Liz Nable 0:00
My guest on the podcast this week is not a TV producer, print journalist or magazine editor, but she is in a business of words, and she's really bloody good at it. Words that encourage people to take action, to feel something, to do something, words to produce a very specific outcome. Do you know how powerful a skill like that is? To be able to guide someone to take action to do exactly what you want them to do? based purely on the fact that your written copy told them to? It's crazy. And we all need this skill in our business like yesterday, and need to seek is a lawyer turned brand and copy strategist and the CEO of word Fetti. A strategic copywriting and brand strategy house helping brands that don't do normal stand out and make more sales through psychology, design, thinking and words. Outside of word Fetty Anita is also the co founder of Lynnie at Digital mortgage broking business, the host of brand vide a leading marketing podcast, a speaker and she runs a high touch mastermind to help businesses strategically and sustainably grow and scale through unconventional business strategies. Some of the neatest clients include Australia's largest insurer group IAG, that Khalil Hotel Group, TEDx lack of colour and more. Her work has been featured on Forbes Mumbrella smartcompany and thrive global in short, in the world of words, and neither is a bit of a celebrity. And as a former journalist and writer, I'm a word geek and super fan. So this one is a bit of a love fest. But I promise, even if words aren't your thing, or clever copywriting is the thing you love most in business, and neat his insight is for every body. That's the ironic thing, right? By the end of this episode, her words will have convinced you that the words you choose to use in your business are a game changer in every way. And they are. Hello, I'm Liz naval and you're listening to enable my business, the podcast. When I first started in small business almost 10 years ago, I had no idea what I was getting into. You see, my background was in the media. I had spent 15 years as a television news journalist and reporter working at several major networks in Australia. And then as a freelancer in the US and around the world. I spent years dividing my time between working long shifts on a news desk and travelling the world chasing stories. It was unpredictable and exciting. Until it wasn't anymore. I decided I wanted a life where I was in charge of what happened next. And where I was working to build my own empire, not someone else's. I also never wanted to work a midnight new shift again. And now I don't have to. There was a lot I had to learn about running my own business. But one thing I already had in the bag was how to get media coverage and free PR. I knew what the media wanted. I knew the secret formula for what made us and I knew how to leverage those organisations to build my business, get more exposure, and ultimately make more sales. During my decade of building my business, I have managed to get featured in almost every major news outlet in the country. I've been interviewed on television countless times had personal profiles written up in women's magazines, done point of view pieces for large newspapers, and been listed in top 100 List women in business and in my industry. And I've never spent a single cent on PR. I took that knowledge for granted until it dawned on me one day that I could teach what I knew to other businesses, let them in on the secret and they too could build their businesses, leveraging the media and gaining free PR they could use my insights in the industry and my behind the scenes experience and take their business from Best Kept Secret to well known brand simply by following my formula. Welcome to enable my business the podcast Hello Anita and welcome to the show.
Unknown Speaker 4:15
Hello Liz I'm so excited to be here thank you for having me.
Liz Nable 4:18
My pleasure. Now you come as an incredible recommendation from a very good friend of mine who's also in the online course world Mel Browne. You're famous in the online course world I think am I I don't know how to. It's a big thing maybe to people like me. So it to anyone who's listening. I think you know the majority of the audience on my show. Women who have their own businesses they might have been female founders startups side hustle. And Nita seek is a brand well she owns word VT which is a brand strategy and copywriting warehouse, and she is the master of word So it's such a pleasure to have you here because I've listened to a few episodes of your podcast. And I, the reason why I wanted you to come on the show was because you talk about the psychology of wording. And you're, you're very clever with, you know, people sales pages and copywriting and brand copy and that sort of thing. And that's what I do, which is words, but in a totally different way to you. Tell me a bit about word fairy and what you do in your own words, and sort of how you came to be doing what you do.
Speaker 2 5:32
Yeah, I'm very nonlinear journey. I wish I could tell you the story of how, you know, I always knew I was going to tell stories and use words and it was not like that. I, I was I think we mentioned briefly before we start recording I used to my background was very different. So I actually used to write things people, in a way don't read as a lawyer. I was in policy legislation. So I studied law. And I studied clinical psychology as well, two degrees, deeply fascinated by human behaviour, why people buy why people don't buy, I'm curious, as always, and I think I'm always looking at something and being like, is that really the problem we're solving and making sure that we are being really strategic and intentional. So I guess I started with Vette probably six and new six and a half years ago, it was side hustles. So purely from the love of me loving words and putting words out there into the world. Eight months, it was crickets, freaking crickets. And then I got my first lead. And I'll never forget what she said she was just like, I've been following you for six months. And you're the person to write my story. And I'm like, what you want to pay. I'll steal my corporate job so that you want to pay me to write your story. Anyway else. Yeah, I was drawn the grounds. Okay, keep cool, keep cool. Dana and Id my husband now. We're on this beautiful Mulaney rainforest getaway for our anniversary. And I was like, Please out, I'm gonna go outside and take a discovery call. So yeah, that was a two hour discovery call, like I loved it. I was I love people's stories. And to be able to answer your question, How did I get to do what I do? Probably there's three sides to it. There's nothing that fascinates me more than to listen to someone's story. And to translate that into just a version that they themselves are almost like, Wow, I did not how like, it's like, you know me better than I do. And I think a lot of the time should be able to translate someone's what's in their mind out there into words. It's not just through, you know, tell me what you do. Let's take words and put it up there. You want to get to know the person, why they think the way that they do what are they afraid of what got them to doing what they do to get them to just talk and I know as an external, you'd love you love that, too. So there's that side, there's a psychology element, which I love, which is so subtle, I feel it's like, I could be like, Liz, I'd like to work with you. Versus I'd love to work with you. Very subtle tweak in the word, but very big difference in the feeling. It gets people feeling. And sometimes, a lot of the time we think we're very logical creatures when it comes to buying something, investing in something, a course or a service. But a lot of the time, we are actually quite emotional beings, whether or not it is a product or a course or service offering, we want to make sure we feel good about a purchase. So I think it's important, we don't look at words as Oh, how can we make it sound awesome, but more? What do people need to see? What do people need to feel like? What do they need to know and believe in order to actually buy what you have. And the final thing, I think, is just I think words are frickin fascinating, because it's this medium. We all have to connect and communicate. And I always say, you can technically start and grow a business without a logo. I know that's controversial. Not to say it's not important, but you can not start and grow a business without words. Because it's the central medium. We as humans, convey ideas, stories, and it's how we connect with one another. So it's like to be able to know how to, like communicate your product or service offering and value is critical because at the end of the day, the best communicator wins. That's, that's it. So yeah, that's my long winded story. I love what I do what I do.
Liz Nable 9:53
I am fascinated by words too, because as a journalist, obviously we you're taught to tell stories, you know, to tell them you use, but in a different way. Like we're not a journalist isn't telling a story to sell something, we're telling a story for a totally different purpose and lots of different purposes, depending on what the news is. Could be sad, it could be happy, it could be someone's life story, etc. But essentially, we do the same thing. But even I got, I can tell a story, I can write a story, I'm confident in my ability to do that. But we were talking before we hit record about, you know, things like my online business, how can I tweak that language a little bit, to appeal more to my customers, to bring people into my world in a non salesy way to help convert more customers? What what, how does someone start off? You know, looking through a big lens, you know, reading their About Us page on their website, or their sales page, or whatever it might be? Yeah, what's the sort of language that we're using? Is there a broad term to sort of describe how to do that?
Speaker 2 11:01
Um, I guess when it comes to maybe I'll share what I believe is key in sales copy, because when I look at sales copy, I'm not talking about like, the sleazy, gross by this now, or else like, do you want to grow your business or not? Like I'm not talking about that, like, that's a bit IQ, that's kind of gross, we don't want that. It's a bit bro. I'm talking about like, really genuine, like, you know, just authentic selling, instead of the Broly. Selling. So when I talk about sales copy, I truly believe there's four key elements to having copy that is going to drive action. And when I say sales copy, I mean, at the end of the day, copy is all about getting someone to take action. That's the difference between copy and content content is about, you know, building that connection, it's the social media stuff. Content is the connection, it's the awareness piece, it's all of that, but social media will take you towards a website, the same as PR PR is another platform that is about content, that's going to drive people towards the copy, which is going to get people to take action. So content is like this layer up the top. Copy is like the final thing that's going to get people to take action. And that action could be Add to Cart, that could be to inquire with you to buy the course buy the thing could be a number of different things. But there's four things essentially, I believe it's key, the first thing is you want to make sure the person who's reading it is going to feel seen and heard. In other words, when they're reading it, they're like, Wow, Liz gets me, XYZ and like gets me and I can see that because they're using this language. And they're almost like painting a 360 view of what my life looks like right now. So they need to feel this element. And I see myself doing this too, before I invest in something especially like a course or a mentor, where I'm like, okay, yeah, they I feel seen, like I see, I feel seen, I feel heard, they understand how good looks like and how bad looks like. The next bit is feeling understood. Now there's a difference between being seen and heard. But then actually also being feeling understood. Feeling understood is for example, and we talked about this briefly before, feeling seen and heard could be around how you're struggling with writing sales copy, or you're struggling with writing and your backspacing you feel seen and heard, understood is like you need this award winning copywriter who was going to help you blah, and you're like, Okay, that's not actually what they really want. What they really want to hear are things like, you know, being able to be front of mind in front of your audience, as soon as they think about x being able to stand out in the industry, when there's a lot of other people doing what you do it's conversions. So it's like, being understood is that you know, what their ultimate desire is, if that makes sense, like, what do they actually want, they're not actually here to buy what you're selling them as weird as that sounds, they're not here to just buy that thing that actually here to buy what that's going to actually help them with, to do. So that's the second element. The third element is they see the value. In other words, they can see and, and seeing the value of what you're about to sell is important for them to be like I'm going to put money or time or effort towards this thing. Now I am going to take that next step. If they do not see the value, that is when someone's going to give you the objection of I don't have the time. I will do this next time. I will join when you open the course next time. So if we are able to communicate the value and help someone prioritise why they should join something right now that's when they're like oh my goodness, like I need to do this now. Like it's the why this the why now the why the Yeah, the why now element So that's the third element. The fourth element is the way you it is the they feel seen and heard, they feel understood. They see the value of what you've got. But guess what, there's probably five other alternatives out there that do exactly what you do. So why should I choose you when there's five other people, for example, that do exactly the same thing and could get me the same result. And this is where you know, also the storytelling piece is important and being able to actually communicate why you is important because it's the same with me. Like there's other copywriters, there's other brands strategic, like, Why does someone want to come to me and each one of us, if you're a personal brand, that is, will have a slightly different reason? Or if you're a brand brand, that's slightly different reasons. So it's like, that is the final piece, I believe. So those four things to drive sales and what makes good sales copy in my eyes.
Liz Nable 15:57
Wow. I love that you say that, because we're in the middle of the course right now. And we just finishing building your brand story. So week two, and we're talking about creating a brand story where, okay, a brand's story is not on a sales page. It's not You're not selling, but you are selling because your, your, this is what I teach. And I'd be keen to know what you think you're bringing people into your world and you're telling them your story, because you want them to feel seen, you want them to understand that you're like them that you've had challenges or successes that you understand, you know the product that you're selling, because of x y Zed because you've had this experience that brought you to come up with the idea or whatever it might be. And how important is that brand story piece as a first point of contact? Even if you have even if you're not a personal brand, even if you have a brand brand? How important is it to show people who you are, and take them on that journey in your brand story.
Speaker 2 16:56
As in how important is it to kind of showcase your personal brand story or just a story in general brand story, your personal thoughts? Let's
Liz Nable 17:03
start with personal brand story.
Speaker 2 17:06
I might be a bias. But I think it's really, really important. Because at the end of the day, like say it like this, like imagine this, let's just say you've got three different brands, and they're all business coaches, you've got brand person at Contestant number one, who is they're all going to get you to where you want to go, by the way. But Contestant number one is let's just say it's ABC consulting. And there is no picture of the person and they've got the different offers that are available. Cool. Yep, they've got testimonials. Cool. Contestant number two is the fact that they have, you know, one picture of them. But it's just like a little bit of a, I'm an award winning business coach that helps you baba, baba, blah, blah, blah. And then the rest of the website is just list of like an ala carte menu of how they can work with you. And there's stock imagery, and all of that. And there's still a picture there and still a little bit but it's not really a story, you're just really talking about all the accolades that you've got, which is important, but you're not telling people why it's important. Then we've got Contestant number three, who, you know, if you're a mom, and this person, there's a shared value of that she's a mum as well, she's sharing about how she's able to, you know, build this business but also be present with her kids, she's got pictures of, I don't know of her when she first started to where she is now she's got a before and after an in between, she's talking about all the things that she's gone through. She's also got her service offerings, but it's not just an ala carte menu. It's very strategic in the sense, it's one maybe, you know, an off the shelf template that she's got, like, it's very intentional. They all give you the same thing. But the thing is, I would say a lot of the time, you're gonna gravitate more towards that person, you know, with more of a story because of that element of connection. Because before conversion is connection. And it depends on how you build that connection. But a lot of the time it's true story.
Liz Nable 19:09
What about a business story? Because this is a question I get a lot in the course because obviously we have some people who have personal brands like me, but I also have a bricks and mortar fitness business. So that brand story is not necessarily about me. It's more about the business. What's the main differences in a personal brand story and a business brand story? And can you still storytel in a brand brand?
Speaker 2 19:29
Oh, yeah, like I think a lot of the time people think storytelling is like an origin story or a founder story. Like that's just one example of storytelling. There's so like storytelling, you can infuse storytelling anywhere everywhere on a caption literally what happened like if you're an E commerce brand, like being able to tell the story from how you went from idea sketches to the final product, leaving, like literally on someone's door and telling the story of that journey. So storytelling is more or less about you have found a story as well, it's not person attached. It's a method to actually write in a way. And the personal brand story is, of course, one side, like when you talk about your personal story, as a personal brand. Yes, it's about you. But it's actually more about the audience to build the connection and shared interests, for example, the mum elements, the wanting the same thing, the freedom, but also being able to present with the kids. So it's like identifying core themes that are shared, when it comes to a brand, there are still similar characteristics. I still think personal brand, still more than ever, now is still important for a brand brand. Because I think agree, it adds, yeah, adds more depth and substance to I know, when I know the founder behind a larger brand. It's like you know, the likes of Richard Branson, it'll like, there's just an element to that no matter what they stand for, you just have this inner trust. So I do think personal brand is so important. But how a brand brand tell their story, I would probably say is more focused on a very, very value based shared value elements. So for example, if you're a brand that really believes in giving back, let's just say, and this is what you want people to really remember you for that it's not just profit, but it's like profit for purpose, then a lot of the stories you can tell and put out there could be like, Well, why is that important? How does this happen? What is the what is your belief and your stance around that? And I think that's important, because there's also been studies to show like, I know, like the elderman report that usually happens every you know, like, every year, I think it's like 70 plus percent of people as consumers nowadays, we buy based on what we believe. So the more you can share what your brand believes in, and this could be funnelled into how you select products in your eCommerce store. This could be through a process that you take each client on, I don't know like, or it could be the staff that you hire, I don't know. But there's so many different ways for you to still storytellers a brand. But I would probably say the biggest difference is obviously less about just one person, but it's about the underlying thread between probably the whole team, and everyone that joins that brand. I hope that answers your question.
Liz Nable 22:31
Absolutely. And it's, it's reassuring, because it's exactly what I teach. Because you know, even if you are brand brand, your personal story. It brings people into your world and what you believe and what you stand for, and people start to make an emotional connection to you. And then when they like your, your business or your product or your services, in addition to that, that's a bonus. But I remember brand stories of you know, I could tell you the story of Jane Liu from showpo. And I've never purchased cocoa products. Because not because I don't like them. I just haven't haven't gotten around to becoming a customer yet. But I know that that's a brand that sticks in my mind, because I know her story really well. She sounds like a really nice person. And she seems like she's, you know, a great boss. And I know, I feel like I know her. And so I feel an affiliation with that brand. Because I know her story. And I don't think I'm their target market either. Which is really interesting. I still know her story. What are some of the biggest mistakes you see people make? Or will they come to you and in those brand stories, because I feel like that is the first point of contact for a lot of people when customers or their community or even just new eyes come to their website or their Google My Business page? What are some of the biggest mistakes you see people do? We need telling that story?
Speaker 2 23:57
I would probably say when they probably two things come to my mind at the moment. I think the first thing is they approach this element of storytelling from a very, like, bullet pointed element of all the things I want to get across. I studied XYZ I'm an award winning copywriter. I am you know working with X big brands. And don't get me wrong, like a lot of that is right. But it's almost like we were approaching storytelling from a space of you you when it should be about your audience. Like we need to first cast the spotlight on Okay, who is your ideal audience? And what are the things that are really important to them? What is going to be the thing that's going to really create connection with your audience. What do they want to hear? What do they want to see? What do they want to know? Right about you? Instead of here are all the things about me? You know, I believe in this I believe in this I believe in this and I A lot of the time this is shining spotlight on you, when it really needs to be all about the audience because they are the reader. They are the ones that are going to be like, You know what, I want to work with you, Liz, I'm going to hand over my credit card and hit submit. Right? So I think the biggest mistake is when people approach writing copy or writing their story from the wrong lens, they write it about, I want to make myself sound awesome. I want to add in some buzzwords, like holistic, like what does that even mean in like, like all these buzzwords to make it sound really cool? When it needs to be the spotlight on the audience and who you ultimately want to attract? Because I think great copy great content should attract the right audience, but repel the audience that you don't want, either. And that's cool. You're not going to be for everyone. No, absolutely. Yeah, I think so. That's the first thing that comes to my mind. The second thing that I feel like people seem to make a big mistake on is feeling like their story is all a hassle all just be about I don't know, make them. How do I put it, like making themselves sound? quite generic. So okay, let me give you an example. So I know where you are. Yeah, it's almost like some of the elements that make you most unique, you probably don't even realise. So the story I tell, for example. And I know we talked about this just before we started recording, like, I used to be a lawyer, I used to write things people don't read. I tell that story, like so many times. But guess what, it has become no one that I tell this story, but it's also the most random mix in my story, because no one else can really replicate that. And I infuse other elements where no one else can replicate. And I think so often people approach storytelling from the space of Alright, so I used to do this, and I've got into this because this and then they get rid of everything else that is good. Be related. Yeah. Which they think they think it's not related. And I've worked with this brilliant author, she's freaking amazing in writing her website, her sales page, all of that. And then I found out she was a pilot. And she was like, well, but that's not important. I'm like, What do you mean, it's not important. I'm like, everything is in what and that is so different. She's a clinical psychologist. So she went from pilot to clinical psychologist, I'm like, That is freaking brilliant. No one else is probably going to have that. So it's like that the thing that we think doesn't matter, or the weakness that we think my weakness was the fact that I had no 2030 years of marketing or copywriting experience I came from writing things people don't read, has become my superpower.
Liz Nable 27:45
Oh, my God, I could not agree with you more because I this is what I teach inside the course as well. My story I went from obviously, my first businesses were bricks and mortar fitness. Yes. So I knew my point of difference was the fact that I was a journalist, because it was such a random career transition. And I knew that all my competitors were all who owned fitness businesses were all PTS instructors, coaches. So my superpower was the fact that I, I was just like, the women that I was serving because I didn't love exercise. I was like them. And that's where I wanted to attract. I was a middle aged mom looking to get fit again, wanted to feel better. And I wasn't a PT, I didn't love working out. That wasn't my life's goal to you know, bikini show like so. And I knew that that set people apart. Because when I used to tell my story, that's where people would stop. And they'd be like, what? You're a journalist. That's so random. Yeah. And that and that's the point where no one can copy. People can copy your idea. They could copy your product if they want to, they can copy your brand colours. They can't copy that story. That's
Speaker 2 28:58
what's so your biggest monopoly?
Liz Nable 29:02
Absolutely, yeah. And it does. It helps people remember who you are, because you're the copywriter who used to be a lawyer. And that's a really, that will set you know, set in people's minds. And then we'll remember that about you when they going to find a copywriter. Because there's you know, like you saying, just
Unknown Speaker 29:17
random, it's random.
Liz Nable 29:20
What the brand story is that the first thing people should be looking at on their website. So talking about, I guess, crossing over from people who might have online based businesses or E commerce or those sorts of things, and people with bricks and mortar businesses, pretty much everyone has an online presence, obviously, brands story where people should start showcasing themselves or what about like Google My Business, like, where does that story translate across all those different areas or what's your
Speaker 2 29:53
as in where should people start when it comes to, like, show telling they're telling their story? are in who they are. Yeah, I actually think there is one step that needs to happen before that. And I actually think it's really important to be obsessed with the problem that you're actually solving. I think the first because before you can even tell a story, or what story angle or what you say, it's important that you and I know people talk about the importance of knowing your audience, I think when you can be obsessed with your the problem that you're actually solving, then that is where really the characteristics and the behaviours of your audience is going to actually come about and then you know who you're talking to, then you know, what angles, you want to tell your story, then you know what they want to hear, then you know, what they need to know about you, you can't really articulate that without first being obsessed with this problem that you're solving is like when it comes to like, for example, we were talking about this before, but like copywriting, it's not just words that they want, like, what do they actually want, it's actually not just the words, or the words are going to do for them. So it's like, when you can actually click that then the next step is you can then wrap words and language around that to disseminate, cross pollinate and put it out there. Yes, storytelling is one element. But you know, it's also about, you know, building, what's the best terminology I can use, like, it's like building social community, trust, like in who you are, and what you're about as well, by you consistently, putting things out there, based on the problem that you're solving. And based on who you are, and what you stand for, you start to be no one, it's not going to be one day, it's not going to be one week. For me, it took six months, maybe it won't take you or anyone who's listening six months, but it's like it's through that consistency. And not just a one off caption, and that's it and ghosting, it's the consistent repetition of these key things that you really stand for and believe in, that's going to start having people then start associating you with this topic. Yeah. So you know, when you Yes, start with obsessing over the problem, then get clear on you know, what you want to say and your story and put that out there. But then the third element is making sure that it's it doesn't stop, just because you've created a month's worth of captions, or a month worth of blogs or whatever, that it continues and you cross pollinate that content. Yeah.
Liz Nable 32:35
What about the psychology of wording because I listened to your podcast episode about this, which I found fascinating. If someone's like, you know, that they're doing their own copywriting, they're writing their own content. Or maybe they've got a copywriter working for them. But what there's some subtle changes that people can look for in their own copy, or look for to make changes to, I guess, change the narrative, but not have to rewrite everything. And I'm asking for my own benefit as well. We spoke about this before we hit record, because I, I tell stories, like a journalist. And I know that sometimes that language needs to be tweaked for customer.
Speaker 2 33:17
So I'll give a really quick, very quick tip that anyone can do visually, right? Like anytime, but right now or whenever, but it's like to look at existing copy or content and really cut off any weak language and what I mean by that weak weasel language is like might and good, just, you're pretty much just decreasing the weight of what you're about to say afterwards. And I see this definitely a lot more in women. Where, you know, you might jump on a story and just be like, Oh, just just wanted to jump on quickly. Why just, just don't say just, you know? Yeah, yes. So it's, and it's a very easy tweak. Literally, you can take your number of minutes to kind of just review the copy and actually look at how many times you've added these filler words like might and could just maybe, might like, it just decreases the weight or the statement of what you're about to say. Another thing is removing like, earrings from this is very subtle tweaks but like removing earrings from some of the like verbs to get rid of the passiveness so for example, I am creating a stand out business. It could just be iCreate stand up businesses, just removing the in again, it's a lot more removes the passiveness but it's a very subtle tweak that you can then it's it adds a A lot more. Wow. Confident. Yeah,
Liz Nable 35:01
it's a much stronger sentence.
Speaker 2 35:03
Yeah. Yeah. Very subtle. See?
Liz Nable 35:07
So if someone's got a, you know, an online business that services different parts of the world, and that sort of thing, is that language universal? Because I know like, I agree with you completely. I've got women, you know, serve women in my course. And sometimes the biggest hurdle is getting them to own their achievements and speak really positively about themselves, because they're constantly minimise, and not, you know, boast or not, you know, talk themselves up or sell themselves or promote themselves. Do you see that in the US market as well? Like, if you've got a website? does it speak universally? Or should you tweak language for different kinds of areas or market? Yeah,
Speaker 2 35:47
this is a very interesting, really good question. Very interesting perspective, because we have clients and we write sales, copy and create launch strategies for clients. In the US in the UK, in Australia. It's a very different vibe. And there is no like, right or wrong, I would probably say, the Australian based market, definitely a little bit more like, Well, I'm not sure should I say that? Like, probably not, I don't want to be too late. Blah, blah, blah, blah. Like I don't probably don't want to send too many emails. I don't want to be too, you know, too salesy. Maybe just three launch emails. And I'm like, what, like you. Like, launch emails are not seen as like, all up in someone's face. Like, it doesn't have to be looked at that way. But it's how I feel like a lot of people feel like they don't want to send too many launch emails, because they don't want to upset people. And then they wonder why the conversions were not as high and I'm just like, because it takes people that many times like for me, I know, for me, personally, it takes me like five, six emails from a brown like, oh, okay, I forgot to buy that. Yeah. So that's one, whereas I feel like the US market predominantly, they're African, like so unapologetically, like just yet, tell me what I need to do. 15 emails fine. Yep. And it's very also, I also think there is this feeling. I know, this is slightly going off topic, but it's like, I feel like all these we are. I feel like Aziz when we see someone kill it, and when there's an element of feeling like, Oh, why, but like, I did that, like, I tried to do that XML years, or like, I've been doing this for five years. And she's only been doing it for one year. And I'm being really like, I know, I might get this is controversial, but I feel like the US market is just like, You know what, she's killing it. She's only been in for one year, I want to learn what she's doing. Because I feel like she's doing something that I'm not. And I want to learn from that. And I feel like there is this. I hear it quite a lot. Like I see it in my community where it's like, a lot of the Aussies feel, I wouldn't say it's threatened. I think it's just really hard on themselves being like, Oh, why
Liz Nable 38:05
scarcity mentality? Like if that person has done well, that means I can't do Yeah, yeah. And, you know, I love you know, I lived in the States for six years, and so many aspects of how they approach business, there's so I mean, to literally Yeah, man, you can do that. Like, I guess.
Speaker 2 38:21
It's like Chillida, 101, only 24/7 365 days, like, everyone just celebrates you. You walk past someone and people like, Oh, I love what you're wearing. And I'm like, so loved it, that's probably the one thing I find definitely the difference between us and us.
Liz Nable 38:43
And I think it's important that, you know, particularly particularly saying like, it's a sturdy Australian cultural thing, but it's a women thing even more that will, I mean, and I'd love to know your thoughts on is that we don't have to be just like someone who's speaking to a US audience, we don't have to be just like that person's voice. We've got our own voice. And we can take a little bit of this and a little bit of that and create our own tone and our own personality. And, and sell our own story in a really authentic way you don't have to take on, nor do you want to be the generic replica of, of someone who's trying to do the same thing as you
Speaker 2 39:19
know, like, I think, you know, it's, I do know, you know, it's easier said than done, like, people are like, oh, like, what will X think? What will Why think there's always the Gremlins I call them that are going to be like, Yeah, but do people really care? Or but there's someone else that does that. Are you sure you want to post that? Like, there's always going to be that feeling and I think this is really up to you, then you or the founder who or the person who's hitting publish is are you going to let that be the reason you're not going to share what you want to share out there. Whatever. It's, that message is going to change someone's business or live you know, and the thing is people are always going to judge you can't stop that like, and I always say, it's your responsibility to tell your story, but it's not your responsibility to control how someone else interprets it. That's on them.
Liz Nable 40:12
I agree. I couldn't agree with more. And I, you know, even starting my own business doing this, because I've gone from a business business to a personal brand business, it is really intimidating. Because you worry about self promotion. And people have said things to me, it's, it's
Speaker 2 40:28
all back on you. If you fail, it's you. If you win, it's you. If you get back, it's you.
Liz Nable 40:33
Totally. But yeah, I agree with you, you have to find a way to, you know, tell your story in your own ways, in a way you feel comfortable without using those minimising words. And, you know, really giving people a good insight into what you're capable of and where you've come from. And yeah, it's, it's fascinating. And yeah, if people can take, you know, even 10% of what you've said today and apply it to their business and their copy, such a massive win.
Speaker 2 41:06
Yeah, mate goes a little tweaks, little tweaks with get impact.
Liz Nable 41:10
It's been such a pleasure talking to you. And Anita, thank you so much for your time.
Unknown Speaker 41:15
Thank you, Liz, so I could keep chatting with you. I know. Thank you so much.
Liz Nable 41:23
Thank you for listening to this episode of Nable my Business. If you've loved it, please share it on Instagram and Facebook for your friends. I'm all about listening and learning from you, my audience. So please pop a review on iTunes and let me know how you're enjoying the show. I'd love to hear from you. So if you have any questions, email me at Liz at Liz Nable dot com And if you want to know more about what I do, head over to Liz nable dot com I truly hope this podcast is a game changer for you. Whether you're a small business owner, franchisee you have a side hustle or you're just starting out. This is where you truly begin to build your own empire and the life of your dreams.
Transcribed by https://otter.ai
