I did it! The Way Joanna Wiebe created an enormously popular ebook about amazing messages
Learn about Joanna Wiebe's method of creating for writing her book. Find out how she stays her artistic writing fresh and relevant.
It is said that you can create any thing by writing it down -for instance, C.S. Lewis claimed that in the end.
But, if you're an experienced writer or a person with lots of experience, you're more an artist who would like to publish your work in the world for viewers to devour, then how can you write your offer messaging?
And how do you write material that resonates with your audience?
If it's a sales web page an unique value proposition call-to-action button, or headline, choosing the appropriate phrase can be challenging.
There's a pro who could assist you in this area. They'll even work with your schedule, too.
Who? Joanna Wiebe, of course she's the queen copywriting and the founder Copyhackers. Copyhackers One of the world's most well-known copywriting sites.
We had the pleasure of having a conversation with Joanna on the third episode of I Made It , a podcast for creatives looking to do something which will take us through the entire process of making that was involved in making the Where Stellar Messages Come From ebook.
The way we normally do it is that it is best to begin this story from the beginning: the way Joanna was able to become an entrepreneur. Also "fell" actually is what we're looking for in this case.
How Joanna fell into entrepreneurship and created an eBook
Joanna's journey into entrepreneurship as well as the creation of ebooks did not start with a strategy.
She actually worked at Intuit prior to 2010 and planned on staying at Intuit until the point that she "accidentally quit".
The reason for her accidental resigning is this:
Joanna tried creating an "I will be quitting" email to her supervisor to vent when she felt angry about work. On a Friday, she sent it out instead of the usual deletion of the email she accidentally sent it. (She might or may not have drank an alcohol drink in the afternoon, as she explains.)
But that's not how she fell into entrepreneurship. It was always her intention to help other entrepreneurs with their learning process to write copy on their sites.
In the event that Joanna proved so adept at making web pages that advertise Intuit that she had more time to herself, which she would spend looking at websites that cater to entrepreneurs.
While exploring one such site, Hacker News , Joanna came across a small-scale business owner in need of assistance with the creation of his website. Joanna provided him with a file that was filled with copy and message ideas. He expressed gratitude for her generosity through an article published on the platform.
That's when Joanna received numerous solicitations from other users with their site positioning and copywriting. Joanna pledged to help 10 individuals with their websites free of charge.
Her calendar was stuffed with the 10 tasks, and she needed to be able to say "no" to anyone who advised her to create an ebook to assist people at a higher level.
Not a bad idea is it?
Joanna was thinking about the same thing, and and there it was -- the idea of writing her book, Where Stellar Messages Come From was born.
Joanna chose to compile her experience by putting it in an eBook format, and use her 10 pro bono projects as case studies for her lecture.
"It was about actually testing things before taking the lessons learned from our experience," she shares. "And the next step was to pass on our lessons in by writing a book."
Joanna's process of writing
Joanna created a process for writing while she was in the university, which she uses to this day composed of three main parts.
The first is to start by conducting study. In order to create her book, she analyzed previous research relevant to her in order to identify which gaps existed before continuing to study further.
After that, Joanna organized her findings by creating an outline of her findings as well as wrote down the thoughts she had (the the second process).
"I did all of the details and then began making an inventory of the information that was discovered . . . Then I started making notes from the outline form into what turned into," Joanna explains. "I thought it was about 250 pages by the time I had finished with the draft, and then I redrafted the final version of what I came up with."
It's not recommended to cut corners on the material she chooses to use when it comes to creating drafts.
The last step for Joanna is finishing editing. This is something that most writers dislike. Joanna is nevertheless a fan of editing, as well as a geek regarding syntax, grammar and sentence form.
According to her, "editing is where everything turns awesome." This is where her creation takes shape and then connects.
If it's going to mean huge changes and parting with the pieces of work that she's put in a lot of effort and doesn't want to leave by unnoticed, Joanna still embraces this aspect of her procedure.
"It's when you go through a whole manuscript and realize this whole section can be cut out and would not even be affected one small amount," she explains. "And the next thing to do is to slice it, and the part which you cut will be more durable, and you become stronger . . . As you re-shape the world."
Where does the positive attitude of her? originate?
Joanna will always enjoy more than just her own results.
"Getting in there, getting lost and then coming out exhausted, even 6 hours later, thinking it took an hour it's going to be my most favorite element," she reflects. "Even it's true that no one would care about it in long run the end, it was a blast and you truly enjoyed the process."
Although Joanna is a lover of getting lost in her personal creative process, she keeps her content up-to-date by focusing on the most important part in any creative venture - the audience. For Joanna, that, is her readership of beta readers.
How Joanna used beta readers to form her second book
In order to keep her book relevant to the audience they were targeting, Joanna bounced ideas off the readers in her group before making changes and releasing the new version.
Her beta readers consisted of those from the startup community who had earlier contacted her in search of help. They also included other entrepreneurs from her circle who had launched businesses.
Through asking them to share their thoughts following the reading of the first book of her book collection, Joanna was able to determine "whether the sequel would hit the mark and if it would not."
What was the outcome of the feedback from her beta-readers? Two Updates.
The biggest change which resulted from her tests with users was the reduction in size of her ebook. The feedback from the people who read it suggested that it was too lengthy for them for their comprehension, which is why she decided to divide her novel into four smaller ones.
The most recent major update to her ebook was inspired by the idea that it was more practical. Her readers savored the contents but didn't know what to use it for.
This is why Joanna has added a chapter in the first chapter of her book which clearly clarifies what readers will get at the time they finish the book.
"We want to ensure that all is aware of the fact that when you've read this and understand that, you'll be able to walk away and actually know how to write a headline or how to create a button, and when to change your button copy, as well as other things such as that," she explains.
The capability to create a practical ebook is a way to differentiate Joanna's book -- and the brand and brand itself from those of other. "Everything that we do at Copyhackers can be put into practice," she claims.
"A lot of people have amazing theories," she describes. "There's plenty of information and a wealth of information on what's needed to be accomplished but there's not much in the way of actual capabilities at the moment."
In addition, Joanna even added an interactive component to her sales page ebook to keep her audience responsible for their actions.
"At the close of the course and in various places during the course, we asked you to login to the web and specify what you're planning to do following, in order to have this kind of commitment" she states.
It is crucial to Joanna to challenge her readers to move beyond just consuming theory. The ebooks she writes should assist readers to "prioritize the actual work and discover what they need to know about it."
"I am constantly letting the excellent work of others interfere with me making my next greatest thing," she admits.
This is why she's committed to creating actionable work. If you're thinking of taking action following the reading of her books, Joanna's final suggestion is to take action with integrity and respect.
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Joanna's parting words of wisdom
In the writing process, Joanna believes it's important to be honest and respectful of the intelligence of readers.
"I most enjoy reading things in which the writer has respect for my intelligence," she explains.
In other words, don't make your readers believe you're writing words that trick them into thinking it's not a related thing.
The goal of headlines is to grab your audience's attention. If you are able to catch their attention, but your message isn't relevant to their needs, there's an issue and misuse of tools for writing.
"If you plan to utilize manipulative techniques to influence people that's why I'm not writing your book," Joanna clarifies.
However it's a good idea to make use of the data to develop and promote excellent products. This is why she created her books.
Joanna states, "If you're somebody who wants to do good things with the product that you're developing for those whom you are confident and trust, maybe that's in which you'll discover the appropriate instruments for assist you."
For access to Joanna's helpful devices, download her book, Where Stellar messages originate to us .
For additional great advice from pro creators like Joanna, check out the entire I Made It podcast over here .
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