How This Feminine Entrepreneur Broke All The Guidelines To Get To Seven-Determine Success

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How this entrepreneur broke all the rules to get a seven-figure success |  Stephanie Burns

Ten years ago, Alex Cattoni lived on the dream of being top marketing manager for Mindvalley in Malaysia, sleeping on an air mattress in her friend’s guest room in Canada. And she did it by choice.

“From the outside, anyone who heard that I quit my job would have asked themselves what was wrong with me,” says Cattoni, whose fun and fast-paced work overseas was associated with island hopping to white sandy beaches and exclusive business people Marketing giants. She began working for the fast-growing, eight-figure personal development brand as a customer service intern in 2008 and quickly rose through the ranks to become creative director. “But I had the nagging feeling that I should do more,” says Cattoni. “I wanted to shake up the male-dominated marketing industry. But I had no idea what that looked like. ”

How this entrepreneur broke all the rules to get a seven-figure success | Stephanie Burns

Jaxson Howell

For the next eight years, Alex was a successful freelance copywriter and the driving force behind many million dollar brands until she knew it was time to get out behind the scenes. With her decade of direct marketing and copywriting experience, she started the Copy Posse. In just 12 months, her company has taught students in the seven-figure range how to make compelling sales copies by bridging the gap between proven direct response marketing principles and authentic brand storytelling. And she did it all without buying a single ad. “My mission is to bring together the most radical and evil crew of copywriters around the world to get more messages that matter to the masses and to support brands and companies that really help people,” explains Cattoni.

I sat down with the nervous and innovative word smith to learn more about how she broke the typical rules to make her business a success, why every entrepreneur needs to improve their compelling writing skills this year, and how every entrepreneur is true to hers Purpose.

Stephanie Burns: How did you start making money after leaving your full-time job?

Alexandra Cattoni: By taking over customers. I started working as a freelance marketing consultant. But over time, my clients kept asking me if I could do copywriting for them too. Despite years of learning from the old school marketing and copywriting legends, I still didn’t consider myself a copywriter. So many entrepreneurs have struggled with imposter syndrome, including myself. At the time I said to my clients, “Sure, I can write a copy for you. But maybe it’s not that good. “Unless it was and I started getting referrals. In just a few years, I was making over $ 300,000 a year as a freelance copywriter.

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Burns: Why did you decide to change gears to start The Copy Posse? What was your inspiration

Cattoni: I felt like writing lyrics was going to get a bad rap. There is so much misunderstanding that it is a bad sale or reserved only for Madison Avenue executives writing Super Bowl commercials. In reality, every business on the planet needs copywriting. Copywriting is just one word used for engagement and sales. But these words have to be smart to tell a story, create a connection, build trust, and ultimately inspire someone to act. I noticed that the internet was overflowing with bad writing and decided to do something about it.

Burns: What steps have you taken to bring your company to a seven-digit figure in just one year – and how did these steps break the rules of success?

Cattoni: I started by building a passionate and dedicated following. In 2019 I created a YouTube channel on the subject of copywriting. Experts told me that I was getting too niche – that I would probably never hit “big numbers” on such a narrow topic. They suggested I talk about more general things like digital marketing and social media because everyone else was, but I held onto my guns.

It was hard work, but since I was consistent with my content and always focused on creating value first, I finally reached 1,000 subscribers after six months. Now I have 84,000 and I haven’t bought a single ad to expand my channel – another business rule that I’ve ignored. In fact, I spent my first dollar on advertising a few months ago.

Burns: How did you monetize your list?

Cattoni: A year after starting my channel, I started my first course and again broke the typical rules of direct response marketing. My first program was $ 2,000 and all I had was an email list of exactly 2,350 people. People said no one would buy such an expensive course through email alone. I was told to do a webinar or sales pitch and start with an inexpensive entry-level product.

But they were wrong. Dozens of people signed up for the first season of my eight week coaching program because I had spent time adding value, building trust, and creating a community that I knew wanted what I created – because they told me. A year later, I raised the price for the second season and allowed 128 students to join.

Burns: How do you know when to break business rules and ignore the advice others share with you?

Cattoni: You have to trust your intuition and your audience. All of the things that people said to do didn’t feel right about what I wanted to do. And all of the “rules” did not match what I knew about my followers. I was in the weeds reading every YouTube comment, every Instagram DM, every email. I knew what I was saying resonated with the people who followed me and that they were hungry to learn more. They told me what their greatest challenges were, what doubts held them back, and what it took to feel supported. Then I created exactly what they asked for.

How this entrepreneur broke all the rules to get a seven-figure success |  Stephanie Burns

How this entrepreneur broke all the rules to get a seven-figure success | Stephanie Burns

Jaxson Howell

Burns: Why does every approach to text writing in 2021 have to be radically different?

Cattoni: As a collective, we are experiencing more insecurity and division than ever before. As a result, your audience’s challenges, struggles, and core values ​​have likely changed massively. So, if you’re relying on outdated marketing or a copy written five years ago, you’ll want to double-check. Find out what is important to your audience right now – because it is likely very different from what it used to be – and improve it with a large dose of empathy.

Focus your marketing on bringing people together to stand up for a common cause that feels empowering and uplifting – this is more important now than ever. People want to buy from brands and companies that share their values. It’s that simple. Having the best product is no longer enough. Having the cheapest product is no longer the only positioning tactic. Think about what you stand for, then show your integrity.

Burns: What are some ways to be convincing without being intrusive when creating content?

Cattoni: As you write marketing messages, ask yourself whether they are valuable in and of themselves. I never want anyone reading my copy to feel like it is a waste of time. Even if you don’t buy from me, I hope that what I’ve written will inspire, educate, or entertain you. That doesn’t mean you never use the words “buy now” or “limited time discount,” but once you’ve built a relationship these words are insanely more powerful. Intrusive marketing leads to an offer that is all about you, not about the customer. Being persuasive means understanding your customers and appreciating their time and experience with your brand.

How this entrepreneur broke all the rules to get a seven-figure success |  Stephanie Burns

How this entrepreneur broke all the rules to get a seven-figure success | Stephanie Burns

Jaxson Howell

Burns: It seems like you’ve found your purpose in the world of copywriting. What advice do you have for other entrepreneurs looking for theirs?

Cattoni: I hated it when people asked me what my purpose was because I felt it had to be an epic altruistic mission. And if not, it meant that I wasn’t developed, passionate, or motivated enough. I want business owners to know that for now, it’s okay if your goal is simply to survive until your next review. Or an upgrade from an air mattress on the floor. Or never having to get a 9-5 job again. That was mine for a long time. Their purpose may evolve over time. I’m sure Elon Musk didn’t start his first business with the goal of revolutionizing space travel. You have to start somewhere and you don’t have to create a seven-figure company – I think that’s over-glamorous anyway. Sure, money is important, but what about work at home so you can spend more time with your kids? Or remove this epic adventure from your bucket list? Or are you turning your passion into a source of income to replace your 9-5? Check in what feels like a win to you and don’t let anyone tell you it isn’t epic enough. Trust your gut and don’t be afraid to break a few rules.

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