Alyssa Martin – Sales Copywriter & Brand Message Strategy

#32: Mastering your money mindset with Denise Duffield-Thomas

In this episode, we talk about:

  • why you might feel blocked around passive income (and I did too)
  • “I just want to help people” sabotaging your money making
  • symbolic income levels holding you back
  • what does “new level, old devil” mean & how does it show up?
  • getting your partner on board & why you can’t let your partner be your excuse
  • your fear of visibility affects your ability to make money & how that has changed for Denise as she’s become more “internet famous”
  • Why your money mindset is more important than ever at transition points in business

Resources mentioned in this episode:

And for more from Denise, visit her at

#31: Blending strategy & creativity with Kim Herrington

In this episode, we talk about:

  • getting fired from your job on the first day that you start your business
  • finding a niche — and how well niching works
  • it’s not true that everything has been done before
  • the need to be prepared for when lucky opportunities come your way
  • SEO as a tool for getting in touch with your audience
  • not having a goal made it hard for Kim to find direction, her voice & brand values
  • the mistake of focusing on strategy so much that you don’t take action
  • how your WordPress theme can affect your SEO
  • aiming for a website that’s only as pretty as you need

Resources mentioned in this episode:

And for more from Kim, visit her at:

#30: Perfection is a myth with Diane Randall

In this episode, we talk about:

  • health problems & anxiety as a trigger for learning to take better care of yourself
  • not believing everything your mind says (because your mind can be mean)
  • the power of asking yourself, “Where is this fear coming from? Are those thoughts true?”
  • waking up to how your choices are being influenced
  • the need to put your own oxygen mask on first & take good care of yourself

And for more from Diane, visit her at:

#29: Creating space for inspiration with Elizabeth DiAlto

In this episode, we talk about:

  • how the internal stuff affects your external stuff
  • why it never felt like she could fail (hint: it felt like a divine assignment)
  • feeling burnout coming before it arrives
  • how your confidence changes when being reactionary vs sticking to your zone of genius
  • leaving room for grace & inspiration – then taking action on it (and doing it is easier than you think)
  • rushing things creates more work for yourself in the long run
  • pacing yourself with all your ideas so your audience doesn’t get confused about what you offer
  • Elizabeths’ woo-woo motives behind her Pay What You Can Day.

Resources mentioned in this episode:

And for more from Elizabeth, visit her at:

#28: An untouchable niche with Sarah Wilder

In this episode, we talk about:

  • being the only one doing what you do is both crippling & freeing
  • how Sarah has seen her passion for marketing her creations grow, despite being scared of it when she first started out
  • dealing with copy cats — no matter who copies an idea, it will never be the same as yours
  • building a slow growth product that will stand the test of time
  • how to find the sweet spot of something you’re excited to create & your customers are excited to receive
  • dealing with the heavy cloud of “this needs to make me money!”
  • idea overwhelm that makes you feel immense pressure to follow every single idea
  • hiring a team to get you out of working in the business, so you can work on the business.

Resources mentioned in this episode:

And for more from Sarah, visit her at:

#27: Being a warrior for your message with Isabel Foxen Duke

In this episode, we talk about:

  • How Isabel got the courage to build her business on counter cultural messaging
  • Having a strong voice from Day 1.
  • Being inspired by seeing someone else achieve what you want to achieve
  • The impeccable timing that led to Isabel getting 10,000 subscribers in her first year
  • Getting addicted to media attention & how her ego got wrapped up in it
  • How hard it is to sustain content creation when you’re wrapped up in what everyone will think about every single blog post
  • High stakes launching when you only launch once a year.

Resources mentioned in this episode:

And for more from Isabel visit her at: 

Why some people almost always attract their dream clients (and you don’t)

why some people almost always attract their dream clients and you do not

One of my readers, Selina, asked an excellent question last week. She asked:

“I’m wondering why you say to only write in the first person.  I have seen other people say that it is better to write in the third person to convey a sense of professionalism.  You suggest writing the homepage in the first person.  Would this also apply to the about page, and the whole website?”

Firstly, great question, Selina. And I have very strong views on this subject.

I’m going to assume that because you’re reading this blog, you’re the kind of person who cares about the outcomes that you deliver for your clients. You want to help them overcome something (or many things) that’s bothering them and live a better life or have a better business.

You also want clients that you enjoy working with, so you need clients that genuinely like you, your work & your particular style of working. In other words, you need to feel (and have) a connection to the people who enquire about working with you; you need them to already be primed to work with you because they know, like & trust you.

Now that we’ve got that sorted… I most definitely do not recommend that you write your website in the third person.

Here’s why: your dream clients aren’t going to leap at the chance to work with you if you talk in the third person.

The third person distances you from your audience

The third-person uses an objective narrator who tells the story without describing your thoughts, opinions, or feelings. It sounds like the story is happening to a distant, far-away person.

It’s very hard for your readers to feel a connection to you if you put a narrator in between you & them because they can’t get a sense of your thoughts, opinions, or feelings that define you as a business person.

And if your audience can’t get to know the real you through your website, then you’ll have a much harder time attracting the right clients for you.

Third person copywriting is all about you, not about your customers

Generally, third person copywriting is done by big, bland, corporate companies who are not known for caring about their customers.

Let’s take a look at Microsoft. The Microsoft Australia’s About Page starts with:

Established in 1985, Microsoft Australia is the Australian subsidiary of Microsoft Corp. (Nasdaq “MSFT”), the worldwide leader in software, services, devices and solutions that help people and businesses realise their full potential.

Does that make you feel connected to or interested in Microsoft & their work? No.

Do you feel any loyalty to Microsoft? Probably not.

Are you excited to share their website with others? Definitely not.

Why? Because all they’re doing is talking about themselves, instead of showing you how their products can transform your life. They write about how awesome they are & how great their product is, instead of focusing on you & what they can do for you.

Think about it: when you visit a website, do you think about how your money will help the business increase its revenues & let the owner take more holidays? Of course not. You want to know how the store’s products & services can help you reach your goals & make your life better. 

You need to make your audience feel understood

Your audience is on your website because they want you to solve their problems & improve their life. That means they need to feel like you actually understand their problems.

“The most basic of all human needs is the need to understand and be understood.”

— Ralph Nichols

The fastest way make your audience feel like you understand them is to talk to them like a real person. That means not writing in the third person. 

When you talk in the first or second person, instead of the third person, it allows you to focus on your audience & shows sensitivity & understanding of their needs & problems. And that helps you build a strong relationship with your audience that makes them feel understood.

And that feeling of understanding triggers an emotional response – it creates connection.

And connection creates loyalty.

And loyalty brings repeat customers.

Writing your website in the third person puts a barrier between you & your dream customers.

On the other hand, writing in the first or second person lets you build a genuine connection with them, show that you understand them & are able to solve their problems. If you want to be one of the lucky ones with dreamy clients that you love working with, it’s the best way to go.

#26: Creative confidence with Louise Glendon

In this episode, we talk about:

  • How Lou went from being in the airforce to boudoir photographer
  • Wondering “who am I to teach photography?”
  • the challenge of creative confidence when there’s so many people that are more creative than you
  • getting tied up in other people’s success stories
  • adjusting your work day to suit the way you work
  • how it’s hard to know the difference between fear that’s holding you back & fear that’s a warning sign.

Resources mentioned in this episode:

And for more from Louise visit her at: 

6 free ways to get to know your dream clients

6 free ways to unlock your dream clients needs and wants for better copywriting. The last tip and is best (and most unknown).

Your business is built on the people you serve and the person you are.

You (hopefully) already know enough about yourself, but how well do you know the people that you aim to serve? How intricately do you know their needs, wants and absolute must-haves?

It’s a huge part of your entrepreneurship puzzle and lots of people haven’t spent the time learning about their dream clients. Yes, it can take some time to figure it out. But this time is an investment in your business that will pay off tenfold once you get it done and action what you learn.

When you have boat loads of information about your dream client, then you can write web copy that attracts her, post during times when she’ll see your content, create products and services that help solve her problems and so many other great things that this list may never end.

The goal is to get more information about them so that you can learn how to attract more people like them.

I’ve created this list to help get you started learning about your dream client. Everything listed here is free, fast and super effective.

Hang tight, this is a long + thorough post.

1. Think about your favourite current or past client(s)

You know that super inspiring, dream woman that you’ve worked with in the past? Your favourite clients that you could work with over and over again?

There are probably links between all your past clients – characteristics, attitudes, goals, ambition, working style, communication style, willingness to invest in working with you.

Think back to working with these women and make a list of reasons why you enjoyed their company. These might be:

  • you like them – they’ve got the same values as you
  • they pay you – they don’t try to bargain your prices down
  • they need you – they get the most value out of your offering
  • they appreciate you – they tell their friends about how awesome you are.

You’re most likely listing intangible things – things that you should feel when meeting with your dream clients. And that’s ok. You’ll learn more tangible things about them in the next steps.

2. Look at your Google Analytics

Google Analytics is a free tool that can quickly and easily give you mountains of information about the people visiting your site. You can learn:

  • which countries your readers come from
  • how they found your website
  • how long they spend on your site
  • what type of device they use to view your site
  • whether they’re a new or returning visitor
  • which pages that get the most views

The trick is knowing how to use it without getting overwhelmed.

If you’re not yet confident using your Google Analytics, check out this Skillshare course: Master Google Analytics In 1 Hour for Beginners. I learned a lot from this course. I can now open Google Analytics without flipping out and understand what the information is telling me. Highly recommended. And you get a free month of membership if you use this link.

3. Ask them questions

Surely there’s no easy way to find out more about your dream clients than to go straight to the source and ask them.

You have two options here: you can ask everyone on your mailing list some questions or you can target your favourite clients.

I’m going to assume that you’ll choose to target only your favourites, but the process is the same if you want to email everyone.

Start by writing out a list of your awesome clients – the ones that you could happily clone and work with over and over. The more, the merrier. Or, in this case, the longer the list, the more responses you’ll get.

Next, think of 6 or more questions that you’d like to ask them. These might be something like:

  1. How old are you? (Though you can get general info like this from Google Analytics, it’s good to know the age of the people who are responding to your questionairre.)
  2. What’s the biggest struggle you have with website building / getting fit / eating healthily / dealing with grief / _____________ [whatever it is that you help your clients achieve]?
  3. What attracted you to my website?
  4. What interests you in my products / services?
  5. What is preventing you from purchasing / hiring me right now?
  6. Are there other people or businesses that you’re considering buying from / working with?

Once you’ve got your questions prepared, create an online form to gather answers from these questions. Google “free online form” and you’ll find lots of options.

Finally, email your favourite clients (or whole list), ask them to fill out your online questionnaire and provide a link to it. HINT: If you actually ask people to do you a favour – use the word “favour” in your subject line – it can boost your response rates for practically zero effort. 

4. Talk to people in real life

Traditional businesses and start ups often pay tens of thousands to some market research company to hold focus groups and send them some data about their findings. Poor schmucks.

We’re smarter than that. We know that we can do that on the cheap.

Let’s say that you’re a one-woman bakery and you sell mouth-watering cupcakes at your local farmers market. You could ask each buyer if they’d be willing to chat to you for a few minutes and in exchange, you’ll throw in an extra cupcake of their choice.

Have a few questions prepared, so that you get comparable information from everyone you talk to. You might ask:

  • What grabbed their attention and made them wander over?
  • What about your cupcakes made them buy, instead of getting a muffin or something else at a different stall?
  • How many of the flavours grabbed their attention?
  • Was there any flavour that they were hoping to find, but didn’t see in your range?
  • Do they think they’d come back again?
  • Would they recommend your cupcakes to others?

The secret benefit to this approach is that you’ll get to have real conversations that build relationships with your buyers. Plus, you’ll get more memorable information than mere data. 

5. Go where they hang out online

Maybe, like me, your dream clients are other women entrepreneurs who do soul-charging, world-changing work. It’d be a safe bet that you can find thousands of these dream clients hanging out in Marie Forleo’s private B-School Facebook group.

There are groups and forums like this for every industry + every niche. You just need to go hunting to find them + join.

Once you’re in, listen to what members have to say and take note of their pain points – what are they finding difficult, what don’t they understand, what frustrates them, what keeps them up at night?

6. Take advantage of Amazon

You’re in luck. Amazon is a secret hideaway for all sorts of copywriting gold + now I’m sharing that secret with you.

Amazon houses some amazingly in-depth book + product reviews written by everyday people. These people are essentially testing out the messaging attached to those books + products and letting you know their feedback.

They’ll tell you what they like, what the product doesn’t do and doesn’t achieve. If you’re lucky, they’ll even tell you what they wanted but didn’t get – and this is pure gold when it comes to creating messaging + positioning against your competitors. It’s basically a free test audience.

If you sell products, you’ll want to search for competitor products on Amazon + read their product reviews.

If you sell services, you’ll need to find authors that your dream clients follow + read their book reviews.

Look at multiple reviews for multiple products in your niche. (Looking at one review won’t give you enough information to really make a difference to your business messaging.) Seek out the reviews that others’ considered to be helpful – luckily, these are the ones displayed at the top of the reviews section.

What are the common themes in these reviews? What do most people want + aren’t getting? What needs are already being satisfied?

For example, maybe you’re a life coach who helps your clients transition out of boring corporate jobs + into self employment. Your dream clients probably read Pamela Slim’s book Escape from Cubicle Nation.

After reading through the reviews, you find this gem:

Screen Shot 2014-04-23 at 7.21.05 am.png

This review is written by a Top 500 reviewer and is considered helpful by 27 of 27 people. You can quickly see that these people want:

  • realism, not just inspiration
  • the truth about the risks of following your passion
  • tips on protecting yourself financially.

The reviewer is also very specific and detailed about the things that she doesn’t like about the book.

Lather, rinse, repeat. Look at multiple books and multiple reviews for each one to get a thorough look at your dream clients wants + needs.

Now you’re in an excellent place to start meeting your dream clients needs – including a better idea of how to phrase your offering to appeal to those needs.

Your next step

Take action.

There are 6 simple, but stellar ideas in this post.

Whether you implement one or all of them, you’ll be in a much better position to tailor your offerings & your message to those that you most want to work with.

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