Writing for your business is one of those things.
We sit down and we know exactly what we want to say, but we can’t find the words to say it. You don’t want to be pushy, or “salesy”, or feel icky about promoting ourselves or our products and services.
Some common feelings from writing sales copy in the past may have been ickiness, shame, frustration, and resistance.
But it doesn’t have to feel that way.
Before you read this, I want you to set perfection aside. You will never feel like anything you publish is perfect and that is totally cool. I know everyone is telling you that you don’t have to be perfect, but for this, take it from someone who gets paid to write…
Putting something out there that isn’t perfect, is light years better than not putting your gift out there at all.
Today, we’re talking about copywriting.
Copywriting is the art and science and of strategically delivering words that get people to take action. Spoken or written.
Words are your marketing manager, if you can write in the way that sells, then you can sell.
We are wizards! Your community gets closer to turning into your client every time you post. You get engagement because you know how to write to your people.
Copywriting can be weaved into content writing, but they are not the same. See below!
Writing is the foundation of all your marketing efforts. The sales process begins way before they get to your sales page.
So let’s get into the 3 things that will help attract your ideal person, client, or customer.
#1. Are you speaking your person or customer or client’s language?
Are you literally saying things they can relate to?
We have to meet people where they are when we want to sell them something.
And when I say this, I don’t mean dumb things down for people. I mean simplify and use words they would use. But yes, cut down on any industry jargon, unless you’re selling to people in your industry.
This means selling people the end result they want, they one they’ve TOLD you they want. Do not sell them the process.
Sell them the outcome they are longing for by repeating back what your person is saying to you. Don’t over complicate it.
#2 Are you writing like a person or a grade school grammar robot?
Writing for your business and writing for the web is conversational! Even when you’re selling and educating. People don’t want to read something boring, and they don’t want to feel talked down to. Odds are your person doesn’t speak the Queen’s English, most people don’t, so relax when you’re writing.
Keep it chill and write like you would speak to a friend, because that’s what you’re doing. You’re explaining how you can help this person who means a lot to you. You’re inviting them to the best party (or small gathering) in town, your service or product!
Your voice matters more than any formula out there, because there is no substitute for your person feeling understood.
Don’t worry about academic writing unless you’re writing a grant or a research paper. Online, keep it conversational, informal, and put your personality in there.
Your value is more absorbable sprinkled in with your personality and your story.
#3 Are you writing with Emotion?
And I don’t mean pouring your heart out or getting super vulnerable. You don’t need that every time. I’m talking about your person feeling something when you write to them.
Because people don’t remember the words, but they remember how the words made them feel.
People buy on emotion and justify with logic. Start your sales pages, emails, and even Instagram posts with some emotion. I don’t mean pick an emotion and write about it. I mean speak your customer’s truth by choosing a struggle or pain point of theirs and telling them you get it.
Use short sentences and describe their feeling like it’s a scene in a movie.
Your person is motivated by the solution you have for their pain points, struggles, or challenges. Write a list of your person’s paint points and read it every time you write for your business. These pain points are GOLD. They express to them that you understand where they are, and bonus points if you understand where they want to be.
Copywriting can be manipulative when its used without your audience’s best interests in mind. But if you truly believe in what you have to offer, you are persuading them to make a great decision!