Your online masterclass host for this week: A sales copy expert

Every Tuesday at 12.30pm you can watch an online business masterclass delivered by one of our Adviser members.

This week, copywriting expert Zach Goldie hosts: How to write effective sales copy

Masterclasses are available at a cost of only £10 each. To register for this week's event at 12.30pm on 19 September, go here.

Members can watch every weekly masterclass for free! To register, log in to your Enterprise Nation account and go to the events page where the discount will be automatically applied.

If you're not yet a member, free masterclasses are one of many benefits. Join from only £3 a month!

Company: ZG Copywriting

Company founded: 2016

What is your favourite business book and why?

Not strictly a business book, but Resonate by Nancy Duarte has been one of the most helpful.

In theory, it's about what makes a great presentation, but really it's all about how to best communicate big ideas. All of it applies to making a sales pitch.

Who is your business hero and why?

Would it be cheesy to say Elon Musk? Screw it, I'm gonna say Elon Musk.

The magnitude of his ambition is just incredible, especially with his Neuralink project. It's amazing that each of his projects is designed to fundamentally change humanity.

Describe your business in a tweet.

I help businesses explain what they do and why anyone should give a damn.

What has been your biggest challenge?

Fighting the imposter syndrome has a been an ongoing battle.

Having spoken to other copywriters, it's almost unanimous in the industry. Even knowing this was normal has helped me push through.

It's been most difficult when a campaign I worked on underperformed. There're so many moving parts that it's rarely ever the fault of the copy, but it's still hard to feel like maybe a 'better' copywriter would've made it work

What has been your greatest success?

I have a favourite bit of feedback that I still love. A client had met with their external web designers and told me: "After a few seconds of reading, the designer looked up and said 'I've learnt more about your company from these first two sentences than I did the whole of your old site'".

They sell complex software to the NHS, so I was pretty chuffed with this.

What piece of advice do you wish you had known when starting out?

I wish I'd started thinking about the prospect's state of mind sooner. As in, how close are they to buying when they encounter a piece of marketing and what information are they currently looking for.

Why do you consider long-term strategic advice important to business success?

Work out what it is you're really offering.

As in if you're a software company, what companies might really be buying is a way to sort out their office process. For myself, I'm not offering nice sounding copy, I'm helping people bring in more sales.

If you had a superpower what would it be and why?

Asking the right question.

As in looking at a piece of marketing and asking 'it sounds good, but have you considered_?'. Asking the right question seem to be key to diagnosing or improving a piece of work.

To register for Zach's online masterclass, How to write effective sales copy__, go here or log in to your account and go to the events page to join in for free.

If you're an Adviser member and you'd like to host a masterclass, apply here.