Not many people write copy that comes from a place of authenticity, transparency, and love. Andy O’Bryan is one of those rare people who places his emphasis on heart-centered persuasion. Andy is a direct-response copywriter who specializes in writing websites and dramatically boosting website conversion rates. He has worked with over 2500 clients over the past fifteen years and helps entrepreneurs who make a difference in people's lives, especially coaches, speakers, and authors.

 

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Heart-Centered Persuasion with Andy O’Bryan

This is a special episode and let me tell you why. The person that I've asked to be on the show is someone that I consider a friend, a colleague, and literally the go-to person on writing heart-centered copy like a Heartrepreneur would. His name is Andy O'Bryan. He's a direct response copywriter and he specializes in writing websites and various marketing collateral. I will tell you that he has been the brains behind lots of copy and several of my businesses.

He helps entrepreneurs who make a difference in people's lives, especially coaches, speakers, and authors. Andy places his emphasis on heart-centered persuasions. You can tell it’s why I dig him so much. He writes his words in place of authenticity, transparency, and love, and I can 100% verify that. He's worked with more than 2,500 clients over the past fifteen years and I'm honored and proud to say that I'm one of them. Welcome to Heartrepreneur Radio, Andy.

Thanks so much, Terri. Thanks for that wonderful introduction.

It's all true and it really is. One of my goals for the next six months is to connect all of my Heartrepreneur community with my Heartrepreneur resources, the folks that are my go-to people and logically, I want my folks to connect with you because I don't know a lot of people that write copy the way you write that match literally the way that I would speak to my audience, it’s that I'm not a professional copywriter. It’s like, “How would I authentically say it?”and you can figure out how to write that copy. I want to ask what guided you into copywriting in the first place?

First of all, it's nice to be here again with you and it was an evolution. I spent twelve years in corporate marketing and it was so lacking in heart, it was cold and clinical. It was for cable TV, there's not a lot of heart involved in that industry. Finally, after moving my way up the ladder, I'd had enough and I decided to try to make a go of it on my own. I had been writing before that, since the mid ‘80s. It was a nice logical progression and the coaching industry jumped out at me because it seemed like the antithesis of corporate marketing. It was more down to earth and helping individuals. There's business coaching, but the whole concept of helping entrepreneurs try and make a go of it against all odds, that rang true to me. I harnessed my writing ability and combined it with that target audience and it took off.

I'm always interested in how people got led down the path and follow the path when I think it's cool. I feel like we have to answer a question for the listeners before we go on, because I've heard this question before. They asked me what does it mean to be a copywriter that's direct response. I've had two clients ask me that over time. You and I both know what that means. Why don't we educate the audience about that?

It means you write in order to generate some type of activity on the part of the reader. In this case, I take direct response to me writing sales copy, as much as I don't like the word sales, it does play into the fact that you're persuading someone to take some type of action, whether that be an email you're persuading them to click a link. If it's a website, you're persuading them to do various things there.