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What's Working in Ecommerce

Nov 20, 2023

In this podcast episode, Kate Toon, founder of Stay Tooned Inc shares common mistakes in digital marketing, the importance of understanding the customer, and Kate's approach to copywriting for e-commerce sites. 


Kate emphasizes the need for businesses to conduct audits and understand their customers' desires and fears. She shares her experience with writing product descriptions and suggests a framework for creating compelling and unique descriptions. 


Kate also points out the importance of evoking emotions and addressing objections in copywriting, measuring success as a copywriter, and the importance of personal branding. 


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00:00 - Introduction

01:49 - Lack of digital marketing understanding among small business owners.

02:54 - Importance of auditing SEO, site speed, keywords, etc.

04:07 - Developing customer avatar for customer-focused copywriting.

09:13 - Creating emotional product descriptions for customer engagement.

10:09 - Metrics for measuring copy success: conversion rates, brand awareness, etc.

12:16 - Addressing objections and fears in marketing to build trust.

17:45 - Kate's misconception of subbrands and importance of personal branding.

18:36 - Expressing personal values in branding and the challenges.

19:34 - Personal connection in small brands builds trust and loyalty.