Marketero · Entrevistas
What does a copywriter do? Inside look with Chloe Barnes and Jyll Saskin Gales
16 ideas de marketing sacadas de «What does a copywriter do? Inside look with Chloe Barnes and Jyll Saskin Gales», de Jyll Saskin Gales | Google Ads…
- 16 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 35 min
- Publicada en 2021
Ver la entrevista entera en YouTube
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Centrar la formación de pago en conocimiento no 'googleable' y derivar la teoría a recursos externos
Oferta y precioAl diseñar un curso o servicio formativo, conviene delegar los conceptos teóricos básicos enlazando a certificaciones y documentación oficial gratuita, reservando el contenido propio de pago exclusivamente para la ejecución práctica, el criterio y las tácticas que no se pueden encontrar en Google.
use your time for me to teach you this concept um i'll send them a link to the specific part of the training like go learn this and then come back and i'm actually doing that in my course like i but then below my instructional video i'm going to link like and here is the google certification lesson about quality score if you want to learn more only going to give you stuff that you can't google somewhere else that's the line you go with me chloe like the stuff in my course is stuff that you can't google that's why i'm here teaching it to you for the stuff you can google i will point you to it…
Escúchalo en el minuto 11:57
Oferta y precioCuando existe abundancia de formación teórica gratuita o cursos genéricos muy costosos, empaquetar el conocimiento en una membresía mensual accesible con lecciones prácticas breves (menos de 15 minutos) dentro de la herramienta reduce la fricción de compra y atiende la necesidad de ejecución real.
make a course because google has free courses but then when i learn through my own business into the coaching i do is that people who want to run their own google ads whether they're marketers or entrepreneurs we're really craving practical in platform experience and there just really isn't anyone offering that today in an approachable way and so my program is an on-demand platform um so rather than paying like four thousand bucks up front for a giant course it's a monthly membership fee and you get um 15 minutes or less lessons in all different aspects of google ads uh that's really…
Escúchalo en el minuto 3:53
Empaquetar preguntas recurrentes de clientes 1 a 1 para crear productos formativos escalables
Oferta y precioPara escalar una práctica de consultoría individual a un modelo de uno a muchos, diseña el currículo de tu curso o programa grabando respuestas directas a las dudas que los clientes repiten constantemente.
and then the other um is that the they're all asking me the same questions and i was saying the same stuff over and together i thought there has to be a way to scale help everyone one-to-one i need to find a way to help people one-to-many and so that's how i really build the curriculum in the first couple lessons i've recorded just the things people are asking me again and again and again boom here's your answer for reference
Escúchalo en el minuto 5:17
Anclar el precio de una membresía anual por debajo del costo de una hora 1 a 1
Oferta y precioFijar el precio de un programa o membresía anual ($250/año o $25/mes) justo por debajo de la tarifa de una sola sesión individual ($290/h) crea un contraste de valor inmediato que facilita recuperar prospectos que no podían costear la consultoría 1 a 1.
coaching loosely um for a whole year for less than the price of a one to one hour charge 290 dollars for one hour with me um and a full year's access to the court is 250 dollars so for and actually part of so i will reach out to all the people who've asked me before for coaching and having able to afford to say hey for 25 bucks a month or 250 for a year you get a full year of me um for less than the price of one hour
Escúchalo en el minuto 25:12
Mensaje y copywritingExigir un cuestionario de briefing en profundidad antes de iniciar la redacción no solo extrae el lenguaje y la visión propia del cliente, sino que actúa como filtro previo para asegurar que la oferta, el público objetivo y la propuesta de valor estén claramente definidos.
completed my very in-depth briefing questionnaire which i have all of my clients do no matter what project it is a whole bunch of questions that i ask about their brand about the project and but it's good to hear everything in their own words first because no one knows your product better than you do helpful because it asked me questions that ensured that i was ready to work with you to work with a copywriter who is my target audience and what is the offer and like why is that valuable and so forcing me to make sure like why yes is also an important filter to know that i'm ready to work with…
Escúchalo en el minuto 1:48
El copywriting no puede compensar una oferta que el mercado no desea
Oferta y precioEl mejor texto persuasivo no puede generar ventas si la oferta no resuelve una necesidad o deseo real de la audiencia; la validación y atractivo de la oferta preceden al impacto del copy.
at the end of the day copywriting can only get you so far you kind of you need a good offer you have to have something that people actually need or want in order to be able to write the copy that's going to get it you can have the best copy in the world but if it's not something that people need or want then you're screwed so
Escúchalo en el minuto 17:57
Uso de video corto para descubrimiento y filtrado hacia canales de contenido profundo
Canales de adquisiciónLas plataformas de video corto y alcance masivo (como TikTok) funcionan como filtro inicial del embudo: aunque la mayoría de los seguidores consume contenido rápido, una fracción cualificada (~1%) migra voluntariamente hacia canales de mayor profundidad (newsletter, YouTube, Instagram) donde están dispuestos a formarse y comprar.
tick tock is like my wide reach platform and as i have discovered it's a different target audience or rather there's my tick tock audience and then a small subset of it is the target audience for this and that's fine so i actually think more of the traffic for this will be coming from my other platforms where people have liked content enough on tick tock that they seek me out on instagram youtube signing up for my email newsletter um all that jazz so they're sort of like this broad all the wonderful 36 000 odd people on tik tok i would say like one percent of those have stopped me out…
Escúchalo en el minuto 22:04
La caída del ROAS a menudo se debe a dinámicas de mercado y oferta, no a la configuración de anuncios
Medición y experimentosCuando el retorno de inversión publicitaria disminuye o una campaña falla con una oferta no probada, la causa principal suele radicar en mayor competencia en la subasta (aumento de CPC), problemas en la web o debilidades de la oferta, más que en la configuración técnica de la campaña publicitaria.
google ads account where ros return on ad spend has dropped and showing you my exact problem solving and what i determined at the end of this lesson is that it actually has nothing to do with the ads auction dynamics where it's just become a much more competitive landscape and cost per click has gone up gone up and aren't google ads things they're other things that affect the performance of can but the profitability of your google ads isn't just about the ads of course it's also like the website and the offer lot with the ads they'll have an unproven offer just like i do right now it's an…
Escúchalo en el minuto 17:06
Alinear los verbos de acción con la jerga técnica real del sector
Mensaje y copywritingEn sectores técnicos o especializados, el copy debe adoptar los verbos que realmente usa el practicante (por ejemplo, «lanzar», «optimizar» o «construir» campañas en lugar de «escribir anuncios») para preservar la autoridad y generar resonancia inmediata con la audiencia.
one word thing is that um we don't really tend to say we write google ads i mean you write google ads the copywriter but when we do google ads right double part of say like um launch google ads optimize google ads build google ads yeah but we don't we don't really write google ads good to know launch optimize build okay
Escúchalo en el minuto 26:16
Mantenerse en el alcance pactado al colaborar con especialistas en marketing
Estrategia y decisiones de negocioDurante la ejecución de un proyecto con un redactor o especialista de marketing, es crítico no ampliar los requerimientos sobre la marcha para asegurar la entrega puntual de los entregables y respetar el acuerdo de trabajo.
yeah obviously i'm not trying to expand the scope on you big lesson for those who are watching this when you have a specific scope with the marketer you stay in your scope um
Escúchalo en el minuto 33:13
Brecha de mercado en formación técnica: ejecución en plataforma vs. certificaciones teóricas oficiales
Investigación de mercado y clienteLas certificaciones oficiales gratuitas de plataformas publicitarias tienden a ser puramente teóricas para evitar actualizarse constantemente con cada cambio de interfaz, lo que crea una oportunidad de mercado para ofertas formativas enfocadas en mostrar la ejecución real y operativa dentro de la herramienta.
the free certifications that are out there from google um none of it involves showing you the platform at all so it'll be like here is how google ads works here's what a keyword is it's all theory and all the certifications are like this facebook ads like none of them show you the platform i think the reason they do it is because the platform changes so frequently that they don't want to have to update their stuff all the time that's my theory that's um that's funny the crap is a big gap so do it yourself but see what it actually looks like to do google ads properly like watch someone who…
Escúchalo en el minuto 11:23
Investigación de mercado y clienteSi tu producto o programa no está diseñado para principiantes totales, descártalos y recomiéndales certificaciones gratuitas oficiales como primer paso antes de intentar venderles una solución avanzada.
would be a suitable product for complete beginners is that right i would say that's right like i would advise someone to go do um google's free online certifications first even if you a foundation and it's free and like and you know i would not be someone's first stop if someone wakes up in the morning says i want to learn google ads today they wouldn't come to me first i think they would go to some free resources try
Escúchalo en el minuto 9:28
Inadecuación de anuncios de búsqueda para ofertas dependientes de la marca personal
Canales de adquisiciónPara cursos o productos cuya compra está motivada por la confianza y afinidad con el creador, la publicidad de búsqueda con tráfico frío suele ser ineficiente porque no permite transmitir la personalidad ni la relación previa requerida para cerrar la venta.
planning to run ads initially um i'm a big proponent of driving organic growth as well however you know my target customer is someone who already knows me if not personally like they know me from tiktok they know me from instagram and they're buying like because of me and they understand me and i think that would be really hard to convey in like a search ad um so yes the google ads course creation will probably not be advertised with google ads
Escúchalo en el minuto 23:51
Mensaje y copywritingAl comunicar un producto formativo híbrido (que combina módulos bajo demanda con componentes en vivo o membresía continua), suele ser más eficaz recurrir a términos familiares y comprendidos al instante por la audiencia como «curso», en vez de usar etiquetas como «comunidad» o «membresía» que puedan generar confusión sobre el formato.
tricky because i don't think community because that implies it's like a because i think like horse is something people understand back to course but that's purely because that's such a familiar term and i think something's better to stick even if it's not exactly like yeah it is of course i guess it's just different in that it's like a membership ongoing thing versus like a one and done that are it's so it's a mixed delivery course really because it's there's elements of it that are on demand and then there are elements that are live
Escúchalo en el minuto 33:04
Tarifa por hora en consultoría y coaching individual especializado
Oferta y precioFijar una tarifa de 290 USD por hora en consultoría 1 a 1 deja el servicio fuera del alcance de la gran mayoría de los prospectos, generando demanda insatisfecha que requiere formatos escalables.
is expensive like i charge 290 us dollars an hour that is out of reach for 99 of people so a lot of people reach out to me and i couldn't afford my help
Escúchalo en el minuto 5:06
Precio de membresía formativa continua a 25 USD al mes
Oferta y precioFijación de precio de 25 dólares mensuales para una membresía de formación técnica continua que incluye un curso nuevo cada semana y una sesión grupal en vivo al mes.
effectively because it is a membership program it'll be 25 a month and every single week there's going to be a new course i'm going to do a live google meet of course not zoom um once a month
Escúchalo en el minuto 15:31
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