Welcome to Marketer Interview, where we sit with industry experts to gain valuable insights into the marketing world.
Today, we’re thrilled to have Giada Nizzoli, a renowned messaging consultant and copywriter, join us.
Giada, who runs her self-employed venture, Crafty Copy, is an expert in creating magnetic messaging that attracts dream clients and sets businesses apart in the crowded digital landscape. Her journey from DIY copywriting to empowering female entrepreneurs through strategic brand messaging is genuinely inspiring.
Let’s jump into her expertise and learn how magnetic messaging can transform your marketing strategies.
- 1 Can you tell us about your journey into marketing and messaging? How did you get started in this field, and what inspired you to specialize in messaging for dream clients?
- 2 Your website, Crafty Copy, is all about magnetic messaging. Could you explain what that means and how it can benefit businesses?
- 3 What common challenges do entrepreneurs face regarding their messaging and copywriting, and how do you help them overcome them?
- 4 Could you share some real-life examples of how magnetic messaging has transformed a business’s online presence and attracted dream clients?
- 5 In a world dominated by social media and digital content, how can entrepreneurs ensure their messaging stands out and reaches their target audience effectively?
- 6 What are the critical components of crafting a magnetic brand message, and how does it differ from traditional copywriting?
- 7 In today’s digital landscape, SEO is crucial. Can you tell us how magnetic messaging and SEO enhance a brand’s visibility and reach?
- 8 Please recommend some essential tools and software that you use in your work as a messaging consultant and copywriter.
- 9 What’s the most rewarding part of your work, particularly in helping female entrepreneurs find their unique voice and connect with their dream clients?
- 10 Lastly, for aspiring marketers and entrepreneurs, what advice would you offer on crafting magnetic messaging to take their business to the next level?
Can you tell us about your journey into marketing and messaging? How did you get started in this field, and what inspired you to specialize in messaging for dream clients?
I’ve always been a storyteller (writing short stories and poems since I was 5ish and all that jazz). I also used to be very active on Instagram to promote my poetry and share my ‘author life.’
After graduating in Creative and Media Writing, I decided to look for a job in digital marketing, thinking I would love the social media side of things.
Plot twist: I HATED managing multiple accounts for brands!
But that job did introduce me to the magical (and still profoundly misunderstood) world of copywriting. So, I started freelancing on the side and went all in with my business a year later.
For the first few years, I used to be a more traditional copywriter. But then I realized that starting with a brief didn’t bring out the best results because… most of my clients were too close to their business to fill it in objectively!
If they weren’t clear on their messaging, creating new copy around it wouldn’t have been the best move.
Now, messaging should come first, and I also help my clients keep it consistent across all their channels.
Your website, Crafty Copy, is all about magnetic messaging. Could you explain what that means and how it can benefit businesses?
Sure! Messaging is the way you talk and write about your business. It’s how you communicate your value proposition, brand story, and personality across all your marketing channels in a way that conveys their value to your specific target audience.
I always talk about “magnetic messaging” because, when it’s clear and strategic, your messaging becomes a magnet for your business.
It grabs your dream clients’ attention, saves you even more time by repelling the wrong-fit leads, and attracts prospects who are sold once they contact you.
What common challenges do entrepreneurs face regarding their messaging and copywriting, and how do you help them overcome them?
- Being too close to their business to look at their messaging objectively and clarify it – As they say, you can’t read the label from inside the jar! It can be challenging for entrepreneurs to write and talk about their business in a way that resonates with their specific audience (rather than themselves or their peers)
- Making it about themselves – Most entrepreneurs love their business and are proud of their journey (as they should be!), so they often focus on… that. Their website copy and social media posts are full of “I’m passionate about,” “We pride ourselves in,” and “I’m delighted to announce.” But that’s not what their audience wants or needs to hear! They see between 6,000 and 10,000 marketing messages every single day. So, to interrupt their scrolling, we must make our messaging and brand story about them: our dream clients.
- Using jargon and buzzwords – Sometimes, entrepreneurs want to sound like their competitors. Or they try too hard to come across as professional and clever. The result? They end up complicating their messaging and making it vague and… forgettable (like “we offer business solutions”: what does that mean?!). Instead, it’s essential to write about our business in a way our audience understands and relates to.
So, I help my clients overcome these challenges by fine-tuning their messaging and brand story. I look at them objectively from the outside, conduct a tonne of research to understand what their prospects struggle with and care about, and position my clients as THE go-to solution in the eyes of their dream audience.
One of my all-time favorite examples is Starbucks (from a marketing perspective)! I’m not a fan of the chain. But then again, I’m not their target audience.
Anyway, in the 2000s, they ended up diluting their messaging! They grew too quickly, struggled to keep the quality of their coffee consistent across all those new branches, and started experimenting with different products.
The result? They had to close hundreds of stores when the 2008 crisis hit.
So, instead of focusing on too many things, they returned their messaging to its core focus: good coffee.
They created ads like “If your coffee isn’t perfect, we’ll make it over. If it’s still not perfect, you must not be in a Starbucks” and “Starbucks or nothing. Because compromise leaves a horrible aftertaste.”
Their messaging helped them (re)position themselves as THE place you go when you want good coffee, and it worked.
If you want your target audience to notice your messaging, you must make it about them (= your dream clients).
Are you trying to speak to everyone? Keeping your messaging more vague and open-ended to target more people? It might be a safer bet.
But in reality, trying to speak to everyone means being heard by no one.
Instead, keep your messaging clear, specific, and relevant to your dream clients, as well as using their language.
The trick? Make them the protagonist of your brand story, positioning your business as the solution to their current problem (think of yourself as a helpful guide!), and building your messaging around that transformation: how you’ll take this person from their current pain point to their dream scenario (or happy ending if you like).
What are the critical components of crafting a magnetic brand message, and how does it differ from traditional copywriting?
I think of messaging as the foundation: what a brand is about, what it conveys, and how.
Copywriting and marketing are what we use to share our messaging with our audience and to amplify it. So, they should all work together!
As for their key components, a magnetic brand message is all about:
- Specificity – You must clarify precisely what you do, who for, and how this benefits them… in a way that also sets you apart. You don’t want to be “just another.” You want to position yourself as “THE go-to solution in the eyes of your dream clients.”
- Attracting – A magnetic message focuses on your target clients, not “everyone.”
- Repelling – Magnets don’t just ‘attract’! By being specific about what you do and who for, you’ll also be discouraging inquiries from prospects who wouldn’t be the right fit
- Consistency – Many entrepreneurs end up diluting and muddling their messaging whenever they talk about their business. Their website copy tells one story, their Instagram bio another, and their emails paint a different picture altogether. Instead, a magnetic brand message is consistent everywhere. No matter what you’re talking about and where it should always go back to (and reinforce) your core messaging
As a messaging consultant, what strategies and tactics do you use to help businesses repel the wrong-fit prospects while attracting the right ones?
Repelling wrong-fit prospects is just as crucial as attracting your dream clients.
This is especially the case if you’re a service provider: your time is limited, and you shouldn’t spend it on endless sales calls with people who just aren’t a good match for you (or *cough cough* who are just looking for the cheapest option).
So, to repel them, I usually recommend:
Be specific – Once you start talking to your dream client (and your dream client alone), you’ll immediately start repelling some of the wrong-fit prospects. It’ll happen organically!
For example, I wrote a sales page for a course creator who’s all about building a freelance business without hustling. So, she often talks about creating a sustainable business (rather than focusing on financial milestones like £10k months) or having a healthy life-work balance. By doing that, she puts off people looking for a get-rich-quick scheme.
Be upfront about it – “7 reasons why I’m NOT the right graphic designer for you,” “This course is NOT for you if,” “Why I don’t work with”…
Don’t be afraid to mention these points explicitly and to create content around them! It’ll make the wrong-fit prospects think, “Oh, this isn’t for me” (and at the same time, it’ll work as reverse psychology on your dream clients)
In today’s digital landscape, SEO is crucial. Can you tell us how magnetic messaging and SEO enhance a brand’s visibility and reach?
For your messaging to be magnetic, you also need people to… well, see it! And, of course, there are many ways to reach your audience, like creating content on social media. SEO is one of them.
After all, your target audience is googling questions about your industry or their pain points and looking for your type of business… but they don’t know you exist just yet.
So, if you optimize your website copy and blog posts for those keywords? You’ll have the best chance of showing up in front of your dream clients.
And if you don’t, guess who they’ll find instead? Yep, your competitors.
Please recommend some essential tools and software that you use in your work as a messaging consultant and copywriter.
It’s probably a controversial opinion in the age of AI, but I believe the best research and work happen organically.
I talk to my clients, ask them to fill in an in-depth brief, get direct input from their clients and audience whenever possible, look at their competitors, read reviews and testimonials, dive into forums to see what their audience is talking about and what language they’re using…
But other than that, I’d say:
- Grammarly and Hemingway to edit and proofread your copy
- Keyword research tools like Moz to make it SEO-friendly
I’ve also started using Dubsado to stay sane—or try to, at least—by having everything in one place. I am still figuring it out, though (*send help*).
What’s the most rewarding part of your work, particularly in helping female entrepreneurs find their unique voice and connect with their dream clients?
The best part is always seeing my clients succeed and seeing them look at their business (and themselves) with fresh eyes for the first time.
Most of my clients already had the best business, product, or service for their audience; they just struggled to talk and write about it in a way that resonated with them. They often needed to see what set them apart from their competitors, too.
Once I clarify their messaging, it’s like a lightbulb moment for them! It becomes easier to talk about their business strategically and effectively.
I don’t just turn them into THE go-to solution in the eyes of their dream clients. I help them feel like it, too.
And I love amplifying the voices of more women in business.
Lastly, for aspiring marketers and entrepreneurs, what advice would you offer on crafting magnetic messaging to take their business to the next level?
Keep it simple and specific, make it clear, focus on your dream clients, and keep your messaging consistent everywhere.
Remember: it’s your business and brand story, but if you want your messaging to be magnetic?
You must make it about the people you want to attract: your dream clients.
So, put the ego aside, start positioning yourself as the helpful guide, and let your target client be the hero of your brand story.
It’ll be worth it. It really will.