TCCPodcast #108: The suitcase exercise with Linda Perry

Copywriter, coach and former defense attorney, Linda Perry is our guest for the 108th episode of The Copywriter Club Podcast. Linda’s career hasn’t followed the typical marketing to copywriting track. She’s spent time in prisons and courtrooms around the country, honing her skills for empathy and persuasion. Add in serious training as a coach and she’s got plenty of copywriting advice to share. We talked with Linda about: •  how she went from defense attorney to copywriter •  how her legal background makes her a more persuasive copywriter •  her experiment with life coaching and the impact it had on her writing •  the “suitcase” exercise that helps with the next evolutionary leap •  the “one thing” that has helped her uplevel her career •  the run-down on the StoryBrand framework and how it’s 4x-ed her business •  what keeps her focused and on-message •  a deeper look at her on-boarding process •  what her kick-off calls look like and the information she gets there •  how she’s using Instagram and video to get in front of her clients •  the behind-the-scenes with her video creation process •  the questions she’s asking about where her business will go this year •  what’s working for Linda in social media •  the mindset mistakes copywriters are making today •  the “what-if” beliefs that are real and those that aren’t •  what she’s most excited about in her own business This is not an exhaustive list of all the stuff we covered, so you’re going to want to download this to your podcast player to hear it all. Or just click the play button below. If you prefer reading, scroll down for a full transcript.   The people and stuff we mentioned on the show: Debbie Ford Marie Forleo Amy Porterfield StoryBrand Zoom The Slight Edge by Jeff Olson Tony Robbins Soul Genius Branding Linda on Instagram Kira’s website Rob’s website The Copywriter Club Facebook Group Intro: Content (for now) Outro: Gravity   Full Transcript: Kira:   What if you could hang out was seriously talented copywriters and other experts, ask them about their successes and failures, the work processes and their habits, then steal an idea or two to inspire your own work? That's what Rob and I do every week at The Copywriter Club Podcast. Rob:   You're invited to join the club for Episode 108, as we chat with copywriter, brand strategist, and coach, Linda Perry, about why she made the jump from prosecutor to copywriter, the processes she uses to clarify her client's messaging as well as the importance of getting the right mindset and how hidden beliefs can sabotage your success. Kira:   Linda, welcome. Rob:   Hey, Linda. Linda:    Hey guys, thank you for having me. Kira:   I feel like, prosecutor to copywriter that sounds like a podcast. I feel like you should get that started. Rob:   That does sound like a podcast, more than just an interview. Linda:    Right. I hate to burst your bubble guys but I was defense attorney. Rob:   Oh no! We've ruined the intro. Linda:    It doesn't have the same ring to it, too. Kira:   Linda, let's start with your story and how you ended up as a copywriter. Linda:    I definitely don't have traditional path, but I feel like even though I was a defense attorney, the seeds of being a copywriter literally started when I was like six years old. I think I gave every stuffed animal, every Barbie, every car, a story. I was always really wrapped up in the storytelling part of life. I always wanted to be a copywriter but with immigrant parents that we're like, ‘No, no. You need a profession’, I went and became a lawyer. Part of what I loved about being a lawyer was really my paper walk through the door before I did. It was always about telling someone's stories. After 17 years of being a criminal defense attorney, you get tired, you get a little worn out. I really started to think about who is it that I want to be. With a little life coaching background,