We don’t often associate copywriting with humor, but for today’s guest, Lianna Patch, this is a core tenet of her unique approach. As a sought-after conversion copywriter, Lianna blends humor with conversion optimization methods to write high-performing emails that increase sales and grow her clients’ businesses. We kick the show off by learning more about what prompted her foray into the world of humorous copywriting. While companies now hire her for her snarky style, this was not always the case. She felt stunted in her previous positions under the weight of professionalism. 

We then move on to explore more about what conversion copywriting is and what sets it apart from its direct response counterpart. Lianna sheds light on the kind of research necessary for conversion copywriting. From there, we dive into humor. It is no accident that Lianna has seamlessly woven comedy into her writing. She has drawn on cognitive psychological and physiological principles of humor and shares some of them with us. We then turn our attention to Lianna’s own newsletter and why it’s been on the back burner for a few years. Finally, we round the show off with some tips from Lianna on how to overcome the fear of the white paper when starting a series of emails. Be sure to tune in today!

Key Points From This Episode:

• Learn more about how Lianna got started in the copywriting world and what she’s up to now.
• How conversion copywriting compares with the old school, direct response style.
• Exploring what conversion copywriting is all about and what research it entails.
• How Lianna’s style draws on cognitive psychological and physiological principles of humor.
• Some resources Lianna used to learn about the psychology of humor.
• Learn more about Lianna’s newsletter and what the status of it is.
• Some of Lianna’s best email copywriting tips. 
• What clients have told Lianna about her emails and how customers have responded.
• Common mistakes Lianna sees when people write a series of emails and overcoming them.
• Insights into what happens when a client hires Lianna to work for them.

Tweetables:

“For me, there’s a much bigger connection with knowing your customer and being customer-centric, and usercentric, and humancentric that sometimes gets lost especially in the more direct response end of copy.” — @punchlinecopy [0:03:31]

“In the broadest sense, conversion copywriting is any copy that starts based on research about the person it’s going to ultimately target.” — @punchlinecopy [0:05:05]

“I think a lot of people, but especially in SaaS, have this disconnect in the way they would speak to a human being and the way they would sit down to write.” — @punchlinecopy [0:14:54]

Links Mentioned in Today’s Episode:

Punchline Conversion Copywriting

Lianna Patch on Twitter

Lianna Patch on LinkedIn

Copyhackers

Joanna Wiebe

Br

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