After creating captivating, thought-provoking copy for hundreds of clients, and working on the backend in marketing for a plethora of industries, I’ve learned a thing or two about what makes some weerrkk and what makes others flop.
Before we get into these top-notch strategies let’s identify your problem…
You realize you use bland messaging in your business but you’re not sure how to upgrade your content (emails, social media, blogs, and sales funnels)
Sometimes you read copy for others in the same industry as you, and you wish you could paint a beautiful picture that makes your audience feel something after reading your content.
Well, I’m here to tell you that the solution is going to be written plainly in this blog.
At the end of this blog, you’ll be well equipped to tell your marketing team all about what you guys need to do to wow your audience.
1. Copywriting is Selling With Words
You’ll need to understand what copywriting actually is if you’re going to use the power of the written word to propel your business forward.
Think about some of the ads you see today.
Some are wildly simple yet powerful.
Others, well they’re too boring to remember. In fact, I’m 100% you only remember the ads you perceived as funny, strange, or entertaining.
The goal with copywriting is to make your audience take a specific action.
This doesn’t always have to be “buying” something.
Sometimes we want our audience to simply respond or opt-in to a free offer we have like a webinar.
2. Selling Isn’t Just Asking for the Sale
Although calls to action are extremely important we have to set up our potential client for the exchange of money and the promise you make with your offer.
This is why contrary to popular belief, copy isn’t a quick one-and-done type of thing.
You have to understand what the client’s head is at.
Are they ready to buy?
Are they aware of the problem you solve?
Is the problem you solve important enough for them to exchange their high-ticket coins for the transformation?
What are their fears about buying from you?
What are their goals after buying from you?
Understanding all of these questions, and more from a fundamental level will make or break your marketing strategy.
3. The BEST Copywriter’s Lead with Empathy
The job of a good copywriter is to make someone feel a particular emotion when reading their words.
There’s no way you can make someone feel something if you don’t understand how they’re already feeling.
Empathy is a superpower for copywriters that goes far beyond sales psychology and statistics.
If you understand your ideal client (especially high-ticket) from the inside out you can talk them into doing anything – literally.
Because you’ve paid attention to their hopes, fears, dreams, and desires.
Of course, this takes a TON of market research but one way I like to dive into client work is to understand how their previous customers discuss their services.
We can use that same lingo over and over again for other clients because we already know the proto-type ideal client has used these words in their testimonial to describe your services.
I’m telling you this works every single time.
I’ve had clients come to me and tell me their clients told them the words on the sales page we created sound just like their thoughts.
Let this be your reminder that a listening ear goes a long way. You can also do this on sales calls as well when your potential client is discussing their problem and how excited they are to work with you.
4. Bullet Points are Life or Death (Literally!)
I’m not being dramatic here, friend.
Without the right bullet point strategy, you’re leaving your marketing to the birds.
Bullet points break up chunks of text which make it easier for someone to ready your sales copy, and you can add sales psychology hacks in them too!
For example, one sales psychology hack is to tell your audience the benefits of your offers rather than just the features.
So, if you’re a business strategist with a new program instead of saying you have an incredible 6-week back suite included tell them about how they get instant access to the backend of a world-renowned business advisor who has sat on advisory boards for 15 different companies.
See what I did there?
There’s a place to list features but whenever you get a chance talk about the real-life benefits because people only care about what’s in it for them.
Now, you can use this psychology hack and list out four different bullet points the same way I created the one above.
Stop right now, and try it for your services (you’ll be surprised what you come up with!)
5. Fear Killed the Copy (and business)
You and I both know fear messes up anything good in life and your marketing strategy is included in that.
If you’re too afraid to speak to your audience in a confident damn-near cocky way no one will buy from you.
Anytime you’re using the written word you already need to add an extra emphasis and shock your reader since there’s just so much content out these days.
If not, you risk being washed away in the sea of people who post all the time and don’t tailor their message specifically for their clients.
It’s time to let the fear go.
Think of an outrageous headline, or topic and then edit it and dial it back a bit. That will be the headline you need to stop the scroll, stick out in the email inbox, and give your audience something to remember.
6. Once You Hit a Dead End Don’t Give Up (Do This Instead)
Telling the right story is the difference between a campaign being wildly successful and flopping. Often times when you go to launch a new service or rebrand your business you’re left wondering why everyone wasn’t as excited as you.
There’s a simple answer to this problem.
You told stories that your audience doesn’t relate to or care about.
Let’s be honest here, we’ve all been guilty of this before and probably will again sometime in our entrepreneurial journey.
The key is to get up and try again. Change the positioning. If you’re a business strategist trying to speak to your ideal client about how they need a $10k retreat only to realize that isn’t their ideal storyline you need to go back to the drawing board and figure out what gets them excited.
Instead of just a retreat they probably care more about the lifelong business connections, business development which leads to abundance, and freedom, and the ability to meet an exclusive community with like-minded women so they won’t feel alone as successful women entrepreneurs.
Do you see the difference? Both times you’re telling a story to the same person but the positioning or the way you tell the story is different.
You can play around with this idea with a whole bunch of different storylines then test them out and see which your audience resonates with best.
7. Short or Long? When Does it Matter?
Some marketers swear by short stories, others say they only create long-form copy (even in social media captions)
Either one doesn’t matter if you’re not telling the right story at the right time.
You can create a business development quote that gains more traction than a long story about why you started your company.
It honestly just depends on what your audience wants and needs to see at a specific time.
This is also referred to as reading the room.
See, you have to know what to say and when to say it or else people will just scroll by and not give your content a second look.
My advice to you is to try both long and short-form copy for emails, and social then see which topics resonate with your audience best.
Do you have a copywriting project you’d love to get my hands on so I can wow your audience and move them to want to work with you? Schedule a consult here: https://tiffanygarside.as.me/schedule.php