Heather Lloyd-Martin

Last week, I had a conversation with a trusted colleague about delivering feedback. I was reminded of an engagement I had years ago doing some editing for a client. In that role, I was sometimes the link between freelance writers and staff editors. One editor wrote some of the most caustic feedback I've seen, often unnecessarily. Unwarranted comments like, "This is the dumbest thing I've ever read," were not uncommon. What is someone supposed to do with that feedback? I'll tell you what many will do: burn a lot of energy on being upset, angry, and/or embarrassed. And I knew that we'd likely lose them as they mentally checked out of the engagement long before they said they didn't want to work with us anymore. So, I'd rewrite the feedback, losing the insults and providing clear direction and suggestions for the revision. It wasn't coddling. It was a strategic move. I wanted the writer to spend their energy on the work, not ruminating over insults that didn't make anything better. Every once in a while, even the best team member misses the mark. Sometimes, they misunderstand the goal or assignment. Other times, they have a lot going on and don't deliver their best work. And, occasionally, they just whiff it altogether. What happens next is a test of leadership. The way we deliver honest feedback is the difference between creating a learning opportunity that makes everyone better and creating additional costs and talent loss. Being mean is not the flex some think it is.

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B2B Copywriters: 8 Ways to Redirect Your Career (When You Feel Lost) Lost in your career direction? I hear ya. I lost my direction, too, 20 years ago. It was the darkest place I’ve ever seen. I wish it upon no one. I was on unemployment. I had a mortgage and bills to pay. I had three mouths to feed. I know what dark looks, smells, and feels like. But I was determined to crawl my way out of the hole on my hands and knees, if need be. I studied with two master copywriters. I wrote 500+ articles for free. I wrote 8-12 hours a day, seven days a week. To build up my brand. To prove my skills. To prove I’m trustworthy. To develop a 5-step client writing system. To develop my uniqueness. I was a successful B2B copywriter for nearly 20 years. And now I’m coaching a handful of dedicated copywriters. I did it. And so can you. Quit complaining. Get moving. Here are my top eight tips specifically to help move you to success. 1. Target profile interview 2. Comment often on LinkedIn 3. Pich in public 4. Freewrite every day for 10 minutes. 5. Write free articles for leading brands 6. Stop comparing yourself to others 7. Read how I reinvented myself and use it for yourself: “My Reinvention Process Revealed: How I Went from Documentary Filmmaker to B2B Copywriter” https://lnkd.in/eTU5yaXw 8.  Read my post, “The 8-Hour Fix to Attract Your Ideal Prospects (Now)” https://lnkd.in/ePjyWQXH P.S. Stop being attached to outcomes; it's sabotaging your career. - Read the Bhagavad Gita with a commentary. - Meditate regularly. Questions? I’m Tom (Paramananda): - “Paramananda” means “Supreme Bliss” - Kriya Yogi & Hindu monk - Coach: Param Protégé 30-Day B2B Comparative Storytelling - Coach: Param Protégé 30-Day B2B Copywriting  - Syncing out-of-sync skills and career goals for launch success - Book author: "Aspiring B2B Copywriters: 54 Insider Strategies & Frameworks"

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“Nice” copy gets compliments. But it doesn’t get conversions. Here’s why: ❌ Clever words make you look good, but don’t necessarily speak to your audience. ❌ Polished phrases sound nice but they don’t, alone, push people to act. Your copy shouldn't act as portfolio piece. It’s a sales tool. Strategic copy: 1️⃣ Names your audience’s real problem. 2️⃣ Proves you understand them. 3️⃣ Points clearly to the next step. That’s what turns browsers into buyers. A quick tip to remember: Stop asking, "Does this sound good?" Start asking, "Does this inspire my preferred client to act?"

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