Lianna Patch is a conversion copywriter who delivers copywriting with a twist: she begins every piece of copy with in-depth customer research and a serious dash of humor.
After working with Joanna Wiebe, Founder of Copyhackers and Airstory, she was inspired to weave in her stand-up comedy experience and comedy writing into her marketing copywriting. Once she began leveraging humor to help her clients build relationships with their customers, she saw them increase sales and see big results.
Tone and Research:
Lianna crafts her tone by shaping her writing style with sentence structure, word choices, and an understanding of who the customer is and how her clients want their customers to feel.
It is important to ask your customers questions to understand the information they want to learn and in what order they want to learn it in. She also likes finding insight in online reviews where you can discover patterns and messages about your audience.
“I think a lot of times we are so focused on putting out content or creating copy and making it about us that we don’t engineer it in ways to continue to gather feedback. Even if it is as simple as inserting an email into an existing sequence of yours to say ‘Hey, how are we doing?’”
Mistakes and Priorities:
Often she sees people make mistakes like:
- Asking customers a presumptuous question.
- Overlooking opportunities on the retention side: think, where can you get the biggest return for the least amount of effort?
- Pushing out a lot of low-quality content. Instead, focus on creating higher quality content to reach the right people instead of a lot of people.
- Creating a lot of content and publishing on all of the channels is less important than focusing on the channel where you feel the most authentic and comfortable and get the best results.
Take a chance on making a joke in your copy and give your customers a moment of pure delight!