MADE WITH LOVE & GUTS BY
Hey Reader,
I don’t know if it’s because it’s back-to-school season or because I’m teaching a Draft House workshop tomorrow (it’s not too late to join us!), but I’m having flashbacks to math class today.
Weirdly, that made me think about marketing. Let me explain.
Remember how on math tests, it wasn’t enough to get the answers right? You also had to show your work? (So, if copying the answers from the boy you were flirting with was your strategy, you’d get partial credit at best, which—annoying, but fair.)
The same is true with your marketing. Not the flirting part, but the show your work part.
It’s not enough to present the answer to your audience’s problem, which is what a lot of business owners do. You have to articulate why your solution is the right answer. Sometimes that means explaining your approach. Or it could mean explaining why other solutions have failed your audience. That’s a lot trickier.
But ultimately, the goal is to get them to follow your logic so they trust you to get results. You’re not teaching them how to carry the one, but you’re demonstrating why it’s a crucial part of your process.
Because if the math isn’t math-ing, no one’s buying.
Now recall, if you will, English class. (My best subject, naturally. No flirting necessary.)
Remember the persuasive essay? There’s no way you’d get an A if you merely stated your thesis without justifying your reasoning or presenting evidence. The same is true in marketing: You can’t say, “I know what I’m talking about, just trust me.” Again, a lot of business owners do this.
In a persuasive essay, you acknowledge and counter opposing viewpoints. In marketing, you address objectives and misconceptions. In both, you make an airtight argument by holding up a mirror to a problem, dissecting the cause, and connecting the dots all the way to your solution.
Of course, marketing isn’t just logic and reasoning. That would be boring. That’s where self-expression comes in. Your extracurriculars, if you will.
Whether it was the arts, competitive sports, clubs, or hobbies, these things helped shape your identity, perspective, and values growing up. They gave you something in common with everyone else who belonged to that group.
And that’s the connection side of marketing: Wearing your heart on your sleeve, letting your personality shine through, putting your values at the forefront. It’s about sharing who you are, what drives you, and why people should want to work with you specifically.
Sometimes the hardest part is simply showing up. But you have to show up to class to pass the test. You have to go to auditions to land the role. And you have to show your work to stand out from the sea of same-old online.
It’s the only way to find out what you’re capable of.
WITH LOVE & GUTS,
Cassie
P.S. This season of the Draft House is all about going deeper in your marketing. Our first workshop of the season is tomorrow, and next week is Copy Hot Seat week—perfect if you need a copywriter’s feedback on your sales page, website copy, or email sequence before sharing it with your audience.
Want to join us? Special pricing is extended through Friday, and as a Speakeasy subscriber, you can get an additional $100 off with the promo code 100PROOF.
Forward this to a friend & win a free copy review
Every time a friend mentions your name upon signup, you’ll get a chance to win my eyes on your copy and messaging. Winners will be announced monthly right here at The Speakeasy. (So keep reading!)
|
|
Did a friend send this to you?
There's more fun where this came from. Sign up below to join The Speakeasy (and let me know who sent you!).
|
|
|
In case we haven't met yet...
I'm Cassie Paton, the messaging strategist and copywriting consultant behind Mettle & Tonic.
I write potent copy for gutsy entrepreneurs who want to stand out from the sea of same-old online.
Let's uncover your brand's secret ingredient and distill your message.
|
A FEW WAYS WE CAN WORK TOGETHER:
DIY a lot of your own copy and marketing? Join the Draft House Sessions, my copy coaching program for solopreneurs. Meet me in the Draft House >>
Looking for a guest coach or speaker in your community, on your podcast, or at your summit? Invite me to speak or consult >>
Need refreshingly bold copy? Check out my done-for-you brand messaging and copywriting services. See DFY services >>
