Episode 20: How Builders Can Create Great Content With Scott Bywater

In episode 20 of the Professional Builders Secrets podcast, we're joined by Scott Bywater, expert lead generator, email marketing strategist and world-class copywriter retained by many of the world’s best direct marketing companies. Throughout this episode of the podcast, Scott uncovers how builders can create great content!

As a sought-after speaker, Scott Bywater has spoken at important digital marketing events such as The Collective Digital Marketing Summit and has facilitated countless workshops and brainstorming sessions with clients and top CEO’s all over Australia.

His keynotes and presentations have inspired business owners from all walks of life and given them critical strategies needed to get (and remain) competitive in the ever-changing marketing landscape.

Unlike many marketing advisers and so-called experts, Scott has worked with nearly every category of businesses in both business-to-business and business-to-consumer including leading direct marketers throughout Australia, Canada, the United States and the United Kingdom.

Scott has spent his entire career solving complex marketing problems for business owners and generated thousands of leads for businesses performing below their potential.

Scott is passionate about guiding others to achieve their own version of business success. He says “I’m passionate about giving people the truth, in what is a somewhat confusing marketplace. I love taking a business owner from total confusion about what to do to grow their business… to a space of knowing with certainty the steps involved, and that with each step they are moving towards their goals, objectives and outcomes.”

Tune in to episode 20 now to hear Scott uncovers how builders can create great content!

 

Scott Bywater - Lead Generator, Email Marketing Strategist and World-Class Copywriter

Scott is the marketing strategist and copywriter who’s been working behind the scenes of some of Australia’s leading companies for over 16 years including Knowledge Source, Jim’s Mowing, Ray White, Bodytrim, Laing and Simmons, and many others – from over 124 different industries.

Connect with Scott

Timeline

1:10 Scott’s background.

3:25 What makes an effective copywriting process?

7:09 What Scott loves about copywriting.

9:30 How to use copywriting to create high converting opportunities.

10:59 The biggest struggle when it comes to copywriting. 

14:46 The critical steps builders need to take to enhance their online presence.

17:11 How to determine your ideal avatar.

19:07 Using questions to create valuable content. 

20:54 How to know if your copywriting is effective.

22:51 How builders can get started on their own content marketing.

28:24 Scott’s copywriting advice to builders. 

Links, Resources & More

Scott Bywater Website
APB Website
APB on Instagram
APB on Facebook
APB on YouTube

Join the Professional Builders Secrets Facebook group for builders & connect with professional builders world-wide.

Bosco Anthony:

Hello and welcome to the Professional Builders Secrets Podcast, a podcast by the Association of Professional Builders (APB) for building company owners, general managers, VPs and emerging leaders. Here, we discuss all things running a professional building company, from sales processes to financials, operations and marketing. Today, I'm joined by Scott Bywater, a leading marketing authority and copywriting strategist who has helped various businesses grow online. Scott, thank you for being here today.

Scott Bywater:

Thanks Bosco. Great to be here.

Bosco Anthony:

Well, Scott, why don't we start off with you telling us a little bit about who you are and a little bit about your background. You have quite an illustrious portfolio when it comes to copywriting. Take us through a snapshot of what you do on a day-to-day basis and how you got into this.

Scott Bywater:

Yeah, absolutely. I fell into copywriting almost by chance. I was involved in sales and marketing from about the age of 17; I'm 43 now. You lose count after a while. I got into it when I was 17, then about the age of 24, I really went out on my own as a marketing strategist. From there I had a meeting, which was a bit of a turning point, with someone from Reader's Digest, and she was quite impressed with my copy. Then I segued to copy. 

Scott Bywater:

I was working from a very low base, but I think I multiplied my income by 10 as soon as I started specialising in copywriting, which taught me a lot about the importance of niching and hitting the right market at the right time. And that’s really how I got into copywriting. Since then, I’ve worked with most of the big direct marketers in Australia from Bodytrim to Knowledge Source. I’ve spoken a lot to the mastermind groups for people like Dale Beaumont and Ben Simkin and James Schramko, SuperFastBusiness, that sort of thing. So that’s a quick background.

Bosco Anthony:

When did you know that copywriting was a craft that you had started to perfect and you started to get results? When did you know that this was the path that you wanted to take?

Scott Bywater:

I sort of fell into it. I loved marketing; I love using the work of Jay Abraham and that sort of thing. I did a seminar of that when I was 17, and it automatically popped for me. When I went out my own, I went out as almost like a marketing strategist, and then I fell into copywriting. It was probably around the age of 24 or 25 that I realised I was going to move into this space. I think that was probably a turning point, that Reader’s Digest manual. I thought, “Oh, I’m actually quite good at this.” So, that was probably a turning point.

Bosco Anthony:

Now we’re going to get into the Coles Notes of Copywriting and how effective one can be or a company can be. If you had to sum up what makes an effective copywriting process, what would that be? And what do you love the most about being a copywriting strategist?

Scott Bywater:

If I had to sum it up, the way I look at copy is you’ve got the copywriting process itself. You’re looking at 40% research, 40% copy, 20% editing. I learned that from Gary Bencivenga, who is one of the world’s greatest modern day copywriters. That was really the breakdown. I often find that it’s probably even more in editing than writing in many cases, in terms of the spend there. 

Scott Bywater:

The way I would generally start up a project is, if they've got an email list, I will survey the email list and find out the conversation going on inside the customer's mind. That's the single most important thing. Robert Collier was the guy who talked about that. Because if you understand what's going on in their minds, if you understand their pain points, if you understand their frustrations, if you understand what keeps them up at night, all of that sort of thing, you can write directly to that.

Scott Bywater:

One of the things I'm fond of saying is, it doesn't matter how well you write about solving knee pain if your prospect has back pain. So, it doesn't matter how eloquent your words are, how amazingly you speak and how you narrate your copy. If you're missing the mark, it's not going to work. Average copy will work better than great copy if it's targeted at the pain points. It’s very, very important to get that. 

Scott Bywater:

You can then go deep if you like; you can go on to places like Amazon and look at back pain, for example. You can look at all the back pain books, and in particular, look at all the comments in those sections if you don't have access to an email list, or if you want further research data. But that research is really, really important. You can then do competitor research and look at what all the competitors are doing, and then what's working in the market, what's not working in the market. That's a really critical part of it.

Scott Bywater:

From there, then you write the copy itself. Now, the way I look at copy is really that first you want to map it out like a mind map. Once you've done your research and you've copied all the texts for the different categories of the stuff you want to talk about, then you put it in a mind map. Whether it's a series of emails or a long copy marketing piece or a webinar or whatever, the same principles apply. But you want to put it in that format and say, “I'm going to talk about that first, that second, that third, that fourth, that fifth, et cetera.”

Scott Bywater:

At the end of that, once you've got that mind map worked out, when it comes time to write, you want to write as quickly as you possibly can. So, if you're a builder listening to this, one of the advantages that you will have is that a lot of that research may already be in your head. You already have that knowledge and have that quite nicely inside your head. But you want to write it very, very quickly, as quickly as you can, and get the words out. People often fall into the trap of writing and editing at the same time, which slows down the whole process. So, all you do is write, and once you've got all the words down, then you go back and the hard work begins of actually taking all that mould of rock, if you like, and becoming Michelangelo, and chiselling it away until you have a masterpiece.

Bosco Anthony:

So, what's the fun part with your role? Is it the research? Is it the findings when you go on this or is it when you see a strategy come to life or when you get results? What's the point that brings you the most amount of joy today?

Scott Bywater:

The strategic part I really enjoy. Getting clear on someone's strategy. And that's something we haven't really covered as yet. If you have great copy but poor strategy, it's not going to work very well. So, it's looking at a business and looking at the assets that the business has. For example, let's say you're a builder and you've been in business forever, and you've got a database of 30,000 on your email list. You will have a very different strategy that you would start with. You would probably start with nurturing your email list and email list strategies and all of that sort of thing. That may be all you need to do, just nurture that email list, warm it up, et cetera. You'd have a very different strategy to someone who is just starting out.

Scott Bywater:

If you're just starting out, let's say you are a builder in Parramatta. You may have Google AdWords that are ‘builders Parramatta’, and you send them to a specific page. What happens on that page all depends on understanding your target market in that area and what's happening in their world. Then you may retarget on Facebook ads, for example. For all of these things, if you can imagine, the copy is like the building blocks. But you've got to get the architecture right, otherwise the building is going to be a mess if your plan isn't crystal clear. So, I love that part.

Scott Bywater:

I also love the part when it all comes together at the end. You get the headline that pops and really just cuts through. Obviously, seeing the results is the most exciting part, because you can ask, “Okay, how did that work? What's the data? What's the metrics?” All of that sort of thing is also really, really exciting.

Bosco Anthony:

Scott, you've talked about compelling copywriting. You've talked about strategy. You've talked about speaking to the pain points. But what drives transformation to deliver that online engagement, specifically with conversion? Is there a technique or is there a tip for anyone out there looking at building an online brand? How do you make conversion so easy for the audience?

Scott Bywater:

I think the number one thing with an online brand is trust. There's a book called They Ask You Answer. The author's name is Marcus Sheridan. He was selling swimming pools, which is, I guess, a type of building. What he found was, in the industry, the average conversion rate was like 10%. He was using HubSpot, and he could see how many visits someone had before they inquired. He found if someone had 30 or more visits, like they'd viewed 30 or more pieces of his content before they went to a sales meeting, the conversion jumped up from 10% to 80%. The bottom line is, if you can get people to view your content more, they're going to trust you more, and then they're going to be far easier to sell to, and to move them towards that sales process is really the bottom line.

Scott Bywater:

You need to be strategic about that though. I know there are certain industry experts online who post a hundred pieces of content a day, all of that sort of thing. You need to be strategic and really move them off the social media platforms into your network so that then you can communicate, you can control the building of the relationship from there. That's really what I would recommend.

Bosco Anthony:

What do you think is one of the biggest pain points right now for brands online? Where do they struggle when it comes to effective copywriting and getting results?

Scott Bywater:

In terms of brands, I think one thing is probably that they struggle with positioning. For example, how do you set yourself apart in a really noisy, noisy world? How do you make your brand, your product, all of that sort of thing stand out? How do you create a unique selling proposition (USP) which really makes you pop? For example, recently I was talking to a builder who had a new type of technology that they were using to build with, which was superior in many ways. There was a real opportunity there to position themselves as that, to attract a higher calibre of clientele as such. So, if you can get clear about that and de-commoditise your building business, I think that makes a really big difference, so that people don't just look at you and say, “They're just another builder.”

Scott Bywater:

The big thing, because it's easy to create a USP, people get a bit confused about this. You could be the only builder who builds pink houses; that could be your USP. The only problem with that is, your target market probably doesn't care or want that. So again, to create a USP, it comes back to the research phase, to ask, “What does my market actually want?” Then you can make that offering, which really pops to the right people.

Bosco Anthony:

It's an interesting insight, because most people think that USP is that unique selling differential that stands out. Sometimes you have to look beyond that and also find out what the need is or the demand is for that particular product or service. Now let's get into the building space a little bit, because builders are faced with so many different challenges when it comes to running a business. And I'm sure you've had your experiences working with different builders. What do you think would be that number one challenge that builders face, on top of making them pop? What do you think is their biggest day-to-day challenge when it comes to online marketing?

Scott Bywater:

I think with builders, it's like anything, because the big thing with building is, your deal size is massive compared with your average business. If you’re a chiropractor, your deal size is $80. If you’re a builder, your deal size is in the hundreds of thousands of dollars, depending on the type of building you do. But it's significant. The risk there is, depending on the size of your building company, you get quite busy doing particular projects and you can forget to keep the marketing funnel moving. So, I think the biggest challenge, really, is having a consistent marketing funnel so that it never gets quiet.

Scott Bywater:

You might have a funnel and you say, “Okay, we see these people closing in the next 30 days, these people closing in the next 90 days and these people closing in the next six months.” The challenge is having that consistent, and building it up and having a lead magnet, which brings in opt-ins and then having emails, which nurture those leads and move them with trust. Remember what I said before that 30 pieces of content bumps the conversion up significantly. So, you have really good quality emails, which nurture those leads, and then from those leads, it then turns into a far easier sale.

Bosco Anthony:

Let's talk a little bit about building that trust. It stems from having an online presence, it stems from communicating with your audience well. What are some of those critical steps needed for a building brand to have an online presence that then creates that trust? What are some of the key steps there?

Scott Bywater:

I think there's a few things. Number one is understanding where your target market hangs out. Now, one of the really good ways you can do this is, if you want to go deep, there's an interesting book called, Buyer Personas by Adele Revella. One of the things she talks about is interviewing your clients and also interviewing people who didn't buy, and understanding what their buying process was. Let's say you interviewed one of your clients and you ask, "Well, what happened?" They answer, "Well, we saw your Facebook ad about X, 12 months ago. Then we received 27 emails. Then we decided to make an inquiry. We liked the guy that we met. And then we went and made a sale." Now that may be a one off, but let's say you do that several times and you see a real theme there. 

Scott Bywater:

Now that may not be the theme. The theme may be they got recommended by a friend. So, you need to work out, what is the theme? What are the trust elements? Then base your funnel around those specific trust elements, so to speak. Because they'll tell you; they'll say things like, "You know what, we were looking at two builders. And the reason we chose you was because we knew that you'd done work with several people in the area." If that's the case, and they're all saying that, well then maybe you need to get case studies from prominent people in the area, because that's building the trust, that's building the sale. It's understanding that at a really deep level.

Scott Bywater:

Maybe everyone's getting referred, hypothetically, from their accountant. You call up six people and they all say, "Oh, you got referred." Then maybe you need to go and develop more relationships with other accountants in the area, deep relationships, and do it that way. So, it's really understanding the actual buying process, because it is a long buying process with builders, and it is a more complex buying process than with a lot of other products and services.

Bosco Anthony:

You mentioned an interesting point about knowing your avatars and interviewing them and then speaking to them. Obviously, the building industry has so many different facets: you've got remodelling and new construction or new design, bespoke. What are some of the common targeted avatars that building companies should go after?

Scott Bywater:

I think it depends on your target market. If you look at it, you've got your developers, potentially, you've got your mums and dads who are 35 plus, you've got your first home buyers and you've got your investors, potentially. I think there's a potential for all of them. It's really understanding your marketplace and where you want a building. If you are building in Toorak in Melbourne or Double Bay in Sydney, for example, your avatar's probably going to be very different to if you are building in a country town in Border Town in South Australia or Taree in New South Wales.

Bosco Anthony:

What you're saying is that the avatars speak differently or you'd have to speak to them differently as well, based where they are geographically, according to what their needs are?

Scott Bywater:

Yes. And you may decide that you want to do something different. You may decide you live in an area where you know it's going to boom for investors. So, you could then target them, if you chose to. You could go outside the box and target investors who are looking to just build a home in that area, build it up and flip the properties, potentially. There are lots of ways of thinking outside the box, rather than just advertising in Facebook in your local area. You can do joint ventures with people, all of that sort of thing. There's a lot of options if you open your mind to it.

Bosco Anthony:

Now, when you talk about case studies and when you talk about building trust, you're asking builders to become storytellers. Often, a lot of builders will say, “I don't have time to be a storyteller.” What are some of the common hurdles that come with a building company’s need of building storytelling? And what are some of the workarounds to become an effective storyteller?

Scott Bywater:

I think the key with storytelling is that it really comes quite naturally to all of us if we're asked the right questions. If someone sits in front of you and asks you a question, generally, you can answer it. Whereas if someone asks, “Can you tell me a story?” you say, "Oh, I don't know what to talk about." That's one of the big issues that people have with their content in terms of what to do. One of the easiest ways to do this is, if you've got an email list, is to send an email out, or you could do it on your social media, or whatever. You need to ask them, “If you could ask me any two questions about building your house, what would they be?” Just craft that question the right way. People will come back and they'll ask you those questions, and then all you need to do is answer those questions.

Scott Bywater:

Now there's a little tool called Otter.ai, which you can download on your phone, or you can have on your computer. It's like an AI transcript typing service. Literally, if I asked you right now, “Bosco, what do you love about what you do?” I'm sure you could talk about that for several minutes without really needing to think. Whereas if I told you to write it, it would take about six months for some people. Some people would say, "Oh, I can't. I'll get around to that." But you can talk it, right? So, then you just talk it. Then you've got the transcript, and that makes up the meat of your content. You just transcribe it, and away you go.

Bosco Anthony:

Tell me how you evaluate results, or how do you look at metrics that tell you if copywriting is effective or not effective? Especially when it comes to building companies, where do you go to look at that type of level of engagement? And how do you know you have effective copy?

Scott Bywater:

There are several metrics along the way. Number one of the metrics is how many opt-ins? If you're advertising on Facebook, for example, how many people actually download the special report or whatever you're offering? What's the cost for that special report? What's it actually costing? Then you might have a webinar or whatever your particular marketing modality is. Then ask, “How many of those opt-ins turn into leads? How many of them actually contact you? And what's the time delay for them to actually reach out to you?” So that's another one, and then, “How many leads actually turn into sales?” That's all very simple metrics.

Scott Bywater:

You can get far more complicated. You can say, “Okay, this is what the process is and the numbers are for Facebook. This is what they are if they're coming from a referral,” which will probably be a lot better. “This is what they are if they come from Google AdWords,” and it may be a different process for there, because you may not have an opt-in. You make just straight to appointment because they're there actually looking for your service. All of these sorts of things. But essentially, for a builder, you've got opt-ins appointments and sales. And then there are layers of complexity between that. How long between an appointment and a sale? How many appointments turn into sales? How many subscribers turn into appointments? That sort of thing.

Bosco Anthony:

So, you've got primary and then secondary metrics that go along hand-in-hand as well. Is that what you're saying?

Scott Bywater:

Yeah.

Bosco Anthony:

With a building company, there's so much change going on. How do building companies focus then on becoming better copywriters, becoming better storytellers? And why is it so important today?

Scott Bywater:

As a building company, I think one of the best things that you can do is start to use storytelling. Most builders aren't necessarily writers. That's not your craft. The same as if you asked me to build a wall, I would be completely lost as to what to do. So, I don't know if a lot of people listening to this are going to say, “Yeah, I want to become a copywriter.” Maybe some, but I think it's a small percentage. But if you can get tools like otter.ai, you can just start to transcribe it, get very clear, send an email out, find out what questions your prospects have, audio it in. Then create a system where someone can take that content. It's coming from you, it's in your voice, it's your language, it's not hypey, it doesn't lose authenticity. Then you can have someone tidy that up and turn that into your content that goes out. This is for written content.

Scott Bywater:

Video content is one thing I would be doing if I was a builder. I'd be doing video content, distributing that via all the different social media platforms, but then having that transcribed and turning that into email content. And emails, I find, are far better written with a call to action.

Bosco Anthony:

What are some of the content trends that you're seeing today? You mentioned video and you mentioned that visual storytelling as well. What are other aspects of copywriting or content marketing that builders should consider in today's day and age?

Scott Bywater:

I think you've got your big ones, which aren't going to change. You've got LinkedIn, Facebook, Instagram, that sort of thing. It's really wherever your target market is hanging out, is where you want to be.

Bosco Anthony:

It sounds like email is still relevant today as well?

Scott Bywater:

Well, according to litmus.com, email gets 42 times ROI [return on investment] for every $1 spent. Now, if you compare that as a whole to any other marketing medium, it just can't compare. Imagine getting $42 for every dollar you spend on Facebook. Maybe back very in the early days, that may have been possible. But I don't know anyone who can get that today. However, you've got to build the email list. For scale, things like social media, PPC [pay per click], all of that sort of thing is critical for actually building that email list and generating the leads. But if you have an email list and you are not using it, it's like having a pot of gold sitting in the backyard and just ignoring it.

Bosco Anthony:

When you talk about emailing the database, are you talking about a series of automated emails? Are you talking about monthly newsletters? Where are you seeing the trend or the shift when it comes to email marketing today? 

Scott Bywater:

There are two polarities with emails, the same with content, but particularly with email marketing, where you have the scorched the earth approach, which is just like sell, sell, sell, sell, sell. And that ends up burning out your list. You do get some good results, but it burns out your list. Then you've got the romantic approach, which where you think, “If I do all this wonderful content, people are just going to magically find me, love me, and I'm going to make a ton of money.”

Scott Bywater:

I prefer something I call the third way, which basically goes straight down the middle. Say, every piece of content, apart from the occasional sale, which wouldn't really apply to builders anyway. But every piece of content starts with quality, starts with giving. Then we'll have a very soft end to it where they'll push to maybe an appointment close or something like that. Now, if you can do that, you can email far more regularly. I went for a period, probably a decade, where I emailed daily without a problem, every weekday. I would say most builders probably won't want to do that. But doing it weekly, I don't think anyone's going to have an issue with it, providing it's delivering quality every time.

Bosco Anthony:

So, it's the quality of content with a call to action, is what you're saying?

Scott Bywater:

Yeah. Quality content with a call to action. That quality of content is easier than you think, because if you are delivering that content based on your knowledge, it's actually quite easy. The problem is that a lot of builders will say, “Oh, what I do isn't interesting.” But it is fascinating. Because, as a builder, you do it every day, you think it's just humdrum to you. But to your target market, it's actually quite interesting. So, get the questions and you can then use transcription software to get it out, because you can talk at least seven times faster than you can type. Then the bulk of it's ready. You can have someone in your team or you can have a writer who actually helps you put that together for you.

Bosco Anthony:

Now you've had an illustrious career being a copywriting strategist. You've been doing the consulting side of things, and you worked with a lot of builders as well, amongst all the other brands that you've worked with. Have there been any shocking facts or discoveries about builders that you have found in your years of working with them?

Scott Bywater:

I don't know if there's anything shocking. I just think that there are often far more ways of positioning yourself and niching yourself than you might think. Across every industry, if you do this stuff, if you email your list regularly, if you do the PPC, if you build the brand, if you do all of these things, you'll be literally in the top 5% of builders in terms of the marketing department. These are just fundamentals, but so few do the fundamentals.

Bosco Anthony:

Okay. Let's talk a little bit about the successful habits of a builder online. And let's just talk about brands as well online. When you look at some of these successful brands that are actually nailing copywriting, they're nailing content marketing, what are some of those successful habits?

Scott Bywater:

I think their key successful habit really boils down to a few things. One is: you understand your market so you know what to write about, because it needs to resonate with your target market. Two is: take them off the social media platforms, because that isn't your real estate. You want to move them to your real estate specifically.

Scott Bywater:

Then three is: be consistent. That is a really critical thing. If you are consistent, if you're showing up consistently, you'll be top of mind, which is particularly important with these high-end type products and services, because building is not a cheap product. It's not a cheap operation. It's hundreds of thousands of dollars. If you are going to choose a builder, you are going to do your research. You're going to look around, and you're going to make sure you find the right service for you. If you're doing all those things, if you're consistent, if you're trusted, if you're building up your testimonial bank, all of that sort of thing, your odds of success are far, far higher.

Bosco Anthony:

Now, what critical advice can you give builders who are new to the whole concept of content marketing, or new builders getting into the space and wanting to build a following online? You talked about building a brand trust; tell me a little bit about what advice you would give them.

Scott Bywater:

If you're a new builder coming into the market, the first thing I'd say is, if you're building a house, get really clear on your architecture. Ask yourself, "Okay, who's my niche going to be? Who am I going to approach?" Initially, you might just throw things out there and see who you attract. But eventually, you are going to want to get clear on how you're going to set yourself apart. From there, once you've done that, it's understanding that niche, understanding what questions they've got, all of that sort of thing and building a content strategy based on that.

Scott Bywater:

Obviously, you've got all your tools and your hooks. One that I've seen recently is one called Comet, which is amazing for all the things that it can do. You've got HubSpot and all of the different technologies out there. But the fundamental strategies, when you take the technology away, is the human element. You’ve got to be talking in their language, and then they're going to notice you, they're going to say, "Oh, I'm looking at building duplexes for investors, and you specialise in that. I want to know more." You're going to be talking their language; the content has to relate to them and getting the message out there and bringing them into your funnel. Take them off the worldwide web and into your email list.

Bosco Anthony:

My final question for you: is there a final resource or book that has shaped your copywriting career? If builders out there are wanting to read a little bit more about content marketing and copywriting, is there a book that you recommend for them? 

Scott Bywater:

There are so many that I've read over the years. I'll list off some of the people who I've learned from, and I would encourage everyone to just look into these guys. They've got very different styles: Gary Halberts, Jay Abraham, Clayton Makepeace, Robert Collier. They're some of the ones that are just off the top of my head.

Scott Bywater:

Anything by Jay Abraham, I would probably recommend reading, because you're getting everything you can out of all you've got, for example. His books will change the way you think. I find that often, as business owners, we get blinkers on and we get into a certain way of thinking. I think Jay Abraham’s content actually opens your mind and says, “To achieve this objective, there's about 27 different ways we can get at it, 27 ways we can come at it from, to get what we are looking to do.” That's a long answer to a short question.

Bosco Anthony:

But isn't that what copywriting is, a long answer to a short question? Isn't it?

Scott Bywater:

That's right. That's right.

Bosco Anthony:

Well, I've had a lot of fun hanging out with you and chatting with you about copywriting. As a digital strategist, I could nerd about this for days. But Scott, I just wanted to thank you again. For our listeners out there, I think this would be a very insightful interview to give building owners and building companies a lot of thought process when it comes to getting their copywriting done well. So, thank you so much for your time today.

Scott Bywater:

You're welcome. Thanks, Bosco.

Bosco Anthony:

Cheers.