In episode 16, I break down three different copywriter profiles that I’ve created based on the clients I’ve coached, trained or written copy for throughout the past 4 years.

I share tips, tools and examples based on each profile to help you write more clear, concise and resonate sales page copy.

In my experience, you’ll identify with one more strongly than the others but if you’re not sure, choose one profile to work with for now so you don’t overwhelm yourself with trying to improve too many things at once.

The three copywriter profiles:

The Academic: They’re experts at what they do, highly educated and are great writers, many are published authors, but they recognize that copywriting is a different kind of skill. Their training prevents them from relating to the people they want to serve.

The Professional: They’re experts at what they do, they often enjoy writing, but struggle to strike a balance between professional and personal because of their 9 to 5 work experience that stifled their creativity.

The Disbeliever: They’re experts at what they do, but usually avoid writing altogether because they don’t think they can write or write anything interesting. Their website is sparse and lacks content because they constantly question, is it good or not?

Which profile are you?

    Check out the links, resources and the full transcript below. 

    If you have a question or would like to share your top insight from this episode, click here to send me a voice message and I’d be happy to answer or share it in an upcoming episode.

    Enjoy the show!

     

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    Links & resources mentioned in this episode:

    Hope you enjoyed the show!

     

    Show transcript

    Intro

    Hello, and welcome back to the Business By Intuition podcast.

    With today’s episode, I am going to open up with a question: What type of copywriter are you?

    I hope that I have a fun episode. I feel like this is a fun episode planned for this week and the whole intention here is to give you three writing profiles.

    These are profiles that I have come up with over the years of working as a VA and now a business coach who writes copy for clients, who coaches people on their website copy and their sales page copy, what I have personally found is people fall into one of these three, what I call copywriting profiles.

    And I’m going to give you the rundown on what those profiles are,  and the mistakes that I tend to see happening in each of these profiles and give you tools and tips to help you write in a more clear, concise and resonant way. 

    So I’ve tested this with an audience in the past, when I was running a Copywriting With Heart beta course that I was working on, and I found that a lot of people really resonated with this. And they found that they sometimes fell in more than one category, but one profile was much stronger than the other.

    So as you’re listening to each of the three profiles, what I would suggest is kind of listening to all of them and going with, and trusting the one that feels the most resonant for you right now. And of course, these may change a little as you gain new skills. As you learn new, new things, you may find you tackle one and move into the next one, and then you start struggling with certain things and you overcome it and things like that.

    So for right now, I want you to think in terms of which one feels the strongest for you, and then listen to the tips and the guidance and kind of just forget about the other profiles for now, and just focus on the one that you feel like resonate most resonant with you. The other thing that I want to say as well as always, I will leave all of the links and resources that I have included in this particular episode, in the show notes below, or you can always go to my website at kristabauer.com/podcast

    to search this episode and get all of the resources and apps and software and everything that I suggest to help you write in a more clear, concise way, depending on the profile that you fall into. So this has a bit of a, you know, more of a fun episode. So I hope that you can get something out of this to help you write in a more effective way. So, as I said, it’s likely that you’re going to identify with more than one type. So just focus on the one that feels the strongest, so if you’re not really sure, don’t worry about. Just focus on one, improving one aspect of your writing for now.

    So choosing one profile to help you work through the tips and the tools that I suggest for each of the profiles, rather than trying to improve everything, just focus on one for now. As I said, either the strongest one, or just choose one that you want to go with. It’s totally fine. There’s no right or wrong way to do it.

    So the three categories that I have found that most people fall into is we have:

    1. The academic.

    2. The professional

    3. The Disbeliever.

    1. The Academic

    So I’m going to start off with the academic. This is where I find a lot of my clients. The first two are probably where I find most of my clients.

    Their dilemma is that these people are experts at what they do.

    They tend to be highly educated. They’re great writers. Many of them are actually published authors. And they also recognize the copywriting is a different kind of skill than any other writing that they’ve done. So they recognize that copywriting isn’t just, you know, it’s different than writing essays.

    It’s different than writing an, you know, a chapter for your book or a blog post. It’s a different type of writing. And of course, copywriting is different than content writing. It’s writing with the intention to sell something. Of course, we can do that in a very heart-centered way and using, using more ethical practices versus the highly manipulative persuasive copywriting tactics that we often see being used by mainstream marketers.

    But what can happen with this particular profile is that the academic, their training, their education, their credentials, You know, their accomplishments in their field, their modality prevents them from relating to the people they want to serve. There are many reasons for this. And I’m going to break this down for you a little bit in terms of what that looks like, and hopefully give you some examples.

    But on the flip side, their super power, what I would say they’re super power words that I associate with this profile is knowledge.

    They’re very analytical and they’re very credible. They have a lot of credentials. They have a lot of training, they know their stuff, they deeply know their stuff, but unfortunately they know their stuff so much.

    They’re so highly educated. They’re so academic, they’re so knowledgeable in what they do, that it’s no longer resonant with the people they want to serve because they’re kind of way above where their people are at. And this can happen to a lot of people who have been doing their, you know, modality or their service or their they’ve learned some new training.

    They’ve been doing it for a long time. They can really struggle to connect with their audience because they’re so highly trained. They have so much education, they’ve become so expert in their thing. So what we want to do is help them bring it down to their ideal client’s level and meet them where they’re at and simplify their language.

    The Drawbacks

    So some of the drawbacks of this particular profile, is you tend to see them using a lot of jargon, too much jargon. We don’t want to be using any jargon in our copywriting at all. Because jargon is, you know, jargon is the type of language you see, you know, in an industry, in a particular modality you know, in a particular niche, for instance, and you use this jargon and the only people that tend to understand that jargon are other people who teach that modality,  or who teach that particular practice or use that service themselves.

    And so, unless you’re trying to attract people who are your peers or who are people who are doing the same thing as you then often jargon just kind of loses your people, loses your audience, and it goes way over their head and they don’t fully understand what you’re talking about. So to give you a real life example, I want to share something with you.

    This is when I was working with a client who is a respectful parenting coach, and she’s very educated. She’s comes from a nursing background. So she likes a lot of

    solid data, proven techniques, things that have been proven to work. And she learns from a lot of people who are very experienced in what it is that they’re doing. The problem, however, is that she’s working with parents, right? Like, like myself. Who have children that are highly sensitive, but also highly emotional.

    So they’re really sensitive to people’s energy. They are very expressive emotionally and with their language. So, what she found is she was working with parents who had these types of children. So their children were prone to having a lot of meltdowns, huge tantrums and were really struggling with listening and getting regulated.

    However, the problem was is she was using language to try to connect with her audience that her audience wasn’t really using yet. So as an example, She was working on a course for a parenting course that she had coming out. That was all about the nervous system regulation and helping you regulate your child and in the tagline or in the title of the course, it said something to do with the fact, like, learn how to regulate your nervous system or teach your child how to regulate their nervous system, which is all fine

    and well, if you are knowledgeable in nervous system regulation or you’re teaching it, and you’ve been doing this for a while. When I asked my client, however, because part of my job as the copywriter is not to come in with only the perspective of the copywriter and the marketing perspective, but also the perspective of the ideal client, of who your client is.

    So I asked my client , and I said, does your audience, does your ideal audience know anything about nervous system regulation at this point? Or are they just in a situation where their child is having these massive meltdowns, massive  temper tantrums. And they just want them to stop screaming.

    They don’t want to yell at their kids anymore. They want their kids to listen. They want their kids to behave. Like, what is it that’s really going on? And when we talked about this, she said, no, they don’t know anything about nervous system regulation yet. Like they haven’t been taught this language.

    This is a new concept for them. So the problem is it doesn’t mean that you can’t use that language in your copy, but we’re not going to open with that language. So it’s really important to meet your clients where they’re at. So instead of saying,  teach your child how to regulate their nervous system, you might say something to the effect of, you know, stop a meltdown without yelling or a peaceful approach to helping your child calm down. I mean, there could be many different things. I don’t even remember what we ended up going with, but we had to do some research in order to understand, how are her clients describing this? How are they actually talking about, you know, their child’s big expressive emotions, the anger, the rage, the temper tantrums that are coming out.

    These parents wanted to help their child and support their child and reduce those meltdowns and temper tantrums, but do it in a way that they weren’t yelling. They were doing it in a more peaceful approach. So to start with nervous system regulation is not really going to connect with their audience when her audience knows nothing at this point about nervous system regulation.

    So of course,  if your audience already is familiar about nervous system regulation, and they understand that terminology. They know what it means. They’re using it already with their own friends and describing their challenges, using nervous system regulation as part of their everyday language, when they’re describing the problems they’re having

    then that’s totally fine to do that, but through the research, my client said that her clients were not speaking this way. So we had to change the language we were using. So part of the problem here is that my client was super knowledgeable in helping her clients calm their child’s nervous system. She was a former nurse. She was an expert herself in this topic. So she sort of, she was sort of like  missing where her clients were at. So of course, when her clients went on her website, they may be a really great fit for her services and for her work, however, they don’t realize that because they’re not recognizing themselves.

    They’re not seeing themselves in the writing she had on her sales page. So here’s another example. When I was working with another client who was working with leaders in a, in an organization that was all about sustainability and she was working with these leaders, mostly men, and she was a coach herself.

    And some of her copy was talking to these leaders and telling them, you know, one of the phrases that she used, which is very coach speak, and I would classify this as jargon as well as to quote, “uncover your shadows”. So what exactly does that mean? That can either be deemed as like kind of fluffy language?

    No one really knows what that means exactly. Or it can be jargony language. I call this kind of “coach speak”, but what was she really trying to say? And as we broke that down, she said that it was about finding your purpose. Finding your purpose is a lot easier to understand than uncovering your shadows.

    And of course, when you’re talking to leaders who are in a, in a corporation, who are mostly male, who are men, are they describing the challenges that are having as a, “Hey, I want to uncover my shadows.” So it’s probably very highly unlikely. So we want to be very conscious about the language and the choice of language we’re using so that we can meet the people again, where they’re at.

    Speaking in a way that’s in their own language to help us resonate on a deeper level with them. So of course you might be someone who does shadow work and your clients may be very familiar with this type of work, but that’s, that’s perfectly fine if you’re marketing to people who understand it, if you’re not, however, I would suggest coming in with a different phrasing or different way of saying it or making it

    explicitly clear what uncovering your shadows really means so that you can then use language that your clients understand while also explaining what uncover your shadows mean. If that’s terminology that you’re using in your own programs and things as well. I’m not saying you can’t use the language, but you do want to be careful that it is clear.

    You want to be conscious about it being clear and specific enough for your ideal clients to understand it, and to be able to recognize when they’re in the right place, when they land on your website. So here’s the other piece to this? Another drawback for this particular profile is that they, people in this profile tend to write from their own perspective, not the clients. So what can happen here again is, you know, you are someone who is super trained and has a lot of expertise in a particular modality. For instance, you have maybe 10, 20 years of experience, maybe even it’s only five you’ve been living and breathing this. So you really know your stuff. So then you start to share and you start to write copy from the perspective of someone who knows all of this

    stuff versus someone who is just kind of getting started, you know, who’s, who’s sort of like early on the path. So instead of writing from the perspective of where the client is at, we tend to write from our own perspective. And again, we’re not serving anyone by doing that because unless you’re trying to market to someone who’s already at the level you’re at, then they’re not going to connect with what it is that you have to say.

    The other thing that I find with people who have an academic copywriting profile is they tend to have a more advanced writing style and they use complicated language that tends to lose the interest of their audience. So it’s going over their head. So here’s the, you know, a general sort of rule when it comes to copywriting is  you want to write like a sixth or an eighth grade level.

    And that might sound like you’re really dumbing yourself down or  dumbing down your content, or, you know, we’re not, we’re not assuming that anyone is dumb, but if it, if you’re writing in a way that’s really, really complicated to read, there’s too many words. You’re using big words. When you know, smaller words can do the job.

    Trying to sound smart. It’s really, really challenging for your people to read. People, lose interest. So it’s really important then to simplify that language. And then the other piece to this too, is the people with the academic profile.

    There’s a real emphasis on knowledge.

    So it’s really important. You want to try to bring in some of that emotional stuff, like talk a bit about your story, your history with this, don’t just focus on the facts, the figures, you know, like why this works, bring in some of the emotional stuff, bringing it, you know, a little bit about your story.

    What got you into this? Maybe some of the transformation that you’ve had with yourself or that you’ve had with clients, like show more of that. Because that’s really, what’s going to be most interesting. Of course, people are always curious about whether or not there’s a system here, whether or not you have a process that works.

    You know, some people are very interested in the credentials that you have, but for the most of us, we just want to know that you’ve got results with people and that the results you’ve received or that you’ve gotten with those people, you know, will hopefully work for us. Or at least there’s like painting that picture that it shows that, you know, what’s possible for someone else can be possible for me too.

    So here’s what I want you to work on  if you find that you identify with this profile as being the academic profile, here are some things that I really want you to focus on to help you make your copy more resonant with the right people. So, one, I want you to use language, as I already said, that relates to your ideal clients, not your colleagues,  not a PhD scientist

    okay, not someone else  who has 20 or 30 years doing the same thing you’re doing. I want you to focus on writing from the perspective of your ideal clients. Not your own. Okay. So meeting them really where they’re at. So as I said, writing from your client’s perspective, but also writing, using language that is speaking to your clients now, versus someone who’s already studied this and has been doing this for a long time, who’s experienced themselves.

    TOOLS 

    So it’s really easy to kind of get caught up in that. And the other piece to this too, is I really want you to focus on simplifying your prose. So for example, As I already said, aim to write it more of like an eighth grade level. And there’s some really great tools that I’m going to give you here in a second.

    So here’s an example of just simplifying your language. So for instance, I see this word a lot, the word utilized. So instead of saying, “If you utilize your time wisely, you’ll be able to finish all your tests by lunch.” You can simplify that by just using “use” instead of utilize.

    So making sure that you’re going through, and there’s a really amazing app called the Hemingway app, which I will link the show notes below, which I absolutely love you can take and copy all of your writing. You can clunk plunk it into the Hemingway app, and then it’s going to give you a score on how

    challenging  your writing is to read. So I would definitely start with that. There’s another great website that I love called plainlanguage.gov. I used to use this a lot earlier back when I started copywriting initially, because I would do a lot of these and make a lot of these mistakes myself.

    But now over the years, I’ve gotten a lot better. I’ve learned to simplify my language quite a bit. But plainlanguage.gov is great for helping you taking complex words and just simplifying and finding substitutes for complex words so that you can just simplify that language. And of course, one of my favourite all time apps is called Grammarly.

    And this will just help you once you copy and paste your copy into this software called Grammarly, it will help you, just write with more clarity. It’ll give you tons of tips on your writing throughout as well. So you’ll hear me mention that one probably for all of them. 

    2. The Professional

    Okay. So let’s move on to the second profile, which is The Professional.

    THEIR DILEMMA

    This is the profile that I fell into a lot in the early days when I began writing before I knew anything about copywriting. So with the professional, their dilemma is like the academics they are also experts at what they do.

    They often enjoy writing but they  struggle to strike that balance between sounding professional and sounding personal because their nine to five work experience has ultimately stifled a lot of their creativity. So if you have come from a corporate background, you will know exactly what I’m talking about.

    I had a corporate job for 10 years. Policy writing, email, writing, memos, all that kind of stuff, completely stifles your creativity. And there’s a certain way that you need to write in a corporate setting to sound professional and to sound polished. All of that kills your website copy. It kills your personality when you’re writing.

    So I find a lot of people tend to find themselves stuck in this particular dilemma, as well as their writing. And a lot of people say to me, I don’t know how to inject more personality into what it is that I’m writing. When I look back on a lot of the writing that I did before I often found this was the case for myself as well.

    Is it tended to be more stiff, it sounded more like I was writing an email to my boss versus just having a casual conversation, but only written on my website.

    So some of the super powers that are associated with this particular profile is these people are direct. They are confident and they have a ton of authority, but here are some of the drawbacks that we’ve already talked about, is there writing tends to be very stiff. So it sounds it’s more formal. It’s more robotic.

    Again, sounds like they’re writing a memo to their boss versus just having a casual conversation over tea and sounding more laid back. It also lacks a lot of self-expression and personality in their writing, right? And generally their overall business. So again, you’ll often see people writing in third person, you’ll see people writing in more of a general way using language like “we” and “us” versus “me” and “I”, when it’s just a solopreneur, who’s operating their business.

    Again, all things that we tend to see in more corporate speak when you’re writing. As I said that totally kills all the creativity and takes any bit of personality out of your writing. If you’ve had any bit of a corporate career in the past. Using language that is just too formal.

    So example of, you know, just being too formal as you might see people writing things like, “The objective of my mission is to serve people and help them…” Blahblahblahblahblah, you know, it gets really, really formal rather than just kind of speaking in the way that you would normally speak if you were in a one-on-one conversation with someone.

    So the emphasis in this particular profile is on professionalism.

    Again, trying to sound professional, thinking that copywriting is about, you know, putting on a front or being super polished when it’s really not about that at all. We really want your personality to be able to shine through. We want to get a sense of who you are, and this can totally be done in your writing and the words that you use on your sales page in your Instagram captions, on your website, wherever that is.

    WHAT TO WORK ON

    So here’s what I want you to work on. If you find yourself in this particular profile, the professional, so one is helping you to write in a more conversational tone. So one way we can do that is simply by using contractions in our writing. So using, instead of “you are here”, you can say “you’re” here if you’re saying,

    “they are” versus “they’re” and using contractions that way. So that’s one practical way you can make your writing more conversational, but another way that you can do that is to really, and literally think about someone who you feel absolutely comfortable with. If you’re talking about your business, if you’re describing your offer, if you’re describing the service or your coaching program, how are you talking about that with a friend?

    You know, how are you describing those challenges to people? The problems that you help people solve? The offer or the solution that your offer provides for people? How are you describing it? And just bringing in that language and  literally writing in a way that’s in more of a conversational way. So imagining yourself being, you know, at a bar over maybe a couple of beer, what do you sound like then?

    Or sitting at a cafe, you know, down by the river in a really relaxed, natural state speaking with someone that you’re super comfortable with. What kind of language are you using there? That’s going to be more of your authentic self. That’s going to be more of your personality and that’s the type of language and writing

    I want you to work on and to start using in your copy so that you sound much more personal. And less dry, less professional, less formal in your writing because formal writing is very hard for people to read. It gets really dull. It gets really boring, but writing in a more conversational way has a lot more livelihood to it.

    It has a lot more life and breathes life into your writing. And this can really help bring out your personality and or can really help you stand out from other people who are doing the same thing that you’re doing, right? Because we can feel your personality. We can tell if you’re lighthearted more serious, you know, if you’re humorous or if you’re someone who is a little bit more edgy or bold, all of those things we can tell by the way that you write.

    So that has a huge impact as well on helping you write in a more personal way. So something you can try here, another tip for you is to practice writing how  you actually speak, as I said, versus how you think you should sound. Because a lot of people who fall within the professional profile think that they need to sound professional.

    Like if they’re not sounding professional, then people aren’t going to want to work with them. They need to sound super polished in order to be credible. That kind of thing. When that’s really not the case. So a really great tip to help you kind of overcome this is to actually transcribe what is that you want to say.

    So use a tool like even recording into Zoom and then uploading your videos to YouTube to get the transcription that way, or using a tool like Descript  or Otter, or even Google docs has a built-in transcription feature where you can dictate your voice. So if it’s easier for you to speak and to talk about what you want to say versus writing it all out, then try that method and transcribe it, and then just clean up your writing afterwards, clean up everything that you’ve written, removed the ums the ahs the extra words you don’t need.

    The places where you got a little rambly or off track, clean all of that up. But you’ll have the essence of your authentic tone of voice in that piece of writing after you’ve transcribed it.

    So I’ve kind of already touched on this, but it’s really important if you fall in this particular category to really think about and embody your own authentic tone of voice, that’ll help you resonate with your audience. So are you someone who is edgy? Are you more of a soulful kind of voice? Are you more of a sarcastic tone?

    Are you really upbeat and energetic? Are you more serious? I mean, if you are a formal and that’s your natural way of speaking, if you’re more of a serious person that is perfectly okay, but don’t write that way thinking that you’re not going to get clients unless you write in this particular way. So something else to think about is sometimes people you’ll often see people who are swearing.

    They have, you know, they’re writing in their website copy, they’ll use, you know, sometimes the F word or whatever. And you know, some people may find that very offensive and off-putting, and that is perfectly okay, because if that is exactly who you are and you want to include that in your copy. Go for it, because if you don’t want to work with people who find that type of language to be really off putting, or  you know, kind of be uptight about using language like that, then, you know, use it and, and make sure that you’re repelling the people you don’t want to be working with as much as you’re trying to resonate with the right people.

    So figuring out what kind of tone do you want to portray. For myself in my own writing, it’s not that I never swear, but I very rarely use curse words or any foul language  in my writing, it’s just a personal preference. And so it doesn’t mean that you wouldn’t see me at the club, not swearing occasionally or not saying things like that.

    And it doesn’t mean I’m being any less authentic. I’ve just decided it’s not whenever I’ve tried it or I’ve used it in the past, it just sit right. It probably has some something to do with my upbringing where, you know,  swearing was for certain place in a certain time. You know, I wouldn’t swear around my grandmother.

    I wouldn’t swear up, you know, if I was at school to my teacher or any of those things. So it  kind of, for me  has that same sort of energy. And it’s not that I never do it. I just do it very rarely. On occasion. I just I’ve tried it and it doesn’t feel good. Try it out, test it, see what feels right for you and then find your own unique, authentic voice that way by experimenting and seeing kind of what works.

    How are people responding to the way that you’re writing? So here’s another example of bringing in more personality into your writing is by using words and phrases that are unique to you. So for example, you might open up your email newsletter with like, “Hey girl”, versus “dear reader”. Or I’ve seen other people say, “hi, lovelies” is another one.

    You know, whatever that is for you. “My dear”, I often use that in my own writing because where I’m from, that was a phrase that I grew up with calling everyone, my dear, or my love is another one that I often use because I grew up using that language. So it feels very authentic for me to do that. So how do you want to address your people?

    How do you want to come across? Do you want to come across, like you’re speaking one-on-one with your girlfriends? Do you want to sound more like this you know, this expert with a ton of expertise and you want to sound a little bit more formal? If that’s the tone of voice you’re going for totally fine.

    Just make the decision and go with that and just experiment with it and try it out. So something else that I want you to do is write in first-person versus writing in third person. I really, really dislike it when people write in third person. I know lots of people that do it, and they have successful businesses. This is just my own preference because oftentimes we know that you’re writing it yourself in third person, someone didn’t come in, they’re not writing this for you.

    So just write it as if you’re talking to someone from a really open, authentic place. I think it’s just much more personal, much more transparent, much more authentic when you write in a first person voice versus third person. So that would be like, you know, “Hey, I’m Krista, I’ve been running this business for the last five years,

    I’m a mom of two kids”, versus “Krista Bauer is a business coach with a life coach certification who worked in HR for 10 years”, blah, blah, blah. You know, that sounds really formal and kind of uptight, but when you can write in your own voice, from your own heart, I think that’s the most authentic, personal way to go.

    So again, if you fall into this category, here are some tools that you can use to help you write in a more personal way versus overly professional. So one is the Idioms Dictionary, which can be really great for finding slang words. Now, again, you do want to be careful to not get, you know, too creative with your writing to the point that people don’t really understand what you’re talking about, but using, you know, idioms or metaphors or any of those things are really helpful in your writing.

    And they can again, add a lot of personality and you can take any old school metaphor and turn it into something that’s much more personal, much more relevant for your particular niche or your modality. And, you know, again, put your own twist on that. If you want to get creative with your writing. I’ve already mentioned Google docs for voice dictation.

    I do not love this particular method because I don’t find it overly accurate. One that I use now is called Descript, and I will link it in the show notes. It’s my favourite. It’s also an editing app. It does all kinds of different things. So I highly recommend that one, but before I used Descript, I was using two different methods.

    I was using. Otter Which was one of my favourite ones. It was a great voice transcription tool, but it only did that. So I eventually moved onto Descript cause it did a lot more. And the, for many years, for at least a year and a half, I was using just recording my voice, speaking into zoom, doing a zoom video.

    Saving the video, uploading it to YouTube and waiting for the transcription to process. And once I got the transcription, I was copying it into a Google doc and cleaning it up and writing it from there. So that’s another free way of doing it. It’s a few extra steps, but it works great. So I would suggest definitely transcribing your voice to find your authentic way and your natural way of speaking.

    Again, Grammarly, I’ve already mentioned Grammarly, but this is a great one for helping you with tone. So if there’s this particular tone you’re going for, maybe it’s like creative or funny or expressive, or, you know, more of like a serious tone, you can input that data into Grammarly and then it will give you a score based on what you’ve written, on how much your tone reflects the tone that you were actually going for.

    So you can do that as well another thing that you could try is you can try polling your audience to find out which adjectives they would associate with your brand or business. Now, if you have been using a really formal kind of stuffy professional tone up until this point, it may not be totally accurate, but maybe finding people who really know you and know your true personality and asking them what type of adjectives

    they would associate with you and your brand and your business. What do they kind of think about when they think of you? So a lot of people might say about me more lighthearted, more soulful, more spiritual kind of tone. I try to bring that into my writing as well.

    3. The Disbeliever

    Okay. So the third profile, the third and last profile is what I have called The Disbeliever. Now the disbeliever, like The Professional and like The Academic, they are also experts at what they do. So if you notice all three profiles are very skilled and experts at what they do, they have a ton of expertise.

    Ya know, they’re not novices. I mean, even if they are, they’re still really passionate, they have a lot of energy and experience and knowledge when it comes to their work. But this particular profile, they often avoid writing altogether because they don’t think they can write. Or they don’t think they can write anything interesting.

    So they might be writing, but they think that it’s dull. They think that it’s boring. They don’t have anything interesting to say. So what I often find with this particular profile is that their website is sparse and it lacks content because they’re constantly questioning,

    is the writing good or is it not? When I think about super powers with this particular profile is they’re very thoughtful. They’re very relatable and they’re very trustworthy. However, some of the drawbacks is that their writing doesn’t really reflect who they are and it really tries to appeal to everyone.

    So I find people in this particular profile tends to be more water down. Or as I said, there’s not really enough content to really connect with anything. The other thing that I find with this particular profile is, they’re paralyzed by the fear of doing it wrong. So they just don’t try at all. 

    They think everything that they do is terrible. The writing sucks no matter how well they do it, they can’t do it, which is really not the case. They just need some tools and some other supports to help them get going. They have a lot to say they have a lot of knowledge. They had to have a lot of expertise in their particular modality or in their field.

    But they have this belief that they can’t do it right, so why do it at all? They’re also very overwhelmed by the writing process. So they don’t know where to start. They think it takes way too long and they’re constantly second guessing themselves. So even when they write something that’s, you know, pretty, pretty decent, like it’s concise or, you know, maybe it’s not totally concise, but the essence is there.

    The heart is in it. They still, you know, they still second guess whether or not what they’ve written is okay. And then they tend to not use it or they water it down even further.

    So the emphasis with this particular profile is really on perfectionism.

    WHAT TO WORK ON

    So how can we overcome that perfectionism? So here’s what I want you to work on if you find yourself falling more in this category, is I want you to again, pick one person to write to. And then write as if you are in a one-to-one heartfelt conversation with this person.

    So pour it all out without questioning if what you’re doing is right. So just do it just write. Whatever’s on your mind, whatever’s on your heart, whatever you need to say, give yourself the permission to just write to this one particular person.

    Don’t get bogged down by who you’re writing to, you know, trying to appeal to the masses because that’s not going to help anyone. And here’s a little challenge for you. If you’re stuck in this profile, I want you to challenge yourself to write 250 words every day, which is approximately a half a page. If you’re typing out on a Google doc or a word doc, or about 10 minutes of stream of consciousness, style of writing.

    So basically just allowing the words to flow. And don’t worry, you don’t need to publish this. You don’t need to show anyone if you don’t want to. But I guarantee if you start with a prompt or an idea of something that you want to say, and you just allow yourself to write for 10 minutes, No stopping, no editing, no judging, no criticizing anything you’ve written.

    And you just allow yourself to write. There will be something in there that you can work with. And if not the worst case scenario is you’ve just had some practice writing and maybe you’ve cleared out your brain a little bit. So the next time you repeat this process and start with a 10 minutes of writing stream of consciousness style, you’re going to have something there to work with

    And my third tip for you is if you’re really stuck in perfectionism and you know, you don’t believe that anything you have to say is good enough is to really write with the intention of just throwing out whatever it is that you’re writing.

    So just allowing yourself to make mistakes, allowing yourself to do it wrong, do this for the pure sake of experimenting with writing, just getting used to your style, getting used to the process of writing, getting used to starting your writing, getting used to maybe starting with a prompt, figuring out you kind of your style, your process, your structure, the way that you write best helping you essentially find your

    flow. So all you’re doing here is writing. You’re not writing with the intention of publishing. You’re not writing with the intention of using it anywhere. You’re writing for the intention of just experimenting and getting used to writing. So here’s some tools and tips that can really help you with writing.

    I’ve already mentioned writing prompts. So finding some writing prompts, prompts to get you started. Ommwriter is another great one because it helps you write and think distraction-free. So what I would do in any of these profiles, whenever you’re writing is I often put my computer to “do not disturb”. I don’t get any notifications, no text messages come through. 

    And I also like to write where I’m not seeing a lot of things on the screen. I can simply just focus on writing. So OmWriter is a great one. There are many other ones out there it’s free. So it’s a great way to write and just write without any distractions on the screen. Just a simple blank page.

    Another thing you can try is setting a timer. So eggtimer.com for a 10 minute timed free writing session is really great. Or you could just simply use your phone or any apps, you know, Google a timer  online and you will find something there. And then of course, as I’ve mentioned in all three of these categories, my favourite tool, which is Grammarly for editing.

    So if you’re really self-conscious about your writing, you can write, you can plunk your writing into Grammarly after you’ve written it. And it’s going to give you tons of edit suggestions. Depending on which plan you’re on, the free plan will give you enough. But if you’re on a pro plan, you’ll get even more data.

    You’ll get even more feedback about your writing. So that can be immensely helpful in helping you write and not worrying about if you’re doing it okay. If your grammar is okay, if your spelling and besides those things, I really would not put too much emphasis on anyway, because when you’re writing copy and you’re writing in more of a conversational tone, you can break the rules a little bit when it comes to grammar, you know, you don’t want to have a ton of spelling mistakes, cause that can be a big distraction for people as well.

    You don’t want to have things sounding really weird and sounding kind of awkward as you’re reading them. But Grammarly is a really great tool for helping you catch some of those mistakes and catch some of those errors. So if you take anything away from this episode, it’s to go to my website, kristabauer.com/podcast to find this episode and to get access to some of these tools and resources that I’ve mentioned here.

    So here’s some questions that I want you to take away with. We are now at the end of the episode, this episode was a little bit longer than I had anticipated, but it’s such a fun topic for me to talk about. I absolutely love helping people to discover what type of writers they are to help them have tools and to coach them through the writing process when it comes to writing website copy or their sales pages.

    Reflection Questions 

    So I want to give you some questions for you to think about. So I’m going to give you four. And the first question is:

    What type of writer do you identify with the most and why? So which profile we’ve got the academic, the professional and the disbeliever, which profile resonates most with you right now.

    What stood out to you most about this profile?

    What key awareness or learning did you gain? So what tips were most helpful for you?

    What will you implement or what will you do to help you elevate your writing right away?

    So which tools will you use, which tips will you implement so that you can begin to write in a more clear, concise and resonant way.

    Thank you so much for tuning into this week’s episode. I hope you enjoyed the show. I’ll see you again next time.