From Reads to Leads is a newsletter for writers who want more. It's about marketing. Strategy. Positioning. Operations. Results. And yes, it talks about writing too. But through a marketing lens. If this was sent to you, subscribe here so you don't miss the next email.
In today's newsletter:
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There is a bad character. A wolf named Jimmy Crystal. He has a fat cat assistant. I don't even remember his name (even though we've watched this film like 50 times).Â
All the characters in this film have bright personalities – except this guy. He doesn't stand out.Â
That’s because he is defined by his bosses's choices. He says "yes” to whatever Crystal has in mind. He supports him in his wrongdoing.
But here’s the irony: despite his loyalty, his boss doesn’t take him seriously.
And why should he? A person without an opinion doesn't matter.
I know a marketing manager who acts as a phone line between the client and the team – just relaying what the client wants. She doesn’t add any input. She doesn't make decisions.Â
If you’re afraid to voice your opinion and say "no” to a client who disagrees with you, you're basically the marketing manager version of Crystal's assistant…
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They won't trust you. You can’t force trust. You have to earn it. And not just once. You’ve gotta do it over and over and over.
That sh*t is hard.
It’s also worth it.
Let’s talk about how to say "no" – and how to defend your choices.
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You can’t just say "no” without a reason. You need to be clear on why you disagree. Is it because nobody is going to read it? Does it go against your core message? Is it a waste of time?Â
The stronger your reasoning, the more confident you’ll sound.
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Here are some examples from the most common conversations I have with clients.Â
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Bad → “Okay, we can try that if you want.”
Better ↓
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No, talking about problems isn't making us sound negative. We want to make problems visible to our potential customers. Otherwise, why do they need our solution?
No, positioning doesn't exist without the competition. If we show our customers how we're different from the alternatives, we'll give them a reason to choose us over them.
No, we can't win if we go too broad. We need to narrow our focus to a specific segment. Trying to talk to everybody will resonate with nobody.
No, writing 60 articles per month isn't a great way to generate leads fast. It's a waste of money.
No, I can't imagine our customer saying “I chose this product because it helps me unlock my business potential.” We need to be clear about what we offer.
No, what you're suggesting isn't a content strategy, it's producing random acts of content.
No, if we only focus on "look how great we are,” nobody will read it.
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Don't hesitate. Don't over-explain. Don't apologize.
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Some people think they can't make any decisions in copy (or design) unless there is specific data that backs it up.
But the truth is,Â
For example, if you’re getting 100 visitors a month on your website, tracking where they click won't provide much value. With low traffic, any data will be too small to draw conclusions. You need larger traffic numbers.
For example, why would you need to run an A/B test to see if your CTA should be "Get started today" or "Start now and save" when the difference is likely going to be so small it won't move the needle?Â
Someone else’s data doesn't always give you a complete understanding of their causes.Â
Let’s say you find a case study that shows using long-form landing pages boosts conversions. Great! But how do you know it was the length of the page that made the difference, and not something else – like the product itself, the audience, or the messaging?
Let’s have a diagram!
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Data matters. But nothing beats the instincts you develop through real experience — failures included.
No copywriter starts out knowing exactly what their audience wants or how they’ll react to a new message. Those instincts come with time, trial, and error.
The best way to build them is by staying curious, paying attention to what’s happening around you, and always questioning the way things are done.
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Have a boss weekend.
Kate
P.S. If we aren't connected already, follow me on LinkedIn and Instagram. If you like this newsletter, please refer your friends.
P.P.S. Need a hand with content? Fix your mediocrity problem with Zmist & Copy
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Persuasiveness is one of the main principles of quality content. It’s the superpower you need to turn the readers into leads. But how do you make a persuasive piece of writing? This problem was solved two thousand years ago by a Greek philosopher. Curious to learn how? Read this article to find out!
Before you write something, plan it. Figure out what you are going to write, and then write it. If your first draft looks like crap, then you didn't plan well enough.
Articles no one reads... Non-stop requests from ebooks to Instagram captions... Feeling a cog in the content machine... If you're thinking "Oh sh*t, that's me!" it's time to pivot into high-impact work. My newsletter will tell you how.
