Fill the Gap with Words that Sell with Roy | Ep. #12

09/03/20 • 26 min

On episode 12 of Candid Creative, Antonio speaks with Roy an administrative assistant and part-time copywriter who has been honing his craft for about a year. Roy begins by sharing his philosophy of copywriting. In order to be successful, you must fill the gaps with words that sell and evoke a strong emotional response to instill a call to action.

Writing for brands and individuals is the same because you are always writing to people. That’s why personalization is so important. At our core, we all desire a human connection. When a copywriter mentions an individual by name, or singles out their demographic and interests, they show that they understand the customer and make a stronger case for their product.

Roy explains this further by discussing the difference between individual and company-based engagement. When he sees a corporate logo, he understands that he’ll be getting a service that he will pay for. When he discusses a project with an individual, he knows that he’s not talking to a middleman or employee. He’s speaking with the person who will do the work directly.

Since telling a story isn’t always possible, or essential, the information needs to be revealed in an enticing way. Beginner digital marketers must study each other’s content to see what works and what doesn’t. They should examine what is compelling to them and figure out why.

To close, Roy asserts the importance of practice when it comes to a career in copywriting. You only improve your craft by working hard, getting feedback, and anticipating objections. Proactive thinking removes the ‘no’ from the process and leads to a successful campaign.
Follow Antonio on IG: @imantonioruiz

Follow Roy on IG: @copywriterroyFollow @candidcreativepodcast and visit thecandidcreative.com

Follow Roy on IG: @copywriterroyFollow @candidcreativepodcast and visit thecandidcreative.com

Previous Episode

Typography & Design with Michael | Ep. #11

On the eleventh episode of Candid Creative, Antonio speaks with Michael Molholt. Michael is a full-time graphic designer who works and lives in Oklahoma. Michael works for the non-profit side of Oklahoma State University. His job involves print work, digital, web, motion graphics and animation.Michael starts by describing how he got into nonprofit work and how much he enjoys the work because it helps others. Michael recommends looking into nonprofit work if you haven’t considered it.

Michael then goes on to share about his Instagram journey. He got into Instagram to become a better designer. After a while, he realized that he could help the people who knew less than him and in the process of doing that he would gain more expertise. One point Michael makes throughout the episode is the importance of putting out content that you’re passionate about. Michael found purpose in using Instagram to help others and he does his best to connect with as many people as possible and support them.

When it comes to his typography design, Michael uses one typeface, but different variations of that typeface. Also, he sticks with one color, orange, so that his brand is distinguishable and consistent. One thing Michael recommends from a design perspective is to pick one thing and master it. He suggests mastering your message first and then adding different layers that enhance your message.

Michael ends by offering the encouragement to start with what your good at and that the important part is to do and practice. He reminds us that we can learn a lot from our failures and mistakes and as long as we learn from them, they make us better.
Follow Antonio on IG: @imantonioruiz

Follow Michael on IG: @molholtcreative

Next Episode

Show Up As Yourself | Ep. #13 with Rhonda

On this episode of Candid Creative, Antonio speaks with Rhonda Glynn, a small business strategist, and coach who works primarily with female entrepreneurs. To begin, Rhonda discusses her career in the aviation industry and how it has prepared her for a customer-centric world.

Aviation is not a physical space, she says, it’s a doorway into people’s lives. Travel can be motivated by tragic events or a desire for pleasure. That’s why it’s essential that airlines base their branding on their customers. Everything else is secondary.

For so long, businesses have been focused on the transaction, not the value. They provided a product and the relationship quickly ended after that.COVID-19 changed the landscape overnight. Due to a loss of capital and the impossible nature of uniformity, a movement has begun to understand the ‘why’ of what’s happening, rather than the ‘how.’

Unfortunately, customers can still be lost in a value market. When creatives compete with each other, they tend to focus too much on vanity metrics, instead of a central message that leads to change. The most important way to create loyal followers for your brand is to show up as yourself. “People buy from people,” and authenticity is key. All of us are constantly evolving and accepting which leads to a greater level of success.

The other event that has affected branding in 2020 is the Black Lives Matter movement. Rhonda explains that a tipping point forced individuals and companies to reckon with decades of injustice and shift to a more genuine model. People began to see ‘people of color,’ not other colors, and realize that we all need to understand and be understood.

However, not everything you see is genuine. Some companies, such as Amazon, continue to operate in a ‘sweatshop-like’ environment while putting on a good face for the public. No matter what shape business takes, data informs strategy and change will come whether it is universally accepted, or not. Companies must, and will, adapt to survive.
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Follow Antonio on IG: @imantonioruiz.

Visit Rhonda at https://www.rhondaglynn.com/

Follow Rhonda on IG: @zoma.business.solutions

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The Candid Creative - Fill the Gap with Words that Sell with Roy | Ep. #12

Transcript

Unknown Speaker00:00:02.000

Welcome to the candid creative show made for creators, creatives and entrepreneurs. Whether you're starting out, rowing or establish, this is the show for you.

Unknown Speaker00:00:17.000

Hello and welcome to another episode of the kind of creative My name is Antonio and as always, I am your host. Today we are talking copywriting with a very special guest Roy let's jump right in.

Unknown Speaker