How to Write Empathy-Focused Sales Copy with Sara Frandina

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Episode #162. If you don’t want to be sleazy, ‘salesy’, and slimy with your marketing, what is the alternative? In this episode of the Go-to Gal podcast, we’re talking about talking to your customers. Sara Frandina is a conversion copywriter and she joins us today to share her research-oriented approach to writing sales copy with your customers in mind. Listen to learn Sara’s smart approach to copywriting and how you can do it yourself (with or without outside help!).

In This Episode You’ll Learn:

  • The one thing you need to do to avoid sleazy bro marketing tactics
  • Why you don’t have to create fake scarcity and fake urgency
  • Everything Sara does before writing copy that makes all the magic happen
  • The curse of the expert and why you need to talk differently to your audience
  • Why the voice of the customer research is everything when it comes to copy
  • What this looks like implemented in a real business!

Favorite Quotes

“I never ever encourage people to use things like false urgency or false scarcity, even though they do work. What we want to learn is where hesitations actually lie and what's going to best address them.”

“You're always dropping breadcrumbs, right? Whether you have a very direct call to action or you are mentioning something for the sake of mentioning it, people need to hear it 15 times before they will actually take action.”

“We always want to learn where our people are starting from. We're usually not in the business of selling people on the idea that they have a problem. We usually meet people at the problem.”

Discussed on the Show

More About Sara:

Sara Frandina is a conversion copywriter with an insatiable appetite for learning, reading, and popcorn. Her superpower is translating the thoughts and stories of others into meaningful insights that fuel empathy-based marketing + communication. She's worked with more than 100 clients, from course creators to membership hosts to service providers, and more, since she started in 2013.

When she's not busy reading between the lines of customer research, you can find Sara getting tackled by her toddler, walking her pup, or warming up her coffee. Again.

Find Sara:

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