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The Secret Reason You Should Never Use Copywriting Templates

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Copywriting isn’t easy. Whether you’re a business owner or a marketing copywriter (such as a copywriter for blogs or a copywriter for marketing agencies), there’s a good chance you’ve gotten stuck trying to think of good copy.

You know those times when something sounds great in your head but comes out weird when you try to string the words together? It’s okay, a lot of people can relate.

When selling products and services, having quality copy is a must.

Since it’s common for people to have trouble writing copy, many writing experts have made copywriting templates to help people out.

However, I don’t recommend using those templates! I’ll explain why and what you can do instead.

Authentic messaging 101

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We all want more sales. To get more sales, remember that your audience has to have the know, like, and trust factor before they buy from you.

Just announcing to the world that you have a product/service for sale is not enough. Lots and lots (and lots) of people are selling things.

So without a distinct brand voice, you’ll get lost in the crowd.

Having an authentic message causes your audience to know, like, and trust you automatically.

This is because they’ll see your authenticity and enjoy getting to know the person behind the brand.

They’ll rally behind your mission and your “why.” They’ll admire you and feel a desire to connect and ultimately invest their hard-earned dollars into your offer (thanks, authentic copy!)

So, what does “authenticity” mean?

Simply put, authenticity means that you’re real.

You have a sincere message in your heart that you want to put out there. You aren’t trying to copy someone else. You’re expressing yourself through words in a way that makes sense to you, even if it doesn’t appeal to everyone.

When you use a template, you’re customizing it with some of your words, but it’s still someone else’s document that they created for the masses without knowing who you are and who your ideal client is.

The result is an awkward mix of your voice and someone else’s voice. You’ve put so much hard work into creating your services and products. Don’t you need amazing, authentic copywriting to match?

Why high-ticket buyers don’t want washed-out messaging  

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No one likes inauthentic marketing, especially not high-ticket buyers.

If you’re trying to sell a high-ticket offer, you’ve got to have the KLT (know, like, and trust) factor on overdrive.

Think about the psychology of high-ticket buyers.

They are ready to pay a large amount of money because they have a large problem that needs to be solved. Their problem/desire is so big that they’re willing to give up a lot of money to make things better.

Now we need to get to how these buyers decide which person to buy from.

They’re not deciding based on price, so there’s something else that helps them choose. They want someone who can solve their problem and has the right personality fit for them. After all, many people have the ability to solve a problem. So the decision actually comes down to who you are and how you represent yourself and your services.

Business owners often don’t realize this. Your audience wants to see your personality because it helps them feel more comfortable with you.

When a potential buyer happens to have a personality, beliefs, and mindset that’s similar to yours, they’ll like you and have a greater chance of becoming a customer or client. When it’s all said and done copywriting templates are not a good way to show your personality (not to mention the fact that you need tailored messaging for your offers)

How to add your personality to your writing

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There’s a reason templates are popular — they give you words to say when you get stuck.

Without templates, it may be hard to think of what to write. What makes it so hard is that you need to write in your voice instead of trying to sound like someone else or what you think you’re “supposed to” sound like.

Asking yourself these questions will make it easier for you:

  • How do you greet people and say goodbye?
  • What do you say when you’re surprised?
  • What do you say when you’re angry or criticizing something?
  • How much slang do you use?
  • Do you like to reference pop culture?
  • How do you use humor?
  • Do you prefer to be gentle or hard-hitting?
  • Do you use sophisticated academic words?
  • How does your culture influence the words you use?
  • When you read your writing out loud, does it sound like you?
  • How do you speak to your friends? What language do you use around them?

Don’t forget to keep your audience in mind and think about how your words will come across to them. Look at social media posts and other content from your target audience and get ideas from the way they talk.

You can still stay authentic to yourself while being aware of how your target audience speaks.

How to develop your brand’s tone over time

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It’s crucial that your brand keeps a consistent tone of voice over time.

If you keep changing your tone from one piece of content to the next, your audience will feel confused and disconnected from you.

If you had a friend whose personality and way of talking kept changing every time you two talked, you’d be confused, too!

A brand style guide is one tool to help you maintain a consistent tone.

This is a document you can create to keep track of your target audience characteristics, phrases you often say (and don’t say), and emotions you want to convey.

If you’re worried that you won’t be able to consistently write well in your tone, working with a marketing copywriter will help.

Collaborating with a copywriter is the opposite of using a template.

Copywriting templates weren’t written for you specifically, but when you hire a copywriter, they’ll take the time to get to know you, your brand, and your unique voice. Then they’ll write copy that fits you, convey’s your message, and makes your audience excited to throw their money at you.

Ready to collaborate so you can build community and increase your revenue? Schedule a consultation here:

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Tiffany Garside | Content Strategist & Copywriter will use the information you provide on this form to be in touch with you and to provide updates and marketing.
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