In this episode of the Built to Last show, host Megan interviews Megan Ketchigan, a seasoned copywriter, to explore her journey from teaching to entrepreneurship and the intricacies of effective communication in business. Their conversation underscores the significant overlap between copywriting and teaching and Megan K reveals that her role involves more than just writing; it’s about excavating her clients’ true messages through strategic questioning.

The discussion expands to encompass the evolving landscape of copywriting in light of AI technologies like Chat GPT. Megan K. acknowledges the utility of these tools, suggesting that they can streamline certain aspects of the creative process, such as brainstorming and structural outlining. However, she cautions against over-reliance on AI, warning that doing so can stifle one’s creativity and lead to generic output. Instead, she advocates for a balanced approach where AI serves as a tool rather than a replacement for personal voice and insight. Additionally, Megan K highlights the importance of clear messaging in marketing, explaining that great copy is rooted in understanding one’s audience, their challenges, and how her clients’ solutions address those needs.

Megan K delves into the distinction between “connection copy” and “conversion copy.” She clarifies that connection copy focuses on building rapport and trust with an audience, often using relatable storytelling to create a sense of camaraderie. In contrast, conversion copy leverages buyer psychology and direct calls to action, intended for audiences further down the sales funnel. Throughout the episode, Megan K emphasizes the significance of balancing these two approaches, particularly in today’s discerning market, where potential clients seek personal connections as much as compelling offers.

Megan K. also addresses the crucial aspect of being distinct in a saturated market, sharing her insights on how to differentiate oneself as a copywriter. She advocates for understanding not just one’s unique value proposition but also the nuances of voice, tone, and customer experience. This approach aims to create a cohesive brand identity across all communication channels, ultimately leading to better audience engagement and higher conversion rates.

HIGHLIGHTS:

3:04 Teaching Skills in Business

7:48 The Balance of Connection and Conversion

12:40 The Role of AI in Copywriting

15:31 Navigating Content Creation Burnout

21:36 Finding Clarity in Messaging

26:26 Defining Your Unique Value Proposition

31:43 Differentiating in a Crowded Market

38:16 The Importance of Research in Copywriting

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