Kate Toon is an award winning copywriter and she recently founded The Clever Copywriting School. Kate is one of Australia’s thought leaders in SEO copywriting and SEO consulting. Having worked with the likes of the RTA, Virgin Mobile, Symantec, American Express and Westpac Kate has built a killer process and earned considerable experience in all areas to do with writing persuasive and effective SEO copy that search engines love. Kate Toon is the preferred partner for copy for the Online Marketing Gurus and comes highly recommended (you should check out Kate’s SEO events in Melbourne and Sydney here).
In this episode we talk about:
- When did Kate Toon start a Podcast?
Why Hot Copy podcast?
The important part of being a copywriter
Two ears one approach to client tip
Question she gets a lot as a Copywriter
What customers really want?
Being in your clients shoes will make it all easier
The importance of being genuine with your customers and being passionate about what you do
Understanding your customers problems that they want to solve
The importance of the “So what” question
The importance of listing features and benefits of copywriting in web pages
How to resonate with people, and fit in
The feeling of doubt when starting a business
How was Kate intimidated by thousands of copywriters when she just started her business and how she was able to get back on track and get going?
The importance of being human and real so that people can relate to you
Kate’s advice to someone thinking of starting a podcast
The lessons she learned from the people’s feedback
Being brave enough to get it going
Why is Podcasting hot all of a sudden?
The rising and popularity of Podcast
What’s the advantage of podcasting with multiple hosts?
The trust that the host is building is the most important factor
Being yourself wherever you are, whatever medium you are on
How complicated it is to do a podcast?
What are the mistakes that new podcasters can avoid in the future
Underestimating the amount of time and choosing a co-host
When someone is considering a podcast as a medium, how do I know if it’s for me?
I think everything goes through it. For example, Belinda and I do this podcast. She’s super organized, and she writes scripts for everything and she always sounds like the clever one, and I’m like the funny one because I don’t write scripts. But then you start to get feedback from people, and they are like “I like the fact that you both are different and have different opinions. I like the fact that you make little jokes on the side.”
It’s a super intimate relationship if you think about podcasting because people are listening to you on walks or if they are doing something else. And your voice is going directly into their ears, and they are focusing just on you for 20-30 minutes. When do we ever listen to any of our friends like that or even our loved ones? It is quite a relationship that you form with someone. If you can brave enough to get it going, you could find somebody who would just fall in love with you.
How complicated is it to do a podcast?
It was very easy because I let Belinda doing all the technical stuff. I’m good at building websites and doing graphics. So I build websites, the graphics, the branding. I bought a mic and then I got the ScreenFlow software. I organize Libsyn to do our hosting, and I use Powerpress to get our podcasts into our blogs. We were finding good resources on how to do things, but that was before the We are Podcast conference. Belinda does the iTunes links, and now we outsource the editing.
What are the first mistakes that podcasters often make?
I think underestimating the amount of time that it is involved was my biggest mistake. You’ve got to think of the idea; you have got to make notes for each episode. If you do interviews, you’ve got to arrange the interview. You’ve got to write the questions. You’ve got to record the thing. It doesn’t always runs smoothly, and you make mistakes.
Choosing a co-host that you get along with. Where you both complement each other.
What are the most important things to consider?
One thing a podcast is helped me do is to build trust with my community. As you said, you can’t hide anything on a podcast because you are talking for a while. We’re not scripting this; it’s just us talking. So people are going to get to know me, and it does builds trust. When I then say “Hey I’m selling this course, or I’m offering this service”, people already trust me.
People get my sense of humour. I can make a joke for social media, and people will understand me. I know that they get the reference. You feel like you are part of the secret community.
So if you can feel connected to someone, even if it’s on a podcast, that’s a great feeling. And as long as you follow it through everything you do. The idea is you should try and be yourself wherever you are, whatever medium you are on.
For people starting out, a podcast will allow you to raise your profile. I think your profile is critical. And I also believe you have to do it because you really enjoy it. You have to enjoy podcasting.
Which podcast should I follow, why and how often?
I listen to Ricky Gervais. I love Robert Gerrish. Some of them I just listen to for the Voice. I’ve listened to a few Pat Flynn. I think he’s good and fun.
Where to find Kate