Content Phenom

Premiere conversion copywriting and content marketing services + education.

Founder and Owner

University of Vermont

Instructor of the email marketing class for the University of Vermont's Digital Marketing Fundamentals course.

Instructor, Digital Marketing Fundamentals

AWeber

Content Marketing Manager

Content Marketing Specialist

Design Manager, Inc.

Marketing the industry's leading project management and accounting software for interior designers.

Marketing Coordinator

Skybox Innovations

Marketing premium, accessible, and comprehensive business cloud solutions at affordable prices.

Grove City College

Sports Media Assistant

Student Supervisor

The HF Group, LLC

Customer Service and Data Entry

I got tired of the rat race. 

So after 7 years working as a marketer for SaaS tech companies, I quit and started my own biz. ✌️

I now help SaaS startups become tech unicorns ($1 billion+ valuation) — with conversion copy + great messaging.

I'm an expert in:

👉 Email marketing
👉 Copywriting
👉 Content marketing
👉 Demand generation

I take a research-based and data-backed approach to copywriting and marketing.

The result: More money for your business.

We're marketers. Not magicians.

We need a budget.

Liz Willits

Nobody wants to hear this.

But good marketing takes time.

It takes time to

- Grow a permission-based email list.
- Build an engaged social following
- See traction with SEO

With skill, you *can* see results quickly.

But "quickly" isn't overnight. 
You need to invest effort and time.

Not willing to invest?

Your marketing will suffer. 
Your growth will suffer.

The best type of marketing?

Human marketing.

- Be real. Be less filtered
- Talk to your customers
- Show that you care
- Write like a human
- Reveal emotion
- Tell stories
- Use humor
- Be unique

The internet is filled with fake, filtered marketing.

It doesn't resonate with humans.

Be human.

What I did wrong as a young marketer:

I made decisions with my feelings.

Decisions like:

👉 "I think this value proposition is best. So let's lead with it."
👉 "I like short copy. So everybody else does too."
👉 "I don't like images of people on SaaS sites. Let's remove them."
👉 "I feel an orange button will convert better than a blue one."

"Think," "feel," and "like" can be dangerous words for a marketer.

What are better words?

1. "Research shows"
2. "A/B tests reveal"
3. "Customer interviews tell us"

Nowadays, I make decisions based on tests and data.

The result?

My marketing, copywriting, and conversions are far better.

Company: We don't mention pain points in our copy. 

Me: Why?

Company: It's too negative. Our brand voice is positive.

Me: Your brand voice completely excludes one of the most effective ways to sell?

Company: Umm, yes.

Me: I would change your brand voice.

How to Find a Great Copywriter:

- Ask them how much research they do.

Their research should:

👉 Be extensive
👉 Be done BEFORE they write copy.
👉 Include competitor, customer, and market research
👉 Include methods to collect voice-of-customer (VOC) data.

No research? Their copy is guesswork.

Guesswork copy *might* convert ... Or, not.

It's a gamble. 🤷‍♀️

Don't pay for guesswork or gambles.

Pay for research-based copy.

Copywriters,

Don't rely on creativity. 

Rely on:

👉 Customer interviews
👉 Customer surveys
👉 Customer reviews
👉 User tests

You get your best copy ideas from customers.

Not your imagination.

Does creativity help? Yes.

But it's only a small part of the process.

"Liz is the #1 marketer to follow on LinkedIn." - Her Mom | Owner Content Phenom | SaaS Investor | contentphenom.com

What's better than social media?

Email marketing.

The algorithm controls what social followers see.
You control what email subscribers see.

Use both — strategically.

1. Build a social following.
2. Get your social followers on your email list.

In 2020, I wrote my most viral LinkedIn post. 

- 12 million people saw it. 
- 322,948 liked it.

I wouldn't write that post again.

Why?

- It reached a massive audience. 
- But it wasn't my ideal audience. 
- And it wasn't on brand.

Virality is great for reach. 

But unless it's strategic, it's not great for:

👉 Building the right audience.

Write for your audience.
Not for the masses.

Copywriter: Here's the final copy.

Sales bro: It needs more spice.

Copywriter: ???

Sales bro: You know. Like the words "accelerate" and "disrupt." 

Copywriter: You're kidding ...

Sales bro: Also, let's position ourselves as AI! 

Copywriter: Our product doesn't have AI.

Sales bro: The customers don't know that!

Copywriter: 😒

Great marketers are scientists.

They will

- lay prejudices aside
- ignore personal preferences
- follow the data wherever it leads

This can be uncomfortable. It can create cognitive dissonance. 

The results are worth it.

To create great marketing, act like a scientist.

What the job listing says:

- Must thrive in a fast-paced environment
- Ability to work under tight deadlines
- Comfortable wearing many hats

What the job listing actually means:

- You will work crazy hours.
- And we won’t pay you fairly.

You have a good job if ...

1. You work for yourself. 
2. You like your work and your life.

OR

1. You work for a company.
2. You like your work and your life.

A good job allows you to live a good life. 
What defines a "good life" is personal preference.

One person's "good life" is another person's nightmare.

Leadership: We want to grow the business!

Also leadership: We won't invest in marketing. We don't really believe in marketing. And we want the marketing team to double revenue by next week.

Which 2 are you picking?

P.S. When evaluating a marketing job or a potential client, ask questions to determine if a company has all 3. When they do, you're better set up for success.

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