Linda M.

Content provider, freelance writer/editor

The Copy Worx

Helping B2B businesses increase conversions through high-converting copy.

B2B Copywriter and Marketing Strategist 

Writer

Contributing editor and writer for national, custom, corporate and online publications. Specialties include fitness, health, business/corporate, ghostwriting, nutrition and recipe development.

Ageless After 50

Coaching and online fitness programs and memberships for women over 50

Online course creator / fitness

OC Metro Magazine

I wrote cover stories, features and various columns (including a health & fitness column and another on e-Commerce).

Business columnist and feature writer

Conversion Copywriter & Copy Strategist for B2B Brands | Podcast host

As an introverted copywriter (which is redundant, tbh), I don't like talking about myself. 

So let's get on with it... 

1. I've been a writer since I could string together a sentence. 

2. I'm a serial entrepreneur: I've been a pastry chef, bakery owner, and... ironically, a personal trainer. I ran an online fitness course for women over 50. I excelled (re: won awards, made money) in each of these. 

3. Writing in some way, shape or form has always been part of my life all the while I did those other things. Before I switched over 100% to copywriting, I wrote articles and content for 100s of print and online publications. 

4. I became a Certified Conversion Copywriter through Joanna Wiebe's Copyhackers certification program. I write copy with one goal: to create revenue for my clients.

My clients include small to medium B2B SaaS companies and startups.

Areas of expertise:

1. Messaging Strategy Roadmap: 
A special program I created that uses research, decision making psychology, analytics, customer interviews and more to find your best value propositions. And how to use them in your copy for greatest impact and conversions.

2. Email marketing: 
Email sequences that get noticed - and opened. My research enables me to write in your customer's voice so they hear themselves in your words.

3. Landing pages, sales pages, opt-ins and more. Ask me. I've probably done it. 

Whether I'm hired to create a landing page, email or event brochure, I start with a deep dive into those emotions... what keeps people staring at the ceiling at 2 am? What would they pay anything for to be free of this pain?

I've done it for others and I can do it for you…

➡️ A 30% boost in opt-ins for a lifestyle program CEO

➡️ A 100% boost in sign-ups for a coaching program (at the height of the pandemic)

➡️ A 100% increase in Facebook signups for a business coach’s webinar

Got conversion envy? Let’s schedule a call to see if I may be able to help. 

Let's talk.
Linda
DM me, or text me at (949) 233-0450.
Email: Linda@TheCopyWorx.com.

B2B Copywriter and Marketing Strategist

Warning: Blatant request for a favor… 

It appears my 2 years of steady consistent posting through LinkedIn’s 𝘦𝘷𝘦𝘳-𝘦𝘷𝘰𝘭𝘷𝘪𝘯𝘨, frustrating algorithm has paid off...

I’ve been nominated as a “Thought Leader” for Demand Gen Summit’s awards! 🎉 🎉 🥂 

So now for the ask...

If any of my content has:

🤔 Made you think about conversions in a different way
✏ Improved your copywriting skills
🤡 Entertained you even a little

… or otherwise changed your life for the better, I’d love if you'd take a second to cast your vote for me (link in the comments).

Because karma. 

(I’m up against some pretty heavy hitters. So while I’d love to win, I’ll settle for just not being embarrassed 😊.)

AND… to jostle your memory, I’m including my 𝐓𝐨𝐩 3 𝐁𝐞𝐬𝐭 𝐏𝐨𝐬𝐭𝐬 of this year in the comments– along with the voting link. 

#copywriting #marketing #b2b #emailmarketing

Linda Melone

Copywriting for B2B | Conversion Copywriter | Podcast host

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The best, most well-written copy doesn't matter if no one reads it.

It's got to capture attention, engage, entertain and inform.

All at once. 
Ideally.

Knowing the type of copy most likely to do that is a giant first step toward stopping the scroll...

#copywriting #marketing #b2b #emailmarketing 

5 Types of Copy We All Crave

Copywriting is not a soft skill. 😳 



Cutting corners on copy or DYI-ing messaging costs B2B businesses big time.

Take a gander at this stat…

Confusing emails, reports and other communications and other bad business writing costs 𝐚𝐧 𝐞𝐬𝐭𝐢𝐦𝐚𝐭𝐞𝐝 $400 𝐛𝐢𝐥𝐥𝐢𝐨𝐧 (yes, with a “B”) a year, according to an article in the Daily Beast.

And that estimate is from 2017, so it’s likely much higher now.

Why so much?

Copywriting isn’t just about day-to-day communications.

Executives’ reputations and success depend on their:

✅ Ability to influence
✅ Inspire
✅ Present their unique perspectives

Bad copy can:

❌ ruin credibility
❌ affect productivity 
❌ undermine the bottom line

A great copywriter knows how to...

👉 clarify complex topics
👉 connect with your ideal customer
👉 motivate and get people to take action
👉 capture the tone and voice of the leader
👉 find the precise word or phrase to get a point across 

Great writing also puts the leader in the best possible light. 

You can't afford to compromise on copy.

#copywriting #b2b #emailmarketing #marketing 

Humor in your copy can boost conversions by up to 50%. 😳 

But here's the catch… 🎣 

… humor can also be a double-edged sword, especially if you use it at the wrong time or in front of the wrong audience.

Used at the right time in the right place, however, humor works for these reasons:

✅ Humor tugs at emotions, fostering positive feelings.
✅ It eases tension surrounding your brand or the buying process.
✅ Funny content is more memorable and lingers in the mind.
✅ Laughter triggers the release of those feel-good hormones.
✅ Humor grabs attention and keeps it locked in.

Plus, jokes are unexpected. 

They evoke an emotional response from readers, making them more likely to relate to your product or brand. 

It also showcases your brand's personality.

Check out the carousel for do’s, don’ts… and some fun examples of humorous copy that works.

#copywriting #b2b #marketing #emailmarketing 

How to use humor to add personality and boost conversions

Your copy needs to feature your ideal customer as the hero. 🌟 

Not you. 
Or your service. 
Or your charming wit and sense of humor.

Your customer.

Here's how to do it... ⬇ 

Every sentence in your copy should feature them either 𝘮𝘰𝘷𝘪𝘯𝘨 𝘵𝘰𝘸𝘢𝘳𝘥𝘴 𝘢𝘤𝘩𝘪𝘦𝘷𝘪𝘯𝘨 𝘵𝘩𝘦𝘪𝘳 𝘨𝘰𝘢𝘭, 𝘢𝘤𝘩𝘪𝘦𝘷𝘪𝘯𝘨 𝘵𝘩𝘢𝘵 𝘨𝘰𝘢𝘭, 𝘰𝘳 𝘣𝘢𝘴𝘬𝘪𝘯𝘨 𝘪𝘯 𝘵𝘩𝘦 𝘢𝘧𝘵𝘦𝘳𝘨𝘭𝘰𝘸 𝘰𝘧 𝘩𝘢𝘷𝘪𝘯𝘨 𝘢𝘤𝘩𝘪𝘦𝘷𝘦𝘥 𝘪𝘵.

Joanna Wiebe of Copy Hackers suggests using the following format...

Create four columns with the labels: 

1. Clark Kent
2. Feature
3. Superman (your prospect / hero)
4. Those Saved

Next, fill in as follows:

𝐂𝐥𝐚𝐫𝐤 𝐊𝐞𝐧𝐭: Describe the “before” state your reader is in – their challenge

𝐅𝐞𝐚𝐭𝐮𝐫𝐞 (product or service): What is the feature and describe its function

𝐒𝐮𝐩𝐞𝐫𝐦𝐚𝐧: Describe the amazing outcome your reader will achieve during or after using the feature

𝐓𝐡𝐨𝐬𝐞 𝐒𝐚𝐯𝐞𝐝: describe the broader benefit your reader will realize for her community, workplace, family, etc. 

This practice will enable you to stop writing about yourself. And your offer. 

Your solution becomes the guide or sidekick, where it belongs.
Here’s an example for my business:

𝘊𝘭𝘢𝘳𝘬 𝘒𝘦𝘯𝘵: People who write emails or web pages that don’t convert. They’re frustrated at putting out emails that get no response. Products aren’t selling. Potential customers aren’t signing up.

𝘍𝘦𝘢𝘵𝘶𝘳𝘦: My copywriting services help boost conversions and opt-ins with high-converting copy.

𝘚𝘶𝘱𝘦𝘳𝘮𝘢𝘯: Clients experience more sales, better engagement, more qualified leads and higher revenue. 

𝘛𝘩𝘰𝘴𝘦 𝘚𝘢𝘷𝘦𝘥: High converting copy contributes to increased income, eases the stress of spinning one’s wheels without getting anywhere, and better overall life satisfaction. 

And people who buy from you (the customer) benefit from your services, improving their lives, which brings you - and them - tremendous joy!

How can you make your customer or client the hero?

#copywriting #marketing #b2b #emailmarketing 

Light weekend reading... advertising and marketing through the years that *cough* missed their mark. In major ways.

#copywriting #marketing #b2b #emailmarketing 

When Marketing Goes Wrong

Cold outreach and trust don't usually belong in the same sentence. 😬 

Yet, done right, 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘣𝘶𝘪𝘭𝘥 𝘵𝘳𝘶𝘴𝘵 𝘢𝘯𝘥 𝘦𝘯𝘨𝘢𝘨𝘦𝘮𝘦𝘯𝘵 if you know a thing or two.

In this week's podcast interview, I speak with Andrew Bolis, fractional CMO and B2B growth advisor, on exactly how that works.

Listen to the complete episode (links in comments) for more actionable tips... 😎 

#copywriting #b2b #marketing #emailmarketing 

Small changes to your copy can make or break conversions... and sales.

Use these simple tips to improve your chances your message gets across.

#copywriting #b2b #marketing #emailmarketing

5 Conversion Boosting Copy tips

“Why should I pay a copywriter to write an email when ChatGPT can do the same thing??"


Let me answer your question with a question(s)…

❌ Will AI speak to your customers? 
❌ Does AI have the emotional intelligence to relate to their pain?
❌ Does AI have the ability to translate that pain into empathy-laced copy that shows you understand them?

I didn't think so.

Because here's the thing...

Relating to your prospect or customer isn't one thing.
It's everything.

Speaking to my client and their customers in depth was behind the success of a simple, 5-email sequence -

-- one that landed them a $70k contract. 

Here are a few other reasons why it worked so well: 

1️⃣ The emails addressed a specific, highly-targeted audience
2️⃣  I interviewed the CEO and customers in depth
3️⃣  The emails were conversational in tone and in the voice of the customer
4️⃣  I included various CTAs
5️⃣  People on the list were engaged and active

(See video for a few more details.)

Nothing can replace people-to-people conversations when writing high-converting copy. 

#emailmarketing #marketing #b2b #copywriting

"You asked me a question I couldn't answer. I love that." 
- a new client on our initial call.

Can you guess the question? 🤔 

⬇ 

I asked, "What is your value proposition?"

*crickets*

If you don't have a solid value prop, your messaging will be built on a mound of Jello. 

It's what makes you the no-brainer decision versus your competition.

#copywriting #b2b #marketing #emailmarketing 

Your audience’s beliefs determine what they’ll buy.

Here are 3 ways to use that belief to shape your copy…

👇

1️⃣  Tap into what they believe and build on it / dive deeper.
Example:
💡 “Posting consistently on LinkedIn is key to building a personal brand. Here's how to create irresistible content.”

2️⃣  Tap into what they believe and challenge it.
Example:
💡 “Is your LinkedIn posting routine in need of a makeover?”

3️⃣ State the opposite of what they believe and make them curious.
Example: 
💡 ”Consistently posting on LinkedIn can sometimes backfire. Here’s why…”

How can you use your audience’s beliefs to capture their attention?

#copywriting #b2b #marketing

How do you build your digital footprint with content so it becomes your best sales rep? 

In my interview with @Deanna Shimota, CEO of GrowthMarketing, Deanna explains the how-to plus:

✅ Why sales and marketing need to align on this goal
✅ How marketing needs to evolve to support the way prospects want to buy today... 
... and more.

Listen in to the complete episode - links in the comments.

#copywriting #marketing #b2b #emailmarketing 

Facts, logic and statistics don't engage your audience.

Do you know what does?

Emotions. Feelings. 

𝐁𝐫𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐚 𝐣𝐨𝐮𝐫𝐧𝐞𝐲 𝐨𝐟 𝐞𝐦𝐨𝐭𝐢𝐨𝐧𝐬 𝐚𝐧𝐝 𝐭𝐡𝐞𝐲'𝐥𝐥 𝐤𝐧𝐨𝐰 𝒚𝒐𝒖 𝒖𝒏𝒅𝒆𝒓𝒔𝒕𝒂𝒏𝒅 𝒘𝒉𝒂𝒕 𝒕𝒉𝒆𝒚'𝒓𝒆 𝒈𝒐𝒊𝒏𝒈 𝒕𝒉𝒓𝒐𝒖𝒈𝒉.

➡️ And they'll trust you know how to solve it.

Here's a simple way to find the emotions that will move them...

Ask 𝐰𝐡𝐲:
"Why do you want to stop X from happening?"

Dig deeper:
"Why is that important?"

Even more:
"Interesting. So why is THAT important?"

Keep going until you find the emotion attached to the end result they want. 

When they respond with how it will impact them on a personal level (re: "I'll be able to spend more time with my family") you've uncovered the emotion behind their goal.

Use it in your copy and watch conversions take off.

#copywriting #marketing #b2b #emailmarketing

Following up on cold emails can be tricky. 

Because the recipient doesn't know you. So following up too aggressively (I'm lookin' at you, 80% of the emails I receive) may not only be annoying but end up labeled as spam... and burning that bridge forever.

But what if 𝘺𝘰𝘶 𝘬𝘯𝘰𝘸 𝘵𝘩𝘦𝘺'𝘷𝘦 𝘰𝘱𝘦𝘯𝘦𝘥 𝘺𝘰𝘶𝘳 𝘦𝘮𝘢𝘪𝘭 -maybe more than once? 

Andrew Bolis tackles this question in my latest interview... 

P.S. For deeper insights and bonus info, be sure to subscribe to my newsletter (betcha didn't know I had one 😎 ... see link in the comments).

#copywriting #b2b #marketing #emailmarketing 

"Help! My copy Isn't converting! 😫"

👇 

When you need clicks, sign-ups and sales, your copy determines whether or not people take action.

So if it’s not happening it’s time for a hard look at your copy. 

(I'm assuming your product or service is top notch and your audience is targeted.)

And some of what sounds important… isn’t.

For example, it’s NOT about:

❌ Being clever or witty
❌  Using big words so you sound smart
❌  Creating hilarious videos

Sometimes these strategies help (except for no. 2)... but any of these three things could also work against you... (see my post yesterday about humor).

Here are 3 of the most common reasons your copy isn’t converting:

1. 🚫 𝐘𝐨𝐮𝐫 𝐂𝐓𝐀 (𝐜𝐚𝐥𝐥 𝐭𝐨 𝐚𝐜𝐭𝐢𝐨𝐧) 𝐢𝐬 𝐓𝐨𝐨 𝐒𝐨𝐨𝐧 

Pressing readers to schedule a call or "buy now!" before they have enough information to decide is a surefire way to make them bounce. 

The amount of knowledge they need before committing depends on various factors, such as how they discovered you (via an ad or search engine). 

Those from search engines typically require more trust-building info before being on board with your solution.

2. 𝐓𝐡𝐞𝐲'𝐫𝐞 𝐂𝐨𝐧𝐟𝐮𝐬𝐞𝐝 😕

If readers can't grasp what you do (hello, value proposition problem…) or understand precisely how you can help them, they'll lose interest. 

Stick to one promise—think time-saving, not time-saving PLUS money-saving PLUS faster results. 

Pick one compelling benefit and drive it home with relentless focus.

3. 𝐘𝐨𝐮 𝐃𝐨𝐧'𝐭 "𝐆𝐞𝐭" 𝐓𝐡𝐞𝐦 🎯

Here’s a big one… If you don't truly comprehend the pain or challenge your audience is grappling with, they won't trust you.

They'll sniff out your lack of understanding and lose faith in your message. 

The solution?
Engage with them. 
Have real conversations. 
Use their own words to capture and describe their frustrations. 

Then, leverage that understanding to propel them toward how your offering can save the day.

What other copy conversion killers have you encountered? 

#copywriting #marketing #b2b


Emails are not dead. 

... but sometimes they need a shot of adrenaline.

These 3 email formats can help you shake your subscribers out of their Inbox slumber...
 
𝐓𝐡𝐞 “𝐏𝐞𝐫𝐟𝐞𝐜𝐭 𝐅𝐨𝐫 𝐘𝐨𝐮” 𝐄𝐦𝐚𝐢𝐥

1️⃣  Help your reader identify as the right fit for your offer.

2️⃣ Describe the ideal user of your solution and be sure your readers relate to that description. 

MINI ROADMAP:

Customer success story → testimonial → influencer proof → before and after
 
𝐓𝐡𝐞 𝐒𝐩𝐞𝐜𝐢𝐚𝐥 𝐂𝐚𝐬𝐞

1️⃣ People believe they’re an exception to every rule and to your offer.

MINI ROADMAP:
Data from other users → Testimonial from someone like them  

+ 𝐓𝐡𝐞 𝐄𝐯𝐞𝐧 𝐈𝐟 𝐜𝐥𝐚𝐮𝐬𝐞: tell them how your solution can work for them “even if” – and then add bullet points of their objections
 
𝐓𝐡𝐞 𝐅𝐎𝐌𝐎

1️⃣ No one likes feeling left out. So write an email that taps into this fear.

2️⃣ Dig into the things they’ll be continuing to struggle with when their friends have overcome them.

MINI ROADMAP:
Success story → Risk reversals (ways to eliminate risk re: guarantee or trial period) → Urgency/time limit → Countdown timer

Want more cool tips for increasing conversions? Sign up for my newsletter... link in the comments. 

 #copywriting #b2b #marketing #emailmarketing 

Grab your quarry tools and a hat with a light on it... and get ready to chip away at some rocks...

Cobblestones and cornerstones, specifically. 

In this week's podcast interview with Deanna Shimota, CEO of GrowthMode Marketing, Deanna defines the differences between cornerstone and cobblestone content and their role in demand gen strategy.

Be sure to tune into the complete episode (links in the comments) for all the great info...

#copywriting #b2b #marketing #emailmarketing 

Mental health awareness shouldn't stop after May (Mental Health Awareness Month).

It's an ongoing issue for many people regardless of status, income -- or the highlight reel we post on social media.

As part of this theme, I spoke with Jahmaal Marshall, CEO of Listen then Speak, LLC, coach, counselor, and cheesecake addict.

In this short clip I ask him: 

"How do you know you would benefit from counseling?"

Listen in to hear what he said (and be sure to catch the full podcast - and leave a review if you enjoyed it!)... links in the comments.

#copywriting #marketing #b2b #emailmarketing 

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