Helena Escalante is a copywriter, content strategist, and creator of entrepreneurial thought leaders who love to learn by reading books. She was born in Mexico City but later came to the US to attend college in Austin Texas.
Helena believes her superpower is connecting people with resources they need to achieve their goals. She is fascinated by the human mind and tries to convey her copywriting messages compellingly and effectively.
Listen in to this entrepreneurial podcast to learn how you can become a copywriter who creates compelling and converting copies.
What was her inspiration to come from Mexico to the US?
She was born into a family of translators which made the US close to her heart and when the opportunity came to attend college in the US she took it. She studied history and Latin American studies and minored in marketing. She later got a job in PR with marketing knowledge even before graduation. Helena says her brain works in marketing and languages.
What does she love about PR and how she puts the message across?
She loves getting a message that resonates- seeing someone’s eyes light up because the message struck a chord is what he lives for. She has a passion for the human mind- the urge to understand why we do the things that we do. She can convey a message that highlights what the call to action is as a copywriter. She came with an acronym W-R-I-T-E that acts as a map to put out an effective copy message.
What is her favorite book?
The Art of Possibility by Benjamin Xander. The book gives you examples of how to manage either feelings or situations masterfully. She explains one example of how one can fulfill your goals and grow yourself by working towards it.
How does she handle writing marketing and PR copies?
When it comes to copywriting, the strategy should be to write a ‘vomit draft’ which is just throwing ideas out there. This gives you many ideas to work with rather than limiting yourself with what you think it should be or look like.
How do you distinguish between the right ideas from others?
Always keep in mind what your client wants or call to action.
How to master the art of the right call to action?
Many entrepreneurs think that the message is clear even though it may not be. Always give instructions on how to find that call to action button. It’s always the little things that could change everything. You can even get help from someone who isn’t as immersed in the process and is more likely to notice the missing call to action.
What is her favorite call to action words?
A call to action should always start with powerful action verbs. This snaps your prospect’s brain from the law of reading and into action mode. The clearer and the more imperative you make it the better.
What words does she use repeatedly?
Using the word ‘imagine’ takes on your prospects into the journey with you. It is a powerful word that sends our minds to wherever we want them to go. Other words include ‘discover’ which is like imagine and the ‘how to’. Picking people’s curiosity also works best because we are naturally curious.
What is the best advice that she’s ever been given?
Love yourself as you love your neighbor. As a perfectionist with invisible judges she always used harsh words that she would never use on anyone else.