Marie Forleo introduction

Hi!

I'm Marie

You have gifts to share with the world and my job is to help you get them out there.

read more

Let’s say you have a beautiful-looking website and you’ve given your homepage design everything you’ve got, but something’s still missing. What can you do?

Before you spend a ton of time or energy trying to come up with new website ideas, consider this …

Maybe you’re just a few minutes away from learning how to write copy for your business that’s dramatically more effective, and therefore can dramatically increase your results — even if you don’t think you’re a “good writer.”

Sounds too good to be true? It’s not.

The secret to a meaningful, profitable business: putting a spotlight on your customers, not on you. Click To Tweet

Because in today’s episode, I’m going to show you a simple, but powerful copywriting tip that’ll help you quickly transform the writing you do for your business or work.

It’s a subtle shift in your focus, but the results you’ll produce when you apply this copywriting technique can be dramatic. In fact, I bet it’ll help you:

  • Write faster
  • Do some of your best copywriting
  • Create higher conversions (more subscribers, donors, buyers, etc…)
  • Connect more deeply and authentically with your audience

But don’t take my word for it. Click play below to see this copywriting technique in action now.  

Heads up: especially for a topic like this, concrete copywriting examples are often the best teaching tools. I hope you enjoy this copywriting before and after as much as I enjoyed creating it.

As mentioned in the episode, if you’d like even more this topic — take our free copywriting workshop at TheCopyCure.com.

Once you’ve had a chance to watch this episode, I’d love to see you put this insight into action immediately. In the comments below, let me know:

  1. What’s one piece of copy on your website where you can use the spotlight method to shift the focus away from you and onto your customers?
  2. BONUS points: Use the spotlight method right now and show us your “before and after” in the comments below.

Remember, share as much detail as possible in your reply. Thousands of incredible souls come here each week for insight and inspiration, and your “before and after” just might help someone else have a meaningful breakthrough.

Important: share your thoughts and ideas directly in the comments. Links to other posts, videos, etc. will be deleted as they come across as spammy.

Thank you so much for reading, watching and contributing. Your voice and support make our community utterly magical.

If you’ve got a friend, colleague or client who’s working on growing their business, please share this post. Every business owner can benefit from sharpening their copywriting skills and learning how to write copy that is clear, direct and from the heart.

With so much love,

XO

You may also like...
Add a Comment

151 comments

  1. I realllllllly got tremendous value from this real life example. Thanks so much for the amazing insight you put into creating this video.

    • Mandy - Team Forleo

      So happy to hear that, Pam! 🙂

  2. Thanks for this..very relevant for me today as I seek to make my e-commerce more appealing. A lot of the advice out there for entrepreneurs is about telling your story…and how you produce your products to get customer engagement and to build a relationship by letting them look behind the scenes. I agree this can have it’s place but I know that I must focus on my customer especially on my homepage. I know I must focus on the benefits of my products and not just describing my products and how they produce them. Thanks Marie.

    • Mandy - Team Forleo

      It may be that a happy medium works for you, Lucy! If there’s something your customers are always asking about or something about your process that your audience finds fascinating, it may help to mention that since those are questions they have anyway. That’s still keeping the focus on your customer because you’re answering their questions and sharing info they care about, and it’s important to their decision to buy.

    • Hi Lucy, I’m thinking maybe you could your store under a tab like resources so it’s still there but allows customers to find it in a way that’s helpful to them? I focused a lot on how my products benefited my customers, but I wasn’t necessarily focusing on the benefits they would care about. I just changed my copy to better focus the spotlight on my customers and I feel better just reading it! Marie has so much to offer, I keep learning more and I’m so glad she gives even beyond B-School (I’m in this year’s class).

  3. Emily

    Once again, beautiful synchronicity Marie. Thanks so much for this amazing support.

    I just finished B-school and am about to relaunch my website with all new copy. I can’t BELIEVE how many changes I went through in the depth of understanding my customer, not to mention where I should actually be targeting my attention.

    If this episode was a sticky note, I would paste it to my head, so I could see it every time I looked in the mirror.

    • Mandy - Team Forleo

      Love it, Emily! We’re so proud of you for all the great work you’re doing! 🙂

  4. This is great advice! I can already think of one sales page that can be improved by making this shift. Thank you.

  5. Just what I needed to see this morning! I created an amazing free video workshop to introduce people to my work and it’s been ready to go for MONTHS but I’ve been stuck trying to write copy that gets my message out there and invites people to the workshop.

    I think the spotlight method is what I’ve been missing. As soon as Marie started explaining it, I realized that I was putting too much of the focus on myself, my research, and my credentials, and not enough on the problem I’m helping to solve for my potential clients and customers.

    So thank you, Marie! I’m off to try the writing exercise and hopefully come back here to post my before and afters!

    • Done! I never had a “before” because I always felt stuck. Here’s my “after”:

      “Do you ever feel like you’re swimming up stream, against the current of life?

      Has trying to force the timing of things left you feeling disconnected and out of alignment with that version of yourself that you’ve always wanted to be?

      It doesn’t have to be this way! In this free 30 minute video workshop I show you how reconnecting to the seasonal rhythms of the year can and will reconnect to your your best self, to your true purpose, and bring more ease to your life. I’ll lead you through 3 exercises that will help you find immediate seasonal alignment.

      We all want to feel like our lives make sense, that they align with the natural rhythms of life. Let me show you how easy it can be.

      Click here to register for the workshop. It’s absolutely free!”

      BOOM! Done! Thank you, Marie for helping me get unstuck with this!!!

      • Anuko

        I want to watch it – well-done!

  6. This was really well done, I loved the illustration and have shared with my mastermind group! Thanks 🙂

    • Mandy - Team Forleo

      Woohoo! So glad you liked it, Penelope! We appreciate you sharing, too.

  7. Melissa Rivera

    This post came at such a timely manner for me! First, I’m a huge fan! Thank you
    for being so genuine and authentic! Second, my business partner and I are currently going through a co-hort program and working with a mentor. We’ve been running our online store, an ethically sourced marketplace with handmade creations! Each purchase empowers women around the world with jobs and creates sustainable income opportunities for our artisan partners.

    Believe it or not, we went into business without doing enough target market research. Now in the cohort we are in the stage of identifying our target market and we’ve narrowed it down to three main personas. My question to you is how do you write a product description for an item that will appeal to three very different customers? While also still relating the message of handmade, ethically sourced, and artisan made goods? Any help will be so greatly appreciated! Thanks!

    • Mandy - Team Forleo

      That’s a really good question, Melissa! It’s hard to say without knowing more about the personas, and it’s possible they overlap more than you might think on the surface. Since knowing your ideal customer is such an important part of copywriting and marketing in general, it’s the very first teaching in The Copy Cure.

    • Melissa Rivera,

      You could put three different “doors” (and by “door” I mean clickable boxes) on your Services page to appeal to all three very different customers. I don’t know what you do, but let me give you an example. If you were a veterinarian:
      one “door” would say “If you own a cat, start here”
      – a second “door” could say “If you own a dog, start here”
      – and the third one could say “if you own a rabbit, start here”

      That takes care of all 3! Hope this helps!

      • Ari

        I like that idea! I’ve been struggling with the same thing. I wonder what Team Forleo’s experience with that is?

        • Nona

          I created a different ad, opt-in, list, landing page and sales page for each of my targets. Then you can narrow down through the reporting what target produces the most income and focus your ad spend there.

        • Mandy - Team Forleo

          Great question, Ari, and great idea, Barbara! That’s a fantastic suggestion. It’s called the “doorway method” and is one of the many things Marie teaches in B-School. 🙂

  8. Thank you so much for this episode, Marie and Team Forleo. I like it a lot that you picked up te idea of real life examples for a second time and I hope you’ll continue with this in the future. This is very helpful.
    Sending you lotta hugs

    • Mandy - Team Forleo

      Thanks so much for your feedback, Helvi! It’s good to know it’s been helpful. 🙂

  9. One thing I’ve always tried to be conscious of when writing is to eliminate “I statements.” Thats always been a big help for me.

    • Mandy - Team Forleo

      That’s a great tip! Thank you for sharing it. 🙂

  10. Marie,
    Great tip as usual. I’m trying to keep it fresh, but it’s always useful to get another shot from time to time… BTW, I’ll go back to my website again and change it accordingly (especially the menus).
    For the CopyCure, I took it 2 years ago, and it was a true “life” changing, or mostly “writing” changing. I’m a scientist by training and profession, and we are always trying to be as accurate, and detailed, and complete, and with very long endless all boring never ending sentences… Your training put helium balloons to my (non scientific) writing! It made every single cent spent on it, being paid back by the quality of feedback I got in my docs, website, pitch…

    • Mandy - Team Forleo

      That’s so wonderful to hear, Eric! We’re thrilled you’re getting such great feedback!

  11. Perfect timing as I am about to launch a new service on my website and have been feeling a bit stuck in the writing the right copy.
    The feed back you provided Dr. Sheryl is very helpful to me.
    Thank you
    William

    • Mandy - Team Forleo

      Congrats on your new website! I’m so glad this episode came at just the right time.

  12. Great information, and timely. As I sit down to put my new website together!

  13. Last night, I tried to come up with ways to simply my copy on my website, and here we are! As I watched the episode, I made changes to my menu based on Marie’s suggestions, completely condensing it by using sub menus and adding more simplicity to the menu names. I can’t wait to add this trick to the rest of my website copy!

    • Mandy - Team Forleo

      That’s awesome, Nicole! So glad this episode was timely. 🙂

  14. perfect timing as I am writing copy to update my website today!!!
    Much gratitude!

  15. Jørgen Lund

    Before watching you video I was helping a friend with his website, which is very self centered. After watching you I came up with this headline (he is an accountant doing business advice):
    Experience the good feeling of a well run business.
    Account IT improves your business prosesses and results.

    I felt it to be very good 🙂 (he, he)
    Love from a Norwegian

    • Mandy - Team Forleo

      Nice work! 🙂

  16. Timely sharing for me. Gratitude.

  17. Nick Dubrowski

    Maria,
    I trust all is well.
    As always great show. The copy tips were spot on.

  18. Spot on! Spotlight method – all you have remember, so easy…
    I just used it two minutes ago to make one headline change from:
    Patterns – What should you knit?
    To
    Patterns – Find your next knittingproject easily!
    It looks better (even in Swedish:D) and it will be exciting to see any difference in reactions from customers.
    Thank You! Charlotte

    • Mandy - Team Forleo

      Excellent, Charlotte! 🙂

  19. I thought I was doing a decent job at this, but realize after watching your video that I could be doing much more. Reviewing all my materials now and revising. Thank you!

  20. Ugh. This is a hard one for me to translate, Marie. I’d love some help from Team Forleo.

    I’m a singer/songwriter and I blog about the songwriting process – both the concrete side and the inner work of getting past fears, etc. How do I make my site more “fan” focused when it kind of is all about ME?

    Thanks!

    • Mandy - Team Forleo

      That’s a really good question, Melissa! Are there questions your fans always seem to ask or things they’re fascinated by about your work (like the inspirations behind your songs, where they should start if they’re new to your work, which songs would be good for certain themes, like parties or weddings for instance, etc.)? If so, that could be a way to bridge the gap because you’re telling them things they want to know about your work.

      • It may be a little too early to know what questions they’re asking. At house concerts, people always ask my song writing process, which I write about a lot in the blog. I could make that inquiry a little more front-n-center somehow. Thanks for the idea. I alos have a pretty simple wordpress site, so maybe it needs a little upgrade.

    • I love this post, Marie, AND I so relate to what you’re saying, Melissa! Especially as a writer and memoirist. It’s like, how do I make my website about the reader when so much of my writing is about me? I’ve been trying to look at what I’m doing in a more universal way. I streamlined the navigation and changed some of the copy on the front page of my site to be more inclusive and bring readers into my process through what they might relate to that I’m writing about. So, like under a heading of a blog post title I might do something like this — “You Can Pick Your Friends: Seriously. If you ever feel stuck in relationships this one is for you. Solutions.” Or whatever. Still working on it. I don’t know if you can do that with song titles, but maybe? 🙂

      • Hmmm…good idea. I do this, in a way, when I send fan mail that directs people back to the newest blog post. I like the idea of having a little teaser at the beginning of a post. Thank you, and wishing you delights and successes in your writing, Jenn!

  21. Safena

    Thank u for your generous feedback. Your focus is on the customer. I too would have fallen in the trap of selling myself first customer second. This is much needed advice. It feels again like the universal message I keep hearing “get out of my own way” and focus on service. The magic happens when I shift from proving myself to allowing and trusting the higher guidance to come thru for the client. The irony is I seem to benefit too. Thank u for your insightful wisdom. I know I’ll be drawing on this lesson in many ways…👍🙏🏻😇

    • Anuko

      I do feel the truth of your words reading them – benefiting from serving others. It opens doors to an unbelievable world, truer than pushing your elbows and getting ‘hard-earned’ money. Thanks…

  22. Perfect timing, Marie, as always! I’m just now finalizing copy for our website and will review it all with this in mind. Thank you 🙂

  23. Thanks so much Marie for these really helpful examples. I’ve got to change my website and follow your tips. You’re so right : customer focused is absolutely the key.

  24. Appreciate so much this helpful hint, Marie! I especially like the concrete example you offered. Since I’m an artist not offering a service like coaching, would you have any suggestions for how I could shift the spotlight to my customer?
    Thanks so much!
    Silky Hart

    • What does your customer dream of having that you offer, Silky Hart? Beautiful artwork that makes you happy? (I would love that!)
      Or, what is the pain they may be experiencing? (Drab, bare walls, like me? lol)

      Focus on that!

  25. wow, perfect timing! working on new website and marketing materials this week.
    thank you! Marie and team are AWESOME!

  26. Joe

    Always a fan of Marie’s work and videos – this one is one of my favorites. Great timing and message – more improvements to make. Thank you!

  27. I’m a copywriter and content strategist and OH! boy! am I struggling with this for my -product based business. I sell tshirts (currently, but will be branching out to other forms of art and publications) that empower and lift up under-represented voices. I’ve been tweaking my images and copy with no conversions. NONE. I’m going bonkers. This is the latest edition post-ICA long interviews. The benefit is that customer get a super soft shirt that looks good and can feel good about wearing it. Another benefit is that it’s going to help take down the current administration. I can’t seem to wordsmith this into my copy. I’m so focused on MY personal goals with the company that it washes out customer benefits. Here is a stitched together screenshot of my homepage: http://bit.ly/2quqJY8.

    Copy is below.
    Website has a lot of white space to give focus to tshirts. It enables parallax scrolling.

    Navigation: LOGO SHOP BLOG

    First section: “I am the Lamp at the Golden Door” tshirt image
    “Super Soft Shirt
    Welcome to the Revolution”
    [button: Shop Now]

    Second Section: “I Resist Because I love My Country” tshirt image
    “Whether you are weekend causal,
    profesh at work,
    or protesting on the streets,
    WEAR THE RESISTANCE AND PERSIST”
    [button: Shop Now]

    Third Section: Stand with French Women tshirt graphic
    “NEW SHIRT
    Stand with French Women
    #LesFemmesOntLePouvoir
    #WomenHaveThePower”
    [Button: Shop Now]

    Fourth Section: white background
    “Our Philosophy: Representation Matters

    Because it’s 2017.

    We believe in inclusion. The more diverse we are, the richer our culture and art becomes. You’re the arc that bends towards justice. We’re all the lamp at the golden door.

    We struggled after the 2016 election. I couldn’t get out of bed for a week. Then we joined the other 3 million people and marched in the Women’s March on Washington in January. We knew we had to do more. We had to walk the walk. We’ve called our members of Congress. We joined local resistance groups and huddles. We’ve educated ourselves.

    The Resistance is Here

    As allies, we’re here to empower and lift up under-represented voices and the causes they support. We promise to make diversity and inclusion our number one priority as we grow. We understand that our privilege affords us a platform, and it’s our responsibility to use it for good. Read more…”

    Fifth Section: Image of protest fist punch
    [Button: Blog]

    Sixth Section: newsletter sign up (I do have an additional optin that pops up when you land on my website.)
    I’m totally lost and any advice or examples are greatly welcomed.

    • Mandy - Team Forleo

      That’s a really good question, Sylvia, and congrats on launching your business! It’s hard to pinpoint one thing since it could be multiple things. For example, marketing makes a huge difference and is just as important as good copywriting. While we’re not able to give feedback on individual websites (outside of the occasional example on MarieTV), we definitely encourage you to focus on your customer and consider what they want most.

    • Sylvia, I just wanted to mention what jumped out at me first and that was the Women’s march. I feel like the question is what can we do next? Perhaps there’s something around leading with that?? Or perhaps nudge Russell Brand a little 😉

    • Anuko

      Sylvia, I looked at it – because I am on the lookout for some quality Tshirts – and I feel pushed into being a revolutionary. I believe there are many looking for a perfect, quality t-shirt with a message: sophisticated, abstract, personal, intelligent, perhaps revolutionary as well. Why don’t you widen your scope of customers? Perhaps the homepage shouldn’t have all the products you sell, perhaps just one good picture. Put your products in sections with good headlines. I hope I expressed myself well. Good luck!

  28. Christine Pham

    Total genius!

  29. Onang

    Dear Marie Forleo
    Thanks so much for nice tips.

  30. Hi Marie,

    Great episode! I loved her website right off the bat, great, simple design but the changes you suggested were perfect (though I’d be inclined to place ‘Blog’ on it’s own as opposed to tucked under Resources unless she has her posts featured within her site).

    When I work on my own website (and I’m a past website designer/strategist) I lose objectivity and get very ME focused… I’m always surprised when I find my copy pointing back to me instead of my audience. I think it’s because I’m still self conscious about putting myself (business, ideas, opinions) ‘out there’ publicly so it’s hard to actively focus on my customers and how I can serve them!

    I will remember your spotlight rule.

    With love

    K

  31. Fay

    Another brilliant Marie TV!
    I will audit my website using this information!
    Question: Marie, how would you “massage” the “About Me” section for it to be “customer spotlight” method?

    • Mandy - Team Forleo

      That’s a great question, Fay! It could be a matter of just having an About page that’s about your company and answers the most pressing questions your customer has about what you do. If your business is more you-focused, like you providing a service or you providing information, they’ll want to know some things about you (how you can help them, relevant qualifications, etc.), but may not want your entire CV or resume, for instance. It can also help to interview your ideal customer (the person you most want to work with and who loves what you do) to get more specific insight about this.

  32. YES, this is SO good. I’d like to re-work my navigation — your example of how to de-clutter and spotlight on the customer is fantastic. Here goes:
    Current Navigation: Home, New! Training, Services, Meet Karina, FAQ, Blog, Resources, Contact (whew!)

    New Navigation: Services (current services plus training page), About (the science behind my work and about me), Resources (current resources plus FAQ and blog), Contact

    OMG it feels better already and I haven’t even made the changes on my site 😀

    Thanks so much!

  33. Such a great video, so glad I watched today! Took some notes to apply to our website. Love all that you do! Would love to see a behind the scenes on how you actually create your videos i.e. script, technology, all the hard work that goes into creating these! Unless you already have one somewhere about this process?
    Thanks!

  34. Don Haney

    In October, I met with a prospect that was really excited about what I showed her. I told her that we were working on some items for two other customers that were similar to what she was talking about and I would let her know when I have samples to show her how it worked for them to give her an idea how it would work for her.
    Since then I’ve sent her emails and left messages telling her that I had these samples now and I could show her how it would work for her. I was getting no response, and that surprised me because she had been so excited in October. She even called and thanked the lady that sent me there.
    I watched a video where a guy said we need to get to the point quicker and show what we can do for the customer. So, I sent my prospect a leaner email. I figured that I didn’t need to keep telling her the same things so I condensed paragraphs to one sentence each, and I wrote this “I even saved an article on feral hogs because you asked me what they look like.” The hogs have nothing to do with what I sell, but the last thing that she and I discussed was about seeing feral hogs when we are outdoors. And she wanted to know if she needed to be scared of the feral hogs.
    This was the first sentence in her reply “I apologize for being so much M.I.A.” This was the last sentence in her reply “Have a great day (and thank you for saving that article)!”
    I was thinking that maybe I should have mentioned that article before. I completely flipped the conversation to something that she asked me about that had nothing to do with business, but it was something that she was concerned about when she is outdoors. I had been trying to get the message across that I had been listening to her and wanted to show her products that went along with what we discussed. It seems like the article on the hogs got my message across.
    We had a tentative appointment for last week. Then, she wrote me this “Could we perhaps change the date to May 3? My boss will be gone all next week and I would like her to view the items as well.”
    Tomorrow, I’ll be showing her and her boss the items that I’ve been wanting to show her since October. And I think that it was one sentence about one article that I saved for her that got me back in the door.
    I’ve already saved this video to Favorites. I think that I need to watch this episode of Marie TV before I write, email, or call a prospect, and I need to watch this video before doing anything on a website.
    I think that I would enjoy watching Marie TV even if it didn’t have anything about what I do because you look straight at the camera and point and say that the world needs me. That’s the best ending of any video that I’ve ever seen. As always, thank you so much Marie!

    • Heather- Team Forleo

      Don,
      We’re sending you all the good luck vibes we can for your meeting tomorrow. YOU will be amazing.

  35. Great episode! Always focus on the costumers.

  36. Kelly

    Clear and customer focused beats clever and cute every time. Bam! This just answered the question I’ve been juggling about my market signage. 🙂

    Thank you!

  37. Bea

    Thank you so much, Marie – I’m off to edit my website copy!

  38. Great episode. Thanks Marie!
    I’ve learned so much from The Copy Cure, and had decided to remove the large photos of me in the banner of my website and make them customer focused. My business is based around helping women break free from the cycle of dead-end dating, so I replaced images of me with images of women and happy couples.
    xo
    Alexis

  39. Mark

    Thanks, Marie! That was great. I’m going over to the copy cure right now to see what your course is all about! I have heard that copy is king where SEO is concerned. But although we need to keep the search engines happy, they are not our real customers!
    Thank you so much!

  40. Game changer!

    I made a few edits on my website based on today’s episode! So much more meaningful and communicates what I really want people to know. Thank you!

    • Heather- Team Forleo

      You’re so welcome, Lisa. We’re so glad that this episode gave you concrete action to take- and you took it!

  41. Wonderful advice- the video is a great example of shifting the focus to your customers as well!

    I just changed the copy on my HelloBar, which promotes my opt-in:
    Old: Get my exclusive guide for setting and reaching your goals!
    New: Write goals that set you up for success!

    Thanks, Marie and team!

  42. Short and sweet and incredibly useful. Thanks Marie. You make it seem so easy once we change the angle from which we’re approaching our copies. I’m heading over to my web-site now to check how customer focused it is and I’ll do something about it if it’s not.

  43. Thank you Marie. I loved this episode and your awesome tip on copywriting and websites. I just finished taking B-school for the first time and am blown away by all the strategies and tools I’ve been able to apply in my business and website right away. In fact, I have been using B-School to help get my website just how it needs to be adequately share all of the content I’ve created over the last decade with the right people.

    I’m a writer first and foremost and I also love coaching (I’m a certified professional coach). My niche is empowerment books for adults and children – and the pain point I am here to support others with is: helping others Love the lives they are already in.

    After watching this episode, I realize my website is highlighting me – not my customers and their pain points. I am going to fix this asap. What tagline do you think would most effectively communicate how my website and brand could help my ICA’s. I’m thinking something like: “Ready to fall in love with your life? Let me help show you the way.” OR “Want to fall in love with life? I’m here to help”….any thoughts?

    Thank you Marie – you are an incredibly awesome teacher and leader. B-school is the best gift I’ve given myself in a very long time.
    Warmly, Emily

    • Emily,
      I like both of your suggestions! I do like “Ready to fall in love with your life? Let me help show you the way!” better though. If you were using the second suggestion, I would say “Want to fall in love with your life?” – seems more customer centered with the word “your” life.

  44. This tutorial was so insightful and makes so much sense.

    Does anyone have any insight as to whether writing in first person or third person is more effective for connecting with customers on an “About” page?

    • Write as if you are talking directly to a person in front of you… make it conversational!

  45. I love this method… makes so much sense. Thank you for the visual example as well!
    I have to go back and revisit the Copy Cure. I got so much out of it the first time around!

    Ok… I’m going to go to my website and change my headline now! 🙂

  46. Barb

    Thank you Marie for this great episode and showing concretely how to improve ones copy or website. I’m new to this and am attempting to write an article about a community outreach program I have for children for a local newspaper and have found your suggestions invaluable. I love how you touch all generations and giving me a fresh start.

  47. Awesome perspective yet again, Marie!
    I just added headline tags to my landing page slider images focused on the customer spotlight. Next step is to go through rest of webpage copy with that lens. Back at B-School! Woot!

    • Heather- Team Forleo

      Lauren,
      That’s the way to take immediate action. It’s awesome to see you continuing to apply that B-School knowledge. You GO!

  48. Thank you for reminding me to shift the focus!! Here is one example I changed on my website in the description on my Gallery Page:
    BEFORE: “Specializing in hand-drawn pencil portraits for families who have suffered an early pregnancy or infant loss.”

    AFTER: ” Here are a few examples of how I’ve helped other families remember and share the loss of their child with others.”

    • Hi Dana,

      Just a suggestion but to me your after is still about you. What about just saying “remembering and sharing your child’s life”

  49. Changed my banner from, “Private Sessions” ….private sessions in WHAT? no body knows! ….. it now says: “Say Yes to Who You Are Sessions”
    Changed my tag line from “Welcome To Tricia’s Energy Garden”…..What is an energy garden? …..again, nobody knows, well except Tricia!
    ……It now says; “Are you ready to Say YES to who you are?”
    glad to be an MFer!
    love you and your branding shit Marie. I dream of such things. You are beautiful, smart and funny!

    XOXOXO Tricia of The Energy Garden

    • Heather- Team Forleo

      Those are awesome changes, Tricia. They are exactly what Marie talks about with the spotlight method.

      We’re glad you’re an MF’er too- in the best sense of the abbreviation 😉

  50. Susan Young

    Hi Marie and Forleo Gang,
    I am a PhD student & author trying to figure out how to get people to talk to me about their earthquake experiences in Christchurch (I know that some people will have likely had a type of spiritual experience either during these events or in the years afterward and I am hoping to see how this may have helped them cope and even grow – all of this in the service of making this topic more accessible by finding ways to talk about our spiritual selves especially if we are not connected to religion). So I sent out a batch of 100 letters to randomly chosen addresses all about my wonderful research. Can you guess what happened? Yup – crickets (as they say here)! Even though I know in my heart that anyone who sits with me and tells me their story will be healed in that process, I have to figure out a way for them to feel safe talking to me – this strange Canadian researcher who they know nothing about…Loved this session today and am going to sit down with this idea in mind and refocus my invitation letter and other communications ON THEM. If you brilliant ones have any ideas of wording – would love those suggestions too…

    Bless ya’ll – you are consistently inspiring and fun to connect with!

    • Helen Marie

      Kia ora Susan,
      I wonder if it is the channel rather than the copy which is obstructing your message? 100 letters to physical addresses in a post-quake environment is a risky thing to rest your hopes on..! I imagine there would be many many people who would love to discuss their experiences, but you would be better to find them in groups – facebook groups in particular, and let them come to you. My suggestion (as a NZer, tho not from Chch) would be to put the call out in Chch fb groups & pages – there are many of them, just search, post, contact. Tell them clearly who you are, what you are doing, and why, and that you are here to listen to their stories.
      It’s a valuable thing you are doing and i believe it will be appreciated – people in Chch want to be heard! You just need to make it easy for them to find you… 🙂

    • Julia - Team Forleo

      Hi Susan! We’re so glad you enjoyed today’s MarieTV and that it’s sparked a new perspective on how to approach speaking with earthquake victims in Christchurch for you. Your idea is a beautiful one, and Helen Marie’s thought about finding people where they’re already active and willing to share their stories is a great one.

      I’d also say that really focusing your communication and invitation on them and their experience is key here. Since it’s a sensitive topic, you may find it helps to leave the spiritual piece unspoken, as you’re right that people’s personal experiences of growth are likely to emerge naturally in the conversation, as they feel safe sharing their own story and experience. This may help folks to feel comfortable sharing more openly and honestly, without pressure to speak on a certain topic.

      We’re wishing you the best with this great project!

    • Jane Cavanagh

      Hi Susan,
      Gosh I know how creative you need to be (and how exhausting it is!) to find a certain type of person you’re looking for. I’m doing it at the moment for my business, so hopefully my thoughts help you…
      How about finding people to talk to about their experiences via the specific buildings that were damaged in the earthquake. For example, if a particular school was affected, find the contact details (or FB group as per Helen’s suggestion) of the families who attended. Or I know that a big beautiful church there basically crumbled – could you get a list of the people who attended (or put a notice up in their new place they go to). Or other public-ish buildings like libraries, shops, yoga studios etc
      Good luck! You’ll no doubt figure it out somehow!
      Jane

  51. Lynn

    This was a very informative video. Thank you for sharing. May I suggest fewer hand movements so that the focus is more on your words, less on gestures? I hope this doesn’t sound rude, because the video info. was great.

    • Helen Marie

      I respectfully beg to differ on this. I love watching Marie’s videos precisely because she is so expressive – i hadn’t ever noticed her hand gestures being distracting – tho sometimes her outfits are so gorgeous that i do get distracted and have to rewind..!
      Marie TV videos are so *full* of goodness: visuals, content, humour, emotion, advice, that they deserve rewatching. I often pause to take notes or to let something sink in.
      I would suggest changing the way you watch them, Lynn, or just listen to the audio rather than trying to change the way she does it. Each to their own of course, but as another viewer, I think they’re perfect as they are. ^_^

  52. I headed over to my website prior to this ending, so I didn’t keep the before but here is the after.
    No time to workout?
    What would happen if you could work out with a Personal Trainer in your home, with your friends, at 1/2 the price?  and guess what, you don’t even have to feel the need to “straighten up” before your session. ​Why?  because this is virtual; everything online, in your home, when its right for you.

  53. That is such a perfect example!! By the way, I love Dr. Cheryl’s photo. She looks like an awesome therapist.
    I’m in the middle of The Copy Cure right now, actually. I interrupted my BSchool to do it when I was in the middle of the Website module, just because I wanted to see if I could write better. If anyone on here hasn’t seen Laura’s work on her site, (which I hope is cool that I’m mentioning), she’s a crazy talented, witty, yet practical writer. I highly recommend the full version of The Copy Cure. The mini course is great too, with strong advice for better writing, but the full course is really worth the time and effort.
    As for my site, I’m doing some restructuring, changing my offerings, and I’m meeting this Thursday with a couple of my ICA (but actual real clients) to get their input. Right now, I’m going to change my header, to make it less clever and more customer focused. And to that end, I’m working on the copy on the top bar to make less marketing jargon and more about the end results they want. Thank you for your stellar advice, and for B School and all of the bonuses. LOVE LOVE LOVE!

    • Julia - Team Forleo

      You’re doing an amazing job with this Kellie Sue! We’re so glad to hear that you’ve found The Copy Cure helpful in writing for your ideal customers and really putting the focus on them. Keep it up – we’re cheering you on and are honored to have you in our programs!

    • Hi Kellie-
      Love your photo too 🙂

    • Hello Marie and Team Forleo –
      Dr. Cheryl here! It was so lovely to see the great advice Marie put forward. I only saw the video now, as I have been offline all week working on my book – yup, I have a publishing deal for a book on Love, Sex, and Mindfulness. Yahoo!
      I just want to say that the combination of B School and the Copy Cure was a major reason my website, business, and upcoming online Course for Couples are going so darn well. Thank you.
      As you will see from my website, I have done a major “customer focused” overhaul of the home page. I have not touched the navigation bar though – brilliant suggestions! Thank you!
      ox Cheryl

  54. Super advice! I am a content writer and struggle to explain the reasons to focus on the ideal audience’s pain point as soon as they land on the page, as well as always choosing clarity over cuteness. You lay it out simply and effectively, which is why I love you!

  55. I’m writing some landing page copy for our PPC campaign. I’ve done a bunch of research on the topic over the last few days. To reach consumers, the days of Real Estate Agent Grandiosity need to switch from themselves to more of a consumer based approach. Agents need to quit telling prospects how good they are and tell the prospect WIIFM, what’s in it for me, the consumer. Until you build that relationship with the prospect, they could care less about your sales achievements.

  56. Bruce

    I’m beginning to get the feeling that Donald J. Trump has been placing the spotlight exclusively on himself rather than the people he is supposed to serve (his customers). I have a strong sense that the things he expresses are solely for the purpose of increasing his and his family’s personal wealth rather than helping fulfill the needs of other people (his customers). I think that you are right and that he would be far more successful if he put an immediate stop to this.

  57. I wish we could see more examples but this is very helpful!

    • Julia - Team Forleo

      Hi Dome! We’re happy to hear you found this helpful and hope you’ll check out The Copy Cure free writing class for more ideas and examples. You may also enjoy this episode, where Marie shares some awesome feedback on another business owner’s website: https://www.marieforleo.com/2011/04/watch-girls-business/.

  58. Oh Marie, thank you!! I purchased the Copy Cure last year before B-School, and have been practicing copy writing with my bog for over a year. I’m sure there were many deletes at the beginning, BUT, I just received this email from one of my beautiful subscribers yesterday!
    “I love clear cut, easy to read condensed information. Your blogs I love as your layout is great for ease of reading. Bold headers with the perfect size paragraphs that lead beautifully to the next and I’m always left feeling uplifted by the end and when I see an email from you I don’t have the automatic response to delete but happily open.”
    Thank you SOOOOO much for creating the Copy Cure, I love writing now and feel more connected to my tribe of subscribers than ever before. I know I didn’t answer your question, but wanted to share a little love anyway.
    So much love for you and the team.
    Jude xoxox

    • Julia - Team Forleo

      YAY Jude!! This is such wonderful feedback. Amazing job with your copywriting, it’s clearly connecting with people and we’re so glad that The Copy Cure was helpful for you. We’re doing a happy dance for you over here 🙂

  59. Hi,
    I am currently working on book 5 in the Christian, historical fiction series, trying to keep up with blogs… and the free course for members of my Reader’s Circle, private group. Consequently, I have let my website ‘sit’ – it is not even updated.
    So… I went and looked at the ‘Welcome’ (Home) page. It is too busy!
    Because the series is set in Ephesus in the lat 1st century AD the background is a large photo of the ruins of the ‘arena’. I faded it but don’t think it is appealing after this episode.
    The title – Before: Welcome to my home in Cyberspace
    Thinking – : Come in, it’s great to see you.
    I will also work on the navigation making more drop-downs. Not that much about me, but looking cluttered.

  60. Lisa

    I loved this video and you are SO right. I went straight on to my work website that we built a year ago and can see a glaringly obvious mistake in the navigation. It’s ALL about us, us us – Eek!!
    Three of our menu options say What we do, How we do it, Our work
    We have a complex service offering, hence the two layered approach in the menu, but I’m going to have to put my thinking cap on and rename these with more focus on our customers needs. Thank you so much for the tip!

  61. Oh this is brilliant! Just what I needed to hear right now, thank you again for your excellent advice 🙂 I’m re-motivated to get my site fixed TODAY! xxx

  62. Sophie Quist

    Synchronicity!
    I’m half way through training at the Institute for Integrative Nutrition. Someone mentioned Marie and I was reminded of my friend who went to B School. I just subscribed this week and boom exactly what I was looking for! I was literally trying to write copy for my website for the first time and getting stuck!
    Thanks Marie!

    • Julia - Team Forleo

      Wonderful, Sophie! We love when that happens 🙂 So glad this was perfect timing for you, and we hope it helps as you begin writing your website copy. Be sure to check out The Copy Cure free writing class, too, for more helpful tips. Wishing you all the best as you complete your IIN training!

  63. I love that you showed us examples. I’m working on my copy now and trying my best to write focused on my audience, but I’m so used to writing about me that it’s been a hard exercise. LOL

    Inspired by your tip I replaced “I help digital scrappers boost their creativity and tell their stories in a meaningful and beautiful way.” by “Want to make your scrapbooking layouts more beautiful and meaningful? I’m here to help.”

    Thanks for the tip.

  64. Oh boy this practical suggestion really was a good eyeball opener! I know that the customer/client has got to be #1 but it really shows up when we pay attention to details and the little things. Never underestimate the small kindnesses I say that we can do for others.
    So I changed my header form what my purpose and mission was and what my painting subject matter consisted of and what it was about. My My My!
    Here’s what I have now.

    If you’ve learned from your most painful and joyful experiences, with courage you will find your creative vision, purpose and mission. We all have a story to tell, and I hope the stories and topics found in this blog will help you to connect with your own creative story.

    It wasn’t hard to do at all and immediately changed the feel of my focus and I think the way I write my future blog content. I like it a lot. I’ll be anxious to see what takes place in the next while with the change in focus.
    Thank you Marie! You da Bomb!

    • Julia - Team Forleo

      Awesome, Catherine – LOVE this shift in focus and what you do to help others tune into their creativity! Really glad to hear this episode resonated with you.

      • Catherine Meyers

        Thank you Julia for the big affirmation!
        I’m really excited now because I’ve been asked to help facilitate and to be a part of a workshop all about how to stir your curiosity/creativity next weekend. The suggestion that Marie gave I’m certain is going to be first in my mind when sharing with others!

        • Julia - Team Forleo

          Congrats, Catherine! That’s amazing. We’re wishing you all the best with the workshop next weekend!

          • Thank you Julia, I’m really excited! I met with the Executive Director from Parrsboro Creative yesterday and we had a creative mind meld!

  65. Thanks so much for the visual, a spotlight, that as a dog health expert, I tend to shine on myself and what I’m trying to share with pet owners. I went to my website and am changing the header intro from:
    “Life-Building Dog Supplements” to
    “Let Agatha’s help your dog live a happier + healthier life.”
    Thanks for your warm & genuine style, I always feel encouraged and excited about trying each new concept!
    Warmest Wags!

  66. Sal

    Love your spot light method, Marie

  67. Thank you! Thank you! Thank you!

  68. Thank you for this practical suggestion. I struggle with my website and your video lightened my day… In a few minutes you clear my mind. Thank you!

    My problem is, that I have so much ideas to go out with. But the one I´m truly obsessed with: I would like to help women in their job to be satisfied and successful and not just work to make money.

    With your suggestions I hope that more women will find my website and stay for a while to see the potential that I offer them.

    • Julia - Team Forleo

      Wonderful, Nicole! Follow that obsession – your passion for helping women find satisfaction in their work will translate through your words and website in a way that helps you truly support them on their journey. We’re thrilled this helped bring you clarity!

  69. Before:
    “Hi there! I’m so glad you’ve come. This blog is for people who have trouble completing creative work. It’ll help you implement reliable, repeatable systems for getting the muse to spill her guts to you.

    After:

    “Do you have trouble completing creative work? This blog will help you implement reliable, repeatable systems for getting the muse to spill her guts. “

  70. Thank you Marie! really great tips and content. you are so inspiring!

  71. Jen

    That was awesome! And reaffirmed my intention of changing my current copy I have on my website.
    Currently I have

    Your Brand Your Story

    JLD Relations is your Branding Partner that lets you tell your Story, engage with your customer and grow your brand

    And although I had the right intent with this wanting to make it about the customer I used “Advertising” language rather than words my customer would you use. So instead I’m testing out these tag lines

    Overwhelmed with Social Media and not enough time to create the Website you love?
    We got you!

    Want your Branding to reflect YOU but not enough time to get it all done? We got you!
    And as a slogan
    JLD Relations your Branding Partner – We got you!

    What do you guys think? Which one do you prefer? Or none of them?
    Appreciate the feedback 😊
    Thanks Jen

    • Julia - Team Forleo

      Hi Jen! Both of those updated pieces of copy are fantastic and have a completely different feeling from your original one. Great job! I can tell that these will really resonate with the pain points of your ideal customers, and you may want to test different copy in different spots or times on your site, to see what’s converting the best.

      • Jennifer Rottmann

        Hi Julia Thanks so much for the reply only just saw it!
        Will test those out and see how they go 🙂
        Thanks again
        xx Jen

  72. This is so helpful! I still need to make time to make a number of copy changes on my website.

    The spotlight method reminds me of something I learned when I directed a nonprofit and wrote all of our copy for fundraising letters and newsletters. When I stopped talking about all the things the organization had accomplished, and instead filled my copy with things that “you” (the donor or volunteer) accomplished through your generosity, it had a big impact on the donations we received.

    • Julia - Team Forleo

      This is such a great example, Rebekah – thank you for sharing it here! Have fun making those copy changes on your site, you’ve got this 🙂

  73. Hi Marie and team,
    Really liked this simple ‘shift’ of focus the the client idea! My website is all about the gorgeous wedding dresses and services we have in our London bridal boutique- I’m thinking we could change the navigation ‘designers’ title ( where the dress galleries are) to ‘find the one’ longer but ultimately what the bride to be is after. What do you think?
    Many thanks really love your whole ethos
    Maria
    London

    • Julia - Team Forleo

      Love this tweak in language, Maria – this simple shift towards your customer can be so powerful! “Find the One” is great, and simply “Dresses” could be another option – since that’s what your clients have really come to your site looking for and it keeps things super clear 🙂 You can always then have a drop-down menu with different designers.

  74. Love this! I’ve been in B School this year – hooray- and also plan on signing up for the copy cure super soon 🙂 I’ve just taken a look at my ‘About’ page and it’s VERY me-centric…I guess it has to be a bit because it’s about me!! BUT I’m going to have a proper read through and see where I can shift the spotlight too.

    I also have a ‘work with me’ page which I could change to ‘services’ as in the example…

    Thanks for this awesome, simple tip Team Forleo x

  75. Avy

    Do you know if Marie´s programs are as efficient in other language? Spanish? or does it has to be more with cultural slang? I wanted to try the copy cure since last year but wonder a lot if it works “latinos” public/ clients.

    • Julia - Team Forleo

      Hi Avy! We’re so glad you’re interested in The Copy Cure. While the program itself is in English, the strategies we teach can absolutely be applied in any language. If you have any other questions at all, please don’t hesitate to let us know at thecopycure AT marieforleo DOT com.

  76. Just what I needed!
    Here’s my BEFORE: “Chicago based jewelry product photography for designers and boutique retailers. Ship and shoot from anywhere in the world.”
    Here’s the AFTER: “Need better product photography? I’ll make your images shine so you can sell more and get back to running your business.”

  77. Mitzi Sinnott

    Loved this Marie! You ALWAYS nail it. Thank YOU for being so thoughtful and customer focused with us. I’m working with a totally new kind of client… helping a ‘detail shop’ in a new space, new website… this was perfect! I needed everything you’ve spoken on.
    Big hug
    Mitzi

  78. OMG! I did what you said and changed my navigation on my site and again…omg, I’ve had several people sign up for my newsletter within hours! I just finished your B-School and just now signed up for Copy Cure… so now I can really dive into my site! I’m sooooo excited!

    I want you to know that I have never been a strong writer so I’ve always have been so insecure about copy or writing in general. 🙁 If you can help me then you can help anybody, lol!

    • Hailey - Team Forleo

      Congratulations, Janice! We are so excited to have you in our B-School community and hope you have an absolute blast diving into The Copy Cure. Keep us posted on your progress and if you ever have any questions you can reach us at thecopycureATmarieforleoDOTcom 🙂

  79. Eva

    Thanks a lot for that! Definitely needed that. Will redo and simplify my navigation, the dropdowns seem a real good solution, never thought of that…
    Also will try to capture much more clearly the end benefit I offer to clients.
    Thank you again 🙂

  80. On my landing page where I am capturing emails for my summer collection release I had the copy “Get exclusive early access to our summer collection arriving June 1st” and I changed it to “Get your exclusive Early Access to gorgeous summer dresses available June 1st” It sounds more compelling!

    • Hailey - Team Forleo

      Awesome, Jessamin! It’s amazing how a few little changes can make such a big difference. Great job implementing the “spotlight” method, thanks for sharing!

  81. Thanks – simple points that make sense for creating better copy.

  82. Carolyn Christian

    Marie!
    Hi There!
    I have watched a few of your TV show. I am loving them due to your material getting straight to the point and learning one thing at a time.
    I am building my website at the moment for my business which is hand made glass bead jewellery.
    I found this video on navigation and the spotlight really stimulating from the visual impact (I find I learn better this way). I was struggling with my navigation and now I have learnt to improve it. I felt my About page was too long but now seeing how you can catalogue that to incorporate what you want to say in separate pages so visitors have a choice about what they are interested in reading maybe they”ll read something different and learn something.
    Thank you Marie
    I gained a lot of information from that topic and feel I have saved so much time on my website.
    Thouroughly Enjoyed
    Yours Sincerely
    Carolyn Christian (from Australia)

    • Mandy - Team Forleo

      Wonderful, Carolyn! It means the world to us that you enjoyed this episode and found it really helpful. Your jewelry sounds absolutely beautiful! We’re so proud of you for building your website and sharing your creations with the world. 🙂

  83. Dee

    This is great, thanks so much for your always awesome insight Marie (heading over to edit my content) 🙂

    • Dee

      I’d love your insight, I currently have the following tabs:
      – Home
      – Work With Me
      – Portfolio
      – Resources and Recommendations
      – Awesome Testimonials
      – Blog
      Should I change the naming or completely change up the tabs?
      Thanks so much 🙂 xx

  84. I love listening to your insights. I would love to know more about your impact to your African audience/

  85. LOVE this episode, thank you Marie . . . also for the LOL because I had a mouthful of peanut butter as it started 🙂

    It’s also fabulous to see Dr Cheryl again, who I remember well from B-School. This is such a great example of how much we learn through each other during the program.

    Lots of love and big SA hug to you all!

    Naomi

    XO

  86. I posted a comment the week this episode aired, but I just had an a-ha moment that I wanted to share with everyone: I was in the middle of watching one of the B-School 2017 bonus videos when my mind was jogged to come back to this episode. Last week, I watched a webinar with an influencer. The influencer has over 400 people on the webinar, and while she gave some good advice related to creating products, once she got to pitching her product, I saw her attendee numbers quickly dwindle. Of course, not everyone is going to buy from you, but I’ve been noticing that webinars seem to the the default for many business owners these days in pitching their products (plus, it seems like everyone is creating new products instead of just find-tuning the ones they have!). I came back to this episode because I realized that Marie pitched The Copy Cure, but did it in a way that was authentic. It was sneaky and cleaver, but most of all, it was the perfect example of authentic marketing. Not only did Marie give advice that was actionable and results-oriented, showed an example of the advice in action, and casually mentioned The Copy Cure at the very end of the episode, she did it in a way that showed authenticity: MarieTV. She didn’t need to create a webinar (does Marie even do webinars?) to sell The Copy Cure, and she gave the option of going to the website for you to discover it yourself. It’s brilliant! Lately, I’ve been struggling with marketing my services in a way that’s authentic for me and resonates with my audience. Webinars are great, and I know I could use them in a way that’s authentic for me, but what Marie did here was perfect!

  87. Jen

    Once again proving this is the best space for advice anywhere!

Let us know what you have to say:

Your email address will not be published. Required fields are marked *