Inspire Your Readers To Take Action
Your brand is your business’s personality.
The way you market yourself is everything-
If you don’t stand out, you’ll be lost in a sea of other competitors.
It’s a race against time, and you only have a second to make a killer first impression.
People don’t buy things…
They buy brands.
People do business with those they know, like, and trust.
Your customers are buying from you.
Your style is the way you relate to your clients and potential prospects to gain and maintain their interest.
If you write like everyone else, you’ll fail.
Let’s go back to school.
The teacher tells everyone to write an essay about what you want to be when you grow up.
And everyone takes off and writes away.
Thankfully, this form of essay allows you to be yourself for a little bit.
Now, as you might expect, two or more classmates will have picked the same profession.
Let’s say you have two people that want to become doctors.
Let’s start off with Amy.
Amy’s parents always wanted her to become a doctor.
She has no interest in becoming a doctor, but it’s part of family tradition.
So she writes a half-hearted essay without much enthusiasm.
Now, another student wants to become a doctor.
Let’s call her “Lucy.”
This student has always aspired to become a doctor.
She plays doctor at recess…
And she has always envisioned herself helping others
She dressed up as a doctor for Halloween- even bringing a stethoscope for show and tell!
Both students submit their essays.
Who do you think will do better?
Which student do you think will be more convincing?
I think Lucy will be much more convincing.
I bet you do too!
Lucy put herself into the essay.
She didnt just write an essay.
She painted a picture for you to see and imagine when she graduated and went to med school.
Were you on her side?
I hope so.
Med school is expesive and many people drop out.
But Lucy’s dreams and aspirations make you want to see her achieve her dreams.
Because she will probably make it.
The dedication shows.
And we tend to wish well on those who care about themselves.
Was Amy’s essay necessarily bad?
But it became an “other” essay the moment the teacher read it.
Because there was absolutely no personality in the essay.
Amy had a boring essay.
But Lucy has a personality.
She’s a relateable writer.
What traits does it take to become a relateable writer?
1. Appeal to Emotion
No one wants to be bored.
Bored is bad.
If your writing is boring, your prospects will not keep reading.
They might even avoid your writing in the future.
So this is why it’s important to be more like Lucy: full of emotion and enthusiasm.
You clearly pictured a young child on career day who wanted to become a doctor.
Now, let’s put this on you.
What do you prefer to read on a website?
The interesting About Page, or the fine print at the very bottom of the page?
Probably the About Page, because it’s a chance to get to know the business at a personal level.
Again, people are subconsciously buying from you.
This is why it’s important to inject yourself into the copy.
The emotions your readers respond to are:
This is why its sooo important to make your readers feel like this when you write.
It’s up to you as the writer to make a reader feel a specific emotion.
And it’s really up to you which one you want to use depending on the situation.
Let’s say you’re writing a script for an animal cruelty commercial.
Just the thought of animal cruelty probably makes you sick.
And super angry at those who do it.
So don’t make your copy weak.
Dont say “Animal cruelty is sad.”
“Every day, over 1,000 animals are severely injured by owners. Don’t let these numbers grow. Adopt a pet today. Call 888-888-8888 or visit your local shelter now.”
You can feel your blood boil when you read this.
Smoke would come out of your ears if you heard this on T.V.
Copywriters have much more power than you think.
They control the mood, tone, and delivery of your central message.
Write with your words, fight with your words.
2. Get the Reader to Nod
We’re not talking sleep here.
The nod of approval!
It’s not that bored people don’t like you.
Or have a problem with you.
It’s just that they hate being bored.
So once again, your going to have to inject your personality into your copy…
Do this by getting them to nod in approval at your message.
Let’s take a look at the Life Coaching Industry.
Some people agree with it, some people don’t.
But it’s a two billion dollar industry (and growing).
Everyone has a basic desire to do well.
As well as achieve something in life.
So let’s say your goal is to get website visitors to sign up for a free coaching session.
A coaching session to get them to want more.
You make a landing page.
And you start writing.
Here’s the first one:
“Welcome to Holiday Inn Coaching. Sign-up now for our free introductory session.”
But doesn’t everyone else want you to sign up for their thing too?
And a little salesy.
But what if you read something like this?
“I remember when I hit rock-bottom. I lost everything. And the only way for me to climb out of it was to self-reflect. I took myself through the journey of self-realization to become who I am today.
I’m humbled to have made it.
Have you begun to lose hope?
Are you tired of those sleepless nights?
I want to share with you what has worked for me…
For a limited time, I am offering a free 90-minute session between you and me to talk abut whatever you want. We will identify your fears and self- limiting beliefs and get YOU…. where you want to be.”
Feel the difference?
Which one is more reassuring?
The second one gives you a little backstory into the offering of the first session.
You can tell he or she has good intentions and genuinely cares.
Some people just want your money.
But this person?
Doesn’t feel like it…
As a reader, you can identify with the lived experience.
People can tell the real thing from the fake.
And that first attempt would have you click the red box at the top-right corner of the screen in frustration.
Thanks to bad marketing.
But the second one asked questions that got you at your core.
And you felt the pain.
We’re not looking for a liternal headbanging nod.
Just a form of understanding the reader an identify with.
But thats the difference between an attractive offer and an unnatractive offer.
Again, we don’t know who the actual life coach is behind the package.
But we are more apt to choose option two because of the way it’s presented.
Write with Purpose
Not writing for the sake of writing.
This might strike many as “yeah okay we know.”
But it gets deeper than that.
It has to do with being authentic.
It’s the digital era, and content is king.
For digital marketers, at least some, that means mass-producing content that’s already made and distributing everywhere.
So all you see is ads, and ads, and ads.
And I know they’re just doing their job
But there is a thing as being overdone, which in these cases, they are.
Most ads aren’t even targeted correctly, let alone optimized for conversion.
When you write copy, be sure to keep it meaningful and get to the point.
People come off as salesy when they write a lot with little substance.
I call it fluff.
But you can call it what you want.
Instead, break your thoughts up into small paragraphs.
Once you think you’re done, now it’s time to edit.
Time to cut it down.
And you’ll find much of your time is spent cutting it down to get to the point.
I tend to write line by line.
This creates tension, keeps your eyes moving, and makes you think out loud.
There is no right or wrong answer.
But it’s what works for you and gets you results.
To be honest, some of my paragraphs are just one line.
The reason for this is the dramatic pause effect.
Less is more in copywriting.
What’s your approach to writing?
Let me know down below.
Peace and take care.