Do You Have a Culture That's Important for Your Business?

On the 276th episode of The Copywriter Club Podcast, Esai Arasi hops on the show. Esai is a Social Media Manager and Strategist who helps copywriters with their content strategy to get the most out of their content. Social media has the potential to expand your reach and connect with more leads, and in this episode, Esai walks us through how you can use it to its greatest potential. Here’s how it goes down: Esai’s transition from psychological trainer to copywriter and social media strategist. How to guide someone to change their behavior *willingly*. Why belief is of utmost importance in creating changed behavior. Human psychology and the roots of how humans change and evolve over time. How Esai has transferred her skills into copywriting. The process for implementing change and making it fun (and easier). Being good at the skill but struggling with the business aspect of acquiring clients. How credentials and formal education can help you build foundational skills in your business. How to create a minimum viable product and implement it into your business. Does it need to be perfect? The benefits of having an insatiable curiosity for learning and mastering the craft of copywriting. How not to get stuck in the learning phase of your business and lean into the doing. Why you need to build stamina for failure and how to use it to your advantage. What copywriters can improve in marketing their business. The worst content strategy advice you could be listening to and what to do instead. Working in other countries and charging a premium price. How to train your team in mimicking your processes. Esai’s future business plans and how she intends to help women learn English and gain better job opportunities. From social media strategy to strengthening your behavioral psychology skills, this episode is a must-listen (or read). The people and stuff we mentioned on the show: Kira’s website Rob’s website The Copywriter Club In Real Life Event The Copywriter Club Facebook Group The Copywriter Underground Connect with Esai  Esai’s episode on The Great Escape with Jacob Suckow PrimalBranding Principles of Marketing Organizational Behavior E-Myth Episode 54 Episode 106 Jared’s website Full Transcript: Kira:  For many copywriters, social media is a necessary evil. Many of us dread showing up on social media, I am one of those people. But we also realize visibility on social media can be a game changer for our business. For the 276th episode of The Copywriter Club Podcast, we're joined by Esai Arasi. Esai is a member of our Think Tank Mastermind, a copywriter and a social media strategist who helps copywriters, oftentimes copywriters who dread social media, and helps them navigate social media so they can stand out to premium clients. And today I am so excited to sit here with my co-host Jared MacDonald. So Jared, thanks for being here. I appreciate it. Jared:  Thanks for having me, Kira. Always a pleasure. Kira:  It's been so long since we got to hang out. So, I'm glad you're here today. And why don't you just introduce yourself? Let us know who you are, what you do. Jared:  Sure, sounds good. Yeah. So, it's been a little while, but yeah, if we haven't met, my name is Jared MacDonald and I'm a growth coach for one person service-based businesses, helping with a lot of different perspectives from sales to tech and just overall, just some of the challenges that I've found that come easy to me, but are pretty headache conducing for my friends in the service-based business space. And then on the client side, I do a lot of UX strategy, user experience strategy. So, customer journey mapping and customer research kind of main specialties there. Kira:  And can you just share like the clients, the types of clients you typically work with? Jared:  Yeah, yeah. They've... It's ranged over the years, but largely enterprise. So kind of financial and eCommerce as well. Kira:  Okay. And I feel like, Jared, you're one of those people who just can do everything. So, anytime I have any type of problem, tech related, automation, active campaign, I just ask you or I refer people to you because you have all the answers to all types of tech questions. Do you feel like that's fair? Jared:  I mean, I feel like you're way too kind first off, because I definitely don't have all of the answers. But yeah, I mean, it's just all about helping, all about serving and I think if I can help, I most certainly will. Kira:  All right. So for today, before we jump into this conversation with our guest, this week's sponsor is TCC IRL, 'The Copywriter Club In Real Life'. So it's our big event, which is taking place in person in Nashville, Tennessee, in March 28th through 30th. And it's been a while since we all hung out in person. So we are excited to get together, hang out, bring together some incredible speakers. And you know Jared, you've been to our event, so maybe rather than me plugging it in reading this promo copy on the page, you could just share what was your experience like at TCC IRL? Jared:  Yeah, I mean, it's hard to sum it up, to sum up multiple years into just a quick kind of pitch. But I feel like it's going to sound a lot like your promo copy, not because you paid me to say this, but just because I love you guys and love your event. Yeah I mean, I've been to just for perspective too, for anybody listening. I mean, I... Not anymore because of COVID, but I went to conferences, probably 12 to 14 conferences a year, all over the world. And Rob and Kira, not just because they're my friends, but because it's such an awesome event and it is literally the top three, if not the favorite event of mine of year. And the reason for that, I mean obviously the content is great, you will learn a lot. But for me, what I love is just the people that are attracted to this event and the connections that you'll make. And that's kind of consistent for a lot of conferences, but I think this one in particular, I've told a lot of friends, I've told family about it. It's the quality of the people. And every year I've gone, I've met new people and seen old friends and even if you don't have that luxury, this is your first time going, I would highly, highly, highly recommend you go. Kira:  Thanks Jared, for saying that. And of course I want to know, what would take us from number three to number one? But we can talk about that. Jared:  I thought you were going to say, "Of course I want to pay you later." But no, I’m just kidding. I didn't receive any compensation for- Kira:  That too, that too. All right. So, thank you and if you're listening and you have any interest in this event, head over to thecopywriterclub.com/tccirl-2022 and we'll link to it in the show notes, so you can check out the event. Now, let's jump into the interview with Esai. Esai:  I think the first time I ever wrote something, I was probably eight. And I can't remember a time when I haven't been writing stories, poems and a lot of really embarrassing stuff that my parents still kept. But I never thought I would actually become a copywriter. What I thought I would become is a trainer. Somebody that helped people, helped people change, helped people become better versions of themselves and that's what I did at my corporate job for almost, actually almost a decade. The story of how I have become a copywriter from that, it's very interesting and it's not at all a typical story of how somebody starts a business. But, I'm really glad I got here because I feel like everything that I've learned, reading books, writing stories, becoming a trainer, learning, researching experiential learning and behavioral change, everything has tied in so beautifully with what I do today. Rob:  So, tell us more about that. As a trainer, what were the things that you did and how that applies to what you do as a copywriter? Esai:  So, I was actually incredibly lucky to work with some really good managers who prioritize employee wellbeing and prioritize training, which helped me focus on not just creating this cookie cutter training, but actually designing programs that helped people change their behavior. So that was the first mandate I got. One of the first jobs that I held as a trainer and the first things we worked on, is how do we get high school kids to change the way they behave. A part of that, and I've talked about this in many different platforms, is how do we get high school boys, especially seniors to stop vandalizing the school and instead, whenever they have free time, get them to read books. And that's felt like, such a lofty goal when they actually first told me that this is what they wanted, that I wasn't sure how we are going to do it. But we started from the basics, right? So, we talk about when we don't want people to change their behavior. A lot of old school thinking comes in and this actually ties in with the way we have these cassette tactics, right? We always think we can treasure people, we can scare people into doing something we want them to do. Unfortunately, that's... In my experience as a trainer, it works in the short term, yes. But it's not sustainable and it often implodes or explodes in the worst way possible. So, one of the things I learned was the only way you can help people change their behavior, you can help people, help people become better is number one, understanding what they want. Go back to basics and talk to them and like to understand what they need, understand what they want, understand what they believe. And once you have a good understanding, once you understand them, then you create an environment which helps them change that belief. And once a belief is changed and the change in action is very, very easy to affect. So one of the things that we did for when we wanted high school boys to start trading books was number one,