Copy that converts & more with Meg from Welleneu.
We occasionally come across a profile and think… ‘Wow lady, we love what you’re peddling’. Which was our exact thought when we came across Meg Atkin from Welleneu. We love a service-based business owner who isn’t afraid to give away the goods, so we got in touch with Meg and asked her for an interview stat!
Over to Meg…
Q. So we came across your Instagram feed and were like…'“Where have you been hiding?” Tell us more about yourself and Welleneu.
I’ve been hiding in a marketing agency! I only recently left my job as a Marketing Manager and Copywriter at one of Brisbane’s leading full-service digital marketing agencies. I quit my job in August 2018 to take Welleneu Copywriting full-time and, boy oh boy, has it been a wild ride since then!
I specialise in writing copy for eco-friendly, wellness and social good brands. I’ve always been really passionate about the environment and helping people. So when I realised I could use my university degree and marketing experience to inspire positive change, the idea for Welleneu was born!
Q. Can you share your thoughts on the difference between standard copywriting and copywriting for sales pages (conversions)?
Of course! So copywriting is this huge, incredibly vast discipline. Standard copywriting could mean anything from writing scripts for television commercials to copy for billboards, email newsletters, and even social media captions. Each marketing channel has its own rules and best practices when it comes to copywriting.
I like to think of ‘conversion copywriting’ for sales pages as a specific genre or category of copywriting. It follows the same basic rules (e.g. grammar, punctuation, hooks, USP, etc.), but it also has its own unique ‘formula’ for the best results.
All good sales pages follow a similar formula. But they’re also very tailored to your target market and their specific paint points. The formula that I tend to use is an old-school copywriting technique called PAS, which stands for Problem, Agitate, Solution. You open with your prospect’s problem, then you agitate or ‘rub salt in their wound’ to really make them feel that problem, and then you introduce the solution (aka your product or service).
The main thing to remember with sales pages is that there is usually a single goal or action you want your customers to take, like enrolling in an online course, signing up to your list, or purchasing your product (aka conversions). In other words, everything on your sales page should be about one thing! You’re writing for 1 ideal customer, using 1 solution/offer and 1 promise.
Q. What are the typical mistakes you see business owners make when it comes to their own words?
Oh, there are so many! But I think the top 3 are…
1. Focusing too much on your business and not enough on your customers.
If you find yourself using ‘we’ or ‘our’ a lot in your writing, stop! Find a way to flip this to ‘you’ and ‘your’ instead. Make your customers the star of the show and address their pain points, fears, and desires. There’s nothing worse than copy that drones on and on about the business itself, and never makes your customers feel anything. Good copywriting should elicit an emotional response from your readers!
2. Not painting a vivid picture.
On my Insta, I’ve spoken a lot about ‘painting a solution’ for your customers. What I mean by this is vividly describing the fairytale ending that your ideal customer desires. Copy is here to catalyse a conversation that’s already happening in your prospect’s mind. So hone into their dream vision for their life (i.e. the solution they’re seeking) and beam it back at them like an irresistible magic mirror. Your solution to their problem (aka your products or services) should feel like an oasis in a desert. So paint the oasis in vivid colour!
3. Guessing what appeals to your target market.
If you haven’t done any market research before you start writing, you’re missing a crucial step! One of the biggest mistakes you can make is guessing what your target market likes, dislikes, worries and dreams about, etc. How can you write the ultimate fairy tale ending for your customers if you don’t truly know what they want? I think a lot of business owners miss the mark with their copywriting because they make too many assumptions. So, spend some time doing market research. I promise it will pay off in the long run!
Do you know who your ideal customer is?
Like, really know them intimately?
Customer profiling is the ‘key’ to providing relevant and engaging content that is going to speak to those that you want to attract.
Q. What are your top 3 tips that we can action today?
1. Pay attention to how long people are spending on your site.
I see a lot of businesses with really low time on site analytics, and they’re wasting crucial time at the top of their website pages with headlines like “welcome” or “hello lovely”, or even just repeating their business name when it’s already in their logo/nav bar.
Studies show it takes about 50 milliseconds (that’s just 0.05 seconds) for users to form an opinion about your website, which will determine whether they’ll stay or leave. So make sure the headline copy at the top of your website is engaging and useful. People should be able to tell what you offer ‘above the fold’, which basically means you want them to know what you do before they have to scroll down.
2. Saturate your CTAs with instant gratification.
There are few things our brains love more than instant gratification. When a potential customer is on the verge of completing a purchase from your website, they’re heavily influenced by how quickly they can receive gratification for spending their hard-earned money.
Your customers want to envision their problem being solved right away. So my advice would be to level up your CTAs (Call-To-Actions) with words like “instant”, “immediately”, “fast”, “today” and “quick”. Your products or services will become far more enticing when your customers know their pain points will be solved instantly!
Hot tip: if your product or service has a waiting time, I suggest offering a ‘taster’ that your customers can access immediately after making a purchase. For example, if they’ve just signed up for your online course, but it doesn’t begin for another 6 weeks, could you provide a welcome packet or an introductory module? There isn’t a single person on this earth who likes waiting. So try to provide something that your customers can enjoy immediately — even if it’s just a mini, bite-sized offering!
3. Sign up for Grammarly.
Dear business owners, please stop publishing things without editing/proofreading them first! Studies show that 59% of people will avoid doing business with a company that makes obvious spelling or grammar mistakes. To make life easier, sign up for a free Grammarly account. Or better yet, upgrade to premium. I promise it will transform your copy!
Q. Which (non-copywriting) small businesses out there are killing it with their copy?
Hmmm, that’s a toughie! For product descriptions, I take a lot of my cues and inspiration from bigger brands like Modcloth, Lush, Go-To Skincare, Youfoodz, and Frank Body.
For long-form sales page examples, I love Julie Solomon’s Pitch It Perfect, Melyssa Griffin’s Blog to Biz Hive, and Sabrina Phillip’s Social Media With Soul.
More locally, I think SoBa, TOM Organic and Kiss The Berry have really nailed their brand voice. I also love what the team at Who Gives a Crap are doing with their copy!
I’m also a big fan of this trend towards more authentic, emotive, and heart-centred copy. I think Tara Bliss is a great example of this.
Q. We always ask our interviewees how they manage the juggle between biz owner, working a day job, family life, self-care etc. what are your tips?
This is such a good question because the success of my business entirely depends on my energy and creativity!
I always have to remind myself that if I’m feeling creatively drained or burnt out, I can’t perform the services I’m being paid to do at my very best, which ultimately results in work I’m not proud of, fewer referrals and lots of sleepless nights.
So self-care and downtime are definitely a massive part of my business. I’m very careful about leaving space in my calendar for rest and making sure I’m not overworking myself. But I’m also super blessed to work from home, so I can choose to work when I’m energised and take a break when I’m struggling. Sometimes this means I might watch Netflix at 11am on a Monday and work from 9am until 11.30pm on a Saturday. I respect my body’s signals and I don’t hold myself to the traditional 9-5 constraints.
As a woman, something else I’ve also been experimenting with is working around my cycles and ‘inner seasons’. This is something I learnt from the lovely Claire Blaker at This is Lifeblood. I know it sounds a bit woo-woo, but since I’ve started paying more attention and charting how I feel in each stage of my cycle, I’ve noticed patterns in my energy levels and mood. And so now I’m actually scheduling certain tasks and events in my calendar based on my natural rhythms and when I’m most productive. I would definitely recommend trialling this in your biz!
Q. Who would play you in a movie?
Emma Watson for sure. I love her! I feel like she has this amazing nerdy-cool vibe that I can totally relate to. I love that she’s so conscious about her impact on the planet and only works with eco-friendly brands. Also, her feminist book club is amazing! I love reading and always joked that I was the Hermione of my grade because I spent so much time in the library during High School.
Meg Atkin is a copywriter, editor, and book-lovin’ word nerd living in sunny Brisbane, Australia. She specialises in writing website copy, blog posts, ebooks, lead magnets, and product descriptions for impact-driven entrepreneurs. Meg has a degree in English Literature and Professional Writing and more than 5 years of experience writing for the web. When she’s not busy crafting clever copy, you can find her pottering around in art galleries, hitting the gym, or stuffing her face with Japanese. Kakiage and Katsu are her favourites!