Violeta Potter on Writing Marketing Copy that Converts [Interview 17]
Being a successful entrepreneur requires a level of 'Boss Up-ness' one must possess to constantly execute on their visions, consistently put themselves out there, to continuously attract and deliver.
Bossing up, as Rick Ross encourages us to do daily, may not come natural to most, but it can certainly be achieved by anyone who's willing to do the work.
Doing that work is just what Violeta Potter teaches women to do. Violeta is a vision coach and conversion strategist who believes that having women of color in the highest levels of leadership and economic power will lead to racial and gender equality. She serves this vision by pairing high-level mindset and business consulting with conversion strategy and copywriting to women of color and the allies who support this cause.
In Violeta's words, "I'm a no-nonsense boss. I care about being super intentional. I'll tell you when you've got spinach in your teeth. I believe in critical thinking. Personal ownership and taking the leap and saying fuck it!"
Through her website, violetapotter.com, she publishes how-to content from the foundations like how to craft a narrative that supports the highest vision of your life, to creating a plan of action for making aspirations a reality, all the way through to crafting a highly converting sales page that helps you do so.
Violeta knows that, for entrepreneurs especially, your words matter. Your vision matters. Your relationships matter. Below, she shares a few gems on how you can hone these key aspects of your narrative to reach more of the right people online and propel yourself closer to your ideal:
KW: If you had 1 minute to tell your story -- what led you to this point and where you're headed from here -- how would you tell it?
VP: As an immigrant woman, I always had a burning desire to change my family’s story of constant struggle. This desire turned into an intense drive to achieve and reach success for me and my family.
But no matter how much work I put in, and how determined I was to build something different, I kept hitting the same walls and repeating the same story.
When I noticed that I was maintaining the trend, I dove deep into reflection to find the root cause. My inner searching led me to realize that I was carrying the narrative that I’m just a scrappy Mexican girl, from a struggling family, and that I’m meant to live in this limited way forever.
But I decided that this is not my lot in life! I realized that I can change my narrative and build the story I want for myself. So now, I’m on a mission to show women, particularly women of color, that they can do the same, that they can reject the idea that they’re less than, and that they awaken the power they have within to step into their highest vision for their life and self.
As a solopreneur, you've developed your business intentionally to be able to work specifically with your ideal clients. What's your process for finding/landing those clients?
I surround myself with them! One of the key shifts I made was making connections -- both with a larger audience, and individually -- before selling. I do this by writing copy and content that shares my story. Often these connections lead to referrals or clients down the road. And when they don't it leads to amazing connections and friends.
Another key way I get ideal clients is through targeted copy. I make sure that I attract who I want by speaking to their pains, desires, and motivations in my copy.
What key skills (or mindset shifts) did you have to tap into to create a thriving online business from your passions?
If you want to get somewhere, you have to break down the idea of who you think you are. You have to stop dwelling on who you’ve been up to now, and start stepping into who you need to be to get there.
What are your top 3 most valuable quick tips for entrepreneurs when it comes to writing copy that converts for their web pages and marketing materials?
Be super clear on your vision. Ask yourself: What do you want your work to say about you? What good do you want your work to produce? How will this work feed your drive and keep you going when the times get tough? Having a clear vision is the way to have a clear brand. Which makes it easier to write stellar copy.
Before you write a word, start with researching your target market. When you do this you find out their pains, desires, and motivations. SO then you don't have to guess what to write, you can pick the most compelling ideas from what they say and feel and put that on the page.
Not everyone who follows you is your target person. Speak directly to the roughly 20% of them who are actually your ideal client or customer. And speak to them as if they're ONE PERSON. You'll have far better conversion rates that way. Of course, this becomes far easier when you do your research!