Storytelling In Your Brand Copy, Writing Your About Page & Choosing the Right Name For Your Business with @theresidentwriter

Storytelling In Your Brand Copy, Writing Your About Page & Choosing the Right Name For Your Business with @theresidentwriter

Anna Henke is a storytelling copywriter and the founder of The Resident Writer. With seven years of experience in marketing and copywriting, she helps female entrepreneurs develop strategic messaging and unique brand voices that speak directly to ideal clients. Anna also works specifically with artisans and makers in the handmade community, creating her signature storytelling Artisan Product Descriptions, Your Story Packages, and more. She has a passion for books and reading. Anna lives in in the Twin Cities area of Minnesota.

https://www.instagram.com/theresidentwriter/

https://theresidentwriter.com/

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Jenna Redfield 0:03

Do you struggle with getting your voice and your business out there to the local Twin Cities community? Don't worry, we've all been there and this podcast is ready to help. Welcome to the Twin Cities collective podcast with Jenna Redfield each week we'll be discussing topics that will educate, encourage and inspire you to grow your brand or business and introduce you to new ideas, businesses and entrepreneurs in the Twin Cities area hosted by Studio Americana in Golden Valley. This podcast shares tips and tricks to help grow your empire and have fun doing it. Hi, I'm your host Jenna Redfield, director of the Twin Cities collective and online community for local entrepreneurs, bloggers, small business owners and creatives. Make sure to join our Facebook group@facebook.com forward slash groups forward slash Twin Cities collective. Follow us on Instagram at Twin Cities collective and go to Twin Cities collective calm. To learn more about our upcoming workshops, subscribe on your podcast app and give us a review on Apple podcasts. Now sit back relax and enjoy this episode of the podcast. Hey everyone, welcome to expenses practice podcast. I'm your host Jenna Redfield, and today I have a special guest Anna hanky she is a storytelling copywriter. She's been in business for a little over a year and but she's actually been a copywriter for seven years. So she has lots of experience. Welcome, Anna.

Anna Henke 1:16

Hi. Thanks Jenna Good to be here. Yeah, I'm excited to have you Is this your first podcast is my first podcast. It's really exciting.

Jenna Redfield 1:23

We were talking about this before but you listened to a lot of podcast. I do. Listen to

Anna Henke 1:26

a lot of podcasts.

I love being boss. I am a big fan of the Donald Donald Miller podcasts. I'm certainly bringing Yeah, I listen to a bunch of business podcasts. I listen to a bunch of book podcasts. Yeah, so

Jenna Redfield 1:42

and so let's talk a little bit about what you do for a job because you've been in copywriting for a long time, but you decided to go full time in your own business. Like over a year ago. How How did your journey start with copywriting?

Anna Henke 1:56

Well, as I mentioned, I'm a big book lover and I also a writer. So I thought that my dream job was in publishing. And I got a job as a copywriter and ended up loving the work. Because I got to work with story and I got to work in right doing writing. And I did that for about six years. And I was in marketing, you know, doing sales, copy, doing all kinds of things. I was the only copywriter at our company. So I literally wrote everything that came out of our marketing department. So and we published like 90 books a year. So it was like, a lot of stuff. A lot of writing a lot of writing, maybe even more than that. So it was it was a big job. But I you know, I am someone who the nine to five life just wasn't really for me. I have some health problems and it just wasn't a good fit for me. So last year, I kind of decided to take it take a chance and I left that job. And when I went to work on my own, and it's been fantastic. I love I love the flexibility. I love working with clients and so that's that's what I'm doing now at the restaurant writer.

Jenna Redfield 3:12

So what do you actually do? So it's mostly do you work with small businesses? Or who is your clients? I work

Anna Henke 3:17

with female entrepreneurs and small businesses. Yeah. And also I work with the artists and maker community. Okay,

Jenna Redfield 3:24

so that's kind of like writing sales like copy for like specific products almost or with

Anna Henke 3:31

the artists and maker community. Yes, I actually have a course for copywriting for artists and makers and I do artist in product descriptions I have a storytelling framework for that that I use that people can hire me to write and that that I teach in my course Yeah, so

Jenna Redfield 3:47

I feel like I need that for my own stuff. I've always struggled with copywriting so I always love interviewing copywriters because I'm like Teach me. So let's you so you're a storytelling copywriter, which What does that mean?

Anna Henke 3:59

It means that so there are storytelling copywriters and there are traditional kind of corporate they call them conversion copywriters. Like Yeah, technical SEO is something different. So something different conversion, copywriters are very, very sales driven. And it's very straightforward copy, okay, I'm storytelling copywriter, someone like me, it converts very strongly. But it goes about it in a different way. storytelling, copywriting is about connecting. And that it's that powerful connection that leads to conversion, and you're still using conversion language, you're still using calls to action, you are still using all the tools that you would use. With conversion, you're just bringing in more of the story behind behind you behind your brand behind your business, in order to create kind of that personal touch that feel that that creates that know like and trust factor, you're building more of that. It's kind of the difference between like a, like salesman, or what have that door to door salesman, and someone in the store, like in like a really premium store who takes the time to get to know you and your needs. And like all those different things, it's kind of that it's, it's a little bit higher level connection. So that's what I do is I focus, I focus highly on connection.

Jenna Redfield 5:30

So because I feel like The World of Internet Marketing, which I think is a terrible word, like online marketing is has gone towards more storytelling, especially with like Instagram and every social media platform. You're really about connecting. And it's just it's transition to that over the years, wouldn't you say?

Anna Henke 5:46

I would say so. I would definitely say so. And I would say that I take it kind of to the extreme Okay, of storytelling like I, I do that on my sales pages, I do that everywhere. And I really focus guest on like developing core stories for your brand's in terms of your brand messaging. So I take it I do all kinds of things with it that may be a typical copywriter wouldn't do. So I have different strategies for implementing story in your brand, that that your your run of the mill copywriter maybe wouldn't wouldn't know about or wouldn't have.

Jenna Redfield 6:23

Okay, so is that something that you learned over time? or How did you figure that out,

Anna Henke 6:27

it is something that I learned through a variety of teachers through mentors through through listening to Donald Miller, he's one of he's someone that I consider a mentor, even though I've never met him, but also through like a coach that I had. And just through developing my own development, I have always learned through stories through the fiction and nonfiction that I've read, and just that's how I connected with things and how I learned best. So I have implemented that in my work very much. My work is very personal. With every client that I work with, I meet with them through video chat, and we, we talk and I get to know them and through their story I, you know, then we we go down and we formulate how we're going to work together and how we're going to tell that story through their business, we develop brand messages and brand topics for them that are going to be utilized throughout their social media, we, you know, we we use all of these things to develop not just, you know, how are you going to grammatically right grammatically correct copy? Like it's more than that. It's, it's how are you going to tell stories that connect with your clients that lead them to buy? How are you going to build them a relationship with your clientele? How are you going to create that lasting? brand loyalty?

Jenna Redfield 7:50

Okay, but there's so many things to unpack there. Because there's, I think that the biggest struggle people have is the overwhelm with all the things when they're starting a business, there's a lot of things to think about. It's not, because branding and of itself is just a part of your business. You know, there's branding, there's actual marketing, there's coming up with the product, but it kind of starts with your story, right?

Anna Henke 8:11

It does. And with that, a lot of people when they think of branding, they think of the visuals, but I one of the things that I teach with storytelling, copywriting is the brand identity, and learning the story of your brand. So that's something that I teach, it's part of everything that I go through, something that I go through with every client is learning. Okay, what do we know about your brand voice based on who you're Brett, who you are as a brand?

Jenna Redfield 8:36

Yeah, that's really important because most people start a business and they don't really think about that.

Anna Henke 8:43

Yeah. And it's something that you have to learn before you start writing for your brand. Or you know, even if you started writing for your brand it if you're ready to take your copywriting to the next level, something you have to decide in order to develop develop a consistent voice. Okay. Who Who am I? And how am I going to be writing? When people hear me they need to recognize me? Who is it that they are here?

Jenna Redfield 9:07

Because I struggle with this with twins is collective? Because even saying like we are I these those kind of things? It's like, Is it me? Is it the group? I struggle with some of the messages also? So what kind of things would you talk about with your clients when they first meet with them?

Anna Henke 9:23

Well, that that's a perfect example. As the we versus I. One thing that I always tell people is if you are one, if you are solo printer, always use I. Because the thing about storytelling is, it's about truth. And if you are one person running a business, don't say we Yeah, because it's not a way it's, it's an eye, and you are all about truth, you are all about telling your truth, and sharing vulnerability and being you know, the person you are. And if you say we have you're going to get confused, like, well, Who's we? You know, who's Who's we? People think it sounds more professional. But the thing is, I believe that you define what's professional for you. True, you define what's professional for you. So if you are a business, for example, with multiple employees, or a business for you, I think it's a little muddy. Yeah, because it's a collective. Yeah. So I think you need to make that choice for yourself. But if it's a business with multiple employees, I think it does make sense to say we, it just depends on your business and your or if it's like a husband and wife team or anything like that, you know, it's just then you would might say we it, it depends on your best.

Jenna Redfield 10:45

One of the things that people struggle with, and I think they struggled too much with it. I'm like, just, it's just one decision, but it's it's naming their business. Because I sometimes, like what I've learned over the years is everyone eventually goes back to their name. That's something I've seen a lot. I just feel like there's a because it's almost like a personal brand thing. In addition, or like how do you incorporate your own name into your business, there's like so many things, I've seen that a lot on YouTube, people start with a name, and then they go back to their name because they their personal brand becomes bigger than their actual, like business name. Well, your thoughts on that.

Anna Henke 11:16

My thoughts on that are, if you

it's, it's different. If you have a brand, that you want to do something very specific way, and you don't feel that you are going to branch out. Like I chose not to use my name for, I'll just give you an I chose not to use my name. The reason that I did that was because I'm for I didn't really want my name to be out there that much. And also, because at that point, I wasn't comfortable. Now I don't really care. And my name is out there, I'm fine, whatever. But um, I also chose it because I thought that the resident writer, it was just kind of like, you know, your next door neighbor, we're like giving you advice, it was just kind of like, it's kind of a play on the writer in residence, if you're familiar with that term. So it was just, you know, it was something that I felt like, could grow with me. And I felt like at that time, I felt like most of the people who were using their name, we're like coaches. And I just, that was the choice that I made. I feel like your brand name is such a personal choice. And I feel like if you have a business that you're not sure where it's going to go. And you're not sure how it's going to grow using your name is the best choice. Because otherwise your brand name may not fit your business at some point. I feel like if you do choose to go with the brand name, it's good to have someone help you with that. Yeah. brand name is brand name is something that I do in my business. It's something that I help clients with. And it's something that we really take a lot of care and time with, because I'm just exploring like, Okay, well how could this grow with you? How could this change? You know, what, what our options here and whether it's your brand name, or even just working on your tagline? You know, things like cuz taglines, another thing that, that people spend a lot of time puzzling over and wrestling with and trying to decide on and then changing and changing. And again, and so, so those things can be tricky. And what I would just say is be careful not to box yourself in with those things.

Jenna Redfield 13:35

You think you're going to change especially

Anna Henke 13:36

if you see yourself on a path for growth and you have your here now but you have a destination of somewhere else. Don't box yourself in with your tagline. Now knowing that you're going to have to change it later.

Just leave that room for growth.

Jenna Redfield 13:52

It's interesting because twins this collective The name was already actually it was called Twin Cities blogger collective when I took it over so I'm I didn't have the decision to rename it. I renamed it just just winces collective. I got rid of the blogger part because I wanted to expand it. But it wasn't so I did. I didn't have to name it, which is nice. Yeah. But I feel like people still call it like Twin Cities, creatives. They don't quite remember the name. Sometimes unless they've like been to a lot of our events. A lot of them like they say Miss say it. So I think that's really interesting to me that like it's still not catchy enough that people remember how to say it that is. So that's just something I was like, I just I always think it's really catchy and like something that people like, remember, but yeah,

Anna Henke 14:30

I guess I remember it. So yeah, that hadn't occurred to me.

Jenna Redfield 14:33

I think it's the people that maybe had never like been to enough. Once you go to an event you see the name over and over. I feel like it you get ingrained. But I feel like if you just see it on social, it's all different. I don't know. It's very odd. To me. That was like how people always get wrong. I don't know. That's funny. But that's just, it's interesting, because I I actually like having a different name. For 20th. Like it was not like Jenna Redfield, which I did have a business with my name in it, I hated it. Because I was like, It's me, like my businesses, my name, it's so much a part of me it was so like, limiting.

Anna Henke 15:04

And that's the thing, it can become very hard to separate, because it's important to remember that your brand that your brand is not you. Yeah, your brand is a representation of you. Yes, it's like a small part of you, that is like a very specific representation of you. And it's important to remember to separate those things. And I think that it can become hard to do so. If so if your mindset if in your mindset, you have difficulty separating those things, I think the best choice is also to use a different business name. Because just in terms of mindset that can become a stumbling block

Jenna Redfield 15:44

for you. I think it was for me, I, I feel like but what I've learned is that everyone still needs a personal brand for their own name, like, like, they need to establish themselves as a as a almost like a brand. But you can be within your business brand. That's kind of what I I feel like I am is like I'm still I still use my name and a lot of things. But it's more of me inside the business and not so much like a separate business with just my name.

Anna Henke 16:08

Yeah, I do the same thing. I say, you know, the resident writer within a hanky, or, you know, something

Jenna Redfield 16:12

that, so So let's go back a little bit. So we mentioned Donald Miller. I found him last year after so many people that told me about him. And I was like, I don't know what this is. And then finally I started listening to podcast about him and I go, oh my gosh, this is like life changing in terms of the ways that he talks about business and telling your story. How, how much of him impacts your business? Or how much you said you had your own framework. Do you some of his How did you create your own based off of maybe some of his stuff?

Anna Henke 16:44

Um, well, I would say that I actually found Donald Miller actually, after I started my business, so I didn't like base my business on his stuff. Yeah. Um, it's just it happens to coincide with what I do. But it is. I mean, the the hero framework, which is kind of the storytelling framework, Donald Miller operates within the same, and he is very much more established than I am and has a very successful brand and business. But I very much agree. And I'm a firm a lot of what he says. And he, he his, he uses the hero narrative to kind of talks about that with making your customer, the hero and you as the guide. That's kind of his thing. And I, I very much resonate with that. But I didn't build my business based on that. But I do resonate with a lot of his, I do see myself as a guide.

So that is that is very similar between our policies. Yeah, that's

Jenna Redfield 17:53

really interesting, because if you haven't listened to him, I recommend it. It's his podcast is really great. I saying the opposite. So he did on the Amy Porterfield podcast last fall, blew my mind. It's definitely one of my top five favorite favorite podcast episodes of all time, I listened to like three times. But basically, storytelling. I, one of the first time I ever really heard about storytelling was in college, and I was actually living in Los Angeles. And we got this book called save the cat, if you've heard of it, basically, it's a storytelling framework for films. And it's it was basically like all of the plot points most big major films hit. And it's kind of like the Donald Miller one, except it's a lot more extensive, and it works more for films. But I was like, Oh, my gosh, I didn't really realize that, that there was like a structure for how story should be told, which I thought was really interesting. So the idea of a framework to me is so helpful, because you kind of can see how a story should go, like, there's a middle, you know, beginning middle end, there's different plot points. But it's interesting, when people are thinking about their own website copy or their own brand story, how do we incorporate storytelling into our website? Say, you know,

Anna Henke 19:05

I have a couple of thoughts on this. And first, I just want to say I actually graduated college with a literature major. Okay, so I was very familiar with all of those things. By the time I graduated, um, the storytelling, kind of the archetypes and all the different things like that. So that's kind of where I came into that knowledge. Yeah. So that and as far as just using that in our brand, the kind of the, the key things for me are like, for example, let's take the about page. I'm actually just did a post on the about page today. But the about page should be a story that's more about your business than about you, which I think I've heard you say before, but the important thing is everything that you do should have should have a story structure, it should have a beginning, middle and, and everything that you say whether it's on social media, or, or your website, it should have some sort of a personal story or illustration or something like that, in it, it should never just be, in my opinion, straight fact. Yeah. Because straight fact is like, okay, you know, it's just, it's straight fact. What, where's the legitimacy in that, you know, where's the proof story is a legitimacy factor, it's a, it's an experience that proves the point. So with that, when you're writing something, you know, have have a story that starts out and then have a logical conclusion to draw from that. And with that, you're going to have, you know, if it's an About Me page, or something that's a little bit longer copy, it's going to be for my about pages that I do for my clients, I like to have like three touchpoint, whites, that, that are turning points in their life. And that led them to maybe start the business or to be at the point in their business where they're at now. And you know, kind of build through that and kind of build their, their, their entrepreneur story from that. And that is, you know, you there's usually like, a couple that are about their business, maybe one's a personal point or turning point, things that they've learned or that establish their values, things like that, that are pivotal to understanding them and their business. And then we get to the point of, you know, this is where I am now, this is how I help people. And then we really, you know, get to a point where the client has really identified with what they're saying, and can understand, okay, I get this person, I get what they're about, I get what their business is about. I'm here for this. Yeah. And that's

Jenna Redfield 21:56

kind of the whole point of that. So it's kind of relating and can I, I mean, it's,

Anna Henke 22:01

it's just like I said at the beginning, it's about relating and connecting. And when you're trying to come across, give across information, give information. It's about trustworthiness. It's about providing that source. You say, Well, in my life, I've experienced this. And you know, this is what happened, or, you know, yesterday, I was at the store, and this happened. And I realized this, it just provides like context. Yeah, for this piece of information. And it's just that extra bit that's like, Oh, yeah, this is a real person telling you, yes. This is a real person. They have a real life. Yeah, they experienced this. It draws it draws that extra piece of I can see that happening in my life. You know, and then you have that know, like and trust factor, which is so important. I

Jenna Redfield 22:49

talked about that. workshop. Yeah. Yeah, that's so funny. All right, we're gonna take a real quick break, and then we'll be right back with Anna. This week's episode of the Twin Cities collective podcast is sponsored by Leah Turner of Keller Williams Realty elite. Are you looking for a realtor to guide you through the process of buying or selling real estate? LEAH has worked in the real estate industry since 1996. She works a lot with first time homebuyers, especially single women buying alone for the first time. She understands that everyone is different and wants to learn the needs of her clients so she can guide them towards their goals. She will help you find a home or sell your current one in a way that works for you. She will be there through the whole process and answer your questions. Leah is more like a consultant than a traditional salesperson. She knows that when you choose a real estate agent, you want to pick someone you trust and that you like many agents have the same training and years of experience. But the difference is the actual person doing the work with you. You can see that difference when you work with Leah. Some text messages from her recent buyers say thank you for everything, you are amazing and fully dedicated to making dreams come true. And didn't know buying a house was going to be this easy. If you want to connect with Leah and see how she can help you with your real estate dreams, head to www dot next move with leah.com. Now back to the podcast. I wanted to ask Anna about sales copy and how that can be incorporated into the storytelling kind of framework. So you're telling a story, but you don't want to just tell a story to tell a story, you have to have it before reason. So can you kind of explain that a little bit more?

Anna Henke 24:32

Right? That's absolutely true. Every story should have a purpose. And every post or every you know page on your website, everything that you're doing should end with a call to action should have, you know purpose for being there and should have an intention behind it. So with the story that you're telling, make sure that it's the intention behind it is to you know, sell your product or to pitch your service or to whether it's a valuable pose, to getting gain in engagement, you know, whatever it is make sure that your story makes sense for that context. So that's the other thing is to ensure that your story is in context for that. So we're talking about, I think you wanted to talk about sales, sales pitch. So with a sales post, something that I like to do in particular is, let's say, for example, I just launched a course not too long ago, I have a course running right now, I talked about the first time I joined a course on some of the sales posts for that, and how it's an investment and how that can be a little scary. And how you know, it's, it's, you know, it's it's an investment, it can be a little scary, but how rewarding it was for me, and I just kind of talked about my personal experience with that. And then I invited them to, you know, take a look at the take a look at the course details. And, you know, I invited them to tell me about, you know, a time that they took it took a chance on something in the comments, and just kind of took it from there. So tell us about a time that you made a similar investment for a sale, you know, that's one example talk about a time that or if it's, let's say you're just selling a product, let's say you're selling a product, let's say you're selling a T shirt, talk about create a story around it for in a different sense. So let's say that this is totally different angle. But something that I like to do, for example, with my storytelling product descriptions, is to set the product in a real life scenario. So with that creates, like a date the beats or something that where you're wearing this t shirts and like it's super fun and you're out with your friends and you know, you're lounging, whatever create a story, it doesn't even have this doesn't have to be a real story. This could be like, you know, a made up story of so that the person who's buying it can picture it in their real life. Then create some emotive and emote, use some emotive words, create a mood with it. Different things like that creates an energy around it, do that tell a story. But you're doing it in a different way. You're not telling your story, you're telling the client story of buying this product. So there are different ways to use story when you're selling. that are that are very effective. Make sure to always follow through after you're done telling the story by with that call to action. By asking for that sale by asking for that engagement. Whatever you're doing, make sure to follow through with kind of that conclusion and then that that ask whatever it is you're asking for and make sure that you know your story logic needs to that.

Unknown Speaker 28:01

Yeah,

Anna Henke 28:02

but those are just a couple of ways that you can use story in sales.

Jenna Redfield 28:06

One of the biggest struggles I have with sales is I'm afraid I'm going to annoy people with the either the call to action or just saying it again and again. So do you tell people to like change it every time you tell the story? So that it's not always the same? You know, I'm saying?

Anna Henke 28:24

What I tell people is that you would be surprised the amount of times that you can say something and have it be the first time that someone has ever heard it from you. Yeah. Because we post things on social media and like, even though we know it's not true, like our mind is telling us that everyone is seeing it. Yeah, hardly anyone is killing it. Yeah, you're right. You're right. That's the truth. I mean, especially with social media, what is it like one in six of our followers see our posts? Like? It's hard, you know, hardly anyone. So I mean, the chances that someone has already seen you talking about this are like very slim, to be honest. And yes, I do usually very my post, I do usually say it in a different way, or tell a different story, a variation on a theme. But honestly, it's probably going to be the first time someone has interacted with the content. And even if it's the second or third time, many people need to interact. I think the statistic is like people need to interact with your posts like seven times before they make a bye heard it make a purchase. With social. Yeah. So it's, they need to interact with that content or that pitch. Many times in order to make the purchase. It's a rare person who will see something act on it, and make that by the first time they see it.

Jenna Redfield 29:50

I think I still I think this is probably one of my biggest business struggles is I just assume people will just buy it,

Anna Henke 29:55

you know, yeah. And that's a mindset thing. It's a mindset thing. But with copywriting. And with just pitching in general, we have to remember the statistics and just be like, it's okay that I'm talking about this for the third time this week. And also make sure that we are maintaining our proper like at 20 with posts, okay, with still still putting in those value posts that are not sales posts, and still maintaining kind of the proper ratio. Yeah, with that, if we are doing a lot of sales posts, you gotta be doing a lot of value posts, in addition to that, because you don't want to be doing sales posts all the time, because people will get annoyed if that's what you're doing.

Jenna Redfield 30:37

I think that I struggle with that ratio, because I this has been something I struggle with in the last week is just like, how much should I give away for free? versus how much should I then charge for? Because I feel like you have to give things away for free in order to get people to care. But at the same time, it's like you don't want to give away the farm. You know, that's huge struggle, at least maybe maybe other people struggle with that, too is like, I give away things. But I'm not getting anything out of them. Like monetarily right away.

Anna Henke 31:09

You're not right away. Right away is the key phrase there because you are gaining a loyal follower. And that loyal follower, eventually will probably sign up for one of your shops will probably buy one of your things. They just are that free thing that you did got them to pay attention. And they're going to keep paying attention to you. And eventually, hopefully, they will make a purchase. Yeah,

Jenna Redfield 31:35

it's the time a long form funnel

Unknown Speaker 31:37

like yeah, it's a long game. It is.

Jenna Redfield 31:39

I struggle. I'm very impatient. So I think I I'm like I like Don't you want to do it now? Like I think I just I also think about the fact that there's someone that joined a group today, and haven't been through all the learning that I like seeing all the things I've done in the past. I think that's my struggle to is like, do you know how much content I've done? Like this is almost our hundredth episode, like we've done so many podcast episodes. And I'm like, Well, if you really want to learn you can listen to all the episodes. Like there's so much value there. You know,

Anna Henke 32:11

you just touched on another major point of copywriting, which is repurposing.

Jenna Redfield 32:16

Oh, yeah. Okay. Repurpose and repurpose,

Anna Henke 32:19

repurpose. This is not a taboo thing and copywriting In fact, it is a staple. Okay. You should be repurposing your content like nobody's business, especially if you have a wealth. Yeah. You don't feel like you have to write something new every single day, reuse some of those old posts. No one is going to remember and no one's going to care.

Jenna Redfield 32:44

I don't know why I just I struggle with it. And I know repurposing is important. And I just I feel like I've maybe it's hard because I feel like I'm spending so much time on something I've already done. That's maybe my My issue is like I just want to create new things all the time.

Anna Henke 32:57

But well, I this is a tool that I Yeah. Do you mind if

I use something called smarter? q? Yeah, I use that. Yeah. Yeah. The nice thing about it is that it recycles your Oh, yeah. So I do that. And I just have in my queue. And if I like don't have time to create a poster, maybe I just would rather spend my time on something else. I just let it publish one of my older posts.

Jenna Redfield 33:22

Yeah. Facebook, or which platform? Are you doing?

Anna Henke 33:25

Facebook and Instagram? Yeah, so I do that. And it saves saves me time.

Jenna Redfield 33:33

I use one called recur post and I think it's similar because I used to use smart a cute I think this one is I might not have as many options. Monday's free. 20 a month or something.

Anna Henke 33:45

I do the yearly beauty. Okay.

Jenna Redfield 33:46

I think I was paying 20 a month. And then I realized like, it recur post was free feels like, it's actually really good to know. Yeah, I use that for the Facebook group mostly. Are our daily threads. I just have it scheduled now. Because otherwise I would go nuts having to do that. Yeah, morning. I've always had those scheduled cuz I'm like, they always go up at like, 9am straight. So but I think that I'm going back to copy and how I think people struggle with figuring out who they are and how to even get a sale from their stories. Like that's, that's the thing that I think a lot of people are like, Well, I have this story. But I, I'm maybe even don't want to tell it. So that's another thing is like, maybe it's too personal. Or maybe it's something that they don't they don't think anyone cares? Like, oh, like I've had people and like that's such a great story. Why don't you tell that more like they don't think about the fact that how they got to where they are, is what's going to sell them? You know, so how do you get through to your clients with some of those situations?

Anna Henke 34:49

I have a couple of tips for that. The first is that people do care. Yeah, period, like people do.

Jenna Redfield 34:55

Yeah.

Anna Henke 34:58

I have found that.

People like the story behind the story, more than anything else, then you write that you write like people like the personal stories way more than they like the business gems, like, even if they're following you for business tips, you're going to get more likes on your personal content than you will on anything else on your on your photos of you, you'll get will get more likes than anything else. That's just the way it is. Also, if you are not comfortable being totally vulnerable about certain stories, that's okay, what I would tell you is to break it down into very small tidbits that you are comfortable sharing. So with that, I advise people to really break it down into a very tiny story. That is maybe just a bit of a larger story that you're not comfortable sharing, but that you could share this small little bit piece of it, and then share that share that tidbit that maybe doesn't convey the larger theme, but does convey one piece that you are comfortable with.

Jenna Redfield 36:12

So I think that's true. I'm like thinking now like, Oh, I should be doing more stories or even on Instagram captions, because a lot of the times I am just talking about business stuff, like it's more business tips. It's not really anything about me. Like I feel like, I never think about it that way

Anna Henke 36:29

when business tips are okay, but it's good to insert a story with your

Jenna Redfield 36:33

business. Gotcha.

Anna Henke 36:34

Just incorporated into Oh, yeah, I'm not saying not to do business. It's I do business tips all the time. But if you can insert, like how you learned it, or how you apply it in your business or you know, just insert a little bit of personality into it. So that it's it's from you. It's you know, it's from it's a business tip from you. It's not just a business. Yeah,

Jenna Redfield 36:58

for sure. We had talked to a little bit earlier, before this podcast session about kind of your client process and how you do like this thing where you meet with the person and you talk with them for a while. Can you explain a little bit more about that, how that's helpful to not only you but to them?

Anna Henke 37:13

Yeah, one of the things that I do with like, my website clients with every website client is we have, I have them fill out a questionnaire that that's part of it. But then we also meet, we have like a video chat, which is like our messaging kind of confrontation. And we really chat, we chat about their life, we chat about their business and their brand, we chat about, you know, what are the aspects of their voice, like what adjectives describe their brand voice, like things like that, I always record those calls. And this is a tip just for you. And for anyone who's trying to figure out their brand voice. Maybe just have, have a call with your best friend, record it. And look back, this is what I do with my clients, I have a call with them, we talk about their business and their brand, we talk about their life, then and whatever they want to share with me, it's usually to for their about page, we talked about their life to do with their about page. And then at the end of the call, I'll go back and rewatch those calls. And I take note of their phrases that they're using, you know, over and over of their the way that they speak of the words that they use, things like that. Try to think about what those are for you. Because those are things that you should be using in your copywriting. Especially as they relate to your business, what words and phrases, are you using it to describe your business? When you're talking about it with your clients? What words and phrases are you using on your sales calls, those are things you should be incorporating into your copy because it's how you go about your business, you know, different things like that. So another part of my process is that that questionnaire that I mentioned, which is very extensive, it dives into, you know, developing your brand voice and understanding your brand identity. You know, branding is not just visuals, it's it's understanding who you are, and what your what your business is so. So we dive into that. And

it's it's a process, you know,

Unknown Speaker 39:29

it's a process.

Jenna Redfield 39:30

And I think that it's helpful to the person that is hiring you because I get a

Anna Henke 39:35

lot of comments that they feel like they understand their business so much more. Yeah. Me.

Jenna Redfield 39:41

Yeah, I think that's really helpful to everyone. Because a lot of people they don't realize, until somebody else tells them what like, it's almost like you're like a mirror in a way to that, like they can kind of see themselves better. And I think that's really cool. Because a lot of the times, I don't realize there's a phrase I say lot that my parents had to point out to me that I say all the time, I never noticed it. And I just blew me away that when they said that I go, I guess I really do say that a lot, don't I? And now every time I say it, I go Oh, I said it again. You know, so there are those those things that you don't realize about yourself, which I think is really interesting. So how do we get in touch with you? You offer website copy, but you also have these courses that you kind of mentioned?

Anna Henke 40:25

Yeah, so I do website copy. I do artist and product descriptions. And I also have an SEO guide for beginners that I'm releasing next week. Nice. Yeah. So my website is the resident writer calm. And you can find me on Instagram and Facebook at the restaurant writer. So

Jenna Redfield 40:46

that's awesome. So if you guys need help with copy, head on over to Anna's website. Well, thank you so much for being on the show today. Thank you so much for having me. Yeah, talk to you next week. Bye. Thanks for listening the Twin Cities collective podcast with Jenna Redfield, make sure to click subscribe if you haven't already. And make sure to leave us a review on iTunes. Thanks again for Ian at Studio Americana for producing this episode, as well as Melanie Lee for designing the podcast art. And thanks to Nick like headless for the use of the song in the intro. intro. Thanks so much again, and I'll see you next time.