Liz Willits’ Post

What the job listing says: - Must thrive in a fast-paced environment - Ability to work under tight deadlines - Comfortable wearing many hats What the job listing actually means: - You will work crazy hours. - And we won’t pay you fairly.

What I did wrong as a young marketer: I made decisions with my feelings. Decisions like: 👉 "I think this value proposition is best. So let's lead with it." 👉 "I like short copy. So everybody else does too." 👉 "I don't like images of people on SaaS sites. Let's remove them." 👉 "I feel an orange button will convert better than a blue one." "Think," "feel," and "like" can be dangerous words for a marketer. What are better words? 1. "Research shows" 2. "A/B tests reveal" 3. "Customer interviews tell us" Nowadays, I make decisions based on tests and data. The result? My marketing, copywriting, and conversions are far better.

How to Find a Great Copywriter: - Ask them how much research they do. Their research should: 👉 Be extensive 👉 Be done BEFORE they write copy. 👉 Include competitor, customer, and market research 👉 Include methods to collect voice-of-customer (VOC) data. No research? Their copy is guesswork. Guesswork copy *might* convert ... Or, not. It's a gamble. 🤷♀️ Don't pay for guesswork or gambles. Pay for research-based copy.

Copywriters, Don't rely on creativity. Rely on: 👉 Customer interviews 👉 Customer surveys 👉 Customer reviews 👉 User tests You get your best copy ideas from customers. Not your imagination. Does creativity help? Yes. But it's only a small part of the process.

Which 2 are you picking? P.S. When evaluating a marketing job or a potential client, ask questions to determine if a company has all 3. When they do, you're better set up for success.

You have a good job if ... 1. You work for yourself. 2. You like your work and your life. OR 1. You work for a company. 2. You like your work and your life. A good job allows you to live a good life. What defines a "good life" is personal preference. One person's "good life" is another person's nightmare.

Nobody wants to hear this. But good marketing takes time. It takes time to - Grow a permission-based email list. - Build an engaged social following - See traction with SEO With skill, you *can* see results quickly. But "quickly" isn't overnight. You need to invest effort and time. Not willing to invest? Your marketing will suffer. Your growth will suffer.

The best type of marketing? Human marketing. - Be real. Be less filtered - Talk to your customers - Show that you care - Write like a human - Reveal emotion - Tell stories - Use humor - Be unique The internet is filled with fake, filtered marketing. It doesn't resonate with humans. Be human.

What's better than social media? Email marketing. The algorithm controls what social followers see. You control what email subscribers see. Use both — strategically. 1. Build a social following. 2. Get your social followers on your email list.

Great marketers are scientists. They will - lay prejudices aside - ignore personal preferences - follow the data wherever it leads This can be uncomfortable. It can create cognitive dissonance. The results are worth it. To create great marketing, act like a scientist.