202. How to Write Sales Copy That Sells with Kris Jones

If you’ve been struggling with sales copy this episode is going to change how you write and make your copy more effective – we’re even going to talk AI and how to use it. Kris Jones helps women-owned small businesses create website copy that sells so they can multiply their revenue and focus on what they do best. And we mean multiply – she’s helped some of her clients to scale from $30,000 months to $300,000 months.  I’ve said it before, and I’ll say it again, copy is one of our most important business assets. It replicates you out there in the world. When your copy is done well, you can go off and relax and know that the copy is working hard on your behalf.  Kris started out as a visual storyteller; she was never someone who loved copy. Her journey started in website design. She had a client who was ready to launch a new business idea and was very excited. The client had a background in publishing and was going to write the copy. Cue the copy deadline, and Kris’ client called her frustrated. She couldn’t’ do it. When she tried to outsource the task, it didn’t feel like her voice. Kris says she realized the visual story paired with the written story is the superpower. Even today in 2023, most people don’t have both. Kris has advice for struggling sales copy writers. The biggest mistake we make is making ourselves the hero of our own story. We think this is my website, I need to talk about myself. But we want to be inviting our clients into the story with you, says Kris. The client should be the hero, and you are the guide.  The guide is the strongest character in the story; the hero is the weakest. The hero has the problem and we don’t know if they’re going to overcome it or not. But you are the guide who can solve their problem. You can show up with empathy and confidence.  The formula for every story ever told is the hero has a problem they don’t know how to solve. That's your client. They go searching around whether they're asking their friends or they're online asking Google. They're looking for a solution. The hero then meets a guide that has a solution that allows them to experience success.  That is, in a nutshell, every movie you ever watch, every book you ever read -- that is the structure of a compelling story. When business owners can articulate the problems that their clients are struggling with, the client automatically think we’re the best ones to solve it. Doing that establishes resonance. It develops trust. It helps them feel seen and heard when you're just literally naming the problems that they have. Kris notes that you can’t outsource your own voice. There are nuances about what you do that make you unique. That's why people hire you instead of your competitor. She believes AI is a powerful tool that can you explore ideas. “I think of AI as kind of like a really great professional racehorse. It's been groomed, but you don't want it to run wild. To win the race it needs a jockey,” says Kris. She notes AI is great for generating content, but it's not a strategic thinker. You want to generate a lot of content, but you still need to go in and edit it. It doesn't necessarily create copy that is touching, moving and representative of your voice. Let’s get to it! #SalesCopy #HowToWriteASalesPage #CopywritingTips #SalesPageTraining #WriteBetter #CopyWritingSecrets #IntuitiveBusinessCoach #SalesCoach Mentioned in this episode: Write Compelling Copy That Sells—in 5 Minutes Flat: https://www.claritywithkris.com  You can check out our podcast interviews on YouTube, too! http://bit.ly/YouTubeSWalton   Thank you so much for listening. I'm so honored that you're here and would be so grateful if you could leave a quick review on Apple Podcasts by clicking here, scrolling to the bottom, and clicking "Write a review."Then, we'll get to inspire even more people! (If you’re not sure how to leave a review, you can watch this quick tutorial.)