Copywriting comes from the world of advertising and marketing. Now as online marketing has transformed how we do business, copywriting really allows you to get the results that you want.
Copywriting is the art of using your words to communicate the point you`re trying to make to your audience. What is that action you want someone to take? Your copywriting is what's going to make them take the action or not.
I'm constantly trying to improve how I create content, the messages I'm sharing but also the way my audience responds to that. Along the way I’ve come up with some copywriting tips.
Copywriting is used in everything in your business. From social media, to emails, to sales pages and everything in between. So it’s a good skill to have and something that you shouldn’t neglect.
If nothing you’re putting out is working for you than 99% of the time it comes down to the copywriting. You’re not hitting the pain points of the ideal clients or you're not communicating it to them well enough.
If you're struggling with getting the engagement that you want with social media…
If you’re not getting the click through rates on ads or the open rates on your emails...
If your landing pages aren’t converting...
It almost always comes down to your messaging and you’re copywriting.
Once you master copywriting and get your messaging dialed in, you can begin to really start to see results because you’re bringing in those dream clients that you want to work with.
Then we can start to scale your business up and a great way to do that is with a group program. I know that they can be intimidating but I’ve created a FREE resource: the Ultimate Group Coaching Framework that will show you how to create and launch one to success.
Before I show you how you can improve your copywriting let's talk about a common misconception I see with people that I work with. It typically comes up when we finally come around to sales and marketing.
They say that they don't want to coerce or manipulate or force someone to do something they don't want to. They think that with marketing and sales they’re actually making people do something they don’t want to do.
Learning the craft of marketing and sales isn't about getting people to do something that they don't want to do. It’s about showing people what is possible for them and what is the transformation your work provides.
You have something that provides value and helps people. Copywriting, marketing, sales is the process of showing that value and helping them decide if that value and transformation is something that they want.
Look at it as simply a tool to share our craft and get it into the hands of people who are most likely going to benefit. Once you do this it becomes so much easier to do the marketing and sales.
Here are a few tips to help you write better copy:
Meet them where they’re at.
Don’t try to bring them to where you are right away. This is the fastest way to lose someone who’s reading your copy.
I start with empathy, caring and telling them that I know exactly where they’re at because it's true! I do know where they’re at.
If you make it relevant to your audience then they’re more likely to perk up their ears, put the phone down and listen to what matters to them. We live in a world where we are constantly being distracted as there are so many things fighting for our attention. That;s why we need to get their attention quickly and keep them interested.
Start with a point of empathy and with describing where they’re at so it grabs their attention because it's important to them. Every post, video or any content you make you want to meet them where they’re at in the beginning. It doesn’t have to be super detailed or very long.
If you're in an industry where they can feel embarrassed talking about whatever it is that’s going through their mind, if it's possible then show empathy for them. Empathize with them about where they’re at.
I know what that feels like and you’re not a bad person for feeling like that. It's okay.
When you show them that it’s okay, don’t just brush it off. Tell them you get it and that you can work through this together.
The more vivid and rich your stories are the more they will capture your audience's attention.
Telling stories lets you have a more real conversation with your audience rather than you just being you talking at them or you just spouting information.
This is the difference between someone who's going to stay engaged with you or someone who's going to fall off because of information overload, it being too much or too confusing.
If you're in an industry where you’re teaching something super complicated or very information heavy it's up to you to make it as simple as possible so they can grasp the idea of it. Stories can help you do that.
Capture their imagination and get that emotional interest going.
Have just a single call to action with every piece of content. Focus your efforts so you don't feel like trying to roll a boulder up a hill while pushing in 5 different directions.
The more actions you’re asking someone to do in any piece of content online the more confusing it’ll be and the less likely they’re going to do the thing you want them to do. You’re going to want to simplify to one action and get the result you’re looking for.
The perfect example of this is landing pages versus a website.
If you have a website you may have an opt in that leads to your email list. Maybe you have it on your side bar, or top of the page or even with an exit intent pop up. If it’s on your website like this then it'll convert at about 3%.
If you have a landing page you can get that converting between 20% - 50% constantly depending on if it’s cold or warm traffic.
The thing with landing pages is that there’s only one thing that the customer needs to worry about. There's not a million things on the page to distract them.
You can exponentially increase your conversion rate doing this and this is why we use one single call to action for every piece of content we create.
Copywriting and messaging can quite literally make or break your business. This could be the difference between them passing your content over like everyone else's they’ve seen or them turning to a lifelong consumer of your content.
In my program I look over all my clients' copy and give them suggestions on how they can improve it. But that’s just a perk because what I really do is help them scale their business up by adding a group format, or group program to their business.
Group programs allow you to really leverage your time so you work on other things, like improving your copywriting. The bad news is that a group program needs a bit more than if you were to a 1-on-1 program. The good news is that I’ve created the Ultimate Group Coaching Framework, which shows you exactly what you need to do to get your own group program up and running.