The Secret Sauce to Magnetic Brand Messaging for Socially Conscious Brands
Today's episode dives deep into a cornerstone of business success—brand messaging. Host Lori Young sits down with Mayra Gomez Sanchez, a renowned launch and sales conversion copywriter and marketing strategist, to explore the intricate world of crafting culturally relevant and authentic copy. Mayra brings her unique perspective on how effective messaging can bridge cultural divides and create an inclusive marketing space where authentic connections flourish.
Throughout the episode, Lori and Mayra delve into various facets of brand messaging. They discuss the significance of both demographic and psychographic understanding of your target audience. Mayra shares her journey from being an elementary school teacher to becoming a leading voice in ethical copywriting, emphasizing the role of active listening and genuine connection in her work. They highlight the importance of integrating ethical considerations into marketing practices and explore tangible strategies for developing messaging that attracts and resonates with high-quality leads.
Key Takeaways:
Understanding Target Audience: Mayra emphasizes the importance of knowing both the demographics and psychographics of your target audience to create effective and resonant messaging.
Cultural Relevance: The conversation underscores the broader definition of culture in marketing, including language, music, food, and other lifestyle components.
Ethical and Authentic Marketing: Mayra discusses the shift towards heart-centered, ethical marketing practices that reject the high-pressure tactics of traditional bro marketing.
Comprehensive Copy Strategies: Importance of consistent brand messaging across all forms of communication including social media, email sequences, sales pages, and post-purchase follow-ups.
Overcoming False Beliefs: Addressing the common false belief that a hired copywriter cannot capture the true voice of a brand, and demonstrating how to successfully collaborate with copywriters.
Quotes:
"To me, culturally relevant marketing means incorporating all facets of culture – language, music, food – to make genuine connections." — Mayra Gomez Sanchez
"I feel like the key to being a great copywriter is that you need to truly listen to what your client is saying and ask the right questions." — Mayra Gomez Sanchez
"Don't think that a copywriter can't write in your voice because a skilled copywriter absolutely can write in your voice." — Lori Young
"It's not just the client's voice you're writing in, it's also their audience's voice. So it's kind of a mix between the two." — Mayra Gomez Sanchez
"The more money I make, the more I have to help myself and others." — Mayra Gomez Sanchez
Guest information:
Mayra Gomez Sanchez is a launch and sales conversion copywriter and marketing strategist, specializing in connecting diverse public audiences to diversity-driven leaders. She is the founder and CEO of Cultural Visionaries, her own copywriting and marketing business where she crafts culturally relevant and genuine copy. Her mission is to bridge the cultural divide and create a space of inclusivity in the marketing realm by focusing on authentic and ethical marketing strategies.
Website: https://www.mayragsanchezagency.com/
Instagram: https://www.instagram.com/culturalvisionaries/
LinkedIn: https://www.linkedin.com/in/mayra-gomez-sanchez-copywriter-marketingstrategist/
Spotify: https://open.spotify.com/playlist/0YD9J3hAHBQ7V9n1wTzbTA
L.I.F.T. Framework - A 4 Step Launch Strategy
Connect with Lori (your host):
Lori Young is a certified online business manager, master marketer, and host of the podcast On a Mission Mojo. As the heart-centered founder of On a Mission Brands, Lori is passionate about helping ambitious changemakers scale their business online with strategic business, marketing and operational support. As their strategic biz bestie, her clients enjoy her relationship-focused and business-minded approach to growth. Lori is passionate about her team and leads a collaborative effort that helps everyone have fun while making a big impact. In her spare time, she is spending time with family & friends, watching the latest TV series with her spouse, or trying to master the game of golf - literally impossible.
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Written Summary:
Understanding the Importance of Brand Messaging
When it comes to building a successful business, brand messaging is the cornerstone. In episode 38 of the On a Mission Mojo podcast, Lori Young delves into this crucial topic with Mayra Gomez Sanchez, a launch and sales conversion copywriter specializing in culturally relevant and ethical marketing.
Mayra, the founder and CEO of Cultural Visionaries, emphasizes the significance of crafting a message that feels personal and speaks directly to the audience. "They were really talking to people as if it was one person rather than as a whole," Mayra notes, highlighting the difference between generic and impactful copy. This personal touch fosters a deep connection, making potential clients feel seen and understood.
Brand messaging is not merely about listing features or benefits in a broad sense, but about diving deep into the specific aspirations and pain points of the target audience. For instance, instead of saying a service will bring confidence and time, Mayra suggests precision: "This is going to help you with your public speaking so that you can get on those TEDx stages." This specificity can significantly improve how prospective clients perceive and engage with your brand.
The Shift Towards Ethical Marketing
In the realm of marketing, there's a substantial shift away from the traditional 'bro marketing' techniques laden with urgency and scarcity tactics. Instead, Mayra advocates for ethical and heart-centered marketing. This approach not only respects the audience but builds trust and long-term client relationships.
The journey to ethical marketing was a pivotal moment for Mayra. Initially skeptical of copywriting due to its association with 'icky' sales tactics, her perspective changed upon discovering ethical marketing principles through Sarah Turner's course, Write Your Way to Freedom. Mayra explains, "She always would say, 'I'm teaching you these things, but use it for good. Don't use it for the other side because we're here to change how marketing looks in the online space.'"
This commitment to use marketing powers for good is a theme throughout her work. Mayra emphasizes understanding and reflecting the true desires and language of her client's target audience, creating a message that resonates on a deeper, more personal level. Such an approach not only converts better but makes the audience feel valued and respected.
Culturally Relevant Copy
Diving deep into what it means to be culturally relevant, Mayra explains that culture extends beyond ethnic backgrounds to include aspects like music, food, and regional dialects. "Culture means music, culture means food, culture means the way that you speak, depending on what part of the country you're in or other parts of the country," she states. Understanding these nuances helps in crafting copy that clients genuinely relate to.
This relevance can be seen in how Mayra approaches market research. Rather than making assumptions, she delves into the online spaces where the target audience hangs out, reads the books they read, and listens to the podcasts they follow. By immersing herself in the audience's world, Mayra captures the language and sentiments that truly matter to them. For instance, she may find golden nuggets of words in Amazon book reviews left by people within the desired demographic, which she then compiles and analyzes for common themes.
One of Mayra's practical approaches includes blending Spanglish in her personal and professional communications to reflect her authentic self and connect with similarly bilingual audiences. She states, "My brain thinks in two languages," which resonates deeply with clients who appreciate her genuine cultural immersion.
Comprehensive Role of Copy in Business Growth
Effective copywriting permeates every aspect of a business's communication strategy. While many might initially think of social media posts, Mayra expands this view to include email marketing, sales pages, and even post-purchase communication.
Emails are particularly critical. They need to go beyond mere sales pitches. "Your email list is extremely important because that's something that you nurture your people with in the long run," Mayra says, stressing the importance of subject lines, preview text, and the body copy. By finding a balance between storytelling and providing value, emails can engage and maintain interest, transforming prospects into loyal customers.
Similarly, robust copy on sales pages is essential. A well-crafted sales page ensures that the initial interest generated through social media or emails converts into action. Post-purchase, follow-up emails thanking the customer and seeking feedback are crucial. This continuous cycle of genuine engagement not only nurtures the current client relationship but sets the stage for future interactions.
For business owners feeling stretched thin, hiring a skilled copywriter becomes indispensable. Writing great copy requires time and specialized skill - something that a business owner may not always have the luxury to invest in given their myriad other responsibilities.
Mayra acknowledges this common hesitation among business owners: "They can see what I'm posting on socials and my website, how it looks... and make this assumption like, that's not how I talk to my business. She can't help me." However, as she points out, skilled copywriters can indeed capture the unique voice of a brand while also merging it with the audience's preferred language. This collaboration requires trust and a willingness to tweak and refine until the perfect balance is struck.
The Journey to Mastering Copywriting
The insights shared by Mayra Gomez Sanchez on the On a Mission Mojo podcast underscore the transformative power of targeted, ethical, and culturally relevant copywriting. Authentic brand messaging is an invaluable tool for creating meaningful connections with an audience. Ethical marketing practices further deepen trust and foster long-lasting relationships, while culturally inclusive language ensures your brand resonates on a personal level.
This holistic approach to copywriting, expanding beyond just social media posts to encompass email marketing, sales pages, and post-purchase communication, ensures every customer touchpoint is impactful and engaging. Whether you're a startup or an established business, understanding and investing in expert copywriting can be a game-changer, aligning your brand with a mission that genuinely resonates with your audience and drives long-term success.
