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Why Copy Matters for Ops Service Providers with Lindsey Johnson

03/02/2022

Do you have your messaging down? If so, is it reflected in every piece of communication that you churn out? Does your website speak to your clients to tell them who you are and why they need you?

Why Copy Matters for Ops Service Providers with Lindsey Johnson

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Today, my guest is a former client, and someone who has been very helpful to others in our Director of Operations (DOO) community. She is my good friend Lindsey Johnson, a copywriter for Christian women entrepreneurs. 

 

Meet Lindsey

Lindsey Johnson is a copywriter for Christian women entrepreneurs, helping her clients and students clarify their messaging and write effective, conversion copy that grows their business and impact. Specializing in launches and sales copy, Lindsey works with business owners launching their next offer or program (long form sales pages and alllll the emails!), and her course, Your Message Is Gold, teaches students to define their message and write an amazing website. Personally, Lindsey is wife to Matt and homeschooling momma to their 4 young kiddos. She loves Jesus, exploring the outdoors with her fam, and jumping in Lake Superior anytime of year, but more than that, she’s convinced that your message is gold and that cultivating a greater legacy will impact the world for decades to come.

 

What is copy?

  • Copy is defined as the words that you use to market your business
  • The language that is going to connect who you are as a business owner with the ideal clients you are trying to attract
  • All of the communication you use to speak to your clients
    • The words you post in your social media
    • The language on your website 
    • The emails you write to your list and/or clients

 

What are some of the most important pieces of copy to focus on as you are building your business?

  • Ask yourself what is most important? Are you just starting or are you pivoting?
  • Your website is your home-base, a strategic foundational place that you can send someone to check out who you are, and what you offer
  • Your website can be used to expand to all the other places you show up
  • You need to ask yourself who you are as an entrepreneur:
    • Who are you as a business?
    • How do you want to show up in the world?
    • What is our mission, vision, and values?
  • Your big brand messages can be boiled down to:
    • Who are you?
    • What do you stand for?
    • Who are you serving?
    • What is that transformation going to give to those you are serving?
      • What are their struggles
      • What are their challenges
      • What are their goals and dreams
      • How can bringing a DOO on staff help move their business forward to those goals and dreams
  • Answering these questions gives you a solid foundational message that you will use to write your website

“If you can nail your mission, vision and your values, it will help you get a leg up on your brand messaging.” 

 

After you get your foundation, your website is the first place we put the messaging into use.

  • One caveat: if you are a new business owner, you don’t need a website to find clients. Just focus on finding clients
  • Once you have some clients under your belt, the website is the next place to focus on… have it work for you as a conversion machine
  • The conversion copy is written in such a way that it takes the buyer on a journey
    • They start out as a cold lead
    • They get warmed up by learning what you are all about and your core values 
    • The goal is to get them to take action: get on a call to see if you can serve this person

Is there a particular place to start regarding your website?

  • The most common pages of a website are the homepage, the about page, services, and a contact page
  • Discovery calls are gold when writing your website: you take their pain points and challenges and speak it back to them

“Writing copy for your business is writing that is based on data, statistics, and facts that you can mine from things like discovery calls.” – Lindsey Johnson

 

On the services page, what are the core pieces that would go on an operator’s services (sales) page?

  • You need words on the page that will sell your services
  • Several core components to an effective sales page:
    • A headline that hooks them in and makes them want to keep reading
      • It builds curiosity yet is really clear about what they are about to read
    • List pain points or struggles (no time, etc.)
    • Introduce hope/a solution
    • Announce what the solution is
    • Testimonials/social proof

“The best way to convey your heart is to do it [write it] yourself.” – Natalie Gingrich

 

Sales Copy Shortcut

  • A mini course that provides the tools to write a sales page on your own
  • A step by step process to lead you through different content blocks
  • Designed to do the hard work/heart work and get it onto paper
  • Works for programs, services, or digital programs

“With the tools comes clarity, and without that clarity we can get so stuck.” – Lindsey Johnson

 

Weekly Ops Activity

Do a reflection on our mission, vision, and values. What are “your roots”? Sign up for a free mini course to write your own sales page. Don’t forget to use the Code: OPSAUTHORITY

 

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natalie gingrich

I am a no-nonsense, sports-loving, working mama who will push you to be your best self every day. I’m married to my college sweets, Jess and have two amazing and talented kiddos – Zachary and Emery. We live in the best darn state there is….Texas. I’m Southern, snarky and silly for school supplies.

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