By Amy Matos, Contributing Writer.
I was one of those women, who got swept up into a career that she never quite imagined for herself.
I was good at it and worked for good companies, so I went through the motions and climbed the ladder. And although in many respects, my most recent job was a dream job, it was never what I pictured for my life as a young girl or even a young professional.
I entered the field of Human Resources Consulting because I wanted to empower people. After a #metoo moment early in my career, I was convinced it was my purpose to elevate the working experiences of women everywhere.
Sometimes, Reality Does Not Live Up to the Dream.
A decade later, I was hardened by a field that had an ugly side — discrimination, harassment, retaliation, exploitation. Though I genuinely believe that the overwhelming majority of companies WANT and TRY to do the right thing, the employment relationship is complicated, and the right thing doesn’t always happen. As a highly sensitive empath with a big vision for doing something profound with my life, this was difficult on me.
When it came time to launch my own business, I knew that I wanted to do something that brought me a sense of passion and fulfillment that my corporate career was lacking. Though it took some trial and error to figure out exactly WHAT I wanted to do, I knew immediately WHO I wanted to serve.
I want to serve women. I want to empower women. I want to elevate women’s voices, in a way that I failed to do in 9-5 life. I want to create a sisterhood of women who shine.
A bit of a self-development junkie, I fell in love with the world of online courses and online coaching. Coaches changed my life. I would not be a business owner, staying at home with my kids during the day and writing for brilliant women at night, if it were not for the coaches I met along the way.
This fabulous community of women with big hearts and big missions, trying to slay their business goals while still working towards a greater cause.
These Were My People – Coaches Are My People.
My strategy became very simple: to empower the coaches and help them elevate their mission. When coaches fulfill their mission, they empower people.
My method of elevating coaches is through powerful, emotionally-charged copywriting.
I quickly realized that my history and experience are not like many of the English Lit or Journalism majors that you find in the online content creation space. (And this is not to imply that either background is better or worse than the other, or that we are all competing against one another. I fundamentally disagree with the premise that there’s not enough success to go around. When one copywriter rises, she lifts us all behind her.)
There is one thing that I know as well if not better than any of the traditional writers. And that is business. That is sales.
And while yes, I completely identify as mission-driven just like my clients, I know that you can’t fulfill any mission if you can’t sell it.
Copywriting Is Not About Winning Creativity Points – It’s About Getting Sales.
Helping a coach sell more of her program, means that more women are living the life of their dreams, creating the business of their dreams, or finding the career fulfillment they have been searching for.
Along the way, I’ve learned that although many women are tremendous writers, many women HATE sales. It is one of the biggest hurdles that female business owners face. We hate to ask things of others.
I suppose it’s a good thing that in school I was always the kid with a question. Because now, I have to ask A LOT of them.
And I actually don’t hate sales. In fact, I rather enjoy it.
I love the discussion around the strategy that is an absolute must before you even start writing. I love connecting the writing to the business goals. I love the psychology; digging deep into the psyche of my client and their potential buyer. I love the emotion involved in the storytelling. I love finding words to describe the sometimes abstract benefits that someone will gain in a coaching program.
This is copywriting.
Amy Matos is a bilingual content strategist and copywriter who is on a mission to elevate women’s voices through powerful, emotionally-charged content for women who coach women. She helps clients articulate their message in a way that elevates their brand and their business. Snag her FREE guide and create a wicked awesome content strategy for your business here!