The whole world watched with wonder as 12-year-old, cupboard dwelling Harry Potter’s destiny changed forever with just a single letter… Then 2 letters…
Then 22 letters…
#AllTheLettersEverywhere But before there was a movie about our magic wielding friend there were books.
And before the books? A women with an idea… and a deep inner knowing to focus on what she truly loves.
You may not know this, but…
J.K. Rowling got the idea for Harry Potter while riding a train from Manchester to London. It went a little something like this… Rowling’s sitting on the train. Sees a young boy. *Ding ding*
Gets idea for “A boy who finds out he’s a wizard and goes to wizard school.” And because she had no pen or paper (and neither did anyone else on the train that she asked), she spent the rest of the train ride dreaming up nearly the entire story plot for HP. And, as they say, the rest is history. But what about people like us?' Coaches, healers, authors, speakers, people with transformational products and programs? What can we learn about writing enticing marketing materials from the first billionaire author in the history of the world? Well, gosh, I’m glad you asked…
Copywriting & Marketing Wisdom By Bloody Brilliant Wizard-Writing Rowling
#1: That Time She Told You To Use A Structure
“You’ve got to work. It’s about structure. It’s about discipline.”
One of the biggest mistakes people make with their marketing materials is that they start from scratch. The most seasoned copywriters don’t start from scratch. The most highly paid copywriters don’t start from scratch. So why should you? That’s correct, you shouldn’t. Whether it’s an email, sales page, website, blog post… If you want a toasty fireside to cuddle up to, and you don’t want to hassle with rubbin’ two sticks together hopin’ one of ‘em sparks in enough time to watch the latest episode of This Is Us... You’re gonna need a starter log.
And in the copywriting & marketing world, our starter logs are called frameworks, formulas, and templates. All bundled together, I call them “starters”. Because that’s what they do… Starters give you the structure you need to get on the right foot headed in the right direction from the beginning. No rubbin’ two sticks together for you, honey. Lady Rowling also says to “plan the Universe before you write the chapters” which falls in the same line as “use a structure”. But it’s packed with even more insight.
Meditate on that one real good on your own time though. Because right now we’re headed onto wisdom nugget numero dos...
#2: Her Advice On ‘What To Write’ Is Email-Writing GOLD
“Write what you know: your own interests, feelings, beliefs, friends, family, and even pets will be your raw materials when you start writing.”
Well, if you needed permission to share your own experiences. There it is. And if you want 12 starters to help you turn your experiences into emails people love to read, here that is. Writing what you know is one of the fastest ways to create likeable content. It’s also how you’ll continue to create. As you grow, you share what you know. And in that way, you’ll never run out of content to create. Keep in mind: Writing about your own stuff is gonna weed out peeps you don’t wanna work with. This can sting when you’re first getting started…
(Oh, was that just me who felt that way?)
…But, in the long run, you don’t want to speak to anyone. You want to speak to your dream clients. And you’ll do that through a combination of strong dream client languaging, proven formulas, and your own unique personality.
So, thank you, Madam Wizardry for reminding us to use what we know to get where we want to go. And right now, I want to go to nugget o’ wisdom three...
#3: J.K.'s Guidance On Landing A Publisher Is BOMB For Attracting Dream Clients
“You need to write something that a publisher would want to publish…”
Now this needs some translating. Here lemme do it for ya… How does it land for you when I say it like this… “You need to create something that your dream clients would want to purchase.” See the wisdom now? Good. Do it. Just do it. And then do it again. Again and again. Do this and you’ll live out the smart advice of Mr. Zig Ziglar… “Help enough people get what they want and you’ll get what you want.” Lifetime supply of avocados anyone?
A vacation home in Cabo? What do you want? Your own private cruise liner? All aboard! We’re moving on to copywriting and marketing wisdom nugget 4!
#4: We’re All Children At Heart, Aren’t We?
“I always advise children who ask me for tips on being a writer to read as much as they possibly can. Jane Austen gave young friends the same advice, so I’m in good company there.”
Same rings true for writing marketing materials.
Read as much as you can.
Go for the copywriters, coaches, and marketers who resonate with you.
I even encourage folks to read copy from people they aren’t 100% aligned with.
Good copy is good copy, no matter what niche or field.
If it’s high quality, it’ll flow and you’ll see the foundation and principles shine through.
One more thing…
This quote actually comes with a bonus nugget o’ wisdom. It’s hidden there in the second sentence. Did you catch it?
OK, here we go.
#5: This One’s Deep… And It Miiight Be The Most Important...
“Failure is inevitable— make it a strength. It’s like learning an instrument, you’ve got to be prepared for hitting wrong notes occasionally, or quite a lot. I wrote an awful lot before I wrote anything I was really happy with.”
Truth is, people are successful because they don’t give up. They learn from what doesn’t work and apply it to their next round of stuff.
And that 100% applies to writing marketing materials.
In fact, the best smartest coaches and business owners know that it takes research, writing, AND trial and error to lock down the best messaging.
What works for one group of people, won’t work for another. Different dreams means different languaging. Different pains mean different words.
So, writing enticing marketing materials isn’t about knowing exactly what to write.
Writing enticing marketing materials boils down much simpler than that…
Proven frameworks & starters
Creating & selling something people want
Use what you already know
Read great works & learn from people who are already doing it
Be willing to fail, again & again (Smarter and smarter, each time)
You up for it?
PS: BONUS TIP…
Don't mind if I do, Fair Lady J, don't mind if I do.