Episode 32
Get Out of the Uncanny Valley with Paul Aspen
Swipe copy is one of the things that so many summit speakers pass over because they aren't quite sure how to best use it, so I asked Paul to share how they customize swipe copy over at Civilized Animal Productions. They've just about got it down to a science, so don't miss this, because it could change your summit speaking results!
Get out of the Uncanny Valley!
Want to learn more about booking more summit speaking engagements and making more money from them? Get access to the rest of Paul's session - and more! - so you can up your summit speaking game at https://sellwithasummit.com/speakeredition/
Learn more about Paul at https://civanpro.com
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See you there!
Mentioned in this episode:
Summit Speaker Strategy Audio Training
If you want to learn more about summit speaking strategies and how you can use it to grow your business, jump over to virtualsummitspeaking.com. I put together a free audio training that you can take on the go in your regular podcast player!
Transcript
Welcome to Virtual Summit Success.
Jenn:I'm Jenn, founder of Virtual Summit Search, and you're in the right place
Jenn:if you want to make the most of your virtual summit experience, whether
Jenn:you're a host or virtual summit speaker.
Jenn:Let's get going with your next step to virtual summit success.
Jenn:You're listening to a snippet of a session from Sell With a Summit: Speaker Edition.
Jenn:Now, swipe copy is one of the things I see so many summit speakers pass
Jenn:over because they aren't quite sure how to best use it, so I asked Paul
Jenn:to share how they customize swipe copy over at Civilized Animal Productions.
Jenn:They've just about got it down to a science, so don't miss this, because it
Jenn:could change your summit speaking results.
Jenn:Let's dive right in.
Paul Aspen:Swipe copy is industry standard for summit hosts to provide
Paul Aspen:for speakers, because it makes everyone more likely to succeed.
Paul Aspen:The more of the lifting they can do for you, the more likely you are
Paul Aspen:to actually follow through and to advertise, which means more people
Paul Aspen:coming in, which means more money for everybody, and everybody wins.
Paul Aspen:Swipe copy is trying to help you out with what it's already in your interest to
Paul Aspen:do and what you should already be doing.
But it usually goes like this:you get invited to go speak at a nice summit.
But it usually goes like this:The host sends you this highly-tailored swipe copy.
But it usually goes like this:You're enthusiastic at the start of this process.
But it usually goes like this:The swipe copy is supposed to make your life easy.
But it usually goes like this:It's supposed to take just a few minutes, but a couple of days before it's "due,"
But it usually goes like this:you go and it takes you hours and hours to do each email, even using the
But it usually goes like this:swipe copy guide and the results you get out of them, you don't like it.
But it usually goes like this:Maybe it's crickets, nobody's showing up, maybe a bunch of people
But it usually goes like this:click over and nobody ends up buying and then you blame yourself.
But it usually goes like this:Like you did something wrong.
But it usually goes like this:While you can take that professional ownership over your sales emails
But it usually goes like this:and your sales communications - and you should take that professional
But it usually goes like this:ownership - you're probably blaming yourself for the wrong reasons.
But it usually goes like this:It isn't that you're terrible at writing or that you did something wrong or
But it usually goes like this:messed it up somehow, but rather when somebody else's words come out of your
But it usually goes like this:mouth, when you're parroting something or speaking off of a script, it doesn't
But it usually goes like this:sound like you, and that turns people off.
But it usually goes like this:You might even see worse results than usual and think, "oh man, I thought
But it usually goes like this:this would be a good fit for my audience, but people aren't jelling.
But it usually goes like this:This isn't going well, this isn't what I wanted to do."
But it usually goes like this:That might make you think, "maybe I need to pursue a different strategy.
But it usually goes like this:Maybe it's not worth sending," but trust me, it is worth
But it usually goes like this:marketing for these events.
But it usually goes like this:If you're going to do the work to show up, bring your people.
But it usually goes like this:They're the ones that are most likely to purchase through your
But it usually goes like this:affiliate link, they're the ones most likely to support the summit
But it usually goes like this:enthusiastically because you're there.
But it usually goes like this:Get used to the idea of leaning in.
But it usually goes like this:Let's talk about the number one mistake I see with people that use swipe copy.
But it usually goes like this:The biggest reason it fails, the uncanny valley effect.
But it usually goes like this:There's this dip in human perception where things that are not very accurate
But it usually goes like this:are sometimes more attractive than things that are close but not quite.
But it usually goes like this:Like some of those robots that people have put together, certain cartoons where
But it usually goes like this:they're clearly not fully human, but they look close enough that our brain is
But it usually goes like this:like, "Hmm, it's something that's trying to fool us here and that's a bad thing."
But it usually goes like this:Whereas stick man, over here, we're reasonably happy giving
But it usually goes like this:those the benefit of the doubt and accepting those as people.
But it usually goes like this:Well, my favorite example of this as relates to swipe
But it usually goes like this:copy is from Pixar's Cars.
But it usually goes like this:We have this great scene where Lightning McQueen - this guy in the
But it usually goes like this:center here - he has to give off a corporate spiel of his sponsor, Rusteez.
But it usually goes like this:But he doesn't like any of these people, he doesn't like the brand.
But it usually goes like this:They're just the people that sponsored him.
But it usually goes like this:They're a paycheck.
But it usually goes like this:He gives this little spiel that is clearly not his words, it's clearly
But it usually goes like this:some script that he was told, "here, say this, you have to do this."
But it usually goes like this:And he rattles off that script with half-hearted effort and the
But it usually goes like this:results are very predictable.
But it usually goes like this:He's parroting what he's supposed to say instead of saying
But it usually goes like this:it the way he would say it.
But it usually goes like this:It's very unconvincing, it hits that uncanny valley where the words are
But it usually goes like this:right, but the person isn't there; we're missing that key component.
But it usually goes like this:This is how a lot of people treat swipe copy.
But it usually goes like this:"Oh, the words will make people move.
But it usually goes like this:I'll just copy this into an email and my list will respond and the
But it usually goes like this:swipe copy will be a success!"
But it usually goes like this:More often than not, though, you end up putting yourself in the uncanny valley and
But it usually goes like this:you don't make sales, your emails don't get opened, your people don't show up.
But it usually goes like this:Nobody cares.
But it usually goes like this:It might even hurt your reputation with your audience because they see you
But it usually goes like this:as a sell-out or insincere, like some sort of money-hungry predator after
But it usually goes like this:their wallet, instead of someone who's real and authentically recommended a
But it usually goes like this:useful, helpful, worthwhile opportunity for them to take advantage of.
But it usually goes like this:Here are the four misconceptions I want to teach you about swipe copy that can
But it usually goes like this:break you out of the uncanny valley.
But it usually goes like this:The first misconception is that swipe copy is magic words, that there are ideal or
But it usually goes like this:perfect words that you could use at any given time that will simply be effective,
But it usually goes like this:that there are specific words that will act like magic and open the flood gates.
But it usually goes like this:This is what you see everywhere, right?
But it usually goes like this:People advertising, "Hey, this is the secret to success.
But it usually goes like this:Come learn my secret.
But it usually goes like this:Come pay me for my course.
But it usually goes like this:Come learn the secret."
But it usually goes like this:And the reality is, good communication is often very basic,
But it usually goes like this:very simple, very straightforward.
But it usually goes like this:It doesn't necessarily require a lot of expertise and it isn't arcane.
But it usually goes like this:It isn't overly precise or lengthy.
But it usually goes like this:Like William Shakespeare said, brevity is the soul of wit.
But it usually goes like this:And what he means by that is being funny or being witty or being cutting
But it usually goes like this:isn't about being perfectly accurate - it's about capturing that emotional
But it usually goes like this:impact, the tone of your words.
But it usually goes like this:People understand tall, dark, and handsome, but it'd be accurate to an
But it usually goes like this:extreme, but no longer do people actually have a clear picture of what's happening.
But it usually goes like this:Another good example we've all experienced: if you said "fine"
But it usually goes like this:in the wrong tone of voice to your parents, you might've gotten
But it usually goes like this:in a little bit of trouble.
But it usually goes like this:Even though your words were accurate, your emotional tone - the impact
But it usually goes like this:of your words - were not what your parents were looking for.
But it usually goes like this:The easy solution I'm going to give you to this is when you correct
But it usually goes like this:swipe copy - when you modify it for yourself - read it out loud.
But it usually goes like this:If it sounds good coming out of your mouth, if it doesn't sit weird, if
But it usually goes like this:the words don't struggle to come out of your mouth, then it's real.
But it usually goes like this:It won't be in that uncanny valley.
But it usually goes like this:You can read through it and go, "Hm, this sentence, doesn't go so good.
But it usually goes like this:This sentence I need to work on" and make it your own words by reading it aloud and
But it usually goes like this:you'll feel where you stumble over it.
But it usually goes like this:You can make it sound like you and get out of that uncanny valley.
But it usually goes like this:The second big misconception is that swipe copy is somehow better
But it usually goes like this:than a custom message, that it's better than anything you could do.
But it usually goes like this:I have been a copywriter for years.
But it usually goes like this:I know all the tricks of the trade and I love it when my summit
But it usually goes like this:speakers write their own messages.
But it usually goes like this:Even if they are not writers, as long as they include all the accurate information,
But it usually goes like this:the authenticity is unparalleled.
But it usually goes like this:Literally cannot beat it.
But it usually goes like this:I can't beat it as a professional copywriter.
But it usually goes like this:Feel free to toss out the swipe copy!
But it usually goes like this:Specific messaging from you to your audience will always be general
But it usually goes like this:messaging that I am writing for all my speakers to use with all
But it usually goes like this:of their very different audiences.
But it usually goes like this:Judge the swipe copy!
But it usually goes like this:The easy solution to escape this uncanny valley is to take professional
But it usually goes like this:responsibility for the results you want.
But it usually goes like this:You are writing marketing emails.
But it usually goes like this:You can judge the swipe copy.
But it usually goes like this:You can be critical of it.
But it usually goes like this:Don't be insecure about your own competence.
But it usually goes like this:You want to take the position that you're the expert when it
But it usually goes like this:comes to talking to your people, your audience, and determining
But it usually goes like this:what will be interesting to them.
But it usually goes like this:The swipe the summit hosts hands you might not work for your audience at all.
But it usually goes like this:It might take the wrong angle or just be something that doesn't intersect
But it usually goes like this:perfectly with your people's interests.
But it usually goes like this:Don't go tone deaf just because you can blame someone else if it fails.
But it usually goes like this:Take full responsibility for making it successful.
But it usually goes like this:You're an expert.
But it usually goes like this:You have built your reputation.
But it usually goes like this:You're getting invited for that deep expertise.
But it usually goes like this:Now that you have that solid deep expertise, the best thing you can do
But it usually goes like this:for yourself is to add on supplementary skills rather than diving and deepening
But it usually goes like this:your expertise more and more and more.
But it usually goes like this:You want to diversify your skills once you're an established expert.
But it usually goes like this:You will get so much more bang for your buck adding skills - like basic
But it usually goes like this:copywriting, email marketing - will get you far more gains than just
But it usually goes like this:focusing on being more of an expert.
But it usually goes like this:Transitioning from an expert to a speaker, you focus less on your
But it usually goes like this:presentation than on getting people into the audience to listen to it.
But it usually goes like this:Big mistake number three that puts you in the uncanny valley is the belief
But it usually goes like this:that swipe copy is a complete functional package on its own, that it contains
But it usually goes like this:everything you need to sell effectively.
But it usually goes like this:Most swipe copy tells everyone what they need to know, but
But it usually goes like this:it's pretty bad at converting.
But it usually goes like this:It's usually pretty bad, comparatively, at getting people to actually act.
But it usually goes like this:It's generalized for all the speakers, and specific messages from you to
But it usually goes like this:the people you know will always beat that generalized message.
But it usually goes like this:It lacks that shining, living heart of real communication.
But it usually goes like this:You need to take the info the swipe copy contains and personalize it
But it usually goes like this:to what you teach your people.
But it usually goes like this:Most importantly, tell stories, show your people why that information matters,
But it usually goes like this:why the opportunity matters to them, why you care and got involved and why
But it usually goes like this:they need to jump on it right now.
But it usually goes like this:That's the most important thing: you want them to act.
But it usually goes like this:Now you want them to register.
But it usually goes like this:You want them to buy into the summit - whatever paid package
But it usually goes like this:that summit offers, etc.
But it usually goes like this:- you want to get them involved in that.
But it usually goes like this:The first rule of writing is to "show, don't tell," and swipe
But it usually goes like this:copy can't help but tell it.
But it usually goes like this:You can take what that swipe copy tells and show it to your audience.
But it usually goes like this:It's easy to tell your audience what's going on - like most swipe
But it usually goes like this:copy - but getting them to make the connection that it matters is vital.
But it usually goes like this:So the solution to escaping the uncanny valley of this
But it usually goes like this:misconception is to recognize that swipe copy is the starting point.
But it usually goes like this:It's the jumping off point.
But it usually goes like this:It's the dock that you're pushing your ship away from.
But it usually goes like this:If you have testimonials and feedback and reviews, you can just pull those
But it usually goes like this:over into the swipe to be really awesome, specific to your audience because you're
But it usually goes like this:emphasizing your involvement with it.
But it usually goes like this:You are getting real people's words - that's hard to fake.
But it usually goes like this:You're pulling in that social proof and your people love you, so
But it usually goes like this:they want to see you being awesome because they're already associating
But it usually goes like this:themselves with you a little bit.
But it usually goes like this:That's why they follow you on social.
But it usually goes like this:That's why they're on your email list.
But it usually goes like this:And look, if you don't have a bunch of testimonials and evidence to pick and
But it usually goes like this:choose from, you need to get on that.
But it usually goes like this:The easiest way I can recommend to you is to get the Summit Speaker Launch Kit.
But it usually goes like this:My wife, Jordan, and I put tickets to a workshop in there where we will
But it usually goes like this:show you how to collect your own testimonials and social proof that will
But it usually goes like this:augment all of your marketing, period.
But it usually goes like this:You can use it for anything you want, but it will take your marketing emails
But it usually goes like this:to the next level if you can include the testimonial-style stories and
But it usually goes like this:case studies and other real world examples that are really juicy for
But it usually goes like this:people to read about and come across.
But it usually goes like this:Misconception number four is that you need a big audience for swipe copy,
But it usually goes like this:because swipe copy is just kind of like a shotgun, you're blasting it
But it usually goes like this:out across your audience and it isn't guaranteed to resonate with anyone.
But it usually goes like this:If you're writing a marketing email, you're trying to catch
But it usually goes like this:every single person you can.
But it usually goes like this:You're not aiming to miss 90% and just get 10.
But it usually goes like this:You're aiming to get everyone you can.
But it usually goes like this:That's why Facebook ads dominate is because Facebook has collected
But it usually goes like this:so much information and stratified everyone by so many details that
But it usually goes like this:people can pick and choose exactly who they're sending those ads to.
But it usually goes like this:That's why they're moving.
But it usually goes like this:But you can do the same with your list.
But it usually goes like this:In fact, you already have done the biggest portion by making your list
But it usually goes like this:because you have brought people together that are interested in one
But it usually goes like this:thing - that thing that you do, that you advertise your marketing list to.
But it usually goes like this:So you're doing that exact same thing.
Think about it:when you're writing to your list, you're not hoping
Think about it:to hit a couple of people; you're hoping it's relevant everyone.
Think about it:So we need that same attitude when it comes to swipe copy or small audiences.
And this is super true:small audiences are more energized and more desirable
And this is super true:than huge ones, 9 times out of 10.
And this is super true:50,000 followers that convert at a "standard" 10% of 1% is only 50 sales.
And this is super true:If you have a couple hundred people on your list who love you and are
And this is super true:excited about what you do and are eager to support what you're doing and
And this is super true:get themselves involved with it, you can compete with somebody with 50k!
And this is super true:You can compete with those huge audiences in terms of results, as long as you are
And this is super true:doing the diligence of actually connecting with your own audience, which is how
And this is super true:you get all these things to pay off
And this is super true:. The solution here is super easy
way as a summit speaker:be real and be engaged with your audience.
way as a summit speaker:Send them the weekly newsletter, send them the updates on your life events,
way as a summit speaker:be personable and personal, tell stories about what you're doing, tell stories
way as a summit speaker:about what you're doing that ,people tell stories about what you're doing next
way as a summit speaker:week and how you're excited about it.
way as a summit speaker:Be a real person and celebrate the successes of the people around you.
way as a summit speaker:Even if they've never given you a dollar, let's say, you know one of your
way as a summit speaker:followers and you just periodically go and check out your follower's Iinstagram
way as a summit speaker:or Facebook or something like that, just to kind of see who they are.
way as a summit speaker:And, you know, you see a new follower, you click over.
way as a summit speaker:If you go over and see that they got married recently, you know, maybe you
way as a summit speaker:can just do an article on how you've been married for two or three years
way as a summit speaker:and this is what you learned and you've been thinking about that a little bit.
way as a summit speaker:You can do things that are very relevant to the people around you.
way as a summit speaker:You can celebrate - maybe you see that they got married two days ago on Facebook
and you can shout that out:"it's exciting to see people building lives," right?
and you can shout that out:That's super cool.
and you can shout that out:The more relevant it is to your business and your general audience, the better,
and you can shout that out:but it's that easy; you just go look for those excuses to celebrate, even if
and you can shout that out:they've never given you any money at all.
and you can shout that out:If you have a past client or friend who hits an important
and you can shout that out:milestone, shout them out.
and you can shout that out:If you had anything to do with it, that can be a powerful testimonial
and you can shout that out:that draws people to your business.
and you can shout that out:If you're a business coach or a motivational speaker that targets
and you can shout that out:entrepreneurs or something like that, then you can just shout out those
and you can shout that out:people that are having those successes.
and you can shout that out:As long as you've got that connection, you don't have to
and you can shout that out:say, "oh, I did all of this."
and you can shout that out:You don't want to lie or anything.
and you can shout that out:You're there to praise them, but you're also showcasing you and
and you can shout that out:what you do with each one of those, whether you work with thousands of
and you can shout that out:people or just a few every year.
and you can shout that out:Partner in success with those people - your efforts are trying to get them
and you can shout that out:success - and so you showcase that to create a positive atmosphere for people
and you can shout that out:following your lead to sign up for these summits, to register and get involved in
and you can shout that out:all of that and spend their time this way.
and you can shout that out:This also leads to them signing up for your services and all those sorts
and you can shout that out:of things, because they're reminded, "oh, hey, here's this free event.
and you can shout that out:I was curious about this guy, but you know, I wasn't sure
and you can shout that out:I wanted to spend the money."
and you can shout that out:Or "I saw the coaching package she had and some of that, and I've thought
and you can shout that out:about getting her and putting her on the list when my boss was asking for people
and you can shout that out:to come speak for our company, but I want to see more of what she's about."
and you can shout that out:These free events are perfect for that.
and you can shout that out:A lot of summits are free and they can come out, they can see what you're like.
and you can shout that out:They can see it and participate in it and maybe even talk to you and
and you can shout that out:be like, "yeah, this is the guy our company needs to talk to you right now."
and you can shout that out:"This is the girl that I need to bring to our group to really
and you can shout that out:get us over this problem we're going through" or what have you.
and you can shout that out:You really showcase that by giving them energy, by being encouraging and
and you can shout that out:making them want to hear from you no matter what the email subject line says.
and you can shout that out:That is what we call a raving fan or total supporter.
and you can shout that out:They don't care what the email subject line is, they don't care if
and you can shout that out:it's this perfectly crafted thing from swipe copy from an expert.
and you can shout that out:What you really want on your list is somebody that will open your
and you can shout that out:email no matter what it says.
and you can shout that out:It isn't about the size of your list or necessarily how many
and you can shout that out:actual dollars you bring in.
and you can shout that out:If you have a small list that's really engaged and hypes up the summit and adds
and you can shout that out:to that experience, if you get them to show up and you get that fit right, maybe
and you can shout that out:it's only 20% of your audience that cares about it, but if you bring those people
and you can shout that out:that really care and get excited and show up in the Facebook groups or the live
and you can shout that out:calls or leaving comments for the speakers and all that, the summit host really
and you can shout that out:wants that activity, they really want that action, they want people in the chat,
and you can shout that out:because even if there's only one person that's bought in, that person is social
and you can shout that out:proof that tells everybody else who sees it who's not commenting that it actually
and you can shout that out:works, there's some good stuff going on.
and you can shout that out:Swipe copy is your primary tool to actually provide that value to the summit
and you can shout that out:in a meaningful, efficient amount of time.
and you can shout that out:You want to be that productive partner for the host so that they will have
and you can shout that out:you back year after year, it can become a mainstay in your business, you can
and you can shout that out:plan on it, you can get in early.
and you can shout that out:And frankly, a lot of the established people, they'll use the
and you can shout that out:same swipe copy year after year.
and you can shout that out:If it isn't broke, don't fix it.
and you can shout that out:If you come to the same event next year, just tweak your copy a little
and you can shout that out:bit and see if it leads to more.
and you can shout that out:You don't have to reinvent the whole wheel.
and you can shout that out:You don't have to invent it from scratch if you're doing
and you can shout that out:the same event over and over.
and you can shout that out:So get on that swipe copy and reach out to me if you need a little help
and you can shout that out:with some of that social proof stuff.
Jenn:Okay, that is just the tip of the iceberg when it comes
Jenn:to getting the most out of your summit swipe copy as the speaker.
Jenn:You'll want to watch the rest of Paul's session because he busted those
Jenn:misconceptions and worked through customizing some swipe copy LIVE.
Jenn:You'll be ready to take on the next swipe copy that comes your way!
Jenn:Get the full session and more at sellwithasummit.com/speakeredition.
Jenn:Thanks for listening to Virtual Summit Success.
Jenn:Don't forget to leave a review and let others know your biggest
Jenn:takeaways from this episode.
Jenn:Every review helps others find us, and the more successful virtual
Jenn:summits there are, the more tips we'll have to share with you.
Jenn:For show notes, links, and other resources, go to virtualsummitsuccess.live
