Welcome to the Becoming Wealthy Podcast!
I’m Michelle, your host, along with my co-host, Sophia Bosch. Today, we have a special guest, Julie Cabezas, an acclaimed copywriter. Julie has mastered the art of messaging, positioning, and branding, working with brands that have reached seven and eight figures in revenue.
The Journey from Engineering to Copywriting
Julie didn’t start off as a master copywriter. In fact, she began her career in a completely different field—engineering. Growing up in a household that valued academic excellence, Julie’s path seemed set. She was a straight-A student, driven by her parents’ high expectations. Her mother, an immigrant from Ireland, and her father, a Cuban immigrant, emphasized the abundance of opportunities in America.
Despite excelling in her studies, Julie found herself gravitating towards writing, even during her engineering career. She worked in quality engineering, a field requiring extensive documentation and compliance writing. This role allowed her to hone her writing skills, but Julie yearned for more creativity and human interaction. This led her to transition into the marketing department, where she discovered her passion for writing and marketing strategy.
Defining Branding and Positioning
Sophia recently took a marketing course and wanted to understand the nuances of branding and positioning. Julie explained that branding goes beyond just a logo; it’s about the reputation and experience you create for your customers. Positioning, on the other hand, is about how you differentiate your brand in the market. Julie breaks down her approach into three key elements: the who, the what, and the why.
1. The Who: Targeting a specific segment of the population with distinct preferences and desires.
2. The What: Defining what you sell and how it shapes your brand perception.
3. The Why: Establishing why customers should choose you over competitors.
Julie illustrated this with a simple example from the potato chip industry, showing how products like Lay’s, Ruffles, and Scoops create meaningful distinctions based on consumer needs and preferences.
Marketing High-Value Land
Michelle and Sophia discussed marketing strategies for different types of land properties. Julie emphasized understanding the buyer’s motivations and challenges and using those in your marketing. For instance, marketing a high-value commercial lot requires different messaging than a recreational lot. Key strategies include addressing the buyer’s dreams (birthday wishes) and concerns (night sweats), and creating a sense of urgency in the offer.
The Creative Process
Julie shared her creative process, which involves starting her writing early in the morning before any distractions, and avoiding social media and email to keep her mind clear and focused. Julie also builds in buffer time to reduce stress and allow creativity to flow naturally.
Transitioning to Entrepreneurship
Julie discussed her transition from corporate life to entrepreneurship. Despite initial resistance from her parents, who valued the prestige of her engineering career, Julie followed her passion for writing and marketing. She emphasized the importance of finding one’s zone of genius—where work feels effortless and enjoyable. For Julie, this transition wasn’t easy, but the struggle built her character and resilience.
Encouraging the Next Generation
Michelle and Sophia talked about the importance of exploring various career paths and finding passion in one’s work. Sophia, a sophomore, is already learning about business and asset management from her entrepreneurial parents. However, she also has a strong interest in visual arts. Michelle wants Sophia to pursue what she loves while understanding the importance of creating value and managing finances.
Julie Cabezas’ journey from engineering to becoming a top copywriter is a testament to following one’s passion and finding the right path. Her insights into branding, positioning, and the creative process offer valuable lessons for anyone looking to master messaging in their business. Whether you’re a seasoned entrepreneur or just starting out, Julie’s story is a reminder that with passion and perseverance, you can create a meaningful and successful career.
Stay tuned for more inspiring stories and insights on the Becoming Wealthy podcast. Don’t forget to subscribe and share this episode with anyone who could benefit from mastering their messaging!