Summary: Lisa Manyon is an award-winning, #1 bestselling author, copywriting strategist and master of powerfully communicating marketing messages to increase results. A leading expert in copywriting, Lisa successfully challenges the notion that “copy is king,” with her message that copy is actually QUEEN, strategy is KING, and together they are the key to creating strong and effective results. She is the creator of the new marketing model for success that’s changing the way people market today. Lisa tuned into tactics that consumers, especially women, were turned off by. She recognized that standard marketing techniques, especially in the copywriting arena, are antiquated and not as effective as they once were including; hyped-up claims, overly “sales-y” spiels, hard-sell tactics, broad-based messages, scare tactics, stretching the truth, false claims of scarcity, over-dramatizing pain and problems and more, Lisa shares a better way. She’s found that the traditional copywriting formula of “Problem. Agitate. Solve.” isn’t resonating with women. Women are looking for solutions to their challenges. What’s really working is her new copywriting formula of “Challenge. Solution. Invitation.” In the traditional formula we’re taught to highlight the issue, we’re told to agitate that issue to focus on the pain points and then we solve the problem. Manyon believes people are in enough pain. We don’t need to be agitated to make a decision. In fact, especially for women, when someone acknowledges our challenges (and really understands where we’re coming from), provides a helpful solution and extends a friendly invitation, we’re more likely to take action. Nothing truly flows when it comes from a place of pain and fear.
