must.

But, oozing personality is just the start…

If you’ve got a decent list and people love your stuff, you’re doing the authenticity thing right.

But, if you’re disappointed with your conversions, if your audience isn’t pulling the trigger when you present an offer, it’s time to go deeper.

It’s time to think about your overall “customer-centric conversion strategy.”

Customer-centric Conversion copy is being so “in tune” with what your customers need that you wow them in a memorable, feel good way.

It’s an artful blend that balances what YOU do, and who you are as a business, with who your audience is, and what they need from you.

They buy because you’re one of the few who made them feel understood, safe, and excited about your product/service.

It’s a subtle art, and it’s grounded in one thing…

Knowing your customers.

Asking them questions.

And listening to them so that they have no doubt you understand who they are, and what they are really looking for.

Imagine being able to know exactly what your readers are thinking. Things like…
  • I unsubscribed because I wanted more how-to videos.
  • I don’t get what you do.
  • I don’t understand what I’m buying.
  • I love this, but I can’t afford it right now.

It’s knowing where your reader is, from moment to moment.

This is the“new way of marketing”.

My job as a conversion strategist is to help you take your amazing product, and bridge that gap with your audience.

The ones who love you.

And the ones who should love you (but just don’t know it yet).

Because someone has to keep putting your audience’s needs front and center in your MESSAGING.

Someone has to BRIDGE your brand with what your people are thinking and feeling, in real-time.

This balance will kick your marketing messages into a completely different league than your competitors.

And let’s be real, you’ve got 100 other things to do.

You love your business—it’s your baby.

But chances are, you’re grasping so closely to it, that you aren’t clearly seeing the person on the other side.

And the truth is, your hard-working team might not either.

If you want to get a taste of what Conversion Strategy can do for your business… dive into my FREE video mini-course, “3 Common Conversion Leaks and How to Fix Them.”

3 Quick Fixes To Get Better Results from Your Marketing Messages

June 18, 2014
rashimktgbiz17
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In business, where success is built on relationships and connection, marketing is a game of attraction.

Yes, you want to build awareness and put yourself on the map. But more than anything, you want quality clients—people who share your vision and who can partner with you to create exceptional results.

You may be investing in logos, websites, design and tradeshows—but if the people you want to attract don’t “get” what you do, or if you don’t show them value immediately, they will just keep walking.

So, how do you attract the RIGHT people—your dream clients—to your business?

This is the beauty of a powerful marketing message.

It can turn heads and get people to step towards you.

And the best part is, it’s a fairly simple way to dramatically boost your marketing results.

No matter what promotion you’re currently working on, there are a few strategic tweaks you can make right away to get more bang for your buck on your marketing messages.

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