Episode 63: How Old School Journalism Can Help Improve Your Email, Instagram, and Website Messaging to Attract the Right Patients or Clients

Molly: Hello, welcome back. So happy to have you here with me today in your ears. Speaking of in your ears, Matt got me, I literally, I sent him a very specific link for the beats by Dre Bluetooth headphones that I wanted for Christmas. Cause I don't love like something in my ear. And, um, I was like resisting the whole Bluetooth thing for ever because I was like, Oh, it's bad for you.

But anyway, finally I was like, okay, I want some Bluetooth headphones. Guys, they suck. Do not get beats by Dre. They're so heavy. Like they are so uncomfortable to wear. I can only wear them for like five to 10 minutes at a time. I zero out of 10 recommend if you have them and you like them, let me know what I'm doing wrong because they're terrible.

But anyway, thanks for having me in your ear. I think you're going to love today's episode with Emily Conley. She's actually my copywriter. And it came up on the episode that A lot of people don't know what a copywriter is or what that even means. And I get it confused with the word copyright, like to copyright your work.

So this is not like a legal term. This is that person who actually writes the words on your website, your sales pages, your, you know, social media captions, whatever blogs, whatever. Newspapers. Magazines. Copywriter. Copy. Writer. Two words. And when I say Emily is my copywriter, she actually is the one who takes the show notes from these, uh, from these podcasts and turns them into blog posts.

And she also does the first draft of the email that gets sent out about the podcast episode. Of course, um, the email, I always go put my own spin on it and make sure that it was like captured of what I want to make sure you know about the episode. But, yeah, it saves me a ton of time, even though I am a good copywriter, I think.

It's one of my strengths. It's just, just because you can doesn't mean you should. And I found that when I was trying to do all my copy myself that the, just wasn't working. It wasn't getting done. So not only do Emily and I have very similar backgrounds, our college degrees are in PR and journalism, but, um, she's just really easy to talk to.

And she has some really easy to implement tangible tips for writing better words. And then we do a really fun Rapid fire thing at the end where we go over old school journalism terms that the Instagram guru kids think they've invented, which they haven't like, you know, B roll. We talk about all that when it comes to, um, like the old journalism terms and now how that can help you with your Instagram email and website.

At the end, Emily also share some ways that we can work with her, whether it be having her actually like help you write your sales page or copy on your website or just some free downloads and free trainings and courses that she has as well. So without further ado, here we go. Welcome to holistic marketing, simplified a podcast for health and wellness professionals Looking to simplify their marketing.

I'm your host, Molly Kayhill, and this podcast is brought to you by my marketing roadmap, which is a five episode private audio training. That's kind of like this podcast, but not exactly because it's not available to the general public when you search on your podcast feed. So the great thing about consuming free content like this for me or on my Instagram or my blogs or whatever, is that.

Yes, you will learn a lot, but you kind of have to go searching for what it is exactly you're looking for. This five episode private podcast is broken down in a logical step by step order. It's why it's called a roadmap. If you're ready to get started on your Instagram marketing journey, or if you already are started and you're just feel like you're kind of like overwhelmed with all of the different free information.

This is a Super clear roadmap with lots of tangible step by step action items that will get you from point a to point B for just 27. So all you have to do is head to mollykayhill. com slash private training. And based on the reviews I've had so far, I know you won't be disappointed.

Dr. Abby Parrish: Hello, my name is Dr. Abby Parrish and I'm a chiropractor located in old town, Daphne, Alabama. And I listen to the holistic marketing simplified podcast.

Molly: Emily, I'm so excited to have you on the show today. Emily is actually my copywriter for those of you who don't know. That's right. So it's hard being someone. So Emily and I have like basically the same background in our school. Like where's your degree actually in journalism or. Yeah. Journalism and PR.

Yeah. Okay. So mine was too, which is so funny. Technically public. I can never say public relations. Could you say that? Yeah. Just PR. Yeah. No, it was technically my major. I don't think journalism was actually listed. I went to university of Alabama. Where'd you go? Uh, the university of Evansville. It's like a teeny tiny little liberal arts school in Southern Indiana.

I love it. So fun fact, actually. This is so embarrassing. I chose PR because, um, I wanted to do something marketing related, but the actual marketing degree was in the business school and you would have had to take accounting and stats. And I was like, nah.

Emily: Uh, yeah, we're similar there too. Although then I got pressured in, I did the exact same thing.

And then I got pressured into adding a business minor. Once I was a junior. So then I ended up taking all those classes. Anyway.

Molly: You know, I can't remember what wise person once told me, like, it really doesn't matter what you do in college. Like, and so I chose like the easiest minor there was, it was computer science, which sounds hard, but it really wasn't, there was literally only, there were two hard classes.

And it was like HTML coding and like CSS coding and stuff. I literally have a vivid memory of throwing my textbook across my apartment living room. But anyway, my whole point is. Um, mostly my degree, even though PR was like the, you know, the title, the majority of our classes were journalism. So it's funny, like as me being the business owner, like there's a lesson here in like outsourcing.

It's kind of like, yeah, I could do the copywriting. I feel like copywriting is a strength. I feel like I'm a good copywriter. I enjoy copywriting. I could do it, but I have a lot of other things that, you Help me propel my business forward as a CEO. And I found that when I was in charge of the weekly emails and blogs that went along with my podcast, they didn't happen.

Like they just didn't, it never went out on time. I mean, I really don't even get the emails on, on time now, because I always like to tweak them and make sure like, you know, it's capturing what I wanted to capture about the episode and all that. But. Um, mostly you, I really don't change much that you do you, you do such a great job.

I feel like I'm rambling now. Do I need more coffee? I just bought that thesis stuff. Have you seen that for ADHD?

Um, my podcast, my poor podcast listeners, but yeah, so I just found that's like always my litmus test for outsourcing is what keeps getting added to my to do list that never gets checked off. And for me, it was the copywriting of the emails for the podcast and for the blog. And the reason that my podcast has a blog is just to kind of make it more SEO friendly, um, which I'm actually going to have an SEO expert on either the next episode or the one after that.

And I've already interviewed one SEO person before, but, um, Emily, I've already done your like intro. But tell us about you.

Emily: Yeah, so like you said, we have a very similar background. I feel like when we were talking about things, I was like, oh yeah, me too. Oh yeah, me too. I, yeah, I've always loved writing.

That's been, I always thought I would be like a novelist. And then I went to college and was like, okay, I'll be a journalist. And then it was like, oh, the whole, All the newspapers are shutting down as I'm graduating, so that wasn't quite the path I ended up taking. Did you do your

Molly: first job out of college?

Did I tell you this? Was it a newspaper? I

Emily: don't think you did,

Molly: yeah. Yeah, you would have known what my salary was. Yes. $18,000 a year, . Oh my gosh, it's so painful. No, this was in 2008. I was lucky to even have a job. Yeah, serious. And also, I actually wasn't on the journalism side. I was on the advertising sales side, which is what I wanted to do more.

And so I did make commission, but it wasn't a whole lot. But anyway, continue .

Emily: Well, we also have a very, like my first job, I ended up doing like an alternative teaching program and became a teacher. Oh yeah. Was it Teach for America? Yeah. Yeah. Uhhuh .

Molly: They did give me the whole spiel for that too.

Emily: Yeah, it's a whole thing.

So I did, I did that. And then, yeah, I moved to Tulsa, Oklahoma and was teaching kindergarten, which was a treat. I will never do that again. But you know what? It was a good experience. Also had a salary in like the teens. It's great. But yeah, so I think for me, it's really been, so I've been running Emily Writes Well, which is my business, um, since August of 2019.

And before that, I was freelancing for a bridal magazine in Chicago.

Molly: Oh, cool.

Emily: Yeah, so I, long story short, Used to live in Australia, had my daughter when I was living in Sydney, was a first time mom 10, 000 miles away from any support network, so when she was like 10 weeks old we ended up moving back to the U.

S. to be closer to family, and so I found myself like, living with my parents as a brand new mom and I had no job because I had just, you know, done a cross continental move. So I ended up connecting with a friend who was the editor at a magazine and started doing freelance stuff and realized that I was really good at it and went from writing one blog a week, I think for them to running all of their digital marketing essentially.

And I was like, this is so much fun. I love this. I'm good at it. So yeah, after about a year and a half of that, they were being acquired. So they were like, well, this isn't gonna, your position's probably going away. So I was like, well, I guess I'll start my own business and find my own clients. So that's what I did.

Molly: Yeah. I can't even remember like the six degrees of separation of how I found you. Um, oh, I was at brunch with Emily Schwabach and Karen Tanner, the realtor. And then Beth would, who does the client. And I was like, oh, Jamie, cause I was using Jamie who writes for the social squad society, and she took a regular job and went away from freelancing.

And I was like, Shoot. I need to find a copywriter. And I remember Beth said like, Oh, have you ever heard of Emily writes? Well, I'm like, Nope. So I like looked you up, sent you a DM and I'm like, you're hired. Can you start next month?

Emily: That was a very, yeah. You were like, okay, so this is great. Let's just go. I was like, this is my kind of decision maker

Molly: sometimes to my detriment,

Emily: but

Molly: usually it works out.

Emily: I am too. I'm like a gut decision maker.

Molly: And I my gosh, I was just having this conversation with, uh, I call her my not therapist. Cause she's not like a licensed therapist, but I guess you would call her like my life coach. Anyway, April Adams is her name. I was like, I was like, you know, one thing I need to work on is I have imposter syndrome around.

Anytime I see another female business owner being like, make data driven decisions. You know, I love my data gals. Like, here's what my data is telling me. I've been testing this and here's what my data says. And I'm like, Oh, I don't. Who has

Emily: the time? I mean, maybe I should

Molly: do that more. I don't know. I'm like, go check.

Yeah. Cool. Feels good. Let's go. I

Emily: feel like it's been working for you. So, you know, just that's true. That's true.

Molly: Probably has for all my human design people. I don't really understand it enough to like, Make correlations, but I'm pretty sure somebody said that was in my human design. So there we go. We'll use that as the excuse.

Emily: It makes sense.

Molly: Um, so you just kind of glazed over though that you lived in Sydney. Were you working when you, it was your husband's job that took you there, right?

Emily: Yeah, we moved with my husband's job and then I went to grad school. So I did a master's in literature at the University of Sydney. Because I'd always wanted to.

Oh, I

Molly: remember you telling me that now. Yeah.

Emily: And then I worked part time. I actually, it's so weird, so my favorite teacher from high school, my AP English teacher from 11th grade, Mr. Bush, had married an Aussie woman and like moved to Australia. And I remembered that and I was like, Oh, I think Mr. Bush lives here.

So I found him on Facebook and I sent him a message and asked him if he wanted to like get coffee. Because he was just like my absolute favorite teacher and he was like, oh my gosh. Yes, of course And then he ended up hiring me. He worked at this educational Grant firm. I don't they did really cool work and so he ended up hiring me to be a project manager and work with him like his team and then I was flying, like we had projects in Melbourne.

And so we were, I was on a plane. I was just like, this is such a weird life. Like I'm on a plane flying from Sydney to Melbourne with my, with my high school English teacher. Like what is happening? Like wild. It was wild. And he wouldn't, I mean, I had to call him by his first name and it was super awkward.

I was like, I can't do this. Oh, I can't call

Molly: you that. Yeah.

Emily: Yeah. Even

Molly: my daughter's kindergarten teacher. She's like, call me Kelly. I'm like, no,

Emily: no,

Molly: I can't do it. Even though I know my teacher.

Emily: I just feel like my mom

Molly: calling a teaser by their first name.

Emily: Yeah. I mean, I think even with my, you know, I don't call really anyone.

If it's by their first name, it

Molly: would be like Miss Susan. Well, we're, we're Southern girls. Yeah. You can't just call though. It's hard. You don't call people adults by their first name. And then I'm like, Oh wait, I am an adult now.

Emily: I know. And I can't, I can't like my mom's face. Friends. I'm still like, Oh, it's not LA cut.

And I'm like,

Molly: If I saw my best friend's mom from childhood today, she would not be Nancy. She'd be miss Nancy. A hundred percent. Yeah. I get that Southern girls. So we're going to, I'm just going to go over some like really basic high level copywriting questions. And then Emily and I have a fun treat for you.

Since we both have a journalism background. We wanted to go over some like, Oh, G journalism terms that a lot of Instagram gurus think they have like invented. I'm like, no, this has been around for years and years and years and years. So, okay. Educational content obviously is like, uh, you know, important part of, I teach what's called a content ecosystem and we can link that free guide in the show notes, but how would you make educational content a little less.

It's bland and more engaging. Like I think anybody could Google three tips for better sleep, right? Like, so how do we make that more engaging?

Emily: Yeah, I think with educational content, there's so many fun ways you can take it. And I think one thing is examples. And so instead of just like telling people, right, like writing out a definition, telling a story that shows what you're teaching, or giving like an example of a client, or making up really ridiculous scenarios.

So for example, if you were going to write like, I mean, for me, you know, it would be something like, Well, how to make educational content sound better, right? How to make it more engaging instead of being like, in order to improve your educational content, you should do X, Y, and Z. It would be really fun to be like, tell these outrageous, like use outrageous examples, right?

Of just like, I don't know, things that they don't have to be, I don't know, real, but they can just be engaging and fun. So you could be like, Oh, like maybe your client is selling Zebras and they want people to understand how to like take care of the zebras. So like, you know, like something that's just a little out of the ordinary, I think is fun.

And then also for educational content specifically, I just think putting your own personal spin on it is always so important. So instead of just like dictionary definition being like, I really struggled with this and here's what I found and like or I have a really hot take like you can do a hot take that is educational content and so I think like holy not feeling not feeling confined to be like I'm going to define this and then I'm going to give you like the bullet points but making it A hot take, making it your experience, making it your opinion, using an outrageous example, telling a client's story.

Any of those things are still educational. You're still getting the point across and people are actually going to read it because it's not boring.

Molly: I agree and a few things I would add to that. One, like the hot take. I, if I see one more unpopular opinion real, and then when you read it, it's not actually an unpopular opinion.

I'm going to go find that person and throw their phone and take it away from them.

Emily: I am with you.

Molly: Oh, I'm going to add, hold on. I'm going to add clickbait to our journalism terms that we're going to do. Um, and then the other thing I was going to say is like jargon. A lot of times I, I kind of have like a, Two things can be true both and opinion when it comes to medical jargon.

I think on one hand you can use more, for example, we have a post we write for clients about how chiropractic can help ear infections in babies. And it does talk about the actual specific muscles that are activated and things like that. Sometimes I think that can be good because it does show you as an authority.

But you don't want to get into jargon when it comes to like, especially a lot of the pediatric chiropractors I work with, they just want to lead with the word subluxation. And I'm like 98 percent of the population has no idea what you're talking about. Um, yes, I understand that your job is to quote, correct subluxations.

That's like their big shtick. But I'm like, You're none of your cold or warm leads are going to have any idea. And so it's not going to make them stop scrolling. What they do understand is, and this is like probably the biggest hurdle of my job of working with more nervous system based chiropractors. And I can give like a health coach example too, is they're like, I don't want to talk about symptoms.

We're not a symptom based clinic. And I'm like, I hear you. I understand. However, if you can't paint the picture, like you said, Emily of like seeing yourself reflected in that. I'm not going to see myself reflected in. Oh, I need to go someone who corrects subluxations. I'm going to see myself reflected in.

Oh my gosh, if my kid has to have antibiotics one more time for these ear infections. Uh, it's just, it's way easier. And then like from a good health coach example, I can think of is I see a lot of health and life coaches using. Really broad sweeping terms of like helping you get back to your best self or live your best life or vitality or live your best health.

When really it needs to be very, very dialed in and specific. So I don't know if you have anything to add to that.

Emily: Yeah, I think it's a really good point. And I do think a lot of times you have to start with, especially in things like, I think with health coaching, life coaching specifically, those come to mind of like, you're helping people do these really deep, really meaningful things that would scare people if you just talked about on the surface, right, you can't like, no one's gonna sign up for like, Well, I won't say no one, but I think it's like, you have to figure out the surface level things.

And so maybe it's like, they don't feel comfortable in their jeans, or maybe it, and like, you're like, I don't, I'm not a weight loss coach. Like, that's not what I focus on. But if that's what your client, that's where they're starting, and then you're helping them uncover all the actually very real things underneath that, you have to draw them in where they are.

And so what you said about like specific examples, and I think it is, it's like, you know, do you have a baby who's crying all the time and like tugging at their ears and you feel helpless? And that's what we relate to. That's the emotional connection. And that's the thing, even if what you're doing, you're like, Oh, that's up here.

And like, we're really like, Operating several, you know, whether it's medically or emotionally, we're operating at a deeper level. That's not where people start and that people aren't ready for that. So yeah.

Molly: Yes. Yeah. You got to meet people where they are. I always say, what are they Googling? Because what are they posting in the mom's group or the whatever group to like, help me, this is what's going on with my kid or me with me, you know, every afternoon I'm exhausted.

I can't, you know, whatever. Like, I did a podcast episode. It's a couple of episodes back. I can have Haley, my producer, link it in the show notes about different awareness levels. So there are going to be like, A handful of posts you can do that are more to your hot leads that can be more specific, like to not specific, but like a jargony, you know, and those aren't, that's not the stuff that's going to get tons of views or, you know, go viral, but it might be the type of content that actually converts someone.

So I'm not saying there's not a time and place for that. Just, um, that's why I teach kind of like this content ecosystem of having a mix. If you're trying to really. Get awareness is to be your top like just to draw more people and you can't have these Because like what is health like health to you and health to me are going to look totally different wellness Vitality like all even stress.

I feel like stress is way too general of a of a descriptor

Emily: Absolutely, and I think a lot of times when you're feeling those things, you don't even identify, like, I'm going to be the last person to be like, Oh, I'm burned out. But like, do I, but all the symptoms of that, you know, like, Oh, I've lost interest in this.

Oh, I'm, my productivity is decreased. Like, I'm not doing the tasks I'm supposed to be doing. So when you talk on that, like, specific level even think people who people who are aware are going to go like be drawn in but also people who aren't aware or ready to claim things and I think it works on like the positive side too like I found this with a client we were speaking to her audience as these like really ambitious motivated women and we were using those words and I did some research and found out that like her audience did not see themselves that way.

They were like, there are these very successful, very motivated women who did not self identify that way. And like, they were actually much more drawn to like, that they were trying, that they were building this path, that they were in this like foundational stage. They didn't see themselves as successful as they were.

And so it was like, she was trying to be complimentary and be like, Oh yeah, you're this ambitious woman. And the people she was speaking to were like, Oh, Me? No, that's not me.

Molly: That's someone. I love that. How did you, so you said you researched it. Like, how did you go about doing that?

Emily: Uh, two things. So I talked to some people just like casually.

So some of her clients, I just DM'd them and was like, Hey, I'm like working on this sales, like this launch. Um, can I ask you a few questions? People are very nice. Like most people would say yes. And then the other thing I did was read through like 600 of her reviews. Yes. Yes. No one. Not one single person described, like, so she had a question in her review that was like, how did you feel before you started working with me?

So we had, I mean, hundreds of responses. So it was like a goldmine. And I was like, hey, um, not one single person described themselves as like, ambitious or motivated. But they did say like they had imposter syndrome and that they were like, wanted to make progress but felt stuck. And all of these things where it was like, Very clearly and there were, there were a couple words that like were being like stuck was like a huge thing.

So we shifted completely. And I mean, I think it was like pretty powerful. So

Molly: yeah, your reviews are such a gold mine. And if you're just getting started, like I have this one gal who comes to mind who she literally just finished her health coaching certifications. She doesn't have any clients. She doesn't have any reviews.

I'm like, go to someone who you would respect and admire in the space and look at their reviews. Like you're not stealing their P I'm just, you can see the language that your people are using.

Emily: Which I think that's the most brilliant suggestion, um, that you give. Like I, when I read that, I was like, Oh my gosh, yes, this is so smart.

Cause I think going, and I think it is looking for the things you want people to be saying about you and not like, you know, if someone leaves a review where you're like, Oh, I don't want people, you know, Oh, they loved this, like really hands on approach. And you're like, well, I don't really want to have a hands on approach.

I want to be, you know, like take things off. Like. Pay attention and pick the things that really apply. But I think that's such a good, that's such good.

Molly: Yeah, no, I, I agree. And then I also have, I have like an exercise you can walk through. It's like my ideal branding form we can link in the show notes. But one thing we noticed, like we had a client whose stats were flatlining and we were like, Ooh, I was like, Hey, can you just send me your last 10 new patients?

Send me, obviously not like their names for HIPAA reasons, but send me. Why they booked with you. Like, what did they write on the intake form? And they wrote like one was like pregnancy hip pain. I was like, shoot, how do we have no posts about hip pain in pregnancy? I just had slipped my mind. And we have a ton of other pregnancy posts, but like, that's just not one we had.

So I'm like, cool. We need a pregnancy hip pain post. Uh, and then this doesn't have anything to do with copywriting, but also we got to see the source of who referred them, which was cool. If it was like a midwife in the area or whatever, we were making sure we were engaging with them and, you know, sharing their stuff to her stories and stuff.

So Yeah, you've got the data. Just use it. Usually, if not, you can mine it from someone else.

Emily: Yeah. And you can even like pull your Instagram audience. It's not like perfect. Cause your audience usually isn't like all ideal clients, but you can even, I've asked people like, would you call it this or this? Or like what word do you prefer?

Or what word do you use? And I've done some of that. And just to get it, because usually it'll be like a landslide one way or the other. If after you're like, this wasn't that helpful. Okay,

Molly: I'm glad you said that. Explain how you would use polls in a way, because I find that some people just throw up the question box, like, what do you want from me?

And people are like, uh, Yeah,

Emily: people don't know. So, um, I usually do a mix. So if I'm working on something specific, so one that came up like a bunch, for me, it's actually pretty annoying because copy writing, like half the people don't even know what copy is, right? Back to journalism. You

Molly: say that, Emily, because my husband even goes, what's a copywriter?

I was like, yeah, copywriter.

Emily: People always think I'm like an IP. attorney, like copyright and I'm like WR like, not RIDHD. Yeah. Um, so I asked people, I did like four polls in a row, I think, and or three or four and was basically like, Do you know what copy is? Yes or no? And then the next question was like, what would you call the words on your website?

And then it was like four choices and it was like messaging, website copy. I don't even remember what some of the words on my website, like, it was like giving them options and then like kind of narrowing it down and seeing. And so through that process, I actually figured out that all of my clients talk about they want their words to flow.

And that's not something I, so like, to me, that's like cadence and syntax, right? Like, that's how I think about those things. But they were like, no, they want their words to flow. And that was not a word I had ever used. And overwhelmingly, everyone was like, flow, flow, flow, flow, flow, flow, flow, flow. I was like, okay, so now that's what it is.

I can help your words flow. And people really relate to that. And it's funny because I, Never would have come up with that on my own.

Molly: I'm going to put you on the spot. You were, say you were like a life coach who helps people work through their past traumas. Okay, let's, let's think of a poll, like a way you could poll your audience specifically.

Emily: Okay, so you work through past trauma. I would start with, like, maybe with, like, big T, little t trauma and see if they relate to those terms. Like, when you think about hard things that happened in your past, do you think of it as, like, big T trauma, little t trauma, or, like, the third option is, like, I don't know the difference in those?

Because I think that could be interesting. I would also ask people if they see their childhood trauma as like a positive thing that has led to change or a negative thing that has like hurt their growth or like a neutral thing that they don't really pay attention to because I do think the way people view that because I think you could have an audience where Depending on how, I mean, kind of depending on like the, the level of content you've been putting out and the, and how long you've been doing it, you can actually have an audience who is like, mostly really positive, had a positive mindset about their trauma.

And then if you are consistently talking about the, you know, like overcoming the pain, like moving forward and they're like, I already did. Like you might actually might not be talking to your existing audience.

Molly: I love that. You know, that's so funny. You say that because I have kind of stopped doing a lot of really basic Instagram one on one like tech tutorials because I realized I don't know that out if you're, if you're a true beginner and you're listening to this, it's not that I don't love you, but like, you could find all that on YouTube.

So I'm kind of like, I'd rather, I'd rather go with the things that only I can teach. And I've found it really has, So I'm going to go ahead and say that I have shifted who I'm attracting into my program to be exactly who I want, which is really cool. Yeah. Yeah. So that's exactly what you were saying about, I think one thing for the trauma that just came to me as you were saying that is.

I think most people hear the word trauma and think, Oh, I don't have any trauma. Like I didn't see my dog get run over as a child or like, they think of like something really catastrophic. So it's like, do you, you know, how would you describe negative events that have happened in your life? You know, would you use the word trauma or does that make you feel like, Emergency room trauma.

Emily: Yeah, well that's such a good point, because I do think that people are, we always are like comparing, and so it's like, Oh, well, I didn't deal with like the death of a parent at a young age, like that's real trauma. What happened to me isn't real trauma. It is just highly personal. And so I think that is so smart.

Yeah. And so like figuring out, again, it's just how people relate to the thing you're doing. How do they perceive themselves? How do they understand? And I sometimes have asked people like, um, I've done a poll before where it's like, what do you think I spend most of my time doing? And that's really funny because everyone says writing and like that's the shortest,

Molly: like,

Emily: research is like 85 percent of copy.

Um, and so, like, I spend much less time writing than I do researching. And so that was like really eye opening to me. Because like as a selling point, because I think sometimes people look at it, right, and they're like, I mean, editing would be a second and like researching, editing, and like the actual writing is probably the fastest thing for me specifically.

And so that's also really helpful to see, like, cause I think as like a chiropractor, that can be really interesting. Like, what do you think I spend most of my time doing? And if people are, you know, like cracking people's backs and you're like, okay. So like, I actually do a lot of other things. I mean, you know, like you could get really, I think it's nice to know what, how people perceive you.

Molly: That is so great. I love that example. So we've already kind of talked about this next one a little bit, but it's using storytelling to connect with your audience. So, because we, we talked about that in the specific examples, I think, but what is, what is that? And I think. Brains like ours just naturally sink in.

Like to me, I can take it literally anything and probably make it into a story with a sag into marketing. That's just how my brain works, but I've also trained my brain to find those opportunities. So I do think this is something anyone can learn.

Emily: Yes, it absolutely is. And I think it's reverse engineering it.

So I think it's hard for me. Sometimes people are like, how do I do this? I'm like, I don't know, like what you just said. Like, I just think like, I know what I want to talk about. And I'm like, Oh, here's a story that fits perfectly. Let's go. But I think when you're starting out, starting with the point you want to make.

So you have the, the thing I see where storytelling just doesn't work is when someone tells this great story about like skydiving. And then they start talking about a business point and they don't connect them. Like there's no segue, right? We call that, we have to, we have to have a segue. And so people, so I think it's easier to start with the business point.

Here's the point I want to make and then go be like, okay. And so I actually like teach a whole workshop on how to do this. I haven't taught it in a while, but, um, basically like how to like break it down and be like, okay, so if I'm going to make this point, How, like, what do, what needs to be present? Like, what, because I like to think of it from an emotional standpoint.

So it's like, what emotion do I want people to feel? So if I want them to feel scared, let's, like, find a story where I felt scared. And then I can relate it to this point, right? Or if it's, you want them to feel excited. Or you want them to be, like, oh, we're, we're solving confusion. So that's one I did.

Whereas, like, A story about when I was in France and like ordered, confidently ordered like the absolute wrong. I thought I was ordering like an iced coffee and I ordered this like ice cream drink. It was like a whole thing. And so like, once I knew I wanted to talk about being clear and like, this is the point I want to make, then I could find a story where that didn't happen and then I could easily connect them.

Molly: I love that. One of my top. Selling emails, meaning like in my evergreen funnel, one of my emails in my sales sequence, that gets the most clicks and sales is about it's titled cantaloupe, cantaloupe in your marketing. And it came to me after I'd thrown away like yet another whole cantaloupe that had, I'm like, Oh my gosh, cut up cantaloupe at the grocery store is like 7.

But if I just buy the whole cantaloupe, it's like 3 or I don't know. I'm terrible. I would be really bad. And then I just ended up throwing it. Cause I'm like, Oh, I'll cut it up tomorrow. I'll cut it up tomorrow. And then it's like soft. And then you're like, crap, I did it again. It's like, just spend the extra 3 and get the pre cut up cantaloupe.

And I, my seg was to that, like, you could probably binge my podcast. You know, watch every single one of my reels, whatever, and learn enough. Like you could like for free. But if you were to just invest in Holistic Marketing Hub, which really isn't that expensive, like, you would, you would save yourself so much time and money because you would just have, like, Step by step, like step one, do this, step two, do this.

And people resonated with that.

Emily: Or resonate. Yes. Cause it's so true and it's so perfect. So it's like, yep, you had your point you wanted to make great. Where can I find an example of this? Let's connect them. And that is power.

Molly: I could see one thing being, um, with like anybody in the healthcare field that I serve and just to try to find a story in your life that.

It's like, one is always the money. Like people are like, well, just the insurance cover this. And that might not be the, uh, the type of audience you want to attract anyway. So money might not be like, you know, but even I find people who have the resources are like, I'll never forget. I had a very well off friend who, unless everything she told me was a big fat lie.

She definitely had the money. And. I remember saying, yeah, I pay my health coach 600 a month. And she was like, Oh, whoa, that's pricey. And I was like, really? Like, to me, it felt like a steal for, you know, I mean, this is a true story for me. I was on four prescription medications when I was 29 and now I'm on zero.

So it's like. You know, that perspective shift of

Dr. Abby Parrish: like

Molly: the money. And then I could see another big one being, um, like the time, like I know, like a lot of busy people, I want to take the time for myself to go get adjusted because I've got to go to soccer and cook dinner and do this and this and this, and it's like, Yeah, I don't know if you can think I'm trying to think of any more like big Time and money are always

Emily: huge I think to like not know it like if you're new like if you've never had like if you've never gone to a chiropractor There can be a lot of like will this work?

I don't know like can you guarantee these results? and so I do think there's so many examples in life where like you're skeptical of something or you're Resistant to doing something and then it ends up being this like life changing experience Those are really and I think when you put it You In a story instead of telling someone, Hey, trust me, I've worked with a thousand people.

I know what I'm doing. Like they've all had these great responses. And then I think sometimes you can be like, yeah, well that worked for them, but it won't for me. But I think the thing about storytelling is you take the. There's no, it doesn't feel sale. There's no sales feeling in it at all because you're just telling a story and our automatic human instinct is to is we're empathetic beings, right?

So like you find connection points, your brain is trained to find a connection point with a story and so you automatically put yourself in it. And so I think it's a lot easier of a. So, um, to relate to people through stories than it is to try to convince them or persuade them.

Molly: Yeah. And I would just say, use that handy dandy reticular activating system you've got there to train your brain and you'll start looking, you'll start noticing it now everywhere you go.

I'm like, Oh, that could be a mark. That's an email. That's what, that's me now. I'm always like, Oh, that's an email. Yes. Um, when we were house hunting and I saw that the, this one homeowner had literally spray painted their faucets. And you could see the, like, Color chipping. I was like, is your Instagram a spray painted faucet or do you like some professional help here?

Um, yeah, it's always like, that's an email. Um, if you need inspiration, I'll tell you, are you on Laura Belgrave email list?

Emily: Uh, I pop on and off. Yeah, she

Molly: emails a lot. Yeah, she's great. It works for her, but I pop on and off. Sometimes I'll be like, all right, I've got enough inspiration. I'm going to unsubscribe.

And then I'll like get back on what

Emily: I need. She, I mean, she is the queen of the story and tells them in a way that is engaging and like not. Not bored. Like it's so interesting and you actually care and then it always like relates. Yeah, she's a really great

Molly: place to find inspiration. Yeah, she's great for, um, for the inspo.

Um, so what do you think are like some of the biggest copy mistakes that non trained copywriters make? There's so many.

Emily: But, honestly, most of it comes from thinking you're doing the, like, a lot of copywriting is counterintuitive. I will say that. So I think the number one thing is probably just, like, over explaining.

So, we have this thing when we aren't 100 percent confident, or we really want people to believe us. Like, you have, when you have, like, When you feel passionate about what you're writing, we tend to overwrite. And so really, it's just using too many words. That's the number one mistake I see. So the first thing I tell anybody when I come into their business is like, if I'm, you know, auditing their, if I'm like refreshing their website, I'm like, your website's about to lose a lot of, it's about to get a lot.

More, a lot smaller, like we're cutting a lot of these words. Um, which is funny because people are like, why am I paying you to write? If you're taking my words away? I'm like, cause I can say more in one sentence than you can say in a paragraph. Okay. That's my job. Like, that's literally what I do. So I think that's probably the number one thing is just like using too many

Molly: freaking words.

So, well, first I want to go back. I've said this quote before. Have you heard the, I apologize for such a long letter. I didn't have time to write a short one. That quote by Mark Twain. Yes. It is so much harder to write concisely than it is to write. So I don't try to write concisely. I just get it all out.

And then I go back and I've, I've found that when we've used chat GPT to help us ideate, um, maybe I'm a laggard. Who's going to like, look back and be like, I wish I'd learned to use this sooner. Cause like I held onto my Blackberry until like, They no longer serviced blackberries. So I'm just not someone who's on the cutting edge of most things.

Emily: I do miss BBM. Do you remember BBM? And then you have the little on the messages, you're like the little red, like it was blackberry messaging. I don't know. That was, I was, I was like so close to my heart.

Molly: Loved my blackberry. Yeah. I was a laggard on like, I still, hopefully that's inspiring to people to be like, Hey, she does social media marketing yet.

She's never on the cutting edge of trends. But I find the chat GPT. Um, I do like it sometimes if I'm just staring at a blank cursor and I'm like, I need something on paper. Yeah. It will help me get started, but it is so damn redundant. It'll say like the same sentence three times. With this just different words.

Emily: Oh, yeah, it's the king of overriding It's pretty annoying because I'm like, this is the number one thing. I tell people not to do I actually created a whole like how to write like a huge how to use AI to write like a human and half of like A guide. Yeah, half of it is just like editing like how we could

Molly: get now from you.

Yeah. Yeah. Yeah We'll put in the show notes

Emily: Yeah, we'll put a link to it. Um, it's really helpful. And so it's the whole process I go through. But yes, chat GPT loves to use eight synonyms for the one word that you just need to say one. Vibrant,

Molly: exciting,

Emily: alluring, light up your life. Yeah, but see, I found is a lot of people think that is good writing, because it sounds like, you know, it's, I don't know, it's like, Fluffy and like interesting, I guess.

I don't, I mean, I read it. I'm like, this is just completely unnecessary. So it is a bit of like training people to be more concise for sure.

Molly: Okay. So at the end here, we're going to do like a little rapid fire journalism terms that Instagram gurus thinks, think they've invented for 500. Emily, I'm just kidding.

Let's go. So first let's go with a very popular Instagram term, which is B roll .

Emily: Yeah. So B roll is just what's happening. That's not the, the main thing. It's like the side of, it's not

Dr. Abby Parrish: the A,

Emily: it's not the A roll. So the A roll is like the person talking and then the B roll is what's happening behind them.

Like all the little feet walking that you see, you know, like Uhhuh behind, like on a street when they're interviewing someone. Yep.

Molly: I always say, um, because we lived in Pensacola for so long, it'd be like, you know, shark attack in Navarre Beach. And it's like the journal, the, you know, reporter face to camera, holding the microphone.

That's the A roll. Then you still hear her talking, but all of a sudden the video cuts to panning the beach. That's B roll. Instagram and marketer, Instagram marketers and gurus did not invent that term, been around forever.

Emily: It was preexisting reels.

Molly: Yes. Okay. Let's talk about hooks. And then let's also talk about the difference in a good hook and freaking clickbait.

Emily: Yes. Okay. So yeah, let's do, cause clickbait is my number one. So clickbait right. Is something that like makes you click that is not related. It is not true. Like it is not related to what's actually happening. So you like, it's a lie. It's a trick. It's not fun. But yeah, I mean, I think a good hook, like you, a hook gets someone into like you, So if you're telling a story, right, you don't start at the beginning.

You start like right with like the most interesting part. So like we, what are, what gets people interested asking a question, my favorite hooks are questions. Um, but yeah, getting people interested. In the middle. What's the meatiest thing? And we're gonna put that right at the top instead of like making them read to the bottom.

Molly: Yep, or that could be the on screen text on the reel. Um, my favorite tip for hooks is a lot of times if you're having trouble, it's because you're trying to write it first. I find it's harder to write, write it, write out what you want to write, then pull out a hook.

Emily: Oh yeah, I write my hook last.

Molly: So, yeah.

Emily: Call to action first, then the body of it. That's my process.

Molly: And to be specific to Instagram when it comes to hooks with reels and stuff, we've found the more specific, the better nowadays. Because, uh, Instagram is There's a lot of stuff that's actually key worded. Now. We've even started adding like the city and state, like POV.

You're a mom in Raleigh, North Carolina, who's tired of the antibiotic rollercoaster and you find our account or something like that, like very specific. So

Emily: interesting. And also goes back to journalism of having your little, you know. Yeah.

Molly: Wait, what was that? That was the uh, who, what, when, where, why, that's the inverted pyramid?

Where did we go? Yeah, inverted

Emily: pyramid, right? So like most interesting thing at the top and then like the major stuff and then minor.

Molly: Yep, inverted pyramid is a journalism term. So When it comes to Instagram, again, specifically the top, like you said, the most important stuff at the top, uh, when it comes to a regular post, you get around 125 characters that people can see when they're scrolling at that top line.

So don't do happy Tuesday. Um, that's wasted such a waste with reels. It's actually shorter. It's around like 75 characters that they can see. That's why you see really like, uh, specific stuff. Like I'll say the word like here a lot, or like make this here, like something that's like very like. Very specific.

When it comes to emails, subject lines, your inverted pyramid, like that's your subject line is either like your hook, essentially the equivalent of a hook. Yeah. Um,

Emily: yeah. Cause the worst thing you can do with a subject line is to summarize what's in your email. Yeah. Because then why would I read it? You just, like, that's not helpful.

So like, you want to create that curiosity gap and like peak people's interest and like the most interesting thing is going there and you're not even telling, so if the most interesting thing in your email is that like, I don't know, bananas are yellow. It's not interesting, but if that's the most interesting thing in your email.

You're not summarizing that, right? You're asking someone a question or you're being like, do you like this yellow fruit? And then they're like, what is that yellow fruit? Do I like it? I don't know. Now I have to read. And so that's what we want. Yeah. Don't summarize.

Molly: Yeah. And when it comes to clickbait, I saw one the other day that literally was like, you should be banned from Instagram.

And it was another Instagram marketer and her hook over her reel was I'm no longer creating reels. And here's why. And I was like, Hmm, well, of course, I was like, Dang it, I fell for it. Well, who wouldn't? And then I read the caption. It was like, I'm no longer creating reels like I used to. Now I'm creating my reels like this.

And I'm like, that's so

Emily: misleading. It is. I got an email one time that said, like, I have a job for you, Emily. And I was like, what? So I was like, okay. And so I like opened it and it literally had nothing, like it wasn't, It was like, it was a sale. It was just like a sales pitch for a product. Like it wasn't even, and I was like, what the heck?

This is so, it made me so mad. Yeah.

Molly: Clickbait's

Emily: the worst.

Molly: Um, okay. Evergreen content. This is a journalism term, but it's also, uh, something that Well, it's part of my content ecosystem that I talk about, but evergreen content.

Emily: Yeah. So that's just something that could be, it's not seasonal, right? It's not like, it's not time bound.

A lot of, I think a lot of journalism is time bound. So it's a specific time, a specific season, whatever. Same for Instagram, but evergreen content can be used.

Molly: I'm not a big batch content person just because my brain can't do that. Um, I'm like anti type a, like you and I talked about. Uh, however, I do like to have some good, like key evergreen pieces that I can either just like repurpose or whatever for times when I'm in a rut.

Emily: Yeah, because going back to, yeah, I think like in a newspaper, right, if it's a slow news week and there's not something you have to have something you can grab. And so I think the same is true for emails and Instagram. I have like a, well, maybe not Instagram anymore, but for emails, I have like a bank of just things that are written out.

Like they're not just bullet points or ideas. It's literally like a whole thing is written. Like here's this tip, here's this thing. And anytime I, cause I like to write my emails in the moment. That's just kind of how I am, but like anytime I'm like, maybe I'm late on it or I don't have any ideas or, you know, like sometimes you're just like, I don't know, nothing cool happened this week.

I have nothing inspiring to share and I can go and just like pop that in.

Molly: Yep. I used to keep it on planally, which is how we plan out everything for our clients, but now I literally just keep everything on the notes app on my phone. You always have it. It's just so much easier. You always have it.

Emily: I mean, it's a great place.

Yeah.

Molly: You can find it in a

Emily: Google Doc. But yeah.

Molly: Yeah. Yeah. Okay. Um, where did I go? Oh, pull out quote. This is a journalism term. How do you use pull out quote?

Emily: Yeah. So I do this a lot on, I want to do this on Instagram and websites, I think. Well, actually, anything else. Anyway, people send you this amazing gloating review.

They have, you have this long testimonial that you're like, Oh my gosh, they say all these amazing things. Let's just put that out there. Yeah. Yeah. Yeah. Well, people are scanners. People don't want to read the whole thing. Some people will, but a lot of people won't. So a pull quote is just finding the like juiciest bit of it, pulling it out.

And then I usually, you know, offset it in some kind of formatting. So like bold or all caps or bigger font, um, to be like, here's the, here's the main, that's like the main idea, right? The juiciest part of the, Quote, and then they can share the rest of it so people can read it if they want to.

Molly: Yep, that's what we do for clients.

If they've got a Google review about, you know, Doctor so and so helped me with my migraines and it's like 10 sentences long, we'll pull out one really juicy key phrase. And then for keyword purposes, we put the full testimonial in the caption, but for the graphic, we don't have that much text blocker.

It's like. Yeah, because

Emily: like, especially, yeah, if it's in a graphic and you have like six sentences, it's going to be tiny and that's going to be overwhelming, but like, you changed my life. Great. Amazing. Yeah.

Molly: Yeah. For emails, sometimes I'll just bold. Like if I have a text heavy email, I do a lot of spaces, but I'll bold.

Like if you're a scanner and you're like, okay, even if I'm just, my eyes are following this bolded parts, like it still makes sense. And then on Instagram captions, I use a lot of like emojis or like breaking things up. Yep. Anything to break the space is super, super helpful. Um, okay. Splash. The definition is the story on the front page of a newspaper or magazine.

Emily: Yeah. So that's just like the most, the biggest thing happening,

Molly: right? Like the most exciting. And I could see that translating to, I'd like your pinned post now that you can have pin posts on Instagram or, um, like your story highlights, something like that.

Emily: Oh yeah. Yeah. I think with the pinned posts, like that's the first thing people are going to click on.

So having that be like the highest impact, most interesting, like most applicable thing.

Molly: Yeah. Or like the first page, like on your homepage, on your website. Um, splash, UGC,

Emily: user generated content. Mm

Molly: hmm. Yep.

Emily: Instagram didn't invent that? Is that what you're saying, Molly?

Molly: Influencers

Emily: didn't, wait, influencers didn't invent UGC?

Yeah, no, um, we love that, right? So anytime someone can like talk about what you're doing, they can make a reel or they can make a post or they can make a story. It's just repurposing that. Yep.

Molly: Yeah, it's like, I kind of think it's like a, let's pretend Dear Abby wasn't actually employed by the newspaper.

She was just, you know, out in the community and, you know, she created content for the newspaper. To me, this looks like You know, having, I love like collaboration reels. So, um, it could be like, we did one for a client who it was a doula that she refers to often that was like here, you know, five reasons you need a doula, blah, blah, blah.

And then the client just filmed a little part at the beginning that was like, we love our doulas in addition to chiropractic care and here's why. And that was the whole video from the doula. Then you can use that collaboration. You add them as a collaborator and it lives on both pages, which is

Emily: so exciting.

Yeah, you're getting to both audiences. And I think anytime someone else can market for you, like, great. That's better.

Molly: Okay. Here's a good one that. I've tried to explain to people, and I feel like you have to be like visually like showing people, but above the fold.

Emily: Yeah, so this, specifically for, well this applies to Instagram too, I guess it could be like your top posts that show, but I always think about it on like a website, so what do I see on your website?

Before I scroll down, so used to the newspapers, I used to part of my job used to be to go like check the printed paper and so when it's printed, it's folded in half and the headline story, the main, the leading story is what you can see above the folded part. So that's what we're talking about, which I guess now it's more like above the scroll or like before, you know, like before you scroll down.

So like on your website, that should, someone should be able to tell what you do, who it's for and why it matters before they ever scroll down.

Molly: Yep. And always check your mobile, mobile view. Um, this is super important. I think on your landing pages, like your opt in pages. Cause I know before I've gone to some of mine and gone like, wait, I don't think you checked this on mobile because you pull it up and all it is, it's like, A photo of me from like my nose up

Yep. This is not, this is not using this space appropriately. ?

Emily: No. I had one that was like my most popular, um, like lead magnet and I looked at it on mobile and I was like, oh no. Like I don't know what had happened. 'cause it used to be fine and it was the longest picture. I mean, you had to scroll. Like four times to get past this picture of me sitting at a desk.

And it's like, no one's going to do that. Okay. No one wants to do that.

Molly: I'll say so Flowdesk is one of our favorite, favorite, favorite email service providers. I don't know if you like working in Flowdesk. I use Flowdesk. Yeah. Yeah. Um, I, I don't use it in my business personally only because I need somewhere to host my course and I feel like I have an all in one.

I use Cartra, but most of my clients don't need something that robust. But as much as I love flow desk, they do have some templates that I would shy away from. And it's the template that has a really long, like vertical photo as the first element in your email. You want to make sure you delete that out because if someone's opening the email.

Not only does it take a little bit for that photo to load it, that actually in itself can hurt your deliverability, um, meaning like that. Email might not land in someone's inbox. It might go to their spam or promotions. So take off those big images, but then people have to scroll down to like, start reading the email.

Emily: Yeah. So we want people like we want the important stuff up top. So for my, like I use flow desk personally, I have convert kit. I don't know. I pay for two email services. I don't know why I do that. That's not, I'm thinking about it. That's kind of dumb, but I want like the old, like the original flow desk plan.

So I think it's like 19 a month or something. It's very cheap.

Dr. Abby Parrish: Yeah.

Emily: But Yeah, it's a very, it's a, it's a great, it's a great option. Um, I love it. But for my emails, I literally just have my logo that I make really small because when you put it in there, it's like huge. So I scale it way down and then I just have text.

Like we get straight into it and I don't even, for some of my, like, Freebies and lead magnets and stuff. I've used some of their templates to make it prettier, but I honestly,

Molly: I feel like their, their landing page templates are very straightforward. Like, I feel like they don't like those, those don't have to be changed.

No, those

Emily: are really good. Um, except check on your mobile because there's an option where you can like include image in mobile and I had unchecked that and then I had somehow rechecked it and that's what that thing was. So I always take the image out of mobile. Okay.

Molly: Um, okay. Another one, bury the lead and lead is not spelled L E A D.

It's L E D E, which is weird.

Emily: I know that one always threw me, but so if you bury the lead, that's like the most exciting thing. So that would be like, if you had an Instagram post and it was like, you had this amazing. Transformational like thing to share and you put a bunch of other stuff and then like somewhere, you know, three fourths of the way down you shared it like you buried the lead.

Molly: So I can think of an example if you're writing a caption and it's, let's say, um, you know, I'll just use weight loss an example. Um, and the very first line was meet Laura, like, that was the very first caption, like line of your caption. I'm like, No offense, Laura, I don't know who you are, and I don't care.

Emily: Don't care about you at all.

Molly: Whereas the lead, L E D E, which is, I just looked up the actual definition, opening sentence or paragraph of a news article, summarizing the most important aspects of the story. So, the first line would be, From X amount of pounds and not fitting in her jeans and having zero energy to, you know, whatever, having the energy to play with her kids and feeling confident, feeling confident in her clothes.

Yeah. Yeah. Yeah. So that's, that's not bearing the lead. Okay. Any other like big ones you think I've missed? Oh, call to action. Call to action.

Emily: Yeah, so we do want to tell you what to do. So you want to always have a call to I think you should always have a call to action. Um everywhere so An email needs to have a call to action every page on your website at the bottom You can have them other places too but I end every single page of a website with a call to action because People, right, come into your website from like different places, especially if you're showing up in organic search, someone could just come to your services page.

And if there's no, well that's not a great example, because you'd have those, let's say they come to your about page. And if you just have your information, and like then they have to go up to your navigation and like figure out where to go next. Most people aren't that invested and they're not going to do it.

But if at the bottom you're like, Ready to get started. They're like, Ooh, I might, I don't know. Let's see. And then go to your services page and like learn more. So you want to build out the whole experience. Yeah. And then obviously on Instagram, you typically always want to have a CTA.

Molly: It's the next step.

And to me, they typically need to be pretty. easy, like a long existential life question is typically not going to get answered.

Emily: Or something people don't want to answer. I've seen those where people are like, what's your biggest fear?

Molly: Yeah.

Emily: What's keeping you up at night? It's like, well, I'm not going to type that into this little box with the world.

Molly: Part of my content ecosystem. I teach is like, I call them like the can't help myself posts, like the engaging posts and it's like, you know, for our pregnancy chiropractors, how long were you in labor? It's like, that's so easy. And then people can't help themselves. And then it's like engaging. Uh, or if you named your kid after your pregnancy cravings, what would their names be?

And people are like, fine, let me play along. Yes. Yeah. Like people love it. Or, um, Another call. Actually, I just, I haven't been doing this long enough to say if the data, if it makes sense, but

I've noticed now that Instagram, I'm like, part of me wishes you would just show me who I'm following. Right. But then part of me also is like, well, I really have discovered some people I like by being shown suggested reels. Well, you may not realize this, but now that we're shown so many suggested people in our feed.

Sometimes I'm shown the same suggested people so often that I just assume I'm following them. And so I was looking at some stats for a client, um, who had this reel that did their brand new client, their reel did really well. And it was shown to, they only have like, they're like a brand new account and they only have like 85 followers.

And the reel was shown to 1700 people, 1600 of whom were non followers. Whoa. But when you scroll down, it was like followers from this reel, zero. So I'm like, Hmm, what does that tell me? And I've noticed on my account too, that I've gotten really like more specific in my hooks over my reels. Like if you're a chiropractor and you don't know what real to post this week, here's an idea.

So I was, it was being shown to a lot of non followers. And then I'd scroll down followers from this reel zero. I think because people see it in their feed, they assume they're following you. So I've, I've started adding like after my, my hook. You know, or my first, first line I've started adding, but first follow.

And then I'll type out my handle at Molly a Cahill for more information like this. So we'll, we'll see, you know, um, I just told my team to start adding it to our clients, some of our clients reels that are kind of meant to be that more top of funnel, cold lead types reels, because you do, you just assume like, Oh, I must be following them because they're shown in my feed.

Emily: Yeah, no, that's such a good point. And I think too another good thing about the way you're doing that is you're giving them a reason to follow you. So you're not just saying like the YouTube like like subscribe and follow or whatever they say. Where they're just telling you what to do, but you're positioning it as like, Oh, you love these tips.

You want more of this. Make sure you're following me for more like giving people a reason to do the call to action is so powerful.

Molly: Yeah. And it literally just, so maybe I am better at looking at data than I give myself credit for it, but I think it might be. We'll see if it works. Um, all right, Emily. So you mentioned that you have an AI course, but how else can we So

Emily: you can find me on my website, which is emilywriteswell.

com. That's where all my best stuff is. Um, and then I'm, I have a YouTube channel that is on a hiatus, but it's coming back, which is really exciting. So it's also just emilywriteswell. There's a few really great videos over there and we're, In the process of adding more. So it's a lot of like how to do a very specific thing.

Um, like copywriting tips and instructional, like I don't like fluff. And so it's a lot of just like, Oh, you want to do this? Okay. Here's how to do it.

Molly: Uh,

Emily: yeah.

Molly: And then in terms of free like downloads and classes and stuff, you said that's all on your website.

Emily: Yeah. So on my resources page, all of my, of my website, all of my downloads, I've got like a brand voice guide.

I have a fun quiz where you can, if you're like, what is my brand voice? You can take the quiz and they're all paired to, Fabulous leading ladies and, um, like Reese Witherspoon or Oprah, it's fun. Um, and it's a fun, like super fast, like literally 60 second quiz, um, that can help you narrow down your brand voice.

Molly: And then in terms of like one on one work, you know, I know you help people write sales pages and website copy and

Emily: Yeah, so sales pages, website copy, and emails are my jam, and you can find all of that. I do most of my work in project days, so I get bored easily, and I also lose focus, and so I found that What serves my clients best and what serves my brain best is project days.

And so it's really awesome because if you're like, I need a sales page, a lot of times it's like, that's a six week process or that's a, you know, three week thing. And I do it in one day. So I love it. That's such a,

Molly: that's amazing. Thank you so much. And, uh, we can't wait to, uh, see all of you. Using all of these journalism terms, you know, to like use them properly now in your Instagram marketing.

Emily: Yeah. You basically all have minors in journalism. Yeah. Yeah, for sure.

Molly: for listening to holistic marketing simplified. This podcast is brought to you by my marketing roadmap, which is a five episode private audio training. That's kind of like this podcast, but not exactly because it's not available to the general public. When you search and your podcast. So the great thing about consuming free content like this for me or on my Instagram or my blogs or whatever is that yes, you will learn a lot, but you kind of have to go searching for what it is exactly you're looking for.

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