TCC Podcast #172: Running a Scrappy Launch with Allison Evelyn

Allison Evelyn Gower is our guest for the 172nd episode of The Copywriter Club Podcast. We asked Allison about her experience creating her first program, what inspired her to move fast, and how she got scrappy to fill it. She offers plenty of learning and advice to anyone who is thinking of creating a program or course. Here's the outline of what we covered during this interview: •  what inspired her transition from film production to copywriting •  how she learned to be “scrappy” as a production assistant •  how Allison landed her first few clients •  what’s happened in her business since she launched—lots of changes •  the process she went through to find her niche •  the 3 things that have been the biggest game changers for her business •  how she pulls brand personality out of her clients •  the answers Rob and Kira gave to one of Allison’s on-boarding questions •  how to get feedback from clients on the words that describe you •  secrets for identifying the language that shows off your personality •  how you project your personality into the world •  what she did when she launched her day-rate package •  why she decided to launch a group program—and how Kira lit a fire under her •  how Allison mapped out her program and created her content •  what she did to fill her first program—an idea she stole from Tarzan Kay •  the things she’s doing differently as she relaunches the course •  how to run a business while moving across the country If your copywriting business could be scrappier or you're looking for some launch inspiration for your first product, you won't want to miss this interview. Click the play button below, or scroll down for a full transcript. Better still, subscribe on iTunes or Stitcher so you never miss an episode.   The people and stuff we mentioned on the show: Joe Nefziger Tarzan Kay Laura Belgray The Copywriter Think Tank Allison's Website The Brand with Bite Podcast Kira’s website Rob’s website The Copywriter Club Facebook Group The Copywriter Underground   Full Transcript: Kira:   This episode is brought to you by The Copywriter Club In Real Life, our live event in San Diego, March 12th through the 14th. Get your tickets now at thecopywriterclub.com/tccirl. Rob:   What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work? That's what Kira and I do every week at The Copywriter Club Podcast. Kira:   You're invited to join the club for episode 172 as we chat with copywriter and product creator Allison Gower about how she became a copywriter, her first big solo product launch. How she's changed the work she does over time, launching a podcast and running a business while moving across the country. Welcome Allison. Allison:          Hey mates. How's it going? Kira:   Good. It's always good with you. It's always good. So we're so excited to have you here to talk more about your story. Let's kick it off with how you became a copywriter. Allison:          Oh my life, in a summary. Yes, let's go. So the long story short, I was always making up ads and writing as a kid and doing all these things that had no idea what actually does something later in life. Right? Like I think a lot of us, copywriters and people in brand, we look back as kids and are like, ‘Oh yeah.’ Rob:   We don't normally interrupt you in the story. But ads as a kid, what were you writing ads of? Allison:          Me and my best friend, elementary school, we came up with this candy bar and we called it a nitwit bar and we created the packaging. We actually made a barn, created the design and then we created commercials for it. And then we had a school project where honestly, you didn't really have to do very much but we went real hard and then create a commercial and performed it.