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012: Creating Connection Through Copy With Marisa Shadrick

Published By: Uli Iserloh
Date: December 13, 2022

“Every story should have a point, and every point should have a story,” explains Marisa Shadrick, award-winning branding and copywriting expert.

For entrepreneurs, reaching customers through marketing is critical, though it can be challenging. On today’s episode, Marisa shares her copywriting insights to help business owners communicate their messages more effectively and empathetically.

When we’re writing a copy, we often put way too much information in it to get our point across. Unfortunately, this makes our message harder to comprehend for our audience and can seem insecure. By ensuring that we only include the most resonating words and proofreading to check the flow, we can tell great stories that get people excited about what we’re selling.

In addition, emphasizing empathetic copy creates valuable connections. Learn more about the importance of storytelling in marketing, eliminating fluff language, and why dialogue is a powerful tool.

Quotes

  • “When we connect human to human, and use empathy, and use things like narrative writing, we can bridge the gap and connect with our audiences.” (3:12-3:23 | Marisa
  • “When I became a copywriter, I was really honing in on the stories. How could I leverage this? Then I suddenly realized, as I'm looking back, when I enjoy stories, it releases endorphins. Right? That feels good. So when people read stories, they're engaged, and we're used to stories, right? And so the stories are powerful, as in, I'm sure you're familiar with breakthrough copywriting. There's a quote there that says that people can't argue with an opinion or an assertion or even a claim, or people can argue with an opinion, assertion, or claim. But it's pretty hard to argue with a story. And so, I started incorporating that in my marketing and my copywriting. And I realized it really made a big difference.” (7:51-8:38 | Marisa
  • “Every story should have a point, and every point should have a story.” (11:11-11:14 | Marisa)
  • “We always have to put our finger on the pulse of the market today.” (16:13-16:18 | Marisa)
  • “Less is more. Remove anything that's filler. Every word needs to earn its right to be on that piece of communication.” (18:04-18:10 | Marisa)
  • “Whatever it is that you have to offer someone, it is solving a problem and meeting a need. And that is very important.” (27:48-27:57 | Marisa)

Resource

Connect with Marisa Shadrick

Thank You For Listening!

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Getting to YES boils down to two things: Saying the right things and saying those things consistently… so if you want to go deeper, check out Uli’s one-page “Getting to YES” blueprint and training with the essential 9 persuasion prompts you need to leverage.

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Uli Iserloh
As one of the leading marketing strategists in the integrative/functional medicine space, Uli Iserloh has been advising many of today’s leaders on marketing strategy and marketing technology for over 23 years — helping health practitioners increase new patient enrollment predictably… even if they cringe at selling, hate to be on social media 24/7 or have never run paid ads. Uli Iserloh is on a mission to equip health & wellness professionals to consistently pre-educate prospects into patients… largely on autopilot. After 10 years in the pharmaceutical industry, he founded Big Boost Marketing, an award-winning digital marketing agency serving many of today’s Functional & Integrative Medicine leaders. He’s the host of the Getting To YES podcast as well as the co-creator of the Evolution of Medicine Practice Accelerator.

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