BRIEF BIO OF LISA ZAHRAN
From being a biotechnologist in New Zealand to an entrepreneurial and “spiritual” copywriter in Malaysia, Lisa Zahran has a pretty interesting story.
Lisa has helped many of her clients authentically communicate their message and amplify their impact, including helping them achieve successes like million-dollar launches and launching books that reached the New York Times bestseller list.
With over 10 years of experience writing copy, Lisa’s copywriting has been used to launch digital products and services for companies like Productive Muslim, Tribe47, Mindvalley, EverCoach, and Quran Academy. She also has a collective experience of over 15 years in creative writing, publications, public relations, and blogging.
No problemo. Enjoy listening to the podcast episode instead :).
[2:08] From BioTech to the written word, Lisa’s unconventional journey to copywriting. She grew up in an Asian family where the focus, you guessed it, was on science.
[3:00] How Lisa’s first job in farm technology in New Zealand helped her get skills which got her ready for copywriting
[4:04] How selling baby diapers as a salesperson standing in a supermarket aisle, writing for magazines and other jobs helped Lisa get further training in copywriting and marketing skills.
[6:50] How Lisa got to work at Mindvalley when the company was still young (“a team of 20 people working in a bungalow house” in Bangsar, Malaysia)
[9:19] Lisa’s definition of copywriting, and why she feels psychology is massively important for copywriters
[10:37] Major differences between offline copywriting and online copywriting. Plus the one similarity between both
[14:21] Lisa’s top 2 favorite books on copywriting, and how they help one to become better at the art and the science of copywriting
[17:42] Why Lisa decided to leave Mindvalley, and go entrepreneurial
[19:26] Lisa’s entrepreneurial experiences, working with the likes of EverCoach, Productive Muslim, Quran Academy etc
[21:01] The first Million Dollar Campaign at Mindvalley which Lisa helped orchestrate, the landing page she authored had over a 70%-80% conversion rate, and what a turning point this campaign became for Lisa. (The million dollar revenue mark was achieved in just one week!)
[24:36] More detailed discussion on the Million Dollar campaign including the roles of each team member, team hierarchy etc.
[27:07] How functional and cross-functional teams proved pivotal to the exponential growth of Mindvalley
[28:16] The skill set of technical staff (designers, developers) at Mindvalley, and the focus on proprietary software (for the most part) rather than solutions like LeadPages or ConvertKit etc.
[30:56] Deep dive into the key ingredients of a great landing page (that converts!)
[33:50] Why copywriting is still crucial for newer content formats like video, infographics
[35:40] The why and how of CTAs (Call to Actions), and how to use scarcity, trigger words and much more to make CTAs powerful
using scarcity the wrong way can negatively impact your sales, credibility, reputation. Lisa’s take on the morals and ethics of copywriting
[39:33] Examples of
fake scarcity from the campaigns run by the likes of Neil Patel and NYT, and an idea about how they could have done it better.
[44:01] The positive impacts of genuine scarcity and how it actually works out
[45:06] The NYT bestselling authors which Lisa has worked with
[46:12] Top tips on (permission-based) email marketing, how NOT to upset your email subscribers in the age of ‘information overload’, and how an email is like ‘a knock on the door’
[49:10] When is it right for your emails to be detailed. Plus, intro to sales emails, launch sequences, and how to plan “the seeds of curiosity” to keep people looking forward to for your next email
[51:15] How to repurpose your sales page for your email marketing campaign
[52:47] Strategically mapping out content (rather than
just ranting), and how the number 1 rule of chefs “respect the knife” can help you be better at it. Planning properly around the building suspense, scarcity, and triggers.
[53:55] Key things entrepreneurs should look for while looking for a copywriter
[57:19] 5 Success Mindsets to Boost Impact & Sales With Integrity by a FREE ebook by Lisa Zahran. Sharing how to write copy “without selling your soul“, Lisa, mentions in her book how the best sales don’t have to be manipulative but rather come from a place of “love, honesty, and integrity”.
References + Additional Resources
Influence: The Psychology of Persuasion by Robert Cialdini
The Product Muslim [Book] by Muhammad Faris
5 Success Mindsets to Boost Impact & Sales With Integrity [Free ebook] by Lisa Zahran
Go Ahead and Enjoy the Episode!