In this encore episode I sat down with Lewis Dalton, a copywriting pro and co-founder of Pine, to dig into the magic behind writing copy that actually converts. Lewis shares some fantastic, down-to-earth advice about finding the sweet spot between short-term and long-term benefits in your messaging, how to blend emotion and logic to really hook your audience, and why getting specific with your target market matters more than ever. Whether you’re working on sales funnels or just trying to write better emails, you will find some  great tips to help you turn prospects into customers.

ere are 4 key points from the interview with Louis Dalton on copywriting:

1. Balance Short-Term and Long-Term Benefits: When writing copy, focus on both short-term wins (quick, immediate benefits) and long-term outcomes. Short-term gains help keep potential customers engaged and excited, especially when selling products with delayed results.

2. Use Both Emotional and Logical Appeals: Effective copywriting taps into emotions to create interest, but it must also provide logical reasons—such as proof or data—to convince people to buy, especially for high-ticket items.

3. Tailor Copy to Your Audience: Different audiences respond to different tones. For example, engineers might prefer more logical, fact-based copy, while creatives or coaches may engage more with emotional appeals. Understanding your audience helps strike the right balance.

4. Qualify Prospects: Breaking down larger commitments (like a 16-week course) into smaller, more digestible steps can help qualify the right prospects. It prevents you from trying to "twist arms" to get clients who aren't truly invested, saving time and effort.

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Connect with Lorraine on LinkedIn https://www.linkedin.com/in/lorraineball/

Check out video versions of these interviews https://www.youtube.com/@MTFWPodcast

I am a LinkedIn junkie, but unlike people with other addictions, I'm not looking for a 12-step program to cure me of my habit because I think LinkedIn is healthy for my business. Instead, what I've done is developed a six-step process that allows me to simplify content creation and improve the quality of the content I'm creating.

The six steps are easy.

Define your objective. Figure out why you're really on LinkedIn and what you can realistically accomplish. Build out your profile and becoming someone people want to get to know.

Identify who your target audience really is and getting laser focused on putting messages out there that are relevant for them.

Spend the majority of my time engaging with the content that other people put out there, strategically connecting with other individuals.

And finally, when you do all those five things well, creating content is easy. 

Looking for a more detailed look at this process?   Watch the Video Now 

This time of year, we always start thinking about the holidays and holiday marketing.  That's why I was so excited to chat with Caroline Balinska on holiday marketing.  Here are 5 key points from my conversation with Caroline

1. Plan in advance: One of the biggest mistakes businesses make is not planning holiday campaigns early enough. Starting at least three months in advance to set up social media posts, emails, and design imagery is not too early

2. Focus on relevant holidays: Not all holidays are relevant to every business. It's important to pick holidays that align with your products. For instance, World Animal Day is more relevant for pet-related products than Valentine's Day.

3. Stand out with unique content: For holiday campaigns, businesses should create fresh and themed content, including new imagery and emotional trigger words that resonate with their target audience.

4. Leverage post-holiday opportunities: Businesses can continue benefiting from holidays even after they pass by extending promotions or using SEO strategies like Pinterest for long-term visibility.

5. Budget for ads: Caroline advises putting ad budget behind special event days, especially niche holidays, to maximize marketing.

Learn more:  moreclientslesshustle.com

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FROM MY ARCHIVE - In this conversation I asked the question  “Why should I write a book?” Let's face it writing a book may seem overwhelming, especially if you don’t think of yourself as an author. But my guest, Kim Thompson-Pinder, overcame her own challenges to become an author and publisher, shares her insights into why a book can be a game-changer for entrepreneurs.

Here are some key takeaways from our conversation:

Credibility and Authority: Being an author gives you instant credibility. As Kim shared, "Authors are seen as experts," even if that’s not always true in reality. Perception matters, and holding a book with your name on it can open doors that may have otherwise been closed.

Targeted Marketing Tool: Kim emphasized the importance of writing a book tailored to your target audience. By addressing their specific problems, your book becomes a tool to build trust and convert readers into clients. The more targeted your content, the more effective it is at overcoming objections and positioning you as the go-to expert

Self-Publishing for Control: If you're serious about writing, Kim strongly advises self-publishing to retain control over your message, book design, and profits. The traditional publishing route often leaves authors with little control and lower financial returns. But she highlights the importance of hiring professionals for editing and cover design to ensure a polished, professional product.

Writing the Book: The process of writing can seem daunting, but Kim offered a simple formula: break the book down into manageable sections. Think of each chapter as a smaller problem your target market faces, and by solving them, you create a clear, engaging narrative that speaks directly to your audience.

Positioning the Book: A book is not just about getting your name out there—it’s a powerful marketing tool. You can use it to generate leads and establish long-term relationships with potential clients, leveraging its authority at every stage of your business growth.

Kim’s journey from being told she wasn’t a writer to becoming an author of five books (with two more on the way) and helping over 200 entrepreneurs write theirs is incredibly inspiring. Whether you’re considering writing for the first time or looking for ways to amplify your marketing, this episode offers invaluable insights.

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One of the questions that I get asked on a regular basis is, what's the best marketing platform? Where should I be spending my limited marketing dollars and time? And every time I hear that question, I think about something my boss said to me way back in my corporate days.

Rick told me  a mediocre idea executed well would outperform a brilliant one executed poorly every single time. And I really took that message to heart.  It has been the basis of my marketing through my whole career. 

So my advice to you as you're trying to find that one perfect platform, stop! Stop looking for the one perfect marketing venue and instead find one thing to execute perfectly.

Looking for some help on developing your execution plan? Give me a buzz. I'd love to work with you. 

https://morethanafewwords.com/office-hours/

Your website isn’t just a pretty face for your business. Done right, it’s a 24/7 salesperson, constantly working to attract and convert leads even when you’re not. But how do you make sure your website pulls its weight? I sat down with **Lori Highby**, owner of Keystone Click, to get to the bottom of what makes a website not only visually appealing but also a powerful sales tool. Here are some key takeaways:

Speak to Your Customer’s Pain Your website’s primary job is to solve your customer’s problem. Lori emphasized the importance of understanding your *ideal customer* and addressing their pain points right from the start. Visitors are looking for solutions, and if your site speaks directly to their problems, it will grab their attention immediately. 

*Tip*: Each page of your website should focus on *one* problem or pain point. Avoid overwhelming your audience by trying to solve everything on a single page.

Pass the “Billboard Test Lori introduced a great concept: the "billboard test." You have just seven seconds to capture someone’s attention when they land on your website. If your message isn’t clear, they’re gone. So what should you focus on? A unique value proposition and proof of your work. 

• Unique Value Proposition (XYZ Statement) - Clearly define what you do, who you do it for, and what benefits your customers get by working with you. For example, "We build websites for contractors, helping them attract more business.
• Proof of Your Work: Instantly build trust with visitors by showcasing testimonials, client logos, or press mentions. People need reassurance that you can deliver.

 Make It Easy to Convert Once you have their attention, it’s critical to make the next step obvious. Whether it’s signing up for a newsletter, booking a consultation, or making a purchase, your call to action (CTA) needs to be clear and compelling. 

*Tip*: Don’t make your visitors work to figure out how to engage with you. Have multiple, easy-to-find CTAs on each page guiding them towards conversion

Craft Your Homepage as a Gateway Your homepage is like the cover of a book — it introduces your brand, but more importantly, it should act as a gateway to the rest of your website. Lori suggested thinking of it as a “choose your own adventure.” Make it easy for visitors to navigate to different sections of your site based on their needs, but keep the overall message simple and clear.

The Post-Conversion Experience Matters What happens after someone fills out a form or takes a desired action on your site? This is often overlooked but incredibly important. Lori pointed out that the follow-up, like a thank you page or an automatic email, should continue to build trust and confidence in the decision they’ve just made.

*Tip*: Reinforce their decision by providing additional value, like testimonials or next steps, and ensure the entire process feels seamless and professional.

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Connect with Lorraine on LinkedIn

From my archive, a great conversation with Denise Praul

If a prospective customer is introduced to you by someone they trust, you're far more likely to close that sale than if they stumbled upon you on Google. That’s the beauty of referral marketing, and it goes beyond traditional word of mouth. But how do you create a system that consistently brings in high-quality referrals? That’s what this conversation is all about.

When someone is referred to you, you’re borrowing the reputation of the person who made the referral. This is a game-changer because the new client comes in with a built-in level of trust that makes closing the sale much easier. They’re not starting from scratch—they already believe in you because someone they trust vouched for you.

It’s easy to get caught up in the technical details of your product or service, but customers are more interested in how it benefits them. Denise points out that for referral partners to help you, they need to know exactly who you want to work with and why someone should choose your services. Focus on solving pain points, not just listing features.

Instead of constantly trying to build new relationships, Denise suggests focusing on the network you’ve already developed. People who already know, like, and trust you are your best advocates. Train them on how to refer you by clearly explaining your target market and the benefits of your services.

Referrals are a two-way street. You can’t just expect to receive them without offering something in return. Be proactive in asking others how you can help them, and genuinely try to send referrals their way. A good question to end any meeting with is: “How can I help you?” This opens up a deeper conversation about how you can support their business too.

People remember stories. If you want your referral partners to easily explain what you do, share real-life examples of clients you’ve helped. These stories make your work more relatable and easier to understand, making it more likely they’ll think of you when they come across a potential referral.

Building a referral system isn’t just about luck—it’s about being intentional. By focusing on trust, relationships, and storytelling, you can create a steady stream of high-quality referrals. And the best part? When someone comes to you by referral, they’re already primed to buy.

Looking for more networking tips? Grab a copy of my book https://www.amazon.com/dp/B0C3BMD6JW

We often get advice about how we should interact and engage on social media. You need to be subtle. Don't be too pushy. Don't jump to offering your product and services right away.

That is all good advice. I would never want to walk into a networking event and start talking to the very first person I meet about how I can help them without finding out a little bit about them.

But, sometimes that advice to be subtle takes us in the wrong direction. We're so careful not to promote our product or services that people don't know what it is we really do.

I know I can be guilty of this and so today I'm going to tell you I work with businesses that have spent money on marketing and are not satisfied with the results. They're looking for a quick independent assessment of what they're doing and how they can do it better. Sound like you? Well then book an appointment today.

Oh, and come back and listen to longer episodes of More Than a Few Words wherever you listen to podcasts.

BOOK AN OFFICE HOUR - 

Loved chatting with Helene Gidley, founder of A2 Agile Incorporated, about how an an agile approach can help small business owners stay organized, adapt to change, and avoid burnout. Here are a few key takeaways:

1. Agile is about visibility and adaptability: Helene emphasizes the importance of making your work visible and breaking it into small, manageable chunks. This allows you to respond to changes quickly and see progress incrementally.

2. Keep tasks visible: She suggests using physical tools like sticky notes to keep tasks front and center. This old-school method helps you stay focused and track your progress more effectively.

3. Treat time as a valuable resource: Helene discusses the importance of scheduling time not just for meetings but also for completing tasks, ensuring that you prioritize and protect your time as a valuable resource, just like your budget.

4. Break tasks into smaller steps: Large tasks can feel overwhelming, so Helene recommends breaking them down into smaller, actionable steps that can be done in short time increments, providing a sense of accomplishment as you check them off.

About Helene

Helene Gidley, founder of A2Agile Inc. is a vibrant entrepreneur and agile coach celebrated for her extraordinary ability for getting things done. Drawing on 40 years of experience, Helene shows you how to use powerful Agile Project Management techniques to get things done and build your best life.

Learn More https://www.a2agile.com/agileliving

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One of the things I love about having a podcast for 15 years, is my archive.  Buried in there are hundreds and hundreds of amazing conversations that I want to share with my current audience

This conversation from early 2020 with Dr. Yamilette Willams  ( Dr. Yam) is a great example. Here are the key takeaways from my interview  on communication styles:

Dr. Yam identifies four main communication styles, which are divided into two categories: outgoing vs. reserved and people-oriented vs. task-oriented. These include:

• • D (Dominant): Outgoing and task-oriented.
  • I (Influential): Outgoing and people-oriented.
  • S (Steady): Reserved and people-oriented.
  • C (Compliant): Reserved and task-oriented.

She goes on to explain how recognizing the communication style of the person you're interacting with is key to effective communication. For example, task-oriented individuals prefer concise, direct communication, while people-oriented individuals respond better to engaging and emotional conversations.

Understanding communication styles is helpful when pitching ideas or building relationships with clients. By listening to the type of questions people ask (e.g., "what," "how," or "why"), you can identify their communication style and tailor your message accordingly.

Business owners and managers can also use this information in their hiring, team building and leadership development processes.   

The four styles are not equally distributed across the population.  S (Steady) personalities make up the majority (69%), followed by C (Compliant) at 17%, I (Influential) at 11%, and D (Dominant) at only 3%. This highlights the importance of focusing communication strategies toward S and C types in most interactions.

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