Daniel Fava: All right, well, I am super excited to have Rebecca Hudson back on the podcast. This would be your second time, If you've ever wondered whether investing in copywriting is actually worth it for your private practice website, Hello and welcome back to another episode of the Private Practice Elevation Podcast. Thank you so much for joining me today. Excited to kick off another week here. Well thank you so much for tuning in to this episode of the Private Practice Elevation Podcast. I hope it was super helpful. This episode is going to shift how you think about your marketing. But here's the truth. A pretty website isn't the same thing as a strategic one. And just having words on a page isn't the same as connecting with the exact clients you want to work with. Today, I'm joined by Rebecca Hudson, our in-house copywriter here at Private Practice Elevation. And we're breaking down why copywriting isn't just a nice to have, it's often the missing piece between a website that looks good and one that actually converts. We're going to talk about competitive advantage. for you and I just want to reiterate just how important copywriting is for a website and really how that website converts because websites that's how you communicate those words on that page that's how you communicate if you're not connecting on a deep level with those ideal clients then the websites just not going to work as well as you want and you know that copywriting really sets the stage for everything that comes after with your marketing so as I said in the in my

Rebekah Hudson: Yep, second time, it's been at least a year and a half, maybe two years since I was last on. Good to see you again. I mean, I work for you now, so it's fine, but.

Daniel Fava: If you've been listening for a while, always know that I pretty much always record these on Mondays. So usually there's like, you know, the remnants of the weekend kind of leftover as I'm hopping into, you know, recording these things. And so this weekend I am fresh off of the USA men's hockey gold medal game yesterday, which again, too, if you listen for a while, you know that I'm a big hockey fan. I'm from New York. I love the New York Rangers. That's my team through and through, which is sometimes pretty depressing because they just Yeah, yeah. Yeah, yeah, so I mean, that's, I'm just so excited to have you on like, and also just to be, you know, working more closely with you, Rebecca, and we have already. ⁓ already let our audience know a little bit about you and that you know we are we are offering more copywriting and that you're part of our process now but you know we've we've worked together for a while and I always just get such great feedback from our clients from you know working with you and so you know kudos to you and this is one of the reasons why I wanted to bring you more closely integrated with our team is because you do such great work and so you know first of all thank you for that. premium positioning, strategic clarity, and why generic messaging is costing therapists real opportunities. If you want your website to help strangers feel safe enough to book the room, this conversation is for you. But first, here's a word from our sponsors. interview. I copyright is just one of the most important parts of a website. Anytime someone is starting with copywriting with us, I'm super excited because it really sets the tone for the rest of the marketing. So if you are curious about working with us for copywriting or whether you want to redesign your website or just reach more of your ideal client with SEO, we would love to help you out. You can visit our website if you especially want to learn about copywriting. We have just put new information on our website related to that service and you can really haven't been so great or they're great for a while and then they choke. So it felt really good to have a win but man it was just such a fun game. It was fun that it happened on a Sunday and I got to watch it in the afternoon with my family and have my five-year-old and my nine-year-old cheering along with me and in and out. I mean it doesn't hold their attention as much as it does for me but man I was on the edge of my seat for...

Rebekah Hudson: Thank you for trusting me. It's always such

Daniel Fava: Well, I'm... Yeah.

Rebekah Hudson: Sorry, I didn't mean to interrupt. I was just gonna say thanks. It's a huge honor to be chosen to be a copywriter because what we are and the businesses and the clients that we work for, it's so much of who we are and so much of our life. And when someone outsources their words to you and you get to step in as a ghostwriter and a content copywriter, that's a huge honor. And I always thank clients for trusting me with that project because it is work that is serious and important and I...

Daniel Fava: Go ahead, sorry. That's okay, I'll you off. go to our website at privatepracticeelevation.com and go under what we do and learn a little bit more about that service or if you just want to connect ask a few questions see if we're a good fit you can go to privatepracticeelevation.com slash kickoff and schedule a free 15 minute call. Appreciate you listening now go elevate your practice. most of the game, very close game and the USA team won in overtime. So it was super exciting. It was also exciting to see that the women's hockey team, USA team won in overtime as well. So two gold medals for hockey. So it was a good hockey weekend. So I hope that you are having a good day as you listen to this and this is a really special episode because I am joined with Rebecca Hudson, who is on the private practice elevation team. And so she is currently

Rebekah Hudson: take it very seriously.

Daniel Fava: Yeah, yeah, it shows. Well, thank you for that. Well, why don't you start with a little bit about yourself? You know, maybe folks haven't heard your previous episode, which we can certainly link to in our show notes, but why don't you just share a little bit about your history? How did you become a copywriter for therapists and beyond? our copywriter and Rebecca I've worked with Rebecca for a few years on many projects for our clients and every single client that she's worked with has had just nothing nothing but amazing words to say about working with Rebecca and and that she was just able to articulate like exactly you know how I want to sound on the website or you know things I wasn't sure how to describe she described it so well like she she really knows this space well she knows how to write for therapy

Rebekah Hudson: Yeah, can't open, worms everywhere, let's go. So I graduated in 2014 and immediately went into corporate communications and marketing, ⁓ predominantly corporate America. I did work overseas for three years, so I have a really unique.

Daniel Fava: websites. does a phenomenal job. so last year I realized we really need to have a copywriter who's more integrated with our team, ⁓ who's more like part-time. It was kind of project by project basis with her for a while. And that was holding up things a little bit. So you know I invited Rebecca like, would you want to join the PPE team part-time? And this way you know we'd have a steady flow of some new projects for you. And I know you do amazing work and you're gonna take care of our clients phenomenally. So Rebecca said,

Rebekah Hudson: experience working with multicultural environments. And I think that's one of the reasons that I'm able to write in a way that resonates with so many different audiences. So after doing branding and corporate comms for about seven years, this takes us to 2021. The great exodus was happening all over corporate America. And I was like, why not me too? I have tricks up my sleeve. I'm very organized. I'm very driven. have been... Copywriting has always been a role.

Daniel Fava: Mm-hmm. Yeah. Yes, and I'm so thankful for that. So, you know, she's been on board with us for a couple months now.

Rebekah Hudson: It's like even when I was in marketing and the focus was on campaign management or PR and press releases There's always been a really strong element of copywriting and that has always been my favorite part of the job So when I was thinking, okay, how can I start my own business? I don't really want to Just you know bounce around from company to company I want to build something that's unique and I want to do work that I'm passionate about and I just want to focus on the favorite part of the job So I built a whole business around my favorite on the job work, which was copywriting ⁓

Daniel Fava: And I knew I had to get her on the podcast. So excited to introduce you all to Rebecca Hudson. This is actually the second time she's been on the podcast. And so I'll put the first interview with her in the show notes for this episode. But excited for you to learn about copywriting, learn about the importance of copywriting and also, just really why invest in copywriting? Why is it? Why is it so worth it? Why do I believe it's so worth it? You'll hear the answers to some of those questions. So without further ado, here is my Mm-hmm.

Rebekah Hudson: My background in search engine optimization and branding and marketing really comes to play in the way that I write. My writing style is very persuasive but still very soft. ⁓

Daniel Fava: conversation with Rebecca Hudson. Yeah.

Rebekah Hudson: And I specialize immediately in the mental health and wellness industry for personal and professional reasons. I had participated in therapy and had a wonderful experience. ⁓ honestly, I'm just fascinated with the world of psychology. And when you go about looking for a copywriter, we'll probably talk about this, Daniel, tips and what therapists can look for when they hire a professional copywriter. But there's copywriters for every industry. And copywriters for tech, copywriters for finance, and...

Daniel Fava: Mm-hmm.

Rebekah Hudson: You really want a copywriter who is specialized and understands the vernacular and the pain points of your industry. And psychology for me is like a hobby. Like I'm not a therapist, but I am the girl at the gym listening to the therapist's books, listening to the therapist's podcasts. I'm entrenched in this world. So when I built a whole business around it, I already had this deep subject matter expertise. And so I started networking and grew my client base. That's actually how we met. We did some projects together and then the synergy was

Daniel Fava: Yeah. Yeah. Yeah.

Rebekah Hudson: So we kind of just merged and that's been great Here we are

Daniel Fava: Mm-hmm. Yeah. Yeah, I don't actually recall I don't remember exactly how we met like when it all started. I mean, I know that ⁓ Yeah, yep, yep, yep, that's right. That's right. Yeah, and so I mean copywriting has always been one of the

Rebekah Hudson: I believe Lisa Mustard connected us. Yeah. Yeah.

Daniel Fava: To me, I think it's really the most important part of a website redesign project. And there's so many people who go without it. And to be honest, I'm having those initial conversations with a potential client and they don't want to do copywriting, there's a little piece of my heart gets a little broken ⁓ because I think it sets them up for such great success. I know we'll talk more about that. ⁓

Rebekah Hudson: 100%. Yeah, it's like cake without the icing.

Daniel Fava: So, right, yeah, and so when we first met, you know, I was always looking for a great copywriter who can do, you know, great work in this niche, and so, you know, was excited when we started working together and, you know, we did a number of projects and now here you are on our team. So, super excited about that. All right.

Rebekah Hudson: Me too.

Daniel Fava: Well, so kind of the big question we're answering, you know, kind of goes into what I just mentioned is why would I need copywriting? I do. got that question even just like last month. Again, talking to somebody, they want to redesign their website. They've got a website that's not doing anything for them, but they were planning to just use the same content, the same words that were there. And her question was, what is copyright? Why do I, why would I need copywriting? So how do we start?

Rebekah Hudson: Yeah.

Daniel Fava: answering that question.

Rebekah Hudson: That's like my favorite question. So let's go. So I do get this question a lot because before we merged I was basically doing this myself. I was out networking I was going to all the association gatherings and ⁓ Talking with therapists on a regular basis and I got this question all the time and There's so many answers for that I've got a really good one for you But before I give you my short and sweet power punch of an answer

Daniel Fava: You

Rebekah Hudson: What I honestly like to do is just very gently reframe the question. So what if I were to ask you, the therapist, I'm pretending you're a therapist right now, Daniel, what if I were to ask you, hey, okay, why would I need a therapist?

Daniel Fava: Okay, my wife is, but I can pretend. Yeah.

Rebekah Hudson: That's the reframe. What reason do I have to invest 150, sometimes $250 to talk with a therapist for a 45 minute clinical hour? Like why would I do that as a fully functioning, high achieving adult? And most therapists would say some version of, well, therapy is a wise investment because functioning isn't the same as being free. And Daniel, they would be completely correct. So.

Daniel Fava: Yeah. Hmm.

Rebekah Hudson: If we apply that now to ⁓ copywriting, success is not the same as internal peace in the same way that having a pretty website and a mildly active Instagram account is not a growth strategy. The fact is that therapy and marketing are two completely different skill sets. They're two completely different professions and we need each other. So I like to put it this way because I always love a good analogy and I always love a good reframe. So think of it like this. A therapist helps people feel safe in the room.

Daniel Fava: Right.

Rebekah Hudson: A copywriter helps strangers feel safe enough to book the room.

Daniel Fava: I like that. That's a good analogy. All right, I guess we're done. Okay, keep going.

Rebekah Hudson: Yeah, I've got two more. Well, no, no, we're gonna expand and clarify. So a therapist helps people heal and grow, a copywriter helps strangers feel so seen that they're ready to step into healing and growth. So that.

Daniel Fava: Mmm. I like that.

Rebekah Hudson: In case that didn't resonate with everyone, I've got one more. A therapist helps people regulate their nervous systems, but a copywriter, a good copywriter, helps dissolve the decision fatigue barrier so that overwhelmed nervous systems can move towards support more easily.

Daniel Fava: Hmm. That's good. I love the analogies. Yeah.

Rebekah Hudson: Yeah. I love this way of reframing. know, right? Whenever we gently reframe things, it's powerful because when confusion gets clarified with supportive language, that impacts everything. And therapists know that. That's one of the huge, that's the huge reason for therapy is we have this confusing pain. We take it to a psychological expert. They help us clarify that and name that pain, understand that pain, work through that pain. That's copywriting. I'm taking, but I'm applying that psychological perspective to your entire business.

Daniel Fava: Yeah. Yeah.

Rebekah Hudson: That is powerful when it's done correctly.

Daniel Fava: Right. Yeah, absolutely. And I think that too, like just kind of. thinking through this, I'm thinking through the different examples of websites that we've seen or clients, websites that we've redesigned, they typically come to us and when you look at the words on the website, it's just informational. It's not, like you're saying, it's not creating safe space. It's not removing barrier to entry. It's not connecting with people and that's hard.

Rebekah Hudson: It's not driving conversions at all.

Daniel Fava: Right, yeah, and that's, that is hard to do. I mean, I've done marketing for my own business for years and years and I don't like copywriting. hard. It's very hard.

Rebekah Hudson: I love copywriting. mean, I feel like I was born to do this work. ⁓ But you know, Daniel, I was thinking, like, let's say people want, let's say we've got some type A therapists listening and they want, okay, give me the top five reasons why I should, like, okay, you've got my attention, but like, seriously, do I really need it? Like, I love to talk to those folks and ⁓ I've got five reasons why I think copywriting's worth a really good investment. If it's okay with you, I'd love to take them one by one. Cool.

Daniel Fava: Yeah. ⁓ Yeah.

Rebekah Hudson: So I think the first big reason why I... believe it's really worth therapists to invest in copywriting is because there's a huge competitive advantage to it. The idea here is that preference wins. So competition is super fierce and the moment of conversion all comes down to preference. Who does the prospective client prefer and what is that preference based on? It's actually really simple. Preference is formed when someone feels this person thinks like me or this resonates. I want to think more like them. So the strategy with copywriting is to build trust, then capture preference. And simply just resonating and being genuine and authentic, good copy can do that for you. But if you're just copying and pasting your LinkedIn information on your website or just providing very generic, friendly, but let's be honest, ambiguous words on your website, like that's not gonna convert anybody. It's just not.

Daniel Fava: Yeah. Yeah. Yeah, and this too, I think goes into a little bit or a lot of it with AI and SEO and like there's more. What am I trying to say here? You can't have just those generic, those generic words on the website any longer. It's not just information. It's really about that connection piece and really connecting with those ideal clients, which takes research. takes understanding the challenges and the pain points. You know, and that goes back to what you said earlier, like working with somebody who's very familiar with this landscape and with this niche is super important.

Rebekah Hudson: Yeah, I mean. ⁓ 15 20 years ago, you could have a nice-looking website and call it a day and that would give you enough credibility to be successful But not anymore. This is the age of technology. This is the age of information You're dealing with a consumer base that is more intelligent and more informed than ever before in history so if you're not clearly and succinctly Spelling out your your service offering in a way that speaks directly to that target audience. You're gonna lose out on business, especially in US markets. I've worked with some people who say, I just want to give just enough information so that they're enticed to call me. They don't want to give out the secret sauce. They want to be very discreet with their information. Like that worked maybe 15 years ago. That is not where we are anymore. If someone needs to call you so that you can explain your service offering better, then your content isn't working for you and your funnel is broken and you're going to lose that

Daniel Fava: Mm-hmm. Yeah.

Rebekah Hudson: business to someone who was more thorough with their copywriting.

Daniel Fava: Yep, amen. What's the next reason why someone should invest in copyright? We talked about the competitive advantage. What's the next one you got for us?

Rebekah Hudson: Thanks Daniel. Yes. The next one is professional positioning because opportunities follow perception. So think of the professional clinician who wants to present themselves online because they want to get speaking opportunities. They want media interviews. They want partnerships. Professional clinicians who present themselves online are way more likely to secure these opportunities simply because they're already in position for them. So if you dream of kind of branching out beyond your clinical work, branching out beyond session work, then that's called branding. And these lucrative opportunities, they're only gonna select the best of the best who present themselves well online. If you don't have a strong, well-branded online presence, you're simply not as competitive as other potential candidates.

Daniel Fava: you Yeah. Absolutely, and we see this a lot too with folks who are really building those private pay practices with higher fees, higher rates that they're trying to charge, and their website just really isn't cutting it. There's no professionalism, and if you're wanting somebody to spend $200 plus per session, but your website looks like maybe you're still on the free version of Wix, that's not gonna match up and that's likely not gonna convert folks too well.

Rebekah Hudson: laughing because that's literally my third like point here. So my third point was premium alignment. Your marketing needs to match your pricing. Simple as that. Premium services deserve premium positioning. If you're charging premium price points, need, your marketing needs to reflect that. So I love to use a fashion analogy here. So a bare bones website is like showing up underdressed to a very important, emotionally charged, highly sensitive conversation. A generic professional website with half decent copy

Daniel Fava: Yeah. Okay. Okay. Yeah.

Rebekah Hudson: That's like wearing a stiff, ill-fitting suit to an important occasion where you'd really like to look and feel your best. Now, good copywriting.

Daniel Fava: You

Rebekah Hudson: is custom tailored. It's structured but soft. It fits you perfectly. It shows off all your best features and you're always gonna be perfectly dressed for that occasion. The first time your clients are gonna interact with you, the first time they're gonna have any exposure to you and your brand, it's gonna be online. And you need your prospective clients to come to your website and think, This person gets me. I will feel comfortable, safe seen and heard with them. And that's powerful. This is powerful because it provides your prospective clients with the opportunity to connect with you before you even meet them. So from a retention strategy standpoint, it's a non-negotiable. Of course, I'm a little bit biased, but I've seen this play out over and over again.

Daniel Fava: Mm-hmm. Yeah, absolutely. And I think that too, like when you're creating those, you know, those connections, there's also another layer to this too that I see that we see happening when it comes to AI, like people are treating AI like their friends. So when AI recommends your website, like, ⁓ this person gets me, AI gets me and they're recommending me to this website. And then there's that copy that like, this person really gets me. Like that is in a way those are two

Rebekah Hudson: Yeah.

Daniel Fava: referrals for the same therapist or private practice like you know for lack of a better term the person already has this ⁓ connection in place they're so much more likely to convert and we're seeing that a lot a lot but I love the analogies just keep them coming

Rebekah Hudson: Yeah, so what you just said is a beautiful reiteration of what I said earlier, which is the moment of conversion all comes down to preference these days. If you are not connecting with someone on a personality level, the conversion isn't going to happen. So point number four that I have, a wonderful reason to invest in professional copywriting, is honestly strategic clarity. You cannot convert what you cannot articulate. So what that means is, I speak with these therapists and they're extremely well educated. have hearts of gold. They're so well experienced, but they have trouble articulating their strategic hook. And I can't tell you how many times I have been on a project kickoff call and I'll ask a question and the therapist will say, that's a really good question. And then there's this silence and I let it breathe. So it's like they need a moment to think about their answer because they've never actually articulated their profession with tangible, accessible, SEO friendly words before and honestly that's where my heavy marketing background comes in. I help them figure it out. I help them take this big ambiguous, highly technical clinical hook and I'm like here's how we make this relatable, here's how we make this search engine friendly and it's really clarifying and the marketing truth behind that clarity is that clarity is really profitable.

Daniel Fava: Yeah, because you're keeping people from wondering what it is that you do and is this person a good fit for the challenges I'm facing? There's no, it takes out all that guessing and I think people don't realize how much business is lost when someone just lands on a website and they don't know exactly, is this for me? Like what does this person do? Why is there a quote at the top of the website? Is this therapy? I don't know.

Rebekah Hudson: Yeah, and like let's be honest again. I'm speaking from personal experience and also just I know this market and Millennials Gen X ⁓ Gen Z Gen Alpha these generations that we're marketing to right now Again, they're informed, highly, they're very highly ⁓ information driven. So before they're finding you as a therapist, they've got 100 tabs open, they're reading 50 different therapy bios. They're considering you against 45. 50 other therapists. if the competition is really fierce. And so if you do not stand out, if you do not resonate, if you do not make a wonderful first impression, which again, that first impression happens on your website, if you're not articulating, you're not going to be converting. So copywriting is a great way for therapists to stand out amongst the competition and let that moment of conversion be strong.

Daniel Fava: Yeah. Yeah, absolutely. And what's your, said you have five reasons to invest. What's the last one?

Rebekah Hudson: I do. The last one is ⁓ relief and momentum. So outsourcing this free therapist to be therapists. I know so many therapists who are like, I went to school to help people and to heal minds and I am working on my website at 11 p.m. at night. I'm exhausted. I really don't know what I'm doing. I think I'm posting every day on it. Like they just don't they don't go to school for business and marketing. They go to school for psychology. So this is a skill set. I went to school for this. I've been doing this this is my whole career. This is what I'm entrenched with so this is my very polite fancy way of saying just hire a Copywriter you will breathe so much better. You will sleep better at night and honestly. It's really really fun and Mike went with my kickoff calls with clients. It's it's a very Satisfying call they're like okay. They've got this clarity now, and I do know what I'm doing with that So when they get their their copy when I deliver the project to them honestly my favorite part

Daniel Fava: Mm-hmm.

Rebekah Hudson: of the whole project and the work that I do is when they see the delivered project and they're like, ⁓ my goodness, this is me. I sound amazing and you didn't even lie once. Like this is what I actually do. I just, I totally do this. just, I didn't realize how amazing I could sound and it's so fun to get that reaction because I'm like, yes, you are amazing. And no, I didn't lie once. This is what you do. This is how you do it. This is who you do it for. And to like see that come to life in a way that's honest, authentic and

Daniel Fava: Mm-hmm. Yeah.

Rebekah Hudson: Persuasive and powerful it is like a rush. So if you're looking to breathe fresh life into your practice if you just feel like Things are stale because let's be honest the world of therapy It's kind of lost some of that retro glamour that used to be associated with it. It used to be seen as this highly lucrative Wonderfully glamorous ⁓ industry and it's I think a lot of therapists are struggling to find their groove They're just feeling kind of discouraged and burnt out and so when you hire an expert to come alongside and do this heavy lifting for you, you feel such a sense of relief and empowerment and confidence because you know now, you have complete authentic assurance that your copy is working for you and that when people come to your website, you're not gonna get urgent bookings, you're gonna get aligned opportunities. And when that energy shift happens, it really transforms your business.

Daniel Fava: Yeah. I mean to for myself speaking, you know as a business owner like there whenever I can hire someone who's an expert There's just so much peace that comes with that and like you say like that relief just kind of happens You know as long as you find the right person to work with obviously sometimes that can be a challenge But you know when you're working with someone who is aligned with the goals that you are going after and they're able to Kind of carry out that vision You can just sleep good at night like knowing this person has it and they're gonna do a job that is 10, 20, 30 times better than I can do which is just so wonderful.

Rebekah Hudson: Yeah. 100 % and when you think about strategic objectives and things you can do to shift the needle, really make things work, when you think about the big things, you want to invest in tactics that are gonna do double duty. If you post one social media post, it's gonna expire within 24 hours and then you've gotta come up with another one, right? When you invest in quality content for your website, that's way more evergreen. Not only does it help you present yourself well, not only does it help you position yourself for brand opportunities. Not only does it help drive conversions, not only does it help you with a long-term retention strategy, but the way you show up, the confidence that you show up, your clients are gonna feel that. It's amazing what a good, well-tailored outfit can do for confidence. So I'll leave it at that.

Daniel Fava: Yeah. Yeah, absolutely. Well, you know, think that I hope that anyone listening just really is getting that the copywriting is super important and well worth the investment ⁓ that clearly shows with what we're talking about. But There might be some people who are just like, I don't really know where to begin with this whole copywriting thing, or it still seems a little confusing. I'm curious just to hear your thoughts. What are some of the misconceptions that people have about copyright?

Rebekah Hudson: misconceptions. First and foremost that it's easy and anyone can do it. That's not true at all. Copywriting, mean good copywriting, ⁓ this is an art and a science. if you, where I see a lot of people get really discouraged and frustrated with their copywriting is, this is gonna sound harsh, but I'm just gonna say it, they hire someone who isn't qualified enough. They just don't. So I'm a copywriter and I do have that technical skill and I do have that passion.

Daniel Fava: Yeah. Mm-hmm. Hmm.

Rebekah Hudson: The thing about writers is they can be a very romantic bunch and they love to articulate emotions with words. And so if you think, ⁓ I'm looking for a passionate freelance copywriter, like not good enough because sometimes that passion doesn't translate into technical skill. You really want to find a copywriter who's multifunctional. You want someone who can rein in their passion for verbalizing emotions and match it with a deep understanding of persuasive sales language that's not too pushy.

Daniel Fava: You Yeah. Yeah.

Rebekah Hudson: want to have a gentle marketing touch, you also want to have a deep understanding of calls to action, soft sells, and you also want to have a strong background with search engine optimization, is now, SEO is now AIO. So you need someone who understands the industry, but then has this technical background and isn't just a really great writer. Because there's a lot of really great writers who, mean, their poetry is beautiful, but they cannot write an about page to save their lives. They just can't. So you need to find a writer.

Daniel Fava: Mm-hmm. Mm-hmm Right, right.

Rebekah Hudson: you who really marries both worlds between the art and the science. It really is a perfect balance. It's creative work, but it's also highly logical work. And you need to be able to use both sides of your brain and have a very project-focused perspective on it. So I'm very type A with my copywriting. I don't just get carried away with the emotional romanticism of writing. I really think, what is the objective? What am I trying to get the reader to do? What is the moment of conversion? How do I drive that? How am I structured?

Daniel Fava: You Yeah.

Rebekah Hudson: this, how do I incorporate keywords organically and naturally, how do I need to structure the subheaders so that this captures AIO, ⁓ there's a lot that goes into this. It's not just, you can't just find someone who's good with words and hope for the best. You want someone who's professional, who's multifunctional, who's focused on your industry, who has copywriting adjacent skills like marketing or sales, and you need someone who's professional, who's organizing, who's organized, and who's very polished and succinct. That's incredibly important.

Daniel Fava: Yeah. Yeah. Absolutely, and I'm just listening to you talk and I'm thinking like so many people are going to pause and rewind this especially if they're like looking for a Copywriter you're like one of the good are the key questions I'm going to ask you know and I think that that's kind of maybe a good place to kind of like land this plane is like if you're looking to hire somebody Get together a list of great questions to really gauge their experience experience in this niche ⁓ experience with website obviously how do they approach SEO and AIO given the changes in the landscape and obviously examples of their writing I think you'd really want to some you know see work by a potential copywriter you know they've done in this space before.

Rebekah Hudson: Yes, so to be clear, you're asking me what questions can therapists ask copywriters to find someone? What was the?

Daniel Fava: I wasn't really asking a question. was more like verbally processing what you're saying. But yeah, some of those key questions that you'd want to ask somebody when you're interviewing them. And I don't know if more come to mind for you.

Rebekah Hudson: Yeah, I would ask them for sure. So keep in mind that therapists and marketing professionals kind of function like therapists. If you're lucky, you might get a 15 to 20 minute discovery call, which is not the same as a therapy session, so don't expect us to do heavy lifting there. We're gonna keep things high level, so don't grill us about our expertise for an hour and pay us nothing. We are professionals, and so we structure our practice very similar to the way that therapist structure theirs. But I think it's completely fair to request examples.

Daniel Fava: You Mm-hmm.

Rebekah Hudson: ⁓ Copywriting is involved with the world of ghost writing. So having an understanding that copywriters may honestly not legally be able to share their work. ⁓ I get asked for samples of my work. Like I know Daniel, you asked me for samples of my work and I had to, I was limited to what I could give you because when people hire a copywriter, they're essentially hiring a ghostwriter. And that means I can't just announce who my clients are because the nature of the business is very discreet and professional. So definitely ask

Daniel Fava: Mm-hmm. Right. Mm-hmm. Yeah.

Rebekah Hudson: for examples from the copywriter, but realize that legally they may not be able to. say, hey, I wrote this, because it's under a different copyright. Once you hand over that content, it legally belongs to the purchaser. So something to keep in mind, but definitely ask them. Hopefully they have some ⁓ work online somewhere that they're able to point to and say, yep, I did that. But ask them what their background is besides copyrighting. So if someone were to ask me that question, I would say, ⁓ I did seven years marketing, branding, and communications for Corporate America.

Daniel Fava: Right.

Rebekah Hudson: I'm very well experienced working in multicultural environments and having to write ⁓ press releases, newsletters, and articles for a wide variety of audiences. So that's something I would say. But you also want to ask them, what's your turnaround time? How many revisions do you get?

Daniel Fava: Mm-hmm.

Rebekah Hudson: Just ask the logistic questions. them how do they incorporate SEO best practices? Ask them how they incorporate the new changes going on with AI search results and ask them how that will be reflected, how they incorporate that knowledge into the content. I think those are great questions to start with. But honestly, this is gonna sound so mushy gushy. Focus on the energy. Because when you hire a copywriter, you're basically saying, be my voice. And so there needs to be an energetic alignment. ⁓ And that's more of a soft skill, not so much of a hard skill, but you wanna find a copywriter who gets you. If they don't get you, they're gonna have a hard time writing for you. So find someone that

Daniel Fava: You Yeah. Yeah. Yeah. Mm-hmm. Mm-hmm.

Rebekah Hudson: you like to work with who's professional and organized and that there is enough of a connection that you can figure out what needs to be sorted and then that writer can get to work and write on your behalf.

Daniel Fava: Yeah. Awesome. Well, thank you so much for your time. And that's kind of just a good, a good segue into, you know, just the work that we are doing together. Like, like I mentioned, you're, you're a part of our team now and we're so excited to have you on. And so if, know, if anyone's listening to this and they're curious about getting started, going down this, this road with Rebecca, you know, we'd love to get you all connected. And so we have an actually Rebecca wrote the copy for this service landing page on our website for So if you're curious... Yeah, I'll just... Yeah.

Rebekah Hudson: No one is shocked. I wrote that. You can go there.

Daniel Fava: And that was a perfect example of like, I'm so glad she's on board because now she can write this content because you saw my first draft, Rebecca, it was terrible. So anyway, we'll put the link in the show notes for this episode. But yeah, I just feel like you're doing such great work, Rebecca, and I feel like so many of our clients are getting such clarity when they come to those kickoff calls where they can just kind of verbally vomit what they do, how they approach it. and you just take all of those pieces and you put it together, you know, so beautifully. hopefully we get some folks connected with you, but happy to have you on board and thank you for your time today.

Rebekah Hudson: Thank you. Thank you, Daniel. I appreciate your time and energy as well. And yeah, whoever's listening, I look forward to meeting with you.

Daniel Fava: Thanks so much.

Rebekah Hudson: Thanks, bye.