Personal Branding: You Are The Expert
Meet Lauren Luke. Age 27.
In 2007 Lauren was an unemployed single mother with a passion for make-up. So she started to produce short eye make-up tutorials teaching other young women how create an Amy Winehouse or Leona Lewis look. On 22 July, Lauren published her first eye make-up tutorial on YouTube. It was amateur and basic - they still are - but it worked. In a matter of months thousands of young women were following her advice and today Lauren is the 2nd most popular UK user on YouTube - some of her tutorials have up to 1 million viewings.
Lauren is the last person you would have expected to have jumped to the top of the cosmetics beauty product queue. But in just two years she has done just that. In this tutorial I talk about the mindset behind what has happened to her, the role that social media plays and why her website is so effective.
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Take Action! Don’t Wait
When I worked in the film industry, I bought an option on a book to turn it into a television film. The writer agreed to also write the screenplay and we arranged a date by when he would deliver the first treatment. Weeks turned into months as I waited patiently for his first version to arrive. In between, I would speak to him and listen to a series of excuses about why it was taking him such a long time.
After nine months, the treatment arrived together with a hand-written note that said, ‘All things come to those that wait’.
The Essential Copywriting Questionnaire
Before you can write compelling copy, you have to spend time doing the grunt work and gathering the facts. If you take short-cuts and skip the research stage, then you increase the risk that you will miss some vital piece of information. This could be the bit that determines whether someone buys your product or not.
Immerse yourself in the product before you start to write and check you have all the relevant information. Avoid making the mistake of thinking that, because you are familiar with the product, you can write about it easily. A large part of copywriting is about following a process. The more you follow a process and stick to it, the easier and faster the exercise becomes.
My Copywriting Questionnaire is designed help you with this.
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