Airstory.co\/club<\/a> to join and start your first project.<\/p>\nHow have courses changed your business? Adding courses to just the writing product that you provided one on one?<\/p>\n
Lacy:<\/strong> I really like courses. I feel like I haven\u2019t mastered the marketing of them yet. My big goal for this year was to increase the percentage of my revenue that came from courses and products and I did that, but it\u2019s still less than 50%. I think I haven\u2019t totally mastered that part of my business yet in terms of marketing and delivering those courses. Actually, I feel pretty confident about delivering them. That\u2019s not the issue, but marketing them, getting them in front of the right eyeballs, filling as many seats as I want to fill. They do well to middling, but never shoot past my expectations so I\u2019m still working on that. I\u2019m still learning how that works.<\/p>\nKira:<\/strong> Yeah, I was going to ask you a related question. Where do you go from here building your business? In your agency side, are you going to add other writers and grow that way? It sounds like you\u2019re going to expand upon courses and products, but do you have a growth plan that you can share with us?<\/p>\nLacy:<\/strong> Well, that\u2019s a good question. I\u2019m actually working with a coach in January to actually define where I\u2019m going in 2017 so I don\u2019t have it totally ironed out yet. There\u2019s a couple of directions I might go. On the agency side, I haven\u2019t wanted to grow that as much because I don\u2019t like managing people. I don\u2019t think it\u2019s one of my strengths. I\u2019ve tried to add … I have two solid writers that I adore who both happen to be my bosses at previous jobs so I know them really well and I trust them a lot. I\u2019ve tried to add a third one a couple of times and it hasn\u2019t gone well.<\/p>\nBut what somebody pointed out to me was that I could hire somebody to do that. I could hire somebody to manage the subcontractors and I just focus on growing … Selling people on the idea, which I could do. That\u2019s one possibility is having somebody else be the business manager on that side and then growing it that way. Another possibility is just to continue to focus on growing the courses and the sales side of things, I mean the DIY side of things, and really focus on that.<\/p>\n
I know you guys know this. There\u2019s like this dreaminess of having those set it and forget it courses that run on with evergreen webinars and blah, blah, blah. I\u2019m not na\u00efve enough to think that there\u2019s no work that goes into those, but there is a certain appeal in having those sorts of projects and products in your pocket that you can just turn on the money machine and there it goes.<\/p>\n
Kira:<\/strong> Yeah, I have not mastered that yet.<\/p>\nLacy: <\/strong>No, I haven\u2019t either, but I would like to.<\/p>\nKira:<\/strong> Yeah, for 2017. That\u2019s the goal. How do you stay sharp? Is it just constant writing like all of us? How do you keep your edge and stay aware of trends and just push yourself and challenge yourself as the leader of your agency and with a good reputation in this online world?<\/p>\nLacy:<\/strong> I\u2019m the perennial student so I\u2019m always learning and I am always taking courses and following people that I find fascinating and trying to learn from different people. If you\u2019ve done that Sally Hogshead How to Fascinate thing, both my personal and my business fascination traits are\u00a0innovation so I like to be on the cutting edge of whatever\u2019s happening. I like to try new products. I like to try new techniques. Whatever is working. I like to follow people who are doing that, who are testing things, and trying things out. I just try to stay abreast of what\u2019s going on. I have a small group of people that I follow really closely that I think are on that cutting edge to see what they\u2019re doing and how can I apply that to what I\u2019m doing and things like that.<\/p>\nYeah, I\u2019m big on investing in myself and my education because it\u2019s a strong investment in my business and my clients as well.<\/p>\n
Rob:<\/strong> Lacy, one of the things I love about your brand and your website is your about page…<\/p>\nLacy: <\/strong>Oh, thank you.<\/p>\nRob: <\/strong>…and the way that you tell or share three different tones of voice or examples of your copywriting and then you follow it up with this really bold claim that you just happen to be a better storyteller or better at brand voice than most other people, most other writers. I think the website backs that up, but I\u2019m curious about that. I think a lot of people don\u2019t like to hear people stand up and own their expertise and say, \u201cHey, I am really good at this, you can trust me.\u201d Have you seen an effect on your business in making a bold claim like that?<\/p>\nLacy: <\/strong>Yeah, the about page was fun. We wanted to demonstrate, yeah, how I could put on different voices that way. I just liked the cheekiness of … It says something like, \u201cWhich one is the real me? They all are. That\u2019s the point.\u201d<\/p>\nKira:<\/strong> I love that. I love that line, by the way.<\/p>\nLacy: <\/strong>Thanks.<\/p>\nRob:<\/strong> No, it\u2019s a great page.<\/p>\nLacy:<\/strong> Thank you. I actually play on that in my webinars and stuff too. We play Two Truths and a Lie so I have three crazy claims that I tell people and say, \u201cWhich one\u2019s the lie?\u201d Then I\u2019m like, \u201cOh wait, they\u2019re all true. That\u2019s the lie.\u201d<\/p>\nYeah, I don\u2019t know. It\u2019s funny, Rob. I\u2019ve never really thought of it as drawing a line in the sand that way. I see that now that you\u2019ve said it, but it never really occurred to me that that\u2019s what I was doing. I am very confident in my ability to put on different voices that way. I would say that\u2019s probably the one place I\u2019m super confident in my business. It seemed natural to say, \u201cYeah, I\u2019m good at this. I can tell you.\u201d<\/p>\n
I guess when I wrote it, I was thinking I was saying it to the client that I\u2019m better at that than they are, not that I\u2019m better at it than other writers. It didn\u2019t really occur to me that other people would read it that way, but now that you\u2019ve said that, I can totally see that.<\/p>\n
Rob:<\/strong> Yeah, it really jumped out at me as I was reading the page. I was like, \u201cWow, she really believes in her ability to write in a particular voice or to tell a story,\u201d which is impressive in my opinion.<\/p>\nLacy:<\/strong> Yeah, well, I mean I do. I guess I\u2019ll own that. I do. I do believe in my ability to put on other voices that way. I do think that\u2019s my superpower. I never really thought about that.<\/p>\nKira:<\/strong> Maybe that connects to earlier. I was saying that you were this influencer\/authority figure and you were like, \u201cI don\u2019t quite see it that way.\u201d Maybe that\u2019s why because we\u2019re picking up these cues from your copy. It\u2019s bold and strong and from an outside perspective, we see you that way.<\/p>\nLacy:<\/strong> Also, and I say this a lot to my clients, I feel like my brand and my brand voice is me dialed up to 11, so it\u2019s me, but I\u2019ve really put it on. You know what I\u2019m saying?<\/p>\nKira:<\/strong> Yeah.<\/p>\nLacy:<\/strong> I don\u2019t look like those pictures every day, just FYI.<\/p>\nKira: <\/strong>What are you talking about? What are you talking about?<\/p>\nLacy: <\/strong>That took two hours in the hair and makeup chair to get me to look like that. It\u2019s me, but it\u2019s me dialed up to 11.<\/p>\nKira:<\/strong> I really want to know, what mistake you see other copywriters making, because you\u2019ve been in this space for a while. As you said, you\u2019re watching other people. What can we do differently?<\/p>\nLacy:<\/strong> Gosh. I think there\u2019s a couple of things that I see and I can recognize it because I\u2019ve done it or continued to do it. This is not about me calling anybody out, but rather just things that I see, both in myself and others. I know that when I started, I really undervalued what I was doing. I charged way too little and it took a long time for me to move up to a more appropriate pricing and I still feel like I\u2019m on the way. That\u2019s still something I battle, but I think people start out by charging too little because they lack confidence.<\/p>\nMaybe it\u2019s that… like we were just talking about. I can put on this persona for my brand that\u2019s very confident and that helps me be more confident, like a circle. I think the brand really did help me build that confidence when looking the part was important, but then also once you have that, once you have some success, you feel more confident so it feeds.<\/p>\n
Another thing that I see copywriters do is that if they\u2019re not confident, they may be trying to emulate somebody else that they admire in this space. That doesn\u2019t work. You got to be yourself. People are going to hire you for you. You can\u2019t keep up that fa\u00e7ade of being somebody else for very long. It\u2019s exhausting. Again, I feel like finding that brand that was me and then finding that confidence that came with it was super important because we all do it. I see it in every industry too. There\u2019s somebody that you admire that\u2019s really killin\u2019 it in your industry, you want to be like them, right? Because they\u2019re awesome and you admire them. It\u2019s not even about plagiarizing or trying to steal anything. It\u2019s just what you admire and what you want to do, but I think for writers in particular, you have to own what you are good at.<\/p>\n
I guess the final thing there that I see is people trying to do too many things. If I see a copywriter that says they\u2019re an expert in every kind of writing, I immediately … I\u2019m like, \u201cNope,\u201d because I know what I\u2019m good at. I\u2019m the first person to say I don\u2019t love writing sales pages. I know I\u2019m not the most talented person at writing sales pages. If you got something that\u2019s super high risk or whatever, you probably don\u2019t want to hire me. You want to hire somebody that\u2019s super confident in their ability to write sales pages whereas if you need a blog? I\u2019m you\u2019re gal. I know how to do that. I\u2019m very confident in my abilities there. I\u2019ve figured out that nicheing is good.<\/p>\n
Rob:<\/strong> Lacy, you may have already answered this with that last question, but in addition to things like price yourself right or don\u2019t try to be somebody else, if you could talk to just starting out as a writer, Lacy, and say, \u201cHey, here\u2019s something that you really need to know. This is the secret,\u201d what would that be?<\/p>\nLacy: <\/strong>I think it really is that confidence piece, you know? I still struggle with this, as I said, but I was very uncertain when I started this business. I came out of a journalism job, full-time normal 8-to-5 although it was more like 3:00 a.m. to 2:00 a.m. job. I was totally not sure of myself when I was starting. I didn\u2019t know what I was doing. I didn\u2019t know if it would work. I was just praying that something would click and it did and I feel like I got lucky. I made some good choices and I got lucky, but I think that confidence piece … If I could go back and talk to Lacy of five years ago, I would say, \u201cIt\u2019s going to be okay. You can do this. You can do this. Just keep plugging at it. It\u2019ll be okay.\u201d<\/p>\nKira:<\/strong> Before we wrap, you just mentioned you got lucky. What do you mean by you got lucky?<\/p>\nLacy: <\/strong>Well, I believe in luck to some degree. Luck is what happens when you work hard and you put yourself out there. When I first started the ghost blogging thing, I was following a business coach locally here in Denver and I had paid the bare minimum to work with her. I don\u2019t even remember what it was. It was like, I don\u2019t know. Something really small. $12.95 a month to be on her coaching calls once a month or something like that. It was teeny, but I was just so hungry for information and how to make this work.<\/p>\nAnyway, so I sat on the group coaching call. I\u2019m making this huge leap and I\u2019m putting myself out there as a ghost blogger and if any … I remember being terrified like, \u201cIf anybody wants to talk to me about it or if you want to get on the phone,\u201d and she actually referred my first client to me and that was what gave me the confidence to … Like, \u201cOkay, if the coach believed in me then I could believe in myself and I could keep going.\u201d Getting that first client is getting over the hump.<\/p>\n
I think getting lucky in that sense is just that I was in the right place and talking to the right people to find that first little push I needed, that first success I needed to go in the right direction.<\/p>\n
Rob:<\/strong> This has been an awesome discussion, Lacy, and a couple of ideas that I\u2019ve pulled out of what you\u2019ve shared that I\u2019m definitely going to steal and use. If people wanted to connect with you online, where would they go?<\/p>\nLacy: <\/strong>I\u2019m at LacyBoggs.com. Pretty easy and I\u2019m on Facebook and Instagram and not so much Twitter. I mean, I\u2019m on there, but I don\u2019t really hang out there. Yeah, and I have a free library of resources. LacyBoggs.com\/library. It\u2019s where you can sign up for that which just has a ton of stuff in it that I\u2019ve been collecting over the years. That\u2019s a good place to start.<\/p>\nRob:<\/strong> Fantastic. Thank you so much for your time.<\/p>\nLacy:<\/strong> My pleasure. Thank you.<\/p>\nKira:<\/strong> Thank you, Lacy.<\/p>\nRob:<\/strong>\u00a0You\u2019ve been listening to\u00a0The Copywriter Club Podcast<\/em>\u00a0with\u00a0Kira Hug<\/a>\u00a0and\u00a0Rob Marsh<\/a>. Music for the show is a clip from Gravity by Whitest Boy Alive, available in iTunes. If you like what you\u2019ve heard, you can help us spread the word by subscribing in iTunes and by leaving a review. For show notes, and full transcript, and links to\u00a0our free Facebook community<\/a>, visit\u00a0thecopywriterclub.com<\/a>. We\u2019ll see you next episode.<\/p>\n","protected":false},"excerpt":{"rendered":"Lacy Boggs joins Kira and Rob to talk about creating a distinctive brand voice for her own business as well as her clients, what kinds of projects she takes on […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2],"tags":[21,3],"class_list":["post-342","post","type-post","status-publish","format-standard","hentry","category-podcast","tag-lacy-boggs","tag-podcast"],"acf":[],"yoast_head":"\n
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