34 The Quest

'Editing' is everything you do between the finished draft and a published piece of copy. Editing will expand to fill all available space, if you let it. (If you're editing an AI-generated draft, your editing problems become MUCH worse!) The longer the piece, the more editing is required.

Last time I updated my Simple Story Selling book, I employed the services of Patty French to help me. Over a book you become (very) blind to your own mistakes. And while I'm a good editor, I'm not a professional. Patty is.

So in this conversation we have an in-depth discussion about the editing process, including the application and limitations of AI tools. If you have a lead magnet or book in the works, you'll want to listen to this one! We discuss:

• 00:00: The Issue of Proximity and Editing
• 02:01: The Importance of Professional Editing
• 08:39: Different Types of Editing
• 14:06: The Challenges of Converting Audio and Video into Written Content
• 17:58: The Role of Grammarly in Editing
• 21:28: Line Editing and Proofreading
• 24:08: The Importance of Coherence and Flow
• 28:35: The Impact of Rhythm and Accent on Writing
• 31:00: Top Editing Tips: Reduction, Clarity, and Flow
• 36:03: The Emergence of Prompt Editing in AI
• 38:08: Using ChatGPT as a Prompt Coach
• 38:47: Understanding the Limitations of AI
• 40:06: The Potential Impact of AI on the Writing World
• 41:18: Using AI to Generate Content
• 45:12: Adapting to the Changing Role of Humans in Writing
• 46:31: The Need for Judgment and Human Input
• 47:53: Separating Writing and Editing Processes
• 51:40: Using AI for Transcription and Editing

Links mentioned:

Grammarly
ChatGPT
Glasgow GPT
Castmagic

To get in touch with Patty please complete the contact form at https://storyselling.biz/contact/

I’ve been podcasting, on and off, for five years.

Podcasting is a weird form of self-therapy. If you’re an expert in your topic you want to talk about it, all the time.

But the more you podcast, the more you become conscious of audio quality. Yes, your listeners show up primarily for the content. But asking people to listen to rambling thoughts on a scratchy microphone will eventually drive people away.

On the latest episode of the Story Selling Podcast, I interview podcast editor Matt Bliss. I wanted to know:

• How good is good enough?
• How to find the right mic for your voice
• Efficient podcast editing workflow
• How to achieve good sound quality while avoiding perfectionism
• The impact of AI on editing
• Matt’s top 80/20 editing tips

If you run a podcast, webinars, or regular online events, this is a mandatory listen. Matt also edited this episode, so you may be interested in comparing the edited footage to the raw conversation (see the trailer below).

Links mentioned:

Matt's LinkedIn | website.

Processes are foundational to any successful system. If you find your marketing communications are sporadic or inconsistent, that in part can be a failure of process. 

A good process not only frees up your own time, it also absolves your staff (or remote team) of responsibility when things go wrong. If they followed the process, then blame the process!

I created a prolific set of processes when I ran an AdWords agency, however I've never fully replicated this with copywriting. However today's guest, Konrad Sanders, very much has. Listen in as we discuss:

• 03:28 Creation, analysis, implementation: optimizing, proofreading, checking, documenting.
• 07:58 Started freelance journey with creative copywriting blog.
• 10:35 Expertise in frameworks, methodologies, and processes fuel growth.
• 14:38 Methodology and processes go hand in hand.
• 17:29 Gemba Kaizen book inspired an Oopsie thread.
• 21:59 "How is more important than why"
• 24:25 Why and how differ in customer journey. Buying emotionally at first, then seeking tested methodology. Documentation for reassurance and improvement.
• 28:20 Documenting processes helps agencies define their proposition.
• 33:00 ChatGPT exploded, easy-to-use interface, collaborative AI.
• 34:30 Technology is an essential tool for creativity.
• 40:52 Using ChatGPT as research and validation tool.
• 42:10 Spitting out transcripts, emails, social posts, starting point for editing.
• 45:43 13 lenses: copy/content checklist of compelling, convincing, converting content. Goldfish lens prioritized, top of the spreadsheet.
• 48:35 Eye-friendly design crucial for reader engagement.

Links mentioned:

Download the 13 Lenses eBook

Konrad's LinkedIn | website.

Marketing as a discipline straddles both the artistic and scientific paradigms. On the one hand you’re crafting your message into various media, which is art. On the other you’re measuring, tracking and optimising.

The Lead Incubator sequence – the ‘welcome’ sequence you send to onboard new subscribers - is no different. In fact, there’s no reason why you shouldn’t split test your onboarding sequence. Besides your time there’s no additional media cost!

Listen now to learn:

• What metrics to optimise for
• Which variables to test, and in what order
• How many emails to include in your sequence
• The difference between micro and macro testing
• How to track your test results

Links mentioned:

Read my own Lead Incubator sequence | buy from Amazon

If you run an expertise-based service business, chances are you need to educate new potential clients when they enter your world. That 'education' could take various forms: social posts, webinar, book, email sequence, video.

Many of these things go hand in hand as part of a cohesive marketing strategy. But for me, email is still the best way to foster a relationship with new prospects based on know, like and trust.

In this episode I explain the latest iteration of my 'welcome email sequence' blueprint: The Lead Incubator. Read or listen now to learn:

• Why the first email sequence new prospects receive is critical to deliver a positive marketing ROI (across all channels and activity)
• How many emails to include (initially) in your sequence
• How often to email
• Where to place your calls to action
• How many calls to action to include
• How to drip your story efficiently and effectively across the sequence
• How to attract and keep the attention of your ideal clients (and ONLY your ideal clients!)
• How to share your own story, while also making each email pertinent to your reader

Links mentioned:

Read my own Lead Incubator sequence | buy from Amazon

Good storytelling communicates the core essence of who you are and what you can do for your clients. In short, we're showcasing and broadcasting your unique genius. But to broadcast your genius, you first have to be crystal clear on what that genius is.

Uncovering your genius by yourself is hard. We easily under-appreciate the value we really provide - a problem made worse by our education systems.

In this episode I explore ways to uncover your genius with repeat guest Aveline Clarke. Listen in as we discuss:

• Why there is gold in your lessons from the school of hard knocks!
• Why the matrix of Western living tends to obscure your genius
• Why your genius - when located - gives off a magnetic vibration for your ideal client
• Why you should write your story before telling it in video (hint: this is to do with co-creation)
• Why self-understanding lies at the core of empathy, and therefore trust
• How to accept who you are, right now, today
• The 'artistic' and 'entrepreneurial' framework to business
• How to sense there is a misalignment between you and your work… and how to fix it
• How comparing yourself to competitors can cause a misalignment
• The interplay between purpose and genius… and the role of intuition
• Why you are a leader - and why the world needs better leaders!

Links mentioned:

Aveline's LinkedIn | website | podcast. Her previous Story Selling Podcast episode on customer journey planning is here.

There is more scope for corporate expression than most people think; and this is especially true for brands! Your brand has a voice. It can tell a story. That story can be used to engage your ideal customer.

On this episode I interview brand storytelling expert Felice Ayling. Listen in as we discuss:

• Why the old style of marketing repetition isn’t working anymore
• Why your brand’s story should be oriented around your customers
• Why you’re the guide, mentor or catalyst
• Why story is essential if you don’t want to be perceived as a commodity
• Why it’s a brave step to tell your story (and why telling your story seems to run ‘against the grain’)
• How to test the impact of your story using A/B testing
• How storytelling can maximise marketing ROI (by eliminating waste)
• Why you should lean on your personality traits in your storytelling
• Why it’s essential to consider how your message will be perceived in the marketplace

Links mentioned:

Felice's LinkedIn | website

Your storytelling can only be as good as your awareness of the world around you. This awareness is multi-dimensional and runs DEEP into what it means to be human.

This episode could well become a foundational pillar of everything else that I teach. Listen in as Marti Spiegelman and I discuss:

• Why awareness and consciousness are intimately tied to storytelling
• Why we know things first through our senses – before language comes
• How stories instruct us to grow and evolve – overcoming challenges through adaptability
• The role of archetypes in storytelling (why an archetype is wisdom encapsulated)
• How your origin story relates closely to the world around you
• Why barefoot running (or walking) can expand your awareness
• Simple exercises you can do to improve awareness

Links mentioned:

The Two-million Year Old Self (book)

Marti's TEDx talk | LinkedIn

Marti's course: Introduction to Precision Consciousness

Marti's previous episode on Consciousness in Business

Telling your story is an authentic way to build trust with potential customers. But should everyone be telling stories, regardless of industry? How do you make the story relevant to your message?

On this episode I pick apart these questions with pro copywriter James Daniel. Listen now as we discuss:

• Why stories prime your customer's mind in thinking about your topic
• Why the 'Three Billy Goats Gruff' is the ultimate archetypal story
• How to identify multiple 'off ramps' or bridge concepts at the end of your When to tell your own stories and when to create a parable
• How much to consider the reader in selecting your stories
• How to take an inventory of your own life stories
• How to tell more engaging stories on LinkedIn
• How to honour your relatives with great stories!
• The 'Superman' or 'Mary Poppins' role in business storytelling
• Why your 'About Us' page is the definitive storytelling opportunity
• How to gather compelling customer stories (testimonials)
• Why to collate your stories before selecting stories or evaluating the use case
• How to write compelling emails every day - if you want!

Links mentioned:

James's website | LinkedIn

James's Email Infinity training course

James's previous episodes on the Story Copywriter Podcast discussing Video Scripts and ChatGPT