How to write good copy and allow your truer nature to come through
“You need to ASK THE RIGHT QUESTIONS“……says Adrianne Munkacsy, (a copywriter and content strategist and guest blogger for Firepole Marketing)
If you already have your website written, take a look at it and ask yourself the questions below. If you haven’t written your site yet, you need to keep Adrianne’s 4 questions in mind as you do:
1. Is this an honest expression of who I am?
- There’s a trend in copywriting—especially for businesses geared toward women—to use hip, sarcastic, in-your-face language on your website.
- Fun, unapologetic copy stands out.
- But if it’s not an honest interpretation of you or your brand it’ll be nearly impossible for you to carry that feeling through every interaction you have with your audience.
- The first step is to get crystal clear about your brand.
- There are a few ways to do this:
- Email your clients, or people close to you, and ask them what three words they would use to describe you and tally up which words people use most, then reflect.
- Do the qualities listed represent how you’d like to be perceived?
- If not, think about where you might be missing the mark.
- Write down a list of adjectives that describe the way you want your brand to be perceived. Write down everything you can think of.
- Once you get clear about what your brand stands for, you’re better equipped to write copy that stands out in a way that feels genuine.
2. Does this empower my audience?
- To effectively sell your services, it’s important that your audience believes that you understand the problem they’re facing—and that you have the solution.
- Yes, you can relate to their pain.
- But balance that with more positive aspects of their personality—the parts of them that help them make big leaps forward.
- Are they driven?
- Do they tackle their problems and not wait around for someone else to take the wheel?
- Adding good qualities alongside trouble spots will drastically change the feel of your website as well as the types of clients who reach out to you.
3. Does this speak to what really motivates my audience?
- Almost everybody wants more money, more freedom, more time, or a better body. But vague promises like that feel empty….your audience is bombarded by similar promises every day.
- Quiet brands can make a name for themselves by tapping into the inner motivation of their potential clients.
- Think about your audience.
- If your promise is that you can help them make more money, take that promise further.
- What would they do with that extra money? Travel? Give it to charity? Invest in other businesses? Pay for their kids’ college?
- The more specific you can get about your potential clients’ inner desires, the less you have to “yell” over the noise those louder brands are making.
- The most effective way to learn what your audience wants is to interview them.
- Ask 3 or 4 of your dream clients if you can ask them about their experience with you.
- Ask questions like:
- What was keeping you stuck when you reached out to me?
- Why was that problem so urgent?
- What were your goals when you hired me?
- Why was that so important? (And keep asking why!
- If they say they wanted more time, ask “Why did you want more time?”)
- Connecting to your client’s specific, personal goals will quickly demonstrate that you understand them, which is the first step to gaining trust.
- When people trust you, they hire you.
4. Can my clients say what I can’t?
- If you’re uncomfortable tooting your own horn, let your testimonials do the work for you.
- Testimonials (when done right) are an effective way to highlight what makes you special without feeling like you’re bragging.
- Here is Adrianne’s simple system for getting the most effective client testimonials:
- Create a standard questionnaire…..
- This questionnaire guides clients to explain the tangible results they got from your product or service
- Here are a few examples:
- Tell me about 3 measurable leaps you made in your business as a result of our time together.
- What was the most surprising part of your experience with me?
- How did you feel about [the problem you help with] BEFORE working with me?
- How do you feel about it NOW?
- Doing this helps you get more pointed feedback, which you can then use on your site to highlight the gifts and strengths you might otherwise feel uncomfortable speaking about.
The goal when you ask the right questions (like the ones above), should be to present the value and benefits of your services in a way that feels natural and steer you toward the authenticity of your brand.
There are clients out there who relate to—and prefer—your natural brand……
Give them what they’re looking for.
If you enjoyed this post and found TONS OF VALUE, please take a moment and share…..Thank You 🙂
Sharing Is Caring!
To Your Success,