The Guiding Brands Podcast

Words That Win: Turning Website Visitors into Customers Part 2

This episode of the Guiding Brands Podcast features a conversation with Sarah Guliot, an expert in copywriting and website strategy for service-based small businesses and coaches. She joins Karen Vick to demystify sales pages, email sequences, and the art of using words to convert website visitors into customers.🛬 Landing Page vs. Sales Page:Sarah Guliot explains the difference between a landing page ("any page people land on!") and a focused sales page, designed with one clear offer and a distraction-free layout.📑 The BOT Stack for Sales Pages: Use the BOT framework:Benefits: Start with a hook & highlight transformationsOffer: Present the details of what’s included, pricing (keep it simple!), and specifics of the product/serviceTrust: Sprinkle testimonials, bio, guarantees, FAQs & legal notes throughout💡📧 Email Sequences: The power of welcome sequences & the importance of automating your first impressions with subscribers.❌ What Not to Do in Email Marketing: Avoid over-emailing without opt-out options, writing off-topic, or making your emails "epistles."🗣️ Maintain Your Brand Voice: Build a brand voice guide—capture key phrases, dos and don’ts, and revisit messaging for consistency.✍️ Getting Started with Copywriting: Collect inspiring copy examples, use outlines, batch your writing, and don’t self-edit on your first draft!Sarah Design Agency InstagramSarah Design WebsiteTools for transcribing spoken text into writing:Google Voice Typing in Google DocsNotes app transcriptionPodcast website: https://guidingbrandspodcast.comBatch Your Writing: Set aside time to write 6–10 pieces of content at a time to relieve pressure later.Build a Welcome Email Sequence: Automate your onboarding with 3–5 “get to know me” emails.Audit Your Messaging: Create or update a brand voice guide and review your site to ensure your copy fits your updated brand persona.Simplify Offers: When creating sales pages, limit choices to reduce confusion. Provide only "yes or no" options and address payment tiers/cycles at checkout, not upfront.Collect Good Copy: Start a "swipe file" of subject lines and email ideas that catch your eye for future inspiration.Try Voice-to-Text: If stuck, record yourself talking through your idea—then edit the transcript for your copy.Instagram: @sarahdesignagencyWebsite & new coaches’ offer: https://sarahdesign.comThanks for listening! For more episodes and marketing wisdom, subscribe and review the show on https://guidingbrandspodcast.com 🌟

Words That Win: Turning Website Visitors into Customers Part 1

In this episode:Karen Vick is joined by Sarah Guilliot, a Seattle-based website designer, copywriter, and brand strategist, to unpack the essentials of copywriting and brand voice for service-based small businesses. With a background in UX and web design at companies like Microsoft, Amazon, T-Mobile, and GoDaddy, Sarah Guilliot shares her entrepreneurial journey and actionable tips for crafting copy that connects and converts.Sarah’s Career Pivot: From 20 years in corporate tech and design roles to launching her own business, including the Coach Lift Off service for coaches wanting an easy, all-in-one website and marketing solution.Copywriting 101:What copywriting is—and isn’t.The difference between content writing (blogs, social media) and copywriting (websites, sales pages, emails).Why your website is not just a digital brochure.Brand Voice Essentials:Why your copy should sound like you, not a robot (or a generic AI!).How reading your copy out loud helps you catch awkward or stiff language.The importance of consistency and authenticity across all touchpoints.Copy Misconceptions:Common mistakes, like using old brochure copy or product descriptions as web copy.Why your copy needs to fit its platform—social posts, blogs, or website pages all have different needs.SEO & Standing Out Online:The balance between writing for people and ranking for search engines.How being authentic and using real client language can boost your SEO naturally.Market Research Tips:Using conversations and testimonials from real clients to inspire and refine your copy.“Copy stalking”—a method for gathering actual phrases and words your audience uses.Coach Lift Off (Sarah’s signature program for coaches – details forthcoming in her network)EEAT by Google (Experience, Expertise, Authority, Trustworthiness): https://searchengineland.com/e-e-a-t-and-seo-392924“Copy stalking” concept credited to Mariah CozRead Your Copy Aloud:Sarah's top tip—record yourself or read website/email copy out loud to spot unnatural or stiff language.Gather Customer Feedback: Review testimonials and set up discovery calls to understand the language your clients use when talking about your services.Customize for Your Audience: Adjust your brand voice to be true to yourself, while still clear and relatable to your customers—especially if you serve a multi-cultural/multi-lingual audience.Don’t Rely Solely on AI: Use AI as a draft or brainstorming assistant, but personalize and humanize all final copy.Repeat Key Info: It’s OK to reinforce core messages on different pages of your website—users might land anywhere!Guiding Brands Podcast listeners can schedule a call with Sarah at https://www.sarahdesign.com/guiding, to get personalized insights about your brand.You can also find Sarah on Instagram at https://www.instagram.com/sarahdesignagency Listen to more episodes, subscribe, and leave a review at:The Guiding Brands Podcast: https://guidingbrandspodcast.comThank you for listening! Don’t forget to subscribe and join us next week for more bite-sized branding & marketing wisdom.

Understanding Why People GivePart 2

Why emotional marketing—and authentic storytelling—bring donors and customers back, again and again.In this value-packed episode of The Guiding Brands Podcast, host Karen Vick sits down with marketing leader Adam Ortman to reveal what truly makes your marketing, messaging, and fundraising campaigns unforgettable. Are you struggling to stand out amid the year-end rush or Giving Tuesday? Wondering how to build deeper connections and keep supporters coming back? Get ready for a practical, human-centric blueprint that’s tailor-made for service-based small businesses and nonprofits.Join us to:Learn how to craft messages that resonate and inspire actionGain donor retention strategies that actually workExplore cost-effective ad tools (including step-by-step advice for beginners!)Discover easy, real-world ideas for showing appreciation and building communityHear why listening to your customers is the #1 growth strategy most organizations ignoreSmall business owners, nonprofit leaders, and marketers—if you want marketing that’s mission-driven and heartfelt, you’ll find the advice and inspiration you need right here.#emotionalmarketing #storytelling #nonprofitmarketing #smallbusinessmarketing #donorretention #marketingstrategy #GivingTuesday #digitalmarketing #brandconnection

Understanding Why People Give Pt. 1

In this episode of The Guiding Brands Podcast, Chief Guide Karen Vick welcomes Adam Ortman — consumer psychologist, CEO, and founder of Kinetic 319 Marketing, a Denver-based marketing and advertising agency rooted in consumer psychology. Adam shares his insights on leveraging psychological principles for more effective nonprofit marketing and fundraising, drawing from his experiences with clients ranging from big names like Nike, American Express, and the American Red Cross, to small and midsize nonprofits.Key points discussed in this episode: What is consumer psychology, and how does it influence purchasing, donating, and brand interaction?  Why people give: The personal, emotional, and empathetic drivers behind donations of time, money, and support.  The critical role of empathy—how people want to see themselves reflected in the causes they support.  Common nonprofit marketing mistakes, including the “projection fallacy” (assuming decision-makers’ preferences reflect the wider audience) and “compassion fade” (how big numbers can actually decrease giving).  The four pillars of trust: Authenticity, Empathy, Relevancy, and Consistency—for nonprofit and small business marketing alike.  Practical steps for small businesses and nonprofits to discover what their audience actually cares about—through surveys, feedback, and focus groups.  Harnessing the power of AI tools (like ChatGPT) to easily craft effective surveys and question prompts.Resources mentioned in the episode:Kinetic 319 Marketing: https://kinetic319.com/American Red Cross: https://www.redcross.org/Google Forms (for easy customer/donor surveys): https://www.google.com/forms/about/Microsoft Forms: https://forms.microsoft.com/ChatGPT (for writing survey/interview questions): https://chat.openai.com/Next steps & actions for listeners: Ask your customers or donors what matters to them! Whether you use a formal survey, a quick email, or a simple conversation—dig deeper for specifics and look for patterns in their feedback.  Chunk your goals into achievable milestones. When fundraising, share the big vision but highlight the realistic steps donors can help achieve.  Focus your communication: Be authentic, empathetic, relevant, and consistent to build trust and stronger relationships.  Don’t be afraid to leverage technology! Use AI tools to help you shape targeted questions and streamline outreach.Subscribe for future episodes and more marketing and branding insight for service-based small businesses and nonprofits! The Guiding Brands Podcast: https://guidingbrandspodcast.comLeave a review & share this episode with a fellow nonprofit or small business owner who’d benefit from a bit of marketing psychology!

Why Podcasting Is the New Brand Superpower Part 2

In this motivating episode of The Guiding Brands Podcast, Chief Guide Karen Vick welcomes Christine Blosdale: podcast strategist, media coach, and author of Podcastonomics. Christine shares practical tips for starting a podcast as a powerful marketing tool for small businesses and personal brands. They dive deep into how to land guest spots on meaningful podcasts—even without a big budget.  Why podcasting is a superpower for brands:Break down barriers to reach audiences worldwideBuild expert authority, credibility, and visibility“If you’re not seen and heard, you’re not hired.” – Christine How to get started with your own podcast:Collaborate with an experienced podcaster or coach for guidanceInvest in quality tools, especially a good microphone Learn the basics: cover art, podcast name, editing, and publishingOvercome “imposter syndrome” and simply start DIY Podcasting Tips:Christine’s book Podcastonomics, walks you through every stepDon’t skimp on sound qualityUse simple, affordable editing toolsMarket your show once it’s live—creation is only the beginning! Becoming a guest on podcasts:Build a strong media kit that showcases your expertise & suggested topicsPersonalize your outreach—listen to the show and reference it when contacting the hostUse platforms like PodMatch, PodPitch, and Matchmaker.fm to connectPractice your speaking skills (video, Toastmasters, etc.) so you shine on airLeverage social media, networking groups, and personal connections Monetizing & Marketing Your Podcast:Cleverly promote your own products/services in your podcast ad breaksSeek sponsors among your own network or local businessesUse podcast analytics and lead magnets (like quizzes!) to measure results and grow your email list Podcastonomics: Unlocking the Secrets of Profitable Podcasting for Beginners by Christine Blasdale⁠— http://bit.ly/42SZWZc Christine’s Website & Discovery Calls:⁠— https://expertauthoritycoach.com Take Christine’s Expert Authority Quiz⁠— https://expertauthorityquiz.com Podcast Guesting Platforms:⁠— https://podmatch.com⁠— https://podpitch.com⁠— https://matchmaker.fm The Guiding Brands Podcast:⁠— https://guidingbrandspodcast.comStart your podcast now: Don’t wait for perfection or a big budget—use what you have and learn as you go.Get booked as a guest: Build a compelling media kit and start reaching out authentically.Practice your speaking: Create short videos, rehearse conversations, and join speaking groups—your confidence will grow.Market smart: Promote your own services and use analytics/lead magnets to track success and build relationships.Connect with Christine: Book a free discovery call & take her expert authority quiz to find out where you stand.“Get seen, get heard, and get hired!” Don’t forget to subscribe to The Guiding Brands Podcast and leave a review. See you next week!Key points to note from the Conversation:Tools and Resources To Help You on Your Podcasting JourneyKey Actions & Next Steps: