Building a business relies heavily on effective communication. You don’t have to rely on manipulative sales tactics. By using authentic copywriting, you build genuine relationships and achieve greater success.
Craig Grossman’s journey through his career navigated him to develop a spark of interest in delving deep into the field of persuasive writing. My conversation with Craig uncovered what motivated him to pursue copywriting and how his entrepreneurial spirit led him to create a more flexible and fulfilling lifestyle.
Craig’s story begins with a background in sales, as he owned and managed a successful gourmet foods brokerage company called Evergreen Fancy Foods, Inc. Selling to retailers across the N.W. states with a team of 6 sales reps, Craig’s expertise in marketing and sales was evident. However, after three decades in the food industry, he felt the need for a new challenge.
In 2016, Craig discovered the world of copywriting and embarked on a shifted path. He earned certifications primarily through the American Writers & Artists Institute, honing his skills in persuasive writing. In January 2020, Craig made the bold decision to sell his gourmet foods company and fully commit to his copywriting career.
Today, Craig is not only a skilled copywriter but also a StoryBrand Marketing Guide. He specializes in helping clients create brand narrative strategies, compelling website content, and impactful sales copy for local and national companies. His favorite niches include financial planners, accounting firms, B2B, and professional services.
Beyond his professional achievements, Craig finds joy in his personal life. Together with his partner Hope, he resides in Spokane, WA, where they enjoy the beauty of nature through activities like hiking, skiing, and paddleboarding.
With is deep experience in sales and copywriting, in my recent conversation, Craig gave some great advice about the power of genuine persuasive writing when growing a business.
Understanding Customer Needs is Key
Craig emphasized that one of the fundamental aspects of good copywriting is the importance of understanding your customers’ needs. Crafting messages that resonate with your target audience by addressing their pain points and offering solutions to solving their problems instead of resorting to outdated “slimy sales talk” encourages authenticity and building genuine connections with customers.
Understanding your customer involves not only identifying their problems and pain points but also actively seeking solutions to address them. Craig recommends to his clients to actively engage with their customers to gain insights and feedback. By listening to customer opinions and understanding their preferences, entrepreneurs can continuously improve their products or services to better meet customer needs.
Building Strong Long-Lasting Relationships
Craig emphasizes the power and importance of building strong and lasting relationships with customers. As a business owner, you can achieve this by not only delivering value and consistently meeting customer expectations but also by going above and beyond to exceed them. By doing so, you can not only attract long-term clients but also foster loyalty and advocacy.
Of course, copywriting plays a key role in how you communicate to gain and retain customers. However, in our digital age, user experience (UX) plays an important role in nurturing and caring for long-lasting relationships with customers. User experience is all about the customer journey in the digital aspects of your business.
With Craig’s expertise in user experience, he helps his clients create digital touchpoints that leave a lasting impression and contribute to the overall success of their customer relationships.
Craig’s certification in user experience demonstrates his understanding of the significance of creating positive interactions and seamless experiences for customers. By prioritizing UX, businesses can ensure that their products and services are intuitive, user-friendly, and tailored to meet the needs and expectations of their target audience. It establishes a strong foundation for meaningful and lasting relationships, as customers are more likely to engage, return, and recommend a brand that consistently delivers exceptional experiences.
Copywriting Tips and Resources
If you were wanting to transition into becoming a copywriter and helping other businesses grow and prosper, Craig recommends the Accelerated A Program for Seven Figure Copywriting as a foundational knowledge source for copywriting career development.
For business owners seeking assistance in refining their messaging to attract more customers, Craig offers a free resource called “What’s Missing from Your Website: 12 Rookie Website Mistakes and How to Fix Them.” This eBook provides actionable tips to enhance website effectiveness.