173 - How to Write Sales Copy That Explodes Your Revenue with Kris Jones
Writing sales copy, for many entrepreneurs, is the most difficult and dreaded task for developing a brand and online presence. If you want to uplevel your brand and learn how to create website copy and positioning that sells you as the best in your industry, then today’s interview is for you. I simply adore today’s guest, Kris Jones, and I know you will, too. Kris is one of the brightest minds I’ve ever met in branding and copywriting and her expertise shines through this interview. Kris is a StoryBrand guide and Founder of Red Door Designs. She was mentored by StoryBrand founder Donald Miller himself and with over 20 years of experience and clients like Nike under her belt, Kris has been able to achieve incredible transformations for her clients including increased revenue by 300%, record-breaking lead calls and clients booked, scaling from $30k months to $300k months, and charging 6 times more for the same service. We all want that, right?! Kris is extremely passionate about helping self-employed women get website copy that sells so they can double their revenue and focus on what they do best. And be sure to listen to the end, because Kris has some great resources that will help you get started. Show Notes: [2:50] - Welcome to the show, Kris! [3:45] - Originally Kris majored in Education in college but realized she wasn’t passionate about it. She shares her background. [4:58] - All of a sudden, Kris realized she had been doing all of these things and the moment she knew this was “her thing”. [6:30] - Design is important, but it isn’t enough. You have to lean on the right words. [7:33] - Effective messaging is the most important thing and is the most difficult. [9:09] - Copywriters create copy in a silo and it doesn’t always feel like your voice. [10:24] - With Kris’s process, it takes a lot less time to write a sales copy and feels like your own voice. [11:57] - Honor the challenge of storytelling. There is a recipe for every story. [12:56] - The StoryBrand approach narrows down the simple recipe. [13:51] - Your call to action is important because it establishes you as the guide in the story. [15:11] - The mistake Kris sees 99% of the time is that the business owner establishes themselves as the hero. The customer needs to be the hero and you are the guide. [17:13] - What problems do your clients come to you with? [18:38] - People don’t buy from the best. They buy from the people who they connect with the most. [20:04] - Repelling the wrong people is another benefit of the right copy on your website. [22:16] - When following up, don’t lead with features. Lead with results to show them what is possible. [23:47] - Photography is a way to repel the wrong people and attract the right ones. [24:50] - Kris shares why there is so much resistance to writing this way. [26:32] - Starting with the hero with a problem engages everyone. [28:05] - Features are important, but creating the connection is a priority. [30:14] - An outlined detailed plan is important but it has to be simple. [33:01] - The StoryBrand strategy makes it apparent for customers to see themselves with the happy ending. [34:23] - Invest in yourself. You can’t figure this out on your own. [36:34] - Kris describes what she is offering that will definitely be a helpful program for She Sells listeners. [37:59] - There is an excellent free resource on Kris’s website that will help you communicate your work and repurpose your copy. Connect with Kris: Red Door Designs Website Clarity with Kris Links and Resources: Instagram | LinkedIn | YouTube She Sells with Elyse Archer Home Page