TCC Podcast #157: Cold pitching with Laura Lopuch - a podcast by Kira Hug and Rob Marsh

Copywriter and expert cold emailer, Laura Lopuch, is our guest for the 157th episode of The Copywriter Club Podcast. In this interview, Kira, Rob and Laura covered a lot of ground when it comes to what to say when you're cold pitching new prospects. Here's a pretty good list of what we covered:
•  the path Laura took from paralegal to copywriter•  what made her decide it was time for a job change
•  how she attracted her first clients when she went out on her own•  how to cold pitch effectively
•  the difference between personalization and relevance and why it matters•  the thing that no one talks about when it comes to cold emails
•  what Laura does BEFORE she starts to write a cold pitch•  why you might need to indulge your inner stalker when you cold pitch
•  how to tell if a potential client is ready to invest in what you can offer•  the best way to phrase the call to action so you get results
•  the subject lines that work well—Laura’s “backslash secret”
•  the ways a cold pitch email differs from a regular email to your list•  how she figured out the niche to focus on in her business
•  the basics of a good presentation and how it all comes together•  why she doesn’t focus her mentorship on learning
•  how she became a travel hacker so she could travel for free•  where Laura thinks copywriting will go in the future
•  the templates she used to land +$20K in businessIf that seems like a lot, it is. And it's good stuff. To hear this interview, click the play button below or subscribe to The Copywriter Club Podcast using your favorite podcast app. And if you prefer to read, you can scroll down for a full transcript.



 The people and stuff we mentioned on the show:
CrystalknowsCopyhackers
Shine BootcampMicroConf
Hayley HopsonTarzan Kay
thepointsguy.comLaura's website
Kira’s websiteRob’s website
The Copywriter Club Facebook GroupThe Copywriter Underground


 Full Transcript:
Rob:   What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work? That's what Kira and I do every week at The Copywriter Club Podcast.

Kira:   You're invited to join the club for episode 157 as we chat with email copywriter, Laura Lopuch about why she loves writing emails, the worst mistakes we make when writing emails, the relevancy method and how to structure a cold pitch so potential clients become actual clients, and how she became a travel hacker.

Kira:   Welcome Laura.Rob:   Hey Laura.

Laura:            Thanks guys for having me. I'm very excited to be here.

Kira:   Yeah, we're excited to chat and we want to kick this off with your story. So how did you end up as a copywriter?

Laura:            I took a long detour through the legal field. I thought I wanted to be a lawyer. You can blame Jerry Maguire and all those awesome John Grisham novels and all that kind of stuff for it. I just thought, yeah, this would be cool. I like arguing. I could be a lawyer. So I did something smart and actually took a job at a law firm to see real world experience if A, I wanted to be a lawyer, before I spent B, all that money to get a fancy dancy law degree. Fast forward a couple of years and I figured out no, I didn't want to be a lawyer. But it was a really good job and I was learning a lot. I really liked the stories. We were a civil defense law firm. For example, if you get in a car accident, we were usually the insurance for the law firm that your insurance company would hire to defend you against the plaintiff, the person who's suing you.

So I got to see some really interesting cases and stories. People do some crazy, crazy stuff, let me tell you. But I got seduced by a steady paycheck and a good job, until I just couldn't take it anymore and I quit. And so at that point I was like,

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